brand guide

Introduction

Our rally cry is to raise moms to new heights, arm in arm, side-by-side. Here at The MomCo, we are on a mission to call moms to elevate themselves and motherhood, and ultimately, help them to find freedom in Jesus.

We are authentic, curious and want to forge a unique path. As we journey through motherhood, we seek to tap into purposeful living and authentic connection. We are passionate supporters of the idea that the journey of motherhood isn’t one to take alone. So, we strive to help others feel free. We are pioneering. We live in the promise of freedom, and the mantra that where we’re going, we don’t need roads.

We embrace imperfections and the unexpected, knowing that it propels us forward to greater joy, resilience and purpose.

Every element of our brand is born from our We Are Statements. You’ll see this illustrated within all we create.

The MomCo Brand Guide exists to ensure visual and brand consistency across various print and web materials. Guidelines within these pages cover usage of such assets as the logo, voice, colors and typography. Please adhere to these guidelines to create a brand image and identity that is consistent across all mediums.

Mission Statement: The MomCo encourages and equips moms of young children to realize their potential as mothers, women and leaders in relationship with Jesus and in partnership with the local church.

From MOPS to MomCo 10 years ago, we began to discover challenges with our name. The word MOPS immediately conjures a vision of cleaning supplies. Additionally, the context of the phrase “mothers of preschoolers” narrowed from referring to moms who had children not yet of elementary school age to moms of children between the ages of 3-5 years old who attend school. As we expanded globally, the name “MOPS” was non-translatable and when it was, in some cases had extremely negative connotations. For example, in German MOPS at best, means “mother of pugs” or at worst, derogatory slang for breast. Not ideal for a mothering organization.

In 2017, we began a journey of research, focus groups, meeting with branding experts, and fellow non-profits to see if our name was becoming a barrier to forwarding our mission of reaching the next generation of moms with the message of Jesus.

The board and staff, after looking at the research and feedback, prayed and determined that it was time to explore new names. As we began the journey, we had three goals for the new name:

  1. It should not be routinely misleading.
  2. It would convey that all moms are welcome.
  3. It would invite a future generation of moms into a community where they can meet Jesus.

After more than a few trademark failures and a lot of prayer and fasting, we found a name that met the above criteria in a way that only God himself could have offered: The MomCo.

Our mission is as needed today as it was in 1973 at that first meeting with seven women in Wheat Ridge, CO. As we look to the next 50 years, we proudly build on a 50 year legacy and introduce: The Mom Community.

THIS IS MOTHERHOOD

As a mom community, we:

Raise our kids & one another.

Boldly elevate motherhood.

Embrace the unexpected & imperfect.

Understand our direction is more important than our speed.

Celebrate often & loudly.

Know every mom has a place with us.

Follow Jesus and invite others to journey with us.

We are MomCo.

TABLE OF CONTENTS.

who we are

05

manifesto

06

what we believe

core elements

08

primary logo

11

typography

14

communities

16-17

art direction

09-10

alternative logos

12-13

brand colors

15

illustration

18

our voice

RAISING UP

moms to

new heights

JESUS FOLLOWERS John 14:6

We are compelled by the movement of Jesus Christ and invite others to explore their own faith journey toward him

ADVOCATES Proverbs 31:8-9

We are passionate proponents for the value of motherhood and the influence of women.

KINGDOM ENTHUSIASTS Matthew 6:33

We believe in God’s redemptive work in the world which encourages us to be playful in spirit, generous at heart, and faith-filled in confession.

EXPANSIVE Luke 5:31-32

Every mom has a place with us. We uphold a boldness of inclusion because we know there is room for a vast collage of women who thirst for Jesus.

KNOWN BY WHAT WE ARE FOR

Matthew 22:36-40

We look to Jesus’ footsteps for how to walk through the world, which allows us to be radically gracious in expression and association.

SISTERHOOD CULTIVATORS

Hebrews 10:25

We build circles of women who love each other like family because we believe in the transformative potential of relationships and mentoring.

MULTILINGUAL 1 Corinthians 9:22

We lead communication of a timeless message to a culture of many voices, dialects and backgrounds.

LOGOS.

