return to wonder by Eva Chan

Baskin Robbins lets you revisit the joy of childhood when the world was fresh and new.

“The creative adult is the child who has survived.” — Ursula K. LeGuin

The Party Starts

• Welcome to Baskin Robbins • Timeline

A New BaskinRobbins • First Taste • A New Range of Flavors

Identity • • • • • • • • • • • • • •

New Logo Logo Inspiration Anatomy of Logo Signature Formats Sizing Clear Space Color System Use of color Background Logo Variations Incorrect Use Typefaces Use of Type Collateral

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A Revisit to Wonder • Products and Services • Resort & Theme Park • Media Group / 12 • 13

“If you enjoy living, it is not difficult to keep the sense of wonder.” — Ray Bradbury

The Party Starts “One travels so as to learn once more how to marvel at life in the way a child does. And blessed be the poet, the artist who knows how to keep alive his sense of wonder.” —Ella Maillart

Welcome to Baskin Robbins Baskin-Robbins, once the largest ice cream store chain in the United States, was founded by two brothers-in-law, Irv Robbins and Burt Baskin. They shared a dream to create an innovative ice cream store that would be a neighborhood-gathering place for families. Burton “Burt” Baskin and Irvine “Irv” Robbins had a mutual love of old fashioned ice cream and the desire to provide customers a variety of flavors made with quality ingredients in a fun, inviting atmosphere. However, the chain lost its innovative energy and by the end of the 1970’s, it had been purchased by United Brands. It remains today a functioning franchise, but the original spirit of fun and celebration has diminished and the brand seems flat and static. This makes it a terrific candidate for a rebranding in order to restore its vitality and appeal.

Bring Back the Wonder Baskin-Robbins means sharing and good times. Baskins-Robbins will appeal to children and all those who can enjoy the simple pleasures of sharing good times with friends and family. Baskin-Robbins will expand its brand to other products, services, experiences and events that capture the spirit of wonder and fun.

The Party Starts

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Timeline 1959 Baskin-Robbins offers nearly 150 flavors in our “Flavor Library”.

1953 Baskin and Robbins merged, Offering a wide selection of 31 flavors.

1946

1945 Irv Robbins opens the first Snowbird Ice Cream shop.

Burt Baskin opens Burton's Ice Cream Parlor in Pasadena, California.

BURTON'S SNOWB

IRD

BASKIN ROBBINS

The Party Starts

2012 "A Taste of Wonder". Baskin Robbins Rebranding & Design Upgrade

BASKIN ROBBINS FLA

RL IB

1967 Baskin-Robbins was owned by the founders until United Brands Company.

2008

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purchased by the

Irv Robbins died at Eisenhower Medical Center in Rancho UNITED BRANDS

Mirage, California.

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“Mystery creates wonder and wonder is the basis of man’s desire to understand.” — Neil Armstrong

A New Baskin-Robbins “We need a renaissance of wonder. We need to renew, in our hearts and in our souls, the deathless dream, the eternal poetry, the perennial sense that life is miracle and magic.” — E. Merrill Root

First Taste

A New Baskin-Robbins

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A New Range of Flavors

A New Baskin-Robbins

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Guest

Karen All American Mom Candy lives a comfortable life in suburbia with a son in fourth grade and a daughter in second. Even though she is a wife and mother, she is still a kid at heart who loves weekend family outings such as picnics and trips to the city. When the family goes to the movies, Candy canâ&#x20AC;&#x2122;t resist the snack bar. She is active in the school parent teacher association and is responsible for the groups refreshments. She keeps a photo journal of her busy life and posts regularly on Facebook.

Lily Single Mom Since her divorce, money is short and she has to work part time in addition to her regular job to support her two kids. Her time to spend enjoying her children is limited so she makes her time with them special and plans her family events carefully. She tries to find places to take her family that she knows will be fun and are not too expensive. Itâ&#x20AC;&#x2122;s important for her to let go of stress and worry and have time to relax and play.

A New Baskin-Robbins

Jason

Angela

Busy Dad

Kindergarten Teacher

Jason and his wife both work to provide

After twelve years of teaching 5 and 6

their three children, 6-12 years of age, with

year-olds, Angel understands that children

high quality enrichments and activities.

have enormous amounts of energy and

Jason and his family look for places and

a great readiness for all kinds of experi-

activities that appeal to the whole family.

ences. She knows that children love bright,

They are careful about eating right and stay-

festive environments and the chance to

ing healthy, but enjoy traditional American

play and explore. She is always looking for

foods. Family vacations, weekend outings

new places for fields trips and new ways of

and summer camps are important parts of

teaching and motivating.

their schedules, but they also just enjoy a simple trip to the mall or local park.

