Birthcare – Branding & Corporate Identity
Branding work for a high-end maternity and birthing centre. The first animated image clearly shows how the logo form was derived. There are many logos that use woman/mother forms but this one is different. It has been abstracted to such an extent that a single, elegant stroke clearly depicts the form of a pregnant woman, holding her belly and looking down at it longingly. We went through several iterations of tweaking, adding, subtracting and refining to arrive at this form. The best part is, it’s also a stylised letter ‘B’ which is the first letter of the brand name. The palette is vibrant , open and summery. The overall branding is clean, minimalistic and graceful. There are also some quirky elements that add some humour and playfulness. Little things like the dashed lines on the letterhead that say fold here, the tiny feet in various places and unexpected splashes of colour. This is most evident in the envelope. The closed envelope doesn’t have too much colour, but the moment it is opened you are greeted with this vibrant blue-green and the brand logo, then once you remove the letter the tiny little feet are revealed and looking further into the enveloped, you see a beautiful quote. This creates multiple stages of excitement and surprises, that work wonders for brand recall.
Branding: Raghunath Rajaram