One of my heroes, Milton Glaser, wrote in his brilliant essay Ten Things I Have Learned that “You can only work for people that you like“. That was exactly the case with this project, because I had the pleasure of working with Nataša, a lovely and inspiring person, but also a truly dedicated professional.
Lila is a center for play therapy. Nataša chose the name Lila because, in Sanskrit, the word can be interpreted as “play”. I designed the logo quite literally by playing with the heart shape and decided to build a custom typeface around it. A heart as a graphic symbol can be interpreted in many ways, but the problem is that it has become such a cliche through extreme overuse. It’s everywhere.
In situations like that – when it’s difficult to create something unique, fresh, catchy but appropriate – maybe the better approach is to avoid the obvious solution altogether. But as you can see, I couldn’t help myself. And now there are hearts all over the place.