Development of a Complete Visual System

GeoToys is an educational brand focused on geography-based and thematic games for children. The objective of the project was to redefine the identity into a contemporary, clear, and scalable system applicable across multiple product lines, from card games to puzzle editions and promotional materials.

Logo and Core Identity

A new logotype was developed, combining playful typography with the symbolic presence of a globe.

Key characteristics:

– Rounded forms communicating accessibility and educational character
– An integrated globe symbol as the core visual anchor
– A blue and green color palette referencing geography and the world

The logo was constructed to function both as a compact mark and as an extended wordmark.

Pantone® 7694 C
C100 M77 Y34 K21
#00416b

Pantone® 7472 U
C58 M6 Y30 K0
#68bbb9

Pantone® Yellow U
C0 M5 Y100 K0
#ffe700

Pantone® Cool Gray 10 C
C62 M53 Y48 K19
#636569

Pantone® 7716 U
C72 M23 Y42 K2
#479896

Pantone® 283 U
C37 M11 Y0 K0
#99c6ee

Visual System

The identity was expanded into a modular system applicable across all products and communication channels.

The system includes:

– Defined color palette
– Typographic guidelines
– Composition rules for packaging
– Graphic elements inspired by maps and geographic lines
– Adaptive logo variations

The visual language ensures consistency while allowing thematic flexibility across different product editions.