Strategic Brand Design
Strategic Brand Design

Katholino

Shaping Childhood Together

Brand Positioning, Brand Design, Motion Identity, Digital Design, Brand Launch, Brand Activation
The childcare business landscape is evolving: society is becoming more diverse, skilled professionals are in short supply, digitalisation is progressing – and expectations for educational quality are increasing.

In this dynamic environment the branding agency EIGA has created a vibrant yet values-based brand identity for Katholino, the new childcare provider of the Archdiocese of Cologne. “We want to write a piece of daycare history with you, we want to create a brand and grow beyond the diocese (...), we want to become the most attractive childcare provider.”

With this bold vision, the new childcare provider introduced itself to the public. Shaping childhood together.

EIGA accompanied the project from an early stage and developed the brand identity from scratch. Together with the clients, the brand idea, strategic positioning and narrative were formulated as the foundation for the mission statement and design: Katholino inspires, fosters individual talents and encourages children, parents and professionals to help shape things – guided by faith, charity and community. This attitude culminates in a clear brand promise: Shaping childhood together.

A logo that unites. During the design process a pictorial mark with symbolic power emerged: four hearts – symbols of care and lived empathy – whose arrangement forms a cross. The ensuing design system honours the individuality of each kindergarten. In a participatory onboarding process, facilities can choose elements for their own version of the pictorial mark – while maintaining the shared framework. This creates a sense of belonging without uniformity.

Playful AND value-based. The design elements address families of diverse cultural backgrounds who desire a value-based education for their child. The design is modern and friendly – without losing sight of educational standards. Media, materials and templates invite participation. Colour palette, typeface and pictograms accompany children, parents and professionals throughout the entire church year.

The DINA Katholino – refined typography, pragmatic cocreation. The corporate typeface DINA Katholino– was adapted specifically for the childcare provider in collaboration with b-v•h type. Designed without ascenders or descenders, the typeface helps to create a unique visual language for Katholino. A particularly practical feature: all characters are oriented to the proportions of the DIN format. Thus the typeface becomes a simple toolbox for everyday educational work. Whether in portrait or landscape format – educators can effortlessly turn any symbol into a poster and create branded communications with ease.

Katholino – brand architecture by EIGA
Katholino – book design by EIGA

A logo that unites. During the design process a pictorial mark with symbolic power emerged: four hearts – symbols of care and lived empathy – whose arrangement forms a cross.

Katholino – print material overview by EIGA

Co-creation shapes the design at every level of Katholino’s identity. Each kindergarten can choose its own unique version of the logo, individually crafted within a flexible system that balances unity and diversity.

Katholino – letter wall by EIGA
Katholino – badge design by EIGA
Katholino – backpack patch by EIGA
Katholino – apron design by EIGA
Katholino – logo variation overview by EIGA

The corporate typeface
DINA Katholino was adapted specifically for the childcare provider. A particularly practical feature: all characters are oriented to the proportions of the DIN format. Thus the typeface becomes a simple toolbox for everyday educational work.

Katholino – folder design by EIGA
Katholino – bag design by EIGA
Katholino – poster design by EIGA
Katholino – sign design by EIGA
Katholino – size chart design by EIGA
Katholino – staircase design by EIGA
Katholino – toothbrush holder by EIGA
Katholino – picture book design by EIGA
Katholino – playing card design by EIGA

“Our vision was clear from the start: As a Catholic provider, we want to create a values-oriented, inclusive brand that combines educational quality with organisational relief. EIGA quickly understood this attitude and translated it with us in a participatory process into a strong positioning and a concise design (...)”

Testimonial

Agnes Busch, Managing Director of Katholino

Katholino – linen backpack design by EIGA
Katholino – lunchbox design by EIGA
Katholino – safety vest design by EIGA

“With Katholino we have created a brand world that makes our attitude visible and tangible in everyday life. It conveys our values, strengthens the identity of our facilities and works across all channels – from the sign at the entrance to digital communication. The design unfolds its full power especially during the church year: it offers orientation, inspires participation and connects us as a community.”

