2012 Company Brand Guidelines
Š Barnes & Noble Tm 2012. All Rights Reserved. Barnes & Noble Headquarters 122 Fifth Avenue New York, Ny 10011 Dedicated to those who enjoy the feeling of holding a book , of smelling it and f lipping through its pages. To those who f ind it more important to experience a book and the process of f inding the perfect book through a sea of shelves. To the readers who delve into the world of the book so completely that the real world stops to exist. And f inally, to those who know that no good book is ever complete without a warm and delicious cup of cof fee or tea and a perfect snack .
2012 Company Brand Guidelines The Next Chapter
1.0
The Preface
1.1 1.2 1.3 1.4 2.0
Turning the Page
2.1 2.2 2.3 2.4 2.5 2.5 2.7 3.0
The Core Brand History Unique Selling Position Competitors
Primary Logo Secondary Logos Primary Logo Integrity Secondary Logos Integrities Sub Brands Sub Brands Integrities Unacceptable Use
Painting a Picture
3.1 3.2 3.3
Primary Colors Secondary Colors Primary Logo Color Genres
3.4 3.5 3.6 3.7 4.0
Secondary Logo Color Genres Logo and Backgrounds Sub Brands Colors Sub Brands Color Genres
Ink and Paper
4.1 The Tagline 4.2 Tagline Clearspace 4.3 Typography 4.4 Photography 4.5 The Icons 4.6 Supporting Elements 5.0
More Than Just Books
5.1 Business System 5.2 Corporate Environment 5.3 Website 5.4 Advertisement 5.5 Store Environment 5.6 Industry 5.7 Products
Bar nes and Noble Brand G uide
A Word From Our CEO Leonardo Riggio I remember the first time I realized I was in love with books. I was in my father’s store, a much smaller Barnes & Noble than the ones we see today. I had a plate of cookie crumbs and an almost finished mug of hot chocolate to my right, but it had been a while since I paid the leftovers any attention. I was on the last sentence. When it was over, I remember turning back to page one and starting again. Books are a powerful tool. They are different worlds, new ideas, laughter, and alltogether an experience. In today’s society, we are losing the sense of experiencing the tangible and real. At Barnes & Noble, we aim to ignite that part of humanity that will always thirst for this. Our brand embodies this idea. We appreciate your respect and collaboration to maintain our identity in a consistent and precise manner to truly captures Barnes & Noble.
Leonardo Riggio CEO, Barnes & Noble
1.0 Company Overview
1.0 The Preface Company Overview
2012
1.0
Bar nes and Noble Brand G uide
1.0 T he Company
At Barnes & Noble We are so much more than books. We Are cozy chairs. We are friends, family, company. We are cookies. We are discovery and adventure. We are warm coffee. We are a home away from home.
the core of barnes & noble
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1.1
Bar nes and Noble Brand G uide
Company History Barnes & Noble originated in 1873 when Mr. Charles Barnes opened a book-printing business in Wheaton, Illinois. The first true bookstore was established by Charles’ son William Barnes and his partner G. Clifford Noble the year of 1917 in New York City; hence the name. In the early 1960s, Leonard Riggio was a student at NYU. He worked as the clerk in the university bookstore. Convinced he could do better on his own, he opened a competing store called the Student Book Exchange. After only a few years in the business, it became known as one of New York’s finest bookstores, greatly due to its wide selection. This aspect of the bookstore would carry on into present day Barnes & Noble stores. In the 1970s, Riggio acquired the then declining Barnes and Noble trade name and bookstore. Quickly, he transformed it into the world’s largest bookstore. This was the beginning of the modern Barnes and Noble. even though e-books are becoming such an important part of our business, at barnes & noble we will always focus on the idea of offering an experience with books aswell as a place where those books can be shared, enjoyed, and loved.
T he old logo was an update f rom the f irst logo, the simple wordmark that the founder himself typed up in 1978 . It was simple, not f ussy, and embodied the idea of having a casual , book-f irst space.
1.0 Company Overview
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1.2
Bar nes and Noble Brand G uide
Barnes & noble is america’s largest variety of books, newspapers, and magazines in a cozy and inviting space. This is what makes us special.
unique selling position
1.3
Bar nes and Noble Brand G uide
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1.0 Company Overview
direct and indirect competitors Even in the age of technology where people are much more likely to tap away at their phones than enjoy the scenery right in front of them, bookstores remain loved and important part of the community. With a strong base of readers that are here to stay, providing books remains a strong business.
