Approach 1
The basic approach for the Logo development was not to have the same old cliché approaches, I wanted something new, something fresh and can also have hidden subconscious meaning; a new bold original thought.
The idea of the logotype is inspired by four main elements: The Mother bird and the baby bird, the moon (celestial symbol of motherhood), Celtic mother and child knot and the feminine reproductive organ, the opening to the world
While developing the logo at its first sketch place, the mother and child knot was kept in mind and combined by circles (the shape of moon and the shape indicating bulge, maternity) to develop the mother bird and the baby bird representing the mom and the child. Slowly the approach was taken further to infuse the words: Universal love, care, protective, delicate, elegant, gentle. Later on the feminine characteristic was added to give the hidden feeling of new opening/beginning to the world.
The idea of layering/overlapping too came with this thinking and i came up with the final non-flat approach.
The colour in the final ones are pink, whitish yellow, wanted it all white as white is not a colour and it gives the child a phrase of blank new canvas in which he can colour whatever experience he learns. The tint of yellow is to give the feeling of paleness and new. The colour dull smooth brown is to depict the worthiness inside the mother’s womb. It is used here as a background colour.
Later on in the further exploration, the colour of violet and brown was mixed to remove the dullness in the background.
The font was added to give a hi-end retail experience. The feeling of sophisticated, rich experience was brought into focus. It was also going with the symbol, the lightness and thickness of lines gelled well. Giving a feeling of oneness.
Approach 2
The second concept is developed keeping baby handwritten of the stores name. A subconscious connection with the mom and child of giving them a feeling of we are there in your every beautiful moment shared or a deeper connection of connectivity of oneness.
The idea was to freely write the identity. It was to combine the form of mom & child with the letters “babyoye”.
The letter “B” was explored and rotated to form the shape of mom and the child. The entire image which follows are the process of how it was taken further, made more flowy and removing of the sharp edges of letter “y”. A feeling of very common/ casual process of growing up for the human races, especially for the ladies but I think I lost that somewhere and the feeling of specialty is lost.
Not that satisfied with this outcome. Just the placement of “B” was interesting.
Without a symbol, the communication of mother and baby store will be difficult to understand for the users and the meaning will be missing.It will give a hint with the use of colors, but that won’t be 90 to 100% exact communication.
It might even give a hint of baby toy stores and retail shops.
Approach 3
The idea was similar, keeping all the characteristics in mind and infusing the perfect ampersand in the logo to give the feeling of brand continuity and oneness. After the meeting major focus was on ampersand, so here is the attempt keeping all the factors in mind.
The symbol highlights, ampersand, mother and child and the emotions and feeling between mother and the child. i.e: Universal love, intense care, protective, delicate, elegant, gentle, sophisticated. The two main elements here are ampersand and the child. The ampersand also as a mother.
After all the look through all ampersand, the perfect ampersand (Didot Ampersand) was selected and further worked upon. It was slanted gave a more feeling of connection with the other element which was later on created.
The head of the baby is also in a form of a egg, as circle will not be a good form in that composition and it also represent the shape of baby’s head when it’s born also giving it a feeling of fertility, new, hope, joy, birth etc.
The color represents the ups and downs of the mother’s process, the mood swings, the entire process of being a mother!! The color is again selected from the maternity colors which were built earlier for the brand. Shades of pink as the form, the pale yellow for the head as its new and a light of birth.
The flowy, knot, bond, connection and all the main feeling looked upon later are maintained in the symbol.
Now it looks bold and straight a symbol of a hi-end mother and a child brand, and the ampersand continuing its presence..
The form has the mother and child leaning towards each other, giving a feeling of completeness. A simple and a direct and fresh approach.
The final outcome
Final understanding and challenges
Logo and logotype together was not working wqell for this brand but without a symbol, the communication of mother and baby store will be difficult to understand for the users and the meaning will be missing.It can give a hint with the use of colors and it need to be communicated well. It alsao need to give a big hint of joyfullness as we are also selling toys and the complete solution to maternity and babies by give a hint of baby toy stores and retail shops.
So the main approach is to take the basic element of universal love "the heart" and coming up with a bold, original and fresh logotype by bringing the entire brand colors and emotions of softness, joy, happiness, fun yet elegant, care, new beginning and harmony.
