garan by Yufei Liu

Table of Contents

TABLE OF CONTENTS Old Brand: Garanimals

Born Again: Garan

<g1.1> Who were we

<g2.1> Brand Perspective

<g1.2> Garanimals Timeline

<g2.2> Brand Audiences <g2.3> Brand Grid

Table of Contents

G 0.0

Garan Identity

Garan Extension

<g3.1> The Logo

<g4.1> Brand Extension

<g3.2> Typography

<g4.2> Garan: Party manage serivce

<g3.3> Color

<g4.3> Garan: Photo center

<g3.4> Grid System

<g4.4> Garan: Fashion line

<g3.5> Graphic Element

<g4.5> Garan: Second chances

<g3.6> Photo Style

<g4.6> Garan: Healthy service(food)

<g3.7> Website

<g4.7> Garan: Healthy service(gym)

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Old School: Garanimals

Garanimals 04

Old School: Garanimals

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Old School: Garanimals

WE WERE A KIDâ&#x20AC;&#x2122;S BEST FRIEND 06

Old School: Garanimals

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Old School: Garanimals

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WE WERE A KID’S BEST GUARDIAN G 1.1

Old School: Garanimals

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Old School: Garanimals

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WE WERE A KID’S BEST MEMORY G 1.1

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Old School: Garanimals

WE WERE A KIDâ&#x20AC;&#x2122;S BEST TEACHER 012

Old School: Garanimals

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Old School: Garanimals

1957 1961 1972 1975 1991 2002 014

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Garan is incorporated as a merger of seven companies.

The company goes public.

Branded childrenâ&#x20AC;&#x2122;s apparel is introduced under the Garanimals label.

A licensing division is established to distribute clothing bearing the designs of professional sports teams.

Garan becomes one of the few apparel companies allowed to use characters from Disney movies on its products.

Garan is acquired by Berkshire Hathaway Inc.

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Old School: Garanimals

History EASY TO PAIR, FUN TO WEAR Garanimals is the name of a line of childrenâ&#x20AC;&#x2122;s clothing separates, started in 1972 by Garan Incorporated. Each item of clothing features a hang-tag depicting one of several anthropomorphic animal characters, also called Garanimals. The philosophy behind Garanimals is that by making it easy for children to choose coordinated outfits by themselves (by choosing pieces with matching hang-tags), children gain self-confidence. The company Garan was independent until 2002, when it was acquired by Berkshire Hathaway. Garan had been mostly a manufacturer, jobbing out clothes for Wal-Mart, as well as selling licensed clothing under brands like Everlast and Hang Ten. In February 2008 Garanimals was relaunched nationwide. The relaunch advertising of Garanimals was done by the firm Gardner Nelson + Partners. The matching animal tag theme still exists only now more vibrant, modern styles and colors.

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Born Again: Garan

Garan 018

Born Again: Garan

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Born Again: Garan

BRAND PERSPECTIVE It’s often hard to tell the differences, successes and weak points in anything until it’s held up against another for comparison. To help better understand how the Garan brand will be evolving, a brand comparison chart is used to analyze how the brand is stacking up against the competition. In this chart we’ll look at how the brand stacks up against four polar measures, and against the competition. The first chart has been divided in to two variables. On one axis it is divided between low affect and high affect, on the other axis, it’s divided by low availability and hight availability. The second chart has been divided in to two variables. On one axis it is divided between low price and high price, on the other axis, it’s divided by low service and hight service.

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HIGH INFLUENCE

BOBO CHOSES JANIE & JACK STELLA ORGANIC COTTON GYMBOREE

LOW AVAILABILITY

ABERCROMBIE FITCH GAP KIDS

OLD NAVY

H&M

WALMART

HIGH AVAILABILITY

MACY’S

TARGET

LOW INFLUENCE

HIGH SERVICE

BOBO CHOSES

JANIE & JACK STELLA ORGANIC COTTON

GYMBOREE

ABERCROMBIE FITCH GAP KIDS

LOW PRICE

HIGH PRICE MACY’S H&M OLD NAVY

WALMART TARGET

LOW SERVICE G 2.1

Born Again: Garan

BRAND AUDIENCES Identifying and understanding who we are tlaking to is one of the most important initial steps in starting a conversation. In this case, we will explore the range of our potential audience, identifying and creating archetypes that exist on each end of the spectrum in the hopes that we will have better rounded and more informed conversations.

