The DNA of
You Can Do It, Says Larry!™
This is not a style guide. This is the permanent foundation of the Larry brand — the source of truth for every decision, every word, every image and every interaction, forever.
The Larry Brand Test
"Will this help a child believe in themselves?"
If the answer is no — don't build it.
Why Larry exists
Larry exists so that every child — no matter their background, ability or circumstance — hears the words "You can do it" and believes them.
We exist to build a world where children grow up brave, kind and confident. Where trying is celebrated more than winning. Where every child knows they matter. Where failure is just a step forward. Where the loudest voice in a child's life says: "I believe in you."
This purpose is timeless. It will not change with technology, trends or markets. It is why we were founded. It is why we will endure.
Brand Mission
To help every child discover their own confidence through stories, activities and encouragement that celebrate effort, kindness and courage — not perfection.
Brand Vision (20 Years)
To become one of the world's most loved children's brands — a household name across 30+ countries, reaching 5 million families, with books and a global foundation that changes how a generation of children see themselves.
Brand Promise
Every interaction with Larry should leave children feeling that they are capable, valued and brave — and that trying is always worth it.
Larry's Personality
Larry is a warm, brave and endlessly encouraging lion. He is the friend every child deserves — the one who believes in you before you believe in yourself. He is playful but never silly. Wise but never preachy. Brave but never fearless — he gets scared too, and he tries anyway.
Larry always says
You can do it!
I believe in you!
Let's try together!
Every step counts!
Trying is winning!
We're braver together!
Amazing effort!
Keep going!
Larry never says
Failure
Wrong
Bad
Impossible
Lazy
Stupid
Hopeless
You can't
Nine values. One child. Every time.
These nine values are the moral compass of every story, activity, badge and interaction. Every decision must serve at least one.
Confidence
Value 01
Definition
Believing in yourself — not because you're the best, but because you're brave enough to try.
Why it matters
Confidence is the foundation of everything. A confident child tries, learns, grows and eventually leads. Without it, potential stays locked inside.
On the Website
Every page, every activity, every story reinforces the message: 'You can do it.' Progress bars, badges and celebrations all build visible confidence.
For Parents
Praise effort, not outcome. Say 'I'm proud of you for trying' — not 'I'm proud you won.' Let children make choices and respect them.
For Teachers
Create classrooms where every voice is heard. Celebrate attempts, not just correct answers. Use 'yet' — 'You can't do it yet.'
Courage
Value 02
Definition
Doing something even when you're scared. Courage isn't the absence of fear — it's trying anyway.
Why it matters
Every great thing a child will do requires courage. We help them practise it in safe, small ways so it becomes part of who they are.
On the Website
Daily missions include 'Be Brave' challenges. Stories feature characters facing fears. Badges reward courage specifically.
For Parents
Don't rescue children from every struggle. Let them feel the fear and try anyway. Then celebrate the courage, regardless of outcome.
For Teachers
Encourage children to attempt hard things. Normalise mistakes. Share your own moments of being brave and trying again.
Kindness
Value 03
Definition
Small acts that make someone else's day better. Kindness is a superpower everyone has.
Why it matters
Kind children become kind adults. Kind adults change the world. It starts with one small act, one small moment, one small child.
On the Website
Every daily mission includes a kindness option. Kindness Corner is a dedicated location. Kindness badges are the most rewarded.
For Parents
Model kindness openly. Let children see you being kind. Talk about how it felt. Make kindness a family value, not a chore.
For Teachers
Create a culture of kindness in the classroom. Use compliment circles, kindness bingo and peer recognition. Never tolerate unkindness.
Resilience
Value 04
Definition
When things go wrong, trying again. Setbacks are steps forward, not reasons to stop.
Why it matters
Life will knock every child down. Resilience is what gets them back up. It's the difference between giving up and growing.
On the Website
When a child doesn't succeed, Larry says 'That's okay — let's try again!' No failure states exist. Ever. Every attempt earns something.
