Personalised greetings card retailer Moonpig was launched in 2000 by Nick Jenkins, who sold the company in 2011 for £120 million. The space pig mascot had been in place since the beginning, but it’s now been replaced by a more contemporary wordmark, and a fresh new identity.
Moonpig logo, before and after.
There’s a lot that’s great about the rebrand — from the bespoke type family and tone of voice, right down to the snout icon and having fun with the logo launch.
“For FAQ’s sake #97 ‘My 6 year old could have done a better job of your new logo.’ Have you seen our new Creative Director?”
The identity was designed in-house in collaboration with Ian Styles, Simon Smith, Stuart Hammersley, and Rick Banks’ F37 Foundry.
“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.
Via It’s Nice That.