Visual identity for 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 use the care services provided by the Capital City of Warsaw and 19 adjacent municipalities.

Our task was to create a comprehensive visual identification of the project. In order for the work to be successful, we first organized a series of workshops for representatives of Warsaw and municipalities, during which we learned the exact goals and assumptions of the program, and conducted trainings explaining what visual identification 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. The choice of colors was of particular importance- we were looking for the right contrast, thanks to which the use of the website is easy and intuitive for visually impaired people.

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

The heart symbolizes health and care that is provided to the beneficiaries 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. The mentioned element also symbolizes mutual complementation, unity and cooperation, as well as overcoming one’s own boundaries and development.

The colors refer to the health aspect of care. The basic colors were selected in accordance with WCAG 2.0 standards to maintain the appropriate contrast of vision for people with disabilities.

Identification is mainly based on:

  • warm photos 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 (main on roll), information hierarchy

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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