For Parents
Let children fail safely. Don't fix everything. Ask 'What could you try differently?' Let them feel the setback and the comeback.
For Teachers
Normalise mistakes. Share your own. Use 'What did we learn?' instead of 'What went wrong?' Reframe setbacks as data, not defeat.
Curiosity
Value 05
Definition
Asking 'why?' and 'what if?' Wonder is the beginning of everything worth learning.
Why it matters
Curious children become lifelong learners. They ask, explore, discover and grow. Curiosity is the engine of confidence — because learning builds belief.
On the Website
Discovery Woods is dedicated to curiosity. Activities encourage questions. Stories end with 'What do you wonder about?'
For Parents
Answer questions patiently — even the hundredth one. Say 'I don't know — let's find out together.' Curiosity thrives when it's safe to ask.
For Teachers
Reward questions as much as answers. Create wonder walls. Let children explore topics they love. Curiosity-driven learning sticks forever.
Friendship
Value 06
Definition
We're braver together. No child should face big feelings or big challenges alone.
Why it matters
Friendship teaches empathy, sharing, listening and belonging. Children who have friends are more confident, more resilient and more joyful.
On the Website
Friendship Meadow is a core location. Group activities earn team badges. Stories model friendship, conflict resolution and inclusion.
For Parents
Facilitate playdates. Model friendship. Talk about being a good friend. Let children see you being a good friend to yours.
For Teachers
Build classroom community. Use group projects. Teach active listening and inclusion. Never let a child feel alone in your class.
Respect
Value 07
Definition
Valuing every person exactly as they are. Different backgrounds, abilities and beliefs — same worth.
Why it matters
Respect creates a world where every child belongs. It's the foundation of kindness, friendship and a just society. We model it in everything.
On the Website
Every illustration includes diverse children. Stories feature characters from all backgrounds. Language is always inclusive.
For Parents
Model respect in how you speak about others. Challenge stereotypes. Celebrate differences openly. Your child is watching.
For Teachers
Create inclusive classrooms. Use diverse materials. Challenge bias. Ensure every child sees themselves represented.
Belonging
Value 08
Definition
Every child deserves to feel they matter — that they are seen, valued and part of something bigger.
Why it matters
Belonging is the deepest human need. A child who feels they belong is confident, resilient and kind. A child who doesn't, is none of those.
On the Website
Larry's World is a place every child enters and belongs. The passport is their proof. Every child is welcomed by name.
For Parents
Tell your child they matter — specifically and often. 'I'm glad you're you.' Create family rituals that say 'you belong here.'
For Teachers
Greet every child by name. Create belonging rituals. Ensure no child is invisible. Notice who's missing and include them.
Helping Others
Value 09
Definition
Using your strengths to make someone else's life better. Helping is how children discover their own power.
Why it matters
When children help others, they discover their own worth. Helping builds confidence, empathy and purpose — all at once.
On the Website
Daily missions always include 'Help Someone.' Kindness badges are earned through helping. Stories model characters helping each other.
For Parents
Give children real responsibilities. Let them help — even imperfectly. Say 'You really helped me' and watch them grow.
For Teachers
Create classroom jobs. Pair older with younger. Let children teach each other. Helping is the best learning.
How every interaction should feel
Every touchpoint has an emotional destination. If a child, parent or teacher doesn't feel this way after an interaction, we haven't finished yet.
How children should feel
Visiting the website
Welcomed, excited and curious — like stepping into a magical world made just for them.
Completing an activity
Proud and capable — they did something real and it mattered.
Reading a story
Inspired and safe — Larry's words echo in their heart: 'You can do it.'
Meeting Larry
Seen and valued — a friend who believes in them, completely and unconditionally.
Winning a badge
Accomplished and recognised — their effort was noticed and celebrated.
Trying and failing
Okay — not defeated. Failure is just a step. Larry says: 'Let's try again.'
Trying again
Brave and resilient — they discovered that trying again is where courage lives.
