Little Soles is a children’s shoe charity that pairs children in need with other people’s unwanted footwear (I should really share more good projects for non-profits).
Designer Tom Ward combined a footprint motif, friendly typography, and a bright colour palette to tell the charity’s story. Illustrated characters bring the identity to life.
“The approach was to create a rich, distinctive world for Little Soles in order to grab and retain attention with messages that mums would instantly warm to. The footprint within the logo forms the basis of backdrops, shadows and shoe tags for a cohesive identity that communicates the ‘making feet happy’ strapline.”
— Tom Ward
UK-based Little Soles collects good quality, clean children’s shoes with life left to give. They take care of collection and storage and then deliver to local charities, crisis centres, and councils where they are passed on to children in need.
Illustrations: Tom Ward