WE ARE READY FOR THE FUTURE
barnes and noble brand book
Copyright Š 2015 Jayeeta Kundu All rights reserved Printed and bound in United States of America Hardbound cover // Cardoza and James Binding Designed & Concept // Jayeeta Kundu Copy & Editing // Jayeeta Kundu Primary Typefaces Body // Din Next Slab / Light & Regular Headline // Din Next Slab / Light & Regular Headline // Light & Regular Pull quotes // Netto Pro / Light & Regular Captions // Netto Pro / Light Folio // Orator Standard This book was created as part of a project for Academy of Art University. 79 New Montgomery Street, San Francisco. California
School of Graphic Design Nature of Identity // Fall 2015 Instructor // Hunter Wimmer
a future of learning
barnes and noble brand book and communication guidelines 2016
learning by
Envisioning
learning through
Inspiration
learning by
Experience
learning thats
Empowering
00+
01+
IN T RODUCT ION
ORIGIN
learning for the future
barnes and noble brand soul brand history timeline and milestones then and now
TA BLE OF
Contents 02+
03+
ST R AT EGY
E VOLU T ION
04+ V ISION
new direction
creating the mark
the future
brand mission
the new mark
brand extensions
our learners
logo anatomy
experience
brand perception
logo variations
imagination
comparitive analysis
correct usage
exploration
incorrect usage
interaction
colors
new journey
typography business system
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introduction
learning for the future
The ability to learn is one of our most outstanding human characteristics, and throughout history, we have invented new tools and ways for learning.
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learning simply defined is the change in the
reflect on the purpose of education in our times
behavior as a result of an experience. Whether
and to respond to the complex social and tech-
it is physical or involves complex intellectual or
nological developments. What matters most to
attitudinal changes, it always affects the way
learn in a world of growing diversity and global
we act in subtle ways. The ability to learn is one
interdependence? How can our teaching and
of the most outstanding human characteristics.
learning practices maximize the promise of
Throughout our lifetime we learn through an
the digital revolution. How can we nurture
unique mix of perceptions, thoughts, feelings,
these powerful experiences to promote deep
and exploration, and all of which constitutes
and long-lasting learning for all? Let’s envision
our individual learning experience.
the world we want to live in.
What constitutes deep, meaningful, relevant, and engaging learning for the future? How can we create learning environments that prepare the next generation to effectively engage with our future world? How do we prepare children for the jobs that have not been invented yet? The world is evolving and with the shifting terrain of education and learning, it is essential to
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CHAPTER
SECTION .01
ORIGIN
barnes and noble brand soul brand history timeline and milestones then and now
the brand
our soul
Barnes & Noble was built with the vision of extending the world of knowledge and learning. Our pioneers believed that knowledge should be accesible to everyone which ultimately became the sole inspiration of the brand. Barnes & Noble Inc. started and operates the
The company entered the retail textbook trade
largest chain of bookstores in the United States.
somewhat reluctantly but soon became an one
The company revolutionized bookselling by
stop shop for all learning needs.
introducing giant, supermarket style stores with deeply discounted books in the 1970s, and by the late 1990s it expanded into more than 520 such superstores across the entire country. The company’s early business was wholesaling, selling mainly to the schools, colleges, libraries, and to the dealers. Barnes & Noble served the students of hundreds of New York City schools and colleges, and the store had to operate at high efficiency.
Barnes & Noble was much more than just books. It became a place where people learnt. An environment where families spent time together, interacting and learning. Children could built, play with friends, draw and get inspired, all in a place that felt like home. Barnes & Noble was warm, comfortable, and friendly, a perfect place to get lost for a day. It promoted a trendy way or learning and was building a lifestyle.
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our origin
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our origin
brand history
1873
1894
Charles Montgomery Barnes opens his own book printing business in Wheaton,
Barnes & Noble served students of hundreds of
Illinois, soon moving it to Chicago, where
New York City schools and colleges, operating at top
he started selling new and used books.
efficiency to accommodate the rush for textbooks
Barnes’s firm, reorganizes as C.M. Barnes Company, deals in school books.
1902
The store instituted a Book-a-Teria service where
C.M. Barnes’s son, William R. Barnes, becomes the president of the firm, and
Williams moves to New York City and acquires an interest in educational bookstore
Noble
and
Noble,
which
is soon to be renamed as Barnes and Noble we know today. 1929
The brand continues its wholesale business, selling mainly to schools, colleges, libraries, and dealers.
1941
the clerk handed the customer a sales slip as he entered the store and purchases were recorded on the slip by one clerk, money taken by another, and
continues the business. 1917
every semester.
Opens a large retail store on Fifth Avenue that becomes the company’s first flagship store setting the stan dard for college bookstores.
wrapping and bagging done by another. Barnes & Noble installed a telephone service that was quite advanced for the time, with five lines manned by specially trained staff. The New York store was also a pioneer in the use of Music by Muzak with the piped-in music interrupted at 12-minute intervals by announcements and advertising. Staff during the textbook rush season sometimes numbered over 300, and the store boasted a stock of two million books.
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1944
1971
1969
Barnes & Noble began putting out
03
Leonard Riggio, a young entrepreneur
children’s educational books after it took
purchases Barnes & Noble from Amtel
over the publishing firm Hinds, Hayden
for $750,000. The new owner made
& Eldredge.
Barnes & Noble an educational book
The company also opened branches in
store with broader focus that included
Brooklyn and Chicago, and managed an
all kinds of how-to and nonfiction books.
outlet for used books and publishers’
Riggio believed that more people read
called the Economy Bookstore.
books for information than for personal
Barnes & Noble operated on a grand
entertainment, and he changed the set
scale from the 1940s onward. Its whole
up of the store to give customers easier
sale textbook division bought used
access to books they might want. He
books from around 200 campus book
organized the stock into new, and more
stores all across the East and Midwest.
specific categories.
