Color mark
Use on web, presentation covers, press pages, social graphics, and public handouts.
Download PNGBrand standardsAccessiblePublic-sector clear
Brand Standards
A practical identity system for public trust, disability access, rural usefulness, and clear communication.
Logo system
Approved logo files.
Use the color logo for most public materials. Use the black-and-white logo where color reproduction is not reliable.
Black/white mark
Use for fax, photocopy, grayscale print, and high-contrast applications.
Download PNGColor
Brand palette.
Use bright color as accent and orientation, not as the only way to understand meaning.
Rule: dark ink text on white or very light backgrounds. Bright accents should support scanning and recognition, not replace labels, icons, or written instruction.
Voice
How ANCHOR should sound.
The voice should be direct, concrete, calm, rights-aware, and action-oriented.
Use
- plain words first
- support before crisis
- needs before judgment
- consent-based access
- clear next steps
Avoid
- lighthouse imagery or metaphors
- pity, rescue, or tragedy framing
- claims of cure or diagnosis
- dense walls of policy text
- fake Arkansas maps or fake official status
Writing pattern
- one idea per paragraph
- headings that answer the user’s question
- action line before detail
- plain-language + professional layer
- Spanish access where practical
Typography
Readable by default.
Recommended web stack
Use system sans-serif fonts for speed and accessibility: Inter, Source Sans 3, Arial, system-ui, or the USWDS Public Sans stack when integrated into Drupal.
Size and density
Use large headings, 16–18px minimum body text, generous spacing, short sections, visible focus states, and print-friendly layouts.
Required lines
Locked public language.
Primary slogan
Dock Here for Support.
Support phrase
Support before crisis. Needs before judgment. Access before overwhelm.
CARD instruction
See the CARD. Read the CARD. Respect the CARD.