Brand Guide
A comprehensive reference for representing LCCS visually and verbally — ensuring consistent, trustworthy, and meaningful communication across all touchpoints.
Contents
- 01 Brand Foundation
- 05 Voice & Tone
- 02 Logo Usage
- 06 Imagery
- 03 Colour Palette
- 07 Do's & Don'ts
- 04 Typography
- 08 Contact
Who We Are
Lutheran Community Care Services (LCCS) was established in 2002. We are a non-profit, charitable organisation with Institution of a Public Character (IPC) status, and an affiliated partner of the International Institute for Restorative Practices (IIRP).
Vision
All individuals engaged to build and sustain healthy relationships.
Mission
To drive a restorative movement to break the cycle of hurt and build connected communities of empowered individuals.
Tagline
"Relationships Matter" — Our tagline captures the essence of everything we do. It is a simple, powerful reminder that human connection is at the centre of our work.
4 Key Thrusts (2017–2026)
Break the Hurt Cycle
Build Connected Communities
Equip Empowered Individuals
Advocate a Restorative Movement
Logo Usage
The LCCS wordmark is our primary identifier. It uses a distinctive lowercase custom letterform in the brand red. Always use the approved logo files — never recreate or alter them.
Primary — On White / Light Backgrounds
The default usage. Use the full-colour logo on white or light backgrounds whenever possible.
Reversed — On Dark Backgrounds
Use the white/reversed version of the logo when placing over dark or brand-coloured backgrounds.
Clear Space & Minimum Size
Always maintain clear space around the logo equal to the height of the lowercase "l" in the wordmark. The minimum print size is 20mm wide. The minimum digital size is 80px wide. Never place the logo on a busy or patterned background without sufficient contrast.
Brand Colours
Our colour palette is anchored by a bold, energetic red that communicates passion, care, and action. It is supported by deep charcoal tones for text and neutral whites for breathing space.
Main brand colour. Used for the logo, headings, icons, CTAs, and key interactive elements. The dominant expression of the LCCS brand.
Used for accent backgrounds, footers, button fills, and hover states. Creates depth when paired with LCCS Red.
Primary text colour for headings and critical body copy. Also used for footer backgrounds.
Standard body copy colour for comfortable long-form reading on white backgrounds.
Primary canvas. Conveys clarity, openness, and trust. Used generously throughout all communications.
Subtle panel and card backgrounds for sectional differentiation without sharp contrast.
Typography System
Open Sans is the LCCS brand typeface. Its clean, humanist design reflects our approachable and professional character. Use Open Sans consistently throughout especially for official material, but for Canva/Creative Designs other fonts can be used as long as they are not too far off/illegible.
Brand Voice
LCCS communicates with warmth, clarity, and purpose. Our voice reflects the same empathy and care we bring to the communities we serve. We are professional but never cold; accessible but never simplistic.
Empathetic
We acknowledge feelings and situations with genuine understanding. We speak human-to-human with compassion.
Purposeful
Every word has intent. We communicate clearly and avoid jargon when speaking to the general public.
Hopeful
We believe in change and growth. Our language is forward-looking and solution-focused at all times.
Trustworthy
We use evidence and expertise to build confidence. We are honest about challenges and transparent in our work.
Language Guidelines
Write this way
- "We work with you to restore relationships."
- "Our programmes support families through difficult times."
- "Together, we can build a more connected community."
- Active voice, inclusive language, sentence case for headings.
Avoid this
- Overly clinical or bureaucratic language.
- Stigmatising language about clients or beneficiaries.
- ALL CAPS in running text (labels only).
- Excessive abbreviations or unexplained acronyms.
Photography & Illustration
LCCS imagery should feel authentic, warm, and community-centred. Visuals reinforce our mission of building connected and empowered communities.
Real People, Real Stories
Prioritise authentic photographs of LCCS staff, volunteers, and beneficiaries (with consent). Images should feel candid and natural.
Community & Connection
Show groups interacting — circle discussions, team activities, family moments. Reflect Singapore's multicultural society.
Illustration Style
Use flat, friendly character illustrations in the brand red palette for conceptual contexts such as campaigns and infographics.
Avoid
Stock photography that feels generic, images that stigmatise individuals, overly dark imagery, or heavily filtered photography.
Brand Colour in Photography
LCCS team members typically wear brand red uniforms. Event and team photography naturally reinforces brand consistency.
Consent & Privacy
Always obtain signed consent before using photographs of clients, beneficiaries, and minors. Anonymise where appropriate.
Brand Rules at a Glance
These guidelines protect the integrity of the LCCS brand and ensure it is always presented with professionalism and consistency.
Do
- Use official high-res logos from our NAS only, or download:
- Apply LCCS Red (#C0252D) as the dominant brand colour.
- Use Open Sans consistently across all official materials.
- Maintain clear space around the logo at all times.
- Write in active, empathetic, and inclusive language.
- Use high-quality, authentic photography.
- Include the tagline "Relationships Matter" on key materials.
- Include Charity Reg. No. (1654) on official documents.
Don't
- Stretch, distort, or alter the logo proportions.
- Place the logo on a background with insufficient contrast.
- Use unapproved colours or illegible typefaces.
- Recreate the logo in colours outside the approved palette.
- Use the LCCS name or logo without authorisation.
- Use stigmatising or exclusionary language in copy.
- Use low-resolution images or heavily filtered photography.
- Apply drop shadows or decorative effects to the logo.
Get in Touch
For brand asset requests, approval of co-branded materials, or questions about these guidelines, please reach out to the LCCS communications team.
Lutheran Community Care Services
3779 Jalan Bukit Merah, #02-01 Bukit Merah Community Hub, Singapore 159462
connect@lccs.org.sg · (+65) 6441 3906
Charity Reg. No. 1654 · UEN: 200207586Z · IPC Status: 1 Nov 2025 – 31 Oct 2028
Download Full Brand Guide (PDF)