Milton bradley visual develop guide

02.

MILTON BRADLEY Visual Development Guide CHUJUN ZHAO NATURE OF IDENTITY 2018 SPRING

Visual Development Guide Logo Concept

MILTON BRADLEY Our New Future and Territory

Initial Sketches

Digital Sketches

Logo Finalization

BUILD OUR NEW COMMUNITY Milton Bradley Visual Development Guide

Visual Development Guide

“

“

I THINK TRUE SUCCESS IS INTRINSIC... IT’S LOVE. IT’S KINDNESS. IT’S COMMUNITY.

Visual Development Guide

— Tom Shadyac

Table of Contents

01.

02.

LOGO CONCEPT

LOGO SKETCHES

Brand Overview

08

Concept Behind

18

The Old Mark

10

R1: Cooperation

22

New Concepts

12

R2: Engaging

26

R3: Inspiration

30

Visual Development Guide Table of Contents

03.

04.

DIGITAL SKETCHES

LOGO FINALIZATION

Round 2

36

Final Logo

50

Round 3

40

Anatomy of the Logo

52

Similar Logo

46

Logo Word Mark

54

Typography Exploration

56

Color Pallet Exploration

58

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

“CREATING A BETTER WORLD REQUIRES TEAMWORK, PARTNERSHIPS, AND COLLABORATION, AS WE NEED AN ENTIRE ARMY OF COMPANIES TO WORK TOGETHER TO BUILD A BETTER WORLD WITHIN THE NEXT FEW DECADES. ” — Simon Mainwaring

Logo Finalization

Visual Development Guide Brand Overview

The Old Mark

New Concepts

01.

LOGO CONCEPT

Brand Overview

08

The Old Mark

10

New Concepts

12

Visual Development Guide Logo Concept

Initial Sketches

Brands Overview The core of Milton Bradley is to help people participate in communities and build connections with each other through entertainment. By using an interactive and inspirational approach, Milton Bradley helps participants to achieve their common goals. In the community, Milton Bradley helps people build a shared, collaborative network to increase knowledge, creativity and skills.

Our new territory

08

Digital Sketches

Logo Finalization

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

The Old Mark

Development History: Milton Bradley

1941 — 1943

1943–1964

1963 —1978

1978 —1997

1964 —1978

1978 —1986

“Key to Fun” logo 1950–1986 The Key to Fun logo first appeared on the front of Milton Bradley games and puzzles circa 1950 and was used until 1986.

10

1950–1964

Visual Development Guide Brand Overview

The Old Mark

New Concepts

Important point 1941–1943

1962–1963

1943–1964

Milton Bradley, which was established in 1860, did not adopt a logo until 1941.

This variant appeared on some of MB’s “Big Ben” puzzles from 1962 to 1963.

Milton Bradley’s first version of their classic logo was adopted in 1943 and was used as their primary logo until 1963. It could also be found on Operation money until 2008.

1997 — present

AND NOW...

2018 — future

MB Games

2008

11

Visual Development Guide Brand Overview

The Old Mark

New Concepts

New Concept The new concept of the Milton Bradley logo is based on the brand’s mission.

Our mission is to encourage people to participate in a shared, developing, cooperative community and to make better decisions. The new concept of the logo will focus on three different design aspects, each indicated by a keyword that characterizes the Milton Bradley’s future.

01.

INSPIRATION 02.

ENGAGING 03.

COOPERATION 13

INSPIRATION ENGAGING COOPERATION 14

Visual Development Guide The Old Mark

New Concepts

“

“

Brand Overview

DESIGN IS A CONTINUE PROCESS. ONE IDEA OFTEN BUILDS ON ANOTHER.

— Mark Parker

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

“A SMALL CHANGE AT THE BEGINNING OF THE DESIGN PROCESS DEFINES AN ENTIRELY DIFFERENT PRODUCT AT THE END.” — Jonathan Ive

Logo Finalization

Visual Development Guide Concept Behind

R1: Inspiration

R2: Engaging

R3: Cooperation

02.

