02.
MILTON BRADLEY Visual Development Guide CHUJUN ZHAO NATURE OF IDENTITY 2018 SPRING
Visual Development Guide Logo Concept
MILTON BRADLEY Our New Future and Territory
Initial Sketches
Digital Sketches
Logo Finalization
BUILD OUR NEW COMMUNITY Milton Bradley Visual Development Guide
Visual Development Guide
“
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I THINK TRUE SUCCESS IS INTRINSIC... IT’S LOVE. IT’S KINDNESS. IT’S COMMUNITY.
Visual Development Guide
— Tom Shadyac
Table of Contents
01.
02.
LOGO CONCEPT
LOGO SKETCHES
Brand Overview
08
Concept Behind
18
The Old Mark
10
R1: Cooperation
22
New Concepts
12
R2: Engaging
26
R3: Inspiration
30
Visual Development Guide Table of Contents
03.
04.
DIGITAL SKETCHES
LOGO FINALIZATION
Round 2
36
Final Logo
50
Round 3
40
Anatomy of the Logo
52
Similar Logo
46
Logo Word Mark
54
Typography Exploration
56
Color Pallet Exploration
58
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
“CREATING A BETTER WORLD REQUIRES TEAMWORK, PARTNERSHIPS, AND COLLABORATION, AS WE NEED AN ENTIRE ARMY OF COMPANIES TO WORK TOGETHER TO BUILD A BETTER WORLD WITHIN THE NEXT FEW DECADES. ” — Simon Mainwaring
Logo Finalization
Visual Development Guide Brand Overview
The Old Mark
New Concepts
01. LOGO CONCEPT
Brand Overview
08
The Old Mark
10
New Concepts
12
Visual Development Guide Logo Concept
Initial Sketches
Brands Overview The core of Milton Bradley is to help people participate in communities and build connections with each other through entertainment. By using an interactive and inspirational approach, Milton Bradley helps participants to achieve their common goals. In the community, Milton Bradley helps people build a shared, collaborative network to increase knowledge, creativity and skills.
Our new territory
08
Digital Sketches
Logo Finalization
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
The Old Mark
Development History: Milton Bradley
1941 — 1943
1943–1964
1963 —1978
1978 —1997
1964 —1978
1978 —1986
“Key to Fun” logo 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.
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1950–1964
Visual Development Guide Brand Overview
The Old Mark
New Concepts
Important point 1941–1943
1962–1963
1943–1964
Milton Bradley, which was established in 1860, did not adopt a logo until 1941.
This variant appeared on some of MB’s “Big Ben” puzzles from 1962 to 1963.
Milton Bradley’s first version of their classic logo was adopted in 1943 and was used as their primary logo until 1963. It could also be found on Operation money until 2008.
1997 — present
AND NOW...
2018 — future
MB Games
2008
11
Visual Development Guide Brand Overview
The Old Mark
New Concepts
New Concept The new concept of the Milton Bradley logo is based on the brand’s mission. Our mission is to encourage people to participate in a shared, developing, cooperative community and to make better decisions. The new concept of the logo will focus on three different design aspects, each indicated by a keyword that characterizes the Milton Bradley’s future.
01. INSPIRATION 02. ENGAGING 03. COOPERATION 13
INSPIRATION ENGAGING COOPERATION 14
Visual Development Guide The Old Mark
New Concepts
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“
Brand Overview
DESIGN IS A CONTINUE PROCESS. ONE IDEA OFTEN BUILDS ON ANOTHER.
— Mark Parker
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
“A SMALL CHANGE AT THE BEGINNING OF THE DESIGN PROCESS DEFINES AN ENTIRELY DIFFERENT PRODUCT AT THE END.” — Jonathan Ive
Logo Finalization
Visual Development Guide Concept Behind
R1: Inspiration
R2: Engaging
R3: Cooperation
02. LOGO SKETCHES
Concept Behind
18
R1: Inspiration
22
R2: Engaging
26
R3: Cooperation
30
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Concept Behind
Keyword 01_
INSPIRATION Using an interesting and interactive approach to help people find their inspiration and stimulation. To encourage participants growing up together through the entertainment.
