GR604 Student Project Milton Bradley Rebranding Book2

Visual Development Guide

New Mission

We provide opportunities to families and communities to energize creativity, cultivate learning, and improve collaboration.

Brand Soul

To enhance learning, inspire imagination, and strengthen relationships.

Keywords Creativity Not only to train and improve creativity, but also can be ready to capitalize on current fads.

Growth To accompany people all their lives, whatever their ages.

Community To interact people and improve relationships.

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Yize Zhao

Fall 2022

GR 604: The nature of identity

Contents 05

Round 1 Logo Development

15

Round 2 Logo Development

23

Round 3 Logo Development

31

Look alike logos

37

Leverage and Annotate Inspiration

Milton Bradley Company

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Chapter 01 Round 1 Logo Development Find three camps, collaboration, playful, and contrast, as the keywords, then designed hundreds of logo sketches.

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 1 KeyKey Phrase Phrase1:1:Collaboration Collaboration

01 Two heads are better than one. Games need communication.

02 The wolves are intelligent and cooperative hunting animal, people can learn as a wolf.

03 Two different color wolves in one circle means different people can work together.

04 Four people sit down to the table, they will have opportunities to communicate or help with each other.

05 Four puzzles will combine to a complete one.

06 Five people are flower petal, meaning that they can cooperate to solve problems.

07 Two people’s thoughts will be different.

08 Two people will have different concepts in playing games.

09 The line looks like a “M” and two combined people.

10 Three people or game pieces shapes became the negative shape of the “M.”

06

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

03

01

02

04

05

06

07

08 09

10

07

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 1 KeyPhrase Phrase 2: Playful Key 1: Collaboration

01 A star is a possible factor in children’s products.

02 Tangram is a creative toy for children’s education.

03 Two pieces of puzzles the “M” and “b” will combine to a complete one.

04 The snack is an element in Milton Bradley board games.

05 Like the 5th one, but continue to use lines to show the “M” and “b.”

06 Development from the fifth one. Continue to use another combine method to show a “M” and “B.” 07 Create a playful “M” with a star, means fun and leading.

08 The symbol shows the “M” and “b,” and looks like the tracks people will follow in games.

09 Children can learn and grow up by games. The grass also mean the new dream of Milton Bradley.

10 New life is birthed in the piece.

08

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

01

04

03 02

05

06

07

08

09

10

09

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 1 Key Phrase Contrast Key Phrase 1: 3: Collaboration

01 The bud grows up on a negative space brain.

02 The cool “M” is extracted from the black and white style of the chessboard.

03 Break the “M” and move a part a little.

04 The line and the bold “MB” makes a contrast.

05 The line perform “Mb” from thick to thin.

06 Break the “M” and move a part a little in another way.

07 Three horizontal lines contrast with the stem of the “M,” and symbol of the cards in games.

08 Two chess pieces in the negative space of the two circles look like the “M.” 09 The chess piece “i” contrast with other letters.

10 The bold and twist “M” contrast with other smooth letters.

10

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

02 01

03

04 05

06

07

08

09

10

11

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 1 Refinement

12

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

13

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Chapter 02 Round 2 Logo Development Focusing on playful camp, use bees as the animal symbol logos, continue to use star as the factor in logos, follow keywords “creativity” “growth” “community,” and develop two letters “MB” as the word mark.

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 2 Key Phrase: Playful Key Phrase 1: Collaboration

01 A piece of puzzle “M” and another puzzle “B” combine “MB” as a symbol.

02 This symbol comes from the beehive. The left letter is a white “M” outline, and the right letter is a black “B” outline.

03 The negative space in the “M” is like two people together, and the “b” has two leaves means growing up.

16

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

01

02

03

17

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 2 KeyPhrase Phrase 2: Playful Key 1: Collaboration

01 Tangram is a toy for children, and it can create a bee.

02 Five identical abstract humanoid symbols make up the stars, which are both fun and represent collaboration.

03 A box with two person pattern and a star is Milton Bradley before, now they will grow up.

04 The board is Milton Bradley before, now they will grow up.

05 The board represent Milton Bradley, and the fire mean focusing on the service and products.

18

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

01

02

03

04

05

19

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 2 Key Phrase: Playful Key Phrase 1: Collaboration

01 The different weight lines is like the card in board games, they also mean the base of Milton Bradley.

02 Incomplete “M” and “b” with two circles mean Milton Bradley is not perfect, and will absorb new experience in the future.

20

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

01

01

21

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 2 Key Phrase: Playful Key Phrase 1: Collaboration

I decide to use bees as the animal symbol logos, continue to use star as the factor in logos, seek more playful factors as a symbol, follow keywords “creativity,” “growth,” and “community,” and continue to develop two letters “MB” as the word mark.

22

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

23

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 2 Key Phrase: Playful Key Phrase 1: Collaboration

24

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

25

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Chapter 03 Round 3 Logo Development

Focusing on playful camp, avoiding bold typeface, and develop more logos around creativity, growth, and community.

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 3 Sketches Key Phrase 1: Collaboration

I keep the original factors such as star, human, spark, box, and plants, then develop the logos with more elements such as chat bubbles, curved lines, and night sky.

