BAE is the name of an innovative brand providing products for children under the age of ten. Although the logo consists of just two rings, it contains profound connotations. Through a combination of graphics and an expanded use of the logo’s components, visual content is presented in a minimalist form. The refreshingly plain colours represent the innocence and sunny disposition of children. A rich and varied visual expansion injects vigour into the brand and expresses a simple yet deep love for children, thus greatly enhancing the connotations of the brand.