Ukids is an entertainment platform for children (and their families). Our design fits the idea of the happy Elf, a supernatural being with magical powers. The English initial »U« and the face of the elf are isomorphic in form and design. The »U« is used to vividly highlight the elf’s eye. Kids brands in China usually adopt a conservative approach. Ukids, however, uses a cute little demon image to show children’s infinite creativity, giving the brand distinctive personality.

Statement of the jury

The graphic’s simplicity of the character is fascinating. The way the U forms a face and creates a facial expression is fantastic. Moreover, the appealing character has various applications and is extremely recognisable. A strong visual icon that appeals to big ones and little ones and is emotionally touching.


Excellent Communications Design
Brand Identity