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.
Senior Project Manager
Let’s Be Glyphs
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