Brand Identity Guidelines — Version 1.0
JSS Acupressure
Aarogya Seva
Sansthan
जे.एस.एस. एक्युप्रेशर आरोग्य सेवा संस्थान
"Haath se aarogya, dil se seva."
Health through hands, service from the heart.
25+
Years of Service
Free
Treatment Always
Jaipur
Rajasthan, India
JSS
Acupressure Aarogya
Seva Sansthan
Est. 2000 · Jaipur, Rajasthan
Our Identity
The Brand Story

For over 25 years, JSS Acupressure Aarogya Seva Sansthan has been a quiet constant in Jaipur — an organization that asks for nothing in return for what it gives most freely: health. Our brand must carry that spirit honestly. Not loud. Not corporate. Warm like a practitioner's hands.

Our visual identity draws from three anchors: the Banyan tree — symbol of shelter, longevity, and community; turmeric — India's oldest healing gift, warm and medicinal; and the open hand — both the act of seva and the art of acupressure itself.

Brand Pillars
1
Seva First
Service before recognition. The work is the message.
2
Ancient Wisdom
Rooted in traditional knowledge, accessible to all.
3
Community Trust
Built slowly, over 25 years, one patient at a time.
Color System
The Palette

Every color is chosen for meaning, not decoration. The palette is warm and earthy — grounded in Rajasthani soil and Indian healing traditions. It must work in print, on screens, in WhatsApp posts, and stitched on clinic banners.

Primary Colors
#1C5235
Banyan Green
Primary brand color — logos, headings, primary buttons, hero backgrounds. Evokes longevity, trust, and the healing forest.
#2E7D52
Healing Green
Secondary green — subheadings, icons, accent elements, hover states. Lighter and more accessible.
#D4860A
Turmeric Gold
Primary accent — eyebrow labels, highlights, CTAs, logo accents, key statistics. India's healing warmth.
#B84E2A
Rajasthani Terracotta
Alert color and secondary accent — used sparingly for urgency, donation calls, or campaign emphasis.
Supporting Colors
#FBF7EE
Warm Cream
Page background. Never use pure white.
#F2EBDA
Deep Cream
Section alternating backgrounds, card fills.
#1E1A16
Rich Charcoal
Body text. Warm, not cold black.
#6B5F55
Warm Taupe
Secondary text, captions, labels.
#E6F2EB
Pale Green
Tag backgrounds, success states, table rows.
#FDF3DF
Pale Turmeric
Callout boxes, highlight backgrounds.
Color ratio rule: In any composition, maintain roughly 60% green tones + neutrals, 30% cream/white space, and 10% turmeric gold. The terracotta accent appears only when there is a specific call to action or urgency. Never use turmeric and terracotta together in equal weight — they compete.
Typography
Type System

Two font families handle all communication. Cormorant Garamond brings dignity and warmth to headlines — it has the elegance of an old book without being stiff. Mulish handles all body text with clarity and modernity. Both are free on Google Fonts.

Display / Headlines — Cormorant Garamond
Haath se aarogya,
dil se seva.
Cormorant Garamond · 500 weight · Available free on Google Fonts
Type Scale — Cormorant Garamond
72px / 500
Campaign Hero
48px / 500
Section Heading
32px / 500
Article Title
24px / 600
Sub-Heading / Card Title
20px / 400 italic
Pull quote or testimonial
Body Text — Mulish
Acupressure is the practice of applying precise pressure to specific points on the body to restore the natural flow of energy. Rooted in thousands of years of Indian and Chinese healing traditions, it costs nothing and heals much. At JSS, it has always been offered freely — because health is not a privilege.
Mulish · 400 weight · 16px / 1.8 line-height
Body Type Scale — Mulish
16px / 400
Body paragraph — regular reading text
14px / 600
UI labels, table headers, card metadata
12px / 700
SECTION LABELS & EYEBROWS
11px / 700 caps
TAGS · BADGES · NAVIGATION
Hindi Text — Hind (Devanagari)
आरोग्य सेवा · निःशुल्क उपचार · जयपुर, राजस्थान
Hind · 500 weight · Use for all Hindi text on digital platforms
Hindi guidelines: Always use Hind or Baloo 2 for Devanagari text. Never use system fonts for Hindi — they render poorly on most devices. For printed materials, use a minimum 14px for Hindi body text. All public-facing content (posters, social posts, YouTube thumbnails) should carry both Hindi and English versions.
Voice & Tone
How We Speak

JSS speaks like a trusted elder — knowledgeable, warm, humble. Never clinical. Never corporate. Always bilingual (Hindi first for community, English alongside for donors and partners). We are authoritative about healing but never condescending about patients.

