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visual standards guide
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visual standards guide
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0006˚new
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0022˚color
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0034˚conceptual
logo 0010˚logo components 0012˚logo anatomy 0014˚logo use
palette 0024˚typography standards 0028˚business system
0036˚initial
list
chart
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new logo
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new visual
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brand prospect
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new logo
˚ new logo ˚ logo componentslo ˚ go logo anatomys ˚ go logo use
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gymboree
visual standards guide
new logo
0009
logo concept
Our concept is to bring back our core mission to provide opportunities for parents and children to build milestones together. Our new logo seeks to create a brand image that is approachable, friendly, and lively, encouraging parents and children to thrive, grow, and build together. We based our logo mark on the letter “G” and keyword “thrive” to come up the combination shape of leaf and “G”.
0010
gymboree
visual standards guide
logo components
Part of geometric shape represents raising children have some required rule, and parents need to build it step by step. The part of organic shape embraces the multifarious humanity.
new logo
0011
leaf shape
+
captial lettle “G”
=
symbol
wordmark signature
0012
11X
X
gymboree
20ยบ visual standards guide
11X
9X
X
5.5X
X
2X
X
2X
new logo
0013
logo anatomy
Logo anatomy provides the foundation of the logo and the spacing between graphic shape and type. The “X height� presents the standard unit used to design the shape.
0014
10”
5”
gymboree
visual standards guide
dimension restrictions
1”
I n o rd e r t o e n s u r e t h e c l a r i t y a n d readability of the logo, the logo will have corresponding specifications size. 0.5”
new logo
0015
signature
wordmark
symbol
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logo variation
gymboree
signature
visual standards guide
symbol
wordmark
new logo
0017
This variation chart use our new system color: red, blue, and yellow as background color. It is necessary to show the logo variation because logo might need to use on the solid color, and the variation chart show how to use logo color in different situation.
0018
gymboree
visual standards guide
incorrect usage It is important to make sure the correct way to use logo in brand identity. There have several example are incorrect usage of logo that break the brand guideline, and also destroy the brand identity.
new logo
0019
DO NOT stretch photo background incorret color outline drop shadow gradient effects
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0021
new visual
˚ color palette ˚ typography standards ˚ business system
0022
calm grey pantone warm grey 6c pantone 407u #a69b95 c35/ m33/ y35/ k12 r160/ g155/ b149
gymboree
visual standards guide
new visual
color palette
The Gymboree color system base on our brand soul and core–gather children and parents to build milestone together. The color palette represents a vivid, lively, growing, thriving, and emotional childhood that children and parents participate and experience together.
innocent white 0023
healthy blue
pantone 502c 18% pantone 503u 18% #e466c1 c10/ m33/ y17/ k0 r228/ g187/ b193
pantone 2925c 95% pantone 2995u 95% #3f9cd77 c71/ m25/ y0/ k0 r63/ g156/ b215
passion red pantone warm red c pantone 1788 u #ff4438 c0/ m83/ y73/ k0 r255/ g68/ b56
lifely yellow pantone 124c 90% pantone 116u #eba900 c7/ m36/ y100/ k1 r235/ g169/ b0
0024
gymboree
visual standards guide
typography standards primary
Din next present the feeling of morden, geometric, and humanize that it is so friendly to read easily.
new visual
0025
din next lt pro regular Children learn to smile from their parents. din next lt pro regular Children learn to smile from their parents. din next lt pro regular Children learn to smile from their parents. din next lt pro regular Children learn to smile from their parents. din next lt pro regular Children learn to smile from their parents. din next lt pro regular Children learn to smile from their parents.
0026
typography standards secondary
gymboree
visual standards guide
akko rounded pro thin Children learn to smile from their parents. akko rounded pro light Children learn to smile from their parents. akko rounded pro regular Children learn to smile from their parents. akko rounded pro medium Children learn to smile from their parents. akko rounded pro bold
new visual
Children learn to smile from their parents. akko rounded pro black Children learn to smile from their parents.
0027
The secondary typography continue the idea of smooth and friendly, so we choose Akko Rounded and Din Next Slab which is the same family typeface from DIN Next.
din next slab pro ultralight Children learn to smile from their parents. din next slab pro light Children learn to smile from their parents. din next slab pro regular Children learn to smile from their parents. din next slab pro medium Children learn to smile from their parents. din next slab pro bold Children learn to smile from their parents. din next slab pro heavy Children learn to smile from their parents.
