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Sunflower digital identity

Our digital presence reflects our commitment to inclusivity, respect, and empowerment for those with non-visible disabilities. This guide will walk you through the key elements of our digital identity, ensuring that every piece of content, whether a social media post, website update, or email communication, aligns with our brand values and resonates with our audience.

Through consistent visuals, thoughtful language, and an accessible design, we strive to create an online environment that is welcoming, supportive, and true to the Sunflower's mission. Whether you're a Sunflower Member. a colleague, a Partner or an Ambassador, this guide will help you contribute to a cohesive and impactful digital presence for Sunflower.

Please share any content that mentions Hidden Disabilities Sunflower with us before you publish by sending it to the Marketing team for review.

Back to Brand Guide
 

Visual identity summary

This summarises our visual identity, tailored for our digital channels, from social media to the website. This guide provides the essential visual elements and design principles that help maintain a consistent and impactful presence across all our digital platforms. Access our full visual identity guide.

Primary colours

The Sunflower's primary colours are green, yellow, dark green, and black. 

Sunflower primary brand colours

Sunflower green:
C97 M12 Y100 K1
R0 G152 B76
Hex #00984Y

Sunflower yellow:
C0 M17 y100 k0
R 265 210 G152 B0
Hex #FFDB00

Sunflower dark green
C92 M40 Y79 K37
R0 G87 B4
Hex #005740

Sunflower black
C68 M60 Y64 K54
R55 G58 B54
Hex# 373a36

Sunflower symbols

We have two versions of the Sunflower symbol: one for individuals with non-visible disabilities and one for Sunflower allies.

  • Never remove the Sunflower from the green background
  • Don’t modify the symbols
    • Don’t modify or distort the Sunflower symbols, change colours, or add additional elements.
  • Don’t use the Sunflower as decoration
    • It should always be displayed on a green background to maintain its integrity, impact and be easily recognised.
Sunflower typography

MUSEO SANS is a critical element of our brand. It works to maintain consistency and create clarity. It is a sturdy, low contrast, geometric, highly legible sans serif typeface

 

Language and grammar

Here’s a concise guide that will help ensure your social media content remains clear, consistent, and on-brand. For more information,  please refer to our verbal identity guide here. 

Tone and style:
  • Friendly and approachable: Use a warm, conversational tone.
  • Positive and encouraging: Focus on uplifting messages and avoid negative language.
  • Inclusive: Use clear language and short sentences. Avoid using unnecessarily complicated words or phrases. 
Content guidelines:
  • Value-Driven. Focus on messages that align with brand values like inclusivity, respect, and empathy.
  • Engagement-oriented. Encourage interaction with calls to action, like questions or prompts for comments.
  • Visual consistency. Pair posts with images or graphics that align with our visual brand guidelines.
Formatting:
  • Hashtags. Use camel case for hashtags. Capitalise the first letter of each word to make the hashtag easier to read -  for example, #WearTheSunflower.
  • Clear and concise. Keep posts short and to the point. Use line breaks or bullet points for readability.
  • No underlining. Avoid underlining text; use bold or italics sparingly and never combine them.
Alt text for mages:
  • Descriptive and clear: Provide a brief, clear description of the image, focusing on the key elements important for understanding the content.
    • Example: “A person wearing a green and yellow Sunflower lanyard to indicate a non-visible disability” instead of “Person with lanyard.”
  • Include key Information: If the image contains text or other important information, include that in the alt text.
    • Example: “Graphic showing the steps to obtain a Sunflower lanyard with text: ‘Step 1: Visit our website.’”
  • Avoid redundancy: Do not repeat information already in the surrounding text unless it adds value.
    • Example: If a post already describes the image in detail, keep the alt text concise.
Grammar and punctuation:
  • Active Voice: Use active voice to create clear, direct sentences.
    • Example: “We support our community” instead of “Support is provided by us.”
  • Sentence Case: Use sentence case for all copy. Only the first word and proper nouns are capitalised.
    • Example: “Check out our latest update” instead of “CHECK OUT OUR LATEST UPDATE.”
  • Exclamation Points: Use exclamation points sparingly. One is enough to convey excitement.
    • Example: “We’re excited to share this news!” not “We’re excited to share this news!!!!!”.

Free media assets

We offer a collection of free media assets exclusively to our subscribed Sunflower Business Members and our official Partners. Whether you're sharing on your website or social media channels, creating your own materials for awareness days, or organising your launch event, these resources will support your efforts in spreading that you are Sunflower-friendly. Our media assets include a variety of graphics, templates, videos and branding materials.

You'll need to be a Corporate or Global member to access the full range of these assets. We encourage you to make the most of these tools as you join us in promoting inclusivity and understanding for all.

Access the free media assets to promote you are Sunflower-friendly.

 

Social media profiles

We ask that you share any social media posts that mention Hidden Disabilities Sunflower with us before you post them. Please send them to the Marketing team for review.

 

Our social media handles are:

Facebook icon https://www.facebook.com/hdsunflower.ca

Twitter icon https://twitter.com/HDSunflower_CA

Instagram icon https://www.instagram.com/HDSunflower.CA/

LinkedIn Icon https://www.linkedin.com/company/hidden-disability-sunflower-lanyard-program-north-america

You Tube icon YouTube

Sample social media posts

[YOUR COMPANY NAME] has adopted the Hidden Disabilities Sunflower to support and raise awareness of those with a non-visible disability. From today, the Sunflower lanyards are being introduced in our store. In addition to making the Sunflower lanyards available to customers and colleagues with an invisible disability, we’re training our staff to identify the Sunflower, gain a deeper understanding of nonvisible disabilities and learn how to support Sunflower wearers. Find out more about the Sunflower at hdsunflower.com.

