Skip to brand content

Brand Portal  ·  For volunteers, trainers & partners

One Heartfulness.One voice.

Everything you need to represent Heartfulness faithfully — our vision and promise, the pillars we are built on, and the practical rules for logo, color, type and imagery. Rooted in 100 years of tradition, adapted for modern times.

Get the assets Explore the brand
Brand Idea

Our vision

Our vision for the future, and how it translates into the action we take to achieve it.

Humanity.
Inspired by the heart.
Unified by love.

Heartfulness will be known for unity in the world. Humanity unified by love is the aim.
We serve the entire humanity. Our goal is to touch every heart irrespective of one’s belief and background.
A world where everyone lives out of their heart’s inspiration is yet another goal.
The periods give powerful pauses that go deep into the reader’s heart.
Brand Idea

Our mission

One mission, expressed two ways. Choose the statement that matches your audience — never blend the two.

For corporate, education, wellness & research

To enable everyone to advance in the way of love, and to experience holistic wellbeing

  • Heartfulness offers the way — the journey — of love.
  • Heartfulness covers all aspects of being and total wellness.
  • Heartfulness speeds up advancement, transformation, and evolution.
  • Experience is the way of Heartfulness.
For community & spiritual audiences

To serve every human to become spiritual

  • Becoming spiritual is becoming the best version of oneself.
  • We serve every human without exception, with no barrier of culture or background.
  • Heartfulness exists to serve and to give.
  • To experience, to become, to be.
Brand Promise

A progressive experience of contentment, calmness, compassion, courage, and clarity

Experience is the promise of Heartfulness — and the experience is progressive. It changes, expands, evolves.

Contentment

Settled in what is, without grasping for what is not.

Calmness

A regulated mind, steady beneath whatever moves on the surface.

Compassion

Love turned outward — towards ourselves and towards all.

Courage

The confidence to face adversity and to design our destiny.

Clarity

Inner guidance heard clearly, and acted on.

Why the 5Cs matter. They are a key differentiator and value proposition of Heartfulness, they arouse curiosity in the reader to know more, and they relate directly to the expansion of consciousness — the goal of every contemplative practice.
About Us

Our brand story

Who we are, what we stand for, and what makes us different. Use this as the source text for “about” copy wherever it is needed.

Heartfulness is an ever-evolving path of love, one that improves our day-to-day lives and helps us achieve real-world balance, peace, and joy.

The center of Heartfulness is the heart. Heartfulness honors the mind, but it sees the heart as the seat of wisdom that guides our decisions, directs our actions, and transmits love.

As we allow the heart to lead us in all we say and do, we give voice to the True Self. Empowered by this new freedom, we create a world rooted in respect, inspired by the heart, and unified in love.

And that is our mission: to enable every aspirant’s heart to expand in awareness. Thus, we develop total wellbeing and lead a life of contentment, calmness, compassion, courage, clarity.

Rooted in 100 years of tradition, adapted for modern times, Heartfulness upholds scientific inquiry while nurturing the spirit through time-honored meditation practices. Personal trainers from across the globe guide you, sharing the nourishing subtle energy of Yogic Transmission. This unique gift of life force awakens us to experience a new reality of authenticity, compassion, and humility.

It is when we practice listening to our hearts that we can create a better version of ourselves. This is the Heartfulness way.

The short answer

Who are we?

We are global citizens inspired by the heart to create a unified humanity by transmitting love.

We enable change and wellbeing through pioneering programs to expand consciousness. We are international, inclusive, and not-for-profit.

What we believe

Brand values

Our values guide everything we do — how we behave, conduct ourselves and work as a group, an organization, a team, a community. Open each one to see what it means and how we demonstrate it.

