On-Demand Brand & Marketing Resources
Brand Guidelines
These guidelines define a clear, consistent identity, ensuring every choice in type, color, photography, language and design works seamlessly within the Acenda brand system.
Brand Use & Permissions
The Acenda name and logo are registered U.S. trademarks and are protected brand assets. They may not be used, altered, reproduced, or shared by employees, vendors, community partners, or other external organizations without prior approval from Brand, Marketing & Engagement (BME).
This includes use on promotional materials, event signage, apparel, websites, social media, presentations, co-branded materials, and other public-facing communications.
Need to use the Acenda logo or name?
Brand Colors
Evoking optimism and innovation. Ascending—moving up in the world. Strong, confident, forward-thinking.
The Acenda Integrated Health brand colors are the visual foundation for all our marketing and communications.
Primary Colors
Growth, Nurture, Renewal
Connection, Inspire,
Trust
Professional, Stability, Wisdom
Confident, Practical, Resilient
Full Spectrum
#97CD80
44-0-66-0
151-205-128
#85CA98
49-0-53-0
133-202-152
#6CC6B7
56-0-34-0
108-198-183
#56C2CF
60-2-19-0
86-194-207
#57AEC0
64-14-21-0
87-174-192
#A8B9E0
33-21-0-0
168-185-224
#7B8CB5
56-41-11-0
123-140-181
#577593
7 1-49-28-4
87-117-147
#576485
73-60-30-8
87-100-133
#5B6670
67-52-44-17
91-102-112
Logos
Primary Logo
The primary logo includes the full organizational name in a stacked format. Use the primary version whenever possible, and the secondary version for tight spaces. It’s also available in all-white. See the full brand guidelines for approved color variations.
Secondary Logos
To ensure the prominence and legibility of the Acenda logo, always surround it with ample empty space. This area can be measured using the height of the “Integrated Health” capital A in the logo (shown below). No other graphic elements, images or typography should appear inside this clear space. The capital A is the minimum space allotted for Acenda’s logo placement.
Typography
Primary Font: Brother 1816
Secondary Font: Mrs Eaves
Writing Guidelines
One way Acenda creates consistently engaging content is being aware of our brand voice & tone.
What’s the difference? Our voice stays the same day to day, but our tone may change depending on who we are talking to, the treatment we’re explaining or the service line we’re promoting.
Voice
Acenda's brand voice is a blend of compassion and clinical expertise, fostering a safe and welcoming space for individuals seeking mental health support and community resources.
As experts in our field we discuss complex concerns in a way that’s approachable and plain terms so it’s understood by our clients.
Tone
Acenda's tone often varies by audience, platform, and service line.
Compassionate & Community-Focused
Acenda uses uplifting messaging to promote its impact and takes an empathetic approach to explaining mental health information to its donor and volunteer community.
Inspirational & Encouraging
Often an audience may be a mix of clients, staff, donors, and community members. In these situations Acenda uses positive and supportive messaging to inspire its audience and provide helpful guidance on navigating mental health concerns.
Professional & Informative
When speaking to a more professional network—think corporate supporters or clinical colleagues—Acenda leverages its expertise to provide educational insights on mental health in a more formal, educational manner.
Style Guide
Use Plain English - Avoid slang, jargon or overly technical language.
Write for Everyone - Write at an approachable level that allows every reader to understand the concept—whether they read every word or skim.
Use Your Own Words - Create content that is original, insightful, and rooted in Acenda’s unique expertise. We want to add value to the conversation, not duplicate it. If using external data, quotes or concepts, include a source reference.
Write Positively - Generally, Acenda uses positive language rather than negative language to be uplifting and provide hope even in the hardest situations.
Approved Brand Language
Where Lives Move forward
With You Every Step of the Way
Brand Assets
Integrated Health
Recovery Services
Maternal Health
Child & Family Services
Brand Imagery
Clinical
A mix of posed and candid imagery, featuring individuals who are smiling or engaged in conversation, conveys trust and connection. Clinical settings are shown with approachable staff in supportive, welcoming contexts.
Images are for stylistic reference only. Rights clearance is required before use.
Psychiatric & Residential
Warm, less-clinical imagery in non-stigmatizing settings like inside homes or supportive group interactions.
Images are for stylistic reference only. Rights clearance is required before use.
Recovery
Supportive moments from group therapy and peer connections to calm one-on-one sessions with clinicians. Visuals emphasize life skills, family wellness, and the dignity of recovery progress, creating a hopeful tone.
Images are for stylistic reference only. Rights clearance is required before use.
Children & Families
Families in welcoming home environments, capturing everyday life moments such as cooking together, family discussions or moving into a new home. Youth in career or educational settings, showing progress and empowerment.
Images are for stylistic reference only. Rights clearance is required before use.
Maternal Health
The imagery showcases nurturing, joyful moments between parents and young children, highlights mothers and fathers sharing care together. Pregnant women supported by clinicians or community groups, all captured in a way that feels energetic, relatable and family-focused.
Images are for stylistic reference only. Rights clearance is required before use.
Youth & Adolescence
Teens in everyday community settings with their peers, captured through candid, authentic photography that feels real and un-posed. Highlighting youth engaging with mentors and counselors, balancing seriousness with optimism to reflect both challenges and the pathways forward.
Images are for stylistic reference only. Rights clearance is required before use.