Fisher-Price Gets A Whimsical Logo Update That Brings Out Its Fun Side
Toy company Fisher-Price has joined forces with design agency Pentagram for a playful rebrand.
The redesign was led by Pentagram partner Emily Oberman, and it now includes a new typeface that reflects the brand’s heritage, with fun animations to showcase the identity to the world.
The striking logo retains the brand’s classic colors red and blue, but its awning has been tweaked from four semicircles to three to represent founders Herman Fisher, Irving Price and Helen Schelle.
The wordmark also sees the company’s name in lowercase, replacing the capitalized “F” and “P” from the previous logo. The hyphen in the logo has been swapped with a semicircle to replicate a smile, also an indicator of a fun personality.
The new logo comes in various iterations, including a circular “bubble” version with the “fp” initials and a “flag tag” that includes both the awning and abbreviations.
The inspiration behind the brand’s new typefaces ‘Let’s Be Glyphs’ and ‘Let’s Be Glyphs Bouncy’ came from the brand’s archives, as the agency found that Fisher-Price had used the similar ‘Cheltenham’ typeface extensively.
Reviewed: New Logo and Identity for Fisher-Price by Pentagram pic.twitter.com/rxDOuKsUys
— Hudgens News (@Hudgenews) January 7, 2020
[via Creative Bloq, images via Pentagram]
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