GR604 Gymboree Visual Standards Guide

Visual Standards Guide Leila San Jose | GR604: Nature of Identity

Visual Standards Guide

12–23 LOGO IDENTITY

New Logo Logo Anatomy Clear space Size Chart Logo Don’ts

23–33 VISUAL SYSTEM Color Palette

Typography Business System

CONTENTS

NEW LOGO Description goes here in paragraph form.

OUR HISTORY Gymboree is a company founded in Marin County, California in 1976. They opened a chain of clothing stores in 1986. In January 2019, they operated 380 stores, 154 outlets, 147 Janie & Jack stores, 253 Crazy 8 stores and 11 Crazy 8 Stores in the US and Canada.

In 2016, the Gymboree corporation sold the Gymboree Play & Music business to a private company and is now completely separate from the Gymboree Corporation.

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B R IGHT Creating happy moments.

EAGER Providing activities where children can learn from and grow.

CU R IOUS Helping children to discover and explore the world.

We inspire and motivate multi sensory experiences for all children to support the holistic development of nurturing physical and mental growth so they can be active in growing independently and their communities.

B R IGHT Creating happy moments.

EAGER Providing activities where children can learn from and grow.

CU R IOUS Helping children to discover and explore the world.

LOGO IDENTITY These standards are meant to be the guidelines for correct way of use of the new Gymboree logo. It strives to bring clarity in maintaining the consistency of the design of the logo.

This includes the final logo itself, anatomy, clear space, size chart and logo don’ts.

NEW LOGO Gymboree’s final logo depicts the key phrase “Be bold and bright as you grow”. The lowercase fish hook “g” due to its larger scale represents youth as the diamond shape symbolizes bright and happiness as the rounder edges of the letter provide a more playful approach to the logo.

NEW LOGO PLACE HOLDER

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LOGO ANATOMY The anatomy depicts parts of the logo design to ensure meaning and concept. It is significant because it establishes the brand identity.

SIGNATURE

SYM BOL

LOGOTYPE

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CLEAR SPACE As a finalized logo, it must have specific amount of space on all sides no matter how it is used. This ensures that the final logo design has maximum visibility and impact.

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SIZE CHART With the finalization of the logo, this chart shows how the various versions of the logo will be used.

LOGO VERSION:

SIGNATURE

WORDMARK

SYMBOL

2 INCH

1 1/2 INCH

1 INCH

1/2 INCH

BELOW 1/2 INCH

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LOGO DON’TS The logos provided are the incorrect ways to use Gymboree’s logo.

In comparison to the correct version, it sets the guidelines to how to use it properly.

DON’T spell out Gymboree using the symbol as a “g”.

DON’T outline the wordmark.

DON’T shrink the size star.

DON’T place the star in the bowl of the “g”.

DON’T place the wordmark vertically against the side of the “g”.

DON’T shrink the size of symbol mark.

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VISUAL SYSTEM As part of a guideline to Gymboree’s rebranding, specific typography and color helps to define its branding visually. The type specs, color palette, alternative versions and logo don’ts will help guide specific details as a standard of its visual system.

TYPE SPECS These are the typeface fonts used to make up Gymboree’s rebranding visual system. They are meant to be secondary to the logo typeface and still convey the same style just different weights and sizes.

LOGO-WHITE RABBIT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HEADERS & TITLES-LT SAEDA MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

THIS IS A TITLE

SUBHEADERS-CALIBRI BOLD

This is a Subheader

BODY TEXT-CALIBRI

This is some body text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec aliquam mauris sed quam male suada, pellentesque blandit orci tristique.

Nulla posuere massa ut nunc vestibulum, sed ornare ipsum vehicula. Nullam non turpis sapien. Nam eget risus non urna placerat gravida sit amet eget mauris.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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GYMBOREE COLORS The colors chosen are to be more sophisticate but still have a sense of brightness, eagerness and growth. This depicts the new direction and meaning of the new Gymboree branding.

There are specific primary colors and secondary colors within Gymboree’s visual system.

PANTONE

HEX

RGB

CMYK

130-4 C

81CCB2 129, 204, 178

49, 0, 38, 0

17-6 C

FDB952

253, 185, 82

0, 31, 78, 0

98-5 U

6B6083

107, 96, 31

64, 65, 28, 8

88-5 C

B875B1

184, 117, 177

28, 63, 0, 0

58-1 C

E49C96 228, 156, 150

8, 45, 32, 0

173-4 C

95979A

0, 0, 0, 49

149, 151, 154

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LOGO VARIATIONS These are other logo versions that can be used based on the background the logo is on. There is only a limit of two colors or one color for the logo.

Green “g” and wordmark Orange star

Black Logo

White logo with green background

Purple “g” and wordmark Orange star

Purple Logo

White logo with grey background

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BUSINESS SYSTEM The importance of this is to show brand consistency, be able to communicate the visual system and still be able to differentiate the products used for a company. These products include a business card, envelope, pencils, letterhead and folder.

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