# Tilia Guidelines

> A dentist for people who hate the dentist: quiet rooms, no rush, nothing done without your yes.

Source: https://plumage.studio/work/tilia
Last updated: 2026-11-10

Brand and website designed by Plumage. Part of [Our work](https://plumage.studio/work) by [Plumage](https://plumage.studio).

Tagline: "A dentist for people who hate the dentist."

## Introduction

Tilia is a dental clinic for people who would rather be anywhere else. Quiet rooms, no rush, nothing done without the patient’s yes; raise a hand and the work stops. The first visit can be a talk, with no treatment at all.

Tilia is the linden tree, planted in squares and courtyards for its deep, cool shade. In the wordmark the T’s crossbar stretches into one gentle arch over “ilia”, like a canopy: the letters sit in its shade. Nothing in the drawing is sharp; every end is round.

One deep linden green on blossom cream, with the yellow of linden flowers as the one bright note. Warm daylight and leaf shadow instead of clinical blue and chrome.

## Marks

The wordmark is the logo: it carries its own symbol, the canopy, so there is no separate lockup (a tree beside it would show the T twice). Use it wherever the name can be read: the door, the fascia, the card, the website. The T-tree is for small square places only: the app icon, the profile picture, the favicon, a glazed cup. Never redraw the arch, close the gap under it or let it touch a letter.

## Colour

- **Blossom** #F3EEDF: The ground: linden-blossom cream for pages, cards and walls.
- **Linden** #2C4A3E: The logo and the brand colour: headlines, the fascia, signage.
- **Shade** #1E342B: Deep leaf shade: body text and the darkest grounds.
- **Bark** #5F5A4E: Secondary text and captions on Blossom.
- **Bract** #CBD69A: The pale green of the linden bract: soft panels, highlights on Linden.
- **Flower** #EBCB62: Linden-flower yellow: the one bright note, the Book a visit button.

## Type

- **Newsreader**: Headlines and the warm, spoken lines, as on the website: light 300 at 57 px, tight but not cramped. A reading serif with soft details, so the clinic sounds like a person, not a system. By Production Type, SIL Open Font License 1.1, Google Fonts, about 90 KB for the variable roman.
- **Instrument Sans**: Text, forms, buttons and signs: 16 to 22 px, regular 400 and semibold 600 for the button in capitals. Open and friendly at small sizes. By Rodrigo Fuenzalida and Jordan Egstad, SIL Open Font License 1.1, Google Fonts, about 70 KB variable.

## Voice

Tilia speaks like the kindest dentist you have met: slow, plain and on your side. It says what will happen before it happens, and it always says you can stop.

Short sentences, ordinary words, no clinical terms unless they are explained. Fear is taken seriously, never joked about.

## On the page

Foundation, Marks, Colour, Type, Voice, Applications, Exports. The logo files, colours and fonts can be downloaded from the page's Exports section.

## Want a brand like this one?

- Email: [hello@plumage.studio](mailto:hello@plumage.studio)
- Book a 15-minute call (no commitment): https://cal.com/plumage/15min
- Send a message on Telegram: https://t.me/TheAkramovic
- Akramovic replies within one working day.