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Today’s generation is used to a world of instant answers. The world’s information is at their fingertips — ready to be accessed anytime, anywhere.
How do we bring back the joy of creative exploration and slow discovery — of figuring things out ourselves — in a world of instant information? 5
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15 L E AR N The World of Childcraft The Childcraft Story The Age of Information
29 E XP LO R E A New Vision for Childcraft Welcome to Querie Our Explorers
45 DI S COV E R A Closer Look at Querie The Querie Spirit Out in the World
75 C R E AT E Oh, the Possibilities The World of Querie A Look at the Future
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THE WORLD OF CHILDCRAFT
THE CHILDCRAFT STORY
THE AGE O F I N F O R M AT I O N
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The Wonderful World of Childcraft Childcraft: The How and Why Library is a multivolume illustrated anthology for children originally created in the 1930s by W. F. Quarrie & Company, then publishers of the World Book encyclopedia. Each volume addressed different subjects, including literature, such as short stories and poetry, fairy tales and nursery rhymes—as well as mathematics and the sciences. Starting out as 7 volumes in the late 1930s, the series was re-issued in a new edition every few years, sometimes incorporating new volumes and re-arranging existing ones. It grew to 15 volumes in the 1950s, and remained there, though further changes were made in later editions. The Childcraft set also added a separate, optional, special annual volume each year, starting in 1965. Some of these were later incorporated as regular volumes. In addition, by the 1980s the series had broadened its reach to a dozen foreign language editions, with complete editions shipped to over 50 countries around the world.
The 15 volumes of Childcraft, published by World Book, Inc., currently consist of: Once Upon a Time Short Stories And Folk Tales Art Around Us Poems and Rhymes How Things Work How Does it Happen? Our Earth Our Universe Shapes and Numbers The World of Animals The World of Plants About You Celebrate! See The World Who We Are Guide to Childcraft
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A complete Childcraft set from 1954
The original, seven-volume Childcraft library launched in the 1930s was created as an encyclopedia set for young children. With simple text and illustrations, the books were designed with the idea of making learning fun. This set also gave schools an alternative to more traditional published educational materials. 15
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Entrepreneurs J. H. Hanson and John Bellows publish “The New Practical Reference Set”, a general purpose reference tool. Hanson and Bellows soon found out that their encyclopedia set was ill-suited for the needs of children, and believed that a market existed for reference materials geared towards young people.
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1917
Hanson and Bellows recruit academic Michael O’Shea to adapt their encyclopedia set for a younger audience, and publish the set entitled “World Book”. It consisted of eight volumes, 6,300 pages, and thousands of detailed illustrations.
1918
Quarrie collaborates with educators to analyze school curriculum and to find out how they can make the encyclopedias more relevant to the school environment and to school-age kids. They launch one of their most successful children’s reference sets, entitled “Childcraft — The How and Why Library”, a seven volume set for young children. It was welcomed by schools and other institutions.
1930
“The World Book” was received well, and after publishing a revised edition that added two volumes, the company was purchased by publisher W. F. Quarrie & Company. Quarrie would oversee the growth and development of the encyclopedia series for the next 25 years.
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1949 W. F. Quarrie and Company is purchased by Marshall Field III, a Chicago magnate, who grouped World Book and Childcraft into the Field Enterprises Educational Corporation. Despite the change in ownership, the series continued to improve its texts and business strategy.
Childcraft is completely revised, and expands into 14 volumes, twice the size of the original set.
The company publishes the first Childcraft Annual, which was an annual volume that was given to owners of Childcraft encyclopedias that updated the information in their sets.
The encyclopedia industry starts to suffer from the rise of electronic devices like personal computers, which were more flexible and interested young people more. World Book and competitor Britannica introduce computer versions of their sets.
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The first international edition of Childcraft is sold. Editions will go on to grow to reach at least a dozen foreign language editions, shipped to over 50 countries around the world.
