01 VISUAL STRATEGY
VISUAL STRATEGY YESTERDAY History Timeline Yesterday’s Personality
TOMORROW Today’s personality The Brand Soul Our Mission
PEOPLE WHO LOVE US MARKET ANALYSIS Past Comeptitors Future Comeptitors SWOT Analysis
YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY
HISTORY
BordersGroup was an international book and music retailer headquartered in Ann Arbor, Michigan. The founders, BordersBrothers, opend the first retail store in 1971. It then expanded to international brances, owning 511 stores throughout the United States until they announced bankruptcy in 2011. Then Barnes & Nobels took over Borders Group in Octorber 2011.
TIMELINE 2005
Opened the first franchise store with Malaysia’s Berjaya Books Sdn. Bhd.
1992
Borders was acquired by Kmart.
The first Borders bookstore founded in Ann Arbor, Michigan, by Tom and Louis Borders.
1971
International expansion: The first international store started in Singapore
1997
2011
The company announced they had filed for Chapter 11 bankruptcy protection.
Borders Group is recreated as an independent art and design bookstore with a new name, Borders
2018
YESTERDAY’S PERSONALITY
TOMORROW
TODAY’S PERSONALITY
THE BRAND SOUL
“
We are the ARTBOOK DISTRIBUTOR brings the art and design into your life.
”
OUR MISSION Art makes life worthwhile, and design brings a better future. We, Borders, deliver life-ehancing books of art and design.
PEOPLE WHO LOVE US
Karen Flores is the creative director of SanFrancisco’s Design Agency. She is 34 years old single women. She was born and raised in Brooklyn, New York and she graduated Brooklyn Art Institute in 2008. She especially enjoys minimalistic design and typography that’s why she loves going to MoMA. After moving to SanFrancisco, she bought the SF MoMA’s membership also. Karen is always trying new things, sometimes spontaneously picking up a hobby or traveling to a new destination.
Ryan Takahashi is 27 years old man who was born and raised in Hawaii. He is working at the bank in Honolulu, but he is also a self taught freelancer photographer. He uses YouTube and books. His first photo book was bought at a vintage bookstore. It was all taken by Kodak film camera at 1990’s, and he falls in love with the film camera. He is especially good at taking photos of oceans and beaches around his neighborhoods with his vintage film camera.
Amy Liu is the Architect student in UC Berkely. She is from Shang-hai, China and moved to California last year because of her school. Her dad who is the Architect professor in Shang-hai university inspires her love’s of arhitectures. She especially loves the acient greek arhitectures.
MARKET ANALYSIS
PAST COMEPTITORS Barnes & Noble is the largest bookseller franchise brand in USA. Their stores deal with books, magazines, newspapers, DVDs, graphic novels, gifts, games, toys, music, and Nook e‑readers and tablets.
Amazon books are the online bookstore, and they open several bookstores in the USA. Because Amazon has Kindle, the E-book reader, they have the biggest markets at E-book store.
Books-A-Million is the second largest bookstore chain in the United States. They are operating 260 stores in 32 states.
FUTURE COMEPTITORS MoMA is the modern art museum in NY and SF. Their museum store sells the design items and also books about arts and artists especially the modern art.
Louvre museum store sells the books about arts and artists that museum owned. Also, the store has different design posters and stationaries.
The Design Shop in the Bauhaus Dessau sells an extensive selection of Bauhaus designs as furniture, textiles, lamps, tableware, watches, and jewelry. Also, they have all books about Bauhaus design.
SWOT ANALYSIS
W Focused on the art and design
Expensive
No strong competitors
Narrow targeted
Aesthetic mood
S
O New target-market Getting the upper hand in market share
Decreasing the Paper book consumption Amazon delivers everything
T
Copyright Š2018 Somin Lee
All content for Somin Lee was conceived, designed, and produced by Somin Lee. Writing and edited supplemented by Somin Lee and Yukyung Kim. Photography provided by Jerry Morris. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from Adobe stock image, Pixabay and are used in accordance with the Creative Commons License and Royalty License the book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.
