Branding
The 988 Missouri brand embodies the 988 Suicide & Crisis Lifeline’s ideals and goals.
Built on the concept of expanding access to crisis care for individuals experiencing a mental health, suicide, or substance use crisis, the 988 Suicide & Crisis Lifeline primarily seeks to offer a sense of hope and encourage anyone to reach out for help when they need it. Call, text, or chat 988 if you or someone you know is in crisis.
Used as intended, the 988 brand provides a cohesive look and feel across
988 materials.
BRAND ELEMENTS
The clean geometry and typographic design of the lockup provide balance, sensitivity, and strength. The ‘988’ and ‘Lifeline Missouri’ elements are boldest; they advance in space and project an instant message of hope.
In both horizontal and square forms, the lockup is designed to mark 988 communications with the assurance of support. The lockup must be used without modification to maintain brand integrity and consistency. Care should be taken to provide enough contrast for lockup legibility.
Color palette
The 988 color palette offers complementary colors that speak of hope, calm, and reassurance. The interplay between contrasting cool and warm colors hints at natural emotional rhythms. In addition, each hue is presented with two lighter tints for use when a color’s full
strength is not needed.
typography
These typographic options give a fresh and authentic tone to 988 messaging.
ACIER BAT
is a classic geometric typeface that delivers a n
inviting sense of structure for content titles an d
primary headings.
Adrianna, an equally modern, narrower sans
serif face, provides a clean and consistent feel
for body text.
When producing materials, use the typefaces suggested if available to you; if they are not available to you, we suggest Arial as a standard default, as it is generally
platform-agnostic.
photography
Images for 988 materials should portray real people, living day-to-day, reflective and hopeful at the same time, without going
too far in either direction. Photos should be people-focused, with limited background distractions. For example, images showing people using mobile devices concentrate focus on the individual interactions with the
988 Suicide and Crisis Lifeline .
In selecting photography, strive for diverse representations of age, race, and gender fluidity, and avoid the use of black and white imagery, which can feel too heavy given the subject matter.
messaging
988 messaging powers the brand’s impact. Please visit https://www.samhsa.gov/find-help/988 to find the key messages and FAQs available.
Use these as the foundation from which to build your audience-specific 988 communication messages and materials.
Download logos for use
View logo variations and download them for use on graphics and/or social media sites.