Charity Retail Systems
Brand Guidelines
Version 1.0 · January 2026
01
The Logo
The KindStock wordmark is the primary identifier for our brand. It should be used consistently across all applications to build recognition and trust.
Primary: Light on Dark
Secondary: Dark on Light
Tertiary: Dark on White
Clear Space
Maintain a minimum clear space around the logo equal to the height of the capital "K". This ensures the logo remains legible and uncluttered in all applications.
02
Colour Palette
Our colours reflect the values of the charity sector: trust, warmth, and ethical practice. The deep forest green conveys reliability, while cream provides warmth and approachability.
- HEX
- #1A3C34
- RGB
- 26, 60, 52
- CMYK
- 85, 45, 65, 45
- Pantone
- 627 C
Primary colour. Use for headers, primary backgrounds, and the logo on light backgrounds.
Download Swatch- HEX
- #4A7C6F
- RGB
- 74, 124, 111
- CMYK
- 65, 25, 50, 10
- Pantone
- 624 C
Secondary colour. Use for accents, buttons, links, and supporting elements.
Download Swatch- HEX
- #F8F6F0
- RGB
- 248, 246, 240
- CMYK
- 2, 2, 5, 0
- Pantone
- 7527 C
Background colour. Use for page backgrounds, cards, and the logo on dark backgrounds.
Download Swatch- HEX
- #EBE7DC
- RGB
- 235, 231, 220
- CMYK
- 7, 6, 12, 0
- Pantone
- 7534 C
Accent background. Use for subtle differentiation, borders, and secondary surfaces.
Download Swatch- HEX
- #2D2D2D
- RGB
- 45, 45, 45
- CMYK
- 70, 65, 65, 75
- Pantone
- Black 7 C
Text colour. Use for body copy and small text. Softer than pure black.
Download Swatch- HEX
- #5A5A5A
- RGB
- 90, 90, 90
- CMYK
- 55, 47, 47, 35
- Pantone
- Cool Gray 10 C
Secondary text. Use for captions, labels, and supporting information.
Download Swatch03
Typography
Our type system pairs a distinguished serif for headings with a clean, readable sans-serif for body text. This balance conveys heritage and modernity.
Primary Typeface: Headlines
Libre Baskerville
Regular (400)
AaBbCc 123
Regular Italic
AaBbCc 123
Bold (700)
AaBbCc 123
Secondary Typeface: Body
DM Sans
Regular (400)
AaBbCc 123
Medium (500)
AaBbCc 123
Bold (700)
AaBbCc 123
Type Hierarchy
Page Titles
Libre Baskerville Regular, 32–48px
Section Headings
Libre Baskerville Regular, 24–32px
Subheadings
DM Sans Bold, 18–20px
Body Copy
DM Sans Regular, 16px, 1.6 line-height
Captions & Labels
DM Sans Medium, 12–14px
Buttons
DM Sans Bold, 14–16px
04
Tone of Voice
KindStock speaks with the warmth of a trusted colleague: knowledgeable but never condescending, professional but always human.
Reassuring
We understand that technology can feel daunting. Our language calms nerves and builds confidence.
✓ Do
"Don't worry, Gift Aid tracking happens automatically."
Clear
We avoid jargon and explain things simply. If volunteers can't understand it, we haven't written it well enough.
✕ Don't
"Synchronise your POS terminal with the cloud-based inventory management system."
Respectful
We never talk down to users. Many volunteers have decades of experience, just not with technology.
✓ Do
"Here's how to add a new donor to the system."
Warm
We remember that our customers are doing important work. Our tone reflects genuine appreciation.
✓ Do
"Every sale you process helps your charity do more good."
05
Applications
The KindStock brand should feel consistent whether it's printed on a receipt, displayed on a screen, or mounted on shop signage.
------------------------
CHARITY SHOP NAME
123 High Street
------------------------
1x Vintage Vase £4.50
1x Paperback £1.00
------------------------
TOTAL: £5.50
Receipts
Use the dark logo mark at small sizes. Keep typography simple and legible on thermal paper.
Shop Signage
The primary light-on-dark treatment works beautifully for external signage and window displays.
Welcome back, Sarah
Today's sales: £142.50
Gift Aid claimed: £28.50
Software Interface
The forest green header provides consistent branding across all screens and devices.
Stationery
Business cards, letterheads, and invoices use the dark logo on white or cream stock.
06
Logo Misuse
To maintain brand integrity, please avoid these common mistakes when using the KindStock logo.
Don't stretch or distort the logo
Don't use unapproved colours
Don't recreate in other typefaces
Don't place on busy backgrounds
Don't add drop shadows or effects
Don't use as an outline