Key brand resources and fundamentals to get started with our brand.

Style #

Logo #

This is the Crisis Text Line logo.
Do not recreate, distort, stretch or otherwise alter the logo.
Please only use the approved version.

Download Primary Logos Here (Includes: EPS, PNG, & SVG)

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Clear Space #

In order to preserve the integrity of the logo, it is important that no other logos, type, or other graphic elements infringe on its space.

The minimum clear space around the entire logo is equivalent to the width of the “C” in the logo. Clear space also defines the minimum distance between the logo and the edge of any page.

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Incorrect Logo Use #

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Logo Timeline #

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Secondary Logo #

This is the Crisis Text Line secondary logo.
Do not recreate, distort, stretch or otherwise alter the logo.
This logo is to only be used in instances of approved social media assets.
This logo is not to be used to replace, repurpose or serve as the primary brand mark of Crisis Text Line.
Please only use the approved version.

Download Secondary Logos Here (Includes: EPS, PNG, & SVG)

Incorrect Secondary Logo Use #

Minimun Size #

Minimum size recommendations preserve the legibility of the logotype at small sizes.

Minimum size for all screen application is 100 pixels in length.

Minimum size for print applications is 1 inch in length.

Do’s and Don’ts #

Colors #

Primary Brand Colors #

This is Crisis Text Line’s primary brand color. Please make sure to use the appropriate values below when using our red — RGB or HEX for digital, CMYK or PMS for print. With consistent use, Crisis Text Line’s red is an immediate identifier of the brand.

Secondary Brand Colors #

Please use these secondary colors as accents to our primary Crisis Text Line red. They should be used to complement and not detract from our main brand color.

Grayscale Colors #

Color Usage Scale #

Color Combination Examples #

Typography #

Our Primary Fonts #

How to Use Our Font Styles #

Keyword/741741 Mark #

Illustrations/Brand Elements #

Empathy Marks #

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Brand #

What is Crisis Text Line? #

Tagline:

Crisis Text Line is here for everyone — offering free, 24/7, confidential, nonjudgmental mental health support in English and Spanish in the U.S and globally. Help is just a text away.

Tone of Voice #

• Warm and Compassionate
• Calm and Grounding
• Credible and Knowledgeable
• Nonjudgmental and Accepting
• Empathetic and Understanding
• Patient and Supportive
• Confidential and Trustworthy
• Hopeful and Encouraging
• Intentional and Flexible

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Mission, Vision, Service Statement #

Mission: At the intersection of empathy and innovation — we promote mental well-being for people wherever they are.

Vision: An empathetic world where nobody feels alone.

Who We Serve: We support individuals, communities, and populations, working in partnership with NGOs, foundations, corporations, and government and intergovernmental agencies to scale impact globally.

How We Serve: Crisis Text Line provides free, 24/7, confidential mental health support via text, delivering crisis intervention and prevention when it’s needed most. We pair human connection with scalable technology, research, and partnerships to strengthen mental health systems and drive lasting change.

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Brand Personality #

Approachable: We meet people where they are, with compassion and without judgment. We’re here to listen and support, no matter what someone is going through.

Knowledgeable: We lead research science to influence local and international mental health policy and best practices.

Inspirational: We help people tap into their inner strength and discover the tools they need to cope, heal, and move forward.

Innovative: We build technology that makes meaningful support accessible—amplifying human connection at scale.

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Values #

Connect with Empathy

• Show up authentically
• Seek to understand
• Invest in dialogue

Center Equity

• Advance diverse ideas and opinions
• Be humble and persistent — the work is never done
• Create spaces for belonging

Get it Done Together

• Focus on mission, texter, and volunteer community
• Do hard things to have big impact
• Own outcomes

Reflect and Evolve

• Learn and grow individually and collectively
• Seek innovation and creative solutions
• Expand the boundaries of what is possible

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Who Responds to Texters? #

Crisis Text Line’s compassionate volunteer community is at the heart of everything we do. Each volunteer is trained to listen with empathy and respond without judgment, creating a safe, supportive space for people in crisis or in need of emotional help. We take pride in our human-to-human connection—offering hope, understanding, and a sense of belonging to those who need it most. Available 24/7, this dedicated community helps texters feel less alone during their most difficult moments. To date, we’ve built one of the largest mental health crisis response training programs in the world, training over 120,000 volunteers. 

