The identity, in one place.
Type-led, one accent, no photography of people. Every decision answers one question: does this feel like calm, private, competent care — or does it perform? If it performs, it's wrong.
Wordmark and the interval mark.
The mark is two measured bars held apart by a gap wider than a bar. The gap is the concept — the interval between, recurrence made ordinary — and reads as the I of Interval. No medical, condition, or musical imagery. The gap must never be narrowed.
One accent. Tinted neutrals, never raw black or white.
A deep pine accent, a warm-tinted canvas, and a navy-green ink. Warmth comes from the temperature of the paper, not from a second colour. Every text pairing clears APCA and WCAG AA.
Hanken Grotesk — a warmed grotesque.
One family across everything, differentiated by weight and size, never above 500. Display comes from negative tracking and scale, not heaviness. Tabular figures carry every price and dose. Free under the SIL Open Font License.
Warmth in temperature, not volume. Authority through substance, not hierarchy.
One voice — calm, specific, low-affect — spoken at two tempos: slower and kinder at a first diagnosis, plain and numbers-forward for everyone managing it day to day.
The level voice in the room. It holds the same temperature whether the news is good or hard, without minimising.
We prove we know this by showing the thing — the number, the plan, the price — in plain language, never jargon or drug names.
The real thing in the fewest true words. Plainness is respect; it's never an excuse for coldness.
The reader is the protagonist; we walk alongside. No lecturing, no pity, no congratulating people for coping.
Privacy stated as a plain fact and a form of respect — never a whisper about something shameful.
“Care, measured.”
Proof line: “Private care, plainly priced.” · First-diagnosis line: “The steady way through.”