Joy
Overview
Joy is a pregnancy app designed to support and bring positivity to the journey of pregnancy.
Services
Logo & submark design, illustration, hand-lettering.
Keywords
Joy, happy, baby, mother, colourful, playful, friendly
Mood board and creative direction
The client and I wanted the logo to evoke a feeling of joy the moment someone looked at it. The app is designed to support and uplift people throughout their pregnancy journey, so it was important that the identity felt warm, positive and approachable.
We also wanted to make the most of one of my favourite design superpowers: hand-lettering. Creating a custom typographic logo allowed me to infuse the brand with personality, charm and a sense of optimism that a standard typeface simply couldn’t achieve.
Primary logo, submark and illustrations
The custom hand-drawn letterforms give the logo warmth, personality and a sense of care. The ‘o’ is a bundle of joy, while the knot in the bundle forms a subtle heart shape, reinforcing themes of love, support and positivity. The extended stem of the “y” creates a smile, helping to convey the uplifting and joyful nature of the brand.
The bundle has also been adapted into a simple submark, providing a versatile brand element that can be used across a range of applications. The stork illustrations are full of character and help bring the brand to life in a friendly, memorable and meaningful way.
Colour palette
This is a sister app to Poppins, another brand I worked on with Namrata. She was keen to carry over three key colours from the Poppins palette, helping to create a connection between the two brands. The colours are warm, bright and uplifting, while the pink and blue also give a subtle nod to baby boys and girls.