President John Barnes, grandson of the
1976
a new kind of bookstore, he calls the
founder dies, and the retail and whole
book supermarket.
sale divisions of the company is pur chased by a conglomerate called Amtel, which makes toys, tools, and various other products. However as business declines under the new management,
Early success leads Riggio to gamble on
1987
Marks a largest acquisition purchasing Dalton Bookseller expanding now to 797 retail bookstore.
Amtel decides to sell.
college textbooks children’s books and toys book superstores multiple aquisitions internet bookselling e-books and readers
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our origin
timeline and milestones
1969 John Barnes, grandson of the founder dies. The retail and wholesale division is bought by Amtel, that makes toys, tools, and various other products.
kids books
1944 Starts selling children’s educational books after taking over the publishing firm Hayden & Eldredge.
Barnes’s son, William, becomes president and continues the business.
launch
Expands on a grand scale opening in Brooklyn and Chicago.
1917 Charles M. Barnes opens a book printing business in Wheaton, Illinois, soon moving to Chicago, to start selling new & used books
William moves to NYC and acquires an interest in the educational book store Noble & Noble soon naming it Barnes and Noble.
First retail store on Fifth Avenue setting highest standards for all college stores.
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dalton aquisition
1987 Largest acquisition purchasing the Dalton Book seller expanding to 797 retail bookstores.
1976 Leases and operates 21 new campus bookstores, earning $32 million in sales.
new owner
1976 Ronald Riggio, a young entrepreneur purchases Barnes and Noble from Amtel for $750,000
online book store
1997 Launches book selling website, barnesandnoble.com.
2000 Amazon takes over the position of the leading bookseller
2003 Buys SparkNotes. a leading study aid website and Sterling in order to expand further.
2009 Company enters the eBook and eReader market by launching the Nook tablet.
2015 A tired brand in need a fresh start and a new perspective at learning and education.
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staying relevant
With changing times, and the values of learning and knowledge evolving rapidly, we needed to adapt. We needed to innovate quickly to provide new learning tools to our future generation.
entering internet bookselling
1995
Amazon.com, the internet bookselling platform launces new competitive threat to Barnes and Noble
1996
Barnes & Noble buys a 20 percent stake in Chapters Inc., the largest book retailer in Canada, selling it three years later
1997
Launches its first bookselling web site, barnesandnoble.com to expand into internet bookselling.
2000
Amazon.com takes over the position of the number one bookseller acting as the biggest threat
2003
Purchases SparkNotes.com, a leading study aids website Sterling Publishing in order to expand.
2009
Company enters the eBook and eReader market with the launch of Nook.
015
“A very little key will open a very heavy door.” —Charles Dickens, English writer and social critic.
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our origin
then and now
Resourceful Cheap Efficient Accessible
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Barnes and Noble started as a campus bookstore catering mainly to the students and young adults looking for discounted books, study materials, and resources as well as a comfortable and inviting space to do their homework.
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our origin
then and now
Personal Careless Comfortable Relaxed
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As the youth adapted new ways of learning, Barnes and Noble slowly became a haven for people spending alone time reinventing themselves. It was a space for indulgence, self reflection, and evaluation, may be diving into that long lost passion project or personal hobby.
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“Education is all a matter of building the bridges.” —Ralph Ellison, American novelist, scholar and writer.
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STR ATEGY
new direction the brand mission our learners brand perception comparative analysis
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our strategy
then and now
The big picture a model for future learning
interaction and building ideas
At the Barnes and Noble, we are transforming the
At Barnes and Noble our educational philosophy
way kids learn as we move from a very conven-
stems from the core beliefs that learning and cre-
tional approach of learning to one of invention.
ativity does not happen in a vacuum, which is why
We shift the focus from media consumption to
we promote interaction, exploration, experience
media production. We promote collaboration over
and innovation as the most important process of
independence and engagement over isolation.
learning. We want to build a community of diverse
These principles combined with our educational
learners, thinkers, creators and doers working to-
approach that encourages kids to imagine, create
gether and building a learning environment that is
and share is a new model for our future of learning
fun, collaborative and experiential.
nurturing lifelong learning
connecting families and communities
Barnes and Noble recognizes the importance of
Barnes and Noble world’s most culturally diverse
instilling a love of learning and building creative
and creative cities. Youth and families — from all
confidence at a young age. We achieve this through
backgrounds, communities, and income levels —
our educational programs that are designed to
have the opportunity to work side by side to create a
engage kids throughout their development, starting
dynamic and creative learning environment. This
in preschool and continuing through high school.
provides an ideal platform for collaboration, inclu-
In addition, we offer programs for educators and
sion, and the celebration of each person’s unique
parents who play a critical role in building a solid
talents.
foundation for lifelong learning and creativity.
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We want to be prepared to give our future generation, the tools to harness the experience of learning in the most intimate and personal way. That’s why we are adopting the new age model for learning. imagination
exploration
interaction
experience
reflection 027
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our mission
We are changing the way our kids learn as we shift from our former conventional approach of learning to one of invision and invention. We are evolving our learning tools to embrace the future. Choosing collaboration over independence and engagement over isolation.
powered by technology Learning at Barnes & Noble is now powered by technology. We have evolved to expand from our traditional classroom instruction and settings, transmitting the same information to all learners in the same way. Our model now puts learners at the center and empowers them to take control of their own learning by providing flexibility on various dimensions. Collaborative and shared classrooms will take education to every corner of the world and make it accessible again. character over lessons Learning is not an individual process anymore. It is not about lessons and assignments and following instructions. The learning process is personal, intimate and enriching. We hope to bring back the love of learning to our classrooms so that lessons can stick for a lifetime. It is a process of character building and being able to interact with the larger world.
