This is a student project created for academic purposes. This rebrand concept is a fictional piece of work made as part of a branding class's assignment.
Hongtao (Ali) Deng Borders Re-branding
– Alan Moore / 1953– English writer known best for his work in graphic novels including Watchmen, V for Vendetta.
ORIGINAL LOGO
8-9
BRAND MISSION
10-11
NEW LOGO
12-17
VISUAL EXAMPLE
18-20
8
LOGO
Who we are Borders Group, Inc. (former NYSE ticker symbol BGP) was a book and music retailer based in Ann Arbor, Michigan. In its ďŹ nal year, the company employed about 19,500 people throughout the U.S., primarily in its Borders and Waldenbooks stores. The original Borders bookstore was located in Ann Arbor, Michigan, where it was founded in 1971 by brothers Tom and Louis Borders during their undergraduate and graduate years at the University of Michigan. The ďŹ rst Borders bookshop opened at 209 South State Street, Ann Arbor in 1971.
BORDERS
PART
ONE
VISUAL STANDARDS GUIDE
9
10
NEW BORDERS Our Brand Soul
We are here to break down the barriers for people to explore new ways of sharing and gaining knowledge.
BORDERS
PART
ONE
11
The New Borders Under the influence of network finance, many traditional industries are facing with the problem of how to transform. Traditional bookshops and the retail sector have undoubtedly been hit hard. Online sales or online experiences are an inevitable trend. Therefore, as a retail bookstore, online store is one of the main forms of transformation. Even so, modern society offers more opportunities and potential for all walks of life. We can combine shopping malls, stores and even schools to provide different forms of reading spaces, which not only provide a variety of reading forms or space and communication places, but also provide advertising space and customers for online stores. Secondly, cooperation with different types of communities can be considered to form a regional sharing chain. Let people connect with each other through reading, knowledge and sharing. Or even provide online social platform to give people a new way to exchange or sharing. In general, it is to expanding and exploring the forms of sharing and reading in order to bring people closer together.
VISUAL STANDARDS GUIDE
BRAND OVERVIEW
12
OUR NEW LOGO
Symbol Brand Signature
Word Mark
BORDERS
PART
ONE
13
The new logo expresses that collaboration and communication breed knowledge.
VISUAL STANDARDS GUIDE
NEW LOGO
14
BORDERS
PART
ONE
VISUAL STANDARDS GUIDE
15
NEW LOGO
16
BORDERS
PART
ONE
17
LOGO ELEMENTS Letter B The new logo takes the shape of B to represent Borders and also serves as the initial letter of Borders.
Chat Bubble
Joint
To express the idea that knowledge
The Joint embodies not only the
is shared through communication, I
concept of connection and cooperation
use two Chat bubbles to describe
but also shows the combination and
communication.
connection between communication.
VISUAL STANDARDS GUIDE
NEW LOGO
18
STANDARDS About others We found various inspirations for the standard guide from other successful brands. And we according to the following list as our standards. Looking for inspiring Standards will help us a lot in the next step, and learning from the profile of successful brands will help us better understand what Borders is going to look like in the future. • New Identity introduction • Logo Anatomy • Type Specs • Main ID colors (logo colors) • Incorrect Logo use • Alternate versions of the logo
BORDERS
PART
ONE
19
New identity introduction Exploratorium’s introduction really present their personality and brand image. Secondly, there is clear guidance in the hierarchy.It not only provides hierarchy for the page, but also creates a certain amount of reading pleasure.
Brand color DFW presents color messages and pairings to the brand in a clean, unambiguous way. The lesson I also need to learn is that it might be possible to vary the saturation and values a bit. More color saturation and usage.
VISUAL STANDARDS GUIDE
STANDARDS EXAMPLE
20
Logo anatomy I think DFW is very successful in the analysis of logo. It not only makes the basic analysis, but also compares dierent sizes of logo.
Alternate version of the logo The Mtrl color palette is very diverse, as well as active.It not only shows the color matching of the brand in its unique form and personality, but also further reects the brand personality.
BORDERS
PART
ONE
21
Type specs IBM made a good example of the font presentation, not only by putting the design into the visual system, but also by matching the character of the font chosen.
Incorrect logo usage Exploratorium is displayed in its own unique personality and manner, unlike any other brand, in the display of unworkable logos.