Receiving encouragement
Loved and believed in — someone they trust said 'I believe in you' and meant it.
How parents should feel
Their child is in a trusted, ad-free, moderated environment built by educators.
Expert guidance, conversation starters and resources — they're not alone in parenting.
New ideas, activities and moments that make family life richer and more connected.
Clear progress, real insights and practical tools to help their child grow.
Their child is building confidence, kindness and resilience — the future is bright.
They know what to do, why it works and how to help their child believe in themselves.
How teachers should feel
A partner that respects their expertise and supports their professional judgement.
Ready-to-use lesson plans, resources and curriculum-aligned materials.
Everything they need to build confident classrooms — without extra prep time.
Treated as educators, not consumers. Tools that enhance their craft.
Their work shaping children's lives is recognised, celebrated and supported.
The Larry Logo Family
Ten logo variants for every application — from app icons to embroidered merchandise. Every variant maintains the same warmth, recognition and brand DNA.
Primary Logo
The main Larry logo with full wordmark and mascot. Used on the website header, official documents and primary brand touchpoints.
Secondary Logo
Horizontal lockup variant for spaces with limited vertical room. Mascot left, wordmark right.
Stacked Logo
Mascot above wordmark. Used in square formats, social media profiles and print headers.
Icon Logo
Larry's face in a circle. Used as a profile picture, app badge and favicon variant.
Monochrome Version
Single-colour version for stamps, embossing, foil and single-colour print applications.
Colour Version
Full-colour logo with brand palette. The default for all digital and full-colour print use.
Embossed Version
Debossed/embossed variant for premium merchandise, book covers and certificates.
App Icon
Rounded square app icon for iOS and Android. Larry's face on brand blue background.
Favicon
Simplified Larry face for browser tabs. Recognisable at 16×16 pixels.
Merchandise Version
Simplified for embroidery and screen printing. Reduced detail for fabric reproduction.
Logo Usage Rules
Never stretch or distort the logo
Never change the logo colours
Never add effects or shadows to the monochrome version
Never place the logo on busy backgrounds without a container
Always maintain minimum clear space equal to the height of Larry's head
Always use the approved version for each application
The Official Larry Model
Every detail of Larry is carefully designed to communicate warmth, safety and confidence. These standards ensure Larry looks the same across every medium, forever.
Height
Head = 1/4 body heightLarry's head is large relative to his body — classic children's character proportions that signal warmth and approachability.
Body Shape
Rounded, pear-shapedSoft, rounded body with no sharp angles. Every curve communicates gentleness and safety.
Eye Style
Large, expressiveOversized eyes with bright pupils and warm highlights. The primary emotional communicator.
Smile
Wide and warmA gentle, closed-mouth smile by default. Never toothy or aggressive — always friendly.
Mane
Soft, rounded fluffLarry's mane is his crown. Rounded, fluffy and warm amber. Never spiky or angular.
Tail
Tufted, expressiveA small tail with a fluffy tuft. Used expressively in animation to show emotion.
Hands
Soft, mitten-likeRounded paws with subtle finger indications. Never detailed claws — always gentle.
Feet
Rounded, softLarge, soft paws. Stable and grounded. Slightly oversized for a cute, childlike stance.
Pose Library
Twelve standard poses for every situation
Standing
Default confident stance. Weight even, shoulders back, smile ready.
Walking
Upbeat, purposeful walk. Slight bounce in each step.
Running
Full of joy. Arms back, leaning forward, ears streaming.
Jumping
Both feet off the ground. Arms up. Pure excitement.
Sitting
Cross-legged, attentive. Ready to listen or learn.
Thinking
One paw on chin, head tilted. Curious and engaged.
Laughing
Head back, eyes closed. Belly laugh. Infectious joy.
Reading
Book in lap, fully absorbed. Quiet contentment.
Cooking
Apron on, tongue out in concentration. Messy and happy.
Exploring
Binoculars or magnifying glass. Wide-eyed wonder.
