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Brand

Brand guidelines

One mark, three colours, and a short list of things not to do.

These are the rules for using the happier IT brand: the logo and its clear space, the three brand colours with their hex values, and the tone the writing keeps. They apply to anything carrying the name: the website, decks, email signatures, print and merch. If you need a file that is not here, ask rather than recreating it.

The mark

Do

  • Use the supplied files. They are vector, so they stay sharp at any size.
  • Keep clear space around the lockup equal to the height of the h.
  • Use the mark on its own where the full lockup would be illegible.

Don't

  • Stretch, skew, rotate or recolour it.
  • Add a shadow, outline, gradient or container it does not have.
  • Place it on a busy photograph, or on a colour it has no contrast against.
  • Retype the wordmark. It has custom letterforms and is not a font.

Colour

Three colours, in fixed proportions.

happier Red

#dc0000

Calls to action, highlights, buttons. An accent, never a background for body copy.

Dark Charcoal

#212326

Headlines, body text, dark backgrounds.

Off White

#f9f9fb

Backgrounds and negative space.

Red on a dark background needs a different value

#dc0000 measures 3.6:1 against this site's dark theme ground, below the WCAG AA minimum for text, and it visibly vibrates. The dark theme therefore lifts it to #ff6a58, and inverts the primary button to a near-black label on a red fill. The brand red is unchanged for print and for light backgrounds.

Typography

Type, and one open question.

This site sets headings in Fraunces and body copy in Inter, both self-hosted as subset variable fonts so the whole typographic system costs about 47 KB. The published brand guidelines specify Poppins throughout.

Those are different answers to the same question, and only one can be right. The site ships in Fraunces and Inter, which is what every screenshot and every review of this rebuild has been based on. Moving to Poppins is a single change applied everywhere, and it stays available until happier IT settles which of the two is the standard.

The same is true of the tagline. The guidelines give "Peace of Mind, Powered by IT"; this site leads with "IT that lifts the mental load." Resolved 2026-09-18: the site keeps "IT that lifts the mental load" for now. "Be seen, be heard, be safe" is the direction happier IT wants to move toward, and is being worked on rather than shipped half-formed.

Voice

How it sounds.

  • happier IT, lowercase h, uppercase IT. Always, including at the start of a sentence.
  • Warm, plain-spoken and calm. Short sentences. Every acronym glossed in plain English the first time it appears on a page.
  • No fear. No "not if but when", no breach-cost statistics, no countdown framing.
  • No overpromising. No "100% uptime", no "unhackable", no number without a source.
  • Never punch down, not at users, not at the previous provider.
  • Canadian spelling.

Files

Where the artwork lives.

  • Full lockup, colour Happier+IT_R+Logo_Side+X+Side_RGB.svg Primary. Light backgrounds.
  • Full lockup, white happier it logo vector white.svg Dark backgrounds and photography.
  • Full lockup, black happier it logo vector black.svg Single-colour print.
  • Mark only, colour Happier+IT_Smiley_RGB.svg Favicons, profile images, anywhere under about 40px.
  • Mark only, white Happier+IT_Smiley_white.png Dark backgrounds at small sizes.

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