
Lekotek joined forces with Anixter Center in 2002 which resulted in a stronger family, but visual confusion. Market research proved that Lekotek has valuable equity in its name, so the decision was made to develop a family of consistent brands under the umbrella organization of Anixter Center.
Our new symbol is based on the idea of a kite. A kite flies and needs support to reach its highest potential - to soar! Lekotek is a division of Anixter Center and has an independent identity within the framework of the kite. The visual was developed based on the concept that Lekotek helps families raising a child or children with special needs learn fun, creative, and healthy ways to play together. Lekotek's brandmark highlights the relationship of parent and child playing together (imagine the child and parent are both holding and playing with a gigantic ball).
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