In 2011, the St. Louis Department of Health began a program aimed at reducing smoking in the homes of St. Louis families. They called it “Smoke Free St. Louis Kids”. Aphidesign was hired to handle all aspects of branding and promoting the new program, including the logo, tagline, brochures, flyers, promotional items, and a website.
After considering many options and developing a few different possible designs for the SFSLK team, Aphidesign created a logo they loved — including coming up with the program’s signature tagline of “Quit. For them.” The final logo incorporates the cigarette from the well-known “no smoking” signs set above the tagline, with 3 small childrens’ handprints set below it. The bright red color used in the logo carries the “no smoking” association further, and red is universally known as a color signifying “stop” in multiple contexts.
The resulting logo is bold and recognizable, with a tagline and iconography that helps clarify the organization’s message. It’s not “stop kids from smoking” as one might imagine from just the name of the program, but rather a program aimed at stopping adults from smoking in order to improve the health of the children they are putting at risk.