Standards Manual
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tommy’s toy chest standards manual
Table of Contents Introduction 4
LOGOTYPES Primary mark One color + tints Secondary mark Alternative mark + reversed out Safe space Minimum sizes Inappropriate uses
6 7 8 9 10 11 12
BUSINESS SYSTEM Business cards 27 Letterhead 28 Envelope 29
APPLICATIONS Workshop flyers 32 Website 33 Interior design 34 Workshop aprons 35
IDENTITY SYSTEM Primary graphic mark 16 Alternative graphic marks 17 Safe space 18 Minimum sizes 19 Graphic elements 20 Color palette 21 Typefaces 22
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Introduction Tommy’s Toy Chest has been a staple to the San Luis Obispo toy market since 1985. The brand has been providing a destination for kids across the county for decades, as well as a plethora of imaginative toys that engage their minds and connect them to others. With a re-branding, a new era of whimsy will be added to the community. Bright colors, nostalgic elements, and an emphasis on imagination have been integrated into the new identity. The main logo and graphic mark revolve around the propeller cap, a representation of simpler times and hands-on play.
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tommy’s toy chest standards manual
There is a curiosity in the magic of toys and imagination. This identity is directly linked to that curiosity and plans on utilizing color, typography, and graphic style to communicate it to audiences. The purpose of this manual is to guide any future designers or personnel to make the right design decisions when creating new collateral and materials. The user of this manual should take all guidelines to their designs in order to preserve the integrity of this brand. Lauren Marshall
LOGOTYPES The logotypes have specific rules that need to be followed in order to keep the brand identity consistent. Follow these guidelines to keep the brand intact.
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Primary mark The primary mark should be used in any case where full color printing is available, and in all positive digital applications. The full color palette is used here [page 16] with Cherry Red, Green Apple, Blue Raspberry, Black Licorice, Light Brown Sugar and Dark Brown Sugar.
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tommy’s toy chest standards manual
One color + tints When full color printing is not an option, or is too expensive, these one color options are appropriate. The one-color logotypes should only be in Cherry Red, Green Apple, and Blue Raspberry. These one-color versions of the primary mark should never be reversed out, as the tinted bear will get lost. The tints of the bear are 30%, 50%, and 80% of the original colors.
100% 80% 50% 30% 100% 80% 50% 30% 100% 80% 50% 30%
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Secondary mark The secondary mark is only to be used in large scale applications, when the logo is standing on its own. This could be for large format posters. In this mark, all colors in the primary palette are used [page 21].
All the toys for girls and boys
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tommy’s toy chest standards manual
Alternative mark + reversed out The alternative mark is without the tagline or bear. It is the only mark that can be reversed out. It is primarily used for that purpose. Only the colors Cherry Red, Green Apple, and Blue Raspberry should be used in this mark. Black Licorice should only be used when color printing is not available.
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Safe space When working with the logotypes, it is important to leave ample room around the mark to keep its integrity, and establish its hierarchal rank in the design. Using the triple stroked “O� in the word mark is a good way to keep the safe space free in all marks with the work mark.
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tommy’s toy chest standards manual
Minimum sizes In order to maintain clarity of the marks, they should never be smaller than the specs shown here. It is important that the logotypes are big enough to be legible and maintain their integrity. The primary logotype should be 1/2 inch or larger. The workmark should be 5/8 inch or larger.
1/2 inch
5/8 inch
11/2 inch
All the toys for girls and boys
7/8 inch
The reversed wordmark should be 7/8 inchor larger. The secondary logotype should be 11/2 inches or larger so that the tagline does not get lost in printing.
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Inappropriate uses The logo or any mark should never: 1. be stretched vertically. 2. be stretched horizontally. 3. use different colors for the wordmark or any graphic elements. 4. be rotated to any degree. 5. use any other color than outlined in the color palette. 6. be flattened to one color without considering tints [page 7]. 7. use opacities. 8. use multiple colors within the word-mark’s letters. 9. switch the arrangement or orientation of the elements.
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tommy’s toy chest standards manual
IDENTITY SYSTEM The identity system includes graphic elements, specific colors and typefaces, in order to create a cohesive brand image. Follow these guidelines to create new collateral in the right identity.