Key phrase 01_
The moment of insight Key elements _ Keys _ Bulb _ Blink _ Doors
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Logo Finalization
Visual Development Guide Concept Behind
R1: Inspiration
R2: Engaging
R3: Cooperation
Keyword 02_
ENGAGING Through involvement in the community of participants, people will find themselves engaged with others who share common interests, leading to enduring and fruitful relationships.
Key phrase 02_
Connection + Interactive Key elements _ Rings _ Windmill _ Center point
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Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Keyword 03_
COOPERATION Connecting different people together in diverse groups to achieve common goals. Encouraging communication and collaboration to help people make better choices in order to achieve optional results.
Key phrase 03_
Working and building together Key elements _ Honeycomb _ Handshake _ Center point _ Humanity
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Logo Finalization
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
All of them look too realistic. The initial drafts are not
R1: Inspiration Key Phrase: The moment of insight
22
abstract enough.
(Symbolic + Graphic)
Visual Development Guide Concept Behind
R1: Inspiration
R2: Engaging
R3: Cooperation
Don’t include a
This design
This examples design
person’s image in
looks too childish
proves difficult when
logo design.
for Milton Bradley’s
attempting to define
new features.
the letters.
23
Visual Development Guide Logo Concept
Key Phrase: The moment of insight
Initial Sketches
Digital Sketches
(Word)
The font of this design is simply too bold.
Don’t put it around the circle.
Summery of this phase The idea of using keys or bulbs is unsuccessful. Also, inspiration is not a very specific word for Milton Bradley’s new mission. The word of inspiration can be applied on many different brands.
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Logo Finalization
Visual Development Guide Concept Behind
R1: Inspiration
R2: Engaging
R3: Cooperation
Visual Development Guide Logo Concept
Initial Sketches
R2: Engaging Key Phrase: Connection + Interactive
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Digital Sketches
All of them look
This logo is too complicated,
too realistic. The
making it difficult to define
initial drafts are not
the shapes.
abstract enough.
(Symbolic)
Logo Finalization
Visual Development Guide Concept Behind
R1: Inspiration
R2: Engaging
R3: Cooperation
Remember Milton
This might be the
Bradley has two
direction to develop.
capitals in the logo. Don’t negate the ‘B’.
Key Phrase: Connection + Interactive
(Graphic)
27
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
These two logos look
Key Phrase: The moment of insight
(Word)
Summery of this phase There are some possibilities in this phase. Instead of using Engaging as the main idea, the phrase of “Connection + Interactive� works better here. The direction is more clear and successful in this part.
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too funky for the brand.
Logo Finalization
Visual Development Guide R1: Inspiration
R2: Engaging
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R3: Cooperation
A POOR LOGO DOESN’T MEAN A BUSINESS WILL FAIL, AND A GOOD LOGO DOESN’T MEAN IT WILL SUCCEED - IT JUST HELPS. ULTIMATELY A GOOD LOGO IS SOMETHING THAT PEOPLE RECOGNIZE INSTANTLY AND RELATE TO.
— Matt Mickiewicz
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Concept Behind
29
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
Visual Development Guide Concept Behind
R1: Inspiration
R2: Engaging
R3: Cooperation
All of them look too realistic. The initial
R3: Cooperation Key Phrase: Working and building together
drafts are not abstract enough.
(Symbolic)
31
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
These two logos look too geometric for Milton
Key Phrase: Working and building together
32
(Graphic)
Bradley.
Visual Development Guide Concept Behind
R1: Inspiration
R2: Engaging
Key Phrase: Working and building together
R3: Cooperation
(Word)
Don’t put wordmarks into a geometric shape.
