This is the SkoolDoc brand system — every color, type choice, and rule that makes our brand feel warm, joyful, and kid-first. Follow these and the brand stays unmistakably ours.
Version2.0
IssuedSpring 2026
OwnerSkoolDoc
01 · The logo
The mark + wordmark.
Our logo pairs a bold tilted coral square with a chunky rounded wordmark. The 8-degree tilt is everything — it's what makes the brand feel alive and joyful instead of stiff and clinical. Never straighten it.
The mark
Coral square + bold plus
Rounded coral square (26px corner radius). Large white plus sign in Inter Black 900. Tilted exactly 8° counter-clockwise. Proportions never change.
The wordmark
Inter Black 900 + coral dot
"SkoolDoc" in Inter Black at the heaviest weight, tight tracking (-0.045em). A single coral dot sits at the end like a confident period — small but iconic.
02 · Logo variations
Four versions, one personality.
Use the right version for the right surface. The primary version is dark text on cream — that's our signature. The other three adapt for different backgrounds.
Primary · cream
Dark background
Sunshine background
Calm / wellness
03 · Logo rules
What not to do.
The mark always tilts 8° counter-clockwise. Always has clear space around it equal to the height of the plus sign inside. Never gets distorted, recolored outside the system, or set on a clashing background.
Do
Keep the 8° tilt. Preserve clear space. Use on cream, white, dark brown, sun, or teal backgrounds.
Don't
Never straighten the mark. The tilt is the energy — removing it kills the personality.
Don't
Never recolor the mark outside our four approved variants. No purples, blues, or off-brand colors.
Don't
Never stretch, squash, or distort. Always scale the mark uniformly.
04 · Color system
Five colors. Five jobs.
Every color has a specific role. Coral is our hero. Sun and Teal play supporting roles. Dark brown grounds everything. Cream gives it room to breathe. Don't use them interchangeably.
Primary · Hero
Coral
HEX #FF8552
RGB 255·133·82
CMYK 0·60·73·0
Accent · Joy
Sun
HEX #FFC947
RGB 255·201·71
CMYK 0·24·82·0
Accent · Calm
Teal
HEX #4ABEA3
RGB 74·190·163
CMYK 65·0·45·0
Text · Depth
Dark
HEX #2A1810
RGB 42·24·16
CMYK 60·75·85·85
Background
Cream
HEX #FFF4E8
RGB 255·244·232
CMYK 0·4·9·0
How to use each color
Coral
The logo mark, primary CTAs, headline italic accents, all hero brand moments. Our signature color — use it everywhere.
Sun
Highlights, badges, optimistic accents, secondary CTAs. Use to inject warmth and joy. Not for body text.
Teal
Calming moments — wellness sections, success states, parent-facing communications. Counterbalances the energy of coral.
Dark Brown
All headlines, body copy, footer backgrounds. Warmer than pure black — keeps the brand feeling human, not corporate.
Cream
Primary page background. Always prefer cream over pure white — adds warmth to every surface.
05 · Typography
Inter Black + Fraunces italic.
Inter does the heavy lifting — chunky, modern, confident. We use it at the heaviest weights for headlines because it should feel like our voice is leaning forward. Fraunces italic shows up sparingly for personality moments and emphasis.
Display + Body · Inter
Modern sans-serif. Used at extreme weights (Black 900) for headlines and at regular weights for everything else.
A nurse for every kid.
H1 · Black 90096/0.92Healthcare for kids.
H2 · Black 90052/1A nurse, every day.
H3 · Bold 70022/1.15Full-service healthcare on campus
Body · Reg 40015/1.65Two registered nurses on your campus every school day.
Label · Bold 80011/0.16emNow enrolling schools
Personality · Fraunces Italic
Editorial serif italic. Used only for emphasized words and phrases inside Inter headlines — gives our voice rhythm and warmth.
for every kid.
Italic accentmatch h1for every kid.
Pull quote28/1.4A nurse isn't a luxury — it's how kids get back to learning.
06 · Voice + tone
How we talk.
SkoolDoc is warm, joyful, direct, and confident. We sound like a smart clinician who genuinely loves working with kids. We don't talk down to parents. We don't posture to schools. We don't bury the lede.
✓ We are
Warm and joyful — the brand should feel like a smile
Direct — we get to the point in the first sentence
Confident — we know what we're doing
Specific — concrete details over vague promises
Parent-smart — we get real family life
Serious about care, joyful about delivery
✗ We are not
Corporate or jargony (no "synergy," no "solutions")
Cold or clinical-feeling
Saccharine ("our little patients")
Fear-based ("what if something happens?!")
Stiff or hospital-coded
Overly cute when talking to administrators
Examples of voice
Instead of: "Premium pediatric healthcare solutions for modern educational institutions."
We say: "A nurse for every kid. Every school day."
Instead of: "Our dedicated team provides comprehensive clinical oversight."
We say: "Two RNs on-site. Real doctors behind them. Parents always in the loop."
07 · Application rules
Quick rules for consistency.
These are the small details that separate a brand that looks intentional from one that looks assembled.
Spacing + rhythm
Generous whitespace everywhere. Never crowd the logo. Minimum clear space around the logo equals the height of the plus sign inside the mark. Minimum logo size in print is 20mm wide.
Photography
Prefer warm, natural, authentic photography of real kids in real school settings. Diverse families. Real nurses in coral or teal scrubs. Avoid stock photography that feels staged or corporate — anything with tile floors and beige walls is a hard no.
Illustration
When we use illustration, we keep it warm and simple. Organic shapes, soft edges, our brand palette only. Slightly playful — friendly faces, rounded forms. Never realistic medical illustrations (scalpels, microscopes) — they clash with the human tone.
Corner radius + shape
We round everything. Large cards use 24-32px radius. Buttons are fully rounded pills. The only sharp corners in the system are on tiny UI elements like input fields (14px). Never use sharp 90° corners on large surfaces.
Numbers
Big numbers go in Fraunces italic for personality. Labels in Inter Black 800 uppercase with wide letter-spacing. Never mix the two treatments.