Vayacare · Brand identity system

Brand guidelines

Three logo directions, six-colour palette, four typefaces, voice principles, and vehicle livery. Version 1.0 · May 2026.

Logo directions

Direction A · Wordmark + custom C-cradle arc
vayacare
vayacare
On navy
vayacare
On beacon
vayacare
On white
Wordmark with a hand-tuned arc cradling the central C — reads as a road, the journey, the protection. Never falls below 14px / 30mm. Single-colour fallback for B&W procurement docs.
Direction B · Monogram + wordmark lockup
V
vayacare
Care Transport
V
Primary app icon
V
Care touch
V
Beacon
V
Light
Direction C · Editorial serif (premium care)
Vayacare
est. 2026 · Midlands
Vayacare
“A safer journey.”
Every child. Every day.

Colour palette

Palette · WCAG 2.2 AA verified
Trust at the centre, warmth around the edges.
#0B2545
Deep Trust Navy
Primary
AAA on white · 14.2:1
#1E847F
Haven Teal
Secondary · care, calm
AA on white · 4.7:1
#F4A259
Warm Beacon
Accent · energy
AA on navy · 7.0:1
#F2F4F8
Soft Mist
Background
—
#1A1A1A
Charcoal Ink
Body text
AAA on white · 18.1:1
#E63946
Alert Coral
Incidents · status
AA on white · 4.5:1

Typography

Type system
Inter for clarity · IBM Plex for honest data.
A safer journey.
Every child. Every day.
Specialist SEND and care transport for the UK's local authorities. DBS-vetted teams, live tracking, auditable compliance — built for commissioners who need transport to be the calmest part of a child's day.
Body small. Parent-facing pages target Flesch Reading Ease above 60 / Reading Age 14 or under.
Display · Inter 700 · tracking −2%
VAYACARE
Heading · Inter 600
The transport partner LAs trust
UI · IBM Plex Sans 500
Live tracking · Compliance dashboard
Body · IBM Plex Sans 400
Same driver. Same passenger assistant. Every journey.
Numerals · Plex Mono 500
98.4% · 12,438 journeys · DBS 14d avg
Editorial · Plex Serif 400
"Vayacare treat my son like a person, not a journey."

Voice & messaging

Voice & messaging
We sound like a senior social worker, not a sales team.
DO
✓Calm. Plain English. Reading age 14.
✓Specific over vague — "98.4% on time", not "highly reliable".
✓Lead with safety, then time, then cost — never reverse this.
✓Address parents directly: "your child", not "the passenger".
✓Treat commissioners as peers — never sell to them.
DON'T
×Don't use exclamation marks. Ever.
×Don't say 'kids' — say 'children' or 'young people'.
×Don't say 'school run' — it's home-to-school transport.
×Don't say 'disabled child' — say 'child with SEND' or use the EHCP-defined need.
×Don't promise; demonstrate. "Auditable" beats "trusted".
Tagline
A safer journey. Every child. Every day.
LA-facing
The compliance-first specialist transport partner.
Modelled on
BBC News tone · NSPCC's care · GOV.UK's clarity. Never Uber.

Vehicle livery

Vehicle livery
Identifiable from 50 metres. Calming up close.
9–16 SEAT WAV MINIBUS
VAYACARECARE TRANSPORTSAFEGUARDING ON BOARD
Body · Deep Trust NavyArc · Warm BeaconReflective · Safety
4–6 SEAT MPV
VAYACARE
Shorter routes, post-16 placements where minibus capacity isn't justified. Same brand, smaller arc.