American Girl Gets Dolled-Up For First Time In 40 Years With Pentagram Redesign
Image via Pentagram
Certain childhood brands hold a special place in our hearts, shaping who we become. American Girl, with its iconic 18-inch historical dolls and empowering narratives, is one such household name. Now, after nearly four decades, the doll house has unveiled a significant brand refresh, spearheaded by design powerhouse Pentagram.
Founded by Pleasant T. Rowland in 1986, American Girl has long fostered confidence and character in girls through its dolls and accompanying stories. The rebrand, drawing on this rich heritage, aims to resonate with a new generation of girls while cherishing American Girl’s storied past.
Image via Pentagram
An in-depth look at American Girl’s history led Pentagram’s team to craft a brand system that weaves premium quality with the special role the dolls play in girls’ lives, along with the tagline, “Find your inner star,” to encourage independence.
Image via Pentagram
Image via Pentagram
A refreshed wordmark, blending nostalgia with modern sensibilities, imparts a bolder, more confident presence. The iconic star takes center stage, echoing the new slogan and symbolizing the potential within every girl.
Image via Pentagram
American Girl has also received a custom typeface, called ‘Pleasant Serif’, that is named after and pays homage to the brand’s founder. Meanwhile, a bolder color palette, anchored by the richer ‘Pleasant Berry’, creates a more elevated and contemporary look.
Image via Pentagram
Image via Pentagram
Image via Pentagram
“Storytelling is what makes American Girl completely unique from every other doll on the market—even from her Mattel sister Barbie,” expresses Pentagram. “The books encourage girls to read by making each doll the lead character in her own engaging tale set in a different period of US history, such as pioneer girl Kirsten Larson on the frontier in 1850s Minnesota and spirited Molly McIntire on the US homefront during World War II. What started with the stories of the dolls has expanded to represent the multifaceted experience of how wonderful, magical and challenging growing up really is.”
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Image via Pentagram
To that end, historical patterns and illustrations, infused with subtle nods to the past, create a flexible visual language. New photography showcases girls in real-life settings, while contemporary illustrations put a fresh spin on the brand’s classic hand-drawn style.
Image via Pentagram
The dolling-up extends to every interaction with American Girl—from packaging and online platforms to store interiors, reaching out to fans old and new.
Image via Pentagram
The revamp couldn’t have come at a better time. Millennial collectors, now parents themselves, are introducing their daughters to the magic of American Girl. The move thus places American Girl in a refined position to continue inspiring future generations of girls, ensuring the “Exceptional Story of Girlhood” lives on.
Image via Pentagram
Image via Pentagram
[via Pentagram]