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our strategy
our mission
technology
collaboration
experiential
diverse needs
personalized
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For our students, learning will be completely
In the future, students could learn in flexible,
supported and infused with technology. Seam-
customizable environments designed to best
lessly, tools and apps will connect the ways in
meet their needs and choose from a virtually
which students consume course content, cre-
unlimited quiver of tools and devices. Teachers
ate artifacts and evidence of their learning,
could continually assess and adapt curriculum
curate objects into an overarching learning ex-
to best support their students. And with ubiqui-
perience, and connect with others from around
tous access to mobile technology, learning is no
the world. Teachers will no longer focus on how
longer constrained by an arbitrary time peri-
to fit technology into their curriculum. Instead,
od or even the physical dimensions of a school.
it will become just another facet of student
In the end, we could create resource-rich, stu-
learning. In the future, rather than ask learn-
dent-centric, active learning environments for
ers to conform to the space, the space could be
our learners.
adapted to the students. Tables, desks, chairs, and even walls can be moved to create the ideal environment to support the students’ learning. In much the same way that students may configure their physical learning spaces, they could also design their digital ones.
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our strategy
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Our learners toddler early childhood preteen teen parent, caregivers educators
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our strategy
our learners
Lucas The picky eater traits Lucas just turned one and has started crawling to places freely. He is energetic and a curious child who first takes a taste of every thin before interacting with it. He loves playing with his colorful blocks as he can move them around . Happiest when he is playing with the family dog, Brat. He loves playing in water too, making bath really lengthy. Meal times are the most boring times though and makes him whiney. Playschool is fun for Lucas with all his friends learning goals Lucas is learning his gross and motor skills and is also slowly responding to words that mommy speaks at home.
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Cathrine
Natasha
The big sister
The positive role model
traits
traits
Six year old Cathrine is a very talented and pretty determined kindergartener.
Natasha just compeleted eight grade and is really looking forward to start highschool.
She is also the responsible one, now that she is the big sister. Babies can be silly sometimes!
Independent and responsible she is a natural leader and positive role model.
Her favorite subject in school is art, as she loves coloring and can make up stories with the funny characters.
She is also very patient around younger kids and always ends up being a first choice for a babysitter in the family.
She loves reading to her baby sister Diala at bedtime whenever mom is busy.
After homework, she practices new skateboard tricks as its her new hobby.
Sometimes Diala annoys her when she misplaces her books
At times she does volunteer work for little pocket money and also enjoys helping others.
Loves science because she is very good at it and enjoys working on problems.
Wants to tour the world before she starts college as she loves travelling.
learning goals
learning goals
Catherine wants to grow up to be a firefighter like the ones she read about and help everyone in need.
Natasha is deciding on the best classes for her in the next grade and a possible career path for her.
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our strategy
our learners
Elizabeth
Ryan
The mindful mom
The single dad
traits
traits
Elizabeth is an architect and a super busy mom of a kindergartner.
35 year old father of two wonderful boys and caretaker of two silly dogs.
She is very organized and plans her day ahead, so she can spend quality time with her child when she’s home.
Volunteers as a coach for his son’s school soccer team as sport is a great way to learn discipline and teamwork.
She is mindful about her children’s all round development and makes it a point to read a lot.
Ryan is a great motivator for the kids since he feels, raising them as mature compassionate individuals is important.
She is careful about what they eat as family’s health matters a lot to her. She enjoys baking and gardening to make her meals even more healthy.
Somewhere in his extremely power packed day, he cooks, and has a social life because he tries to be active and healthy.
Liz takes her son to the museums ocassionally and feels that its a great way to learn his subjects.
He practices meditation to keep calm.
learning goals
learning goals
Elizabeth is always looking for creative activities to do with her children to keep them engaged and exploring.
Ryan wants to provide every resource needed to help both the boys grow into successful and happy adults.
Spends time doing hands on activities with kids.
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David
Tania
The loving grandad
The child psychologist
traits
traits
David and his wife Michelle moved to Monterey after their retirement and dont get to see the grandkids often.
Tania works part-time at a day-care and is also training to be a child therapist.
He loved reading to grand daughter Carla and still does it when she is visiting. He feels it is the greatest joy ever. David believes that children should learn to be resilient in order to, grow succeed and be happy. Over the years he has led a balanced life and hopes their kids do it too. Takes care of his garden to pass time. David wants to spend more time with his grand kids to teach them how to be strong and confident
She loves children and feels she is able to connect with them on their level. Always cheerful and optimistic, she is admired for her abilities to think on her feet and make quick decisions. She practices healthy food habits as its a primary step to living a good life. Practices character building with her class as she thinks its more effective in nurturing the child’s self-esteem and resilience. She wants to be a positive role model for children.
learning goals
learning goals
David and Michelle hopes that they can be part of her grandchildren’s growth and development in positive way.
Tania is learning new ways to teach and implement child-centered play therapy because she wants to specialize in it.
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our strategy
our learners
OUR LEARNERS
SECTION .03
Barnes & Noble accomplishes individual learning goals for our diverse group of learners. We serve three main age groups of children including, preschool, early childhood, preteen and teens covering the major years of education. Our audience also extends to parents, caregivers family members and educators
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our strategy
perception map & comparative analysis
focused v/s diverse The perception maps and comparative analysis chart shows a shift in Barnes & Noble’s educational philosophy and projection from where we belonged in the past and where we want to be in the future. We started out as a traditional campus bookstore selling textbooks and discounted products for learners and students. In our approach we were focused on only lessons and course materials, and serviced only a small section of learners. In future, we are moving to a more dynamic route for learning. Our products, services and offerings will now include a huge range of learning materials and resources that will service a much broader section of learners and skills. individual v/s interactive We are also moving away from our traditional way of learning to a more interactive and collaborative way to support the new age learning methods. In the process we have broadened our scope and shifted our horizons.
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DIVERSE NEEDS
b+n
now
app stores apple/android amazon online resources youtube toys r us
b + n then borders
libraries
INTERACTIVE
INDIVIDUAL
pottery barn kids
campus bookstores
powell books
alexander books local bookstores magazine stands
after school programs
news stands kumon math & reading specialized learning
043 FOCUSED NEEDS
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our strategy
perception map & comparative analysis
theoretical v/s experiential Barnes & Noble is also shifting focus from the traditional theoretical approach to education. Our classrooms are changing and so should we. The process of learning is completely different than it used to be and if we are holding back, we are losing our soul and objective. education v/s entertainment Barnes & Noble now focuses on a totally immersive and experiential learning process that is enjoyable, fun, and entertaining all at the same time. There should be a thin line between learning and play because play is the best way children learn and at Barnes & Noble we like to include that as a crucial part of the learning process.
