The Essential Guide to All Things Mascot!
So… what’s a brand mascot? A brand mascot is a character or figure that represents a company, product, or service and acts as its friendly ambassador. It helps bring the brand to life. By doing so, it makes the brand more relatable and memorable for customers. You’ve probably been familiar with the brand mascots below since you were a child. Perhaps you remember seeing them in commercials, or along the shelves of grocery store aisles. However you’ve encountered brand mascots in your life, you’re sure to remember at least a few.
Mr. Clean, representing Magic Erasers
Toucan Sam for Kelloggs
A mascot logo, on the other hand, is a specific type of logo with a mascot as the central visual element. Regular logos focus on text or abstract shapes. Boring! A mascot logo uses a character design to communicate the brand’s identity and values in a fun and engaging way. Both help businesses stand out, create emotional connections, and build loyalty by giving the brand a recognizable and approachable face. It’s all about the application, and knowing when to use each to make them most impactful. Below are some examples of great brand mascots!
Wendy’s Mascot Logo
Vlasic’s Mascot Logo
Monopoly’s Mascot Logo
A mascot for business is more than just a fun character. It's a strategic asset that can help your brand build strong emotional connections, stand out from competitors, and create lasting memories. Whether you’re a startup or an established company, including a well-designed mascot in your branding and marketing efforts can be a game changer. Throughout this guide, you’ll learn how to harness the power of mascots to give your business a friendly face and unforgettable personality.
Mascots in Marketing
Duo, the Duolingo Owl, is a key piece of Duolingo’s marketing success. The company brought Duo to life with a playful, encouraging, and sometimes mischievous personality. He grabs attention and keeps users interested. He was always a great mascot for the company, but he’s exploded in popularity in the last few years. It all began with the app itself: daily notifications reminded users to continue their streak.
Duolingo is a language learning app that focuses on daily exercises. The key idea is that daily practice can build up to being fluent in a new language. The goal is to maintain a daily streak of practicing. So, notifications were a natural step to remind the user to complete their daily task. Duo’s seemingly constant reminders became a staple to countless people’s days. Some saw it as annoying, others as amusing. Soon, memes went viral making jokes that Duo was a little too invested in your learning. That, if one didn’t complete their lesson on time, Duo would pay you a visit and really teach you a lesson.
Instead of running from the jokes, Duolingo embraced their audience’s humor. Now, you can even get a widget of Duo on your homescreen. As the day progresses, he gets more and more upset that you haven’t completed your lesson yet. Here’s what you see when it’s nearing midnight without practicing:
Versus how he looks once your streak is protected:
I don’t like disappointing Duo. That’s my 3,040 day streak! (And counting, baby!!!)
Duolingo uses Duo widely on social media as well. This is certainly the best choice, since Duo’s notoriety came about mostly because of memes shared online. The Duolingo team loves to embrace humor and current topics. For example, one of the current trending animes is Frieren. So, they posted the following to their instagram:
life is hard hard is life #duolingo #frieren
Duolingo is truly the shining example of how to integrate brand mascot into marketing. By marketing Duolingo in this way, Duo becomes more than a mascot. He’s a mentor, a meme, and a motivator. They were able to shift Duo’s character from strict teacher to chill tutor. This marketing approach proves that integrating a brand mascot means using it across channels to build a strong emotional connection and make the brand truly memorable. Pay attention to what works for your mascot. Then, play off that. If people think your character is creepy, dial up the creep factor a bit. If it’s cute, keep it cute. If it ain’t broke, don’t fix it!
The Foundation of Mascot Design: Understanding Who You Are
Designing a Mascot That Reflects Your Brand’s Voice and Purpose
Your mascot should bring your brand’s values and story to life. Start by thinking of one sentence that captures your brand’s mission. Then, design your mascot so people can feel that message just by looking at it. That’s what makes a good mascot. (Don’t worry! We’ll go over how to do this a little later in the article!) A great example of this is Smokey Bear. The heart of his mission is summed up in his catchphrase: “Only you can stop forest fires.”
Different audiences need different energies. For example, Smokey bear is kind yet authoritative. Snuggle Bear feels soft and cozy for homemakers. It gives off that nostalgic, cozy feeling. Staley Da Bear, however, is fierce and fired up for sports fans. Even Kumamon, a mascot for a town in Japan, is innocent and welcoming. All of these fit their purposes uniquely. Despite all of these mascots sharing the same species, they’re all totally different to appeal to their specific target audiences.
Examine Your Competition: Make a Mascot That’s Unmistakably Yours
To make your mascot truly stand out, start by taking a good look at your competition. See what kinds of mascots they use. Take special note of their species, colors, and style. If you choose the same animal or look, your mascot will blend in. Or, worse, it may look like you copied them! That’s the last thing you want here.