Kate is in fifth grade at a private school and is the only child of two working parents who try hard not to spoil her, but love to indulge her. She has a generous allowance and can spend her money on what she likes such as clothes, media and treats. She likes to organize outings for her herself and her group of friends to places that offer entertainment and fun. Sometimes, Kateâ&#x20AC;&#x2122;s a little lonely and needs something to cheer her up.

Mary is in her late thirties and has decided that she doesnâ&#x20AC;&#x2122;t want a family, but prefers

Only Child

Mary

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Kate

Career Woman

the challenge and freedom of being unattached. However, she does like children and enjoys being around her nephews and nieces especially during the holidays. Mary likes to take them out on special occasions like birthdays to celebrate and have fun. At times, she craves the simple pleasures that are a part of childhood.

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“Worship is transcendent wonder.” — Thomas Carlyle

Identity

“A wonderful fact to reflect upon, that every human creature is constituted to be that profound secret and mystery to every other.” — Charles Dickens

New Logo This is the design for the new Baskin-Robbins logo with a fun look that says: A return to wonder.

“There are no great limits to growth because there are no limits of human intellgence imagination,and wonder” — Ronald Reagan

Identity

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Logo Inspiration Bubble Is there anything more fun than a bubble? Itâ&#x20AC;&#x2122;s light, colorful, floats on the air and is the essence of bouncy, buoyant fun. The Baskin-Robbins Bubble jumps from the logo with excitement and energy and is guaranteed to bring a smile to the face of every guest.

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Anatomy of Logo The Baskin-Robbins signature system identifies and strengthens brand recognition by unifying all media applications into a consistent method of usage. Etc. A signature consists of two components: the symbol a and the logotype b. Proper use of the Baskin-Robbins signature is the foundation of the Visual Identity Program. Follow the standards outlined in this manual to ensure that the correct form of the signature is always used.

Identity

0.25x 0.25x

4.25x 4.25x

0.25x 0.25x 4x 4x 0.25x 0.25x

10.2x 10.2x

4.75x

2.5x

10x 4.3x

2.7x

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1.6x

5.3x

1.1x

1.9x

1.2x 2.2x

1.2x

1.4x

0.7x

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Signature Formats There are two official formats for the Baskiin-Robbins logo. One primary format (a) with and other formats (b). The one with the bubbles blowing on the right side (b) can be used on letterhead, memos, envelopes and website. The primary logo, with the bubbles blowing on top (a) can be used for all other print materials. Any other application requiring an alternate size should be reviewed by corporate community. The primary format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the â&#x20AC;&#x153;Baskin-Robbinsâ&#x20AC;? name.

Format (a) is the preferred format for most applications.

This format (b) may be used in long horizontal spaces such as signages, banners and web sites.

Identity

Sizing There are two standard sizes for the BaskinRobbins signature. Primary Logo: The Standard size logo (a, b), to be used on the face of high-level collateral (brochures and folders); and a thumbnail version (a1, b1), for use on smaller collateral such as a Business card or for use with an address line.

Baskin-Robbins signature (a) Standard Size (100%)

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Baskin-Robbins signature (a1, b1) Thumbnail Size (100%) b1

Due to limitations of size or media, certain situations might prevent the use of the BaskinRobbins signature (a) entirely â&#x20AC;&#x201D; in these situations, the Primary Logo always be used.

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Clear Space For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the smallest circle

in the logotype.

It should never be intersected or intruded upon by any other graphic object or edge.

4x = 1x

As a unit of measurement, “x” equals the cap-height of the smallest cycle in signature.

Identity

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Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.

The minimum required clear space is 4 distances of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.)

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Color System This color palette suggests the bright, happy fun experience that is at the core of the brand. Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Baskin-Robbins. There are two approved color palettes: a primary palette and a secondary palette. They are based on the Pantone Matching System®. IfPantone® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most recent version of the Pantone® color formula guide should be used for matching Pantone® and CMYK color values.

