Brand mascot
A brand mascot is a character, usually an animal, a person or an animated object, that represents a brand and embodies its personality
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It acts as a spokesperson and helps people recognise the brand and relate to it in a warmer, more emotional way. It may appear in advertising, packaging, social media, events or digital interfaces, and often evolves over time to suit new audiences and formats.
It differs from a symbol mark in that it is not just an emblem but a character with its own personality, voice and behaviour. Its design should be consistent with the brand identity, and it is worth checking how it is perceived across cultures and age groups.
Also known as
brand character, corporate mascot
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