What I like about this type is that it's based off Helvetica, but it gives a completely new meaning and identity. Helvetica is a very universal typeface that could be used in almost all situations. However, this innovation of Helvetica almost restricts it to be using for a child related item, whether it be a book, logo for a childrens program etc.
SECONDARY RESEARCH: There is a simple meaning behind this simple logo, breaking away and finding freedom. This story is told through the 'm', the top is broken, above the broken part is shown as a bird flying away. Clever and simple design.