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Dreams Never end...

Never end...

“All our dreams can come true, if we have the courage to pursue them.” –Walt Disney

Table of contents

Where the dreams began


– Who We Were – Our History

New Dreams, New Look – – – –

Who We Are Our New Look Our Audiences Competitor Analysis

Brand New – – – – – – –


Logo Inspiration Anatomy of the Logo Misuses Typography Color Scheme Use of Color and Backgrounds Business Stationery

The future of dreams – – – –


Be Fun Be Mature Be Healthy Be Bold


Where the dream began... Matchbox, for millions of people all over the world, the name alone is enough to transport them back to a golden era of childhood.

Who we were

Who we were

Matchbox, for millions of people all over the world, the name alone is enough to transport them back to a golden era of childhood. For decades they were the toys that every little boy coveted above all others and kept in proud, neat lines on the chest-of-drawers beside his bed. Being violence-free, mercifully quiet, needing neither batteries nor electricity, and guaranteed not to make a terrible mess all over that clean floor, they were also a favorite of parents up and down the land. Matchbox cars are the Lilliputian-sized, die-cast and authentically detailed models of real vehicles that are small enough to be clutched in a child’s hand. Invented over half a century ago, they became one of the best-loved and best-known of British toy brands and are still on sale today.




The Matchbox legend was born

The inspiration for the cofounder–Jack Odell, surprisingly, not from a motor-obsessed small boy but a girl, his daughter Anne. Her school forbade pupils to take in any toys that would not fit in a matchbox. Anne quite happily used to fill hers with a selection of spiders and other creepy-crawlies. One day, though, in 1952, her father gave her something rather more impressive to show off to her friends. Into the sliding drawer of her matchbox he slipped a miniature model of a road-roller, he had crafted from brass and painted shiny red and green. Among Anne’s friends it was a huge hit. All of them wanted one.


3,000,000,00 12,000 130 Miniature Vehicles

Different models


Since then, more than 12,000 different models, and more than 3 billion miniature vehicles, have been produced and bought in 130 countries under the Matchbox brand name. The bestselling vehicle of all time is the boxy Model A Ford car, while one of the most popular has been the Shovel-Nose Tractor.





Our History



The story starts in 1947 when Leslie Smith and his friend Rodney Smith, who had served together in World War II. They pooled their savings and used them to buy a second-hand die-casting machine for £600 which they used to make parts for real car engines. They called their business Lesney Products, a combination of their two christian names, and ran it from a bombed-out North London pub. But it was the arrival of Jack Odell who changed the firm’s fortunes. Born in 1920, Odell had also served his country, as an engineer in Italy and North Africa. After the war, he returned home where he worked as a casting engineer in factories on the outskirts of the capital, and, in 1952, he joined Lesney as a replacement for Rodney, who had emigrated to Australia. Their first miniature was a model of Elizabeth II’s Coronation coach. It had initially been struck to commemorate George VI’s approaching Silver Jubilee which would have been celebrated in May 1952. But the King died some months earlier, leaving Lesney with one million tiny stagecoaches on their hands and no idea what to do with them.

Someone came up with the idea of gilding the coaches and marketing them for the new Queen’s Coronation.

The problem was that the Queen travels by herself and the coach they’d already made had a king and a queen in it. So they changed the colour and chopped the king off at the knees. If you look inside, you can see the Queen and a pair of shins. Nonetheless, the coaches sold like the proverbial hot cakes. Their success, and the tiny roadroller that he had made for his daughter Anne, gave Odell an idea. He began work on a series of toy vehicles cast in zinc.




As the company expanded, Matchbox experts would fly round the world taking countless photographs and measurements of the vehicle they were working to reproduce, just to make sure it was exactly right. More toys were added to the series every year–a Land Rover, a London bus, a bulldozer and a fire engine were all among the early additions - until it eventually numbered 75. The cars even conquered the American market. In 1968, both its founders, Smith and Odell, were made OBEs.The following year, the firm felt its first serious competition, from Mattel’s Hot Wheels cars produced in Hong Kong where labor was cheap. The Seventies brought more turbulent times for Matchbox, in the form of national electricity strikes and a strike at one of Lesney’s factories. Odell and Smith persuaded the workers to return by cutting their own salaries by 75 per cent, from £100,000 to £25,000. Then, Odell retired in 1973, leaving Smith to run the company without him. Faced with fierce competition, Smith was forced to move some of his manufacturing to the Far East, and replace the distinctive matchboxes with modern blister packs, but it was

Matchbox was sold first to Tyco Toys which in 1997 was bought by Mattel,

not enough to save his company and Lesney was declared insolvent in 1982. Matchbox was sold first to Tyco Toys,

which in 1997 was bought by Mattel, who still own the brand that has given so many millions of children millions of hours of simple and innocent fun.


New dreams, new look The spirit of dreams never changed but with more ambitions makes the dreams much bigger. A new look fits the new big dreams.

Who we Are

Welco the Ne Match

ome to ew hbox

Who we Are






New matchbox Is Giving everyone the opportunitiy to achieve their dreams.



Our New look


This is The New Logo of Matchbox. The new Matchbox logo reflects the current values, ambitions and characteristics of the company. It presents Matchbox as a reliable not a flashy dream maker. The logo itself is simple, easy understandable and approachable.