Warm & Grounded
For patients, social posts, WhatsApp messages — speaks like a family practitioner who genuinely cares.
"Ghutne ka dard aa raha hai? Aaj clinic aayein — bilkul free ilaaj milega. 25 saalon ka anubhav aapke saath hai."
✓ Warm · Personal · Inviting
Authoritative & Clear
For grant applications, CSR proposals, and formal donor communication — confident but never boastful.
"For 25 years, JSS Acupressure Aarogya Seva Sansthan has provided free acupressure treatment to thousands of patients across Jaipur, with no government funding and no external support."
✓ Factual · Credible · Impact-focused
Inspiring & Story-Led
For YouTube videos, campaign content, fundraising — leads with human stories, not statistics.
"Sunita ji walked in with a cane three months ago. Today, she doesn't need it. She came twice a week, sat with our practitioners, and let her body remember how to heal."
✓ Narrative · Emotional · Specific
Educational & Empowering
For YouTube, training programs, social media — teaches without preaching, empowers without overwhelming.
"Yeh point hai hath ki hatheli mein — bilkul bich mein. Ise 30 seconds dabayein. Yahi laogong point hai — acupressure mein sabse powerful healing centers mein se ek."
✓ Teaching · Accessible · Actionable
Words We Use · Words We Avoid
We say...
Seva, Aarogya, Healing, Touch, Community
Free treatment · Patients · Practitioners
25 years of service · Ancient wisdom
Help us reach more people
We don't say...
Medical treatment · Cure · Guaranteed results
Clients · Subscribers · Followers
Like and share · Go viral · Trending
Donate now! · Limited time!
Social Media
Digital Presence

All social posts follow a consistent structure — the brand mark in the corner, turmeric accent line, Cormorant Garamond headline, Mulish body text. Background alternates between Banyan Green and Warm Cream. Never use plain white or pure black backgrounds.

Platform Format Ideal Size Frequency
Instagram / Facebook Square Post (1:1) 1080 × 1080px 4–6 per month
Instagram / YouTube Reels Vertical Video (9:16) 1080 × 1920px 4–6 per month
YouTube Thumbnail Landscape (16:9) 1280 × 720px Per video
WhatsApp Broadcast Square or Vertical 1080 × 1080px 2–3 per week
Hindi Poster (Print) A4 or A3 300 DPI, CMYK Campaign-based
Brand Rules
What Not to Do

These rules protect the brand's hard-earned credibility. Inconsistency across channels is the fastest way to erode trust — especially with elderly patients and institutional donors.

✕
Never use pure white backgrounds
Always use Warm Cream (#FBF7EE) or Deep Cream (#F2EBDA). Pure white feels clinical and cold — the opposite of our brand.
✕
No random fonts
Stick to Cormorant Garamond + Mulish + Hind. Never use Comic Sans, Arial, Times New Roman, or any decorative Devanagari fonts in posters.
✕
Never make medical claims
Do not say "cures," "treats," or "guarantees." Use "provides relief," "helps with," or "supports recovery." This is a legal and ethical boundary.
✕
No low-quality photography
Blurry phone photos in posts undermine credibility with donors. If the lighting is bad, use a graphic post instead. Good light + a clean background is always possible.
✕
Never post without a Hindi version
All patient-facing content must have a Hindi version. Community trust is built in the local language. English-only posts exclude the very people we serve.
✕
No generic stock photos
Never use stock images of smiling people, hands, or bodies. All imagery must be authentic — from the clinic, from practitioners, from real patients (with consent).
✕
Don't use Turmeric + Terracotta together
These two accent colors compete at equal weight. Use one per composition. Terracotta is for urgency/campaigns only. Turmeric is the primary accent everywhere else.
✕
No urgent donation language
Avoid "Donate NOW," "Limited time," or countdown tactics. Our brand tone is warm and patient — not pressurized. Specific, story-based asks work far better.