Testimonial

Tanja Moussa, Head of Brand & Marketing

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Katholino

Shaping Childhood Together

Brand Positioning, Brand Design, Motion Identity, Digital Design, Brand Launch, Brand Activation
The childcare business landscape is evolving: society is becoming more diverse, skilled professionals are in short supply, digitalisation is progressing – and expectations for educational quality are increasing.

In this dynamic environment the branding agency EIGA has created a vibrant yet values-based brand identity for Katholino, the new childcare provider of the Archdiocese of Cologne. “We want to write a piece of daycare history with you, we want to create a brand and grow beyond the diocese (...), we want to become the most attractive childcare provider.”

With this bold vision, the new childcare provider introduced itself to the public. Shaping childhood together.

EIGA accompanied the project from an early stage and developed the brand identity from scratch. Together with the clients, the brand idea, strategic positioning and narrative were formulated as the foundation for the mission statement and design: Katholino inspires, fosters individual talents and encourages children, parents and professionals to help shape things – guided by faith, charity and community. This attitude culminates in a clear brand promise: Shaping childhood together.

A logo that unites. During the design process a pictorial mark with symbolic power emerged: four hearts – symbols of care and lived empathy – whose arrangement forms a cross. The ensuing design system honours the individuality of each kindergarten. In a participatory onboarding process, facilities can choose elements for their own version of the pictorial mark – while maintaining the shared framework. This creates a sense of belonging without uniformity.

Playful AND value-based. The design elements address families of diverse cultural backgrounds who desire a value-based education for their child. The design is modern and friendly – without losing sight of educational standards. Media, materials and templates invite participation. Colour palette, typeface and pictograms accompany children, parents and professionals throughout the entire church year.

The DINA Katholino – refined typography, pragmatic cocreation. The corporate typeface DINA Katholino– was adapted specifically for the childcare provider. Designed without ascenders or descenders, the typeface helps to create a unique visual language for Katholino. A particularly practical feature: all characters are oriented to the proportions of the DIN format. Thus the typeface becomes a simple toolbox for everyday educational work. Whether in portrait or landscape format – educators can effortlessly turn any symbol into a poster and create branded communications with ease.

Katholino – brand architecture by EIGA

A logo that unites. During the design process a pictorial mark with symbolic power emerged: four hearts – symbols of care and lived empathy – whose arrangement forms a cross.

Katholino – book design by EIGA
Katholino – print material overview by EIGA

Co-creation shapes the design at every level of Katholino’s identity. Each kindergarten can choose its own unique version of the logo, individually crafted within a flexible system that balances unity and diversity.

Katholino – letter wall by EIGA
Katholino – badge design by EIGA
Katholino – backpack patch by EIGA
Katholino – apron design by EIGA
Katholino – logo variation overview by EIGA

The corporate typeface
DINA Katholino was adapted specifically for the childcare provider. A particularly practical feature: all characters are oriented to the proportions of the DIN format. Thus the typeface becomes a simple toolbox for everyday educational work.

Katholino – folder design by EIGA
Katholino – bag design by EIGA
Katholino – poster design by EIGA
Katholino – sign design by EIGA
Katholino – size chart design by EIGA
Katholino – staircase design by EIGA
Katholino – toothbrush holder by EIGA
Katholino – picture book design by EIGA
Katholino – playing card design by EIGA
Katholino – linen backpack design by EIGA

“Our vision was clear from the start: As a Catholic provider, we want to create a values-oriented, inclusive brand that combines educational quality with organisational relief. EIGA quickly understood this attitude and translated it with us in a participatory process into a strong positioning and a concise design (...)”

Testimonial

Agnes Busch, Managing Director of Katholino

Katholino – lunchbox design by EIGA
Katholino – safety vest design by EIGA

“With Katholino we have created a brand world that makes our attitude visible and tangible in everyday life. It conveys our values, strengthens the identity of our facilities and works across all channels – from the sign at the entrance to digital communication. The design unfolds its full power especially during the church year: it offers orientation, inspires participation and connects us as a community.”

Testimonial

Tanja Moussa, Head of Brand Management & Marketing Communications

Related projects

Strategic Brand Design

Brot für die Welt
A Bold Brand for Justice

Strategic Brand Design

International AIDS Society
Rebranding the leader in the global HIV response