LifeCorp™Space to remain clear.
Reserve at least one dot-height of clear space around the complete lockup. Keep the symbol and wordmark together in primary corporate applications. The minimum lockup width is 120px; standalone symbols should be at least 24px.
Corporate Communications / Brand standards
One company.
One considered identity.
A more dependable everyday, at scale.
Our identity connects every part of LifeCorp. These standards establish a consistent expression across resident services, enterprise relationships, institutional programmes and corporate publications.
LC / CC / BS-2026-01
Edition 2026.10 · October 25, 2026
01 / Purpose & positioning
Better coordination.
Lasting value.
Better coordination creates lasting value. We believe the quality of everyday life depends on how well essential services work together.
LifeCorp’s voice reflects confidence in that contribution. We describe tangible benefits, explain the operating relationship and make our responsibilities clear. The brand is optimistic because we believe the work matters.
Corporate signature: Humanity, Managed.
Resident proposition: Everything you need. One company.
Enterprise proposition: Your customers. Our residents. Shared prosperity.
02 / Corporate identity
A mark of connection.
Primary identity / light surfaces
Reversed identity / corporate dark surfacesPreserve the identity.
Use the supplied artwork. Keep its proportions, colours and alignment intact. Do not stretch, rotate, outline, add shadows or place the logo over a visually busy area. The browser icon is an approved small-format adaptation.
One endorsed family.
LifeScore, Civic Harmony, Project Continuity and Lattice sit within the LifeCorp identity. Use consistent typography and service descriptors. Preserve CommonGround names and historical identities in archived publications.
03 / Colour system
Grounded. Calm.
Distinctly LifeCorp.
Forest and warm paper lead the identity. Supporting colours organise information without competing with it.
LifeCorp Forest
#294B3APrimary identity, actions and corporate emphasis.
Warm Paper
#F8F7F2Primary canvas and long-form reading surfaces.
Institutional Ink
#243A2EHeadings and principal information.
Reading Green
#52604BBody copy on light surfaces.
Supporting Green
#53654ASecondary labels and document metadata.
Coordinated Sage
#E8EDDFSupporting panels and considered emphasis.
Soft Sage
#EDF0E6Quiet section backgrounds and chart surfaces.
Service White
#FFFEF9Forms, cards and administrative surfaces.
Corporate Deep
#243D30Footer and reversed identity applications.
Progress Leaf
#92A373Identity dot and decorative accents; not small text.
Structural Sage
#D9DED3Dividers and nonessential surface boundaries.
Civic Teal
#37676AInstitutional navigation and analytical accents.
Considered Gold
#B2A67ARestrained decorative accent; not body text.
Focus Ochre
#8B783BVisible keyboard-focus treatment.
Use Forest or Institutional Ink on light surfaces and Warm Paper on corporate dark surfaces. Leaf and decorative gold are accents, not small text colours. Body copy remains at least 16px; supporting labels remain at least 14px. Civic Teal is reserved for institutional navigation and analytical accents.
04 / Typography & composition
Clarity at every scale.
Display / sans with editorial serif
Everything
works together.
Use a confident sans-serif for identity, navigation, headings and controls. An italic serif may emphasise a short phrase in marketing headlines. Avoid using it for instructions, numbers or interface labels.
Reading / research & institutional documents
Progress should be felt in the reliability of ordinary life. Clear language and consistent presentation make that commitment easier to understand.
- Primary system stack
- Arial, Helvetica, sans-serif
- Editorial system stack
- Georgia, Times New Roman, serif
- Body and form inputs
- 16px minimum
- Supporting labels
- 14px minimum
- Long-form reading
- 17–18px; 1.75–1.9 line height
Use the approved system stacks without third-party font requests. Compose layouts on a 4px base scale, with generous 24px, 32px, 48px, 64px and 96px intervals. Keep reading columns comfortable and maintain visible keyboard focus.
05 / Verbal identity
One conviction.
Appropriate to every audience.
Our language is assured, specific and useful. The register changes with the audience; the company’s purpose remains consistent.
Confident, purposeful and specific.
Progress should be felt in the reliability of ordinary life.
Connect the company’s purpose to a clear operating contribution. Speak with conviction and explain the work behind the claim.
Warm, reassuring and direct.
A home, thoughtfully managed. More room for your everyday.
Begin with a recognisable benefit. Keep the next step clear and avoid technical descriptions of administrative systems in the marketing journey.
Commercially precise and collaborative.
Familiar relationships. A more connected operating environment.
Identify the capability, participating organizations and practical commercial value. Explain scope without turning every sentence into a slogan.
Financially literate and disciplined.
Recurring relationships support more predictable investment.
Name the reporting period, population and unit. Distinguish revenue, cash administration and internal transfers. Keep completed results separate from prospective activity.
Formal, measured and procurement-ready.
Defined responsibilities. Consistent service reporting.
Use clear service boundaries and named responsibilities. Describe contracted outputs without implying they measure every broader outcome.
Methodical, restrained and transparent.
The observed association is limited to the population evaluated.
Preserve methods, limitations, funding, evidence periods and review status. A finding and a management response remain distinct parts of the record.
Prefer active sentences, recognisable benefits and defined measures. Avoid flippancy, exaggerated assurances and language that leaves the reader without a clear next step. Product journeys should explain the action; detailed operating and information practices belong in their relevant policies.
06 / Photography & imagery
Purpose, made visible.
Show capable people, considered environments and the ordinary work of coordination. Photography should feel warm, professional and quietly assured.
Use warm daylight, neutral clothing, restrained sage accents and uncluttered compositions. Hard hats and specialist environments should be relevant to the scene. Preserve space for headlines. Avoid theatrical lighting, alarming imagery, exaggerated gestures and visual effects that compete with the subject.
07 / Applications & governance
Consistency is an
operating standard.
Marketing & digital journeys
Lead with a clear benefit, one primary action and a comfortable reading hierarchy. Use the approved logo and shared controls. Motion should be restrained: short interface transitions, subtle entrances and full respect for reduced-motion preferences.
Financial & institutional reporting
Identify period, population, unit and source. Use readable tables with clear headings, repeatable definitions and restrained chart colours. Separate actual results from prospective activity. Do not use an attractive presentation to conceal a change in reporting scope.
Research & the historical record
Retain publication dates, authors, methods, limitations, funding and review status. Distinguish a finding from a management response. Modern archive navigation may use the corporate identity; original publication names and chronological references remain intact.
Primary actionContact LifeCorp
Editorial actionExplore our publications
Document convention
LC / CC / BS-2026-01
Published edition · October 25, 2026
08 / Approved resources
Ready for consistent use.
Use the current source artwork and published standards. Corporate Communications coordinates questions through the company’s single correspondence address.
