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The Key to Fun Unlocking the Possibilities of Milton Bradley


live a little


laugh a lot


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and just have fun


Contents

01

Father of the Modern Board Game

02

Becoming Bradley&Co.

• Beginnings of Milton Bradley

• The Warm and Cozy Days

• Milton Bradley Throughout the Years

• Alive and Energetic

• Time For A Change

• Who We’re Talking To


03

It’s All About Having Fun

04

More Than Games

• This Is Our New Logo

• New Horizons

• How to Use The Logo

• Relaxation

• Do Not Do Any of This

• Entertainment

• Color Palette

• Celebration

• Typographic Standards • Business System


BRADLEY&CO.

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BRANDING & IDENTITY


FATHER OF THE MODERN BOARD GAME

CHAPTER 01 02 03 04

01 Father of The Modern Board Game

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BRANDING & IDENTITY

Just play. Have fun. Enjoy the game. — MICHAEL JORDAN

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Former NBA Player


FATHER OF THE MODERN BOARD GAME

CHAPTER 01 02 03 04

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BRANDING & IDENTITY

Beginnings of Milton Bradley The Milton Bradley Company is an American board game

and a croquet set with a patented set of standardized rules

company established by a man named Milton Bradley in

which are still essentially followed today.

Springfield, Massachusetts, in 1860.

Combining Fun & Education Before All The Fun & Games

Though The Checkered Game of Life and its successive

In 1860, Bradley printed out a few lithographs of presidential

variations accounted for Bradley’s financial success,

candidate Abraham Lincoln. These were so popular that

board games did not constitute his primary focus in life.

orders came flooding in for more prints of the young, dapper,

Once his pecuniary future had been secured, Bradley

clean-faced Lincoln. By his inauguration, Lincoln decided

turned his attention to a series of progressive scientific and

to grow out a beard and Bradley’s prints were obsolete.

educational causes. Having met Edward Wiebe, an early

He turned his focus to his other interest: board games.

American proponent of the kindergarten movement, in 1869, Bradley began to explore the ideas of the Ger man

After playing an imported board game at a friend’s house,

romantic philosopher Friedrich Wilhelm August Fröbel.

Bradley was inspired to create his own game, in which

Fröbel challenged prevalent notions for educating children,

the player found success by moving through squares marked

which emphasized recitation, rote memorization, and

with various life events and ultimately achieving “Happy

the teaching of factual information from a child’s earliest

Old Age.” Bradley named it “The Checkered Game of Life.”

schooling. Believing that these practices—which attempted

Within its first year of printing, 40,000 copies were sold.

to instill an adult mentality in children-–ran contrary to both effective teaching and a child’s natural impulses,

While producing sketches of weapons for local manufacturers, Bradley’s thoughts turned to Civil War soldiers left in the field for long periods without amusement. He produced kits of several games—chess, checkers, and others—in smaller, travel-size versions and sent them to Union troops. He also sold the kits to several businesses, and by 1864, he was successful enough to incorporate and take on partners. His next few inventions were devices for displaying lithographs, utilizing a box that held rolls of pictures of historic scenes and a zoetrope-like device that, when spun, showed a figure in motion. He also published the first jigsaw puzzles for children, card games which quizzed on bible quotes

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Fröbel suggested a pattern of education that focused on the child’s vantage point. Fröbel’s theory stressed stimulation of aesthetic and sensory perception, kept lessons brief, presented them in simple terms suitable for a child’s consumption, and incorporated instinctual preferences for play and spontaneity. Froebel also used “gifts,” which were objects to handle, such as geometric wooden blocks or balls and used in self-directed free play. He also used “occupations,” which were materials to learn skills, later arts and crafts and also circles which included mother songs and finger plays. A year after Bradley met Wiebe, the Milton Bradley Company published Wiebe’s book “The Paradise of


FATHER OF THE MODERN BOARD GAME

CHAPTER 01 02 03 04

Childhood: A Manual for Self-Instruction in Freidrich Froebel’s Educational Principles, and a Practical Guide to KinderGartners,” which describes a list of 20 Froebel gifts.