LOGO SKETCHES

Concept Behind

18

R1: Inspiration

22

R2: Engaging

26

R3: Cooperation

30

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Concept Behind

Keyword 01_

INSPIRATION Using an interesting and interactive approach to help people find their inspiration and stimulation.

To encourage participants growing up together through the entertainment.

Key phrase 01_

The moment of insight Key elements _ Keys _ Bulb _ Blink _ Doors

18

Logo Finalization

Visual Development Guide Concept Behind

R1: Inspiration

R2: Engaging

R3: Cooperation

Keyword 02_

ENGAGING Through involvement in the community of participants, people will find themselves engaged with others who share common interests, leading to enduring and fruitful relationships.

Key phrase 02_

Connection + Interactive Key elements _ Rings _ Windmill _ Center point

19

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Keyword 03_

COOPERATION Connecting different people together in diverse groups to achieve common goals. Encouraging communication and collaboration to help people make better choices in order to achieve optional results.

Key phrase 03_

Working and building together Key elements _ Honeycomb _ Handshake _ Center point _ Humanity

20

Logo Finalization

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

All of them look too realistic.

The initial drafts are not

R1: Inspiration Key Phrase: The moment of insight

22

abstract enough.

(Symbolic + Graphic)

Visual Development Guide Concept Behind

R1: Inspiration

R2: Engaging

R3: Cooperation

Don’t include a

This design

This examples design

person’s image in

looks too childish

proves difficult when

logo design.

for Milton Bradley’s

attempting to define

new features.

the letters.

23

Visual Development Guide Logo Concept

Key Phrase: The moment of insight

Initial Sketches

Digital Sketches

(Word)

The font of this design is simply too bold.

Don’t put it around the circle.

Summery of this phase The idea of using keys or bulbs is unsuccessful. Also, inspiration is not a very specific word for Milton Bradley’s new mission. The word of inspiration can be applied on many different brands.

24

Logo Finalization

Visual Development Guide Concept Behind

R1: Inspiration

R2: Engaging

R3: Cooperation

Visual Development Guide Logo Concept

Initial Sketches

R2: Engaging Key Phrase: Connection + Interactive

26

Digital Sketches

All of them look

This logo is too complicated,

too realistic. The

making it difficult to define

initial drafts are not

the shapes.

abstract enough.

(Symbolic)

Logo Finalization

Visual Development Guide Concept Behind

R1: Inspiration

R2: Engaging

R3: Cooperation

Remember Milton

This might be the

Bradley has two

direction to develop.

capitals in the logo.

Don’t negate the ‘B’.

Key Phrase: Connection + Interactive

(Graphic)

27

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

These two logos look

Key Phrase: The moment of insight

(Word)

Summery of this phase There are some possibilities in this phase. Instead of using Engaging as the main idea, the phrase of “Connection + Interactive� works better here. The direction is more clear and successful in this part.

28

too funky for the brand.

Logo Finalization

Visual Development Guide R1: Inspiration

R2: Engaging

“

R3: Cooperation

A POOR LOGO DOESN’T MEAN A BUSINESS WILL FAIL, AND A GOOD LOGO DOESN’T MEAN IT WILL SUCCEED - IT JUST HELPS. ULTIMATELY A GOOD LOGO IS SOMETHING THAT PEOPLE RECOGNIZE INSTANTLY AND RELATE TO.

— Matt Mickiewicz

“

Concept Behind

29

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

Visual Development Guide Concept Behind

R1: Inspiration

R2: Engaging

R3: Cooperation

All of them look too realistic. The initial

R3: Cooperation Key Phrase: Working and building together

drafts are not abstract enough.

(Symbolic)

31

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

These two logos look too geometric for Milton

Key Phrase: Working and building together

32

(Graphic)

Bradley.

Visual Development Guide Concept Behind

R1: Inspiration

R2: Engaging

Key Phrase: Working and building together

R3: Cooperation

(Word)

Don’t put wordmarks into a geometric shape.

Summery of this phase In this phase, the realistic shapes of bees or ants are not working well. Some shapes of handshakes are too formal and rigid for Milton Bradley to use. Also, Milton Bradley is not only about working and building, Milton Bradley is more directed toward communication and communities.

