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Fisher Price

  • Logo and Custom Typeface
  • Direction by Emily Oberman, Tim Cohan, Laura Berglund, and Mira Khandpur, Pentagram
  • Images courtesy of Fisher Price and Pentagram

Fisher-Price is an iconic brand known for creating educational toys for infants, toddlers, and preschoolers. MCKL collaborated with Pentagram to modernize its classic wordmark, which shared qualities with the well-known Windsor typeface. We refined the lettering, setting the name in lowercase and introducing distinctive details, including an fi ligature and a custom hyphen, to enhance its character.

Windsor, by Stephenson Blake
Windsor, published by Stephenson Blake

In addition to the wordmark, we designed a playful custom typeface, a sans-serif counterpart that complements the brand’s identity. This typeface comes in two versions: a standard style and a “bouncy” variation, which adds a sense of movement and fun, giving Fisher-Price a dynamic way to animate its brand voice.

Custom project display image
Custom project display image
Custom project display image
Custom project display image
Custom project display image
Custom project display image
Custom project display image
Project section image
Project section image
Project section image
Project section image
Project section image
Project section image
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Photograph of the upper portion of the Atlantic magazine issue from December 2019. A handprint is depicted in red and blue paint. The Atlantic acronym logo in the top left, seen large.Custom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • LA Olympic Memorial stadium in background with lens flare and LA28 Olympics custom typeface by by MCKL / Jeremy Mickel.Custom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo
  • Hover ImageCustom project logo