Brand GuidelinesVersion 3.1 · November 2026
Small moments. One shared story.
How tataya looks, sounds, and shows up: for anyone designing, writing, or building for the shared baby journal that parents, grandparents, and their AI all use together.
SleepMilkSolidsDiapers
01 · Our brand
Everyone sees the same day
A newborn's day happens in pieces: a bottle at 3 AM, a nap on grandma's shift, a diaper nobody wrote down. The journal gathers those pieces into one shared journal, so every caregiver and their AI can see the whole day at a glance.
Value 01
Shared
One journal per family, joined with a share code. There's no "my log" and "your log." Every entry shows who added it.
Value 02
Calm
Logging takes one tap, and looking back takes one glance. Nothing in tataya blinks, nags, or scores your parenting.
Value 03
Open
Your AI can log and read through our API and CLI. Your family's data stays private, and only signed-in caregivers can see it.
Positioning
The one sentence everything else ladders up to.
For new parents who already ask an AI for help every day, tataya is the baby journal the whole family shares: anyone can log in seconds, and your AI can read and write the same record.
Who we're for
Design and write for one person first. If it works for her at 3 AM, it works for everyone in the family.
Maya, 33
3:12 AMFeeding with one hand, phone in the other. Has asked her AI about sleep regressions four times this week.
- Situation
- First baby, 5 weeks old. Back at work in 10 weeks. Her mom watches the baby two days a week.
- Uses AI for
- Everything: work email, recipes, "is this normal?" questions at night.
- Frustration
- Notes split across a notes app, a group chat, and her partner's memory. Nobody knows when the last feed was.
- Wants
- One place the whole family logs to, and to ask her AI "how did she sleep this week?" and get a real answer.
- Also uses tataya
- Her partner, her mom (60s, larger text, fewer taps), and a part-time nanny.
What we are, and aren't
tataya is
- A warm, modern journal that grown-ups are happy to keep open
- Built for several caregivers from day one
- Plain numbers: "Slept 1 h 45 min"
- A good citizen in your AI chat
- Honest that sleep timing is a suggestion
tataya isn't
- A toy-aisle brand: no mascots, no clip-art storks, no baby talk
- One parent's private tracker
- Scores, streaks, and "your baby is behind"
- A closed app that hoards your data
- Medical advice
02 · Logo
A lace corner and a name
The logo is a dark Pine tile with a scalloped lace edge peeking in from one corner, beside the name in Tataya Serif Bold. The lace comes from a baby's bonnet. It is a simple shape on purpose: it stays recognisable at 16 px.
Primary logo. Pine on Milk, Cotton, or Mint
Anatomy
Three parts. The mark and the wordmark can each stand alone, and the lace corner doubles as our brand shape.
1
The tile
A rounded square in Pine, corner radius 22% of its width. It is also the app icon and the favicon, unchanged.
2
The wordmark
"tataya" in Tataya Serif Bold, converted to outlines. Always lowercase, always Pine or Cotton.
3
The lace corner
Four scallops on a quarter circle, bottom left, cut in the background color.
Versions
Choose by background. Dark backgrounds are for small moments only, never whole pages.
Primary · on Cotton or Milk
On Mint · lace takes the panel color
Reversed · Cotton on Pine, small areas only
Mark only · app icon, favicon, avatars
Wordmark only · when the mark is already nearby
On Linen · neutral panels
Clear space and minimum size
Keep a margin of half the tile's height on every side. Below 88 px wide, drop the wordmark and use the mark alone.
Don'ts
The logo only works when it is left alone.
Don't stretch or squashScale proportionally, always
Don't brighten the greenPine or Cotton only
tataya
Don't set the name in the brush fontUse the supplied files, always lowercase
Don't rotate or tiltIt always sits level
Don't color the laceThe lace is always the background color
Don't fill large areas with PineDark green is for text, the logo, and buttons
03 · App icon
The tile is the icon
There is no separate icon artwork. The mark is used as it is for the app icon, the favicon, and avatars, so the brand looks the same in a browser tab as on a billboard.
