Build’s brand identity for product design brand Plæy mirrors its playful and modular designs

Graphic design studio Build has created the identity for Plæy, a newly launched furniture and homeware brand. The logo and icon is intended to mirror the brand’s approach to its products, with a simple, modular and playful design that can adapt as the company develops.

The icon uses geometric shapes to form an abstract face, giving personality to the identity. Similarly the workmark and typography conveys a fun persona for the brand with its rounded letter forms at different levels.

Build’s creative director Michael C Place worked with the company’s founder Matt Kelly to develop a name and identity for his new brand so that it “launched with a strong foundation,” he says. “The modular nature of the identity means we can build out an infinite number of possibilities, making sure the identity stays fresh as Matt’s business grows.”

Alongside projects for high profile clients including Nike and Virgin America, Build’s identity for this fledgling brand shows another facet to the studio’s work.

Plæy launches with an exhibition of its identity and brand concept at Colours May Vary, Leeds from 9 December – 29 January 2017.