Fisher-Price 

Client/Agency:

Fisher-Price

Pentagram

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Partner In Charge:

Emily Oberman

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Designers:

Tim Cohan

Laura Berglund

Mira Khandpur

Greg Morrison

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Typeface Consultant:

Jeremy Mickel

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Project Span:

September 2018 – December 2019

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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. 

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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.