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SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners
SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners
SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners
SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners
SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners
SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners
SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners
SafeKids: Happy & Humanized, FutureBrand | International Design Awards Winners

SafeKids: Happy & Humanized

CompanyFutureBrand
Lead Designers
Clientsee below
Prize(s)Honorable Mention
Entry Description

Founded in 1987 in Washington, DC, Safe Kids Worldwide
is a global network of organizations dedicated to
providing parents and caregivers with practical and
proven resources to protect kids from unintentional
injuries. Safe Kids works with an extensive network of
more than 600 coalitions in the U.S. and in 23 countries
to reduce traffic injuries, drownings, falls, burns,
poisonings and more.

Despite the organization’s admirable mission, its brand
lacked an emotional connection with its core audience
groups. An outdated logo; visual identity that didn’t fully
personify all that Safe Kids offered; limited visual system
that was unable to flex into both print and digital
touchpoints; and an inconsistent signature system that
did not account for the organization’s global chapter
needs were all holding the brand back from its full
potential.

To humanize the brand and solve its real-world
application issues, FutureBrand’s solution started with a
new logo that visually centered around a happy child. We
then built a supporting suite of visual elements
consisting of a robust, optimistic color palette and icon
system, developed a more conversational tone of voice
and a new signature system that optimized individual
chapters worldwide while allowing for future flexibility.
The result is a much happier, humanized brand
expression that paves the way for greater awareness
about children’s safety.