The original Barbie logo was designed by Ruth Handler and unveiled in 1959 along with the doll. It featured a delicate script font and a soft pink color palette for the logo, a color that is culturally associated in the West with femininity and female sexuality. As a teenage fashion model, Barbie shows off her youth, adventurous spirit, and fashion-forward style.

From 1975 to 1991, to modernize the brand, a bold and more contemporary typeface was introduced to represent a shift from the original softness, projecting a strong, modern identity.