VISUAL DEVELOPMENT GUIDE
Visual Standards Manual
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TABLE OF CONTENTS
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BRAND OVERVIEW
Brand Overview
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Brand Mission
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LOGO STANDARDS
Our New Logo
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Logo Anatomy
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Logo Clear Space
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Logo Sizing
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Logo Usage
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Incorrect Usage
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Color Standards
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Typeface Standards
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Business System
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Brand Projections
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Brand Extensions
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VISUAL GUIDELINES
BRAND PROSPECT
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BRAND OVERVIEW
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Milton Bradley (1860–2009)
About The Company Founded in 1860, Milton Bradley Company is one of the oldest game manufacturers. They created board games that were entertaining and educational. Milton Bradley was an American board game company established by Milton Bradley in Massachusetts. It marketed classic games such as The Game of Life, Candyland, Twister and Yahtzee. Many of the games he produced were primarily for children. He also sold a wide arrange of school supplies and educational games for children and their families. After some time, Milton Bradley began to lose appeal and was bought out by Hasbro. With a new approach, Milton Bradley will go beyond inventing games for children. The company will still promote collaboration and other necessary skills to build a better community. Collaboration benefits not only the individual, but also companies and people around the world.
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Key Concept
We define ourself by three keywords which essentially reflect our new identity. These simple words build our characteristics and drive us towards new horizons.
Our mission is to motivate people to work together, develop their intellectual abilities, and build a better community. To create a meaningful logo, we extracted ideas from our three keywords. These ideas highlight our future direction and help explore a visual system that reflects our mission and soul.
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COMMUNICATION
Face-to-face interaction with others. It is a good way to learn from those who are similar and different from you.
ENGAGEMENT
Engaging with others who share common goals or interests, which leads to new and lasting relationships.
COLLABORATION
Bringing people together to work towards a common goal. Collaboration can result in something better than usual.
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LOGO STANDARDS
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New Milton Bradley Logo
Based on our mission and keywords, the new logo is a symbol for collaboration and communication. The logo graphic shares a relationship with the word mark.
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Alternatives For the Logo
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We explored the idea of changing the pinwheel style as well as removing the ascender from the M.
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Logo Anatomy We have provided the measurements to maintain the overall aesthetic. Keeping in mind that the wordmark and graphic can be used freely on the edge of imagery.
x
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7x
x 2x
8.5x
3x 2.5x x 5x 2.5x 5x
2.5x 3x
x
1/2x
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Clear Space Clear space is the term for a specific amount of space that a logo must have on all sides, no matter where it is used. The reason for clear space is to ensure that a logo maximizes visibility and impact. The wordmark and graphic can be used freely on the edge of imagery.
Symbol
Wordmark X X
X
X
x
x
x x
X=the height of the letter O
X
X=the height of the letter O
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Signature Brandmark (Horizontal)
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X
1/2x
1/2x
1/2x
1/2x X=the height of the letter O
X X
X x
x
x
x
X=the height of the letter O
Signature Brandmark (Vertical)
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Logo Sizing
The following chart is dimension restrictions which show the standard and the minimum sizes of the logo to help with optimal readability. It is important to use the logo with appropriate size in different formats.
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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
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Wordmark Only
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Symbol Only
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Logo Usage This is the correct way to use the logo, including the correct colors. It is necessary because there may instances where it has to be used on a full color background.
Primary Usage Use on white or light color background
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Use on white or light color background
Use on white or light color background
Use on light color background
Use on light color background
Use on dark color background
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Logo Dont's
This is the incorrect way to use the logo, including the correct colors. It is necessary because there may instances where the logo has to be manipulated to fit an area, photo, etc.
01. Do not reverse the colors in the symbol 02. Do not stretch the logo 03. Do not use a drop shadow 04. Do not rotate 05. Do not outline the logo 06. Do not flip the symbol 07. Do not use an unapproved color 08. Do not bevel or emboss 09. Do not use an alternate typeface 10. Do not enclose the logo 11. Do not switch the logo and wordmark 12. Do not overlap
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VISUAL GUIDELINES
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Color Palette
PANTONE P 112-3 U
PANTONE P 115-2 U
PANTONE P 117-16 U
PANTONE P 179-3 U
PANTONE P 99-8 U
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The Milton Bradley color palette is based on the soul and spirit—working together for a successful outcome. The colors represent collaboration, connection, communication and fun.