Summery of this phase In this phase, the realistic shapes of bees or ants are not working well. Some shapes of handshakes are too formal and rigid for Milton Bradley to use. Also, Milton Bradley is not only about working and building, Milton Bradley is more directed toward communication and communities.
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Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
“I DESCRIBE THE DESIGN PROCESS AS LIKE THE TIP OF THE ICEBERG. WHAT YOU DON’T SEE IS THE LONG HAUL: ALL THE ENDLESS AUDITING AND THINGS LIKE THAT. ” — Norman Foster
Logo Finalization
Visual Development Guide Round 2
Round 3
Similar Logo
03. DIGITAL SKETCHES
Round 2
36
Round 3
40
Similar Logo
46
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
Round 2: Connection + Interactive In the second round of sketches, the most successful designs are found in phrase 02—Connection + Interactive. In round 2, the main purpose is to design a balanced and solid digital sketch and keep refining it. The key function of the logo is to express how Connection and Interactive can be combined, resulting in harmony. As LeBron James said: “There
are some teams and logos you see, no matter where you are in the world, and you know exactly who they are and what they mean.”
Key Phrase: Connection + Interactive
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These logos look like Nazi’s symbols.
Visual Development Guide Round 2
Round 3
Similar Logo
These three logos have the feeling of "Connection + Interactive".
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Visual Development Guide Logo Concept
Initial Sketches
10 Digital Sketches
After choosing 10 sketches concepts from the Round 2, the below are the digital version for Milton Bradley. The main idea of the digital sketch is to show how elements can interact with each other.
Element Idea_
+
38
+
Digital Sketches
Logo Finalization
Visual Development Guide Round 2
Round 3
Similar Logo
These two logo is the most successful directions in this phase. In the next design process, the logo needs to be very balanced and connection. Some of the elements in these two logos are not lock up. Thus, it looks a little bit loose.
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Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Round 3: Connection + Interactive In the third round, the main goal is to develop the two digital sketch which has bee selected in round two. By getting inspiration from the second round, the most successful symbols or graphics are the circles and the hexagon. Thus, in the third round, how to use circles and hexagons to create a balanced logo will be a huge challenge.
Sketch 01_
+
Sketch 03_
+
40
Sketch 02_
+
Sketch 04_
+
Logo Finalization
Visual Development Guide Round 2
Round 3
Similar Logo
These two are the most successful sketches in this round.
Sketch 05_
+
Sketch 07_
+
Sketch 06_
+
+
Sketch 08_
+
+
41
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Round 3: Refinement
Refinement 01_
1.5x
8x
1x
Summery of this refinement This logo has stable and balanced graphic shapes. The outside elements connect with each other. However, the center circle looks kinds of disconnection. Also, the center circle looks like some bad film character's eyes.
42
Logo Finalization
Visual Development Guide Round 2
Round 3
Similar Logo
Refinement 02_
8x
1x
1x
Summery of this refinement This logo combines circles and hexagon in a solid way. The design idea is to combine "Connection+ Interactive" phrase with graphic elements. The next step is to design a wordmark for this logo. A good wordmark needs to have some connection with the symbolic logo.
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Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
“
LIFE IS NOT A SOLO ACT. IT’S A HUGE COLLABORATION, AND WE ALL NEED TO ASSEMBLE AROUND US THE PEOPLE WHO CARE ABOUT US AND SUPPORT US IN TIMES OF STRIFE.
“
— Tim Gunn
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
Similar Logo Research Comparing existing logos with the new logo exploration is very helpful for the designers. There are some many logos and brand identities in this worlds. Sometimes, designers create similar logos without awareness. So the look-a-like stage helps designers to avoid making mistakes. On the other hand, designers are often inspired by existing logos. Good design always gives people good inspiration and insight.