It means we…
  • Are sincere and honest in approach
  • Are in tune with nature
  • Nurture good in all
We live and demonstrate this by…
  • Being authentic and enthusiastic practitioners with an open mindset and sincere interest in serving others
  • Living in tune with the inner and outer nature with pure intentions and poised conduct
  • Bringing out the goodness in oneself and others through correct thinking, right understanding, and an honest approach to life
It means we…
  • Celebrate life in total wellbeing
  • Cultivate a positive mindset
  • Design destiny through positive intentions
We live and demonstrate this by…
  • Striving to achieve a balanced, peaceful, and joyful living by harmonizing mind, body, and soul
  • Living cheerfully, accepting life’s challenges, and doing everything with joy and contentment
  • Building courage and confidence to face adversities, and using the power of positive intentions to change destiny
It means we…
  • Foster equality and inclusiveness
  • Are compassionate and empathetic
  • Are effective in action
We live and demonstrate this by…
  • Giving everyone the opportunity to achieve the highest goal and become the best version of themselves
  • Fostering love in the heart to inspire individuals to become compassionate towards themselves and others
  • Enabling individuals to be effective and skillful in whatever they do
It means we…
  • Constantly refine self
  • Conduct a balanced lifestyle
  • Take responsibility for self-change
We live and demonstrate this by…
  • Transforming the individual self through meditation using the transmission of life force
  • Rejuvenating life through the release of past and present emotional burdens using cleaning techniques
  • Connecting to the inner self by listening to the heart and seeking inner guidance with clarity
It means we…
  • Strive for united goals with humility
  • Work in harmony and collaboration
  • Establish universal connection
We live and demonstrate this by…
  • Working as one team of worldwide certified trainers, volunteers, and practitioners, with humility
  • Collaborating and working together in harmony as one family
  • Bringing connection between individuals in a receptive and inclusive environment, creating an egregore of positive minds
The framework

Brand pillars

Five attributes the whole branding framework is built upon. Every volunteer can demonstrate them through personal character and through the content we make — words, visuals, audio.

Simple

We internalize the deep meaning of simplicity and conduct a lifestyle of a high order. We strive to exemplify this quality in our thoughts and deeds.

Elegant, Balanced, Moderate, Natural
  • We are internally focused and have a lifestyle fostering simplicity
  • We are not rigid with conditions, demands, expectations, likes, and dislikes

Authentic

We are authentic: worthy of trust and reliance. We sincerely and courageously represent the essence of Heartfulness in our interactions and actions.

Truthful, Reliable, Courageous, Sincere
  • We are truthful, trustworthy, and reliable in our engagements and interactions
  • We use original teachings, materials, and assets
  • We present our offerings and services with courage, clarity and utmost sincerity

Joyful

We celebrate life. We strive to go deep into the core of our hearts to cheerfully accept challenges and bring joy and love into life.

Lively, Enthusiastic, Inspirational, Cheerful
  • We are full of life in our conduct, behavior, and actions
  • We spread joy to others in our interactions
  • We exemplify and subtly express peace and contentment

Compassionate

We are loving and caring towards everyone, and we understand that we are all evolving — all work-in-progress.

Loving, Empathetic, Caring, Considerate
  • We are loving and caring towards all individuals and the entire humanity
  • We listen deeply and empathetically
  • We are considerate to others — their actions, behavior, and mistakes

Harmonious

We thrive on collaboration, inclusivity, and harmonious, unified ways of working with others from any walk of life or belief.

Collaborative, Respectful, Inclusive, Accepting
  • We are open to accepting criticism and feedback
  • We foster harmony and unity among all
  • We respect others’ views and work collaboratively
  • We support one’s spiritual journey irrespective of belief or background
Living the pillars

Brand expression

The same five pillars, expressed three ways: in who we are, in how we speak, and in what we show.

In action and character. How the pillars show up in a person — one’s character, one’s actions. Every volunteer displays these in every interaction.

Simple
Elegant, Balanced, Moderate, Natural
  • A lifestyle fostering simplicity
  • Moderate in conduct and actions
  • Clean and elegant, appropriate for the occasion
Authentic
Truthful, Reliable, Courageous, Sincere
  • Truthful, trustworthy, and reliable in our engagements and interactions
  • Impart teachings based on our own experience and understanding
  • Sincere and courageous in representing Heartfulness offerings and services
Joyful
Lively, Enthusiastic, Inspirational, Cheerful
  • Full of life in our conduct, behavior and actions
  • Spread joy to others in our interactions
  • Exemplify and subtly express peace and contentment
Compassionate
Loving, Empathetic, Caring, Considerate
  • Loving and caring towards all individuals and the entire humanity
  • Listen deeply and empathetically
  • Considerate to others — their actions, behavior and mistakes
Harmonious
Collaborative, Respectful, Inclusive, Accepting
  • Open to accept criticism and feedback
  • Foster harmony and unity among all, irrespective of one’s belief and background
  • Respect others’ views and work collaboratively

In words, text, speech, audio. The tone of every communication and interaction we make.

