Brand guide
Tellus Cooperative Brand Guide
Official brand assets, color system, accessibility guidelines, and usage policy for the Tellus Cooperative Foundation. This page is the single source of truth for anyone using our brand: press, partners, chapters, and community members.
Brand assets
Logo variants
Three approved variants of the horizontal wordmark, plus the icon mark. Use the download buttons to save in SVG (vector) or PNG (raster). Always use the official files: do not recreate, stretch, or recolor the logo.
Icon mark
The crescent “t”. Avatars, favicons and small spaces where the wordmark does not fit.
Brand assets
Hub & program logos
Lockups for Stellar Academy and Stellar Barrio. Use these only in materials for those specific programs, never as a substitute for the main Tellus logo.
Color system
Official palette
Three root colors define the entire brand. Every other color in the system is a tint, shade, or opacity variation of these three.
Sand
Backgrounds, cards, negative space. The canvas color, never pure white.
Teal
Primary brand color. Logo wordmark, illustrations, large headings and italics.
Teal Ink
Body text. Darkest shade, the standard reading color on sand backgrounds.
Teal Deep
Secondary text, metadata, eyebrow labels, and slab backgrounds.
Clay Deep
The only accent. Buttons, links, and every clickable element (WCAG AA on Sand).
Clay
Logo crescent and illustrations only. Never for text or buttons.
Accessibility
Contrast guide
WCAG 2.1 contrast ratios for the official color pairs. Use only combinations that pass for the size of text you are setting.
| Sample | Background → foreground | Ratio | Normal | Large | UI | Usage |
|---|---|---|---|---|---|---|
| Sand #ECE0CC → Teal Ink #1F3536 | 9.9:1 | AAA | AAA | AAA | Default body text | |
| Sand #ECE0CC → Teal Deep #2A5A5C | 5.9:1 | AA | AAA | AAA | Eyebrows, metadata, stat numbers | |
| Sand #ECE0CC → Teal #3F8487 | 3.3:1 | Fail | OK | OK | Headings and italics at 24 px or larger only | |
| Sand #ECE0CC → Clay #C75A2A | 3.3:1 | Fail | OK | OK | Logo crescent and illustrations only | |
| Sand #ECE0CC → Clay Deep #9E441F | 4.9:1 | AA | AAA | AAA | Links and every clickable element | |
| Clay Deep #9E441F → Sand 50 #FBF7F0 | 6.0:1 | AA | AAA | AAA | Primary button label | |
| Teal Deep #2A5A5C → Sand 50 #FBF7F0 | 7.2:1 | AAA | AAA | AAA | Text on teal slabs | |
| Teal Ink #1F3536 → Sand 50 #FBF7F0 | 12.1:1 | AAA | AAA | AAA | Pill buttons, mobile nav, badges |
Key rules
— Body text is always Teal Ink (#1F3536) on Sand. Ratio 9.9:1, passes AAA.
— Clay Deep (#9E441F) is the only accent, and it is reserved for clickable elements: buttons, links, form actions.
— Teal (#3F8487) and Clay (#C75A2A) fail AA for body text on Sand. Use Teal only for headings at 24 px or larger, and Clay only in the logo and illustrations.
— Text on teal slabs uses Sand 50 on Teal Deep (#2A5A5C), 7.2:1.
— Do not place Clay text on Teal backgrounds or vice versa: contrast drops below 2:1.
Usage
Brand guidelines
How to represent Tellus Cooperative consistently across web, print and community materials.
Do
- Use the official logo files from this page, never recreate or trace the wordmark.
- Maintain a clear exclusion zone around the logo equal to the height of the letter “T”.
- Use the dark logo on light/neutral backgrounds and the white logo on dark backgrounds.
- Follow the contrast rules above: body text must be Teal Ink (#1F3536) on Sand (#ECE0CC).
- Use the brand typefaces: Fraunces for headings, Inter for body text, data, and UI.
- When referring to us in text, write “Tellus Cooperative” or “Tellus Cooperative Foundation” on first mention.
- Link back to telluscoop.org when using our brand assets online.
Don’t
- Stretch, compress, rotate, or distort the logo in any way.
- Change the logo colors: use the approved variants only.
- Add drop shadows, outlines, or effects to the logo.
- Place the logo on busy, low-contrast, or clashing backgrounds.
- Use Clay (#C75A2A) or Teal (#3F8487) for body text: they fail WCAG AA at normal sizes.
- Create your own lockups, sub-brands, or derivative logos without written permission.
- Use the Tellus brand to imply endorsement, partnership, or sponsorship without our explicit consent.
Clear space & minimum size
The logo must be surrounded by a minimum clear space equal to the height of the letter T in the wordmark. No other elements (text, images, borders) may enter this zone.
120 px
30 mm
Legal
Usage policy
By downloading or using any Tellus Cooperative Foundation brand asset, you agree to these terms.
1. Permitted use
Our brand assets are provided for the purpose of accurately representing, promoting, or referencing Tellus Cooperative Foundation in editorial, educational, and community contexts. Partners, press, chapters, and members may use the assets in accordance with the guidelines on this page without needing prior approval.
2. Prohibited use
You may not use the Tellus name, logo, or brand assets in any way that suggests endorsement, sponsorship, or affiliation with your product, service, organization, or event without our prior written consent. You may not use our brand assets on merchandise, in domain names, in advertising, or in any context that could confuse the public about the source or origin of goods or services.
3. Right to revoke
Tellus Cooperative Foundation reserves the right to revoke permission to use its brand assets at any time, for any reason, at its sole discretion. If we determine that your use of our brand is misleading, harmful, inappropriate, or inconsistent with our values and mission, we will request that you cease and desist such use. You must comply with any takedown request within 10 business days. Continued unauthorized use after revocation may result in legal action.
4. No warranty
The brand assets are provided “as is” without warranty of any kind. Tellus Cooperative Foundation is not liable for any damages arising from the use of its brand assets.
5. Modifications
We may update this policy at any time. The current version will always be available at telluscoop.org/brand.
Last updated: June 2026. For permissions, questions, or to report misuse, contact hola@telluscoop.org
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