VISUAL STANDARDS GUIDE
STANDARDS EXAMPLE
INCORRECT USAGE
LOGO ANATOMY
24–27
LOGO VARIATION
28–37
COLOR PALETTE
38–41
TYPOGRAPHY
42-47
INCORRECT USAGE
48-51
24
ANATOMY
Our logo expresses that knowledge is shared in collaboration and communication
BORDERS
PART
TWO
VISUAL STANDARDS GUIDE
25
LOGO ANATOMY
26
SPACE
It is important for us to ensure that our logo is presented in a clear and visually appealing way. To achieve this, we need to specify a clear space around our signature so that it can be distinguished from other information.
BORDERS
PART
TWO
VISUAL STANDARDS GUIDE
27
CLEAR SPCAE
28
VERSIONS Vertical Signature The vertical version will be the main presentation of our logo. It will be used in most of the platform and printed versions, which also means that the vertical version will be the main image of our brand.
BORDERS
PART
TWO
29
Horizontal Signature The horizontal version will be used where the vertical version cannot be used, to accommodate more platforms and formats.
Symbol Symbols can be used independently when there is insufficient space or special requirements. Symbol is also the smallest way to use a brand logo.
Logotype Same as symbol mark, it can be used independently when there is in insufficient space or special requirements.
VISUAL STANDARDS GUIDE
LOGO VERSION
30
CO-BRAND SPACE Structure In the future cooperation, we will take the following format as the display of cooperative brands.
BORDERS
PART
TWO
31
In a fully displayed signature, we will use the height of the logo as the display limit. The partner brands will also control the size within this height.
In logotype, the partners logo will be presented at equal height.
For symbolic signatures, partners logo will resize the borders symbol as a reference.
VISUAL STANDARDS GUIDE
CO-BRAND SPACE
32
SUB-BRAND SPACE Structure In order to show the extension of the brand, we will show the basic structure here. In the future brand extension will be presented in this format.
BORDERS
PART
TWO
33
Color In order to show the extension of the brand, we will show the color scheme here. In the future, we will use this format for color combinations.
VISUAL STANDARDS GUIDE
SUB-BRAND SPACE
34
SCALE CHART Hight
Logotype
15cm
7.5cm
5cm
2.5cm Do not print blow 2.5cm
BORDERS
Symbol
PART
TWO
Horizontal
35
Brand Signature
The logo size chart allows us to use our logo accurately and clearly in different situations. The primary signature will be scaled according to the size.
VISUAL STANDARDS GUIDE
SCALE CHART
36
BLACK AND WHITE SCALE Reverse Logo
Black Logo In order to use our logo with high quality in special situations, such as printing special products, scanning and faxing, and even cooperating with other brands. Therefore, the black and white version of logo is an important display phase.
Usage on background hue Please use black logos are at 0%–50% 100%
50%
0%
50%
BORDERS
background and use white logos at 50%–100% background.
PART
TWO
VISUAL STANDARDS GUIDE
37
BLACK & WHITE SCALE
38
COLOR
Color information / Hierarchy
Purple Navy
For our new visual system, we developed four colors to reflect the soul of
Primary color
PMS 4142 C / Hex #3b507c C
50
R
64
M
35
G
83
Borders. One main color and three
Y
0
B
128
auxiliary colors.
K
50
The four colors can be matched and combined randomly, which also reects the idea of cooperation.
Fire Engine Secondary Color
The main color will be used on a light background. Depending on the context or theme, the main color will be used as the background color to match other colors.
Iceberg Secondary Color
Honey Yellow Secondary Color
BORDERS
PMS E44B55 / #f04e58 C
0
R
204
M
85
G
31
Y
60
B
41
K
0
PMS 7CA6DE / #77a2cb C
40
R
122
M
20
G
163
Y
0
B
204
K
20
PMS F0B323 / #fdb31d C
0
R
255
M
30
G
179
Y
90
B
25
K
0
PART
39
Combination Example The color combination should be a pair of two colors, not a random match. And the vibration color are already considered.
VISUAL STANDARDS GUIDE
40
COLOR INFORMATION 100%
BORDERS
70%
40%
PART
TWO
100%
41
70%
40%
Saturation The Joint embodies not only the concept of connection and cooperation but also shows the combination and connection between communication.
VISUAL STANDARDS GUIDE
COLOR SATURATION
42
TYPEFACES Typeface information and Hierarchy Soleil is a geometric sans-serif typeface designed by Wolfgang Homola and published through TypeTogether in 2011. It’s interesting for a geometric sans in that it has asymmetrical counters which immediately sets it apart from something like Futura, giving it a more fluid and contemporary feel.
