The logo requires research and observation of competitors, and competitors' logos indicate a simplistic style that includes the company name and is easily identifiable. In addition to the primary competitors (Oompa, Bodolo, and PlanToys), researched logos include big brand names such as Fisher-Price, Hasbro, Lego, Crayola, and Mattel (Fox, 2019, para. 21). Similarities such as the predominant use of the color red and simplistic logos that illustrate the brand name suggest parity between the brands. Comparatively, the Oompa and PlanToys brands also utilize simplistic logos that display the brand name in an easily readable and identifiable font. Therefore, platypus Toys can convey the brand message and maintain the same simplicity as competitors' logos by keeping the logo straightforward and fun.
The logo sketches illustrate a playful tone and include the brand name. The most robust designs emphasized simplicity and used more geometric shapes, such as squares and circles. The final three selections provide a typographical choice (#16) and two geometric choices: one square (#30) and the other round (#29). These selections were first based on balance, legibility, and clarity. Then, the selections were determined by discerning the least complicated designs in juxtaposition with how effectively the design conveyed the whimsical nature of the brand. These concepts also indicate all final logo sketches can be elevated through the development process by adding dimensional elements, such as shadow and light play.
Continued research provided new perspective on the overall logo design and its implementation into future assets. In addition, Gupta (2019) discusses the impact of differentiating the logo from the brand mascot. For Platypus Toys, it was necessary to separate the logo wordmark and the pink platypus, Petunia. In doing so, the brand can utilize the assets separately; thus, the mascot adds to the value for the consumer when generating an emotional connection to the brand (Gupta, 2019, para. 4).
The final logo choices also provide choices that convey openness to adaptability, thus allowing the designer to ensure the design is flexible on multiple platforms and compatible with diverse sizes. This logo fluidity allows the brand to adapt to new ideas and changes while remaining visually identifiable to target audiences (Salmeron, 2014). The logo should idealize the nurturing concept of Platypus Toys and conceptualize a playful logo geared towards grabbing the attention of children through line and color.
Overall, the final logo is clearly and readily understood in small and large sizes as well as black and white and color. In addition, the Platypus Toys logo embodies a playful tone with a less complex design with which the consumer will be able to identify instantly.
The creation of the Platypus Toys vision board focused primarily on the 'loving' and 'imaginative' attributes and used 'ecological' to tie in the conservational message. The word 'loving' was chosen for the brand because of the intense emotion conveyed. Platypus Toys wants every child to feel loved and not judged for their differences. Imaginative is used for the second personality trait because it gives a sense of play and fun, which a toy is designed to provide. Platypus Toys wants its wooden toys to empower children to use their imagination and develop cognitive abilities. Lastly, 'ecological' was chosen for the brand personality to illustrate the concern for sustainable toys. Platypus Toys loves the environment and actively works to ensure sustainability and responsibly sourced materials to provide children with a better future.
Additionally, by utilizing design tools, such as 'is/isn't' statements, Platypus Toys could develop a foundational voice and tone for the brand. The brand narrative revolved around parents embracing children's learning differences and making kids more confident. This narrative works, using simplified and plain language when developing brand assets. For example, body content should be understandable and focus on the positive message of learning-style acceptance. In addition, the text and type should be larger and mimic the style of children's picture books. This concept lends further credibility to the focus on the UX aspect of the design for the children using the product. A larger font size also works to help people who are elderly or visually impaired.
The brand playbook was created as a comprehensive brand identity. The playbook illustrates the overall brand tone, look and feel, logo, and mockups. Additionally, the playbook outlines the overall aspects which define the brand. For example, the logo is detailed with specifications and guidelines to ensure proper usage. The playbook was designed to match the overall brand projection and operate as a visual guideline for the brand. Elements created for the brand were placed and aligned such as the rounded rainbow and the papercut corner. Additionally, elements such as the game and QR code were added to provide a more interactive design. Care was taken with hierarchy, contrast, and layout to ensure a professional design. Revisions and self-evaluation were necessary throughout the design process to remain aligned with the brand vision board.
The branding process necessitates revisions within the design creation. For a brand to be successful, assets are needed to ensure the brand projection remains consistent. Krishnan (2022) states, "brand assets are a comprehensive compilation of resources that contribute to how customers recognize and identify [a] brand (para. 1)". Some examples of assets include brand mascots, jingles, logos, and imagery. For Platypus Toys, it is necessary to develop fundamental assets the brand can use to ensure a consistent brand projection. Current assets include a social media package, letterhead package, swag package, billboard mockup, animated logo, and radio advertisement. These assets will ensure Platypus Toys can create a cohesive brand strategy that embodies the 'look and feel' of Platypus Toys and stays true to the brand message.
Ensuring Platypus Toys could create effective branding strategies necessitated the creation of assets, which the brand would be able to use as a foundational design strategy. The mockups were created to embody the colorful logo and promote the brand. Mockups have designs for children and adults and should be bright and fun. Images were chosen based on high-quality resolution and alignment with the bright, playful feeling of the brand. For example, the canvas tote illustrates the colorful rounded rainbow in addition to the Platypus Toys logo. The mockups allow the brand to advertise products with professionalism and quality.
