The making of Educo toy store chain logo

The client gives us the task: to update the current logo or come up with a new one.

Starting to think about the wonderful world of children’s toys.

Maybe, an adventure maze?

Nope. We ultimately decide to improve the Vitruvian child idea. Getting back to the source and looking at how artists depict children.

Establishing proportions.

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Art director: No, we need more joy, more childish fun.

Designer: How about this?

Art director: Give me a Mona Lisa and a Discobolus, too.

Fine-tuning the type, trying to imagine how the logo will look on a storefront. Showing to the client.

The client does not like the demonic look of the kid and the flame hairstyle.

Drawing a different set of eyes and taking him to a barber shop.

Choosing the colors.

It would be cool to use a pattern of Da Vinci’s inventions as a background.

Presenting to the client.

Well, it’s a miss. The client asks us to look for a compromise between anatomically-correct and cartoonish.

In designer's head, the compromise looks like this:

Next we need to finalize the outline of the character and change the colors so it wouldn’t seem that one kid is hiding behind another and waving his arms.

Showing an interim design to the artistic director.

Artistic director: Somehow it doesn’t seem to work. The fingers are too detailed, but it just doesn’t look cool.

Redrawing from scratch.

A bit more styling.

There!

Art director: OK.

Artistic director: OK.

Preparing a presentation and showing to the client.

The client is happy.

The designer makes final touches to the outline, while the type designer draws small caps.

Making small adjustments and typesetting the guide.

Considering the ways to use the pattern.