Brand Style Guide — 2026

How Peacemakers looks, sounds, and feels.

A reference for everyone building Peacemakers — covering logo, color, typography, photography, components, social content, and voice. The brand draws direct inspiration from Charity: Water: editorial, warm, alive, and built around people.

02 — Color

The palette.

Yellow is the signature. It should feel earned — not scattered. Cream is the primary background. Black is the primary text.

Core palette

Yellow

#FFCA0A

CTAs, highlights, dividers, key accents

Black

#181818

Primary text, dark backgrounds, footer

Cream

#FAF7F2

Primary page background

White

#FFFFFF

Cards, alternating sections

Gray text

#444444

Body copy on light backgrounds

Tertiary palette — use with purpose

Earth

#C17A4A

Warmth, humanity, community

Sky

#4B8DC0

Peace, openness, hope

Sage

#5A7E60

Growth, calm, life

Sand

#E8D5B7

Soft accents, callout backgrounds

Yellow rules

Yellow is always paired with near-black (#181818) text. Never use yellow as body text. Never place yellow on yellow. Use it in buttons, the short section rule, left-border accents on pull quotes, and key word underlines or highlights.

Background rhythm

Cream is the default. Alternate with white sections for contrast. Use black/dark sections sparingly for high-impact moments — definition cards, the footer, the nav, social post bars.

03 — Typography

KazimirText and Inter.

KazimirText carries the warmth and editorial credibility. Inter carries clarity and function. Every headline is sentence case — capitalize only the first word.

Display / Hero H1KazimirText Bold · 72–96px · Sentence case
You are needed.
H1KazimirText Bold · 52–64px · Sentence case
People who are trying feel invisible.
H2KazimirText Regular · 38–48px · Sentence case
What this looks like in the feed.
H3KazimirText Regular · 26–32px · Sentence case
Starting with a head start.
Eyebrow labelInter 600 · 11–13px · ALL CAPS · tracked
The practice
Body largeInter 300 · 20–22px
There are people in every community already choosing relationship over rightness.
Body standardInter 400 · 16–17px
Peacemakers exists to find those people and give them a home. The community doesn't exist before the content. It forms through it.
Pull quoteKazimirText Italic · 24–28px
"For me to truly win, you have to win first. Your flourishing is not a threat to mine — it is the condition for mine."
Stat numberKazimirText Bold · 64–80px
18k+
CaptionInter 400 · 13px · muted
New content formats will be added as the community grows and we learn what resonates most.

Sentence case — the critical rule

Correct

"Love your neighbor. Change the world."

First word capitalized, all others lowercase

Wrong

"Love Your Neighbor. Change The World."

Title case is never used for headlines

04 — Photography

Photography is load-bearing.

Photography is not decoration. Pages are built around it the way buildings are built around load-bearing walls. Every photo should make you feel something before you read a word.

Use
Real person · eye contact · specific moment
Use
Authentic group · natural light · diverse
Use
Human moment · honest conversation

People first

Every photo features a real person — ideally with a face, eye contact, or a recognizable human moment.

Unfiltered

No color grading, desaturation, or Instagram filters. A red shirt should be red. The photo should feel like life.

Overlay rules

If text sits on a photo, use a bottom-to-top gradient only. Never a flat color block. Max 80% opacity at the base.

05 — Components

The building blocks.

Consistent components build a consistent brand. Use these patterns across every document, page, and piece of content.

Buttons

Join the movement Learn more

Button labels are always sentence case. Primary CTA: yellow fill, black text. Secondary: black outline.

Section eyebrow + heading pattern

The practice

Peace isn't a feeling. It's something you practice.

Pull quote

"For me to truly win, you have to win first. Your flourishing is not a threat to mine — it is the condition for mine."

Stat callouts

18k+ Existing community
$200k Year one committed
100 Pilot cohort goal

Callout box

The people most needed in divided communities are burning out, second-guessing themselves, and going it alone.

Section divider

Always 48px wide, never full-width. Left-aligned under the eyebrow label.

06 — Social content

Four content directions.

All posts are 600×800px. Two formats: yellow-background (identity posts) and photo overlay (practice, community, hard questions). Yellow bottom bar with black icon and wordmark anchors every post.

Format 1 — Yellow background

Yellow (#FFCA0A) fill. Black icon + wordmark top-left. KazimirText headline in black. Photo at the bottom with SVG wave mask transition. Use for identity and invitation posts.

Format 2 — Photo overlay

Full-bleed photo, dark gradient overlay. White KazimirText headline at the bottom. Yellow underline on the key phrase. Yellow eyebrow label. Yellow bottom bar. Use for practice, community, and hard question posts.

07 — Voice & copy

Spare, honest, and direct.

Peacemakers copy is never preachy, never corporate. Short declarative sentences. Lead with the human. Calm confidence — not exclamatory urgency.

Use these words
  • neighbor
  • dignity
  • practice
  • choose
  • worth
  • start with you
  • trying
  • community
Avoid these words
  • journey
  • empower / empowering
  • impactful
  • synergy
  • community-driven
  • transformational
  • leverage
  • stakeholders
Correct

"A woman in Tulsa chose to stay in the room."

Wrong

"Peacemakers facilitated a transformational community dialogue experience."

Correct

"Peace isn't weakness. It's practical power."

Wrong

"We empower individuals to leverage peace as a tool for impactful social change!"

Correct

"You aren't naive. You are needed."

Wrong

"Join Our Movement For Peace And Make An Impact In Your Community Today!"

Never do

Italic display headlines — italics for pull quotes only
Title case headlines — sentence case always
Sans-serif for display headlines — the serif is essential
Cold white as the primary background — cream first
Flat color overlays on photos — gradient only
Yellow as body text — only as fill or accent
Yellow text paired with any color except near-black (#181818)
More than 3 colors in a single section
Desaturated, filtered, or generic stock photos
"Peacemakers" in title case for the logo — always: peacemakers