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Rebecca Miller _ 17 Brand Loyalist

“ I trust brand.” This is brand loyalist normally said. Rebecca is the one. She buy everything based on their brand credit, history and background. For Rebecca, brand means trustful quality and reasonable price. Rebecca do research before she go to buy a thing from a new brand. She go to shopping mall buy everything she need. She never go to the street corner store, even buy a bottle of water. She share brand news and discuss brand with friends. Otherwise, she also looking for discount if the brand has.

Jason Wright _ 41 Businessman

Jason pays attention to each exist brand and also to newborn brands too. That’s why he is a successful businessman in the fashion industry. He reads the newspaper every morning when he has his breakfast. He eats multi-vitamins which he regularly buys from GNC. For stress relief, Jason goes to the gym twice per week. He is a member at 24 Hours Fitness Gym. He prefers to chat with the brand designer more than brand owner to get information on the lastest trends.. Jason and his wife sets up family time on weekend nights. They have a 5 years old kid.

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Born Again: Garan

Elina Sterns_ 22 Fashionist

Elina believe everyone can be a prefect looking girl. She dicussion with her firends about how to protect skin and they exchange cosmetic experiences. She love go to shopping with couple friends or even herself, and the famous shopping mall always is her best choice. When she go to buy something, the beautiful package or good looking stuff can catch her eyes. She enjoy every party and love dress up herself. When she have a dating, the most romantic restaurant she like most. Elina watching TV show after work and learning fashion through it. She dream become a outstanding stylist.

Wendy Simons _ 37 Fashion Designer

Wendy work in a fashion company as a fashion designer, her love the job, have fun with her team workers and hey give her inspiration. She drawing sketch first and then use computer to put on color and define them. This is the way Wendy also asked the fresh designer to do. She likes shopping, likes to look around other fashion brand and know what they do in this season. She is so sensitive about the fashion trend and also pay a lot of attention on it. Wendy gave her kids suggestion when they want to dress up by themselves. At the weekend, Wendy love to have a picnic with family in the park, enjoy sunshine !

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James Cho_ 17 High School Student

James is a high school student. The school class running Monday to Friday. Most f time, James like play basketball with friends at the play ground after class. Usually, they will go to the corner store buy a sport water, the price more cheap than supermarket. Since he grow up, he prefer to buy my clothes by myself decision not by his parents. He like use computer to do research, and read gossip news for fun. So he take fashion style suggestion which he learn from the superstar. In vacation, James will go to public park with families and they go out of the town buy foods.

Lois Kaufuman_ 73 Grandma

Lois was 73 years old and she has three children who already grow up and have their own families, they are not live with Taylor together any more. She will get calls from her children each week and they will come back for family dinner per month. Taylor and her husband are Christian, they go to church for praying per week. They love kids a lot, and they love to help somebody else when they need. Then they will go to public park take a walk and bring some food feed ducks around the lake. Taylor feed a cat and she like to take the car with her enjoy the sunshine after lunch.

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Born Again: Garan

BRAND GRID Brand grid helps customer understand the new brand in visually, Garanimals was a brand which only for 5 year-old kids, they produced basic stuff. As a new brand, Garan, we extensions expand these goals in different fields, from fashion to volunteer.

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GARANIMALS Old Garanimals produced baby products for newborns and toddlers, 0-5 years old. We also produced bedding, toys and some apps.

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GARAN As a reborn brand, Garanâ&#x20AC;&#x2122;s has a new mission: to help make growing up easier and empower customers to help someone else. Garanâ&#x20AC;&#x2122;s extensions expand these goals in different fields, from fashion to volunteer.