Sleeping
Curled up, peaceful. A small 'Z' floating. Content and safe.
Celebrating
Arms raised, jumping. Pure triumph and joy.
Larry's Emotional Universe
Fourteen core expressions that cover every emotion a child needs to see. Each one is warm, genuine and instantly recognisable as Larry.
Default Larry. Warm, content, at peace. Eyes soft, gentle smile.
Eyes wide, mouth open in joy. Ears perked. Full-body energy.
Head tilted, one eyebrow raised. Ears forward. Ready to learn.
Chest out, chin up, eyes bright. Quiet satisfaction. Well done.
Paw on chin, eyes up and to the side. Processing, wondering.
Eyes wide, mouth round. Ears up. Not scared — delighted.
Steady gaze, gentle smile. Shoulders back. I can do this.
Eyes focused, jaw set. Not fearless — courageous. Scared but trying.
Soft eyes, warm smile. Leaning in. I see you and I care.
Eyes squeezed shut, head back. Belly shaking. Pure joy.
Head tilted, ears forward. Still and attentive. I hear you.
Arms up, jumping. Eyes sparkling. You did it!
Arms open, eyes soft. Gentle, patient. I'm here for you.
Thumbs up, warm smile. Eyes believing. You've got this.
Larry's Outfit Collection
Twelve signature outfits for every adventure, season and occasion. Each outfit tells a story and extends Larry's world into new territories.
Adventure Outfit
Backpack, comfy boots, bandana. Ready for anything.
School Outfit
Smart but comfortable. Little tie, neat backpack.
Chef Larry
Apron, chef's hat, wooden spoon. Culinary adventures.
Explorer Larry
Pith helmet, binoculars, map. Discovery mode.
Camping Larry
Beanie, torch, sleeping bag. Star-gazing ready.
Christmas Larry
Santa hat, scarf, mittens. Festive cheer.
Reading Larry
Cosy jumper, glasses, bookmark. Lost in a book.
Gardener Larry
Sun hat, gloves, watering can. Growing things.
Sports Larry
Kit, trainers, water bottle. Team player.
Rainy Day Larry
Yellow raincoat, wellies, umbrella. Splash time.
Formal Larry
Bow tie, waistcoat, polished shoes. Special occasions.
Birthday Larry
Party hat, banner, balloons. Celebration mode.
Seasonal Wardrobe
Spring
Light jacket, rain boots, flower pin
Summer
Sun hat, sunglasses, swim shorts
Autumn
Scarf, beanie, cosy jumper
Winter
Winter coat, mittens, woolly hat
Larry's Friends
Eight supporting characters, each representing a positive life value. Together they form a diverse, inclusive cast that every child can see themselves in.
Milo
Mouse
Gentle, thoughtful and always puts others first. Larry's best friend.
Strengths
Colours: Soft grey, warm cream
Role: Larry's best friend and the heart of the group
Bella
Fox
Bold, adventurous and never afraid to speak up. The group's natural leader.
Strengths
Colours: Warm orange, deep red
Role: The brave one who leads the way
Oliver
Owl
Calm, patient and full of knowledge. The mentor who guides the group.
Strengths
Colours: Deep purple, midnight blue
Role: The wise mentor and teacher
Barnaby
Bear
Strong, gentle and protective. The big friend who looks after everyone.
Strengths
Colours: Forest green, earth brown
Role: The gentle giant and protector
Pip
Rabbit
Bouncy, energetic and always sees the bright side. The group's optimist.
Strengths
Colours: Sunny yellow, warm amber
Role: The joyful one who lifts everyone's spirits
Tilly
Turtle
Slow, steady and wise. Shows that you don't have to be fast to be great.
Strengths
Colours: Sea green, calm blue
Role: The patient one who shows slow and steady wins
Buzz
Bee
Busy, diligent and always helping. Shows the value of effort and teamwork.
Strengths
Colours: Amber yellow, black
Role: The hard worker who shows effort matters
Daisy
Deer
Gentle, graceful and kind to everyone. Shows that softness is strength.
