caring minds

Caring Minds is a not-for-profit supplemental education center and coffee shop. The learning center is a place where children aged eight to seventeen can get tutoring, work on their school assignments, and spend time with other kids. Caring Minds chapters are strategically located within underprivileged school districts, aiming to both assist teachers and students, and provide a safe space for kids at risk. The learning centre is funded by profits from the coffee shop, sales from reading materials created by students, and donations from the public.

Design

My goal was to create a brand system that is simple and cost-effective to produce; while also being fun and versatile so that it appeals to both the young students that would attend the learning center and the coffee house’s adult customers. To achieve this, I created a color palette that is bright and jovial but still mature in order to work for the organization’s broad audience. The graphic elements follow the same style. I designed a heart, brain, glasses, and coffee mug that represent kindness, strength, knowledge, and energy respectively. These graphics are used throughout applications to give uniformity and quick brand recognition. For the logotype, I created custom letter forms made with bold lines and soft curves in order to keep a cheerful and simple look. All these are combined with the playfulness and earnestness of Rift Soft and Alda typefaces to complete the desired look and feel of the brand.