This guide is the single source of truth for how FareRx looks, speaks, and shows up. For every agent, contractor, partner, and team member.
FareRx delivers medically tailored groceries and clinical nutrition services to health plan members. We treat every member like family. That emotional connection builds trust. Trust drives adherence. Adherence delivers outcomes.
Food is how we show up for people. When they're sick, when they have a baby, when they're grieving or celebrating. Food is personal. It carries culture, dignity, joy, and trust.
We answer before the second ring. Every member gets a dedicated rep. Calls average 3+ minutes. This is not customer service. This is hospitality.
86% retention. 99.7% delivery success. 92% medication adherence maintained or improved. We lead with data because the data is the argument.
SOC 2 Type II. HIPAA compliant. CMS first-tier entity. Credentialed with Blues. We built the compliance infrastructure before we asked for the contracts.
The FareRx logo is a rounded rectangle containing a stylized F. It references a prescription label, a cutting board, and a doorstep. The wordmark uses Charoe Bold with a deliberate weight split: FARE in the original weight, RX heavier. This signals that the "prescription" part carries clinical weight. Always display the mark and wordmark together unless space prohibits it.
All files are production-ready SVG vectors. No font dependencies.
Use the full lockup (mark + wordmark + tagline) wherever space allows
Use the mark alone for favicons, app icons, and tight spaces (20px+)
Maintain clear space equal to the mark's width on all sides
Rotate, distort, add drop shadows, or partially cover the logo
Place the full-color logo directly on a photograph
Recreate the mark in a different typeface or modify the F letterform
The period is non-negotiable. It's not a slogan. It's a statement of clinical fact and company conviction. This tagline appears below the wordmark in the full lockup and can stand alone as a headline.
The tagline is always set in Playfair Display Italic. Never bold. Never all-caps. The italic carries the warmth and conviction. When used below the wordmark, it appears in the lighter weight. When used as a standalone headline, it can be set larger.
In a sea of blue healthcare companies, FareRx is yellow. That's intentional. Yellow signals warmth, energy, and optimism. It says food, not pharma. The warm neutrals create breathing room without going clinical.
When to use each: Gold is for accents, highlights, and the badge background on the competitive landscape. Ink is the primary text and nav color. Cream (#EDEBE4) is the standard deck and page background. Gold Deep is for interactive hover states and emphasis. Cream Light alternates with white for section backgrounds on the web.
Each typeface has a specific role. Display carries the brand's warmth. Body does the work. Wordmark holds the identity. Mono handles clinical data and system references.
Voice is the brand's most defensible asset. Every healthcare company can ship groceries. Not every company can make a member feel like family on the phone. The voice is what compounds.
Only components that exist in the product or will ship within 90 days. No aspirational UI. These are the patterns that contractors and agents should reach for.
Always pill-shaped. Three variants. One primary CTA per page.
FareRx's signature component. The left column is mono and muted (the metric). The right column is body font and full weight (the result). The contrast between system data and human-readable insight IS the brand.
Copy these variables into any codebase. Every value in this guide references these tokens. If a color or spacing value doesn't appear here, it shouldn't exist in the product.
/* === FareRx Design Tokens v2.0 === */ /* Brand Yellows */ --gold: #FCE38A; --gold-deep: #FBD758; --gold-light: #FDEFBC; --gold-mist: #FEF8E0; /* Brand Darks */ --black: #000000; --ink: #111111; --ink-soft: #2A2A2A; /* Warm Neutrals */ --cream: #EDEBE4; --cream-light: #F5F3EE; --graphite: #4A4540; --ash: #8B8680; --border: #D8D4CC; /* Typography */ --font-display: 'Playfair Display', Georgia, serif; --font-body: 'Plus Jakarta Sans', system-ui, sans-serif; --font-wordmark: 'DM Sans', sans-serif; /* web fallback */ /* Canonical logo: Charoe Bold (wordmark) + Bourton Bold (tagline) */ /* FARE in original weight, RX bolded via stroke expansion */ --font-mono: 'JetBrains Mono', monospace; /* Spacing */ --space-xs: .5rem; --space-sm: 1rem; --space-md: 1.5rem; --space-lg: 2.5rem; --space-xl: 4rem; /* Radii */ --radius-sm: 6px; --radius: 12px; --radius-lg: 20px; --radius-pill: 100px; /* Logo SVG spec */ /* Mark: rounded rect with F letterform */ /* viewBox: 0 0 80 80 · outer rx: 12 · F strokes: 7 */ /* Dark mark on light · White mark on dark */