By Brooke Barttelbort
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pLAY is th ESSEncE AnD WE’R to pRot
hE VITAL of LIFE, RE hERE tECT IT.
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THE HISTORY 1 . 1 Behind the Brand 1 . 2 Timeline and History
THE REBIRTH 2 . 1 Analysis 2 . 2 Audience 2 . 3 Mission
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BRAND STANDARDS 3 3 3 3 3 3
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1 New Mark 2 Logo Anatomy 3 Logo Don’ts 4 Photographic Style 5 Color and Type Specification 6 Business System
FAO night cruise of the Amazon River aboard a luxury ship
BRAND EXTENSIONS 4 4 4 4 4 4 4 4 4 4
. . . . . . . . . .
1 Where Are We Going 2 Games 3 Gear 4 FAO Stay 5 FAO Adventure 6 FAO Training Center 7 FAO Online 8 Custom Coaching & Consulting 9 Event Planning & Hosting 10 Playdome
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1 . 1 BEHIND THE BRAND 16
BEHIND THE BRAND
THE POWER OF PLAY FAO Schwarz, founded in 1862, is the oldest toy store in the United States. The company is known for its unique high-end toys, life-sized stuffed animals, dolls, and games. The FAO Schwarz flagship store on Fifth Avenue in New York City is a popular tourist destination, and has gained iconic status for its floor piano, cameos in major motion pictures, and real-life toy soldiers. In 1963, when the Schwarz family sold their last shares in the business, FAO Schwarz went through a series of owners beginning with Parents Magazine. In 2001, Right Start, Inc. purchased 23 of the 42 stores from Vendex, including the famed FAO Schwarz Fifth Avenue flagship store. The other 18 unsold locations were immediately closed. Following the death of its original owner, FAO Schwarz has been ready for a change. The chance to connect with a new, yet familiar, audience and expand its capabilites beyond childrens playthings.
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1 . 2 TIMELINE & HISTORY 18
1931 - FAO Schwarz moves to 745 Fifth Ave., a location it would occupy for 55 years 1870 - Frederick opens “Schwarz Brothers Importers” in NYC
1862 - the Schwarz brothers open their first toy retailing business
1856
1902 1880
1856 - Frederick August Otto Schwarz emigrates to the U.S. from Germany, joining his brothers
1931
19010 - FAO Schwarz moves to Fifth Avenue
1880 - “Schwarz Brothers Importers” renamed “FAO Schwarz”
1902 - Steiff debuts the “Teddy Bear”
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2001 - FAO Baby introduced
1962 - FAO Schwarz celebrates its 100th anniversary
1988
2012 2001
2013 - “FAO Schwarz” renamed “FAO” and introduces FAO Playdome
2015
1988 - The movie “BIG” premiers, featuring FAO Schwarz’s giant “foot” piano 1998 - FAO Schwarz hosts launch of Furby 2012 - FAO Schwarz celebrates 150th anniversary
1931 - FAO Schwarz moves to 745 Fifth Ave., a location it would occupy for 55 years
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CHILDHOOD PLAY
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TURNED
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ADULT FANTASY
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WE K WonDER
KEEp R ALIVE.
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2 . 1 ANALYSIS 30
THE ORIGINAL PREDICTABLE
SMALL
YOUNG
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SUBSTANCIAL
UNPREDICTABLE
MATURE THE TRANSFORMATION
2 . 2 AUDIENCE 32
FOR THE YOUNG AT HEART
FAO’s Playdome includes the world’s largest slip n’ slide.
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THE EXPLORER Gina, 28 Gina has never lost her enthusiasm for exploring the world around her, provoking her imagination and helping her remain creative. After work she rock climbs at a local gym practicing a skill she’s been working on since she was a child. As frequently as possible, she looks for weekend opportunities to escape the hustle and bustle of city life to adventure out in nature.
2 . 2 AUDIENCE 36
THE ATHELETE Ashlee, 35 Ashlee never goes a day without dancing or some physical activity, it’s when she is happiest and finds the most reward. Constantly pushing herself and her body to feel the result and test her limits. Teaching dance classes during the day and training for her next competition, often biking between her home and work, and sometimes adding yoga in early in the morning, some people would find her schedule impossible or exhausting. To Ashlee it is natural, and comes freely.