Soleil Light Soleil Regular Soleil Bold Soleil Black 1234567890 ,.;:’”!?/(){}[]12345% Book Selected Weight
BORDERS
PART
TWO
43
Typefaces Display
COVER / SOLEIL BLACK
Size: leading: Tracking: Outline:
45 55 +10 1 pt
55 65 +10 1 pt
75 85 +15 2 pt
PAGE / SOLEIL BOLD
Size: Leading: Tracking: Outline:
30 35 +10 1 pt
VISUAL STANDARDS GUIDE
40 45 +10 1 pt
50 65 +15 1 pt
85 95 +15 2 pt
When use this typeface in different size and situation, please follow the pattern for clear display.
60 75 +15 1 pt
TYPEFACES
44
TYPEFACES Typeface information and Hierarchy We chose Slab Typeface to convey the idea of Collaboration and the practicality and enthusiasm of the brand. Factoria’s sense of industry matches this sense of positive action.
Factoria Light Factoria Medium Factoria Bold Factoria Black 1234567890 ,.;:’”!?/(){}[]12345%
Book Selected Weight
BORDERS
PART
TWO
45
Typefaces Display
Page Headline / Factoria Medium Size: leading: Tracking:
9 14 +10
14 19 +10
19 24 +15
24 29 +15
20 25 +10
30 35 +15
40 45 +15
When use this typeface in different size and situation, please follow the pattern for clear display.
Paragraph Title Factoria Bold Size: leading: Tracking:
10 15 +10
VISUAL STANDARDS GUIDE
TYPEFACE
46
& GRAPHIC ELEMENTS Typeface information and Hierarchy
Graphic Elements
Freight Sans is the sans-serif companion to the typeface Freight Text. Its humanist forms give it a warm and friendly appearance. It has a large x-height and open apertures which makes it a great sans for setting body copy.
FreightSans Light FreightSans Medium
Book Selected Weight
FreightSans Bold 0123456789,.:;’”!?/(){}[]¹²³⁴⁵% BORDERS
PART
TWO
47
Text Example Freight Sans is the sans-serif companion to the typeface Freight Text. Its humanist forms give it a warm and friendly appearance. It has a large x-height and open apertures which makes it a great sans for setting body copy. Freight Sans is available in five weights—light, book, medium, bold and black—each with matching italics and small caps styles. Size: leading: Tracking:
9 13 +10
VISUAL STANDARDS GUIDE
14 18 +10
19 23 +15
24 28 +15
When use this typeface in different size and situation, please follow the pattern for clear display.
TYPRFACES
48
LOGO USAGE
Correct Version
Beware of inconsistency We designed our logo in a certain way to enhance the clarity and consistency across all of our brand communications. Changing or recreating our logo or placing it in inappropriate proportions will break the consistency. It will negatively impact our brand recognition. The following examples are some of the incorrect usages of our logo.
BORDERS
PART
TWO
49
Beware of the following incorrect usage of our logo
Do not change proportion between symbol and word
Do not Change the position of the symbol and word.
Do not change the direction.
Do not change the typeface.
Do not change the gap between two chat bubbles.
Do not Stretch the symbol.
VISUAL STANDARDS GUIDE
INCORRECT USAGE
50
Do not change the logo direction in any angle.
Do not change the position of word mark in any place.
Do not change the position combination in any way.
Do not change the curve proportion in any degree
Do not use drop shadows or any other effect on entire logo.
Do not align the edge to any shape or surface.
BORDERS
PART
TWO
51
Do not use more than two colors in one combination.
Do not embed images within symbols.
Do not any kind of transparency in any way.
Do not use white color version on the edge of the shape or any surface.
Do not put the logo over busy, noisy background.
Do not use outline.
VISUAL STANDARDS GUIDE
INCORRECT USAGE
52
SYSTEM
Our business stationery is an important means of communication with our customers. We chose a concise design that ensures our message is delivered eectively and directly to our customers.