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TODAY
Despite the presence of the Internet and Google, World Book continues to publish their encyclopedias and Childcraft is still in print; its latest edition a 12-volume set.
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With its rich illustrations, simplicity in presentation and diverse range of ideas, easy-to-follow activities and imaginative literature, Childcraft soon became a wonderful resource for children all over the world. More than just another educational resource for their shelves, it actually helped make learning fun. 19
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The rise of the Internet and free-for-all information has greatly affected Childcraft and the encyclopedia industry. Despite this, World Book continues to publish updated volumes to this day. How can we bring the essence of Childcraft into the 21st century, the world of digital, mobile, and instant, one-click information?
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EXPLORE
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A NEW VISION FOR CHILDCRAFT
WELCOME TO QUERIE
OUR EXPLORERS
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A New Vision for Childcraft The new Childcraft will still maintain the original soul of the brand — that is, to present educational topics in a colorful, simple, and fun way. However, the new brand aims to take what readers throughout the years have loved about Childcraft and bring it into the 21st century through interactive texts and tactile experiences that go beyond the printed word. There is so much to learn inside Childcraft books — technology may change, but curiosity does not. The new brand will bring the experience of serendipitous discovery, creativity, and that feeling of falling down the rabbit hole of learning that readers get when they open a Childcraft volume, only in a modern, mobile and tactile way. Now renamed Querie, as a nod to publishers W.F. Quarrie and the creative curiosity that the brand helps satisfy, the new image and approach will cater to adults — those we believe can benefit the most from bringing the creativity and exploration aspect back into everyday learning.
The new Childcraft will stay faithful to the original brand’s vision of: Simplicity Excitement Creativity Curiosity Discovery The new Childcraft will focus on these specific topics of interest: Art & Design History Literature Science Technology Nature & Animals Craft & DIY World / Culture
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Now renamed Querie, as a nod to Childcraft publishers W.F. Quarrie and the creative curiosity that the brand helps satisfy, the new image and approach will cater to adults—those we believe can benefit the most from bringing the creativity and exploration aspect back into everyday learning.
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THE OLD CHILDCRAFT With an emphasis on simple language and illustrations, the original Childcraft books were designed to make learning fun and to give schools an alternative to more traditional published materials. The look catered mostly to children 8-12 years old, with colorful illustrations, simple explanations and big type.
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THE NEW CHILDCRAFT The new Childcraft (now Querie) will maintain the original soul of the original brand — that is, to present educational topics in a colorful, simple, and fun way. However, the new brand aims to take what readers throughout the years have loved about Childcraft and bring it into the 21st century through interactive texts and tactile experiences that go beyond the printed word. The new brand will cater to adults with a knack for learning and discovery.
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Querie is for: the constantly curious and creative; the makers, doers, and creators; those who don’t mind getting their hands dirty — those who find joy in learning new things and question the world around them: How do things work? Why do they work that way? How can we make things better?
AUDIENCE
Craig, 31
Austin, 21
On weekdays, Craig works as a manager for a local Home Depot. He likes to think of himself as quite the handyman, constantly curious about how to make (or fix!) things. His solution to any problem? “I’ll figure it out.” As a kid, he loved putting together model airplanes and miniature galleons, and he returns to those hobbies on weekends.
Austin’s psyched that he’s finally 21. He’s been thinking about taking a year off from school to travel around the world—and can’t wait for adventure. He loves to hike on weekends (if he’s not hungover), loves Breaking Bad, and is a regular at the gym. He’s always on the lookout for fun new things to try on Saturday nights. He’s a smart sports therapy major and dreams of working for an NBA team someday, but for now, he’s set on seeing the world.
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AUDIENCE
Maybelle, 46
Julia, 26
Maybelle’s always been crafty. Now a stay at home mom to six-year-old twins, Maybelle spends all her free time with her favorite crafts. She’s constantly looking for great workshops and classes to join around the city with her other mom friends. She’s always on the lookout for creative activities she can learn and later teach her children. She takes her art seriously—she not only runs a successful Etsy stationery shop but teaches occassional calligraphy classes as well.