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01_ Star Alliance
02_ Agrisystem
03_ AGTech-lg
04_ BP-Logo
05_ Canvas Network
06_ Chris Lifehouse
07_ Crocker Bank
08_ Enviro-Energies
09_ Arlberg
10_ Honeywell Europe
11_ Imperial Brands
12_ Irvine Company
Visual Development Guide Round 2
Round 3
Similar Logo
“I BELIEVE IN INNOVATION AND THAT THE WAY YOU GET INNOVATION IS YOU FUND RESEARCH AND YOU LEARN THE BASIC FACTS.” — Bill Gates
13_ Jyske Bank
14_ Kauai Surf Resort
15_ Mas Kaos Denver
16_ Petr China
17_ Picasa
18_ Plüss-Staufer
19_ Ready Rent All
20_ Citizens Banks
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Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
“IT TAKES COLLABORATION ACROSS A COMMUNITY TO DEVELOP BETTER SKILLS FOR BETTER LIVES. ” — Jose Angel Gurria
Logo Finalization
Visual Development Guide FInal Logo
Anatomy of the Logo
Logo Word Mark
Typography Exploration
Color Pallet Explore
04. LOGO FINALIZATION
FInal Logo
50
Anatomy of the Logo
52
Logo Word Mark
54
Typography Exploration
56
Color Pallet Explore
58
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Final Logo
Though many rounds of hand sketches and digital distillations, we have finalized the new look of the future Milton Bradley. This new identity expresses the feeling for a shared and cooperative community.
In the future, Milton Bradley will expand various ways for people to communicate and cooperate. The main purpose of Milton Bradley is to create a harmony community for people who want to build enduring and fruitful relationships. Furthermore, The new Milton Bradley will push itself to build all generation's communities and help participants to achieve their common goals. Now, let's introduce the final outcome of the new logo.
50
Logo Finalization
Visual Development Guide FInal Logo
Anatomy of the Logo
Logo Word Mark
Typography Exploration
Color Pallet Explore
Outcome
Final out of Milton Bradley
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Anatomy of the Logo
7x
8x
4x
1x 1x
0.5x
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1x
Logo Finalization
Visual Development Guide FInal Logo
Anatomy of the Logo
Logo Word Mark
Typography Exploration
Color Pallet Explore
“WE TALK A LOT ABOUT HOPE, HELPING, AND TEAMWORK. OUR WHOLE MESSAGE IS THAT WE ARE MORE POWERFUL TOGETHER.” The new logo is composed of both a symbolic and a word mark. The symbolic mark is based on the idea of “Connection + Interactive”. The “Connection + Interactive” comes from the keyword “Engaging” which is the feature behind Milton Bradley’s new mission. The word mark is customized and it shares the same graphic angles with the symbolic mark.
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Visual Development Guide Logo Concept
Initial Sketches
Logo and Word Mark
The new mark has several different versions based on its usage. The wordmark was created on the hexagons that the symbolic element. The first version has the wordmark next to the symbolic marks. This version has a longer horizontal length to be applied on some usage. The second version will have the wordmark under the symbolic marks. This version has a longer vertical version which can be used on a higher place.
Milton Bradley Word Mark
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Digital Sketches
Logo Finalization
Visual Development Guide FInal Logo
Anatomy of the Logo
Version 01_
Logo Word Mark
Typography Exploration
Color Pallet Explore
signature
wordmark
Version 02_
signature
wordmark
55
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Typography Exploration
Typefaces are key elements of design that shape the impression of our brand and the user experience itself. Thus, for the final typography, the rule for the typefaces need to have the feeling of the brand mission.
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01.
02.
