Before & After: Scrabble

Scrabble has been given a packaging refresh by Boston-based Phillips Design Group.

The effort was aimed to shed the classic, but arguably stodgy, look and replace it with something more dynamic and 21st Century-like.

As described in a lofty press release:

“Phillips latched onto a younger, hipper audience’s need for instant gratification by re-positioning Scrabble as word game that delivers a steady stream of challenging turns and winning moments. With the tag line “Every word’s a winner” and colorful graphics that fly off the box top, the new design hopes to communicates the thrill of winning on every play.”
In addition to the more colorful and energetic box design, the Scrabble wordmark has been updated with clearer lettering and an exaggerated swoosh (for lack of a better term) designed, I’m sure, to resemble a smile.

One comment on “Before & After: Scrabble

  1. I don’t like the new logo, especially because of the big lower-case e… It feels disconnected as my eyes move across the type. Some of the letters seem to be moving forward and some backwards, it hurts my brain.

    Hopefully they bring back Scrabble classic someday. You’ll be able to buy it in a nice wooden box with golden pieces. It will be expensive, but worth it not to have to look at the new logo.

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