Divorce is an ending. Show the beginning.
The brand looks past the process to the life on the other side. Sage green, cream and a clear sun, with photography shot outdoors in Los Angeles and Orange County light: beaches, trails, backyards, parks. Green sits in the middle of the spectrum where men's and women's preferences overlap, and it reads as growth without any softness in the type.
The brief
The February 2026 guidelines were built for one reader: a woman, at home, on a couch. The new brand has two customers in every case, and the imagery has to make both of them believe the process is survivable. These are the six requirements and how New Ground meets each.
Casting is 50/50 across every campaign, solo subjects outnumber couples, fathers appear as caregivers, and props that code domestic-feminine (throws, mugs, florals) are out. Color choices avoid the red-pink axis where men's and women's preferences split.
Hurlbert & Ling 2007
Two Google Fonts families, Lora and Public Sans, replace four paid or trial faces. Both are free under the SIL Open Font License, load from one link tag, and work in HubSpot, Figma, Canva, Word and the platform.
Google Fonts
Every photograph carries an exposure target (mean luminance at or above 140 on a 0–255 scale, versus 74–110 on the current blog) and the blog card's half-height navy panel becomes a light panel. Hope is shown as agency plus a visible path, which is what the product sells.
Snyder 1994; Wilms & Oberfeld 2018
No generative AI for people or places. Photography is commissioned or licensed from editorial collections, with a tell-tale checklist for review and a disclosure rule for the rare illustrative AI use.
Clutch 2025
Each color in the palette lists its role, the effect it is meant to have, and the study that supports the claim. The page also says where the research is thin.
Elliot 2015
The references are Upsolve (bankruptcy, daylight family photography, one saturated blue), Atticus (disability benefits, warm outdoor portraits), Farewill (will writing, a yellow identity that asked why death had to be gray) and Empathy (bereavement, calm and non-emotional). Each shows the subject can be serious and the brand still bright.
Design Week 2020
Foundations
Registered tagline
The smart solution to separation.
Retained. It is neutral, it is on the trademark filing and the site, and it still works.
Supporting line for this direction
There is a way through.
Used under the tagline on the homepage, in the podcast open, and on the first slide of the investor deck.
Personality
Audience
Women initiate about 69% of divorces, which is why the category's brands skew female by default. But every divorce has two parties, and the "Potential" projection in the business plan counts both as buyers. The brand has to feel like it was made for a 44-year-old electrician in Anaheim as much as for a 38-year-old nurse in Pasadena.
Source: Rosenfeld 2015, How Couples Meet and Stay Together survey, 2,262 adults.
Logo
The split D with the forward triangle is the strongest asset the brand has: a letter and a direction in one shape. It is retained unchanged. The wordmark is reset in Public Sans at weight 700 so the logo and the interface share one typeface.
Primary wordmark on white or Background. Used most often.
Reversed on Ink. The triangle keeps the accent color.
On the Field color. Ink disc; triangle in white for contrast.
Brand mark alone: favicon, app icon, social avatar, stamp.
Secondary mark "d/" for tight spaces and merchandise. Set in Public Sans.
Minimum size: 24px mark height on screen, 8mm in print. Clear space equals the height of the triangle on all sides.
Set the wordmark in the display serif.
Use the 2026 navy and butter yellow. They are retired.
Place the logo over a dark or busy photograph.
Color
The research on color and emotion is uneven, and the best review of it says so. Three findings hold up across cultures and methods: lighter colors are rated more pleasant than darker ones; yellow and orange are tied to joy, black and gray to sadness; and blue is the most preferred hue for both men and women. The palette below is built on those three, and each swatch cites its source.
Elliot 2015 on the state of the evidence; Wilms & Oberfeld 2018; Jonauskaite et al. 2020; Hurlbert & Ling 2007; Palmer & Schloss 2010.
