Brand kit · Punter's Group Social Impact · v2 "Raised"
Don't just support from the sidelines. Show up.
One inch wide, fifty miles deep. This kit answers one question only: what must a stranger feel about Punter's Group Social Impact in the first two seconds? Every colour and letterform below exists to send that signal. Nothing here describes a place, a campaign or a year.
Supersedes v1 "Red Earth" (Oct 2026), which over-indexed on the Simpson Desert campaign and answered "where?" when the only question is "what do you do?".
The inch
Nerida's framework uses one verb thirty different ways: show up, get involved, participate, hands-on, actively, build relationships, listen. Money is one of four pillars. Every corporate foundation page in the world says "we gave $X". This one says "we turned up".
The signal a stranger must receive in two seconds
"These are people who physically show up, and they'd rather you look at the cause than at them."
Hands-on. Energetic. Bodily. There. The brand must feel alive and warm, like a person walking toward you.
If we get this wrong: too quiet, and it reads as a CSR page. The one thing the brief forbids.
The cause is the subject. We are the verb. The brand must step back so the people and organisations we back step forward.
If we get this wrong: too loud, and we are congratulating ourselves. The one cultural rule broken.
Signals
Colour carries presence. Type carries deference. The mark carries participation. If an element cannot be traced to one of the two halves, it does not belong in the brand.
Primary colour
"Alive. Warm. A person is here."
One living orange-coral, Pulse. A hand raised, a face in afternoon light, a hi-vis vest on a volunteer. It appears only where a human acts. Not red-earth (place). Not charity pink (pity). Not tech orange (startup).
Ink and ground
"Honest. Unflashy. The cause comes first."
Deep warm charcoal on true warm white. No navy: navy is finance, TSC's day job, and this is the other side of the business. No cream: cream is heritage. Photographs of real people must read true, with no colour cast.
Our type
"We speak plainly. No ego."
Work Sans, semibold at most. The typeface of a well-made sign at a community event: clear, direct, warm, unremarkable on purpose. Never black-weight. Shouting is self-congratulation.
Their type
"Slow down. A person is talking."
Source Serif 4 for every quote, story and thing someone said. The one place beauty and voice belong is when a Youngcare resident says "the door was never his". Sans for us, serif for them. The rule made visible.
The mark
"Count me in."
One open hand, raised. Not a landscape, not a heart, not a handprint. The gesture a person makes when someone asks "who's in?". Four fingers for four pillars, a thumb for the person who makes them one.
Photography
"Real people, doing real things."
Faces, hands, movement, daylight. Someone on the Rosies van, kids in a Bali classroom, a team packing hampers. Never a sunset, never a seedling in cupped hands, never a stock handshake.
The mark
A single open hand. Four short upright strokes and a thumb, tilted the way a real hand goes up. It is drawn once in code and every file is generated from that geometry, so it can never drift between the favicon and the shirt.
Minimum size 16px digital, 8mm print. Clear space on every side equals the width of one finger. Pulse on Paper is primary; Paper on Pulse for apparel and dark photography; Paper on the Pulse plate for the app icon.
Colour
Pulse
#E8622A
The accent. Buttons, GIVE, the hand. Only where a human acts.
Slate
#23272B
All type. Deep warm charcoal. Never black, never navy.
Paper
#FFFDFB
Ground. True warm white, so photographs read true.
Linen
#F3EFEA
Cards on Paper, alternating bands.
Thread
#DAD3CA
Borders, dividers, progress track.
Moss
#3F8A5C
DO. Effort, growth, the sleeve rolled up.
Harbour
#2C7A9B
CONNECT. The bridge between people. The one cool note, because connection reaches out.
Sun
#F2B134
AMPLIFY. Voice, light, visibility.
Contrast on Paper: Slate 14.6:1 · Pulse 3.6:1 (large text and UI only; body copy is never set in Pulse) · Moss 4.6:1 · Harbour 5.1:1. Paper on Pulse 3.6:1; Paper on Slate 14.6:1.
Four hues at one warmth and one saturation, so GIVE. DO. CONNECT. AMPLIFY. reads as four verbs from one body, not four departments. Each has a tint for chips, a deep for its text, a solid for a dot or bar. There is never a fifth.
Money, sponsorship, fundraising, goods. The hand that gives.
#E8622A · #9A3C14 · #FCE9DF
Volunteering, challenges, skilled help. The sleeve rolled up.
#3F8A5C · #275A3B · #E2F0E7
Our clients, lenders, suppliers and mates. The bridge.
#2C7A9B · #1C5268 · #DFEDF3
Our channels, lent to the cause. The voice.
#F2B134 · #7A5410 · #FDF0D2
Typography
We speak in a plain humanist sans. The people we work with speak in a quiet serif. That inversion is the brand's one cultural rule made visible: we are the verb, they are the subject.
Us · Work Sans 600
Nerida is walking 230 km for Youngcare. Here is why.
Them · Source Serif 4 italic
"The thing I value most is being able to decide when my door is shut."A Youngcare resident, name withheld at his request
Headline · Work Sans 600Sentence case. Tracking -0.02em. Leading 1.08. Never 700+.
Don't just support from the sidelines. Show up.
Body, ours · Work Sans 40017px on 1.6. Max measure 68ch.
We registered as a Lifeblood Team in January with a target of fifty donations by December. We are at 31. Tom is on fourteen plasma donations on his own.
Body, theirs · Source Serif 4 400Stories and long quotes. 18px on 1.7.
Spent the morning at a Youngcare share house. Three residents, all under 35, all living somewhere that is theirs. One told me the thing he values most is being able to decide when his door is shut. Before this house he lived in aged care. The door was never his.
Eyebrow · Work Sans 60011px, tracked 0.16em, uppercase. Pulse.
Current campaign · for Youngcare
Numbers · Work Sans 500, tabularStated, not celebrated. Slate, not Pulse. Dollars and hours side by side, never added.
$22,000we contributed
921volunteer hours
7organisations
Voice
First person plural. Short sentences. Name the person, the place and the number. Never the language of a corporate responsibility report, and never pity toward the people we support.
We are
We are not
Rules
In use
230 km. Nine days.
For Youngcare.
Stacked lockup in Paper on Slate, chest. Youngcare named on the line below, before us. Principal partner mark on the sleeve where Youngcare permits, never larger than the hand.
Current campaign · for Youngcare
230 km. Nine days. Nerida Punter, for young people with high care needs.
Paper ground, Slate type, serif quote, mark top-left, one Pulse accent. The person's words, then the cause, then us. Photographs when we have permission; this layout when we do not.
Files
SVG, generated from the one geometry. Fonts are open licence (Google Fonts). The live Impact Hub reads the same tokens from src/lib/puntersBrand.ts.
pulse #E8622A pulseDeep #C44E1D pulseSoft #FCE9DF slate #23272B slateSoft #5B6168 paper #FFFDFB linen #F3EFEA thread #DAD3CA moss #3F8A5C mossSoft #E2F0E7 harbour #2C7A9B harbourSoft #DFEDF3 sun #F2B134 sunSoft #FDF0D2 white #FFFFFF display 'Work Sans', ui-sans-serif, system-ui, sans-serif body 'Work Sans', ui-sans-serif, system-ui, sans-serif story 'Source Serif 4', 'Iowan Old Style', Georgia, serif
