Smile Makers is a startup project specialized in the field of character and toy making, where it manufactures cartoon characters as dolls for children whose aim is to entertain and educate them in a new way. The project has won local and international awards for entrepreneurship and is considered the first operator in the manufacture of character dolls in Palestine.

The Challenge: The problem when building this brand was how to create a logo that expresses the project’s goal, especially since the target group is the children who receive education in kindergartens, and how to motivate them and make smiles on their faces. We also faced the problem of choosing the right colors for the project, especially since it is very difficult to choose colors that are suitable for children and are always memorable because each color has a certain meaning in nature.

Logo Concept: We designed the logo using the golden ratio that gives the impression of visual balance and clarity to the recipient. Where the logo consists of the basic geometric shapes, which are the circle and the square, in the beginning, we drew the heart element, which indicates love and happiness, and then we drew the smile element, which gives hope and pleasure to the child.

The Color Palette: We have chosen suitable colors that are related to the characteristics of the brand and focus mainly on the meaning of happiness, which is yellow, which is represented by the smile element, in addition to the meaning of love and life, which is represented by the element of eyes made in the form of hearts in blue and red.

Brand Attributes: After the mental map stage and extracting the appropriate words for the project, we have reached some characteristics that fit the brand and that are strongly associated with the target group: Innovative, Modern, Friendly, Cheerful, Childish, and Successful.