Hello Ruby aims to provide a fun and playful way for children to learn about computing and coding. Started in 2009 as an art project by Linda Liukas, programmer, storyteller and illustrator from Helsinki, Hello Ruby was boosted by a widely popular Kickstarter campaign in 2014.
They approached Kokoro & Moi, a design agency based in Helsinki and New York about a new visual identity.
The visual identity highlights the importance of playfulness and curiosity, when learning about coding. The colour palette is vivid and wide. Logo is built of colourful building blocks, characters playfully rotating the full circle. Friendly Maax Rounded as a primary font is accompanied by Maax Mono, monospaced font, in this case referring to the early computers.
With scissors we cut paper pieces to create Hello Ruby Cutout, a custom made font, to add more playfulness, fun and DIY attitude to the identity. Paper pieces are also used as building blocks for the pictograms, illustrations and animations. The stories and exercises are told through the cute and imaginative illustrations drawn by Linda. The identity system forms a playful and structured setting for these drawings, and adds layer of functionality to the storytelling.