Moonpig logo evolutionMoonpig 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 The Jetson-like “space pig” mascot had been in place since the beginning, but it’s now been replaced by a more contemporary wordmark and identity.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.

Moonpig logo sketch“‘My 6 year old could have done a better job of your new logo.’ Have you seen our new Creative Director?”

Moonpig logo

Moonpig identity

The identity was designed in-house in collaboration with Ian Styles, Simon Smith, Stuart Hammersley, and Rick Banks’ F37 Foundry.

Moonpig identity

“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.

Moonpig identity

Moonpig identity

Moonpig tote

Moonpig van

Moonpig identity

Moonpig letterbox

Via It’s Nice That.



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.

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.

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