Pentagram refresh Fisher-Price’s logo and it’s lovely

A few minor tweaks and the Fisher-Price logo is ready for a new decade thanks to Pentagram.

Fisher-Price logo

A few minor tweaks and the Fisher-Price logo is ready for a new decade thanks to Pentagram.

I loved my Fisher-Price tape recorder. They don’t make them like that anymore (mainly because kids don’t use cassettes in 2020). Even though I recorded some of my finest voice work in the 90s, the logo was quintessentially retro.

Well, Pentagram did what they do best and freshened things up. The result is really good, in my opinion.

The new branding by Pentagram refines the visual identity and expands it to a customized kit of parts that gives Fisher-Price the flexibility to function consistently in a variety of environments. The exuberant use of colorful graphics and unconventional typography captures the brand attributes of fun, action, play, celebration, silliness and joy.

Pentagram

As you can see from the logos below, the changes are very subtle. The new “f” is lower case and fused with the “i” to make a ligature. The “p” is lower case too but the “h” remains intact from the original.

The cosmetic changes are small on their own but grouped together, along with the new “FP” wordmark, it’s a brilliant brand refresh.

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