Branding Standards 

The 988 brand embodies the 988 Suicide 

& Crisis Lifeline’s ideals and goals. 

Built on a concept of connecting with those who are experiencing suicidal or mental health 

crises, the 988 Suicide & Crisis Lifeline brand primarily seeks to offer a sense of hope. We 

want that hope to encourage people to call, chat or text 988 if they or a loved one are in a 

suicidal or mental health-related crisis. 

Used as intended, 

the 988 brand 

provides a cohesive 

look and feel across 

988 materials

Brand Elements 

988 Lockup Mark 

The clean geometry and typographic design of the lockup 

provide balance, sensitivity, and strength. The ‘988’ and 

‘Lifeline’ elements are boldest; they advance in space and 

project an instant message of hope. 

In both horizontal and square forms, the lockup is designed 

to mark 988 communications with the assurance of 

support. The lockup must be used without modification 

to maintain brand integrity and consistency. Care should 

be taken to provide enough contrast for lockup legibility. 

SQUARE

Black Blue 

SUICIDE

& CRISIS

Navy blue

SUICIDE

& CRISIS

Slate

SUICIDE

& CRISIS

HORIZONTAL 

Black

SUICIDE & CRISIS

Blue

SUICIDE & CRISIS

Navy blue

SUICIDE & CRISIS

Slate

SUICIDE & CRISIS

Color Palette

SECONDARY PRIMARY

HEX:

#729DDB

CMYK:

55,31,0,0

RGB:

114,157,219

HEX: 

#ACE3ED

CMYK: 

30,0,7,0

RGB:

 172,227,237

HEX:

#BAE2CE

CMYK: 

27,0,23,0

RGB:

186,226,206

HEX:

#D08ACC

CMYK: 

19,53,0,0

RGB:

208,138,204

HEX:

#F69FCD

CMYK:

1,47,0,0

RGB:

246,159,205

HEX:

#FBCCBE

CMYK:

O,23,20,0

RGB:

251,204,190

HEX:

#D1CFCC

CMYK:

17,14,16,0

RGB:

209,207,204

HEX:

#C3D4E2

CMYK:

22,9,5,0

RGB:

195,212,226

HEX:

#3A64A3

CMYK: 

85,64,8,0

RGB:

58,100,163

HEX:

#4FC5DE

CMYK:

60,0,11,0

RGB:

79,197,222

HEX: 

#68A384

CMYK: 

63,18,57,1

RGB:

 104,163,132

HEX:

#A53499

CMYK:

39,93,0,0

RGB:

165,52,153

HEX:

#F454AC

CMYK: 

0,97,3,0

RGB:

244,11,139

HEX:

#FFA88D

CMYK:

0,42,40,0

RGB:

25,168,141

HEX:

#B3AEAA

CMYK:

31,27,29,0

RGB:

179,174,170

HEX:

#8798AD

CMYK: 

50,34,22,0

RGB:

135,152,173

HEX:

#001A4E

CMYK:

100,93,34,43

RGB:

0,26,78

HEX:

#0082AF

CMYK:

85,39,16,0

RGB:

0,130,175

HEX:

#137F6A

CMYK:

86,29,66,11

RGB:

19,127,106

HEX:

#6D0A64

CMYK:

63,100,28,18

RGB:

109,10,100

HEX:

#D6097A

CMYK:

12,100,17,0

RGB:

214,9,122

HEX:

#FF786E

CMYK:

0,67,51,0

RGB:

255,120,110

HEX:

#6D686B

CMYK:

57,52,48,17

RGB:

109,104,107

HEX:

#4A5C77

CMYK:

77,61,35,15

RGB:

74,92,119

TERTIARY

The 988 color palette offers complementary colors 

that speak of hope, calm, and reassurance. The 

interplay between contrasting cool and warm colors 

hints at natural emotional rhythms. In addition, each 

hue is presented with two lighter tints for use when a 

color’s full strength is not needed. 

NOTE: Text color-contrast ratios should 

always comply with Section 508 guidelines. 

Typography

These typographic options give a fresh and authentic 

tone to 988 messaging. 

 Futura (and its stylistic variation, Futura PT Heavy) 

is a classic geometric typeface that delivers an 

inviting sense of structure for content titles and 

primary headings.

 Acumin, an equally modern, narrower sans 

serif face, provides a clean and consistent feel 

for body text.

 Daniel Black is a handwritten-style typeface 

that conveys sincerity, especially when used 

for key messaging.

When producing materials, use the typefaces suggested

if available to you; if they are not available to you, we 

suggest Arial as a standard default, as it is generally 

platform-agnostic. 

Futura PT Heavy H1

Titles only

ACUMIN PRO CONDENSED BLACK H2

 FUTURA PT HEAVY H2

Acumin Pro Regular body copy, the goal of 

suicide prevention is to reduce factors that 

increase risk and increase factors that 

promote resilience. Quis nostrud exerci tation 

ullamcorper suscipit lobortis nisl ut aliquip ex 

ea commodo.

Arial

Use when Acumin is unavailable

Daniel Black

Key messages

Futura PT Heavy H1

Titles only

ACUMIN PRO CONDENSED BLACK H2

 FUTURA PT HEAVY H2

Acumin Pro Regular body copy, the goal of 

suicide prevention is to reduce factors that 

increase risk and increase factors that 

promote resilience. Quis nostrud

exerci tation ullamcorper suscipit

lobortis nisl ut aliquip ex ea commodo.

Arial

Use when Acumin is unavailable

Daniel Black

Key messages

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Branding Standards

Photography

Images for 988 materials should portray 

real people, living day-to-day, reflective and 

hopeful at the same time, without going 

too far in either direction. Photos should be 

people-focused, with limited background 

distractions. For example, images showing 

people using mobile devices concentrate 

focus on the individual interactions with the 

988 Suicide and Crisis Lifeline. 

In selecting photography, strive for diverse 

representations of age, race, and gender 

fluidity, and avoid the use of black and 

white imagery, which can feel too heavy 

given the subject matter.

Icons

With a warm, minimalist illustration approach, 

icons in the 988 identity communicate concepts 

wordlessly. The icons can be used in a variety 

of sizes in any 988 product and add a touch of 

visual interest.

Icon-word pairing

Combining visuals with text helps with 

comprehension. A clean icon style and color 

accents direct attention to points of interest 

in a web page, fact sheet, slide deck, and other 

materials. These pairings can be effective tools 

for drawing focus to specific aspects of 

a message.

There is hope. Talk with us.

Share your 

thoughts.

Be the lifeline.

Messaging

988 messaging powers the brand’s impact. Please visit www.samhsa.gov/988 to find the key messages and FAQs available. 

Use these as the foundation from which to build your audience-specific 988 communication messages and materials.

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