Brand guidelines
The Active Life Services Look and Feel
A living style guide for everyone building or writing for the brand — logo, color, type, motifs, and the tone that ties them together.
Call to ask questions or schedule a tour — no cost, no obligation.
Logo
Logo usage
The full lockup — blue italic wordmark, green wave, yellow sun — is the primary mark. Keep clear space equal to the height of the sun on all sides, and never recolor, stretch, or add effects to it.
On light surfaces
Preferred usage. Place directly on cream or white.
On brand blue
Always inside a white rounded container — the blue wordmark must never sit directly on blue.
Color
Palette
Sampled straight from the logo. Blue carries structure, green supports, yellow is a signature accent used sparingly. Yellow is a graphic color — never body text on white.
Primary Blue
primary
Headings, nav links, primary buttons, footer background.
Wave Green
secondary / accent
Secondary buttons, hovers, eyebrow text, supporting accents.
Sun Yellow
sun
Graphic fill only — sun motifs, star ratings, small highlights. Never text on white.
Light Blue Tint
primary-soft
Icon blocks, soft section backgrounds, blob shapes.
Light Green Tint
accent-soft
Alternating section tints, wave fill, quiet cards.
Warm Cream
background
Page background — warm near-white that keeps photos feeling soft.
Ink Navy
foreground
Body copy and headings on light surfaces.
Typography
Type scale
Nunito (700/800) for headings echoes the rounded italic wordmark. Nunito Sans carries body copy at comfortable, readable sizes for older eyes.
H1 · Nunito 800 · 3.75rem
Active, social, supported
H2 · Nunito 800 · 2.25rem
A person-centered day
H3 · Nunito 700 · 1.5rem
Who we serve
H4 · Nunito 700 · 1.125rem
Transportation included
Body · Nunito Sans 400 · 1.125rem
Every day is built around what our members actually enjoy — movement, music, conversation, and time with people who know their name.
Eyebrow · Nunito Sans 600 · 0.75rem, 0.2em tracking
Our approach
Components
Buttons
Buttons are always fully rounded with generous padding — easy targets, friendly shape. One primary action per section.
Motifs
Sun and wave
SunBurst
Tiny suns mark eyebrow labels and checklist bullets. Large, low-opacity suns crop off the edges of the stats band and tour banner. Two or three per screen at most — a motif, not confetti.
WaveDivider
The green hill from the logo, used to separate major homepage sections. Flip it to alternate direction. Never stack two waves back to back.
Imagery
Icons and photography
Icons
Rounded line icons at consistent stroke weight, set in soft blue or green tinted squares. No filled or novelty icon sets.
Photography
Warm documentary style: real moments, natural light, genuine expressions, members and staff together. Crop into organic blob shapes. No stiff posed stock or clinical settings.
Call Us Today
Call to ask questions or schedule a tour — no cost, no obligation. Tours run during program hours so you see the center in use, meet the staff, and watch an activity.