Ukids is an entertainment platform for very young children (and their families). The company's creative logomark invokes the image of a "Happy Elf," a human-shaped supernatural being with magical powers. The face of the elf takes the shape of the English letter U, which doubles as an expressive stand in for the elf's eyes. The Happy Elf logomark represents a child's naughty, cute and playful side, unlike most kids' brands, which usually adopt a more conservative approach. Ukids, however, uses this adorable little demon image to represent children's infinite creativity, which in turn gives the brand vitality and a distinct personality.