The design communicates the emotional connection and warmth of the embrace of a loving parent and child, using a contemporary look and feel and evolved illustration style. The goal was to pay homage to the well-known, historic brand icon (shown above left) with an update to create greater relevance for current and upcoming generations of parents.

The logo system was created to facilitate reproduction and allow for flexibility across all types of applications, printing and production methods and to accommodate use on existing changing stations that utilize an inset “keyhole” shaped placement.

The brand identity was translated for use on restroom door stickers and signage, product identification and changing station instructions.