His investors told him either his kindergarten work must go or they would go. Enthralled with Fröbel’s ideas, Bradley made distinct contributions to bringing them to prominence with the American public. Beginning in 1869, he published educational tracts and pamphlets on the virtues of Fröbel’s kindergarten system. His company produced two magazines on the subject, Kindergarten News (later Kindergarten Review), and Work and Play. Though neither produced a profit, compelling Bradley’s business partners to withdraw their support, Bradley persevered, publishing the magazines until the end of his life. Bradley’s interest in art education also led him to produce a new color wheel for color instruction and publish four works about teaching colors. Bradley died at the age of 74 on May 30, 1911, in Springfield, Mass. His company continued to produce games and puzzles until 1984; it was then acquired by the Hasbro Company, which continues to use the Milton Bradley name.

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Milton Bradley Through the Years

1860

1868

Milton Bradley moves to Springfield, MA and sets up state’s

Bradley became involved in the Kindergarten movement.

first lithography shop where he sold prints of Abraham

Deeply invested in the cause, his company began manufac-

Lincoln until Lincoln grew his beard and rendered the

turing educational items such as colored papers and paints.

likeness out-of-date. Struggling to find a new way to use his

The company was hurt by Bradley’s generosity. He gave these

lithography machine, Bradley turns to his interest in board

materials away free of charge, which cost them. Due to the

game design. He creates The Checkered Game of Life.

recession of the late 1870s, his investors told him either his kindergarten work must go or they would go. Bradley chose to

1861

keep his kindergarten work.

Civil War breaks out and upon seeing bored soldiers stationed in Springfield, MA, Bradley begins producing small

1911

games the soldiers can play during their down time. This

When Milton Bradley died in 1911, the company was passed

is regarded as the first travel game in the country. These

to Robert Ellis, who passed it to Bradley’s son-in-law Robert

games included chess, checkers, backgammon, dominoes,

Ingersoll, who eventually passed it to George Tapley’s son,

and “The Checkered Game of Life.” There were sold for one

William. In 1920, Bradley bought out McLoughlin Brothers,

dollar a piece to soldiers and charitable organizations that

which went out of business after John McLoughlin’s death.

bought them in bulk to distribute.

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FATHER OF THE MODERN BOARD GAME

CHAPTER 01 02 03 04

1960

1984

Milton Bradley celebrated their centennial in 1960 with

In 1984, Hasbro, ending 124 years of family ownership,

the re-release of The Checkered Game of Life, which was

bought out Milton Bradley. Milton Bradley continued to turn

modernized. It was now simply called The Game of Life and

out games that capitalized on current trends. The 1990s saw

the goal was no longer to reach Happy Old Age, but to

the release of Gator Golf, Crack the Case, Mall Madness,

become a millionaire. Twister made its debut in the 1960s

and 1313 Dead End Drive.

as well. Thanks to Johnny Carson’s suggestive comments as Eva Gabor played the game on his show, Twister became a phenomenon.

1931–1975

2013 Milton Bradley expands its horizons. The brand is reinvented while still carrying the morals of the original Milton Bradley.

The games many of us owned and loved when we were kids were invented during these years. Games such as Battleship, Candy Land, Yahtzee, Twister, and Connect Four became household must haves for family gatherings.

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FATHER OF THE MODERN BOARD GAME

CHAPTER 01 02 03 04

Do anything, but let it produce joy. —WALT WHITMAN

Poet, Essayist, and Journalist

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Time For A Change After Milton Bradley was bought by Hasbro we knew it was time for us to revamp and come back as something new. It took years of planning but we’ve finally been able to develop a new look and feel while still holding on to Milton Bradley’s original morals. Instead of focusing on families and groups of all ages, we decided to come up with a new plan. A plan that is more modern and focuses on a group of people that just love to have fun together. Because that’s what Milton Bradley wanted. Although he wanted people to have fun, he didn’t want them to have fun alone. It always included a group of people. So, the following pages will explain how we’ve reinvented the brand of Milton Bradley.

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FATHER OF THE MODERN BOARD GAME

CHAPTER 01 02 03 04

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IT’S ALL ABOUT FUN

CHAPTER 01 02 03 04

02 It’s All About Having Fun

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The Warm & Cozy Days

BRANDING & IDENTITY

Milton Bradley used to be the company that families trusted for their board game entertainment. We were the first major American board game company that helped people come together through fun. Although everything involved loads of fun, there wasn’t much physical movement. Everyone would normally sit around and move pieces around a board. The games started to become outdated and rival companies started to pick up and create newer games. This led to our downfall of our board game company.

