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Visual Development Guide
Milton Bradley Visual Development Guide
Contents
01 02 03
Visual Research Brand Overview The Old Logos New Concept
8 10 14
Initial Sketches Further Sketches Refined Sketches Digital Sketches
20 26 34 38
Logo Sketches
Logo Finalization Similar Logos Final Logo Logo Anatomy
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Visual Research
Visual Development Guide
Visual Research
Brand Overview The Milton Bradley Company was an American board game manufacturer established by Milton Bradley in 1860. During its time the Milton Bradley Company created a lots of different kind of board game that require the players to think, cooperate and learn. In future the Milton Bradley Company will go much further than producing board games. We will try to help people have more connection with their friends, learn from the communication with others and do self-discovery through these experiences with fun. Milton Bradley will provide approaches and platforms for the audience to learn skills of social interaction and then practice in the following events. During the events, the audience will also be able to get information, knowledge and suggestions from others which could be helpful for them to improve themselves. Milton Bradley will expand its area to the whole community and build the connection cross generations in order to give the audience more chance and more choice.
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Visual Development Guide
Visual Research
Old Logos 1943-64, 2002-08
1941-43 Milton Bradley, which was established in 1860, did not adopt a logo until 1941.
1950-1986 The Key to Fun logo first appeared on the front of Milton Bradley games and puzzles circa 1950 and was used until 1986.
1950-64
1978-86 1964-78
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1962-63 This variant appeared on some of MB's "Big Ben" puzzles from 1962 to 1963.
1978-97
1997-present
1963-78
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Visual Research
Milton Bradley
Research is to see what everybody else has seen, and to think what nobody else has thought. —Albert Szent-Gyorgyi
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Visual Development Guide
Visual Research
New Concept According to our brand mission, there are three keywords which are communication, discovery and encouragement. We want to help our target audience communicate more with their friends and learn from them as well through a fun way. In order to demonstrate the concept better, the keywords are improved into three key phases.
01. Communication Connect with friends
02. Discovery Find your future
03. Encouragement You are not alone
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Logo Sketches
Visual Development Guide
Logo Sketches
Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people.
—Jim Rohn
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Visual Development Guide
Logo Sketches
Initial Sketches 01. Communication To show the concept of communication, I try to use shape of speech bubble to show the feeling of talking. Considering about the original brand , I also try to add some game elements such as chess and puzzles to make the logos look more interesting.
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Visual Development Guide
Logo Sketches
02. Discovery The concept of this keyword is mainly about self-discovery. We want to help our target audience find out their power and future thus I use elements like road, star and eyes.
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In order to show the feeling of cooperation, I try to overlap several geometric shapes and make them looks connected with each other. This one also looks like a crown which can give people positive feeling.
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Logo Sketches
03. Encouragement Encouragement is an important of our brand, it makes our brand feeling to be positive and passionate. So I try to make the logos look cute and interesting in order to make the brand looks more friendly.
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Communication is one of the main part of new Milton Bradley. I try to add smiling face on the dialog box to make it looks more interesting and friendly. But considering about the target audience, this one may looks too cute.
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Visual Development Guide
Logo Sketches
Further Sketches Cooperation After the first round of sketches, I decide to combine the keywords communication and encouragement. The new keyword of my concept is cooperate. But since I want to keep the feeling of fun, I still try to make the logos look interesting.
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Milton Bradley
Having fun is important to the Milton Bradley, so I try to make a smiling face as the logo. I change the eyes to quote marks to represent the meaning of conversation and communication.
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Visual Development Guide
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Logo Sketches
Milton Bradley
I try to attach the initials together to show the meaning of cooperation. I also try to use the dark and bright color to show the feeling of enlighten and make people feel positive.
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Logo Sketches
Milton Bradley
To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others. —Tony Robbins
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Logo Sketches
Milton Bradley
I try to make a logotype for Milton Bradley so I put the type in a dialog bubble to show the concept of communication. But it hard to organize the space because of the letter space.
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Visual Development Guide
Logo Sketches
Refined Sketches Synergy Finally from the work of last round, I decided to focus on two directions. One of them is the firefly since it can gives people the feeling of illumination and groups, and the other one is the hexagon shape because it can visually show the concept of cooperate.
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Milton Bradley
Hexagon is always a good show to show the feeling of collaboration because of the bees. But it also means that this kind of shape may be over used so there may be lots of similar ones.
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Logo Sketches
Milton Bradley
Another way I think about to show the concept of collaboration is to change the square shape and make it looks like abstract people sitting around the table.
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Visual Development Guide
Logo Sketches
Digital Sketches Sometimes hand-drawing can have a total different feeling with digital ones. So during my process, I was keeping making some digital draft for the chosen ones in the steps. I also tried several versions for my final-chosen logo.
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Logo Sketches
Milton Bradley
At this step, it seems that the firefly is the most interesting one. But I still need to work more on it to make the mark looks more organized and make it consistent with my brand.
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Logo Finalization
Visual Development Guide
Logo Finalization
Similar Logos Insects are popular elements in logo designs since they can represent some specific meaning we want and show it to the audience immediately. It's important for me to avoid these existed logos and show my idea in a different way.
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Logo Finalization
Final Logo I choose the firefly one as my final logo since it has the best meaning and is the most interesting one. Having fun is an important part of milton bradley no matter for the old one or the new brand.
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Visual Development Guide
Logo Finalization
Logo Anatomy In order to create the feeling of fun, I try to make my logo look cute so I use round corner in my logo. I choose yellow and blue to be the main color in order to show the feeling of enlighten. To keep the logo consistent, I also make the wordmark looks round and contains the same shape of star from the firefly.
Round shapes
The star is cut out by curves
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Website collaborationthroughfun.com Course The Nature of Identity Instructor Hunter Wimmer Image Source Unsplash, Pexels, Passel Article Source Wikipedia, Brainy Quote
Course: GR 604 Nature of Identity Instructor: Hunter Wimmer Student: Cheng Li Semester: Fall 2018