Chapter 01
Visual Development Guide
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Visual Development Guide
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Nandita Rajan // 041023 Barbie Rebranding Academy of Art University No portion of this book, may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photo-copying, recording, or otherwise with-out the written permission of the publisher. All rights reserved
BARBIE
Visual Development Guide
LOGO HISTORY 06 LOGO DEVELOPMENT 19 INSPIRATION 46 FINAL LOGO 59
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Logo History
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OUR HISTORY Barbie is a fashion doll manufactured by the American toy-company Mattel, Inc and launched in March 9th 1959. American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration. Mattel conducted primary research with mothers and daughters before they introduced Barbie. Barbie’s sex appeal frightened many of the women. The women were horrified and did not want their daughters playing with Barbie, fearing that Barbie would be a bad influence. The women felt that Barbie had too shapely of a figure and was not appropriate for children. The findings in this research prompted Mattel’s marketing team to target a new consumer that had never been targeted before children.
Inspiration During a trip to Europe in 1956 with her children Barbara and Kenneth, Ruth Handler came across a German toy doll called Bild Lilli. The adult-figured doll was exactly what Handler had in mind, so she purchased three of them. She gave one to her daughter and took the others back to Mattel. Upon her return to the United States, Handler redesigned the doll (with help from engineer Jack Ryan) and the doll was given a new name, Barbie, after Handler’s daughter Barbara. The doll made its debut at the American International Toy Fair in New York on March 9, 1959. This date is also used as Barbie’s official birthday.
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LOGO EVOLUTION 1959–1975
1975–1991
1991–1998
1998–2004
2004–2005
2005–2009
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“I think they should have a Barbie with a buzz cut.” —Ellen DeGeneres, TV Host, Comedian.
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LOGO HISTORY The Barbie logo is among one of the most popular and instantly recognizable logos in the world. First introduced in March 1959 at the New York Toy Show, it has undergone several modifications throughout the years; however, its signature light-hearted, minimalist style has remained same.
Present Logo The Present logo has a trademarked logo typeface and is still pink. The Barbie logo has always been distinct and recognizable. They are very feminine, fun and quirky appealing to little kids everywhere.
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KEYWORDS Empowerment
Inner Strength and Independence
Barbie as a brand has the potential to help children deal with body image issues and women empowerment. Barbie displayed independence and showed little girls that they could be anything they dreamed of. Barbie was seen providing an alternative to traditional 1950s gender roles. She displayed independence and showed little girls that they could be anything they dreamed of.
Creativity
Unleash your Imagination
Barbie was created for girls to have an imaginative outlet. The creator of Barbie, Ruth Handler, wanted girls to be able to reflect themselves upon the doll and use it to spark their imagination. Barbie added a vogue look to the traditional role, leading a balanced lifestyle for young girls to follow. She taught women what was expected of them by society. Barbie could reinvent herself with simply a wardrobe change. She could go from doctor to housewife to a party. As Barbie evolved, she began to portray a new idea of life for women.
Diversity
Unity and Balance
Barbie has had over 130 different careers that challenge the stereotypes. She’s been a doctor, astronaut, teacher, presidential candidate, CEO, athlete and military officer to name a few. Although Barbie has been known for being with the trends and in style with the times. Barbie was different than other dolls; she displayed independence and showed little girls that they could be anything they dreamed of. Through Barbie, dreams of adulthood could come true. 17
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Logo Development
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EMPOWERMENT
Inner Strength and Independence
The logo sketches started with the word “Empowerment.� To start it simple shapes and graphic elements were researched, different cultures have different ways to depict the word Empowerment or Inner Strength. Through these graphic elements the symbol of wings were explored as a sense of independence, freedom and strength. By adding type to these graphic elements various solutions were explored. At the end of this stage, the wing and shield as a symbol was shortlisted as it best fit the group of empowerment.
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Combining the symbol of feminism shows empowerment and promotes female power.
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While exploring symbols representing empowerment, it was clear that the most successful option was wings and shields. It defined strength and freedom that the new soul of the brand stood for.
