BARNES & NOBLE PRODUCT & BRANDING STRATEGY By Kristina Marrero
BARNES NOBLE PRODUCT & BRANDING STRATEGY By Kristina Marrero
ALL IMAGES ARE FOR EDUCATIONAL AND DEMONSTRATIVE PURPOSES ONLY, AND THIS STUDENT DESIGN CONCEPT IS NOT THE WORK OF BARNES&NOBLE.
3
INTRODUCTION
PROLOGUE: INTRODUCTION
ACT I: RESEARCH & STRATEGY
why b&n?
steep trend research
brand promises
swot analysis
design vision
b&n archetypes
core attributes
consumer insights brand positioning product & brand strategy my process
4
TABLE OF CONTENTS
ACT II: VISUAL DESIGN
ACT III: SPATIAL DESIGN
visual attributes
design ideation
brand standards
overview of space
the mark
city b&n
typography
membership
colors & materials logo application
5
6
7
PROLOGUE
8
INTRODUCTION
why b&n? brand promises design vision core attributes
9
INTRODUCTION
WHY B&N?
B
arnes & Noble originated in 1886 with a bookstore called Arthur Hinds & Company, located in the Cooper Union Building in New York City. Since then, it’s grown to become the #1 book retailer in the United States. As of 2012, they operated 689 stores in all 50 states, and 667 college bookstores that reach out to over 4.6 million students and teachers nationwide. B&N is known for their large, upscale stores, which currently employ ~30,000 people in the US.
Although Barnes & Noble has been competitive in the book and tablet markets, sales in the past few years have declined. In 2013, NOOK sales declined 34% from the year prior, and sales of digital content dropped by almost 9%. Companies like Apple and Amazon are gaining a competitive edge, causing B&N to begin shutting
down stores at a rate of 20 per year over the next decade. The most recent closure was locally in Pasadena, CA, a neighborhood favorite that had been there for over 20 years. As technology advances, newer generations are adopting digital media more and more, and printed books are becoming a thing of the past. How can Barnes & Noble reposition itself to be not only the #1 retailer in books, but in media, learning and knowledge as well? The following pages uncover my process of transforming B&N into a relevant brand in the 21st Century.
10
WHY B&N?
11
“Our mission is best specialty r in America, reg product we sel
12
s to operate the retail business gardless of the ll.�
13
INTRODUCTION
BRAND PROMISES
Become the go-to resource for knowledge on all subjects in all mediums. Put the customer first by providing a new, personalized experience every time one enters a B&N retail space. Encourage generations to come together in a shared environment to teach, learn, work, gather, escape and enjoy good company.
14
BRAND PROMISES
15
INTRODUCTION
16
DESIGN VISION
why
The future of books and learning goes beyond the paper or digital surface and demands human interaction and communication.
how
Encourage customers to work, study, relax and socialize at B&N through a tiered-membership with exclusive levels of access to space, content and knowledge.
what
A refreshed visual identity and a conceptual retail experience that promotes discovering, learning and socializing under one knowledge hub.
17
INTRODUCTION
PERSONALIZED/MY B&N A unique retail and/or online experience every time someone visits a Barnes&Noble space; personable staff and customized data to make the experience easier and more engaging.
CONTEMPORARY CONTENT Up-to-date content present at a Barnes&Noble retail space; using mobile devices to bring current events and technology together.
KNOWLEDGE HUB Central source for learning/reading/ knowledge; “beyond the book� content available through apps/ digital outlets.
18
CORE ATTRIBUTES
INTUITIVE INTERACTION Easy-to-navigate retail spaces and easy-to-use apps that integrate with the space; ease of finding a book in a huge bookstore or having someone there to help otherwise.
COME AND STAY Cozy and comfortable gathering place for families and friends; a space where people want to relax and unwind.
MULTIPURPOSE ACCESS A space meant not only for reading, but working, studying, learning and playing; Spaces for individuals and for groups, for all types of engagement.
19
DISCOVER your new favorite _______ cookbook and cappuccino _________.
20
21
WORK in a creative
&
collaborative environment.
22
23
ESCAPE to an immersive experience of knowledge.
24
25
BARNES NOBLE 26
Come and stay curious.
