Design Bridge New York has created a new brand identity for KinderCare, the leading private childcare provider in the US, marking the KinderCare's 50th anniversary. The playful design uses colorful building blocks inspired by shapes in KinderCare's logo to create dynamic new images that convey the limitless imagination and potential within each child that KinderCare care for. The new identity is currently being rolled out to KinderCare's nearly 1,400 learning centers across the country.
"Our challenge was to capture the emotion and incredible value behind a brand that helped support parents and families of every kind across the US for 50 years," commented Jemma Campbell, Creative Director at Design Bridge New York. "We also needed to ensure this refreshed identity would resonate across a broad set of audiences, including teachers, children and families, KinderCare employees, as well as businesses that are looking to offer onsite care for their employees. Based on the iconic shapes within KinderCare's distinctive bell tower logo, we've created a playful system of building blocks that can be used by small and big hands alike to explore the infinite possibilities and sense of discovery that are core to the KinderCare brand."
"Core to our creative idea was to capture what happens in the KinderCare Learning Centers every day," added Rose Akehurst, Client Director at Design Bridge New York. "This is a business built on care and emotional connection, and that needed to be conveyed through the refreshed look and feel. To achieve this, we consulted a very special group of experts - our resident Design Bridge kids! Through a live painting workshop, these children helped us see the potential of a system of parts that allows for limitless self-expression, discovery and learning through play, which is exactly what happens every day for KinderCare kids."
Images: Courtesy of Design Bridge New York