33

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

“I DESCRIBE THE DESIGN PROCESS AS LIKE THE TIP OF THE ICEBERG. WHAT YOU DON’T SEE IS THE LONG HAUL: ALL THE ENDLESS AUDITING AND THINGS LIKE THAT. ” — Norman Foster

Logo Finalization

Visual Development Guide Round 2

Round 3

Similar Logo

03.

DIGITAL SKETCHES

Round 2

36

Round 3

40

Similar Logo

46

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

Round 2: Connection + Interactive In the second round of sketches, the most successful designs are found in phrase 02—Connection + Interactive. In round 2, the main purpose is to design a balanced and solid digital sketch and keep refining it. The key function of the logo is to express how Connection and Interactive can be combined, resulting in harmony.

As LeBron James said: “There

are some teams and logos you see, no matter where you are in the world, and you know exactly who they are and what they mean.”

Key Phrase: Connection + Interactive

36

These logos look like Nazi’s symbols.

Visual Development Guide Round 2

Round 3

Similar Logo

These three logos have the feeling of "Connection + Interactive".

37

Visual Development Guide Logo Concept

Initial Sketches

10 Digital Sketches

After choosing 10 sketches concepts from the Round 2, the below are the digital version for Milton Bradley. The main idea of the digital sketch is to show how elements can interact with each other.

Element Idea_

+

38

+

Digital Sketches

Logo Finalization

Visual Development Guide Round 2

Round 3

Similar Logo

These two logo is the most successful directions in this phase. In the next design process, the logo needs to be very balanced and connection.

Some of the elements in these two logos are not lock up. Thus, it looks a little bit loose.

39

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Round 3: Connection + Interactive In the third round, the main goal is to develop the two digital sketch which has bee selected in round two. By getting inspiration from the second round, the most successful symbols or graphics are the circles and the hexagon.

Thus, in the third round, how to use circles and hexagons to create a balanced logo will be a huge challenge.

Sketch 01_

+

Sketch 03_

+

40

Sketch 02_

+

Sketch 04_

+

Logo Finalization

Visual Development Guide Round 2

Round 3

Similar Logo

These two are the most successful sketches in this round.

Sketch 05_

+

Sketch 07_

+

Sketch 06_

+

+

Sketch 08_

+

+

41

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Round 3: Refinement

Refinement 01_

1.5x

8x

1x

Summery of this refinement This logo has stable and balanced graphic shapes. The outside elements connect with each other.

However, the center circle looks kinds of disconnection. Also, the center circle looks like some bad film character's eyes.

42

Logo Finalization

Visual Development Guide Round 2

Round 3

Similar Logo

Refinement 02_

8x

1x

1x

Summery of this refinement This logo combines circles and hexagon in a solid way. The design idea is to combine "Connection+ Interactive" phrase with graphic elements. The next step is to design a wordmark for this logo. A good wordmark needs to have some connection with the symbolic logo.

43

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

“

LIFE IS NOT A SOLO ACT. IT’S A HUGE COLLABORATION, AND WE ALL NEED TO ASSEMBLE AROUND US THE PEOPLE WHO CARE ABOUT US AND SUPPORT US IN TIMES OF STRIFE.

“

— Tim Gunn

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

Similar Logo Research Comparing existing logos with the new logo exploration is very helpful for the designers. There are some many logos and brand identities in this worlds. Sometimes, designers create similar logos without awareness. So the look-a-like stage helps designers to avoid making mistakes. On the other hand, designers are often inspired by existing logos. Good design always gives people good inspiration and insight.