MomCo Seal Black

THE MOMCO LOGO

The dot – it is a juncture. It is the end of one thing and the beginning of another. It is also a circle, representing wholeness, original perfection, an anchoring in God, and the core of what we do – building circles of women.

When a logo is used, one of the brand marks on this page must be used. When The MomCo is used in a written format, letters “T”, “M” and “C” must be capitalized. “MomCo” must be joined as one word. In instances where THE MOMCO is used in all caps, the final “O” in “MomCo” is to be two-thirds height of the other letters and underlined.

PRIMARY MARK

This displays the proper use for The MomCo’s primary mark. The lockup should not be broken apart and used separately. Secondary logos (see below) and applications for their use are provided for alternate use.

  • Space between the dot and the “M” letterform should not be removed, increased or decreased. 
  • The “M” is encapsulated with a solid square. The letter should not be enlarged, shrunk or shifted.
  • “M” is contained within a perfect square. This shape should not be changed, nor should the primary mark be used without the square.
  • Company name should always be displayed as “THE MOMCO” without separation of “Mom” and “Co”. By MOPS International is to remain with lockup and is not to be removed.
  • “O” in MOMCO should always remain underlined. 

ALTERNATIVE LOGOS AND ICONS

Below are alternative logo options and icons that may be used when primary logo is not the most appropriate option for design. However, the primary logo should be used whenever possible.
Icon and badges may be used on platforms specific to The MomCo (website, social, branded collateral). For advertising and standalone pieces where the viewer does not immediately associate with our company, the full logo with name (or permitted wordmark) must be used.


The lockup must not change and should include “by MOPS International” whenever text is
present.

CLEAR SPACE

The minimum spacing requirement is 0.25 inches and should always be
used when placing the primary or sub-brand logos into a printed design. In printed materials, the logo should be at least 0.25 inches in height.

IMPROPER USE

The logo should never be altered from the permitted primary and secondary logo options shown on pages 08 and 09. This includes scaling, removing, and manipulating elements.

“M” letter should not be enlarged, shrunk or shifted.

“M” is contained within a perfect square. This shape should not be changed, nor should the primary mark be used without the square.

Do not squash logo when scaling.

The lockup should not be broken nor text removed or rearranged. In instances where primary logo is not suitable, a provided alternative logo should be used.

Logo should not be shown in any color outside of The MomCo color palette.

M” letterform should remain
contained within a square.

TYPOGRAPHY.

MomCo Seal Black

IVYMODE (ALL CAPS) – HEADLINE

SAMPLE HEADLINE

Subheading Text – Ivy Presto

BODY – MONTSERRAT Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim.

HEADLINE TYPEFACE (CAPS)

IVYMODE

AaBbCcDdEeFfGgHhIiJjKk

LlMmNnOoPpQqRrSsTtUu

VvWwXxYyZz  0123456789

THIN LIGHT REGULAR MEDIUM BOLD
THIN LIGHT REGULAR MEDIUM BOLD

BODY TYPEFACE

Montserrat

AaBbCcDdEeFfGgHhIiJjKk

LlMmNnOoPpQqRrSsTtUu

VvWwXxYyZz  0123456789

LIGHT REGULAR MEDIUM BOLD EXTRA BOLD BLACK
LIGHT REGULAR MEDIUM BOLD EXTRA BOLD BLACK

SUBHEADING TYPEFACE 

Ivy Presto Italic

AaBbCcDdEeFfGgHhIiJjKk

LlMmNnOoPpQqRrSsTtUu

VvWwXxYyZz  0123456789

THIN LIGHT REGULAR MEDIUM SEMIBOLD BOLD

ACCENT TYPEFACE

Quisas

AaBbCcDdEeFfGgHhIiJjKk

LlMmNnOoPpQqRrSsTtUu

VvWwXxYyZz 0123456789

REGULAR

BRAND COLORS.

MomCo Seal Black

BRAND COLORS Explained

Our brand uses fresh, bold and inviting colors. This palette not only gives a nod to femininity, but is also vibrant and expansive. These colors will always have a presence in our designs; whether in the artwork or within the logo itself. Though we do allow for expressive colors which is created by and evolves with seasonal trends, all evergreen collateral and function design should use brand colors.

