Worlds of Wonder Brand Guidelines

WORLDS OF WONDER BRAND GUIDELINES

A friend here to understand and to be understood.

Published by Kening Zhang 79 New Montgomery St San Francisco, California 94107 Designed by Kening Zhang ourworldsofwonder.com Š 2015 Kening Zhang All rights reserved. This book or any portion in any portion thereof may not be reproduced or used in any manner whatoever without the express written permission of the publisher except for the use of brief quotations in a book review. This book is for academic study only.

Any word about Worlds of Wonder has no relationship with Worlds of Wonder toy company.

Printing and bound Kening Zhang

— Don Kingsborough Worlds of Wonder CEO

WORLDS OF WONDER BRAND GUIDELINES

TABLE OF CONTENTS OLD FRIEND

GET IN TOUCH

FACE TO FACE

NEW FRIEND

OUR HISTORY

BRAND EVOLUTION

NEW VISUAL SYSTEM

THE EXTENTION

09 Our History 11 Our Timeline

18 19 20 22 26

Brand Mission Key Words Who We Are New Position Audience

38 42 45 46 50 52 54 56 60

The New Logo Clear Space Anatomy of Logo Alternative Versions Dos and Donts Typographic Standards Color Scheme Image/Graphic Stlye Business System

64 72 80 88 94

Brand Extention Friend at Home Friend at School Friend at Work Friend at Play

CHAPTER 01 OUR HISTORY 09 Our History 11 Our Timeline

HISTORY

CHAPTER 01

OLD FRIEND OUR HISTORY

TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

We have every reason to feel the technology of worlds of wonder and the creative genius of Jim Henson will continue to produce wonder and excitement for kids of all ages.

— Don Kingsborough Worlds of Wonder CEO

Worlds of Wonder was founded by former Atari employees, including Don Kingsborough and Mark Robert Goldberg in 1980. Teddy Ruxpin’s first incarnation, produced by Worlds of Wonder, became the best-selling toy of 1985 and 1986, and their properties subsequently expanded to include the Talking Mother Goose, “The Talking Mickey Mouse Show”, “The World of Snoopy” and interactive dolls like Julie, as well as more diverse efforts. The Teddy Ruxpin toys were designed by Alche- my II, a group of designers and technicians led by Ken Forsse.

Unfortunately, due to problems both within the organization and with the national economy, the company was unable to sustain their success long-term and folded in 1991.

In the late 1950’s, Ken Forsse had an idea for a puppet show. The lead character was named Simian Greep, a bear-like creature who loved adventure. Also in the storyline were an inept bad guy named Tweeg and his red, bouncing, armless henchmen. Throughout the 50’s, 60’s and 70’s as Forsse worked for various companies in the Entertainment industry (including Disney and Sid & Marty Krofft), he added depth to the stories and additioinal characters and Simian Greep evolved into what would eventually be The World of Teddy Ruxpin.

In the early 80’s, Forsse formed his own company, Alchemy, using his decades of experience in the entertainment industry to lead his own staff of talented “Alchemists” designing technologies and performing other creative services for companies such as Disney, for which Alchemy designed the costumes used on the TV show “Welcome To Pooh Corner”. Also around this time he brought in two other men to help him with the company, John Davies and Larry Larsen, and the trio invented the technology that would be the basis for what would become the most popular toy of the mid 1980’s.

Ken contacted a man named Don Kingsborough, who had been an executive at Atari. Kingsborough had enough money that he could live the remainder of his life without working again, and was sitting bored on a beach in Hawaii when he recieved Forsse’s call. Immediately he became intrigued with the talking toy idea and flew back to California. Although he was burnt out on big business after having to lay off thousands of employees at the bankrupt Atari Corp, Kingsborough fell in love with Teddy Ruxpin and immediately began to secure funding to create a company to produce him. Kingsborough decided to call the company “Worlds of Wonder” mainly because he thought everyone who saw the stock symbol “WOW” would want to own at least one share. By Christmas of 1985 Teddy Ruxpin was on toy store shelves, although units quickly sold out and WoW had to go through competing companies to have additional units manufactured. Teddy became the best-selling toy of 1985 and 1986, and was among the best selling toys through the early 1990s.

Worlds of Wonder produced two slightly different versions of Teddy after the original, the second of which was roughly the same size but utilized a plastic tape player, and the third of which was smaller in stature and used cartridges instead of cassette tapes to make Teddy talk. Despite instant success with Teddy Ruxpin and related products, Worlds of Wonder struggled and finally closed it’s doors in 1991 after literally marketing itself out of business with an overgrown catalogue of talking toys including Teddy, Mickey Mouse, Mother Goose and others.

After the ground level work on the “Talking Toy” technology was developed, AlchemyII needed someone to produce their invention.

9

HISTORY IMAGES

CHAPTER 01

Worlds of Wonder CEO Don Kingsborough with customer.

10

OLD FRIEND OUR HISTORY

TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

11

HISTORY IMAGES

CHAPTER 01

Worlds of Wonder’s famous products in 1980s.

12

OLD FRIEND OUR HISTORY

TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

Worlds of Wonder’s famous products in 1980s.

13

OUR TIMELINE

CHAPTER 01

TECHNOLOGY IS YOUR FRIEND

OLD FRIEND OUR HISTORY

TALKING TOY TECHNOLOGY Worlds of Wonder, an American toy company founded by former Atari employees, including Don Kingsborough and Mark Robert Goldberg.

TALKING TOY TECHNOLOGY The “Talking Toy” technology was developed.

1980

1981

1982 1983

1984

FOUNDED Worlds of Wonder, an American toy company founded by former Atari employees, including Don Kingsborough and Mark Robert Goldberg.

