So what's the idea behind this logo thingie?
The concept behind all brand identity work is just that, the communication of an important and individual characteristic of an organisation's identity. Does Toytown have one? Yes, in fact it has some important and strong characteristics which should be expressed in the branding.
THE BUILDING BLOCK
The Toytown community has a primary binding characteristic; and that is English as its common language of communication. This may be represented in many ways, but the usage of a building block was chosen as it reflects the idea of language as a fundamental starting point without any form of geopolitical bias and, due to its childlike playful associations, portrays the idea of Toytown’s emotional identity - fun.
Using the common abbreviation of Toytown, two separate t's, in the upper and lower case of a slab serif typeface, on two sides of the block enhance and capture the playful language ideas.
The most interesting aspect of Toytown, is also the one which would weaken its brand identity if it were not taken into account, and that is the diversity of interests, opinions, activities and ideas that take place within the website. The Toytown building block’s last remaining side is there to reflect that diversity. Each person is free to design an icon for this side to express or represent anything related to Toytown - from a snowflake to a valentines heart, from a beer glass to a rugby ball - as long as it fits on the side, does not change the type or logo form, and is not offensive or tasteless.
This logo is free for non-commercial usage on the TT website only. Any other usage including merchandising, T-shirts, Caps, Bags etc. must be licensed by both the designer and TT.
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