0028
gymboree
visual standards guide
business system
The business system present a brand identity well. This business system show the color, typography, and the logo identity that are present Gymboree. new visual
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brand prospect
Ëš conceptual chart Ëš initial list
0034
G+ Knowledge
gymboree
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EX
EV
EN
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gk001
Science Lab
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EX
EV
EN
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gk002
Arts and Culture Museum
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EX
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gk003
Be Little Artist
ED
EX
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EN
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gk004
Future Develop Program
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EN
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gk005
Creature Library
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EX
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EN
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gk006
Life Appreciate Class
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EX
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gk007
Parents Guiding Program
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Safety Class
G+ Aid visual standards guide
ED
EX
EV
EN
S
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ga001
Gym Talk
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EX
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EN
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ga002
Gym Help
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ga003
Gym Shop
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EX
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EN
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ga004
Milestone Record App
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EX
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ga005
Gym Care
G+ Recreation
brand prospect
ED
EX
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EN
S
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gr001
Be Little Farmer
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EX
EV
EN
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gr002
Be Little Athlete
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EX
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gr003
Gym Play
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gr004
Find Here App
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EX
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EN
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gr005
City Collector App
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education
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services
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experiences products
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events
EN
environments
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gk001 gk002 gk006 gk008 gk003 gk004
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teach
collaborate
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support
how to raise your children
0036
Science Lab [teach] Science lab let children evolve passion into knowledge. Parents and children can learn and participate about science, technology, engineering, and mathematics together. Instead the normal dry classes, they will gain the knowledge with fun experience that children won’t resist learning. Also, learning with parents make children feel more comfortable and confident.
gk001
Mission-focus: Science lab educate children knowledge about world, so that they will have foundation before go to school. Similar: Exploratorium/ Children’s Museum of Denver Different: We provide class that children can take with parents. gymboree
Arts and Culture Museum [teach]
visual standards guide
Arts and culture museum help children become civilized and comprehensive. Provide an environment that children and parents can appreciate and enjoy movies, music, dance, art, myth, and books. Through appreciation, they will learn different culture and have diverse perspective that they can tolerance people who have different background with open-minded.
gk002
Mission-focus: Art and culture museum expend children’s perspective through diverse culture, so that they can have open-minded. Similar: MOMA/ TED talk Different: We present not only a space that children can appreciate art, but also an idea to accept and respect.
Creature Library [collaborate]
brand prospect
Creature library present all kind of life form that children and parents will be educate life is variety and multiformity. Provide an environment where combine zoo and aquarium that children and parents can learn the knowledge of life. This library will divide to several parts which base on the weather and geography. Children will recognize there have massive of creature in the world wild. They will see the form of life and learn the habit of creature. Mission-focus: Creature library show the variety and
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multiformity of life, so that they will gain interest with exploring the world. Similar: Zoo/ Aquarium Different: We are not only present animal and plants, but also introduce them with geography and aerography.
Educational + Environment
0038
Be Little Artist [collaborate] Be little artist help children to build an unlimited childhood gk003 with imagination and inspiration. Children and parents can take the handmade class or art class together. In the class they will learn how to draw, paint, sing, and dace. Children can learn all kind of talent that they are interesting with. It is an opportunity that children can explore their creativity and imagination.
gymboree
Mission-focus: Be little artist support and help children to explore ideas, so that they can express their imagination and creation. Similar: Children’s Museum of the Arts/ Art Center for Kids Different: We are not only provide class for children, but also let parents join with their kids.
Be Little Farmer [collaborate] visual standards guide
This event lets children and parents self-experience “you gr001 reap what you sow” in farm work. Children and parents can participate the farm work and being the farmer in the event. They can cut the sheep fur, clean the farmhouse, and water the crops. They will go through the whole process of the farming, and they will know how hard it is, so they will be grateful the food, be respect with farmer. Mission-focus: Be little farmer let children experience and understand where is the food come from, so that they will be grateful and cherish. Similar: Leaping Lamb Farm/ Self Farming Different: We not only provide the farming experience, but also provide a chance that family can have an impressive memory in the process.
