Case Study: American Girl refreshes its iconic brand identity with Pentagram

American Girl refreshes its brand in 4 decades with Pentagram

American Girl, a beloved line of historical dolls and books owned by Mattel, faced the challenge of revitalizing its brand essence after decades of growth had diminished its impact in an increasingly crowded doll market. The company partnered with the design firm Pentagram to develop a new brand strategy and visual identity that would reconnect with its original millennial fans, now parents, and appeal to a new generation of girls.

Pentagram created a comprehensive rebrand for American Girl, drawing on the brand's rich history to build a more premium and cohesive experience. The solution included a modernized wordmark, a bespoke typeface, an expanded color palette anchored by a signature berry hue, historically inspired patterns, and updated photography and illustration. This new visual identity was applied across all brand touchpoints, from packaging and websites to store interiors. The work by Pentagram successfully repositioned American Girl to authentically share the "Exceptional Story of Girlhood" and inspire a new generation.

American Girl