Brand Identity

Mattel Corporate Identity Standards



Mattel, the worlds largest toy company, asked IE to help create new graphic standards and logos to expand the breadth and depth of the company’s brand. The new standards would need the ability to span the entire company to meet the needs and objectives of all divisions, departments and brands. Mattel also asked that the new standards move away from the cool tones of past identity standards to an approach that’s more representative of the company.


The IE team began developing the new identity standards by analyzing Mattel from a very wide angle of view.  IE utilized its insights from research to explore new logo designs and systems, icons, photography and other design elements to create a more emotive and moving feel for the company. IE aimed to visually represent childhood playfulness and align all of Mattel under their brand strategy, to help achieve this the photography was extremely important and IE set up and creative directed a multi-day photoshoot at several locations throughout the Los Angeles area. Each design element and its usage within the company was explored thoroughly to ensure that the new standards would provide the least amount of limitations on Mattel branded creative as possible, while still providing a cohesive structure that will direct the company’s image for years to come.


The new standards were warmly received and gained praise from internal teams for its comprehensive approach to capturing Mattel’s brand. Since completing this project last year, IE continues to work with Mattel on a number of brand, logo, collateral and website design projects.

Contact Us

To prove you are human, please answer the following math problem:

IE Design + Communications is located in the southern part of Los Angeles, in the vibrant community of Hermosa Beach.

422 Pacific Coast Highway
Hermosa Beach, CA 90254

310.376.9600 Tel
310.376.9604 Fax

Find Us Online
1 of