Public document
The MumExpat brand
Our colours, our type, our way of speaking: it is all here, public and reusable when you talk about us.
Palette
Candy colours, serious ink.
Bubblegum pink
#F0479C
The signature colour: buttons, links, accents.
Indigo ink
#2E2A80
All text, borders, secondary CTAs.
Lilac
#9C87DD
Large colour bands, exclusive backgrounds.
Butter yellow
#F7E9A6
Titles on lilac, pills, joyful accents.
Lavender white
#F7F5FC
Page backgrounds.
Blush pink
#FDE2F0
Pastel panels, soft zones.
Mint
#E1F5E3
Pastel panels, positive zones.
Mint green
#5BBF77
Confirmations and successes.
Typefaces
A round voice, a readable body.
Aa
Expat life with kids, together.
Grandstander for every title. Designed by Etcetera Type Company , open source (OFL licence).
Aa
Schools, healthcare, paperwork, community: everything that matters reads effortlessly, even on a phone in the carpool line.
Inter for body copy. Open source too.
Components
The building blocks.
The voice
How MumExpat speaks.
We say "tu"
MumExpat talks like a friend who has been there: direct, warm, never condescending.
We source everything
Every date comes from the school's official calendar, every link is checked before publishing. When something is not published, we say so.
We write simply
Short sentences and everyday words that read between two school runs. Administrative jargon gets translated.
Energy, not noise
Vivid colours and well-placed emojis, but information first: playfulness never gets in the way of usefulness.
Imagery
Landmarks, in daylight.
Each city is represented by an emblematic landmark shot in full daylight: the Duomo for Milan, Wat Arun for Bangkok, the Hassan II Mosque for Casablanca. Pexels photos (free licence), never generic stock.
This page is public: these colours and rules may be reused to talk about MumExpat. For anything else, write to us: [email protected]