BLOCKBUSTER
BRAND BOOK
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it’s been a while
WHAT IS A BRAND?
Every company has their own identity. Each element of that identity creates what we call their brand. From the logo, system elements, typography, color and language it helps the company establish who they are and how they want the world to view them. This identity helps garner an image and reputation with the public. A company has a better chance of succeeding when its brand is cohesive, well thought out and projects the goals and priorities of the company it represents. The purpose of this brand book is to help guide the designer in how to properly use the Blockbuster identity. These guidelines have been created with careful consideration of many factors. Adhering to these graphic standards ensures that Blockbuster’s brand is cohesive, with a high standard of quality.
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TABLE OF CONTENTS
DISCOVERY Our History 8 Mission 10 Our Audience 12 About the Competition 16
REBRAND STRATEGY Position & Personality 20 Logo 22 Tagline 24 Color 26
GRAPHICS STANDARDS Logo Clear Space 30 Acceptable Color Combinations 32 Logo and Image Usage 38 Logo Don’ts 40 Typeface 42 Patterns 44
IMPLEMENTATION Business System 48 Store 50 Swag 52 Concessions 54 Block Party 56 Website 58 Social Media 60 Video 62 5
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DISCOVERY
OUR HISTORY
Blockbuster was founded in 1985 by David Cook with the first store opening October 19th of that year. Early success of the store were due to their ability to customize a store to its neighbourhood by picking films geared towards those demographics while also holding a huge amount of new releases.
Network bought the company, most of the stores had been closed.
Blockbuster focused on rentals and sales of movies and video games. They rented family friendly titles focusing in new releases and stocking the stores in older titles specific to the demographics of their location.
Our look and tone of the brand played on the “Hollywood� side of the industry. The logo representing a theatre movie ticket. The tone was emphasized on being family friendly.
In 1993 Blockbuster was bought out by Viacom for $8.4 billion. The company saw its height in 2004 with over 8,000 stores. However after failing to adjust their business model to the changing economic times, viewing ability and competition of Netflix, Redbox and OnDemand they filed for Bankruptcy in 2010. By 2011 when Dish
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Before closing most of our stores Blockbuster was the leader in the industry. Our name was used synonymous for video store. Movies and television referenced our name and stores.
The landscape for the renting industry has changed immensely since 2011. We recognize that we failed to understand this change in the industry soon enough to properly satisfy our customers. People watch movies every day. The demand is there and Blockbuster will fill it. The challenges include changing the perception and building a community around the brand.
PUBLIC PERCEPTION ABOUT HOW MANY BLOCKBUSTER STORES STILL EXIST
58.8%
20.9%
0
1–5
8.8%
11.5%
6–10
11+
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HEADLINE MISSION
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HONEY........ WE’RE HOME! 10
WHAT THE PUBLIC VALUES IN A MOVIE SUBSCRIPTION SERVICE
Variety
60%
Convenience
21%
Price
14%
Customer Serivce
5%
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OUR AUDIENCE
Our audience grew up with Blockbuster. They are the “movie buffs” of the world. They feel like their current movie renting choices are lacking selection of older titles and are willing to pay to get them. They miss the experience of renting movies, the ritual of it all. They engage in movie culture, know the plots, details, and quotes of movies many people haven’t even heard of, and enjoy not only watching movies but analyzing them and discussing them with others who have the same passion. Their other hobbies may
These people have an appreciation for when times were “easier” and they have an appreciation for analog. Our audience grew up with video stores and wants them back. Lucky for them, we are.
13.3%
MOVIES WATCHED (PER MONTH)
23.3% 26.7% 0.7%
0
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or may not include music culture, going to museums, drinking beer with friends on the weekends either at home or a local venue, and shopping for comic books, records, CD’s or cassette tapes.
DVD DVD DVD
1-3
DVD DVD DVD DVD DVD DVD
4-6
DVD DVD DVD DVD DVD DVD DVD DVD DVD DVD
7-10
36% DVD DVD DVD DVD DVD DVD DVD DVD DVD DVD DVD DVD
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HOW MUCH WOULD PEOPLE PAY FOR OUR SERVICE?
