THE ENTERTAINER

The Entertainer is currently the most extensive toy retail company in the UK. However, I view their current logo as visually outdated and doesn't represent the company or the experience of the customers under a contemporary manner. That's when I decided to brief myself on redesigning the logo based on what I felt the company was aesthetically lacking. While developing my concept, I maintained the brand values, such as the unique domain of the company website and the mascot that plays the primary identity of the brand. The Mascot was designed with a simpler and more joyful aesthetic to align with the consumer experience, compared to the current logo.