[YOUR COMPANY NAME] is now part of the global Hidden Disabilities Sunflower network! Our staff has been trained using the official Sunflower training, ensuring we're ready to provide a supportive and understanding environment for those with non-visible disabilities. Look for the Sunflower symbol at our locations; know we're here to support people with non-visible disabilities. Find out more about the Sunflower at hdsunflower.com.

At [YOUR COMPANY NAME], we believe in creating a welcoming space for everyone. That’s why we’ve joined Hidden Disabilities Sunflower and trained our staff with the official Sunflower training. If you see someone wearing the Sunflower symbol, know they may need extra time, patience, or support. Together, let's promote understanding and respect. Find out more about the Sunflower at hdsunflower.com. 

We’re excited to share that [YOUR COMPANY NAME] is now a proud member of the Hidden Disabilities Sunflower! Our team has completed the official Sunflower training, ensuring we support individuals with non-visible disabilities. Find out more about the Sunflower at hdsunflower.com. 

Inclusivity is at the heart of what we do. That's why [YOUR COMPANY NAME] has joined the global Hidden Disabilities Sunflower network and trained our staff using the official Sunflower training. We're committed to supporting individuals with non-visible disabilities in our spaces. Let’s continue to build a more understanding community together. Find out more about the Sunflower at hdsunflower.com. 

YOUR COMPANY NAME has joined the Hidden Disabilities Sunflower to support people with disabilities that may not be immediately apparent. People choose to wear the Sunflower as a subtle way of letting others know they have a non-visible disability and may require additional support, assistance or a bit more time. Find out more about the Sunflower at hdsunflower.com.

We are delighted to announce that YOUR COMPANY NAME HERE has joined the Hidden Disabilities Sunflower. All our outlets now recognise and support the Sunflower  #wearthesunflower #inclusion #bekind

YOUR COMPANY NAME is now Sunflower-friendly, with our stores adopting the Hidden Disabilities Sunflower 

 

Hashtags

Using branded hashtags consistently helps us build a strong, recognisable online presence. Here are the key hashtags we use at Sunflower to represent our commitment to supporting individuals with non-visible disabilities.

  1. #BeSeenWithSunflower. This is our primary hashtag to raise awareness and show support for people with non-visible disabilities. Using this hashtag, you're helping spread the word about the Sunflower symbol and the importance of recognising and supporting those with non-visible disabilities. It encourages people to share their experiences, promote understanding, and connect with others who support or wear the Sunflower. 

  2. #SunflowerLanyard. Specifically related to the use and significance of the Sunflower lanyard.

  3. #MakingTheInvisibleVisible. Use this hashtag to highlight efforts to bring attention to non-visible disabilities and make them more visible to the public.

  4. #HiddenDisabilities / #InvisibleDisabilities. Use these hashtags to raise awareness and engage in conversations about non-visible disabilities.

  5. InclusionMatters. This hashtag emphasizes our dedication to creating inclusive environments for everyone.

  6. #DiversityAndInclusion. Use this hashtag to include Diversity, Equity and Inclusion

  7. #WearTheSunflower. This hashtag encourages individuals to wear the Sunflower symbol to signify they may need additional support, understanding or time and helps spread awareness.

  8. #AccessibilityForAll. This reinforces our mission to make spaces and information accessible to everyone.

When using these hashtags, remember to use camel case (capitalise the first letter of each word) to improve readability and accessibility. These hashtags help connect our content to a broader conversation and make it easier for our community to find and engage with our message.

Usage tips

Please review these tips to understand better how you can communicate the role of the Sunflower in your communications.

  • The preferred reference to the program is Hidden Disabilities Sunflower.

  • Truthfully and accurately refer to Hidden Disabilities Sunflower and its products and services.

  • Use 'Sunflower' to refer to the products and services:
    • the Sunflower lanyard
    • the global Sunflower network

  • Always capitalise 'Sunflower':
    • Sunflower lanyard
    • Sunflower-friendly venues

  • Use 'Hidden Disabilities Sunflower' or 'Sunflower' when referring to members of the Sunflower community. For example:
    • Sunflower Business Members

  • Use less prominently than your brand or company name unless you have a strategic partnership agreement.

 pink cross

Without prior approval:

  • Don’t use 'Hidden Disabilities Sunflower' or 'HD Sunflower' in the name of your business, product, service, app, domain name, social media account or in the name of a user group, fan group, tech communities, or other business name.

  • Don’t use Hidden Disabilities Sunflower logos, icons, symbols or designs. 

  • Don’t imply an affiliation, endorsement, sponsorship, or approval with or by Hidden Disabilities Sunflower.

  • Don’t alter, animate, distort or personify Hidden Disabilities Sunflower brand assets - for instance, do not name a character Sunflower to represent Hidden Disabilities Sunflower.

  • Don’t use Hidden Disabilities Sunflower more prominently than your brand(s) or company name.

  • Don’t use Hidden Disabilities Sunflower brand assets on tangible goods or packaging, including any promotional, marketing, swag, or 
    other items.

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