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Brand

The Moraph for Good brand.

How to show the name, the logo, the colours and the type, for partners, press and anyone writing about the program. Moraph for Good is a program of Moraph LLC; for the Moraph brand itself, see moraph.com.

Logo

One lockup, two grounds.

The lockup follows the Moraph portals: the Moraph mark, MORAPH, a hairline divider, and the program name. It is drawn, not typed, so always use the files below.

On evergreen nightPreferred
On paperWhen the ground is light

Clear space and size

Room to breathe.

Keep clear space around the lockup at least the height of the mark (x) on every side. Nothing else (text, edges, other logos) enters it.

Clear space
The height of the mark, on all four sides.
Smallest lockup
140 px wide on screen, 35 mm in print. Below that, use the mark alone.
Smallest mark
16 px on screen, 5 mm in print.
xxxx
x = the height of the Moraph mark

Colour

Evergreen, paper and a marigold sun.

A sibling of the Moraph palette: where Moraph uses its orange signal, Moraph for Good uses marigold. Use marigold sparingly, as the one warm thing in a view. Contrast ratios are calculated against the colour shown, using the WCAG 2.2 formula.

  • --night

    Evergreen night

    #0C231D

    The ground of the brand: header, footer, heroes.

    • Cream text14.8:1AAA
    • Marigold7.9:1AAA
  • --night-2

    Night 2

    #123029

    Raised surfaces on night, such as cards.

    • Cream text12.7:1AAA
  • --moss

    Moss

    #2D5A4A

    Secondary surfaces and ticks on paper.

    • Cream text7.0:1AAA
  • --leaf

    Leaf

    #8FC0A6

    Quiet accents on night.

    • Night8.1:1AAA
  • --paper

    Paper

    #F5EFE3

    The page. Warm, never pure white.

    • Ink text14.7:1AAA
    • Muted text5.7:1AA
  • --paper-2

    Paper 2

    #EDE5D4

    Alternate sections on paper.

    • Ink text13.4:1AAA
  • --sun

    Marigold

    #F2A33A

    The sun: buttons, dots and the one accent per view.

    • Night text on it7.9:1AAA
    • On paper1.8:1Decoration only
  • --sun-2

    Marigold light

    #FFCF7A

    Italic emphasis on night.

    • Night11.4:1AAA
  • --sun-ink

    Marigold ink

    #8F5300

    Marigold for small text on paper: labels and eyebrows.

    • Paper5.4:1AA
  • --text

    Ink

    #13201B

    Headings and body text on paper.

    • Paper14.7:1AAA

Marigold is not a text colour on paper. At 1.8:1 it fails for text. Use marigold ink (5.4:1) for small labels on paper, and marigold or marigold light on night.

Type

Three typefaces, shared with Moraph.

All three are open source under the SIL Open Font License and served from moraph.org, with no third-party font service.

Display · Newsreader Light and Italic

High stakes don’t come with high budgets.

Headlines, statements and pull quotes. Light weight, tight tracking, italic for the phrase that matters.

Text · Inter

Every engagement has a written scope, a named lead and an end date before anyone starts.

Body copy, buttons and forms. Regular for reading, SemiBold for buttons and the wordmark.

Labels · JetBrains Mono

PROGRAM 02 · SHIELD

Eyebrows, labels and figures. Uppercase with generous tracking, always small.

Voice and naming

Plain, exact and calm.

We write for people running clinics, credit unions and town halls, who are busy and have heard every pitch. British-leaning plain English, sentence case, no exclamation marks.

Do

  • Use the full name the first time

    “Moraph for Good”, then “Moraph for Good” again or “the program”. “Moraph” alone means the company.

  • Say what it is

    “A program of Moraph LLC.” It is how Moraph gives its software, expertise and people’s time.

  • Describe, don’t quantify, what isn’t set

    “Donated or discounted, agreed in writing”, not a percentage nobody has agreed.

  • Name the programs as they are

    Access, Shield, Pro Bono, Pathways and Commons, capitalized, without “the”.

Don’t

  • Call it a foundation or a charity

    Never “Moraph Foundation”, “Moraph charity” or “Moraph Cares”. It is not a charity and takes no donations.

  • Invent proof

    No made-up statistics, partners, quotes, testimonials or awards. Numbers come from the live database or not at all.

  • Shout

    No exclamation marks, no hype, no “revolutionary”. Sentence case for headings.

  • Abbreviate

    Not “MFG”, “M4G” or “Moraph4Good”.

Logo misuse

Please don’t.

The lockup only works as drawn. If none of the files fits your layout, write to hello@moraph.org and we will help.

  • Don’t stretch or squash it

  • Don’t recolour it

  • Don’t set it on a busy background

  • Moraph for good

    Don’t retype or rearrange it

Writing about Moraph for Good? It is the social impact program of Moraph LLC, the company behind moraph.com. It is not a registered charity or a foundation, and it does not accept donations. We will not name an organization we work with, or use its logo, without its written permission. Questions: hello@moraph.org.