Benefits decisions
you feel good about.
This is the PlanBetter brand kit — the logo, the color, the type, and the way it all comes together. One reference for keeping every plan, every page, and every placement unmistakably PlanBetter.
The logo
The mark is a puzzle piece — the last one that makes the picture make sense. It's the promise in a shape: we help you put benefits together. It pairs with the wordmark, or stands on its own once the room knows who we are.
Color
Three colors do the heavy lifting: a deep teal accent, a near-black that leans green, and a warm off-white canvas. Click any value to copy it.
Typography
Mozilla Text carries the headlines and the wordmark itself — warm, humanist, quietly confident. PT Sans handles body copy, UI and buttons, where it needs to be read at length and at small sizes.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Mozilla Text · SemiBold · -2% tracking
Plan better
Mozilla Text · SemiBold
Benefits, made clear
Mozilla Text · Medium
One view, every plan
PT Sans · Regular · 20px
Choosing benefits shouldn't feel like a gamble.
PT Sans · Regular · 16px
PlanBetter brings every plan into one clear view, weighs them against what your team actually needs, and walks you to the choice you'll feel good about.
PT Sans · Bold · 14px · +18% tracking
Learn more at planbetter.com
Voice
Calm, plain-spoken, and on your side. We name the stakes, then take the weight off. We sound like a steady colleague, never a salesperson.
“Choosing benefits shouldn't feel like a gamble.”
Name the worry out loud. People trust the brand that says what they're already feeling.
“Unlock the power of next-gen benefits optimization.”
No hype, no jargon, no empty verbs. If a vendor would say it, we won't.
“The choice you'll feel good about long after open enrollment ends.”
End on relief, not features. Sell the feeling of having decided well.
In context
The system in the wild. The signature move: the puzzle-piece mark becomes an aperture — real SMB professionals seen through the cutout, the picture coming together.
Benefits decisions
you feel good about.
PlanBetter brings every plan into one clear view, weighs them against what your team actually needs, and walks you to the right call.
Choosing benefits shouldn't feel like a gamble.
Learn more at www.planbetter.com
Hand the whole system to an AI.
DESIGN.md is a complete, agent-ready spec — tokens, type, the puzzle-aperture treatment, motion and voice. Drop it into a Claude Code project or paste it into a prompt and build new pages in the PlanBetter language, on spec.