Kidesign is a London-based startup that specialises in educational games and toys for children. Their brand needs to appeal to both kids, parents and teachers and communicate fun, seriousness and creativity. This led to the design of a dynamic visual identity based on an ancient toy - the tangram, which could be infinitely modified to represent different aspects of the business (eg. workshops, games, curricula). The distinctive colours and the shapes keep the brand recognisable, whatever the logo represents.