Rose
PrimaryOur signature. The logo, highlights, and moments of warmth.
Cradley / Brand guidelines
A little warmth.
A lot of care.
We help parents find their people. Our brand should feel the same way: welcoming, reassuring, and thoughtfully human.
Meet the brandFind the support you need, when you need it.
Warm. Clear. Connected.Made for real life.
01 / The essentials
Our familiar hello.
The rose circle and simple wordmark are our signature. Keep them together whenever space allows, and give them room to breathe.
Primary logo
The default for websites, presentations, and communications.
SVG for scalable artwork. PNG for a ready-to-use image, 2,400 pixels wide. Both have transparent backgrounds and need no fonts.
Give it space
Leave at least half the circle’s width clear on every side. Keep nearby text and graphics outside that space.
Keep it legible
Use a plain, light background. At small sizes, switch to the compact mark instead of squeezing the wordmark.
Keep it consistent
Keep the original proportions, rose circle, and lettering. Avoid stretching, rotating, recoloring, or adding effects.
02 / The essentials
Warmth, in color.
Lead with warm ivory and charcoal. Let rose be the signature, with gold and teal adding a little variety. These are our standard light palette colors.
Warm ivory
BackgroundOur canvas. Give content a calm, welcoming place to live.
Charcoal
ForegroundOur anchor. Clear, readable headlines and everyday text.
Soft gold
SecondaryA little optimism. Secondary surfaces and gentle emphasis.
Teal
AccentA fresh accent. Use sparingly to complement the rose.
Oat
MutedA soft layer. Quiet panels, dividers, and supporting content.
Select a color value to copy it. HEX is the closest sRGB match; OKLCH preserves the original digital color.
Clarity is part of care. Use charcoal on light surfaces for everyday text. Rose and teal work best as accents; avoid small white text on these colors. Check text contrast in its final context, especially over photography.
03 / The essentials
Words with a soft edge.
Two typefaces, one approachable feeling. Outfit brings personality to headlines and our wordmark. Plus Jakarta Sans keeps the details easy to read.
Headlines & wordmarkRegular / Medium
Outfit
A little support changes everything.
Use open, generous headlines. Favor regular and medium weights, sentence case, and natural line breaks.
Body & interfaceRegular / Semibold
Plus Jakarta Sans
Find care that fits your family, at your pace.
Keep paragraphs short and line spacing comfortable. Use semibold for labels and emphasis, with clear, descriptive links.
04 / The essentials
Sound like someone who cares.
Speak to parents as people. Be warm without being precious, helpful without being pushy, and clear without sounding clinical.
Reassuring
Make room for different experiences. Offer support without assuming how someone feels or what their family looks like.
Straightforward
Use familiar words and useful next steps. Explain what people can expect, and avoid jargon or big promises.
Human
Write like a thoughtful person, not a brochure. Be kind, specific, and respectful of a parent’s time and choices.
Sounds like us
“You don’t have to figure it all out alone. Find support that feels right for you.”
Skip the pressure
“The perfect parenting journey starts here. Book the best care now!”
Show real life, gently.
Choose natural light, warm tones, and everyday moments of connection. Reflect a range of families and caregivers. Favor candid, respectful photography over staged perfection, and keep layouts spacious with soft corners and simple line icons.