BORDERS
PART
TWO
VISUAL STANDARDS GUIDE
53
STATIONERY SYSTEM
Brand Opportunities
56–57
Brand Deliverables
58–111
Extensions List
112–120
56
OPPORTUNITIES
Pr03
Env02
Ed01
Env03
Ev01
Ed02
Ed03
Ev02
Ev03
Sr01
Ex02
Sr03 Ex03 Pr01
Env01 Sr02 Ex01
Pr02 Communication Collaboration Education learning knowledge gaining knowledge Both
BORDERS
PART
THREE
57
Environment Env01 – Factold parklet Env02 – Process Group Env03 – Family Game park
Education Ed01 – Tool Channel Ed02 – Discovery Workshop Ed03 – Field trip
Events Ev01 – Culture Food Ev02 – inspiring Talk Ev03 – Writing meetup
Products Pr01 – Learning App Pr02 – Starter kit Pr03 – Knowledge Game Cards
Services Sr01 – Borders Online School Sr02 – Q&A Web Sr03 – Brainstorm Community
Experience Ex01 – School Learning Tour Ex02 – Field Cross Ex03 – Nature Camp
VISUAL STANDARDS GUIDE
OPPORTUNITIES
58
Photo by Matthias Wagner
BORDERS
PART
THREE
59
INSIGHT TALK Ev02 – Event
The talk will hold once a year for people to embrace information, share stories and knowledge from around the world. Borders Inspiring Talk provides a platform for people to share their experiences, knowledge and stories. Let people learn from each other’s stories and experiences. At the same time connect people in different fields to create a broader network of knowledge.
Mission Focus Borders Art Club underscores our commitment to break down the barriers for people to explore new ways of sharing and gaining knowledge by creating platforms to inspire people and connect them with ideas and knowledge.
VISUAL STANDARDS GUIDE
DELIVERABLES
60
BORDERS
PART
THREE
61
Similarity TED Talk, 99% Invisible.
Differentiation In addition to inviting professionals who are influential and have established themselves in their field, we will also focus on real stories and experiences that affect people’s lives. Invite voices that are not only socially influential, but also those who close to life.
Links to Borders Field Trip, Cross Field Club
VISUAL STANDARDS GUIDE
DELIVERABLES
62
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
63
DELIVERABLES
64
BORDERS
PART
THREE
65
DISCOVERY WORKSHOP Ed02 – Education
The workshop will provides a chance to people to learn new skills, technologies and craft. We provide learning opportunities for children or those in need, so that people can learn additional basic technologies and popular technologies in the workshop. And let people know how these technologies evolve and how they work.
Mission Focus Borders discover workshop underscores our commitment to break down the barriers for people to explore new ways of sharing and gaining knowledge by teaching, inspiring people through craft sessions, tech tips and ďŹ eld trip.
VISUAL STANDARDS GUIDE
DELIVERABLES
66
BORDERS
PART
THREE
67
Similarity WorkshopSF, Wood Thumb
Differentiation Borders workshop encourage people to discover new skills and technologies. We also provides small group to brainstorm, to help each other.
Links to Borders Field Trip, Cross Field Club
VISUAL STANDARDS GUIDE
DELIVERABLES
68
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
69
OPPORTUNITIES
70
BORDERS
PART
THREE
71
CULTURE AND FOOD FESTIVAL Ev01 – Event
Learning culture knowledge by sharing, teaching and exchanging different culture food. The Cultural food event is a food event with the culture exchange background. Let people understand and learn the traditions and customs of different cultures while tasting the delicious food.
Mission Focus Borders Culture Food Event underscores our commitment to break down the barriers for people to explore new ways of sharing and gaining knowledge by learning, communicating and tasting with people from different cultures.
VISUAL STANDARDS GUIDE
OPPORTUNITIES
72
BORDERS
PART
THREE
73
Similarity Eventbrite, local food festival.
Differentiation Compared to Eventbrite, we will more focus on culture exchange. Instead of just introduce or list out the local event, we will expand the scale from local to a bigger community.
Links to Borders Community App
VISUAL STANDARDS GUIDE
OPPORTUNITIES
74
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
75
OPPORTUNITIES
76
BORDERS
PART
THREE
77
SCHOOL VISITS Ex01 – Experiences
School Visit will enables students and family to explore their goal school, university across the world. This program aims not only to introduce the school to students and families but also to stimulate students’ passion for learning and love of the city by raising the culture and city of the school.
Mission Focus Borders School Visits reinforces our commitment to break down the barriers for people to explore new ways of sharing and gaining knowledge by encourage people to explore or understand their goal school across the world.
VISUAL STANDARDS GUIDE
OPPORTUNITIES
78
BORDERS
PART
THREE
79
Similarity EF College Study Tours
Differentiation Borders will provide accommodation for visitors by combining local students or families with same goals. It not only promotes the formation of the communities but also facilitates the exchange of regional cultures.
