Named after Antoine de Saint-Exupéry’s novella, El Petit Príncep is a nursery school that follows alternative teaching systems found at the likes of Montessori or Reggio Emilia, which tend to centre play and creativity compared to most schools.

The nursery’s new identity by Superidea also takes an alternative route. The agency chose to eschew the usual motifs found in nursery branding – such as “childish shapes and colours” – in the belief that they’re geared too much towards kids and fail to cater to parents, who are ultimately the decision-makers.

Modernising the brand was key to the project, but El Petit Príncep wanted to maintain some pre-existing elements of its identity, namely the sheep symbol, which had featured in its branding for over 15 years.

Superidea redesigned the symbol to appeal to adults and children alike. The simplicity of the icon – a smooth silhouette of a sheep’s head topped with a tuft of fur – allows it to be applied to all kinds of contexts.

The logotype incorporates an “experimental” typeface called Trash, which features dramatic inktraps and a striking blend of hard angles and elegant curves. Trash is also used as a display font, while the primary typeface, Maru, brings a “friendly and fun” energy while being more practical.

Although the team chose to avoid motifs like kids’ doodles, the palette was informed by fantasy landscapes that might be found in drawings or children’s books. The idea was “to deploy a modern aesthetic that connects with parents while referring to magic, fantasy and, ultimately, to the universe of childhood references,” says the agency, which opted for forest green, sky blue, cloud pink, sun yellow, and vibrant red.

The new identity is set to appear in a variety of touchpoints including documents, clothing, emails, flyers, photography, and its website.

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