Hello! We’re Phoenix Legal Action Network.

You can call us PLAN for short.

We’re happy you’re here. Please allow us to introduce you to our organization. 

This style guide will help you get to know our brand—who we are, what we do, and how we show up in the world.

We invite you to spend some time with it to get familiar with our vision, mission, values, voice, and visual identity.

Our Story


We envision an Arizona where all immigrants and their families are safe, welcome, and valued.


PLAN works in solidarity with our local immigrant community to reimagine justice in Arizona.

Our Values

Everything we do centers on the youth we support. Four core values guide how we show up to do our work.

Centering immigrant voices

We center the voices, experiences, and needs of immigrants and their families when setting priorities and advocating for change. 

Acknowledging systems of oppression

Layered systems of oppression impact immigrant justice. To meaningfully advance immigrant justice, we must address systemic injustice. Thus, we are equally committed to racial justice, gender justice, economic justice, and social justice.

Democratizing legal knowledge

We believe that legal information should be accessible to everyone. For those who have been historically excluded from systems of power, the need for a lawyer is a symptom of a deeper root cause of injustice and inequity. 

Walking our talk

Our values are more than just words. They’re reflected in the work we do with the community and in our internal systems. We ensure our policies and practices promote and reflect racial and gender equity. We commit to regularly reviewing how well we are holding true to these values.

Ways to Describe Us

Short (24 words)
PLAN advances the rights of Arizonan immigrants through free legal support, community building, and storytelling. Learn how we’re reimagining immigrant justice at planphx.org.

Medium (48 words)
PLAN is an Arizona nonprofit organization advancing justice for immigrants and their families. We provide free legal support to non-detained immigrants, partner with immigrant-led organizations to build community power, and create opportunities for local immigrants to share their stories. Learn how we’re reimagining immigrant justice at planphx.org.

Long (77 words)
PLAN is an Arizona nonprofit organization advancing justice for immigrants and their families. Our team provides free legal support to non-detained immigrants facing deportation in Maricopa County so they can continue calling Arizona home. We partner with local immigrant-led organizations to develop programs that build autonomy and power in immigrant communities. By creating opportunities for immigrants to share their stories and experiences, we ultimately help shift anti-immigrant perspectives. Learn how we’re reimagining immigrant justice at planphx.org.

Our Voice

Brand Voice

PLAN is a vital voice in the immigrant-justice movement. We paint a vision of a vibrant tomorrow for future generations while speaking out against the injustices of today. We inspire people to embrace their personal power to promote change. And we use positive language that connects humanity.

We are:

  • Motivational

  • Outspoken

  • Rallying

  • Empowering

We keep Dolores Huertas’ voice in mind when writing for our brand. Dolores is a living civil rights icon who is often described as a ceaseless warrior for social justice. She’s been relentlessly advocating for the rights of workers, women, and LGBTQ+ folks since 1955. She’s a firm believer in the power of political organizing as a vehicle for change.

Some of her most famous quotes echo our values and serve as a guide for PLAN’s voice.

  • “Every moment is an organizing opportunity, every person a potential activist, every minute a chance to change the world.”

  • “The importance of doing activist work is to engage people and give them hope. Hope for a better world, hope for a better tomorrow. Hope that change is possible and that they can be a part of that transformation.”

  • “We must use our lives to make the world a better place to live, not just to acquire things. That is what we are put on the earth for.”

  • “Don’t be a marshmallow. Walk the street with us into history. Get off the sidewalk. Stop being vegetables. Work for Justice. Viva the boycott!”

  • “We can’t let people drive wedges between us… because there’s only one human race.”

Brand Personality

PLAN is your friendly neighborhood activist. We’re always looking for opportunities to serve and support our neighbors and we’re fiercely committed to making our communities better.

People who interact with us, might describe us as:

  • Accountable

  • Courageous

  • Pragmatic

  • Uplifting

Our Style

The PLAN logo is an evolution of the original PLAN logo. It features a cactus set inside of a mountain and a yellow sun. There are two variations: a primary with the name, and a secondary with just the mark.

The primary logo should be used most often and especially when the audience may not be aware of PLAN and recognize the secondary logo.

Primary Logo

Secondary Logos

There are also multiple color variations available in the brand assets folder.

Logo Misuse

Please do not alter the logo in any way.

Do not scale portions of the logo independently of each other

Do not change the logo colors. Only use the provided color options.

Do not squish or stretch the logo.

Do not rotate the logo

Do not separate parts of the logo


Our primary color is saguaro. Secondary colors are sunflower, havasupai, prickly pear, red rocks, and creosote. Light versions of all colors are available for backgrounds.

Saguaro should be used most often to anchor the brand. The other colors may be used as accents.

Hex: #56b066
RGB: 86, 176, 102
CMYK: 51, 0, 42, 31

Hex: #f3ca48
RGB: 243, 202, 72
CMYK: 0, 17, 70, 5

Hex: #9ad5f2
RGB: 154, 213, 242
CMYK: 36, 12, 0, 5

Prickly Pear
Hex: #e697bb
RGB: 230, 151, 187
CMYK: 0, 34, 19, 10

Red Rocks
Hex: #d26f51
RGB: 210, 111, 81
CMYK: 0, 47, 61, 18

Hex: #1b3e25
RGB: 27, 62, 37
CMYK: 56, 0, 40, 76

Saguaro Light
Hex: #dcf5e1
RGB: 220, 245, 225
CMYK: 10, 0, 8, 4

Havasupai Light
Hex: #eef9ff
RGB: 238, 249, 255
CMYK: 7, 2, 0, 0

Prickly Pear Light
Hex: #ffebf4
RGB: 255, 235, 244
CMYK: 0, 8, 4, 0

Red Rocks Light
Hex: #fff0ec
RGB: 255, 240, 236
CMYK: 0, 6, 7, 0

Sunflower Mid
Hex: #fff7dd
RGB: 255, 247, 221
CMYK: 0, 3, 13, 0

Sunflower Light
Hex: #fffbee
RGB: 255, 251, 238
CMYK: 0, 2, 7, 0

Accessibility notes:
Please do not use white text on top of any colors in the color palette except Creosote. At smaller sizes, white text does not pass color contrast checks on any colors. Using white text can cause legibility issues for people with low-vision and/or color blindness.

Typeface: Headlines

Headlines are set in Clash Display Bold. Please avoid using other weights of Clash Display as much as possible.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

~ * & % + = "

Typeface: Body Copy

Body copy is set in Archivo Normal. Bold (700) and italics may be used for emphasis as needed. Please avoid using other weights of Archivo for standard body copy unless necessary for legibility.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

~ * & % + = "

Download Archivo


Use photos of real community members and clients as much as possible. If stock photos are necessary please select photos that illustrate the vibrancy and diversity of the Arizona immigrant community.

Stock photos of Arizona landscapes are great options for background images.

Two people from the Phoenix immigrant community at a PLAN storytelling eventA group of people attending a PLAN storytelling event to hear stories from Arizona immigrantsClient of PLAN's free legal services  for cases in the Phoenix Immigration CourtA large group of people attending PLAN's storytelling event to change anti-immigrant narrativesPLAN's executive director standing with clients after a victory in the Phoenix Immigration Court

Stock Photography:
Great sources of free stock photography include Unsplash and Pexels.

Graphic Elements

Graphic elements can be used to add flair to photography and other elements in a design.

Download Brand Assets

If you have questions about our brand guidelines or need help with assets, send a note to info@planphx.org