The goal of this design was to create an updated brand while holding to its values as a wooden toy company. Brio’s main mission is to encourage creativity, problem-solving, and an appreciation for the natural world through play. The logo design also needed to highlight the importance of the variety of wooden toys they offer for babies, toddlers, and children. The target audience that needed to be reached is higher-income parents and grandparents.
Throughout the creative process different styles and methods of combining the idea of toys and children. The design process revealed that specific toy silhouettes that Brio offers work well. The final solution was a combination of three toy silhouettes—a rabbit and a duck which formed the outer shape of the capital B, while the sailboat created the typographic counters. The shapes were kept round and more organic to convey a sense of friendliness and safety.
The final logo for Brio was well received by my instructor and classmates. The problem was successfully addressed by creating an identity that was symbolically playful while holding to traditions that date back over 130 years of toy making.