C 62 M 48 Y 0 K 0
C 40 M 0 Y 16 K 0
C 44 M 84 Y 0 K 0
C 0 M 91 Y 64 K 0
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Logo Colors These are the colors that must be used for the log when on a plain background. Changing the entire logo to black is acceptable only when using the original colors renders the logo illegible.
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C 0 M 0 Y 0 K 40
C 40 M 0 Y 16 K 0
C 62 M 48 Y 0 K 0
C 0 M 91 Y 64 K 0
C 44 M 84 Y 0 K 0
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Typography The Milton Bradley typography is based on the soul and spirit—working together for a successful outcome. The typeface chosen, Proxima Nova, is used to show the new, more modern Milton Bradley.
Primary Typeface Use for headers, subheads, and quotes
P r ox i m a Nova
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Proxima Nova Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+{}[]
Proxima Nova Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+{}[]
Proxima Nova Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+{}[]
Proxima Nova Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+{}[]
Proxima Nova Extrabold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+{}[]
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BRAND PROSPECTS
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FUTURE EXTENSIONS
EDUCATION
ENVIRONMENT
SERVICES
EVENTS
PRODUCTS
EXPERIENCES
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Skill Sharing Center
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After school Labs
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Co-work Cafe
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Milton Bradley Gym
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Teamwork Camps
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Team Building Meetups
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Better Life Campaign
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Life Coach
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Skill Exchanging Event
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Game Competition
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Science Fair
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Brain Training App
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Collaboration Games
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Book Series
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Discovery Journal
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Discovery Museum
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Creativity Conference
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Milton Bradley Festival
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Milton Bradley Escape Room
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Teamwork Camps
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Brain Training App
A camp that encourages adults to be collaborative, confident and
Empowering a player to train and improve their basic skills.
This a three-day camp to help adults who are working with a new group of people for a project. Adults can learn how to better work with others to achieve a common goal. This camp will also focus on strategic thinking and building trust as well as self-esteem.
Game that challenge the user in a fun way. The challenges will train the brain and enhance cognitive skills. You can check your progress and share with others.
Mission Focus: The Teamwork Camp reinforces our mission of collaboration and building a better community by encouraging adults to trust their team to work on a common goal and learn skills that can help in the future.
Mission Focus: The Brain Training App reinforces our mission of developing intellectual abilities by giving various challenges that encourage players to improve their skills in a fun way.
Analogous to: Ultimate Camp Rescue Contrasting: The teams mix up based on various aspects—skills, interests, etc. Links to: Team Building Meetups
Analogous to: Elevate, Lumosity, Brain Games Contrasting: You can play with friends to help you improve. Links to: Creativity Conference,Skill Sharing Event
After school Labs
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Skill Sharing Center
A place for students to learn and work together with others
Institute for students who want to develop new skills and achieve success
A place where students can do to after school to learn and work with other students. The labs are their to help students find and improve their skills. They can learn important values and show other students what they learned.
An institute where people can go to learn valuable skills in the workplace. There will be programs that help accelerate valuable skills needed to be successful in the workplace. They will be in groups with one mentor. They will be tested individually and together to determine their strengths and weaknesses.
Mission Focus: The After school labs reinforces our mission of collaboration and improving skills by encouraging students to find and improve on their skills and abilities that they can use in future activities. Analogous to: Boys and Girls Club, Boy/Girl Scouts Contrasting: The teams mix up based on various aspects—skills, interests, etc. Links to: Teamwork Camps, Skill Sharing Center
Mission Focus: The Skill Sharing Center supports the mission of working together and improving skills by teaching them ways they can improve, be successful and use what they learn out in the world. Analogous to: SkillShare, Udemy Contrasting: Believe finding new skills can help in the workplace Links to: Skill Sharing Event
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Co-work Cafe
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Discovery Museum
Enjoy coffee while playing Milton Bradley vintage games and meet people
A museum where collaboration, creativity and problem solving emerge.
