Brand Guide
Version 1.0 — 2025
Make evidence-based medication safety information easy, fast, and friendly for breastfeeding and pregnant families.
A world where every parent can make confident health decisions in seconds.
Translate clinical data into plain language that anyone can understand.
Speak with warmth and empathy in every interaction.
Ground guidance in trusted sources — LactMed®, OTIS, and more.
Support diverse family structures, cultures, and backgrounds.
Breastfeeding & pregnant parents (ages 20–40)
OB-GYNs, pediatricians, lactation consultants, pharmacists
Partners, family members, childbirth educators
| Trait | Do | Avoid |
|---|---|---|
| Warm & Supportive | "You're doing great — here's what we know about ibuprofen." | Patronizing language |
| Clear & Concise | Bullet-point side effects; short paragraphs | Dense medical jargon |
| Evidence-led | Cite source links; date-stamp updates | Unsupported claims |
| Empowering | "Discuss this with your provider to decide together." | Absolutist directives |
Poppins
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Inter
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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LactSafe LactSafe Maintain a minimum clear space of 1× icon width on all sides of the logo.
Icon only: 24px height
Full lock-up: 64px width
Horizontal (icon + wordmark) and Stacked (icon above wordmark).
Stylized parent & baby forming a heart/leaf shape inside a shield (safety).
Flat-vector, soft rounded corners, gentle gradients. Stroke 2px; minimal facial details; pastel backgrounds.
Diverse skin tones, various family compositions (mom-baby, dad-baby, partners), pregnancy silhouettes.
80% friendly, 20% clinical. Approachable and warm, with just enough seriousness for medical trust.
Hero scenes: 1200×800px
Spot illustrations: 128×128px
In-app icons: 32×32px
Border radius: 8px · Primary: Teal fill, white text · Disabled: Slate 100 fill, Slate 400 text
Banners use status colors with 90% opacity backgrounds and a 4px left border.
Small amounts are excreted in breast milk. No adverse effects have been reported.
Generally SafeBorder radius: 12px · Shadow: y=2px, blur=8px, 10% black · Spacing: 4-pt grid
Maintain minimum WCAG AA contrast ratio for all text vs background combinations.
Provide descriptive alt text for all illustrations, icons, and images.
Support font scaling up to 125% seamlessly without layout breakage.
SVG primary format + PNG fallback (2× resolution for retina displays).
SVG master file + 3 scaled PNG exports (1×, 2×, 3×).
Link to Google Fonts CDN for Poppins, Inter, and Nunito Sans.
4-pt grid · Line-height: 1.4× font-size.