About us
Totout emerged as a response to the evolving lifestyles of modern families. In a fast-paced world where parents are often balancing work, travel, and caregiving, playtime frequently gets sidelined or becomes overly complicated. Totout bridges this gap by reimagining playtime to fit seamlessly into the busy lives of families.
Playtime Reimagined
Fun Meets Safety
Convenience for Modern Families
Fun Meets Safety
Brand
Guidelines
Welcome to a little place we like to call The Totout Brand Guidelines
Please keep your hands within the document at all time as we guide you through the basic elements of our identity system and explain how we use them to build our brand. Understanding and adhering to these guidelines will be essential for maintaining a consistent, unforgettable and meaningful experience of Totout.
Introduction
01
02
03
04
05
What is totout?
Mission
Vision
Positioning
Tone of Voice
wordmark
The Icon: Toto
Toto Expressions
Wordmark
Placement
Usage
Brand Colors
Brand Color Palette
Applying Colors
Color Schemes
User Interface Colors
Usage
Typography
Line Heights
Text Lockups
Placement
Usage
Brand in use
Brand Lines
Community Lines
User Quotes
Stationery
childhood?
portable?
Compact?
Convenient?
innovative?
versatile?
safe?
joy?
fun?
introduction
research
$2207
Market size of global baby care products market 2025
2025
15%
Indian Market Growth rate predictions for 2025
Prediction for 2020- 2025
15%
Pain Points Identified:
For Parents:
Difficulty finding toys that are both safe and portable.
The challenge of balancing affordability with quality and safety.
Limited options that are educational, easy to clean, portable and durable.
Pain Points Identified:
For Babies:
Sensitivity to materials that are not hypoallergenic.
Difficulty for babies to travel in long journeys
excess screen time at young age
Creating on-the-go play solutions that spark curiosity, bond & enlighten
for young minds.
~
"A world where modern parents find ease, and every child finds joy."
Enabling Joy.
The Trusty Guide on the Road
As you navigate the winding paths of parenthood, we're your reliable companion, always by your side. We understand the bumps in the road and provide solutions that make the journey smoother and more enjoyable for both you and your little ones.
innovative
portable
supportive
safe
inclusive
introduction
Tone of voice
Embarking on Playful Adventures
Imagine setting off on a journey where every twist and turn is a new game, and each moment is filled with the spirit of childhood wonder. Our voice is full of curiosity and excitement, guiding little explorers through a world of fun and discovery.
Wordmark/ tagline/ symbol
Wordmark
To ensure the right amount of breathing space around the
TOTOUT Wordmark the following process should be applied:
Step 1
The spacing between each letter should be 10pt
Step 2
But the spacing between both o and t should be 8pt
Step 2
The horizontal line in the middle of the t should be 3 equal squares of 10pt
Step 4
The horizontal line on the top of the t should be alligned with the left o
Wordmark/ tagline/ symbol
Grid & spacing
To ensure the right amount of breathing space around the
TOTOUT Wordmark the following process should be applied:
Step 1
The spacing between each letter should be 10pt
Step 2
But the spacing between both o and t should be 8pt
Step 2
The horizontal line in the middle of the t should be 3 equal squares of 10pt
Step 4
The horizontal line on the top of the t should be alligned with the left o
Wordmark/ tagline/ symbol
Grid & spacing
The Totout wordmark may be used as the
large primary element in a piece
of communication, or secondarily
to support text or imagery.
Be conscious of sizing and
contrast to ensure its primary
or secondary functionality. We
don’t want the logo and adjacent
elements to feel exactly the same.
Wordmark/ tagline/ symbol
Wordmark in use
brand colour
01 Large scale(billboards & signage)
02 Packaging & general use
03 Stationary
To protect its integrity, legibility, and impact,
the TOTOUT logotype depicted on this page
is the minimum reproduction size allowed in which it remains legible.
1 inch
96 px
26 mm
1000 pixels
250 to 400 pixels
200-300 pixels
Scale
~
Wordmark/ tagline/ symbol
Usage unsuccessful logo examples
introduction
Typography
introduction
The Symbol-TOTO
~
~
~
~
~
~
TOTO
Toto serves as the face of our brand, giving it a friendly and approachable character that resonates with both children and parents.
