A decade after launching its brand, Discovery Girls asked Kedar Designs to modernize its visual identity, including a new logo, a refreshed color palette and a more expressive typeface.
Created “by girls, for girls,” Discovery Girls Publications honestly addresses the issues faced by tween girls.
- Client: Discovery Girls
- Services: Identity, Strategy, Visual Language
The butterfly, as a symbol for tween girls between the ages of 8 and 12, was chosen as the brand’s icon. Iterations were made on the design until the proper balance was achieved between form, color and style.