WONDERDOG PROPOSAL
WONDERDOG RESEARCH PAPER Moore
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Alexandria Moore Professor Lawler ART 448 27 March 2020 Capstone: WONDERDOG Branding and Research WONDERDOG is a philanthropic enterprise toy company that focuses its vision into donating proceeds to a charity called Canines for Disabled Kids (CDK). WONDERDOG gives its name to real canine heroes in history that have gone above and beyond for their owners in their time of need. It’s important for these dogs to be remembered and to use them as a basis of endorsement for CDK. The chosen vehicle for this company will be using plush toy animals to reach a demographic of children between the ages of three to ten. Toys and charities have been linked together for many years; the elements of design that will be used is a series of playful posters, energetic color psychology, dynamic packaging, easy to use web interface, and a fun toy catalog that will be easily accessible to children in their homes. The goal of this project will help bring awareness to kids who have autism, blindness, and other disabilities that affect children. Some current businesses that operate as philanthropic enterprises are Fetch eyewear in Portland, Oregon, who puts all their proceeds toward animal rescue, and Impact Makers, a management and technology consulting firm in Virginia, that is working to fund health clinics and programs addressing child poverty. The idea of a philanthropic enterprise and how it operates is simpler than a regular corporate setting because it allows smaller businesses to combine and make an overall impact for the people who need it. It’s so important in our world today to be able to make contributions to the social issues that plague day to day life. In the Handbook of research on emerging business
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models and managerial strategies in the nonprofit sector, West argues “Such activity also allows
Children choose their personal favorites among these heroes and champions and use them in
foundations to tackle social issues and generate social changes in a more sustainable way than is
their own identity formation" (Arnett 375).
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possible through grant allocation” (West, et al. 21). Keeping in mind the successful business
The whole idea of WONDERDOG is that children can pick their favorite hero
practices that have been done before such, as Impact Makers and Fetch eyewear, and combine
companion that inspires them. The dogs represent heroes that are firefighter dogs, dogs in war,
that ideology with companies like FurReal Kids and Ty beanie babies who are popular toy brand
and even house pets that show heroic qualities. Using Arnett’s argument for identity formation
companies.
further enforces the idea that these kids can identify with these dogs as heroes, and that they then
When beginning the research process for this capstone, there was a direct inspiration from Tad Carpenter and Hanna Barbera. Tad Carpenter is known for his illustrations and the use
learn qualities that it takes to be an upstanding individual that can do the right thing. The first method of branding was to use psychology to establish brand personality and
of flat shapes. In his works, he uses an airbrush tool to give the shapes a soft quality. The
goals. Starting with the logo, the next step was putting all of these ideas into a visual format that
airbrush is a great way to give depth and softness to any shape. With these techniques in mind,
would appeal to children and help them through this transitional part of life.
the brand became much simpler to be both fun and safe for kids. For Hanna Barbera, the type
When it comes to designing for children, there was a lot of insight garnered from Ken
used throughout their brand’s cartoons is quirky, fun, and bold. There was a particular logo from
Garland’s business called Galt’s Toys. Garland was a graphic designer as well as a toy designer.
Tom and Jerry that was the inspiration for the logo and typography of WONDERDOG. Taking
His style was very playful and strived to represent children of all backgrounds, “The over-
the same approach that Hanna Barbera used within their type and combining it with Tad
idealised image of children and childhood on today's toy packaging and advertising can seem a
Carpenters airbrush technique was essential in the creation of the typography that would be used
pathetic charade in contrast to Garland’s naturalistic presentation of children: the ‘wrongness’
within the brand. The soft letterforms in the logo are something specifically crafted for
and untidiness of his spoonerised logo for the catalogue, though executed masterfully, is an ode
WONDERDOG, giving it a uniqueness to stand apart from other toy brands.
