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Fun logo design for kids’ education product and its parent company.  

One of our favorite recent projects is the logo design and branding for The Motivated Child and its owner company The Smart Parenting Company. Developed by South Florida former teacher and tv news personality, Jaylene Garau, The Motivated Child is a motivational product for children 3–11 that teaches kids to make good choices in areas that range from behavior at home, to homework, discipline, hygiene, and more. The boxed set is packed with colorful charts, rewards, instructions and tips that are fun for parents and kids alike.


When they came to us, Smart Parenting had no identity of its own and the new edition of The Motivated Child was nearly on press and in need of a more exciting logo on the boxes. Our challenge was to create stronger branding with a future outlook, while making sure the new designs fit seamlessly within the existing packaging. Needless to say, the timeframe was tight with the boxes nearly printed but in need of new logos.

For The Motivated Child we suggested developing a set of two characters: a pair of wise owls that appeal to both parents and kids, and speak of the wisdom that comes from learning essential discipline skills. For Smart Parenting we drew from the idea of the owls to create a smaller icon of intelligent eyes. The Smart Parenting logo can now stand on its own and be part of any new products, but it retains a tie to the original owls.

What makes the new logos so special:

  • Adding illustrations brings life into the product.
  • The new logos help solidify both brands, by giving each a unique personality.
  • The new logos appeal to both parents & kids just like the product does.
  • The logos (as well as the product) introduce a “fun” approach to parenting and disciplining.
  • The new logos help communicate to parents that this product actually involves children in the process.
  • The new artwork helps kids relate to the product.
  • This product is “not another boring parenting book”, and the new logos set it apart.

Lots of successful companies understand that adding a little fun into the mix is positive and we were pleased to work with the very creative people of The Smart Parenting Company, who were able to work with us on these unique and exciting concepts.

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