ERECTOR
VISUAL DEVELOPMENT GUIDE
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“BUILDING DREAMS ONE PIECE AT A TIME.” — EREC TOR BY MECCANO
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V I S UA L S DTA E VN E DA LOP RM D SE N GTU IGDUEI D E
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Creating a concept that will effectively shape the future implies great responsibility. Yet, it’s
BUILDING A
the type of commitment that’s needed.
VISUAL DEVELOPMENT GUIDE Our comprehensive design for Erector’s rebranding aptly subtitled “Building Towards Tomorrow,” is a perfect example of shaping the things to come. For Erector the rebranding documentation is a pivotal milestone. This compilation of achievements, operations, and objectives is more than a mere record; it’s a legacy in the making. It captures a moment in time and sets the tone for the future. We meticulously crafted the narrative of this transformation.
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TABLE OF CONTENTS
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01
02
Blueprints of Our History
Keywords
Assembled Through Time
Key Phrases
The Original Logo
Brainstorming
The Nut & Bolts of Our Narrative
Round 1—Sketches
Shaping Tomorrow - Rebranding Objective
Round 2—Sketches
New Mission Statement
Round 3—Sketches
BUILT THROUGH TIME
BUILDING A BRAND
Round 4—Sketches Round 5—Sketches New Logo Mark
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01 BUILT THROUGH TIME Blueprint of Our Legacy Blueprints of Our History Assembled Through Time The Original Logo The Nut & Bolts of Our Narrative Shaping Tomorrow - Rebranding Objective New Mission Statement
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BLUEPRINTS OF OUR HISTORY Founded in 1911 by A.C. Gilbert, Erector,
Though the brand made its debut under
initially branded as “The Erector Set,” stands
Mysto Manufacturing, its global persona
as an iconic toy line that provides metal
resonates as “Erector,” a result of Frank
construction sets. Gilbert’s inspiration took
Hornby’s similar initiative in England. While
root upon observing the assembly of steel
Erector has seamlessly integrated contempo-
girders for power lines, leading him to
rary elements over the years, its core
design a unique toy allowing children to
philosophy endures: enabling learning
engineer their mini-structures. These versa-
through building. The brand champions the
tile kits allow both children and enthusiasts
mantra, “Building dreams, one piece at a
to design everything from buildings to
time,” and is driven by a mission to inspire
bridges, fostering creativity, hands-on
young minds to explore, innovate, and bring
learning, and engineering skills.
their imaginations to life. For Erector, each set is more than just a toy—it’s a portal to boundless imagination and innovation.
Invent the future —Meccano by Erector
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Foundational Ingenuity: This authentic blueprint sketch unveils the original Erector Ferris Wheel, a testament to A.C. Gilbert’s revolutionary approach to invention. Gilbert’s method was a blend of play and precision— carefully crafting each piece to inspire future builders and ignite the imaginations of young engineers
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classic metal pieces.
plastic components alongside its
significant redesign, integrating
The brand modernizes with a
1960’S
significant interest.
Fair in New York City, capturing
Erector makes its debut at the Toy
1913
ibility across both brands.
U.S., streamlining parts for compat-
sold as “Erector by Erector” in the
leading to a unified product line
Erector acquires the Erector brand,
2000
experience.
and enriching the building
enabling dynamic, moving models
Erector introduces electric motors,
1950’S
construction kits.
Set”, pioneering a new era of toy
A.C. Gilbert invents the “Erector
1911
ASSEMBLED THROUGH TIME Rebranding Innovation: Tracing Erector’s journey from A.C. Gilbert’s revolutionary concept in 1913 to today’s reimagined identity, this
timeline encapsulates the evolution of a toy that has shaped imaginations for over a century, marking significant milestones and the
current a leap towards a modernized rebranding.
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Toolbox.
launch of the Erector Maker’s
building excellence with the
Erector celebrates 125 years of
2023
concepts.
learning and applied engineering
classrooms, reinforcing hands-on
Erector sets find a place in
2020
STEAM-focused designs
Erector by Erector launches new
2017
line.
Set by Erector construction set
Spin Master acquired the Erector
2013
learning in a modern way.
look that celebrates creativity and
Erector unveils a fresh, inspiring
2023
mechanical ingenuity.
pushing boundaries in design and
The “Inventor Series” is unveiled,
2019
the market
The award-winning Erectorid hits
2015
ASSEMBLING THROUGH TIME
BECOMES
2000
Meccano acquires the Erector brand, leading to a unified product line sold as “Erector by Meccano” in the U.S.
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THE ORIGINAL LOGO The Erector logo features bold typography and a simple color scheme, often incorporating elements like gears, symbolizing its focus on construction and engineering. Its clean, straightforward design reflects the brand’s emphasis on creativity and skill-building.
