20 | 20 is the youngest and most dynamic publishing group in Portugal.

For them, it was necessary to create a new imprint for young readers.

Fábula publishes children's books that seeks literary, graphic and didactic quality.

Agency: Ideias com Peso

Visual Concept

Fábula means Fable, which is a short story, typically with animals as characters, conveying a moral.

So for this imprint, an animal symbol was designed to associate with the name. We decided for the Crow because it was one of the most famous characters in the Aeosop's fable "The Crow and the Fox".

Logo & Design System
After the research, some sketches studies were made and it was designed the final symbol for the logo.
Graphic language for the branding: typography, color palette, animation, slogan, patterns and abstract forms.

The brand has two distinctive logos, one for the front covers and another one for the book spines.

Institutional Web