Created by Emily Oberman, the refreshed identity sits alongside a new brand strategy led by Wieden+Kennedy featuring the simple tagline: Let’s be kids.
Developed by Pentagram partner Emily Oberman, the refreshed identity coincides with a new brand strategy led by Wieden+Kennedy, which includes the mission statement “put the fun back into functional” and the “play back into playtime”. This is accompanied by a simple but effective new tagline: Let’s be kids.
The new identity centres on a simplified version of the brand’s historic red ‘awning’ mark, in which its four scalloped edges have been reduced to three. The logotype has been redrawn in all lowercase, with letterforms that are slightly more refined but still quirky. The hyphen between the names is now a semicircle, echoing the scalloped edge of the awning, as well as resembling a smile.
Working with type designer Jeremy Mickel, Oberman introduced a custom, semi sans serif typeface called Let’s Be Glyphs, which is partly inspired by the historic typeface Cheltenham, widely used in the toy maker’s early advertising and packaging.
An alternative typeface has also been developed called Let’s Be Glyphs Bouncy, which features rotated characters and an uneven baseline, while sans serif font Maax will be used as a secondary typeface.