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THE NUTS & BOLTS OF OUR NARRATIVE: The Soul of the brand—
BUILDING DREAMS, ONE PIECE AT A TIME The soul not only reflects the tangible act of constructing with the toy sets but also alludes to the broader concept of fostering creativity, imagination, and ambition in young minds.
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BRAND DESCRIPTION Erector, established in 1911, is a timeless brand of construction toys that fosters creativity and learning through play. Known for its durable metal building sets, it allows young inventors to explore engineering and architecture, inspiring them to build their dreams into reality.
WHY THE REBRAND? Erector’s rebrand aims to extend its reach, modernize its values with a focus on STEM and sustainability, and introduce new products to engage a global audience and spark innovation across all age groups.
Invent the future
—Meccano by Erector
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Foundational Ingenuity: This authentic blueprint sketch unveils the original Erector Ferris Wheel, a testament to A.C. Gilbert’s revolutionary approach to invention. Gilbert’s method was a blend of play and precision— carefully crafting each piece to inspire future builders and ignite the imaginations of young engineers
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SHAPING TOMORROW: REBRANDING OBJECTIVE
Q. How can Erector transform and empower a new wave of builders and thinkers? We needed to think about the old mission statement and build a new one around an updated strategy.
EVOLVE FROM AN OLD BLUEPRINT TO A NEW BLUEPRINT
ducing young minds to the wonders of
join pieces together, our new mission
engineering, one hands-on experience
aims to unite imaginative minds
at a time.
across generations and cultures.
Current mission statement: “To give today’s
Through the universal language of
young minds the tools to become tomor-
education, collaboration, and fun, we
row’s innovators. Erector by Meccano:
don’t merely construct structures;
Invent the future.”
we ignite innovation and foster a lifelong passion for learning.
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Just as Erectors beams and bolts
^
Erector was born from the vision of intro-
EVOLVING BLUEPRINT:
^
^
^
^
FOUNDATIONAL BLUEPRINT:
KEYWORDS
1. EDUCATION:
Nurturing growth and continuous discovery in the universal language of learning and fun.
^
form we introduced new keywords.
^
^
To help the mission statement trans-
REIMAGINE OUR MISSION STATEMENT Putting together the new mission statement comes from a combination of the new keywords. The Blueprint for a Brighter Future includes a new mission statement.
2. COLLABORATION: Bridging diverse minds across ages and backgrounds in a tapestry of shared creativity. 3. FUN:
Inspiring minds and kindling the fire of innovative dreams.
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NEW MISSION STATEMENT
INSPIRE IMAGINATIVE MINDS AND IGNITE INNOVATION BY BUILDING ON THE UNIVERSAL LANGUAGE OF EDUCATION, COLLABORATION, AND FUN.
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02 BUILDING A BRAND Exploring Erector’s rebrand, driven by key keywords that reflect our core values; we introduce our new mission statement, charting a path for imagination, collaboration, and education. Keywords Key Phrases Brainstorming Sketches Round 1-5 New Logo Mark C O DY M E DA R I S / FA L L 2 0 2 3
KEYWORDS Key words are really important when making a new brand image. They’re like the building pieces of an erector set for how the brand should feel and talk. These words are chosen to connect with the people the brand wants to reach, and they show what the brand is all about. They help make a unique way of talking and thinking about the brand that sticks in people’s minds. When a brand is changing its image, these words help make sure everything from ads to the way the brand looks stays true to what the brand stands for. They guide the brand’s style and how it acts, so every time someone sees or hears about the brand, they get the right idea. In short, keywords help tell the brand’s story in a simple and powerful way.
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IMAGINATION:
Inspiring minds and kindling the fire of innovative dreams
COLLABORATION:
Bridging diverse minds across ages and backgrounds in a tapestry of shared creativity.
EDUCATION:
Nurturing growth and continuous discovery in the universal language of learning and fun.
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KEY PHRASES When reimagining a brand, it’s not just about selecting the right keywords; it’s also about crafting key phrases that become part of the brand’s voice and vision. These phrases do more than describe; they evoke feelings, embody values, and articulate aspirations. They’re the narrative threads that weave through the brand’s presence, from logos to marketing messages, shaping perception and experience.
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#1—Imagination Inspiring minds and kindling the fire of innovative dreams.
IGNITING THE SPARK OF BOUNDLESS CREATIVITY #2—Collaboration Bridging diverse minds across ages and backgrounds in a tapestry of shared creativity.
MINDS MERGING, IDEAS EMERGING #3—Education Nurturing growth and continuous discovery in the universal language of learning and fun.
NURTURING GROWTH AND CONTINUOUS DISCOVERY
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BRAINSTORMING Brainstorming shapes related to key phrases in Erector’s rebranding turns ideas into symbols that represent the brand’s values, making the brand relatable and its message clear.