Strengths
Colours: Soft green, gentle cream
Role: The gentle soul who shows kindness is power
One Consistent Visual Language
Every Larry illustration — from books to websites to merchandise — must look like it belongs in one magical universe. These standards ensure visual consistency forever.
3D Pixar Quality
Every illustration meets the quality bar of the world's best animation studios. Volumetric lighting, subsurface scattering, deep depth of field.
Soft Lighting
Warm, diffused lighting. No harsh shadows. Golden hour glow on every scene. Light should feel like a hug.
Natural Textures
Fur, fabric, wood, leaves — all rendered with realistic texture. Tactile and inviting. Children should want to touch the page.
Expressive Faces
The eyes are the window. Every emotion is readable in the eyes first, mouth second. Faces are the primary emotional tool.
Warm Colours
The palette is warm, inviting and comforting. No cold blues, no harsh neons. Every colour should feel like sunshine.
Rounded Shapes
No sharp angles. Everything is soft, round and safe. Corners are curved. Edges are gentle. The world has no sharp edges.
Always Do
- Use consistent 3D rendering across all illustrations
- Maintain warm, golden-hour lighting in every scene
- Ensure every character face is emotionally readable
- Use the official colour palette exclusively
- Keep all shapes rounded and soft
- Render environments with cinematic depth and detail
Never Do
- No flat 2D cartoons or clipart-style illustrations
- No harsh outlines or heavy black borders
- No cold or sterile colour palettes
- No sharp angles or aggressive shapes
- No generic stock illustrations
- No conflicting illustration styles from different artists
The Larry Palette
Eight core colours with HEX values, RGB values and usage guidelines. Every colour is warm, child-friendly and accessibility-tested.
Primary Blue
#1D73B4RGB: 29, 115, 180
PrimaryPrimary brand colour. Used for headings, primary buttons, links and the main Larry identity.
Sunny Amber
#F8B35ARGB: 248, 179, 90
PrimarySecondary brand colour. Larry's fur, warm accents and joyful elements.
Fresh Green
#81B348RGB: 129, 179, 72
PrimarySuccess, growth, nature and learning themes.
Warm Orange
#F06A33RGB: 240, 106, 51
SecondaryAccent colour. CTAs, adventure themes and energetic elements.
Soft Purple
#9B59B6RGB: 155, 89, 182
SecondaryCreative, magical and imaginative themes.
Warm Red
#E3372BRGB: 227, 55, 43
AccentError states, urgent actions and love/kindness themes.
Deep Navy
#1B2233RGB: 27, 34, 51
NeutralForeground text, dark backgrounds and premium elements.
Warm White
#FBF8F3RGB: 251, 248, 243
NeutralBackground colour. Warm, soft and never stark white.
Thematic Colours
Each confidence theme has an assigned colour
Nature
#81B348
Adventure
#F06A33
Learning
#9B59B6
Confidence
#1D73B4
Kindness
#E3372B
Joy
#F8B35A
Usage Guide
Backgrounds
Warm white for all page backgrounds
Primary Buttons
Blue with white text
CTA Buttons
Orange for conversion actions
Cards
White cards on warm background
Success
Green for positive feedback
Error
Red for errors and warnings
Fonts That Feel Like a Friend
Two font families — Fredoka for headings, Nunito for body — chosen for warmth, readability and child-friendliness. Every word should feel approachable.
Fredoka
You Can Do It!
Rounded, friendly and highly readable. Used for all headings, titles, buttons and navigation. Child-friendly without being childish.
Nunito
Every child deserves to believe in themselves.
Warm, readable and accessible. Used for all body text, paragraphs and descriptions. Exceptional legibility at all sizes.
Fredoka Display
LARRY
Used for hero text, large display headings and marketing materials. Maximum impact with warmth.
