Mattel Rebrand Identity Manual by Nicholas Navarro

MATTEL

EXPANDING IMAGINATION

BR AND IDENTITY MANUAL

MATTEL

EXPANDING IMAGINATION

BR AND IDENTITY MANUAL

88 ■■ BRAND IDENTITY MANUAL

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CONTENTS INTRODUCTION

MATTEL’S HISTORY

POSITIONING STATEMENT

BR AND STRENGTHS & WEAKNESSES

THE LOGO

■ DEVELOPMENT

■ FINAL LOGO DESIGN

■ CLEAR SPACE GRID

■ MINIMUM SIZE LOGO

■ COLOR

■ TYPOGR APHY

■ LOGO DO’S

■ LOGO DONT’S

STATIONERY SYSTEM

BR AND IDENTITY APPLICATIONS

■ WEBSITE HOMEPAGE & FAVICON

■ IPHONE APP

■ IPAD APP

■ NAME/ID BADGES

■ SHIPPING BOX

■ DELIVERY TRUCK

BR AND IDENTITY SUMMARY

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INTRODUCTION The overall image and redesign of Mattel’s brand identity is conveyed by using family friendly elements that are colorful and fun. The colorful elements will evoke playfulness and the main colors that used are red, yellow, green, and blues with accents of gray. These colors are intended to represent the company’s exuberance in toy making. The company communicates an image that is both engaging and fun to emphasize the company’s main objective, which is to entertain and provide children with toys, games, and books around the globe. The use of eye-catching colors and shapes play a role in conveying the overall brand identity. Consistency in the company’s varying identity applications also assists and provides a foundation of the overall image. The redesign of Mattel’s logo communicates the building of a child’s mind and future while also presenting a playful and a fun Diamond shape mark.

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MATTEL’S HISTORY Mattel was born in 1945 and was founded by Ruth and Elliot Handler and Harold “Matt” Matson. The company started as the name Mattel out of a garage workshop in Southern California. Mattel begun as a picture frame making business, but Elliot soon developed doll house furniture out of the picture frame scraps that were left over. Because of the success of the doll furniture, the company decided to put more of an emphasis on toy manufacturing. The sixties was a success for Mattel, which became a publicly owned company. By the mid 1960’s, Mattel launched its very popular educational toy named “See ‘N Say,” and in 1968 Mattel rolled out the Hot Wheels toy vehicles. By the 1990’s, Mattel acquired several different toy and game companies, making it one of the largest toy manufacturers in the world. Among them were International games, Inc, Fisher-Price, Kransco, JW Spear & Sons, and the Cabbage Patch Kids doll line. In addition to acquiring toy companies, Mattel obtained a master toy license that overed the rights to all programming on Nickelodeon. By 1997, Mattel merged with the third-largest toy company, Tyco Toys. MATTEL’S FIRST LOGO

MATTEL’S CURRENT LOGO

MAT TLE'S HISTORY

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POSITIONING STATEMENT Mattel Inc. is a toy company providing to build and manufacture toys, dolls, action figures, electronic toys, videogames, boardgames, and playsets to toddlers and children ages between 5–10. Our award winning affordable toy brands provides that your child will have an enriched ability for creativity, imagination, and communication with others. Our toys will expand the creativity and building of children’s minds as well to have fun.

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BR AND STRENGTHS & WEAKNESSES STRENGTHS

Mattel’s current brand identity is quite recognizable. The use of the red seal as their logo is quite simple and bold. . The Mattel logo also differentiates the brand from other competitors. It seems that the logo and overall brand identity is applied consistently. The brand contains a rich history and a visionary promise to their customers that creates a friendly quality. The brand appeals to a wide range of children for its longevity and history throughout WEAKNESSES

Though Mattel has a long history in terms of its logo, the logo itself lacks the excitement and playfulness. It is simple, but the shape is not at all colorful, eye catching, or visually appealing. The use of just red creates a dull look and feel. Since it is a toy making company that entices young audiences, the overall brand identity should be more lively and embraceable through the use of color and shape. The overuse of red with accents of gray, black, and white downplays the overall image and vision of the company. The current color scheme seems more appropriate for a more mature audience. In addition, it seems they use a variety of different typefaces throughout their website and print

http://www.mattel.com/

BR AND STRENGTHS & WEAKNESSES

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T H E LO G O DEVELOPMENT

The updated Mattel logo underwent a series of developmental variations. The redesign of the logo should embraced playfulness and vibrant colors, which is something that the old logo lacked. While in the developing stages, I wanted to create a logo that represented what the company is all about, which is entertaining children around the world of varying ages with toys and games. Mattel’s current logo lacked fun and excitement, so incorporating colorful and unique shapes that are visually interesting as well as engaging was an element that was a vital key in the development of the new logo. REFINEMENT 1