ALCHEMY II WAS FORMED Alchemy II started with five very dedicated Alchemists: Ken Forsse, Linda Piersen, Mary Becker, Leon Hefflin and Larry Larsen.

14

THE TESTING & DEVELOPING OF TEDDY RUXPIN Testing the prototypes of the Teddy Ruxpin animated talking toy. The development of the story lines were really more for creating a television production than for children’s books.

WORLDS OF WONDER BRAND GUIDELINES

TEDDY RUXPIN

By Christmas of 1985 Teddy Ruxpin, a storytelling toy was on toy store shelves, and became the best-selling toy of 1985 and 1986, and was among the best selling toys through the early 1990s.

CLASS ACT Starts to product line “Class Act”, a product line of school supplies. Also, Worlds of Wonder starts to produce interactive tallking dolls.

DEFUNCT

1985

1986

1987

1989

1990

2025 OUR FUTURE

PAMELA: THE LIVING DOLL An interactive talking doll dressed in overalls and comes with 3 additional outfits, add-on program cartridges (“voice cards”), and sticker activity books that had an alien-themed television commercial that played on the popularity of E.T. The Extraterrestrial.

ULTRASONIC SOUND TECHNOLOGY Hide ‘N’ Sneak transforms the traditional game of hide and seek into high-tech excitement by allowing a player to locate other players with ultrasonic sound.

15

CHAPTER 02 BRAND EVOLUTION 18 19 20 22 26

Brand Mission Key Words Who We Are New Position Audience

BRAND MISSION

CHAPTER 02

GET IN TOUCH BARND EVOLUTION

TECHNOLOGY IS YOUR FRIEND

OUR MISSION IS TRANSFORM TECHNOLOGY TO CONNECT, SUPPORT, AND BECOME A FRIEND TO PEOPLE.

Worlds of Wonder started by trying to give young children a friend through technology. Now, Worlds of wonder will continue that idea of humanizing and bringing people friends through technology.

18

WORLDS OF WONDER BRAND GUIDELINES

WORLDS OF WONDER BRAND GUIDELINES

BRAND NEW LOOK

CHAPTER 02

GET IN TOUCH BARND EVOLUTION

TECHNOLOGY IS YOUR FRIEND

WHO WE WERE

Worlds of Wonder started by trying to bring young children a friend through technology. We were an interactive toy company dedicate in transform the technology to please children.

Photos above are just to represent the look and feel of the old Worlds of Wonder.

20

WORLDS OF WONDER BRAND GUIDELINES

WHO WE ARE NOW

The new Worlds of wonder keep the soul to continue the idea of humanizing and bringing people friends through technology. Now, we are not only for young children, we offer all people the new experiences though our wonderful technology. We are the one bringing a friendly, suppotive, and powerful friends to you.

Photos above are just to represent the look and feel of the new Worlds of Wonder.

21

NEW POSITION

TECHNOLOGY IS YOUR FRIEND

GET IN TOUCH BARND EVOLUTION

CHAPTER 02

BEFORE

HIGH QUALITY

AFTER

OUR OLD POSITION

LEGO HEALTH SONG

Before, we were focus on the technology about toys so our competitors are mostly toy companies.

Especially those company dedicate about interactive technology.

NINTENDO

DISNEY

MATTEL NEWBERRY

BEFORE CUBICFUN

LOW PRICE

BARBIE

TOYSRUS

MEGA

HASBRO BUYBUYBABY TOYSBASE

LOW QUALITY

22

HIGH PRICE

WORLDS OF WONDER BRAND GUIDELINES

AFTER

HIGH QUALITY

APPLE

AFTER OUR NEW POSITION

GOOGLE LEGO

HEALTH SONG

Now, we are not just focus on transform the technology as a friend to children, we a provide the best technology to all people. We also provide education, services, and most exciting experiences. So, we are now the one with more competitive compare to those who already famous at these fields.

PHIL & TEDS NINTENDO

DISNEY

NEWBERRY

BEFORE CUBICFUN

LOW PRICE

BARBIE

TOYSRUS

MEGA

HIGH PRICE

HASBRO BUYBUYBABY TOYSBASE

LOW QUALITY

23

NEW POSITION

TECHNOLOGY IS YOUR FRIEND

GET IN TOUCH BARND EVOLUTION

CHAPTER 02

BEFORE

HIGH INTERACTIVITY

GOOGLE

OUR OLD POSITION

LEGO

Before, we were focus on the technology about toys so our competitors are mostly toy companies.

Especially those company dedicate about interactive technology.

HEALTH SONG APRICOT FOREST PHIL & TEDS YAMAHA

HEALTH SONG

IBM

YAHOO

CISCO

CUBICFUN

LESS FRIENDLY

HIGHLY FRIENDLY

PANASONIC MEGA

TOYSRUS

CARSON

TOYSBASE

EBAY

TOYSBASE

DISNEY

AMAZON

BEFORE

IKEA

CRAIGSLIST

LOW INTERACTIVITY

24

APPLE

WORLDS OF WONDER BRAND GUIDELINES

AFTER

HIGH INTERACTIVITY

AFTER

GOOGLE

OUR NEW POSITION

APPLE

LEGO

AFTER

HEALTH SONG

Now, we are not just focus on transform the technology as a friend to children, we a provide the best technology to all people. We also provide education, services, and most exciting experiences. So, we are now the one with more competitive compare to those who already famous at these fields.

