BRAND STRATEGY BOOK
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BACKGROUND
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HISTORY
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HISTORY Game Stop was founded in 1984 in Dallas, Texas under the name of Babbage’s, a small educational software retailer. We sell video games, accessories, and hardware. Our main service is their trade in/sell option. Where people can sell hardware and software they are no longer using. Our buy sell-trade program provides substantial value to customers looking to trade in video game hardware and software, or smartphones and tablets they no longer use or play. Each year GameStop provides more than $1 billion in trade credits, with more than 70 percent of these trade dollars being applied toward the purchase of new products. The company’s global family of brands include GameStop; EB Games, Micromania, and Game Informer® magazine, ThinkGeek, Simply Mac.
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TIME LINE
Game Boy X Box was launched
First Video Game Play Station was launched
NES Nintendo console
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1985
1989
James McCurry and Gary M. founded Babbage’s Inc. Specialized in sales of Atari and Nintendo games.
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1995
1999
2001
Barnes & Noble bought Game Stop.
Introducing virtual reality games
Nintendo Wii was launched
2004
2005
Game Stop separated from Barnes and Noble.
2006
Game Stop bought EB Games,an Australian software and entertainment retailer.
2011
Game Stop launched Online store
2013
2017
Game Stop bought simply mac and spring mobile. This date is when they started to get far from video gaming.
Store closures started
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COMPETITORS
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COMPETITORS
DIRECT COMPETITORS Game Stop’s competitors are not only the ones selling video games, hardware, and software. Our competitors all the ones providing any kind of entertainment to our target group.
Nintendo is one of Game Stop’s main competitor, because Nintendo has an Online store where gamers can purchase their products directly from their store.
Ubisoft Entertainment SA is a French video game company with several development studios across the world
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Electronic Arts Inc. is an American video game company it was pioneer of the home computer games industry.
Best Buy is an American multinational consumer electronics retailer.
Amazon, is a multinational company focusing in e-commerce, cloud computing, and artificial intelligence
Target is the eighth-largest department store retailer in the United States of America
eBay Inc. is an American multinational e-commerce corporation that facilitates consumer-to-consumer and business-to-consumer sales through its website.
Walmart is a multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores.
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COMPETITORS
ANCILLARY COMPETITORS
Alderac Entertainment Group, or AEG, is a publisher of roleplaying game, board game, and collectible card game products.
Dave & Buster’s is an American restaurant and entertainment business. Each Dave & Buster’s has a restaurant and a video arcade.
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Hasbro, Inc. is an American multinational toy and board game company. It is the largest toy maker in the world.
Ancane Wonders is a board game publisher focusing on strategy, competition, and social interaction to create enjoyable gaming experiences.
FUTURE COMPETITORS
Facebook, Inc. is an American online social media and social networking service company founded in 2003 as Face mash
Instagram is a photo and video-sharing social networking service owned by Facebook. on 2012
Netflix, Inc. is an American media services. User pay a monthly suscription which lets them enjoy unlimited entertainment shows and movies.
Microsoft is an American multinational technology company. It develops, manufactures, licenses, supports and sells computer software, consumer electronics, personal computers, and many other services related.
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REPOSITIONING
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KEYWORDS
Delivering innovation anytime, anywhere
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Brand Soul
MISSION Our mission is to create a community of customers to bring them the newest software and hardware available anytime and anywhere.
REPOSITIONING STATEMENT Game Stop, more than a store is a community that works every day with its customers to bring the best entertainment available in the market. We used to be a retail store that offered the newest hardware/software available but we are now broadening our mission. We are offering an integrative entertainment community that fulfills all the entertainment needs a gamer could have no matter how old you are, we provide entertainment for all ages.
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AUDIENCE Entertainment for everyone
PERSONAS
CYBER
Joseph Age: 17 Occupation: Student Location: San Francisco, CA
Joseph is a high-school student, he lives with his parents and doesn’t have a job. Every day after school he spends around 3-4 hours playing video games. He has a lot of friends but doesn’t go out much. His friends and he spend most of their free time playing Online video games. Willing to spend: He is willing to spend a lot in video games but he depends on his parents allowance.
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THE HARD WORKER
Mathew Age: 18 Occupation: Student Location: Portland, OR
Mathew is a high school student who loves video games. His parents doesn’t give him money for video games so he works after class 3 times a week just to be able to buy his video games and consoles. Spending capacity: He is willing to spend all his salary in video games.