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Garan Identity

THE LOGO The Garan signature is the most meaningful part of our brand, and it represents our entire company, present and furture. From product packaging and ads to stationery system and paper grids, it functions as a personal sign-off on the ideas weâ&#x20AC;&#x2122;re presenting and sharing. The signature consists of two elements that work together as a whole.

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Symbol The “g” is the defining feature of our design system, and the starting point for many graphic elements you’ll see later in this document. Inspired by sapling and leaves, the leaves represents ideas and information in grow. It places Garan at the top eye of letter g, with big grow up leaves of ideas to help people grow up easier.

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Logotype The logotype is a typographic descriptor which includes the name of the denomination, associate, agency, agency division, area conference or congregation as well as a parent line which (except in the case of the denomination) identifies its relationship to the denomination.

symbol signature

logotype

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Signatures

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Clear Space For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘a’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.

g g

6.5g

.5g 1.5g

.5g

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* Symbol Only Clear Space *

6.7g

g g

* Symbol Analysis *

6.7g

.5g

1.5g

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Garan Identity

Minimum Size

We have established various minimum sizes for our signature to help it stand out as much as possible. While the minimum sizes shown here should accommodate most applications and reproduction techniques, make sure that our signature is never smaller than what can be clearly executed. Applications such as the Web, signage or merchandise may require larger sizes.

.5in

The symbol should never be used smaller than 3/4 inch in height. Do not reproduce the signature in a small size if .75in

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poor quality or distortion is likely to result.

Garan Identity

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Incorrect Use

An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Garan symbol, logotype and signature.

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One Color The one-color version of our signature is used for applications and collateral where the layout needs to be simple and focused without too many color variations. The one-color version may also be used to enhance particular design concepts.

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Do not superimpose a one-colored symbol or signature on a contiguous colored background

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TYPOGRAPHY Type plays an important role in Garan’s Visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain the Garan “look.” ZAG is the preferred typeface for all publications, signage, advertisements, forms and stationery. This classic sans serif type family is available in two weights: Regular and Bold. Aaux Pro is a serif typeface that can be used for text, captions, charts, graphs or other short text. It is available in Regular, Thin and Black. When using Microsoft Office programs on the PC platform, and where these typefaces may not be available, it is recommended that you select the TrueType version of Times New Roman or Bold (serif ) and Arial or Arial Bold (sans serif) from your list of available fonts as an alternative for typing letters, memos, reports and other business applications.

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Zag Zag Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&? Zag Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?

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Garan Identity

Aaux

Aaux ProRegular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&? Aaux Prothin OSF

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&? Aaux ProBlack

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?

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Aaux ProMedium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&? Aaux ProLight

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&? Aaux ProUltra

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?

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COLORS Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Garan. There are two approved color palettes: a primary palette and a secondary palette. They are based on the PANTONE MATCHING SYSTEM®. If PANTONE® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most recent version of the PANTONE® color formula guide should be used for matching PANTONE® and CMYK color values. RGB color values have been provided for on-screen use such as PowerPoint® presentations and the web. Please note that colors may appear different depending on specific monitor settings.

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Primary

C30 M10 Y90 K0 R190 G200 B70

C0 M75 Y75 K0 R240 G 100 B70

C85 M25 Y0 K0 R0 G150 B210

Secondary

C70 M100 Y35 K25 R90 G30 B90

C65 M35 Y80 K20 R90 G115 B75

C40 M10 Y35 K0 R155 G195 B175

C0 M0 Y0 K40 R170 G170 B170

C10 M85 Y90 K0 R220 G80 B50

C0 M60 Y95 K0 R245 G130 B40

C35 M45 Y50 K10 R160 G130 B115

C0 M0 Y0 K20 R210 G210 B210

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Garan Identity

Use of color The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Garan logo or a signature. The preferred form of the Garan signatures is one-color on a white background.

* Primary signature color *

* Variation signature color *

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Backgrounds Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for the Garan signature and the preferred color application of the signature.