The primary color palette is made up of blue, orange and yellow (Pantone® 549, Pantone® 718, Pantone® 128). Both are used in the signature. Both colors reproduce consistently in a wide variety of applications, including the web.

The secondary color palette are used to highlight and separate information in brochures, charts and graphs, as well as web applications. These colors have been selected based on their compatibility with the primary color palette.

Identity

Baskin Robbins Light Orange Pantone • 721 C•0 M • 19 Y • 40 K•0

Baskin Robbins Orange Pantone • 718 C•0 M • 45 Y • 100 K•0

Baskin Robbins Brown Pantone • 405 C • 46 M • 70 Y • 88 K • 61

Baskin Robbins Light Red Pantone • 4755 C•0 M • 13 Y • 10 K•0

Baskin Robbins Light Brown Pantone • 408 C • 43 M • 52 Y • 53 K • 13

Baskin Robbins Yellow Pantone • 128 C•2 M•7 Y • 99 K•0

Baskin Robbins Light Yellow Pantone • 1215 C•1 M•2 Y • 50 K•0

Baskin Robbins Red Pantone • 485 C•0 M • 81 Y • 100 K•0 A Taste of Wonder 40 • 41

Baskin Robbins Light Blue Pantone • 544 C • 35 M•0 Y•7 K•0

Baskin Robbins Blue Pantone • 549 C • 64 M•0 Y • 19 K•0

Baskin Robbins Light Green Pantone • 374 C • 20 M•0 Y • 61 K•0

Baskin Robbins Green Pantone • 583 C • 43 M•0 Y • 100 K•0

Use of Color The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Baskin-Robbins logo or a signature. The preferred form of the Baskin-Robbins USA signatures is four colors (Orange, yellow, Brown and light yellow type) on a white background.

The preferred color for the signature is orange, yellow, blue and light yellow type with dark brown outline on white background.

When reversed out of yellow and orange, the signature must be dark brown only and with the letter in transparency. When reversed out of blue, the signature can be dark brown and white and with the letter in transparency.

Identity

Background Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for the signature and the preferred color application of the signature. The preferred color for the signature is blue, yellow, orange and light yellow type with dark brown outline to matc h BaskinRobbins for the symbol and black on a light tone.

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When reversed out of a color photograph or B&W photo, the signature must be white only.

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Logo Variations Many projects will necessitate alternate versions of the Primary Logo and Corporate Signature. Use the examples below help determine the appropriate one-color or reversed use of the mark. In general, a positive logo should be used on white or on background colors whose tone is less than 30% (gray). Use the Reversed versions of the logo on backgrounds darker than 30%. In all cases, use the Corporate colors whenever possible except when working online.

Primary Logo and Secondary Logo Positive

Identity

Primary Logo and Secondary Logo Reversed

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Incorrect Use An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown

Donâ&#x20AC;&#x2122;t clear outline

below are examples of incorrect or unacceptable uses of the Baskin-Robbinssymbol, logotype and signature.

Donâ&#x20AC;&#x2122;t use the colors are not from the standard colors blue, yellow, orange and dark brown.

Donâ&#x20AC;&#x2122;t outline the outline of logo

Identity

Don’t outline the outline of logo and clear out the color of outline

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Don’t use pattern inside the bubbles

Don’t change the shape bubble

Don’t outline bubbles

Don’t change the shape of outline and change the layout of logotype

46 • 47

Typeface I will to expand Baskin-Robbins to other products, services, experiences and events that capture the spirit of wonder and fun. So the typeface I am going to choose is Century Gothic and Bembo. The geometric shape of Century Gothic not only looks modern, but also looks human, friendly and fun. It is very appropriate to use as title for this brand. It is appropriate to use as text. Bembo is a serif type that make people feel human and friendly, so it is appropriate for using as page number and sub introduction.

Century Gothic Century Gothic regular and Century Gothic bold are both used for title.

Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ +_{}|”:?><-=[]\;’,./!@#$%^&*() 1234567890

Century Gothic regular Italic and Century Gothic bold Italic are used for name or company of quotes.

Regular Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ+_{}|”:?><-=[]\;’,./!@#$%^&*() 1234567890

Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ+_{}|”:?><-=[]\;’,./!@#$%^&*() 1234567890

Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ+_{}|”:?><-=[]\;’,./!@#$%^&*()1234567890

Bembo Bembo regular is used for body copy.

Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ +_{}|”:?><-=[]\;’,./!@#$%^&*() 1234567890

Bembo regular italic is sub information.

Regular Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ+_ {}|”:?><-=[]\;’,./!@#$%^&*() 1234567890

SemiBold Bembo semibold italic is used for the headline in body copy

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ+_{}|”:?><-=[]\;’,./!@#$%^&*() 1234567890

SemiBold Italic Bembo semibold is always used for title when cooperate with Century Gothic.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ+_{}|”:?><-=[]\;’,./!@#$%^&*() 1234567890

Identity

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Use of Type Use of appropriate type styles and sizes is critical to readability and uniformity. As a general rule, a serif face (Bembo, for example) is more readable even though in a small size, for example, 6 point. A sans serif face (Century Gothic, for example) is highly appropriate for headlines, subheads and other applications that contrast with body copy. The minimum type size for body copy in publications is 8 point.

36/28 Century Gothic bold and regular as heading 48/40 Century Gothic bold as chapter opener

14/14 Century Gothic regular Italic as a quote 18/21 Century Gothic regular as a quote

Identity

“A wonderful fact to reflect upon every human creature is constitu be that profound secret and my to every other.”

—C

Identity

“Worship is transcendent wonder.” — Thomas Carlyle

Bring Back the Wonder Baskin-Robbins means sharing and good

14/14 Century Gothic regular as subhead 8/14 Century Gothic Regular as body copy

times. Baskins-Robbins will appeal to

children and all those who can enjoy the

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Charles Dickens

12/12 Century Gothic regular as quote

36/28 Century Gothic bold and regular as heading

Clear Space

n, that uted to ystery

24/24 Century Gothic regular as quote

simple pleasures of sharing good times with friends and family. Baskin-Robbins will expand its brand to other products, services, experiences and events that capture the spirit of wonder and fun.

As a unit of measurement, “x” equals the cap-height of the smallest cycle in signature.

Baskin-Robbins Factory The mission of Baskin-Robbins Ice-cream Factory is to give visitors an inside look at the art of ice-cream making and includes the Baskin-Robbins Ice-cream Museum and Baskin-Robbins Ice-cream Studio.

6/7.2 Bembo Regular Italic as notes

6/7.2 Bembo Regular Semibold Italic as notes

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Collateral Common letterhead, envelopes, and business cards help to reinforce the visual identity of Baskin-Robbins in day-to-day business transactions. Graphic designers may also access downloadable EPS templates in order to prepare their own stationery files.

Identity

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“From wonder into wonder existence opens.” — Lao Tzu

A Revisit to Wonder “Be aware of wonder. Live a balanced life - learn some and think some and draw and paint and sing and dance and play and work every day some.” — Robert Fulghum

Extension of Wonder The Baskin-Robbins Company is a diversified corporate community focused on providing quality services and products to families everywhere. Three major segments include: consumer products & service, parks and resorts, media group.

Baskin Robbins Products & Services

Ptoducts Art Kit Childrenâ&#x20AC;&#x2122;s Book Party Craft

Services Catering

Home

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Baskin Robbins Resort & Theme Park Land of Wonder Action Land

Ice Cream Factory

Place to Stay Baskin-Robbins Hotel

Where to Eat

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Away from Home

Creative Movie Studio

Baskin-Robbins Restaurant

Baskin Robbins Media Group Interactive Media Network Family Game Family.com / 58 â&#x20AC;˘ 59

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Baskin Robbins

Baskin-Robbins products and services is the marketing and manufacturing branch of the Baskin-Robbins Company offering goods from ice cream to retail products and catering. Baskin-Robbins products and services is the marketing and manufacturing branch of the Baskin-Robbins Company offering goods from ice cream to retail products and catering.

Products and Services Ptoducts Art Kit Childrenâ&#x20AC;&#x2122;s Book Party Craft

Service Catering / 12 â&#x20AC;˘ 13

Product

Art kit Baskin-Robbins art kit is designed to stimulate the imagination, improve creative thinking, and provide a colorful source for self-expression.

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Product

Childrenâ&#x20AC;&#x2122;s Book Baskin-Robbins line of childrenâ&#x20AC;&#x2122;s books will entertain and inform young readers about topics such as art, science and the environment.

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Product

Party Craft

Baskin-Robbins offers a complete line of fun and imaginative party accessories such as streamers, decorated table spreads, party games and party favors.

