Identity Custom logo design for health, energy, and service sectors — from certified quality seals to visual systems for local trades. Character Playful brand mascots and editorial characters that personify identity. Impact Sports, events, and entertainment logos designed for maximum recognition. From global wrestling events to international championships. Prestige Premium logos for luxury brands, food, health supplements, wines, and consumer products. From elegant crests to playful mascots for labels, campaigns - local to international markets. Heritage From 3D logo systems to heraldic crests, identity can combine tradition, innovation, and technical precision. -0{{total_slide_count}} 0{{current_slide_index}} keyboard_arrow_right keyboard_arrow_left

Logo Design · Mascot Design · Character Design · Visual Identity · Brand Systems

Logos, Mascots, Characters & Visual Identity

Some identities begin with a mark. Others begin with a character. Sometimes the strongest solution combines both.

I design original logos, mascots, brand characters, emblems and character-led identity systems for companies, public organisations, events, institutions and independent businesses. Projects range from a focused logo to a complete visual system intended for print, signage, merchandise, digital communication and motion.

Identity marks · Wordmarks · Mascots · Character families · Event identities · Corporate & municipal systems · Animated logos

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What You’ll Find Here

From single marks to complete character systems

The archive ranges from international sporting mascots and national exhibition characters to corporate rebrands, municipal identities, technology brands, food and wine labels, animated logos and characters developed for safety, education and public communication.

Event Mascots

FIS Alpine World Ski Championships St. Moritz, Expo.02 and other character systems built for public events and large-scale application.

Corporate & Institutional Identity

AN2V, Sanafort, iShepherd, Fraunhofer and other organisations requiring clear, reproducible identity systems across print and digital media.

Municipal & Public Identity

Municipal marks, public-information mascots and local identities including Saint-Mathieu-de-Tréviers and Vacquières.

Character-Led Branding

Neo4j Ninja, Jelly Bop, Oskar, PartyPOW and other identities where a recurring character becomes part of the organisation’s visual voice.

Food, Wine & Hospitality

Domaine de Roux, Les Costes, Top Source, Les Héritières de Bacchus and illustrated identities applied to labels, glassware and other physical formats.

Event & Entertainment Identity

Mensa International, Johnny Mundo, Take the 55, La Toya Jackson / Ja-Tail and identities designed to move across promotion, merchandise and events.

Identity, Character & Recognition

A logo and a mascot solve different problems

They may belong to the same identity, but they are not interchangeable. The starting point is always what the organisation actually needs.

Logo & Identity Design

A mark has to identify quickly, remain recognisable at different scales and survive repeated use. The work may involve a wordmark, symbol, emblem, crest or a wider visual identity system.

Mascot & Character Design

A mascot needs personality, silhouette and flexibility. It may need to work in multiple poses and expressions, appear on signage or clothing, be animated, manufactured or developed into a family of supporting characters.

Character-Based Identity

Some projects need both: a strong identity framework and a character able to carry communication, promotion or storytelling across multiple formats.

Selected Projects

Identity systems built for real use

The projects below show different points along the spectrum: international mascots, public character systems, local municipal work and formal institutional identity.

Smoony official mascot for the FIS Alpine World Ski Championships St. Moritz 2003, designed by Ian David Marsden
Smoony — official mascot, FIS Alpine World Ski Championships St. Moritz 2003.

International Event Mascot

Smoony — St. Moritz 2003

Smoony was the official mascot for the FIS Alpine World Ski Championships in St. Moritz in 2003.

The character had to function far beyond one illustration, appearing across signage, staff clothing, merchandise, promotional material and licensed products. The proportions, silhouette and expression therefore needed to remain recognisable at very different scales and in very different contexts.

View the Smoony case study →

National Exhibition · Character Family

Expo.02 — Swiss National Exposition

For Switzerland’s national exhibition Expo.02, I created the principal mascot and supporting characters representing the four themed exhibition sites, or arteplages.

The challenge was not simply to design one memorable figure, but to create a coherent family. Each character needed its own personality while still belonging unmistakably to the same visual world.

