Baby Bear is a babysitting company located in Aspen, Colorado. When we decided to establish this brand, our goal was to convey a cute, playful, but above all, a trustworthy and clean image.

We chose to create a charming logo featuring a bear because it's closely tied to the location of our babysitting company. For the logo, we selected a playful typography and then opted for a simpler, cleaner, and more minimalist font for the text, known as Brandon Grotesque. This choice ensures that our branding is both easy to read and highly legible.

In terms of colors, we deliberately chose earthy tones such as brown and soft hues to evoke a sense of nature and nurture. These colors are associated with a caring and grounded approach to childcare. Additionally, we incorporated light purple tones, created by blending blue and magenta with white, to form a palette associated with gender-neutral colors. This approach ensures that our branding is inclusive and welcoming to all families.

Overall, Baby Bear's aesthetic is clean and minimalist because we aim to appeal to an exclusive and premium clientele while differentiating ourselves from our competitors.