27
28
29
ACT I
30
RESEARCH & STRATEGY
steep analysis swot analysis b&n archetypes consumer insights brand positioning product & brand strategy my process
31
RESEARCH & STRATEGY
STEEP ANALYSIS STEEP stands for Social, Technological, Economical, Environmental and Political, and is a structure used to discover and analyze macro and micro trends.
SWOT ANALYSIS SWOT evaluates the Strengths, Weaknesses, Opportunities and Threats in specific areas within a business and its competitors.
B&N ARCHETYPES Archetypes are ideal examples of consumers that currently shop at Barnes&Noble, or consumers that Barnes&Noble hope to capture with a successful product and branding strategy.
CONSUMER INSIGHTS Consumer Insights stem from surveys, questionnaires and personal interviews, and can help enhance the product and branding strategy.
32
SECTION CONTENTS
BRAND POSITIONING Brand Positioning matrices compare and contrast your brand against their competition, and create a striking visual for opportunities in specific markets.
PRODUCT & BRAND STRATEGY P&B Strategy looks at the Short-term (0-3 yrs), Mid-term (3-5 yrs) and Long-term (5-10 yrs) plans for a brand going forward.
MY PROCESS An at-a-glance look at the visual process I took to arrive at the final product & brand strategy.
33
RESEARCH & STRATEGY
SOCIAL
34
STEEP ANALYSIS
TRENDS Über connected-ness
Social advertising – native ads
Social everything – participation/ sharing experiences with other users
Niche social networking, ie. Pinterest, Instagram, etc.
63% of females and 73% of males don’t go longer than one hour without looking at their phone
More interaction between user’s mobiles (NFC)
OPPORTUNITIES Facebook B&N Official page
“Book club” for social media (like Pottermore)
Take advantage of native ads for B&N discounts, coupons, exclusive deals
Greater interaction with mobile devices throughout the B&N retail store
Integrate social media strategies into redesign of retail spaces
Better use of B&N website - supplemental information for book lovers/events
35
RESEARCH & STRATEGY
TECHNOLOGICAL
TRENDS Second “industrial” revolution – robotics/ kiosks/smart machines Technology to harness social data and buying patterns/consumer behaviors Access to more information than ever – Knewton: new ways of learning
NFC – near field communication Mobiles/tablets being used more than laptops/desktops Cloud computing – Personal cloud – source of all info/data HTML5 to become main app developer
Data visualization - micro to macro Realtime feedback/analytics
36
STEEP ANALYSIS
OPPORTUNITIES New programs/applications for the NOOK - throughout the store, book membership, etc. Mobile apps to track buying patterns/ customize experience for B&N shopper More kiosks/digital stations around retail store to assist with finding the perfect book
NOOKstations at tables - pay for internet/ reading books/periodicals Collaboration with Knewton - digital learning for Tweens/Teens Digital learning spaces for students throughout retail space Corporate programs - to promote reading and learning at an older age
37
RESEARCH & STRATEGY
ECONOMICAL
38
STEEP ANALYSIS
TRENDS Local manufacturing (mobile production/ consumption)
Diminishing prospects for youth (Tuition and COL increasing, opportunities decreasing)
More freelancing/self-employment/ startups after college
Aging population will impact future economic growth
Integrated ecosystems between co-workers, suppliers, partners and consumers
People traveling abroad more
People have less money saved for retirement (avg. 30k)
Greater transparency and available knowledge about companies’ products/services
Emerging middle class
OPPORTUNITIES Community learning center within B&N; weekly events for specific demographics (kids, silvers, etc.)
Transparency of the price of books with competitors - convince B&N shoppers to buy now rather than at Amazon
B&N kiosks/partnerships abroad
Tiered memberships that cater to consumers of all ages and incomes
Aim for local manufacturing of NOOKs (ideally before other e-Readers do so) Facebook B&N Official page
Partnerships with colleges: NOOK that carries digital versions of all college textbooks (included in tuition?)
