Brand system · v2 · Modern Indian Playroom
A 2026 identity for a real Indian maker.
We kept the name — and the seven years of equity behind it — and rebuilt everything else: the mark, the palette, the type and the voice. This page is the living source of truth; every value here maps to a swappable design token in code.
Logo & mark
The legacy smiley-face “oo”, comic font and red/yellow/blue clown palette are retired. The new play-in-motion mark reads as a slide arc and a smile abstracted to a single curve — it survives at favicon size and can be embossed on physical products.
Colour
#1F6E4E#F6A623#E8533F#2EA8B0#6C4AA6#F292A8#FBF3E7#2A2018Typography
Display · Fraunces
Where India Plays.
Aa Bb Cc 1234 ₹
Text · Hanken Grotesk
One display face, one text face. No more eight-font catalogues. Clean hierarchy that works on a product page, an Instagram post and a tender cover sheet alike.
Voice & tagline
Primary tagline (in use):
“Where India Plays.”
Alternates documented for founder sign-off:
- “Built to be played with.”
- “India's playground, made right.”
Retires both legacy phrases (“Fulfilling Childhood Dreams.” and “Creating A World That Is Entirely Wrought With Playful Possibilities”). The voice is warm, plainspoken, India-rooted and confident — never childish, because half the buyers are procurement officers.
Trust marks
Previously buried as corner clip-art. Now a clean, reusable badge row — surfaced as a sales narrative for institutional buyers.
Do & don't
Do
- ✓ One display + one text face, always.
- ✓ Paper base, colour for joy, ink for structure.
- ✓ Lead with trust marks for B2B/B2G.
- ✓ Real photography on clean backgrounds.
Don't
- ✕ No smiley-face “oo”, ever again.
- ✕ No red/yellow/blue clown palette.
- ✕ No clip-art, watermarks or stacked fonts.
- ✕ No “FUNMD” / “OG” codes in customer-facing collateral.