Root recommendations in current science, credentials, and measurable outcomes.
Initial brand guidelines · v1.0
Clear science. Real life.
A simple visual and verbal foundation for a credible, personal nutrition practice. Built from Cici’s logo, website mockups, professional photography, and current site direction.
01 · Logo
One mark. Three useful forms.
The symbol connects food, movement, care, and the individual. Keep it clean and give it room to breathe.
Primary lockup. Use on light backgrounds whenever space allows.
Reverse lockup. Use on charcoal or dark photography.
Brand mark. Use for avatars, favicons, stamps, and compact spaces.
Vertical lockup. Use in narrow or stacked layouts where the horizontal form doesn't fit.
Clear space. Keep text, edges, and other marks outside the guide area.
02 · Color
Mostly neutral. Decisively bright.
Charcoal and warm white carry the brand. Lime is the signal: use it to highlight the most important idea, action, or proof point.
Core Charcoal#333333 · Primary text
Warm White#FFFEFB · Main canvas
Quiet Mist#F4F4F0 · Section contrast
Core Lime#CBFF00 · Highlights + CTA
Print note: the client concept also uses a slightly deeper lime, #C6E72E. Treat it as a print-matching fallback, not a second digital accent. Lime should occupy roughly 10% or less of most layouts.
03 · Typography
Modern clarity, with a human accent.
Jost does the practical work. Playfair Display Italic adds warmth and emphasis in short, intentional moments.
Primary typeface · Jost
Evidence-based nutrition.
500 · Headlines600 · Labels400 · Body
Accent typeface · Playfair Display Italicbuilt around you.
QuotesHighlightsHuman moments
04 · Brand voice
Expert, useful, and unmistakably human.
Speak with authority without sounding clinical. Make the evidence understandable, then make it useful in someone’s actual day.
Use “you” and reflect real goals, health history, preferences, and constraints.
Be clear, direct, encouraging, and free of wellness-world fear tactics.
Translate knowledge into realistic food, movement, and lifestyle decisions.
Name Cici’s MS, CNS, license, and research specifically. Expertise is part of the promise.
Focus on progress and capability. Never frame food or bodies through shame.
Less noise. More clarity.
Official tagline
Eat well. Live your best.
Use verbatim — email signatures, ad closers, social bios, and campaign sign-offs.
05 · Photography
Photo-led, bright, and rooted in real life.
Cici’s professional photography is a core brand asset. It should feel capable and warm: natural light, direct eye contact, food and movement in context, and real environments.
- Favor clean, bright photography over generic wellness stock.
- Show Cici actively teaching, preparing food, moving, or connecting.
- Let chartreuse wardrobe and props act as natural brand cues.
- Use generous crops and preserve skin tones; avoid heavy filters.
06 · Components
A small, repeatable toolkit.
Strong consistency comes from repeating a few recognizable devices, not decorating every available surface.
Buttons
Short, active labels. Square corners. High contrast.
You don’t need a perfect plan. You need a personalized one.
Core Nutrition07 · In use
Simple enough to stay recognizable.
For web and social, combine one strong message, one clear image, and one chartreuse emphasis. Credentials or evidence should remain visible.
Nutrition that fits your life.
Evidence-based care. Real results. Built around you.
Science, translated for real life.
Cici McGuane, MS, LDN, CNS®, CPT · Florida Licensed Dietitian/Nutritionist
This first edition intentionally stays compact. It captures the recurring system already present in the client’s logo, generated brand concept, V52/V60 website designs, and photoshoot rather than inventing a separate aesthetic. View the business card and letterhead →