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IT’S ALL ABOUT FUN

CHAPTER 01 02 03 04

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IT’S ALL ABOUT FUN

Alive & Energetic

CHAPTER 01 02 03 04

Before we were a bit too relaxed. We were warm and cozy. But now we are bight, alive, and energetic. The key to having fun is to have someone there to do it with. Bradley & Co. helps people come together to hangout and create friendships based on their interests. There’s always someone who likes the same thing as you, and Bradley & Co. is here to help you find and connect with those people. We aren’t drinking milk and cookies anymore, we now are old enough to drink beer.

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Who We’re Talking To

Claire

The College Student Claire studies a lot but loves to hang out with friends. Stressed out a lot from tests and homework, and needs some kind of stress reliever. She really loves to do yoga and go for jogs to release stress. She’s very talkative and

• 21 years old

outgoing. Lives with her parents and commutes to school.

• Doesn’t party hard

If she ever has any free time she does enjoy reading a

• College student

book. Often times she studies at the local coffee shop with

• Likes studying

her classmates. She wishes there was a more fun place to

• A bit shy

hangout with people her age. She’s not big on partying and drinking, but always enjoys relaxing or working out.

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• Loves coffee


IT’S ALL ABOUT FUN

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Sean

The Mountain Man Sean loves road biking and any outdoor activity. Likes meeting others who bike ride together. Hikes every weekend. After a long day out he enjoys hitting up the bars and partying all night until he wakes up the next morning to hike some more. Wants to meet more people who likes outdoor activities and also likes to party. He loves rock music and always goes to music festivals. He loves meeting

• 28 years old • Loves rock music • Drinks beer daily • Likes to party

people at festivals.

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Becca

The Smart Girl Becca is very intelligent girl, but also insecure and shy when she first meets people. She wished there was an easier way to make friends because she doesn’t know how to approach people because of her shyness. Loves to relax and pamper herself with massages and manicures. She likes to go to the gym and exercise to relieve stress. She wants

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• 25 years old • Loves movies • Intelligent

to try yoga but has no one to do it with. Her favorite thing

• Loves relaxing

to do is go out and try new foods. She loves to go on short

• Enjoys working out

getaways to locations that help her relax.

• Laughs a lot


IT’S ALL ABOUT FUN

CHAPTER 01 02 03 04

Frank

The Party Animal Frank, aka Frank the Tank works at a local coffee shop but he’s a big party animal. He has tried almost every brand of beer out there. He also goes to the local bars a few times a week. He’s a gamer and loves any type of arcade game. He wishes there was a place where he could drink and play games. That would be his ultimate place to be at. He loves cheeseburgers and fries. So if that place could also serve

• 27 years old • Barista • Passion for music • Loves to travel

that he would be one happy guy.

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Brand Comparison Mature

Meetup.com Groupspaces.com LinkedIn Bigtent.com Google Hangout

Twitter

Facebook

Bradley&Co.

MySpace

Group

Individualistic

Oriented

Old Milton Bradley

Nintendo Red Rover Playskool Go Fish

If we compared our brand to the old Milton Bradley, you’ll see we are

Childish

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now much more mature and groups oriented.


IT’S ALL ABOUT FUN

CHAPTER 01 02 03 04

Fun

Dave & Busters

Bradley&Co.

Bennihanna’s

Chuck ‘e’ Cheese

Old Milton Bradley

Fancy

Cheap iHop

Denny’s

Taco Bell

House of Prime Rib

McDonald’s

We are also much more fun and a bit more fancy than before. You can

Boring

also see how we compare to other competing brands out there.

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BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

03 Becoming Bradley&Co.

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BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

If we don’t change, we don’t grow. —GAIL SHEEHY Author, Journalist, and Lecturer

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BRANDING & IDENTITY

This is Our New Mark Although the Milton Bradley Company has been around since 1860, we did not adopt a logo until 1943. But not much has changed about the logo over the years until now. Milton Bradley has revolutionized into Bradley&Co. We have changed the name from Milton Bradley to Bradley&Co. to emphasize that we are coming back as a brand new company. Bradley&Co. is about enjoying the company of others, which is why we use Co. in our brand. The logo represents our personality of diversity and liveliness. We are all about having fun together. All different types of people are welcome whether you’re blue, orange, neon, we don’t care. We welcome anyone and everyone. Whenever possible, the Bradley logo should appear in it’s primary colors. With the circles in Maniac colors and the word mark in the dark orange. The full colored logo should appear when the background is white.

+

B

Inspiration for the logo came from the fun and playfulness of bouncy balls. A ball represents an individual person. And Bradley&Co. is about a bunch of people with different interests, coming together to have an explosion of fun.

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BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

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BRANDING & IDENTITY

x

&Co.

