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Milton Bradley
VISUAL DEVELOPMENT GUIDE
Visual Development Guide
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BRAND CONCEPT
1.1 History 1.2 Logo evolution 1.3 The key concept
VISUAL PROCESS
2.1 Initial logo sketches 2.2 Digital sketches
REFINED DIRECTION
3.1 Rough sketches 3.2 Rough digital sketches
NEW VISION 4.1 Final graphic mark 4.2 Logo word mark 4.3 Color exploration 4.4 New look 4.5 Similar Logos
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BRAND T P E C N CO 10 12 16
1.1 History 1.2 Logo evolution 1.3 The key concept
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? R I S , O D U O “HOW DO Y Y E L D A R B N I AM MILTO N O T L I M E H T F O F O Y N A P M O C BRADLEY VE A H I . D L E I F G SPRIN K R O Y W E N O T COME S E L P M A S E M O WITH S T S O M D N A W OF A NE .” . . R I S , E M A G AMAZING —Milton Bradley Founder of Milton Bradley
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Milton Bradley
Visual Development Guide
HISTORY
Milton Bradley was an American board game company established by Milton Bradley in Massachusetts. It’s marketed classics games such as The Game of Life, Candy Land, Chutes and Ladders, Twister, and Yahtzee. He sold a wide line of school supplies and toys in addition to educate them by playing games. We can go further than inventing games. Based on our research, we want to evolove and focus on inspiring and encouraging people to collaborate, build connections and develop the abilities to make effective choices in life. Therefore collaboration can increase knowledge, creativity and skills.
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LOGO EVOLUTION
Brand old wordmark
Visual Process
The font used for the wordmark of the company is probably Stone Sans Bold designed by Sumner Stone in 1988. It’s a Humanist Sans typeface. The contrast in thick and thin parts and the overall proportions of the letterforms indicates its kinship to the 500 year mainstream of seriffed typography. The ‘M’ is part of the re-form.
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The Stone Sans font was also used in the following logos, movie posters and album covers National Geographic Channel, National Instruments, Imperial College London.
1941–1943
Milton Bradley, which was established in 1860, did not adopt a logo until 1941.
1962–1963
This variant appeared on some of MB’s “Big Ben” puzzles from 1962 to 1963.
1943–1964
Milton Bradley’s first version of their classic logo was adopted in 1943 and was used as their primary logo until 1963. It was still used in the “Key to Fun” logo until 1964.
1950–1964
The Key to Fun logo first appeared on the front of Milton Bradley games and puzzles circa 1950 and was used until 1986.
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Milton Bradley
Visual Development Guide
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K R O W M A E “T N I D L I BY BU O E H T D N A O D O T Y A W R E V O O T IS D E E N OUR A R E N L U V IN
S N I G K BE . T S U R T G N ONLY T A H T O E M O RC FOR ” . Y T I ABIL
—Patrick lencioni American writer
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THE KEY CONCEPT
Keywords we used
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We used three keywords for our new Milton Bradley mission which also translates in out logo sketches. We started putting them in three different camps, symbolic, graphic, and wordmark.
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Better Together
Spark Ideas
Seekers of Tomorrow
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2.1 Initial logo sketches 2.2 Digital sketches
Finalization
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Milton Bradley
Visual Development Guide
INITIAL LOGO SKETCHES
In order to design the right logo to represent the brand Milton Bradley in the proper way, we need to search the company’s history and understand the core value and brand mission. Moreover, we are going to divide the sketches into two rounds. We looked at many different options and elements, sketched different possibilities and ways to represent the new Milton Bradley. Therefore, we used three keywords that translated our mission, Collaboration, Motivation, and Discovery; which led to icon that were dissected in three camps: symbloic, graphical and wordmark.
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ROUND 1
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Collaboration Better Together We started our sketches under our first keyword, Collaboration. We tried to bring elements that supported the key phrase Better Together. These were arrows, lines and geometric shapes to make things connect with each other.
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This a direction that shows people connecting with each other. We can try and push it further.
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We figured this looks similar to the band Red Chili Pepper logo, So we decided to go away from this shapes.
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Motivation Spark Ideas Our key phrase is Spark Ideas, which means giving an opportunity for people to emerge and connect. We used visual elements like Spark, arrows and sun.
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Creating a shape that would look like spark.
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The arrow must point the opposite direction because it has to be positive.
Discovery Seekers of Tomorrow Our key phrase is Seekers of tomorrow, which means Its a place where you can discover your own talent and new hobbies. We used visual elements like arrows, circles and magnifier.
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The flag can point into a direction what the person is aiming for.
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Wordmark Wordmark for the three key words. We decided to combine combine all the three keywords for the logotype.