39
RESEARCH & STRATEGY
ENVIRONMENTAL
TRENDS Resources decreasing, population increasing – rethinking consumption “products that give back”
Global shift towards urban living – smaller spaces
Consolidation of oil and gas companies
Increased focus on natural resources supply
Technology & sustainability converging
40
STEEP ANALYSIS
OPPORTUNITIES Recycling programs for new/used books; student/professional design competitions
Smaller B&N retail stores/pop-up spaces for urban areas and on-the-go consumers
Greater exposure on how NOOKs are made (more cradle-to-cradle manufacturing)
Biodegradeable products used in cafe areas
41
RESEARCH & STRATEGY
POLITICAL
42
STEEP ANALYSIS
TRENDS The future of space travel and explorationlearning about the unknown
Push in education policy to make higher education more accessible and affordable
Greater access to information (good and bad)
Uncertainty of the future
Education on all levels emphazied by Obama in latest State of the Union
Steady decline of the stock market in 2013
OPPORTUNITIES More opportunities to learn about the unknown More reasons for people to escape from reality - with reading books!
Collaborate with schools across the nation to make sure an exceptional level of learning and education is provided to each child from the beginning (pre-school)
Partner with schools for the student’s benefit (scholarships, sponsorships, etc.)
43
RESEARCH & STRATEGY
brand identity/ history/strategy/ experience
sales channels & web presence
product & serv ice offering
44
SWOT ANALYSIS
OPPORTUNITIES FOR B&N Showcase comittment to higher education learning Transform retail space into a place to learn and relax Focus on dominance of book market/learning/knowledge Design and compete in the mobile app/digital learning environments Take some tips from Amazon (ie.tracking consumer behavior)
45
COMPETITION
46
LESSONS LEARNED Track consumer buying patterns for a more customized experience Look beyond physical products to services and digital experiences Maintain a consistent atmosphere across retail spaces, but with a local twist in each store
47
RESEARCH & STRATEGY
B&N CUSTOMERS
CURIOUS EXPLORER
TECHIE TWEEN
Aged 3-10 Living in urban areas Allowance - $5-7/week Obbessed with iPad games and arts & crafts Late majority/Laggards
Aged 10-12 Living in suburban areas Allowance - $20-25/week Socially connected Early-Late Majority
PLUGGED-IN STUDENT
GENY-Y FREELOADER
Aged 16-24 Living in college towns Income - $500 (monthly stipend) Transitioning to e-books Innovators/ Early Adopters
Aged 24-29 Big cities with lower COL Most college educated Income - 35k-50 k Thrifty & trendy Early adopters/majority
48
B&N ARCHETYPES
AT-A-GLANCE
INDIE ENTREPRENEUR
VEGAN WARRIOR
Aged 27-35 Living in urban cities All college educated Income - 80k-120K Addicted to social media Innovators/ Early Adopters
Aged 30-36 Living in PNW cities College education Income - 90k-120 k Always up for adventure Early Adoptors/Majority
SUBURBAN FASHIONISTA
CARPE DIEM RETIREE
Aged 40-50 Living in suburban cities Some college educated Income - 60-90 k Likes new experience Early/ Late majority
Aged 65-75 Lives in suburban areas Retirement - 6 k/month Wants to keep their mind fresh/active Late majority/Laggards
49
RESEARCH & STRATEGY
50
B&N ARCHETYPES
THE TECHIE TWEEN
socialite // boy-crazy self-conscious // sheltered energetic // demanding fast-fashion trendy 51
RESEARCH & STRATEGY
52
B&N ARCHETYPES
THE PLUGGED-IN STUDENT
tech-savvy // quirky practical // introverted keen on science // inquisitive well-connected 53
RESEARCH & STRATEGY
54
B&N ARCHETYPES
THE GEN-Y FREELOADER
entitled // thrifty grungy // eco-conscious well-educated // cynical need instant gratification 55
RESEARCH & STRATEGY
56
B&N ARCHETYPES
THE INDIE ENTREPRENEUR
driven // idealistic hipster // adventurous intellectual // cultured well-connected 57
RESEARCH & STRATEGY
ONLINE SURVEY
58
CONSUMER INSIGHTS
INSIGHTS An equal gender participation from across the US, with most responses coming from people aged 18-34. Most people prefer paper over digital, enjoy reading for pleasure and/or knowledge, and tend to buy books on Amazon for price and convenience.
Most people enjoy having coffee/food accessible at B&N. To no surprise, most people own an iPad/iPad mini.
59
RESEARCH & STRATEGY
“Barnes&Noble is not as prestigious in my eyes as it once was.” “...I’m excited to see when publishers make printed books that offer a beautiful product in addition to the text, thus distinguishing it in that format from an ebook.”