APRICOT FOREST PHIL & TEDS YAMAHA

HEALTH SONG

IBM

YAHOO

CISCO

CUBICFUN

LESS FRIENDLY

HIGHLY FRIENDLY

PANASONIC MEGA

TOYSRUS

CARSON

TOYSBASE

EBAY

TOYSBASE

DISNEY

AMAZON

BEFORE

IKEA

CRAIGSLIST

LOW INTERACTIVITY

25

OUR AUDIENCE

26

CHAPTER 02

GET IN TOUCH BARND EVOLUTION

TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

27

OUR AUDIENCE

CHAPTER 02

GET IN TOUCH BARND EVOLUTION

CURIOUS CHILD

Jimmy, 8 Years Old

He is the only child in the family. Sometimes he feels lonely. He likes hands-on activities and he always plays phone games by using his dad’s phone. Because of his eager to learn more new things, he loves to experiment.

He is fond of assembling Transformer models, because that is his favorite cartoon.

He likes to drink soda instead of milk because he likes soda cans. He always uses a soda can to collect and store rainwater.

His teacher thinks he is a delightful kid. Because he has the passion to explore the unfamiliar.

He loves playing with his little French bulldog in the backyard. His parents are too busy to spend time with him.

I love play phone game, it always make me smile all over my face.

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TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

HELPING HAND

Kevin, 29 Years Old

He likes to say “Hi” to his neighbors every time he meets them because he is an approachable person.

Sometimes, he does not know how to refuse others, so he always helps other people. Even though he is not good at it, he still tries to assist them.

He is not a strong-minded person, and he likes to follow the crowd. He always asks for suggestions when making decisions. He likes to socialize and make new friends, so he plays basketball on the weekend. He has lots of friends and is always busy with them, so that’s why he doesn’t have time for himself. He likes models, especially Japanese Gundam Zaku models. When he builds models, he can use his imagination and creativity.

He is the “nice guy” who is always out there to help people but thinks little about himself, which in the long run can become pretty unhealthy. He needs to be a leader, be ambitious, and be assertive and then will have people respect him.

I like meet some new friends which make my life colorful and exciting.

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OUR AUDIENCE

CHAPTER 02

GET IN TOUCH BARND EVOLUTION

TECH NERD

MIKE, 27 YEARS OLD

He is a programmer living in San Francisco. He appreciates the diversity and creativity of the tech community, especially in San Francisco.

He has a child aged 5. He likes to buy high tech toys for his child and plays with him after his work. Technology is changing fast, so he needs to keep an eye on the new trends all the time. As a programmer, his task is to ensure that nothing goes wrong, so he has a lot of pressure on him.

His friends are programmers as well. Their jobs are boring, and they don’t have too much contact with the outside the world.

Besides programming, he also likes to do sound design. He likes to create new things. He is on a quest for knowledge, and he is very independent.

Technology makes my life easier andcolorful. It brings my boring daily life a light.

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TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

CREATOR

JOHN, 32 YEARS OLD

He has just been married 2 years because before he was focused on his work and there was no time to consider his private life.

He is a designer living in San Francisco because San Francisco is a diversified international city, which gives him inspiration. He is an easy going person and likes to make friends.

He is an excellent designer with passion. His previous company made him feel depressed, because the team that he worked with was not united and cooperative. Now, he personally owns a small design studio. As an entrepreneur, he finds the workload can be intense, especially during the early stages when he is the CEO, CFO, HR person, sales staff, marketing guru, tech guy, office manager, and janitor.

He always takes his pencil and sketch book with him when going out because he wants to write down every flash of inspirations and creativity.

He is an Apple fan, and he likes to bring new information and technology into his life.

I love San Francisco, a city that always inspired me by its nice people and new innovations.

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OUR AUDIENCE

CHAPTER 02

GET IN TOUCH BARND EVOLUTION

HOUSEWIFE

KELLY, 31 YEARS OLD

She has two kids, one is a 6 years old boy and one is a 4 year old girl. She is a homemaker. She doesn’t work because she is responsible for the housework for the family.

She doesn’t have a lot of friends because she takes care of her children every day.

She likes to watch cartoons with the kids so that sometimes she can teach her children new vocabulary during the cartoon programs.

She always likes to drive her kids to activities and stays with them all the time.

She is a homemaker with experience, so she keeps advertisements and sale information so she can economize.

She likes surfing the Internet to search for information, and shares with other people online. She is so focused on being a good provider that she forgets about herself.

Recently, I’ve been searchning for some education advices about teach my kids by my own.

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TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

EXPLORER

MIKE, 44 YEARS OLD

He likes to travel into little known regions, especially on for scientific purpose, so he is still single.

He likes to discover nature by hiking and camping. He thinks becoming an explorer would be great.

He manages his life very well and doesn’t want other people to disrupt his schedule.

He doesn’t like socializing, and his interests increasinly diverge from his colleagues. Therefore he doesn’t have a lot of friends.

He has a dog and he walks his dog every night.

This is another way to exercise for him.

His favorite TV Show is Discovery because he enjoys watching new, unusual and exciting things.

He takes his camera with him when he is goes out to explore the world, and when he sees something interesting, he takes pictures to record that beautiful moment.

I love hiking and going outside to explore the beauty of nature.

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OUR AUDIENCE

CHAPTER 02

GET IN TOUCH BARND EVOLUTION

BUSINESS EXEUTIVE

Dave, 42 YEARS OLD

He personally owns a big company. He has work experience, so his company is very successful.

He has two children, but he doesn’t have too much time to stay with his family.

As the owner of the enterprise, he is the expert on valuing equity.

He likes to analyze things so that he can manage everything for his company.

He likes to innovate. Not only he can make his company growing the value, but also he can attract more investors.

He makes phone calls to his children twice a day because he cares about them so much.

He wants his kids to be more observant, think more and explore their world in depth.

I hope I could have more time to stay with my family and bring my kids to explore the world in depth.

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TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

WORKING MOM

ANNA, 32 YEARS OLD

She is a classic and sophisticated woman with very well-educated and has a 6 year old child. In the morning, she sends her daughter to preschool, and then she goes to her job. In the afternoon, she picks her daughter up and goes back to her office.

