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. Otis Gibson, founder of the Chicago-based creative agency Gertrude, says his agency was tasked with “putting a lasso” around Mattel’s corporate identity.
