Bratz Visual Standards Guide

Bratz Bratz Visual Standards Guide

Bratz

BRATZ Visual Development Guide

Bratz B Bratz B Visual Standards Guide

Bratz B BRATZ Visual Development Guide

Bratz Bratz

Bratz

CONTENTS

01

NEW VISUAL

New LOGO showcase Proper LOGO usage Improper LOGO usage Dimension restrictions

8 10 14 16

BRATZ Visual Development Guide

02

VISUAL STYLE

Color Standard Typography Standards Image Style System Establishment

20 22 24 26

03

NEW FUTURE

Process Research Future Extensions Deliveravies

32 34 42

12 24 35 46 57 24 35

NEW DEMEANOR

LOGO usage specification 1.1 1.2 1.3 1.4

BRATZ Visual Development Guide

New logo showcase Proper logo usage Improper logo usage Dimension restrictions

1.1 NEW LOGO

SHOWCASE New logo mock up

BRATZ Visual Development Guide

1.2 PROPER LOGO USAGE Four different logo variation

The new Bratz logo is the essential to present the brand through different media and different design situation. For consistency, the way to use our logo is limited depend on different design situation.

New logo has 4 main variations to use for different design situations. The primary version is the version that is the most prefer to use. The other versions are also can be use when the design have limited space, horizontal space.

01

SIGNATURE 01 Primary version

02

SIGNATURE 02 Secondary version

03 SYMBOL

Tertiary version

04

TYPOGRAPHY

Quaternary version

BRATZ Visual Development Guide

Logo variation with background

01

SIGNATURE 01

Use on the dark background color

02

SIGNATURE 02

Use on the pure black color background, or some material apporximate black

03

SIGNATURE 03+04

The standard of this signature logo is similar with the standard above.

04

SYMBOL 01 + 02

The standard of this signature logo is similar with the standard above.

05

TYPOGRAPHY 01

The typography logo has two version on any dark or other color.

For consistency, the Bratz logo prefers to use on the light background. But there are times when it will be use to appear over color or dark background. In this case, this is the limited way to use the logo on dark or color background.

BRATZ Visual Development Guide

Light or white background

Dark or black background

Other color background

1.3 IMPROPER LOGO USAGE The logo should never be stretched or skewed in any way.

The new Bratz logo is designed for specific uses to maintain consistency. The logo needs to present in the original form.

Here is some example of “not ro do” with the logo. Please follow the guideline to ensure the correct way to using Bratz logo in a different design situation.

FLIPPING ICON

WRONG POSITION

WRONG COLOR USAGE

WRONG COLOR USAGE

DROP SHADOW

STRETCH

BRATZ Visual Development Guide

WRONG ANGEL

WRONG COLOR USAGE

OUTLINE

1.4 DIMENSION

RESTRICTIONS Distance and sizes

Simension restrictions help indicate the size that proper to use different versions of our new Bratz logo. This diagram will also help determine which versions to use in print, digital media, depemding on its size requirements.

01

SYMBOL

VERTICAL SIGNATURE

> 1 INCH

Larger then 1 inch

02 < 1 INCH

Smaller then 1 inch

03

< 0.5 INCH

Smaller then 0.5 inch

04

< 0.25 INCH

Smaller then 0.25 inch

BRATZ Visual Development Guide

WORDMARK

HORIZONTAL SIGNATURE

BRATZ Visual Development Guide

BRAND NEW LOOK

LOGO usage specification 2.1 Color Standard 2.2 Typography Standards 2.3 Image Style 2.4 System Establishment

2.1 COLOR STANDARD Color theory & Psychology

The final color palettes that use for new Bratz visual system is combination of living coral with black. Drawn from the natural world, Living Coral has a subtle golden undertone below itâ&#x20AC;&#x2122;s saturated blend of orange and pink shades. Living Coral is exceptionally energetic.