Q. What physical elements could represent each camp of ideas with Erector in mind?
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ROUND 1—SKETCHES We categorized our key phrases (camps) and created a variety of symbols, graphics, and logotypes for each. This variety helps us find the best visual representation of our brand’s identity and message. With our notebooks, stencils and pencils in hand, we can keep each logo sketch organized and presentable.
Imagination—Camp 1—Igniting the spark of boundless creativity Collaboration—Camp 2—Minds merging, Ideas Emerging Education—Camp 3—Nurturing growth and continuous discovery
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IMAGINATION—ROUND 1—IGNITING THE SPARK OF BOUNDLESS CREATIVITY
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21. Flames atop “Erector” in a bridge shape 29. Circuits shaped into an “E” with little flames on the top 30. Circuit board in the shape of an “E”. Each soder point is in a cube creating the E. 36. A different flame shape to represent the “sparks” of the key phrase. 40. Blocks curated into an E.
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IMAGINATION—ROUND 1—IGNITING THE SPARK OF BOUNDLESS CREATIVITY
41. The letter E on top of a block of bricks. 48. An abstract letter E that is shaped like matches or an abstract flame.
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63. The Letter E shaped with steel beams
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86. A six sided target with a star in the middle. 93. A shooting star
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IMAGINATION—CAMP 1—REFINED SKETCHES
REFINED SKETCHES Various sketches from each camp were chosen and then refined.
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COLLABORATION—ROUND 1—MINDS MERGING, IDEAS EMERGING
4. Erector spelled out with unconventional shapes. 7. Pipes or beams wrapped around each other into a lower case “e”. 8. A capital “E” shaped by overlapping pipes that correlate to construction. 9. The logotype “Erector” written in organic lines with flames on the top. 5. A mix of wrenches winding into each other to make the an abstract E
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COLLABORATION—ROUND 1—MINDS MERGING, IDEAS EMERGING
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79. An arranged circuit board wrapped around the letter E
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92. Organized circuit board.
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COLLABORATION—CAMP 2—REFINED SKETCHES
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EDUCATION—ROUND 1—NURTURING GROWTH AND CONTINUOUS DISCOVERY
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EDUCATION—ROUND 1—NURTURING GROWTH AND CONTINUOUS DISCOVERY
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EDUCATION—ROUND 1—NURTURING GROWTH AND CONTINUOUS DISCOVERY
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EDUCATION—CAMP 3—REFINED SKETCHES
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ROUND 2—SKETCHES We reviewed our initial sketches and decided which key phrase resonated the most. For our project, we agreed that “Camp 1: Imagination - Igniting the Spark of Boundless Creativity” was the clear choice to develop further.
Imagination—Camp 1—Igniting the spark of boundless creativity
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IMAGINATION—ROUND 2—IGNITING THE SPARK OF BOUNDLESS CREATIVITY
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ROUND 3—SKETCHES We saw potential in certain initial sketches and carried them forward for more exploration. In the next round, we produced additional sketches and then honed them further.
Imagination—Camp 1—Igniting the spark of boundless creativity These logos moved forward to round 3. We then sketched even more ideas from these round 2 ideas.
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IMAGINATION—ROUND 3—IGNITING THE SPARK OF BOUNDLESS CREATIVITY
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IMAGINATION—ROUND 3—IGNITING THE SPARK OF BOUNDLESS CREATIVITY
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IMAGINATION—ROUND 3—IGNITING THE SPARK OF BOUNDLESS CREATIVITY
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ROUND 4—SKETCHES We saw potential in certain initial sketches and carried them forward for more exploration. In the next round, we produced additional sketches and then honed them further.
Imagination—Camp 1—Igniting the spark of boundless creativity These logos moved forward to round 3. We then sketched even more ideas.
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IMAGINATION—ROUND 4 —REFINED SKETCHES
rector
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ROUND 5—LOGO OPTIONS We saw potential in certain initial sketches and carried them forward for more exploration. In the next round, we produced additional sketches and then honed them further.
Imagination—Camp 1—Igniting the spark of boundless creativity These logos moved forward to round 5. We then sketched even more ideas.
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IMAGINATION—ROUND 5—COMPUTER ROUGHS
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FINAL LOGO Innovation, collaboration, and education are the three keywords that encapsulate Erector’s brand identity. With these concepts as a guiding force represents the foundation of a structure, which embodies Erector’s commitment to Inspire imaginative minds and ignite innovation by building on the universal language of education,
VISUAL SYSTEMS GUIDELINES
collaboration and fun.
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Innovation
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Collaboration
E Education
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LOGO MARK Imagination—Camp 1—Igniting the spark of boundless creativity
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M11 | DEVELOPMENT—ROUND 2 Cody Medaris | GR 604 | Fall 2023
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