Application Guide
Headings
Welcome to Larry World
Fredoka 600/700
Body Text
Stories that build confidence
Nunito 400/500
Buttons
Start Your Adventure
Fredoka 600
Navigation
Activities · Stories · Shop
Fredoka 500
Certificates
Certificate of Confidence
Fredoka 700
Books
Chapter One: The Brave Lion
Nunito 600/700
Numbers
1 · 2 · 3 · 4 · 5
Fredoka 600
Merchandise
You Can Do It!
Fredoka 700
A Symbol for Every Concept
Twenty core icons covering every Larry concept — from confidence to cooking, from badges to books. Each has an assigned colour and consistent rounded style.
Icon Rules
Icons use the same rounded, friendly style as the rest of the brand
Each icon has an assigned brand colour from the official palette
Icons are always rendered at consistent stroke weight
Never mix icon styles from different sets
Icons should be instantly recognisable at small sizes
Subtle, Premium Textures
Ten reusable patterns that add warmth and personality without overwhelming. Each is designed to be subtle, premium and unmistakably Larry.
Leaves
Scattered leaf shapes in varying sizes. Used as subtle backgrounds and section dividers.
Stars
Small five-point stars in scattered pattern. Used for celebration and reward sections.
Clouds
Soft, rounded cloud shapes. Used in sky backgrounds and dreamy sections.
Trees
Simple rounded tree silhouettes. Used in nature and outdoor themes.
Mountains
Layered mountain ranges. Used in adventure and exploration contexts.
Maps
Treasure map style elements — dashed trails, X marks, compass roses.
Footprints
Small paw print trails. Used as section dividers and navigation accents.
Adventure Trails
Dashed wandering paths connecting elements. Used in journey and progression designs.
Compass
Compass rose elements. Used in navigation, direction and discovery themes.
Nature
Combined botanical elements — leaves, flowers, vines. Used in organic backgrounds.
Movement That Feels Magical
Every animation should feel alive, warm and never distracting. Larry moves with the gentle bounce of a happy child — spring physics, not linear coldness.
Walking
Upbeat, purposeful. Slight bounce. 4-frame cycle. Never rushed.
Running
Full of joy. Arms back, leaning forward. 6-frame cycle. Fast but smooth.
Blinking
Natural, random. Every 3-5 seconds. Quick and subtle. Never distracting.
Breathing
Constant, subtle chest rise and fall. The sign of life in stillness.
Waving
Friendly, warm. Paw raised, side to side. Used for greetings and goodbyes.
Celebrating
Arms up, jumping. Eyes sparkling. Used for achievements and rewards.
Thinking
Paw on chin, head tilt. Slow, gentle. Used when loading or processing.
Hover Effects
Gentle scale up (1.04) and lift (-2px). Spring physics. Never jarring.
Page Transitions
Fade and slide up (300ms). Cubic-bezier easing. Smooth and premium.
Loading
Gentle spin or bounce. Larry's face or paw. Never a generic spinner.
Animation Rules
Nothing should feel distracting or overwhelming
All animations use spring physics, not linear timing
Reduced motion is respected — animations disabled for users who prefer it
Hover effects are subtle — scale 1.04, lift -2px maximum
Page transitions are 300ms maximum
Loading animations feature Larry, never generic spinners
Every animation should feel magical, not mechanical
Real Moments, Warm Light
When photography is used, it must feel authentic, warm and diverse. No stock photography. No forced poses. Just real families, real joy and real connection.
Natural Light
Golden hour, warm sunlight. Never harsh flash or cold studio lighting. Every photo should feel warm.
Real Families
Authentic families, not models. Real interactions, real emotions, real moments of connection.
Outdoor Environments
Parks, gardens, forests, beaches. Natural settings that feel alive and inviting.
Authentic Emotions
Genuine smiles, real laughter, natural curiosity. Never posed or forced.
Diverse Representation
Every family, every background, every ability. Larry is for every child, everywhere.
No Stock Photography
Never use obvious stock photos. If photography is needed, commission authentic shoots.
