American Girl

Brand Identity

Brand refresh for the beloved line of historical dolls and books that continues to inspire girls today.

The new identity and brand strategy draw on American Girl’s own rich history to build a more premium and cohesive experience of the brand.

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The updated wordmark is simultaneously nostalgic and modern, with stronger typography that is more powerful and confident for the girls of today.

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Historical patterns inspired by the original doll collection join the other updated brand elements to create a flexible visual language that can be endlessly reinvented.

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American Girl is known for its signature berry color, and the update establishes a richer, brighter berry that will give the brand its own ‘Tiffany Blue.’

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The refreshed identity extends to all touchpoints of the brand, from shopping bags, doll boxes and other custom packaging to books, catalogues, the American Girl website and social media, and art direction for store interiors.

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Cytora

Brand Identity, Digital Design

Brand identity and website for an artificial intelligence company specialising in risk.

American Girl