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ENTERTAINMENT
nickelodeon toys r us
pbs dr. suess youtube
b+n
app stores apple/android
now
amazon
EXPERIENTIAL
THEORETICAL
online resources
b + n then borders powell books alexander books local bookstores magazine stands news stands
libraries after school programs campus bookstores
kumon math & reading specialized learning
045 EDUCATION
“The best way to predict our future is to create it.” —Abraham Lincoln, former president of the United States.
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EVOLU TION
making a mark the new mark logo anatomy logo variations correct and incorrect usage colors typography business system
making a mark
The mark is a critical first step in establishing the identity of the brand and reflecting its values and ideologies. It is also the very first impression of the brand and needs to carry a clear message. Our core beliefs for learning establishes the foundation of our new symbol.
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our evolution
making a mark
camp 01. experiential
exploration The first camp for the mark was experiential. Since Barnes & Noble is a space that promotes learning through exploration and experience, one of the first ideas were folding paper shapes.
hands on The folded paper technique for the mark suggested hands on activities along with exploration. The young audience would also relate well to the craft of origami as fun and playful. This represents the value of Barnes and Noble as it attempts to teach through play. It also has an elements of curiosity and imagination, which are two crucial elements of successful learning.
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our evolution
camp 01. experiential
all senses The ideas from the camp one continued with refinements. Colors were added to include the perspective of experiential that involves all senses. Each color representing each sense. Minimal and simplified versons were tried since the first one started to look generic.
shapes The folded paper technique gave a chance of forming different shapes that stands for icons representing the symbols related to learning and education. The flying bird and paper plane both a symbol of future and launch.
making a mark
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our evolution
making a mark
camp 01. exploration
science & technology The second direction for camp one for exploration was made by selecting out different elements of exploration. Technology acts as a big part of education and learning and is going to be a tool for future learning.
discover & experiment Symbols representing the abstract forms of common icons of experiment and science were explored since a result of exploration and experiment is discovery.
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our evolution
camp 02. surprise space
space Barnes & Noble is a delightful space for learning, exploration and fun. Abstract and simplified icons of space, open boxes were to represent an inviting and open space for people to walk inside and learn. The idea of space was a big element for the symbol of the brand.
resources The open space represented bu the open box also identifies with open resources that Barnes & Noble contains. The idea of space and resources were tried through simple shapes and forms to appeal to the young audience
something special inside a space Something special inside a space ties in both the previous ideas and speaks very well for the brand.
making a mark
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our evolution
camp 02. space for more
contains more Expanding on the idea of a space containing resources was appropriate for the brand. This simplified into basic shapes for circles containing the objects. The resources were an addition of multiple things identified simply with an addition symbol. It also played well with the ampersand in the brand name.
making a mark
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Barnes
section
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Noble
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our evolution
space
more
resources
inclusion
learning
making a mark
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our evolution
our new mark
symbol
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symbol and logotype
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our evolution
our new mark
Our symbol is a representation of everything that Barnes and Noble stands for and believes in. It symbolizes all the elements that form the cornerstones of the brand and contains them.
space The cut out circular shape of our symbol represents the open space for learning. An open and inviting space for sharing ideas, knowledge, tools and resources. It is an aspirational symbol for the future of learning.
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Space
More
Cornerstones
Inclusion
more
cornerstones
inclusion
Barnes and Noble is much more than it used to be. It includes everything a learner needs for their individual learning needs. More tools, more resources, materials, more knowledge and much more than just learning.
The four dots at the edge of the symbol represents the four brand attributes of Imagination, exploration, interaction and experience that define Barnes and Noble and are the cornerstones of the learning process.
The symbol’s resemblance to the open and closed parenthesis mark symbolizes inclusion of all the elements that our brand constitutes. All these elements are crucial for the future of education.
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our evolution
our new mark
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the learning experience
logotype
tagline
signature
The symbol and logotype lockup is the primary logo and are used in multiple deliverables
Barnes & Noble represents an open learning space that results in the experience of learning.
Our signature is the lockup of the symbol, logotype and the tagline together used mainly in few specific ways. 069
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our evolution
anatomy
original typeface Our logotype is based on the typeface Museo, 300. However, it has been customized to fit the new aesthetics of the brand
2X customized logotype Barnes and Noble logotype is custom designed to fit the new aesthetics of the brand as well as balance well with the new symbol. The rounded edges and soft corners of the letterforms speak to the playfulness of our young audience as well as have a friendly, more approachable look for a larger audience.
the proportions Proportions of the symbol and logotype are based on the diameter of small dots, also called the cornerstones of Barnes and Noble. That forms the basis of our entire logo and is marked as ‘x’ in the anatomy diagram.
2X
X
X
1.5 X
1.5 X
X
X
X
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4X
4X
4X
2X
5X
13 X
5X
13 X
4X
3.5 X
64 X
X 4X
4X
4X
2X
4X
X
X
X
X
3.5 X
64 X
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our evolution
signature lockups and variations
X
X
X
X
space Barnes & Noble is a delightful space for learning, exploration and fun. Abstract and simplified icons of space, open boxes were to represent an inviting and open space for people to walk inside and learn. The idea of space was a big element for the symbol of the brand.
the learning experience
X
X
X
X
resources The open space represented bu the open box also identifies with open resources that Barnes & Noble contains. The idea of space and resources were tried through simple shapes and forms to appeal to our young audiences
1.5 X
1.5 X
1.5 X
1.5 X
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the learning experience
X
X
X
X
X
the learning experience X
X
X
X
5X
X
10.5 X
X
X
X
1.5 X
1.5 X
X X
www.barnesandnoble.com
barnesandnoble.com
X X
X
073 X
1.5 X
1.5 X
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our evolution
logo variations and usage
More resources contained in a common space is represented by our animated and interactive logo that lives in the digital space.