Links to Borders Online School, Community App
VISUAL STANDARDS GUIDE
OPPORTUNITIES
80
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
81
OPPORTUNITIES
82
BORDERS
PART
THREE
83
CREATIVE PROCESS GROUP Env02 – Environments
Encourage artists to share their creative process with people to inspire and create wonder. Borders Arts Group is a place that allows people can communicate with artist, authors about their creative process. This active will engage dierent culture, knowledge come together, and create chance to inspire more people to create art work or communication.
Mission Focus Borders Art Club underscores our commitment to break down the barriers for people to explore new ways of sharing and gaining knowledge by sharing creative processes to inspire others and let others to learn from process.
VISUAL STANDARDS GUIDE
OPPORTUNITIES
84
BORDERS
PART
THREE
85
Similarity MoMa, Exploratorium
Differentiation Borders will aim to provide more direct direction of ar t and more focus on sharing. Even to create community through art activities.
Links to Borders Field Trip, Cross Field Club
VISUAL STANDARDS GUIDE
OPPORTUNITIES
86
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
87
OPPORTUNITIES
88
BORDERS
PART
THREE
89
LEARNING APP Pr01 – Products
Sharing knowledge and connecting people through short and concise skill and software teaching videos. People will provide their short and concise experience, and skills videos in App. People can also speciďŹ cally choose the videos they want to learn. Make friends and expand your knowledge through the platform.
Mission Focus Borders Learning Community App underscores our commitment to break down the barriers for people to explore new ways of sharing and gaining knowledge by sharing knowledge and connecting people through short and concise skill/teaching video.
VISUAL STANDARDS GUIDE
OPPORTUNITIES
90
BORDERS
PART
THREE
91
Similarity Tick tock, Twitter
Differentiation Compared to Tick Tock and Twitter, we aim to provide users with diverse and rich learning directions and content in a socially-oriented way.
Links to Borders Field Trip, School Exploring
VISUAL STANDARDS GUIDE
OPPORTUNITIES
92
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
93
OPPORTUNITIES
94
BORDERS
PART
THREE
95
Pr02 – Products
TOY STARTER KIT
Provide a tool kit with variety of initiatory tools and toys for children in the early stage of learning. Provide an educational kit with a variety of toys for children in the early stages of learning. And can involve with family in the teaching. Provide a fun, developmental, educational experience for children and families.
Mission Focus Borders Starter kit underscores our commitment to break down the barriers for people to sharing and gaining knowledge by enhance family relationship and provides a developmental, educational experience.
VISUAL STANDARDS GUIDE
OPPORTUNITIES
96
BORDERS
PART
THREE
97
Similarity LEGO, Vtech
Differentiation Borders Starters Kit provides children and family with diverse and hands-on activities. It will not only improves children’s learning ability but also enhance family connection.
Links to Borders Family game park
VISUAL STANDARDS GUIDE
OPPORTUNITIES
98
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
99
OPPORTUNITIES
100
BORDERS
PART
THREE
101
SCIENCE FIELD TRIP Ed03 – Education
Arrange people based on similar interests to visit some institutions like NASA or CERN. Arrange people to visit ornamental science museums, science institutions and even production factories. To make people understand how technology works or how food is produced.
Mission Focus Borders Science Field Trip underscores our commitment to break down the barriers for people to explore new ways of sharing and gaining knowledge by arrange them base on their interest to visit science institute or factories.
VISUAL STANDARDS GUIDE
OPPORTUNITIES
102
BORDERS
PART
THREE
103
Similarity de Young, School Field Trip
Differentiation Borders will not only aim on school, but also arrange people from field to share and introduce, to create a mutual visiting trip. Also will be more informative and more active.
Links to Borders Field Trip, Cross Field Club
VISUAL STANDARDS GUIDE
OPPORTUNITIES
104
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
105
OPPORTUNITIES
106
BORDERS
PART
THREE
107
ONLINE SCHOOL Sr03 – Services
Explore and learn various skills and knowledge to connect with people from all around the world. Borders will create a digital platform that offers courses, materials and resources to helping people to share and learn knowledge with others.
Mission Focus Borders Online School underscores our commitment to break down the barriers for people to sharing and gaining knowledge by building a platform for people to share and learn knowledge from others users.
VISUAL STANDARDS GUIDE
OPPORTUNITIES
108
BORDERS
PART
THREE
109
Similarity ASU Online, LearnUpon.
Differentiation Borders online schools will be more autonomous and flexible. Users can conduct systematic and professional learning according to their preferences and choices. Even build connections and expand links with other users.
