The logo presented for this case, reflects two main concepts, seriousness and kindness. The seriousness of being for been a medical based activity and kindness for being focused on children treatment. It's important for the business activity to have an image easily related with children, but, on the oder hand because it is really focused on the parents which are the primer target and to whom the company is communicating, it's very important it to transmit a solid image and not a very playful one, we are talking about children therapy and not a kindergarden. The kindness is revealed through the soft colors and the cubes, at the same time the swiss typography makes it solid and structured. The logo can be easily used in printed or web material.