Today's society is becoming more virtual and The Milton Bradley Cafe wants people to know the importance of face-to-face, physical connections with people. It is a place for families, small groups, large parties. You will also find books regarding leadership, creativity, and more.
A museum for young adults and kids to discover their talents and gain the skills needed to become better problem solvers and innovators. You can be inspired by music, art and more. There are also activities that bring people together to help them improve, change and grow.
Mission Focus: The Co-Work Cafe supports the concept of building connections by providing a welcoming space for people to meet and bond, as well as improve on their communication skills.
Mission Focus: The Discovery Museum reinforces our mission of developing intellectual abilities by showing various things that can inspiring attendees to improve skills and become better innovators.
Analogous to: Borderlands Cafe, Friends Bookstore, Half Price Books Contrasting: A mixture of knowledge and connections Links to: Book Series
Analogous to: Bay Area Discovery Museum, Children Creativity Museum Contrasting: Focus on young adults and kids individuality Links to: Teamwork Camp
Milton Bradley Gym
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Team Building Meetups
A gym that enhances brain activity and encourages people to be more active.
A weekly meeting to improve team building skills that are needed in life
A gym that aims to keep challenging you to push harder. There will be a personal coach to give you tips that will help you improve. You can get an assessment test to determine where and how you can improve. These activities will keep you healthier and more active. The gym is opened to all ages.
A weekly meetup for those who want or need to improve on their team building skills. People from different places, schools, jobs can meetup and improve their skills. These meetups can give you the necessary tools to move up in life.
Mission Focus: The Milton Bradley Gym reinforces our mission of improving skills and making better choices by challenging people to be more active and use different ways to train their brain.
Mission Focus: Team building meetups reinforces our mission of developing intellectual abilities and working together by encouraging people to improve their collaboration skills needed in work, school, etc by working together.
Analogous to: Brain Gym, Basecamp Fitness Contrasting: Focus on brain activity and discovers your strengths and weakness Links to: Milton Bradley Cafe
Analogous to: Meetup, Slack, Public Spaces Contrasting: You don't need to use it for work related tasks. Links to: Skill Sharing Center/Event
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Better Life Campaign
P_02
Collaboration Games
Help those who may not know how they can improve their life
Rebirth of Milton Bradley games to improve collaboration and communication.
This campaign is there to show people ways they can better their community as well as their life. It is an ongoing campaign that has a series of posters, books, etc. that includes tips and tricks that a person can use everyday.
Bringing all Milton Bradley games that require communication, cooperation and collaboration to a digital platform. Some games that are being re-birthed are Battleship, Simon and The Game of Life. These games will help people communicate
Mission Focus: The Better Life Campaign reinforces our mission of building a better community by encouraging people and showing them how they can better their community and life.
Mission Focus: Collaboration games reinforces our mission of inspiring people to work together by promoting the fun of learning by using cooperation and communication to work towards a common outcome..
Analogous to: Move Your Way campaign, Wellness Programs Contrasting: This campaign shows ways you can work alone and with others Links to: Book Series, Skill Sharing Event
Analogous to: Catan, Tetris Contrasting: Collaboration games that you can connect with friends and family Links to: Milton Bradley Cafe
Skill Exchanging Event
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Book Series
A workshop for people with different skill strengths to make connections
A series of books centered around team building, skill improving and collaboration
A two week event where people from different fields and backgrounds can participate. They come together to work on a project that involves different skills and strengths to complete. They can share their skills and be inspired by others.
These books will help the reader learn valuable lessons they could use in their daily life. Topics covered will be collaboration, networking, team building and well as cognitive skills. These books can encourage them to make better choices.
Mission Focus: The Skill Exchange Event reinforces our mission of developing intellectual abilities and working together by learning new skills and inspiring people to make connections that will help in the long run. Analogous to: Lynda, Skill Share Contrasting: Working and meeting face-toface Links to: Skill Sharing Center
Mission Focus: The book series reinforces our mission of developing intellectual abilities by building awareness to the importance of making better choices in life.
