BabiesRus: Brand Guidelines

BabiesRus

“Fairy tales do come true.

Look at us, we had you.”

Contents

COMPANY History

8

NEW LOGO

16

Customer ProFIles

32

market analysis

42

Colors & Typography

50

COMMUNICATION

64

employee uniform

70

the future

78

Live and let live

Company History

In 1948, Lazarus started a baby furniture store and took advatange of the post-war baby boom era by filling his store with cribs and baby furniture and operate it by himself in Washington D.C. With only 2-years in business he got several customer requests asking for toys along with the baby furniture. He knew that the toy business is like fashion in somehow, toys could break or could stop be the trend in a fast perioud of time. So he focused on two things: customer desire and how to deliver it. Due to a possitive path of the company and after adding apparel to most of the ToysRUs stores, the company decided to create something new, and gave birth to BabiesRus in 1996.

8

ABOUT Logo s From 2007 to present. The logo was setup with purple as its color and it remains that color. The quotation marks were gone for good, the R got bigger and a star was placed within it.

2010

1996

BabiesRus.com began selling a dide selection of products and had access to the company’s baby registry.

The First BabiesRUs Store Opens.

2015 Expands global e-commerce and mobile presence with launch of web store, and mobile-optimized website in Poland

2006 Babies“R”Us celebrates10-years as the baby authority.

Timeline s

2018 Charlene, Zhang, becomes the fourth BabiesRus R Us CEO in 16-years tasked with turning the company around.

Symbolize and summarize

New LOGO

BabiesRus is aiming to give families of all kinds aisles of endless fun. We want to be a place where the creativity, the artistic expressions and learning meet for our most loved ones. Our whole new concept is focused for us to be a fun space where families can feel safe having all the fun they can. We want to help people create meaningful experiences that will last a lifetime.

16

We use two baby’s heads as a logo, a baby girl wearing a bow, and a baby boy with a tie.It’s playful, cute, and represents BabiesRus .

New Logo In the process of design modification, we kept the second logo’s winking smile and put it on the baby’s face. The female baby’s design still keeps smiling and the face is slightly tilted to the left.

Unmodified

New Logotype

BabiesRus

Today, BabiesRus is an icon. They needs to be reflected in a single, memorable, and iconic mark. A symbol for care from our heart, to yours.

s

BabiesRus logotype

BabiesRus

Horizontal signature

As well as a new logotype has been created to accompany it as need. This part will not always be displayed along with the logograph. (Example: logo displayed as brand sponsorship, or media partners, etc. That the audience may not match the target, and this logotype is not necessary needs to be informed).

BabiesRus Verticle signature

BabiesRus

New Mom’s Groups

Customer ProFIles

BabiesRus has always been a favorite baby brand. For most U.S. families, BabiesRus plays a decisive role. Over the years, BabiesRus has been the best choice for many mothers with the latest, safest and most innovative concepts. With BabiesRus, mothers can rest assured that they can save time and feel confident about picking up baby products. For many expectant mothers, it is a happy visit to BabiesRus for baby gifts.

32

WHAT OUR CUSTOMER SAY...

Sally Huang, 32 Years old, Natralism Artist I often say to my husband that BabiesRus is my son’s second home. He has too many toys that are not available. We usually go to BabiesRus once every two weeks and stay at least two hours each time. I can find all Gerber children’s snacks at BabiesRus, which is more than all other places. With the arrival of the maternity period, every time I come to BabiesRus for a walk are used as sports. When I knew that my second baby was coming, I applied for a registered gift from BabiesRus. Like the first time, we received it soon after registration. Now that I know I’m soon to have a daughter, I’ve picked up surprises from BabiesRus to decorate her room.

Kimberly DeVoy, 42 years old, nurse

Susan Miller, 69 years old, physician

My usual schedule is very busy, so I hope to relax every weekend. I have an 8-year-old son and a 3-year-old daughter. It is very fortunate to have a BabiesRus near my home so that I can take them to the amusement park without driving. If you can, I very much hope that Babiesrus can have more parent-child activities on weekends.

I am the grandmother to a beautiful 4-year old girl named Emily and she is the light of my life. Our weekends are often spent playing at the park or enjoying spontaneous trips to get ice cream.

I love surprising Emily with new gifts, she absolutely loves to dress up all of her dolls. I cherish the time we spend together so much and I do everything I possibly can to make sure Emily is as happy as she can be.

Customer ProFIles

Lily Kelen, 28 years old, housewife

Jenet Anderso, 39 years old, techer

I’m from Michigan, but I spent the past 7 years with my husband living in California. My biggest dream is to take good care of my husband and children.

Of course, I love life, fitness, cooking, travel, and enjoy everything. When I was married with my love, I decided to be a good wife and having children for him.

Wheather this is a boring career or not, I love this “job”. I’m also a shopping expert and I know when to buy is the cheapest.

I have been teaching at the Simone School of Dance for 12 years, while also training to become a member of the International Cabaret Company. Dance is something that I am extremely passionate about and has been my sole motivation in my life until now. I fell in love and married the man of my dreams.

As I begin this next chapter in my life of starting a family, my husband and I could not be more excited.

Customer ProFIles

Organize and discover

market analysis

Today, there are many different types of Babies “R� Us stores.

BabiesRus adopted an activity store strategy which combined BabiesRus activity center and BabiesRus store under one roof.

It is a new way provide the customers a frash fun experence shop, BabiesRus has updated many existing locations with renovations to the interior and exterior. It has also allowed the company to relocate older stores to new markets where they will be in the center of retail activity in those select areas.

