Brand guidelines
Use the brand as it is.
Everything on this page is ready to use: partners, volunteers, printers and journalists can download the exact files below. Nothing needs redrawing. If you need something that is not here, write to hello@thunafoundation.org.
01 · The logo
The Thuna wordmark
The logo is the Malayalam word തുണ (thuna, “support”) drawn as a single flowing script, ending in an open hand. The hand is part of the mark. Keep it intact and never redraw or retype the word.
Colour variants
Four colours cover every ground. Pick the one that gives the most contrast, and download it from under the preview.
Deep Teal
Primary. Use on cream, sand and white.
Charcoal
Print and high-contrast documents.
Cream
Reversed. Use on deep teal and other dark grounds.
White
Reversed. Use on photography and charcoal.
Lockups
When the mark needs the organisation’s name beside it, use a lockup: the wordmark with THUNA FOUNDATION in tracked capitals and the three brand words beneath. Two arrangements, each on cream, on deep teal and as a transparent PNG.
Clear space
Keep a clear space of X on every side, where X is the height of the small circle in the middle of the mark. Nothing enters this zone: no text, no image edges, no other logos.
Minimum sizes
Below 120 px on screen (25 mm in print) the hand’s fingers close up. Use the app icon or profile picture instead when the space is smaller.
220 px160 px120 px · minimumPlease do not
Five habits that damage the mark. If in doubt, use the file exactly as downloaded.
Do not stretch or squash
Do not rotate the wordmark
Do not recolour outside the palette
Do not add shadows or outlines
Do not place it on low contrast
02 · App icons and profile pictures
The mark in a square
For app stores and social profiles the wordmark sits centred on deep teal. These files are exported at the sizes each platform asks for. Upload them as they are; do not add borders, text or a second logo.
App icon
1024 × 1024
App Store and Play Store. Square file, the store rounds the corners.
Download PNG
App icon, light
1024 × 1024
Light-mode alternative.
Download PNG
Maskable icon
512 × 512
Android adaptive icons and PWA. Mark sits inside the safe zone.
Download PNG
Profile picture
1080 × 1080
Instagram, Facebook, WhatsApp, YouTube. Shown here as the platform crops it.
Download PNG
Profile picture, light
1080 × 1080
When a light avatar is needed.
Download PNG
Profile picture, small
400 × 400
LinkedIn and X.
Download PNG
03 · Colour
Colours that say care, trust, dignity and hope.
Seven colours form the palette. Warm neutrals carry the page, deep teals anchor the brand, and sage adds a soft living accent. Click any value to copy it.
- Deep Teal32 · 93 · 89
Logo, headings, strong accents
- Thuna Teal47 · 127 · 120
Primary brand colour: fills, large text, illustration
- Sage Green142 · 175 · 154
Secondary elements, decoration, large text on charcoal
- Warm Cream247 · 243 · 234
Main background
- Soft Sand231 · 222 · 208
Cards, sections
- Charcoal41 · 51 · 49
Body text
- White255 · 255 · 255
Logo on dark, contrast
- Teal Ink38 · 112 · 106
Web only: small text and links on light grounds (an accessible tint of Thuna Teal)
Accessible pairings
Measured with the WCAG 2.2 formula. AAA needs 7 : 1, AA needs 4.5 : 1, and “large only” means the pair is fine for text at 24 px or above (19 px bold). The website uses only AA and AAA pairs for text.
| Combination | Ratio | Grade |
|---|---|---|
| Charcoal on White | 13.0 : 1 | AAA |
| Charcoal on Warm Cream | 11.8 : 1 | AAA |
| Charcoal on Soft Sand | 9.8 : 1 | AAA |
| White on Deep Teal | 7.6 : 1 | AAA |
| Deep Teal on White | 7.6 : 1 | AAA |
| Warm Cream on Deep Teal | 6.8 : 1 | AA |
| Deep Teal on Warm Cream | 6.8 : 1 | AA |
| Soft Sand on Deep Teal | 5.7 : 1 | AA |
| Deep Teal on Soft Sand | 5.7 : 1 | AA |
| Teal Ink on Warm Cream | 5.3 : 1 | AA |
| Charcoal on Sage Green | 5.4 : 1 | AA |
| White on Thuna Teal | 4.7 : 1 | AA |
| Warm Cream on Thuna Teal | 4.3 : 1 | Large only |
| Sage Green on Deep Teal | 3.2 : 1 | Large only |
| White on Sage Green | 2.4 : 1 | Avoid |
04 · Typography
Warm, clear and unhurried
The logotype is custom lettering. Around it, two free typefaces carry the voice. Both are on Google Fonts, so anyone can use them in a document, a slide or a poster.
