Planned Parenthood Brand Guidelines
A BRAND GUIDE WITH A BRIGHT VISION
Planned Parenthood has labored fiercely for women’s rights and bodily autonomy for 100+ years. With constituents all over these united states, it has formed an organized front in the ongoing fight for health equity and reproductive justice.
So when Planned Parenthood’s creative team reached out to us for help creating a new brand book, we were thrilled to be of service.
Part manifesto, part style guide (and all heart), the book reflects months of rigorous, hands-on consideration. Together, we developed clear rules, scrutinized every word, every image, and checked our own blind spots along the way.
I.
BRAND VALUES, VOICE & TONE
After a thorough brief on the brand’s history and inner workings, we began crafting the foundation, articulating Planned Parenthood’s vision and values. Given the political climate, it was critical that we elevate the organization’s commitment to equity, inclusion and radical empathy while reaffirming its expertise and take-no-guff attitude. And if we could do all that with a colorful flourish, maybe even a hint of joy and unflinching optimism? All the better.
Next, we refined the Planned Parenthood voice—a tricky endeavor given that the organization oversees two discrete arms, health care and advocacy, each with distinct aims and audiences. We had to be conscientious when it came to expressing that voice in different contexts. In addition to offering tonal guardrails for each, we established firm rules for type, color and imagery to differentiate health care communications from advocacy.
II.
WEB DESIGN & DEVELOPMENT
The website, like our young heroines featured throughout, is small yet mighty. Built with parents’ and supporters’ needs in mind, it provides a seamless, interactive and informative experience.
Complementing focused page content are dynamic stories—short, loving anecdotes that celebrate the girls who make the organization what it is and clarify for new families what their daughters are in for. We designed and built flexible page templates, making it simple to update class schedules and descriptions each term, keeping the site fresh and functional.
While purely easter eggs, the draggable register marks on the x and y axes and animated toggling on small-screen navigation still make us giddy. All told, it was one of our favorite projects and we couldn’t be prouder to be counted among the fearless, fabulous Girls Garage family.
III.
ICONS & GRAPHICS
Finally, we took on system graphics, determined to make sure that every single icon and visual accent was useful and easily understood. Again, we distilled the existing system down to its most functional, meaningful parts, eliminating confusing icons and creating a suite of minimalist framing devices for a quick dash of character. The idea was to ensure that anyone, no matter their title or design experience, could confidently, colorfully communicate on behalf of the brand and ensure its integrity from one piece to the next.
The user-friendly guide reflects the best of Planned Parenthood: its steadfast dedication to truth and justice, and the power and poise of the people behind it. It captures a vibrant vision for a better world, where every person can be who they are, love who they love and get the care they need. No matter what.
