Cricut makes smart cutting machines accompanied by software applications that are targeted to the DIY maker. The products give users the tools to cut intricate designs into over a hundred materials including fabric, balsa wood and leather. Cricut internally launched a brand strategy project and needed a new visual identity that communicates the new brand.
To appeal to an expanding demographic we created a clean wordmark that elevates the brand, is gender-neutral and could be easily read on the machines. The new &C symbol highlights outside partnerships, the relationship between the user and cricut, and the many options for creativity and cricut.
Cricut needed a graphic language that could be used across many touch points while not competing with featured creations and fabric.We created overlapping geometric artwork from basic shapes that hints at the process and materials used in creating crafts.