After two years after college of working at so-so design firms, Julia has finally decided to take the freelance route. A textile designer by trade, Julia also loves expressing her creative side by working on her handlettering and designing cards for letterpress. She runs a successful blog, Etsy shop and has over 3,000 followers on Twitter. She’s glad to finally go freelance—she now has time to travel, and has been planning the big trip to Iceland this year with her boyfriend.
Jennifer, 16
Josh, 37
Jennifer’s an A student. She thinks high school is fun—not only is she president of the debate team, she takes photos for the school paper, too! She’s really curious about politics—Michelle Obama is her hero—and hopes to change the world someday. For now, she’s trying her best to do well in school so she’ll get into Harvard Law. (Or become a professional photographer—her parents are open enough to let her do either.)
Josh is a designer for a tech giant in the Bay Area and has two kids, a two-year old and a five-year old. On weekends, he takes them to the park to play. His wife works as well, so weekends are their best bet to do fun things as a family. He’s constantly trying to find new things to take his kids to, but there are only so many times you can go to the Aquarium. He jogs on weekday mornings before work but the fog gets the best of him.
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DISCOVER
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A CLOSER LOOK AT Q U E R I E
THE QUERIE SPIRIT
QUERIE OUT IN THE WORLD
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A Closer Look at Querie The Querie logo plays both the idea of a puzzle and how we put different pieces together when we learn something new, as well as the question mark, representing a neverending curiosity and sense of wonder. Each color in the logo represents the diverse subject areas under Querie’s focus and expertise. There is so much to learn inside Childcraft books. technology may change, but curiosity does not. The new brand will bring the experience of serendipitous discovery, creativity, and that feeling of falling down the rabbit hole of learning that readers get when they open a Childcraft volume, only in a modern, mobile and tactile way.
Querie will focus on these specific topics of interest: Art & Design History Literature Science Technology Nature & Animals Craft & DIY World / Culture
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The Querie logo plays on both the idea of a puzzle — and how we put different pieces together when we learn something new, as well as the question mark, representing a neverending curiosity and sense of wonder. Each color in the logo represents the diverse subject areas under Querie’s focus and expertise.
THE LOGO 1 1.5x x 4.5x
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1. Please follow proportions when recreating the logo. Leave a space worth at least 1.5x when using the logo with other elements. 2. The smallest acceptable size of the main logo is 1 x 1.20 in.
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3. Use the single color logo a smaller size is needed.
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USING THE LOGO
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1. Main logo with wordmark. 2. Single color logo with wordmark. 3. Single color logo without wordmark. 4. Main logo with wordmark, horizontal. 5. Wordmark. 6. Single color logo with wordmark on dark background. Only black, white, and Querie navy are the acceptable colors for single color logos and wordmarks.
7. When using the logo on a colored illustration background, use main logo. 8. ... Same goes with black and white illustration backgrounds. 9. When using the logo on colored photographic backgrounds, use single color logos.
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DON’T DO THIS
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1. Do not stretch the logo horizontally. 2. ... Nor vertically. 3. Do not use any other colors for the logo aside from the specific colors indicated (see p. 53). 4. Do not mix up the order of the colors. 5. Do not color single-color versions of the Querie logo anything besides black, white, or Querie navy. 6. Do not tilt the Querie logo.
TYPOGRAPHY 1
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Ideal Sans Bold Ideal Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
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Ideal Sans Book Ideal Sans Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
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Gotham Bold Gotham Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 1. Use for headlines and display copy for print and on-screen promotional materials. 2. Use for body text and all other copy. 3. Use only, in all caps, to indicate Querie sub-brands (see uses on p. 55).