Under $10 62% Not interested
31% Over $10 7%
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FAVORITE MOVIE GENRES
Western 13.4%
’ Children 14%
Animated 28%
Horror 40.5%
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Foreign 19.3%
Classic 29.3%
Documentary 41.3%
Cult 39.3%
Drama 45.3%
Independent 48.7%
Sci-fi/Fantasy 50.7%
Action 50%
Comedy 63.3%
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ABOUT THE COMPETITION Our main competitors are Redbox, Netflix, and On Demand services. Locally to Sacramento we have Dimple Records. Our challenges with competing with Netflix and On Demand is that they our customer base is already using them. Netflix customers pay monthly and get to stream what is available and the option to pick movies to be mailed to them. The selection for streaming is diverse and offers original content, but lacks a large variety and older titles. The website and app are user friendly and their monthly price for unlimited streaming is affordable $9.99 package. We are different from Netflix because they lack a physical location and availability to rent a specific title immediately and will have a challenge to expand and make more profits. On Demand services through cable providers and applications, like Comcast, DirectTV, Google Play, iTunes and Amazon allow people to search through movies and rent specific titles. Downsides is that all offer very similar renting options with customer preference coming down to which one to use. With most of these services there is typically an expensive monthly fee for streaming availability and an additional cost to rent immediate titles. Blockbuster will differentiate itself by having a website and application that offers more information,
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reviews and general organization. Because we will be offering similar titles, how we stand out is our interface of website and app. It will have easier search capabilities with more information that movie buffs care about. Redbox offers Kiosks inside and outside of grocery and convenience stores. The rent selected new release movies on DVD and BluRay for a low daily price. They have low overhead because they just rent spaces within other stores. We will compete with them by having Kiosks outside our store similar to theirs for rush service however with our website and micro stores our availability for renting is more expansive and available. In Sacramento Dimple Records offers the community new and used music, movies and books. They have six locations in the greater Sacramento region. Their advantage is they offer the ability to buy new and used movies and return them for 75% back in store credit. You have to pay a higher price initially but if you wanted to exchange the movie for something else it essentially works as renting. The selection is limited to what customers bring in but they offer new releases on the day of releases. Blockbuster is able to compete because we will be able to get more titles and offer a website and streaming service, which Dimple does not.
TOP FIVE COMPETITORS
97.3
63.3
44.9%
36.7%
16.3%
MOST POPULAR MOVIE VIEWING STYLES
Streaming 72%
Purchase 10%
Theatres 8%
Rental 5%
On demand 3.5% Mail Order 1.5%
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REBRAND
STRATEGY
POSITION
We are Blockbuster, we will not be left behind. We can be the leader in our industry once again. We know you missed us, and we know we’ve been away. We just needed time to work on ourselves. It wasn’t you, it was us, but we’re better now.
PERSONALITY
We are communicating to our audience the Blockbuster is resilient, and will come back and be bigger than ever. That we are about community and bringing diverse people together to share their love of film. We want our audience to remember what it was like to go to a video store. Our branding emits a sense of nostalgia. Our voice is casual, fun, and referential to the films we love.
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NEW LOGO TYPE VERTICAL
NEW LOGO MARK
SYMBOLISM COMMUNITY, COVERAGE: The overlapping B’s represent community, two things of a different color coming together because of a similar form. It also represents coverage, one B covering the other, letting our customers know that we’ve got their backs.
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NEW LOGO TYPE HORIZONTAL
SYMBOLISM REWIND, RESILIENCY, REVIVAL, THROWBACK: The triangle that makes up the legs of the K represent rewind arrow as to pay homage to the old saying “be kind rewind.” It also symbolizes a revival and throwback to the past time of the Blockbuster rental movie history.
RESILIENCY, COMMUNITY ENGAGEMENT: The fill of the counter-form in the B‘s and the R create a solid form, representing the solidity of Blockbuster and its new resilience in the film industry. It also represents Blockbuster as a company that aims to fill peoples homes and hearts with the joy of film and community engagement.
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TAGLINE
The current tagline is “We’re Back”. Blockbuster knows it is important to recognize that we made mistakes as a company in the past. We let down our customers by closing the majority of our stores. We know you missed us, and we are back. This tagline is an example of our tongue in cheek humor and accountability that should be represented in all future taglines.
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WE’RE
BACK! 25
COLORS
The updated Blockbuster colors are Popcorn Yellow (Pantone 4-8), Blue-Ray Blue (Pantone 115-6), Static Black (Pantone Black-2), and white. The blue and yellow are to allow for a still recognizable color schemes, however the new tones and saturation of the blue and yellow communicate a revival in their vibrancy. No other colors are to be used in the Blockbuster brand materials with the exception of different shades of black.
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PANTONE 115-6
PANTONE 4-8
PANTONE BLACK-2
C 67 M0 Y0 K0
C2 M7 Y 99 K0
C 71 M 65 Y 64 K 71
WHITE
ACCEPTABLE COLOR COMBINATIONS Acceptable color usages: All colors may be combined, however care should be take with readability, especially when applying color to text.
Blue text on yellow background is acceptable at large sizes, at smaller sizes it is suggested to use the Pantone Black-2 color or regular black for text.
