Mothercare store front

I was at my mother’s house in England the other day, casting an eye over all the toys we had as kids, which she has saved of course, and which her grandkids now enjoy.

I came across the edge of a toy package from Mothercare. This company has been around for ages and is clearly a highly respected name in anything to do with children. I love the identity – which I think the company has now moved away from – with the little child image literally under the protection of the m of mother.

What struck me for the first time that I can remember was how outdated the name was; the actual words mother and care put together to make a new name, as many company and product brands do. Back when Mothercare came into being, parenthood was possibly the almost exclusive preserve of the female parent, and that’s simply not the case any more.

The funny thing is, and I feel this about many household names and brands, we never question the name. We see the word mothercare and we equate it with a parenting brand for children. This is what a brand does to us. We rarely take the name out of context, deconstruct it, before realising that it’s perhaps not as appropriate as it used to be.

I think there are lots of examples of this, brands that we take for granted because they’re much more than the sum of their words. Lots of them, hiding in plain sight.

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