Les Nouvelles Crèches is a childcare/pre-school services provider in France. Its mission is to build and manage nurseries for companies who chose to sponsor childcare for their employees.
The values of our service are;
- safety: our nurseries are havens for the children in our care, nurtured by teams of professionals dedicated to ensuring the well-being of the children. Construction materials and all products used in the nursery will be environmentally friendly and come from sustainable sources
- openness: we strive to nurture children's natural curiosity through the gradual discovery of the world that surrounds them in all its beauty and diversity
- fun: we help children develop their creativity through games and activities, grow their individual traits and qualities, and express their unique personalities
A cornerstone of our brand positioning is that employer-sponsored childcare policies have a strong demonstrated impact on gender equality in the workplace. The logo should reflect this gender neutrality since we will promote our service as a means to improve work/life balance for both parents.
In particular the logo should not have a mother/child bias since we aim to challenge the "father at work/bread-earner, mother at home/responsible for the children" stereotype. Though it is still prevalent in France, younger parents are pushing for a more equitable and balanced sharing of responsibilities both in the workplace and at home, a desire we both share and support.