A different kind
of brand kit.
Everything you need to make NewKind look and sound like NewKind — colours, type, voice, logos. Click any value to copy. Download anything you need.
The mark,
four ways.
The lockup is fixed — only the colour changes. Pick by background, never by preference. Click any chip to download.
Monogram.
For favicons, social avatars, app icons, and any place too small for the full wordmark. Never use in place of the wordmark on primary surfaces.
Do's and don'ts.
Clear space equal to the cap-height of NEWKIND on all four sides. Minimum 25mm print / 120px digital. The wordmark always appears as a fixed lockup.
Ink, Page,
and what sings on top.
Two core canvases — Ink and Page — each carry the same hierarchy. Sage Deep replaces Sage on light. Mauve, Rose and Violet hold across both. Click any swatch to copy its hex; hover for RGB, HSL and OKLCH.
Hanken Grotesk
+ Rousie.
Hanken Grotesk carries every layout — display, body, italic accent. Rousie appears in exactly one place: the warm, hand-painted "good news" sign-off on success stories. Click any specimen to copy the font name.
Headlines, body, eyebrows, UI. Variable 100 → 900. SIL Open Font.
Same family, italic 700, mauve / rose. One or two accent words per headline — the reframe.
Warm, flowing script. Only ever for "good news" or "— with care,". Never headlines.
Type scale
Try it on for size
A trusted, informed
friend — who knows the science.
When in doubt, write toward the left column and away from the right. The test: would a well-informed friend with medical backing say it this way?
An informed
friend.
- Knowledgeable
- Warm
- Clear
- Grounded
- Optimistic
- Sophisticated
- Supportive
A clinic, a guru,
or a sales pitch.
- Preachy
- Overly medical
- Spiritual / guru-like
- Salesy
- Fear-based
- Overly casual or slang-heavy
- Sentimental
"Your AMH is critically low. Time is running out. You need to consider IVF immediately before it's too late."
"AMH measures egg quantity, not egg quality. Many women with low AMH conceive naturally — it only takes one good egg, and your remaining eggs are your best eggs."
"Don't give up! Stay positive and trust the universe — your baby is on the way."
"A failed cycle usually means something underlying hasn't been addressed yet. The mechanism is what matters — and the mechanism is fixable in the right window of time."
"His count is low. He'll need supplements. Add this to his routine and recheck in 6 months."
"Count, motility, morphology — all modifiable. The spermatogenesis cycle is about 75 days, so we can see real movement in 2–3 months. Supplements help, but they're not the whole answer."
Recurring devices.
Seven elements that recur across the brand. Italic accents pick out the reframe. Progress bars and step stacks make the four pillars visible. The big italic stat and pull quote do the heavy lifting on hero moments.
news.
Icon set — coming soon.
Reserved for the NewKind icon system once designed — single-weight line icons, drawn on a 24px grid, that read calmly alongside Hanken Grotesk. The slots below show the rough rhythm and rough categories we expect.
Drop final SVGs into assets/icons/ and these slots will populate.
Generous space.
Strong hierarchy.
Eyebrow → headline → body. Hairline dividers, not heavy ones. Cards with 14–18px radius. If a page feels tight, the answer is fewer ideas, not smaller type.
Rhythm
Every long-form layout opens the same way. Eyebrow sets the section. Headline lands the point. Body delivers the substance. Never skip the eyebrow.
Hairline dividers
1px lines at 10% opacity. Used to separate, not to enclose. Avoid boxes within boxes.
Dividers should disappear when you stop looking for them. They organise without shouting.
Radii
Three sizes — tile (14px), card (18px), pill (999px). Never invent a new radius. Cards have soft borders and breathable padding (6–8mm).
Whitespace
Breathe. Then breathe again. Negative space is the brand. The biggest mistake junior designers make on this brand is filling the page.
Real moments,
soft light.
A photography brief in two columns. Until a photo library is built, use the left column to filter every image considered.
Real moments,
no posing.
- Couples mid-conversation, not staring at the camera
- Natural Indian light — windows, evenings, mornings
- Real homes, not staged interiors
- Quiet hands — tea cups, journals, walking
- Diverse Indian skin tones, body types, ages 25–40
- Subjects looking thoughtful, not joyful or sad
Stock smiles,
baby-on-belly clichés.
- Pregnancy ultrasounds and stock baby images
- Doctors in lab coats with stethoscopes
- Couple kissing-the-bump or hands-on-belly cliché
- Overly bright, over-saturated stock photography
- Tears, grief imagery, or fear-coded faces
- Anything that signals "wellness influencer"
Would a trusted, well-informed friend with medical backing say it this way?
If yes, ship it. If no, rewrite it. Grab the full kit below — logos, fonts, the full PDF guidelines.