After 25 years, Doodle Bugs was ready to “grow up” as a brand. The original Doodle Bug “Arthur” was inherited by the company when it was purchased. During the Luminus 2016 rebrand, it was time for the mascot to become more youthful as a way to help the brand grow up. Doodle Bug would be younger, cheery, and more approachable. The logo lockup itself got an update with brighter colors and a more modern font. This approach made it possible to appeal to children and give professional confidence to parents.