The goal is to find your own twist that breaks the mold. Maybe it’s a different kind of creature, a unique color scheme, or an unexpected personality. Making your mascot unmistakably yours helps people remember your brand and avoid confusion with others.
Choosing the Perfect Type of Mascot for Your Brand or Business
Pick a Form That Fits
Should your mascot be an animal, a person, or an object? This question is where frameworks like personification, blend and twist, and local inspiration come in handy. Personification means giving human qualities to something else. This can be as simple as a talking dog, or as silly as a lightbulb with eyes! Blend and twist is all about combining traits in new ways. Usually, it’s with 2 things that don’t typically go together. Sometimes, opposites attract in unique ways! Local inspiration draws from your community’s culture or history. This is typically seen in sports teams, but don’t let that limit you! Let’s say your business centers around getting rid of persistent bad smells. I’m from the south, so let’s just pretend that the business is also from the south. If you’ve ever been down here during fall, you know how annoying stink bugs could be. So, maybe a mascot for my business could be an annoying stink bug who douses herself in our product.
You might find the best fit by mixing these strategies. The idea above is an example of mixing them, since it’s personification as well as local inspiration!
Don’t wait until your mascot is designed to get feedback. By then, you’ve already put a ton of effort and time into it! So, it’s important to gauge your audience’s reaction before it’s too late. I recommend getting feedback through every single stage of creation if you can. We’ll go more into depth on how to do this later, so read on!
The Power of Personality
Chester Cheetah, representing Cheetos.
At a glance, you can pick up on his vibe instantly. From his cool shades to his cheeky grin and sneakers, it’s clear that Chester is one cool cat. He’s a perfect example of what to aim for. A lot is conveyed to the audience just by using careful style choices. (It also helps that Chester’s character is pretty simple, which makes it easy to get his personality across!)
This is not the time for a complex story arc. Your character does not have to be deep to resonate. All you need is, basically, vibes. You can choose one or two core traits, and strive to make them clear. If your character is goofy, give ‘em a silly grin. Calm? Relaxed eyelids and a serene expression. Brave? Have them puff out their chest and look strong!
You can also choose some kind of motivation for your character. What makes them tick? For example, the energizer bunny is all about constantly going, going, going. What motivates your character to act conveys a ton about their personality.
Your goal is to create a personality for your mascot that you can show off with just visual cues. Things like posing, expressions, design, and style all give hints to your audience. When done correctly, the world will get the message of who your mascot is without needing words.
One reason mascots are so impactful is their ability to spread a message without words! This makes them accessible and understandable to children and disabled people, so your audience is even wider than usual. So, keep that in mind as you design.
Finally, remember to make them relatable. Relatability equals resonance. For example, you can make your mascot deal with a relatable problem. When your mascot deals with everyday problems, it helps the audience feel close to it. If you can make a person feel seen, you can impact them with your mascot. Relatable mascots invite people in, making your business feel friendly and human. It bonds people with your mascot. This kind of bond makes your mascot stick in people’s minds long after they see it.
From Sketch to Spotlight: How to Design a Mascot That Pops
Understand the Fundamentals of Character Design & Use Them To Your Advantage
Geico Gecko
You have to know your tools well before you can use them to their full potential. Sure, you can probably hammer a nail with the handle. But knowing how to properly use the hammer will give you better results. Instead of drills and screws, though, we’re working with shapes and colors. It may seem basic, but a strong foundation is important. Let’s analyze the fundamentals of character design within the Geico Gecko.
Good character design starts with simple shapes and strong silhouettes. A silhouette is the outline of your character, like a shadow. It should be easy to recognize so people can tell your mascot apart from others. Basically, if you have a totally unique silhouette, which eliminates most other visuals from your mascot, then you most likely have a totally unique mascot. This Gecko has a silhouette like no other, which is what you want!
Round shapes often feel soft and safe. So, his large, round eyes help people feel comfortable and open to trust him. The bright green color is a smart choice because it’s eye-catching and gives off fresh, lively energy. Green is also connected to nature and calmness. Choosing it helps deepen the idea that the business is reliable and soothing. His big eyes are expressive and kind, helping viewers feel that he is honest and caring. The warm smile adds to this feeling. It shows he is approachable and happy to help. Even his calm posture tells a story of ease and confidence. This fits perfectly with the message that Geico wants to share: that insurance can be simple and stress-free. Finally, the gecko revealed in an online Q&A that he doesn’t wear pants since they don’t make his size. If that’s not relatable, I don’t know what is!
All these design choices work together to build a character that people like and remember, making the brand feel trustworthy and friendly without a single word!
Experiment, experiment, experiment!