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THE ARTIST/CREATOR Juniper, 42 CEO of a successful commercial real estate company, Juniper, found her path in life in her late twenties. Enjoying the finer things in life and recently married, she considers herself blessed and fortunate. She felt she had a healthy mix of work and play but when she passed fourty she began to dread her schedule. Realizing there was a void in her need to create and make something, she has taken up gardening in her free time. She also plans to take more trips, be inspired, and learn new skills.
2 . 2 AUDIENCE 40
THE STORYTELLER Barry, 53 Anyone who knows Barry, knows that he’s always got a good story. People are drawn to him by his ability to bring imagination to almost any activity. Working long hours as an M.D., he finds reading and movies to be a great way to unwind after a long day. Long overdue for some “me” time, Barry’s New Year’s resolution is to give himself more time to learn and experience.
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THE COMPETITOR Scott, 31 Known for being a pool shark, Scott plays to win (and not just pool). An avid Red Sox fan, member of his local hockey and basketball teams, and bar owner, Scott makes himself known and loves the challenge to be the top competitor in his group. Often willing to bet money or perks, he will happily try new experiences hoping to become the best.
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FAo’s MISs inspIRE W EnchAnTM DELIGht t FEEL AS C
sion is to WonDER, MEnt & thE thAT WE ChilDREn.
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4 . 5 FAO ESCAPE 48
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3 . 1 NEW MARK 50
IDENTITY
OUR NEW MARK The new identity for FAO is grounded in the feeling of energy and spirit that is so ever present in youth. Nearly every one of us starts out playing naturally and needs little instruction, we find what we enjoy and do it. As we mature and strive to remain productive we find the moments of pure wonder and awe typically less frequent and far between. WE’RE HERE TO CHANGE THAT. From the beginning FAO was all about play. The role of play in our lives, whether it be as children or adults, is a force that allows us to discover our most essentail selves and find fulfillment. Long, thick brushstrokes represent the uncontained attitude of the brand. A sweep of one stroke that is pleasurable, energized and enlivening.
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3 . 2 LOGO ANATOMY 52
1x
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1x
1x
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1/3x
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LOGO ANATOMY The typeface chosen for FAO’s logo mark is named Halis meaning “pure, clean.” The spaces between the characters are wide enough to be legible even at very small sizes making it both effective and versatile. The clean typeface gives contrast to the steep brushstrokes, representing the beauty of FAO. The name F.A.O Schwarz, depsite its root in history, became a mouthfull to say and was synonymous with the overcrowded, visually and aurally saturated store. By removing Schwarz, and leaving three distinct letters, it takes the brand from a very personal level to something women and men of all ages can relate to.
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LOGO VARIATIONS
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3 . 3 LOGO DON’TS 56
LOGO DONT’S
Do not place the logo on a busy pattern or photograph.
Do not stretch or warp the logo in any way.
Do not attempt to type out logo.
Do not change the logo’s orientation.
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Do not outline the logo
Do not add a gradient.
Do not enclose the logo in a shape.
Do not add a drop shadow.
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PHOTOS & GRAPHICS
PHOTO STYLE
Those images that fall before the brush stroke represent nostalgia and dreams of the past. The images following the brush stroke are those dreams come true with FAO.
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GRAPHIC STYLE
The -10째 angle is based off brush strokes found in the FAO logo. Playful type is used to create patterns and visually complex backgrounds. Play should come across all avenues of FAO.
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PHOTOS WITH LOGOS
CORRECT USAGE
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INCORRECT USAGE
3 . 5 COLOR & TYPE SPECIFICATION 62
COLOR PALETTE
PRIMARY COLORS The primary color palette represents anticipation, surprise and pleasure. These base colors provide a sense of understanding and strength. The main company logo should be set in carious combinations of Lush Black, Rocket Fire Orange or Tropical Turquoise.
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ROCKET FIRE ORANGE C: 2 M: 90 Y: 95 K: 0
R: 235 G: 65 B: 40
PMS# C: 1830 U: 1814
R: 10 G: 185 B: 170
PMS# C: 2750 U: 283
R: 35 G: 30 B: 30
PMS# C: Black 6 U: Neutral Black
TROPICAL TURQUOISE C: 75 M: 0 Y: 45 K: 0
LUSH BLACK C: 0 M: 0 Y: 0 K: 100
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SECONDARY COLORS The secondary color palette allows for the feeling of nostalgia and a fresh new start. In stark contrast to the primary color palette, Arctic White, Safari Tan and Sandcastle Cream are subtle, softer tones that communicate the feeling contentment and a sense of balance in life.