“I was disappointed that they didn’t offer some kind of freebie or discounted rate on NOOK versions of books that I’d purchased paper copies of from B&N.”
60
CONSUMER INSIGHTS
“The most compelling future for brick & mortar bookstores is serving as a ‘third place’ -- a place for individuals and groups to gather for studying, meeting, author events, etc.”
“Atmosphere should be geared more toward comfort and studying, and less geared toward the individual.”
“...Price always comes first when it come to things that I don’t really need.”
61
RESEARCH & STRATEGY
USER INTERVIEWS GISELLE, AGE 4
ALYSSA, AGE 12
BRYCE, AGE 22
From Salt Lake City, UT Loves playing games on an iPad Favorite Book: Everyone Poops
From Miami, FL Loves going shopping with friends Favorite Book: Hunger Games
From Hawthorne, CA Loves clean, simple design Favorite Book: Bio of Steve Jobs
Curious Explorer
Techie Tween
Plugged-In Student
Likes playing at the local Discovery center because it provides fun and learning at the same time
Enjoys spending time with family outside (camping); prefers physical activity to stagnant learning
Prefers digital books because of portability and unlimited access
Says the B&N kids area needs more publicity and interactivity in the space
Mother says there’s an opportunity to make B&N a safe space for tweens to hang out without parents worrying
INSIGHTS
(from parent)
62
Thinks B&N should tackle “interactive storytelling that imports data from social feeds” via mobile apps
CONSUMER INSIGHTS
JACOB, AGE 19
KATIE, AGE 25
ALEX, AGE 35
From Torrance, CA Loves team sports & the outdoors Favorite Book: The 5 People you Meet in Heaven
From Orange City, IA Loves flipping through cookbooks Favorite Book: Charlie and the Chocolate Factory
From New York, NY Loves finding new music Favorite Book: The Living
Plugged-In Student
Gen-Y Freeloader
Indie Entrepreneur
INSIGHTS Buys most books on Amazon for the lowest price, but still enjoys going to B&N occasionally Prefers paper books because of the tactility
B&N appealing to the masses makes it a non-unique retail/ online experience B&N should enhance existing inventory with exclusive online content; would like to see B&N tap into International book periodical market
63
Prefers paper books because of the permanence Sees the future of books to be highly interactive and mainly digital, with art and photo books still in print
RESEARCH & STRATEGY
PRODUCT OFFERING PRICE $500+
$350
CAPACITY/CAPABILITIES
$200
LOW
$100
$0
64
BRAND POSITIONING
HIGH
There is opportunity to create a high-capacity product andor service experience that comes at a lower cost, ie. a monthly subscription.
65
RESEARCH & STRATEGY
ARCHETYPES
INCOME $120+ K
$90 K
TECH SAVVINESS LOW
$60 K
$30 K
$0 K
Curious Explorer Techie Tween Plugged-in Student GenY Freeloader Indie Entrepreneur Vegan Warrior Suburban Fashionista Carpe Diem Retiree
66
BRAND POSITIONING
PRICE $500+
$350
CAPACITY/CAPABILITIES LOW
$200
$100
$0 K
The B&N Archetypes to immediately pursue for this new Product & Branding Strategy include the Curious Explorer, Techie Tween, Plugged-In Student and Gen-Y Freeloader, while the Indie Entrepreneur is an aspirational consumer to appeal to.
67
RESEARCH & STRATEGY
KEY TAKEAWAYS
Re-evaluate their retail experience, and start by not trying to appeal to EVERY type of reader Consider the endless ways supplemental online content (via apps and social media) could enhance the reading & learning experience Incorporate a child’s fun and playful imagination into the design of the retail space (especially the Kids and YA areas)
OPPORTUNITIES
Implement an engaging and welcoming retail space experience Introduce a service with high content and capability at a lower cost
68
SUMMARY
69
RESEARCH & STRATEGY
70
BRAND STRATEGY
STRATEGY AT-A-GLANCE
short
“Right now� solutions that can be researched, designed and implemented in under three years
mid
Solutions that involve user testing and feedback, as well as marketing campaigns that take around 3-5 years to reach full potential
long
Expansive product and services experiences that become fully realized between 5-10 years
71
RESEARCH & STRATEGY
SHORT TERM
products
Offer niche market books and exclusives; Accomodate retail space for local craftsmen and artisans to crafted products Slowly fade out visible bulk inventory (books and NOOK tablets)
service
Free app for in-store discovery and usage Paid membership including subscription to media (e-books, music, video) and a rewards program
sales channels
Installed interactive touchpoints that sync with mobile devices (for retail space) Phase out NOOK tablet displays and replace with touchscreen TV’s
* All bolded items are visualized in this book.
