What is CDS you ask? Why it’s Hasbro’s Creative Development Studios. A group of 10 different departments from Package Engineering to Creative Operations to Sustainability. Each with their own identity and or icon. A lot goes on behind the scenes in toy development that the general public has no idea is taking place. Earlier this year, Brendan Opiekun the Creative Manager at Hasbro’s CDS approached Fuzion about updating their branding and of course, we responded with a resounding yes, we would love to! We are going to give you a behind the scenes look of what we started with, what the direction was, the many concepts we produced and the final logo and matching icons.

The existing brand look spelled out Creative Design Studios. A mouthful. We focused our designs on the acronym CDS, to make a stronger visual statement along with being simpler to remember. The logo needed to incorporate today’s technology with the digital, pixel-based and 3D world we live in today. Keeping this in mind, we explored the use of pixels and 3D elements when creating the CDS logo concepts.

From there it was narrowed down to CDS with floating pixels in both a 3D and 2D design. After seeing these logos side by side, the final logo was chosen! A flat 2D logo was decidedly cleaner and fresher, with a stronger visual impact.

On to the icons.

The original icons were done in an almost sketchy manner. The new icons introduced subtle gradients to brighten the colors and a simple illustration style that paired well with the new logo. Incorporating that on a 3D base introduced the 3D aspect Hasbro was envisioning. We carried through the illustration style to create a cohesive iconic statement representing each department.

The new logo and icons were a hit! Brendan Opiekun states: “We were excited to work with Fuzion Design for our organization rebrand. Wayne and his team were quick to understand our business challenges and did an outstanding job of concepting unique and creative solutions to achieve our goals. The final branding materials were exactly what we needed to help us become a recognizable and respected presence amongst our global partners.”

Time for a rebrand? Let’s make it happen.

401.722.8555 

Ask for Wayne!