rebrand

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.