Carrot Fertility is a global fertility care and family-building benefits platform founded in 2016 by Tammy Sun, who started the company after struggling to access egg-freezing services through her own employer’s health plan.[1] The company’s visual identity is documented through its official brand standards guide, which covers logos, colors, typography, iconography, and illustration guidelines.
Design and History
Carrot Fertility’s brand was developed with the help of All Turtles, a product and brand development studio that worked with the company from its founding. All Turtles provided brand and design services alongside product and engineering support.[1] In 2022, All Turtles helped Carrot revisit its brand in response to a rapidly changing and increasingly crowded fertility industry, creating a “bold visual language” that speaks to Carrot’s human and data-driven nature.[1]
In 2023, Carrot partnered with Sora Union, a global creative collective, to overhaul its branding, marketing collateral, and localization efforts. Sora Union defined brand elements including colors, typography, and icon systems, and developed guidelines for social media templates and data visualization across multiple languages including German, French, Simplified Chinese, Portuguese, Hindi, Japanese, and Spanish.[2]
The official Carrot brand guidelines describe the identity as “a full system, not just colors and fonts,” refreshed to reflect the company’s mission, vision, and values.[3] The guidelines note that the brand look and feel was refreshed and that old branding should be reported to the design team if spotted, indicating a deliberate visual evolution from earlier iterations.[4]
Meaning and Symbolism
The Carrot brand guidelines explain the origin of the company name. The name was chosen because it had to work across many industries, be fun (a core value), be buildable into a recognizable brand, and tell a story relating to the product and the results clients sought. The concept that emerged was that the company’s website should “act like a carrot…a carrot that entices someone to ‘bite’ and become a client or prospect.”[5]
Carrot’s brand voice is described as confident but not cocky, encouraging and friendly but not cute and bubbly, and intelligent, reliable, and relatable. The company backs up claims with data and weaves its mission into content, using facts, logic, context, and honesty rather than hype.[6]
Typography and Design
Carrot’s official brand font is Proxima Nova, which the guidelines state is the only font that should be used in Carrot communications. Bold weight is used for headlines, regular weight for body text and buttons, and light font weight is not used for digital media. The guidelines specify that all-caps should be avoided because the brand is “friendly and approachable” and sentence case, title case, and lower case convey this more effectively.[7]
The primary brand color is Carrot Orange 500 (hex #F7931E), which replaced a lighter orange (400) due to contrast issues. Carrot Orange 600 (hex #E87211) is required for button backgrounds. The palette also includes Indigo, Teal, and Gray as primary accent colors, with Blue, Red, Yellow, Green, Purple, and Pink as secondary accents. Pantone equivalents are specified for logo colors: Pantone 1495 C for the primary orange and Pantone 3275 C for the primary teal.[8]
Carrot’s iconography uses bespoke icons with geometric shapes and the full color palette to convey energy and lightness, reflecting the company’s values of creativity, fun, positivity, and being different.[9] Illustrations use Indigo-800 (hex #243097) as the standard stroke color and feature a mascot called the “Carrot Bud.”[10]
Logo usage guidelines require the flat version of the logo and icon, with reversed versions available for color and photo backgrounds. The primary logo and icon must not be used on backgrounds darker than Carrot Gray-300 (hex #CBD5E1), and logos cannot be added to, re-colored, altered, rotated, or modified in any way.[4]
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