1 Amazon 2 Books-a-million 3 Hastings Home Entertainment 4 G oogle Nexus
What separates us from our competitors is the basis of our new identity: at Barnes & Noble, you’re not just getting a book. You’re walking into a space, experiencing it with every one of your senses, and discovering things you probably hadn’t even expected. So While the other guys sell books with a monitor in between them and you, we invite you in to share the book and your time with us.
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1.4
2 .0 T he New Barnes & Noble
2.0 turning the page The New Barnes & Noble
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2.0
Bar nes and Noble Brand G uide
primary logo Say hello to the new Barnes & Noble! Fun, friendly, and full of possibilities, the new logo speaks to the fact that while we may be keeping up with the times, we’re not risking our values and standards. With a light, airiness to it’s letters and color, the logo invites our readers to spend their time and experiences with us. It’s our welcoming doormat. The shining star of the logo is the ampersand. It completely embodies the core value of the identity, the idea that we are more than just books: books and... The notion of possibilities not only captures the unique selling position but also two of the key features of the store: the large selection of books and the large environment. The new Barnes & Noble logo isn’t really new. We prefer to think of it as the identity that has been hiding with there all along, a realization of everything Barnes & Noble has always embodied.
T his is the pr imar y version of the logo. It should be used in all cases possible, unless shape or length create an issue.
2 .0 T he New Barnes & Noble
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Bar nes and Noble Brand G uide
2 .0 T he New Barnes & Noble
secondary logos Just as the logo itself suggests the idea of possibilities, our brand offers possibilities. While the primary logo should be used whenever possible, we understand that senarios will arise that can compromise the legibility of the logo or that are just not compatible with it. We offer these two versions of the logo as secondary marks. They are to be strivtly used only when the primary logo is ill-fitted to the situation. The vertical composition (1) is constructed to fit in narrower branding materials. The ampersan (2) is made to be used in small spaces, unless it is being used as a graphic element (covered in Section 3).
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Vertical Composition This version of the mark should be used sparingly and only when something longer/shorter is needed. Independant Ampersand This version of the logo should only be used when one of the other marks are present on the branded piece. It can also be used as a graphic element.
2.2
Bar nes and Noble Brand G uide
primary logo integrity A logo is the embodiment of the brand. It is the brand simply summed up in one tiny, neat little package. Therefore, the logo must at all times be perfectly legible and without obstructions. For this reason, we ask that designers maintain a minumum area of breathing room around the logo that allows it to breathe and shine. The Barnes & Noble logo, and all of it’s variations, must at all times have the clear space that is specified on this and the following two pages. These pages also outline the specific hangline, both vertical and horizontal, on which all three logo variations sit. This rule must be maintained as it best suits the design of these logos. Also, be sure to notice the minimum sizes outlined in this section. We ask that these sizes be strictly adhered to and only used when absolutely necessary.
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Vertical Hangline Hor izontal Hangline Minimun S ize
2 .0 T he New Barnes & Noble
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Bar nes and Noble Brand G uide
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secondary logo integrities 1 2 3
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Vertical Hangline Hor izontal Hangline Minimun S ize
2.4
Bar nes and Noble Brand G uide
barnes & noble sub brands Barnes & Noble has three sub brands. The first is the Nook brand, our ever-expanding e-reader. The second brand is B&Ncollege, a series of University-only stores that tie back to the origins of the store. The final and newest brand is pubit!, a self-publishing experience for readers. all of the barnes & noble sub brands relate to the larger brand, yet they also have their own unique looks and personalities.
1 NOOK Clean , simple, f r iendly 2 B&Ncollege knowledge, f r iendly 3 PUBIT! Approachable, reliable
2 .0 T he New Barnes & Noble
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Bar nes and Noble Brand G uide
2 .0 T he New Barnes & Noble
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sub brand integrities In the same way the primary Barnes & Noble brand needs to shine with plenty of breathing room, it’s sub brands must also have at least the specified clear space at all times. These brands have specific vertical and horizontal hanglines as well. Again, notice that all three of our sub brands have a minimum size. They should never live at any size smaller than that stated otherwise they lose their legibility and imapct, and ultimately the brand is lost.
