Brand Identity For Animation Studio Papaton
An animation studio removed the mascot and made the typography perform instead.
Shuka developed a new brand identity for Papaton, a studio creating 2D and 3D animated worlds for brands. The refreshed identity draws on the core principles of animation—stretch, squash, and bounce—to create a lively, expressive wordmark and a folded-paper brand mark symbolizing creativity and storytelling.
Insights- Shuka avoided the expected animation-studio mascot and turned the core principles of animation into brand behavior.
- The folded-sheet symbol forms a P while referring to the blank page as the first frame of a story.
- The custom wordmark stretches, twists and jumps using the squash-and-stretch logic animators use to give characters life.
- Papaton combines “papa” with founder Anton Ten’s first name — a name suggested by his wife.
- The company grew from one coworking desk outside Moscow into an international studio working with brands including Google and Microsoft.
