Milton Bradley 03: Visual Standards Guide

03 VISUAL STANDARDS GUIDE

WEI-HSIN(ANNIE) LO NATURE OF IDENTITY 2017 FALL

Vol. 3 Visual Standards Guide

TABLE OF CONTENTS

08

Logo Anatomy

19

Clear Space

12

Logo Sizing

14

Proper Usage

16

Improper Usage

18

CHAPTER

CHAPTER

Our New Logo

02

VISUAL SYSTEM

Color Standards

24

Typeface Standards

26

CHAPTER

01

LOGO STANDARDS

03

OUR FUTURE

Our New Approach

32

Future Expansion

38

01 LOGO STANDARDS 1-1

Our New Logo

1-2

Logo Anatomy

1-3

Clear Space

1-4

Logo Sizing

1-5

Proper Usage

1-6

Improper Usage

8

Milton Bradley

//

Visual Standards Guide

“ NOT ONLY DOES

TEAMWORK INCREASE PERFORMANCE, IT ALSO PROMOTES THE DEVELOPMENT OF BETTER CITIZENS AND SOCIETIES. — Luis E. Romero, Forbes editor

”

9

10

Milton Bradley

//

Visual Standards Guide

1-1

Our New Logo

Based on our mission and keywords, the new logo features the concept of collaboration and motivation, unifying our core value. The symbol consists of three components; one is many triangles toward the center which represent that people come together to complete the specific goal; the other is the star which symbolizes radiation and motivation. Also, the pentagon shape stands for the people from different background, personalities, ages, gender, and culture group together to amplify the community. The new logo is simple but clearly and directly reflect our new vision.

+ Toward the center

Triangles have a good association with direction and goals.

+ Star

The negative space appears a star shape, which stands for potential, growth and motivation.

Pentagon

Five groups of triangles form a pentagon, which stands for strength, collaboration and strong community.

11

12

Milton Bradley

//

Visual Standards Guide

1-2

Logo Anatomy

The new logo consists of a symbol and a wordmark. The icon and the wordmark will be used for different purposes depending on the design situations in order to accurately reflect its values, ambitions and distinct features of the brand.

108 °

3/4X Y

72 °

Y

Symbol

13

M I LTO N BRADLEY Unedited text / Gilroy Bold

Modified wordmark

14

Milton Bradley

//

Visual Standards Guide

1-3

Clear Space

Sufficient space surrounding the logo is necessary to avoid competition from other visual elements and maintain its visual impact. To create maximum impact, keep the space around the logo free from other text and graphics. The clear space on each side of the logo should always be equal to the height of the word.

X

X

X

X

X

X

X

X

X= the height of the letter M

X= the height of the letter M

Symbol

Wordmark

15

X

3 1/2X

X

7 1/2X

X

X 1/2 X X 3 1/2X

1/2 X X 1/2 X

X X= the height of the letter M

Signature Brandmark ( Horizontal)

X

X

X

5 1/2X

X X 1/2 X X X

X= the height of the letter M

Signature Brandmark ( Vertical)

X

X

16

Milton Bradley

//

Visual Standards Guide

1-4

Logo Sizing

The following chart is dimension restrictions which show the standard and the minimum sizes of the logo to help using our new logo with optimal readability. It is important to use the logo with appropriate size in different media and formate.

17

Symbol+Wordmark

1 inch & above (Height)

0.5–1 inch (Height)

0.5 inch & below (Height)

0.25 inch (Minimum)

Symbol+Wordmark

Wordmark Only

Symbol Only

18

Milton Bradley

//

Visual Standards Guide

1-5

Proper Usage

The new Milton Bradley logo has to present the brand through different media, formats and situation. In order to keep consistency, the way to using the logo is restricted to certain design solutions. Also, to maintain readability, the logo should be reversed when placed on a dark or colored background. The balck and white version is used for certain printing material.

Using on white or light background

19

Using on colored background

Using on white or light background

Using on dark or photo background

20

Milton Bradley

//

Visual Standards Guide

1-6

Improper Usage

Our logo is designed for specific use to keep consistency and maintain its recognition. The way the signature is displayed must be have careful attention. The lists below are examples of incorrect or unacceptable uses of the Milton Bradley logo.

01. Do not reverse colors of the symbol.

02. Do not stretch the logo.

03. Do not ue drop shadow.

04. Dp not rotate the logo.

05. Do not flip over the symbol.

06. Do not outline the logo.

07. DO not use a shape to surrund or enclose the logo.

08. Do not use unapproved color.

09. DO not substitute other typefaces in the signature.

10. Do not place photo into the logo.

11. Do not use gradient color.

12. Do not use bevel or emboss.

21

01

02

03

04

05

06

MILTON BRADLEY 07

08

09

10

11

12

22

Milton Bradley

//

Visual Standards Guide

23

02 VISUAL SYSTEM 2-1

Color Palette

2-2

Typography

26

Milton Bradley

//

Visual Standards Guide

2-1

Color Palette

Color communicates important information to everyone. The primary color palette reflect the brand’s goal and values. The bright blue represents support and collaboration; the light teal stands for confidence and trust; the neutral grey gives the feeling of strength that represents a strong community.

