The Ginger wordmark is our primary method for identifying and expressing our brand.

Primary logo

Updated 11/13/2019

The Ginger logo should appear in color whenever possible and be placed on a white or neutral colored background.

Clear space

Clear space, equal to the x-height of the Ginger wordmark, should be maintained around the wordmark.

Secondary logos

Updated 11/13/2019

In instances where the color Ginger wordmark cannot be replicated, black or white may be substituted.

App icons

Updated 11/13/2019

The app icons should only be used for the app and not as a secondary brand mark.

Partnership lockup

Updated 11/13/2019

When placing the logo with a partner logo, they should be separted at least the x-height of the Ginger wordmark, and the two logos should be visually equal in size.

Secondary brand mark

Updated 11/13/2019

The secondary brand mark is a ginger root in the shape of a heart. It should be only used in limited circumstances and always with the primary brand mark in close proximity.


The Ginger color palette is central to our brand identity. The combination of colors and their proportion of use within our communications helps maintain a strong brand presence.

Primary brand colors

Updated 11/13/2019


  • RGB— 222, 165, 49

  • CMYK—0, 0, 0, 0

  • HEX—DEA531

  • RGB— 222, 165, 49

  • CMYK—0, 36, 85, 12

  • PMS—7563



These two colors are prominent in our overall brand presence.

Secondary colors

Updated 11/13/2019

Supporting colors add accents and emphasis to all types of brand communicaiton.

Color proportions

Updated 11/13/2019

While we love all our colors equally, they should be used in different proportions. Some provide support while others, use sparingly, provide a pop of color


A sophisticated set of typefaces helps ensures that our communication is ownable, easy to read, and distinct.

Primary typefaces

Updated 11/13/2019

Heldane is a serif typeface designed by Klim Type Foundry. The display weights are perfect for large headlines, and the text weights work for body copy. It's a sophisticated typeface with a bit of whimsy.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Don't let the name (or lack there of) fool you, Untitled is versatile font that does a lot of heaving lifting. It comes in a wide variety of weights and is perfect for body copy and whatever applications you can dream up.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Web-only typefaces

Updated 11/13/2019

Not as exotic as its Kiwi counterpart, Heldane, but Merriweather is a solid online serif typeface. It works well in body copy and looks great in big, bold headlines.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Open Sans
Open Sans is our online stand-in for Untitled. It’s a versatile typeface that looks good both regular or bold. It might not be a starter, but Open Sans is a solid bench player in our typeface lineup.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890


Ginger brand photography is warm and approachable. It highlights individuals and how Ginger is a part of their daily lives and routines.

Brand photography

Updated 11/13/2019

Our photography is meant to be diverse and inclusive. As we continue to expand this library, we will consciously seek to feature a variery of voices that align with our values.


Illustration allows us to visually represent otherwise abstract concepts. Our style is friendly, approachable and human, just like our brand.

When crafting illustration, we stick to a few principles:

We are

We are not

  • Literal
  • Silly
  • Cutesy
  • Opaque
  • Negative
  • Metaphorical
  • Witty
  • Friendly
  • Approachable
  • Optimistic

Tone & voice

When writing about Ginger, follow the guidelines outlined in the Ginger messaging house.

Who is Ginger?

Ginger is an on-demand mental health company.

Our Vision

A world where mental health is never an obstacle.

Our Mission

We’re reinventing mental health care by coupling data science and virtual delivery to provide immediate, personal support for anyone.

What does Ginger do?

Ginger brings high-quality mental health support within seconds to those in need. Through the Ginger app, members can connect with our team of coaches via text, 24/7, 365 days a year. For those in need of additional support, a therapist or psychiatrist can be added to their care team for video sessions. Over half a million people have access to the Ginger on-demand mental health system through our work with employers, health plans, and other partners.

© 2019 Ginger. All rights reserved.