EIGA’s brand system lets Katholino kindergartens shape their own identity

Starting a childcare network from scratch presents a peculiar branding challenge. You need an identity strong enough to unite dozens of kindergartens under one mission, yet flexible enough to let each facility express its own character. It’s the kind of balancing act that could easily tip into bland uniformity or chaotic inconsistency. When Katholino, a newly founded Catholic childcare provider, approached Hamburg-based EIGA Design, they weren’t just looking for a logo. They needed a complete framework that could grow with their network while speaking to families from diverse cultural backgrounds seeking values-based education. The brief was both strategic and deeply personal – create something that would inspire kindergartens to join the initiative while providing genuine support for their everyday work. EIGA’s solution centres on an unexpectedly flexible logo system. Four hearts arranged to form a cross became the foundation – a simple symbol that carries both emotional weight and clear religious meaning. But rather than forcing every kindergarten to use identical branding, EIGA created over 500 logo variations that facilities can choose from during their onboarding process. “Each kindergarten that joins Katholino can actively shape its own brand presence while remaining part of the shared framework,” explains Elisabeth Plass, Managing Partner at EIGA. “From a catalogue of more than 500 variations, every kindergarten can select a design that fits its individual character. Each version is rooted in the Katholino logo but enriched with a distinctive element that makes it unique.” The participatory approach extends well beyond logo selection. Kindergartens receive communication starter kits, website development tools and modular materials for planning events throughout the church year. It’s a comprehensive system designed to work for people who aren’t designers – a crucial consideration when your end users are educators focused on children, not brand guidelines.