ONLY ABOUT CHILDREN LOGO

ClientONLY ABOUT CHILDREN
ProductCHILD CARE & EARLY LEARNING
EntrantDDB Sydney, AUSTRALIA
Type of EntryDesign: Corporate or Brand Itendity
CategoryA01. Corporate Identity Schemes
TitleONLY ABOUT CHILDREN LOGO
Product/ServiceCHILD CARE & EARLY LEARNING
Entrant Company:DDB Sydney, AUSTRALIA
Design/Advertising Agency:DDB Sydney, AUSTRALIA

Brief Explanation

The new brand identity had to be warm, friendly and premium. As well as this it had to represent all the services and support the company provided to caring for children.

The Brief

Universal Childcare, which specialised in early learning for 0 to 5 year olds required a new brand identity.

How the final design was conceived

The result was Only About Children. The new visual identity and logo crystallise a spirit and a language for a brand whose aim was to raise the bar in the childcare category. The focus of the business being to equip the child with the necessary inputs and supports at each crucial stage of his or her development. Like the human brain, the tree in the logo is split in 2 parts. The left side contains elements and objects that represent logic and analysis, the right side contains objects that represent creativity and imagination.

Indication of how successful the outcome was in the market

The brand and strategy presented exceeded all the client's expectations. The logo produced celebrated both the bountiful energy of the brand and the full range of benefits to the child. The response to the logo has been extremely positive and the new brand identity has been welcomed by all management, staff, parents as well as the children themselves who now have an iconic brand that will resonate with them during their early years of development.

Credits

Name Company Position
Domenic Bartolo DDB Sydney Art Director/Designer
Leif Stromnes DDB Sydney Planning
Mike Daniels DDB Sydney Planning
Ben Elvy DDB Sydney Project Director
John Wood DDB Sydney Production