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The idea of having letters attached together resembles connections, but we still want to go abit furthur than connecting words together.
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“NO GREAT S A W Y R E DISCOV T U O H T I W E D A M R E V E ” . S S E U G A BOLD
—Isaac Newton
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ROUND 2
Collaboration Symboic We decided to focus on the keyword Collaboration since it’s the word that resembles connection and communication.
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N O I T A R O “COLLAB O T S U S W ALLO N A H T E R O KNOW M E L B A P A C WE ARE Y B G N I W OF KNO ” . S E V L E S R OU
—Paul Solarz Author
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Collaboration Graphic
All the highlighted ones are going to be digitalized.
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All the highlighted ones are going to be digitalized.
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All the highlighted ones are going to be digitalized.
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All the highlighted ones are going to be digitalized.
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Collaboration
Wordmark
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All the highlighted ones are going to be digitalized.
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D E R A C S E “DON’T B , H G I H Y L F TO L L I W T I E BECAUS ” . S R E H T O INSPIRE
—Kerli Estonian singer
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Visual Development Guide
DIGITAL SKETCHES
As we were developing our graphical mark, we have learned that encouraging people to grow, improve and change into better and give them the right tools and skills to feel confident. Therefore, the feeling of being connected is an important element in our new logo. While we were turning the sketches into vectors, we have noticed that many of the logo design didn’t connect quite right. But eventually, we found the right way to tackle the new mark and show its expressive trait.
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DIGITAL REFINEMENT
Collaboration Transforming the hand sketches into computer-based vectors.
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We created our own type to embrace the uniqueness of the new Milton Bradley.
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D E N I F E R N O I T C E DIR 66 68
3.1 Rough sketches 3.2 Rough Digital sketches
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Brand Concept
ROUGH SKETCHES
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Final direction The word collaberation was the final direction we wanted to go with, since it has different possibilities we decided to merge between two. Symbolic and graphic elements to represent human connection.
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ROUGH DIGITAL SKETCHES Human figure Positive space refers to the main focus of a picture while negative space refers to the background. When used creatively and intelligently, positive and negative space together can tell a story using visual composition alone. Hence, using three human figures to represent togetherness is one of the choices we have.
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Celtic Knots These are intertwined shield knots shapes. It symbolizes depitying an unbreakable barrier.
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Folded arrow We wanted to peruse an idea of a star and a folded arrow can look like together creating an outer shape of hexagon and inner shape of a star.
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Reflecting the shape the opposite direction to see what other shape the arrow could make. From our research and observation the arrow looks like a wallet. Therefore this logo represents a bank more than the new Milton Bradley.
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Positive arrow An arrow represents courage as moving forward and it also sybolize movement and direction.
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Connecting human figures We tried to look into hexagon shape and a symbolic shape of human. A hexagon means communication, interfacing, balance and union and that is what we want for Milton Bradley to be.
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O T T N A W “IF YOU F L E S R U O LIFT Y UP, LIFT UP ” . E S L E E SOMEON
—Booker T. Washington American educator
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Using calligraphy pen We used Yasutomo Y and C Calligraphy Marker, 3.5 mm MiniChisel tip to create a perfect width.
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We have decieded that this calligraphy can be used as a logotype. However, this is not what we are aiming for.
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Our own handmade wordmark We have decieded that this type could go further.
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After digitalizing it we removed the serifs from the type to try and simplify it. Hence it will be next to a logomark.
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Taking it further
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We have decieded that this type could go further by combining the two sketches style in one.
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This has a potential to be our wordmark.
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NARROWING IT DOWN
Option one We decided to use our own handmade type with option 3s’ graphic mark.
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Option two From our research and observation the arrow looks like a wallet. Therefore this logo represents a bank more than the new Milton Bradley.
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Option three This is the symbol that we decided to go with since it smbolized our new Milton Bradley mission. Which is inspire and encourage people to collaborate and build connections to make better choices in life.
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4.1 Final graphic mark 4.2 Logo wordmark 4.3 Logo wordmark 4.4 Color exploration 4.5 Logo similarties
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Brand Concept
FINAL GRAPHIC MARK
What is it really?
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The Hexagon The hexagon is one of the geometric shapes it is found in the formation of honeycomb which is associated with bees and their co-operative, hard working nature. Hexagon is a polygon with six edges and six vertices which symbolize communication, interfacing, balance, equality, perfection, union and dependability and that is exactly what we are looking for.
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The human figure The three human figures are independently connected with each other. Using a familiar element and using it to show the word ”collaberation” was successful.
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LOGO WORDMARK
Wordmark details
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This is our original Human geometric word mark that we have made in house. We decided to remove the serifs to have the type face look more friendly so it could represent unity. The logotype can stand alone.
