Borders Group Brand Guideline

Page 1

Borders GROUP

Brand Guidelines / Fall 2018

Borders GROUP


2 –


Borders GROUP

Borders GROUP B ran d G u id eline s

Fairy tales are more than true: not because they tell us that dragons exist, but because they tell us that dragons can be beaten. Borders GROUP

— G. K. Chesterton, writer – 3


Table of Contents

01

02

Research And Strategy

Logo Development

10 / The Chosen Brand And History Research

46 / Logo Ideas

14 / Competitive Analysis

48 / Logo Development

18 / Brand Timeline

50 / The Main Logo

20 / Brand Mission Statement

52 / Logo Proportations

22 / Six Audience Profiles

54 / Logo Sizing

34 / Brand Grids

56 / Logo With Clear Space

38 / Pinterest Boards For Keywords

58 / Alternative Logos 62 / Unauthorized Uses

4 –


Brand Standardization

Brand Extensions

68 / Color Palette

76 / Applications

69 / Typography

80 / Extension: Souvenirs and gifts

70 / Business System

B ran d G u id eline s

04

Ta b le of Con tent s

03

Borders GROUP

05

82 / Extension: Ebook Reader 84 / Extension: Book Club and Talks

– 5


6 –


Borders GROUP

Borders GROUP B ran d G u id eline s Res ea rch An d S t rateg y

Borders GROUP

Research And Strategy

Step 01_

– 7


Borders GROUP

Borders GROUP

That’s the thing about books. They let you travel without moving your feet.

— Jhumpa Lahiri 8 –


Borders GROUP B ran d G u id eline s Res ea rch An d S t rateg y

– 9


The Chosen Brand And History Research

Description Borders Group,Inc. was an international book and music retailer based in Ann Arbor, Michigan. Borders Group reflects the life death of American bookstores. The chain’s flagship store was in downtown Ann Arbor, at the corner of Liberty and State Streets. It was identified as “Borders #1”, because it was the flagship store. Then the Borders brothers’ inventory system tailored each store’s offerings to its community. In 1967, a sister company, Book Inventory Systems was founded to serve as a wholesaler for and provide the brothers’ custom inventory system to regional independent bookstores.

Brand History Borders Group was founded in 1971 by brothers Tom Borders and Louis Borders during their years at the University of Michigan. In 1975, they bought out the stock of Wahr’s, an 80-year-old bookstore that was ending business at 316 South State. In 1992, Borders was acquired by Kmart. On July 7, 2010, Borders opened an eBook store to allow books to be downloaded. The company announced that it had filed for Chapter 11 bankruptcy protection on February 16th, 2011. Borders USA closed the doors of its remaining stores on September 18, 2011.

10 –


Borders GROUP

011

B ran d G u id eline s Res ea rch An d S t rateg y

– 11


12 –


Borders GROUP

1971—Founded

Reading is borderless.

1975—Bought out the stock of Wahr’s 1976—Book Inventory Systems founded

Keywords

1997—First international store, opened

Clean; Modern; Quiet; Organized; Not

in Singapore

affected

B ran d G u id eline s

Brand Soul

Res ea rch An d S t rateg y

Timeline

2010—Ebook store opened 2011—Defunct

Brand Mission Statement Our mission is to make people’s reading

Future Possibilities

convenient, easy, create the atmosphere to encourage more people to read.

The new versions of the bookstore could be: the main part of selling is online. The bookstore is a place to hold some book events. Inside the bookstore, it can combine with a cafe or other relaxing areas and places.

Competitors Atlantic Books, B.Dalton Bookseller, City Light, amazon books

– 13


Competitive Anaalysis—Direct Competitors

Chapters Indigo Chapters Indigo, knowed as “!ndigo”, is Canada’s largest book, gift and specialty toy retailer. Indigo mergered Chapters in 2001, but they run seperately. It runs an app for shopping physical books, but it doesn’t have ebook reader.

Powell’s Books Powell’s Books is a chain of bookstores in Portland, and its surrounding metropolitan area. It claims to be the largest independent new and used bookstore in the world. It has an online website selling books, but it doesn’t have an app or ebook function.

