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Annie St. John Letterhead

Logo & Identity System

Annie St. John, Newborn Care Consultant, Fairfax (Marin County), CA | 2007

The identity concept for Annie utilizes a single colorway to elicit a sense of stability and knowledge among new mothers and parents, rather than using the multi-colored or softer, brighter color schemes often associated with babies. The logo aims to connect with mothers without appearing to be a specific woman of a particular ethnicity and without being cute. Her business cards expand upon those ideas by incorporating text about Annie’s expertise that forms a repetitive pattern on the card back making the words themselves less focal, but still available if the reader desires.

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