The history behind the Center on Media and Child Health’s logos:
Atmosphere BBDO out of New York, now called Atmosphere Proximity, created the original logo of the Center on Media and Child Health (CMCH) in 2004, thanks to the generous support of Advisory Board member, Andrew Robertson. The logomark consisted of colored bars behind a centered white silhouette of the outstretched hand of a child. This mark is always placed near the logotype of the Center’s name or acronym.
The colored bars in the background of the logo were a spin on “color bars” (also know as bars) from the world of television and video production.
Color bars were signals generated at the start of videotape by production equipment to provide a consistent color reference for editors to match to and to calibrate color monitors. For a production it was important that the same color on everything from skin tone to the color of the sky be uniform from start to finish. The colored bars in the CMCH logo were not identical to but very similar in color and placement, to traditional color bars. Bars typically went along with a single audio signal called a “tone”. Bars and tone set the standard by which all of a production was measured for acceptable audio levels and color precision.
The logo referenced old school media through the colored bars but it spoke of the possibility of new media through its new and refreshing colors and arrangement. The child’s hand and its placement evokes the accessibility to and interaction of the child with all screen media. It represents all children (as the color white contains all of the colors in the spectrum) and sits in the center of the mark as children are central to our mission. Perhaps presciently, this logo came out years before smartphones and tablets!
Our goal was to create a logo that represented a new and consistent standard by which research on media and child health and resulting efforts to enhance children’s well-being would be measured.
Reaching the milestone of the Center’s 10th anniversary in 2013, we wanted to refresh our look and align more closely with our mission. We decided to rebrand the Center and develop a new logo and website for simultaneous launch in 2014.
The newest logo for the Center was created by Taste of Ink, thanks to the support and encouragement of Spencer Halpin. The logomark is more dynamic and 3-dimensional, referencing through color and shape our affiliation with Harvard University and the rigor of scientific research in our work. The shield form connotes our values to protect and nurture the children who are at the center of our mission. The white figure in silhouette represents all children (white contains all colors in the spectrum) and has out- and up-stretched arms suggesting the engagement with media in a positive way. The top half of the mark above the child represents a screen while the bottom half represents an open book with the child in the middle engaging with both.
For our new look, we incorporated a tagline “Ask the Mediatrician”. The Mediatrician is our Founder and Director, Michael Rich, MD, MPH. He is a pediatrician here at Boston Children’s Hospital, a writer, filmmaker, and lover of all things media – combine the 2 and you get a mediatrician! Ask the Mediatrician®, our online advice column on raising healthy, successful digital natives welcomes you to submit your questions about media use and child health for the latest information and strategies. The red dots beside the tagline draw the viewers eye to the line itself and tie it in with the colors of the logomark. The tagline not only encourages the viewer to be proactive on behalf of children, but also reminds them that the Center, like a pediatrician, uses the best science available to support the physical, mental and social health of infants, children, and youth. Ask the Mediatrician® has become one of our most popular assets and offerings to the community.