Moonpig logo, before and after.
Personalised gift and greetings card retailer Moonpig was launched in 2000 by Nick Jenkins, who later sold the company for £120 million. The Jetson-like “space pig” mascot had been in place since the beginning, but it’s now been replaced by a more contemporary wordmark and identity.
There’s a lot I like about the rebrand — the bespoke type design, the tone of voice, the snout icon, palette, even having a bit of fun with the logo launch.
“‘My 6 year old could have done a better job of your new logo.’ Have you seen our new Creative Director?”
The identity was designed in-house in collaboration with Ian Styles, Simon Smith, Stuart Hammersley, and Rick Banks’ F37 Foundry.
“We worked extensively with British based type company F37 Foundry to create and develop a bespoke type family that would play a key role in Moonpig’s new brand identity. Both companies worked together using the F37 Ginger type family as the foundations, creating a new Demi weight called Moonpig Lift-Off.
“This weight features three styles of alternates with random programming, giving it a playful yet structured execution. It consists of four subclasses: a regular class for the normal design of the characters, one class for the ‘lift’ characters, another class for the ‘wobbly’ characters and one for the more complex group of characters — those that ‘shake’.”
Quoted from the Ian Styles project page.
Via It’s Nice That.
Comments
This is one of my favourite redesigns of the year. I thought it was a really clever solution to make use of the ‘OO’ to reference the pig. The disjointed type also works really nicely on packaging too. It’s a very simple solution, but works so well.
I love this particular brand redesign, very fresh and modern.
Thank you! Made me smile at the end of a harrowing long day. The snout reference in the oo is smart. Could see it playing a larger role as the brand moves forward. Pink was a no-brainer. The type solution is deceptively sophisticated.
Lovely redesign, quite curious how such a project is handled with that many creatives on board. Sounds like a huge team.
They did a wonderful job and I really dig those minimal designs and semibold colours.
I wondered the same thing, Rombout.
And yes, I think that’s sometimes the beauty of these type of designs. At face value ‘My 6 year old could have done a better job of your new logo.’ Then you look at the work again and see clever new angles. Simplifying is definitely the hard part.
Huge improvement, and on brand.