Copy Branding Design
Brand Style Guide
Logo
Balance was the name of the game. Spanish in a logo geared towards an English-speaking market needed to communicate that Amada was for every mother regardless of language. "motherhood center" was added to clarify the business, create intrigue, and promote inclusivity.
"Amada" means beloved in Spanish
Bright, but not overwhelming color palette
Other Logo Designs
Use the white "motherhood center" text on dark backgrounds
Great for favicon, app icon, or small digital spaces
Logo for paperwork places with not enough space for the green arches
Inaccurate Logo Designs
The "motherhood center" text should always accompany the logo
No color blocking the logo
The logo should always be oriented correctly, left to right
RGB (244, 122, 99)
#f47a63
RGB (124, 169, 107)
#7ca96b
RGB (255, 64, 64)
#ff4040
RGB(63, 118, 82)
#3f7652
RGB (158, 202, 154)
#9eca9a
RGB (99, 194, 244)
#63c2f4
RGB (70, 70, 70)
#464646
RGB (1, 1, 2)
#010102
RGB (247, 233, 225)
#f7e9e1
RGB (242, 234, 231)
#f2eae7
RGB (255, 255, 255)
#ffffff
Color
Primary
Secondary
Neutrals
RGB (244, 122, 99)
#f47a63
Primary
RGB (124, 169, 107)
#7ca96b
RGB (242, 234, 231)
#f2eae7
RGB (255, 255, 255)
#ffffff
RGB (247, 233, 225)
#f7e9e1
Neutrals
RGB (1, 1, 2)
#010102
RGB (70, 70, 70)
#464646
Color
Amada's colors are vibrant and cohesive without being overwhelming.
RGB (99, 194, 244)
#63c2f4
RGB (255, 64, 64)
#ff4040
RGB (158, 202, 154)
#9eca9a
RGB(63, 118, 82)
#3f7652
Secondary
Typography
N
Nunito Sans does everything and more for Amada as its official typeface. It's modern, easy on the eyes, and has been used all throughout this case study.
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Nunito Sans
Nunito Sans
Nunito Sans
Nunito Sans
Amada's Voice
Mission Statement
"To provide mothers in a modern world with the warmth, culture, and support of a family-oriented village"
Amada's Voice Is...
Informative
"Most people don't know, but now you do."
The heart of Amada's mission is helping mothers "find their pueblo". Part of that is facilitating access to resources, community-based classes, and programs that a family might not have known about otherwise. Amada remains lively and friendly without compromising its authority.
Friendly
"We've got your back."
Think you're a bad parent? Us too! We're not bad parents, but everyone needs a reminder somedays—or everyday. Amada's copy is full of peppy reminders, uplifting reassurance, and what a mom might need to hear because its been a week full of Mondays.
Lively
"Hey! Yeah, you. You're doing great."
We won't pretend that piloting a family with littles is easy—we're parents too! It gets lonely sometimes. Amada's tone communicates "it'll be okay" and provides much needed levity, quippy jokes, and good vibes because parents need a laugh or two.
Here's an example email I wrote to show Amada's voice in action.