On iOS and Android, supply the square artwork and let the system apply its own corner mask.
04 · Color
Milk paper, Pine ink, a little Mint
Pages are warm off-white. Text, the logo, and buttons are a very dark green that reads almost as grey. Soft panels are pale Mint. Green never fills a large area at full strength. Select any value to copy it.
Milk
The page. Cotton #FFFDF8 is the lighter card surface on top of it.
- HEX
- RGB
- 250 248 243
Mint
Soft panels: the journal card, feature sections, highlights.
- HEX
- RGB
- 223 243 233
Pine
Headlines, the logo, primary buttons. Never a page or section background.
- HEX
- RGB
- 37 71 59
The named library
Every token in the product has a name. Use the names in conversation and the token in code.
Surfaces
Milk · background
Cotton · surface · on-primary
Linen · surface-alt
Mint · soft panels (new)
Text
Pine · headlines, logo, primary
Ink · text
Moss · text-secondary
Lichen · text-muted
Brand accents
Pine deep · primary-hover
Sage · primary-soft, selected
Teddy · accent, links in text
Lines and disabled
Thread · border
Lace · border-subtle
Fog · disabled-text
Mist · disabled-bg
Status
Sprout · success · wash #E7F0E4
Honey · warning · wash #F7EED8
Berry · error · wash #F9E8E5
Activity tiles
Lavender · sleep tile
Peach · milk tile
Clover wash · solids tile
Butter · diaper tile
Activity ink (charts, labels)
Lullaby · sleep
Bluebell · milk
Biscuit · solids
Clover · diaper
Color rules
Dark green is for small things
Pine is text, the logo, icons, and buttons. It never fills a page, a section, or a large card.
Light green is for panels
Mint is the only tinted surface. Use it for one or two panels per screen, on a Milk page.
Three text colors
Pine for headlines, Ink for reading, Moss for secondary. Lichen is for captions only.
Activities are tiles
Each activity is a pale tile with a Pine icon and a label: Lavender sleep, Peach milk, Clover solids, Butter diaper.
Teddy is the only warm accent
Use Teddy for links inside text and small highlights. Never for buttons.
No gradients, no colored shadows
Every fill is flat. Borders are Lace; control outlines are Thread.
Approved combinations
Contrast ratios are calculated from the hex values. Text needs 4.5:1 (WCAG 2.2 AA).
Pine on Milk 9.7 AAA
Ink on Milk 12.4 AAA
Moss on Milk 6.2 AA
Lichen on Milk 5.3 AA
Pine on Mint 8.9 AAA
Moss on Mint 5.7 AA
Cotton on Pine 10.1 AAA
Teddy on Milk 6.0 AA
Pine on Lavender 8.5 AAA
Pine on Peach 8.2 AAA
Pine on Butter 9.0 AAA
Fog on Milk 2.5 Never
Fog is for disabled text only, which is exempt from contrast rules
05 · Typography
A warm serif and one brush line
Tataya Serif does almost everything: headlines, body text, buttons, the wordmark. Tataya Brush is a handwritten accent used for a single short line per screen, like a note in the margin of a journal.
Tataya Serif
400 · 500 · 700Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 · 8:10 AM · 120 mL
abcdefghijklmnopqrstuvwxyz
0123456789 · 8:10 AM · 120 mL
Tataya Brush
400 onlyAa
An example day in tataya
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Tataya Serif is a renamed build of Aleo and Tataya Brush a renamed build of Caveat Brush. Both are under the SIL Open Font License: free to use and self-host, with the license file kept beside the font files.
Type scale
Taken from the live site. Times and amounts use tabular numbers.
HeroSerif 700 · 64/67 · −2%
Small moments.
SectionSerif 700 · 44/48 · −2%
A few things to know
Card titleSerif 700 · 26/31
Share the care
Brush accentBrush 400 · 28/34
An example day in tataya
IntroSerif 400 · 22/33
Keep sleep, feeds, and diapers together.