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SANDCASTLE CREAM C: 0 M: 5 Y: 15 K: 0
R: 255 G: 240 B: 215
PMS# C: 312 U: 304
R: 219 G: 148 B: 85
PMS# C: 428 U: 415
R: 255 G: 255 B: 255
PMS# C: 663 U: 656
SAFARI TAN C: 13 M: 47 Y: 76 K: 0
ARCTIC WHITE C: 0 M: 0 Y: 0 K: 0
3 . 5 COLOR & TYPE SPECIFICATION 66
TYPE SPECIFICATIONS
SUBHEADS, BODY COPY, DETAILS
Aa
HALIS GROTESQUE REGULAR/LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
Halis GR was chosen because of its versatility and clean lines. It is distinct yet familiar, delicate but powerful.
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HEADLINES, QUOTES, DETAILS
Aa MACHI
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
Machi was chosen because it is a mystical and contemporary geometric sans for titling. The uppercase is simple and clean, but the lowercase features ornamental characters. Approachable and fun, Machi brings a youthful spirit to the FAO brand.
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BUSINESS SYSTEM
STATIONERY SET FAO’s business system remains consistent with the rest of our identity. Whether it be print or web we use our brand standards to communicate a united front. Lush Black and Tropical Turquoise are used from the primary color palette to communicate creativity and professionalism.
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3 . 1 NEW MARK 70
“huMANITY hA WhEn it hAS not bECAUSE IT h RESponsiblE, A but bECAUSE IT h REbELLious, An - toM R
AS AdVAnCEd, S AdVAnCEd, hAS bEEN SobER, And cAUTIous, hAS bEEn pLAYFUL, nd IMMATURE.” Robbins
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4 . 5 FAO ESCAPE 74
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4 . 1 WHERE ARE WE GOING 76
WHERE WE ARE GOING
FAO TRANSFORMED FAO Schwarz was a must-see destination in the Big Apple, with its over 150-year legacy it attracted visitors of all ages. Filled with toys beyond kids’ wildest dreams, the store offered first-class customer service and an awe-inspiring, worldrenowned retail presentation. The current FAO has expanded upon this legacy by reaching out to its now grown-up audience and providing them the same quality of service, awe-inspiring products and additional experiences, education and environments.
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EXCLUSIVE • Virgin Galactic • National Geographic Travel
FAO TRANSFORMED • Burningman • IDEO • Cooper
PERSONAL
PROFESSIONAL
• Disneyland
ORIGINAL FAO SCHWARZ • Exploratorium • UrbanDaddy • Uncrate/Gallivant • Brookstone • National Geographic Channel
INCLUSIVE
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EXPANDING OUR BRAND
PLAY. CREATE. INSPIRE. At the heart of FAO lies the desire to play, create and inspire all driven by the sense of wonder we all feel as children. As FAO expands its products, services, events, environments, environments and educational opportunities you can see where each of its extensions lie within the following chart. Playdome is central to play, creativty and inspiration because it embodies all three and is the sum of what FAO is all about. The rest of the extensions fall between categories sometimes attaching themselves to two or just one.
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R DE N
• FAO Adventure • Gear
PLAY
(physical) • FAO Stay
• Games • FAO Training Center
• FAO Escape
• Playdome
CREATE (cerebral)
• Event Planning & Hosting
INSPIRE (enterprise)
• FAO Entertainment • Custom Coaching & Consulting
4 . 2 GAMES: ALL GROWN UP 80
GAMES
ALL GROWN UP Originally know for its large assortment of plush animals and the famous BIG Piano Dance Mat, FAO Schwarz also featured limited-quantity luxury items including a $1,500 Jeweled Classic Etch-A-Sketch and a Barbie Foosball Table by Bonzini priced at $25,000. FAO continues to seek out leading designers and manufacturers, providing only the best quality product to it’s customers.
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a.
b.
c.
d.
a. Phoos Table b. Ping-Pong Table c. F-1 Simulator d. PS Arcade Trunk
4 . 3 ARESENAL OF GEAR 82
GEAR
WE’VE GOT YOU COVERED Headed to the water and need a vehicle roofbox that turns into a boat? Perhaps a motorized kayak? Or, one of our favorite, a camping hammock complete with a nylon rain tarp weighing just 4.25 pounds? Whatever your needs we’ve got you covered. Carrying the first-class products to help you experience the most awesome destinations effortlessly.
