American Girl

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.

Learn more about the project

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

Learn more about the project

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.

Learn more about the project

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.’

Learn more about the project

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.

Learn more about the project