to the gleeful unpredictability of children,” (Angharad 17). Referencing Ken Garland’s branding
The idea of a plush toy to be the vehicle of WONDERDOG was heavily inspired by Ty
and design strategy was the starting block of WONDERDOG that would ultimately shape what it
beanie babies. For most children, plush animals allow them to play and to present their ideas
feels like to be a child. Angharad argues that it’s one thing to try to imitate a child but another
upon. Kids are very impressionable, especially in earlier years. This is why WONDERDOG
entirely to embody what it’s like to be a child. By furthering the concept of Garland, the design
chooses plush animals as its vehicle to the children, to help instill a sense of good ideals.
of WONDERDOG needs to have the same feeling as a whimsical dream a child would have
heroism, and justice, "Children are reported to use these heroes and champions in their own
dreamt up. (Angharad)
identity formation, especially within the context of their individual, favorite identity themes.
Moore 4 All successful toy brands have a strong color pallet that captures a child’s energy and
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what is real, “Among the very young, response to organic shapes is usually positive because they
outlook on the world. When researching which colors to use; a major source of inspiration for
recognize such shapes belonging to the natural world that they inhabit as human beings” (Lacy
the color pallet can be credited to The Magical Effects of Color, where Joen Wolfrom breaks
165). A child’s imagination is unlimited and can understand basic to more complex shapes that
down pure colors and what they are used for, “The pure colors that are most commonly used are
exist in nature. The use of organic shapes lets the brand have a more imaginative nature about it,
yellow, yellow green, green, blue green, turquoise, blue violet, purple, magenta, red, orange, and
which is touched on again within the poster series.
yellow orange” (Wolfrom 15). Wolfrom argues that using pure colors creates dynamic imagery
For advertising, WONDERDOG uses standard poster format to represent the featured
that draws the viewer's eyes immediately. The level of attention from a pure color pallet is
seller items within the brand. The type of poster to be created is a roll-up poster, one that would
intense and often dominates within the demographic of children. (Wolfrom)
be easy to carry around and hang where it is needed to go. These posters will highlight new
With the information of pure colors in mind, the color pallet chosen for WONDERDOG
additions that the company has recently added, such as Togo, Bella, and Major Jerry. The reason
is orange/red, teal, off white (light yellow), and blue. These colors were chosen through their
a poster was chosen to highlight these new additions is because they can hang within stores, on
meanings and the relation to the brand word list. For example, orangish-red is a very loud color.
the sides of a building, bedrooms, and many other places that children often visit.
Children are often trying to be the center of attention by being flashy and confident with their
The product poster boasts one of the plush dogs within the top margins of the poster
words and actions. The teal color represents a dependable color. A combination of both green
layout and uses the bottom of the layout for the dog’s name and a call to action. The inspiration
and blue, these colors are the most natural colors you find in nature, giving them a sense of
of this format was inspired by Shepard Fairey’s “Hope” poster, “A superb touch, indebted to the
health and trust in the children and parents. The off white, or light yellow, color is meant to be
Conceptual Art of the 1960s, is Fairey’s use of the lower portion of the poster left vacant by the
warm; having youthful energy to it. Yellow brings joy and radiates within the wordmark, giving
reconfiguration of the original layout,” (Craven 646). Obama was represented as a hero in this
it a pure, soft and clear message. The last color is blue; however, it is only used in small doses
image, somebody who could save American and give us hope. The layout of Fairey’s poster was
throughout the branding because it is not meant to be overpowering, just used as a highlight of
a great source because the posters for WONDERDOG need to have a sense of power, strength,
certain things, “if you are uncomfortable with the strength of pure hues, simply use small
and hope, “… while in the poster his head commands the upper three-quarters of the pictorial
amounts of this color as accents to add vibrance” (Wolfrom).
space. As such, the print by Fairey is as uplifting as the AP photo is earthbound” (Craven). These
For WONDERDOG, it was decided to not include any recognizable symbols and instead to just use shapes to give the wordmark a sense of playfulness. Children use organic shapes to relate to the world around them, giving them a sense of understanding between what is false and
posters for WONDERDOG show the plush toy in a similar flair where they are the focal point and have a message located at the bottom of the format.
