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
Round 1 Logo Development Round 2 Logo Development Round 3 Logo Development Look alike logos Leverage and Annotate Inspiration 05 15 23 31 37 Contents 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
Key Phrase 1: Collaboration
Key Phrase 1: 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.”
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Round 1
Key Phrase 1: Collaboration Key Phrase 2: Playful
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.
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Round 1
Key Phrase 1: Collaboration Key Phrase 3: Contrast
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.
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Round 1
Refinement Yize Zhao Fall 2022 GR 604: The nature of identity Milton Bradley Company 12
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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
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.
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Round 2
Key Phrase 1: Collaboration Key Phrase 2: Playful
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.
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Round 2
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.
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01 01
Round 2
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.
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Key Phrase 1: Collaboration Key Phrase: Playful Round 2 Yize Zhao Fall 2022 GR 604: The nature of identity Milton Bradley Company 24
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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
Key Phrase 1: CollaborationSketches
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.
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Round 3
Key Phrase 1: CollaborationSketches
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.
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Key Phrase 1: Collaboration Digital Sketches Round 3
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Look-alike logos
This part includes real company logos which are similar to the logos presently developing so far.
Chapter 04
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.
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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.
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identity Milton Bradley Company 37
604: The nature of
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.
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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.
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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
1: Collaboration Inspiration
Key
Phrase
New Identity Introduction
Dow has an unique in its layout, and it keeps color consistent on the pages.
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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.
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Key Phrase 1: Collaboration Inspiration
Type Specs
Hierarchy looks nice. Cadence has the same brand color as me, and they did a great balance in page color.
Main ID colors
Dividing information is a good choice. I don’t have too many color for my brand, but the layout is clear.
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Logo Don’ts
My logos have many different shapes, and it is difficult to show them in the same size frames. So a “No” or other signs are a good choice.
Alternate versions of the logo
Workday also have another logo pages for impossible logos. But for the possible versions of the logo page, they use lines and symbols to show information clearly.
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