MATTEL

REFINEMENT 2

MATTEL

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FINAL LOGO DESIGN

The final logo was selected based upon its communication and expanding the child’s imagination nature. The playfulness of the mark is the diamond shapes that are formed by the M and its reflection. The same is true for diamond space created when the bottoms and tops of each V shape come together in the middle. The final logo along has the ability to become a strong and fun-branding element. As seen by the before and after of the old logo versus the new logo, the redesign contains a very fun and approach able personality.

LOGO IN BL ACK & WHITE

MATTEL

EX PANDING IM AGIN ATION

LOGO IN COLOR

MATTEL

EX PANDIN G IM AGIN ATIO N

THE LOGO

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CLEAR SPACE

Clear space is the minimum “breathing room” maintained around the lock-up. It is kept free of graphics, text, and other marks. It also defines the minimum distance between the lock-up and the edge of a printed piece. equivalent to the width of the diamond shape in the Mattel logo.

MATTEL

MINIMUM SIZE LOGO

The size of the logo is very important you want to make sure you don’t want to make the logo too small or too large. Here is the minimal and the largest size your logo should be applied.

1/2"

MATTEL 6"

MATTEL 8"

MATTEL

THE LOGO

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COLOR

The color chosen for the identity mark includes four bright and playful colors and a nice tone of gray for the typography. This helps advance the concept of playfulness and communication. Incorporating colorful and unique shapes that are visually interesting as well as engaging

PMS: 199 c CMYK: 7, 100, 85, 1 RBG: 220, 0, 49

PMS: 802 c CMYK: 67, 0, 100, 0 RBG: 59, 212, 46

PMS: 3115 c CMYK: 74, 0, 17, 0 RBG: 0, 191, 213

PMS: 123 c CMYK: 0, 18, 89, 0 RBG: 255, 205, 52

PMS: 443 c CMYK: 46, 31, 35, 1 RBG: 144, 156, 156

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THE LOGO

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TYPOGR APHY

The typeface Verlag developed by Hoefler & Frere-Jones in order to suit the needs of a modern but fun identity program. Verlag Reconciles the modernity of “lining figures” with the font’s small x-height that is appropriate for the Mattel brand. SANSERF T YPEFACE: VERL AG BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 SANSERF T YPEFACE: VERL AG LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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LOGO DO’S

1. It’s okay that Diamond shaped mark and the typography are all in all one color. It must stick to one of four main colors excluding the gray.

MATTEL 2. It’s okay to move the tagline next to the letter

“L” in Mattel. When working in the logo it can sometimes be can create awkward layouts With the tagline aligning underneath the "L". This way you have a better use of space and is able to keep the same brand messaging.

MATTEL

EXPANDIN G IMAGINATION

3. It’s okay to have the logo and the typography against a black background given that the typography to be set in white.

MATTEL

EXPANDIN G IMAGINATION

LOGO DONT’S

1. Never have the diamond shape Mark or typography outline. This created difficult reading and is highly not legible.

2. Never outline the logo mark or type. This is not proper branding and they can make the brand look and feel cheap.

MATTEL 3. Never set the whole Mark and gray. It does not help the identity system nor does it relate to the target audience or gives the feeling of a toy company.

MATTEL

THE LOGO

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STATIONERY SYSTEM For the stationery system, the paper specs for the letterhead and envelope are Mohawk Navajo Brilliant White (smooth) at 80 Ib text weight. The paper specs for the business card is Mohawk Navajo Brilliant White (smooth) at 110 Ib cover weight. LETTTER HEAD

8 1/2"

MATTEL

EXPANDIN G IMAGINATION

MATTEL HEADQUARTER S 333 Continental Boulevard El Segundo, CA 90245-5012

March 13, 2011 Nicholas Navarro 2948 Los Altos Way Antioch, CA 94509

11"

Dear Mr. Navarro I would like to welcome you as a new member of our Graphic design department at Mattel Inc. I look forward to working together on the design of our new annual report and I am sure that you will be extremely satisfied with our graphic design services and team. You are invited to make an appointment to visit our studio at your earliest convenience. The graphic designer art director will be happy to show you around and discuss any aspect of our design process and procedures with you. Sincerely. Brian Sullivan Staff development

Phon e +1 310.252.2000

Fax +1 310.252.1100

Email bryant.sullivan@mattel.com

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. 10 ENVELOPE

9 1/2"