16-1546 TPX

Black 6 C

16-1546 TPX

R G B

255 112 97

R G B

0 0 0

R G B

238 235 228

C M Y K

0 71 58 0

C M Y K

75 68 67 90

C M Y K

6 5 9 10

HEX

#ff7061

HEX

#000000

HEX

#eeebe4

BRATZ Visual Development Guide

“Meet Living Coral. It’s the color of resistance, and of 1960s Americana– a familiar and energizing hue that you’re about to see everywhere.”

Mark Wilson, is a senior writer at fast company.

2.2 TYPOGRAPHY STANDARD Typographic system

The overall text need consistency, so this process is to find the right typeface combination to use for entire visual system. The main idea to choose the right type face that contain sassy character and have shape and form that can going together with logo mark and logotype.

01

FreightMicro Pro Title

02

FreightText Pro Italic Subtitle

03

FreightSans Pro Body text

04

FreightSansCmpPro Headings

AAAA AAAA AAAA AAAA BRATZ Visual Development Guide

Light Book Medium Semibold Bold Black

A B C D E F G H I J K L M N O PQ R S TU VWX YZ a b c d e f g hi j k l m n o p q r st u v wxyz 0 12 3 45 6 7 8 9

Light Book Medium Semibold Bold Black

ABC D E F GH I J K L M NO P Q R ST UV W XYZ a b c d e f g hi j k lm n o p q r s tuvwxy z 0 1234 5 6 7 89 ! @ # $ % ^ &* ( ) _ + = - {}|” : > ? < , ./; ’ []\~ `

FOUNDRY GarageFonts

Light Book Medium Semibold Bold Black

AB C D E FG H I J K L M N O P Q R ST U VWX YZ a b cd e f g h i j k lm n o p q rstuv w x y z 01 2 3 4 5 67 8 9

CLASSIFICATIONS Transitional

Light Book Medium Semibold Bold Black

A B CD E FG H I J K L M N OP QR ST U V W X Y Z a b cd efg hi j k l m no p q r st uv w x y z 01 23 4 5 6789

! @ # $ %^ & * ( ) _ + = - { } | ”:>?<,./;’[]\~`

! @# $%^ &* ( ) _ + =- { } | ” : > ?< , . /; ’ []\~ `

!@ #$ % ^&* ( ) _ + = - { } | ” : > ? < , . / ; ’[ ] \ ~ `

OVERVIEW The Freight™ font super family is actually four families in one: the Freight Sans family, the Freight Text family, the Freight Big family and the Freight Micro family.

DESIGNER Joshua Darden GarageFont Design

2.3 IMAGE STYLE Visual system design

The image style protrayed that the new Bratz showed confidence, empowerment and female strength to support and build one another. The images are always colorful and show free spirited kids and the Bratz dolls staged in various settings.

BRATZ Visual Development Guide

2.4 SYSTEM

ESTABLISHMENT

A business system design for new Bratz The business system is another design that show the whole system of the new Brazt. The business system is the first sign for people to know about the new brand. So the business system is follow the color, graphic and type setting.

BRATZ Visual Development Guide

BRATZ Visual Development Guide

EXTENSIONS

Future development direction 3.1 Process Research 3.2 Future extensions 3.3 Deliveravies

A Celebration of Girls Being Themselves

STR IS T NEW PRE BRATZ Visual Development Guide

RONG THE W ETTY

3.1 PROCESS RESEARCH How to develop a process?

EDUCATIONAL

ED1 ED2 ED3 ED4 ED5 ED6

Bratz in leadership Bratz library Bratz’s personal podcast Bratz fighting for fenimism Boss Move! Bratz career Bratz academy union

PRODUCTS

PR1 PR2 PR3 PR4 PR5 PR6

Bratz dolls Bratz store Bratz TV show Bratz magazine Bratz gratitude journal Bratz sassy fashion boutique

