Yoto

A toolkit for the next generation

Partner

Yoto

Location

London, UK

People

Brand Identity → Wild People
Brand Typeface → Studio Drama
2D Motion → Wild People
Photography → Knock Knock & Heirloom
3D Motion → Nelson Kidza-Sousa

Special thanks to Yoto Creative team:
Dan Bowling, Kate Dimitrevic, Nici Carder

Info

Much-loved kids’ audio platform Yoto are on a mission to nurture the next generation through screen-free entertainment. Building on the legacy of Pentagram’s brand identity, we teamed up with Yoto Creative Studio to develop a new brand toolkit that heroes its latest audio players, and evolves the brand, ready for the next generation.

Idea → Playfully Premium

Designed with parents in mind and kids at its heart, the update brings a playful yet premium feel to the identity. Creating a brand that feels accessible and intuitive, while still full of delight and discovery. Drawing on the playful forms of the new Yoto players, the toolkit creates a simple, modular design system with plenty of room to surprise.

Designed with parents in mind and kids at its heart, the update brings a playful yet premium feel to the identity. Creating a brand that feels accessible and intuitive, while still full of delight and discovery. Drawing on the playful forms of the new Yoto players, the toolkit creates a simple, modular design system with plenty of room to surprise.

Idea → Playfully Premium

Process

The new toolkit introduces a refreshed icon set, pixel sticker pack and refined colour system across the masterbrand and sub-brands. Bringing a soft yet bold character to the brand, complemented by a new custom typeface designed by the mighty Studio Drama.

The new toolkit introduces a refreshed icon set, pixel sticker pack and refined colour system across the masterbrand and sub-brands. Bringing a soft yet bold character to the brand, complemented by a new custom typeface designed by the mighty Studio Drama.

Process