One of the challenges going in to this project was how to develop an identity for such a difficult subject as child abuse. Safe Shores is a non-profit that provides comprehensive services for victims of child abuse in the District of Columbia.
The solution lies in the fact that a healthy and safe child is a happy child. Based on kid-like doodles, a series of five diverse, happy faces was developed as the graphic mark for the identity. The name is set in a redrawn version of Bureau Grotesque.
The approach provides a positive, child friendly message that also communicates diversity without getting bogged down with the complexity involved with literal representations of race. This work was provided as part of a service grant from the Taproot Foundation, where I am a pro bono consultant.