72
BRAND STRATEGY
0-3 YEARS
target market
Plugged-In Students
marketing
Immediate visual identity re-branding included logo, colors and collateral
Indie Entrepreneurs
More transparency about book pricing with vs. competitor pricing Promote close relationship with colleges – exclusive contracts for providing content
* All bolded items are visualized in this book.
73
RESEARCH & STRATEGY
MID TERM
products
Bulk NOOKS provided to incoming college students (through local B&N) Overstock NOOKS for public use dispersed throughout store (individual Unique product line of tableware & coffee mugs available at cafe
service
Full integration of membership apps (both free and paid) with in-store experience Social media expansion – local B&N Facebook, Pinterest and Twitter pages B&N online book club/forum – exclusive content and access
sales channels
Physical & digital knowledge consultants – sales reps that help you find whatever content you need (with paid membership) In-store exclusive lectures/demos/forums around book releases Proprietary B&N media app – combining the functions of iBooks, Spotify and Netflix
* All bolded items are visualized in this book.
74
BRAND STRATEGY
3-5 YEARS
target market
Plugged-In Students
Techie Tween
Indie Entrepreneurs Gen-Y Freeloaders
marketing
Transient decor and ads that adapt to current trends to keep a fresh in-store experience Start tracking consumer patterns/behaviors like amazon.com to create a personalized experience in-store and online (and app)
* All bolded items are visualized in this book.
75
RESEARCH & STRATEGY
LONG TERM
products
Exclusive supplements to classic books & new releases (affiliated with membership app) All NOOK products & manufacturing facilities become phased out Unique product line of reading/learning furniture for in-store experience
service
More digital interactions with a personalized experience (ie. Discovery Wall at retail entry) Monthly publication with coupons, codes & exclusive content
sales channels
Redesigned retail stores – more space for gathering/learning in both an urban (smaller scale) & suburban (flagship scale) setting Assigned space for self-employed/freelance workers - exclusive access with paid membership
* All bolded items are visualized in this book.
76
BRAND STRATEGY
5-10 YEARS
target market
Plugged-In Students Curious Explorers Gen-Y Freeloaders Indie Entrepreneurs
marketing
Techie Tween
Carpe Diem Retirees
Collaborate with outside vendors (publishers and well-known brands) to design unique pop-up spaces inside store to promote newly-released books & publications Turn retail space into an “escape from reality� oasis for learning and exploring
* All bolded items are visualized in this book.
77
RESEARCH & STRATEGY
KEY OPPORTUNITIES FROM STRATEGY short-term
Immediate visual identity re-branding including logo, colors and collateral Free app for in-store discovery and usage and paid membership including subscription to media (e-books, music, video) and a rewards program
mid-term
Physical & digital knowledge consultants – sales reps that help you find whatever content you need (with paid membership) Proprietary B&N media app – combining the functions of iBooks, Spotify and Netflix
long-term
Redesigned retail stores – more space for gathering/learning in both an urban (smaller scale) & suburban (flagship scale) setting Turn retail space into an “escape from reality” oasis for learning and exploring
78
BRAND STRATEGY
79
RESEARCH & STRATEGY
MY PROCESS
Here is a glimpse into my process of researching and developing a product and branding strategy over the course of seven weeks.
80
81
82
83
ACT II
84
VISUAL DESIGN
visual attributes brand standards the mark typography colors & materials logo application
85
VISUAL DESIGN
86
SECTION CONTENTS
VBL ATTRIBUTES Visual Brand Language (VBL) attributes describe the look and feel of the new Barnes&Noble.
THE MARK The main logo, supplemented by additional logos and treatments where needed.
TYPOGRAPHY The typefaces used by the new B&N identity to create a consistent look & feel across the entire retail landscape (both in-store and digtal applications).
COLORS & MATERIALS A palette of primary & secondary color selections, as well as materials that must be used consistently in each B&N retail space.
LOGO APPLICATION Ways the mark and other logos can be applied to collateral, the digital landscape, and in retail.
