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My Notion includes images taken from the FigJam boards I have been using throughout my branding process.
If you would still like to see further details / better resolution , please view the FigJam board linked below.
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I started off by creating a mood board to help establish a clear visual direction for my brand. It helped me decide on whether my brand would need a logomark, wordmark or both and how these could potentially look. I knew from my branding so far, I wanted to create a logo that was playful and engaging to children but also still look professional, trustworthy and not too babyish.
Mood boarding helped me explore and refine the visual direction of the hospital app before beginning to sketch out some ideas, making sure everything stayed aligned with its purpose and users’ needs.
From my visual identity work so far, I was especially drawn to the idea of a compass, as it represents guidance and direction which are qualities that feel really important for a healthcare app where users may already feel uncertain or overwhelmed.
Reflecting on this stage of the process, I found myself drawn to two main directions for the logo. My first direction is representing the journey a child might take through the hospital experience while the other is using the compass as a symbol of guidance and navigation both of which are core ideas behind what my product aims to offer.
I then started some initial sketching to begin to bring my ideas to life. This also allowed me to take ideas from my moodboard and align them with my current visual identity. I experimented with how the idea of navigation and guidance could be communicated through a clean, modern logomark. This stage encouraged me to reflect on how the logo could support the brand’s core purpose: To provide clear guidance and reassurance to children and their parents in moments of uncertainty in hospital settings.
Through these sketches, I looked at both logo marks and word marks. Some of my favourites included word marks where the O was a compass as it was simple and clean but would also allow me to use typefaces which are more playful. Similarly to this, I was drawn towards designs which turned the A in the word mark into an arrow to represent direction.
As for logos, I experienced a range of different styles including characters/ mascots, more simplistic compass focused designs, arrows as well as some that represented journeys.
From this I was able to establish that I wanted my brand mark to be a word mark which can also be shortened to a logo mark in certain places / when needed.
Building on my initial sketches and idea generation, I started to visualise what my brandmark could look like.
I explored four main concepts, each taking the form of a wordmark with the logomark integrated, allowing me to test how the symbol and name could work together as one cohesive mark as well as separately.
I then translated my sketches into digital form to help me see how each brandmark might look within the app and across digital touchpoints. Wordmarks 1–3 were created using Qilka, while wordmark 4 used font Shooting Star. I was drawn to both typefaces for their fun, playful character as they helped introduce a child-like warmth while still maintaining clarity and professionalism.
I chose this logo because it feels child-friendly and appropriate for a 7–10 year old audience however it still remains calm and trustworthy within a hospital context. Due to the letterforms being rounded and chunky, this word mark feels more approachable and soft than a more sharp, clinical logo which can feel intimidating to children. Integrating the compass icon into the “O” reinforces the idea of guidance and journey in a simple, visual way that children can easily understand, supporting the narrative focus of the app. Overall, this logo looks and feels clean and easy to read at a glance, ensuring it is accessible for both children and parents while still feeling friendly and engaging.