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Original sketch
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Our Original typeface
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Round edges Stands for friendly and unity
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Perfect circle
90° stems creats stability
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Brand Concept
COLOR EXPLORATION
The color palette should represent collaboration and connection. Some colors have a universal effect–and these are precisely the colors that we’re going to tackle. Since we have male and female as our audience to influence them we decided to go with blue, green and lime green.
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Color brings life
The selected logo has the perfect colors reflecting our new mission.
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NEW LOOK
Milton Bradley new logo
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We are pleased to say that we have reached the final logo. After all the research, sketches and studies we have made.
Milton Bradley new logo is ready to be used to represent our new mission and soul.
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LOGO SIMILARTIES
We did research to find other companies and projects that use the letter ‘i’ as a logo because it it represents the human figure and the circle represent face. Moreover, we searched for logotype and hexagons too. It is important to see what’s out there that looks similar to our logo. Therefore, we came across many logos that have hexagons and logotype. Every logo has its own personality, concept and meaning. Many of these logos were well designed and have a strong concept. The logo that looked similar and stands out the most is bloomingdale’s and David Mathews Center logo. However our ‘d’, ‘b‘ and ‘a’ letters looks different from Bloomingdale’s logo and our symbolic human figure coming togther is in a hexagon shape that looks different than the round shape of David Mathews Center logo.
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Comparing marks with our logo
What bring all of those logos together is the fact that they all have geometric shapes. that has similar representaion of our logo.
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Bloomingdale’s
David Mathews Center
Upscale department store for apparel, accessories & cosmetics. Most carry furniture & home goods. It’s representing people getting together by reading books. Which is similar idea.
The David Mathews Center for Civic Life is a 501(c)(3) non-profit, nonpartisan, tax-exempt corporation. The logo looks so similar to our but ours is based on a hexagon shape.
American Revolution Bicentennial
Chase Bank
The United States Bicentennial was a series of celebrations and observances during the mid-1970s that paid tribute to historical events leading up to the creation of the United States of America as an independent republic.
Chase Bank, is a national bank headquartered in Manhattan, New York City, that constitutes the consumer and commercial banking subsidiary of the U.S. The difference is ours is hexagon.
Fondazione Querini Stampalia
Quadro Soft
The Museum of Fondazione Querini Stampalia is a House-Museum, in the heart of Venice. The idea of negative space is similar to our logo.
It’s software development company that delievers IT products, service and solutions. The difference is ours is hexagon.
Morishige Dolls
NMPi
It’s a company that sells dolls in Japan. It’s monogram mixed the letter M and a symbolic human figure. The human figure is what we used in our logo and the letter “M” looks like ours.
NMPi is adigital marketing agency with over 10 years of experience in delivering global campaigns with granular localized targeting. This looks similar like our logotype.
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International educational programs for young people. Canada World Youth’s is to increase the ability of people to participate actively in the development of just, harmonious, and sustainable societies.
Cingular Wireless Cingular Wireless was a mobile phone company from United States. Cingular is now owned by AT&T.
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Jeunesse Canada Monde
Eldan Productions
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Eldan Productions has specialized in the entire range of marketing events and sales promotion, conferences and exhibitions in Israel and abroad.
IMCE Government ministry of exports, Mexico. This shape is semi hexagon but our shapes is a hexagon.
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Double knot
Lifehouse of RPA
Music video production company, UK. Designed by Stylo Design. The two founding members tie up the end of this logo.
Lifehouse is an integrated and focused centre of excellence, offering everything a cancer patient needs in one place.
MLC Centre
La Fondation Motrice
Retail, Austrailia THERE, Austrailia, 2008. this symbol reflects the octagonal profile of the skyscraper at the heart of a landmark commercial and retaildevelopment in Sydney.
The Minnesota Dental Association is a statewide professional membership organization representing Minnesotalicensed dentists and dental students. The symbol have the same concept as our logo.
Open Source Festival
TOYOTA Housing
Arts and culture, Germany Bionic System, Germany, 2006. A wound ring with different texture suggests the coming together of people at this Dusseldorf music festival.
Toyota Housing is a housing development company established by Toyota Motor Corporation.
MINDD Foundation
UCA
This symbol supporting MINDD’s integrative approach to family healthcare. The almost connecting shapes is similar like our logo.
Oscar-winning film makers and animators, world-renowned fashion designers, television presenters and Turner-Prize nominees are just some of UCA’s high-profile graduates who have enriched the world with their creative talents.
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SOURCES
Who is Milton Bradley? Book Unsplash.com Encyclopedia.com Fontmeme.com Inc.com Company-histories.com
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