The making of Educo toy store chain logo

Overview   Process  

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

educo process 00

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

educo process 01

Maybe, an adventure maze?

educo process 02

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

educo process 03

Establishing proportions.

educo process 04


educo process 05

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

Designer: How about this?

educo process 06

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

educo process 07

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

educo process 08
educo process 09
educo process 10

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.

educo process 12

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

educo process 13
educo process 14

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:

educo process 15

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.

educo process 16

Showing an interim design to the artistic director.

educo process 17

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

Redrawing from scratch.

educo process 18

A bit more styling.

educo process 19


Art director: OK.

Artistic director: OK.

Preparing a presentation and showing to the client.

educo process 20

The client is happy.

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

educo process 21
educo process 22

Making small adjustments and typesetting the guide.

Considering the ways to use the pattern.

educo process 23

Order a design...