More Than Magic
New Target product identity by Collins:
Their first ever cross-category brand: aimed at eight to twelve year-olds girls, and featuring over 500 products from apparel, beauty, tech, and stationary. To resonate with this audience, they invited COLLINS to develop and launch an inclusive, imaginative brand that embraces girls’ uniqueness and self-expression.
The More Than Magic wordmark is using a modified version of Dave Rowland’s Ekamai, sometimes with caps from Duckie by the same designer. [Edit: It’s actually a modified version of Quinella, see the comments.] The secondary typeface on the packaging is Armin Brenner’s Voltaire.
The wordmark in combination with Voltaire on various packaging designs.
Voltaire is used in all lowercase, with discretionary ligatures and inline images.
Necklaces featuring Cooper Black (“Dream Big”) and Gooper (“Amazing”).
Notebook cover with Crack (Philipp Herrmann) in alternating letter colors.
5 Comments on “More Than Magic”
The wordmark is actually a modified version of Quinella. The Collins team made the original version and sent it to me for clean-up.
Thanks for chiming in, Dave! Interesting. I’ve added Quinella to and removed Duckie from the typeface credits. I see that the letterforms have been customized. The middle stem of m with the returning construction and also the idea of a gi ligature are clearly taken from Quinella. However, some other details like the terminals of n, e or c suggest that Collins looked at Ekamai, too. Here’s a quick visual comparison of the wordmark with Ekamai (left) and Quinella (right). The “Dream Big” application likewise appears to use lowercase letters from Ekamai (with swash caps from Quinella).
Thanks, Florian. The caps on the hairbrush are from Duckie though, as the original contributor said ;)
Are you sure? They look like Quinella’s swash caps to me.
Haha, yeah you’re right. I didn’t realise they were so similar. Don’t even recognise my own fonts properly. How embarrassing!