Experimenting is the best way to make a great mascot. When you create, don’t just use skills. Have fun, too! Try weird and wacky ideas that seem strange now. Sometimes, today’s strange looks become tomorrow’s normal. Being strange helps you create new and fresh ideas and be innovative.
If you’re feeling stuck, experimentation is the way out. Try out things you usually wouldn’t. That could open up new avenues, so you can avoid road blocks. Maybe new combinations of colors, shapes, and styles is all you need. Or, maybe moving from cartoon to realistic, or from cool to cute, could be your answer. Just play around and see what happens!
It’s important for you to play, too. As much as creating is about skill, it is 10x more about having fun and making something new. So, try to get into a space of exploration and play instead of work and grinding. This can shift the energy from something you dread to something you’re excited to work on. Hopefully, the fun you have in creating a character will carry over to your final mascot. Perhaps then your audience will have the same fun interacting with it as you did creating it.
Turning Your Mascot Design into a Living, Breathing Character
Naming Your Mascot: The Final Iconic Touch
What’s in a name? Well, for starters, it may be someone’s first impression of your mascot. And, by extension, your brand. Mascots may spread by word of mouth. So, you don’t want to have a boring name. You want something that is interesting enough for two things. Firstly, it must stick inside someone’s mind. Secondly, people must want to Google it.
Here’s an example scenario. Person A sees your mascot in an ad. They think it’s cute/funny/relatable, and tell person B about it. Person B has never heard of this mascot (or your brand) and looks it up out of curiosity. Person B might fall in love with the mascot, which is great. Or, they might click on your business, and check it out. Turns out, your brand is exactly what person B has been looking for! It’s a total win-win: your customers are able to discover you, and you’re able to find them!
To help jumpstart your naming journey, here are 50 fresh and fun mascot name ideas that will surely get your creative wheels turning.
- Jazzy Jackrabbit
- Captain Wobblepot
- Sly Snowy Owl
- Daring Dachsund
- Spunky Sparrow
- Dazzle the Dragonfly
- Mister Tinkerwhistle, the Wandering Wind-Up Toy
- Lady Quickswitch and Her Ever-Spinning Gears
- Perilous Puma
- Breezy Bat
- Jolly Jackal
- Mighty Manatee
- Snappy Snail
- Muffin the Mongoose
- Madam Glimmerfizz of the Twinkling Teapot
- Whizzy Weasel
- The Great Nimbus Twirl of the Whistling Kettle
- Jolly Jaguar
- Nifty Narwhal
- Bubbly Badger
- Lady Luminous, Queen of Flickers
- Snazzy Snapper
- Golly the Garfish
- Duchess Dumbcrumb and the Honeyed Spoon
- Clever Caiman
- Plucky Platypus
- Dandy the Dragon
- Sir Scribblewick the Perpetual Doodle
- Radiant Rooster
- Cosmo Catfish
- Witty Wallaby
- Jumpy Jay
- Blitzy the Badger
- Zesty Zebra
- Frisky Foxhound
- Professor Bumblethump
- Peppy the Porcupine
- Spinning Sparrow
- Lady Lumina the Lollipop
- Lord Janglepop and His Symphony of Buttons
- Chummy the Chipmunk
- Fearless Frigatebird
- Ruffing Raven
- Bossy Bulldog
- Dapper Dingo
- Valiant Vulture
- Miss Flareflick, Flame Dancer of the Midnight Lamp
- Kiki Knickknack
- Crafty Capybara
- Spunky Sparrow
Fine-Tuning Your Mascot: Feedback, Testing, and Iteration
Testing Mascot Reactions: What People Love, Hate, and Remember
Now, you’ve got a concept of a mascot. Great! It’s time for you to get some feedback. Like I mentioned earlier, it’s wise to get feedback before you finalize your mascot’s design. Then, you won’t have to worry about totally redesigning it later!
If you already have a following on social media, post it there as a test run. People may love it, hate it, or even love to hate it. The most important thing you want to know is 1) is it memorable and 2) is it effective?
Each reaction gives you clues about what works and what doesn’t. Don’t worry too much about negative feedback, though! Sometimes it sparks more talk and interest around your brand. Take Cracker Barrel for example. In an attempt to renew their brand, they announced that they would be modernizing their look and logo. This sparked instant outrage across the internet. People decried that this was totally against the nostalgia and old-timiness of the Cracker Barrel brand. Through this outrage, people shared their love for the restaurant. They described how their fond memories of eating there would be soiled by the change. A whole new appreciation and love for what Cracker Barrel stands for was uncovered. The outrage was so great that they reversed their decision and reverted to their old logo. They even cancelled upcoming renovations that would’ve erased the old fashioned feel of the restaurants.
