PARTY CITY
REBRAND
Party like it's 2024.
DATE
Spring 2020
INDUSTRY
Retail
TYPE
Corporate Rebrand
OVERVIEW
Party City is a fun and positive brand. From party supplies to Halloween costumes, Party City sells products for joyful moments in people’s lives. The current design is clean and simple but lacks an exciting and modern edge. For this rebrand, the objective was to create a modern brand that doesn’t sway too far from the current design. The brand needs to still be easily recognizable while standing out in print advertisements, web, and retail environments.
SOLUTION
For the rebrand, I created a logo, print collateral, and signage. The logo uses a sans serif font style, which is borrowed from the previous design but is now in capital letters to simplify and modernize the design with cleaner lines. An exclamation point is added that spans the vertical length of mark to add excitement. The shape of the exclamation point is wavy to mimic party confetti and balloon strings. This wavy shape is used throughout the brand. Bold colors add even more playfulness but are a more modern pallet than the current basic colors of the brand. Duotone photography, playful messages, and overlapping shapes help to bring this brand into the modern-day.
