Hello! We’re Adoption Center.
We’re happy you’re here. Please allow us to introduce you to our organization.
This style guide will help you get to know our brand—who we are, what we do, and how we show up in the world.
We invite you to spend some time with it to get familiar with our vision, mission, values, voice, and visual identity.
Our Story
Why We Exist
Adoption Center started in 1972 out of a recipe box and one woman’s dream every kid, no matter their age or circumstances, had a permanent, loving home. This is still our why.
Today, we’re a national organization that’s helped over 25,000 kids in care and loving families find each other.
Vision
We dream of a world where every young person has forever connections to help them thrive.
Mission
Our mission is to build permanent families, communities, and connections for youth in foster care.
Our Values
Everything we do centers on the youth we support. Four core values guide how we show up to do our work.
Collaboration
We’re collaborators and connectors by nature. We work as a team with each other and our youth, families, and agency partners.
Inclusivity
We believe families can take all shapes. We serve families and young people from all socioeconomic, ethnic, and cultural backgrounds, the LGBTQ+ community, and people with disabilities.
Credibility
We’re committed to being the go-to source for reliable information and innovations in foster care and adoption.
Integrity
We are open and honest with our communications, and transparent in our work. We lead with our values.
Ways to Describe Us
Short (23 words)
Adoption Center is on a mission to build permanent families, communities, and connections for youth in foster care. Learn more at adopt.org.
Medium (49 words)
Adoption Center is a nonprofit organization on a mission to build permanent families, communities, and connections for youth in foster care. Families and agencies throughout New Jersey, Pennsylvania, and Delaware turn to us for resources that make the adoption process easier. Learn more about our programs at adopt.org.
Long (94 words)
Adoption Center is a nonprofit organization on a mission to build permanent families, communities, and connections for youth in foster care. Families and agencies throughout New Jersey, Pennsylvania, and Delaware turn to us for resources that make the adoption process easier. Our programs help youth in foster care who want supportive connections and families who want to grow, find each other. We believe that families come in all forms and proudly serve people from all socioeconomic, ethnic, and cultural backgrounds, the LGBTQ+ community, and people with disabilities. Learn more about our programs at adopt.org.
Our Voice
Brand Voice
Adoption Center sounds like the knowledgeable friend that’s always glad to see you and typically has the answers you’re looking for. Our words are clear and easy to understand. And we relate to people from all walks of life.
We are:
Welcoming
Trusted
Empowering
Knowledgable
We keep Drew Barrymore in mind when writing for our brand. Drew is known for being friendly, approachable, kind, and able to speak on tough issues with empathy.
We can feel our ethos in some of Drew’s famous words:
“Life’s too short. We have to love each other.”
“Never regret anything. Because every little detail of your life is what made you into who you are.”
“I’m such a profound believer that timing is everything.”
“I’d definitely be the kind of parent who enabled my child’s dreams. I’d just watch and nurture and guide them.”
“The best kind of parent you can be is to lead by example.”
Brand Personality
Adoption Center is like the familiar networker, always connecting people and resources. We often know exactly where to find the information people need. And when we don’t, we’ll go find it for them.
People who interact with us, might describe us as:
Caring
Approachable
Optimistic
Supportive
Our Style
Logo
The Adoption Center logo is a nod to the popular puzzle game, Tetris. Players assemble irregularly shaped boxes with the goal of creating complete shapes. In a similar way, adoption allows individual people to create families in a variety of ways.
There is both a primary logo and set of secondary logos. The logo elements can be rearranged to fit many different shapes. All approved arrangements are available for download in the brand assets folder at the bottom of the style guide.
Primary Logo
Secondary Logos
Variations:
Logos come in versions with and without the tagline. There are also multiple color variations available in the brand assets folder.
Logo Misuse
Please do not alter the logo in any way.
Do not scale portions of the logo independently of each other
Do not change the logo colors. Only use the provided color options.
Do not squish or stretch the logo.
Do not rotate the logo
Do not separate parts of the logo
Colors
Our primary colors are purple, orange, and yellow. Cream and Light Purple are available for backgrounds and accents.
Purple
Hex: #b240e3
RGB: 178, 64, 227
CMYK: 22, 72, 0, 11
Orange
Hex: #E04516
RGB: 224, 69, 22
CMYK: 0, 69, 90, 12
Yellow
Hex: #FAC138
RGB: 250, 193, 56
CMYK: 0, 23, 78, 2
Cream
Hex: #FFF3EC
RGB: 255, 243, 236
CMYK: 0, 5, 7, 0
Light Purple
Hex: #FAEDFF
RGB: 250, 237, 255
CMYK: 2, 7, 0, 0
Accessibility notes:
Please do not use white text on top of any colors in the color palette. At smaller sizes, white text does not pass color contrast checks on any colors. Using white text can cause legibility issues for people with low-vision and/or color blindness.
Typeface: Headlines
Headlines are set in Pathway Extreme Bold (700). Please avoid using other weights of Pathway Extreme as much as possible.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
~ * & % + = "
Typeface: Body Copy
Body copy is set in Noto Sans Normal (400). Bold (700) and italics may be used for emphasis as needed. Please avoid using other weights of Noto Sans for standard body copy unless necessary for legibility.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
~ * & % + = "
Photography
When choosing stock photography, please select photos that illustrate the many forms a family can take.
In particular, look for photos that show people of color, two dads, two moms, single parents, and children and parents with disabilities.
Photos can place into frames and incorporate graphic elements that reference the logo and Tetris shapes. Photo frames and graphic elements are included in the brand assets folder that can be downloaded at the bottom of this page.
Graphic Elements
Corner decorations can be used to add flair to photography and other graphic elements in a design. In general, corners should be an 8px radius.
Download Brand Assets
If you have questions about our brand guidelines or need help with assets, send a note to ac@adopt.org.