Simple
Elegant, Balanced, Moderate, Natural
  • Writings are simple to understand
  • Tone of voice, speech and words are in tune with the heart
Authentic
Truthful, Reliable, Courageous, Sincere
  • Words and writings reflect our own experience and understanding
  • Use original teachings, materials, and assets in our writings
  • Confidence and clarity in speech and voice tone, and in expressing our services and offerings
Joyful
Lively, Enthusiastic, Inspirational, Cheerful
  • Words, speech, and writings are inspirational and lively
  • Content creates joy and positive change in others
  • Words exemplify and subtly express peace and contentment
Compassionate
Loving, Empathetic, Caring, Considerate
  • Words, speech, and writings carry love and care
  • Words and tone are inspiring and encouraging in nature
Harmonious
Collaborative, Respectful, Inclusive, Accepting
  • Adopt a tone and words that encourage harmony and unity
  • Speech and words reflect humility and respect
  • Words and writings reflect inclusivity of various beliefs, cultures, and backgrounds

In images, video, visual channels. The style and tone of everything seen — website, app, print, social.

Simple
Elegant, Balanced, Moderate, Natural
  • Simple and elegant images
  • Simple visual representation and graphic layouts
  • Images reflecting nature and human-ness
Authentic
Truthful, Reliable, Courageous, Sincere
  • Original images and videos from the Heartfulness repository
  • Bold, confident, and explicit visual materials about the practice and Heartfulness offerings
Joyful
Lively, Enthusiastic, Inspirational, Cheerful
  • Images imbuing joy and inspiration
  • Images and videos devoid of emotionally disturbing aspects
Compassionate
Loving, Empathetic, Caring, Considerate
  • Images and videos imbuing love, compassion, and empathy
Harmonious
Collaborative, Respectful, Inclusive, Accepting
  • Images and videos showing respect and unity
  • Images and videos reflect inclusivity of various beliefs, cultures and backgrounds
What we offer

Brand architecture

How we present our capabilities, offerings and partnerships to external audiences — clearly and strategically — so anyone can navigate the whole portfolio and understand it.

Masterbrand Heartfulness — the overarching brand that represents everything.

Practices

The core value that we offer. Everything else revolves around and evolves from this. It also covers the enabling tools that make the core value possible.
  • Relaxation
  • Meditation
  • Cleaning
  • Inner Connect
  • Micro-practices

Programs

Specific, pointed solutions or approaches that solve the needs of the organizations and individuals we serve. Created by combining practices and products.
  • Programs in schools, universities, corporates, governments
  • Programs for medical professionals (CME)
  • Seminars — onsite and offsite
  • Retreats
  • Certified yoga training
  • Care
  • Forests by Heartfulness

Products

The products, services and capabilities that leverage and package the practices in various forms.
  • HeartsApp
  • Connect 1to1
  • Heart-in-Tune App
  • Masterclasses
  • Online learning platform
  • Udemy course
  • Books & Bookstore
  • Magazine
  • Digital Store
  • Research

Partnerships

Not branded under Heartfulness

The external organizations and their capabilities that we incubate to strengthen, enrich or expand the footprint of our products and programs.
  • Department of AYUSH, Government of India
  • Brighter Minds
  • UN DPI, UNAA
  • American Medical Association
  • MIT World Peace University

Note: the items listed under Practices, Programs, Products and Partnerships are a representative selection — not a full or exhaustive list.

Design philosophy

Elegance in simplicity

Our creativity is a careful balance between the elegance of simplicity and the royalty of rich heritage. With the aspiration for excellence, we strive for our designs to create a lasting emotional connection with the audience.

Like Heartfulness, our design is practical, simple, and clear — with a graceful touch of elegance.

Our designs reflect the brand pillars of simplicity, authenticity, joy, compassion, and harmony. We imbibe these values in our actions, demonstrate them in our messages to humanity, and inspire every individual to take on the inner journey to their highest potential.

A considered palette

Color

Brand colors transmit the feeling of Heartfulness — they touch the eyes and the hearts of the audience. We exuberate joy and cheerfulness, and at the same time, reflect simplicity and authenticity. Our colors represent the warmth of the heart, the simplicity of nature, and the vibrancy of life.

Click any swatch to copy its hex.