Thank you Thank you Thank you Thank you 27
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GRAPHIC
STANDARDS 29
LOGO CLEAR-SPACE
It is standard practice to give all logos a “clear-space.� This is the amount of space around the logo that should be clear of any other graphics or words. It allows the logo room to breathe and gives respects to its mass.
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ACCEPTABLE COLOR COMBINATIONS Any combination of the Logo Mark or Logo Type in the Blockbuster colors is acceptable use. Do not put any of the logos in a color outside of the Blockbuster colors.
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ACCEPTABLE REVERSE COLOR COMBINATIONS
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ACCEPTABLE COLOR COMBINATIONS
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ACCEPTABLE REVERSE COLOR COMBINATIONS
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ACCEPTABLE COLOR COMBINATIONS
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ACCEPTABLE REVERSE COLOR COMBINATIONS
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LOGO AND IMAGE USAGE Images may be placed inside the top B in the Logo Mark, but never both. Images should not be placed inside either of the Logo Types.
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LOGO DONT’S
Do not put that thang down, flip it, or reverse it. Meaning don’t re-construct, re-arrange, flip, or add any elements to any of the established Logos or Marks.
We’re not ones to throw shade, so please do not throw a drop shadow, inner shadow, outer glow, or inner glow on any of the Logos.
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We’re a pretty casual company, nothing too fancy. Let’s keep it that way and not apply any beveling, embossing, or satin effects to any of the Logos.
Let’s leave the feather look to Farrah Fawcett, meaning please do not apply any basic, directional, or gradient feather effects to any of the Logos.
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TYPEFACE
The typeface for Blockbuster is Trade Gothic. The Logotype is represented in Bold and all caps as to make a statement, However all weights and styles in the family are acceptable use. The family is wide enough so that a secondary face is not necessary.
Trade Gothic Linotype Standard Regular Trade Gothic Linotype Standard Light Trade Gothic Linotype Standard Oblique Trade Gothic Linotype Standard Light Oblique Trade Gothic Linotype Standard Bold Trade Gothic Linotype Standard Bold Oblique Trade Gothic Linotype Standard Trade Gothic Linotype Standard Bold No. 2 Oblique
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
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PATTERNS
Patterns should only be displayed in Blockbuster colors. Additional Patterns can be added to the Blockbuster pattern palette, however they should still adhere to the branding color guidelines.
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PATTERN DONT’S
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IMPLEMENTATION
BUSINESS SYSTEM
Let’s get serious. We are a company that is all about fun and passion but we are also a business. Our business system including business cards, letterhead and envelopes should represent our brand but also always consider function first. This means putting content first and guaranteeing that our phone numbers, addresses and letters are always easy to read. We want anyone and everyone to be able to contact us when they need us. Who you gunna call? Blockbuster.
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STORE
We recognize that renting physical movies isn’t the only way to watch your favorite films and shows. Technology is a beautiful and always evolving allowing consumers to access their favorite movies in the most convenient ways and the best quality. We know the landscape of consuming film is fluid and will continue to change and improve, and so will we. Our new stores are what we like to call “Micro”. No longer will Blockbuster be housed in massive warehouse like retail environments. Our stores will be in popular shopping centers next to grocery stores, coffee shops and gaming stores. The small size of the stores will create less
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overhead and enable an intimate experience for customers to come inside, browse the selection and engage with knowledgeable employees and fellow customers. The look of the stores should take proper use of our identity, and be bright and friendly.
HOURS MONDAY – SUNDAY 6AM – 9PM
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SWAG
All products sold in Blockbuster should adhere to brand guidelines. Our employee uniforms including shirts, lanyards & name tags should all use our full color mark and current language. Our employees are called “Buffs� and that should be represented on all employee uniforms.
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Use of our colors and patterns are encouraged and apparel for customers including tote bags & buttons should represent our current language and tagline. Language should include iconic movie quotes and references while also incorporating current trends in film.
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CONCESSIONS
Our concessions are another way for our customers to engage with the brand when enjoying their favorite films. We want their favorite movie snack to be a Blockbuster’s popcorn. Whether they are at home or at a Block Party we will keep them satisfied and happy!
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BLOCK PARTY
Block Party is Blockbuster’s way of bringing films to their communities. Blockbuster stores will host Block Party’s in their local towns and cities. Our passions is film, and we know it’s yours too. That is why we will bring our movie truck to your favorite park, brewery, restaurant and show you one of our favorite films. Blockbuster concessions and “Swag” will be sold for participants to enjoy.
The look of the truck should always represent current brand guidelines as it is a moving advertisement when traveling to event spaces.
The focus and goal of Block Parties should always be about bringing the community together with the power of film. Locations and movie selections should be appropriate for the age group participating.