Books-A-Million, Inc. Books-A-Million, known as BAM!, operates and owns the second largest bookstore chain in the United States, operating 260 stores in 32 states. The company also owns American Wholesale Book Company, but it doesn’t have the app function.

14 –


Borders GROUP

and owned bookseller with 11 locations in California. The history of the bookstore can trace back to 1851 making it The West’s Oldest Independent Bookseller. It doesn’t

B ran d G u id eline s

Books Inc. is an independently operated

Res ea rch An d S t rateg y

Books Inc.

have app, but it has lots of local events.

Tattered Cover Tattered Cover is one of the largest independent bookstores in the USA. It is a bookstore chain in Denver, Colorado. It has online website selling books, but it doesn’t have app.

– 15


Ancillary Competitors

GoodReads Goodreads is a “social cataloging” website that allows individuals to freely search its database of books, annotations, and reviews. The company is owned by online retailer Amazon.

Wattpad Wattpad is a community for readers and writers to publish the new user-generated stories in different genres. Wattpad aims to create social communities around stories for both amateur and established writers and readers.

Deseret Book Company Deseret Book (About this sound listen) is an American publishing company that also operates a chain of bookstores throughout the western United States. Deseret Book publishes under four imprints with media ranging from work explaining LDS theology and doctrine, LDS-related fiction, electronic resources, and sound recordings. It owns a convenient ebook app for customers to read books on their phone.

16 –


Borders GROUP

Future Competitors

the largest number of retail outlets in the USA, and a retailer of content, digital products, and educational products. In 2017, the company operates 633 retail stores in

B ran d G u id eline s

Barnes & Noble, Inc. is the bookseller with

Res ea rch An d S t rateg y

Barnes & Noble

all 50 states in USA. It owns publishing, food service, community involvement, and an e-book reader called “NOOK”.

Amazon Kindle The Amazon Kindle is a series of e-readers designed and marketed by Amazon. The Devices enable users to browse, buy, download, and read magazines, newspapers, ebooks, and other digital medias via wireless networking to the Kindle Store.

Google Play Books Google Play Books is an ebook digital distribution service operated by Google. Users can purchase and download ebooks and audiobooks from Google Play, which offers over five million titles, with Google claiming it to be the “largest ebooks collection in the world”. Users may also upload up to 1,000 ebooks in different file formats.

– 17


Brand Timeline

In 1975, they bought out the stock of Wahr’s. Also they hired Michael Hildebrand and Harvey James Robin.

1975

1971

1976

Borders operated a Borders recruited

mall based toy store

Robert DiRomualdo

called All Wound Up,

to lead the company’s

which sold toys and

expansion.

novelty items.

1988

1994

1992 1995

A sister company,

In 1995, The book

Book Inventory

store chain, renamed

Systems (BIS) was

Borders Group Inc.

founded and served as a wholesaler.

The original Borders book-

Borders was acquired

store was founded in 1971

in 1992 by Kmart.

by Tom Borders and Louis Borders at the University of Michigan.

18 –


Borders GROUP

Borders launched a loyalty program

Borders launched an online retail pre-

B ran d G u id eline s

Chapter 7 bankruptcy and liquidation sale.

Res ea rch An d S t rateg y

which is called Borders Rewards.

sence for the first time at Borders.com.

1998

1997

2011

2006 2001

2008

In 2001, Borders Group

In 2008, Borders Group

contracted with online

opened its first of 14

retailer Amazon to sell—

concept stores on Lohr

a relationship blamed

Road. Severing ties

for making Borders late

with Amazon, the com-

to the emerging web

pany launched a new

retail segment.

Borders.com.

The company owned its first international store in Singapore.

– 19


Borders GROUP

Borders GROUP

The new Borders wants to be a seeker and helper to spread and share knowledge.

