A wooden wayfinding post with a pinecone logo design in front of a house at Pinecone Childcare in Portland, Oregon.

Pinecone Childcare

Brand Identity

Branding for Pinecone – a new childcare space in Portland, Oregon. 

Pinecone provides a modern approach to early childhood learning merging Waldorf, Montessori and Reggio philosophies.

Their brand identity is inspired by kids’ paper cutouts and vintage scandinavian illustration.

www.pinecone-childcare.com

At the Pinecone entrance area the kids and parents arrive to a friendly wooden sign and mural. →

Entrance area with a wooden logo sign and a colorful mural at Pinecone Childcare in Portland, Oregon.

The wayfinding in the daycare building uses iconography in the signature Pinecone cutout style. Here’s two bears to indicate where the cubbies are. →

Interior view of a playroom at Pinecone Childcare in Portland, Oregon. There is a kids table in the room, a shelf with rubber boots and a sign with an illustration of two bears holding hands, that says cubbies.

Some views of the use of color and signage inside Pinecone Childcare →

Interior view of a playroom at Pinecone childcare with a kids' table, an easle, shelves and a wooden sign with a pinecone logo on it.
Wood sign design with a mushroom illustration mounted on a wall at Pinecone Childcare in Portland Oregon.
Interior view of the entrance area at Pinecone daycare in Portland, Oregon with a framed poster on the wall that illustrates their childcare philosophy.
A poster design in an info graphic style illustrating the approach Pinecone Childcare in Portland, Oregon takes to explain their philosophy. It is a abstracted version of the underside of a pinecone and explains some keywords of the theories Waldorf, Montessori and Reggio Emilia.

← A poster placed by the entrance gives parents an overview of Pinecone’s combined philosophy.

(Fun fact: The info graphic is shaped like the underside of a pinceone.)

Pinecone’s logo is quite literally greeting kids and their parents with a smile.

The slogan we developed for Pinecone is​“Childcare done nicely.” It plays on the beautifully crafted facilities and the friendly environment for the little ones. →

Logo design for Pinecone Childcare in Portland, Oregon. It features a pinecone character in a naive kids' paper cutout style and the word pinecone written in the Fautive typeface. Underneath it a slogan reads "Childcare done nicely."

The color palette is subtly vibrant while at the same time providing calmness and sense of natural well-being. →

Graphic overview of the colors used in Transatlantika's brand identity for Pinecone Childcare in Portland, Oregon.

A set of icons helps illustrate Pinecone’s approach. The typeface​“Fautive” is used throughout all of their communication. →

Overview of a set of icon designs for the brand identity by Transatlantika for Pinecone Childcare in Portland, Oregon.
Overview of the typeface usage withing the brand identity by Transatlantika for Pinecone Childcare in Portland, Oregon.
View of Pinecone Childcare in Portland, Oregon with the garden area in front, a colorful mural and a white mansion with trees around.
Wooden entrance sign with a pinecone logo on a garden wall at Pinecone Childcare in Portland, Oregon.
Colorful mural of a mushroom character with a pinecone character on its head in the garden of Pinecone Childcare in Portland, Oregon.
View of a set of stairs with a colorful mural painted on its walls in the garden at Pinecone Childcare in Portland, Oregon.

← The Pinecone garden features a mural we planned and painted. It helps create a fun wonderland to play in.

Part of a colorful mural of a pine tree and a white door with a beige sign that says mudroom with an umbrella on it.

← Entrance to the mudroom where kids can stash their wellies.

The Pinecone imagery is inspired by paper cutouts and vintage scandinavian illustrations. →

Illustration of a mushroom character with a tiny pinecone character on its head in a paper cutout style with handdrawn strokes.

The Pinecone social media campaign posts make use of the playful icons and illustrative elements. →

Three layouts of promotional Instagram social media posts for Pinecone Childcare in Portland, Oregon.

This car we embellished promotes Pinecone around town. →

Left side view of a BMW i3 parked in front of a green hedge wrapped in graphics for Pinecone Childcare in Portland, Oregon. It is mostly beige with minty green, pink and dark purple shapes. It has a pinecone logo on it with the slogan "Childcare done nicely" and a red shape with a qr code and text that reads "Register now!" and "pinecone-childcare.com".
Back left view of a BMW i3 wrapped in graphics for Pinecone Childcare in Portland, Oregon. It is beige with minty green and dark purple shapes. It features a red shape with a qr code and text that reads "Register now!" and "pinecone-childcare.com".
Front view of a BMW i3 in front of a green hedge wrapped in graphics for Pinecone Childcare in Portland, Oregon. It is mostly beige with minty green and pink shapes. It has the pinecone logo on it and a red shape with a qr code and text that reads "Register now!" and "pinecone-childcare.com".

← Parents are invited to enroll their kids by scanning a prominent QR code.

Right side view of a BMW i3 parked in front of a green hedge wrapped in graphics for Pinecone Childcare in Portland, Oregon. It is mostly beige with minty green, pink and dark purple shapes. It has a pinecone logo on it with the slogan "Childcare done nicely" and a red shape with a qr code and text that reads "Register now!" and "pinecone-childcare.com".
Back view of a BMW i3 wrapped in graphics for Pinecone Childcare in Portland, Oregon. It is mostly beige and has the pinecone logo on it with the slogan "Childcare done nicely" andpart of a red shape with a qr code and text that reads "Register now!" and "pinecone-childcare.com".

←​“Car wrapping done nicely.”

View of a number plate of a car with the letters PNCONE on it. The number plate holder reads "Pinecone" and "Childcare done nicely".

← Attention to details!

The whimsical character in the Pinecone logo is called​“Connie”, short for conifer. →

Illustration of the Pinecone Childcare logo design by Transatlantika.

Wayfinding signposts outside. →

Wooden wayfinding post with a pinecone symbol on it in the garden of Pinecone Childcare in Portland, Oregon.

Some beanies for the kiddies. →

Three beanies laid out on a wooden table with tags that have a pinecone logo on it. One beanie is red, one is green and one is beige.

“Totes cute.” →

Tote bag design with symbol and wordmark logo for Pinecone Childcare in Portland, Oregon.

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Pinecone Childcare
Brand Identity
Created in 2024

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Creative Direction, Design & Illustration: Philipp Zurmöhle at Transatlantika
Client: Pinecone Childcare
Photography: Philipp Zurmöhle
Signage Production: Miracle Sign Co
Car Wrapping: PDX Wraps

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​“Childcare done nicely.”