RoseArt Rebrand Standards Project by Beck Scassellati

Brand Standards

Table of Contents 1. Our Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 2. Logo Guidelines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 3. Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 4. Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 5. Brand Applications. . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Brand Statement

A Letter from our CEO

RoseArt速 has a long and proud history as an art supply company for children. We have rebranded several times throughout our nearly 100-year history, but in doing so, we seemed to lose sight of what RoseArt速 as a brand stands for. The RoseArt速 name has gathered a certain notoriety over the years, but with this redesign, we plan to earn a new reputation as a stylish business that cares about its customers. By following these new brand guidelines, we plan to show just how devoted we are to creating fun products for innovative experiences at a great value.

Marc Bertrand Marc Bertrand CEO of RoseArt速

Our Story In 1923, RoseArt® started as the family-run Rosebud Art Company by Isidor Rosen in the Bronx, New York. A familyrun business, the company was incorporated in the 1970s by Rosen’s grandsons Jeffrey and Lawrence. After this, our name changed to RoseArt, the name we use today, and our headquarters moved from New York to New Jersey. Over the years, we added toys and activities to our array of products. In 2000, CEO Larry Rosen assured customers that RoseArt® crayons were “among the safest on the market” thanks to our talc-free recipe. RoseArt® continued as a familyoperated business until 2005, when we became a subsidary of Mega Brands Inc. Today,

RoseArt® is a part of Mattel Inc., which bought MEGA Brands America in 2014, and we still produce a variety of art supplies, toys, and crafts. Several logo designs were used throughout the 20th century, which were replaced with the black oval logo with white text in 2001 and the white oval with black text in 2006. This logo was used until the present. The more recent logos use a bold oblique sanserif font and rainbow accents. These elements together make the logo seem dated. We needed a rebrand that marks us as a modern brand that stands out among other art supply companies.

Logo Guidelines

The New RoseArtÂŽ Logo Our new logo captures the nostalgia of the white-on-black text of the original logo with an attractive, modern twist. Weâ&#x20AC;&#x2122;ve returned to a bold serif font like the very first logo, but with a slight forward slant for a smart, fresh look. The colorful rose represents our name and sets us apart from the rainbow bands used in our competitorsâ&#x20AC;&#x2122; logos. Its distinct rainbow petals call to mind a stained glass window or a collage, as opposed to the smooth gradients of the past. With this new logo, we leave behind a past of muddled designs for a bright future.

Logo Guidelines

Color Logo with Black Outline As you can see, this logo is the same as the one on the previous page, but the white background reveals the black outline around it. It can be used over solid black, white, or colored backgrounds.

Other Acceptable Logo Forms

Black and White Logo For use when a monochromatic or logo is needed.

Horizontal Logo For use on horizontal spaces, such as the barrel of a crayon.

The colored RoseArtÂŽ logo should be used as it appears here on solid colored backgrounds only. This includes black, white, and pale and bold colors alike. The black and white logo should only be used in black and white situations. When appearing over photos, the logo must be placed over a black background, as is shown below.

DONâ&#x20AC;&#x2122;T Do not split up the name, place the rose below the text, skew or rotate the logo, show the logo without its outline, use the black and white logo over a colored background, or place the logo over photographs, patterns, or gradients.

Logo Guidelines

Area of Isolation Please allow for one x-width of space around the somewhattriangular outline of the logo, where one x-width is about the width of the lowercase letter â&#x20AC;&#x153;o.â&#x20AC;?

x=the width of the lowercase “o” 13

Color Palette

Color Palette The RoseArt® color palette consists of five colors. These colors can be tinted lighter when pastels are needed, but should not be darkened. Each color is featured for a different RoseArt® product.

Red is the main color for general art supplies.

Eggshell is the main color for the Ultimate Artist™ line of adult art supplies.

Teal is the main color for

Purple is the main color for

crafts and activities, such as Fuzzy Posters™ and Color Blanks™.

Salmon is the main color

for the BeYouTology™ cosmetics activity kits.

Creative Cafe™ products as well as CharMinis™ and other toys.

In addition to their featured product roles, these colors can be used together in any RoseArt® content. 14

This color palette can be used against both black and white backgrounds.

Red

Eggshell

Teal

Purple

Salmon

#b41e24

#f2e8df

#60c4d0

#7156a4

#ea697c

R=180 G=30 B=36

R=242 G=232 B=223

R=96 G=196 B=208

R=113 G=86 B=164

R=234 G=105 B=124

C=22% M=99% Y=97% K=15%

C=4% M=7% Y=10% K=0%

C=59% M=6% Y=22% K=0%

C=68% M=78% Y=5% K=0%

C=9% M=73% Y=39% K=15%

Typography

RoseArt® Fonts Abril Text ABCDEFGHI abcdefghi 1234567890 1234567890 ;:’”< >[ ],./?! @#$%^&*( )

ABCDEFGHI abcdefghi 1234567890 1234567890 ;:’”< >[ ],./?! @#$%^&*( )

Abril Text is used for body copy and headings, and most other situations.

Kompakt LT Std Black

Kompakt LT Std Black is used for the RoseArt® nameplate only.

Gill Sans Std ABCDEFGHI abcdefghi 1234567890 1234567890 ;:’”< >[ ],./?! @#$%^&*( )

ABCDEFGHI abcdefghi 1234567890 1234567890 ;:’”< >[ ],./?! @#$%^&*( )

Gill Sans Std light and regular are used for pull quotes and other small areas of emphasized text.

Brand Applications

Social Media

Business Cards and Letterhead Front:

Back:

Brand Applications

Advertisement Guidelines Photos used in advertisements should be bright, cheerful, and visually appealing, showing art supplies, toys and crafts, and/ or happy children solo or with their families. Artwork made with RoseArt supplies can also be used. In general, advertisements should include the RoseArt® logo over a solid black area, as illustrated here. See Section 2 for more detailed guidelines on how to use the RoseArt® logo. Advertisements should not make false promises about quality or success. Above all, RoseArt® advertisements should emphasize that our products are fun, non-toxic, and creative at a great value.

Innovative crafts at a low price.

Examples of suitable photos for RoseArt® advertisements:

In addition to imagery and the RoseArt® logo, advertisements should include one or more of the following terms, or similar language:

• Fun • Bright & colorful • Inexpensive • Creative • Safe & non-toxic • Easy to use • For children of all ages 21

Brand Applications

Examples of Packaging RoseArtÂŽ art supplies all use red as their main package color with different colored highlights for the circle in the lower right corner: purple for crayons, teal for

colored pencils, and salmon for markers (not shown). In all products, the RoseArtÂŽ logo appears over a solid area of black at the top of the box.

RoseArtÂŽ, owned by MEGA Brands America, a wholly-owned subsidiary of Mattel Inc. CEO: Marc Bertrand Website: roseart.com Email: roseart@mattel.com Address: 6 Regent St., Livingston, New Jersey, 07039 Phone: (973) 535-1313

Designer: Rebecca Scassellati Website: blogs.setonhill.edu/ rebeccascassellati/ Email: r.scassellati@setonhill.edu Address: 32 Morningside Dr, Greensburg, PA, 15601 Phone: (724) 219-8769