Analogous to: Self Help Books Contrasting: Talk about successful stories and how they worked with others to obtain success Links to: Milton Bradley Cafe
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Creativity Conference
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Game Competition
Learn from leaders and be inspired to explore your creativity
A friendly competition where people work together to create their own board game
A yearly conference with inspirational speakers. It brings together professionals, and creators. They are there to speak about their success and inspire and educate attendees on why collaboration is important.
A place where people from all over join teams to create a board game. Teams of four or more from different parts of the state and country work together to develop a collaboration game. The will be able to show their games to judges in hope of getting it produced.
Mission Focus: The Creativity Conference reinforces our mission of developing intellectual abilities and collaborating by sharing their experiences and working together to develop creative pieces.
Mission Focus: The Game Competition reinforces our mission of collaborating by forming teams to work for the same outcome. Analogous to: Evolution Championship Series, Call of Duty Championships Contrasting: This isn't a virtual gaming competition where people play existing games for cash Links to: Collaboration Games
Analogous to: 99u, HOW Design Live Contrasting: Attendees can speak and give demonstrations Links to: Skill Sharing Event
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Discovery Journal Empower people to take charge and rediscover passions, hobbies, etc that they may have forgotten A Journal that is designed to improve quality of life. It will be filled with quotes and prompts made to get you brain flowing and help you understand what you want in all areas of your life. It will effectively help you make connections with your thoughts, actions, and feelings. Users can meetup to discuss things they discovered while using the journal. Mission Focus: The Discovery Journal reinforces our mission of developing intellectual abilities and building a better community by encouraging you to write and reflect on ways you can improve and give tips that you can use. Analogous to: Mindfulness Journal, Start Where You Are: A Journal for Self Exploration Contrasting: You can discuss your journal entries with others, including a professional coach or therapist Links to: Milton Bradley Cafe
EX_03
Milton Bradley Festival A Festival that encourages people to make connects and collaborate An annual 2-day festival. It brings together professionals, creatives, innovators and entrepreneurs. There will be booths where entrepreneurs can talk about their company/ products and offer advice and guidance on how they started and how they got to where they are now. This festivals is opened to anyone who wants to know more about entrepreneurship and more. Mission Focus: The Milton Bradley Festival reinforces our mission of collaborating and inspiration by sharing their experiences and encouraging others to work together as well as giving them opportunities to do so. Analogous to: NYU Entrepreneurs Festival, Silicon Valley Entrepreneurs Festival Contrasting: You will be able to walk around and meet professionals, network and recruit Links to: Skill Sharing Event
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Science Fair A place where children and adults can show their science projects People of all ages can come and show the experiments they have been working on. It is just like your typical science fair, however, every participant will have the chance to work with a professional scientist on their projects and come out of the science fair with job offers, scholarships, and more. Mission Focus: The Science Fair reinforces our mission of developing intellectual abilities by having people develop and showcase their ideas in hops of being able to work with a professional scientist. Analogous to: High school science fairs, art shows Contrasting: You work with actual scientists and have the chance of getting a job Links to: Skill Sharing Center
S_04
Life Coach A person who is there to give you advice and motivate you to become a better person and improve your community. A person who can give you the guidance you need to better yourself and your community. He/She is there to discuss your discovery journal as well as anything that has you concerned. The life coach is there to help you by sharing her experiences and talking about yours. Mission Focus: The Life Coach reinforces our mission of building a better community by helping you reflect on ways you can improve your community and giving you ways to do so. Analogous to: TED Talks, A Path That Fits, Inc Contrasting: Helps you understand how developing your skills and working with others are good things to do Links to: Skill Sharing Center, Discovery Journal
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Milton Bradley Escape Room A virtual escape room where you have to work with others to make it out of various stages in a certain amount of time 4-6 players with various backgrounds team up to try and escape different rooms. They will be locked together and have to work together to find the hidden clues in order to reach the exit. This escape room encourages people to increase their communication and work together. Mission Focus: The escape room reinforces our mission of working together and communication by asking people to work together to find clues to move to the next room and win. Analogous to: 365 escape, Addicting Games Contrasting: The rooms are a mixture of categories and may not always follow a theme Links to: Milton Bradley Cafe
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The strength of the team is each individual member. The strength of each member is the team. — Phil Jackson National Basketball coach
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ENVIRONMENT
Milton Bradley Cafe
Enjoy coffee while playing Milton Bradley collaboration games and meeting people
EN_01
Today's society is becoming more virtual and The Milton Bradley Cafe wants people to know the importance of face-to-face, physical connections with people. It is a place for families, small groups, large parties. You will also find books regarding leadership, creativity, and more. Mission Focus: The Co-Work Cafe supports the concept of building connections by providing a welcoming space for people to meet and bond, as well as improve on their communication skills. Analogous to: Borderlands Cafe, Friends Bookstore, Half Price Books Contrasting: A mixture of knowledge and connections Links to: Book Series
Relaxing and Working Milton Bradley Cafe is a place you can come to for the face-to-face interaction you have been missing
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Relaxing and Working You can work with people you know or even meet new people.