She tries to take care of her child by herself.

She works hard, so she has a successful career. She balance her life as a businesswoman and a mom.

She has faith that she is strong enough for her life journey. When she works at the office, she still stays connected to family affairs. She always stays with her daughter during the weekend and holidays. And she schedules a family vacation every year. She always buys food from an organic food market. For her, not only eating healthy, but also doing sports contributes to a healthy way of life.

So she works out every day to keep her body in shape. She is the leader on her team because she is independent, self-assured and can handle different challenges. That’s the reason that colleagues have a mixed reaction towards her.

It’s hard for me to balance my time between work and family. I feel tired and want to quit my job.

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CHAPTER 03 NEW VISUAL SYSTEM 38 42 45 46 50 52 54 56 60

The New Logo Clear Space Anatomy of Logo Alternative Versions Dos and Donts Typographic Standards Color Scheme Image/Graphic Stlye Business System

NEW LOGO

38

CHAPTER 03

FACE TO FACE NEW VISUAL SYSTEM

TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

OUR NEW LOGO IS THE MOST VISIBLE SYMBOL OF OUR IDENTITY WHICH MADE UP OF THE COMBINATION OF THE SYMBOL, LOGOTYPE AND TAGLINE.

39

NEW LOGO

CHAPTER 03

NEW LOGO

Our logo represents the soul of our company: transform the technology as a friend to people. The two different “W” are come from Worlds of Wonder which indecate the technology transformed before and after. We are the one who make the transfroms and bringing people a friend. Our intent is to emphasize the stylized two different “W” as the most important visual asset of the brand and give our customers a simple and memorable symbol for our company. We could use them separately or put them together as well.

40

FACE TO FACE NEW VISUAL SYSTEM

TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

41

CLEAR SPACE

CHAPTER 03

TECHNOLOGY IS YOUR FRIEND

FACE TO FACE NEW VISUAL SYSTEM

CLEAR SPACE

CLEAR SPACE FOR SYMBOL 3X

3X

3X Clear space plays an essential role in ensuring our logo is easy to recognize across all of our communications. To make sure our logo is always highly visible, a clear space is required around the logo for anytime, no graphic of any kind should exist in this area. As illustrated at right, the minimum clear space surrounding the logo is measured by a unit (x) equal to the weights of the ending stoke of the second letter W. To accomplish this, there should be at least 3x around the graphic. You may always leave more than the minimum required distance but you may not leave less.

3X X

3X

3X

3X

3X

The minimum clear space surrounding the symbol is measured by a unit (x) equal to the weights of the ending stoke of the second letter W. So, the clear space for the symbol should be at least 3x around the graphic.

42

WORLDS OF WONDER BRAND GUIDELINES

CLEAR SPACE FOR SIGNATURE 3X

3X

3X

3X X

2.5X 1.5X

3X

3X

3X

3X

The minimum clear space surrounding the signature is measured by a unit (x) equal to the weights of the ending stoke of the second letter W. So, the clear space for the signature should be at least 3x around the graphic.

43

ALTERNATES OF LOGO

CHAPTER 03

FACE TO FACE NEW VISUAL SYSTEM

TECHNOLOGY IS YOUR FRIEND

ALTERNATES OF LOGO

SIGNATURE The signature mark should be used whenever possible. Also, this should only be used on white background.

SYMBOL The symbol should be used for the app icon or everything on mobile.

MINIMUM SIZE For onscreen applications

0.5 in

LATERAL LOGO The lateral logo should be used in long horizontal layouts that don’t have much space on the top and bottom.

For print applications

0.4 in

44

WORLDS OF WONDER BRAND GUIDELINES

Q

0.3X

X

Details Zoom In

7X

0.15X

Q

Q

0.15X

68.5°

X

Details Zoom In

10.25X

ANATOMY OF SYMBOL The two “W” are from the two typefaces PT Serif and PT Sans. The original idea is these two typefaces represent human and morden, which looks connection The cut off line indecates the transform action which shows the power of our company.

45

ALTERNATES OF LOGO

CHAPTER 03

FACE TO FACE NEW VISUAL SYSTEM

ALTERNATES OF LOGO

COLORS FOR PRINTING METHODS Worlds of Wonder logo is available in various colors for printing methods. The Signature Logo is use in our tech blue. Symbol only be used on the App and lateral logo should only be used when space is limited or a version of the primary logo is not suitable for reproduction on materials, such as embroidery or small vinyl lettering.

Please always consider the signature as the first use. Always choose a color that will create enough contrast between the background and the different components of the logo. If you don’t have control over the background, render the logo either in all black or reversed to white, depending on the darkness of the background.

Show in tech blue

Show in black

Reversed with white on black background

46

TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

Reversed with white on tech blue background

Reversed with white on friendly green background

Reversed with white on portable blue background

Reversed with white on portable grey background

If you don’t have control over the background, render the logo either in all black or reversed to white, depending on the darkness of the background.

47

ALTERNATES OF LOGO

CHAPTER 03

FACE TO FACE NEW VISUAL SYSTEM

TECHNOLOGY IS YOUR FRIEND

20% or less

Black logo must be used on a light color background (same value as 20% black or less) or a bright photograph.

48

WORLDS OF WONDER BRAND GUIDELINES

21% or more

White logo must be used on a dark color background (same value as 21% black or more) or a bright photograph.

49

INAPPROPRIATE UEAGE

CHAPTER 03

FACE TO FACE NEW VISUAL SYSTEM

TECHNOLOGY IS YOUR FRIEND

INAPPROPRIATE USAGE

Do not attempt to redraw or redesign the signature. Artwork of the signature is available as digital EPS files, and reproduction proofs may be obtained by contacting Worlds of Wonder Co. This page illustrates what not to do with the Worlds of Wonder signature. Rembener, combinations of Worlds of Wonder’s signature ourside of those outlined in this style guide should not be created. Following these graphic standards will ensure Worlds of Wonder has a consistent, recongnizable identity.

