Visual identity
of the e-care program

Warsaw has been developing projects in the field of social assistance for many years. One of them is the “e-care” system dedicated to seniors. The program aims to improve the quality of life of the oldest people who benefit from care services provided by the City of Warsaw and 19 adjacent municipalities.

Our task was to create a comprehensive visual identity for the project. In order for the work to proceed successfully, we first organized a series of workshops for representatives of Warsaw and municipalities, where we learned the exact goals and objectives of the program, and conducted training sessions, explaining what visual identity and brand identity are.

Thus, a graphic design was created that fully took into account the needs of local governments and accurately responded to the brief they created. Of particular importance was the choice of colors – we were looking for the right contrast to make using the site easy and intuitive for the visually impaired.

The logo consists of a heart-shaped sigil and a cursor symbol. It is complemented by the legible name of the program: “e-care”.

The heart symbolizes the health and care that the program’s wards receive. The closing element of the sigil was inspired by a cursor and pixels, a direct reference to electronics and ICT tools, which are an important element of the program. The aforementioned element also symbolizes mutual complementarity, unity and cooperation, as well as overcoming one’s own limits and development.

The color scheme refers to the health aspect of care. The primary colors were selected in accordance with WCAG 2.0 standards to maintain adequate visual contrast for people with disabilities.

Identification is mainly based on

  • warm pictures of people (realistic seniors)
  • linearity (which is also in the logo; icons, separating and filling lines)
  • primary colors (with logo)
  • adaptation also for the elderly
  • clear message (the main one on the appli), hierarchy of information


Visual identity: Katarzyna Łoboda-Karki
Verbal identification and project management: Piotr Flis
Creative Supervision: Anita Kamila Sochacka

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