TinaCMS is an open-source, Git-backed headless content management system that began as a project by Forestry.io and was later acquired by the Australian software firm SSW.[1] The brand is closely tied to its llama mascot, Tina the Llama, which appears throughout the product and marketing materials.[2]
Design and History
TinaCMS was initially launched as an open-source project by Forestry.io, developed to create a flexible, inline-editing CMS experience that was also Git-backed.[1] The project gained a memorable mascot in Tina the Llama, which became a defining element of the brand’s identity.[3]
When SSW acquired TinaCMS, the brand had strong developer support and a recognizable mascot but lacked a structured design system or formal brand rules.[3] A subsequent design effort, led by designer Betty Bondoc, launched Tina’s first official design system in Figma and defined rules around tone, illustration style, colour usage, and layout.[3] This work formalized how and when to use Tina the Llama across the product experience and extended the brand to merchandise such as stickers, lanyards, and shirts.[3]
The official media kit provides downloadable SVG and PNG logo files, along with backgrounds, dividers, and a character sheet used as a reference for generating new images and videos of Tina the Llama.[2]
Meaning and Symbolism
Tina the Llama functions as the brand’s mascot and is described in TinaCMS documentation as a “super cool llama.”[4] The mascot is central to the brand’s quirky, creator-first personality, which the design system work aimed to preserve while adding structure and scalability.[3]
Typography and Design
The official fonts used across Tina.io and TinaCMS are IBM Plex Sans for headings, Inter for body text, and Roboto Mono for code blocks.[2] The primary brand color is defined in the TinaCMS styling system as #ec4815, with lighter and darker variants at #eb6337 and #dc4419 respectively.[5]
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