BRAND STORY

In September 2021, the California Smokers’ Helpline will be rebranded as “Kick It California.” In addition to giving the brand a more youthful, modern style, this change will allow us to appeal to a broader range of people who:

Consume nicotine via any method, not just combustible cigarettes.
The new brand is versatile, so that we can potentially expand services to other substances, like cannabis, in the future.

Prefer communication channels other than a phone call.
The new brand is not centered around a phone number, allowing us to elevate our other service channels, such as online chat and text.

Seek self-help before, or instead of, proactively asking for help.
The new brand is broad, so that we can appeal to a range of readiness from quit-curious to those who have relapsed.

Lack access to quality care or have been historically marginalized.
At Kick It California, health equity is not a buzzword, it's a core principle.

Every Step Forward

Quitting isn’t easy.
Sometimes, it can seem downright impossible.
But with help from Kick It California,
you can do it.
And every step forward counts.

Wanting to make a change? That’s a step.
Reaching out for support? That’s a big step.
Making a plan and following through?
That’s the step that leads to a healthy life.

We believe in celebrating every step forward – because it matters.
Leaning into the process – because it works.

And providing you with support throughout your journey:
A caring quit coach
A practical plan of action
A simple reminder that yes, this is possible...

That’s our mission at Kick It California.
To help you move forward
And leave “I can’t do it” behind.

KICK IT CALIFORNIA IS...

Proven not hype
Our services are based on clinical research, not untested theories.

Pragmatic not idealistic
We’ve been helping people quit for 30 years.
We know what works.

Personalized not generic
Our counseling is tailored to each person’s circumstances and challenges.

Encouraging not judgmental
We listen and strategize. We don’t criticize.

Empathic not preachy
We know quitting is tough, but it’s totally possible.

Wordmark

This is the primary Kick It California logo. The italicized “i” is meant to suggests action and forward motion. It’s also reminiscent of the circle/slash “no smoking” or “no vaping” symbol — a helpful reminder of our clients’ ultimate goal.

Primary Logo:

Secondary Logo:

Logo Variations:

Wordmark/Clear Space
To ensure our mark stands out, it needs space to breathe. We use the vertical height of the letter “K” in the wordmark to determine the clear space, allowing for at least half of that “Cap Height” in all directions around the logo.

Wordmark / Partner Lockups
When placing our logo next to partner logos, always use the full Kick It California wordmark (as opposed to the “i” icon). Again, the vertical height of the “K” can be used to determine the clear space. A vertical line can be used to help segment multiple logos.

Brand Assets

Logo
This logo is available to download for the sole purpose of promoting Kick It California services and resources. All rights reserved.
See Logo section for additional guidelines.

Brand Color Palettes
Download Adobe Swatch Exchange files for importing into Adobe software. See Colors section for additional guidelines.

Fonts (for Kick It CA Staff Use Only)

Coming Soon
Image Gallery
Fact Sheet
Sample Press Release
Promotional Flyer and Postcard
Sample Social Media Posts
Editorial Calendar

Questions?
Contact us at cshoutreach@health.ucsd.edu