Visual Development Guide
Visual Development Guide
Table of Contents
02 10
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OUR BRAND
Introduction Keywords NEW LOGO DEVELOPMENT
Concepts Sketches Refinement Wordmark Similar Logos LOGOTYPE
The New Gymboree Logotype Usage Colors Moving Forward
The Visual Development Guide
OUR BRAND
Introduction
We empower kids to find purpose, passion, and themselves. We invite them to become active explorers of who they want to be.
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Our Brand
The Visual Development Guide
THE BRAND DESCRIPTION
REBRANDING OBJECTIVE
At Gymboree, we’ve been making kids clothes since
The new Gymboree will evolve beyond simply
1986, and we’ve learned a lot along the way. Kids
encouraging decision making by clothes choices, to
inspire us and we want our products to inspire
give experiences and situations to help kids
them. Gymboree wants to empower children and
discover who they are and the power within
provide different ways of entertainment and
themselves. Providing a wide range of environments,
adventures that potentiate their true identities.
products and services in a variety of settings to
Children will continue to be our main focus. But we
help them navigate through their most important
are returning to basics and making them get in
years of development. We will also offer educational
touch with themselves and the world around them.
opportunities that will help you enjoy these years
We will provide different services, products and
with your little ones.
programs that help kids feel great and believe that anything is possible.
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Introduction
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Our Brand
The Visual Development Guide
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Keywords
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Our Identity
The Visual Development Guide
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EMPOWER+
Be who you want to be.
EXPLORE+
The world is yours. Discover it!
NEW LOGO DEVELOPMENT
Concepts
The logotype was inspired by three concepts. Each one relates to the brand’s keywords.
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New Logo Development
The Visual Development Guide
01 Be who you want to be.
02 The world is yours. Discover it!
03 Imagination and wonder.
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Sketches
We began our initial steps by sketching over 300+ ideas inside the three concepts that drive our brand.
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New Logo Development
The Visual Development Guide
01 Be who you want to be.
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Sketches
02 The world is yours. Discover it!
New Logo Development
The Visual Development Guide
03 Imagination and wonder.
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Refinement
The final refinement stage developed into one strong and explorer ‘g’ that is universal for toddlers, kids and teens.
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New Logo Development
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Refinement
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New Logo Development
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Wordmark
The wordmark was built using the typeface Sofia Pro as base and then it was transformed with the strokes from the icon.
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New Logo Development
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Similar Logos
To make sure Gymboree’s logo stands out from similar ones, we researched how other brands where using it
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New Logo Development
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LOGOTYPE
The New Gymboree
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Logotype
THE NEW GYMBOREE The new Gymboree logotype was inspired by our main target: kids, their hunger to explore the world, and how happy that makes them. The new brand is ready to inspire kids of all ages to go out and explore the world. Discover who they are and who they want to be.
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The New Gymboree
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Logotype
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The New Gymboree
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Logotype
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Logotype Usage
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Logotype
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Moving Forward
The new brand is ready to inspire exploration and empowerment.
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Logotype
W H AT ’ S N E X T ? The new gymboree brand will evolve past offering comfortable, easy matching clothes, to becoming a method in children’s development and education. Bridging a partnership between exploration and play we will empower children by creating confidence and inviting method to discover who they really are and who they want to be. With our brand ready to go out into the world, we will develop the visual language standards to effectively represent the new Gymboree.
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This is a student project and was created purely for academic purposes. It’s not intended to represent the parent brand in any way.
DESIGN + CONCEPT
Manuela Santos