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Mattel Brand Identity and Creating The Future of Play

Mattel Brand Identity and Creating The Future of Play

Mattel, the world’s largest toy company, tasked me to help create new graphic standards and logos to expand the breadth and depth of the company’s brand. The new standards would need the ability to span the entire company to meet the needs and objectives of all divisions, departments, and brands. Mattel also asked that the new standards move away from the cool tones of past identity standards to an approach that’s more representative of the company.

My team began developing new identity standards by analyzing Mattel from a very wide angle of view. We utilized consumer insights from research to explore new logo designs and systems, icons, photographs and other design elements to create a more emotive and moving feel for the company.

A cross-functional and cross-department team was assembled to dive deep into discovering Mattel’s DNA. Starting with brainstorms and interviewing employees the data collected was distilled into mood boards. Then those were further refined into actionable elements of the brand identity.

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