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COLORS Querie C: 100 M: 89 Y: 40 K: 45 R: 20 G: 35 B: 70 # 132246 Seafoam C: 55 M: 0 Y: 37 K: 0 R: 106 G: 206 B: 182 # 6aceb6 Guacamole C: 35 M: 27 Y: 100 K: 2 R: 175 G: 164 B: 22 # aea315 Oceanside C: 84 M: 33 Y: 25 K: 0 R: 7 G: 136 B: 167 # 0687a7 Grape C: 60 M: 88 Y: 36 K: 22 R: 105 G: 53 B: 95 # 69355f Strawberry Sorbet C: 10 M: 95 Y: 53 K: 0 R: 218 G: 49 B: 92 # da305c Sunset C: 8 M: 84 Y: 100 K: 0 R: 221 G: 75 B: 0 # dd4a00 Lemon C: 5 M: 37 Y: 100 K: 0 R: 240 G: 168 B: 32 # efa81f Light Lemon C: 3 M: 23 Y: 100 K: 0 R: 248 G: 195 B: 21 # f9c316 51
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T H E Q U E R I E F A M I LY
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1. Main logo, for usage on anything that pertains to Querie as a whole. Use the corresponsing sub-brand logos for specific activities and products. 2. Querie Encounters 3. Querie Everyday 4. Querie Experiences 5. Querie Experts 6. Querie Expeditions
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QUERIE ONLINE Querie’s website is the main place for users to learn more about the brand and its services. Most of the content will be distributed through the mobile app, but an online shop and booking service for tours, workshops and events will be hosted on the website for convenience. Visit the site at querie.co.
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MOBILE APP
Querie
Querie’s mobile app is the primary way to gain access to all the activities and services available. Updates for Querie Everyday and Querie Experts show up here, and users are able to book and purchase tickets for Querie Encounters, Querie Experiences, and Querie Expeditions events and workshops. The app is readily available for iPhone and Android.
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C R E AT E
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OH, THE POSSIBILITIES
THE WORLD OF QUERIE
A LO O K AT THE FUTURE
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Oh, the Possibilities! Querie creates unique educational experiences based on different levels of interaction and learning. Whether you just want to learn about how letterpress printing works (or want to see the Aurora Borealis with your own two eyes), the Querie experience is always one of joy, creativity, and serendiptious discovery. With a brand like Querie, the possibilities are endless because of the vast number of possible topics to tackle. Everything from literature to science and art, Querie can find ways to make discovery in these fields of study creative, fun, and exciting in a various number of media.
To achieve its mission of bringing Childcraft into the 21st century, Querie is divided into five different sub-brands: Querie Everyday Querie Experts Querie Encounters Querie Experiences Querie Expeditions
Querie’s brand extensions are based on the varying levels of learning (starting from mere awareness about something to a mastery) and the different levels of interaction or response that is expected from the user (starting from a mere “like” to actually getting the user to pack and leave for a big trip!)
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LEVELS OF LEARNING MASTERY
SKILL
team-building activities
trivia app
traveling exhibits travel app activity kits
KNOWLEDGE
newspaper ads commercial spots
AWA R E N E S S
LEVELS OF RESPONSE OR INTERACTION
info posters daily publication
“...like.”
“tell me more.”
PRODUCT IDEAS
how-to guides
one-on-one lessons expert tours Querie school
expert sponsorhips (ex. Querie + Bourdain)
pop up workshop
hackathons
classes
discovery museum experience tours
conferences educational videos mobile games
local tours
board games
triathlons
meetups
marathons
expert talks
happy hour
“I’m all ears.”
“show me how you did it.”
“I want to see / try it for myself.” 69
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Querie creates unique educational experiences based on different levels of interaction and learning. Whether you just want to learn about how letterpress printing works (or want to see the Aurora Borealis with your own two eyes), the Querie experience is always one of joy, creativity, and serendiptious discovery.
