Millennials and younger Gen Xers will likely have a sense of déjà vu looking at Pentagram’s spiffy new look for the doll brand American Girl. There’s a classic scholarly serif, warm photos of a diverse crowd of girls smiling outdoors in cute outfits, charming illustrations, and that iconic berry red.
It doesn’t look like much has changed on the surface, and its similarity to their ‘90s playbook might inspire double-takes, but a deeper look reveals the thought, care, and style Emily Oberman and her team at Pentagram put into their work. Classic motifs are strengthened and refined, including the brand’s logo, their signature color, and an endearingly sophisticated custom typeface. American Girl has always been admirable for its interest in taking young girls’ inner worlds seriously, and this approach shines throughout the branding materials. While young moms are sure to love the refresh’s nostalgic look, it’s hard to imagine it won’t accomplish its more central goal: appealing to kids.
