Sterling was tasked with creating a dynamic identity for Hasbro, centering on a refreshed logo and supporting visual language, which embodied the life and vitality of their vision and incredible portfolio of brands.

To this end, the logo was transformed from a flat, static stamp to a dynamic, dimensional icon, virtually jumping for joy off every surface upon which it appears. The iconic smile signature so beloved by their consumers still remains, but is now surrounded by a lively twirling box in shimmering hues of blue and teal.

The new Hasbro brand identity system was then applied to a range of corporate and consumer-facing communications, including stationery system, presentation templates, product packaging, the corporate website, on-campus signage and animated spots for presentation in major motion pictures and video games.

Our work: Identity design, visual language and guidelines development