The logo for Child Care Matters was designed to reflect both the urgency of child care as a social issue and the compassion at the heart of the organization’s work. The combination of bold, blocky type with lighter, rounded letterforms conveys this balance: “CARE” stands out in a strong, authoritative style, emphasizing the central focus of the initiative, while “child” and “matters” provide a softer, more approachable frame.

The exclamation mark serves as a call to attention, underscoring that access to child care is not optional but a pressing need. At its base, the traditional dot is replaced with a heart, shifting the tone from alarm to empathy. This transformation captures the dual message of urgency and care, highlighting that advocacy in this space is rooted in love, dignity, and human well-being.

The colour palette further strengthens this message. A reliable, academic blue communicates trust and credibility, while a vibrant green introduces energy, growth, and optimism. Together, the colours balance seriousness with hope, aligning with the organization’s role as both a research project and a voice for social change.

Overall, the logo positions Child Care Matters as a credible, compassionate advocate: grounded in evidence, urgent in its call, and unwavering in its commitment to families and communities.