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Not Your Mother's brand guidelines

Not Your Mother's brand guidelines provide identity assets, logo rules, and product line color palettes using a clean Corebook portal.

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Not Your Mother's guidelines: Brand Guidelines
Brand Guidelines Captured 15 Sep 2026

Introduction page of the Not Your Mother's brand guidelines featuring a bright pink backdrop with scattered hearts and left navigation.

Not Your Mother's guidelines: Primary Logo
Primary Logo Captured 15 Sep 2026

Primary logo specifications displaying stacked color marks on light and dark backgrounds with clear space rules.

Not Your Mother's guidelines: Naturals Logo
Naturals Logo Captured 15 Sep 2026

Overview of the Not Your Mother's Naturals sub-brand logo extension and layout guidelines.

Not Your Mother's guidelines: Color System
Color System Captured 15 Sep 2026

The NYM Core 12 color system page detailing hues, tints, shades, and monochromatic pairing rules.

Not Your Mother's guidelines: Primary Brand Palettes
Primary Brand Palettes Captured 15 Sep 2026

Primary brand color palettes page detailing assigned swatches and hex codes for product lines like Beach Babe.

Not Your Mother's guidelines: Naturals Brand Palettes
Naturals Brand Palettes Captured 15 Sep 2026

Naturals brand color palettes page showcasing specific schemes for collections like Matcha Green Tea & Wild Apple Blossom.

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Freedam's take

I love seeing how Not Your Mother's translates playful retail packaging into a clear digital brand guideline. Built on Corebook, the portal opens with energetic pink layouts and hand-drawn hearts before getting down to business. What caught my eye is how they handle color. Rather than simply posting a single brand palette, they catalog distinct color sets for specific product lines like Beach Babe and Clean Freak, as well as their Naturals collections. It is practical and directly mirrors what customers encounter in aisles, making visual consistency across packaging lines very easy to navigate.

At a glance

Sections
Our Brand · Identification · Color · Typography · Brand Applications
Tone
Vibrant, friendly, and structured around product lines.

What I noticed

  1. The website structure is hosted on Corebook and organized with a persistent black left navigation bar.12
  2. The primary logo features black lettering with a pink heart replacing the letter 'O' in 'MOTHER'S', accompanied by reversed versions for dark backgrounds.34
  3. Dedicated color palettes are defined for specific product lines including Beach Babe, Clean Freak, and Curl Talk.567
  4. Naturals collections such as Matcha Green Tea & Wild Apple Blossom have their own dedicated palettes and logo treatments.8910

Numbers refer to the screenshots above.

What I could not see

  • Could not inspect typography guidance, brand applications pages, or actual downloadable file formats from the captured screens.

Ideas to borrow

  1. Assign dedicated color pairings and swatches directly to individual product lines to help teams maintain sub-brand consistency across retail packaging.1112

Quick answers

Can you alter the letter spacing of the primary logo?

No, the guidelines state that letter spacing should not be altered and the logo must not be redrawn or recreated.13

Reviewed on 25 September 2026. Request a correction · I built this

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