Brand Guidelines
Logo Usage & Restrictions
The preferred approach is to use the full color GreenPath logo. Our logo speaks to GreenPath’s mission of financial health for all. Below you can find examples of how to use our logo and icon on different backgrounds. Download all official versions (zip).
Spacing around the full logo should be at least the height of the smaller text in the logo. Elements such as text, rules, borders, illustrations, photographs (when not used as a background) and trim edges should not extend into this spacing.
Minimum width of the logo should never be scaled smaller than 1.25”.
Minimum width of the icon should never be scaled smaller than .5”.
Do not flip or change the colors of the logo/icon.
Do not stretch or condense.
Color Palette
Based on Web Content Accessibility Guidelines (WCAG 2.0), the criteria for level AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for larger text, greater than 24px or 19px and bold. The web accessible combination chart provides approved brand color combinations that meet WCAG 2.0 level AA standards. This quick-reference chart shows which colors provide enough contrast to be used as text against a light background, and which colors don’t have enough contrast to be readable as text but could be used as a background.
Primary Palette
The primary palette may be used extensively both for headlines, body copy, large areas of color and as accent colors.
#102446
Aa
#4c5b74
75%
Aa
#8791a2
50%
Aa
#c3c8d0
25%
Aa
#e6e8ec
10%
Aa
#87BD48
Aa
#a5cd76
75%
Aa
#c3dea3
50%
Aa
#e1eed1
25%
Aa
#f3f8ec
10%
Aa
#ECECEC
Aa
#f1f1f1
75%
Aa
#f5f5f5
50%
Aa
#fafafa
25%
Aa
#fdfdfd
10%
Aa
#000000
Aa
#404040
75%
Aa
#7f7f7f
50%
Aa
#bfbfbf
25%
Aa
#e5e5e5
10%
Aa
Aa: approved ADA color contrast in conjunction to background color.
Secondary Palette
The secondary palette complements the primary palette, providing additional range to the brand experience. They work well as accent colors for borders or rules, and as backgrounds behind typography or graphics, but should never replace the primary palette as the main color(s) of a design.
** Secondary colors should never replace the primary palette as the main color(s) of a design. **
#EB7125
Aa
#f0945b
75%
Aa
#f5b791
50%
Aa
#fadbc8
25%
Aa
#fdf0e8
10%
Aa
#572c5f
Aa
#816187
75%
Aa
#aa95ae
50%
Aa
#d5cad7
25%
Aa
#eee9ef
10%
Aa
#1E575C
Aa
#568185
75%
Aa
#8eaaad
50%
Aa
#c6d5d6
25%
Aa
#e8eeee
10%
Aa
#E8AF28
Aa
#eec35e
75%
Aa
#f3d793
50%
Aa
#f9ebc9
25%
Aa
#fdf7e9
10%
Aa
Aa: approved ADA color contrast in conjunction to background color.
Alerts & Notifications
General Notifications
#572c5f
Aa
Success
#87BD48
Aa
Error
#EB7125
Aa
Typography
We’re using two fonts across our platforms: Roboto Condensed and Roboto. Because of its clean lines and crisp angles, it adheres to our ADA compliant standards from desktop to mobile.
We’ll incorporate custom modifications to these typefaces where an artful touch is needed.
ROBOTO CONDENSED
Roboto Condensed is an impactful typeface. Its condensed appearance serves well as headlines, and sub headlines. Regular 400, Regular 400 Italic, Bold 700, Bold 700 Italic.
- H1: 40px, bold
- H2: 35px, bold
- H3: 22px, bold
** If Roboto Condensed is not available, the alternative typeface is Arial Nova Cond.
ROBOTO
Roboto is our most versatile typeface, mostly used for body copy with special treatments: Regular 400, Regular 400 Italic, Bold 700, Bold 700 Italic.
- Body text: 14px, 400 regular
- Sub text: 12px, 400 regular
** If Roboto is not available, the alternative typeface is Arial.
FINANCIAL
WELLNESS
FOR EVERYONE
NFCC
CERTIFIED
EXPERTS
Visual
GreenPath teams with people throughout the nation to provide guidance, counseling and education that empowers financial wellness. GreenPath’s visuals reflect our more than 60-year mission as a caring, trusted and inclusive national nonprofit.
Our creative revolves around the people we serve. Diversity and a sense of realness keep the GreenPath brand consistent. Our goal is to clearly communicate the genuine value of GreenPath debt counseling services by putting people at the center.
Examples
How to Deal with Student Debt
Your future is yet to be written, and the choices you make now can influence what comes next. Knowing what’s best for you requires student loan expertise plus an unbiased assessment of your situation. We offer two tiers of service to help you find a clear path forward.
Payments Resume in 2023 for 44 Million People
If you have questions about your student debt, please contact GreenPath for a free student loans counseling session.
Buttons & Links
Buttons are designed with focus on ADA: high contrast, clean font, adaptable to dark or light backgrounds.
Icons & Symbols
GreenPath utilizes Google’s Material Icons and Material Symbols.
The GreenPath Voice
Through a caring approach to financial counseling services, education, and employment practices, GreenPath leads with empathy and compassion to create a world in which all people have an equal opportunity to lead financially healthy lives.
We share real stories from those we serve to communicate the difference GreenPath has made in people’s lives. Our brand voice uses clear and concise language that is accessible and easy to understand, as well as inclusive and respectful of diversity.
Empathetic
Your call will be answered by a caring, compassionate expert who understands that financial hardships happen to good people.
Compassionate
Whatever it is that you dream about doing in your life, and however your financial situation stacks up, our kind, professional counselors are ready to support you.
Nonjudgmental
Regardless of your financial situation, our counselors are here to help. Reach out today. Our financial counselors can help find a solution that works best for you.
Coming soon.