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How Does Crisis Text Line Work? #

1. Text 741741
   Need help? Just text 741741—we’re here to listen. Your first message can say anything, and if you use words like “HOME,” “START,” or “HELLO,” it helps us know how you found us. We’re here for you, no matter what you’re going through—whether it’s stress, anxiety, loneliness, bullying, self-harm, or suicidal thoughts.
   
2. Get Connected
   After you text us, you’ll get a couple of quick messages while we connect you with a live, trained volunteer Crisis Counselor. They’re here to listen and support you, usually within five minutes, though it might take a little longer during busy times.
   
3. Chat At Your Own Pace
   The volunteer Crisis Counselor will listen, ask questions, and offer empathetic support—no judgment, no pressure. Your trained volunteer is here to support you with care and understanding but remember they’re not a medical professional and can’t provide medical advice.
   
4. Finding a Place of Calm
   Your conversation ends when you feel safe and more at ease. Whether that means connecting you with additional support or simply listening, we’re here for you. A conversation usually lasts anywhere from 15-45 minutes. Save 741741 in your phone so you have support at your fingertips whenever you need it.

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Messaging & Language #

Key Brand Messages #

Crisis Text Line’s text-only approach was designed to create a safe, comfortable space so anyone can reach out for support anytime, no matter where they are or what they’re going through.

Crisis Text Line’s trained volunteer Crisis Counselors bring texters from a hot moment to a cool calm through empathy, active listening, offering helpful resources, and by encouraging texters to tap into their own strengths.

Every 43 seconds, someone in the world dies by suicide. Suicide is preventable, but too often, people in crisis don’t have access to the support they need in their darkest moments.

A crisis looks different for everyone. It can mean feeling overwhelmed by stress or anxiety, struggling with loneliness or isolation, navigating difficult relationships, facing bullying, dealing with substance use, or experiencing self-harm and suicidal thoughts.

If it matters to you, it matters to us.

Those seeking free, 24/7, confidential and nonjudgmental mental health support can connect via text, web chat and WhatsApp in English and Spanish. 

To reach a live, trained volunteer Crisis Counselor, text HELLO to 741741 or 443-SUPPORT in WhatsApp. You can also text HOLA to 741741 or 442-AYUDAME in WhatsApp for Spanish. 

International Messaging #

With 12+ years of experience supporting texters in the U.S. and through our affiliates in Canada, the UK, and Ireland (5% of the globe), we’re committed to expanding access to our culturally sensitive crisis support to 25% of the world (2 billion people) in the next five years.

Crisis Text Line acquired Aquí Estoy in 2025 and plans to expand free, 24/7 text-based mental health support across 20 Spanish-speaking countries: Latin America, Spain, and the Caribbean.

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What Is Our Name? #

Crisis Text Line

We do not use: #

• CTL (we do not use the acronym in messaging. This is only used as a logo on approved social media assets)
• The Crisis Text Line
• Crisis Text Hotline
• Text Crisis Line
• Crisis Text
• Crisis Hotline
• Suicide Hotline

Words (Do’s & Don’ts) #

Do’s  #

• volunteer Crisis Counselors
• volunteer responders (global messaging only)
• crisis responders (global messaging only)
• crisis volunteers (global messaging only)
• Texters
• Free
• Confidential
• Youth and young people (when referring to kids or children) 
• 24/7
• Charity
• Nonprofit
• Text with a live, trained volunteer Crisis Counselor
• Text HELLO or HOLA to 741741

Don’ts #

• Hotline
• Kids or children (we use youth)
• Counseling
• Therapy
• Counselor
• Mental Health Professional 
• Crisis Counselor (without ““volunteer”” in front of it)
• Crisis Line
• Suicide Line
• VCC (in messaging)