Five things every mascot that works has in common

I've drawn a lot of mascots. The ones that stick share a few things.

1. They read at thumbnail size

If a mascot turns to mush as a profile picture, it fails where it matters most. I design the silhouette first, then the details.

2. They have one clear feeling

Friendly, bold, goofy, calm. Pick one. A mascot trying to be everything ends up being nothing.

3. They fit the business

A loaf for a bakery, a pup for a game studio. The character should hint at what you do without a caption.

4. They survive one color

Embroidery, stamps, and faxed forms still exist. A mascot that needs a gradient to look good will let you down somewhere.

5. They can move

Even a static mascot should feel like it could turn its head. That sense of life is what makes people talk to it.

Get these right and you've got a character that earns its place on every shirt, sign, and screen.