American Girls Brand Refresh

Now almost 40 years old, the American Girl brand was recently revitalized by Pentagram. The work was driven by a new tagline, “Find your inner star.” While the premium doll brand has remained popular over the years, multiple American Girl spin-off doll lines and uncoordinated color palettes and marketing have diluted the company’s identity.


The five-pointed star from the original design has become a touchpoint throughout the updated system. It is now angled at 18 degrees, which references the 18-inch height of the dolls. Each brand photo now contains an Easter egg in the form of a star, and the star shape is also used in patterning and as image frames.

Color is a huge part of the identity’s new coordination. From the Pentagram website: “The rebrand establishes a consistent signature berry that will become AG’s own ‘Tiffany Blue.’ Named Pleasant Berry, the brand color is richer and brighter, for an elevated and premium look, and extends to a larger palette that the designers have dubbed the ‘Berry Patch’—shades, tints and tones that range from Cream to Blackberry. These classic colors are accompanied by a secondary palette of core brights, a fresh, contemporary take on four hues—sky blue, green, yellow and hot pink—also inspired by the AG branding of the 1990s.”

Like what you see? You, too, can join our tribe of quality designers and marketers who continue to make their mark by utilizing the invaluable resource that is
Click to get more information and join the LogoLounge Community!

What do you think?