28

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

29

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 3 Sketches Key Phrase 1: Collaboration

I was inspired by Disney logo, develop all of my logos into a magic feeling to make sure they can express creativity. By using the curved line or the track of the star moving.

Also I keep using the board in round 3 because it effective to describe the board game brand.

30

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

31

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Round 3 KeyDigital Phrase 1:Sketches Collaboration

32

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

33

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Chapter 04 Look-alike logos

This part includes real company logos which are similar to the logos presently developing so far.

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Converse Converse is an American company making shoes and is best known for its Chuck Taylor All-Star sneakers.

Same: A star and a circle.

Different: They have text in the circle.

Aardman Aardman is a British studio that mostly produces clay-animation cartoons.

Same: “Aardman” written in red letter, and above the letter ‘A’, there is a slightly rotated red star.

Difference: Typeface and the place of the star.

Coldwell Banker Coldwell Banker is a provider of real estate services from America.

Same: Letters written diagonally next to each other, placed a blue star.

Difference: Typeface, color, and the layout.

Energy Star Energy Star is a program, launched by the American government in 1992 to teach energy conservation.

Same: Combine the star and main wordmark with a curved line.

Different: Color, typeface, and layout.

Macy’s Macy’s is a big manufacturer of clothing and other apparel from America.

Same: Two stars are on each side of the logo and similar typeface.

Difference: Macy’s doesn’t have a curved line.

36

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Toys R Us Toys R Us is an American toy company, established in 1948.

Same: The star in a letter and makes a negative space.

Difference: Toys R Us has a colorful wordmark.

Star Bazaar Star Bazaar is a well-known hypermarket in India.

Same: A letter looks like a human.

Difference: Color and the star.

Venucia Venucia is an automobile marque owned by Dongfeng Nissan Passenger Vehicle.

Same: A Incomplete star.

Difference: Venucia uses another in the incomplete stat, we use letters in the star.

Star Tribune The Star Tribune is the largest newspaper in Minnesota.

Same: Incomplete star.

Difference: Letters in the star and two more small stars around the main logo.

Yelp Yelp Inc. publishes crowd-sourced reviews about businesses. It also operates Yelp Reservations, a table reservation service.

Same: Spark and color.

Difference: Typeface and appearance of the spark.

37

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Texaco Texaco, the largest technology company in the U.S. This star is more than just a symbol, because Texas has its name as the “Lone Star State.”

Same: Color, a star in a circle.

Difference: The meaning of the star.

JAC Motors Inc. JAC Motors is a Chinese firm that manufactures vehicles.

Same: A star in a circle.

Difference: The appearance of the star.

Rockstar Games Rockstar Games is an American company that makes and sells computer games.

Same: Bright color and letters with a simple star.

Difference: The star has no other meaning in Rockstar, but means creativity in Milton Bradley.

Carl’s Jr. Carl’s Jr is an American chain of fast-food restaurants, the logo shows a star that looks friendly and helpful.

Same: Cute and friendly star.

Difference: Carl’s Jr has a warm feeling.

Poker Stars PokerStars is the most popular place to play poker online. They use the star to represent exploration, wonder, accomplishment, brilliance, and growth.

Same: Meaning.

Difference: The star is in the pattern and there are no letters.

38

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

MG Motor MG Motor UK Limited (MG Motor) is a British automotive company owned by SAIC Motor UK. Same: Typography Difference: They don’t use a star and red.

MB Architecture MB Architecture is a full-service architecture and interior design firm in Seattle and Portland.

Same: They also use “M” and “B.” Difference: Layout and typography.

Ma-Baba Enterprise Ma-Baba Enterprise, the trendiest fashion brand of Bangladesh, is remarkable for its unique designs and fabrics.

Same: They also use “M” and “B.” Different: They don’t use a star.

Martin Barre Brand Martin Barre the guitarist of Jethro Tull for over 43 years, his sound and playing was a major factor in their success.

Same: They also use “M” and “B.” Different: Typeface, no star.

Margherita Burgener Margherita Burgener is a high jewelry hand-craft in Italy.

Same: They also use “M” and “B.” Different: Typeface, no star.

39

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Chapter 05 Leverage and Annotate Inspiration Examine many examples as inspiration, determine who does what best, and leverage that in the guideline book.

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Inspiration Key Phrase 1: Collaboration

New Identity Introduction

Dow has an unique in its layout, and it keeps color consistent on the pages.

42

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Logo Anatomy

Vantiv’s page is brief, but more white space makes more breathe on the pages, and provide more space to show logo details freely.

43

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Inspiration Key Phrase 1: Collaboration

Type Specs

Main ID colors

brand color as me, and they did a great balance in

too many color for my brand, but the layout is clear.

Hierarchy looks nice. Cadence has the same page color.

44

Dividing information is a good choice. I don’t have

Yize Zhao

Fall 2022

GR 604: The nature of identity

Milton Bradley Company

Logo Don’ts

Alternate versions of the logo

difficult to show them in the same size frames. So

logos. But for the possible versions of the logo

a “No” or other signs are a good choice.

page, they use lines and symbols to show informa-

My logos have many different shapes, and it is

Workday also have another logo pages for impossible

tion clearly.

45