The Young Carers Program (YCP) provides support to the more than 700,000 children in Canada who act as a caregiver to a close family member. From dealing with chronic debilitating diseases to coping with substance abuse, these children provide support that ranges from the physical to the emotional. We wanted to rebrand this program and create a new identity to help tell their story to the public. We created a new logo that needed to appeal not only to potential financial supporters, but also to the children who proudly wear the logo on their t-shirts.
By using bright primary colors, we captured the energy this program offers. The overlapping shapes represent key areas (recreational, social and educational) in which the program helps young carers further develop their skills. The fonts were reduced down to their basic shapes (circle, triangle, rectangle) to show the foundational elements that are needed to build a strong program, and a strong family.
The logo needed to please two audiences found in vastly different places: the boardroom and the playground. Using simple animation, the logo comes alive during corporate fundraising presentations, and the design looks “sweet” on a child’s t-shirt. Both audiences have given the design a “thumbs up”. The program has been awarded a continuing grant from the Canadian government. Our next step is to take the logo and rebrand the current website.