Logo Research and Initial Designs

Although I consider a wider audience after feedback on my idea I have decided to aim the app at parents, in particular of younger children who are visiting the park with their children. This could still cover a large age range from parents in their 20s to 40s but most live births are to mothers and fathers between 30-34 so it is likely the app would be used by parents in the 30s to early 40s.

“In 2015, over half (53%) of all live births in England and Wales were to mothers aged 30 and over and two-thirds (68%) of fathers were aged 30 and over.

The average age of all fathers increased to 33.2 years in 2015, compared with 33.1 years in 2014. For mothers the average age was 30.3 years compared with 30.2 years in 2014.

The average age of first-time mothers was 28.6 years in 2015, compared with 28.5 years in 2014.”


Parent/Mum App Logos

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Lots of geometric shapes, contemporary yet friendly typefaces and bright colours.

Initial Ideas.

These logos ideas are the ones that have the most potential. Making amendments/adjustments to the most workable logo idea including potentially a different typeface choice and colour scheme.

The idea by this is that I wanted to have something that represented parks/green spaces – the leaf but make it look like a heart to represent the love/care people have for their local parks.

As the logo for is an app/website, keeping it simple will work better on phones due to the screen size.

I have played around with using hand-drawn/grunge/ink effect for the stoke around the leaf design to make it look more natural.

I put my design on the Graphic Design Forum requesting feedback:


Some of the feedback received:

“Look at the logos in your post without clicking on the images. That’s the sort of size they will be on the screen. They are too small and blurry. #4 is the simplest but it looks like a zillion other ‘green’ logos.


“Personally, I like where you’ve gone with these and although there is some room for improvement I think you’ve done well here.
I tend to like No4 the most but I see what you’ve done with the others also.

Green/community logo type stuff can be hard to do and re-invent the wheel so to speak as they do tend to have a similar vibe anyway.
A bit like optician logos. ;)


“They really need simplifying, remove all the additional texture and fuss and just work with a black shape for now. No.4 would be my favourite to work up, the heart/leaf motif would transition well, and a heart is a recognisable app icon already, so could be worked into the UI for saving/favouriting content. I’d use a stronger font though, what you currently have reminds me of a day care centre or something (though the colours could have something to do with that). Look at the National Trust font, that’s a serif which feels traditional, but it has character of its own.

Also try it out in some different contexts – a sign in a park, livery on a van, engraved into a bench, hell even mowed into a park field so it’s visible from above! Really go to town with the idea and push it to see what works and what doesn’t. Generally the simpler something is, the stronger and more versatile the branding elements around it can be. If it doesn’t work, well you’ve got some decent research for your final project, which is generally what gets you those points anyway.”


“Does the app even need a logo? The words OurPark with the right font and colours is all you really need.”

I have decided to work on the leaf/heart idea more and I will also test out just using a typeface without a logo. However, with it being an app and website some sort of logo even if just a monogram would be needed for favicons etc.

Custom Typeface Research

England World Cup Kit

“Nike’s England World Cup kits feature a bespoke typeface designed by Craig Ward” – https://www.creativereview.co.uk/designing-englands-world-cup-kit-typeface/?nocache=true&adfesuccess=1

The brief for the new typeface for to include the St. Georges Cross if possible. This was incorporated in a 3D sense, which is hard to explain but the link above explains how this was done.

So although you can’t see the cross it is in their as a cross section. It is very interesting how it has been incorporated and the end result is a modern sans-serif typeface with character. Sometimes sans-serif typefaces lack character.

Designing a typeface would be a risk as it is not something I have done before and as this is a grassroots project paying for a custom typeface design is not appropriate.

Wireframes for the England typeface


National Trust Typeface

“Six years ago the National Trust revealed their updated branding from Wolf Olins which included their own new house font National Trust in assorted weights and designed by Paul Barnes of Commercial Type. The Trust describe their font as having been inspired by old engravings from their stately home Stourhead. It’s similar to Optima although it lacks some of the grace of Optima.” – http://gilburtandpaul.co.uk/index.php/2016/08/10/optima-and-co-its-a-lovehate-thing/

National Trust Typeface



The National Trust typeface has a heritage feel to it which isn’t appropriate for the target audience (parents taking their kids to parks), something modern is needed.

Further Logo Ideas and Feedback

John looked at the logo numbered 1 and said that it looked like OurPork and suggested changing the leaf/heart to point upwards, as shown in logo 2. Joe then said that it looked like OurPork but the other one didn’t. I don’t want to create confusion so I put the leaf/heart in the O. Although I think this feels cramped.

Lee gave feedback on that the Kirvy typeface was too futuristic. I agree with Lee as I was going through several typefaces to try to find something suitable.

Kirvy Typeface

Looking at apps and websites aimed at parents rounded typefaces tend to be more popular with a less formal look.

Second lot of ideas.

The feedback has been mixed but the last logo has the slight edge in popularity.


Logo trends for 2018 https://digitalsynopsis.com/design/logo-design-trends-2018/

Want to keep it simple in order to

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