TITLE: Ubuntu Bold
TITLE: Lato Bold
Body: Ubuntu Regular
Body: Lato Regular
Milton Bradley
Milton Bradley
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Nis pa dolorro excepelest mo con rem inihitis et ea nit, consecus ideliciet fugia dolupta tempore comni tem estiusc iaerfer ruptur simus et qui autaspis eate re doles ratenditat enimporiae pro tecullaut quoditam, nonecti buscimaio ium aut facculpa con corum aute sin coria aut aut alitaqui cupit volupis sus, et molor adi con essitem porpore pellaborio dolupta nime lis ut alisIncia con et rerumque debit ut ab iusaes quias de veligendi quodit venimus es et quatem fuga. Xerem fuga. Et evelenda dolore quia con nisciate dollaudamus
Logo Finalization
Visual Development Guide FInal Logo
Anatomy of the Logo
Logo Word Mark
Typography Exploration
Color Pallet Explore
Important point
TITLE: Lato Sans Body: Lato Regular
A B C D E FG H I J K LM N O P QRST UVWX Y Z 1234567890 !@# $%^ &* ( ) { } [ ] < > | + = Milton Bradley Nis pa dolorro excepelest mo con rem inihitis et ea nit, consecus ideliciet fugia dolupta tempore comni tem estiusc iaerfer ruptur simus et qui autaspis eate re doles ratenditat enimporiae pro tecullaut quoditam, nonecti buscimaio ium aut facculpa con corum aute sin coria aut aut alitaqui cupit volupis sus, et molor adi con essitem porpore pellaborio dolupta nime lis ut alisIncia con et rerumque debit ut ab iusaes quias de veligendi quodit venimus es et quatem fuga. Xerem fuga. Et evelenda dolore quia con nisciate dollaudamus
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Visual Development Guide Logo Concept
Color Pallet Exoploration
Color Communicates important information to everyone. The final color pallet represented the soul of the brand.
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Initial Sketches
Digital Sketches
Logo Finalization
Visual Development Guide FInal Logo
Anatomy of the Logo
Logo Word Mark
Typography Exploration
Color Pallet Explore
POWERFUL BLUE
PANTONE P 99-8 U
COLLABORATION BLUE
PANTONE P 112-3 U
HARMONY GREEN
PANTONE P 133-3 U
C: 100
Y: 0
M: 100
K: 0
C: 40
Y: 0
M: 5
K: 0
C: 30
Y: 20
M: 0
K: 0
Visual Development Guide Initial Sketches
“
“
Logo Concept
COOPERATION AND RESPECT FOR EACH OTHER WILL ADVANCE THE CAUSE OF HUMAN RIGHTS WORLDWIDE. — Robert Mugabe
Digital Sketches
Logo Finalization
Visual Development Guide FInal Logo
Anatomy of the Logo
Logo Word Mark
Typography Exploration
Color Pallet Explore
Visual Development Guide Source
Source Photo Source https://www.bigstockphoto.com/ http://www.celgene.com/ https://www.istockphoto.com/stock-photos https://www.shutterstock.com/ https://www.stryker.com/us/en/index.html https://www.flickr.com/ https://www.dreamstime.com/
Content Source https://www.newyorker.com/magazine/2007/05/21/the-meaning-of-life http://www.fundinguniverse.com/company-histories/milton-bradley-company-history/ https://www.biography.com/people/milton-bradley-9223556 https://www.brainyquote.com/topics/game https://en.wikipedia.org/wiki/List_of_Milton_Bradley_Company_products https://www.hasbro.com/en-us/
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THE BRAND GUIDELINES OF MILTON BRADLEY
The Milton Bradley is a famous brand with a long history. Our brand is expressed in many ways—our communities, our conservations, our relationships. We encourage people to participate in a shred, developing and cooperative community. These guidelines help you know more about our brand expression——the using of our logomark and our brand promise. With these guidelines, you will have a clear understanding and direction about Milton Bradley. We hope you will join us in our efforts to strengthen and expand this already wonderful part of Milton Bradley.
BOOK 02_ VISUAL DEVELOPMENT GUIDE
DESIGNER Chujun Zhao
INSTRUCTOR Hunter Wimmer GR 604_Nature of Identity 2018 Spring Academy of Art University
This book is noncommercial project for educational purpose and not intended to represent the Milton Bradley company.
Visual Development Guide Logo Concept
Initial Sketches
Digital Sketches
Logo Finalization
CHUJUN ZHAO NATURE OF IDENTITY 2018 SPRING