Links to Borders School exploring Tour
VISUAL STANDARDS GUIDE
OPPORTUNITIES
110
BORDERS
PART
THREE
VISUAL STANDARDS GUIDE
111
OPPORTUNITIES
112
Borders Online Learning Channel
Borders School Visits
Ed01 – Education
Ex01 – Experiences
A video tutor channel for people to share skills, also for people who wants to learn new skill.
School Exploring Tour will enables students and family to explore their dream university across the world.
Borders will create a digital online learning
This program aims not only to introduce the
platform that provides professional teaching
school to students and families but also to
and tutoring for people who need to learn
stimulate students’ passion for learning and
technology. It can be manufacturers, or the
love of the city by raising the culture and city
fundamental teaching of software.
of the school.
Mission Focus
Mission Focus
Borders Oline Tool Channel underscores
Borders School Learning Tour reinforces
our commitment to break down the
our commitment to break down the
barriers for people to explore new ways
barriers for people to explore new ways
of sharing and gaining knowledge by
of sharing and gaining knowledge by
sharing and teaching the use of everyday
encourage people to explore or under-
tools or softwares.
stand their goal school across the world.
Similarity & Differentiation
Similarity & Differentiation
Like: Youtube
Like: EF College Study Tours
But: Compared to Youtube, we will pay
But: Borders will connects visitors by combin-
more attention on teaching skills and
ing local families with same goals. It will promotes
tutoring the fundamental of software.
the formation of the communities but also facilitates the exchange of regional cultures.
BORDERS
Links to
Links to
Borders Online School
Borders Online School, Community App
PART
THREE
113
Borders Culture and Food Festival
Borders Factoid Parklet
Ev01 – Event
Env01 – Environments
Learning culture knowledge and traditions by sharing food from different culture.
People can use fun facts or flat facts to enhance the interest of knowledge and stimulate learning motivation.
The Cultural food event is a food festival
We will put fun science facts and life hacks
with the cross culture background. Let
into the environment, such as bus stations,
people understand and learn the traditions
mall banner, and train posters. To make
and customs of different cultures while
common knowledge entertaining and make
tasting the delicious food.
people unintentionally acquire knowledge.
Mission Focus
Mission Focus
Borders Culture Food Event under-
Borders Fun Facts Station underscores
scores our commitment to break down
our commitment to break down the
the barriers for people to explore new
barriers for people to explore new
ways of sharing and gaining knowledge
ways of sharing and gaining knowledge
by learning, communicating and tasting
by stimulate learning motivation.
with people from different cultures.
Similarity & Differentiation
Similarity & Differentiation
Like: Eventbrite
Like: Inspiria
But: Compared to Eventbrite, we will
But: Compared with Inspiria, we will pay
more focus on culture exchange.
more attention to sharing knowledge and
Instead of just introduce or list out
putting fun facts in the environment to
the local event, we will expand the
provide people with multiple channels to
scale from local to a bigger community.
acquire knowledge.
Links to
Links to
Borders Community App
Borders Family Game Park
VISUAL STANDARDS GUIDE
EXTENSION LIST
114
BORDERS
Borders Learning App
Borders Family Game Park
Pr01 – Products
Env03 – Environment
Sharing knowledge and connecting people through short and concise skill/software teaching video.
Enables people to explore different family culture by joining activities or games.
People can provide short and concise experi-
Taking families as units, in a family oriented
ence, and skills videos in App. People can also
day activities, kids and parents will partici-
specifically choose the videos they want to learn.
pate in teamwork building exercise, game to
Make friends and expand your knowledge
share (experience, knowledge), and bring kids
through the platform.
and parents closer.
Mission Focus
Mission Focus
Borders Learning Community App under-
Borders Family Workshop underscores our
scores our commitment to break down the
commitment to break down the barriers for
barriers for people to explore new ways of
people to explore new ways of sharing and
sharing and gaining knowledge by sharing
gaining knowledge by joining games and
knowledge and connecting people through
activities with families to learn and under-
short and concise skill/teaching video.
stand other families.
Similarity & Differentiation
Similarity & Differentiation
Like: Tick tock, Twitter
Like: Children’s Creativity Museum
But: Compared to Tick Tock and Twitter,
But: Compared to Exploratorium and CCM,
we aim to provide users with diverse
we aim to connect people for the purpose
and rich learning directions and content
of connecting different families and even
in a socially-oriented way.
the communities.
Links to
Links to
Borders Field Trip, School Exploring
Borders Community App
PART
THREE
115
Borders Cross Field Shadowing
Borders Creative Process Group
Ex02 – Experiences
Env02 – Environments
Enables people to learn, even make friends by sharing skills, experience from different working/job area.
