2020 Winner
Communication Design
Fisher-Price
Fisher-Price
Category—Logotype
2020 Winner
Communication Design
Fisher-Price
Studio
Pentagram Design
Client
Fisher-Price Chuck Scothon, Senior Vice President and General Manager Joel Smith, Vice President, Brand Creative Kelly Biernat, Senior Manager Global Brand Marketing Jody Gavin, Manager Global Brand Marketing
Additional Credits
PARTNER:
Emily Oberman
ASSOCIATE PARTNERS:
Laura Berglund
Tim Cohan
SENIOR DESIGNERS:
Mira Khandpur
Greg Morrison
SENIOR PROJECT MANAGER:
Lisa Grant
TYPOGRAPHIC SUPPORT:
Jeremy Mickel
PRINCIPAL TYPE:
Let’s Be Glyphs
Maax
CONCEPT:
The refreshed identity created for Fisher-Price pays homage to the brand’s extraordinary heritage, retaining the personality and iconic elements their audiences grew up with, but modernizing them for today’s world. The original bright red “awning” shape evolved from four scallops to three, representative of the three original founders (one of them a woman, Helen Schelle, who was never recognized in the name). The typeface retained the quirky proprietary features of the original brand type, but was redrawn and modernized to feel cheerful, chubby, and slightly simplified. The hyphen in the logo also reflects the cheerful refresh, appearing as a smile.
WEBSITE