Visual Standards Guide
Visual Standards Guide
Table of Contents
02 10
28 34
OUR BRAND
Introduction Keywords VISUAL IDENTITY GUIDE
The New Logo Anatomy Space and Sizing Best Practices BRAND RESOURCES GUIDE
Color Typography BRAND EXPANSION
Overview Brand Expansions
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 Standards 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 to explore their world 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
06
Our Brand
The Visual Standards Guide
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Keywords
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Our Identity
The Visual Standards Guide
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EMPOWER+
Be who you want to be.
EXPLORE+
The world is yours. Discover it!
VISUAL IDENTITY GUIDE
The New Logo
Explore+ Empower+
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Visual Identity Guide
The Visual Standards Guide
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The New Logo
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Visual Identity Guide
The Visual Standards Guide
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The New Logo
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Visual Identity Guide
The Visual Standards Guide
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Anatomy
Playful, round and simple to the core.
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Visual Identity Guide
The Visual Standards Guide
19
Space And Sizing
We’re used to dealing with small. No matter the size or scale, we will always be strong.
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Visual Identity Guide
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The Visual Standards Guide
VERSION A
VERSION B
VERSION C
LARGE SCALE
X
X
X
1 IN AND UP
X
X
X
0.5
X
X
X
X
0.35
X
X
0.25
X
X
0.1 5
VERSION D
X
Space And Sizing
We all need a little space to grow.
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Visual Identity Guide
x
x
The Visual Standards Guide
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Best Practices
Love the logo, treat it right, and it will love you too.
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New Logo Development
The Visual Standards Guide
DO
Use only approved logo assets
DO
Provide clear space x
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Best Practices
DO
Contrast with the background
DON’T
Add effects
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New Logo Development
The Visual Standards Guide
DON’T
Modify the logo
DON’T
Use other colors.
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BRAND RESOURCES GUIDE
Color
Our colors are the core of our brand identity and should appear whenever possible to identify our brand.
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Brand Resources Guide
GYMBOREE GREEN
FRUITY RED
OCEAN BLUE
PANTONE 3868C
PANTONE 171C
PANTONE 285C
R:0 G:170 B:145
R:245 G:120 B:100
R:45 G:110 B:185
C:80 M:10 Y:50 K:0
C:0 M:70 Y:60 K:0
C:85 M:55 Y:0 K:0
PINE GREEN
SUCCULENT GREEN
SUNLIGHT YELLOW
PANTONE 323C
PANTONE 3245C
PANTONE 113C
R:0 G:95 B:100
R:130 G:205 B:205
R:250 G:225 B:80
C:90 M:50 Y:55 K:25
C:50 M:0 Y:25 K:0
C:5 M:10 Y:80 K:0
The Visual Standards Guide
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Typography
Basic Sans is Gymboree’s primary type family and should be used to communicate key brand messages in headlines and display copy.
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Brand Resources Guide
The Visual Standards Guide
BASIC SANS EXTRALIGHT
The new Gymboree B A S I C S A N S E X T R A L I G H T I TA L I C
The new Gymboree BASIC SANS REGULAR
The new Gymboree B A S I C S A N S R E G U L A R I TA L I C
The new Gymboree BASIC SANS BOLD
The new Gymboree B A S I C S A N S B O L D I TA L I C
The new Gymboree
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BRAND EXPANSIONS
The New Gymboree
The new Gymboree empowers children and invites them to explore the world. PR.01 GYMBOREE PR.02 GYMBOREE PR.03 GYMBOREE BOARD GAME PR.04 GYMBOREE
TOYS APP F A M I LY SNACKS
S . 0 1 GY M B O R E E D AY C A R E S.02 GYMBOREE SUBSCRIPTION BOX EN.01 GYMBOREE P L AYG R O U N D E N . 0 2 GY M B O R E E A R T/ M U S I C / DANCE STUDIO EN.03 GYMBOREE CAMP GROUNDS E N . 0 4 GY M B O R E E H O S P I TA L WING
EX.01 GYMBOREE FAIR E X . 0 2 GY M B O R E E C R E AT I V I T Y I N S TA L L AT I O N E V. 0 1 GY M B O R E E H I K E S E V. 0 2 GY M B O R E E C A M P I N G E V. 0 3 GY M B O R E E T H E M E PARTIES CB.01 GYMBOREE+IKEA CB.02 GYMBOREE+RXBAR ED.01 PARENT ADVENTURE WORKSHOPS
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Brand Expansions
The Visual Standards Guide
The Gymboree Method THE TWO EES IN GYMBOREE
Empower + Explore PR.03 S.01 EN.02 EN. 04 CB.01
PR.04 PR.01 PR.02 S.02 E V. 0 3 ED.01
S.01 S.02 EN.01 EN.03 EX.01 EX.02 E V. 0 1 E V. 0 2 CB.02
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Empower
We believe exploring starts at home. PRODUCT 01 GYMBOREE TOYS
PRODUCT 02 GYMBOREE APP
[Categorization]: PR1
[Categorization]: PR2
[Introduction]: Toys that help children develop their
[Introduction]: An app that encourages real play and
interests and empowers them to pursuit them.
