True Baby Cost Logo Design Brief
Brand Overview
Name: True Baby Cost Tagline: “See the real price before you buy” Industry: Baby products / Parenting tools Website: truebabycost.com
What We Do
Free calculators helping parents understand the TRUE cost of baby gear (strollers, diapers, formula, etc.) — not just the sticker price, but the full cost including accessories, ongoing expenses, and hidden costs.
Logo Requirements
Style Direction
- Modern & Clean — Not cutesy or overly “baby-ish”
- Trustworthy — Parents are making big financial decisions
- Friendly but Professional — Approachable, not corporate
- Simple — Works at small sizes (favicon, mobile)
What to AVOID
- ❌ Clip-art baby imagery (bottles, pacifiers, strollers)
- ❌ Pastel pink/blue (overdone baby colors)
- ❌ Overly playful/childish fonts
- ❌ Complex illustrations that don’t scale
- ❌ Generic calculator imagery
What We LIKE
- ✅ Clever use of negative space
- ✅ Geometric/minimal shapes
- ✅ Subtle baby reference (if any)
- ✅ Works in one color
- ✅ Memorable silhouette
Color Palette
Primary
Secondary
Notes
- Green conveys: trust, growth, money/savings
- NOT neon or lime green
- Works on both light and dark backgrounds
Typography Suggestions
Current Site Fonts
- Headings: Space Grotesk (geometric, modern)
- Body: Plus Jakarta Sans (friendly, readable)
Logo Font Direction
- Sans-serif preferred
- Could be custom wordmark or paired with icon
- Consider: slight roundness for friendliness
Deliverables Needed
- Primary Logo — Horizontal lockup (icon + wordmark)
- Icon Only — Square format for favicon/app icon
- Wordmark Only — Text-only version
- Monochrome Versions — Black, white, single-color
File Formats
- SVG (vector, scalable)
- PNG (transparent background, multiple sizes)
- Favicon package (16x16, 32x32, 180x180 for Apple)
Usage Contexts
| Context | Size | Notes |
|---|---|---|
| Website header | ~40px tall | Horizontal lockup |
| Favicon | 32x32px | Icon only, must be recognizable |
| Social profiles | 400x400px | Square, icon or stacked lockup |
| OG image | 1200x630px | Part of branded card |
| Print (future) | Variable | Must work in B&W |
Competitive Landscape
What others look like:
- Babylist — Teal, baby footprint icon
- What To Expect — Purple, parent/child silhouette
- The Bump — Coral, abstract bump shape
- Lucie’s List — Pink, script font
Our differentiation:
We’re NOT a registry or community. We’re a tool — practical, analytical, helpful. Logo should feel more “useful app” than “mommy blog.”
Concept Directions to Explore
Direction 1: Price Tag + Baby Element
Combine a price tag shape with subtle baby reference (rounded corners like a onesie neckline?)
Direction 2: Equals Sign / Balance
“True” cost = showing both sides. Scales, balance, or equals sign motif.
Direction 3: Magnifying Glass / Reveal
“See the real price” — magnifying glass revealing hidden details
Direction 4: Abstract Mark
Geometric shape that suggests growth/savings, no literal baby imagery
Direction 5: Wordmark Only
Strong typography with distinctive “True” treatment
Budget & Timeline
DIY Options
- Looka: ~$65 for logo package
- Canva: Free with Pro, but limited
- Hatchful (Shopify): Free, basic
Freelance Options
- Fiverr: $50-200 for decent quality
- 99designs: $299+ for contest
- Direct hire: $300-500 for custom work
Recommendation
Start with Looka for quick iteration, upgrade to freelance if needed.
Current State
Using emoji 🍼 as placeholder favicon. Need proper branding before major marketing push.
Questions for Designer
- Should “True” be emphasized differently than “Baby Cost”?
- Preference for icon-forward or wordmark-forward?
- Any symbols/imagery that feel right intuitively?