Brand Standards & Social Media Guidelines
Table of Contents
Brand Messaging
Brand Positioning Statement
Janssen Estate Probate & Elder Law was built for the moments no one wants to think about, but everyone will face. Death, decline, conflict, and legal chaos don’t schedule themselves neatly. And when they hit, you don’t need just any attorney. You need the right one.
This is not a place for vague advice or templated plans. It’s where people go when they need serious legal help, from planning their estate, navigating elder care, handling contested probate, or litigating a financial dispute.
Clients don’t come here for a temporary fix. They come here for the last lawyer they’ll ever need, the one who sees the whole picture, asks the hard questions, and stays with them through the darkest chapters. The firm doesn’t just handle the crisis; it anticipates it, prepares against it, and stays committed until it’s resolved.
The last lawyer you’ll ever need. Literally.
Elevator Pitch
Janssen Estate Probate & Elder Law is the firm people turn to for the moments no one wants to face: death, decline, and legal conflict. From estate planning to contested probate and fiduciary litigation, they provide serious, personalized solutions when it matters most. Clients don’t come for a quick fix. They come for lasting protection, clear guidance, and a lawyer who stays with them through it all.
The last lawyer you’ll ever need. Literally.
Target Audience
Tagline
Social Media Tagline
Short Social Media Description
Legal solutions for the moments no one wants to face. The last lawyer you’ll ever need. Literally.
Top 5 Questions Asked
- How Can I Ensure My Assets Are Protected?
- How Do I Get Out of Probate?
- Can My Loved One Sign Documents Even With [Said Disease]?
- How Much is an Estate Planning Lawyer?
- What Are My Options for Long-Term Care?
Visual Branding
Primary Logos
Horizontal Logo
Stacked Logo
Icon
Horizontal Logo
Stacked Logo
Icon
Logo & Logo Rules
DON’T rotate, distort, or crop any part of the logo.
DON’T overlap the logo with text, photos, or graphics that obscure its legibility.
Some Tips for Social Media
On social media profiles, the profile photo should include an icon version of the logo, while the cover photo should include the full horizontal logo.
Brand Colors
Navy Teal
RGB: 0 62 130
CMYK: 100 85 21 7
HEX: #003e82
PMS: 301 C
Orange
RGB: 229 88 69
CMYK: 5 80 78 0
HEX: #e55845
PMS: 7625 C
Off Black
RGB: 25 24 29
CMYK: 75 70 62 77
HEX: #19181d
PMS: 532 C
White Gray
RGB: 236 237 239
CMYK: 6 4 3 0
HEX: #ecedef
PMS: 656 C
True White
RGB: 255 255 255
CMYK: 0 0 0 0
HEX: #ffffff
PMS: N/A
Brand Fonts
Astrid
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Primary Logo font. Use sparingly and ONLY for occasional titles, headlines, and other display texts. May not be available on web-based platforms.
Playfair Display
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Primary Web Alternative Font. Use for titles, headlines, and other display texts. To be used primarily when Astrid is not available.
Noto Sans
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Primary body font. For use as body copy and other situations that prioritize legibility.
Voice & Tone
Words That Describe Our Tone
Professional
Friendly
Transparent
Trustworthy
Practical
Compassionate
Words We Like
High-Quality
Commitment
Experienced
Words We Don’t Like
Cheap
Indifferent
Picturesque
Mushy-Gushy
Hashtags & Emojis
Hashtags to Use
#EstatePlanningLaw
#KansasEstatePlanning
#MissouriEstatePlanning
#ElderLaw
#SeniorCare
#LongTermCare
#MissouriLaw
#KansasLaw
#Probate
Hashtags Usage Tips
DON’T use any hashtags on Facebook.
On Instagram, use 3-6 relevant hashtags per post.
On X/Twitter, use a maximum of 2 hashtags per Tweet.
On LinkedIn, use a maximum of 1-2 hashtags. Broad, general hashtags work best.
On YouTube, use no more than 1 hashtag in the title/description, and only if it’s a commonly searched hashtag.
Use #JanssenEstateProbateElderLaw on ALL Instagram and Tiktok posts, and Twitter/X when needed.
Emojis We Like
Emojis We Don’t Like
Do not use any emojis portraying weapons, violence, or specific races.
Everything Else
Using Links and CTAs
Only use a “hard sell” call to action (ex: sign up now, register today, etc.) every 6-7 posts. Your audience should never feel like every post is asking for something.
On Instagram, DON’T post links directly in the post. Instead, change the link in the bio and refer to it in the post with the verbiage: “link in bio.” This link MUST be changed back to Janssen Estate Probate & Elder Law’s website within the next 2 posts, OR when the link is no longer relevant (such as after a registration deadline).
Tagging, Liking, Commenting, Posting, and Messaging
Competitors should NEVER be mentioned by name in any post. When sharing customer testimonials or reviews, any competitor name mentioned must be removed prior to posting.
NEVER post about any political or religious topics.
Account Security
Social Platforms
Instagram Audience
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Facebook Audience
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LinkedIn Audience
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X/Twitter Audience
Twitter is a great platform to bridge the gap between the others. It allows you to increase your credibility and keep up awareness within your audience. You can inform, educate, and entertain those who might be looking for answers or narrowing down the firm they’d like to partner with.
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TikTok Audience
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YouTube Audience
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