Barnes & Noble is a multifaceted brand with a
The brand Barnes & Noble was built on the
large number of components and products that
idea of more resources inside a common space
work together under one giant umbrella. Each
and the logo and iconic representations of the
of those different products and services are
products and services living within the simi-
represented by different iconic symbols that
lar parenthesis marks speak true to the brand.
work within the same space and structure of
The mark is also animated, fun and interactive
Barnes & Noble. Though, these symbols can-
within the digital environment that is both a
not be idenfied as separte brands, within the
big part and appropriate part of the brand that
Barnes and Noble environment, they do have
speaks to our younger audience.
separate identities and voice.
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barnes and noble / space
barnes and noble / store
barnes and noble / lab
barnes and noble / services
barnes and noble / resources
barnes and noble / social
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our evolution
correct usages
the learning experience
the learning experience
the learning experience
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on white background
on primary brand colors
on secondary brand colors
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correct usages
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incorrect usages
The integrity of the logo should always be maintained in order to keep the value and autheticity of the brand. This section is a guide for users to never misuse our mark and to use it in its correct format to maintain a consistent and recognizable identity.
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do not stretch or squish
do not change set up
do not alter perspective
do not outline
do not use other colors
do not add transperancy
do not add effects
do not blur
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logo donts This section is a guide for what not to do with the logo. It should never be scweked out of proportion, dragged or streched. No visual effects like gradient, transparencies, drop shadow etc should ever be added. It should never be outlined It should always follow brand colors in the correct guidelines Proportions should never be altered. Never change colors backgrounds Never use the logo in low contrasting backgrounds. Maintain high contrast when using the logo. It should never appear in color on an equally saturated background. Never use a logo in color on gradients. Never to be used on busy photography Never to be used on a busy patterned background
incorrect usages
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logo size chart
space Barnes & Noble is a delightful space for learning, exploration and fun. Abstract and simplified icons of space, open boxes were to represent an inviting and open space for people to walk inside and learn. The idea of space was a big element for the symbol of the brand.
the learning experience
X
X
X
X
resources The open space represented by the open box identifies with open resources that Barnes & Noble contains. The idea of space and resources were tried through simple shapes and forms to appeal to the young audience
1.5 X
1.5 X
1.5 X
1.5 X
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the learning experience X
X
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5X
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10.5 X
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mt
size usage guidelines Barnes & Noble is a dynamic brand extending through range of products and environments. Each shape, space and surface is different and deserves a lot of attention when using the mark on them. The following chart is a guideline to pick the appropriate size and signature lockup to use for print, digital or envionments.
the learning experience
15
cms
the learning experience print
digital
environment 5
cms
barnesandnoble.com
15
mms
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“If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.” —Steve Jobs. Visionary, inventor, C.E.O of Apple Inc.
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color standards
bases BARNES MATTE SILVER
primary colors The primary color palette consists of three base colors and three bright highlights. The three bases are neutrals aside from the brand blue of Barnes & Nobles
BARNES ELECTRIC BLUE
BARNES MATTE PEWTER
primary combinations The open space represented bu the open box also identifies with open resources that Barnes & Noble contains. The idea of space and resources were tried through simple shapes and forms to appeal to the young audience
highlights BARNES HIGH SUBLIME
BARNES HIGH AQUALINE
BARNES HIGH CHEMIST
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Pantone Matte 427 M
02
C M Y K
31 19 22 00
R G B
178 188 189
R G B
033 064 154
# b2bcbd
Pantone Matte 293 M
C M Y K
100 90 00 00
# 21409a
Pantone Matte 429 M
C M Y K
31 19 22 00
R G B
178 188 189
Pantone Matte 3945 M
C M Y K
20 00 98 00
R G B
215 224 033
Pantone Matte 310 M
C M Y K
58 00 21 00
R G B
009 234 228
Pantone Matte 366 M
C M Y K
64 00 99 00
R G B
059 225 074 091
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abstract macro Being and educational brand Barnes & Noble needs to get up close into the subjects. One of the major photostyles for our brand is abstract macro shots of objects that show the structure of the objects. Abstact macros are in neutrals or monotones in order to avoid noise for viewers
close up actions shots Barnes & Noble is a space for experiential learning and promotes interactivity. In order to reflect that our brand uses close up action shots. These images are used to express exploration and interaction with the subject matter and paint a clear picture of the action.
distant action shots
photographic styles and standards
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distant action shots Barnes & Noble uses distant action shots to portray the learning environments and people interacting with it. This style uses different perspectives to make the action shots unique.
distant scenes Distance scene is a style that is widely used within the Barnes & Noble learning spaces to show scenes through screens and help the viewers look at the big picture. This style is specifically used to view outer space and augmented reality environments and concepts.
mark and signature sizing chart
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din slab pro
Education netto pro
Futuristic orator std
technology
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abcdefghi jklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 ! # $ % & f fi fl
regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ Din Slab Pro is always used for body copy in print between 8 pt - 14 pt.
regular
abcdefghi jklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 ! # $ % & f fi fl
bold
abcdefghi jklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Netto Pro is the primary used typeface. It is used as captions in print. It is used in large sizes for pullquotes, headlines and interactive copy in the print, digital and environment.
medium
a b c d e f g h i j k l m n o p q r s t u A B C D E F G H I J K L M N O P Q R S T U 0 1 2 3 4 5 6 7 8 9 ! # $ % & f fi fl Orator Pro is a typeface that is very minimally used in subheads, sidenotes and in data and charts.
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stationery and business system
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“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down the new paths.” —Walt Disney, American entrepreneur, cartoonist, and animator.
