Parent's Path Art Collection
Design a logo and identity for a curated art collection that captures the emotional highs and lows of parenthood.
Philips Avent collaborated with artists who are recently new parents to share their experience of becoming a parent through their art. They wanted to highlight the ups and downs of parenthood and the reality and essential practices of of self-expression, self-care, seeking and accepting support from family and friends, knowing parents can feel left out of the picture when prioritizing baby.
Logo Development
The initial logo concepts took a more literal approach, using handprint imagery and a path forming a heart to represent the bond between parent and child. While this conveyed the message clearly, the team was interested in exploring a more abstract direction—one that left room for interpretation, much like the art featured in the campaign.
I experimented with several alternatives, including a design where the campaign acronym was enclosed in different colored circles with an extended line. This iterative process ultimately led to the development of the final logo mark, which strikes a balance between symbolism and simplicity.
Journey of Parenthood
The logo mark was designed to reflect the diverse themes of the art collection while staying true to Philips Avent’s brand guidelines. Its shape forms a continuous path—symbolizing the journey of parenthood—and subtly incorporates two “P”s. The gradient, drawn from the brand’s color palette, represents the evolving stages and emotional nuances of that journey.
We presented several lockup options to the client, and the selected version seamlessly integrates the logo mark with the wordmark, featuring the signature gradient path.
Final Deliverables
