The Blue Bird Foundation has been supporting children, teenagers, and young adults with disabilities since 2010. Based in Krasnodar, the organisation helps not only individuals but entire families.

The foundation’s mission is to provide systemic, ongoing support at every stage — from treatment and rehabilitation to socialisation and integration into society.
Its core principle is simple yet powerful: no one should face hardship alone.

Over time, the foundation’s previous visual identity stopped reflecting its mission — and even began hindering communication. The old logo featured a mythical blue bird, symbolising something distant and unattainable. But the foundation’s essence is real, tangible support — help that is here and now.

The outdated image lacked trustworthiness for potential partners and was difficult to reproduce across media and merchandise. The challenge was to design a new, authentic, and functional identity that would align with the foundation’s values while keeping the well-known name "Blue Bird."

We proposed giving the foundation a new symbol — the penguin, the true "blue bird" of nature.

The penguin perfectly captures the foundation’s philosophy:

• Resilience — the strength to withstand challenges.
• Uprightness — a metaphor for helping people "get back on their feet."
• Adaptability — in its natural environment, the penguin moves with ease and grace, just as the foundation helps people find their own comfort zone where they can thrive.

As a new slogan, we introduced "We're here."
It speaks simply and sincerely: to those in need — you’re not alone; and to those willing to help — you don’t need to perform a heroic act, it’s enough just to be near.