#corporate-branding

#corporate-branding

Mattel operates dozens of brands under its corporate umbrella, each with their own visual identity and brand voice. But, until now, Mattel has never had its own proprietary typeface for its overarching brand, instead opting to license multiple existing fonts on a global scale—an endeavor that was not only expensive, but also came at the cost of visual consistency across Mattel's many product lines.

Zyn's popularity has propelled parent company Philip Morris International's stock to all-time highs. PMI aims to raise awareness that Zyn is manufactured in the US.

Target's lacklustre attempt feels more like an act of necessity, rather than support. Awash with tepid neutrals, empty slogans, and careless design.