Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

This is a very old entry — images are small, formatting is off.


Follow-up: My Little Pony

My Little Pony Logo, Before and After

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.

Thanks to Chelsea Windlinger for the tip.



Share ›

Spotted Around the web

New Logo for Front

New Logo for Front
Spotted Jul. 30, 2020

Pinned Recent, Big Stories



Posted Jun. 6, 2013


Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.


Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List