Please don’t question me as I feel a deeply rooted obligation to continue coverage of the evolving identity of the 25-year-old Hasbro brand, My Little Pony. I reviewed it last September and even included it in the Best identities of 2009. (I like to keep you all guessing as to my sanity). To coincide with the launch of the animated series My Little Pony Friendship Is Magic on The Hub channel, recently reviewed here, My Little Pony has introduced a new logo.
As I noted a year ago, it’s all about context. This is not a global corporation, a museum, or an Apple product. It’s a show about Goliath-eyed ponies named Pinkie Pie, Rainbow Dash, Rarity, Twilight Sparkle, Apple Jack, and Fluttershy. It’s for young girls and it’s all about the kitsch. This brand just keeps getting better with every logo iteration without losing any of its visual cues — hearts! Pink! Y-in-shape-of-a-mane! — and now has even brought it up a notch by including a… rainbow! I take a light-hearted tone with this (because I have to in order to keep said sanity) but in all seriousness this is a very well calibrated logo that fits its audience perfectly.
One of the best identities of 2010? You’ll have to wait and see.