Logo Design
Berkshire
Nursing Families
Details
Designed in Procreate
Winter 2021
Founded in 1998, North Adams, Mass.-based non-profit Berkshire Nursing Families was looking for someone to take their outdated logo and re-imagine it to better embody almost three decades of growth and transformation. This early mock-up reflects BNF's expanded mission and community, giving new life to their visual identity.



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

After

Design Features

Shape
This simple shape functions as a letter B, but also gestures to BNF's mission (baby, heart) and past (breasts).
Corals + Oranges
A low-contrast coral palette communicates warmth and nurture.
Fredoka One
a playful, rounded, sans-serif font
Variants



Social Media Icons

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Circular Variants

Pattern

Letterhead
Color Palette
HEX
RGB
CMYK
#E9A954
233, 169, 84
0, 27, 64, 9
HEX
RGB
CMYK
#DF8461
223, 132, 97
0, 41, 57, 13
HEX
RGB
CMYK
#EDBE99
237, 190, 153
0, 20, 35, 7
HEX
RGB
CMYK
#E8AA80
232, 170, 128
0, 27, 45, 9
HEX
RGB
CMYK
#E39567
227, 149, 103
0, 34, 55, 11