In recent years, the pregnancy and parenting media industry has experienced significant growth, leading to the emergence of numerous brands, each with a multitude of competitors and substitutes. This presents an opportunity for BabyCenter to modernize its brand, ensuring it remains relevant and competitive in a dynamic market. By establishing a robust and cohesive visual identity, BabyCenter aims to attract new users, retain loyal ones, and distinguish itself from competitors.
Dynamic, connected, inclusive

Vibrant visuals to represent every stage of parenthood. We brightened up our signature blue-green color palette to better capture the energy of parenthood, from the buzzy excitement of pregnancy to the wonder of babyhood, to the imagination of toddlers and beyond. Color overlays reveal new shades and shapes, symbolizing how people come together to create and grow their families, and the many layers of pregnancy and parenting.
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