“Founded in 1992, K’NEX, a wholly owned subsidiary of Smart Brands International Co., LLC, did not set out to become an educational toy company, all we wanted to do was show kids that the only limit to building was the size of their imagination! 25 years later, K’NEX prides itself on connecting Science, Technology, Engineering, Arts, and Math with imagination. STEAMagination™ can be found in every K’NEX set and with it building dreams become a fun-powered, 3-D reality! Winner of over 390 awards and recognitions, the K’NEX product line has building toys specially designed for every age group and skill level.”
Solidarity of Unbridled Labour (Burlington, VT)
Images (opinion after)
The logo change was somewhat necessary because the thickness of the old “N” stood out in contrast to the other letters and it was the only uppercase letter. Unfortunately the new logo introduces a new problem in that the “e” now looks big and out of proportion. Rounding out the corners of everything seems somewhat unhelpful in any way to further the brand. I also find it annoying that the logo is all lowercase but the spelling in writing is all uppercase… these two expressions should not be opposites. Aside from the logo, the identity did get a positive infusion of color, typography, and exciting-ness. The badge version is quite cool and the diagonal stripes and angled type in the video are downright fun. Overall, I wish the logo had gotten a bolder redesign to match the identity.