Encourage artist to share their creative process with the people who interests in art and want to communicate with others.
We organize events and meetups to attract
Borders Arts Group is a place that allows
people from different work place to share their
people to communicate with artist, authors
working experience, skills and technology.
about their creative process. This active will
Then lead to discussions that will open up
engage different culture come together, and
and expand one’s mind to various perspective.
create chance to inspire more people.
Mission Focus
Mission Focus
Borders Cross job club underscores
Borders Art Club underscores our
our commitment to break down the
commitment to break down the barriers
barriers for people to explore new
for people to explore new ways of
ways of sharing and gaining knowledge
sharing and gaining knowledge by sharing
by sharing, exchanging and teaching
creative processes to inspire others and
the experiences, skills from work field.
let others to learn from process.
Similarity & Differentiation
Similarity & Differentiation
Like: Automatic Data Processing (ADP)
Like: MoMa, Exploratorium
But: Compared to ADP, we are more
But: Borders will aim to provide more
focus on the community, to gather
direct direction of art and more focus
people from different work area to
on sharing. Even to create community
share their experience and skills.
through art activities.
Links to
Links to
Borders Inspiring Talk
Borders Writing Meetup
VISUAL STANDARDS GUIDE
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Borders Discovery Workshop
Borders Insight Talk
Ed02 – Education
Ev02 – Event
Provides a chance to people to dig into new skills, technologies and in-time trends.
The talk is for people to embrace information, share stories and knowledge from around the world.
We provide opportunities for children
Borders Inspiring Talk hold once a year
or those in need to learn additional basic
to let people share their experiences,
technologies and popular technologies
knowledge, and stories and connect
in the workshop.
people in different fields to create a broader network of expertise.
Mission Focus
Mission Focus
Borders discover workshop underscores
Borders Inspiring Talk underscores our
our commitment to break down the
commitment to break down the barriers
barriers for people to explore new ways
for people to explore new ways of sharing
of sharing and gaining knowledge by
and gaining knowledge by creating
teaching, inspiring people through DIY
platforms to inspire people and connect
sessions, tech tips.
them with ideas and knowledge.
Similarity & Differentiation
Similarity & Differentiation
Like: WorkshopSF, Wood Thumb
Like: TED Talk, 99% Invisible
But: Borders workshop encourage people
But: In addition to inviting professionals
to discover new skills and technologies. We
who are influential and have established
also provides small group to brainstorm, to
themselves in their field, we will also invite
help each other.
voices that are not only socially influential, but also those that are close to life.
BORDERS
Links to
Links to
Borders Field Trip, Cross Field Club
Borders Field Trip, Cross Field Club
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Borders Science Field Trip
Borders Toy Starter Kit
Ed03 – Education
Pr02 – Products
Arrange people based on certain field or interests to visit some institution like NASA or CERN.
Provide a tool kit with variety of initiatory tool and toys for children in the early stage of learning.
Arrange people to visit ornamental
Provide a toy kit with a variety of toys for
science museums, science institutions
children in the early learning stages. And
and even production factories. To make
it can involve with family in the game.
people understand how technology works
Provide a fun, developmental, educational
or how food is produced.
experience for children and families.
Mission Focus
Mission Focus
Borders Science Field Trip underscores
Borders Art Club underscores our
our commitment to break down the
commitment to break down the
barriers for people to explore new
barriers for people to sharing and
ways of sharing and gaining knowledge
gaining knowledge by enhance family
by arrange them base on their interest
relationship and provides a develop-
to visit science institute or factories.
mental, educational experience.
Similarity & Differentiation
Similarity & Differentiation Like: LEGO, Vtech
Like: de Young, School Field Trip But: Borders will not only aim on school, but also arrange people from field to share and introduce, to create a mutual visiting trip. Also will be more informa-
But: Borders Starters Kit provides children and family with diverse and hands-on activities. It will not only improves children’s learning ability but
tive and more active.
also enhance family connection.
Links to
Links to
Borders Field Trip, Cross Field Club
Borders Family game park
VISUAL STANDARDS GUIDE
EXTENSION LIST
118
Borders Q&A Knowledge Web
Borders Nature Camp
Sr02 – Services
Ex03 – Experiences
Borders Q&A is a platform that for people to has a community to provide answers and hold questions.
Borders Nature Camp is designed to let people learn the knowledge from nature together.
