Fao strategy

FAO Brand Guidelines

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FAO Brand Guidelines

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Our History FAO Schwarz was founded in 1862 as “Toy Bazaar” by German immigrant Frederick August Otto Schwarz in Baltimore where he and his three brothers retailed imported fine European toys. In 1870, Schwarz opened his New York City location “Schwarz Toy Bazaar.”

It was described by the New York Times as the largest dealer of toys in the city. Schwarz added his initials to the store, branding it “FAO Schwarz” in 1889. In 1931, the New York City location moved to Fifth Avenue where it operated for 55 years until it and the company closed in 2015.

Frederick August Otto Schwarz opens toy store in Baltimore, MD, selling imported fine European toys

1862

Store relocates to Fifth Avenue in New York City

1870

Schwarz moves the business to Broadway in New York City

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FAO Brand Guidelines

1931

1963

Schwarz family sells business to Parents Magazine

FAO Schwarz “BIG Piano Dance Mat” is featured in Big starring Tom Hanks

Toys R Us, Inc. buys FAO Schwarz

1988

2009

1996

First FAO Schweetz opens offering hundreds of types of candies, chocolate and fudge

ThreeSixty Group, Inc. purchases FAO Schwarz from Toys R Us

2015

2016

Flagship and last remaining FAO Schwarz store closes

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Our Past

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Our Future

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Brand Soul A magical and one-of-a-kind play experience

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Brand Mission FAO creates a magical world of play that delights and inspires the imagination

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02 Visual Development

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Initial Logo Sketches

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Refinements

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Final Mark

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03 Brand Standards

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Mark No maximum size for the logo but mark is to only be used in the approved colors orange, blue, black or white. The color of the background should complement the logo determining which logo should be used on the background.

Minimum size no smaller than 1-inch wide

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Logo Integrity and Clear Space Clear space is the area around the logo. This area should be clear of any graphics or typography. This space also includes the edges of magazines and newspapers.

Use the height of the tail to determine the clear space needed around the logo x = height of tail

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Logo Variations The mark can be applied only in the colors and styles below. The logo can be two colors orange and blue or all one color.

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Logo Signatures Only approved signatures can be added to the logo to respect the integrity of the brand.

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Typography The main logo is always to be used in capital letters and Adobe Garamond Pro. The signature must be Helvetica Neue and lowercase. Any secondary or complementary typography can be either all caps or caps and lowercase but must respect the identity’s clear space rules.

Adobe Garamond Pro Regular Adobe Garamond Pro Bold

Helvetica Neue Regular Helvetica Neue Bold

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Colors CMYK 0 55 95 0 RGB 216 103 29 HEX #d8671d PMS P24-8U

CMYK 70 0 11 0 RGB 58 107 205 HEX #3aaacd PMS P118-6U

CMYK 0 80 63 0 RGB 206 57 57 HEX #ce3939 PMS P55-6U

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Brand Architecture The pattern should only be the brandmark on the approved blue color background with the brandmark screened 10% lighter than the background.

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Unapproved Uses To preserve the integrity of the FAO brand, use

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the brandmark correctly and consistently with any application. Altering, distorting or redrawing

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the mark in any way may weaken the overall brand image.

1. Rotate brandmark or wordmark

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2. Alter the angle 3. Add text or graphics 4. Separate the mark (aside from using it in approved pattern)

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5. Crop the brandmark

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6. Outline the brandmark 7. Use brandmark next to wordmark 8. Use any color other than the brand colors 9. Flip brandmark 7.

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Business System

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875 Avenue of the Americas New York, NY 10001 info@fao.com

Jane Smith PO BOX 123 Philadelphia, PA 19123

Dear Ms. Smith, The legendary toy store encourages visitors to give the gift of joy this season by helping the Marine Toys for Tots Foundation fulfill wishes of kids in need. As families kick off their holiday traditions of hanging the mistletoe and lighting the lights, FA O Schwarz® will once again bring the magic of the holidays to its customers through extraordinary toys, festive décor and charitable giving at its flagship location in New York City. Best known for its high-quality, unique merchandise, the world’s most storied toy store has carefully crafted a selection of toys to feature in its annual holiday shopping catalog, which arrives in homes nationwide this week. The 40-page book is brimming with iconic brands such as Hansa, L E G O ®, Playmobil®, Steiff®and Tonner®, as well as limited edition toys, including the FA O Schwarz Barbie® Soldier Doll from Mattel® and Cabbage Patch Kids® Collector Edition Dolls from JAKKS Pacific®. And, in the spirit of giving joy this holiday season, visitors to the legendary FA O Schwarz are encouraged to make monetary contributions at its store through Christmas Eve to benefit the Marine Toys for Tots Foundation in helping kids in need.

“For generations, FA O Schwarz has served as a must-see holiday destination for millions of families worldwide where they can enjoy a distinctive shopping experience and discover one-of-a-kind gifts,” said Lisa Harnisch, Senior Vice President, General Merchandise Manager, Toys“R”Us, U.S. “This year, as shoppers set out to find the perfect presents for the kids and kids-at-heart on their lists, FA O Schwarz has compiled a unique selection of playthings in its annual holiday catalog, including nearly 400 timeless toys that will excite and delight children for years to come.”

Sincerely,

Michael Smith

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FAO 875 Avenue of the Americas New York, NY 10001

Michael Smith

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Executive Director 215.123.4567 smithm@fao.com fao-experience.com 875 Avenue of the Americas New York, NY 10001

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Staff U n i fo r m s a n d I D Staff uniforms will include the mark and the staff person’s name stitched onto the polo shirts. Staff will also be provided with an ID card which can be scanned to sign in to work as well as allow higher officials like managers to view each staff person’s activity and history while employed.

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Packaging Packaging can include shopping bags and boxes with approved brand pattern, mark, and website. Currently, blue is the only approved color for the pattern.

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www.fao-experience.com