A world rebrand: logos, social media and Squarespace
World Childless Week runs each September. It’s a small group, supported by key figures in the field including Stella Duffy OBE, Dr Robin Hadley, Bibi Lynch and Jody Day and seeks to raise awareness of childlessness not by choice. The event takes places online via the website and on social media, attracting 21k of traffic on the site during it’s active week.
We agreed it was time for a refresh as the structure of the week had developed since it was created in 2017. It’s a great example of how the brand has to grow with the purpose of the business or social venture. The colours worked fine in the past incarnation but the logo needed more development along with the imagery.
The logo is based on a celtic knot or a shrivasta, that is endless, reflecting the journey and learning that one can take when childless. In Tibetan Buddhism it shows the cycle of suffering, death and rebirth, representing infinite wisdom. In Hindu teaching the endless knot is grown from a serpent who is representative of shedding of skins and ceaseless time. The development of the design into a stylised forget me knot flower for World Childless Week brings in an additional narrative of remembrance.
All the social media graphics were freshly created with background images to identify daily events. These are taken from RF sites to keep costs low and use different locations across the world. The World Childess Week team comprises Champions who are based across the world and many of these images represent their countries. This increases the global range of childlessness.
The change of typography to Raleway allows the team to create their own images in Canva from the templates and design guidelines that Hello Lovely have supplied. Raleway is designed by The League of Moveable Type, we particularly liked the stylistic ‘w’ which appears twice in World Childess Week and echoes the interweaving found in the logo.
The website also had a few changes. Whilst the structure and format was fine thanks to mapping out the site when it was first built, new coding and plug-ins meant that the UX could be updated to create a better user experience. Founder Steph is one of several clients who have migrated to Squarespace and taken advantage of free training from Hello Lovely. Since 2018, she’s learned about creating pages, adding in blog posts and loading media which are all new skills for her. She knows that she can call on us for extra support with the bigger changes.
Below is the logo in action on Facebook social media graphics, the Twitter cover and two pages from the website.