All text, buttons, the wordmark
A deep green-black instead of navy. It keeps the gravity a legal product needs while moving the brand off the law-firm blue entirely.
Source: Palmer & Schloss 2010
RGB 30, 58, 46
Primary field color: bands, hero backgrounds, the mark's disc
Green scored the highest average pleasantness of any hue in a controlled study, and foliage is among the most positively rated color sources. Mid-saturation sage avoids the olive and dark-yellow tones people dislike most.
Source: Wilms & Oberfeld 2018; Palmer & Schloss 2010
RGB 127, 169, 143
Tints, cards, table rows
The light tint of sage. Lighter versions of a hue are rated calmer and more pleasant.
Source: Wilms & Oberfeld 2018
RGB 220, 235, 223
Default page background
A warm white that matches outdoor light and keeps the relief signal of white.
Source: Jonauskaite et al. 2020
RGB 246, 243, 235
Accent only: the mark's triangle, highlights, progress
The joy signal. Yellow is the color most consistently tied to joy worldwide, and the link is stronger in sunny places, which describes the launch market.
Source: Jonauskaite et al. 2020
RGB 242, 180, 43
Secondary text, captions
A green-biased gray keeps hierarchy without the sadness association of neutral gray.
Source: Jonauskaite et al. 2020
RGB 79, 99, 88
Measured over a typical page or screen. The page should be mostly light. Dark colors are for type, not for panels.
Cream 52% · Leaf 18% · Sage 14% · Forest Ink 11% · Sun 5%
WCAG 2.2 requires 4.5:1 for normal text and 3:1 for large text and interface components. Every pair the brand uses for text is listed here with its ratio.
| Foreground | Background | Ratio | Grade |
|---|---|---|---|
| Ink text | Background | 11.14:1 | AAA |
| Ink text | Tint | 10.00:1 | AAA |
| Ink text | Field | 4.69:1 | AA |
| Ink text | Accent | 6.67:1 | AA |
| Slate text | Background | 5.81:1 | AA |
| Slate text | Tint | 5.22:1 | AA |
| White text | Action button | 12.35:1 | AAA |
| Accent as text | Background | 1.67:1 | Fail |
A low grade on "Accent as text" is expected and is the point of the row: the accent is a graphic color for shapes, highlights and large marks, never a color for running text.
Most color studies test red. Blue and green are less studied, lightness and saturation less still, and many older studies were small and poorly controlled. Treat the claims here as well-supported directions, not laws, and test the palette with real users in the beta UX study already planned.
Elliot 2015: "the field is at an early stage."
Typography
All four current families are retired. Lora and Public Sans are served by Google Fonts under the SIL Open Font License, which means no license fees, no trial watermarks, and the same faces in HubSpot, the platform, Figma, Canva, Word and the investor deck.
Display · Lora 500
You have 30 days to respond. Here is what to do with them.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 §¶&
A calm, well-made serif with moderate contrast. It carries a hopeful headline without turning sentimental, and it reads well on screens at paragraph size too.
Text and interface · Public Sans 400–700
The petition (FL-100) starts the case. The summons (FL-110) tells your spouse it has started. Both are filed together, with a $435 fee or a fee waiver (FW-001).
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
The typeface of the U.S. Web Design System, built for government forms and plain-language instructions. A quiet signal that the product is serious about paperwork.
<link rel="preconnect" href="https://fonts.googleapis.com"> <link rel="preconnect" href="https://fonts.gstatic.com" crossorigin> <link rel="stylesheet" href="https://fonts.googleapis.com/css2?family=Lora:wght@400;500;600&family=Public+Sans:wght@400;500;600;700&display=swap">
For Word, Canva or Figma, download the same families from fonts.google.com and install them; the license permits it.
Imagery
The current blog images fail on three counts: they are dark (a measured mean luminance of 74 to 110 out of 255 across the twelve cards, half of which is a navy panel), they are set in courtrooms and law libraries, and at least five of the twelve are recognizably AI-generated. Hope, in the one psychological model that defines it usefully, is agency plus pathways: the belief that you can act, and that you can see a route. Every photograph should show one or both.