EXPERIENCES

ex1 ex2 ex3 ex4 ex5 ex6

Bratz killer summer camp Bratz advanced rock climbing Bratz girl world day Build your iconic Bratz Bratz queen club Bratz strong boxing +beats

EVENTS

ev1 ev2 ev3 ev4 eV5 eV6

Bratz secret weapon of wellness Open dialogue! Bratz on sex education Bratz kick ass fitness Bratz under watch! Fearless Bratz know limits Bratz identity development

SERVICES

se1 Se2 Se3 Se4 se5 se6

“Bratz” building workshop Bratz makes fashion sense Initiatives of Bratz Bratz care kit Bratz boldly go forward scholarship Bratz empowerment exhibition

CO- BRANDING

CB1 CB2 CB3 CB4 CB5 CB6

Bratz + Dove - Self esteem craft activity for tweens Bratz + Nike - What are girls made of?

Bratz + Instagram - #Tween hashtag on Instagram Bratz + L’Oréal - L’Oréal USA for women in science Bratz + Girls Ink - Teen Programs Bratz + U by kotex - U by kotex for tween

BRATZ Visual Development Guide

She is smart ED2 ED6 ED5 CB2

se5

ex4

se3

ED1 ED3

se1

eV5 ex3 ex5

ED4

eV6

CB1

eV2

CB5

eV4

PR4 ex1

CB4

PR1

PR6 ex2

eV1

CB3

se4 PR5

se2

PR3

se6

PR2

CB6

She is confident

ex6 eV3

She is strong We will be using charting exercises which leverage Gestalt principles (Equilibrium, Isomorphism, etc.) to help to visually explain this new brand universe because we know that people have an inherent need for balance, symmetry and an even flow â&#x20AC;&#x201D; and that complex information can often be best explained visually. Likewise, we will be giving your brand an even distribution of types of offerings, including:

Products Services Environments Experiences Educational Events Co-branding

3.2 FUTURE

EXTENSIONS

Whatâ&#x20AC;&#x2122;s the future direction?

She is strong

ADVANCED ROCK CLIMBING

KICK ASS FITNESS

STRONG BOXING +BEATS

Ex

Ex

Ex

Ev

Introduction Bratz rock climbing inspires girls to engage outdoor adventure, inner discovery, and collabration to gain leadership skills.

Description Bratz envisions a world where girls and women lead inclusive, resilient communities, and where nature is accessible to everyone and conserved for future generations. Bratz is built on shared values of inclusion, integrity, empathy, creativity, and community.

Similar to Kids - AZ on the Rocks EVO Kids Climbing Berkeley Ironworks Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The advanced rock climbing reinforces our mission by empowering tween girl by increase physical strength.

Ev

Ev

Introduction Music, games and energy for 8-12 year olds tween girls.

Introduction Proactive Boxing classes are specially designed for teenagers of all skill levels and capability.

Description Each 30 or 45-minute class is jampacked with cool music and foundation fitness moves and fun games.

The highly-trained teachers coach the best from everyone in the class, adapting their approach to match mood and energy levels so everyone ends up feeling great.

Description Fitness and great technique for teenagers and young people â&#x20AC;&#x201C; have fun while learning from professional boxing trainers. Energetic, positive and fun filled classes for kids to keep active, build confidence and learn valuable life skills to achieve success!

Similar to The Little Gym Zumba Kids Classes H2K Children Fitness

Similar to Proactive Lake Illawarra PCYC Fuel Cycle Fitness

Different than Specializes in programs for tween girls around 8-12 years old.

Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The kick ass fitness courses reinforces our mission of empowering tween girl through physical strength and mental improvement.

Mission-specific The kick boxing + beats class reinforces our mission to feel confidence and take out stress.

