# FareRx Brand Identity v2.0

The brand identity for Food is Medicine.
Documentation: https://farerx.com/brand
Structured context: https://farerx.com/brand-context.json
Version: 2.0 · April 2026

## Brand overview

Member hospitality is the engine. FareRx delivers medically tailored groceries and clinical nutrition services to health plan members. We treat every member like family. That emotional connection builds trust. Trust drives adherence. Adherence delivers outcomes.

Core principles:
1. Food First — Food is personal. It carries culture, dignity, joy, and trust.
2. Member Hospitality — This is not customer service. This is hospitality.
3. Outcomes Over Everything — Lead with verified data because the data is the argument.
4. Clinical Credibility — SOC 2 Type II and HIPAA-compliant.

## Logo

The FareRx logo is a rounded rectangle containing a stylized F. It references a prescription label, a cutting board, and a doorstep. Display the mark and wordmark together unless space prohibits it.

- Use the full lockup wherever space allows.
- Use the mark alone for favicons, app icons, and tight spaces at 20px or larger.
- Maintain clear space equal to the mark’s width on all sides.
- Do not rotate, distort, shadow, partially cover, or rebuild the mark.
- Do not place the full-color logo directly on a photograph.

## Tagline

Food is Medicine.

The period is non-negotiable. Set the tagline in Playfair Display Italic. Never bold. Never all-caps.

## Color

Brand Yellows:
- Gold: #FCE38A
- Gold Deep: #FBD758
- Gold Light: #FDEFBC
- Gold Mist: #FEF8E0

Brand Darks:
- Black: #000000
- Ink: #111111
- Ink Soft: #2A2A2A

Warm Neutrals:
- Cream: #EDEBE4
- Cream Light: #F5F3EE
- Border: #D8D4CC
- Graphite: #4A4540
- Ash: #8B8680

Yellow is the signature. Gold is for accents and highlights. Gold Deep is for interactive emphasis. Ink is the primary text and navigation color. Cream is the standard brand-guide and deck background. Cream Light alternates with white on the web.

## Typography

- Display: Playfair Display — headings, tagline, pull quotes, hero text, and deck titles.
- Body: Plus Jakarta Sans — paragraphs, UI text, descriptions, navigation, and buttons.
- Wordmark: Charoe Bold / DM Sans — logo wordmark and lockup only. Charoe Bold is canonical; DM Sans is the web substitute.
- Mono: JetBrains Mono — CPT codes, section labels, metadata, tokens, and badge text.

## Voice

FareRx is warm, direct, clinically credible, and grounded in real life.

1. Hospitality over clinical.
2. Lead with the proof.
3. Direct, never soft.
4. The system is broken. Say it.
5. Food is personal.
6. Respect people’s intelligence.

Avoid corporate and AI jargon, including leverage, delve, it’s worth noting, in today’s landscape, revolutionize, utilize, synergy, holistic, stakeholder, optimize, and seamless.

Use patient on patient-facing care journeys. Use member for enrolled plan participants and member-reported program data.

## UI components

- Buttons are always pill-shaped. Use one primary CTA per page.
- The Outcomes Card is a signature pattern: muted mono metrics in the left column; full-weight human-readable results in the right column.
- Use warm neutral surfaces, clear hierarchy, and restrained high-contrast dark sections.

## Copy and compliance

- Patient-facing coverage model: “Fresh groceries included. Expert care, covered by your insurance.”
- Benefits qualifier: “We verify your benefits before you begin.”
- Never promise personalized coverage, eligibility, price, $0 cost, or “pay nothing” before verification.
- Use “HIPAA-compliant,” never “HIPAA-safe.”
- Use “offers” for capabilities when active contracts or enrollment are not established.
- Do not use “bill” or “billing” in member-facing copy.
- Verify outcomes, operational, service-speed, partner, and clinical claims before publishing.

## Verified FareRx facts

- 120,000+ grocery bags delivered.
- 15,000+ members served.
- 99.7% delivery success rate.
- 4.9 / 5 member satisfaction.
- SOC 2 Type II certified.
- HIPAA-compliant.