This can be used in various merch to show the face of our brand
these symbols should always be used on a light or grey background
brand visuals
The symbol - expressions
Our symbol comes to life as a real character through a range of
different facial expressions.
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brand colour
~
brand colour
Colour Styles
Red
R50
18.93 AAA
AAA
1.11
#ffeff6
rgb(255, 239, 246)
R75
13.72 AAA
AAA
1.53
#ffbfda
rgb(255, 191, 218)
R100
11.42 AAA
AAA
1.84
#ffa4ca
rgb(255, 164, 202)
R200
8.84 AAA
AAA
2.38
#ff7db3
rgb(255, 125, 179)
R300
7.54 AAA
AAA
2.79
#ff62a4
rgb(255, 98, 164)
R400
4.02 AA
5.23 AAA
AA
#b34573
rgb(179, 69, 115)
R500
3.24 AA
6.47 AAA
AA
#9c3c64
rgb(156, 60, 100)
Blue
B50
18.38 AAA
AAA
1.14
#e6f1fe
rgb(230, 241, 254)
B75
11.66 AAA
AAA
1.80
#96c5fa
rgb(150, 197, 250)
B100
8.95 AAA
AAA
2.35
#6badf7
rgb(107, 173, 247)
B200
5.99 AAA
AA
3.51 AA
#2b89f4
rgb(43, 137, 244)
B300
4.64 AAA
AA
4.52 AAA
AA
#0071f2
rgb(0, 113, 242)
B400
2.69
7.80 AAA
AAA
#004fa9
rgb(0, 79, 169)
B500
2.28
9.22 AAA
AAA
#004594
rgb(0, 69, 148)
Yellow
Y50
20.04 AAA
AAA
1.05
#fefae7
rgb(254, 250, 231)
Y75
17.59 AAA
AAA
1.19
#fbec9d
rgb(251, 236, 157)
Y100
16.41 AAA
AAA
1.28
#fae474
rgb(250, 228, 116)
Y200
14.97 AAA
AAA
1.40
#f8d938
rgb(248, 217, 56)
Y300
14.05 AAA
AAA
1.50
#f6d10f
rgb(246, 209, 15)
Y400
6.87 AAA
AA
3.06
#ac920b
rgb(172, 146, 11)
Y500
5.34 AAA
AA
3.94 AA
#967f09
rgb(150, 127, 9)
Black
B50
16.83 AAA
AAA
1.25
#e6e6e6
rgb(230, 230, 230)
B75
7.10 AAA
AA
2.96
#969696
rgb(150, 150, 150)
B100
3.94 AA
5.33 AAA
AA
#6b6b6b
rgb(107, 107, 107)
B200
1.48
14.16 AAA
AAA
#2b2b2b
rgb(43, 43, 43)
B300
1.00
21.00 AAA
AAA
#000000
rgb(0, 0, 0)
B400
1.00
21.00 AAA
AAA
#000000
rgb(0, 0, 0)
B500
1.00
21.00 AAA
AAA
#000000
rgb(0, 0, 0)
White
W50
21.00 AAA
AAA
1.00
#ffffff
rgb(255, 255, 255)
W75
21.00 AAA
AAA
1.00
#ffffff
rgb(255, 255, 255)
W100
21.00 AAA
AAA
1.00
#ffffff
rgb(255, 255, 255)
W200
21.00 AAA
AAA
1.00
#ffffff
rgb(255, 255, 255)
W300
21.00 AAA
AAA
1.00
#ffffff
rgb(255, 255, 255)
W400
10.02 AAA
AAA
2.10
#b3b3b3
rgb(179, 179, 179)
W500
7.65 AAA
AAA
2.75
#9c9c9c
rgb(156, 156, 156)
#F6D10F
#9ECDFB
#FF62A4
#FFFFFF
rgb(246, 209, 15)
rgb(158, 205, 251)
rgb(255, 98, 164)
brand colour
Palette
#0071F2
#000000
rgb(113, 242,100)
