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Statement on Big Night In Logo Designed by Sugar

Statement on Big Night In Logo Designed by Sugar

As part of our pitch process the KidsCan Big Night In logo had to be an integral part of the advertising and all other communications. We spent a lot of time researching. We even visited Robertson Road School to understand what the children thought in their words would be a ’cool’ logo.

It needs to work both as a logo and a marketing solution.

We then researched the logo ID landscape to see what competitive charities and events had done. Also looking at impact, relevance and longevity of the design.

We chose 3 elements for the make- up of the logo.

An icon we could merchandise, similar to the Red Nose for Band Aid’s Red Nose Day. We chose ‘bunny ears’ from an old style TV antenna that people can purchase and put on the front of their cars or as a hat so the kids can wear them.

Reference to a child icon. After all it’s all about the kids.

Imagery to suggest a TV extravaganza.

We took these three elements and combined them with clear, bold typography.


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