Be Little Athlete [collaborate]
brand prospect
Be little athlete let children and parents witness the process of endeavor and enjoy the moment. Sport activity host all type of sport game, and children and parents can cooperate as a team inside. It will force Them have more interaction than normal day. The point is about how to work together, and parents will understand that the ranking and grade aren’t the most important
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things. Children will gain a healthy body, also they will build a stronger connection with parents. Mission-focus: Be little athlete provide chance to let children have sport activity with parents, so that they can advance body healthy and relationship together. Similar: The Little Gym/ My Gym Different: Instead provide sport class to children, we prepare a chance that children can teamwork with parents on sport.
experience + events
0040
Future Develop Program [collaborate] Future develop program help children to advance their interest and habit. In the program children can choose different section of life skill that they would like to learn. The program include cooking and baking class, organize and decorate the house, and repair house with tools. Everything in the program are using the actual tools that children will learn how to use them in appropriate way, and parents will learn how to trust their children. Future develop program provide a chance let children to present themselves to their parents. As long as parents see what their kid capable, they will learn to trust them more.
gymboree
visual standards guide
gk004
Mission-focus: Future develop program expand children’s living skills, so that can help them find their interest and direction in future life. Similar: Kid Sense Child Develop/ Child Development Services Different: Our program use actual tools which not only teach children the right way to use, but also prove to parents that they are reliable.
Life Appreciate Class [teach] Life appreciate class main to educate children respect and responsible before adopt pets. Life appreciate class provide a physical class which is face to face with pets and teach family how to take care of home pets and plants, and to understand the value of life. In the class, we also will help family to choose the pet or plant base on the living style or living area that they can take care of easily. It is an opportunity to let children know it is necessary to respect and be responsible with life.
brand prospect
Mission-focus: Life appreciate class let children experience of taking care of small animal, so that they learn responsibility and the value of life. Similar: Lollypop Farm/ MSPCA-Angell/ Lindsay Wildlife Experience Different: We not only educate and inform family the knowledge of home pets and plants, but also award them the actual living situation with it.
gk006
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Parents Guiding Program [support] Parents Guiding Program provide information and direction for parents who need help on raising children. Every parents need to be prepare and help while being parents. This program include every status of children, such as newborn, infant, toddler, tween, and teenager. Parents can choose the class base on their situation that is suitable for them. The program can be online or onsite and the time also flexible that parents can take the class easily. In the program, there will be all kind of information that is about children’s psych and mental. Parents will be educate how to provide approbate food for children, how to communicate and solve children’s insight problem.
gk007
Mission-focus: Parents guiding program organize massive information to parents, so that can teach them how to raise their children. Similar: Center for Parenting Education/ ACT Raising Safe Kids Program Different: Our program follow the step that parents are and customize the class and schedule for them.
Safety Class [teach] Safety class educate children and parents to have correct response of dangerous or emergency. Children and parents can learn how to protect themselves while facing dangers. There will have fist aid class, disaster experience room, disaster prevent step, etc. Children will learn to protect themselves and be more aware in daily life. It is a proper chance for parents to educate their children. Mission-focus: Safety class teach children how to protect themselves from dangerous and disaster, so that their life have more guarantee. Similar: Life Safety Learning Center/ American Red Cross Different: We combine the disaster and daily dangerous prevent class together that children can learn how to protect themselves in any occasion.
educational + experience
gk008
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Gym Play/ Playground [collaborate] Gym play gather entertainment equipment for children and parents and fill happiness into their life. Having fun together is the most direct way to gain impressive memory. Play ground theme park have land park and water park that provide two way of entertainment for family. The facility in the park not only consider safety, but also want the little kids can take ride without high or age limit; therefore, our theme park focus on whole family participate and have fun together.
gymboree
gr003
Mission-focus: Gym play brought family play together, so that they can build happy memories in their life. Similar: Disney/ Universal Studio Different: We focus on family take ride together, rather than excited facility that our theme park is suitable for younger children.
