Future Family is a San Francisco-based fertility financing and care platform founded in 2016 by Claire Tomkins. The company offers payment plans for IVF and egg freezing, along with nurse coaching and clinic matching services. Its visual identity centers on a typographic wordmark that appears across the company’s website, marketing materials, and product touchpoints.
Design and History
Future Family’s brand was developed during the company’s early startup phase. Above Digital, a UK-based agency, states that it was asked to design the startup’s logo and branding, manage social media activity, and build the first Future Family website for the product launch. The agency reports having designed the Future Family brand from startup, including defining the logos and social channel strategy. [1]
Isaac Hong, who served as Future Family’s first Art Director beginning around the Series A stage, built and maintained the company’s style guide to ensure brand consistency. His work covered visual assets across websites, ads, brochures, emails, and blogs, with his first major project being the design and launch of the company website. [2]
Meaning and Symbolism
The Future Family wordmark is presented in a teal cyan tone. Brand asset data lists the primary color as #00BDBB, identified as “Robin’s Egg Blue,” alongside secondary colors including #F5AB48 (Casablanca) and #30444A (Limed Spruce). [3]
No official documentation has been located that explains a specific symbolic meaning behind the color choice or the typographic treatment. The identity relies on the company name itself as the central visual element, with the wordmark serving as the primary brand identifier across digital and print applications.
Typography and Design
The Future Family logo is a typographic wordmark, placing the company name at the center of the identity. The design uses a lowercase “f” in “Future” and a lowercase “f” in “Family,” giving the wordmark a modern, approachable character. The brand’s visual system, as documented by the founding Art Director, was maintained through a style guide covering multiple touchpoints including web, email, social media ads, and print collateral. [2]
Beyond the wordmark, the brand identity has included supporting visual elements such as a piggy bank icon used in animations and illustrations across the company’s marketing materials. [2]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