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V ISION
the future brand extensions experience imagination exploration interaction new journey
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future projections and extensions
Learning is no longer restricted to five senses. It is a continuous interconnected force that allows our learners to interact with the perpetually changing world . Barnes & Noble is ready to create the future—
Taking this vision forward, Barnes & Noble
a generation of learners who will effectively
brand extentions are catagorized into five main
change the world to make it better for ev-
elements that represent the new age learning
eryone. Our new vision features research,
process. Learning is no longer restricted to the
frameworks, and tools that will empower you
five senses and extends beyond it in multifolds.
to understand how learning is changing and therefore to create informed and relevant inno-
Imagination, Exploration, Interaction, Reflec-
vations in response. With us, you will explore
tion and Experience makes learning personal
the three forces shaping life and learning: our
and unique for each learner. At Barnes and No-
growing understanding of the mind and brain,
ble, we implement these new forces into our
the digital revolution, and globalization.
products, environments and culture.
barnes & noble brand book
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+ imagination
+ exploration
Learning from imagination is based
Learning from exploration is based
on curiosity in creating a solution
on an individual’s process and level
to a problem. At Barnes and Noble,
of interrogation of the subject. At
we promote the process of creative
Barnes and Noble, we let our learners
thinking at the most through our
explore on their own and find new
reactive environments, so learners
things that are meaningful to them
can imagine their own world and
because exploration is by far the best
create it. After all, there would be no
means of education. Learning oppor-
world without a vision.
tunities increase when learners can go deep into the subject and explore their way through it.
+ interaction
+ experience
+ reflection
Learning from interaction is based
Learning from experience is based
Learning from reflection is based
on collaborative efforts in creating
on an individual’s reaction to their
on an individual’s evaluation of them-
great solutions. At Barnes & Noble ,
surrounding. At Barnes & Noble , we
selves and past memories. At Barnes
we recognize shared intelligence as
promote a very personalized learning
& Noble , we promote a process that
the greatest power of all and promote
with tools optimized to cater to the
is self-reflecting and follows a contin-
highly interactive products, environ-
distinctive learning styles, pace, and
eous process of change and evolution
ments and processes where learners
interests, in a self-organized and
and contributes highly to the learning
can learn from each other and work
dynamic process.
process. This recognizes mistakes, as
together to balance each other.
mere steps for better learning.
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z
Y
S OCI A L
RE S OURCE S
SER V ICE S
LAB
S TORE
SPACE
adult
preteen
early childhood
toddler
x
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SERVICES
barnes learning universe
21
noble rentals
2
barnes learning exhibits
22
noble coaching
3
barnes virtual city.
23
noble grader
1
4
barnes learning corners
24
b + n ace
5
barnes playing corners
25
noble cloud
6
barnes learning screens
7
b + n aviation academy
8
b + n sailing academy
RESOURCES
9
barnes learning center
26
b + n resources
27
b + n learning files
28
b + n virtual fields
29
noble digitized library
STORE b + n learning tools
30
noble portable academics
11
b + n bookstore
31
noble podcast
12
b + n mediastore
10
13
b + n toystore
SOCIAL
14
b + n appstore
32
b + n learning devices
noble community
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33
b + n learn camps
L AB 16
noble labs
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noble neuro lab
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noble experience
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noble future lab
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noble media
01-04 years
toddler
05-09 years
early childhood
10-15 years
preteen
25-40 years adult
34
b + n build camps
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b + n workshops
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b + n learnvent
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b + n reactive classrooms
38
noble lingual
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b + n playlab
40
noble honor
experience imagination exploration interaction reflection
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SPACE 1
barnes learning universe
Childrens interactive and experiential learning museum that constitutes of installations, virtual and holographic learning and play stations, exhibits, and hi tech gadgets for fun and immersive learning environment 2
barnes learning exhibits
Interactive educational exhibits and installations in the Barnes & Noble spaces as well as outside it includes learning stations with age appropriate interactive lessons. Learning exhibits are also set up in our partnering schools. 3
barnes virtual city
Virtual city is a state of the art, interactive themed entertainment park powered by futuristic technology. An immersive learning space with virtual rides that takes our learners into adventures. From space travel, underwater exploration to understanding historic civilizations, its the only way to make learning engaging. 4
barnes learning corners
Learning corners are set up inside and outside Barnes & Noble spaces in order to help learners practice their lessons and study with out any distractions. 5
barnes playing corners
Playing corners help learners play and learn at the same time. Targetted for early childhood, play corners are a great spot to get creative. 6
barnes learning screens
Learning screens is the very first interactive movie theatre. Here learners can watch movies and videos and stop, interact and learn at their own pace and time. 7
b + n aviation academy
8
b + n sailing academy
Barnes & Noble aviation and sailing academy is a virtual learning space for aspiring pilots and sailers. Equipped with the latest technology and hi-tech inferfaces, learning was never more fun. 9
barnes learning center
After school science and arts learning center with specialized tutoring service for our learners to practice and excel.
STORE 10
b + n learning tools
Interactive and reactive stationary, learning supplies, tools and furnitures appropriate for an experiential learning. 11
b + n bookstore
12 b + n mediastore Educational video, movie and media store 13 b + n toystore Educational toys and games store 14
b + n appstore
Educational mobile and tablet appstore has a large collection of educational apps that work with any device instantly and makes learning stress free and easy. 15
b + n learning devices
Wearable learning aids with attention tracking helps you understand and learn better and in a more focussed, personalized way.
L AB 16
noble labs
Interactive science, engineering, and language laboratory for early childhood and teen education. 17
noble neuro lab
Futuristic brain research laboratory dedicated to invent better learning experience. Noble Neuro Labs partner with scientists to collaborate on academic journals to continue research. 18
noble experience
Global education outreach programs partnering with schools all over the world to extend learning 19
noble future lab
Noble future lab are semester-long after-school courses, where we partner with schools and use math and science skills to create animations and video games. 20
noble media
Noble media offers a suite of teen programs including free design jams as well as digital media production courses.
barnes & noble brand book
SERVICES 21
noble rentals
Rental service for books, games, movies, equipments, learning aids and devices available for individuals and organizations. 22
noble coaching
Specialized coaching and tutorial services for learning specific skills not limited to school subjects and extending to software learning, media, music instruments or and sports. 23
noble grader
A shared grading platform and service to track each student’s progress, create learning goals, provide feedback and assessment through collaboration 24
b + n ace
Object embeded intelligence, focus, and attention enhancing service is provided to students who require it. Specialized tools are available for students for learning difficulties. 25
noble cloud
Noble cloud is a cloud service to store students classwork and homework for parent teacher collaboration.
