Simple, colorful, and friendly identity inspired by the geometric shapes of toys and play

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Toyi is a creative play kit that allows children aged six years or older to make toys they imagine using materials around them.

With Toyi, children are redesigning the objects around them, developing a sense of producing without consuming (upcycling) at an early age.

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The idea
The identity is inspired by the geometric shapes of toys and play. The letters for the Toyi logo are designed based on these primitive forms of triangle, square, and circle. With this method, a simple, colorful, and friendly identity has emerged.

The design is intended to be an umbrella identity, an inclusive system which covers a wider area than the first toy produced by the Toyi team. This is the reason that the logo doesn't bear a direct resemblance to the Toyi parts, but relates to it in a more abstract fashion, symbolizing the coming together of different parts. The letters are linked to each other in a subtle way. For example, the letter "I" in the logotype is linked to the letter "O" and they are forming an "İ" with a dot. They line up to form the logotype, emphasizing unity and play.

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Custom display font for Toyi
Based on the characteristics of the letters T, O, Y and I, a playful, bold and geometric display font was designed.

Toyi Font enriches the brand and gives it a unique look.

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Toyi Play Days poster above. Different application examples and Toyi packages below.

Toyi Play Days poster above. Different application examples and Toyi packages below.

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Toyi is on MoMA Design Store, New York. Every year, MoMA Design Store prepares a selection of toys that enhance children's creativity and encourage learning through play. In 2019, MoMA has Toyi in its selection of good toys.

Toyi is on MoMA Design Store, New York. Every year, MoMA Design Store prepares a selection of toys that enhance children's creativity and encourage learning through play. This year MoMA has Toyi in its selection of good toys.

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Next work

In the dynamic branding of the Istanbul-based multidisciplinary studio Nohlab, I reflected the interdisciplinary and dynamic experiences created by them. 

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I’m passionate about typographic perfection, grid systems, and color interactions. These passions of mine make me question how to get to the best design solution and how to do it in the simplest way. I believe that good design results from a good communication and collaboration between the designer and the client. 

More about me & my approach →

I am currently available to work on new projects. Feel free to get in touch.

hello[at]emreparlak.com


All work © 2019 Emre Parlak