87
VISUAL DESIGN
The look and feel of the new Barnes&Noble. CLASSIC MODERN A new take on the well-known heritage of Barnes&Noble.
RELAX & ENJOY A place to escape, meet friends old and new, and enjoy one’s company.
CLEAN & SIMPLE Quiet, non-distracting design that allows the books/knowledge to be in the spotlight.
WORK/PLAY HARMONY A balance of space for people to work (officially or for pleasure) and to play (explore, socialize, learn).
FRIENDLY CONVENIENCE An accomodating atmosphere that provides excellent customer service.
ENGAGING/INSPIRING The place to be engaged and inspired to socialize and learn, on all levels the intellect.
88
VBL ATTRIBUTES
89
VISUAL DESIGN
THE MARK
The standard version of the logo features a sans-serif typeface with a colored, serif ampersand. The classic ampersand connects the parts of the logo, and pays tribute to the Barnes&Noble heritage.
90
BRAND STANDARDS
BARNES NOBLE
91
VISUAL DESIGN
ALTERNATE LOGOS
MONOGRAM
B N The monogram logo uses the initials of Barnes&Noble, and is used mainly on smallscale collateral, or as a secondary logo where the standard logo is already being used.
92
BRAND STANDARDS
REVERSE
BARNES NOBLE B N
The reverse logo features a light typeface with a golden ampersand; only used on darker backgrounds (at least 80% grey).
93
VISUAL DESIGN
SIZE SPECIFICATIONS
BARNES NOBLE
STANDARD LOGO
Minimum sizes for standard logo at 2 in, 1.5 In and min size
BARNES NOBLE BARNES NOBLE
0.9 IN
BARNES NOBLE 1.5 IN
2 IN
MIN SIZE
BARNES NOBLE
0.45 IN
1 IN
94
0.68 IN
BRAND STANDARDS
BARNES NOBLE
ALTERNATE LOGO
Minimum sizes for alternate logo at 2 in, 1.5 In and min size
BARNES NOBLE
0.9 IN
BARNES NOBLE 1.5 IN
2 IN
MIN SIZE
BARNES NOBLE
0.45 IN
1 IN
95
0.68 IN
VISUAL DESIGN
LOGO LOCK-UP
7X (&)
2.2X 1.75X X 3.2X 0.75X
BARNES NOBLE 0.4X
2.75X X
96
6X (&)
BRAND STANDARDS
CLEAR ZONE STANDARD 2X
19.75X
2X
BARNES NOBLE
2X
8.9X
2X
19.75X
2X
7X
1.7X
B N
1.7X
9X
1.7X 1.7X
7X
97
8.9X
2X 2X
MONOGRAM 1.7X
2X
1.7X
9X
1.7X 1.7X
VISUAL DESIGN
MISUSE OF LOGO
DO NOT:
1.
1. Change size of ampersand 2. Change color of ampersand 3. Change color of logotype 4. Change typeface of logotype 5. Create outlines for mark
4.
6. Add drop shadow behind mark 7. Change typeface of ampersand 8. Rotate the mark
BARNES NOBLE BARNES NOBLE BARNES NOBLE BARNES NOBLE
9. Move the ampersand
BARNES &NOBLE 7.
98
BRAND STANDARDS
2.
5.
8.
BARNES BARNES NOBLE NOBLE BARNES BARNES NOBLE NOBLE BARNES NOBLE BARNES NOBLE 3.
6.
9.
BARNES NOBLE
99
VISUAL DESIGN
TYPOGRAPHY
The primary typeface of Barnes&Noble is Karbon Light. This slim, sophisticated typeface embodies the new, clean look of Barnes&Noble. Karbon is an open, geometric sans serif typeface designed by Paul Renner, and is influenced by Futura, Gill Sans and Uhertype typefaces .
100
BRAND STANDARDS
PRIMARY TYPEFACE
KARBON LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
SECONDARY TYPEFACE
KARBON FONT FAMILY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Aa Aa Aa Aa Aa Aa Aa Aa Aa Aa FROM LEFT: THIN, LIGHT, REGULAR, MEDIUM, SEMIBOLD
TERTIARY TYPEFACE
BASKERVILLE MT PRO
ABCDEFGHIJKLMNOPQRSTUVWXYZ & abcdefghijklmnopqrstuvwxyz 0123456789 Aa
Aa
Aa
Aa
FROM LEFT: REGULAR, SEMIBOLD
101
VISUAL DESIGN
PRIMARY COLOR PALETTE The Barnes&Noble palette is a visual symbol of the heritage and texture of books, as well as the antique aging of paper over time.
