SmartStart Logo

SmartStart, the online tool that provides step-by-step information and support to help you access the right services for you and your baby, required a distinctive identity and visual style for use online and in print.

Personal, trusted and progressive was established as the foundation of the brand essence, and a brief to create a logo that is both gender and culturally sensitive was established.

The final logo has woven together the shape of a baby and parent to illustrate a special ‘moment’ between them. Line work and shapes of the symbol are soft, flowing and circular to compliment the graphics within the visual design of the app.