RESOURCES 26
b + n resources
Open online resources and coursework for all students at all the different grade levels and specialized education 27
b + n learning files
Curated and shared books and media accessible globally. These files are generated by students and teachers and are open sourced for everyone to use through our Noble cloud service. 28
b + n virtual fields
Virtual fields provides virtual and augmented field trips to students as part of their classroom lessons for an immersive learning experience. 29
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SOCIAL 32
noble community
Community of learners. Noble community members recieve special learning benifits and authorized entry to the spaces, events and services 33
b + n learn camps
Experiential, interactive summer, holiday, adventure, science and space camp 34
b + n build camps
Experiential, interactive coding, art-craft and engineering camps designed by students themselves. These project-based camps help students build things they are passionate about. 35 b + n workshops Monthly school workshops 35
b + n learnvent
Collaborative montly share your knowledge event to learn and invent together. Learnvent collaborates with their school partners to organize the events at different school locations. 37
b + n reactive classrooms
Virtual, shared, and interactive and flipped classrooms for early childhood and teens to collaborate and create things together. 38
noble lingual
Social platform that connects people through series of structured instructions and lessons specifically to learn languages and converse in context. 39 b + n playlab Shared, collaborative space for play. 40
noble honor
Honorary award fund for students higher education given to execptionally talented children in their fields yearly.
noble digitized library
The completely digitized library of resources can be used from the confort of schools or homes, at students own learning pace. 30
noble portable academic history
Software as a service that stores student’s individual portable academic history and can be accessible and shared easily at any time by their teachers and schools. 31 noble podcast Educational podcats curated for specific subjects and audiences available for downloading and customizing for supscriptions.
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learning through experience
At Barnes and Noble, we make learning personalized. With our tools optimized to cater to the distinctive learning styles, pace, and interests, every individual’s learning experience is completely self-organized and dynamic.
barnes & noble brand book
section brand extensions
Experience barnes learning universe barnes educational exhibits b+n aviation academy b+n learn corners b+n play corners barnes learning screens b+n learning devices b+n reactive classrooms
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Barnes Learning Center
children’s interactive museum
The Barnes & Noble children’s interactive museum is a space that embodies the concept of a hollistic approach to learning by appealing to all senses of the learners. Imagination, interaction, exploration and experience, the four most crucial processes of future learning is available to learners here in our space —rightfully called the Learning Universe. The space constitutes of interactive installations, virtual and holographic learning and play stations, exhibits, virtual games and hi tech gadgets. The tools are optimized to cater to the distinctive learning styles, pace, and interests, and fit every individual’s learning experience in a self-organized and dynamic pattern. Learning Universe not only provides a platform for rich, personalized and experiential learning, it is also a space that is fun, interactive and enjoyable for all ages with varied interests.
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age / preteen electrical circuit exhibit Interactive educational exhibits and virtual installations allow students to understand complex concepts and technical elements by walking through them and experiencing it on their own. Exploration, interaction and play also plays a vital role in learning through experience.
barnes + noble extensions
barnes + noble
Barnes Learning Universe holographic interactive educational exhibits
age / early childhood the good driver installation Barnes and Noble spaces uses latest technological advances to specialize in these interactive, virtual experiences to help aid students learn almost enything.
age / preteen creating tsunamis exhibit Barnes and Noble spaces uses 117 latest technological advances to specialize in these interactive, virtual experiences to help aid students learn almost enything.
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age / early childhood + preteen Reactive Fishtank is one of our many major attractions inside the Learning Universe. It explores the underwater world in an interactive and experiential way than regular aquariums. Here learners can touch underwater creatures to find more about their habitats, behaviors, food, reporoductive patterns and their impact on the large aquatic system. This exhibit gives children a chance to learn how each of us effects a chain in the life system and every action is important to humanity’s survival and wellbeing.
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Noble Learning Devices
wearable devices with attention tracking
age / early childhood and preteen Technology aided learning through wearble technology is the latest specialization in the Barnes & Noble learning innovation. The high efficiency watches, headphones and neckpiece aids learning through an enhanced audio visual imagery system and attention tracking sensors that make learning more personal and highly experiential. Our wearable devices also interact with our spaces when they are in the environment and help to build a highly enriched learning experience.
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Aviation Academy
age / preteen and teen At the Virtual Aviation Academy, we work on changing the way people approach aviation entry training. By providing opportunities for young children interested in learning the basics of aviation to help them start preparing today. The experience of flying and learning in a fun and interactive platform. We have combined this with our new aviation STEM program that leverages the enjoyment of flight simulation in structured programs and activities to promote careers in science, technology, engineering, and math.
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age / preteen and teen
The aviation interface used in our Aviation Academy is a state of the art facility and built inhouse. With the help of our experts and trained intructors, children can get interested and learn aviation in a playful, interactive platform.
barnes + noble extensions
advanced aviation interface and flight simulators
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learning through experience
At Barnes and Noble, we let our learners explore on their own and find things that are meaningful to them because we believe that exploration is by far best means of education. With our new virtual tools, learners can really go deep into their subject and explore their way through it.
barnes & noble brand book
section brand extensions
Exploration b + n virtual city b + n toys and games b + n virtual bookstore b + n learning tools b + n learnvent b + n learnvent typography business system
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barnes + noble
Virtual City
children’s interactive museum
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age / early childhood, preteen
A crucial part of learning for our future generation is going to be immersive and experiential. At Barnes and Noble, we take a step ahead for our learners to be ahead of their game too. At Virtual City, the B+N Virtual vehicles take you on amazing journeys so you can discover, explore and learn while being engaged and entertained.
barnes + noble extensions
barnes + noble
Virtual City age / early childhood + preteen Virtual City provides a complete virtual experience to our learners through the use of virtual reality technology and tools. This all inclusive themed entertainment park is created to provide our learners with the ultimate experience of learning. Here visitors can sit inside the Virtual Vehicles and take a leap into a whole new different journey. Discover underwater civilizations, go back in time and walk into historic monuments, wander through living cells and organisms to see how they function, walk on Mars and learn while you explore.