8.75x

x

x

x

7.5x

7.5x

x

x

x

x

x

x x

8.75x

x

White space is to help the logo breathe. No elements should come in the given white space indicated in these diagrams.

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BECOMING BRADLEY&CO.

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mark

logo

logotype

Notice the different terms used for the logo mark and the logotype.

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How To Use The Logo Although the Milton Bradley Company has been around since 1860, we did not adopt a logo until 1943. But as you can see, not much has changed about the logo over the years until now. Milton Bradley has revolutionized into Bradley&Co. The logo represents our personality of diverse group activities. Whenever possible, the Bradley logo should appear in it’s primary colors. With the circles in Maniac colors and the word mark in the dark orange. The full colored logo should appear when the background is white.

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BRANDING & IDENTITY


BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

Primary Logo The primary logo should be used on a white background.

Black Logo If the logo must appear on a light colored background, the logo should be used in black

White Logo If the logo must appear on a dark colored background, the logo should be used in white.

Lateral Logo The lateral logo is to be used when there is minimal space above and below the logo, and the logotype can’t fit on the bottom of the mark.

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Don’t Do Any of This Don’t Use Other Colors The Bradley&Co. colors are what make us who we are. Why would anyone want to change that?

Don’t Use Other Fonts The word mark of our logo was specifically hand rendered just for our company. Please don’t try to use any other fonts.

Don’t Spread the Circles The circles in our logo were carefully placed into their positions. Please don’t try to move them around. We want to look consistent in everything we do.

Don’t Rotate Our logo should stand straight up and should never be rotated in any other position.

Don’t Stack or Put Spaces in the Logotype Our logotype was created specifically for our logo mark. Do not try to mess with per fection please.

Don’t Put Any Drop Shadows Drop shadows are not fun and playful. They actually create a distraction and become a bit tacky.

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BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

Bradley and Company

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These Colors Are Our Personality

Sunny Yellow PMS 130C RGB 255/205/3 HEX #FFCD03 CMYK 0/20/100/0

Bright Orange PMS 158C RGB 244/117/33 HEX #F47521 CMYK 0/65/100/0

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BECOMING BRADLEY&CO.

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Cool Blue PMS 311C CMYK 55/0/20/0 RGB 101/200/208 HEX #65C8D0

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BRANDING & IDENTITY

Typographic Standards The type we use is how our audience sees our voice. We want our voice to be bold and friendly. That is why we chose these two typefaces called Clarendon and Century Gothic. They both serve different purposes. Clarendon is used for really big text titles and quotes. It helps us speak in a bold, friendly voice. If every you feel that you need to talk loud and clear, just use Clarendon. We use Century Gothic for body text and captions because it is a friendly face that is much more laid back and toned down than Clarendon. You can see that both typefaces have different weights. Use these different weights when you want to emphasize a word.

Notice that Clarendon is used for titles and quotes. Century Gothic is used for body copy and captions. Please use these typefaces correctly to keep our brand consistent.

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BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

Clarendon LT Std Light

Clarendon LT Std Roman

Clarendon LT Std Bold

Use for T itles & Quotes

Use for T itles & Quotes

Use for T itles & Quotes

Aa Aa Aa ABCDEFGHIJKLNOPQR ZTUVWXYZ

ABCDEFGHIJKLNOPQR ZTUVWXYZ

ABCDEFGHIJKLNOPQR ZTUVWXYZ

abcdefghijklmnopqrztu vwxyz

abcdefghijklmnopqrztu vwxyz

abcdefghijklmnopqrztu vwxyz

1234567890,.?!

1234567890,.?!

1234567890,.?!

Century Gothic Regular

Century Gothic Bold

Use for Body Copy & Captions

Use for Body Copy & Captions

Aa Aa ABCDEFGHIJKLNOPQR ZTUVWXYZ

ABCDEFGHIJKLNOPQR ZTUVWXYZ

abcdefghijklmnopqrztu vwxyz

abcdefghijklmnopqrztu vwxyz

1234567890,.?!

1234567890,.?!

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Business System Our business system has been created simple to not over shadow the fun, playfulness of our logo. The letterhead is just plain white and the business card has an orange back with a plain white front.

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BRANDING & IDENTITY


BECOMING BRADLEY&CO.