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Behind the dogs in the posters is a story explaining what that dog did to become a hero.
Moore 7 military dog as a way that could help them actualize and cope. The idea of the military dog came
Since WONDERDOG is more than just an average plush toy company, the posters need to have
from a toy company called Bearegards. This company specializes in the use of pre-recorded
references to the dog’s origin story. An example of this would be the story for Togo, a sled dog
devices that are placed within the toy and given to families of a deployed soldier. The comfort of
who leads his team through a raging storm, traversing three hundred miles to deliver a serum that
the plush and voice of the parent or sibling that is gone helps alleviate stress from the child’s
would come to save the lives of a village. With that story in mind, the picture behind the plush
mind.
toy in the poster is of an icy mountainside with spiraling snow surrounding the plush toy. By
In each poster, the dogs are wearing an item that relates to their personal story. This was
presenting Togo with the snow and iced mountains, it leads the audience to recognize his story
inspired by Tad Carpenters picture book, When I Grow Up, the dogs include these items to help
better.
distinguish what they did, “For example, “He is brave, wears a special suit, and drives a big red Keeping the branding color pallet in mind, each poster has a different color scheme. The
truck” can really only point to a “firefighter” (Kirkus Reviews 2-4). Togo is running through the
color pallet helps keep the posters consistent with WONDERDOG branding guidelines and also
snow, so he is given a scarf to represent the cold. Bella saved her owner from a fire, so she is
helps marry the different images together. The background scenery was duo-toned to help
given a firefighter hat. Major Jerry is given a parachute to relate to his time flying in World War
simplify the overall image. Bella is the orange part of the color pallet because her story has to do
II.
with fire and smoke. Bella saved her owner from a house fire after the dog’s owner had sustained
Most of the time plush toys simply sit out on a shelf within a box or a pop-up floor
an injury earlier that day, preventing him from escaping. The fire itself was something that was
display. For the newly featured WONDERDOG pups; Togo, Bella and Major Jerry, they are
attempted as a background image; however, the overall picture was seen almost as malevolent
packaged within a doghouse. The idea of the doghouse helps the toy stand out by relating to the
with the addition of the jagged lines from the flames. To remedy this, the background image was
idea of the toy being a dog. If the toy was in a simple box, it would just blend in with other toys
changed out with smoke instead. The orange was changed out with a softer shade that muted its
on the shelf “toymakers must ask themselves if the package’s design helps the toy stand out in a
strength. For this brand to reach a vast audience, it was decided to include a military dog; Major
competitive set and if it clearly communicates the key features, benefits, and exciting play
Jerry. Major Jerry’s story involves a dalmatian who flew with his owner, Col Lewis S. Frederick,
patterns” (Vecchio 234). This idea was used to push the doghouse concept because it relates to
during World War II. This dog was such an avid flyer that he was even fitted with his very own
the real qualities of a dog. Vecchio argues that the toy and packaging must be similar in its use so
parachute and military ID. As specified before earlier in research, kids need a way to bond with a
that the child’s interest is peaked. (Vecchio) For instance, the child would be walking through a
hero, and in some ways, a hero could be a parent in the military. Since there are so many kids
toy aisle, and the doghouse catches their eye. Before the child even sees the dog plush, they
who spend long periods away from a parent in the military; it only made sense to include a
recognize that what they are seeing is a doghouse, and on in the inside of the packaging is a dog.