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Primary graphic mark The primary graphic mark is a propeller hat standing on its own, with a tinted black shadow under it to make it look like it is floating. This mark is used above all info blocks such as the letterhead [page 28] and on the back of the business card [page 29]. A limited color palette is used here, with Cherry Red, Green Apple, Blue Raspberry and Black Licorice.
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tommy’s toy chest standards manual
Alternative graphic marks The bear on its own can be used as an alternative graphic mark for stickers, tags, and other merchandise. The full color palette [page 21] is used in this mark. The main graphic mark can be used for this same purpose as a sticker, both in conjunction with a circle graphic mark [page 20].
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Safe space Just like the logotypes, graphic marks also need enough safe space surrounding them to keep their integrity and establish their importance in the design. For the propeller cap, the length of the shadow can be used to measure this safe space. In the circle graphic marks [page 17], it is okay to cut the corners a little closer to better fit in the circle graphic element.
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tommy’s toy chest standards manual
Minimum sizes In order to maintain clarity of the marks, they should never be smaller than the specs shown here. It is important that the graphics are big enough to maintain their integrity.
5/8 inch
These marks can be small, but the bear should not be smaller than 5/8 inch tall, and the hat should not be smaller than 3/8 inch tall. 3/8 inch
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Graphic elements Graphic elements should be used to enhance the aesthetics of all collateral. The circle elements should be used around graphic marks to create stickers. Line elements can be used in all lengths to decorate collateral. Thicker, three color line elements should be used as a main border element, and thinner one color line elements should be used as more subtle border elements. The rotating propeller caps element can be used as an accent on flyers and other casual promotional material.
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tommy’s toy chest standards manual
Color palette The primary color palette contains all the colors in the primary mark [page 6]. Dark and Light Brown Sugar are the two colors of the bear. Cherry Red, Green Apple, and Blue Raspberry should be used for all graphic elements and in one-color logo marks. Black Licorice can be used when color printing is not available.
Cherry Red Pantone: Warm Red C CMYK: 3, 88, 74, 0 rgb(232, 69, 70) #e84546
Black Licorice Pantone: Black C CMYK: 0, 0, 0, 100 rgb(0, 0, 0) #000000
Green Apple Pantone: 358 C CMYK: 40, 0, 68, 0 rgb(160, 208, 125) #a0d07d
Dark Brown Sugar Pantone: 1255 C CMYK: 28, 43, 100, 6 rgb(181, 138, 45) #b58a2d
Blue Raspberry Pantone: 7682 C CMYK: 61, 34, 7, 0 rgb(104, 147, 193) #6893c1
Light Brown Sugar Pantone: 7407 C CMYK: 17, 31, 70, 0 rgb(212, 172, 101) #d4ac65
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Typefaces The type face Iskra should be used for all body text in collateral, except for the letterhead [page 28]. It should be used for all informational text, such as these text boxes. The Regular weight should be used in all normal cases. Special cases include important information or headings that should be in Bold, and names or emphasized words that should be in Italic.
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tommy’s toy chest standards manual
Iskra (Sans Serif)
Regular
Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
1234567890!@#$%^&*()
Bold
Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
1234567890!@#$%^&*()
Memphis (Slab Serif)
The type face Memphis should be used in Headings across all collateral. It should be used as body text in descriptions and in the letterhead body. The Medium weight should be used in all body text cases, and Bold should be used for all headings. Italic should be used for emphasis or when writing a name or title of something.
Light
Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
1234567890!@#$%^&*()
Medium
Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
1234567890!@#$%^&*()
Bold
Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
1234567890!@#$%^&*()
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BUSINESS SYSTEM The business system includes designs for the business cards, letterhead, and envelope for company-wide use. Follow these guidelines to create a consistent business system.
