Colourful and friendly identity coming together to form something new

Role — Identity Design, Type Design, Package Design
Industry — Toy



Toyi is an eco-friendly creative building kit that enables children to transform everyday objects into unique toys. With a kit consisting of wheels, feet, hands, eyes, joints, sticks, flexible connectors, kids can transform any object around them into a toy of their own creation.



Toyi introduces a new conception of toy by inviting children to explore their surroundings in a creative way and see everyday objects as potential parts for their new toys.

Accordingly, the visual identity we designed for Toyi is based on the idea of basic shapes coming together to form something new. A simple, colorful, and cheerful identity emerges as the letters for the Toyi logo get built from the primitive forms of triangle, square, and circle, evoking toys and play.


When we started working on their logo, Toyi emphasized that they were planning on creating different types of products and that the logo should not bear a direct formal resemblance to Toyi parts.

The design is intended to be an umbrella identity, an inclusive system that covers a wider area than the first toy parts produced by them; it relates to Toyi in a more abstract fashion, symbolizing the coming together of different parts. 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 in a non-linear fashion, exemplifying the organic nature of play and the unexpected unities arising from it.


Toyi Font

Based on the letters T, O, Y, and I that make up the Toyi logo, a geometric, playful, and colorful sans-serif all-uppercase typeface is designed. It has two versions, colored and regular.

The font stands out with its bold forms and unique characteristics. It enriches the brand and gives it a unique look, and it is used in different application areas of identity and allows the brand to be easily recognized by its customers.



Art Direction & Graphic Design: Emre Parlak
Background pattern illustrations: Selin Tahtakılıç

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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 good communication and effective collaborative process. 

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All work © 2023 Emre Parlak