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PERSONAS
THE NEWBIE
Samantha Age: 14 Occupation: Student Location: Miami, FL
Samantha is new at her school. She has never been a video game fan but her new friends are. She is using her brother’s console to play with her friends but needed to purchase the games they play so she can play with all her new friends. Willing to spend: She doesn’t want to spend any of her allowance on video games. She is just doing it to fit in.
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COLLEGE DROP OUT
Liam Age: 22 Occupation: Unemployed Location: New York, NY
Liam is a 22-year-old male. He lives with his parents and even though they had the money to send him to college he didn’t want to study. He is home most of the day playing Online video games. He doesn’t work but his parents give him a huge monthly allowance. Willing to spend: He spends all he wants in video games, Online credits, consoles and accessories.
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PERSONAS
THE BUSY DAD
Ryan Age: 38 Occupation: Attorney Location: Miami, FL
Ryan is an attorney at a prestigious buffet. He is married and has two kids. He has loved video games since he was in high-school, he has spent a lot of money on consoles and accessories over the years. Now he doesn’t have much time to play but he always buys every game and accessory he wants. Willing to spend: He buys everything he wants and tends to buy only the best quality. Even though he doesn’t have much time for entertainment he owns the newest games and technology.
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THE PASSIONATE
Peter Age: 23 Occupation: Student Location: San Diego, CA
Peter is a media video game student. He has been enchanted by video games since he was a little kid, he has had every console and all the video games he wanted. He likes to buy uncommon video games just to try them out and then he trade them for different ones. Willing to spend: Researching video games is part of his education so he needs to spend a lot of money in video games and accessories.
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BRAND GRIDS
OLD LOOK
Sedentary suburban Lazy / cozy
Game Stop
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NEW LOOK
Active entertainment seeker Innovation / futuristic
Game Stop
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VISUAL INSPIRATION
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KEYWORDS
KEYWORD: FUTURISTIC
BRAND STRATEGY BOOK: VISUAL INSPIRAT
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COLORS
PULLS
Vibrant colors Using lines Altered typography Glowing effect
BOARD
https://www.pinterest.com.au/natyzapata502/futuristic/
TION
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KEYWORDS
KEYWORD: ENERGETIC
BRAND STRATEGY BOOK: VISUAL INSPIRAT
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TION
COLORS
PULLS
Colorful Geometric shapes Dynamic placement Grids
BOARD
https://www.pinterest.com.au/natyzapata502/energetic/
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KEYWORDS
KEYWORD: TECHNOLOGY
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COLORS
PULLS
Connected lines Connected dots Geometric shapes Different text orientation
BOARD
https://www.pinterest.com.au/natyzapata502/technology/
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LOGO DEVELOPMENT
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SKETCHING
ICONIC / INDEX / SYMBOLIC 1
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ICONIC / INDEX / SYMBOLIC 14
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SKETCHING
EMBLEMS AND PICTORIALS
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SYMBOLIC AND ABSTRACT MARKS
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SKETCHING
TYPOGRAPHIC MARKS
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COMBINATIONS
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SKETCHING
KEY WORDS AND PULLS
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BEST IDEAS
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REFINING
BEST IDEAS SKETCHES REVISION
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BEST THREE
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REFINING
DEVELOPING LOGO ONE
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CONFIGURATIONS
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REFINING
COLORS
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REFINING
DEVELOPING LOGO TWO
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COLORS AND CONFIGURATIONS
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REFINING
DEVELOPING LOGO THREE
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COLORS AND CONFIGURATIONS
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REFINING
BEST
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REFINING
BEST
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LOGO STANDARDIZATION
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THE MAIN LOGO
MAIN LOGO HORIZONTAL
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MAIN LOGO VERTICAL
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CONFIGURATIONS
POSITIVE LOGO CONFIGURATION: Positive full color configuration uses two colors from the color palette (Dark blue and orange). Recommended uses for this logo are: print collateral, screen, web, advertising, packaging, merchandise. Always use this logo over a light background for better legibility.
REVERSED OUT LOGO CONFIGURATION: Reversed out configuration uses two colors from the color palette (Dark blue and orange). Recommended uses for this logo are: print collateral, screen, web, advertising, packaging, merchandise. Always use this logo over a light background for better legibility.
MONO BLACK AND WHITE LOGO CONFIGURATION: Reversed out configuration uses two colors from the color palette (Dark blue and orange). Recommended uses for this logo are: One color printing, one color screen and engraving. Always use this logo over a light background for better legibility.