BodySerif 400 · 18/29
Grandma logged a 45-minute nap at 9:25. That's the longest stretch since Sunday.
Button, labelSerif 700 · 17
Start tracking · Use with your AI
CaptionSerif 400 · 14/20 · minimum
8:10 AM · Logged by Dad
Rules of thumb
Brush is rare
One short line per screen at most, 24 px or larger. Never for headlines, buttons, body text, or the name "tataya".
Sentence case, always
"Start tracking," not "Start Tracking." No all caps. Buttons and labels end without a period.
Three weights
400 for reading, 500 for small labels, 700 for headlines and buttons. Only text at 40 px and up is tightened, by 2%.
Nothing under 14 px
Grandparents use tataya too. Body is 18 px on the site and scales with the system text size.
06 · Voice
The calm relative who's done this before
We talk like the person you'd want on the couch at 3 AM: warm, brief, and practical. We never cheerlead, lecture, or diagnose.
Warm
not cutesy
We're kind about the chaos. We never baby-talk the parent, and there are no "poopy" puns.
Brief
not curt
One idea per sentence, numbers over adjectives. If it can be read in a glance, it should be.
Steady
not clinical
We're reassuring and honest about limits. Sleep timing is described as a suggestion and a planning aid, not medical advice. We never say a baby is "behind."
Rewrites
The same message, before and after, with why the second one is tataya.
MomentNot like thisLike this
Entry savedConfirmation toast
Yay! 🎉 Great job, you logged a feeding!
Feed logged · 120 mL at 8:10 AM
Facts, not praise. The parent wants to know it saved and what was saved.
Empty dayFirst open of the morning
No data available for this date.
Nothing logged yet today. The first entry starts the story.
A little warmth, and it points at the next action.
Sleep suggestionHome screen card
Baby is overtired! Put her down NOW.
Next nap around 1:15 PM. Based on her last few days; every baby is different.
No alarm, no blame, and it's honest about the suggestion's limits.
Save failedOffline at night
Error 503: Sync failure.
Couldn't save just now. It's kept on this phone and will sync when you're back online.
Says what happened, and that nothing was lost.
Connect your AILanding page
Leverage our robust REST API to supercharge your parenting workflow.
Want your AI to help? Paste this message into your AI chat and it will walk you through connecting tataya.
Plain words for the most technical feature we have.
Words we use
| Say | Because |
|---|---|
| log, entry | Quick and neutral |
| journal | Ours is a story, not a dataset |
| caregiver, family | Includes grandparents, nannies, partners |
| nap, sleep, feed, bottle | The words parents actually use |
| suggestion | For every sleep suggestion |
| Avoid | Because |
|---|---|
| monitor, data | Sounds like surveillance |
| mom/mommy (as default) | Not every caregiver is mom |
| he/she for the baby | Use the baby's name, or "your baby" |
| behind, normal, should | Judgement we can't make |
| supercharge, seamless, leverage | Startup filler |
07 · Graphic elements
Tonal lace, pale tiles, soft shapes
The graphic language comes from the logo and the journal. Use tonal lace inside Mint panels and pale activity tiles for entries. Keep Milk page backgrounds clear. No mascots and no illustrated babies.
The lace supergraphic
Reserve the oversized lace drawing for Mint panels, with Pine linework at 9% opacity. Scale it uniformly and clip it inside the rounded panel. Keep the surrounding page clear: no artwork may spill onto neighboring panels.
Quiet Milk space · a clear background for reading
Mint + Pine at 9% · darker tonal linework inside panels
Keep the shape intact
Lace inside Mint. Clear Milk backgrounds. Crop within the panel, preserve aspect ratios, and keep the drawing’s original geometry.
No spillover, white cutouts, stretching, or decorative movement
Motion that settles quickly
The header enters in 220 ms. Hero text and the journal card enter in 320 ms with a 6 px rise and no more than 110 ms of stagger. Animate only opacity and transform. The FAQ opens or closes in 220 ms: its summary stays fixed, content below moves in normal flow, and other answers stay open. Respect reduced motion by showing content immediately and toggling answers without animation.