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Learning Screens Learning Screens advances the understanding, enjoyment, and appreciation of the art, history, technique, and technology through films, television, and digital media by collecting, preserving, and providing access to moving images. The screens are often reactive, holographic and interactive artifacts, screening significant films, artworks and other original works to provide an immersive educational experience.
age / early childhood, preteen and adults Learning screens has three different types of screens to facilitate different types of learning. A traditional movie theatre that shows 3 dimentional and 4 dimentional movies and media, a circular reactive screen that creates a virtual and dynamic experience and a holographic screen powered by augmented reality devices for learners to interact and learn.
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age / preteen and teen
Our digital screens are reactive and powered with augmented reality technology. Learners can touch objects on the screen through their devices at the same time to navigate themselves through the movie or any media the way they like to. Learning in new age should not have to be limited to one content for everyone. Our screens tries to make learning personal.
barnes + noble extensions
reactive screens used to interact with digital media
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learning through imagination
Creativity and imagination are crutial tools that convert what we want to learn into inputs that strongly compliment our brains natural preferences for memory. This helps create near perfect memories of virtually anything we want after just one exposure.
barnes & noble brand book
section brand extensions
Imagination b+n playing corners virtual toys and games noble neuro lab b+n reactive stationery b+n build camps b+n summer camps
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Noble Neuro Lab Noble Neuro laboratory is dedicated to futuristic brain research. Our scientists are working to co-relate human brain functions with their surroundings and learning environment and invent better learning methodologies, devices and experiences. Embedded intelligence enhancement technologies, attention tracking, information retention and high-end products that will ultimately promote lifelong learning.
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Noble Neuro Lab Noble Neuro Labs partners with scientists across the globe to bring new insights, technologies and products to enhance human learning and the interaction of human brain with technology. Noble neuro scientists also collaborate to write academic reseach journals to contribute to neuro research.
neuro-tech research wing of the noble labs
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Virtual Games and Toys
Barnes & Noble store has a large range of educational toys, games, virtual apps and much more for an enriched learning experience for our customers. The toys and games are powered by futuristic technologies including virtual reality and holographic elements for a virtual, fun and immersive learning. Make objects appear to magically float in mid-air. Place any object in the chamber and see it appear to hover. Our games create an optical illusion, tricking you into thinking a reflection is a real object. They communicate with the learners to provide more information according to individual learners goals and learning level. 143
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age / early childhood + preteen fight flight holograph generator Holograms and vitual imaging are an immensely interesting way to learn for children. Easy to understand and always effective as children retain the most information when they are experiencing their texts.
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learning through interaction
Interaction is a very empowering process for leaning as it imbues learners with a new perception that learning is a personal passion and responsibility. The Barnes and Noble interactive learning platforms and tools are where ideas are allowed to flow freely and more aligned with the real-world scenarios. It is where collaboration is usually the norm.
barnes & noble brand book
section brand extensions
Interaction learn + play corners learning + build camps events and workshops tutoring and tutors virtual toys and games portable academic history barnes + noble community reactive classrooms
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Play Corners All Barnes & Noble spaces have multi-touch reactive screens for learners to interact and collaborate. However it is a especially special feature for our young learners at the Noble play corners because it enhances learning through imagination and play. This sensory screens not only help develop executive functions and motor skills for preschool children, but also is a tool for interactive play.
age / toddlers, early childhood, preteen Virtual play stations with the reactive screens is a very special feature of the Barnes & Noble Universe and helps our young learners develop crucial creative thinking and problem solving skills through enhanced imagination and critical thinking.
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Reactive Classrooms
age / early childhood and preteen The Barnes and Noble classrooms are powered by high-tech tools, reactive screen tables and a highly collaborative flipped format where students design their own courses, select study materials and evaluate themselves of performance. The guided learning environment is a perfect reflection of the real world learning of our future.
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Build Camps
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Build Camps age / preteen, teen +
adults
Barnes & Noble building camps are fun, collaborative, experiential, and interactive camps for coding, art-craft and engineering. These camps are designed by students themselves in order to work with each other to build awesome products. These creative project-based camps help students build things they are passionate about and also develop their analytical and problem solving skills in a real world scenario. Build Camps ocassionally uses virtual technology to connect with global learners and collaborate with them to build products.
“The true sign of intelligence is not knowledge but imagination.” —Albert Einstein, German theoretical physicist
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Learning Tools Barnes & Noble learning tools are reactive stationery, school supplies and learning tools for learners to utilize for better immersive learning. Powered by futuristic technology and virtual imaging, these products are great for early explorers and all our curious minds. Learning tools also include classroom and home furnitures appropriate for the most experiential learning.
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80%
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Barnes Learning Center
main lobby barnes learning center 163
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age / preteen learning corners The Barnes learning center and tutoring services go hand in hand inside the Barnes and Noble space as well as outside. Many universities have partnered with us to help students provide specialized training sessions in the form of tutoring, events and workshops.
barnes + noble extensions
tutors and training services
Barnes and Noble learning center partners with major schools and ivy-league universities in aiding their students to excel in academics and specialized education. The learning center provides tutorial services, after school programs and specialized training in three specific areas: STEM subjects, Medical training, Language and Arts. We provide open enrollments for students aged 8 years and above. We also provide specialized laboratories for students to get extra practice in the presence of trained professionals. Tutoring services are available throughout the academic year and is part of the membership of Barnes and Noble Learning Center.
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our new journey
In our new journey we are bridging the online-offline gap to offer a future where embodiment is secondary to the information access.
tutors and training services
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our new journey
“The whole purpose of our education is to turn mirrors into windows..” —Sydney J. Harris, American journalist.
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the learning experience