B&N PAPER WHITE C M Y K
0 0 0 7
R 237 G 237 B 238
Pantone Solid Coated 663 C
100%
75%
50%
25%
100%
75%
50%
25%
100%
75%
50%
25%
100%
75%
50%
25%
B&N GOLDENROD C M Y K
0 35 85 0
R 251 G 176 B 64
Pantone Coated 1235 C
B&N HERITAGE GOLD C M Y K
0 25 67 35
R 166 G 124 B 54
Pantone Metallic 8335 C
B&N INK BLACK C M Y K
0 0 0 92
R 56 G 56 B 57
Pantone Solid Coated Black 7 C
102
BRAND STANDARDS
103
VISUAL DESIGN
SECONDARY COLOR PALETTE The secondary palette is a visual symbol of the heritage and texture of books, as well as the antique aging of paper over time.
B&N CREPE PAPER C M Y K
3 0 21 0
R 247 G 247 B 211
Pantone Pastels Neons Coated 9600 C
100%
75%
50%
25%
100%
75%
50%
25%
100%
75%
50%
25%
100%
75%
50%
25%
B&N WARM CORAL C M Y K
0 52 51 0
R 246 G 147 B 119
Pantone Solid Coated 486 C
B&N PATINA TAUPE C M Y K
18 27 46 0
R 210 G 181 B 144
Pantone Solid Coated 467 C
B&N CHARCOAL C M Y K
0 0 0 70
R 109 G 110 B 113
Pantone Solid Coated 424 C
104
BRAND STANDARDS
105
VISUAL DESIGN
MATERIALS & FINISHES The interior of the new Barnes&Noble consists of raw materials both hard and soft, with accents of geometric patterns and textures inspired by the art & craft of bookmaking.
106
BRAND STANDARDS
RAW, UNADULTERATED TEXTURES WALLS, FIXTURES & FLOORING
SOFT, INVITING MATERIALS
ANTIQUED TEXTURES
FURNITURE
ACCENTS
107
VISUAL DESIGN
RETAIL COLLATERAL Free bookmarks are given out at the time of purchase, and some batches may have a discount to be used for a future purchase.
EXPLORE
EXPLORE
EXPLORE
DISCOVER
DISCOVER
DISCOVER
UNWIND
UNWIND
UNWIND
LEARN LEARN LEARN ESCAPE ESCAPE ESCAPE B N
B N 108
B N
LOGO APPLICATION
MEMBERSHIP TALISMAN The new Barnes&Noble will offer a free and paid membership, and there are several options for accessing your membership at checkout. A golden keychain and a necklace are just two ways to hold onto the membership “talisman.”
109
110
111
ACT III
112
SPATIAL DESIGN
design ideation overview of space city b&n membership
113
SPATIAL DESIGN
DESIGN IDEATION Early concept development stage for visualizing products and services for the new Barnes&Noble
OVERVIEW OF SPACE A closer look at the interior of the new Barnes&Noble
CITY B&N Early stage development of the smallerscale version of B&N, located mainly in metropolitan areas
MEMBERSHIP An overview of the free and paid membership services to be offered by B&N, including media subscriptions and access to exclusive rewards, spaces and events.
114
SECTION CONTENTS
115
SPATIAL DESIGN
116
DESIGN IDEATION
CONCEPT DEVELOPMENT
The concepts developed during the ideation process ranged from smallscale products, to mid-scale furniture, to large-scale spatial design. I decided that the best way to communicate the new look and feel of Barnes&Noble was to design the environment (in addition to the visual identity.)
117
SPATIAL DESIGN
THE NEW BARNES&NOBLE The interior of the new Barnes&Noble consists of raw materials both hard and soft, with accents of geometric patterns and textures inspired by the art & craft of bookmaking.
118
OVERVIEW OF SPACE
1ST FLOOR Discover Explore Unwind
2ND FLOOR Work Escape Relax
3RD FLOOR Play Escape Study
ROOFTOP Conserve Relax Unwind
119
SPATIAL DESIGN
1ST FLOOR DISCOVERY
120
OVERVIEW OF SPACE
The Discovery Wall is the first touchpoint in the retail space. When you enter the new Barnes&Noble, the wall greets you (if synced with your NFC device), and suggests new releases for you based on previous purchases.
