We chose the crescent for several reasons. When East Ottawa Midwives first approached us to create new branding which would set them apart from a multitude of similar birthing firms in the Ottawa area, we knew their visual identity had to say a lot with a little. Our design, which features two embracing crescent moons, provides the brand with that crucial emotional connection needed to make the East Ottawa Midwives stand out.
As the form of a new moon, the crescent represents new life. Thinking about the warm glow produced by the moon's reflected light, we were reminded of the warmth a new mother feels as an in-home delivery takes place. In fact, the moon has often been displayed as a symbol of women, the subtle connection between the 28-day lunar cycle and menses of the same duration being clear.
Simple, effective and memorable, we further equipped East Ottawa Midwives with a complete brand standard guide for the approved use of their logo by other organizations, sort of a user manual for the symbol. These efforts and our application of the new branding and identity to their online presence has clearly set them apart.