Brand guidelines
The Mindfully brand
Stronger wellbeing and more calm in the classroom — with a qualified teacher. Keep the look consistent and the claims honest. Full reference lives in docs/BRAND.md.
Slogans
- “Bring Mindfully into your school”
- “More calm in class, with Mindfully”
- “Stronger wellbeing starts with a Mindfully moment”
- “Make space for Mindfully”
- “Take a Mindfully moment”
Colour palette
Typography
Outfit — display, semibold
Inter — body & labels. Semibold (600) is the default heading weight, not bold. Headings are never uppercased (except the decorative TextLoop ribbon).
Voice & tone
Do
- Calm, credible, teacher-to-teacher. Plain language.
- State what a programme delivers and how it’s measured.
- Cite the frameworks: Gezonde School, social safety, positive health.
Don’t
- Inflated stats or app-marketing claims.
- Clinical/therapy language — this is not therapy.
- Overpromise. Mindfulness is “no miracle cure.”
Motion & accessibility
Gentle parallax, scroll reveals, Lenis smooth scroll and count-ups — all respecting prefers-reduced-motion. Visible keyboard focus, skip-to-content, semantic landmarks and sufficient contrast are the non-negotiable floor.
⚠ Differentiation & trademark
The identity is derived from the Headspace UI Kit and the name sits in the mindfulness category, which carries trademark and passing-off risk. Keep the schools-and-teacher positioning front and centre, avoid copying Headspace copy/product names, and get a trademark/legal check before any print run, paid media, or funded launch.