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PREFERRED: Positive Horizontal
PREFERRED: Positive Vertical
ALTERNATIVE: Horizontal reversed out
ALTERNATIVE: Vertical reversed out
ALTERNATIVE: Horizontal mono black and white
ALTERNATIVE: Vertical black and white
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ALTERNATIVE SIGNATURES
ALTERNATIVE HORIZONTAL MARK
ALTERNATIVE MARK
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SIZING
Minimum printing size: To ensure not loosing logo quality ensure the minimum logo width is not less than 1.5 in.
1.5 in
70px
Minimum screen size: To ensure not loosing logo quality ensure the minimum logo width is not less than 70px
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STANDARDIZATION
CLEAR SPACE
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Minimum clear space: A “+� spacer on all sides of the logo, word marks, and signatures is not the expectation, but it is the absolute minimum to preserve the brand identity. It applies not only to the background, it applies to text, images, illustrations, and all the elements that could interfere with the legibility of the logo.
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STANDARDIZATION
UNAUTHORIZED USES
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Do not skew
Do not texture
Do not outline
Do not apply Inner shadow
Do not Color Overlay
Do not rotate
Do not distort
Do not apply shadow
Do not apply shadow
Do not change the color
Do not apply gradient
Do not fill with image
Do not modify the logo Game Stop logo should not be distorted, redrawn or position changed
Do not change the color To preserve Game Stop brand identity the logo should stay within the brand color palette Do not add effects Drop shadows, bevels, gradients and strokes don’t go well with Game Stop brand identity. 71
STANDARDIZATION
COLOR PALETTE RGB: 21 28 37 CMYK: 82 b 71 58 72 PANTONE: Black C 6 HEX: 151C25
100%
80%
60%
40%
20%
RGB: 247 148 29 CMYK: 4 50 96 0 PANTONE: 114 C HEX: F7941D
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RGB: 21 28 37 CMYK: 82 71 58 72 PANTONE: 7404 C HEX: F9D742
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60%
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A A TYPEFACES
Geo Sans Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789?/-$&!
Roboto light
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789?/-$&!
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BRAND APPLICATIONS
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BUSINESS STATIONERY
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APPLICATIONS
PACKAGING
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APPLICATIONS
SHOPPING BAG
Front
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Back
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APPLICATIONS
T SHIRT
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SHIPPING BOX
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BRAND EXTENSIONS
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IDEAS
IDEAS FOR BRAND EXTENSION
1. Video games bar 2. Starter kit 3. Video games Online platform 4. Wifi service 5. Skills improvement clothing 6. Game stop accessories 7. Video game championship 8. Game Stop magazine 9. Game stop virtual reality device 10. Game stop video game developer 11. Time traveling
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SKETCHES
1. Video games bar
4. Video games developer
The bar will feature the brand iconic
Showcasing video games, advertising,
products and services
videos
2. Accessories Create products and packaging under game Stop brand
5. Virtual reality device Launching a new VR device by game stop
3. Wifi Service
6. Game Stop championship
Routers, advertising a new wifi cre-
A championship for our most valuable
ated to fulfill gamers needs
clients
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BRAND EXTENSION
GAME STOP VIRTUAL REALITY DEVICE
Extension logo The “+” icon changes according to the brand extension purpose.
VR Glasses Game Stop brand VR glasses
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Ad To promote the new brand extension
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BRAND EXTENSION
GAME STOP ACCESSORIES
Extension logo
Accesories
The “+” icon changes according to the
Customized and manufacture by Game Stop
brand extension purpose.
Packaging Customized for Game Stop accessories
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Ad To promote the new brand extension
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BRAND EXTENSION
GAME STOP ACCESSORIES
Extension logo The “+” icon changes according to the brand extension purpose.
Shirt For employees only
Router Manufactured and customized by Game Stop
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Store Game Stop service provider store
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BRAND EXTENSION
TIME TRAVELING
Extension logo The “+” icon changes according to the brand extension purpose.
Capsule Time traveling capsule manufactured and distributed by Game Stop
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BRAND MAP
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Game Stop Accessories Headsets, cables, controllers, joysticks, microphones and much more
Game Stop WiFi Provides fast speed internet
Game Stop VR Virtual reality experience, glasses, video games and controller
Game Stop Time traveling Manufactures and distributes time traveling capsules.
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KEYWORDS
Game stop re-branding 2019 Designed by: Natalia Zapata Academy of Arts University Instructor: Thomas McNulty
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