When and why to use a mascot.
Mascots may take the form of quirky characters dancing around at baseball games. At other times they represent a company in commercials or in marketing materials. “But essentially, a mascot is a living character that represents an organisation or business. It has a life outside of the logo,” says graphic designer Lenore Ooyevaar. Mascots can give your brand or sports team a personality and help humanise your organisation.
Mascots can range from personified animals and inanimate objects to exaggerated human caricatures. “You want a mascot when you need a big personality or have a big personality,” says graphic designer Ashley Lippard. “But if you have an introverted company, a mascot probably isn’t going to fit.”
When you have a mascot, you’ll need to create a logo for it. For some brands, the mascot exists only in the logo. For others, the mascot may be a physical character present at events or an animated personality that talks in commercials. “Apart from sports teams, brand mascots are usually used in supplementary logos, not the main logo,” says Lippard. Where your mascot logo is used will affect the design, layout and colours you choose.
Understand the competition.
Before you get started, look at what your competitors are up to. If you need to design a mascot for a university, look at other schools in the region and check out what mascots they use. If you’re in the e-sports field, look at other gamers or teams. And if you work for a brand, analyse the competition in your industry to find out how you can differentiate yourself.