Primary Color Palette

Powerful Blue

RGB 40/20/205 CMYK 90/85/0/0 HEX 2715ce

Light Teal

RGB 0/210/190 CMYK 65/0/35/0 HEX 00d1c1

27

Secondary Color Palette

Neutral Grey

RGB 124/123/130 CMYK 10/10/0/60 HEX 7b7a81

Passionate Pink

RGB 235/80/70 CMYK 0/80/70/0 HEX e94f44

Soft Grey

RGB 240/245/245 CMYK 5/0/2/3 HEX eff5f6

28

Milton Bradley

//

Visual Standards Guide

2-2

Typography

Typefaces are key elements of design that shape the impression of our brand and the user experience itself. It must be used consistently along with other visual elements and publication formats to build and maintan our new look.

Typeface for headers, subheads, bodycopy and quotes.

Gilroy Gilroy Regular 130pt

Gilroy is our primary typeface, from headers, subhead to bodycopy. It is a modern sans serif with a geometric shape.

It has high legibility in small bodycopy and is bold enough to create impactful quotes. It creates a friendly feeling and a that literally fit our brand soul—to make a better community.

Designers: Radomir Tinkov Design date: 2016

29

Gilroy Light 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Gilroy Regular 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Gilroy Bold 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Gilroy ExtraBold 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Gilroy Heavy Italic 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

30

Milton Bradley

//

Visual Standards Guide

Typeface for cation and digital purpose.

Avenir Avenir Roman 130pt

Avenir is our secondary typeface. The word Avenir means “future” in French and hints that the typeface owes some of its interpretation to Futura. But unlike Futura , Avenir is not purely geometric; it has vertical strokes that are thicker than the horizontals, an “o” that is not a perfect circle, and shortened ascenders. These nuances aid in legibility and give Avenir a harmonious and sensible appearance.

Designers: Adrian Frutiger Design date: 1988

31

Avenir Light 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Book 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Roman 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Medium 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Heavy 14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

03 OUR FUTURE 3-1

Our New Approach

3-2

Future Expansion

34

Milton Bradley

//

Visual Standards Guide

3-1

Our New Approach

As we have developed an identity to secure our appearance in the future, it is even important to know where our brand will be and what will it be doing in the future.

Based on our mission, we will focus on helping people of all ages develop the ability of collaboration, which is essential to build a better community. The following chart and list shows the possibilities for our future. These realization come in many different industry and forms.

35

36

Milton Bradley

//

Visual Standards Guide

3-2

Future Expansion Milton Bradley Universe Chart

ED_06

ED_05

CO_04

IN_02

IN_04

Family/ Friend

ED_01

ED_02

IN_03

IN_05

CO_03

CO_05

CO_02

IN_01

CO_07 ED_03

ING

RN

IN

National

AR

LEA

SH

G

Global

ED_04

CO_01

DOING

CO_06

37

New Territory List

Education

Community Outreach

ED_01

Teenage Tech Challenge

CO_01

Milton Bradley Marathon Relay

ED_02

Afterschool Labs

CO_02

Milton Bradley Jumpsport

ED_03

Kids Discovey Museum

CO_03

Serving Seniors Meals

ED_04

Teamwork Youth Camp

CO_04

Milton Bradley Inspiration Talk

ED_05

Multi-lingual Exchange Platform

CO_05

Podcast: The Power of Collaboration

ED_06

Lifehack Series Books

CO_06

Children’s Xmas Gifts

CO_07

Milton Bradley Meetup

Industry IN_01

Teamwork App

IN_02

Skill Training Center

IN_03

Milton Bradley Crowd Raising

IN_04

Milton Bradley Shared Space

IN_05

Open Source Platform

40

Milton Bradley

//

Visual Standards Guide

LEARNING To improve collaboration skill, learning from it is important. We will help people develop the skill of collaboration by giving them a collaboration-rich environment, product, or service.

ED_01

Teenage Tech Challenge The tech competition encourage young people working in teams of up to five to conduct a problem-solving project which aims to solve the problem in our life. It helps young people not only learn collaboration skill but also understand the opportunities in the science, technology and engineering industries.

ED_02

Afterschool Labs The Afterschool Lab contributes to help students foster the development of critical, creative, and collaborative thinking skills by engaging them in the team challenges program. Students have to compete in structured team-building challenges that emphasize the value of communication and cooperation.

