Cosco Kids

The logo of Cosco Kids uses Omnes by Darden Studio.

Cosco is a brand for strollers, car seats, high chairs and other gear for babies and toddlers. Founded in 1935 as the Columbus Specialty Company in Indiana, it was acquired by Dorel Juvenile in 1988. In 2023, the manufacturer decided it was time for a rebrand:

One of the first elements to get a refresh was our logo. The old logo was dated, and lacked the motion that’s inherent to our redefined Brand DNA. As we thought about the brand’s visual language, we realized we needed something more substantial to command attention and step forward, away from any background graphic noise. And just like that, Cosco became Cosco Kids™.

The logo is at the center of the new identity. The wordmark is based on Omnes’s Bold weight, with various small adjustments, like a narrowed o. Letters are twisting and turning, to visualize the desired motion. “Kids” is added on a curved baseline below, dropping the i dot. The two words are held together by a thick outline in a shade that is dubbed “pirouette purple” by the designers.

The brand typeface that accompanies the logo in Omnes is Plau’s Vinila.