Visual identity for The State Service of Ukraine for Children Affairs

Agency: VANDOG Agency Creative Director: Iryna Metneva Design and Art Direction: Dora Zadorozhnia Creative Consultant: Zhdan Zabashta Client Service Director: Olga Tyshchenko Account Manager: Anastasia Agarkova

CONTEXT In 2023, Ukraine established a new government agency — The State Service for Children Affairs, dedicated to protecting the rights and well-being of every child. CHALLENGE Like many government institutions, it risked being perceived as distant, bureaucratic, and difficult to connect with. The new visual identity had to do more than look modern — it had to feel human, optimistic, and centered on children. IDEA To make the agency more approachable, VANDOG Agency developed its first-ever visual identity. Instead of simplifying state symbolism, we reimagined it through the lens of childhood. The design system functions like a set of building blocks — endlessly flexible, expressive, and intuitive. Built from modular, colorful shapes inspired by toys and play, the visual identity reflects how children explore, imagine, and build their world. These elements come together in the official logo: a reimagined Ukrainian trident, assembled as if by a child — symbolic yet playful, serious yet soft. From logos to layouts, patterns to icons — the system is fully modular, allowing infinite combinations and adaptations. A new kind of government branding: bold, empathetic, and created with children in mind.