02
VISUAL DEVELOPMENT
VISUAL DEVELOPMENT VISUAL ANALYSIS The Old The New
IDENTITY DEVELOPMENT
Sketches Chosen Logo Digital drafts Word Mark Finalization
VISUAL ANALYSIS
THE OLD
OLD WOOD PLAIN BLAND DENSED ANALOGUE BOOKWARMS
THE NEW
ART DESIGN WHITE ABSTRACT AESTHETIC PROFESSIONAL SOPHISTICATED
IDENTITY DEVELOP MENT
SKETCHES
CHOSEN LOGO
DIGITAL DRAFT
WORD MARK
Borders
Borders
Borders
Borders
Borders Borders
Borders
Borders
FINALIZATION
Copyright Š2018 Somin Lee
All content for Somin Lee was conceived, designed, and produced by Somin Lee. Writing and edited supplemented by Somin Lee and Yukyung Kim. Photography provided by Jerry Morris. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from Adobe stock image, Pixabay and are used in accordance with the Creative Commons License and Royalty License the book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.
03 VISUAL STANDARDS
VISUAL STANDARDS NEW US OUR LOGO Mark system Variations Not OKs
NEW LOOKS Typefaces Color Palette Stationary Web-site
BUSINESS DEVELOPMENT Things to Do
NEW US
Our brand aims to provide various, highquality professional books to artists, designers, and everyone who wants to live with art. Borders will be modified into a supplier which provides books with knowledge and inspiration about art and design to consumers. Our brand is not merely selling books. Our earnest hope and goal are to be a right space to enjoy a pleasure that art and design give, and to permeate then into our valued customers’ lives.
LOGO
MARK SYSTEM
1
0.5
1.5
1
VARIATIONS
NOT OKs
NEW LOOK O
TYPEFACE
Aa
Helvetica Neue LT Std 75 Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0 1 2 3 4 5 6 7 8 9
Aa
Crimson Text Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0 1 2 3 4 5 6 7 8 9
COLOR PALETTE
R 280 G 221 B 151
C9 M 12 Y 47 K0
R 191 G 225 B 239
C 28 M3 Y5 K0
R 191 G 191 B 189
C 29 M 23 Y 23 K0
R 240 G 235 B 205
C8 M6 Y 24 K0
R 10 G 22 B 18
C 90 M 79 Y 85 K 70
STATIONARIES
WEB SITE
LogIn
SingIn
MyPage
Cart
SEARCH
Borders
Books
News&Events
Magazines
Goods
Stores
Subscribe
Books Architectures
Film & Video
Performing Arts
Business of Art
Graphic Design
Photography
Decorative Arts
History & Criticism
Individual Artists
Design
Individual Artists
Religious
Drawing
Music
Sculpture
Fashion
Painting
Study & Teaching
BOHEMIAN RESIDENCE GESTALTEN
BOHEMIAN RESIDENCE GESTALTEN
BOHEMIAN RESIDENCE GESTALTEN
BOHEMIAN RESIDENCE GESTALTEN
$65
$65
$65
$65
BUSINESS
DEVELOPMENT
THINGS TO DO
1
Art and design lectures with artists.
2
The monthly magazines for design and art
4
3
Portfolio reviews
Open galleries with the bookstores
5
Thet art classes for adults
6
Music concerts
7
Supports local artists.
9
Open studio weeks
8
Pop-up galleries in publics
10
Comissions
11
Art study groups
14
12
Meet-up for arts and design lovers
Book clubs about art and design
13 Music concerts
15
Classic art film festivals
16
Local artist party nights
17
Hosts the collaborative art projects
18
Host the design awards every year
19
Art market
20
Releases the art and artists documentaries
Copyright Š2018 Somin Lee
All content for Somin Lee was conceived, designed, and produced by Somin Lee. Writing and edited supplemented by Somin Lee and Yukyung Kim. Photography provided by Jerry Morris. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from Adobe stock image, Pixabay and are used in accordance with the Creative Commons License and Royalty License the book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.