The Guidance Center Brand Guide
Our Mission
Nurture development. Foster resilience. Cultivate well-being.
Our Vision
The Guidance Center is an innovative leader in programs, community engagement, and collaboration to create a vibrant future for those we serve.
The Guidance Center exists to help individuals and families navigate life’s challenges by providing compassionate support, practical resources, and hope for the future.
Serving Wayne County since 1958
26 programs · 18 locations · 14,200 lives a year
Laura Huot, President & CEO
For internal and partner use
Who We Are
Since 1958, The Guidance Center has been providing behavioral health services and support to children, adults, and families throughout Wayne County.
Today, The Guidance Center offers a wide range of programs and services across the community, including mental health care, substance use disorder treatment, early childhood programs, intellectual and developmental disability services, school-based services, crisis support, and Kids-TALK Children’s Advocacy Center.
Our work is rooted in one simple belief:
Mental health is community health.
We are proud to be a local organization with deep roots in the communities we serve.
Our Brand
The Guidance Center brand should feel:
Warm – We care about people and treat everyone with dignity.
Welcoming – People should feel comfortable reaching out for help.
Clear – We communicate in plain, easy-to-understand language.
Trustworthy – We are honest, professional, and grounded in our experience.
Community-focused – We reflect the people and communities we serve.
Our communications should feel human and approachable—not overly clinical, formal, or corporate.
Our Voice
Be Clear
Say what we mean and get to the point. Avoid unnecessary jargon and complicated language.
Be Warm
Our work is about people. Communicate with compassion without sounding overly sentimental.
Be Respectful
Use language that respects the experiences, choices, and dignity of the people we serve.
Be Confident
We know our work and the communities we serve. Speak with confidence without exaggerating or making promises we cannot keep.
Be Inclusive
Use language that welcomes people of different backgrounds, ages, abilities, and experiences.
How We Write
Use:
- Plain, everyday language
- Short sentences and paragraphs
- Active voice
- Specific information when it is helpful
- “People,” “families,” and “children” whenever appropriate
- “Wayne County” and “Detroit” when relevant to the story
Avoid:
- Excessive clinical or professional jargon
- Language that labels or stereotypes people
- Terms such as “crazy” or “insane” when referring to mental health
- “At-risk youth” when a more specific description is possible
- Language that makes people feel defined by a diagnosis or circumstance
- Overly dramatic or sensational descriptions of trauma
When discussing sensitive topics, focus on dignity, support, hope, and what comes next.
Our Key Messages
These messages can guide communications across programs and audiences.
We are here for our community.
The Guidance Center has served Wayne County since 1958. Our local roots are an important part of who we are.
We support the whole person.
Mental health is connected to every part of life. Our programs provide support for children, adults, and families across a wide range of needs.
Help should be accessible.
We work to make care and support available to people throughout our community, regardless of their circumstances.
We are here for the long term.
Our commitment to Wayne County extends beyond a single program, campaign, or moment. We are here to continue serving our community for generations to come.
Visual Identity
Our visual identity should feel professional, welcoming, consistent, and approachable.
Use the approved logos, colors, fonts, photography, and graphic elements provided in this guide.
Logo
Use only approved versions of The Guidance Center logo. Do not alter, stretch, recolor, rotate, or otherwise modify the logo.
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Colors
Our brand color helps create a consistent look across print and digital materials.
| CMYK 89/0/50/0 | RGB 0/175/157 | Hex #00af9d |
Photography
Use authentic, welcoming images that reflect the people and communities we serve whenever possible.
Avoid images that feel overly staged, clinical, or disconnected from our community.
Accessibility
Our communications should be accessible to as many people as possible.
Whenever possible:
- Use plain language
- Use readable font sizes
- Maintain sufficient color contrast
- Add alternative text to meaningful images
- Caption videos
- Avoid relying on color alone to communicate information
- Keep layouts clean and easy to navigate
Accessibility is part of how we make our services—and our organization—welcoming to everyone.
Contact
For questions about branding, communications, or logo usage:
Lisa Rahrig
Director of Marketing
734-785-7705 x7071
lrahrig@guidance-center.org
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We greatly appreciate your support.