Fisher-Price’s new logo puts the fun back in branding

Fisher Price rebrand
(Image credit: Pentagram)

Much-loved toy brand Fisher-Price has had a rebrand courtesy of Pentagram. This new iteration feels more fun and playful, and covers everything from a refreshed logo down to bright animations, a new custom typeface that draws on the brand's heritage as well as messaging and merchandise. 

Headed up by Emily Oberman, Pentgram has tweaked Fisher-Price's existing logo, retaining the brand's classic colours, and changing the awning from four to three semicircles to represent the brand's three founders (Herman Fisher, Irving Price and Helen Schelle, who sadly didn't get her name in the brand). 

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.