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Moonpig ditches the space pig after 17 years

October 11, 2017


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 The space pig mascot had been in place since the beginning, but it’s now been replaced by a more contemporary wordmark, and a fresh new identity.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 evolutionMoonpig 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?”

Moonpig logo sketch

Moonpig logo

Moonpig identity

The identity was designed in-house in collaboration with Ian Styles, Simon Smith, Stuart Hammersley, and Rick Banks’ F37 Foundry.

Moonpig identity

“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.

Moonpig identity

Moonpig identity

Moonpig tote

Moonpig van

Moonpig identity

Via It’s Nice That.

Excellent.



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