Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:340
A Look Back
D
ESIGN
F
IRM
:
Salisbury
Communications, L.L.C.
C
LIENT
:
Hasbro
HASBRO: Achieving the
Logo They Were Always Meant to Have
Hasbro, maker of such timeless toys as G.I. Joe, Candy Land, and
Monopoly, was looking dated and needed a lift—an image that
spoke to kids and to the joy they feel when they play with
a new toy.
Salisbury Communications, L.L.C. came on board to help.
Designers studied the original logo and decided it was way
too serious for a fun-loving toy company.
THIS PAGE: The old logo,
above, became a true reflec-
tion of the company with
it’s new logo’s smile, right.
Graphic Design That Works
340
334-341_84823 12/10/05 2:34 PM Page 340
Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:341
NEW)
e:340
They kept the color palette, but enlivened the mark with
a lighter, more carefree typeface coupled with a smile
“to brand them before McDonald’s did with the same
rationale as the hamburger used later,” says Mike
Salisbury. “A smile is the most universal facial expression
in the world. Hasbro makes toys. Toys make people smile.”
Not everyone involved with the toy industry is as receptive
to change as kids are to trying a new toy. To convince
the board of the need for a brand mark that had impact
—that was a memorable visual for the company—we
created ads to announce the new logo—for
The Wall
Street Journal
, because that is where Hasbro, with its
multitude of brands, needed identifying—with investors,”
says Salisbury.
341
334-341_84823 12/10/05 2:34 PM Page 341
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.