Activity tiles
A 48 px tile with 14 px corners, a pale fill, and a Pine line icon (1.5 px stroke, 22 px). Always shown with a label.
Sleep
Nap · 45 min
Milk
Bottle · 120 mL
Solids
Oatmeal · 2 tbsp
Diaper
Wet
Journal rows
The basic unit of the product: tile, time, then what happened in bold.
Shapes
Everything is generously rounded, and buttons are full pills.
Pill · buttons, chips
14 px · tiles, inputs
20 px · rows
28 to 36 px · cards, panels
08 · Accessibility
Readable at 3 AM, by anyone
Our users are sleep-deprived, one-handed, and sometimes in their seventies. Accessibility is the core use case, not an edge case. Everything meets WCAG 2.2 AA.
Contrast reference
| Sample | Foreground / background | Ratio | Use for |
|---|---|---|---|
| Pine on Milk | 9.7 : 1 | Headlines, links, icons | |
| Ink on Milk | 12.4 : 1 | Body text | |
| Ink on Cotton | 13.0 : 1 | Body text on cards | |
| Moss on Milk | 6.2 : 1 | Secondary text | |
| Lichen on Milk | 5.3 : 1 | Captions | |
| Pine on Mint | 8.9 : 1 | Text on soft panels | |
| Moss on Mint | 5.7 : 1 | Secondary text on panels | |
| Cotton on Pine | 10.1 : 1 | Buttons | |
| Teddy on Milk | 6.0 : 1 | Links in text | |
| Pine on Butter (lightest tile) | 9.0 : 1 | Icons on activity tiles | |
| Thread on Milk | 3.5 : 1 | Control borders (needs 3:1) |
Principles
Never color alone
Every activity is icon + label + color. Every status is icon + words. Charts use shape as well as hue.
Thumb-sized targets
44 × 44 px minimum. The main log buttons are 56 px tall, because they're pressed while holding a baby.
Undo beats "Are you sure?"
Delete shows "Deleted · Undo" for 10 seconds. No confirmation dialogs at 3 AM.
Visible focus, reduced motion
A 2 px Pine focus ring on every control. With reduced motion turned on, nothing animates.
Scales to 200%
Text follows the OS size setting with no horizontal scrolling. Grandparents will turn it up.
One-sentence screen reader rows
"Milk, 120 milliliters, 8:10 AM, logged by Grandma." The logo is read as "tataya."
09 · Night mode
For the 3 AM feed
Night mode is the one place a dark background is right, because the room is dark. This palette is a proposal: only the light theme exists in the product today.
3:12Last feed 2 h 50 min ago · Milk, 90 mL
Start feed
Back to sleep
Diaper
End feed · 14 min
Proposed night palette
Midnight pine#14241E · background (replaces Milk)
Raised pine#1D3229 · cards (replaces Cotton)
Cotton#FFFDF8 · text (replaces Ink and Pine)
Dew#A9B8AE · secondary text (replaces Moss)
Mint#DFF3E9 · primary button, with Pine text
Night rules
Bigger and fewer
Three large actions and one button. Secondary text and charts are hidden.
No pure white, no pure black
Text is Cotton, the background is Midnight pine. The brightest thing on screen is the one button.
Silent confirmations
"Saved" fades after 1.5 seconds. No sounds, no vibration, no celebrations.
Activity tiles stay pale
The same Lavender, Peach, and Butter tiles are used, so parents recognise them half asleep.
10 · Brand in use
Putting it together
The landing page is the reference for how the pieces combine: a Milk page, Pine type, one Mint panel with a lace corner, and a single brush line.
Landing page. Rendered from the site files in this package
Social post · lace corner as the graphic
720
mL today. Everyone saw
Social post · one big number
Nap · 45 min · Grandma
Milk · 120 mL · Dad
Social post · real entries, one brush line
11 · Downloads
Logo files
Vector SVGs with the wordmark converted to outlines, so no font is needed to open them. The fonts and the site files travel with this guide in the brand package.