The Adoption Associates Inc. logo was a redesign from a vertical one-color blue logo with just the letters "AAI". The heart symbol and the blue were carried over and formed into a mark with a more efficient space ratio with more color. "Adoption Associates Inc."  was spelled out because the company was not universally known to public. The typeface Gill Sans was chosen because of its legibility in all caps and because of it's hint of softer lines that are mirrored in the rounding of the top of the mark.