Integrating the symbol of femininity with the alphabet B, wasn’t strong.
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This was inspired from the existing Barbie logo. Most of their logo’s are in a fun font and are very playful.
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CREATIVITY
Unleash your Imagination
This wide category was a little harder to sketch for but using the phrase unleashing your imagination and creativity it was easier to think of symbols that could be related to creativity. The key is also a symbol of freedom, knowledge and liberation. These keywords are used relate with the brand making it a strong option. Other symbols that were explored are dream catchers and locks. Combining wings from the previous group also helped with variations of key and wing.
The key and wing combined the idea of unleashing your creativity. The wings worked really well from the previous exploration of the word empowerment and was carried forward.
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Even though the key seemed like a perfect symbol to depict unleashing creativity, it didn’t work well with the alphabet B. The stylized B seemed to have more potential for the logo mark.
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The Stylized B which seemed to worked well for the brand. It was fun and playful.
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DIVERSITY
Unity and Balance in Diversity
The group diversity was explored in terms of unity and balance keeping in mind the feminine side of the brand. Triangles as a female symbol was explored as it conveyed the meaning of femininity and balance. The ampersand was another symbol that was explored as it symbolized diversity and unity. But these symbols were far too complicated to turn into a digital logo, hence this was the one group that was edited out of the shortlist for the next stage.
The triangle symbolized femininity but didn’t work well for the logo.
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The ampersand “&� symbol represented continuity and represented what the future had to offer.
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The triangle a perfect balance of femininity didn’t work well with the logotype. While converting them to digital phase it lost its femininity and looked too harsh and masculine.
The symbol was inspired by sparks and the circle of diversity.
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Even though the triangle fit perfectly with balance and diversity, it didn’t work well with logotype.
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PHASE 2
Empowerment and Creativity
The second phase of the logo process worked with the combination of empowerment and creativity. The symbol of wings, shield and the star were further explored. It plays on the idea of independence and imagination. Keeping in mind that the logo needed to by simple for the digital phase a few options were explored before the computer roughs stage. After the feedback it became evident that the star and the wings symbol were most successful for further exploration moving into the digital phase.
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The wings represent freedom and worked very strongly from the beginning. The B was explored in different positions with the wings to see which fit perfectly. 35
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Combining the groups of empowerment and creativity and refining the ideas that were previously used to create better sketches. It was clear that the wings and the stylized B worked well with the star.
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The Star with the stylized B worked well for the logotype.
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PHASE 3
Empowerment and Creativity
The third phase of the logo process moved the logo
B
B
B
B
to the digital phase. It was important to make it work digitally as drawing the logo by hand is very different from making it work digitally. The symbol of wings, stars and shield was further explored after feedback. Different wings and shields were explored to see if they fit with the alphabet B in different angles. It was important to find the perfect fit along with the alphabet B. the stylized B seemed to work the best for further exploration.
B
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Barbie
B The stylized B with the
arbie
b
B Taking this hand sketch
star worked very strongly
to the computer made it
with the brand. The star
resemble the Bentley logo,
represented purity and
thus discarding it.
good luck and was a sign of empowerment. 39
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DIGITAL PHASE The Star symbolized purity and good luck and was easily the most appropriate for the brand which was primarily a kid’s brand. The Stylized alphabet B seemed to work well and at this point the word mark was still rough and being explored.
arbie The inspiration behind this logo was a superhero and the 90’s. It still had the cartoon vibe which worked well with the brand image. Eventually this wasn’t a direction that was used as it seemed too different and didn’t work well as a logotype.
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The wings symbolized freedom and independence and the simple wing seemed to work well with the type. Other angles that were explored were the superhero shield like logo type and sparks with didn’t work too well and was too complicated.
The inspiration for this logo began with diversity and as it moved to the digital phase was replaced with lines to symbolize the diversity mark. Even though the rough sketches seems to work they didn’t translate well in the digital phase and hence was not further explored.
