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Partner In Charge:

Emily Oberman


Tim Cohan

Laura Berglund

Mira Khandpur

Greg Morrison

Typeface Consultant:

Jeremy Mickel

Project Span:

September 2018 – December 2019

The Fisher-Price brand identity is an evolution of their previous iconic red awning. We redrew the typography to be more refined and switched to an approachable all-lowercase serif. The awning is reduced to three scallops, one for each of the founding members: Herman Fisher, Irving Price, and Helen Schelle. The flexible logo suite is a kit-of-parts that includes an FP monogram bubble and also an FP monogram awning, and for small use cases the awning can be used without the wordmark. 

Using the core gestures and shapes from the logo we created a robust set of icons and patterns for use in packaging, in-store displays and marketing materials. We collaborated with Jeremy Mickel to develop a custom typeface in standard and “bouncy” weights. The new ad campaign is underway and we look forward to seeing the brand on products and packaging in 2020.

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