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The name prepared by our client displays their attitude towards children – reaching out to them with sensitivity, but at the same time, treating them seriously from their moment of birth. Mali Ludzie, or “Little People” is a brand store with clothes and accessories for children of all ages, alongside items to decorate children’s rooms. The brand focuses on a wide variety of things – those nice as well as practical, comfortable as well as high quality.
The children’s clothing market is full of fabulous, exaggerated, gaudy designs whereby kids are depicted as something sweet, little or „disguised” and not really taken seriously. In our project, we wanted to show children as they are – young people with emotions, imagination, with their own sense of uniqueness, but also belonging to a group. Children whose needs and opinions are to be taken seriously and respectfully.
The inspirational source for the project was … children. We decided on a literal interpretation of the name. The logo reflects key features of the brand and highlights the similarities between our little ones - smiles, emotion, joy, energy, and also the differences between children - age, needs, character and style. There are three faces based on the same template and complemented by a simple typography. In the key visual we are presented with over a dozen other child faces. The symbol can be used in two versions - full, where three faces are observable, and a lite version - provided in three different versions, primarily for stamps. This is a good example of a simple, dynamic logo which is easy to remember.
The simplicity of design and colors helped us to identify the brand and at the same time not obscure patterns, colors and forms, which resonate throughout the store range. We also hope to stimulate dialogue by our new motto – shop for kids only! This is a reversal of the more commonly seen phrase – for adults only, reinforcing commitment to children.