Logotype
Custom hand-drawn script. Never set the name in a substitute script font. Always use the wordmark files.
Display · Quicksand
Aa
ABCDEFG · abcdefg · 0123456789
Rounded, calm and friendly. Headings, buttons, labels and the lockup capitals. Weights 500 to 700.
Get Quicksand (opens in a new tab)Text · Nunito Sans
Aa
ABCDEFG · abcdefg · 0123456789
A gentle humanist sans for paragraphs, captions and forms. Quiet at small sizes. Weights 400 to 700.
Get Nunito Sans (opens in a new tab)Voice
Write the way a kind neighbour talks. Short sentences. Plain words: say “pain”, not “symptom burden”. Say what we do, not how much we care. Avoid exclamation marks, and never describe a patient as a case.
05 · Photography
Real homes, natural light, people first
Our pictures are taken at eye level, in daylight, inside Kerala homes and gardens. People look at each other, not at the camera. Colours stay warm and muted so they sit well with the palette.
Do
- Show the carer and the person together.
- Use daylight from a window or a veranda.
- Keep hands, tea cups and everyday objects in frame.
- Get written consent from the family before publishing.
Do not
- Photograph anyone in distress or during a medical procedure.
- Use stock photos of hospital corridors or stethoscopes.
- Apply heavy filters, vignettes or black and white.
- Show medicines, files or faces without permission.
06 · Posters and social templates
Ready-made layouts that show how the brand is used
Each template is a finished example. Print the A4 files at full size, or post the square and vertical files as they are. The rules are the same in all of them: one photo, one headline, plenty of cream space, the lockup at the bottom, and a QR code that points to thunafoundation.org.
Awareness poster
A4 portrait · 2480 × 3508 px · 300 dpi
Notice boards in hospitals, clinics, pharmacies, panchayat offices and places of worship. Print on plain matte paper. Do not add extra logos on the cream area; partner logos go in the teal panel, next to ours, at the same height.
Download print PNG
Volunteer recruitment poster
A4 portrait · 2480 × 3508 px · 300 dpi
Colleges, libraries, clubs and residents’ associations. Replace the bracketed venue text before printing. The date card is the only part that changes.
Download print PNG
Caregiver training poster
A4 portrait · 2480 × 3508 px · 300 dpi
Event announcements. Fill in date, venue and phone in the three cards. Keep the photo: it tells families this is about care at home.
Download print PNG
Instagram and Facebook post
Square · 1080 × 1080 px
Feed posts and WhatsApp status. Photo, teal gradient, one short line, small lockup. Keep text under 12 words.
Download print PNG
Instagram story and reel cover
Vertical · 1080 × 1920 px
Stories, reels covers and WhatsApp status. Keep the top 250 px and bottom 250 px free of anything important; the app covers them with its own controls.
Download print PNG
How to adapt a template
- Change only what is in square brackets: date, venue, phone.
- Keep the photo, the colours and the lockup where they are.
- Keep headlines under six words and body text under forty.
- Send us a picture of the finished poster; we like to see where it went.
Need an editable version?
The templates are built as plain HTML and CSS so any designer can open them. Write to hello@thunafoundation.org and we will send the source files, or a version with your partner logo already placed.
07 · Downloads
Everything in one file
The ZIP holds every wordmark, lockup, icon and poster on this page, plus the original brand board and a short read-me. Use the files as provided.
thuna-brand-assets.zip
Wordmarks (SVG + PNG), lockups, app and profile icons, favicons, posters, brand board.
Original brand board (PNG)
The one-page reference the palette comes from.
Wordmark, deep teal (PNG 2400 px)
For documents and slides.
Horizontal lockup on cream (PNG)
For email signatures and headers.
Profile picture (PNG 1080 px)
For every social account.
For co-branded materials, press kits or anything not covered here, write to hello@thunafoundation.org.