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Vertical Hangline Hor izontal Hangline Minimum S ize
2.6
Bar nes and Noble Brand G uide
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sub brand integrities 1 2 3
Vertical Hangline Hor izontal Hangline Minimun S ize
2 .0 T he New Barnes & Noble
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Bar nes and Noble Brand G uide
unaccpetable use Our logo is very important to us, and we have spant much time and effort into carefully crafting it to be a perfect embodiment of our brand. We ask that designers and users respect the thought and craftmanship that has gone into the logo by keeping it in it’s pure form and within the rules specified in this guide book. Be weary when using the logo not to alter, tweak, mutilate, or take any personal creative freedom that breaks the specific rules set out in this book. The following are merely a few examples of practices that would violate the logo and ultimately the Barnes & Noble brand. 1
Do not at any time angle the logo. It always sits on a 0 degree angle.
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Do not add any ef fects to the logo, including drop shadow, gradients, etc.
3
Do not in any way alter the proportions of the letters or the ampersand.
4
Do not alter the colors of the logo except when in accordance to color r ules.
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Do not change the typeface or font style of any part of the logo.
6
Do not in any way distort the logo, e ither by stretching , squishing , etc.
7
Do not use the logo in any for mat that may be “ nick named� or abbreviated.
2 .0 T he New Barnes & Noble
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3 .0 T he Brand Colors
3.0 painting a picture The Brand Colors
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Bar nes and Noble Brand G uide
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colors define a mood and give a sense of character to a brand. Our colors are inviting and fun!
3 .0 T he Brand Colors
Primary colors The world is a highly visual place, and most individuals read through sight first and foremost. One aspect of any brand that is not only most highly visible, but also has a hefty deal of psychological meaning to individuals is color. The Barnes & Noble colors are as important to us as the logo itself. We have created two primary colors, Brilliant Blue (PMS 632) and Cozy Navy (PMS 7463). Blue is a gentle color that invites our readers. The lightness of the Brilliant Blue is airy, creating a feeling of open space and relaxation. Our Cozy Navy compliments this by bringing in the notion of water, of coolness. This pushes the sense of feeling relaxed and calm. While the Cozy Navy has a more serious tone, the Brilliant Blue keeps things fresh and fun! Below are the breakdowns for these primary brand colors.
1
PMS CMY K RGB HE X
7463 60c33m13y85k 20 r39g56b 0f 1a21
2
PMS CMY K RGB HE X
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632 100c0 m32y0k 0 r171g185b 00f fad
3.1
Bar nes and Noble Brand G uide
secondary colors Our secondary colors play up the fun factor. They are each paired with a ‘shadowed’ shade. We have our Fiery Red (PMS 179) and it’s shadow (PMS 1817), colors that spark creativity and emotion. Our Crisp Green (PMS 390) and shadow (PMS 7490) are at once soft and energetic. We also have our Vibrant Yellow (PMS 103) and shadow (PMS 5565), which are our sun and fun colors. We offer two neautrals to the brand, also a pair of light and shadow colors. This is our Airy Grey (PMS 5455) and it’s shadow (PMS 5565). All of our colors speak to the integrity of the brand’s fun yet inviting nature. 1
PMS 1817 CMYK 34c100m95y42k RGB 114 r18g24b HE X 620007
2
PMS CMY K RGB HE X
179 0c80m99y0k 271r90g35b f f 3303
3
PMS CMY K RGB HE X
7490 64c31m100y15k 99r128g56b 4e9600
4
PMS CMY K RGB HE X
390 31c9m92y0k 187r201g66b b0e814
5
PMS CMY K RGB HE X
464 26c52m100y26k 151r104g33b 8c5b00
6
PMS CMY K RGB HE X
103 13c18m100y0k 227r197g33b ded100
8
PMS CMY K RGB HE X
5565 51c22m48y1k 133r166g143b 7cc583
7
PMS CMY K RGB HE X
5455 4c0 m0y6k 226 r235g239b e6fofo
3 .0 T he Brand Colors
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Bar nes and Noble Brand G uide
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3 .0 T he Brand Colors
primary logo color genres We want to make sure that our Barnes & Noble logo can find a home on any surface. For this reason, we offer different color genres to designers and users that include single color, grey scale, and one color. These genres should only be utilized when using the full color impairs the logo’s legibility.
