BRAND BOOK David Zeya, Liz Danting Li
CONTENTS
HISTORY 6
COMPETITORS 39
BRAND DIRECTION
10
THE OLD
44
BRAND PROMISE
13
THE NEW
47
SOUL 14
SKETCHES 49
MISSION 17
SIMILAR LOGOS
50
KEYWORDS 19
DIGITAL DRAFTS
53
YESTERDAY 20
OUR LOGO
57
TODAY 23
LOGO CLEARSPACE
58
CURRENT 35
LOGO DON’TS
61
COMPETITORS 35
TYPOGRAPHY 62
ADJACENT
COLOR PALETTE
36
64
COMPETITORS 36
BUSINESS 68
ASPIRATIONAL
EXTENSIONS 68
39
ISUAL
VISUAL STRATEGY
Hist or y of the Brand Tomorrow Direct ion Promise Soul Mission Brand keywords Yesterday Today People who rus us Compet it ive Analysis SWOT
1948
Charles Lazarus, Baby funiture store,
1957
Name change to Toys R Us
1966
Sold to Interstate Sales
1974
Interstate files for bankruptcy
1978
Became public at the NYSE
1983
First Kids R Us clothing store
Washington D.C.
Gerffrey the giraffe as a mascot
1994
Dramatic management changes including Lazarus
1996
Babyies R Us opened
2001
Opened store at Times Square Manhattan
2003
Kids R Us closed
2005
Private 6.6 billion buyout
2010
Registered for IPO
2020
Relaunching
TOMORROW
Creating a new brand direction and providing a nostalgic family experience for all of our customers.
BRAND DIRECTION
12
New Visual Identity: colorful, futuristic, dreamy, inexpensive, interesting, fancy, magical. Brand Strategy: toy-sharing economy, daycare, free classes and activities, trendy toys, in-store experience, online store, consider parents buying power.
13
We enhance the in-store experience and launch the online platform.
14
BRAND PROMISE
15
SOUL
16
We bring families closer. We invite all our friends and guests to experience the excitement and have fun together. We provide a toy-sharing subscription for you.
17
We are innovative. We provide a toy-sharing subscription. We are affordable. We save your money. We are convenient. We deliver toys at your door.
18
MISSION
19
20
KEYWORDS
Our convenient yet affordable prices with the best deals for your kids’ needs. Our innovative technology keeps your home secure and kids happy. Our wide variety of colorful toys will provide your kids with their creativity.
21
YESTERDAY
22
We were a toy store that only sells toys. Our toy stores were traditional and have no outstanding experience for the customers. We were losing customers constantly.
23
Toys “R� Us is a modern, eco-friendly, and affordable lifestyle brand where families can form a deeper connection with each other and our company. Through enhanced in-store interactions and state-of-the-art toys and gadgets, we can create a better experience for our families.
24
TODAY
25
People who loves us
Toys R Us was the most popular store in the U.S. over the past years. For a lot of families and homes, it has been the go-to shop that they can save time and money when picking the right toy. We still value our customers and their loyalty to our brand.Â
Biography Luke and Carly are married and have three kids. He is busy with work as an engineering manager and she runs her business from home. They have a townhouse with limited space, and their children have too many toys.
28
Luke
“
I don’t have space for toys any more.
Carly
“
Can I use less money to buy more?
29
Biography Bruno and Raven are married with one child. Bruno is a hardworking real estate agent who is highly sought after. Raven, also a businesswoman, works long hours. Both wish they had more time to play with their son but always miss the opportunity to take him to buy new toys.
30
Bruno
“
Since my son’s interest in toys changes often, it’s hard to know what to buy.
Raven
“
I like letting my kid pick the toys they want for themselves.
31
Biography Megan is a single mother with two kids. Since she is a store sales manager, working to provide a good home, and has long hours. It is hard for her to keep life and work balanced.She needs a way to clean up after her kids without spending time.
32
Megan of Two
“
I need to save time on buying toys.
33
Competitors
We have some competitors but we focus more on the specific area for kids. We have a stronger connection with the community. Our goal is to have a stronger brand portfolio while keeping our brand identity.
