Brand Guidelines 2026
Your Roadmap
Use this document as your go-to reference for anything and everything Kids Pass. Each section is self-contained, but together they make up the complete picture.
Brand Foundation
Kids Pass is the UK's ultimate family sidekick — making days out, cinema trips, dining and more accessible and affordable. Everything we create should feel like it could only come from us.
To make life easier, more affordable, and more joyful for families. We help parents discover and unlock great value on the things that matter most.
Logo Usage
Our logo is our most recognisable asset. We have a family of logo variants — each designed for specific contexts. Always use the correct SVG file and never recreate or modify the logo.
Use: #FFF7EB or white bg
Use: Night Sky or dark imagery
Use: Tequila Sunrise / Energy Shift
Always maintain a minimum clearspace of ½ the height of the letter "A" on all sides of the logo. Never crowd it with other elements. This applies to all variants.
- Use supplied SVG files — never recreate the logo
- Use the shadow version on light backgrounds
- Maintain minimum clearspace at all times
- Use the gradient/dark variant on sunrise backgrounds
- Use the correct stacked/side-by-side/lettermark variant for context
- Rotate, stretch, skew or distort the logo
- Change logo colours outside approved variants
- Place on a clashing or low-contrast background
- Use the old pointy "pre-2024" logo
- Add additional effects like drop shadows not in original files
Colour System
Our colour palette is bold, playful, and full of personality. Each colour has a specific job to do — from sparking excitement to guiding action.
Gradients
Four signature gradients, each with a name and purpose. Always use exact stop colours at 135°.
Legibility & WCAG Compliance
Text on colour must meet WCAG 2.1 AA minimum (4.5:1 for normal text, 3:1 for large text). Use these approved pairings. Items marked ✦ are visual/decorative only — not for functional UI copy.
All functional text must meet a minimum contrast ratio of 4.5:1 (normal text) or 3:1 (large text 18pt+/bold 14pt+). Items marked ✦ are decorative-only and must never be used for UI labels, button text, headings or body copy. Use a contrast checker before shipping.
Supplementary Colours — Alternatives to White
Use these very light tints as a softer alternative to pure white backgrounds. Each pairs with its corresponding primary colour family. Never use as text colours.
For dark backgrounds use the desaturated variants: Sandy Gold (#FFC063), Lava Red (#FF617F), Puddle Blue (#989FFF), Mossy Green (#6AD0BF), Hideout (#201B1B), Chalkboard (#3A3333).
Typography System
Three fonts. Each with a clear role. KP Display leads, Poppins anchors, Palmer Lake adds warmth. Together they give us a full voice — one that can whisper, speak, or shout when it needs to.
KP Display Rule: Always use KP Display in uppercase only. Never sentence case, never lowercase. It loses its impact when not fully capitalised. Typical letter-spacing: 0 (default, no artificial condensing or spacing adjustments). Use for: page headings, section titles, app tile text, campaign headlines, button labels in contexts where brand voice is prominent.
Palmer Lake Rule: Palmer Lake is naturally compact — always size it generously. For pre-heading eyebrows, aim for approximately twice the size you'd use for a regular label. Treat it as an accent, not a workhorse font — 3–5 words maximum per usage.
Poppins Rule: Core UI font for all body copy, form labels, captions, and functional text. KP Display and Palmer Lake are decorative/headline only. Never swap Poppins out for UI text.
Type Specifications
| Level | Font | Weight | Size | Line Height | Case | Usage |
|---|---|---|---|---|---|---|
| Display / Hero | KP Display | Regular | 48–80px | 1.0em | UPPERCASE ONLY | Hero banners, campaign moments |
| H1 | KP Display | Regular | 32–48px | 1.05em | UPPERCASE ONLY | Page headings, section titles |
| H2 | Poppins | Semi-Bold | 22–30px | 1.15em | Title Case | Sub-headings, card titles |
| H3 | Poppins | Semi-Bold | 16–20px | 1.2em | Title Case | Component titles, feature names |
| Eyebrow / Label | Palmer Lake | Regular | 1.4–2× body size | 1.4em | Sentence or mixed | Section pre-labels, decorative tags |
| Body | Poppins | 400 | 14–16px | 1.4em | Sentence case | All body copy, descriptions |
| Small / Caption | Poppins | 400–500 | 11–13px | 1.5em | Sentence case | Captions, legal, metadata |
| Button / CTA | Poppins | 600 | 14–16px | 1.0em | UPPERCASE | All interactive button text |
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Imagery & Illustration
Real emotion, genuine smiles, and moments that feel lived-in. Our photos should feel honest, warm, and full of connection — not staged or overly polished.