movement. Combining VR with real surroundings.
[Description]: Gymboree toys are here to help kids
[Description]: An augmented reality game that
develop skills and discover interests that motivates
motivates children to go outside and explore their
children to pursuit them. They are all
environment through a different lens. Awarding
environmentally friendly made from recycled
movement, steps and discoveries.
materials. They are mostly focused on outdoor play.
[Mission-focus]: This extension makes kids feel
[Mission-focus]: This extension makes kids feel
great trough play which goes with the mission to
great trough play which goes with the mission to
empower kids to go out and explore their world.
empower kids to discover who they want to be.
[Similar to]: Pokemon Go
[Similar to]: Melissa and Doug
[Differentiating elements]: The app is a game that
[Differentiating elements]: Every toy has been
keeps track of distance and movement and rewards
designed to develop specific skills. Balance, rhythm,
when you do.
and so much more
Brand Expansions
The Visual Standards Guide
PRODUCT 0 3 G Y M B O R E E F A M I LY B O A R D GAME
SERVICE 0 4 GY M B O R E E D AY C A R E
[Categorization]: PR3
[Introduction]: An experience based day care that
[Introduction]: A board game that promotes family
focuses on empowering children to do things by
play for different ages and interests.
themselves.
[Description]: A multi-activity game that allows
[Description]: Entertainment that allows students
everyone to have fun together. Teams work together
the opportunity to explore and learn at their own
to finish a race around your environment. A board
pace and for their own knowledge; this brings rewards
game that makes you stand, dance and run around.
such as self-motivation and a love for learning.
[Mission-focus]: This extension makes kids connect
[Mission-focus]: This extension makes kids feel
with their families trough play which goes with the
great trough their ordinary activities which goes
mission to make kids feel great inside and out.
with the mission to empower kids to discover who
[Similar to]: Cranium
they want to be.
[Differentiating elements]: Very easily understood
[Similar to]: Montessori Schools
and engaging. To even the littlest members of the
[Differentiating elements]: You can come in and
family, from toddlers to teenagers.
stay with your child. You can be subscribed to
[Categorization]: S1
specific times with no limit. One or two hours a day.
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Empower
SERVICE 05 GYMBOREE SUBSCRIPTION BOX
ENVIRONMENT 0 6 GY M B O R E E A R T/ M U S I C / DANCE STUDIO
[Categorization]: S2
[Categorization]: EN2
[Introduction]: Monthly subscription package with
[Introduction]: Art classes that focuses on
different activities for kids that invite them to
developing children’s creative side by making them
explore their surroundings.
experience different disciplines.
[Description]: Help your energetic kid explore how to
[Description]: As a multi-function space, it’s focused
move and control their body! This box includes
on providing a creative and healthy environment to
activities that encourages the little ones to practice
ignite creativity and enrich families. Classes and
skills and moving in all sorts of ways!
workshops are available for ages 6 months to 6
[Mission-focus]: This extension makes kids feel
years.
great trough play which goes with the mission to
[Mission-focus]: This extension makes kids feel
empower kids to discover who they want to be.
great trough play which goes with the mission to
Make them feel great trough different activities that
empower kids to discover who they want to be.
help them reach their potential.