Gym Care/ Look After Center [support] visual standards guide
Gym care help family who need a space or professional to take care children and senior. In the look after center, we provide the nursery service for senior and children. grandparents can spend time with grandchildren, and there will have staff near by incase they need help. It provide a chance to senior who want to play with kids but they might don’t have enough energy for it. Look after center collect the professional space and expert that dual-earner family will be at ease.
ga005
Mission-focus: Gym care provide space and look after for senior and children, so that their family no need to be worry. Similar: Day Care/ Nursing Home Different: Our facility have multiple service for family that whole family can have good time.
Gym Help/ Information and Consults Center [support]
brand prospect
Gym help assist parents to solve the problem through onsite or online service. We gather and organize all kind of information that parents might need while raising the kids. The information will separate into different categories or divide by children’s age that parents can search easily. Except the website,
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there also have a consults center that parents can go for advice from experts. They can ask and seek the information about children’s physical, mental, future development, and relationship with parents. We provide website and face to face consults to help and support families. Mission-focus: Gym help assist parents to clarify problem and doubts, so that they can have a easier process of raising kids. Similar: Parents Magazine/ Parents Center Hub Different: We provide this center as extra workshop for the parents who took the parents guiding program and still have question or confusion.
Gym Talk/ Communication and Interaction Center [support] Gym talk provide a space to let parents exchange their opinion and experience of raising kids. Raising children is not an easy job, and parents will facing lots of problem. Sometimes parents would like to share their own stories or personal experience. Talk to others help them to release the stress, and also give them different perspective to solve the problem between them and their children. This center not only provide the chance to let parents chat and meet new people, but also give them support on raising kids. Mission-focus: Gym talk let parents share personal experience to each other, so that can help them from physical and mental. Similar: Support Group/ Horizons Developmental Resource Center Different: We provide space to let parents get information and supports from each other.
environment + service
ga001
0044
Find Here App [support]
gymboree
Find here app help parents to discover and explore the location to hang out that is near to their house. This app focus on make parents life easier. For example, when they try to find a park to bring children to go, they will want it is near to their place and the environment is safe. The app will provide location that is close to nature, easy to find food and restroom, also, it will give the rate to show the location is not homeless or crime area. This app will report to Administration for Children and Families, so they can tell which area might need improvements. Mission-focus: Find here app collect information for parents to know where is safe and near house, so that they can bring their kids to. Similar: Yelp/ Place Near Me Different: Our location recommend base on safety and convenient for children and parents.
gr004
City Collector App [support] visual standards guide
City collector is a collecting app that people to record their tip. City collector will document where they have been and what they have seen in their trip. At the begging, the map in the app is misty, as long as people go travel and take picture or location, the map will unlock section by section. The app also will introduce the history background, culture, and circumambient information. The map not only collect the city, but also culture and human heritage. To see and face it by itself always more effect than knowing by books. It is a chance to let people respect and value the culture we create. Mission-focus: City Collector app help people to collect and provide recommend for family, so that they will know where they can go for trip or where they already went. Similar: Polarsteps/ Day One Different: Our app is more like a game rather than just a tools app, we help people to record their trip and give them extra information about it.
brand prospect
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0045
Milestone Record App [collaborate] Milestone record is an app to let parents share their kid raise process, and they can see others experience to get some new ideas. In the app, there have different categories theme, such as interior design for kids room, meal for kids, handmade kid clothes, new products for children, pregnant outfit, parent-child outfit, etc. Parents can share their personal story board on it that not only a milestone record for themselves, but also a reference for others. Mission-focus: Milestone record app let parents document process of raising children, so that they can preserve the precious memories. Similar: Instagram/ Tinybeans Different: We are not only provide a diary for record, but also a platform for inspire of raising kids.
service + product
ga004
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gymboree
visual standards guide
brand prospect
0047
Gym Shop/ Mall [support] Gym shop sells multiple living needs which let people can get everything at once. Gym shop provide all kinds of products that family needs in several department, such as foods, clothes, books, stationaries, groceries, and entertainments. Parents can find the products which help them grow up the kids, and families can get the stuffs that they need in daily life. It is a mall that can fit all kind of families. Mission-focus: Gym shop provide the goods for parents and children, so the the whole family can gather the groceries together. Similar: Mall/ Plaza Different: We focus on the living needs that family will actual use in their life, not just for shopping.
environment + product
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design
sources
CHIACHI HUANG
mockup anthony boyd graphics graphic burger
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