The Idealist logo is comprised of both a wordmark and a symbol. There is a primary logo (horizontal / side-by-side) and a secondary logo (vertical / stacked). Whenever possible, the wordmark “idealist” should appear on a white or light gray background. The logo may also be placed on a blue, or photographic background if needed. If this is the case, the wordmark should be white. Here are a few more guidelines.

The way we talk about Idealist across our different products and channels should be consistent and evocative of our values and personality. Who are we? What is our goal? What is our mission / vision / purpose? Keep these in mind as we communicate with the outside world.

While most of the copy we write is either marketing or blog-related content, sometimes copy is needed for a CTA, a basic headline, or other user-experience related tasks. This is UX copy. While this copy should follow suit with all other brand, technical, and tonal standards, UX copy must also be concise and deliberate. This doesn’t mean it can’t be playful or warm, but be careful not to use overly-flowery language. Efficiency is key. When designing buttons use Title Case, ex: "Start Here."

Our illustration library reflects our key values and symbols. Bold brand colors, abstracted shapes, and symbols show the joy and playfulness of volunteering, good work, and community. Use this library in presentations, emails, or CMS pages. Please reach out to Marian for alternate sizes or custom graphics.

Blog posts should be visually appealing, consistent, and SEO optimized. This is achieved by utilizing standards created in our CMS. “Posts” are different from “pages” in that they are searchable from within a subsite, have a set publish date and author, and utilize a layout more conducive for longer sections of text. Please use this template as your guide for layout, formatting, and tags.