36
CURRENT COMPETITORS
Our Current competitors in the toy selling industry are Walmart, Amazon, Fisher-Price, FAO Schwarz, ToyWiz, and Kettler. Walmart is a quick-selling multi-channel retailer. Amazon is an internet retailer providing a large range of products. Fisher-Price produces educational toys for children and infants. FAO Schwarz, ToyWiz and Kettler are online toy stores.
37
ADJACENT COMPETITORS
Our adjacent competitors are Disney, Kmart, and Lego. Disney provides toys, costumes, games, good combination of experiential and retail. Lego offers toys, games, videos, and gifts.
38
39
40
ASPIRATIONAL COMPETITORS
Our aspirational competitors in the toy sharing industry are ToyLibrary, KiwiCo and Green PiĂąata Toys. They prove that the toy sharing economy is a new trend and has huge market potential.
41
S
W
•
Good Re turns on Capi t a l Expendi ture
•
Structuring to fit the present business model
•
Strong dealer community
•
The profitability ratio and Net Contribution %
•
Customer satisfaction
•
Superb performance in New Markets
•
Reliable suppliers
higher rate of missed opportunities compare
•
Strong Brand Portfolio
to its competitors
are below the industry average •
•
42
STRENGTH
Low product demand forecasting leading to a
High attrition rate
WEAKNESS
O
T
•
New customers from online channel
•
Intense competition
•
The market development will lead to dilution of
•
Shortage of skills within the workforce
the competitor’s advantage
•
Rising raw material
•
Government green drive
•
lawsuits in various markets
•
Educational toy market
•
Growing strengths of local distributors
OPPORTUNITY
THREAT
43
BRAND DEVELOPMENT
The Old The New Sketches Digit al Draf t s Similar Logos
THE OLD Founded in April 1948 by Charles Lazarus. The company filed for bankruptcy protection on September 18, 2017. The company continues to operate internationally but this retail business went out of business because of the overextension of physical store locations, popular e-commerce, and retail apocalypse.Â
THE NEW The new Toys R Us, strives to change the business strategy by using the three foundations; Innovation, Affordable, and Convenient.
logo Marks
52
SKETCHES
These are some of the logo sketches we created for this project. Out of all the logo sketches, we decided to turn digital drafts for the selective few.
53
SIMILAR LOGOS
Finding inspiration from some of the top brands with logomarks, we wanted to include Geoffery the Giraffe to invoke a sense of familiarity with our local customers.
54
55
56
DIGITAL DRAFTS
After choosing the perfect mark, we decided to go ahead with some of the digital variations.
57
VISUAL STANDARDS
Our Logo Logo Clearspace Logo Don’ts Typography Color Pallete Adver t ising/Merchandise Business Extent ions
62
OUR LOGO
We arrived to our final design of our logo. The logo is a one-color design using our primary color system. “Not Too Pink” HEX # EE486E RGB 238 72 110 CMYK 0 70 54 7
63
LOGO CLEARSPACE
Our logo clear space has been created using the “O” from our logotype. The space indicated as “X” will go outside the logo. The logo must be clear from any objected inside the clear space.
64
65
66
No Distortions
No Mirroring
No placing on top of objects
No adding effect of any kind
LOGO DON’TS
Toys R Us logo must not be altered in any way. Some of the examples distortions, mirroring, placing on top of objects, or adding effects will not be used for the brand logo. Using monochromatic colors including black and white is allowed.
67
TYPOGRAPHY
Sensation is elegant and clean with a contemporary style accentuates which the experience we wish to bring to our customers. Boldness and strong Grotesque MT Std Bold font make it the best complementary font to pair up with Sansation for its reliableness and sense of security.
68
Sansation
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Sansation Regular Sansation Italic Sansation Bold
Grotesque MT Std
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Grotesque MT Std Light Grotesque MT Std Regular
69
COLOR PALETTE
The Toys R Us color palette has HEX, RGB, and CMYK formats. English language names are the approximate equivalent of the hexadecimal color codes.
70
Youthful and fresh energy with uplifting color that illuminates.
HEX
# FFD1 6 9
RGB
255 209 105
CMYK
0 18 59 0
Yellow Banana
Color of growth and health also have a refreshing feeling which also represents nature. Jade of Green
A shade of sea and the sky that shows integrity.