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Full Color S ingle Color PMS 632 G rey Scale 100% Black 55% Black One Color Black
color may be crucial , but without proper legibility, it’s nothing. Please make sure that our precious logo is always shining!
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3 .0 T he Brand Colors
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secondary logo color genres 1 Full Color 2 S ingle Color Black and W hite
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3.4
3 .0 T he Brand Colors
logo and backgrounds Sometimes, the color in the marks may not cooperate with a given background, be it image or color. In this case, a few opetions are available. The first is to use the simple and always neautral single color version of the logo set in PMS 632. Of course, this may not always be ideal.
All three logos adhere to the same single color and black and white r ules. As seen in this example, they also share the same ‘ reversed out ’ r ule.
Another option in such a problem as this is to use the simple black and white version of the logo. This solution may be put to use when the given background is light in color. Of course, such an option sould only be a last resort. When the background is not a light color but infact dark or even black itself, the logo should be set in the brand’s white color, PMS 5455. Not only will this allow the logo to have full visibility, but it will also keep the contrast from being too stong, therefore reinforcing Barnes & Noble’s new brand’s lighter and more friendly feeling. Again, this is a final resort.
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3.5
Bar nes and Noble Brand G uide
sub brand colors The three sub brands of Barnes & Noble are NOOK, our e-book reader; B&Ncollege, the exclusive university stores; and, our latest addition, pubit!, an online self-publication application. Each of these brands, though unique and standalone, must maintain a sense of unity amongst themselves and with the primary brand. Therefore, they utilize the same colors present in the main logo. The sub brands mix and match the colors within their marks, yet they do utilize a primary color. The brand orange PMS 179 M is the main color for NOOK. B&Ncollege’s main brand color is the brand navy PMS 7547. The brand lime green PMS 390 is pubit!’s primary color. Just as with the primary mark, the color specifications must at all times be respected to maintain brand integrity within each of the separate brands and the system as a whole. 1
PMS CMY K RGB HE X
179 0c80 m99y0k 271r90g35b f f 3303
2
PMS CMY K RGB HE X
390 31c9m92y0k 187r201g66b b0e814
3
PMS CMY K RGB HE X
7547 60c33m13y85k 20 r39g56b 0f 1a21
4
PMS CMY K RGB HE X
103 13c18m100y0k 227r197g33b ded100
5
PMS CMY K RGB HE X
5565 51c22m48y1k 133r166g143b 7cc583
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PMS CMY K RGB HE X
632 100c0 m32y0k 0 r171g185b 00f fad
3 .0 T he Brand Colors
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Sub brands and backgrounds
3 .0 T he Brand Colors
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4.0 The Supporting Elements
4.0 ink and paper The Supporting Elements
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4.0
Bar nes and Noble Brand G uide
4.0 The Supporting Elements
the tagline A tagline is important to a brand in that it embodies the core principles of the brand within but a few words. The Barnes & Noble tagline is ‘More Than Just Books,’ speaking towards the comapny’s and store’s home away from home idea.
T he tagline also marr ies with the ampersand , speaking to the brand idea of possibilities.
while our competitors may offer some of the same products and savings as we do, one thing that is unique to barnes & noble is the environment, which encourages customers to stay and explore anything from our cafe to our events.
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Bar nes and Noble Brand G uide
.5x x .75x .5x
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T he tagline rests r ight below the ampersand T he ampersand has the same line space as the words Barnes and Noble
4.0 The Supporting Elements
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Bar nes and Noble Brand G uide
typography The Barnes & Noble brand utilizes three typefaces. The first is Barnes & Noble Heading, a bolder typeface that is used for headings in print work, on posters, billboards, and also on web applications. This typeface is always used in all caps. The second Barnes & Noble typeface is Barnes & Noble Regular, a thinner version of the header. This typeface is used for larger bodies of type, such as in this paragraph. It can be used in larger scale and all caps, as well as small and in upper and lower case. The final Barnes & Noble typeface is the Barnes & Noble Serif, an italic romantic typeface that softens the brand and creates a sense of class. This typeface is used for captions, like the one on this page. It is also used for smaller bodies of type that are usually inferior in heirarchy. None of these typefaces are part of the logo, which in fact uses a custom made typeface that does not appear anywhere else in the brand. This maintain’s the logo’s integrity. All of these typefaces combine to enhance the Barnes & Noble brand image of friendliness, fun, and a sense of home. They should be combined carefully to maintain this concept.