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Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407
M 805.234.6789 W 805.987.4321
November 5, 2017 Dear Ms. McCormick, When I walked into Tom’s Toys for the first time, I felt like they missed the mark on what a Toy Store should be. They had a few things going for them: A cool layout and expansive selection of products. But the floors were dirty, the window displays were home to cobwebs and leaves, and the inventory was stored in brown boxes on top of shelving units. I could see the store’s potential right away, with a great location and cool front atrium window. Neon lights shine at night to advertise the name of the store on Higuera street. The mood of the store should better reflect their willingness to reach their main audience, children ages 3-12. Whimsy and imagination should be the first thought in a customers mind when they walk into the store, and it should be enough to make them want to come back time and time again. In order to provide the consumer with an imaginative ambiance, I want to make sure that the color palate of the logo and interior of the store are inviting and fun. I have chosen a saturated palate with red, green, and blue for this purpose. I believe it will catch children’s eyes and make them want to see more. When I considered a logo design I had plenty of directions in mind, but most of them were too literal, and there for too complicated or too specific. I also didn’t want to go too abstract, because I want children to be able to recognize the iconography right away. I went with a friendly teddy bear wearing a colorful propeller cap, to embrace the nostalgic toys that the store sells.
M 805.234.6789 W 805.987.4321
Sincerely, 682 Higuera Street San Luis Obispo, CA 93401
Lauren Marshall
805.987.4321 682 Higuera St San Luis Obispo, CA 93401 tommystoychest.com
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tommy’s toy chest standards manual
Business cards The business card should be double sided, with all the contact information on one side. Replace the name, email address, and mobile phone number. All other information is for the business and should not be changed. Colors should stay the same as well. The card should be printed on 120 lb white cardstock, double sided.
M 805.234.6789 W 805.987.4321
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Letterhead The letterhead should be single sided with all the information written in Memphis Medium. All the contact information should be center aligned and centered at the bottom of the page, with a small propeller cap floating above it. The three lines graphic mark should be lining the left side of the page, but should not go off the page. The primary logo should be centered at the top of the page.
selection of products. But the floors were dirty, the window displays were home to cobwebs and leaves, and the inventory was stored in brown boxes on top of shelving units. I could see the store’s potential right away, with a great location and cool front atrium window. Neon lights shine at night to advertise the name of the store on Higuera street. The mood of the store should better reflect their willingness to reach their main audience, children ages 3-12. Whimsy and imagination should be the first thought in a customers mind when they walk into the store, and it should be enough to make them want to come back time and time again. In order to provide the consumer with an imaginative ambiance, I want to make sure that the color palate of the logo and interior of the store are inviting and fun. I have chosen a saturated palate with red, green, and blue for this purpose. I believe it will catch children’s eyes and make them want to see more. When I considered a logo design I had plenty of directions in mind, but most of them were too literal, and there for Kathryn E. McCormick too complicated or too specific. I also didn’t want to go too Professor of DesignI want children to be able to recognize the abstract, because Department of Art away. & Design iconography right I went with a friendly teddy bear California Polytechnic State cap, University wearing a colorful propeller to embrace the nostalgic San Luis Obispo, 93407 toys that the storeCA sells. November 5, 2017 Sincerely, Dear Ms. McCormick, When I walked into Tom’s Toys for the first time, I felt like Lauren Marshall they missed the mark on what a Toy Store should be. They had a few things going for them: A cool layout and expansive selection of products. But the floors were dirty, the window displays were home to cobwebs and leaves, and the inventory was stored in brown boxes on top of shelving units. 805.987.4321 I could see the store’s potential right away, with a great location and cool front atrium window. 682 Higuera St Neon lights shine at night to advertise the of the store on Higuera street. Sanname Luis Obispo, CA 93401 The mood of the storetommystoychest.com should better reflect their willingness to reach their main audience, children ages 3-12. Whimsy and imagination should be the first thought in a customers mind when they walk into the store, and it should be enough to make them want to come back time and time again.
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tommy’s toy chest standards manual
In order to provide the consumer with an imaginative ambiance, I want to make sure that the color palate of the logo and interior of the store are inviting and fun. I have chosen a saturated palate with red, green, and blue for this
Envelope The envelope has the logo in the top corner with the street address below it in Iskra Regular. The street address should be right aligned to match the wordmark.
682 Higuera Street San Luis Obispo, CA 93401
On the flap of the envelope, the propeller cap graphic mark should be centered.
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APPLICATIONS The applications of the branding are examples of ways the identity can be applied. Future applications should not be limited to these applications, and can evolve and be updated over time.
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Workshop flyers To create a more inviting reputation with the community, a program of workshops will be implemented. These flyers are an example of how workshops would be advertised to the public. Changeable elements include the title, date and time, main picture, and informative details. Everything else should stay the same, including styles and the picture’s size.