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This entices the child to use the packaging of the doghouse as part of the play experience and not
important in judging distances and other aspects of space,” (Ware 35). These shapes can
something they will simply throw away after purchasing.
represent a safe place for children to be able to roam. This helps the execution of the toy catalog
On one side of the packaging, there is the photography of a young girl posing with her service dog. This image was pulled directly from CDK’s website to promote the charitable side
that carries the same ideals as before within its structure. The catalog is important for any toy-based branding. Younger children do not always
of WONDERDOG. The use of the sentimental design is targeted to children to help them build a
possess the verbal or communicative skills to able to hop on a computer and find what they are
connection to the product. This was a direct inspiration from Build a Bear, which brands itself by
looking for. This is where the toy catalog comes in, “Toy catalogues resonated with parents who
letting the demographic build their plush toy thus, giving the bears a story through its creation,
went through them as children and are “more practical” than digital media when browsing with
“While sentimentality functions as a means to fully embody what it means to be human,
children, (Bridge 21). With the idea that children were going to be looking through this toy
sentimentality as an aesthetic feature also serves to offer ideological messages and to persuade
catalog, it seemed appropriate to lead information with graphics that would be easy to
viewers to accept those messages” (Lee 23). The message is the charitable cause and the heroic
understand. Children need visual cues when it comes to any kind of instructional design layout.
story of the WONDERDOG plush toy. The goal of the packaging is to get the customer to relate
Within the WONDERDOG catalog, there are sections that gives instructions on how to pick out
to the children of CDK. This is accomplished by letting customers read that child’s story, thus
a toy or to even request specialty made items. These are complex ideas for children, so within the
securing that bond. With all of that in mind, going back to the child in the store scenario; the
catalog, it references to grab a parent to help them through it. Instructional design that is catered
child views the sides of the box that tells the stories of other children and the impact their service
to children work best with the use of graphics over a traditional use text, “This is the rationale
dogs have had on them, and then turning the box to the back they see the personal story of the
that lies behind typical decisions to use visual forms of instruction with students who do not have
plush animal inside the dog house. All of these add up to build a sense of the brand and the
good verbal skills, (Mandi, Levin 136). To help the child follow the steps laid out, there is an
heroic quality that WONDERDOG strives to achieve.
easy flow using graphics; such as arrows, pictures, and illustrations which are all accompanied
The website is covered in the same branding rules as specified earlier; except for the use of the texture that is added to the website. As before, the airbrush technique gives a soft quality
by text to walk them step by step through the process. The research within this capstone project ranges from both psychology and design
to shapes which is great and useful until the designer reaches website design, where this method
decisions. Such items as what makes a logo for children resonate playfulness, energetic, and soft
is no longer viable. Fortunately, the same effect as an airbrush can be achieved by using texture
was extensively based within the color theory and the effects color has on the mind. Using
within the web platform. “The texture of an object helps us see where an object is and what
psychology as the groundwork for what to look for within the design community is a driving
shape it has. On a larger scale, the texture of the ground plane on which we walk, run, crawl, is
factor in the works involved for the poster, packaging, web design and book page layout. The
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poster series uses three-quarters of the pictorial space for the product and the bottom of the layout for the name to create a quick and easy way of understanding the content. The packaging uses the concept of out of the box design ideas to push easy recognition and ways to use type and messages to reach out with sentimentality. The website is consistent in style with the use of gradients and texture in place of the airbrush to give the softness that is associated with the WONDERDOG brand. For the catalog, there is the psychology behind the why and how it is best for children who cannot yet access or understand digital media platforms and how this
Works Cited Arnett, Jeffrey J. Encyclopedia of Children, Adolescents, and the Media: TWO-VOLUME SET. California, SAGE, 2007. Print. Bridge, Mark. “Amazon’s New Idea: Toy Catalogues.” Times, The (United Kingdom). 6 July 2018, p21-21. 1. Craven, David. “Present Indicative Politics and Future Perfect Positions: Barack Obama and Third Text.” Third Text, Vol. 23, Issue 5, 2009, p643-648
introduced the design decision of including an instructional graphic layout that visually
Review of WHEN I GROW UP, by Tad Carpenter. Kirkus Reviews, 1 Jan 2016, Vol. 84, Issue 1
illustrates to the child on how to purchase products from WONDERDOG. It is with these
Lacy, Lyn E. Art and Design in Children’s Picture Books: An Analysis of Caldecott Award
methods of using psychology and design theory that drives the branding and design decisions that make WONDERDOG seamless for its demographic as a toy brand for children.