B
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“Children were using the dolls to project their dreams of their own futures as adult women.” —Ruth Handler, creator of Barbie
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Inspiration
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STAR SYMBOL
Creativity—Unleash your Imagination
The Star symbolized purity and good luck and is a very common symbol used in logos. Looking up these logos helped in staying away from anything that looked too similar and would be confusing. These were some of the common brands that use the Star as part of their logo.
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WING SYMBOL
Empowerment—Inner Strength and Independence The Wings symbolized freedom and independence but is also commonly used in car companies. This was a problem as the logo inspired by wings also seemed to resemble something thats already present, which is why the wings were no longer explored for the logos.
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‘B’ SYMBOL
Creativity—Unleash your Imagination
The alphabet B was stylized as was found suited for the brand and its soul. They are also used for brands that we see or use daily. Looking for similar logos helped in staying away from the logos that already exist.
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SHIELD SYMBOL
Empowerment—Inner Strength and Independence The Shield symbolized strength and unity but again there are too many of them already present. Car companies and sports teams commonly use shield as part of their logo.
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VISUAL STANDARDS INSPIRATION The visual standard guide is a set of rules that allows the brand to function smoothly and create a coherent visual identity. To have an impact, recognizable brand that clearly communicates the emotions that want to convey to their clients a set of rules must be followed to protect the integrity of the brand. The key to a successful brand is creating a coherent visual identity. When clients can identify your business just from looking at your logo or other type of visual element, and when they feel that your visual brand matches your product is the strength of the brand.
The BCCB visual standards helps illustrate their logo variations depending on the size dimensions. Their use of alternate versions are provided clearly and hence avoids confusion.
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2.2
MISUSES
SEAGATE SIGN
The Seagate visual standards are beautifully designed with very simple and clear instructions. What stood
A lot of thought and effort has gone into determining the perfect relationship between the elements that make up our signature;
not attempt to re-create these elements. Always use the approved artwork, and always follow these rules when using it. out the most were their logododo no section. The Note that these rules also apply to the alternate 4-line signature.
section was not crowded but clearly illustrated how the logo may not be used. The use of the red
line across the logo reinforced how the logo may not be used.
Do not resize the signature elements
Do not resize the signature elements
Do not rearrange the signature elements
Do not stack the signature elements
Do not associate the signature with a tagline
Do not ip the wave symbol
Seagate Do not use the wordmark alone
Do not re-create the signature with any other typeface or any other weight of the same typeface
APPLICATION OF THE LOGO
The MSI visual standards helps illustrate the logo BRAND IDENTITY STANDARDS.
sizing. They have both a logotype and a word mark fig. 2.3A-D Sizing are two standard sizes for the MSI Corporate Signature and and have very cleanly showedThere how to use them in Primary Logo: The Standard size logo (A, C, E), to be used on the face of high-level collateral (brochures and folders); and a
Thumbnail version (B, D, F), for use collateral such as a different conditions. It is very important toon smaller show Business card or for use with an address line.
how the logo type could be Dueused and it ismight prevent to limitations of size or when media, certain situations to be used.
APRIL 2007 5p5/0.9in/23mm
1p3/0.2in/5.25mm
2p2/0.35in/9.125mm
2.3A: MSI Primary Logo Standard Size (100%) Conversions are approximate and rounded to the nearest whole amount
2.3B: MSI Primary Logo Thumbnail Size (100%)
the use of the Corporate Signature A entirely—in these situations, the Primary Logo always be used.
14p9/2.5in/62.5mm
2.3C: MSI Corporate Signature A Standard Size (100%)
10p6/1.75in/44.5mm
2.3E: MSI Corporate Signature B Standard Size (100%)
7p4.5/1.25in/31.25mm
2.3D: MSI Corporate Signature A Thumbnail Size (100%)
5p3/0.875in/22.25mm
2.3F: MSI Corporate Signature B Thumbnail Size (100%)
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The MSI visual standardsfig.also space around the 2.3G Placement and Clear Space
When theas logo isevery used adjacent to other elements, please maintain logo which is very important logo needs the boundary of clear-space defined at left.
its breathing space. They have also added how the logo may and may not be used. Showing their logo variations shows the permutations of the logo and
2.3G: MSI Corporate Signature Clear Space (3x)
the inappropriate modifications are simple and fig. 2.3H–K Alternate Logo Variations clearly depicted.
