The target age group for the client's online book club ranges from very young to teenagers, so I wanted to create a mark that would read "kids" without going too young or literal. I chose a cheerful geometric and abstract approach with a fun kids/retro font that is well constructed. Because the primary channels are social media, I also wanted a mark that would read well in a square avatar shape -- when viewed in this context, the "books" will align in a meaningful way at the bottom, and the bright and fun pops of color will be easy to recognize.