Project Overview
Mattel creates impactful memories for those they reach. Authenticity and play are of utmost importance to their identity. With a bright and joyful identity, they're most likely to reach those not only investing but capture the looks of a younger audience.
Approach
As a company, Mattel targets a young audience, though its brand identity has a serious corporate look. The approach taken is bright and childlike. replacing Helvetica as their main typeface and replacing it with bold typefaces such as Gibson and Chalet to feel more inviting, juvenile, and trustworthy.
Category
Branding
Personality
Approachable, Driven, Cunning
Fonts
Gibson, Chalet
Directors
Bradford Prairie
Completed
2019
