There’s no network like The Motherhood — so we weren’t about to give them a logo like anybody else’s.
The Motherhood’s founding members got their start creating and running Been There, one of the first-ever mom blogs. Over ten years later, the women-led company has strategically grown into a full-service influencer network. Their portfolio today features the likes of Amazon, United Way, Costco and Johnson & Johnson.
They came to us primed for a fresh identity, including a logo to reflect their position as a powerhouse in the influencer marketing space.
“Motherhood” is a Ten Letter Word
Conceptually, the new mark needed to accomplish a few things.
- Appeal to The Motherhood’s expanding client base
- Communicate the versatility of the company’s services
- Adapt to many platforms and conversations in digital space
- Stay true to its roots — represent a company founded, built and bolstered by women.
Visually, logo development presented one particular challenge: “The Motherhood” comprises a three-letter word followed by a ten-letter word.
So we needed to draw as little attention to the stark difference in character count as possible.
Enter: The Stamp
Our solution was a circular logo with “The Motherhood” build directly in.
By curving the entire mark and both words into a circle, we eliminated the need to “stack” the words and draw unnecessary attention to the length difference. The open center space is ideal for customizing to numerous applications without compromising solidity.
Made By Hand
The influencer’s platform is digital — so a strong characteristic of the stamp is that it pulls The Motherhood’s identity forward into physical space.
Practically speaking, the mark lends itself to a number of paper branding applications. Physical rubber stamps were made and used to brand business cards, letterhead and other assets.
The tactility of the logo communicates The Motherhood’s business of connecting real people with good brands. It implies the “quality assurance” of something made, reviewed or perfected by hand — in this instance, The Motherhood’s practice of personally inviting influencers to work on client campaigns.
Making it Modular
The stamp lends itself to a modular system.
Rather than a static, recurring mark, the system allows for colors, rotation and iconography to change depending on the purpose and environment.
The circular stamp can be placed atop just about any image, or — as illustrated on The Motherhood’s website — to enclose icons that communicate the content you’re looking at.
Each icon corresponds to a section of The Motherhood’s website — a quill for Blog, a dial for Dashboard, a house for Home.
It’s an approach commonly seen in larger brands that have divisions or departments. (An example includes 23andMe.)
For The Motherhood, this system won out for several reasons.
- It reflects the versatility of The Motherhood’s capabilities
- It stands out against competitors who have more static, conventionally digital branding
- It’s adaptable, pairing well with social icons and other types of imagery
And, it’s interactive. Who doesn’t like stamping stuff?
The Full Circle
This new logo and identity set The Motherhood apart in the influencer space, combining tactility with versatility of their capabilities in the industry.