22 Butterfield Dr., Springfield, IL 62794 P 415.425.7475 F 415.425.7476

CHAPTER 01 02 03 04

Sara Isbell Event Coordinator

22 Butterfield Dr., Springfield, IL 62794 P 415.425.7475 F 415.425.7476

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BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

04 More Than Games

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Where We Go From Here Bradley&Co. is broadening its horizons by becoming something greater than just board games. We have expanded our brand towards different areas of group oriented activities. Bradley&Co. is taking our audience on a new adventures. Our various services, education and environments are grouped into different departments depending on the level of fun.

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BRANDING & IDENTITY


BECOMING BRADLEY&CO.

CHAPTER 01 02 03 04

Celebration

Entertainment • Day-Time Festivals • Arcade Bar • Party Bus • Nightclub • Alcoholic Products

Relaxation

• Board Games • Outdoor Activities • Coffeehouse • Theme Park • Recreation Center • Group Getaways • Online Community • Hotel & Spa Resort

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Life is about the moments that take your breath away. —GEORGE STRAIT

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Singer, Actor, and Music Producer


BECOMING BRADLEY&CO.

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Relaxation


BRADLEY&CO.

Group Getaways The Joy of Traveling Get away from all the hustle and bustle of reality and enjoy yourself at the Bradley Hotel. Located next to the beach and provides full accommodation services, the Bradley Hotel is truly a relaxing experience.

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MORE THAN GAMES

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MORE THAN GAMES

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Recreational Center Your Workout Buddy The Bradley Recreational Center allows friends to come together and work out. We offer various classes including yoga, spinning

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MORE THAN GAMES

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MORE THAN GAMES

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Spa Resort Just Breathe and Relax If ever a customer is in need of some cheering up to turn their frown upside down, the Bradley&Co. relaxing services is here for their accommodation. Our uplifting services include a recreation center and a spa. Each service allows others to help others. Our spa also allows people to feel rejuvenated after a day of yoga, one on one training, or some aerobic swim lessons.

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BRANDING & IDENTITY


Entertainment


BRADLEY&CO.

BRANDING & IDENTITY

It’s more fun when you’re not the only one having it. —BERNIE DEKOVEN

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Game Designer, Author, and Fun Theorist


MORE THAN GAMES

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MORE THAN GAMES

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The Cafe A place to hangout Have a low-key gathering with friends at the Bradley Cafe. Here, friends can come with friends or meet up with others and have a nice chat over some coffee. At the Bradley Cafe we serve coffee for customers along with pastries that are freshly baked out of our oven. So when you don’t feel like partying hard or sitting at home, the Bradley Cafe is the per fect spot to just kick-back and hangout.

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MORE THAN GAMES

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Outdoor Adventures Take a Breath of Fresh Air Our outdoor adventures bring people from all kinds together to take a nice hike through the woods. You choose if you’d like to just go on a day hike or a full on backpack adventure. Just sign up for your preference and our guides help lead you on your journey.

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MORE THAN GAMES

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Celebration


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BRANDING & IDENTITY


MORE THAN GAMES

CHAPTER 01 02 03 04

Dawn to dawn, dusk to dusk life’s too short so party we must.

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MORE THAN GAMES

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Daytime Festivals Dance the Day Away Bradley’s Festivals produce innovative concerts enhanced by state of the art lighting design, large scale art installations, and theatrical per formances.

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Arcade Bar Eat, Drink, and Play Bradley Bar & Restaurant is where people can gather together for delicious food, unique drinks, and outrageous fun and games. Here, friends can party while playing arcade games located around the bar.

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MORE THAN GAMES

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BRANDING & IDENTITY

Don’t ever live vicariously. This is your life. Live. —LAVINIA SPALDING Award Winning Writer

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MORE THAN GAMES

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Don’t ever live vicariously. This is your life. Live. —LAVINIA SPALDING Award Winning Writer

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Photo Resources FLICKR flickr.com

Velo Photography velophotography.wordpress.com

Saunders Blog thesaundersblog.com

Life Spa lifespa.com

Ohio Pools ohiopools.com

Day Dreams Resorts daydreamsresorts.files.wordpress.com

Balance Integration balanceintegration.com

Smile Generation Blog blog.smilegeneration.com

W Promote wpromote.com

Life 2 Eat live2eat.typepad.com

Image5 images5.alphacoders.com

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Copyright Š 2012 Ashley Ng All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission. Written, Designed by: Ashley Ng Printed by: Ashley Ng First Edition: December 19, 2013 10 9 8 7 6 5 4 3 2 For more information, call 415.425.7475 or email ashleyng415@gmail.com

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The Key to Fun