City of Seattle: Building a Visual Identity
Seattle's Department of Early Education and Learning’s (DEEL) Child Care Assistance Program (CCAP) helps Seattle families afford childcare for children under 13 years of age. DEEL hired us to develop the program's visual identity. For the logo, we used the acronym version of the program name and developed a playful set of lettering, giving the audience the visual cue that this program is for children. We then “lifted” the second letter C using a Seattle relevant icon, an umbrella, to signify how this program can alleviate the cost burden of childcare. The umbrella was also a nod to the classic nanny character, Mary Poppins.
Following approval of the logo, we developed a style for their brand assets through the design of a flier and a postcard. We carried on the playful theme but gave them a professional feel that would also appeal to adults.