ED_05

Multi-lingual Exchange Platform Multi-lingual exchange platform is a good place for learning and practicing foreign languages. Users can post a simple entry in the language they are learning, then a native speaker will correct the writing. It makes language learning easier by gathering people from all over the world and encourage people to cooperate with each other.

41

ED_06

Lifehack Series Books It shares stories and knowledge that encourage people of all ages to collaborate with others. The stories cover from health, happiness, productivity, relationships and more. It is about making a better life and a stronger community.

IN_02

Skill Training Center Skill training center is an institution that provides programs and consultants for college students and graduate students to learn how to work with others. Such cooperation skills are vital to achieving success in the workplace.

CO_04

Milton Bradley Inspiration Talk Milton Bradley Inspiration Conference is an educational organization which brings together professionals, educators, creators and inspiring speakers to educate people about how to build a good team and why teamwork is so important. We believe that through sharing, a personal experience can connect and resonate with others.

42

Milton Bradley

//

Visual Standards Guide

SHARING People coming together can make a huge influence. It is the power of collaboration that makes our society a better community. Through sharing, contribution and cooperation, we can change the world. In light of this, we will encourage people to develop collaboration skill and make a better community by providing teamwork-based tasks, platforms, services and products.

IN_03

Milton Bradley Crowd Raising Milton Bradley Crowd Raising is a crowdfunding platform for creative project. It connects people who have talent and ideas with people that would be interested in those ideas and have funds to invest. Such collective cooperation brings a compelling project alive and boosts a community of innovation and creation.

IN_04

Milton Bradley Shared Space Milton Bradley Shared Space provides comfortable and spacious workplace that increases productivity and innovation as well as boosts a stronger community of entrepreneurs, freelancers, makers, programmers and so on.

IN_05

Open Source Platform Open Source platform is a education-based community where professors, institutions and communities can come together and make the open source a global platform. Instructors collaborate with each others by sharing their teaching tools, strategy, and source materials.

43

CO_03

Serving Seniors Meals Serving Seniors Meals is a charity organization that aims to help seniors in proverty with food, supplies and service. It also encourage people to participate in weekly cooking program.

They have to work as team to prepare the food for seniors.

Through the cooking program, people will develop the sense of teamwork, empathy, and contribution.

CO_05

Podcast: The Power of Collaboration The podcast is the channel where the speakers teach people the tools and techniques to solve mankind’s greatest problems.

Each week they discuss concepts to help listeners advance their strategy, collaboration and communication skills, enhance their critical thinking ability.

CO_06

Children’s Xmas Gifts Children’s Xmas Gifts is an annual campaign that encourage people bring joy to children, who may suffer from war, disasters, or being orphan for other reasons. People can donate their old stuff as a gift or buy a new one to children in remote area.

Through this campaign, people will learn the impact of collaboration and charitable contributions that make our society great.

44

Milton Bradley

//

Visual Standards Guide

DOING The best way to improving collaboration skill is to literally work with others.

Through collaboration-based activities, people will gradually build up their ability of teamwork, communication and creation.

ED_03

Kids Discovey Museum The Kids Discovery Museum features six exhibits and daily drop-in programs for kids (6 months to 11 years). All of the programs and exhibitions will help children develop collaboration, creativity and problem solving skills.

ED_04

Teamwork Youth Camp Milton Bradley will work with Yosemite to provide summer camp for youth. The Teamwork Youth Camp aims to helps youth(ages from 14-18) learn how to collaborate with others through fun and challenging one-week-long journey. Through this camp, youth will be challenged to improve their sense of self-esteem, confidence and collaboration.

IN_01

Teamup App Teamup is an online calendar application for organizing people, resources, events, jobs, projects, and any categories of things.

Through this simple and intuitive app, people can easily teamup to planning activities, tracking progress or sharing resources.

45

CO_01

Milton Bradley Marathon Relay This marathon relay is a fun event that takes teams of 5 or 6 runners to finish a 27-miles race. It welcomes corporate groups, families and friends to experience the unforgettable event.

The success of the race relies on the cooperation of all involved partners.

CO_02

Milton Bradley Jumpsport Milton Bradley Jumpsport is a fun and exciting trampoline fitness gym where people of all ages team up to form a powerful combination and have fun with families and friends. It requires collaboration to be a good player.

CO_07

Milton Bradley Meetup Milton Bradley Meetup is a one-day meeting in every week that gathers experts and people who are interested in to build up networking and working community. People can enhance their collaboration knowledge and experience through exchanging their experience.

Milton Bradley

//

Visual Standards Guide

We are making a real and positive difference through something that we love: teamwork.

VOL . 3 VISUAL STANDARDS GUIDE

DESIGNER Wei-Hsin(Annie) Lo INSTRUCTOR Hunter Wimmer GR604_Nature of Identity 2017 Fall Academy of Art University

This book is a non-commercial project for educationalpurposes and in not intended to represent the Milton Bradley company.