Many projects will necessitate alternate versions of the MSI Primary Logo and Corporate Signature. Use the examples at left to help determine the appropriate one-color or reversed use of the mark. In general, a positive MSI logo (H) should be used on white— or on background colors whose tone is less than 30% (gray). Use the Reversed versions of the MSI logo (I) or Corporate Signature on backgrounds darker than 30%. In all cases, use the Corporate
2.3H: MSI Primary Logo Positive 0%–30% Shaded Background
2.3I: MSI Primary Logo Reversed (with PMS 5875 accent) Logo can also be reversed completely (all-w 30%–100% Shaded Background
2.3J: MSI Primary Logo Single Color (Shown in Cyan)
2.3K: MSI Primary Logo Single Color (Shown in Black)
colors whenever possible except when working online. Colors are difficult to approximate in a web or video environment. Please see fig 2.2C for web-based color conversions. Additionally, avoid placing the MSI logo over images or other busy background patterns — and never screen the MSI logo — always use at at 100%. In one-color applications, the MSI Primary logo or Corporate Signature may appear in an alternate color.
fig. 2.3L
Inappropriate Modifications
The MSI Logo has been designed for a specific set of uses—
within these guidelines their ensures consistent The FedEx visual standardskeeping clearly shows logocommunication and effective branding of the company. However, many
applications can compromise anatomy, explaining very enhancements simplyoffered theby software x-height. It this consistency.
05 Outline
illustrations at left are exampleslogo of what NOT was clean and simple and Several illustrates their into do with the
the best way possible.
MSI Logo.
Shadow
Gradient
Signature Clear Space Our company stands out from the crowd, and so does our signature. To create maximum impact, keep the space around the FedEx signature free from other text and graphics. The clear space on each side of the signature should always be equal to or greater than the x-height of the FedEx wordmark. Distort
Collage
Tint
2.3L: MSI Logo: Inappropriate Modifications
Preferred (Large) Two-Color
2.3
APPLICATION OF THE LOGO
Special Use (Horizontal) Two-Color
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The Steelcase visual standards is simple and clearly designed with a simple grid and good use of typography. The logo colors are depictedLoGo/Mark and shown clearly how USaGE Color to use. It also included the preferred use and the
reverse color use.
acceptable Color (in order of Preference)
The Steelcase Classic logo should be reproduced in Gray. White is also a preferred use (reversed out of a color). Colors are also available for use. Please use colors specified in the primary color palette. Logos in other colors should not be used without permission from Steelcase Corporate Brand Communications. In one-color materials Black is acceptable. The Steelcase logo should never appear in red.
Gray One-color against a white background. PANTONE 424 U
White One-color white against a color background. Please refer to color palette when creating a background color.
Color One-color against a white background.
White One-color white against a
Please use colors specified in the primary color palette.
black background.
Revised:03.22.12 I Steelcase Brand Book 29
LoGo/Mark USaGE
The Steelcase visual standards also includes Pleaseadovery not alter the Steelcase Classic Logo in any way. These rules apply to all graphic identities The examples on this page demonstrate incorrect uses of the Steelcase Logo type.
and logos within, including: Love how you work, environmental equation, government solutions,
well structured layout of incorrect logo usage. It was Steelcase workplace services very important to clearly illustrate how the logo may not be used as people can easily misuse the logo. It Please don’t present the Steelcase Classic logo against patterned, textured, or any other background that interferes with visibility.
included a short description with an illustration.
Please don’t use a drop-shadow with the Steelcase Classic logo.
Please don’t change the Steelcase Classic logo or try to recreate it using type. Only use approved art.
Please don’t use the spectrum in the Steelcase Classic logo except on truck graphic. Do not use the logo in any other pattern.