Do not distort the logo.

Do not use gradient effects with the logo.

Do not use other colors not in the palette.

Do not tilt the logo.

50

Do not distort the logo.

Do not use gradient effects with the logo.

Do not use other colors not in the palette.

Do not tilt the logo.

WORLDS OF WONDER BRAND GUIDELINES

Do not use drop shadows.

Do not use outer glow.

Do not render the logo in 3-D. Do not use two colors on logo.

Do not put logo on noisy picture background.

Do not put logo on the type background.

Do not put logo on colorful background.

Do not transparent the logo.

Do not put logo on gradient background.

Do not put logo on pattern background.

Do not put signature logo on black background.

Do not put logo on similar color background.

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TYPEFACES BRAND MISSION

CHAPTER 03 02

FACEINTOTOUCH FACE BARND NEW VISUAL SYSTEM GET EVOLUTION

TECHNOLOGY IS YOUR FRIEND

UNIVERS One of the most unifying elements within the Worlds of Wonder Identity system is the consistent use of typography and typographic treatments. Univers, a basic, legible sans serif face represents our brand personality really well. Also, Univers is available in wide range of weight. In our system, we mostly use Univers Bold Condensed as the headline and subhead. When use as headline, remember to reduce the tracking from -10 to -20 and reduce the leading lesser than the character points 2-4 points. These treatments give the headline and the subhead a powerful feeling.

Univers 57 Condensed

Univers 57 Condensed Oblique

Primary Typeface: Univers

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers condensed 57: 8/12

Univers 67 Bold Condensed

Univers 67 Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers 47 Light Condensed

Univers 47 Light Condensed Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

52

As a student in Zurich, Adrian Frutiger began work on Univers, which would eventually be released in 1957 by the Deberny & Peignot foundry in Paris. The design is a neo-grotesque, similar to its contemporary, Helvetica. With the release of Univers, Frutiger began using numbers rather than names to designate varia- tions of weight, width, and slope. The full Univers family consists of twenty-one typefaces, and Frutiger has used a numerical system of identification on other designs. Linotype also has adopted this numerical system for many other faces. All twenty-one Univers faces were designed to work together, so they can be mixed in a variety of ways. Their legibility lends itself to a large variety of applications, from text and head- lines to packaging and signage.

Univers is a registered trademark of Linotype-Hell AG and/or its subsidiaries.

Description adaped from Adobe Systems Incorporated.

WORLDS OF WONDER BRAND GUIDELINES

MINION One of the most unifying elements within the Worlds of Wonder Identity system is the consistent use of typography and typographic treatments. Minion, a classic serif typeface are the fundamental elements of visual communication within the system. We mostly use Minion as the body textl and captions.

Minion Regular

Minion Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Minion Bold

Minion Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Minion Semibold

Minion Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Primary Typeface: Minion Minion Regular: 8/12 Designed by Robert Slimbach and issued by Adobe in 1990, Minion is inspired by classical, old style typefaces of the late Renaissance, a period of elegant, beautiful, and highly read- able type designs. Created primarily for text setting, Minion combines the aesthetic and functional qualities that make text type highly readable with the versatility of digital tech- nology. The Minion family contains a black weight, display, and swash fonts, expert sets, and a full range of ornaments, for uses that range from limited-edition books to newsletters to packaging.

Description adaped from Adobe Systems Incorporated.

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BRAND COLORS

CHAPTER 03 02

FRIENDLY GREEN

CMYK 10, 0, 65, 9 PANTONE SOLID COTAED 374 C PANTONE SOLID UNCOTAED 380 U HEX D1E751 RGB 209,231,81

54

TECHNOLOGY IS YOUR FRIEND

FACE FACE BARND NEW VISUAL SYSTEM GET INTOTOUCH EVOLUTION

PORTABEL WHITE

CMYK 0, 0, 0, 0 PANTONE SOLID COTAED 663 C PANTONE SOLID UNCOTAED 649 U HEX FFFFFF RGB 255,255,255

WORLDS OF WONDER BRAND GUIDELINES

TECH BLUE

PORTABEL GREY

CO BLUE

CMYK 0, 0, 0, 60 PANTONE SOLID COTAED COOL GREY 10 C PANTONE SOLID UNCOTAED 426 U HEX 676767 RGB 103,103,103

CMYK 67, 19, 0, 9 PANTONE SOLID COTAED 2915 C PANTONE SOLID UNCOTAED 2985 U HEX 4DBCE9 RGB 77,188,233

CMYK 100, 64, 0, 40 PANTONE SOLID COTAED 2736 C PANTONE SOLID UNCOTAED BLUE 072 U HEX 003798 RGB 0,55,152

BRAND COLORS Color is one of the elements that represent our personality. Our brand colors were carefully selected to reflect the advanced friendliness, collaborative and portablility of the brand. The bright blues and green provide a scientific, technical contrast and bring to life the feeling of advancement and vitality. The neutual white and grey provide a feeling of portable.

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GRAPHIC STYLE

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GRAPHIC STYLE

68.5째 68.5째

WONDER LINE

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WONDER TRIANGLE

WORLDS OF WONDER BRAND GUIDELINES

D

D

D

D

D

+

Graphic elements Transform Line and Wonder Triangle that we use in our design are come from the symbol. The transform angle between the two “W” are 68.5°. The idea behind the gap between the letters are original from our brand mission: Transform the technology to become a friend to people.

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ACCEPTABLE USE

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ACCEPTABLE USE

image The triangle can be use at both left upper and right down corner both on the treatment of image and for the layout.

