Brand Kit Hearing Doctors of the Heartland
v1.0 · Internal Reference
Brand Guidelines · 2026

A grounded brand,
rooted in the Heartland.

A reference for the visual identity behind Hearing Doctors of the Heartland and its regional marks — Hearing Doctors of Iowa and Hearing Doctors of Illinois. Logos, palette, type, and the principles that hold them together.

Parent Brand

Hearing Doctors
of the Heartland

Regional Marks

Hearing Doctors of Iowa
Hearing Doctors of Illinois

Locations

5 clinics across
Iowa & Illinois

Established

2017
Independent practice

The feeling we're after

Three principles that sit underneath every visual decision — the difference between a brand that says "midwest" and one that actually feels like it.

i.

Wheat over gold

The previous brand leaned heavily on gold. We've moved toward wheat — warmer, softer, more grounded. Gold is still part of the family, but it earns its place rather than dominating the page.

When in doubt, lead with cream and the sage green. Use the gold for moments of emphasis, never as a wash.

ii.

Quietly authoritative

Domine and Inter do the heavy lifting. Strong serif headlines convey expertise without shouting; the body copy stays clean and readable. The result reads as confident, not corporate.

Avoid stock-photo cheer and over-designed flourishes. Restraint is the brand.

iii.

One family, three marks

The Heartland mark is the parent. Iowa and Illinois are regional expressions of the same identity, used when context calls for a state-specific feel.

Default to the Heartland mark for shared, system-wide work. Reach for the regional marks when speaking directly to one community.

iv.

Built for patients, not designers

The brand serves people making real decisions about their hearing. Generous whitespace, plain language, and visible contact information beat cleverness every time.

If a layout would intimidate someone over 70, simplify it.

The marks

One parent mark with a dark-background variant, plus two regional marks for state-specific use. Click any download to grab the asset.

Hearing Doctors of the Heartland — primary logo
Hearing Doctors of the Heartland — Primary For light backgrounds. The default mark for system-wide use.
Download PNG
Hearing Doctors of the Heartland — dark background variant
Hearing Doctors of the Heartland — Dark For dark or photographic backgrounds. State silhouettes shift to white.
Download PNG
Hearing Doctors of Iowa
Hearing Doctors of Iowa Light backgrounds only. Use for Ankeny & Fort Dodge contexts.
Download
Hearing Doctors of Illinois
Hearing Doctors of Illinois Light backgrounds only. Use for Macomb, Galesburg & Quincy contexts.
Download

Usage notes

  • Default to the Heartland parent mark unless the audience is clearly state-specific (a single-clinic flyer, a regional ad, a location-specific email).
  • The Iowa and Illinois marks currently exist only in the dark-text version. Avoid placing them on dark or photographic backgrounds until reversed versions are produced.
  • Maintain clear space around any mark equal to the height of the laurel/wheat element. Don't crop, recolor, or reproportion.
  • The favicon (favicon.svg) is the standalone laurel mark and is included in the asset set for browser tabs and small-format use.

The palette

Three primary colors do most of the work. Gold is an accent — deliberate, sparing, never decorative. The supporting tints exist for the moments where the primary cream needs to flex slightly lighter or deeper.

Primary

3 colors · ~95% of any composition
Ink
Black #000000 Body text, headlines, the mark itself, and any surface that needs absolute weight. The structural anchor of the system.
Cream
Wheat Cream #FAEED7 The dominant background. Where most of the brand lives. Warmer and more grounded than off-white.
Sage
Heartland Sage #93BCA2 Calm, healthful, midwestern. Use for accents, secondary surfaces, and quiet moments of color.

Accent

1 color · use sparingly
Gold
Heartland Gold #E7A123 Reserved for moments of emphasis — logo accent, occasional CTA, a single underline. Never used as a fill or wash. The brand wants wheat, not gold-leaf.

Supporting tints

3 colors · for nuance
Cream Light #FEF9F0 Lighter cream for cards, panels, and subtle layering against the primary cream background.
Cream Deep #F3CD8F Deeper cream for shadowed surfaces or differentiating secondary panels.
Gold Soft #F3CE90 Borders, underlines, and decorative rules. The soft cousin of the accent gold.

Type system

A serif and a sans, doing what each does best. Domine carries the voice; Inter carries the weight of clarity. Both are open-source via Google Fonts.

Domine Headlines · Display
Aa Rg
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 & ?!.,

A workhorse serif designed specifically for body and display use on screen. Domine carries the warmth and authority the brand needs — classic enough to feel established, contemporary enough to avoid feeling stuffy.

Regular 400 Medium 500 SemiBold 600 Bold 700
Inter Body · Interface
Aa Rg
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 & ?!.,

A neutral sans-serif optimized for screens, with exceptional legibility at small sizes. Use for body copy, UI labels, captions, and anywhere clarity is the priority. Pair with Arial/Helvetica fallbacks in HTML email.

Light 300 Regular 400 Medium 500 SemiBold 600 Bold 700

Suggested hierarchy

A starting point — adjust per surface
Display
Hear better, live better.
Domine Bold 700 · 48–72px · -0.03em tracking · for hero moments
H1
A new chapter for tinnitus care.
Domine SemiBold 600 · 40px · -0.02em · page titles
H2
Why patients choose us
Domine SemiBold 600 · 30px · -0.015em · section headers
H3
Real ear verification
Domine Medium 500 · 22px · subsections
H4
What to expect at your visit
Domine Medium 500 · 18px · card titles, list headers
Lead
A grounded approach to hearing care, built around evidence and the people who walk through our doors.
Inter Regular 400 · 18px · 1.55 line-height · intros, callouts
Body
Our audiologists follow gold-standard practices including real ear verification — a measurement only 30% of practices perform, and the one that ensures your hearing aids are programmed correctly for your unique hearing.
Inter Regular 400 · 16px · 1.6 line-height · default body
Small
In-network with most major insurance providers. Coverage varies; contact your nearest location for details.
Inter Regular 400 · 14px · captions, footnotes, fine print
Eyebrow
FDA-Approved · Available at Ankeny
Inter Medium 500 · 12px · 0.18em tracking · uppercase labels