Brand Identity Guidelines
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Š 201 8 Yassely Oliva All rights reserved. No part of this book may be reproduced in any form or by any means without permission from the publisher.
1.
Introduction 7. Our Background 8. Brand Positioning 9. Target Audience
2. 3.
Signature 16.Primary Identity 18. Tagline Variations 21. Minimum Size 22. Identity Clearspace
Typography & Color 26. Typography 28. Color Palette 30. Color Variations
4.
Applications 38. Environmental Social Media Secondary Graphics
Introduction
1.
7. Our Background 8. Brand Positioning 9. Target Audience
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Play Laugh Grow Our Background From the start, we’ve made toys that appeal to the imagination, that do something new and surprising and funny. Since 1930 we’ve kept our founders’ vision at the heart of what we do, and we remember what started it all—a smile. It all began with three energetic entrepreneurs who were each in touch with their “inner child.” Herm Fisher, Irving Price, & Helen Schelle introduced the world to its “16 Hopefuls.” The whimsical and magical elements captured in these 16 toys became a
distinguishing trait of the newly established toy company. What would make Fisher, Price, and Schelle smile? Enriching the lives of young families. To help parents soothe newborns to sleep. To encourage babies to make that next “I did it!” move. To see the wonder as toddlers discover the magic of play. To hear a preschooler imagine new worlds and explore everyday ones. To keep bringing joy to generations.
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Nurturing, Playful, Colorful, & Friendly
The kitchen, the nursery, the family room, and eventually, the world outside your front door. Everywhere your baby turns, there’s something new and exciting to discover. Surrounding your baby with opportunities to learn through the joy of play, in the comfort of a familiar environment, is what our baby toys are all about. An entire collection of learning toys based on familiar objects and everyday discoveries. Because when children feel at home, they’ll open up to play even more – which leads to more fun, and more learning. Play lets kids'
nature shine through for the best possible start! Mastering physical skills is such an important part of childhood —and it paves the way to all kinds of learning. Hearing, seeing, touching, tasting— the senses are the very first windows to helping your child learn, "lighting up" areas of the brain. From grasping a toy to holding a pencil, developing fine motor skills helps lead to success in school and beyond. We are proud mothers everywhere trust us to take part in their child's life.
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“ Enriching th young famil joy to gener nurturing w child’s uniqu
he lives of ies, bringing rations and hat’s in each ue nature. � 13
Signature
2.
16. Primary Identity 18. Tagline Variations 21. Minimum Size 22. Identity Clearspace
15
Primary Signature Fisher-Price's primary logo is a minimal symbol that embodies fun, curiosity, and a good time. Its simple & open figure represents a circus tent where kids can learn and develop through fun.
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Play Laugh Grow
Play Laugh Grow
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Minimum Size Legibility will be an issue if our logo is reduced past .6981 in. x .8241 in. throughout applications.
When our mark is accompanied by the tagline the minimum display size is 1.1407 in. x 1.3466in.
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Clearspace To ensure legability always keep a minimum clearspace around the logo. This space isolates the mark from any competing graphic elements such as other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
The minimum clearspace for our identity is defined by the height of the "c" in fisher-price by 2. It should be maintained as the logo is proportionally resized.
x
x
x
x
x= height of c²
x
x
Play Laugh Grow x
x
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Typography & Color
3.
26. Typography 28. Color Palette 30. Color Variations
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Cap-Height X-Height
Baseline
Toys Type Specimen
Extra Bold Semi Bold
Regular Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%&*() {}[]?
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JAF Domus
E D BC
JAF Domus is a monol inear sans with rounded terminals. It was designed by Tim Ahrens & Shoko Mugikura from Just Another Foundry in 2016. It contains 7 weights and derives from the display typeface Domus Titling.
While the titling version closely follows the classical Roman prop ortions, JAF Domus has more econ omical prop ortions without sacrif icing the generous feel of the Domus family.
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Pantone 2448C R: 240 G: 79 B: 61 C: 0 M: 84 Y: 81 K: 00
Pantone 7467 C R: 74 G: 186 B: 186 C: 65 M: 03 Y: 31 K: 00
Pantone 3514C R: 255 G: 207 B: 8 C: 01 M: 17 Y: 99 K: 00
Color Palette
Pantone 2395C R: 186 G: 61 B: 143 C: 27 M: 90 Y: 5 K: 00
Pantone 383C R: 173 G: 199 B: 41 C: 38 M: 5 Y: 100 K: 00
Color is an integral part of our brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but also serve as a psychological purpose by communicating a certain feeling to our audience. The colors we've selected communicate a playful vibe. They are fun and energetic. These five vibrant shades come together to enhance the overall look and feel of our brand. When possible we also reduce black to 50%.
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“ They play, th they giggle, and see thin you could on
hey learn, they tumble ngs in a way nly imagine. �
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Applications
4.
38. Environmental Social Media Secondary Graphics
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Pre pa re for th e fut ure fro m da y on e fish erp rice .co m
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Unleash your child's imagination Visit fisherprice.com to find out how
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Prepare for their next " I did it" moment Visit fisherprice.com to find out how
Unleash your child's imagination
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Your child, the fu Architect
ture
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