A Special Need is a nanny agency devoted to providing nannies experienced in special needs to parents. The brand new company was in need of a logo to represent their services and online blog that helps parents and professionals.
Defining the goal
Working close with my clients is essential and I try to take their initial ideas and expand on their keywords and company objectives.
Below are some of the information, keywords and addition details they provided:
- Something delicate – like children’s hands
- Organic (nature, trees, butterflies, birds, flowers, leaves, nest with baby birds)
- Owl, maybe with mother owl with baby owl under wing
- Children’s art
- Color preferences: earth tones; greens, blues, yellows, browns.
Sketching and brainstorming
Stemming off the initial ideas and concepts of the client, I began to take my ideas to paper. I wanted to play off the idea of a ‘helping-hand’, trust, delicacy, growth and development. Below you can view a few of the pages from my sketchbook:
Once I started to have a solid idea for the direction I thought would work best, I took a few of my initial sketches to the computer and began to expand on the ideas.
Concept 1 and 2
The first mark seen below, was created to take on a variety of symbolism with the two hands forming to create a heart. The hands symbolized a helping hand, while conveying trust, delicacy and care. The mark also symbolized leaves or flower petals which encouraged growth and development in the young children.
The client enjoyed this concept the most but felt (as well as myself) that it needed to be a bit more dynamic, which can be seen in later examples.
The second mark presented to the client seen below, expanded on the hand concept but more in an interweaving way. Not only were the hands interlocked giving the ‘helping hand’ approach but also formed the ‘S’ for Special in the negative space.
Expanding on the idea
As mentioned above, my client really enjoyed the symbolism and simplicity of the first concept presented, although we both felt that it needed something a bit more.
By replicating the first presented concept I was able to add an additional element to the logo, making it more dynamic and visually interesting. Once again it symbolized a “helping hand”, trust, care, growth and development, but with the addition of the 3 other replicated marks it also helped bring together the network and community aspect — since A Special Need helps find and place nannies with parents of special need children.
Deciding on the typeface
Once the above mark was approved I moved on to the typeface, which you can see some of the variations below:
The chosen mark was complimented with Emigre’s Mrs. Eaves typeface. Mrs. Eaves is a beautiful serif with a bit of a quirky and a less sophisticated side than other serifs can give off.
Sticking with my clients suggestions of an earth-toned color palette, I decided to “brown down” some of my color options which you can see below. These were the six presented to the client to make the final decision.
As you can see, A Special Need’s logo clearly works at varying sizes because of the not over complicated mark and works well as black, reversed out (white) and color. It can also be easily adaptable to fit vertical and horizontal positioning and has a meaningful mark which represents the company’s objectives and goals—all which help a logo become more flexible.
The entire project lasted approximately 3 weeks from start to finish and will be used across a variety of print and web applications.