Nature of Identity-Visual Standards Guide

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Visual Standards Guide





Milton Bradley Visual Standards Guide


Contents


01 02

03

New Look Brand Overview New Logo New Concept

6 8 10

Logo Anatomy Logo Variation Logo Size Color Palette Incorrect Use Typeface Stationery

14 16 18 20 22 24 26

Brand Future Deliverables

30 32

Our Standard

Future Expansion



01

New Look


Visual Standards Guide

New Look

Brand Overview

6


Milton Bradley

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 Standards Guide

New Look

New Logo

2018

1978-97

1997-present

1963-78

1964-78

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Milton Bradley

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Visual Standards Guide

New Look

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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Milton Bradley

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02

Our Standard


Visual Standards Guide

Our Standard

Logo Anatomy I choose yellow and blue to be the main color in order to show the concept of enlighten. The bright star in the center can make a strong contrast with the dark blue wings to emphasize the light feeling. I also make the wordmark has the same round edge and star to make it consistent with the signature.

7X

X

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Milton Bradley

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Visual Standards Guide

Our Standard

Logo Variation The new Milton Bradley will be connected with much more different kind of fields so the logo of the brand will show on different media, situation and formats. The logo should be applicable on both darker background and lighter background in order to keep everything consistent.

Logo on light or lightly colored background

Logo on light or lightly colored background

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Milton Bradley

Logo on light or lightly colored background

Logo on light or lightly colored background

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Visual Standards Guide

Our Standard

Logo Variation In order to ensure the legibility and readability of the logo, it is necessary to observe the size restrictions. The following chart is dimension restrictions which show the standard and the minmun size of the logo.

2 inch or above (Height)

1 to 2 inch (Height)

0.5 to 1 inch (Height)

0.25 inch (Minimum)

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Milton Bradley

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Visual Standards Guide

Our Standard

Color Palette The color palette of new Milton Bradley based on the new brand soul which is to help people learn and cooperate together through fun. It's important to use these colors consistently and uniformly to make the brand unique.

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CMYK

0/40/75/0

CMYK

95/75/50/5

RGB

250/167/85

RGB

37/80/117

HEX

FAA755

HEX

255075

PMS

P 20-6 U

PMS

P 117-16 U


Milton Bradley

CMYK

0/10/45/0

CMYK

100/95/25/10

RGB

255/227/156

RGB

41/50/115

HEX

FFE39C

HEX

293273

PMS

P 4-3 U

PMS

P 105-8 U

CMYK

5/80/50/0

RGB

239/88/107

HEX

E55A67

PMS

P 62-6 U

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Visual Standards Guide

Our Standard

Incorrect Use Some examples of the incorrect us of the logo. Using logo in a wrong way can break the consistency of visual system so it is important to never use the marks in the following ways.

Colors that can not show the concept

Wrong position of wordmark

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Milton Bradley

Using only outline or very pale color

Strange angle or distortion

Too small size of symbolic mark or wrong color for the star part

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Visual Standards Guide

Our Standard

Typeface I choose Baskerville and Mr Eaves to be the main part of the type system for new Milton Bradley. These two kind of typeface can create clear hierachy for the visual and make the whole system nice and clean.

Baskerville A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ % ^ & * ( ) _ + A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ % ^ & * ( ) _ +

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Milton Bradley

Mr Eaves A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ % ^ & * ( ) _ +

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ % ^ & * ( ) _ +

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Visual Standards Guide

Our Standard

Stationery Since the new Milton Bradley is going to work in many different fields, the stationery system should be necessary and useful. The stationery should be consistent with the whole system through color and typefaces.

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Milton Bradley

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03

Future Expansion


Visual Standards Guide

Fu t u re E x p a n s i o n

Brand Future Collaboration Trough Fun Together

[C_04] [W_01]

Community

[C_01]

[W_04]

[C_05]

Work

[W_02]

[C_07] [C_02]

[W_03]

Alone [C_06] [C_03] [E_05]

Together

[E_03]

[E_01] [E_06] [E_07]

[E_02] [E_04]

Education Fun 30

Together


[C_01] [C_02] [C_03] [C_04] [C_05] [C_06] [C_07]

Game Experience Store Family Camp Team Building Games Interesting Volunteer Group Communication Skill Channel Self-Check List Evolving Community

[W_01] [W_02] [W_03] [W_04]

Cooperator Finder Informational Social Media Colleague Link App Research Lab

[E_01] [E_02] [E_03] [E_04] [E_05] [E_06] [E_07]