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Service

Catering Baskin-Robbins, let us do the cooking, serving and cleaning up. Baskin-Robbins professional cooks and servers will ensure your celebrations and special occasions are as much fun for you as they are for your guests.

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Land of Wonder Action Land Creative Movie Studio Ice Cream Factory

Baskin Robbins

Resort & Theme Park Baskin-Robbins Resort located in the Land of Wonder Theme Park offers the ultimate in familyvacation and recreational experiences, providing millions of guests with the chance to spend time with their families and friends making memories that will last forever.

Place to Stay Baskin-Robbins Hotel

Where to Eat Baskin-Robbins Restaurant

Land of Wonder

Action Land

Action Island provides a series of high tech rides for guests including a roller coaster, ferris wheel and pirate ship. Rides are engineered to safely accommodate all ages.

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Land of Wonder

Ice Cream Factory Ice Cream Studio Baskin-Robbins Ice-cream Studio provides demonstrations and classes for family interested in making their own ice cream flavors.

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Land of Wonder

Ice Cream Factory Ice Cream Museum. People can enjoy visiting Baskin-Robbins Ice-Cream Museum for a colorful and tasty tour of Baskin-Robbins distinguished history and sample classic flavors along the way.

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Land of Wonder

Ice Cream Factory Ice Cream Cook book Baskin-Robbins Ice-cream Factory also provides an ice-cream cookbook for family so they can enjoy their favorite desserts at home.

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Land of Wonder

Creative Movie Studio Baskin-Robbins Movie Studio provides a creative studio for people who are interesting in movie making, discovering how films are made and creating dynamic memories of their stay.

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Place to Stay

Baskin Robbins Hotel Baskin-Robbins Resort destinations are designed for carefree vacations. Onsite Baskin-Robbins Resort hotels provide a welcoming stay with attentive service. Stay at a Baskin-Robbins Resort hotel and feel pampered by the attentive service. With familyfriendly rooms, themed swimming pools and lots of dining options in comfortable, convenient and unique surroundings.

Benefit from Baskin-Robbins Hotel Extended theme park hours that give families additional time in select parks. Complimentary roundtrip airport transportation and baggage delivery.

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Where to Eat

Baskin Robbins Restaurant Baskin-Robbins Restaurants offer special selections on their family friendly menu for value conscious family style dining. Baskin-Robbins Restaurant are located in a neighborhood near you and offer full service dining mornings through evenings. Look for our daily dessert specials.

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Baskin Robbins

Media Group Baskin-Robbins Media Group is committed to providing entertainment experiences that capture baskin-robbins spirit of wonder and fun for families both at home or away from home.

Interactive Media Network Family Game Family.com

Interactive Media Network

Family .com Baskin-Robbins Family.com is developed to provide useful tips for family. It includes six areas of interest: recipes, craft, printable cards, parties, Motherâ&#x20AC;&#x2122;s & Father Day suggestions, vacation.

A Revisit to Wonder

Recipes

Craft

Printables

Parties

Family.com

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Interactive Media Network

Family Game Baskin-Robbins Family Game is a interactive digital game that families can play together for run and relaxation. Itâ&#x20AC;&#x2122;s the perfect companion for home, way or during travel. Family members can play while in different locations by connecting via wifi through mobile or computer.

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Wifi Connect

Tool

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Interactive Media Network

Family Game Download Games Baskin-Robbins Family Game offers new

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games every month. Members can upgrade new games by download from baskinrobbinsfamilygame.com.

Game Design Competition Baskin-Robbins Family Games also offers a game design competition for member families. People can upload the game to baskinrobbinsfamilygame.com after completing their design. The winner receives free ticket and accommodations to BaskinRobbins Park.

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“Christmas renews our youth by stirring our wonder. The capacity for wonder has been called our most pregnant human faculty, for in it are born our art, our science, our religion” — Ralph W. Sockman

1001 Pine Street, Apt. 905 San Francisco, CA 94108 First published in 2012ÂŠ Evagallion Eva Chan All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form of by any means, without the written permission of Eva Chan. Designed and written by Eva Chan Typeface: Century Gothic and Bembo Photography: Self, Flickr, Google Sponsored by Academy of Art University Gr.604 Nature of Identity Instructor: Hunter Lewis Wimmer Spring 2012