Berkshire Nursing Families is a nonprofit agency that grew from a grassroots lactation support group (Berkshire Nursing Mothers), which began in 1974. The organization initially focused on supporting breastfeeding mothers through lactation consultations and courses. Over time, services were expanded to include a full schedule of playgroups, support groups, home visits, and even a 24/7 hotline. By 2021, Berkshire Nursing Families had clearly outgrown its original identity.

 

I interviewed members of the team to identify their goals, and came up with several key objectives for BNF's new logo:

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• It should suggest a more inclusive definition of family.

• It should include a holistic depiction of BNF, incorporating parenting and family development, not just breastfeeding.

• It should be an instantly recognizable icon.

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The final solution was a whimsical pictorial mark that spotlights BNF's multiple areas of support and expertise. It does away with the previous logo's depiction of a heteronormative nuclear family and instead shifts focus to the multifaceted nature of caring for young children. The design embraces Berkshire Nursing Families' transformation and celebrates their arrival into the new millennium.