New Brand Soul 20 –


Borders GROUP

Brand Mission Statement

To work diligently to provide multiple con-

Reticulated: All the functions of the brand

nections between customers and reading,

are constructed and arranged to service

attempting to meet different demands for

in one spirit—spreading and sharing know-

accepting knowledge and getting informa-

ledge. It improves the speed of gathering

tion, focusing on enhancing customer’s

information together and spreading faster.

reading experience.

The main thing of the brand is “book”, but

B ran d G u id eline s

Five Keywords

Res ea rch An d S t rateg y

New Brand Mission Statement

it covers more people, not just readers.

Repositioning Statement

Friendly/soft: It welcomes different groups

Borders Group eagers to be a seeker and

that we provide.

helper to spread and share knowledge, providing multiple methods to create convenience for people with limited budget and time, also provide the platform to help people get the book related information. We used to focus on book retail, providing

of people to join by using multiple methods

Reliable/organized: Because the brand is for spreading and sharing knowledge, the visual system of the brand should show the feeling of reliability. Bright: Well lighted bookstores make custo-

online and local bookselling, but it narrows

mers feel more comfortable and relaxed.

our audience. Now we are broadening our

The visual language that makes people feel

target audience and mission by bringing

bright can make customers have a better

more services online.

and unique experience.

The new services are including e-book (app

Changeable with systematic: Because the

and e-book reader), local events and social

brand will bring book events to the public,

platform (potential brand extensions).

the themes and the outlooks will change

We are helping people to get information and knowledge, facing to business people

with different themes. However, the overall visual language should keep the same.

(online preference) and local people (offline preference).

– 21


Audience Profiles

Demographics Name: Sofia

Needs from the brand: Convenience, maybe can use it in phone

Age: 27

Expectations she has about the brand:

Gender: Female

She wants something looks modern and

Education: Bachelor’s degree in

young, so that she might want to share

Communications

with her girl friends.

Relationship Status: Single Profession: Work in a TV station Income: $ 68,440

Story Telling

Brand she cares: Sephora; J.Crew

Sofia is a represent of urban modern female. Most of her time is using for work and social. She is good at using frag-

Interests And Lifestyle

mented time to read and learn, or in other

Interests and things she likes: reading love

words, she sometimes has to use the

story novels; short-distance travelling

fragmented time to learn. As a result, she

Social life: Hang out with girl friends to shopping, museums, bookstore, cafe, etc Social media preferences: Instagram, facebook

need something that can easily carry with her, and eaily using. She also wants to take part in some events that she can go with her friends. These may not take too much time, so that they can go shopping or eating later.

22 –


Borders GROUP

Sofia

B ran d G u id eline s Res ea rch An d S t rateg y

– 23


Tom

24 –


Borders GROUP

a community to share

Age: 76

Expectations he has about the brand: He

Gender: Male

wants something local and something can

Education: Bachelor’s degree in French

he can get information about it easily

Relationship Status: Married Profession: Retire Income: $ 10,230

Story Telling

Brand he cares: Safeway; AMC

Tom is a person that prefer staying outside

B ran d G u id eline s

Name: Tom

Needs from the brand: Personality setup;

Res ea rch An d S t rateg y

Demographics

his own house. He gets information like

Interests And Lifestyle

coupon from his social medias, newspaper and advertising. He seldom plays or has

Interests and things he likes: Playing

fun with his own phone. Phone is just a

chess, planting flower, reading, going

media that he get information. He likes to

to cinema

take part in some local events. He doesn’t

Social life: Playing chess with other senior,

like a place that is too noisy.

go to some quiet places with his wife Social media preferences: MySpace, Stitch, Facebook

– 25


Demographics Name: Mike

Needs from the brand: Reliable information sources, books introductions

Age: 46

Expectations he has about the brand:

Gender: Male

He wants the brands is reliable so that he

Education: Master’s degree in Global trade

doesn’t need to spend lots of time to

Relationship Status: Married

choose books.

