\u201cThe identity needed to speak to children without feeling childish, and to adults without feeling like a space designed exclusively for parents of young children. Finding a visual language and tone of voice where both could meet, without either having to compromise, became the guiding principle of the project,\u201d shares Monica. A central question that framed the design of the logo was how to create a visual language that could communicate something more than legibility, for \u201cchildren who may not yet be able to read,\u201d lead designer Maia Loucif says.<\/p>\n
The team approached the construction of the logo mark quite like they were in a playroom themselves. Treating it as a game, Maia set about stress-testing a build of the brand\u2019s name from a very limited set of forms in multiple variations \u2013\u00a0 \u201cI found myself returning to Fanette Mellier\u2019s activity books<\/a> introducing children to graphic design,\u201d Maia shares. From this constructivist inspiration, the designer drew up reduced alphabets from simple geometric shapes, finding the \u201cessence of each letter within them\u201d, she says. The wordmark was all about capturing the meaning that can derive from our childhood experiments with building and moving physical forms.<\/p>\n