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KiddiSphere, a renowned global manufacturer of children's products, initiated a restructuring of its business lines in the first quarter of 2024. This restructuring effort includes the addition of educational toys for preschoolers aged 0-6 years old, as well as children's apparel and footwear. The company thus recognized the need for a new brand identity that would effectively communicate its expanded brand values and business scope to its global users. The rebranding project includes the creation of a new logo design and IP image design. The logo design component features a playful and cartoonized font, showing vibrant and distinct hues. These hues include three glossy colors: green, purple, and orange. The brand name is creatively integrated with different simple patterns, thus reflecting the attention drawn to children's lives and evoking positive emotions. Notably, the two blue letters "I" as the brand elements symbolize the unbounded freedom and hope found in the ocean and sky. Additionally, these letters also accent the individuality of each child, encouraging self-development and self-confidence.With regards to the IP image design, KiddiSphere is created upon three anthropomorphic cartoon images: a circle, a square, and a triangle. These images are arranged irregularly, representing the interaction between children and the joy of play. The bright color palette used in the logo design is also followed in the cartoon images, adding to the intensity of visual coherence and brand recognition. The round image is accompanied by a question mark, symbolizing children鈥檚 quest for curiosity, while the triangle is accompanied by an exclamation mark, standing for the innocence of children. This design aims to depict and convey the diverse qualities of a child's nature, and infuse storytelling elements into the IP image to establish a close tie with children's lives. Ultimately, this approach facilitates children's acceptance and love for the brand.