46

01_ Star Alliance

02_ Agrisystem

03_ AGTech-lg

04_ BP-Logo

05_ Canvas Network

06_ Chris Lifehouse

07_ Crocker Bank

08_ Enviro-Energies

09_ Arlberg

10_ Honeywell Europe

11_ Imperial Brands

12_ Irvine Company

Visual Development Guide Round 2

Round 3

Similar Logo

“I BELIEVE IN INNOVATION AND THAT THE WAY YOU GET INNOVATION IS YOU FUND RESEARCH AND YOU LEARN THE BASIC FACTS.” — Bill Gates

13_ Jyske Bank

14_ Kauai Surf Resort

15_ Mas Kaos Denver

16_ Petr China

17_ Picasa

18_ Plüss-Staufer

19_ Ready Rent All

20_ Citizens Banks

47

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

“IT TAKES COLLABORATION ACROSS A COMMUNITY TO DEVELOP BETTER SKILLS FOR BETTER LIVES. ” — Jose Angel Gurria

Logo Finalization

Visual Development Guide FInal Logo

Anatomy of the Logo

Logo Word Mark

Typography Exploration

Color Pallet Explore

04.

LOGO FINALIZATION

FInal Logo

50

Anatomy of the Logo

52

Logo Word Mark

54

Typography Exploration

56

Color Pallet Explore

58

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Final Logo

Though many rounds of hand sketches and digital distillations, we have finalized the new look of the future Milton Bradley. This new identity expresses the feeling for a shared and cooperative community.

In the future, Milton Bradley will expand various ways for people to communicate and cooperate.

The main purpose of Milton Bradley is to create a harmony community for people who want to build enduring and fruitful relationships.

Furthermore, The new Milton Bradley will push itself to build all generation's communities and help participants to achieve their common goals. Now, let's introduce the final outcome of the new logo.

50

Logo Finalization

Visual Development Guide FInal Logo

Anatomy of the Logo

Logo Word Mark

Typography Exploration

Color Pallet Explore

Outcome

Final out of Milton Bradley

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Anatomy of the Logo

7x

8x

4x

1x 1x

0.5x

52

1x

Logo Finalization

Visual Development Guide FInal Logo

Anatomy of the Logo

Logo Word Mark

Typography Exploration

Color Pallet Explore

“WE TALK A LOT ABOUT HOPE, HELPING, AND TEAMWORK. OUR WHOLE MESSAGE IS THAT WE ARE MORE POWERFUL TOGETHER.” The new logo is composed of both a symbolic and a word mark. The symbolic mark is based on the idea of “Connection + Interactive”. The “Connection + Interactive” comes from the keyword “Engaging” which is the feature behind Milton Bradley’s new mission. The word mark is customized and it shares the same graphic angles with the symbolic mark.

53

Visual Development Guide Logo Concept

Initial Sketches

Logo and Word Mark

The new mark has several different versions based on its usage. The wordmark was created on the hexagons that the symbolic element. The first version has the wordmark next to the symbolic marks. This version has a longer horizontal length to be applied on some usage. The second version will have the wordmark under the symbolic marks. This version has a longer vertical version which can be used on a higher place.

Milton Bradley Word Mark

54

Digital Sketches

Logo Finalization

Visual Development Guide FInal Logo

Anatomy of the Logo

Version 01_

Logo Word Mark

Typography Exploration

Color Pallet Explore

signature

wordmark

Version 02_

signature

wordmark

55

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Typography Exploration

Typefaces are key elements of design that shape the impression of our brand and the user experience itself.

Thus, for the final typography, the rule for the typefaces need to have the feeling of the brand mission.

56

01.

02.

TITLE: Ubuntu Bold

TITLE: Lato Bold

Body: Ubuntu Regular

Body: Lato Regular

Milton Bradley

Milton Bradley

Nis pa dolorro excepelest mo con rem inihitis et ea nit, consecus ideliciet fugia dolupta tempore comni tem estiusc iaerfer ruptur simus et qui autaspis eate re doles ratenditat enimporiae pro tecullaut quoditam, nonecti buscimaio ium aut facculpa con corum aute sin coria aut aut alitaqui cupit volupis sus, et molor adi con essitem porpore pellaborio dolupta nime lis ut alisIncia con et rerumque debit ut ab iusaes quias de veligendi quodit venimus es et quatem fuga.

