Approaching the gift giving season, the European association representing the toys industry in Europe (TIE) briefed White Rabbit  to create the visual identity of the Toy Safety Tips campaign, and to communicate within the new logo the joyful and colourful

world of toys.

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The search for visual elements to convey keywords like "play" as well as the concept of "discovery" in a dynamic way, led us to the shape of the cube, the basic elements of the first rounded corners constructions blocks given to babies.

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