Profession: Manager Income: $ 124,530 Brand he cares: Mercedes-Benz; Kicking

Story Telling

Horse Coffee

Mike is at the life stage that enjors his life very much. He loves reading, and prefer

Interests And Lifestyle

he still needs the updating books’ informa-

Interests and things he likes: Football

tion to help himself to choose books. He

games, reading

seldom goes to bookstore or library, and he

Social life: Most of his spare time is

usually buy books online.

accompanying with his daughter and

Sometimes he picks his daughter’s books

his wife

online. However, if his daughter asks, he

Social media preferences: Linedln, twitter

26 –

physical books instead of ebook. However,

will take her to the bookstore to choose the books by herself.


Borders GROUP

Mike

B ran d G u id eline s Res ea rch An d S t rateg y

– 27


Lily

28 –


Borders GROUP

children books

Age: 32

Expectations she has about the brand:

Gender: Female

She wants to choose books for her child-

Education: Bachelor’s degree in Media

ern, and a great place to play with them.

Relationship Status: Married Profession: Housewife Income: $ 6,070

Story Telling

Brand she cares: Amazon; Whole Food

Lily is working hard to be a great mother.

Market

She wants to give a better education to her

B ran d G u id eline s

Name: Lily

Needs from the brand: Multiple choice for

Res ea rch An d S t rateg y

Demographics

children. And now she is kind of confused

Interests And Lifestyle

about children books online, because there is a hugh amount. She wants something

Interests and things she likes: Planting

can help her to pick.

flowers, cooking

Also, she often takes her children to book-

Social life: Staying most of her time with

stores and museums to help her daughter

her children, sometimes go to a family trip

developing reading habits.

Social media preferences: Instagram

– 29


Demographics Name: Justin Age: 21 Gender: Male Education: Studying in Web design

Expectations he has about the brand: He doesn’t like reading books, however, he needs to read for his courses. He wants the ebook is cheap that he doesn’t need to spend on it a lot.

Relationship Status: Single Profession: Student Income: $ 5,240 Brand he cares: Adidas; XBox; Nike

Story Telling Justin is a young energetic male. He has a Kindle, but it was brought because Justin thought that it might help him read more.

Interests And Lifestyle

Actually, it can not.

Interests and things he likes: Night clubs,

All he needs for books and reading is the

basketball games, video games

required books. He really wants them as

Social life: Hang out with friends oftenly, usually night clubs and restaurants Social media preferences: Instagram, facebook, twitter Needs from the brand: Affordable for the required books that teacher asks

30 –

cheap as possible, but in good quality as well. He prefers the book that can be read by phone, or by Kindle.


Borders GROUP

Justin

B ran d G u id eline s Res ea rch An d S t rateg y

– 31


Emily

32 –


Borders GROUP

her work

Age: 37

Expectations she has about the brand:

Gender: Female

She also wants a platform to share ideas

Education: Master’s degree in Religious

directly to the audience

literature Relationship Status: Married Profession: Writer

Story telling

Income: $ 72,970

Emily is a famous writer that spends most

Brand she cares: Netflix; Starbucks

of her time at home or at cafe to write.

B ran d G u id eline s

Name: Emily

Needs from the brand: A place to share

Res ea rch An d S t rateg y

Demographics

Her books are about religious literature.

Interests And Lifestyle

She is invited to give presentations, meet her fans, etc. Usually she doesn’t want

Interests and things she likes: Cats,

this kind of events go too big, she wants to

watching criminal/thriller/suspense series

have a chance to have a discussion rather

Social life: Spend most of her time with

than a presentation.

her husband, sometimes chatting online

Also, she wants a platform that can share

with the publishing

her short stories.

Social media preferences: Facebook

– 33


Brand Grids

Brand Grid For Current Brand Borders Group has the characteristics that most of the bookstore has. It shows quiet and warm, but it makes people feel lonely.

34 –


Borders GROUP B ran d G u id eline s Res ea rch An d S t rateg y

BORDERS GROUP

– 35


Brand Grid For The New Brand Strategy The new Borders Group will focus more on communication function. It is going to connect different kinds of people by multiple solutions. It should show friendly. It encourages people to take part in.

36 –


Borders GROUP B ran d G u id eline s Res ea rch An d S t rateg y

BORDERS GROUP

– 37


Pinterest Boards For Keywords

Keyword—Reliable / Organized Because the brand soul is sharing and spreading knowlege, it should make people feel it is reliable and trustworthy.