POPPY
HEX: F06848
CMYK: 1, 74, 77, 0
RGB: 240, 104, 70
SUNSHINE
HEX: FBCE1A
CMYK: 2, 18, 97, 0
RGB: 251, 206, 26
PURPLE RAIN
HEX: 263C82
CMYK: 100, 91, 17, 4
RGB: 38, 60, 130
PETAL
HEX: F3ADAA
CMYK: 100, 91, 17, 4
RGB: 38, 60, 130
SPRING GREEN
HEX: E8D65A
CMYK: 11, 10, 78, 0
RGB: 232, 214, 90
DEWDROP
HEX: CFE7E1
CMYK: 18, 1, 12, 0
RGB: 207, 231, 225
SKY BLUE
HEX: 30C3E6
CMYK: 65, 0, 7, 0
RGB: 48, 195, 230
CLOUD
HEX: FFFFFF
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
SEAFOAM
HEX: 44BEAC
CMYK: 67, 0, 41, 0
RGB: 68, 190, 172
ASH
HEX: 000000
CMYK: 0, 0, 0, 100
RGB: 0, 0, 70

SPRING

SUMMER

FALL/PASTOR + DONOR

BRAND COLORS Explained

Expressive colors may be used for seasonal collateral or other specified audiences. Brand colors must always be present in some capacity, whether in the artwork or within the logo. However, all evergreen collateral should use brand colors only.

COMMUNITIES.

MomCo Seal Black

The MomCo

The LeaderCo

The MentorCo

The VolunteerCo

The KidsCo

ILLUSTRATION.

MomCo Seal Black

ILLUSTRATION

Our approach to illustration is to be authentic and embrace the unexpected and imperfect. While evolving with trend, content should point back to our main focus — to appeal to women with relatable imagery. While texture, photo collage, composition and graphic details can be used to give a custom feel. And although moms specifically don’t need to be featured in every illustration, our audience should always be considered in the imagery we use.


Illustration can explore a range of expressiveness but ideally should have an element of imperfection and a hand-drawn quality to further show authentic and relatable imagery.

PATTERNS AND ICONS

ART DIRECTION.

MomCo Seal Black

PHOTOGRAPHY

We aim to showcase honest, authentic life. Though our photo style is ever-evolving to keep inline with trends and innovation, the goal will always remain the same. Our goal is that every photo and video clearly shows real-life mothers. Mothers of different race, size, culture, country, socio-economic standing, and physical abilities — we are inclusive and aim to show women that our audience will connect with and see in themselves.

Stylistically, our photography should be vibrant, full of life and joy.

MOOD

A modern vibe that’s as bold and vibrant as the life we hope to help lead our moms to. Feminine appeal without being overly girly. Our brand is complex, multi-layered and bold. Elements, textures and iconography embrace imperfections and the unexpected, kinda like being a mom in a nutshell, right? We aim for unique, original designs that support our rally cry to raise moms to new heights and empower them through unexpected discovery.

OUR VOICE.

MomCo Seal Black

VOICE

The MomCo voice is evolving to unite the needs of our audience and our brand as they venture through motherhood. Through practical advice, bold exploration, and an honest authentic expression, we’ll create more space for brand relevance, connection and joy for every mom in our reach.

Expressive copy is where our personality shines. We use expressive moments to present biblical truth in a fresh, relevant, interesting way. We share passionate stories of our moms and our impact. Our copy can make you smile, think deeply, and grow — always taking into account where our audience is interacting with us — and making every word count.

Functional voice (sales, advertisements, sponsored content). This should be clear and informative, with the aim to inspire. While not flowery in language, the voice should be inviting, engaging, and echos who we are in all our communication.

BRAND ARCHETYPE The Explorer

As we set out to define our brand archetype, we landed on “the explorer”. The brand archetype is like the personality of the brand. The Explorer is authentic, curious and wants to forge a unique path. They strive to help others feel free. They are pioneering. Their brand promise is freedom, and their motto is “where we’re going, we don’t need roads”. The strategy is the road less traveled.