Papaton creates 2D and 3D characters and entire animated worlds for brands — from explainer videos and film titles to social media campaigns. While the studio had grown significantly, its visual identity had remained unchanged since 2015. As the category evolved, many studios came to share a similar visual language. Papaton approached us to develop a new wordmark, custom typeface, and brand mark that would better express its core idea: We tell stories with character.

We based the identity on the core principles of animation: stretch, squash, and bounce. The same mechanics that bring Papaton’s characters to life shape the wordmark, where letters stretch, twist, and leap. Rooted in the Creator and Explorer archetypes, the logo feels fluid, lively, and playfully expressive.

The brand mark took the longest to develop. We were looking for a symbol that felt simple and immediate, while still retaining a sense of craft and human touch. After many iterations, we arrived at a sheet of paper — both a creator’s essential tool and the first frame of a story waiting to come to life. Folded into shape, the paper also reveals the letter “P,” creating a natural connection between the symbol and the wordmark, allowing them to support and reinforce one another.