Core colors

The colors every piece starts from

Logo colors — protected, never altered

Use these exactly as they are — never tint, shade or recolor them. Black and white are equally official colorways; the Logo section shows all five.

Signature colors — one per audience

The key color associated with each theme. The color palette for each theme is available in the Audience Themes section.

Common colors — can be used in any theme

These two do most of the work on any page, whichever theme you are designing in. They are what keeps four themes looking like one brand.

Neutral colors

Grays and white

Shades of gray and usage. Slate is the lightest gray advised for type of any size — anything lighter is better kept for rules and surfaces.

Audience themes

Four themes, one structure

Each theme and its color palette aim to communicate the energy and feeling that will resonate with that audience. The roles run in the same order in every theme, so once you are comfortable with one you will find your way around all four.

Which theme do I use? Choose by who is being persuaded, not by subject matter. A wellbeing programme pitched to a school board is Corporate — the reader is an institutional decision-maker. The same programme’s student workbook is Education & Youth. A retreat brochure for the public is Wellness; the same retreat’s materials for practitioners are Spiritual.

And if none of them fit? Where the audience is the general public — the magazine, social, the main website, outreach — use the core palette: Deep Indigo, Harbour Blue, the grays and white.

Theme 01 · Corporate & Institutional

Still Water

FormalCalmCredibleCompassionate

Heartfulness@Work, government and university partnerships, research, CME for medical professionals, annual reports.

60 · Deep + neutrals 30 · Primary 10

Theme 02 · Education & Youth

Open Field

VibrantJoyfulPlayfulGrowing

Programmes in schools and universities, Brighter Minds, student and campus material, youth camps, learning platforms.

60 · Deep + neutrals 30 · Primary 10

Theme 03 · Wellness

Living Green

HopefulNaturalPositiveRestorative

Retreats, Forests by Heartfulness, HeartyCulture, HfnLife, holistic wellbeing content, public health and lifestyle programmes.

60 · Deep + neutrals 30 · Primary 10

Theme 04 · Spiritual & Community

Inner Light

ReverentContemplativeTimelessHeritage

The practice, trainers and volunteers, meditation centres, seminars, sacred texts, commemorations, community gatherings.

60 · Deep + neutrals 30 · Primary 10
Applied examples

Four themes — sample representations

Structure, type, logo and the grays stay the same. Only the deep panel, the surface, the primary and the counter change from theme to theme.

Corporate & Institutional

Measurable wellbeing in the workplace

Evidence-based programmes delivered with research institutions and medical bodies.

Request a briefing

92% reported lower stress

Twelve-week study, 1,400 participants

Education & Youth

Find the quiet place inside you

Simple practices for students, built into the school day. Free for every campus.

Start the programme

4,200 schools

across 46 countries

Wellness

Live in tune with inner and outer nature

Retreats, forests and daily practice — total wellbeing, one habit at a time.

Explore retreats

1.2 million trees

Forests by Heartfulness

Spiritual & Community

Advancing in the way of love

A hundred years of tradition, adapted for modern times. Practise with a trainer.

Meet a trainer

16,000 trainers

in 160 countries

Recommendations

Some recommendations

A few things that will help a design sit comfortably within the brand.

Bright colors for shapes, darker ones for words

Every bright color has a darker twin — Marigold has Ember, Ocean Green has Forest Green, Gold has Antique Gold. Use the bright one for graphics and display type, and its twin once the color has to be read.

Accent colors on a dark panel

Accent colors on a dark panel don’t appear well, but work better as shapes, lines and marks. However, two accents are bright enough to also carry a big headline figure on their own Deep: Marigold on Deep Olive and Ocean Green on Deep Pine.

Mixing colors in one design

A 60 : 30 : 10 mix — background 60, main color 30, accent 10 — is a reliable starting point. It isn’t a limit, so reach for more of the theme’s colors when a design calls for it.

One theme per design

Pick the theme by who is reading, and hold it through the piece. If there are multiple sections relating to different subjects (e.g., website, annual reports), different themes may be considered.

Available in every theme

The three logo colors, the grays, white and Deep Indigo can be used anywhere. Photographs and illustrations are exempt too — this guidance covers designed elements, not what is inside a picture.

Grays on tinted backgrounds

Slate sits comfortably on white and Alabaster. On a colored soft tint — Lemon Meringue, Honeydew, Lavender Mist or Alice Blue — Davys Gray is the better choice for captions.