Snyder 1994 (hope = agency + pathways). Luminance measured on divvylaw.com/blog, November 3, 2026.
Outdoors, Southern California, open sky. Beaches, trails, parks, backyards, school fields. People in motion or at rest after motion. The photograph should feel like a Saturday.
Never: courtrooms, law libraries, gavels, marble columns, dark wood, a desk with a nameplate.
Most people cannot tell AI images from photographs under test (57% were wrong), and about 40% say they would trust a brand less for using them undisclosed. The risk is not that readers will spot the fake; it is that the ones who do will stop trusting the words beside it. Every image gets this check before it is published.
Clutch, September 2025.
One day with a Los Angeles or Orange County editorial photographer, eight to ten subjects recruited through the community list, releases signed. Budget it as a launch cost; it produces a year of blog, social and deck imagery that no competitor has.
Editorial and lifestyle collections that identify photographers and offer model releases. Filter to natural light and candid. Reject anything tagged generative.
Generative tools may produce abstract shapes, textures and diagrams only, and the caption says so. No people, no hands, no interiors, no documents.
The card is the brand's most-seen asset: it runs on the blog, LinkedIn, X, Instagram and Facebook. The navy panel took up half the card and pulled the whole feed toward night. The new panel is Leaf panel, Forest Ink text, Sun arrow. The headline keeps its candor.
The tiles above are briefs, not photographs. Their background shows the target light level.
Graphic device
Contour lines: the mark's half-disc expands into concentric arcs, like a topographic map or ripples. Used as a section opener and a faint background texture. It replaces the 2026 tessellation pattern, which read as wallpaper and competed with photography.
Voice
The voice is the same in all five directions at its core, because it comes from the product: attorney-written, plain, and sequenced. What changes is the tone dial. For New Ground: Hopeful and unhurried. Future tense is allowed. Still specific: every promise names a step, a form or a date.
Current homepage
Divorce without the cost of an attorney
Divorce should not cost you everything.
New Ground
There is a way through. Here is the path.
Attorney-built guidance for every step of a California divorce, so you can get to what comes next.
Current blog card
You have 30 days to respond after you're served. The clock doesn't pause.
New Ground
You have 30 days to respond after you're served. Here is what to do in week one.
Current social
The Dangers of Using AI as Your "Lawyer"
New Ground
A chatbot invented six court cases. The lawyer who cited them was fined $5,000. Here is how to use AI without that happening to you.
Applications
Four surfaces, built from the tokens on this page. Photographs are shown as light-level briefs.
The smart solution to separation
Attorney-built guidance for every step of a California divorce, so you can get to what comes next.
Start your divorce See the steps
$349 uncontested · $3,500 contested · Los Angeles and Orange County
Your response is due in 7 days
Hi Marcus, your response (FL-120) to the petition is due Tuesday, December 29. You have completed 4 of 6 items on the response checklist. The two that remain take about 20 minutes.
DivvyLaw is not a law firm and does not provide legal advice.
Uncontested · Los Angeles County
Welcome back, Dana. You are 2 of 7 steps in.
Implementation
:root {
--ink: #1E3A2E; --slate: #4F6358; --field: #7FA98F;
--accent: #F2B42B; --tint: #DCEBDF; --bg: #F6F3EB; --white: #FFFFFF; --action: #1E3A2E;
--font-display: 'Lora', Georgia, 'Times New Roman', serif;
--font-text: 'Public Sans', 'Helvetica Neue', Arial, sans-serif;
}Sources
Site audit: divvylaw.com and divvylaw.com/blog, read November 3, 2026. Comparables viewed the same day: upsolve.org and atticus.com. Current guidelines: Divvy Brand Guidelines, InDesign export dated February 17, 2026.