The primary lockups. Use the one that best fits the space — horizontal by default, stacked where width is tight, the logomark where the brand is already established.
Horizontal
Stacked
Logomark
Color Configuration
Approved logo colourways for different backgrounds. Reach for the full-colour mark first; the single-colour, black, white, and watermark treatments are for constrained or photographic settings.
2-Color
Grayscale
Watermark
Not provided
1-Color
Not provided
Black
White
Color Don'ts
Keep the mark intact. Don't reshape, recolour, or reorient it.
Don't stretch or distort the logo.
Don't recolour the logo.
Don't rotate the logo.
Scale
The mark stays legible as it shrinks.
96px
64px
40px
24px · logomark
Color
The palette that carries the brand, with print and screen values for each color.
Gold
lightest
HEX
#F7EDDA
RGB
247, 237, 218
CMYK
0, 4, 12, 3
lighter
HEX
#E2C791
RGB
226, 199, 145
CMYK
0, 12, 36, 11
base
HEX
#AD8B42
RGB
173, 139, 66
CMYK
0, 20, 62, 32
light
HEX
#8F7236
RGB
143, 114, 54
CMYK
0, 20, 62, 44
dark
HEX
#6F5720
RGB
111, 87, 32
CMYK
0, 22, 71, 56
darker
HEX
#55421A
RGB
85, 66, 26
CMYK
0, 22, 69, 67
darkest
HEX
#3F3217
RGB
63, 50, 23
CMYK
0, 21, 63, 75
Grayscale
white
HEX
#FFFFFF
RGB
255, 255, 255
CMYK
0, 0, 0, 0
lightest
HEX
#D7D7D7
RGB
215, 215, 215
CMYK
0, 0, 0, 16
lighter
HEX
#9B9B9B
RGB
155, 155, 155
CMYK
0, 0, 0, 39
light
HEX
#575757
RGB
87, 87, 87
CMYK
0, 0, 0, 66
dark
HEX
#373737
RGB
55, 55, 55
CMYK
0, 0, 0, 78
darker
HEX
#1E1E1E
RGB
30, 30, 30
CMYK
0, 0, 0, 88
black
HEX
#000000
RGB
0, 0, 0
CMYK
0, 0, 0, 100
Typography
The typefaces that give the brand its voice in writing.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz 0123456789
Primary
Display · Heading
Libre Baskerville
Libre Baskerville in Light
Libre Baskerville in Regular
Libre Baskerville in Medium
Libre Baskerville in Bold
Libre Baskerville in Extra Bold
Used for the largest display-level headings; the serif character reinforces the brand's authoritative and luxurious positioning.
Secondary
Label · Body
Lato
Lato in Light
Lato in Regular
Lato in Medium
Lato in Bold
Lato in Extra Bold
UI labels, buttons, and form elements use Lato for legibility and neutral clarity, contrasting with the serif display stack.
Tone & Voice
How the brand sounds — the personality behind the words.
Principles
RefinedBold
Tone
Authoritative
The patient is the hero — someone navigating real barriers of cost, time, and anxiety on the way to a decision that matters to them. Birdwell & Mutlak is the guide: two clinicians with distinct approaches, documented results, and a clear path forward — who make the next step feel possible, not pressured.
Conditional writing tone
Choose the right tone for the right situation
As you write, put yourself in our users' shoes. Here's how we map the feelings based on their situations and what tone we should set accordingly:
When the situation is Positive😀
Write in a joyful and engaging tone.
When the situation is Neutral😐
Write in a casual and engaging tone.
When the situation is Negative😞
Write in a serious and straightforward tone. Say sorry when needed.
Printers, vendors, and production partners — for questions about using these brand assets, contact the Brik Designs team.