BRATZ Visual Development Guide

Pr

Products

Se

Services

En

Environments

Ex

Experiences

Ed

Educational

Ev

Events

Co

Co-branding

KILLER SUMMER CAMP

SECRET WEAPON OF WELLNESS

BRATZ ON SEX EDUCATION

Ex

Ex

Ex

Ev

Ev Ed

Ev Ed

Introduction Bratz combines outdoor adventure with social-emotional learning for adolescent girls, at a critical time in their lives.

Introduction Provides middle and high school students with up-to-date, nonjudgmental, straightforward curricular, and self-help support.

Introduction Aimed at 14- to 24-year-olds. Bratz on sex education workshop fill in the gaps, from puberty to birth control to abortion.

Description Starting at age 8, our Leadership Progression Model builds girls’ confidence, skills, and leadership as they backpack, hike, kayak and summer camp in the Northern California wilderness. They learn from experiential educators and mentors while building life skills that empower them to reach their full potential.

Description You’ll find the familiar functionality and trusted content you rely on and expect—updated to meet the needs of today’s teens. Now with new content on bullying, suicide, opioid abuse, gender identity, school safety, sexual harassment, and more.

Description Workshop covers the emotional aspects of sex, healthy relationships, how birth control works and how pregnancy happens. It also offers a clinic finder, and helps users choose which birth control is best for them.

Similar to WeHaKee Camp for Girls Rockbrook Camp for Girls Lake Bryn Mawr Camp Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The killer summer camp reinforces our mission of confident by focusing on building their confidence, communication, and interepersonal skills.

Similar to Teen Health and Wellness Girls, Women, and Wellness WMN Space Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The secret weapon of wellness reinforces our mission to empowering tween girl by flourising life skills, activities and passions, develop self-confidence and self-acceptance.

Similar to Stanford Children’s Health Girlboss Birds & Bees & Kids Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The bratz on sex education serves as a tool for adolescent girls to take control of their bodies, plan their futures, and be sexually educated starting at a young age, which meet our mission to empowering tween girls.

She is confident

GRATITUDE JOURNAL

UNDER WATCH! FEARLESS

Pr

Se

Introduction Keeping a Bratz’s girl Gratitude Journal for tween girls helps you stay grateful.

Introduction Teach young girls how to prevent domestic violence and sexual harassment on the street.

Introduction A podcast dedicated to female empowerment through living our truth and daring to change.

Description Providing girls with the fundamental principles of self-confidence and self-worth to reach their full potential physically, academically and in their personal lives.

Description Filled with powerhouse speakers, inspiring panel discussions and real talk on the issues and topics that matter most to young women today, our Rallies are designed to inspire girls to take action and create change in their lives, schools and communities.

Description Ready to take on the world. You’ll hear from experts and influencers, athletes and girl bosses, founders and authors and of course, superstar girls just like you to inspire you to make your mark and take action to create your life your way.

Similar to Dailygreatness Original™ © 2019 Spiritual Gangster American greeting Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The gratitude journal reinforces our mission of classy by providing girls with the fundamental principles of self-confidence and self-worth.

Ex Ed

PERSONAL PODCAST

Ev

Se

Similar to Orange the World, #HearMeToo #MeToo Sexual Assault Program - YWCA Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Under watch! Fearless reinforces our mission of a bit bad assy by preventing domestic violence and sexual harassment on the street.

Ex Ed

Ev

Similar to The Girl Kind Podcast Dream Big Wow in the World Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Personal podcast reinforces our mission of female empowerment by preventing mental health and feminism programs.

BRATZ Visual Development Guide

Pr

Products

Se

Services

En

Environments

Ex

Experiences

Ed

Educational

Ev

Events

Co

Co-branding

BRATZ MAGAZINE

BRATZ GIRL WORLD DAY

Pr Ed

Se

Introduction A magazine for girls ages 8-16 and helps build self-esteem in fun and empowering ways.

Introduction Puts a stop to toxic behavior among girls online, and replaces it with kindness.

Introduction Bratzâ&#x20AC;&#x2122;s girl Clubs provide girls aged 6-12 with a safe space to come together.

