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Brand Guideline Reference Sheet
Source Serif Pro RegularABCDEFGHIJKLMNOPQRSTUVWXZabcdefghijklmnopqrstuvwxz0123456789!@#$%^&*()
ABCDEFGHI JKLMNOPQRSTUVWXZabcde fgh i j k lmnopqrs tuvwxz0123456789 !@#$%^&* ( )
a b c d e f g h i j k l m n o p q r s t u v w x z0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( )
ADRIANNA REGULAR*
zooja light pro*
MOPS INTERNATIONAL — 2017
LOGOMARK TYPOGRAPHY
IMAGERY
COLOR PALETTE
PLEASE DON’T
LOGO + TAGLINE
LOGO
CLEARSPACE
SECONDARY
WORDMARK
SECONDARY
TAGLINE
LOGO + TAGLINE
CLEARSPACE
OPS
Primary Colors Secondary Colors
MutedSo�
FeminineNeutralsMinimalModern
SOFT BLACK
CMYK C5 M6 Y10 K0RGB R239 G233 B224WEB #EFE9E0
CMYK C15 M21 Y17 K0RGB R215 G197 B196WEB #D7C5C4
CMYK C0 M0 Y0 K92RGB R59 G59 B60WEB #3B3B3C
CMYK C32 M52 Y38 K21RGB R147 G110 B114WEB #936E72
PLUM
Source Serif Pro is a legible, friendly serif font. It is well-suited for paragraph text or long headlines. For the MOPS brand, it should be used as body copy, introduction text and for large, bold headlines. This font family can be used both in print and online.
Adrianna is a clean, modern sans-serif font. For the MOPS brand, it should be used for headlines, captions and subtext. This font can be used in print and online.
* paid font For design purposes, Adrianna may be substituted with free font Metropolis
* paid font
Use old versions of our logo. Squash, rotate, change opacity, change color to a non-brand color, add gradient, outline, create a word, thicken, combine the logomark with the secondary wordmark.
PLEASE DO
Replace any old MOPS logos with the new logomark. Make the logo one of our primary or secondary colors, or white. If using the logomark over an image, the contrast should be enough to see the logo clearly. Pay attention to clearspace around the logomark.
Zooja Light is a playful, feminine script. It is to be used only for taglines, major headlines or marketing materials. Zooja Light should be used in all lowercase letters and kerned appropriately. This font has the most impact when used sparingly and in print.
L IGHT TAN LILAC
When selecting imagery for MOPS the goal is to be inclusive and relatable. Use images that portray moms of all ages, ethnicities and backgrounds. Above all, aim for the content to be joyful, approachable and authentic.
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