A Playful Logotype for the Cité Des Enfants “outside the Walls”

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The Palais de la Découverte and the Cité des sciences et de l'industrie have been presenting the permanent exhibition “Cité des enfants” for nearly 30 years on its site at the Cité des sciences in Paris. Accessible from 2 years old, it is an educational leisure offer that raises awareness and accompanies children in their discoveries of the world. Graphéine supported Universcience in the creation of the new cultural brand “Smlicieux” as a new step in the development of the “Cité des enfants” brand.

This strategy is based on the integration of existing or original equipment for children in various environments, such as shopping centres. In line with the values ​​​​​​of the Cité des enfants, "Smlicieux" was inaugurated at the end of 2020 with a first opening at the Lillenium center in Lille. A clever logo, both typo and mischievous emoji! The name Smallicious was born from background remove service the fusion of the words "Small" and "malicious". An English/French association that embodies the ambition and the roots of the project . A clever name that both describes the audience targeted by the Smallicieux experience and characterizes it. To represent the playful and educational universe of Smallicieux, we have favored emotion by representing within the logo the enthusiasm, the smile, the mischief of the children who set out to explore.


By drawing the "S" of Smallicieux in a cursive style that refers to children's school writing, we create a round and benevolent loop. By adding like a semicolon upside down in front of this "S", it suddenly turns into a mischievous face!The rest of the typographic block was designed to measure to decline the playful graphics of the lettering and allow the best possible integration of the drop cap/Emoji in the word. The integration within the typographic block of a wink and a smile gives life to the logo while remaining in a minimalist rendering.