Expo.02 mascot family designed by Ian David Marsden for the Swiss National Exposition
Expo.02 — main mascot and supporting arteplage characters.
Saint-Mathieu-de-Tréviers bee mascot character designed by Ian David Marsden in vector colour and outline versions
Saint-Mathieu-de-Tréviers — municipal bee mascot developed as a flexible vector character.

Municipal Mascot · Pic Saint-Loup

Saint-Mathieu-de-Tréviers — from sketch to public use

For the mairie of Saint-Mathieu-de-Tréviers, I developed a bee mascot intended for public communication. The project moved through rough character exploration, selected design, clean vector artwork and multiple applications.

The gallery includes sketches, colour and outline versions, additional poses, a proposed dimensional treatment and the finished character installed in municipal signage — a useful example of how a small character becomes a working public identity asset.

Institutional Identity · Motion

AN2V — visual identity without a mascot

For AN2V, France’s national association for video protection and smart-city security, I developed a strategic rebrand and three-dimensional logo system.

The work included motion versions and an editorial identity for the organisation’s publication PIXEL. It provides the counterpoint to the mascot projects on this page: sometimes the correct solution is a formal graphic system with no character at all.

View more AN2V work →

Animated AN2V logo and visual identity system designed by Ian David Marsden
AN2V — identity system designed to work in static and animated form.

Selected Case Studies

Characters and identities developed for real communication systems

These projects show how logos and characters can extend beyond a single image into safety communication, digital products, corporate identity and entertainment branding.

Oskar workplace safety character designed by Ian David Marsden for seele

Workplace Safety · Character System

seele — Oskar

A recurring safety character developed for training, presentations, signage and animated communication across an ongoing workplace-safety programme.

View case study →

iShepherd TRM360 brand identity, iconography and visual system designed by Ian David Marsden

Technology · Brand Identity · UX

iShepherd / TRM360

Brand identity, original iconography, personas and visual communication developed as part of a wider compliance-platform system.

View case study →

Sanafort visual identity and packaging system designed by Ian David Marsden

Corporate Identity · Packaging

Sanafort

Corporate identity, wordmark, ginkgo emblem and wider visual system developed across packaging, product communication, print and digital applications.

View case study →

La Toya Jackson identity, crest and entertainment branding by Ian David Marsden

Entertainment · Identity · Crest Design

La Toya Jackson / Ja-Tail

Identity, crests and logos developed as part of a broader entertainment-branding system spanning music releases, web, print, signage and merchandise.

View project →

Explore All Case Studies

From Sketch to System

Designed for what happens after approval

A good identity has to survive real use. It may appear on a website one day and a building, uniform, bottle, package, presentation, publication or animated sequence the next.

For character projects I consider silhouette, recognisability, pose, expression, scale, reproducibility and future applications. For logo work the emphasis includes proportion, typography, colour, reduction, variants and consistency across different media.

Depending on the project, final delivery can include vector logo masters, mascot artwork, pose and expression variants, colour specifications, print-ready files and production assets for signage, merchandise, digital communication or motion.

Broadcast Interview · SRF3

The art and strategy of professional mascot design

I was interviewed by Swiss national broadcaster SRF3 about professional mascot design — briefing, character development, practical applications and the details that allow a mascot to work consistently in different contexts.

Language: Swiss German.

Related work

Identity projects often overlap with illustration, packaging, web, editorial design and motion. Those broader applications are covered in more depth elsewhere on the site.

Commissioned Illustration →
Graphic Design & Creative Direction →
Comics & Sequential Illustration →
Hand-Drawn Explainer Videos →

Logo, Mascot & Visual Identity Projects

Need an identity people can actually recognise and use?

I work directly with companies, organisations, municipalities, events and agencies on original logos, mascots, characters and visual identity systems.

Send me a short outline of what you are creating, who needs to recognise it and where the identity will need to appear.

Discuss a Project
View Case Studies

Extended Archive

Logos, Mascots, Characters & Identity Systems

A broader archive of corporate and municipal logos, event identities, sports mascots, public-information characters, technology brands, food and wine identities, animated marks, entertainment graphics and character-led branding. Click any image to enlarge it.

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