Florida Association of the Deaf

Design system

The FAD brand book

Who FAD is, how it sounds, how it looks and what it must never do. Art Deco and Sunrise are shown side by side as options; neither has been chosen, and the logo is a placeholder.

Brand

  • PositioningDraft

    The contemporary visual voice of Florida's Deaf community. A statewide Deaf advocacy association, founded in 1917, renewing itself.

  • Voice and messagingDraft

    Direct, warm and proud. We say what people are owed and what to do about it.

  • LogoDraft

    Each direction has its own wordmark, drawn in one colour from a single file. The other variants are gray placeholders until they are drawn, and no final direction has been chosen.

  • Imagery and iconography

    Real people, Deaf-led, in real Florida light. No stock clichés.

  • Deaf culture and ASL

    The identity should be recognized as Deaf-led before anything else.

  • Creative direction

    Real moments between real people. ASL is an ordinary part of social life, and the brand is the facilitator, never the hero.

  • ApplicationsDraft

    Where the identity has to work: shirts, bags, banners, cards, signs, flyers and the web.

Foundations

  • Color

    Two directions, shown side by side. Ratios below are measured live from the CSS variables.

  • AaAa

    Typography

    Eight sizes. Each direction sets its own display voice over the same body face.

  • Space, shape and motion

    One spacing scale, two shape languages, short purposeful motion.

  • Accessibility

    WCAG 2.2 AA is the floor. Deaf-first, DeafBlind-aware is the bar.