38 –


Borders GROUP

brand. Bright gives people a feeling of relaxing, confident and comfortable.

B ran d G u id eline s

It shows the environment and style of the

Res ea rch An d S t rateg y

Keyword—Bright

– 39


Keyword—Reticulated The brand is creating multiple methods to connect people with reading, spreading and sharing knowledge.

40 –


Borders GROUP B ran d G u id eline s Res ea rch An d S t rateg y

– 41


42 –


Borders GROUP

Borders GROUP B ran d G u id eline s Log o D evelop m ent

Borders GROUP

Logo Development

Step 02_

– 43


Borders GROUP

Borders GROUP

A book is a dream you hold in your hand.

— Neil Gaiman 44 –


Borders GROUP B ran d G u id eline s Log o D evelop m ent

– 45


Logo Ideas

46 –


Borders GROUP B ran d G u id eline s Log o D evelop m ent

– 47


Logo Development

Logo Combination For the logo, because the brand started from selling books, I determined to take book as my logo element. Take the feeling of a cube. Also express the feeling of two books layering together. And I combine B and G which are the letters in the original name—Borders Group.

+

B&G

48 –


Borders GROUP B ran d G u id eline s Log o D evelop m ent

– 49


The Main Logo

Borders GROUP

50 –


Borders GROUP

– 51

B ran d G u id eline s Log o D evelop m ent

Borders GROUP


Logo Proportions

Borders GROUP X

52 –


Borders GROUP

Borders GROUP Logotype

B ran d G u id eline s Log o D evelop m ent

Symbol

– 53


Logo Sizing

Height

Vertical Signature

2M

Borders GROUP 11 Inch

Borders GROUP 1 Inch

Borders GROUP 1 CM

Borders GROUP

5 MM

54 –


Borders GROUP

Borders GROUP

Borders GROUP

Borders GROUP

B ran d G u id eline s

Borders GROUP

Borders GROUP

Log o D evelop m ent

Horizontal Signature

Borders GROUP Borders GROUP

Borders GROUP

Borders GROUP

– 55


Logo Clear Space

The logo size is based on the width of the lines. It is a combination of BG which is the first letters of Borders and Group. The the look of it was inspired by a semi-opened book.

X

10X

6X

Borders GROUP 11X

56 –

X


Borde

Borde

Borders Borders

Borders

B ran d G u id eline s

Borders

Log o D evelop m ent

Borders GROUP

Borders GROUP

Borders GROUP

Borders

Borders GROUP Borders – 57


Alternative Logos

The logo should be applied in different applications. Here is the samples for the alternative uses. In full color, use blue logo with black wordmark. If it is one color job, use all black. In dark background, use all white.

58 –


Borders GROUP

Full Color Logo

Borders GROUP

B ran d G u id eline s

Log o D evelop m ent

Borders GROUP

Borders GROUP

Borders GROUP Borders GROUP – 59


One Color Logo

Borders GROUP

Borders GROUP

Borders GROUP

Borders GROUP Borders GROUP

60 –


Borders GROUP

White Out Logo

Borders GROUP

Borders GROUP

Borders GROUP Borders GROUP – 61

B ran d G u id eline s

Log o D evelop m ent

Borders GROUP


Unauthorized Uses

To make the brand be consistency, some logo treatments are wrong and please do not use them in anywhere.

Borders GROUP

DO NOT outline it.

Borders GROUP

62 –

DO NOT skew it.

Borders GROUP

DO NOT outline the type.

DO NOT rotate it.

Bo GR rd OU er P s

DO NOT use it in different colors.

DO NOT use gradient.

Borders GROUP


Borders GROUP

DO NOT only use the vertical wordmark

B ran d G u id eline s

DO NOT mix the logos

Log o D evelop m ent

DO NOT make shadows

Borders GROUP Borders GROUP

Borders Borders GROUP GROUP

DO NOT change the typeface

DO NOT change the proportion

DO NOT overlap the logo

Borders GROUP borders group Borders GROUP

– 63


64 –


Borders GROUP

Borders GROUP

Step 03_

– 65

B ran d G u id eline s Res ea rch An d S t rateg y

Borders GROUP

Brand Standardization


Borders GROUP

Borders GROUP

The reading of all good books is like a conversation with the finest minds of past centuries.

