THE ENTERTAINER

The Entertainer is currently the largest toy retailer in the UK. However, I find their existing logo visually outdated and not reflective of the company or the customer experience in a contemporary way. That’s when I decided to brief myself on redesigning the logo, based on what I felt the brand was aesthetically lacking. While developing my concept, I preserved key brand elements, such as the unique website domain and the mascot, which plays a central role in the brand’s identity. The mascot was redesigned with a simpler, more joyful aesthetic to better align with the customer experience compared to the current logo.