Description Features on positive celebrity role models, stories about real girls making a difference, tips, advice, games, crafts, contests, jokes, and much more.

Description World Day, taking place May 21, 2019, is a day challenged girls to tag and recognize a fellow female on social media, and leave her a message of support and kindness for the world to see.

Description Our goal is to unite girls in their schools and around the world, inspire authentic confidence, and support one other to be kinder to ourselves and each other.

Similar to American Girl ChopChop Muse Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Bratz magazing reinforces our mission of sassy by preventing teen fashion information.

Ex Ed

Ev

Similar to FearlesslyGiRL GirlVentures Girls Rule Foundation Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Bratz magazing reinforces our mission of classy by encourage tween girls to be kindness.

QUEEN CLUB Se

Ex Ed

Ev

Similar to TIA Girl Club EmpowHer Institute Girls Rule Foundation Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Queen girl reinforces our mission of confident by support them emotionally.

She is smart

BOSS MOVE! BRATZ CAREER Se

Ex Ed

Ev

ACADEMY UNION Se

Ex Ed

“BRATZ” BUILDING WORKSHOP Ev

Se

Ex Ed

Ev

Introduction We equip girls with the skills to exercise the power of their voice.

Authentic Communication, Courageous Growth, Equity, and Play.

Introduction Target the unique challenges girls face and provides them with the tools and confidence to create a kinder, more supportive Girl World.

Introduction “Bratz” building workshop amplifies the voices and power of girls by empowering girl leaders ages 10-19 to stand up for their rights.

Description Girls Leadership is collaborating with other organizations to elevate the girl-serving field, deepen our knowledge, and broaden our reach so that every single one of those 25 million girls has the awareness, skills and confidence to live as everyday leaders.

Description Girls participate in group discussions and activities designed to Boost self-esteem and create a sense of sisterhood and support, and schools are left with extensive follow-up support and activities to keep the message of kindness going throughout the year.

Similar to Girls In Power Girls Leadership Girls Of Destiny

Similar to Girls Supporting Girls Girls Who STEM Girls Education

Description Girls participate in weekly 45 - 60-minute interactive workshops that focus on skills such as confidence, self-care, empathy, and mindfulness. This increases their resilience and competencies in self-awareness, self-management, social awareness, decision-making, and relationship skills.

Different than Specializes in programs for tween girls around 8-12 years old.

Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Bratz career reinforces our mission of bad assy by preparing girls to be career-ready or College-ready.

Mission-specific The academy union reinforces our mission of bad assy by guiding the girls to reevalue the academia curriculum.

Similar to Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Bratz building workshop reinforces our mission of confident by increases their resilience and competencies in self-awareness.

BRATZ Visual Development Guide

Pr

Products

Se

Services

En

Environments

Ex

Experiences

Ed

Educational

Ev

Events

Co

Co-branding

BOLDLY GO FORWARD SCHOLARSHIP Se

Ex Ed

Ev

EMPOWERMENT EXHIBITION Se

Ex Ed

Ev

En

Introduction Providing scholarships for young girls

Introduction Changing young girls’ mentality from “can’t do it” to “can do it.”

Description Bratz scholarship focused on the eradication of the dropout epidemic among Los Angeles high school students, especially low-income, minority girls in our city’s most disadvantaged neighborhoods. Approximately 34 percent of inner-city girls – one out of every three – will not graduates on time. We aim to change that to zero percent.

Description contribute fully to the world.

Building their communication skills, giving them decision-making roles, providing leadership space are some empowerment activities that can build self-esteem in young women and girls.

Similar to Horatio Alger Scholarships GE Reagan Foundation Scholarship Blacks at Microsoft Scholarships Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Boldly go forward scholarship reinforces our mission of smart by providing scholarships for study.

Similar to Girls World Expo The Power Of You Teens Marin Voice Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The exhibition reinforces our mission of confident by building their communication skills.

