Children in Distress is a small UK charity in Glasgow, founded in 1990, directly associated with the Romanian charity of the same name, Fundatia Copii In Dificultate, located in Bucharest, Romania. Their original logo does not do them justice for what they’ve proposed and achieved over time. As a personal challenge, I try to redesign the logo to fit the foundation’s values.
ClientPersonal projectYear2023CompanyChildren in DistressLinkwww.childrenindistress.org
The initial focus of caring for children with HIV/AIDS has evolved into the provision of respite, palliative, and end-of-life care. St Margaret’s Hospice has provided special care for infants and children with a range of complex neurological needs, physical disabilities, and those who need a little extra support to overcome discrimination, disadvantage, and an opportunity to change their future.
The illustration doesn’t match the foundation name energy, views, and values. Altho the logo inspires joy and a happy outcome, where nobody is left alone, the illustration of happy children cannot be put next to the name “Children in Distress”. It becomes a paradox where good (image of happy people raising their hands) and bad (distress naming) meanings meet. The shapes are dynamic and joyful but they also feel a bit threatening because of their pointy endings. The “Children in Distress” should have a heartfelt and toned-down logo, with a more subtle meaning extracted from the foundation’s values.
The brand identity and values were elevated to extract the key motifs and concepts that can transform into a finite product/ logo. There also was the challenge of visually distancing the logo from other foundation’s logos. It has been said that the “Children in Distress” logo resembles the “Save the Children” logo. I also analyzed why other organization’s logos work.
The logo is based on the foundation’s values and day-to-day occupation. Physical touch is a powerful way of facilitating communication and enhancing psychological and physical comfort. I chose a toned-down approach to the logo thus matching the name of the foundation. The illustration represents two people holding hands, a soft touch that evokes care and a feeling that “you” are not alone in “your” journey. The font I chose is Josefin Sans a slender, elegant, and easy-to-read typeface.
Photos and mockups used: Matheus Ferrero | Bruno Rodriguez | MedicalAlert UK