Kidsit Branding Style Guide & Image Assets

1. Brand Identity & Mission

Core Purpose: Connecting local families with trusted childcare and pet services.
Value Proposition: Providing a free, commission-free marketplace that keeps community care simple, safe, and affordable.
Target Audience: Busy parents, pet owners, local babysitters, pet sitters, and dog walkers.

2. Core Color Palette

The primary palette utilizes high-contrast, trustworthy shades paired with playful, child-friendly accents.

Primary brand colors

Aqua blue

HEX code: #5BCDD4
Usage: Headers, buttons, primary logo backgrounds

Sun yellow

HEX code: #FFD600
Usage: High-importance icons, alerts, CTA highlights

Zink pink

HEX code: #FF6F6F
Usage: Secondary highlights, text over sun yellow

Supporting colors

Used in illustrations, icons, and design elements.

Garden green

HEX code: #9FCA00

Navy blue

HEX code: #3B4E73

Wind blue

HEX code: #C2E4E6

Autum brown

HEX code: #DA9D2F

Fawn beige

HEX code: #F1EBE8

Charcoal grey

HEX code: #666666

Cloudy grey

HEX code: #EEEEEE

3. Typography & Hierarchy

Fonts must balance modern web accessibility with a friendly, welcoming aesthetic.

Primary Typeface: Helvetica (or Sans-Serif)
- Usage: Headings, titles, body, paragraphs, button labels.
- Feeling: Approachable, clean, highly legible at small sizes.
Display Typeface: Delightious
- Usage: Special headings, posters, social media graphics, and printed media.
- Feeling: Fun, child-friendly, expressive, and organic.

4. Logo & Graphic Assets

Primary logo: Cursive 'kidsit' in zink pink over a happy-face in sun yellow and navy blue. The sun's eyes form the dots of the i's in Kidsit.

Download logo images

5. Imagery & Illustration Guidelines

Visual Tone: Vibrant, warm, family-oriented, and authentically local.
Illustration Style: Flat 2D vector illustrations showing friendly sitters interacting safely with kids or household pets.
Photography: Natural, high-lighting photographs capturing real moments of interaction (e.g., arts and crafts, outdoor play) rather than forced, overly corporate stock imagery.

Download illustration images

babysitter-with-child-white.svg (20kb)
babysitter-with-child-white.png (141kb)
babysitter-with-child-transparent.svg (20kb)
babysitter-with-child-transparent.png (136kb)

6. Tone of Voice & Copy Rules

Brand Personality: Helpful, encouraging, community-focused, and highly direct.
Grammar Profile: Keep message components short, scannable, and actionable. Use active verbs.
The Content Standard (Example Copy):
- Correct: "Find local childcare and pet services for free. Get started in 1 minute."
- Incorrect: "Our proprietary algorithmic infrastructure optimizes regional geolocation matrix matches for child monitoring deployment." (Too complex and sterile).