Next Page Enjoy coffee or latte while connecting with others
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ENVIRONMENT
Milton Bradley Gym
A gym that enhances brain activity and encourages people to be more active.
EN_02
A gym that aims to keep challenging you to push harder. There will be a personal coach to give you tips that will help you improve. You can get an assessment test to determine where and how you can improve. These activities will keep you healthier and more active. The gym is opened to all ages. Mission Focus: The Milton Bradley Gym reinforces our mission of improving skills and making better choices by challenging people to be more active and use different ways to train their brain. Analogous to: Brain Gym, Basecamp Fitness Contrasting: Focus on brain activity and discovers your strengths and weakness Links to: Milton Bradley Cafe
Right Challenge your mind and body at Milton Bradley Gym
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Previous Page The gym is opened to all ages and genders
This Page You can work where trainer and take an assessment to see where you need to improve both mentally and physically.
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PRODUCT
Brain Training App Empowering a player to train and improve their basic skills.
P_01
Game that challenge the user in a fun way. The challenges will train the brain and enhance cognitive skills. You can check your progress and share with others.
Mission Focus: The Brain Training App reinforces our mission of developing intellectual abilities by giving various challenges that encourage players to improve their skills in a fun way.
Left You are always using your phone, why not use it to improve your cognitive skills?
Analogous to: Elevate, Lumosity, Brain Games Contrasting: You can play with friends to help you improve. Links to: Creativity Conference,Skill Sharing Event
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Left Download the Milton Bradley Brain Training App to train your brain and enhance your cognitive skills.
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Right You can share with others and even challenge them to beat your scores.
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SERVICE
Science Fair A place where children and adults can show their science projects
S_03
People of all ages can come and show the experiments they have been working on. It is just like your typical science fair, however, every participant will have the chance to work with a professional scientist on their projects and come out of the science fair with job offers, scholarships, and more. Mission Focus: The Science Fair reinforces our mission of developing intellectual abilities by having people develop and showcase their ideas in hops of being able to work with a professional scientist. Analogous to: High school science fairs, art shows Contrasting: You work with actual scientists and have the chance of getting a job Links to: Skill Sharing Center
Left Students showing off their projects to judges. They want to make the best impression.
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Right Others can text your projects and see of they can produce the same results.
Next Page You have the chance to work with professional scientists.
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SERVICE
Teamwork Camps A camp that encourages adults to be collaborative and confident
S_01
This a three-day camp to help adults who are working with a new group of people for a project. Adults can learn how to better work with others to achieve a common goal. This camp will also focus on strategic thinking and building trust as well as self-esteem. Mission Focus: The Teamwork Camp reinforces our mission of collaboration and building a better community by encouraging adults to trust their team to work on a common goal and learn skills that can help in the future. Analogous to: Ultimate Camp Rescue Contrasting: The teams mix up based on various aspects—skills, interests, etc. Links to: Team Building Meetups
Right People from all over come together to learn how to work better with others and achieve a common goal.
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Left You can make it a friendly competition amongst others and still leave with the skills you need for success.
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Right Different team building exercises that will have you feeling better about working with others.
