MFL set out to be modern both in terms of business practices and also the clients that they serve. They champion flexible and innovative working practices, using every digital opportunity to progress cases. Their clients represent the richness and diversity of 21st Century family life: from single parents, step-parents and extended families, to blended and created families.
The brand needed to address those target clients with a balanced ethos of inclusivity and excellence – professional but sensitive, expert but approachable. Empathy, understanding, expertise and an openness to difference.
Logo Development concepts
Development concepts explored figurative family imagery, and childhood themes, as well as more abstract concepts covering complex relationships and connections. Colour schemes inevitably played with the colour spectrum, rainbows, etc – a well-used theme but with valuable currency – IE it’s an established signifier of difference and diversity.
Finalised logo assets
A full set of landscape and portrait logo assets were produced along with print and screen colour references and font-sets