We developed a clean, playful mark that communicates to a target audience of 8-12 year old’s who are curious about science and technology, as well as their design-savvy parents. Keeping the mark gender-neutral with simple lines, rounded letterforms, and a lively, diverse color palette was important in order to appeal to boys and girls equally.
The mark's use of multiple colors reflects the modular nature of the product itself, and will inform the product design (the sets of actual vehicle parts will reflect the colors of the logo). There was also a need for an abbreviated mark, for applications on small parts. The key, as a mark itself, is iconic – referencing the history of mechanical toys – a modern take on the endearing past-time of play.
For the logo animation, considering the onomatopoeic nature of the brand’s name itself, we kept the movements and sound playful, personified, and formally representational. The key is wound, then released, revealing the logo in full.