Make them feel great trough play and art.
[Similar to]: Kiwi Crate Box
[Similar to]: MyGym+PowerPlay
[Differentiating elements]: It includes materials and
[Differentiating elements]: All activities in one same
elements that need to be combined with outside
‘class’.
games and activities.
Brand Expansions
ENVIRONMENT 0 7 GY M B O R E E H O S P I TA L W I N G [Categorization]: EN4
The Visual Standards Guide
CO-BRANDING OPPORTUNITIES 08 GYMBOREE+IKEA
[Introduction]: Children oriented hospital wings that
[Categorization]: CBO1
empower kids to
[Introduction]: Creating furniture and room
[Description]: Camping made for children Easy
decoration that follows the Gymboree Mission.
Access tents have parking near the tent and are
[Description]: Furniture that is well thought to help
centrally located near the main amenities and
kids feel comfortable and help them achieve things
bathhouse.
by themselves.
[Mission-focus]: This extension makes kids feel
[Mission-focus]: This extension makes kids feel
great trough play which goes with the mission to
great by learning to do things by themselves which
empower kids to reach their potential helping them
goes with the mission to empower kids to discover
feel better in hard times.
who they want to be. Make them feel great trough
[Similar to]: Mendocino Grove
furniture that celebrates and encourages their
[Differentiating elements]: Thought for kids. Nature
independence.
but ‘child friendly.
[Similar to]: Westelm Kids [Differentiating elements]: Thought to help them learn to make things by themselves.
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Explore
The world awaits our little heroes.
PRODUCT 09 GYMBOREE SNACKS
ENVIRONMENT 1 0 GY M B O R E E P L AYG R O U N D
[Categorization]: PR4
[Categorization]: EN1
[Introduction]: A healthy and natural variety of
[Introduction]: All recycled and environmentally
snacks that focus on functional and easy-to-grab
friendly playground. Sync able with mobile devices
food.
to track accomplishments.
[Description]: Real food with simple ingredients that
[Description]: ​This playground is created with every
promote easy packing. A line of snacks that make
detail taken into account. A place where children
outdoor activities easy and convenient.
can burn off energy, learn and work on their
[Mission-focus]: This extension encourages kids feel
independence. The structure design helps children
to go out and explore which goes with the mission
overcome challenges and advance to the next level
to empower kids to discover their world around
as they learn. Being in an outdoor, all-recycled
them.
materials playground helps children with their
[Similar to]: Beech-Nut
cognitive, physical, social and emotional skills.
[Differentiating elements]: Focuses on making
[Mission-focus]: This extension encourages kids to
snacks that are easy to carry and take everywhere.
go out and explore which goes with the mission to empower kids to discover, want to explore the world and discover new things. [Similar to]: Exploratorium SF [Differentiating elements]: Everything in the playground has a purpose and helps kids develop further.
Brand Expansions
The Visual Standards Guide
ENVIRONMENT 11 GYMBOREE CAMP GROUNDS
EXPERIENCE 12 GYMBOREE FAIR
[Categorization]: EN3
[Categorization]: EX1
[Introduction]: Children and family oriented
[Introduction]: A fair where families can come and
campgrounds that encourage families to experience
experience Gymboree’s products and get
outdoors in a comfortable and safe environment.
information about events.
[Description]: Camping made for children Easy
[Description]: Where families come and discover the
Access tents have parking near the tent and are
Gymboree way. A little taste of how we do things. All
centrally located near the main amenities and
of our products and events in one single space.
bathhouse.
Everyone can try them out and see what’s the best
[Mission-focus]: This extension encourages families
way to experience their environment with a little
to discover the world around them. Exploring nature
help from Gymboree.
in a safe environment. Which goes with the mission
[Mission-focus]: This extension reaches out to
to empower kids through exploration and
families and help them explore the world through
adventures.
play to make kids feel great, inside and out, like the
[Similar to]: Mendocino Grove
gymoboree mission states
[Differentiating elements]: Thought for kids. Nature
[Similar to]: Dreamforce
but ‘child friendly.
