The Lil’ Guppies series consists of an original logo, color palette, and brand assets. Designed in Illustrator and composed in Photoshop to mock up the merchandise and stationery. With little kids in mind, a friendly fish was sketched, scanned, and traced in Illustrator. The color palette was curated to connect the company’s friendly, trust, and professionalism with the idea of children and swimming. The flowing lines of the logo are all about the water and the blues for trust and professionalism.