01. Sanrio Rebranding

Refreshing a beloved brand.

This is a study and rebranding for Sanrio that updates a legacy brand by creating a logo more modern for our time while keeping nostalgic notions of childhood happiness. The study involves looking at the readability of the logo and deciding how to clear up any possible confusion. One goal was to give the logo a handwritten touch, as I later found the typefaces I chose were not speaking to that innocence I usually associated with this company. After writing the name repeatedly on numerous sheets of paper in Sharpie, I puzzled together letters I liked and further developed the logo until I created possible solutions. I believe the new and improved design can bring this joyous and happy company into the 21st century, especially since its founding in 1960.

LOGO DESIGN
BRANDING & IDENTITY

02

A new color for a new generation.

While I planned to keep Sanrio’s original colors of red, blue, and pink, I thought adding a new color would spruce things up a bit. The blue and red come from Hello Kitty’s blue overalls and her red bow while the shirts she wears are sometimes pink, and for general cuteness too. Adding a bright pop of color to the branding sets a fun and playful mood that brings a smile to your face.