A New and Childish Logo


Sometimes having a childish logo is not a bad thing. If your business deals with children as its primary focus, it actually makes the most sense. A good example of a new “childish” logo design is that for the UK’s Osteopathic Centre for Children.

The company previously used a very different logo and even a different name. Formerly the Foundation for Paediatric Osteopathy, this is a charitable organisation in the UK that focuses on making sure that osteopathic services are available to our youngest citizens. However, the logo did not really express this goal. The writing was rounded and friendly, but also black and overly official. The image of a sweet-pea blossom was the most noticeable part of the logo, although it did not relate to the brand in any way.  Clearly a change was needed.

The name has been changed and the font as well. The words are now written in upper case letters in a variety of colours, which tie into the colours used in the image. The logo image features a large, adult-sized hand with a child-sized hand layered over it. Some might call the image a cliché, but I think it works in this case. After all, a paediatric centre is all about adults helping children. My main issue is with the way that the two hands overlap. Only the tips of two fingers of the child’s hand are venturing outside the borders of the adult hand. This makes it seem like an accident. I would suggest either placing the child’s hand entirely within the adult hand, or rotating it so it overlaps a little differently. No part of a professional logo design should look accidental.

I have to wonder if an all-caps font was the right choice for this logo. On one hand, it allows the organisation to keep a professional image even while using friendly and informal elements such as rounded lettering and bright colours. On the other hand, writing in all-caps is associated with shouting. I would prefer to see a more professional-feeling font but with natural capitalization.

One of the key problems with this logo is that it will not work well in black and white. The colour is an essential part of the feeling, but it will not always be possible to colour it. Imagine this logo on a fax; it will be merely a shadow of its current self. Unfortunately, all logos must eventually be shown in monochromatic formats, which should be a major consideration in the logo design process.

Another thing I don’t like about this logo design (which I generally like) is that the two hands are clearly taken from the same vector. They are identical except for size. I don’t know if you have looked at any children’s hands lately, but they are shaped slightly differently from a typical adult hand.