Hasbro

Community Relations Logo Redesign

Challenge

Through its Community Relations programs, Hasbro is internationally recognized for its philanthropic efforts, which focus on assisting children in triumphing over critical life obstacles and bringing the joy of play into their lives.

Hasbro wanted to create a new look for Community Relations and its unique programs, including its employee volunteer program, Team Hasbro, and its grant program, the Hasbro Children's Fund. The look for each program had to be consistent with the Hasbro corporate brand, but also appeal to its unique and varied target audiences, including leaders from international, national and local philanthropic programs; children benefiting from Hasbro's philanthropic support; and current and potential employees.

Response

In an effort to create an effective and appealing logo for Hasbro's Community Relations, the Children's Fund and Team Hasbro programs, (add)ventures researched how other major U.S. corporations identify their community relations programs. Our research found that the community relations and related logos should look consistent with and compliment the current corporate logo in order to build upon and maintain Hasbro's existing brand equity.

When designing the new logos, (add)ventures incorporated the "smile," colors, and font that is so uniquely identified with Hasbro, Inc. and its corporate logo. The result was the development of a friendly, yet professional and effective brand style, that has been used consistently across all Community Relations programs.