HEX
# 4 AB C 9 8
RGB
74 209 105
CMYK
61 0 19 26
HEX
#1889B1
RGB
24 188 152
CMYK
86 23 0 31
Blue Flotsam
The color of sensitivity with tenderness and nurturing while conveying a sense of safety. Not Too Pink
HEX
#EE486E
RGB
238 72 110
CMYK
0 70 54 7
HEX
#083747
Dark color covers and hides but implies that there is a barrier
RGB
8 55 71
strong and powerful.
CMYK
89 23 0 72
Seaweed
71
Business Extensions
We strive to achieve customers’ needs by creating many extensions to bring families closer than ever before.
FPO FPO
BUSINESS EXTENSIONS Ball Blaster Ball blasters at stores to let you play with your dogs.
Virtual Reality Gaming VR headsets for kids to enjoy the creativity of virtual reality.
Augmented Reality Installation AR installation for kids to interact with the virtual NPC and have the fun of AR gaming.
Robot In-store robots that can answer your questions and help you find the toys you’re looking for.
Toys Sharing A toy-sharing app that provides different plans for your kids to enjoy different toys at your own pace. Our slogan is simple, “If you break it, you buy it”.
Community Group Weekly meetups for groups from our community to share their opinions on specific topics.
74
PHASE 1
75
PHASE 2
76
Unboxing Machine A surprise unboxing experience from a vending machine.
Dance Machine In-store machines that provide an engaging and entertaining environment.
Toy Swap Toy exchange service for kids to share and trade toys.
Smart Home Lights In-home smart lighting controls that add to the toy playing experience.
Interactive Screens Interactive touch screens that can quickly guide customers to the toys they’re looking for.
Mini Golf Different mini-golf courses with electric edging for extra tracking technology.Â
Indoor Playground We provide sensory activities on the cozy and safe immersive play zones for kids.
Gyrosphere Gyrosphere vehicles for families to ride to explore the stores and have fun.
77
Smart Cameras Keep an eye on your kids at all times using our latest smart cameras.
Puppet Show A finger and hand puppet show for you to enjoy with your friends and family.
Party Clown Our professional party clowns will entertain you and your family with a variety of acts and slapstick humor.
Character Actor In-store character actors deliver an interactive experience for families.
Computer
for
Kid
A safe and easy to use computer system equipped with educational games for kids.
Card Tournament Hosting seasonal card tournaments with prizes for the winning players.
Craft Supplies Craft paint, craft paper, and other crafting supplies can be provided upon request.
78
PHASE 3
79
PHASE 4
80
Jump house Jump houses for kids to run, jump, and play.
Arcade Arcades with different game settings for you to bring your friends and play together.
Bumper Cars Indoor electric bumper cars can be fun for people of all ages.
3D Puzzles Free 3D puzzle challenges for puzzle lovers to play with their friends.
Laser Tags A tag game played with toy guns that fire infrared beams at opposing players who wear infrared-sensitive targets.
Photo Booth Photo booth machines with a professional camera and built-in printer at our stores.
81
Rock Climbing Wall Saftey comes first. Our rock climbing walls come with top-roping and utilize the most advanced safety systems.
82
83
84
Event Planning We have you covered. Our team provides event planning and hosting for any occasion.
85
Design Workshop Don’t worry about missing out. A toy-sharing app that provides different plans for your kids to enjoy different toys at your own pace. Our slogan is simple, “If you break it, you buy it”.
86
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Community Groups Weekly meetups for groups from our community to share their opinions on specific topics.
89
Copyright 2019 David Zeya All content for Toys R Us: Brand Guidelines was conceived, designed, and produced by David Zeya and Liz Danting Li. Writing and edited supplemented by David Zeya and Brandon Lin. Photography provided by Randy Deloviar and www.instagram.com/rdeloviar. The only exception is the stock images of some of the pictures that were labeled for noncommercial reuse with modification. Design Consultation Roger Muller, ADV 370 Brand, and Branding Academy of Art University Some of the photographs and images were downloaded from www.pixabay.com and www.12af.acc.af.mil are used in accordance with the Creative Commons License the book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Art Direction: Strategist: Photography: Writter:
David Zeya Liz Danting Li Randy Deloviar Brandon Lin Manufactured in California, USA.
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