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FAO Schwarz

drawing_fao-schwarz_pulltoybox drawing_fao-schwarz_logoCompar drawing_fao-schwarz_logoDetail drawing_fao-schwarz_logos drawing_fao-schwarz_giftwrap_02 drawing_fao-schwarz_girlwgifts drawing_fao-schwarz_neckRibbon_02 drawing_fao-schwarz_postcard drawing_fao-schwarz_stacker_02 drawing_fao-schwarz_drum_02 drawing_fao-schwarz_paddleball drawing_fao-schwarz_illos_01a

A rebrand for the oldest toy store in America. In place of the old toy soldier logo, which put off girls and older children, we designed a simple typographic mark like those of the store’s neighbors: Bergdorf Goodman, Tiffany, and Crate & Barrel, and added a simple three-letter monogram for subtler product branding. The triangular midpoints were borrowed from Roman lapidary lettering. A diagonal stripe serves as a secondary identifier and, on the gift wrap, is accented with a pattern of discreet FAOs. A collection of exclusive characters enliven toys and collateral. Design direction, branding design, character design, and product design by Signal.

→ ← D. E. Shaw → Hard Case

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