Modern with a rich heritage

Typography

Our typography promotes readability and interest. We combine the modern finesse of a sans serif with the elegance and lasting tradition of a serif — putting the brand at the flux of the modern and the traditional, the future we want to create and the heritage we carry forward.

Aa
Primary typeface

Gotham

For general use, and the default font.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
Aa
Supplemental typeface

Avenir

For presentations, and other usages when Gotham is not available.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
Aa
Secondary typeface

Goudy Old Style

For publications.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
When the brand typefaces aren’t available. Where an external restriction or a compatibility issue puts the standard fonts out of reach — on the web, in apps, in email and so on — use Montserrat or Inter in place of Gotham and Avenir, and Lora or EB Garamond in place of Goudy Old Style.
Pairings

Weight, contrast and consistency

Pair ‘Bold’ with ‘Regular’ or ‘Medium’, and ‘Medium’ with ‘Light’. Switch the weights between title and content when they sit on lighter and darker backgrounds — it creates a different visual effect while keeping contrast.

This headline
is two lines long

This is a subheading in a light weight, and is half the point size of the headline.

This is a detailed content section, set in a thin weight at half the size of the subheading.

This headline
is two lines long

On a dark background, switch the weights — the subheading gains weight so contrast holds.

Detailed content stays quiet, but never drops below legible contrast.

Instructions
  • Use 2× font pairing for good contrast and legibility — e.g. 40pt heading with 20pt body.
  • Always use one typeface, and fonts from that type family for contrast and impact (e.g. Gotham Bold with Gotham Light).
  • Use italics or bold within the same type family to draw attention.
  • Combine Gotham or Avenir with Goudy Old Style.
Headlines
  • Point-size-to-leading ratio is 1 : 1 — a 40pt headline has 40pt leading.
  • Condense tracking by 1 point for every 25 points of font size (a 50pt headline condenses by 2 points).
  • Word spacing stays at the default 1 : 1.
Body copy
  • Body text over 14pt: Gotham Light.
  • Body text at 14pt or under: Gotham Book.
  • Color: Davys Gray works well for body copy, and Deep Indigo or your theme’s own Deep for headings. Slate is the lightest gray advised for type — see Color.
  • Point-size-to-leading ratio is 1 : 1.
  • Separate paragraphs with a natural space, never an indent.
Emphasis & contrast
  • For every weight of Gotham, a two-step heavier style gives sufficient visual contrast of boldface.
  • Use Gotham’s italics to distinguish text without changing its weight.
We are visionaries

Imagery

We express our core values through the pictures and graphics we use. We choose every visual element carefully, to make the audience feel what Heartfulness is all about — and we use the brand pillars to guide that selection.

Do

  • Use images that are simple to understand, with a clear message
  • Choose images that are genuine, realistic and relatable to the content
  • Use images that reflect the emotion or conduct of the brand — compassion, inclusivity, humility
  • Represent a joyful and positive attitude in illustrations and photographs
  • Use subtle images that are soothing to the soul
  • Use images that inspire and make a lasting impression

Don’t

  • Avoid images that are generic or staged (stock images)
  • Don’t reach outside before checking the Heartfulness image repositories — and where nothing suitable is found there, use only properly licensed imagery
  • Avoid images that lack context, or that frequently appear in other brands’ designs
  • Avoid images with too-bright or grandiose colors and backgrounds
A note on the don’ts. The don’ts in the sections below can be relaxed when a graphic is telling a story — a move from negativity to positivity, from something emotionally difficult to something hopeful, or from conflict to harmony. What matters is where the story lands.
By pillar

On brand, off brand

On brand

  • Focused on one main subject or idea
  • Minimalistic, yet meaningful
  • Images telling stories
  • Less is more in the use of words with images
  • Captions only when the image seems incomplete to convey the message
  • Use of cut-outs instead of frames

Off brand

  • Too many objects in frame
  • Too wordy or busy
  • Complicated graphic layouts and image placements
  • Use of fancy graphics
  • Unnecessary transitions and effects from templates or stock galleries

On brand

  • Use first-person view when possible
  • Images owned by Heartfulness
  • Bold, confident and clear messaging of Heartfulness practices
  • Candid photos, informal for most settings
  • Photos showing emotion and feeling rather than just a pose
  • Show natural moments
  • Original product shots with brand essence and aesthetics

