Family Match
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Family Match
Family Match connects children, foster parents, mentors, and community care.
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Client
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IndustryFamily services and community
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ServiceBrand identity and guidelines
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DateSept to Feb 2024
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DeliverablesLogo suite, palette, typography, apparel, stationery, app UI, signage
The brief
Family Match connects children, foster parents, mentors, and community care. Their existing presence was fragmented across mismatched marks, inconsistent colors, and clinical materials that felt intimidating to prospective families.
The goal: one cohesive, uplifting identity that communicates unshakeable trust and safety while feeling warm, child-friendly, and immediately welcoming across every touchpoint.
Lettermark and silhouette logo suite
Six-color palette
Type system
Stationery and welcome pack
Staff and volunteer apparel
Mobile application UI
Headquarters building signage
Brand guidelines
The mark
The FM monogram
A bold royal blue F interlocks with a cerulean M, culminating in an upward tick that signals positive momentum and matching progress.
The family silhouettes
Symmetrical family groups with raised arms celebrate mutual belonging, youth vitality, and supportive care.
The foundation pedestals
Dual pedestals anchor 'Family' and 'Match' into a balanced, unified bridge connecting people together.
Together: Family Match
A mark that balances institutional safety with the spontaneous warmth of a family home.
Logo suite
Color palette
Six purposeful colors chosen to convey safety, optimism, and warmth. Click any swatch to copy its value.
Royal Blue
Primary anchor. Trust, stability, protection and ‘Family’ pedestal.
HEX #3669C4
RGB 54, 105, 196
Cerulean Sky
Secondary lead. Optimism, digital clarity and ‘Match’ pedestal.
HEX #40B2E4
RGB 64, 178, 228
Sunflower Gold
Warmth, joy, parental embrace, and playful energy.
HEX #F3BD37
RGB 243, 189, 55
Meadow Green
Growth, new beginnings, youth, vitality, and progress.
HEX #4CD86F
RGB 76, 216, 111
Blossom Pink
Love, child celebration, compassion, and individuality.
HEX #ED70B5
RGB 237, 112, 181
Cloud White
Breathing room, clarity, contrast, and welcoming negative space.
HEX #FFFFFF
RGB 255, 255, 255
Recommended balance: 35% Royal Blue, 25% Cerulean, 15% Sunflower Gold, 13% Meadow Green, 12% Blossom Pink.
Aa
4.7:1 Pass AA
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6.2:1 Pass AAA
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10.5:1 Pass AAA
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8.9:1 Pass AAA
Typography
Aa
Gotham
Headlines, brand labels, and navigation. Geometric clarity and friendly structure.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Newsreader
Editorial storytelling, case study prose, and narrative copy across publications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Logo do's and don'ts
✅ Use the primary logo on clean white or light neutral backgrounds.
✅ Use the reversed logo on Night Slate and dark surfaces.
✅ Use approved pastel aura gradient backgrounds for community highlights.
✅ Preserve minimum clear space equal to the 'F' bar height.
❌ Stretch or squash the logo.
❌ Change the logo colors.
❌ Rotate it or add shadows and effects.
❌ Place it on busy patterns or photos.
The brand in use
Client feedback
"Wangard captured the warmth and trust our mission relies on. From our app onboarding to welcome kits and physical centers, the identity feels like home."
Sarah Jenkins
Director of Community, Family Match
Get in touch