Photography Applications
Website
Warm, authentic lifestyle photography on landing pages and feature sections.
Social Media
Behind-the-scenes, real moments, user-generated content. Never overly polished.
Marketing
Campaign photography showing real children and families engaging with Larry.
Press & PR
High-quality editorial photography for media features and press releases.
One Visual Language
Every product — from books to clothing to gift sets — follows one consistent visual language. Larry is instantly recognisable on every product, in every format.
Books
Hardcover, paperback and digital editions. Consistent spine design, cover style and typographic treatment across the entire range.
Clothing
T-shirts, hoodies, pyjamas and accessories. Larry illustrations are screen-printed or embroidered to the highest quality.
Packaging
Every product arrives in beautiful, branded packaging. Unboxing should feel like opening a gift.
Stationery
Notebooks, pencils, stickers and bookmarks. Premium materials with Larry branding throughout.
Games
Board games, card games and activity sets. Designed for family play and confidence-building fun.
Boxes
Subscription boxes and confidence boxes. Every item curated to build a specific confidence skill.
Gift Sets
Curated gift sets for birthdays, holidays and special occasions. Beautifully packaged and ready to give.
Posters
Art prints and posters featuring Larry illustrations. Premium paper, gallery quality, ready to frame.
Activity Packs
Printable and physical activity packs. Each themed to a confidence skill or Larry story.
Retail Displays
In-store retail displays and point-of-sale materials. Consistent brand experience from screen to shelf.
The Master Asset Collection
Sixteen categories covering every illustration need — from Larry himself to backgrounds, objects and reward graphics. The complete visual vocabulary of Larry's world.
Larry
The complete Larry illustration library — every pose, expression, outfit and situation. The core asset collection.
Friends
All supporting characters — Milo, Bella, Oliver, Barnaby, Pip, Tilly, Buzz, Daisy — in every pose and expression.
Families
Diverse family illustrations — parents, children, grandparents, siblings. Every family structure represented.
Teachers
Teachers in classrooms, playgrounds and school environments. Diverse and representative.
Schools
School buildings, classrooms, playgrounds and learning environments. Warm, inviting and safe.
Nature
Forests, meadows, rivers, mountains, gardens. The natural world of Larry's adventures.
Buildings
Larry's house, school, the library, the bakery. The architecture of Larry's world.
Maps
Adventure maps, treasure maps, world maps. The cartography of Larry World.
Vehicles
Bicycles, cars, buses, trains, boats. How Larry and friends get around.
Food
Healthy meals, snacks, picnic spreads, birthday cakes. Food is celebration and connection.
Animals
Forest creatures, farm animals, pets, insects. The animal kingdom of Larry's world.
Celebrations
Birthday parties, holidays, achievements, milestones. Moments of joy and recognition.
Seasonal
Spring blooms, summer sunshine, autumn leaves, winter snow. The seasons of Larry's world.
Backgrounds
Scene backgrounds — sky, forest, interior, underwater. Environments for every story.
Objects
Everyday objects — books, backpacks, toys, tools. The props of Larry's adventures.
Reward Graphics
Badges, certificates, stamps, coins, stars. The visual language of achievement and recognition.
Designed for Every Child
Larry is for every child — regardless of ability, vision, neurodiversity or access needs. These standards ensure no child is left out of the Larry experience.
Colour Blindness
All illustrations and interfaces are tested for deuteranopia, protanopia and tritanopia. Colour is never the sole indicator of meaning.
Low Vision
All text meets WCAG AA contrast ratios (4.5:1 minimum). Large display versions available for every visual element.
Neurodiverse Users
Animations respect reduced-motion preferences. No flashing or overwhelming stimuli. Clear, predictable layouts.
SEND Support
Simple, clear illustrations with optional simplified versions. Visual schedules and communication cards available.
High Contrast
High-contrast versions of all illustrations and interfaces for users with visual impairments.
Large Display
All illustrations are designed to scale. Larry is recognisable from 16px to 16 feet — favicon to billboard.