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a.
b.
c.
d.
a. Dome Tent b. Humanoid Input Device c. Carbon Fiber Sled d. Classic Surfboard
4 . 4 FAO STAY 84
FAO STAY
Stay in a private FAO desert camp at night and traverse the Sahara by four-wheeldrive during the day.
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4 . 4 FAO STAY 86
a.
b.
a. Gamba, Costa Rica b. Saariselk채, Finland c. Marfa, Texas
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c.
COME, EXPLORE. Want to journey to the world’s greatest natural wonders, or take the trip of a lifetime? With over 80 ultimate destinations worldwide, FAO seeks out places that are sure to inspire and entertain. Whether you’re looking for an adrenaline rush or just a break from the city, stay with FAO and it will be an unforgetable experience.
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FAO ADVENTURE
Let FAO take you skydiving above Mount Everest and follow it up with a multi-day trek through Sagarmatha National Park.
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4 . 5 FAO ADVENTURE 90
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FEED THE ADRENALINE The trecking the Inca Trail through Peru, surfing the Banzai Pipeline, diving into the Great Blue Hole in Belize, sound right up your alley? Hop aboard any of our FAO adventure expeditions and be ready for an extraordinary experience. There are opportunities: • To go to the planet’s exceptional places, many of which are either otherwise inaccessible or best accessed by a ship • To have privileged, personal encounters with the world’s wonders • To travel accompanied by veteran expedition teams with the expertise to ensure you see all the facets, and contribute insight along the way • To share the experience with like-minded others • To have incredible stories to share, a priceless stock of memories, and perhaps, even the best photos of your life
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FAO TRAINING CENTER
FROM THE START Ever wanted to learn how to hang glide? How to use a 3d printer? Build your own robot? Better yet, fly into space? Partnering with Virgin Galactic our goal is to provide you with the most incredible experience of your life. Whether it be phsycially intense and exhilarating, or mentally stimulating, the more preparation done up front, the better the end result will be.
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4 . 7 FAO ONLINE 94
FAO ONLINE
What better way to order gear, make reservations and find out about our latest events, FAO Online gives you access to everything to FAO.
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4 . 7 FAO ONLINE 96
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CONTECT WITH US We have a whole team of professionals and personal shoppers waiting to serve your needs. FAO has always provided first-class customer service and we continue to strive to be the best. Available online through playon.com, FAO’s online store offers access to all of our products, services, event information, destinations, training and experiences.
4 . 8 CUSTOM COACHING & CONSULTING 98
CUSTOM COACHING & CONSULTING
CREATIVITY & INNOVATION In a nutshell, play is: • • • • • • •
Apparently purposeless (done for it’s own sake) Voluntary Inherent attraction Freedom from time Diminished consciousness of self Improvisational potential Continuation desire
Production matters, but play is the mother of invention. Let us help guide you in promoting creativity within your company. Creativity is the source of all growth—new products, new techniques, new services and solutions that define the difference between thriving and diving as a company.
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Working with Fortune 500 companies in the past, FAO has helped develop environments and processes that foster play and creativity.
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EVENT PLANNING & HOSTING
One of our many theme runs, the glow run is by far the most visually stimulating.
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4 . 9 EVENT PLANNING & HOSTING 102
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OUR VENUE We put on everything from marshmallow fights to themed races, Wine & Beer weeks to free summer concerts. Each year we’re looking to add new events to our list and help you plan yours. Some are held at our very exotic destinations and part of the adventure travel packages, others are more accessible and closer to home.
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PLAYDOME
Zorb. Enough said.
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PRESS PLAY Working closely with Black Rock City, LLC, known for their annual week-long Burning Man festival, FAO now hosts Playdome. Similar to Burning Man, you go to Playdome to create, experience, celebrate and participate. Play is the basis of all art, games, books, sports, movies, fashion, fun, and wonder—in short, the basis of what we think of as civilization. What better way to observe this than by communal effort and radical self-expression, showcasing the most “awesome” life has to offer.
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Play till your heart’s content, it’s what we’re all about.
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BROOKE BARTTELBORT b.andrea.barttel@gmail.com 619.471.6453 Hunter Wimmer Academy of Art University GR_604 Nature of Identity Spring 2013