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Lynnea Jeung

BFA in Graphics — Graphic Design
Course:
GPRT-252 Communication Design 4: Identity Systems
Faculty:
Fiona Blankenship

Barbie Rebrand

Creating a corporate identity for Mattel's Barbie. I want to re-imagine Barbie beyond a toy only made for girls that focus on looks. The main brand drivers are: diverse, empowering, friendly, and fun. The logo is loosely based off a "B" with a butterfly representing growth and transformation. The idea of breaking boundaries was also essential, this represented by the outer shape being broken by the B.
Learning Outcomes:
Barbie is a well established brand, the new logo and identity had to have enough character to be a reason to change. Additionally, there was a challenge in making something new but still aligned to the company's values. I am learning how to create a cohesive, flexible identity that feels connected but not repetitive. This project is also a different style than I normally work in and I haven't done a project related to children yet.