Format Standards
Digital
Screen-optimised at 1x, 2x, 3x. Responsive at all breakpoints.
300 DPI minimum. CMYK and spot colour versions. Embossing-ready.
Mobile
Touch-optimised. Minimum 44px touch targets. Responsive at all sizes.
Six rules. Every page. Every time.
Every page, product and interaction in the Larry universe must pass all six rules. If any rule is broken, the page doesn't ship.
Rule 01
Inspire Confidence
Every page, every interaction, every word must make a child believe in themselves a little more.
Rule 02
Celebrate Effort
Praise trying, not just succeeding. The attempt is the achievement. Always.
Rule 03
Encourage Curiosity
Invite questions. Spark wonder. Let children explore, discover and ask 'why?'
Rule 04
Support Parents
Give parents tools, guidance and confidence. They are the real heroes. Treat them as such.
Rule 05
Help Teachers
Equip teachers with ready-to-use resources that save time and amplify their impact.
Rule 06
Make Children Smile
Joy is not optional. If a child doesn't smile during an interaction, we haven't finished yet.
The Larry Brand Test
"Will this help a child believe in themselves?"
Every future decision — every feature, every product, every partnership, every word — must pass this one question. If the answer is no, don't build it.
No exceptions. Forever.
Built to Scale Forever
This brand identity is designed to work across every medium, every platform and every future opportunity. From website to theme parks, Larry is always Larry.
Website
The digital home of Larry. Every page, every interaction, every pixel follows these brand standards.
Books
The publishing division. Every cover, illustration and typographic decision follows the brand system.
Apps
Mobile apps for iOS and Android. The UI, illustrations and interactions follow the brand system.
Games
Interactive games and digital experiences. Gameplay visuals match the illustration standards.
Merchandise
Physical products — clothing, toys, stationery. Every product follows the merchandise style guide.
Licensing
Licensed products and partnerships. Every licensee receives and follows the brand standards.
Theme Parks
Live experiences and theme park attractions. The 3D character standards scale to physical installations.
Live Events
Larry Live shows, festivals and school tours. The brand extends to physical spaces and performances.
International Publishing
Translations and international editions. The visual identity remains consistent across all languages.
Where Larry is going
Larry is not a website. Larry is a global children's confidence brand. These are the territories the brand will eventually expand into — each one serving the same purpose.
Books
Picture books, chapter books, activity books, journals and confidence workbooks published worldwide.
Schools
Whole-school confidence programmes, teacher training and Larry Accreditation.
Apps
Mobile apps for children (play), parents (track) and teachers (manage) — all synchronised.
Games
Interactive games that build confidence through play — on web, mobile and console.
Merchandise
Plush toys, clothing, posters, stationery and branded products in retail worldwide.
Events
Larry Live shows, school visits, family days and confidence-building experiences.
Holiday Clubs
School-holiday confidence clubs — themed weeks of activities, stories and adventures.
Publishing
Larry Publishing imprint — publishing confidence-building books for children worldwide.
International Licensing
Character licensing, international rights and territorial partnerships across 30+ countries.
Educational Resources
Curriculum-aligned teaching resources, lesson plans and professional development.
Charity
Larry Gives Back — free access for disadvantaged schools, hospitals and communities.
Global Children's Confidence Foundation
A charitable foundation funding confidence-building programmes for children worldwide — the ultimate expression of Larry's purpose.
The Ultimate Destination
A global children's confidence brand
Every book, every school programme, every app, every toy and every foundation initiative serves one purpose: to help a child believe in themselves. That is the destination. That is the brand. That is Larry.
You Can Do It, Says Larry!™ 🦁
Every great brand starts with a belief. Ours is simple: every child matters.
— Bramble
The Foundation
This is the beginning. Not the end.
Every future decision — every story, every product, every partnership — must begin here. This document is the DNA of the Larry brand. It does not change with trends. It does not bend with pressure. It is who we are.
You Can Do It, Says Larry! 🦁
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