In the end, Cracker Barrel was forgiven in the eyes of its fans. Plus, they got fresh eyes on their business. So, it was pretty much a win-win. The customers were able to keep their sense of nostalgia while newcomers to the chain came in to try it out. While this method isn’t necessarily recommended since it could easily backfire, it goes to show that a little negative attention might be beneficial in some circumstances.
You can use surveys to collect honest opinions to guide any changes. All you have to do is create one and share it on your social media. Sometimes, social media platforms even have built-in polling for you to use! Your only limit here is how many users you can reach. So, if you don’t have a ton of followers or spend a bunch of money on advertising your poll, you won’t get robust results.
At Mascot Branding, we use an exclusive tool called CharacterIQ. It uses real data from millions of fan votes to give you the answers you seek. It’s great to get any feedback you can, but some feedback is more effective than others. Sharing your mascot with the audience you already have can certainly help you move in the right direction. There’s a flaw with testing within your current customers, though. The goal of a mascot is to attract new people to your business. It’s important to not offend your current audience, too, but remember to be fresh. Plus, you can’t really beat millions of opinions! Let’s say you have all the materials to make your own mascot, but not a large audience to test it with. That’s where CharacterIQ Industry Reports come in. We’ll provide you the data so you can provide the world with an awesome mascot!
With us, you can test your mascot with diverse groups in real time, like a virtual focus group. This helps you see who connects most with your mascot and how it compares to others. It’s faster and cheaper than traditional focus groups and gives you clear proof of what really resonates. No more guessing, just results that help you make your mascot a star. Regular testing builds real connections and ensures your mascot becomes loved by your audience.
With CharacterIQ, you’re not just guessing. You’re tapping into millions of fan voices to craft mascots that truly connect and stand out from the crowd.
How to Keep Your Mascot Fresh Without Losing Its Heart
Change Is Normal Despite the Growing Pains
Change is normal, even when it feels like growing pains. As your brand or business grows, your mascot should grow with it. Instead of starting over, try adjusting small details to keep your mascot feeling fresh and modern.
Mascots naturally change over time to stay relevant with new trends and audience tastes. Keep what works, like your mascot’s core traits, and strengthen other parts. This way, your mascot stays recognizable and familiar, which helps fans feel connected. By refreshing your mascot without losing its heart, you keep it exciting while honoring what made it special.
Evolution of Osito Bimbo (the Bimbo Bear)
Final Thoughts: Turning Your Creation into a Lasting Legacy
Your Mascot, Your Story
Designing a mascot takes patience, play, and purpose. Enjoy the process, because the joy you feel while creating often shows in the final character. When done right, a mascot becomes part of your brand’s soul, carrying your story and values to every fan who meets it.
Working With Us
Ready to bring your mascot idea to life? At MascotBranding.com, we make it easy and data-driven. Our simple process starts with a brain dump. Just share all your ideas, goals, and brand story through an easy intake form. Next, we dive into CharacterIQ, our exclusive tool, to analyze what character archetypes, styles, and stories your audience loves right now.
We then develop mascot concepts backed by this live data and test them with real people. This ensures your mascot truly connects before we finalize the design. Once approved, we deliver your mascot toolkit, complete with assets, templates, and guides. With this, you’ll be ready to use your mascot everywhere! Plus, you can license one of our characters to use in your upcoming campaigns! Still not sure how to use your mascot? We’ll show you how!
Or, if you’re up to create your mascot all on your own, just grab a CharacterIQ Industry Report. It’ll give you all the data you need to make a mascot you can count on fans loving!
Our huge and diverse pool of artists can create any style you like. Not just cute ones! From fierce and bold to realistic or quirky, we’ll match your concepts with just the right artist for the job. This means you get a mascot perfectly tailored to your brand’s or business’s voice and audience.
Why choose us? Let’s look at the facts: Sometimes, creating a character for the general public feels like a guessing game. Traditional agencies move slow and guess wrong. We, on the other hand, move fast. The live data and real audience feedback we use removes the guesswork. We’re backed by entertainment industry founders and the creators of CharacterHub (with 500k+ artists). We know all the trends and get real results, like millions of organic views and working with brands like Sonic and Transformers. We offer a flexible, lasting marketing tool and valuable piece of IP. Our experience with top characters and toy partners means you’re set to create amazing merchandise, too!
With options like licensing our data-proven characters, creating from scratch, or even making plush toys and costumes, working with us means you get standout mascots that grow your brand and build lasting connections.
The only real question left: why not work with the best?
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Scarlett Bittle
With a pencil as her magic wand, Scarlett Bittle aims to spread the magic of creation to the world. She’s a multimedia artist, with experience experimenting with a spectacular spectrum of mediums. If you’re drawn to see more of her work, check it out on her instagram.
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