We no longer use 3D animated character illustrations as replacements for photography. Illustrations are reserved for iconography (e.g. category icons, UI icons) and empty states (e.g. no results, error states). All lifestyle and promotional imagery should use real photography.
- Candid family moments and genuine laughter
- High-quality partner venue photography
- Kids in awe — at animals, on rides, in cinemas
- Warm, natural colour tones and good lighting
- Diverse families and age groups represented
- Action shots that convey fun and energy
- 3D cartoon characters as photo replacements in marketing
- Overly staged or "too perfect" stock family scenes
- Dark, moody or heavily filtered imagery
- Low resolution or blurry partner images
- Generic clip art or flat illustration for promotional content
- Solo adult shots without family context (unless brand campaign)
UI / UX Patterns
Consistent, friendly, and effortless. Our UI should always feel intuitive and unmistakably Kids Pass. Here are the core patterns that keep our digital experience cohesive.
Screen Examples
Buttons & CTAs
Button Hierarchy
Border Radius System
We love a super-rounded, playful aesthetic. Default to the generous end of this scale. Never use sharp corners on user-facing elements unless there is a specific functional reason.
Corner Radius Scale
Sharp
Never use
Tags
Squircles
~15%
Cards
Panels
Sections
Large cards
Buttons/CTAs
Circles
Partner Logo Treatment
Prefer duotone icon styles wherever possible — they add depth and visual interest while keeping things consistent. Use regular/outline icons only when duotone isn't available or the context requires simplicity (e.g. navigation tab bars).
App Carousel Tiles
App carousel tiles are the primary way members discover offers. Every tile must follow the spec — consistency here is everything. Tile colours are context-specific: each tile uses the colour scheme appropriate to its category or partner.
📐 App Tile Specifications
- Discount / offer text first — prominent at top/centre
- Hero image (full bleed, high quality)
- Offer description / sub-text
- Partner logos at the bottom (1–4 logos max)
Always lead with the discount or offer text — that's what stops the scroll. Partner logos always go at the bottom of the tile, in white squircles. Never place logos at the top or in the hero image area.
Tone of Voice
Friendly, clear, and down-to-earth. We speak like real people — warm, helpful, never overcomplicated. We avoid jargon, lean into positivity, and always aim to make people feel informed, included, and excited.
Do Say / Don't Say
"From jaw-dropping rollercoasters to kid-friendly fun, Alton Towers is packed with magic for thrill-seekers big and small."
"Enjoy a wide range of thrilling attractions and family-friendly entertainment at Alton Towers Resort, the UK's premier theme park destination."
"Save up to 40% on your next cinema trip — including evenings and weekends. Because film night should never break the bank."
"Kids Pass membership provides access to exclusive discounts at participating cinema venues for eligible members during valid subscription periods."
Before publishing any copy: Is it clear? Is it warm? Would a busy mum understand it in 3 seconds? Does it lead with the benefit? If all four are yes — you're good to go.
Brand in Action
See how the brand comes to life across social, email, app tiles, UI, and campaigns. Every piece should feel unmistakably Kids Pass.
Best Practices
Run every piece of creative through this checklist before it goes live — whether it's a push notification, social post, or full campaign banner.
- ✓Only approved brand colours used
- ✓Text meets WCAG AA 4.5:1 contrast
- ✓Correct gradient direction (135°)
- ✓Nature Walk for primary CTA buttons
- ✓No unapproved off-brand colours
- ✓Poppins for all UI/body text
- ✓KP Display used uppercase only
- ✓Palmer Lake sized generously (2× label scale)
- ✓Copy is warm, clear, and benefit-led
- ✓Passes the "3-second mum test"
- ✓Correct logo SVG variant for context
- ✓Minimum clearspace maintained
- ✓Partner logos in %-based squircles
- ✓Real photography used (no cartoon subs)
- ✓Border radius is generous & playful
keep it warm, keep it Kids Pass.
Brand Guidelines — Single Source of Truth
Last Updated March 2026