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image Pattern and bold line are both acceptable for the treatment of the images. Remember do not let the patterm dominnent the overall design.

WORLDS OF WONDER BRAND GUIDELINES

layout The parrell retangular can be use as the indicator at the beginning of a paragraph. Also, it could be an graphic elements for image treatment when needed.

layout The parrell retangular can enlarge an put the paragraph on it.

Remember do not let the paragraph break the elements.

layout Our brand colors are all available in these shapes. Don’t mix the colors. Remember to keep it clean and legible.

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BUSINESS SYSTEM

CHAPTER 03

BUSINESS SYSTEM

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CHAPTER 04 THE EXTENTION 64 72 80 88 94

Brand Extention Friend at Home Friend at School Friend at Work Friend at Play

BRAND EXTENTION

CHAPTER 04

NEW FRIEND BARND EXTENTION

WE BELIEVE TECHNOLOGY IS A FRIEND MAKE DAYLY LIFE MORE CONVENIENT AND ENGAING.

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TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

PLAY WORK SCHOOL HOME

OUR DAILY LIVES’ ACTIVITY AREA

Home < School < Work < Play

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BRAND EXTENTION

CHAPTER 04

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WE TAKE CARE OF YOUR LIFE 24 HOURS 7 DAYS.

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TECHNOLOGY IS YOUR FRIEND

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THE NEW WORLDS OF WONDER

PRODUCT 01. Wonder Care 02. Apps 03. Robot kits 04. Wonder World Plus

SERVICE 01. Wonder Link 02. Wonder Cloud 03. Expert Advice Services 04. Safety & Security System

EDUCATION 01. After School Program 02. Wonder Class 03. Workshop 04. Technology Lab

EXPERIENCE 01. Technology Museum 02. Wonder Starter 03. Technology Conference 04. Wonder Theater

ENVIRONMENT 01. Wonder Campus 02. Experience Center 03. Wonder Corner 04. Tech Theme Park

EVENTS 01. Student Competition 02. Wonder Summit

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PRODUCT

SERVICE

EDUCATION

01. Wonder care Worlds of Wonder believes technology is our friend. We provide different kinds of wearable tech products to help and support people in their daily life. ( Our wearable products categories: Baby Care, Kid Safety, Personal analyze and management, Sports, Family Support, Health Support.)

01. Wonder Link (Self Management Services) Worlds of Wonder believes portability helps people communicate easily. We are now provide Wonder Link, which helps people easily manage social media accounts across multiple social networks from one integrated dashboard. We are dedicated to revolutionizing the way you communicate.

01. After School Program Worlds of Wonder enhances students’ after-school experience by allowing them to explore science and technology topics in an interactive setting. Students can explore over 100 hands-on exhibits by engaging in our after school programs. All of our after-school learning programs align with California Content Standards.

02. Apps Associated with our multiple wearable products, a smart charger and a mobile app work together to not only monitor more effectively but learn and predict user habits to help you understand and manage your life better. It’s not about numbers, it’s about useful insights that help you live better and more easily.

02. Wonder cloud (Information Services) Worlds of Wonder believes memory can become a strength. We provide Wonder Cloud, the personal cloud storage service for file sharing and collaboration.

02. Wonder Class Worlds of Wonder believes education is the key tool for success. From early learning to college and career, Worlds of Wonder supports people furthering their educations. Classes on various topics will be offered at the Wonder Education Center.

03. Robot Kits Worlds of Wonder believes hands-on skills can stimulate the creativity.

We provide different kinds of DIY robot kits. From easy to hard and simple to complicated, our kits suit everyone who loves DIY and technology. Also, our DIY robots are functional as a smart friend. We have educational robots for kids and teens, self managed robots for young adults, and supportive robots for families. With our wonder kits, people’s lives not only become super interactive, innovative, responsive, smart and fun, but also become more easier, simpler, and healthier.

04. Wonder World Plus Worlds of Wonder believes information and knowledge are the foundation of our lives. We provide the world’s most innovative browser Wonder World+. Our browser is not just based on computers and mobile devices. With our technology, people can turn any surface and place immediately into the browser to retrieve, present and traverse information resources.

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03. Expert Advice Services Worlds of Wonder believes advice brings wisdom and courage. Our expert team provide the best advice about your lives. From study and work to parenting and health, parenting, our advisors light up your life to make it easier.

04. Safety & Security System Worlds of Wonder cares about your safety. We provide different security systems with the smart monitor that links with multiple devices. From personal to family to business, with our secure systems you can monitor the environment 24hours and turn any device into a wireless key.

03. Workshop We offer technology workshops on various topics for children, teens, and adults. Our workshops help members learn about new technology and gain exposure to different high-tech industries.

04. Technology Lab Wonder Labs provide students a deeper learning experience as they explore different science and technology topics in our interactive labs.

Our lab instructors provide an engaging experience to stimulate interests and inspire innovation. Students work together to find creative solutions to real-world challenges, while reinforcing concepts and developing skills and innovative thinking.

WORLDS OF WONDER BRAND GUIDELINES

EXPERIENCE

ENVIRONMENTS

EVENTS

01. Technology Museum Worlds of Wonder believes all people have the capacity to learn and grow though the awakening of their curiosity in an environment that rewards that curiosity. The Wonder Tech Museum is a place to inspire the innovator in everyone. We create playful and profound experiences that invite people to learn though play, evoke emotions of wonder and joy, contain solid and accessible science, show how technology can improve lives, provoke thought and inspire action.

01. Wonder Campus As the partner hub to our Education Center, Wonder Campus is a safe and positive place for teens to learn, meet, explore, create, and enjoy their time together. From classrooms, communication rooms and tech labs to creative spaces, gyms and entertainment spaces, the campus provides the best education and experiences.