1 2 3
9 point size 230 points tracking 12 point leading 9 point size 230 point tracking 12 point leading 9 point size 230 point leading 12 point tracking
4.0 The Supporting Elements
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barnes & noble heading a bc d e f g h i j k l m n o p q r s t u v w x y z 1234567890!$#%&*?@(){}[]|\ /< >~;:
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barnes and noble regular abc d efghijklmnopqrstuvw x y z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 67 8 9 0 ! $ # % &* ?@ ( ) { } [ ] | \ /< > ~ ; :
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barnes and noble serif abcdefghi j klmnop q rstuvwxy z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! $ # % & * ? @ ( ) { } [ ] |\ / < > ~ ; :
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Bar nes and Noble Brand G uide
4.0 The Supporting Elements
photography The photographic style of Barnes & Noble mirrors the sense of airiness and welcoming that the brand embodies. A brighter atmosphere should be used, with minimal contrast. The photography should range from reading, music, food, and all other activities offered in the store. Angles and shots in the brand photography should engage viewers and make them feel as if they were inside of the photograph. Be sure to be careful and not make the photos too dynamic so that they lose the sense of calm.
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Cropped shot that makes the viewer feel like he oe she is in the picture. Br ight photo with higher exposure but with lower contrast to create a sense of air iness and space. Showcase food , cof fee, and other aspects of the brand. Products and backdrops should feel natural: wood , stuccos.
viewers should engage with barnes & noble through the photography, essentially as if they were in the photograph themselves.
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Bar nes and Noble Brand G uide
the icons The Barnes & Noble brand utilizes a series of airy and fun icons to add character. The icons are utilized on posters, web pages, packaging, and products. The icons can be used in full color or tone on tone. A single icon or small group of icons can be used, or they can create a pattern. Whenever there are multiple icons being used, be absolutely sure to include a variety. This means that there should be a balance between the types of icons used. There are book related icons, food, shopping, music, kids, and digital icons. The icons include â&#x20AC;&#x2DC;whimsies,â&#x20AC;&#x2122; the swirly icons that speak to the magic of books and reading. The whimsy icons, or curly ones, remind our customers that reading is a magical thing. that same magic radiates at barnes & noble.
Like ever ything else Barnes & Noble, our icons re inforce the notion that there are more than just books at our stores.
4.0 The Supporting Elements
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Bar nes and Noble Brand G uide
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be sure to use these pieces wisely so that they do not appear bulky. 2
These rules should not overpower the design.
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4.0 The Supporting Elements
supporting elements To fully create the Barnes & Noble identity, the brand uses these simple graphics that support the principles already established by the logo, color, typography, and photography. The first two elements can be used together, although the rule can live on it’s own accompanied with typography. The third element should never be used with the other two. If designing multiple pages or spreads, these and the following graphics should be balanced throughout.
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1 T hese wraparounds are like open books with bold statements. T hey are made of the light color and it ’s respective ‘shadow’. 2 Rules are used to recall a more traditional senes of books and reading. 3 Our whimsy lines recall the air iness factor of the brand with a punch of color and f un!
4.6
5.0 T he Applications
5.0 more than just books The Applications
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Bar nes and Noble Brand G uide
business system 1 L etterhead
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Bar nes and Noble Brand G uide
business system 1 Business Cards 2 Envelope
5.0 T he Applications
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Bar nes and Noble Brand G uide
5.0 T he Applications
corporate environment 1 Corporate Headquarters Exter ior
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5.0 T he Applications
corporate environment 1
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Bar nes and Noble Brand G uide
5.0 T he Applications
corporate environment 1 Central Of f ices 2 President â&#x20AC;&#x2122;s Of f ice Reception
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Bar nes and Noble Brand G uide
website T he website embodies the idea of exper iencing Barnes & Noble by making the user feel like he or she is in the store.
