Fisher-Price Brand Identity System

Agency:

Pentagram

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Partner In Charge:

Emily Oberman

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Team:

Tim Cohan

Laura Berglund

Mira Khandpur

Greg Morrison

Lisa Grant

Jeremy Mickel

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Scope: Brand Identity System, Custom Typeface Design, Illustration

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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. We redrew the awning to have 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, and for small use cases the awning can be used without the wordmark. 

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Using the geometry of the logo we created a robust set of icons, gestures, faces, 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.