Our logotype has been carefully designed using the Baloo 2 and Poppins fonts. In order to ensure brand style consistency, and increased brand recognition, use these two fonts on all our official, public-facing materials.
Baloo and the complete Poppins font family are freely downloadable from the Google Fonts Library at:
The Baloo font is ideally suited for headings and button labels. For body text, use the Poppins Light font, with a small amount of extra leading added to the default — eg., 16pt leading on 10pt type.
Other Poppins weights, such as Regular, Medium, Bold and Black can be used as needed for text elements that require special treatment, such as captions, button labels and table headings.
We encourage you to use the perfect fourth typographic scale when choosing font sizes for elements on your designs. This means that once you've picked your base size — i.e., the size of your body text — you should increase or decrease the next level of text by a factor of 1.333.
Primary Heading, level 1
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Major heading, level 2
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Content subdivision, heading level 3
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Minor content subdivision, heading level 4
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Minor content sub-level, heading level 5
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Content block marker, heading level 6
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Our Voice
When writing for Just for Kids, the copywriter should always keep in mind that our materials should reflect our core values. Although our voice should always be playful, innovative and holistic, it can take on an informal or formal tone, depending on the target audience.
Informal Tone
Incorporate playful and child-friendly language, such as using words like "adventure," "fun," and "explore" when describing treatments or exercises. Use metaphors and analogies that children can relate to, such as comparing muscles to "superhero strength" or the clinic to a "magical healing castle."
If possible, employ storytelling techniques to make the content more engaging and memorable. Feel free to use references to current pop culture topics, remembering that these should align with our brand.
Use contractions to create a more conversational and friendly tone. Use exclamation points and emojis to convey enthusiasm and excitement, but be careful not to overuse them. Feel free to use humor, puns, or jokes when appropriate to make the content more engaging and entertaining. Start sentences with conjunctions occasionally to create a more conversational flow
Add video, images and infographics to break up the content and make it more engaging and shareable on online platforms.
Formal Tone
Highlight the innovative aspects of the clinic's approach, such as using cutting-edge technology or unique treatment methods, to differentiate the clinic from competitors. Emphasise the holistic nature of the clinic's approach by discussing how treatments address not only physical issues but also emotional and social well-being. Use jargon when appropriate, but make sure to explain complex terms for a general audience.
Do not use contractions and opt for full words and phrases. Minimise the use of exclamation points and instead rely on strong, descriptive language to convey enthusiasm or importance.