We encourage people to be more active in sharing their knowledge. Not only is universal and obscure knowledge encouraged to enrich people’s lives, but authoritative knowledge is more encouraged to guide those in need.
We will hold a monthly family or group camp, to let the people who has nature or camping knowledge to lead and guide people who wants to know about the nature. They will explore the nature, while sharing the knowledge and connecting.
Mission Focus
Mission Focus
Borders Q&A Knowledge Markets underscores
Borders Nature Camp underscores our
our commitment to breaking down the barriers
commitment to break down the barriers
for people to sharing and gaining knowledge
for people to explore new ways of sharing
by encouraging people to share knowledge
and gaining knowledge by gathering
and categorize knowledge to facilitate users
people who loves nature and share
to find and organize knowledge efficiently.
knowledge about nature in the wild.
Similarity & Differentiation
Similarity & Differentiation
Like: Quora, ZhiHu
Like: Sky Kids Camp, School camp. But: Borders Nature Camp will not only focus on kids activities, but also expand it to all age range to let more people who loves nature join in. Also to create this camping community to share knowledge about the nature.
But: Our website will certify the source of the answer. People who need the solution know whether it is credible or casual. For users who ask questions, we will ask them whether they need professional or entertaining answers.
BORDERS
Links to
Links to
Borders Community App
Borders Community App
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Borders Online Brainstorm Community
Borders Writing Meetup
Sr01 – Services
Ev03 – Event
We connect people who need inspiration and let them to inspire each other with the brainstorm.
We connect people who love to write and communicate to learn more from each other and have language exchange.
We gather people from all areas to brainstorm with each other. People can publicly provide their ideas or have private discussions in the group to help each other complete their ideas or generate better ideas.
Borders connect people who like to write to communicate and exchange write skills during this mutually beneficial meetup. Let people discuss and learn more about writing and language in constructive critique.
Mission Focus
Mission Focus
Borders Brainstorm Community
Borders Writing Meetup underscores our
underscores our commitment to
commitment to break down the barriers
break down the barriers for people
for people to explore new ways of sharing
to explore new ways of sharing and
and gaining knowledge by providing a
gaining knowledge by encourage
opportunities for people who loves writing
people to help, inspire each other
to exchange and share writing experience.
for more and greater ideas.
Similarity & Differentiation
Similarity & Differentiation
Like: Brainzooming, Behance.
Like: Meetup.
But: Borders Brainstorm community not only
But: Besides to arrange people to meet
to provides ideas but also to connects people
up for writing, we will also encourage
from all fields to generate better creativity.
people to provide language (translation,
We also offer this online virtual form for
story background research), culture help.
people to communicate with each other. Links to
Links to
Borders Q&A Web
Borders inspiring talk
VISUAL STANDARDS GUIDE
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Borders Online School
Borders Knowledge Game Cards
Sr03 – Services
Pr03 – Products
Explore and learn various skills and knowledge to connect with the people from around the world.
Learning and making friend by playing desk card game .
Borders will create a digital platform
In order to arouse people’s interest in learning, we will make common knowledge or interesting cold knowledge into card games. Not only can people play it among friends and family, but they can also use the game to make friends.
that offers courses, materials and resources to helping people to share and learn knowledge with others.
Mission Focus
Mission Focus
Borders Online School underscores
Borders Card Game underscores
our commitment to break down the
our commitment to break down the
barriers for people to sharing and
barriers for people to sharing and
gaining knowledge by building a platform
gaining knowledge by arousing their
for people to share and learn knowledge
learning interest.
from others users.
BORDERS
Similarity & Differentiation
Similarity & Differentiation
Like: ASU Online, LearnUpon.
Like: We’re Not Really Strangers.
But: Borders online schools will be more flexible.
But: Compare to other card games.
Users can conduct systematic and professional
Instead of regular card games, we’re
learning according to their preferences. Even build
going to be educational honor games, where
connections and expand links with other users.
people gain knowledge between games.
Links to
Links to
Borders School exploring Tour
Borders Family Game Park, Learning kit
PART
VISUAL STANDARDS GUIDE
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122
NEXT STEPS Please visit our website for more information.
www.learnandshare.info
BORDERS
PART
VISUAL STANDARDS GUIDE
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124
Visual Standards Guide
Tools
Adobe InDesign Adobe Photoshop
Sources
unsplash.com freepic.com google.com
BORDERS
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VISUAL STANDARDS GUIDE
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Hongtao (Ali) Deng Borders Brand Re-design