MATTEL

EXPANDIN G IMAGINATION

4 1/4"

333 Continental Boulevard El Segundo, CA 90245-5012

BUSINESS CARD

2 1/2"

MATTEL

EXPANDING IMAGINATION

BRIAN SULLIVAN

STAF F DE VE LOPM EN T

Mattel Headquarter s 333 Continental Boulevard El Segundo, CA 90245-5012 P +1 (310).252.2000 F +1 (310).252.1100 E bryant.sullivan@mattel.com

www.mattel.com

STATIONERY SYSTEM

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BR AND IDENTITY APPLICATIONS

FAVICON: 72 X 72 pixels

NAME/ID BADGES

The redesign of Mattel’s website homepage and favicongives the overall feel a strong brand identity, improves order, is cleaner and simple, and also remains consistent. The websites size measures 1024x800 pixels on a 168 pixel column grid.

http://www.mattel.com/

MATTEL

VINTAGE

HOT WHEELS

Car Games Diecast Cars Team Hot Wheels

EXPANDING IMAGINATION

BRANDS ABOUT

POLLY POCKET PET CARE

VIDEOS

Hot Wheels Toys

POLLY POCKET

MATCHBOX ADVENTURE

MATCHBOX

Games For Girls

Matchbox Games

Polly Pocket Dress-Up

Matchbox Videos

Decorate Polly's Room

Matchbox Mashups

Shop Polly Pocket Dolls

Shop Matchbox Toys

GAMES SHOP BARBIE

CUSTOM

Collectible Dolls

BARBIE DOLLS

Silkstone Dolls Stardoll By Barbie Fantasy Dollss Shoping bag [0] Checkout

TRY OUR NEW IPHONE APP This newly launched the app features games from all your favorite brands such as Barbie, Hot Wheels, Matchbox, Polly Pocket, and more! Download

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IPHONE APP

The Mattel IPhone app is a newly launched the app features games from all your favorite brands. Here your child could explore each brand has to offer as well as watch videos and play games. This is a fun interactive app that is great take on the road.

BRAND IDENTITY APPLICATIONS

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APP ICON: 14 4 X 14 4 pixels

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IPAD APP

The Mattel IPad app is a newly launched the app features games from all your favorite brands. This helps your child be more interactive and even help create the world and expanding their imagination.

APP ICON: 14 4 X 14 4 pixels

NAME/ID BADGES

These are name badges for employees who work at the corporate headquarters and must be worn at all times while on site.The size of the card measures 2 X 3 Inches and the length of the neck piece should be 20 Inches meaning 10 inches of lame on both sides Employees have the option to select their favorite signature color.

BRAND IDENTITY APPLICATIONS

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DELIVERY BOX

The delivery box please improve important role in Mattel Inc. All of Mattel toys will be shipped in a range of different sizes. Here is an example of Basic shipping box. On both the top and the bottom there is the logo bleeding off the edges with each of diamond shape in perfectly proportion on each side the opening slip. On the right side there is the identity mark of the Mattel brand and asked to be place on the back the shipping box. On the right-hand panel is the beautiful decorative pattern is to be replaced on the other side of the box.

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SHIPPING TRUCK

This shipping truck serves an important role the motel brand. Mattel will ship their products in this vehicle to other department stores. The carrier that contains all the shipping boxes has the logo mark bleeding from the top and bottom edge. On the door of the truck the Mattel logo is placed naming the brand.

BRAND IDENTITY APPLICATIONS

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BR AND IDENTITY SUMMARY Since Mattel is a large and global company that already established a strong brand identity system that is both recognizable and distinct, I found that redesigning the brand identity was challenging yet fun. In discovering the weaknesses of the existing brand, I was able to bring together an identity system that included more consistent color applications and integrated elements that emphasize creativity, playfulness, Communication, Infinity imagination, and simplicity. The company’s longevity and history also assisted in the overall concept of the brand identity while still being able to revitalize its look and feel. The incorporation of a more colorful palette contributes to the new branding identity for Mattel by communicating a more exuberant impression, which makes it more engaging and approachable for children of all ages. In addition, the new logo provided elements and branding assets that created a foundation to establish new identity avenues that was not present within Mattel’s current brand identity.

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BRAND IDENTITY MANUAL ■ 31

ÂŠ MATTEL . INC TM 2013 ALL RIGHTS TO RESERVED This manual has been designed, written, and compiled by Nicholas Navarro.

This manual has been designed, written, and compiled by Nicholas Navarro.