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GRID SYSTEM The grid system outlined here will help you establish the right size and placement for all your elements—configurations, type and photography—resulting in a powerful and cohesive design. The system is based on a 6 column by 9 row grid which was designed to be very versatile. For even more flexibility, we have divided each column and row in half, as shown below. Occasionally, a design may require placement of certain elements off the grid—this is perfectly acceptable. Our grid is flexible; it’s there to guide you through your alignments and placements and to help you create consistencies throughout your printed materials.

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* These measurements will help you create the grid on an 8â&#x20AC;? x 10â&#x20AC;? page. *

0.6in

1.13in

0.8in

0.95in

0.125in

0.6in

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GRAPHIC ELEMENT A signature shape called the â&#x20AC;&#x153;rise leafâ&#x20AC;? serves as a visual differentiator and uniquely identifies all Garan communication devices. This shape can be filled with color chosen from the color palette, contain type, or be used as a mask over photography. The rise leaf has been created by mimicking the curve of the leaf symbol. It is a subtle and unique reminder of Garan visual identity. Only the pre-defined wave shape below may be used. Use the rise leaf graphic sparingly and wisely.

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The rise leaf signature shape is derived directly from the curved shape in the leaf symbol. It is intended to be featured prominently in all communications pieces. The reise leaf must always appear according to its standard â&#x20AC;&#x153;plot.â&#x20AC;? For this reason, never attempt to redraw the rise leaf.

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YUFEI STEPHANIE LIU

T_ (415) 671-9363

Market Manager

E_ feiwunian@gmail.com Address_ 969 Bush Street, San Francisco California, CA94109

969 Bush Street, San Francisco California, CA94109

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Garan Identity

T_ (415) 671-9363

Dear Ms. Wilson, It is our pleasure to invite you to attend the Garan Annual Festival scheduled to begin on FEB 18, 2013, 11:00 a.m. at the San Francisco Market Center. This event is exclusively for our preferred

E_ feiwunian@gmail.com

guests and donors and will provide the opportunity to meet and have a question and answer forum with the film festival’s executive board. This event will mark the formal launch of the festival and will introduce our commemorative Garan

Address_

Annual Festival Retrospective, a beautifully designed comprehensive guide to the product and service of Garan. The guide is a one-of-a-kind collector’s item that is a complimentary gift to the

969 Bush Street,

festival’s special friends and supporters

San Francisco California, CA94109

We look forward to seeing you and listening to your thoughts and answering your questions. Your interest and support is greatly appreciated. Please confirm your attendance by contacting this office. Yours truly,

Stephanie Liu San Francisco Market Center 1700 Market Street San Francisco, CA94109 (415) 671-9363

T_ (415) 671-9363

Dear Ms. Wilson,

It is our pleasure to invite you to attend the Garan Annual Festival scheduled to begin on FEB 1

2013, 11:00 a.m. at the San Francisco Market Center. This event is exclusively for our prefer E_ feiwunian@gmail.com

guests and donors and will provide the opportunity to meet and have a question and answer fo with the film festival’s executive board.

Address_

This event will mark the formal launch of the festival and will introduce our commemorative Ga Annual Festival Retrospective, a beautifully designed comprehensive guide to the product and service of Garan. The guide is a one-of-a-kind collector’s item that is a complimentary gift to th

969 Bush Street,

festival’s special friends and supporters

San Francisco California, CA94109

We look forward to seeing you and listening to your thoughts and answering your questions. Y interest and support is greatly appreciated. Please confirm your attendance by contacting this office. Yours truly,

Stephanie Liu San Francisco Market Center 1700 Market Street San Francisco, CA94109 (415) 671-9363

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T_ (415) 671-9363

E_ feiwunian@gmail.com

Address_

Annual Festival Retrospective, a beautifully designed comprehensive guide to the product and service of Garan. The guide is a one-of-a-kind collector’s item that is a complimentary gift to the

969 Bush Street,

festival’s special friends and supporters

San Francisco California, CA94109

Stephanie Liu San Francisco Market Center 1700 Market Street San Francisco, CA94109 (415) 671-9363

d to begin on FEB 18, ively for our preferred

stion and answer forum

commemorative Garan to the product and plimentary gift to the

g your questions. Your

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Garan Identity

PHOTO STYLE The images used to represent Garan should be bright and warm toned in colors. The images should not be cluttered or oppressive. Refer to the color palette on the brand manual when choosing photography. Consider using the keywords warm, bright, lively, active grow up and happiness.

