ABOUT US
About Cricket
Cricket is a children’s publishing brand known for inspiring young readers through literary magazines and digital storytelling. Originally rooted in print, Cricket has expanded into digital platforms, audiobooks, and interactive tools to meet the needs of new generations. Serving children ages 6–14, parents, and educators, the brand fosters curiosity, creativity, and lifelong learning. With engaging narratives and imaginative experiences, Cricket encourages kids to think, dream, and explore. Today, it continues evolving into a multi-platform learning ecosystem that blends storytelling with discovery—igniting minds both in and beyond the classroom.
Educational
Cricket fosters intellectual growth through storytelling, critical thinking, and creative expression, expanding learning beyond traditional reading with interactive literacy programs.
Whimsical
Cricket’s imaginative storytelling blends fantasy with reality, sparking curiosity and making learning feel magical, playful, and full of wonder.
Engaging
Cricket encourages active participation, allowing young learners to interact through writing, creative challenges, and discussions.
Keywords
Cricket's Core Value
Rebranding
Why the Rebrand?
As digital media and technology redefine how children engage with learning, traditional print publications face declining influence. The rise of interactive apps, e-learning platforms, and multimedia content has reshaped educational experiences, shifting preferences away from static reading toward immersive, participatory learning.
To remain relevant in this evolving landscape, Cricket must reimagine its role—expanding beyond storytelling into a dynamic, multi-platform brand that nurtures curiosity, creativity, and meaningful engagement in a tech-driven world.
Rebranding
Rebranding Objective
Cricket is evolving into a comprehensive learning ecosystem that builds on its strengths in children’s magazines, educational platforms, and licensed content. The rebrand introduces structured, theme-based categories aligned with developmental stages, making it easier for parents and educators to select age-appropriate material.
Beyond reading, Cricket will engage young minds through gamified literacy tools, digital storytelling, and hands-on creative challenges. New interactive offerings like learning clubs and reading communities will foster deeper participation. By collaborating with families, teachers, and global institutions, Cricket aims to support diverse learning styles and spark lifelong curiosity, creativity, and intellectual growth.
Rebranding
Rebranding Process
The rebranding of Cricket was a thoughtful, multi-stage process that honored our legacy while preparing us for future growth. We began by redefining our brand mission: to ignite a love for reading, learning, and discovery, inspiring young minds to explore, create, and imagine beyond the page. We then developed a new visual identity: a friendly, imaginative logo featuring "Cleo," our cricket avatar, alongside an approachable wordmark, bright color palette, and flexible design system that mirrors the spirit of exploration.
Our brand extensions were also reimagined to expand engagement across products, services, environments, experiences, educational opportunities, and co-branding partnerships — all rooted in our mission to make learning active, meaningful, and joyful.
This comprehensive rebrand positions Cricket as a dynamic, multi-platform educational brand ready to inspire a new generation of readers, learners,
and dreamers.
Rebranding
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Round 1
Exploring the Foundations
Rooted in our core brand values—Educational, Whimsical, and Engaging—the first sketches explored how these traits might visually come to life. We examined circles, arrows, and star shapes to reflect themes like growth, wonder, and learning journeys.
Round 2
Defining Direction
From the early sketches, it became clear that a whimsical visual tone resonated most. This round focused on combining the strongest elements—avatars, geometric forms, and directional movement—to reflect playfulness, story, and momentum.
Round 3
Refining Symbol & Shape
Here, the sketches honed in on the “C” shape as a bold, central element. Exploration included dynamic line work, clever use of space, and star-inspired forms that symbolized imagination and discovery—all while prioritizing clarity and legibility.
Round 4
Evoking Character & Imagination
In this fourth round of logo development, the exploration centered around evoking a more whimsical and imaginative spirit. Building on previous directions, these sketches experiment with playful forms, expressive shapes, and storytelling-inspired silhouettes.
Round 5
Polishing the Identity
For the final sketches, the focus shifts to refining a direction that combines the initial letter “C” with a playful cricket avatar, using negative space to bring personality and storytelling into the mark. This concept best reflects Cricket’s core values—whimsy, curiosity, and imagination—while staying recognizable and versatile.
Rebranding
Meet Our New Logo—Cleo
Cleo is the friendly face of Cricket — a cheerful guide who embodies the spirit of curiosity, creativity, and discovery that defines our brand. With a warm smile and a lively personality, Cleo represents the joy of learning and the wonder of storytelling.
Designed to connect instantly with young audiences and families, Cleo acts as a welcoming companion across all touchpoints, from print to digital. Whether introducing a new adventure, celebrating imagination, or sparking curiosity about the world, Cleo is always there to encourage, support, and inspire.
In every appearance, Cleo reflects our brand mission: to ignite a love for reading, learning, and discovery, helping young minds explore, create, and imagine beyond the page.
brand chart
Growing Beyond the Page
This series of charts offers a visual representation of Cricket’s future brand extensions and our strategic direction moving forward. By translating our goals into clear visual frameworks, we can more effectively communicate our intentions, assess performance, and refine our approach to better align with the needs of our consumers and partners.
