Kids and colours go together like a pinwheel and a breath of wind. The Family and Childcare Trust has combined those elements to create a dynamic and colourful visual identity.

The charity itself was created as a merger between the Family and Parenting Institute and the Daycare Trust. It had since appointed Colourful Design Strategy, husband and wife team Emily and Stuart Penny, to create its branding. The charity and branding were officially launched yesterday at a House of Lords event.

The result is a pinwheel shape in colours not dissimilar from the London 2012 colour motif alongside a simple, direct serif typeface. The branding uses shapes to represent diverse family structures and provide a flexible brand suitable for different audiences.

Emily Penny says, “The project was all about combining gravitas and charm in an identity that needs to work across different channels, audiences and initiatives. The aim was to stand out in the sector as a dynamic and modern brand.”

Anand Shukla, CEO of the charity says the design will allow all of the organisations audiences, including policy makers, families or carers, to recognise and engage with the Family and Childcare Trust.