Please don’t create a reflection of the Steelcase Classic logo.
Please don’t distort or stretch the Steelcase Classic logo.
Please don’t wrap the Steelcase Classic logo artwork. The entire logo must be visible at all times.
Please don’t crop the Steelcase Classic logo.
Please don’t permit poor quality reproduction of the Steelcase Classic logo.
Please don’t change the size, relationship or position of the registration mark. Only use artwork provided.
Please don’t place theSteelcase Classic logo within a border or any surrounding shape.
LEadErShiP ConFErEnCE Please don’t allow any other graphic elements to enter the minimum staging area of the Steelcase Classic logo.
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Final Logo
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FINAL LOGO MARK The new logo for Barbie is a combination of a symbol and the word mark. The symbol has a stylized B which is part of the creative group and is combined with a star that shows empowerment. The Star symbolized purity and good luck. The overall mark showed empowerment. It is still a kid’s brand and the star helped add that spark to the logo mark. The colors used for the logo will be Barbie blue, Barbie purple and Barbie pink. The Barbie purple represents creativity and the Pink represents femininity. By using just one color it allows the logo to stand boldly. Barbie will now be seen giving more importance to empowering women and promoting a healthy body image. Giving young girls the confidence they need to be anything they want to be.
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“What hasn’t Barbie been? I don’t think I can create an occupation that she has not done yet. —Zendaya, Actress
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REFERENCE AND SOURCES https://en.wikipedia.org/wiki/Barbie#External_links http://blog.oskoui-oskoui.com/?p=2085 http://www.kidzworld.com/article/26649-the-history-of-barbie http://www.thebarbiecollection.com/collecting/barbie-fashion-icon http://www.history.com/this-day-in-history/barbie-makes-her-debut http://www.barbiemedia.com/about-barbie/history.html http://www.economist.com/node/1487595 http://time.com/3731483/barbie-history/# http://www.ibtimes.co.uk/barbies-historical-heritage-57-years-worlds-most-iconic-doll-1548665 http://historycooperative.org/life-in-plastic-its-fantastic-the-evolution-of-the-barbie-doll/ https://www.thoughtco.com/history-of-barbie-dolls-1991344 http://time.com/3977192/barbie-careers/ https://en.wikipedia.org/wiki/Ruth_Handler http://logos.wikia.com/wiki/Barbie http://mentalfloss.com/article/71158/26-things-you-didnt-know-about-barbie http://www.npr.org/sections/codeswitch/2016/02/05/465317939/roundup-heres-what-people-are-saying-about-barbies-diversity-makeover https://www.brainyquote.com/quotes/keywords/barbie.html https://www.forbes.com/sites/willburns/2015/10/29/mattel-reframes-the-barbie-brand-in-new-campaign-targeting-adults/#1365b0df2d87 https://killscreen.com/articles/mattel-revamps-barbie-marketing-strategy-empower-girls-through-play/ http://knowledge.wharton.upenn.edu/article/hains-reed-mattel-lego/ http://adage.com/article/cmo-strategy/barbie-revamps-marketing-diverse-product-makeover/299062/ http://brandchannel.com/2016/01/28/barbie-evolves-012816/ http://www.siegelgale.com/barbies-transformation-into-a-body-positive-brand-for-a-realistic-world/ http://time.com/4196179/barbies-new-body-meet-mattels-design-team/ https://play.barbie.com/en-us/shop/toytype/Playsets http://time.com/3728758/barbie-wardrobe/ http://www.dramandaforeman.com/barbie-many-ancient-sisters-wall-street-journal/#more-3191 http://www.clutchmagonline.com/2016/10/will-you-buy-your-daughter-barbie-dolls-viola-davis-wont/ https://www.spellbrand.com/top-10-star-logo-designs https://worldvectorlogo.com/alphabetical/B https://www.sporcle.com/games/Quizmaster91/b-logos http://conversations.marketing-partners.com/2013/08/logo-design-101-the-coat-of-arms-crest-and-shield/ https://goodlogo.com/tags/shield
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