Visual identity of the e-care programme

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 use care services provided by the City of Warsaw and 19 neighboring municipalities.

Our task was to create a comprehensive visual identity for the project. In order for the work to be successful, we first organised a series of workshops for representatives of Warsaw and the municipalities, where we got to know the exact goals and assumptions of the programme, 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 created by them. The choice of colours was of particular importance – we were looking for an appropriate contrast, thanks to which using the site is easy and intuitive for the visually impaired.

The logo consists of a heart-shaped signet ring and a cursor symbol. It is complemented by the clear name of the programme: “e-care”.

The heart symbolizes the health and care given to the residents of the program. The closing element of the signet was inspired by the cursor and pixels, which is a direct reference to electronics and ICT tools, which are an important element of the program. This element also symbolizes mutual complementarity, unity and cooperation, as well as overcoming one’s limits and development.

The color scheme alludes to the health aspect of care. The primary colors were selected according to 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 colours (with the logo)
  • also suitable for the elderly
  • clear message (main on appli), hierarchy of information

Visual identity and development of the brand book: Katarzyna Łoboda-Karki
Verbal identification and project management: Piotr Flis
Creative supervision: Anita Kamila Sochacka

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