— Rene Descartes 66 –


Borders GROUP B ran d G u id eline s Res ea rch An d S t rateg y

– 67


Color Palette

The main color is the same as the logo color which is the Pantone 2995C Blue. The blue gives a feeling of energy and knowledge. For highlighting, yellow is used to engage and show friendly.

Main Color PANTONE 2995 C RGB: 0/167/225 CMYK: 81/12/1/0 #00a7e1

68 –

Secondary Color

Secondary Color

Pantone 7548C

Black

RGB: 255/198/0

RGB: 0/0/0

CMYK: 0/23/100/0

CMYK: 0/0/0/100

#ffc600

#000000


Borders GROUP

Typography

digital feeling to the brand. To combine Blender, Din and Trade Gothic are used for the book layout.

B ran d G u id eline s

B ra n d Sta n d a rd i zat i o n

The logo typeface is Blender which brings

Logo Typeface Blender Pro Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

(.,:;?!£$&@*) 0123456789

Layout Title Typeface Din Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

(.,:;?!£$&@*) 0123456789

Layout Bodycopy Subtitle Typeface Trade Gothic Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

(.,:;?!£$&@*) 0123456789

Layout Bodycopy Typeface Trade Gothic Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

(.,:;?!£$&@*) 0123456789 – 69


70 –


Borders GROUP B ran d G u id eline s B ra n d Sta n d a rd i zat i o n

– 71


72 –


Borders GROUP

Borders GROUP B ran d G u id eline s B ra n d Exten s io ns

Borders GROUP

Brand Extensions

Step 04_

– 73


Borders GROUP

Borders GROUP

Reading makes immigrants of us all. It takes us away from home, but more important, it finds homes for us everywhere.

— Jean Rhys 74 –


Borders GROUP B ran d G u id eline s B ra n d Exten s io ns

– 75


Brand Applications

To compete with the future competitors, Borders Group is going to have mobile app. For the purpose of being convenient, they should be accessible.

Mobile App

Borders GROUP

76 –


Borders GROUP B ran d G u id eline s B ra n d Exten s io ns

– 77


Bookstore Sign

78 –


Borders GROUP B ran d G u id eline s B ra n d Exten s io ns

– 79


Brand Extensions

Souvenirs and Gifts Like many cafe and bookstores, Borders Group is going to sell their “logo” and “style” in souvenirs products.

80 –


81

Borders GROUP

B ran d S ta n d a rd s Gu i de l ine s / Re s e arch And S trate g y

B ran d G u id eline s

B ra n d Exten s io ns

– 81


Brand Extensions

Book Club and Talks It is like a music live. Borders Group will invite many famous writers to come and share their books and thoughts. They will give small speeches about books. It is a method to share knowledge.

82 –


Borders GROUP B ran d G u id eline s B ra n d Exten s io ns

– 83


Brand Extensions

E-Book Reader It is a trend that e-reader is going to take the place of real books. It saves money, saves space, and people can customize their own reading page. It has a larger access to millions of books.

84 –


Borders GROUP B ran d G u id eline s B ra n d Exten s io ns

– 85


86 –


Borders GROUP

Borders GROUP B ran d G u id eline s

B ra n d Exten s io ns

Borders GROUP

Whenever you read a good book, somewhere in the world a door opens to allow in more light.

— Vera Nazarian – 87


Borders GROUP Designed by Chuxin (Becky) Liu Student ID: 04566237 https://www.mybordersgroup.com

GR 604 The Nature of Identity Semester: Fall 2018 Instructor: Thomas McNulty Project: Rebranding A “Dead” Brand Credit: unsplash.com

88 –


Borders GROUP B ran d G u id eline s

– 89


sredroB PUORG

Designed by Chuxin (Becky) Liu


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.