This is The New Look of Matchbox.






Our audiences


Marge White is a typical housewife who is a mother of three kids. She is not only a baby sitter but also has to be charged as a maid, a chauffeur and a laundress. But deep inside of her heart, she has a lot of dreams want to be achieved.

Mick Jason is a co-founder of a small start-up company. He graduated from UC Berkeley as an engineer and started two companies but both of them were failed. He believes in sticking with dream and it will be achieved sooner or later.

Emmy Johnson is a really common office worker but she is crazy about shopping and luxury. She doesn’t have equal financial capacity which cause she has to buy fake luxuries to fulfill her vanity.

Jesse Lou is working on his BFA degree. He is smart and study hard. He has a big passion about college and a big dream about future. However, he is too pedant and shy. His social capacity really limits his abilities.


Competitor Analysis


New Matchbox J.P.Morgan Blackrock






Dinky Hot Wheel

Small 46


Power Ball Mega Millions The million second quiz

Dream Foundation

Jeopardy Make-a-wish Inaccessible

Always Dream

Follow Your Dream Dream Come True


Brand new The new Matchbox logo is one of the most visible expression of our brand. Once introduced, this mark becomes the constant that represents Matchbox in every communication.

Anatomy of the logo

Anatomy of the logo




Our logo The new Matchbox logo is one of the most visible expression of our brand. Once introduced, this mark becomes the constant that represents Matchbox in every communication. It represents our entire company, externally and internally.



Box symbol


Primary and alternate There are only two configurations of the signature: the primary and the alternate. The primary signature should always be considered first. The primary is the combination of box symbol and wordmark. The alternate is either box symbol or wordmark.







1x 1X 88x


Logo Clear space There must always be sufficient space surrounding the logo avoid competition from other visual elements and maintain its visual impact. The area of isolation represents the minimum clear space that must be provided at all times. This area is determined by the x-height of the “X” in the Matchbox logo and is proportional regardless of logo size.



45x 4 5x

4 5x 45x


Incorrect logo uses Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve. The examples on the right side illustrate some incorrect uses of our logo.












Typography Type plays an important role in Matchbox visual identity system. It must be used consistently along with other visual elements, such as the symbol, logo, color, signature shape. Matchbox’s corporate typeface is Klavika. The wordmark is set in Quicksand regular. Selected for its clear, concise, modern and friendly forms.


Klavika Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Klavika Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 124567890

Klavika Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Klavika BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Primary color Dreamland Orange C:0 M:60 Y:100 K:0 PMS: 151C

C:0 M:60 Y:100 K:0 PMS: 151C C:5 M:98 Y:100 K:0 PMS: 485C

Color scheme Our primary color has two different combinations. Solid color and gradient. Both of them represent strong and friendly. They represent the Matchbox brand at its most basic level–our signature. In order to fit our wide target audiences, the additional colors are also a big part of our color scheme. They remain the Matchbox’s spirit but display it in a more vibrant way.


Additional colors Forest green C:66 M:0 Y:100 K:0 PMS: 368C

C:38 M:0 Y:100 K:0 PMS: 374C C:66 M:0 Y:100 K:0 PMS: 368C

Ocean BLue C:91 M:53 Y:0 K:0 PMS: 285C

C:64 M:10 Y:0 K:0 PMS: 298C C:91 M:53 Y:0 K:0 PMS: 285C

Sunset Purple C:90 M:100 Y:0 K:0 PMS: 268C

C:65 M:82 Y:0 K:0 PMS: 2655C C:90 M:100 Y:0 K:0

Text Gray C:61 M:53 Y:48 K:29 PMS: Cool Gray 10C

PMS: 268C


Use of color and backgrounds 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. Although it’s always preferable to place the signature on a black or white background, there are times when it will need to appear over a color. In these cases, make sure that the signature elements are as visible as possible. On many occasions when the signature needs to appear over a photograph or illustration, special care must be taken to ensure visibility of the signature elements. The signature should be reproduced in black or white when possible.



Business Stationery The most fundamental business communication is the standard correspondence system.




The future of dreams Matchbox is giving everyone the opportunity to achieve their unobtainable dreams in a fun way and more.

Be FUn Be Mature Be Strong Be bold

Be FUn Be Mature Be Strong Be bold


“It’s kind of fun to do the impossible.” –Walt Disney Matchbox is giving everyone the opportunitiy to make their dream come true whether it’s fun or seems impossible. Matchbox will make the impossibilities feels a lot of fun to do.




“To exist is to change, to change is to mature, to mature is to go on creating oneself endlessly.” –Henri Bergson





“Believe you can and you’re halfway there. –Theodore Roosevelt Matchbox is about to entertaining your unobatainable dreams, it’s about to help you accomplish the rest halfway.


“You are never too old to set another goal or to dream a new dream. –C. S. Lewis





Š2013 Aaron Yuan Printed by Aaron Yuan 633 27th ave, apt 2 San Francisco, CA 94121 First edition published 2013 Limited edition of 1000 All rights reserved by the artist and publisher. No part of this work maybe reproduced in any form by any means, electronic or mechanical, including photocopying or recording, or by any information storage or retrieval system, without permission in writing from the publisher. ISBN 0-3233-4323-0 Printed in the United States of America