Brand Refresh for American Girl

Pentagram developed a new visual identity and brand strategy for American Girl, revitalizing the beloved doll and book brand with a modern yet nostalgic sensibility. The redesign introduced a bolder wordmark, a proprietary typeface, and a richer 'Pleasant Berry' color palette, creating a cohesive and premium brand experience across all touchpoints. The refreshed system celebrates storytelling and individuality while reconnecting with both new and legacy audiences.

Set in Pleasant Serif, Feature Display, Elza