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
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Visual Standards Guide
“ NOT ONLY DOES
TEAMWORK INCREASE PERFORMANCE, IT ALSO PROMOTES THE DEVELOPMENT OF BETTER CITIZENS AND SOCIETIES. — Luis E. Romero, Forbes editor
”
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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.
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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
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M I LTO N BRADLEY Unedited text / Gilroy Bold
Modified wordmark
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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
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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
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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.
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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
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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
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Using on colored background
Using on white or light background
Using on dark or photo background
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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.
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01
02
03
04
05
06
MILTON BRADLEY 07
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02 VISUAL SYSTEM 2-1
Color Palette
2-2
Typography
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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
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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
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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
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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
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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
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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
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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.
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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
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.