MATTEL BRAND IDENTITY MANUAL (Click the image to view full PDF)
This brand identity system was part of a branding identity project that strengthened the overall look and feel of Mattel's old/existing brand identity. The logo serves as a playful and colorful design while also representing children building blocks. Mattel's existing brand identity was strong, but their logo was quite dull and this new system emphasizes Mattel's essence as a toy manufacturer. The logo, tagline, and other elements were designed and applied across multiple media pieces as seen in the manual.