When Happy Socks, the iconic Swedish brand, asked us for a refresh, our goal was to design an icon that expressed happiness without resorting to the ubiquitous smiley face, and to create a bespoke wordmark with more visibility and usage efficiency.

The result, an expressive and happy H icon, comes with a new bolder wordmark, a playful mascot (wearing socks of course) and two custom typefaces, Happy Font and Happy Script.