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EDUCATION
After School Labs A place for students to learn and work together with others
ED_02
A place where students can do to after school to learn and work with other students. The labs are their to help students find and improve their skills. They can learn important values and show other students what they learned. Mission Focus: The After school labs reinforces our mission of collaboration and improving skills by encouraging students to find and improve on their skills and abilities that they can use in future activities.
Left Learn and work with others to create and improve skills
Analogous to: Boys and Girls Club, Boy/Girl Scouts Contrasting: The teams mix up based on various aspects—skills, interests, etc. Links to: Teamwork Camps, Skill Sharing Center
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Previous Page Work in small groups and brainstorm ideas and even work on your homework.
Left Show everyone what you learned and developed, while receiving feedback you can use to improve.
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PRODUCT
Discovery Journal
Empower people to take charge and rediscover passions, hobbies, etc. that they may have forgotten
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A Journal that is designed to improve quality of life. It will be filled with quotes and prompts made to get you brain flowing and help you understand what you want in all areas of your life. It will effectively help you make connections with your thoughts, actions, and feelings. Users can meetup to discuss things they discovered while using the journal. Mission Focus: The Discovery Journal reinforces our mission of developing intellectual abilities and building a better community by encouraging you to write and reflect on ways you can improve and give tips that you can use.
Right Milton Bradley Discovery Journal lets you rediscover what you may have been missing and empowers you to improve your everyday habits.
Analogous to: Mindfulness Journal, Start Where You Are: A Journal for Self Exploration Contrasting: You can discuss your journal entries with others, including a professional coach or therapist Links to: Milton Bradley Cafe
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Left It will be filled with quotes and prompts made to get your brain flowing and help you understand what you want in all areas of your life.
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Left It is a journal for anyone and you can write in it no matter where your are and no matter the time of day.
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PRODUCT
Book Series A series of books centered around team building, skill improving and collaboration
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These books will help the reader learn valuable lessons they could use in their daily life. Topics covered will be collaboration, networking, team building and well as cognitive skills. These books can encourage them to make better choices. Mission Focus: The book series reinforces our mission of developing intellectual abilities by building awareness to the importance of making better choices in life.
Analogous to: Self Help Books Contrasting: Talk about successful stories and how they worked with others to obtain success Links to: Milton Bradley Cafe
Right A series of books centered around team building, skill improving and collaboration.
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Left You can read them anywhere you want and at any time. They are even available in multiple languages.
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Left Learn ways you can improve different aspects of your life
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EXPERIENCE
Creativity Conference
Learn from leaders and be inspired to explore your creativity
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A yearly conference with inspirational speakers. It brings together professionals, and creators. They are there to speak about their success and inspire and educate attendees on why collaboration is important. Mission Focus: The Creativity Conference reinforces our mission of developing intellectual abilities and collaborating by sharing their experiences and working together to develop creative pieces. Analogous to: 99u, HOW Design Live Contrasting: Attendees can speak and give demonstrations Links to: Skill Sharing Event
Right Professionals and creatives mix and mingle before the conference breakout sessions begin with the hopes of making lasting connections and learning something new.
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Right Taking notes from the speaker during the breakout sessions and workshops. It is a great way to take what you learned home with you.
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Right Different team building exercises that will have you feeling better about working with others.
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SOURCES
IMAGES unsplash.com pexels.com
CONTENT company-histories.com encyclopedia.com https://www.inc.com/dave-kerpen/15-quotes-to-inspire-great-team-work.html https://www.brainyquote.com/topics/teamwork-quotes https://www.brainyquote.com/search_results?q=collaboration https://www.projectmanager.com/blog/teamwork-quotes-25-best-inspirational-quotes-working-together https://en.wikipedia.org/wiki/Milton_Bradley_Company http://www.fundinguniverse.com/company-histories/milton-bradley-company-history/ http://www.newenglandhistoricalsociety.com/milton-bradley-lifes-checkered-past/
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BOOK 03 VISUAL STANDARDS MANUAL DESIGNER Daviel Byrd INSTRUCTOR Hunter Wimmer GR 604_Nature of Identity
This book is a noncommercial project for educational purposes and is not intended to represent the Milton Bradley Company.
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