121
SPATIAL DESIGN
1ST FLOOR EXPLORE/UNWIND
122
OVERVIEW OF SPACE
After entering Barnes&Noble, you notice a set of bookshelves at varying heights. What’s intriguing about them is that they move based on which book you’re looking for! Simply access the inventory on your mobile device app or on the in-store touchscreens, and start exploring!
CAFÉ
NEW RELEASES
NEWSSTAND
The cafe area is a place to unwind with delicious food and drinks. Sometimes, there’s a public event happening on stage right next to it, like a cooking demo, an author reading, or even a live acoustic concert! The newsstand is where all magazine publications are located, both print and digital. Everything is accessible via in-store print copy or in-store NOOK tablet (digital).
123
SPATIAL DESIGN
2ND FLOOR WORK
124
OVERVIEW OF SPACE
The Creative Collective is an exclusive area on an upper floor for freelance/start-up workers who want a collaborative place to work. People gain access to this space (and can reserve additional space if necessary) through the paid membership plan.
125
SPATIAL DESIGN
2ND FLOOR ESCAPE/RELAX In addition to the Creative Collective, the second floor of B&N has several areas for escaping and relaxing. The Media Pods are individual seats with attached headphones and NOOK tablets containing a variety of newly released media.
MEDIA PODS
BOOKCASE VIEWPOINT CREATIVE COLLECTIVE
The Bookcase Viewpoint is a wonderful place to watch the bookshelves move up and down as patrons downstairs make their selections. There are also several bar-height chairs by the windows for reading/working with natural light.
126
OVERVIEW OF SPACE
127
SPATIAL DESIGN
3RD FLOOR PLAY/ESCAPE/STUDY
Work Study Escape
128
OVERVIEW OF SPACE
The third floor is home to the Kids and Young Adult area, where imagination runs wild for readers of all ages! There is also another grouping of Media Pods that are reserved exclusively for paid B&N members on a first come, first serve basis.
MEDIA PODS
KIDS/YA AREA
STUDY AREA
The Study Area is a place for students to reserve desks, white boards and other supplies to facilitate an off-campus, group study experience. Students are able to reserve these spaces using their B&N paid membership (reduced price), and can even request for books for research to be put in their space in advance.
129
SPATIAL DESIGN
4TH FLOOR CONSERVE/UNWIND
130
OVERVIEW OF SPACE
The Rooftop is an exclusive space for B&N members, and houses several solar panels that power some of the retail space’s electricity. It’s also the best view in the entire store, because of the glass dome that shows the moving bookshelves fluctuating thoughout the day.
The Rooftop hosts several live events each month for members, mainly music concerts, and B&N offers food and drink throughout the evening. Members can also reserve the space for a private event. The Rooftop is only featured in retail spaces where the outdoor climate is mild year-round.
131
SPATIAL DESIGN
CITY B&N The goal of the City B&N is to provide a similar immersive experience of knowledge is areas where retail space is limited. Each floor has a specific theme: Discover, Work, Learn, Escape and Unwind; these themes resonate with the flagship store experience, but in a more compact space.
132
CITY B&N
133
SPATIAL DESIGN
B&N MEMBERSHIP The new Barnes&Noble will offer a holistic membership, both free and paid, and will include services for both in-store and personal use. The paid membership is offered by service, so you would only pay for what you want/need. Having at least the free membership will give you access to rewards and upcoming events in your local store.
FREE SERVICE
PAID SERVICE
134
MEMBERSHIP
WIREFRAME EXPLORATION
135
The new Barnes&Noble is designed to encourage curiousity, discovery and sharing. Explore the latest bestsellers, grab a snack, watch a cooking demo, escape to a new world through music or film, meet a friend to chat or study.
Barnes&Noble is your knowledge hub.
136
BARNES NOBLE Come and stay curious.
137
138
139
ALL IMAGES ARE FOR EDUCATIONAL AND DEMONSTRATIVE PURPOSES ONLY, AND THIS STUDENT DESIGN CONCEPT IS NOT THE WORK OF BARNES&NOBLE.
141