Parentia

Child allowance funds are seen as functional, administrative and reactive. Parentia wants to be the partner that gives parents correct and comprehensible information, quick solutions and empowering inspiration. The ambition is a kids information centre that helps create maximum opportunities for parents and their children. Accessibility is central to that success. That asks a lot of the brand. It has to be simple and direct, with a strong, consistent sense of purpose in all its communications. Less is more. Consistency still matters, but it is now applied in a new way: brands are more powerful when they have room to breathe.

We chose freedom within form, which is now best practice. Consistency in branding stays important, and the brand gets room to breathe. The Parentia mission of information and inspiration is formalised in the symbol: a humanized letter 'i' taken from the Parentia name. The symbol is open, accessible and fun. It carries a feeling of ease, of happy parenting. It drives and supports the Parentia values, beliefs and behaviours in a single statement that covers all of them. Because less is more, the identity stays simple and direct.

We made the brand identity for Parentia. It has a memorable logo, strong and vibrant colours, upbeat typography and an iconic symbol, the humanized letter 'i'. These elements help convey the spirit and attitude of the brand. Together they support what Parentia stands for: correct and comprehensible information, quick solutions and empowering inspiration for parents. The symbol stands for ease and happy parenting. The identity is made to be used confidently and expressively across a wide range of applications and brand touch points. Just what kids and their parents love.