E V E R Y D AY
EXPERTS
ENCOUNTERS
EXPERIENCES
EXPEDITIONS
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E V E R Y D AY
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Querie Everyday captures your attention for a few minutes — it’s the quick burst of inspiration (and information) in the morning. A morning trivia mobile app and free Did You Know postcards at your local cafe bring the Querie experience to your morning commute. We might even make Monday mornings fun. 75
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E V E R Y D AY PRODUCTS / SERVICES: •
Free folded zines available in cafes, train stations and newspaper stands
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A daily or weekly publication based on a random topic or subject under the Querie brand (ex. how things work: chocolate factories)
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A mobile app that gives you a random piece of trivia each day
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Informational posters put around the street with random trivia that leads people to the Querie website or mobile app
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Newspaper advertisements or TV commercial spots with interesting trivia or stories
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EXPERTS
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Querie Experts gathers the best of the best from every topic and industry (because why would you want to learn from anyone else?) Special workshops, talks, and expert-guided travel apps bring world-class experts to your fingertips! While your friends read it on Yelp, you hear it from Milton Glaser (or Madonna!) 83
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EXPERTS PRODUCTS / SERVICES •
Educational videos and online classes featuring Querie experts in different fields of academia, show business, etc.
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International conferences
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Short talks and workshops by experts
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A travel mobile app that features city walks and tours as written by experts (ex. Anthony Bourdain’s Montreal)
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Published how-to guides written by experts on a broad range of topics
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One-on-one lessons with experts
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ENCOUNTERS
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Querie Encounters believes in the power of social media — the analog kind. Meetups and industry tours bring a social aspect to learning. (After all, discovery is more fun with others!) Meet new people and learn new skills. We’re all about meaningful connections — not just between ideas, but individuals as well. 91
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ENCOUNTERS PRODUCTS / SERVICES •
International conferences
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Weekly happy hour by industry (or a grouping of different industries together; ex. Design and Theater actors happy hour)
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Industry-specific meetups
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Workshops
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Team-building weekends
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QUERIE experiences
EXPERIENCES
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Querie Experiences wants you to get your hands dirty — seeing and experiencing things yourself is the best way to learn! Hands-on activity kits by subscription, Try-It-Yourself workshops and classes help you figure things out. So go on — pull it, smash it, take it apart, until you finally learn how to put it all back together. 99
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EXPERIENCES PRODUCTS / SERVICES •
Activity kits by subject or industry
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Pop-up workshops
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Specific skill classes
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Expert talks and demonstrations
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Hackathons
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Querie Exploratorium / discovery museum in local cities
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Mobile or board games
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Skill exchange program
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EXPEDITIONS
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Querie Expeditions takes you out to the great unknown to see things for yourself, because there’s no better way to learn than to go on a wonderful adventure. Come join our full-on experience tours to exotic locations (or your backyard!) Under the sun, in the sea, or up in the sky, we’ll see you there. 107
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EXPEDITIONS PRODUCTS / SERVICES •
Experience tours and expeditions
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Triathons / marathons
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Local discovery tours in cities based on industry or subject
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Tours led by local experts
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Traveling exhibits
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It’s a wonderful world we live in — there is never a shortage of new, amazing things to learn, see, try, and experience. 113
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With Querie, there is joy in the discovery of the unknown, meaningful connections in human interaction, and excitement in exploration. Won’t you join us?
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Written and designed by Christine Herrin Academy of Art University – MFA GR Student no. 03340585 GR604 – Nature of Identity / Spring 2014 Querie logo © Christine Herrin 2014 Typeset in Ideal Sans & Gotham by Hoefler & Frere-Jones Printed and bound in San Francisco, May 2014 by Imagink SF Dedicated to the wonderful writers, artists, illustrators, and designers responsible for Childcraft — thank you for all the visual inspiration that made my childhood a wonderful (and colorful!) one. 117
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A STUDENT PROJECT BY CHRISTINE HERRIN ACADEMY OF ART UNIVERSITY / SP14
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