Primary logo
Use on white, canvas and other quiet light backgrounds.
Brand assets
Current logos, colours, typography and voice guidance for HeadteacherChat. This page is the source of truth and supersedes older brand PDFs.
Use the supplied artwork
Keep the proportions, colours and relationship between the brandmark and wordmark unchanged. SVG is best for websites and print artwork; PNG is useful in documents and presentations.
Reversed logo
Use on ink or navy when the primary artwork would lose contrast.
Brandmark
Use where the full name is already clear or the available space is square.
Partner resources
Partnership badges and assets are shared directly with approved partners. Contact us for the files and guidance for your agreement.
The public brand logos above do not establish a partnership or endorsement. Use partnership artwork only with permission and for the agreed purpose.
Keep it clear at every size
Choose the full logo whenever the name needs to be understood. Switch to the brandmark only in compact spaces.
Minimum size
- Full logo:
- 180 px wide on screen or 45 mm in print.
- Brandmark:
- 32 px square on screen or 10 mm in print.
Clear space
Keep empty space equal to at least half the brandmark width around every side of the artwork.
½ brandmark width
Large
Medium
Minimum180 px
Brandmark32 px
Do not alter it
- Do not stretch, rotate, crop or rearrange the logo.
- Do not recolour it or add outlines, shadows or effects.
- Do not place it over a busy image or a low-contrast colour.
- Do not type the name as a substitute for the supplied wordmark.
A quiet, accessible palette
Light surfaces and dark text do most of the work. Action blue is for buttons, focus rings and selected states; use the darker action-text blue for ordinary links.
Ink
Headings and scarce dark emphasis surfaces
Body
Primary paragraph text
Canvas
Default page background
Surface
Cards and raised content surfaces
Navy
Brand accent surfaces
Action
Buttons, focus rings and selected states
Action text
Accessible text links on light surfaces
Logo accent
The logo artwork only
Functional content colours
These labels distinguish content types. They support navigation; they do not replace the core brand palette.
- Article #3473D9
- Podcast #7C3AED
- Video #DC2626
- Book #059669
- Recommended #D97706
- Resource #0891B2
IBM Plex, used with restraint
Sentence case is the default. Hierarchy comes from size, weight and spacing rather than decorative effects.
IBM Plex Sans
Primary family
A trusted peer community.
Use for headings, body copy, navigation, buttons and labels. Available weights: 400, 500, 650 and 700.
IBM Plex Serif
Editorial accent
A calm space for honest reflection.
Use sparingly for authored essays, lead passages and reflective quotations, not for routine interface copy.
IBM Plex Mono
Metadata
SOURCE · GOV.UK
Reserve for compact metadata, source labels and technical information where alignment matters.
A warm, experienced school leader
A trusted peer community for people currently carrying school-leadership responsibility.
Calm, practical, specific — no hype, British English.
Write like this
- Use British English and sentence case.
- Be calm, direct, practical and specific.
- Name the product, source, action or next step.
- Write from real school-leadership experience without making unsupported claims.
- Use HeadteacherChat in full; never shorten the public name.
Avoid
high-craftsmanshippremiumAI-poweredresource hub
- Hype, vague promises and generic corporate language.
- Long introductions before the useful answer.
Match the message to the job
The voice stays recognisable, but the emphasis changes with the reader’s need.
Community
You do not have to carry it alone.
Bring the situation to a private community of people who understand the responsibility of leading a school.
Warm, human and honest, without overpromising.
The Roundup
What changed, who it affects and what to do next.
Lead with the useful answer, give the date and link to the official source.
Direct, source-led and practical.
Planners and resources
A practical tool for the work in front of you.
Describe the format, intended user and task clearly. Let the product prove its value.
Specific and useful, not sales-heavy.
Ask before adapting the artwork
For partnerships, press use or a format not supplied here, contact the HeadteacherChat team.