01. Student Competition Worlds of Wonder encourages the younger generation to show their talents. Wonder U Competition honors the best and brightest students for their accomplishments in technology, changing the world for the better. Wonder U promotes excellence in technology. Students can submit innovative individual and team research projects to regional and national levels of competition as they vie for college scholarships.

02. Wonder Starter Worlds of Wonder is commit to being innovative, and encouraging new ideas and invention. Wonder Starter is a platform that include TV Shows and a website for presenting new ideas and innovations. Wonder Starter give everyone a chance to show their ideas and inventions and supports them to turn these ideas into reality.

03. Technology Conference We provide an educational technology conference for educators, technology coordinators, administrators and those who are looking to see how technology can support student achievement. Our conference is open to thousands of students, parents, teachers, administrators, and other professionals.

04. Wonder Theater Worlds of Wonder encourages people to explore the world. Wonder Theater is an educational film theater which provide adventures through IMAX technology and the giant screen, journeying to places where people can be inspired without leaving their seats. See, hear and feel more with crystal clear images up to eight stories high and 13,000 watts of wrap-around digital surround sound.

02. Experience Center As a public communication center, Wonder Center is open to everyone as an experience center. We provide a space to open minds, expand visions, and enrich experiences through technology. Also, we educate the visitors and improve their skills by providing different kinds of short walk-in tutorials. In our Wonder Center, we introduce technology as a friend to everyone.

02. Wonder Summit Worlds of Wonder believes communication is important for growth, especially the technology company like us. Wonder Summit is a technology summit held every year with different themes. The summit provides educational seminars and the right tools for you or your company to make connections to best prepare for ever-changing technological.

03. Wonder Corner Worlds of Wonder believes technology is our friend and bring us friends. Wonder Corner is a interactive technology based relaxation space which includes a food area, reading area, and entertainment area.

At the conner, the public can enjoy relaxing and meeting new friends.

We not only bring â&#x20AC;&#x153;a technology friendâ&#x20AC;? to people, we are also dedicated to bringing people together through technology.

04. Tech Theme Park We provide a technology theme park for children and parents to explore the world of different technologies by providing interaction with those technologies.

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BRAND EXTENTION

6A.M TO 9A.M

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CHAPTER 04

9A.M TO 12A.M

12A.M TO 3P.M

3P.M TO 6P.M

HOME

01. Wonder Care 02. Apps 04. Wonder World Plus 04. Safety & Security System

01. Wonder Care 02. Apps 04. Wonder World Plus 04. Safety & Security System

01. Wonder Care 02. Apps 04. Wonder World Plus 04. Safety & Security System

01. Wonder Care 02. Apps 04. Wonder World Plus 04. Safety & Security System

SCHOOL

04. Safety & Security System

01. Wonder Care 02. Wonder Class 04. Technology Lab 01. Wonder Campus 01. Student Competition

01. Wonder Care 01. Wonder Link 02. Wonder Cloud 02. Wonder Class 04. Technology Lab 01. Wonder Campus

01. Wonder Care 02. Wonder Class 03. Workshop 04. Technology Lab 01. Wonder Campus 02. Wonder Summit

WORK

04. Safety & Security System

01. Wonder Care 04. Wonder World Plus 02. Wonder Cloud 03. Technology Conference

01. Wonder Care 04. Wonder World Plus 01. Wonder Link 02. Wonder Cloud 03. Technology Conference

01. Wonder Care 04. Wonder World Plus 02. Wonder Cloud 03. Technology Conference

PLAY

01. Wonder Care 04. Wonder World Plus 01. Wonder Link 02. Wonder Cloud

01. Wonder Care 01. Technology Museum 04. Wonder Theater 02. Experience Center 03. Wonder Corner 04. Tech Theme Park

01. Wonder Care 01. Technology Museum 04. Wonder Theater 02. Experience Center 03. Wonder Corner 04. Tech Theme Park

01. Wonder Care 01. Technology Museum 04. Wonder Theater 02. Experience Center 03. Wonder Corner 04. Tech Theme Park

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WORLDS OF WONDER BRAND GUIDELINES

6P.M TO 9P.M

01. Wonder Care 02. Apps 03. Robot kits 03. Expert Advice Services 04. Safety & Security System 02. Wonder Starter

9P.M TO 12P.M

01. Wonder Care 02. Apps 03. Robot kits 03. Expert Advice Services 04. Safety & Security System

12P.M TO 3A.M

01. Wonder Care 02. Apps 04. Safety & Security System

3A.M TO 6A.M

01. Wonder Care 02. Apps 04. Safety & Security System

PRODUCT 03. Expert Advice Services 04. Safety & Security System 01. After School Program 02. Wonder Class

01. Wonder Care 03. Expert Advice Services 04. Safety & Security System 01. After School Program 02. Wonder Class

04. Safety & Security System

04. Safety & Security System

01. Wonder Care 02. Apps 03. Robot kits 04. Wonder World Plus

SERVICE 01. Wonder Care 02. Apps 02. Wonder Cloud 04. Safety & Security System

01. Wonder Care 02. Apps 02. Wonder Cloud 04. Safety & Security System

04. Safety & Security System

04. Safety & Security System

01. Wonder Link 02. Wonder Cloud 03. Expert Advice Services 04. Safety & Security System

EDUCATION 01. Wonder Care 01. Technology Museum 04. Wonder Theater 02. Experience Center 03. Wonder Corner 04. Tech Theme Park

01. Wonder Care 04. Wonder Theater 03. Wonder Corner 04. Tech Theme Park

01. Wonder Care 04. Wonder World Plus 01. Wonder Link 03. Wonder Corner

01. Wonder Care 04. Wonder World Plus 01. Wonder Link 03. Wonder Corner

01. After School Program 02. Wonder Class 03. Workshop 04. Technology Lab

EXPERIENCE 01. Technology Museum 02. Wonder Starter 03. Technology Conference 04. Wonder Theater

ENVIRONMENT 01. Wonder Campus 02. Experience Center 03. Wonder Corner 04. Tech Theme Park

EVENTS 01. Student Competition 02. Wonder Summit

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FRIEND AT HOME

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TECHNOLOGY IS YOUR FRIEND

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WE BRING A FRIEND TO HELP YOU TAKE CARE OF YOUR HOME.