Partner Finder Life Coach Experience Talks Communication Practice Room Book Series Party For The Same Hobby Game Classes

Event

Co-branding

Services

Experience

Education

Environments

Products

Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

Deliverables [C_02, Experience]

01. Family Camp A place for family members to be together and learn how to communicate and cooperate with their family.

This service will organize several families to have a short trip. It will focus on the cooperation between families and between the generations. • Camp can always make people relax and have fun. It will be a good chance for the audience to stay with their family and try to have more communication with them. Also it would help them practice how to work together with their family or people from other families. • Similar to: Galileo, Sky Kids. • Differentiating Element: This service will focus on the relationship between family members.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[C_03, Products]

02. Team Building Games Some new games which require to play together with friends or family in order to help people learn and cooperate together.

In order to learn about cooperation through fun, game is always a good choice. The organization can develop some new games that requires the player to work together with their teams. • This one is mainly focused on how to make the process more fun. • Similar to: The Game of Life, Magic Cane • Differentiating Element: These new games will require the players to solve problem together with their team member and compete with the other team.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[C_04, Experience]

03. Volunteer Group A chance for participants to try different kind of volunteer works, learning and cooperating together with other participants.

Practice is always a good way for people to evolve their skill. Since the users may come from different generation and field, being volunteers may be a good way for them to work all together. It doesn’t required too much professional knowledge and can help them work with others immediately. • Being volunteer is not a very serious or tough job, but it requires the audience to work and communicate with others, no matter the visitors or the other volunteers. • Similar to: Project Open Hand, HandsOn Bay Area • Differentiating Element: This group will focus on some easy volunteer jobs thus the participators can be familiar with the job immediately and pay attention on practicing the skill of cooperation.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[C_07, Service]

04. Evolving Community A community that the users can learn and evolve together, finding out how to cooperate with others with fun.

In this community the users will communicate their experience and get feedback from others. It’s hard to change one’s behavior by himself but it will be easier if others can help. • This service is about learning cooperation while the process itself is a chance for the users to cooperate with the other users. • Similar to: Behance, 99U • Differentiating Element: This community is focus on the topic of cooperation and for the users to improve their skills on this typical field.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[W_02, Service]

05. Informational Social Media A website for the users to share their communicational experience and get information about talking skills.

This website will be like a social media but is mainly used to share the users experience and ideas about cooperation. There will also be some educators sharing useful articles for the users to read and learn. • A start step for the users since it’s only on the website and it doesn’t require the skill of cooperation. • Similar to: Twitter, Facebook • Differentiating Element: The social media will focus on the topics and information about cooperation.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[W_03, Service]

06. Colleague Link App An easy-use application that can help people get connected during the work.

The application contains message, video, file transfer and some other useful functions during the work that can help the user cooperate better and easier. • A functional application that can help people solve problems during their cooperation with colleagues. • Similar to: Message, Skype. • Differentiating Element: This application is mainly for work and contain more related functions that can help people work together wwvvbetter.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[E_02, Education]

07. Life Coach A platform for teenagers to find a friendly and nice teacher who can share their experience about learning and cooperating with others.

Since teenagers may not be able to know how people cooperate with others in the society or companies, the system will find some one who matches their requirements to tell them some real stories. • In order to know how to cooperate with others, it’s important to hear and learn from other’s experience. • Similar to: FriendMatch, Worldfriends • Differentiating Element: The friends found on this platform will cross the generation in order to give the teenagers more help.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[E_04, Environment]

08. Communication Practice Room A place for people to do some practice about how to communicate and work with fellow initiates.

After getting tips and suggestions about the skills, it may still be hard for people to change and improve immediately. This place is for these people who have the same problem to practice their skill since things may be easier if they are all facing the same problem. • An further step for the target audience to improve their skills about cooperation. • Similar to: Google for Education, FTCC • Differentiating Element: The practice room will give the audiences a chance to practice the skill with the similar people. They will be able to encourage each others and evolve together.

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Milton Bradley

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Visual Standards Guide

Fu t u re E x p a n s i o n

[E_06, Event]

09. Party For The Same Hobby A series of events that has specific topic for different kind of audience to learn and cooperate together with fun.

The Theme Party is a series of events. Each event will have it’s own topic such as game, art or film. Through the event audience can meet people in their field and share their experience and knowledge with each other. • This products is mainly about the skill of cooperation, but the stories can be interesting. • Similar to: SkillShare, LYNDA • Differentiating Element: This event is for audience to meet people in the same field off line.

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Milton Bradley

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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


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