Off brand

  • Highly-edited images
  • Scripted shots
  • Unlicensed stock images
  • Underlying message is confusing or unclear
  • Use of generic designs or layouts
  • Use of generic mockups and product placements

On brand

  • Uses natural light and set-up to portray beauty in images
  • Captures positivity, optimism, inspiration
  • Images, copy and graphics all in sync

Off brand

  • Emotionally disturbing
  • Dark content
  • Negative connotation

On brand

  • Imbues love, compassion and empathy
  • Solidarity with all people, in the tone and the proper placement of content and posts

Off brand

  • Content on hyped discussions or events
  • Disconnected or conflicting

On brand

  • Aligns with cultural and regional contexts and sentiments
  • Showcases the beauty of the heart over appearances
  • Celebrates diversity amongst people, naturally
  • Keeps humanity at the front, instead of naming classifications
  • Shows respect and unity

Off brand

  • Comparative representations alongside other brands or organizations, in content or posts
  • Images chosen to appease an audience where they sit against the brand philosophy
  • Being particular about what a Heartfulness practitioner looks like in terms of ethnicity or color
Reference

The brand framework, defined

Nine terms, and what each one is responsible for. Useful when you are briefing a designer, an agency or a new volunteer.

Vision & Mission

Our vision for the future, and how it translates into the action we take to achieve it.

Brand Promise

The promise we make through all our volunteers, trainers, products, programs, and practice.

Brand Values

Guides everything we do: how we behave, conduct ourselves and work as a group, organization, team or community.

Brand Pillars

The main attributes the branding framework is built upon, demonstrated through personal character and content — words, visual, audio.

Brand Personality

The interpretation of the brand pillars in terms of personality, character and attitude, which all volunteers must display in every interaction.

Brand Voice

The interpretation of the brand pillars as the tone of communication and interaction — words, speech, writing, voice.

Brand Sight

The interpretation of the brand pillars as the style and tone of the visual channels — website, app, images.

Brand Story

Articulates our brand as a compelling story: who we are, what we stand for, and what makes us different.

Brand Architecture

The model that presents our capabilities, offerings and partnerships to external audiences clearly and strategically.

Downloads

Access our brand assets

These are the tools that let you carry the brand faithfully. If you have a question, or need a customisation, write to brand@heartfulnessinstitute.org.

Guidelines

The brand guide and brand tenets — design philosophy, pillars, logo, color, typography and imagery.

Open guidelines

Logos

Every approved logo colorway — blue, gold, purple, black and white — in the formats you need.

Open logos

Images

Original Heartfulness photography, cleared for use across our channels. Never reach for stock.

Open photos

Templates

Slide and document templates already set in the approved type and color system.

Open templates

Fonts

The brand typefaces — Gotham, Avenir and Goudy Old Style — with installation notes.

Open fonts

About

The Heartfulness pitch — who we are and what we offer, ready to present.

Open pitch
FAQ

Frequently asked questions

We love that you want to represent Heartfulness. The logo, the brand colors and the brand typefaces are proprietary and require permission for use. Write to brand@heartfulnessinstitute.org to request it.

No. Associate the initiative to Heartfulness instead — the pattern is Forests by Heartfulness or Heartfulness@Work. The main logo must remain consistent across all major platforms.

No. Always write Heartfulness in full. “hfn” and “HFN” are not approved abbreviations, in the logo or in copy.

Use Avenir — it is the approved supplemental typeface for presentations and for any situation where Gotham is not available. Download links for all the approved fonts are in the Downloads section of this page.

Please avoid images that are generic or staged. Look through the Heartfulness image repositories first; where nothing suitable is found, use properly licensed imagery.

Choose by who is being persuaded, not by subject matter. A wellbeing programme pitched to a school board is Corporate; the same programme’s student workbook is Education & Youth. Where the audience is the general public — the magazine, social, the main website — use the core palette rather than a theme. The Color section has the full guidance.

Use “to enable everyone to advance in the way of love, and to experience holistic wellbeing” for corporate, education, wellness and research audiences. Use “to serve every human to become spiritual” for community and spiritual audiences. Never blend the two in one piece.

Yes. Please bring them in line with the standards on this page, and contact the brand team if you need guidance or a template.

Reach out to brand@heartfulnessinstitute.org

For permissions, reviews, customisations, or anything you are unsure about. When in doubt, ask — it is always easier than correcting it later.