With Baby Headquarters’ targeted audience consisting of parents, this was kept in mind as I brainstormed logos that would set the brand apart from other competing businesses. I settled on using a baby with sunglasses as the centerpiece visual for the brand. The baby designed was kept simple and cute, while the sunglasses added a touch of cool to the character.

 

After going through several typefaces, Impact was chosen for its boldness that fit well with conveying the new brand’s energy. In terms of the color palette, I wanted to keep the soft colors associated with baby products but with a dose of fun energy. A bold sky blue was used to match and add to the the Impact typeface’s boldness. Several shades of peach were used for the baby’s skin to add dimension to the 2D baby. However, orange is a color associated with energy and enthusiasm that Baby Headquarter wanted.

 

I also made four promotional product mockups to present the different logos in several applications to help my client visualise the different types of logos and choose the best suited one for the company.