Thus, the addition of the handwritten ‘For Life,’ which transforms into ‘For School,’ and ‘For Parents,’ with a differentiating colour for each iteration.” “The logo also needed to be modular in order to create sub-brands. In turn, the dot changes from a circle to a heart, a teddy bear, a brain, a sun, a flower, and other various aspects of life touched by the program. “In the MindUP logo, the large dot on the ‘I’ blinks and transforms each time the letters ‘UP’ bounce. It allows a brand to include more information in the most distilled version of itself. “In today’s digital world, a dynamic logo is not only a nice-to-have, but also a necessary communication tool. Logo: “We created a mark that can be static or animated,” she said. The Message asked Cusson to share some of the thinking behind the various design elements of the new-look brand. “It is always exciting to be able to help a brand truly project its personality through its visual identity, especially when the cause is a great one.” “Doing good feels good,” said Nathalie Cusson, creative director of design at Le Parc, Juniper Park\TBWA’s design arm. The program has been rebranded as MindUp for Life, and Le Parc designed new logos and typography, introduced a new colour palette, and a 3D illustration all meant to represent the brand’s new direction and the kindness and science at its heart. “Our organizational evolution intends to give everyone, not only children, access to our curriculum and the tools needed to help alleviate mental distress and thrive.” “Now more than ever, it is critical that our youth have the skills and knowledge to manage stress and regulate emotions,” said Hawn. But Hawn wants to extend its reach, and has rebranded the program with the help of Toronto agency Le Parc. The program, which included evidence-based curriculum and activities and training programs, had been mostly geared toward school kids. “MindUP has sought to bring mental fitness to every child in the world and be a voice of hope, optimism, joy, and positivity since its inception,” said Hawn. In 2003, Goldie Hawn created MindUP with a goal of reducing childhood aggression, anxiety, depression and suicide through mindfulness practices.
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