Style Guide






Next Steps


These are basic guidelines on the visual style of the YOUOK Campaign. Get to know the characters from the campaign and learn about the elements behind the YOUOK brand. Teams with little to no design experience can use this guide alongside pre-made assets. For teams with more design experience who want to create custom materials you can check out our brandbook for more detailed guidelines.

To use the assets shown here you can check out the “Campaign Assets” page to download print-ready or editable pdfs. More experienced teams can download fully editable design files for a more customized implementation of the campaign.

Rob Character

Meet Rob. Rob is a great sign of happiness and overall well-being.


General Use

The logo for the campaign is set in all caps with slight modifiactions of our custom type: OK Sans. The rounded type reinforces the campaign’s friendly approach. More weight is given to “YOU” to address viewers directly and the use of “OK?” carries the campaign’s main theme of creating a conversation around the topic of mental health and awareness.

It is available both with and without the url below. The logotype alone will be suitable for most materials but on materials without a strong call to action it is recommended to use the logo with the url.


Color & Background

When placing the logo on a white or a very light background, it should be in one of the dark grays from the primary color palette.


On black or very dark backgrounds the logo should be in white. On neutral backgrounds like a gray or desaturated brown the logo can appear in black or white to provide more contrast.

When placing the logo on colored backgrounds the logo can appear in either white or in a darker version of the background color, whichever stands out more.


Primary Palette

When using colors it is a good idea to stick to our primary color palette. There are 8 main colors which come from the characters and help to make the materials feel consistent and fun.

Our extended color palette can be found in our brand book and is only recommended for teams with more design experience.












































Montserrat is at the core of our brand, acting as a familiar and friendly voice across the campaign. Montserrat should be used for titles and headings on most outputs both digital and print. It can also be used for subheads, call outs, and short passages of text, but should be avoided for extended reading or body copy.

When designing with only Montserrat, make sure to significantly differentiate between headers/titles, subheads, and copy using size, weight, all caps, and color if needed. Whatever hierarchy is established, it must remain consistent.


OK Sans

OK Sans is our custom typeface used for the logo and for text on our stickers. It has a lot of personality and quirks but feels approachable with its slightly rounded corners.

This typeface should be used sparsely in designs since we want the logo to feel unique. On materials that do not feature the logo OK Sans can be much more prominent.



Rob, the happy one

Rob has a positive attitude and inspires his friends. Rob’s optimistic outlook is reflected in his work and his relationships. Rob should be used in situations where we are promoting general happiness and well-being. This could be related to any type of positive event or emotion. He is usually seen wearing a hat but can appear without it. Accessories include baseball bat, mitt and telephone.

Andrea, the proud one

Andrea is very proud. Andrea represents emotions of confidence and pride. Her confidence and ambition help her excel. She successfully achieves goals she sets for herself. She should be most utilized for situations in which we are feeling proud.

Jacob, the easy going one

Jacob always goes with the flow and is well-liked by other. Jacob is laid-back and very low stress. He is portrayed as relaxed and carefree. He is most typically seen doing activities that make him feel relaxed and happy such as hanging out with friends. He takes time out of his day to make this a priority as it is essential to his mental health.

Max, the one with a temper

Max gets angry easily at his roommates, professors, family and even friends. It’s hard for Max to sit down and talk to other about what is bothering him. Max is usually seen as upset and angry. His short-tempered behavior causes him to lash out at others he is hesitant to seek out help and talk about his problems. He should be used in situations where there is a positive turn around in his behavior.

Bella, the caring one

Bella is a caring and compassionate person. Bella always takes time to listen to and help other in her life. Bella is the character that will be used to message around relationships and romantic emotions. She can be utilized in situations where students may be dealing with positive or negative relationships in their lives. Since love is not always romantic, the relationships don’t always have to be romantic, they could be friends or even teammates.

Ned, the anxious one

Ned is extremely anxious and often worries about school. He becomes easily overwhelmed when a lot of work is due at once. Ned struggles to stay organized and worries that he won’t get it all done. Like many other students, he tries to be the best he can and never let anyone down. When he is overwhelmed he tends to isolate himself and does not connect with friends and family. He should be used in high stress situations where his friends and family can intervene and help him make better choices.

Katie, the sad one

Katie gets sad easily. Sometimes she feels alone and blue. Katie has trouble recognizing her strengths and worries that things won’t work out for her. The goal for Katie is that she understands her illness and what practices can make her better. Over time, she will move from being extremely sad to being happy and better managing her mental illness.

Kevin, the stressed one

Kevin has trouble balancing time between classes, work, family and friends. Kevin doesn’t like to share his negative feelings with anyone. When Kevin is stressed, he blows up. He can benefit from learning manage his stress and anxiety levels or this is bad for his health. Kevin is another character that should be used in situations where intervention is necessary for a positive turnaround.

Next Steps

Advanced Guidelines

These guidelines serve as an introduction to the campaign but for teams who want to go further, you can check out our brand book for more specific guidelines with extended color palettes and typographic systems.