BLOCK PARTY LOGO The Block Party Logo is an extension of the Blockbuster Brand. As so, it is a reflection of the Blobuster Logo. However, unlike the Blockbuster Logo, the Block Party Logo can be used as a solid or a stroke, and outer glow and inner drop shadows are allowed. All other guidelines that apply to the Blockbuster Logo also apply to the Block Party Logo.
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BLOCK PARTY TRUCK
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WEBSITE
We know that renting physical movies isn’t for everyone. Our goal at Blockbuster is to get the greatest films into your hands, the way you want them. If that is physically, we have your covered. If that is digitally, don’t worry we also got you covered. Our website is a portal to our comprehensive movie streaming library. We will differentiate ourselves from our competitors by focusing on film as an art form rather than just entertainment. Our selections are curated by a caring team of movie lovers who want to preserve and share movies that hold a special place in their hearts as well as a place in our history as human beings.
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Ease of access to the movies should always be the priority in the design of the website. We want to connect our customers to what they want as effortlessly as possible. Our website will be the hub of our community interaction. We will feature community events as well as have a live chat where you can ask a movie lover questions about certain movies or to recommend something for you. This will be the main page for information about our movie truck such as pop-up locations and screenings.
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PIckup all 4 Mad Ma; DVD’s at a Blockbuster store today to recieve half off your subscription ne;t month. 70% 1979
93min
R
We’ve got more lms and we cannot lie.
90%
age 16+
Science Fiction
Blockbuster has more of the ms you love. Films
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Pul Fiction, 1994
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Writer: Quentin Tarantino (story), Roger Avary (story) Stars: John Travolta, Uma Thurman, Samuel L. Jackson 80% 1979
ENG ISH
Director: Quentin Tarantino
Minority Re ort
GENRE
93min
R
94%
90%
8.9
age 16+
Parental Ratin
10
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1960 – 1969 1970 – 1979 1980 – 1989 1990 – 1999 2000 – 2014
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Before 1960
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Alien
The Hurrican
Apocalypse Now
Crimes and Misdemeanors
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Blockbuster has more of the ms you love. Films to make you laugh, cry, jump,
+ kniht yllaer uoy tahw su lleT
We’ve got more lms and we cannot lie&
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and scream. So grab your popcorn, lean in, and join us. Beneath the Planet of the Apes
The Amittyville Horror
Fullmoon Scimitar
MI-5
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Block Party Satur ay P.M. The Barn in West Sac
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70% 93min
R
age 16+
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Pul Fiction, 1994
1979
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90% Science Fiction
A Clockwork Orange
V for Vendetta
Rocky II
Waterworld
Mad Ma;
Mad Ma; 2–The Road Warrior
Beyond Thunderdome
Fury Road
Director: Quentin Tarantino Writer: Quentin Tarantino (story), Roger Avary (story) Stars: John Travolta, Uma Thurman, Samuel L. Jackson
“They call it Royale with cheese&"
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SOCIAL MEDIA
Blockbuster strives for community engagement, thus the social media platform is to be present in the growing social media trends. While social media platforms can change quickly in todays growing age of technology, it is important for Blockbusterto adapt to these changes. Nevertheless, we will still represent ourselves on social media with the same tone and visual standards layed out in this book. Instagram The Blockbuster Instagram will serve as a place for fun and laughter, a place for our actors and guests to promote themselves as well as Blockbuster, and a place for the community to interact directly with Blockbuster. We will participate in celebrity takeovers in which appointed celebrities will be given a specified amount of time in which they “takover� out instagram account. This allows them promotion as well as promotion for us, annd allows fans the chance to interact with some of their favorite and upcoming stars. Instagram should also serve as an announcement outlet for new content, Block Party Events and locations, and any additional company politics. Posting of memes is encouraged especially if they are applicable to Blockbusters current revival as well as significant in film culture.
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Snapchat The Blockbuster Snapchat account should be used only by employees designated for social media management and promotion. Blockbuster will participate in generating constant geofilters for their block parties as well as for home viewing festivities.
EXAMPLE POSTS
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VIDEO
Our brand video, commercials and intros all represent who Blockbuster is and what is important to us. They are fun, full of passion for film, and represent who we are. All videos should be light hearted and always tie back to movies as an art. Although we are a company that sells a service and products, we care about the art film and that should always be respected and evident.
Animation
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These are examples of our current videos. Our brand video focuses on why our creative team cared enough to bring Blockbuster back and testimonials from our customers. Our current commercial plays into our tagline “we’re back� pulling from iconic films stating similar lines. Our title sequence is to be used as a starter and/or intro to our video elements to give a focus on our mark and tagline.
Video
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