42

Weaknesses Babies”R”Us has no single and sustainable competitive strong point, other than brand. In united states, its traditional stronghold, the company has lost its number one positions as toy retailer to Wal-Mart. Being large may not be enough, when customers can go to another large retailer and buy the same and similar goods, sometimes getting a better deal.

Strengths Babies”R”Us has in superfluous of 200 superstores in the United States and Worldwide. Babies”R”Us also markets successfully on the Web. It has a enormous distribution network that benefits from advanced logistical systems. Having so much shelf space means that Babies”R”Us has a strong bargaining position when it comes to buying prices from manufacturers. It turned over more than $11 billion in 2005.

Opportunities

THREATS There is strong competitive counterworks in the toy market, not only form Wal-Mart, but also from BUYBUYBABY and Target. The babies brands sometimes is not associated with the retailer. So if a particular baby product has grabbed the imagination and the spending power of its target consumer, any retail outlet is as good as another.

Differentiation for is difficult, and baby products retailers often have to compete on price, range or availability. We also need to face China and similar inexpensive cost manufacturing paradises are where toys and baby products are made.

Cheap manufacturing costs are important if margins are to be retained. The problem, and potential weakness, is that countries and trading communities tend to impose quotas and tariffs in order to protect local manufacturing.

Babies”R”Us is always a good neighbour. For example, in 2005 it went out of its way to help the Louisiana victims of hurricane Katrina. Babies”R”Us donated over 17 pallets of baby and children’s clothing to the national charity Kids In Distressed Situations (KIDS). Such associations will help to sustain its brand with key consumers.

The International market is very important to Babies”R”Us. The citizens of emerging nations such as China and India are getting wealthier and better educated. Consumers have more disposable income and leisure time, and both of these could increase over coming years. The types of goods and services retailed by the company could be marketed more aggressively overseas. Babies”R”Us could look out for strategic partners, or indeed go it alone.

Cute and creativity

Colors & Typography We chose four colors for the brand. They are green, blue, yellow, and red. These four colors embody four characters: lively, quiet, fun, and passionate.

.

50

The selected fonts are imperative to the tone of new BabiesRus. They keep our new identity friendly, fun, playful, and professional.

HK Grotesk Semibold Legacy

ABCDEFGHIGKLMNOPQRSTUVWXWY klmnopqrstuvwxyz 1234567890~!@#$%^&*()_+

abcdefghig-

HK Grotesk Semibold Legacy

ABCDEFGHIGKLMNOPQRSTUVWXWY klmnopqrstuvwxyz 1234567890~!@#$%^&*()_+

abcdefghig-

moon regular

ABCDEFGHIGKLMNOPQRSTUVWXWY 1234567890~!@#$%^&*()_+

The two typeface combined are very intviting, and the different weights of HK grotype combined with Moon typeface give a lot of variation and excitment, without becoming too overbearing.

BABIES

RUS

BabiesRus

babiesrus BabiesRus

BabiesRus

BabiesRus Babiesrus

BabiesRus

Typography

BabiesRus BabiesRus BabiesRus BabiesRus

Colors Palette

AVOCADO GREEN

DIAPER BLUE

APPLE RED

BABY YELLOW

APPLE RED

DIAPER BLUE

C=0

R=227

C=100

R=0

M=100

G=5

M=0

G=159

Y=98

B=23

Y=0

B=227

K=0

K=0

Colors Palette

BABY YELLOW

AVOCADO GREEN

C=0

R=255

C=75

R=63

M=0

G=237

M=5

G=165

Y=100

B=0

Y=100

B=53

K=0

K=0

Tone & voice

Fun

Reliable

Creative Practical

Humorous

Reliable

Better to connect with

COMMUNICATION

You can find great new products receive notifications, shop and more with our convenient mobile apps. Our easy-to use app will help you discover new products, create and manage your registry, explore must-have checklists and find expert advice!

64

New interface, easy to use.

Save your time.

See at a glance

new look

With the change of Babies “R� Us, we created a brand-new employee uniform with a brand new logo.

70

employee uniform From December 2018, our employees will wear BabiesRus new logo uniforms in babiesrus store.

Vans BabiesRus delivery trucks should be our Baby yellow, with our BabiesRus logo. Baby yellow as the main color is easy absorb peoples eye.

For the future, for babies

the future

78

Learn & Play class In order to strengthen brand influence, BabiesrRus will devolop Learn & Play to be the global leader for developmental play, music and art classes for parents and children ages newborn to five. Combine of early childhood development theories complemented by more than 30 years of research experience, BabiesrRus Learn & Play classes now are available through more than 300 franchised and company-operated centers in the United States and over 40 other countries.

apps&community Baby product summary community app. Product recommendation from newborn product to infant stage. Mothers recommend love for baby products, and there are regular new product discount coupons that can be downloaded. If you share your product to social media app, you will receive a discount. This will increase people’s desire to purchase products.

Promoting our products BabiesRus launched high-end baby product line. Babiesrus as the authority of the baby supermarket, will develop and launch a full range of baby products. Including various types of products, baby daily necessities, detergents, toys, etc. Increase sales by promoting its branded products.

Happy baby Happy life

Copyright 2018 Charlene Zhang All content for BabiesRus brand book was conceived, designed, and produced by Charlene Zhang. Writing and edited supplemented by Charlene Zhang. Photography provided by Fangxin Wei. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University None of the photographs and images were downloaded from website. The book is a non-commercial work produced as a student project for educational purposes, and such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.