Winning Illustrations. Chicago, American Library Association, 1986. Print. You-Jun Lee. “Build A Bear Workshop: Its Aesthetic and Ideology.” Art Eduction, Vol. 61, Issue 6, Nov 2008, p20-24 Lewis, Angharad. “Galy Tots, Cover for Galt Toys Catalogue, 1969, Designed by Ken Garland,“ Photoworks Annual (2013): Issue 20, p16-17; Web. 25 March. 2020 H. Mandi and J.R. Levin. Knowledge Acquisition from Text and Pictures. Amsterdam, Netherlands, Elsevier, 1989. Print Vecchio, Gene D. The Blockbuster Toy!: How to Invent the Next Big Thing. Gretna, LA, Pelican Publishing, 2003. Print Ware, Colin. Interactive Technologies: Perception for Design. Boston, Morgan Kaufmann, 2012. eBook West, Lindy Lou, et al. Handbook of Research on Emerging Business Models and Managerial Strategies in the Nonprofit Sector. Pennsylvania, IGI Global, 2017. Print. Wolfrom, Joen. The Magical Effects of Color. California, C&T Publishing Inc, 1992. Print
THE IDEA BEHIND WONDERDOG
THE GOALS WHAT IT’S ALL ABOUT Wonderdog is a philanthropic enterprise that focuses it’s vision into donating it’s proceeds to the charity called “canines for disabled kids”. Wonderdog gives it name to dogs that are real life heroes. We take these dogs and make them into plushies for children to buy. The branding is meant to be strong yet comforting.
Wonder charitable social canine hero comfort meaningful gentle gift toy happy cause philanthropic soft seasonal bold dog guidance protective
Wonderdog is a philanthropic enterprise that focuses it’s vision into creating plushie dogs that represent real heroic dogs. This company takes its proceeds and donates them to a charity called “canines for disabled kids”. Wonderdog gives it name to dogs that are real life heroes. We take these dogs and make them into plushies for children to buy. The branding is meant to be strong and comforting and whimsical.
fun memorable unique donation stickers catalog wonderlust individual special meaningful colorful organic puppies disabilities exciting safe fearless relaxing bold independant mascot spirit
saving companion living future established marketable strong expressive confident soft playful whimsical informational outreach reliable trustworthy adventure
exciting comfort natural youthful happy playful loud attention easy healthy purity childlike optimism
INSPIRATION
INSPIRATION
INSPIRATION
LOGO EXPLORATIONS
LOGO EXPLORATIONS
LOGO TYPE AND COLOR RESEARCH orange- red
-loud, bold, attention seeker, adventure, exciting, intense
teal blue+green
-relaxing, natural, playful, trustworthy, healthy,
light yellow off-white
-clarity, warmth, optimism, youthful, happy, pure, soft
primar y type - wonderdog
-fun, safe, expressive, soft, playful, bold, strong, organic, gentle
secondar y type - Sofia Pro [Black]
-clean, strong, soft, gentle, legible, reliable, friendly
blue
-natural, health, trusting
Since the product is soft and comforting, I wanted to apply the airbrush technique. This will help give depth and soften up the shapes and type
LOGO FINAL ROUGH
POSTERS ROUGHS
-too much going on
POSTERS SEMI ROUGHS
PACKAGING ROUGHS
TAG ROUGHS
TAG FINAL DESIGNS
WEBSITE ROUGHS
TOY CATALOG ROUGHS
CATALOG ALL SPREADS
LOGO FINAL
CATALOG MOCKUP
CATALOG SPREAD
CATALOG COVER
PACKAGING MOCKUP
PACKAGING FULL
POSTER ALL THREE
POSTER TOGO
POSTER MAJOR JERRY
POSTER BELLA
POSTER IN ROOM
WEBSITE MOCKUP
TAG TOGO
TAG MAJOR JERRY
TAG BELLA
TAGS ALL