[Differentiating elements]: Everything at the fair follows the Gymboree mission. You can tryout and learn about Gymboree products.
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Explore
EXPERIENCE 1 3 GY M B O R E E C R E AT I V I T Y I N S TA L L AT I O N
EVENT 1 4 G Y M B O R E E K I D F R I E N D LY HIKES
[Categorization]: EX2
[Categorization]: EV1
[Introduction]: Installations in famous locations that
[Introduction]: Kid friendly hikes, with tangible goals.
engage kids to try different environments and
Which they can experience and keep track of.
experiences.
[Description]: Hikes thought for kids. With visible
[Description]: Installations around the city that
goals and experiences along the way
promote kids to explore and experience new
[Mission-focus]: This extension encourages kids to
sensations, textures and perspectives. Help them
go out and explore which goes with the mission to
‘walk in other people’s shoes’. Experience concepts
empower kids to discover, want to explore the world
like gravity, color-blindness, etc.
and discover new things.
[Mission-focus]: This extension encourages kids to
[Similar to]: Fitbit Citi Training
explore their city and different point of views which
[Differentiating elements]: Hikes with tangible goals
goes with the mission to empower kids to discover,
that kids can measure and see for themselves.
want to explore the world and discover new things. [Similar to]: Exploratorium [Differentiating elements]: Its constantly changing not only experiences but also places. Encouraging families to discover different parts of their city.
Brand Expansions
The Visual Standards Guide
EVENT 15 GYMBOREE CAMPING
EVENT 16 ORGANIZED THEME PARTIES
[Categorization]: EV2
[Categorization]: EV3
[Introduction]: Children and family oriented
[Introduction]: Parties that encourage children to
camping trips that encourage families to experience
develop their interests and empowers them to
outdoors.
pursuit them.
[Description]: Camping plans based on the child’s
[Description]: Our events include special workshops,
interest. Fishing, climbing etc.. You can choose your
mini music festivals+ farmers markets, and other
own experience or decide to try an introductory
fun opportunities for families to come out and play.
camping trip that allows you to discover what’s the
[Mission-focus]: This extension makes kids feel
best match for your family.
great trough play which goes with the mission to
[Mission-focus]: This extension encourages kids to
empower kids to discover who they want to be.
go out and explore which goes with the mission to
[Similar to]: Comic-Con
empower kids to discover the world around them.
[Differentiating elements]: Parties that celebrate
Exploring nature in a safe environment.
different materials and themes so that children can
[Similar to]: Hipcamp
experience things first hand.
[Differentiating elements]: Camping trips thought for kids. Nature but ‘child friendly’.
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Explore
CO-BRANDING OPPORTUNITIES 17 GYMBOREE+RXBAR [Categorization]: CBO2 [Introduction]: Natural and outdoor friendly snacks.
E D U C AT I O N A L O P P O RT U N I T I E S 18 PARENTING LESSONS AND WORKSHOPS ON DIFFERENT WAYS O F E N T E R TA I N M E N T F O R KIDS.
[Description]: We want to motivate parents to
[Categorization]: ED1
choose healthier and more natural snacks for their
[Introduction]: Workshops that teach parents how
kids. Giving them the option to have products that
to create engaging activities for their children.
are just as delicious with less sugar and artificial
[Description]: Workshops where parents can learn
flavours.
how to introduce children to outdoor activities.
[Mission-focus]: This extension encourages
Parents learn how to accompany their children to
encourage families to experience outdoors activities
discover their interests and support them.
and explore which goes with the mission to empower
[Mission-focus]: This extension empowers and
kids to discover the world around them.
coaches parents to push their kids to discover who
[Similar to]: Ella’s Kitchen
they want to be which goes with the mission.
[Differentiating elements]: Bars they can
[Similar to]: Hands on Cooking Classes
understand and enjoy.
[Differentiating elements]: Workshops that include children. Guided to help you learn how and why to include your child into your favorite outdoor activities.
Brand Expansions
The Visual Standards Guide
47
For more
Visit our webpage: explorationempowered.com
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Brand Expansions
The Visual Strategy Guide
49
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