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FRIEND AT HOME

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BABY BREATHING MONITOR We provide a smart sensing, learning, predicting breathing monitor and a mobile app work together to not only monitor more effectively but learn and predict your babyâ&#x20AC;&#x2122;s sleep habits and optimal sleep conditions.

Associate with multiple wearable bands, a smart charger and a mobile app work together to not only monitor more effectively but learn and predict your babyâ&#x20AC;&#x2122;s sleep habits and optimal sleep conditions.

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FRIEND AT HOME

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SMART LOCATOR AND PHONE FOR KIDS We provide a smart sensing, learning, predicting breathing monitor and a mobile app work together to not only monitor more effectively but learn and predict your babyâ&#x20AC;&#x2122;s sleep habits and optimal sleep conditions.

Associate with multiple wearable bands, a smart charger and a mobile app work together to not only monitor more effectively but learn and predict your babyâ&#x20AC;&#x2122;s sleep habits and optimal sleep conditions.

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FRIEND AT HOME

6 A.M

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SAFETY & SECURITY SYSTEM Worlds of Wonder cares about your safety. We provide different security systems with the smart monitor that links with multiple devices. From personal to family to business, with our secure systems you can monitor the environment 24hours and turn any device into a wireless key.

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FRIEND AT SCHOOL

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WE BRING A FRIEND TO HELP YOU WITH YOUR STUDY.

FRIEND AT SCHOOL

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AFTER SCHOOL PROGRAM Worlds of Wonder enhances studentsâ&#x20AC;&#x2122; after-school experience by allowing them to explore science and technology topics in an interactive setting. Students can explore over 100 hands-on exhibits by engaging in our after school programs. All of our after-school learning programs align with California Content Standards.

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FRIEND AT SCHOOL

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WORKSHOP We offer technology workshops on various topics for children, teens, and adults. Our workshops help members learn about new technology and gain exposure to different high-tech industries.

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FRIEND AT SCHOOL

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WONDER CAMPUS As the partner hub to our Education Center, Wonder Campus is a safe and positive place for teens to learn, meet, explore, create, and enjoy their time together. From classrooms, communication rooms and tech labs to creative spaces, gyms and entertainment spaces, the campus provides the best education and experiences.

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FRIEND AT WORK

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WE BRING A FRIEND TO SUPPORT YOU WITH YOUR WORK.

FRIEND AT WORK

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WONDER CLOUD Worlds of Wonder believes memory can become a strength. We provide Wonder Cloud, the personal cloud storage service for file sharing and collaboration. With the wearable bracelet and our system, people could upload the important information and share to the coworkers , clients or anyone they want. Also, the bracelet will tell the user immediately about the new information which his account received.

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FRIEND AT WORK

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WONDER CORNER Worlds of Wonder believes technology is our friend and bring us friends. Wonder Corner is a interactive technology based relaxation space which includes a food area, reading area, and entertainment area. At the conner, the public can enjoy relaxing and meeting new friends. We not only bring â&#x20AC;&#x153;a technology friendâ&#x20AC;? to people, we are also dedicated to bringing people together through technology.

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FRIEND AT PLAY

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TECHNOLOGY IS YOUR FRIEND

WORLDS OF WONDER BRAND GUIDELINES

WE BRING A FRIEND TO ENRICH YOUR PLAY TIME.

FRIEND AT PLAY

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WONDER LINK Worlds of Wonder believes portability helps people communicate easily. We are now provide Wonder Link, which helps people easily manage social media accounts across multiple social networks from one integrated dashboard. We are dedicated to revolutionizing the way you communicate.Â

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FRIEND AT PLAY

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PERSONAL MANAGEMENT Worlds of Wonder provides a personal management products and apps to measures people’s brainwaves and translates it into meaningful data to help them make the most of the cognitive performance.

The Brainwear can measure, track and help to improve the Attention, Focus, Engagement, Interest, Excitement, Affinity, Relaxation and reduce Stress levels.

With the free mobile app available, people can get a much better idea of the daily productivity profile. When paying attention, the time of day and how long can pay attention for, interest levels, bursts of focus. It will help people relax and reduce the stress levels.

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TECHNOLOGY MUSEUM Worlds of Wonder believes all people have the capacity to learn and grow though the awakening of their curiosity in an environment that rewards that curiosity. The Wonder Tech Museum is a place to inspire the innovator in everyone. We create playful and profound experiences that invite people to learn though play, evoke emotions of wonder and joy, contain solid and accessible science, show how technology can improve lives, provoke thought and inspire action.

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FRIEND AT PLAY

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WONDER THEATER Worlds of Wonder encourages people to explore the world. Wonder Theater is an educational film theater which provide adventures through IMAX technology and the giant screen, journeying to places where people can be inspired without leaving their seats. See, hear and feel more with crystal clear images up to eight stories high and 13,000 watts of wrap-around digital surround sound.

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ONE OF THE MOST BEAUTIFUL QUALITIES OF TRUE FRIENDSHIP IS TO UNDERSTAND AND TO BE UNDERSTOOD.

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WE ARE HERE TO UNDERSTAND AND TO BE UNDERSTOOD.

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