rebrand
Computer Arts - UK|June 2020
WHAT’S THE EXPERT OPINION ON PENTAGRAM’S BRAND IDENTITY REFRESH OF THE GLOBAL TOY COMPANY FISHER-PRICE?

Emily Oberman Partner, Pentagram pentagram.com

“Fisher-Price wanted to be less about child development and more about fun. This was summed up in a new tagline: ‘Let’s be kids.’ The new identity draws on the brand’s heritage, building a complete visual language, including icons, photography and a custom (semi) sans serif typeface that nods to FisherPrice’s original logotype.

Everything centres on the iconic red ‘awning,’ with scalloped edges simplified to three (from four) using its simple geometry as the basis for an expanded visual language. The retooled awning also symbolises the three founders: Herman Fisher, Irving Price and the unnamed Helen Schelle, as well as the intersection of parents plus kids.

The logotype was a refined, yet still quirky version of the original, with a smile as the hyphen. The awning can be extended or used as an icon placed on any edge ‘flagging’ something as Fisher-Price. There are also patterns and illustrations inspired by the FP Little People.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM COMPUTER ARTS - UKView All

studio profile

A leading light in the branding industry, Wolff Olins wants to harness its scale to help change the world

8 mins read
Computer Arts - UK
June 2020

network

THE CREATIVE COMMUNITY HAS COME TOGETHER LIKE NEVER BEFORE, TO HELP EACH OTHER GET THROUGH THE CORONAVIRUS PANDEMIC

2 mins read
Computer Arts - UK
June 2020

project

ethos for 305 Fitness - Learn how the Montreal identity design studio rebranded one of America’s hottest fitness clubs

5 mins read
Computer Arts - UK
June 2020

rebrand

WHAT’S THE EXPERT OPINION ON PENTAGRAM’S BRAND IDENTITY REFRESH OF THE GLOBAL TOY COMPANY FISHER-PRICE?

3 mins read
Computer Arts - UK
June 2020

opinion

CRAIG BLACK HAS SOME ADVICE FOR SURVIVING THE CORONAVIRUS CRISIS AS AN INDEPENDENT CREATIVE

5 mins read
Computer Arts - UK
June 2020

fresh eyes

DUNCAN BRAZZIL ON HOW THE UK INSPIRED HIS CAREER

1 min read
Computer Arts - UK
June 2020

artist insight

Cindy Kang on how photography informs her illustration work

5 mins read
Computer Arts - UK
June 2020

ANIMATION NOW

LEADING PRODUCERS AND FILMMAKERS REFLECT ON EMERGING TRENDS AND SHARE THEIR PREDICTIONS FOR THE YEAR AHEAD

10+ mins read
Computer Arts - UK
June 2020

Creative Space

Without’s creative director roly grant on the studio’s hand-crafted ethos

2 mins read
Computer Arts - UK
June 2020

Project: Atoll by Studio Myerscough

Morag Myerscough reveals how she and Luke Morgan designed a vibrant biophilic installation in a central London office tower studiomyerscough.com

4 mins read
Computer Arts - UK
May 2020