MAT MARTIN | GoParenting – Brand Identity

Client: GoParenting

Brief: Full brand reflection, identity development, logo & illustrations

GoParenting – Brand Identity
GoParenting – Brand Identity

Brand identity for a new boutique service centred around the considerable experience of its main service provider, offering coaching and support for parents. Logo to be simple and friendly.


Michelle’s experience as a professional working with parents is long and varied, covering charity and governmental sectors as well as drawing on her own experience of parenting. She set up GoParenting with the aim of making it easier for parents to ask for help and support when they need it.

Michelle came to us at the very start of the process, to discuss building a brand identity which would communicate openness to dialogue and non-judgemental support. We were engaged to consult on approach, naming and brand development, leading to the creation of a logo, colour and type palette and full website.


From the outset it was clear that the more common approaches to presenting parenting services were at odds with GoParenting’s offering. Isolating these points of difference led to a decision to avoid some of the more obvious solutions to this brief.

The GoParenting branding should not follow literal lines, the imagery should be conceived and perceived as non-proscriptive, and photography is to be avoided.

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The GoParenting tree, with its connotations of growth, strength and shelter, emerged as a clear choice at an early stage in our development process. The rich green at the centre of the canopy is the result of overlaying the two hues seen at the edges, and forms the basis of the monochrome colour palette at the heart of the brand.

The logo balances symmetry and asymmetry, making a feature of imperfection as a natural quality.


Simple, colourful illustrations are used in place of photographs to deliver a variety of images reflecting changing family units. A wider secondary color palette is used alongside a toolkit of shapes and symbols to ensure consistency and efficiency when creating illustrations for print or web.

These are particularly effective for blog posts: the well defined vocabulary becomes an expressive shorthand and on archive pages illustrates the progression and relationships between articles.

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Logo and combination marks are delivered in all brand colours as EPS vector files, alongside a concise usage guide detailing approaches to logo use and precise colour/type references. An ongoing provision of illustrations for specific purposes is agreed.

From the Client

Mat worked extremely hard to understand and to help me understand my brand. This resulted in us being able to create a website which was exactly what I wanted and which portrayed the brand perfectly. He pays enormous attention to detail and questions respectfully which enabled me to be clear that I was sure of what I wanted.

– Michelle Fisher, Owner