Can anyone explain the strange new Fisher-Price logo that has all lowercase letters and in a box with only 3 scallops instead 4? Looks like kind of like trash. Why do the folks at FP feel the need to constantly fiddle with their brand identity yet lack the initiative to make any real meaningful changes. You've now had three nearly identical logos in the past 15 years, this may only serve to muddy the FP brand identity further.
23 replies (most recent on top)
typical. changing something just to change it. as usual, it was fine to begin with, and the changes only made it worse. excellent waste of time and money.
Logo redesigns are a sure sign of floundering, failing brand that lacks confidence or a legitimate strategy for righting the course. It's an easy way to look like you're making dramatic changes without having to do any of the hard work.
We threw away lots of $ when we rebranded HW and the packaging director didn’t even kmow what a tradedress was? Really?!? Still she leads us! Go figure!?!?
The Hot Wheels logo has been redesigned at least twice in the past decayed (yeah, I spelled it that way on purpose). Millions spent for nothing.
The lack of people in charge being held accountable for these mo–nic endeavors is the true crux of our current failings.
Never underestimate FP leadership's ability to become completely enamoured with a terrible idea simply because it came from some outside consultant who they just cut a giant check too. The "Emperor's New Clothes" effect is rampant at FP across the entire division.
sadly this has been the FP M.O. pre downfall. Anyone recall 6-7 years ago when they tried to rebrand their core packaging by hiring that outside designer to come up with that ridiculous circle filled packaging with all the overly complicated benefits that no one in a mom talk could figure out? The folks in EA were so stepford wife high about this that visitors from other sites dare not besmirch it but all bashed it when we left. lasted a short while, didn’t move the needle and there went a few mil for nothing. FP is caught in the same cost reduction let’s polish the biggest pile of you-know-what and put it in a sparkly package instead of going back and making some forward thinking we’ll made product.
If you could make money wasting time of stupid stuff, Fisher-Price would be an extremely successful company. FP design leadership is particularly adept in this regard.
Even the energy into this post is an indication of how much time is spent on stupidity.
Imagine how much time and money will be wasted to change all the packages for a new logo that won't help sell one extra toy.
this is a classic do nothing VP of design/packaging move to blow smoke up his bosses nether regions to validate his continued useless existence. the sad part is that WTF chuck fell for it hook line and sinker.
Honestly, if that's all you're gonna do, why even bother?
So they'll pay a million plus for a minor logo tweak, but they won't spend adequate time & money to safety test the Rock & Play sleeper? FIRE THEM ALL!
Mattel, do the right thing and sell FP so it can thrive again. It will take a while for the Mattel stench to go but eventually people will flock to it again.
I was involved in redesigning the FP logo about 10 years ago. The amount of time and money that went into that redesign was surprising considering the only significant change made was to change the rounded corners to square corners. And the truth is, that new logo was never fully adopted, even all these years later you can still find the old 90's logo being used in our own marketing material online. Hopefully this refresh will help get everyone on the same page, since even a id–t can count the number of scallops on the bottom. Old logos have four bumps, new logo is three.
That being said, this whole thing does have a bit of that rearranging the deck chairs on the Titanic feel to it. I do like the new look though.
As a designer, this logo is a refresh. Its look is undistinguishable by most consumers. I wished they would’ve gone full rebrand with a new look and new logo. Sometimes you have to just change things up and start over. This signifies that FP hasn’t change its strategies in creating significant improvements in the company. New logo new movement. This is the same cr*p. Not much changed at all. FP management is really not taking any chances here and just staying with the old.
Not convinced a logo change is what the brand needs to get back on track though. Surely investing in some key price point , real play value lines, that both Mattel and Retailers make margin and money from should have been where we invested???? Consumers won’t even notice.
No normal person/consumer will ever notice the difference. This is just FP talking to themselves. I hope they didn't spend too much time or money on this, like the last time they made some minor tweaks a few years back.
I like it, it's more playful and cuter. Nice job FP.
Some logos are classic and never need updating, the the Chicago Bulls or the Mattel logo, others aren't quite so good and need to be redesigned every once in a while. No shame in that FP, the timing is great too given all the recent negative press, hopefully people will see the new logo and forget about your past indiscretions.
Seriously OP? You could put the two logos side by side and even then most people wouldn't notice the difference. Some people just love to complain I guess.
https://www.fisher-price.com/content/dam/fp-dam/shared-assets/fp_nav_logo_desk_175x55.png
I like it, its simpler
https://youtu.be/LZrVIGINh9k
You can see the new logo in this video, I actually kind of don't hate it.