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WEBSITE As with publications, the primary device that will be used to establish consistency across Garan Web sites is the rise leaf graphic. The area at the top of all Web pages is reserved for the graphic and signature. Photos may be introduced in the rise leaf graphic as shown. The Web sites for the denomination, agencies and agency divisions should employ the signature and rise leaf graphic on their home pages.

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Old School: Garanimals

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Born Again: Garan

Garan Identity

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BRAND EXTENSION With the brandâ&#x20AC;&#x2122;s new mission to develop confident young individuals throughout the stages of customers lives, the brand will include all range of products and services designed for your life. As a new born brandâ&#x20AC;&#x201D;Garan, our brand soul is to help customer grow up easier, at same time, we provide a chance for you to help someone else.

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as a comprehensive brand

THEME PLAY GARDEN PERSONAL EVENT B-DAY PARTIES PHOTO CENTER LIFE COACH EXPERIENCE CENTER SCHOOL COORDINATES

TOY BOUTIQUE SHOE STORE

VOLUNTEER

BEDDING

G-FUND

CLOTHES STORE

TRAVEL EFFECT

HEALTH STORE

PROMOTING FUNDRAISING EVENTS

MAKE-UP CENTER

GARAN HELP HOT SPOT

GIFT CENTER

as a commerical brand G 4.1

as an aiding brand

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GARAN: PARTY MANAGEMENT SERVICES Help you create a memorable event Anniversaries, celebrations, birthdays, family reunions,ceremonies...you probably anticipate having a few milestone events with a long guest list. Garanâ&#x20AC;&#x2122;s personal events management team is here to help you to create a unique event at your choice location.

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GARAN: PHOTO CENTER SERVICE Record the best moment for you Do you miss your dog? Do you ever miss the best toy you had play when you were a kid? You may need someone else to help you record the best moment for you. At Garanâ&#x20AC;&#x2122;s Photo Center, we help you to build your personal photo data, and we provide videography for your special event.

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GARAN: FASHION LINE Find your best match in fashion apparel We were the kids-only clothes store, but now, we serve your whole familyâ&#x20AC;&#x2122;s needs. Our fashion design team work to build clothing at all stages of life: separates for kids, women, men and maternity. Find us at every stage online and find your favorite design coordinates in store.

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GARAN: SECOND CHANCES Make a difference Garan provides a chance for everyone to lend a hand to others. Garan organizes different themed campaigns to call on volunteers to care for people in need. G-fund(Garan-fund) helps you help someone else when they need it. As Garan helps grow your family, we help foster your ties to the larger community. G-fund is a non profit organization, that helps you provide for your family while providing for communities in need. When you buy Garanâ&#x20AC;&#x2122;s products or attend our fund raisers, 5% of the saleâ&#x20AC;&#x2122;s proceeds are defined to G-fund immediately.

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GARAN: HEALTHY SERVICE (FOOD) Healthy mind, body, spirit Garan’s life coaches assist you in your care of your body’s healthy, we provide more than an exercise program, but by we custom design a nutritional daily menu for your specific needs. Garan’s life coach program provides full access to our specialized nutritional health foods store, personal training coach, fitness club and on-call nutritionist, and more.

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GARAN: HEALTHY SERVICE (GYM) Body quality is required Garan life coach care about your body quality, not only just based on excise, but also setup specifically nutritional daily menu for you. Garan life coach include healthy drug store, personal training coach, excise club, nutritional guidance club and etc.

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Nature of Identity // Fall 2012

Rebrand Company_Garanimals

Student_Yufei Stephanie Liu ID_03056356 Email_feiwunian@gmail.com Phone_(415)671-9363 http://www.yufeiliustudio.com