Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Playful yet sophisticated, the logo and illustrations for Guili Guili, a retailer of

children’s clothes, toys, and gifts, appeals to both children and their parents.

DE SIG N

ELFEN

CR EATI

V

GUTO EV

DE SIG NE

WAYN E H

CL IEN T

GUILI GU

Guili Guili

A FUN N AME

Guili Guili is a retailer of children’s clothes, toys, and gifts

based in Cardiff, Wales. The shops stock exclusive, high-end

European children’s wear brands and is well known for its

vibrantly colorful designs and high-quality toys and gifts.

Guili Guili needed an identity that would position it as an

innovative, fashion-forward market-leading company and

would capture the attention of its target audience.

One of the biggest challenges of this particular naming and

identity project was that it needed to re ect the meaning of

the company name, but not in a literal way; the name Guili

Guili is French for “tickle tickle” (pronounced gill-eeee gill-eeeee).

Th

id

le

a

Logo Savvy

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Job: 10-91288 Title: RP: logo Sauuy

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DE SIG N FIR M

EL FEN

CR EATI VE DI R EC TOR

GU TO EVA NS

DE SIG NE R

WAY N E HAR RI S

CL IEN T

GU ILI G U IL I

and

g of

uili

-eeeee).

The name Guili Guili is French for “tickle tickle.” Guili Guili needed an

identity that would position it as an innovative, fashion-forward market-

leading company and would capture the attention of its target audience.

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Job: 10-91288 Title: RP: logo Sauuy

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PLAYI

For Gu

they w

a chic

numbe

recogn

charac

After e

created

Guili s

to imag

Elfen recognized that, in addition to developing a logo, using

character illustrations would also add value to the brand.

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Playful

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The Guili Guili birds are integral elements that appear on all the store’s materials.

PLAYING W I TH IDEN T I TY

For Guili Guili to position itself in the high-end retail market,

they worked closely with the design agency Elfen to develop

a chic yet playful brand. Having previously worked on a

number of projects that targeted a similar audience, Elfen

recognized that, in addition to developing a logo, using

character illustrations would also add value to the brand.

After experimenting with different organic forms, Elfen

created their own species of bird, the “Guili Guili.” Guili

Guili seemed like the perfect name for a bird and it was easy

to imagine it trilling the “guili guili” sound. They envisioned

the bird as a colorful, playful character perfect for children,

especially with its giggle-inducing name. This, in turn,

informed the logo itself—a kid-friendly typeface framed by

an organic shape.

The client was delighted with the logo and illustrations because

they proved to be popular with children while also appealing

to parents. An important part of this brand’s personality is

the Guili Guili bird, which appears on all corporate materials

including business cards,  yers, and shop exteriors.

ing

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