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Brand & logo

One line.Two people.A whole village.

The story behind the Naija Mentors identity, and everything you need to use it well: the logo, our colours, our type and the way we talk.

Download the logoRead the story

The name

What we call home, and who we are.

Naija

/ˈnaɪ.dʒə/ · noun, informal

Nigeria, said with love. What the diaspora calls home, and what our young people already call themselves.

Mentors

/ˈmɛn.tɔːz/ · noun

People who have walked the road and turn back to light it. Our community has them in abundance.

Two words, both capitalised. Our line is It takes a village. It comes from the Igbo proverb Ora na-azụ nwa: it is the community that raises a child.

  • Naija Mentors
  • naijamentors.com
  • NaijaMentors
  • Naija mentors
  • NM

The mark

Look closer. It’s two people.

At a glance it’s a confident N. Look again and you’ll find a mentor and a young person, joined by a single line that climbs, reaches back and rises again.

01

The mentor stands tall.

Someone who has walked the road: the paediatrician, the engineer, the barrister, the founder.

02

They reach back.

Mentorship is a hand extended downwards, to the place where someone else is just starting out.

03

The next one rises.

From exactly where the mentor's reach lands, a young person climbs. Their head is gold: they are the point.

04

Together, an N.

One unbroken line, the N of Naija. Lift as you climb, drawn without lifting the pen.

The village line

Keep drawing, and it becomes a village.

One person is a line. Two is mentorship. Many is a village. The village line is the mark, continued: our signature for beginnings, endings and moments worth celebrating. Use it to frame a page, never as wallpaper.

xx

Space & size

Give it room to breathe.

Clear space
At least x on every side, where x is the height of the ‘a’ in Naija.
Smallest logo
120px wide on screen, 30mm in print.
Smallest mark
20px tall. Below that, use the app icon.

Colour

Green for home. Gold for who’s next.

A palette drawn from the flag, red earth and Adire cloth. Mostly paper and forest, with gold kept rare enough to matter.

Forest≈26%

#0E3B2E · RGB 14 59 46

The green of home. Buttons, the logo and big, confident fields.

Paper≈54%

#F6F1E7 · RGB 246 241 231

Warm, like a well-read letter. Our canvas, never stark white.

Gold≈8%

#C39A4B · RGB 195 154 75

The young person's gold. Used sparingly, so it always means potential.

Light gold #E2C88F on forest

Clay≈5%

#B4552D · RGB 180 85 45

Red earth. Eyebrows, alerts and the occasional spark.

Indigo≈4%

#161E38 · RGB 22 30 56

Adire indigo. Depth for long reads and quiet moments.

Ink≈3%

#17140F · RGB 23 20 15

Body text. Warm, and never pure black.

Typography

A warm voice, a clear head.

Fraunces

Display · headlines and the wordmark

Aa

It takes a village to raise a generation.

Soft, generous and a little wonky in italic. Put the heart of a headline in italic, one phrase at most, the way you would lean on a word out loud.

Instrument Sans

Text · interface, forms and everything you read

Aa

Whether you’re fifteen or twenty-five, meet the doctors, engineers, lawyers and founders of our own community, in free, safe video sessions.

Regular 400Medium 500Semibold 600Eyebrow caps

Motifs

Woven from our own cloth.

The arch

Every mentor is framed in an arch: a doorway, held open.

Adire circles

From Yoruba resist-dyed cloth. Texture at low opacity, never loud.

Aso-oke stripe

A thin woven edge that opens and closes sections.

Sun rings

A quiet halo behind faces and the mark. It turns, slowly.

Voice

Talk like the auntie who made it.

  • Warm, not soft.

    We sound like family, and we still hold the line on safety.

  • Proud, not loud.

    Our people's achievements speak for themselves. We let them.

  • Clear, not clinical.

    Short sentences. Real words. Nothing a parent has to read twice.

  • Naija, never a caricature.

    A wink, a proverb, a little pidgin when it fits. No costume.

Say

“Give 45 minutes a month. Change what a young person believes is possible.”

Not

“Leverage your expertise to empower underserved youth.”

Say

“Tell Tobi to bring her toughest question.”

Not

“Mentees are encouraged to prepare questions in advance.”

Said with a wink

Finally, village people who want you to win.

Every Nigerian knows the joke: when life goes wrong, blame your village people. We are the other kind.

Please don’t

The people in the mark are real to us. Treat them kindly.

Don't recolour the heads

Don't stretch or squash

Don't swap the people

Don't place it on busy pattern

Downloads

Everything, ready to use.

Vector files for anything printed or large, PNGs for documents and slides. Writing about us? Say hello at hello@naijamentors.com.