5.0 T he Applications
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Bar nes and Noble Brand G uide
5.0 T he Applications
website On the homepage, users can browse a virtual bookshelf that mirrors the exper ience of be ing in a real store.
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5.0 T he Applications
website T he website aims to not only sell books, but encourage readers to come into the store.
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Bar nes and Noble Brand G uide
A FIRE WITH THAT BOOK? More than just book s.
advertisement 1 Billboard
5.0 T he Applications
b&n.com
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Bar nes and Noble Brand G uide
advertisement Bus Shelter Posters
5.0 T he Applications
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Bar nes and Noble Brand G uide
advertisement Bus Shelter Posters
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Bar nes and Noble Brand G uide
store environment T he store is air y, inviting , and a place that feels like home.
5.0 T he Applications
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5.0 T he Applications
industry 1 2
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Reusable Shopping Bag In Store Basket
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Bar nes and Noble Brand G uide
industry 1 2
Employee Nametag Employee Unifor m
5.0 T he Applications
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Bar nes and Noble Brand G uide
5.0 T he Applications
industry In Store S ignage
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Bar nes and Noble Brand G uide
industry In Store S ignage
5.0 T he Applications
Dallas Oliver. Entertaining Globally. Book reading and signing.
January 25 . 2-3 .
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Bar nes and Noble Brand G uide
$100 $25
co m to :
e an d ex pl or e ou r
w o rl
co m e a n d ex p lo re o u r w o rl d to :
$50
come and explore our world to:
industry G if t Cards
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5.0 T he Applications
More than just books.
b&n.com
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Bar nes and Noble Brand G uide
August 2013
ISSUE 5
industry Barnes & Noble New Deals and Products Catalog
5.0 T he Applications
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Yello w Chris tina Vase or even Handcraft ed vase perfect for f lowers as a desktop pencil holder.
$1 2 2
Wooden Transform ers Jeremyâ&#x20AC;&#x2122;s, From ecologicall y minded makers these are perfect for kids and collectors.
$2 8
3
felt nook slipcover
will keep your Nook clean and safe.
Woven from alpaca wool, this cozy design
4
$14 4
Barnes & Noble Bag
Barnes & Noble handbag.
Walk around in style with this exclusive
$45
ISSUE 5
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PRODUC TS
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Bar nes and Noble Brand G uide
INDUSTRY Cafe Mugs
5.0 T he Applications
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Bar nes and Noble Brand G uide
Enjoy.
5.0 T he Applications
INDUSTRY To G o Cup
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Bar nes and Noble Brand G uide
INDUSTRY Cafe Plates
5.0 T he Applications
Yum.
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Bar nes and Noble Brand G uide
5.0 T he Applications
industry 1 2
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Barnes & Noble Collection Spine Barnes & Noble Collection Front
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Bar nes and Noble Brand G uide
industry 1 Online Shipment Package
5.0 T he Applications
S h i p t o:
Ana maria zamaro de pistone 3298 beverly drive hilly, CO 25610 Tra c k i n g #
0 0 0 32118 5 6378 8 9 -33 9 9 0 0 2
B a r n e s & N o bl e B o o k s e l l e r s 122 F i f t h A v e n u e N e w Yo r k , N Y 10 011
thank you!
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Bar nes and Noble Brand G uide
5.0 T he Applications
products 1 2
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Personal Handbag Handbag Inter ior
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products 1
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Custom Barnes & Noble Reading Glasses
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1.0 T he Company
products Backpack
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Bar nes and Noble Brand G uide
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iâ&#x20AC;&#x2122;ll take a side of fun with my book.
products Promotional T-shirt
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products Bookmark
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products 1 Nook Tablet Slipcover 2 Notebook
1.0 T he Company
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1.0 T he Company
products Nook Tablet Front and Back W ith Homescreen
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products Barnes & Noble Librar y App
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Bar nes and Noble Brand G uide
GENRE MY BOOKS
ART, AR C HITE C T U RE & PHOTOGRAPH Y
BOOKS
B I B LE & B I B LE ST U DIES
NOOK BOOKS
B IOGRAPHIES B U SINESS & MONE Y
NOOK
C HILDREN ’ S B OOKS
TEXTBOOKS NEWS STAND TEEN
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