American Girl Spec Rebrand

This project examines American Girl's core values and explores how the brand's mark could represent their dedication to empowering young women. The designed mark features two graphics: a star and a flower. These icons reference the brand's values of female empowerment and girlhood. The star pays homage to the original brand's iconography while also serving as a symbol of empowerment and confidence, and the flower signifies growth and femininity. These icons use a fluctuating line weight to appear more child-like and welcoming.

A modern mission statement for a modern ideology.

The company's new tagline “where you can be yourself” promotes the idea of girls embracing their individuality and becoming their own person. Additionally, the tagline pulls from the text "I can" embedded in the logo's type.

A bright color palette inspires confidence and optimism.

The brand's color palette combines fiery, bright colors with soft pastels in order to create an empowering but comforting story. The palette's primary colors: Confidence, Femininity, and Comfort, represent female empowerment. The secondary colors: Youth and Happiness demonstrate the optimistic nature of American Girl's storytelling. The bright, exciting tertiary colors highlight the playful nature of childhood and the creativity that children express as they grow up.