Xerem fuga. Et evelenda dolore quia con nisciate dollaudamus

Nis pa dolorro excepelest mo con rem inihitis et ea nit, consecus ideliciet fugia dolupta tempore comni tem estiusc iaerfer ruptur simus et qui autaspis eate re doles ratenditat enimporiae pro tecullaut quoditam, nonecti buscimaio ium aut facculpa con corum aute sin coria aut aut alitaqui cupit volupis sus, et molor adi con essitem porpore pellaborio dolupta nime lis ut alisIncia con et rerumque debit ut ab iusaes quias de veligendi quodit venimus es et quatem fuga. Xerem fuga. Et evelenda dolore quia con nisciate dollaudamus

Logo Finalization

Visual Development Guide FInal Logo

Anatomy of the Logo

Logo Word Mark

Typography Exploration

Color Pallet Explore

Important point

TITLE: Lato Sans Body: Lato Regular

A B C D E FG H I J K LM N O P QRST UVWX Y Z 1234567890 !@# $%^ &* ( ) { } [ ] < > | + = Milton Bradley Nis pa dolorro excepelest mo con rem inihitis et ea nit, consecus ideliciet fugia dolupta tempore comni tem estiusc iaerfer ruptur simus et qui autaspis eate re doles ratenditat enimporiae pro tecullaut quoditam, nonecti buscimaio ium aut facculpa con corum aute sin coria aut aut alitaqui cupit volupis sus, et molor adi con essitem porpore pellaborio dolupta nime lis ut alisIncia con et rerumque debit ut ab iusaes quias de veligendi quodit venimus es et quatem fuga. Xerem fuga. Et evelenda dolore quia con nisciate dollaudamus

57

Visual Development Guide Logo Concept

Color Pallet Exoploration

Color Communicates important information to everyone. The final color pallet represented the soul of the brand.

58

Initial Sketches

Digital Sketches

Logo Finalization

Visual Development Guide FInal Logo

Anatomy of the Logo

Logo Word Mark

Typography Exploration

Color Pallet Explore

POWERFUL BLUE

PANTONE P 99-8 U

COLLABORATION BLUE

PANTONE P 112-3 U

HARMONY GREEN

PANTONE P 133-3 U

C: 100

Y: 0

M: 100

K: 0

C: 40

Y: 0

M: 5

K: 0

C: 30

Y: 20

M: 0

K: 0

Visual Development Guide Initial Sketches

“

“

Logo Concept

COOPERATION AND RESPECT FOR EACH OTHER WILL ADVANCE THE CAUSE OF HUMAN RIGHTS WORLDWIDE. — Robert Mugabe

Digital Sketches

Logo Finalization

Visual Development Guide FInal Logo

Anatomy of the Logo

Logo Word Mark

Typography Exploration

Color Pallet Explore

Visual Development Guide Source

Source Photo Source https://www.bigstockphoto.com/ http://www.celgene.com/ https://www.istockphoto.com/stock-photos https://www.shutterstock.com/ https://www.stryker.com/us/en/index.html https://www.flickr.com/ https://www.dreamstime.com/

Content Source https://www.newyorker.com/magazine/2007/05/21/the-meaning-of-life http://www.fundinguniverse.com/company-histories/milton-bradley-company-history/ https://www.biography.com/people/milton-bradley-9223556 https://www.brainyquote.com/topics/game https://en.wikipedia.org/wiki/List_of_Milton_Bradley_Company_products https://www.hasbro.com/en-us/

63

THE BRAND GUIDELINES OF MILTON BRADLEY

The Milton Bradley is a famous brand with a long history. Our brand is expressed in many ways—our communities, our conservations, our relationships.

We encourage people to participate in a shred, developing and cooperative community.

These guidelines help you know more about our brand expression——the using of our logomark and our brand promise. With these guidelines, you will have a clear understanding and direction about Milton Bradley. We hope you will join us in our efforts to strengthen and expand this already wonderful part of Milton Bradley.

BOOK 02_ VISUAL DEVELOPMENT GUIDE

DESIGNER Chujun Zhao

INSTRUCTOR Hunter Wimmer GR 604_Nature of Identity 2018 Spring Academy of Art University

This book is noncommercial project for educational purpose and not intended to represent the Milton Bradley company.

Visual Development Guide Logo Concept

Initial Sketches

Digital Sketches

Logo Finalization

CHUJUN ZHAO NATURE OF IDENTITY 2018 SPRING