Lego Building Workshop Saturday, December 2nd, 11-4pm
Come test your building skills! Un-box some of our favorite kits and experience the magic of lego. Open to the public, ages 4 and up!
Painting Workshop
Gingerbread Building Contest
Saturday, December 9th, 11-3pm
Saturday, December 16th, 12-1pm, 1:30-2:30pm and 3-4pm
Juice boxes and chocolate milk will be provided on our behalf. 15% off any lego set with workshop.
$5 materials fee. Bring your love for color this Saturday, anytime from 11-3pm! Supplies will be provided for all ages, just bring your creativity! Juice boxes and Chocolate milk will be provided on our behalf.
Call 805-877-4321 to reserve a kit, or bring your own! $25 gift card will be awarded to the most extravagant builders! Hot Chocolate and Apple Cider will be provided on our behalf.
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805.987.4321 682 Higuera St San Luis Obispo, CA 93401
20% off all arts and crafts sets with workshop participation.
805.987.4321
805.987.4321
682 Higuera St San Luis Obispo, CA 93401
682 Higuera St San Luis Obispo, CA 93401
tommystoychest.com
tommystoychest.com
tommy’s toy chest standards manual
tommystoychest.com
Website The website will be updated for online purchasing. There will be navigation for browsing through products, and a blog for information about upcoming workshops and news. The main color for the website should be Blue Raspberry, and should be accented by Green Apple and Cherry Red. For the website, product photography is very important. Products should be set on a white background, and be well lit so that online shoppers can clearly see details. Large banners should be used to promote sales, and label the About Us, and Workshop pages. They do not need to be used on normal shopping pages.
Shop
Workshops
Sale
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Sale 30% off all Games Workshops
Featured
Saturday, December 9th, 11-3pm
$5 materials fee.
Sale
About
LEGO Creator Ocean Explorer 31045 $14.99
Bring your love for color this Saturday, anytime from 11-3pm!
20% off all arts and crafts sets with workshop participation.
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Game Sale
About Us Browse By:
“Here, creativity and imagination are our first priority.”
Games
Toys
In 1985, a man had a vision.
Books
His son Tommy had the brightest imagination and loved to play with his toys. His father started to hold small workships in their family home where kids could come with their parents to play with the latest toys and games. Word got out, and soon they had kids who wanted to come play together from all over their town of Cambria.
Crafts
Tommy’s father decided that if he could create a space where he could continue to hold his workshops, more children from all over San Luis Obispo county could exercise their imaginations and grow their creativity together. Tommy’s Toy Chest was born. Today over 400 children each year are able to participate in these workshops and browse the large selection of imaginative toys and games that the store has in stock.
Supplies will be provided for all ages, just bring your creativity! Juice boxes and Chocolate milk will be provided on our behalf.
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News
Painting Workshop
LEGO City Great Vehicles Stunt Truck 60146 $9.99
Workshops
Games Board Games Party Games Card Games Magic Science Outdoor Stickers
Risk
Chutes and Ladders
Don’t Wake Daddy!
JUMANJI
$29.99 $20.99
$9.99
$19.99 $13.99
$19.99 $13.99
$6.99
Clothes Filter By: Top Rated Age Color
805.987.4321 682 Higuera St San Luis Obispo, CA 93401
Brand
tommystoychest.com
LEGO Star Wars Resistance X-Fighter 75125
LEGO Ninjago Kryptarium Prison Breakout 70591
Pie Face!
Quirkle
Rock’em Sock’em Robots
Scrabble
$9.99
$19.99
$19.99
$19.99
Character Holiday
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Interior design The interior of the store should be open and inviting, with graphic elements decorating the walls and floors. Inviting shelves should be painted with branded colors, and there should be color coordinated tables set out for workshops.
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tommy’s toy chest standards manual
Workshop aprons These aprons will be provided to children and their parents who attend weekly workshop sessions, as well as employee helpers to keep their clothes clean. The three lines graphic mark goes across the chest, and the propeller cap is printed on the pocket. They will be in 3 sizes: Large, Medium, and Small, so that they will fit anyone who needs to wear one.
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Play on!