BRATZ LIBRARY Se

Ex Ed

Ev

En

Introduction Bratz library offers kids STEM activities, tech, play opportunities, and, of course, lots of high-quality books.

Description With eye-catching designs, the best books for kids, and impressive community programming, Bratz library stand out as some of the top choices in the United States.

Similar to Children’s Library ICDL: International Children’s Digital Library Different than Specializes in programs for tween girls around 8-12 years old.

Mission-specific The Bratz library reinforces our mission of smart by providing High quality book.

A Celebration of Girls Being Themselves

â&#x20AC;&#x153;SHE WA ONE: AL STOMPI EGGSHE EVERYO TIP-TOE BRATZ Visual Development Guide

AS A WILD LWAYS ING ON ELLS THAT ONE ELSE ED ON.”

3.3 DELIVERABLES Whatâ&#x20AC;&#x2122;s the future direction?

EX2

ADVANCED ROCK CLIMBING

Inspires girls to lead through outdoor adventure, inner discovery, and collective action.

BRATZ Visual Development Guide

Bratz envision a world where girls and women lead inclusive, resilient communities, and where nature is accessible to everyone and conserved for future generations.

Bratz is built on shared values of inclusion, integrity, empathy, creativity, and community.

BRATZ Visual Development Guide

Each 30 or 45-minute class is jam-packed with cool music and foundation fitness moves and fun games. The highly-trained teachers coach the best from everyone in the class, adapting their approach to match mood and energy levels so everyone ends up feeling great.

BRATZ Visual Development Guide

EV3

KICK ASS FITNESS

Music, games and energy for 8-12 year olds tween girls

EX6

STRONG BOXING +BEATS

Proactive Boxing classes are specially designed for teenagers of all skill levels and capability

BRATZ Visual Development Guide

Fitness and great technique for teenagers and young people â&#x20AC;&#x201C; have fun while learning from professional boxing trainers. Energetic, positive and fun filled classes for kids to keep active, build confidence and learn valuable life skills to achieve success!

Girls participate in group discussions and activities designed to Boost self-esteem and create a sense of sisterhood and support, and schools are left with extensive follow-up support and activities to keep the message of kindness going throughout the year.

BRATZ Visual Development Guide

ED6 ACADEMY UNION

Target the unique challenges girls face, provides them with the tools and confidence

BRATZ Visual Development Guide

ED2

BRATZ LIBRARY

Bratz library offers kids lots of high-quality books

With eye-catching designs, the best books for kids, and impressive community programming, Bratz library stand out as some of the top choices in the United States.

To enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens.

BRATZ Visual Development Guide

EX4

SPECIAL INTEREST CLASSES Arts & Music, Band Workshop Studio Recording, Surf Club... etc

EX1 KILLER

SUMMER CAMP

Summer Camps Empowering Girls That You Should Support

BRATZ Visual Development Guide

Starting at age 8, our Leadership Progression Model builds girlsâ&#x20AC;&#x2122; confidence, skills, and leadership as they backpack, hike, kayak and summer camp in the Northern California wilderness. They learn from experiential educators and mentors while building life skills that empower them to reach their full potential.

EX5 BRATZ

QUEEN CLUB

Providing girls aged 6-12 with a safe space to come together Our goal is to unite girls in their schools and around the world, inspire authentic confidence, and support one other to be kinder to ourselves and each other.

BRATZ Visual Development Guide

ED1 BRATZ IN

LEADERSHIP

Programs to build girlsâ&#x20AC;&#x2122; leadership skills

Bratz in Leadershipâ&#x20AC;&#x2122;s workshops give girls and their parents a safe space to laugh and have fun together while learning about friendships, feelings, apologies, and healthy approaches to conflict.

BRATZ Visual Development Guide

BRATZ Visual Development Guide

BRATZ Visual Standards Guide

BRATZ

Visual Standards Guide

MIN HUEI LU Designer

BRATZ Visual Development Guide