Page 1

Kmart VISUAL STRATEGY

BRAND BOOK


03

What’s inside?

THE GENESIS HISTORY OF KMART THE PAST TIMELINE

TOMORROW REBRANDING OBJECTIVE THE BRAND SOUL OUR MISSION YESTERDAY’S PERSONALITY TODAY’S PERSONALITY


04

PEOPLE WHO LOVE US

MARKET ANALYSIS COMPETITIVE ANALYSIS SWOT


05

01 Visual Strategy


06

Visual Strategy This section shows brand new strategy, identify what the new story is within that, and capture the details that tie it all together and allow your vision to come to life.


07


08

THE GENESIS HISTORY OF KMART THE PAST TIMELINE


09

HISTORY OF KMART Kresge Company opened the first Kmart named store on March 1, 1962, in Garden City, Michigan, just four months. Kmart was transferred to the new Sears Holdings Corporation. The company known as Kmart was incorporated in 1916 while the first Kmart named store did not open its doors until 1962. At its peak in 2000, Kmart operated 2,171 stores including 105 Super Kmart Center locations. For the 2005 fiscal year under the new company,the Kmart store count was at 1,416 with only 55 Super Kmart Center locations. By the third quarter of 2017, the Kmart store chain had 510 store locations (which will decrease after several rounds of store closures announced proceeding Q3 of 2017) with only one Super Kmart Center location remaining.


10


11

THE PAST TIMELINE

1990

1981

Wal-Mart passes Kmart in sales; Kmart is now the third-largest retailing company.

The 2,000th Kmart store opens.

1977 With Kmarts accounting for almost 95 % of sales, the company changes its name to Kmart Corporation.

1962 1899 Sebastian S. Kresge founds the S.S. Kresge Company, opening the first store in Detroit.

1929 1912 With 85 stores and $10.3 million in sales, is incorporated.

In United States; store total reaches 597 and sales hit $156.3 million.

The company opens the first Kmart discount store in Garden City, Mich. Another 17 Kmart stores are opened, and in the first year of operation, corporate sales top $483 million.


12

1995

More than 200 U.S. stores are closed.

2000 Kmart announces it will close 72 stores in about 30 states.

2002 Kmart files for Chapter 11 bankruptcy protection, becoming the largest retailer ever to do so; company announces that it will close 284 stores.

2003 Kmart closed 326 stores due to a lack of profitability and poor sales.

2009 Kmart reported its first yearover-year sales increase of 0.5% since 2005, and only the second such increase since 2001.

2016 2011

Sears Holdings announced that 100 to 120 of Sears/Kmart stores would close.

At least 25 Kmart locations were targeted for closure in early 2017.

2017 Kmart had announced that 35 more stores would close by early

2018

2019

Kmart will Kmart announced reopen as a new that 64 more stores concept. will close in the spring of 2018.


“Simplicity isn’t just beautiful. Even in small does, it changes the way you feel. ”


15


16

TOMORROW REBRANDING OBJECTIVE THE BRAND SOUL OUR MISSION YESTERDAY’S PERSONALITY TODAY’S PERSONALITY


17

REBRANDING OBJECTIVE Kmart achieves revenue growth of 30% per year for the next four years, and at least a 95% excellent customer service rating each month.

Kmart increases the number of customer inquiries from the USA by 10,000 per month, and improves brand recognition among the 25-60 age female group.


18


19

THE BRAND SOUL Kmart makes your everyday life full of joy!

OUR MISSION Kmart proposes a new lifestyle. All the products and services needed for your life realize the value you want ahead of time.


20


21

YESTERDAY’S PERSONALITY


22

DARK OLD FASHIONED SHODDY BUSY UNTIDY RED-TONE


23

TODAY’S PERSONALITY


24

WELCOME COMFORTABLE CLEAN MODERN BRIGHT MONO TONE


“We find happiness in the simplest of things.�


27


28

PEOPLE WHO LOVE US


29

PEOPLE WHO LOVE US


30

Name- Kelly Age- 36 She’s from Chicago and works at a social marketing company. She has been married four years ago and has two children. Her passion is to decorate homes with modern furniture and to collect stylish plates during her travels with husband. Also, loves to invite her friends and serve them food on those plates.


31

Name- Racheal Age- 30 She’s a freelance illustrator from North Carolina. She has been married and has a child. Going to market is her role and she usually shops at Kmart because of a child. With family, she loves to decorate the garden and cooking. Also, likes to save money and get a good deal.


32


33


34

Name- Olivia Age- 28 She’s a yoga instructor from Seattle. She usually shops at Whole Foods and Kmart because of health. She’s very sensitive to her diet and really cares about body balance. Also, enjoying working out and value time with her adorable dog.


“More life, less rush.”


37


38

MARKET ANALYSIS COMPETITIVE ANALYSIS SWOT


39

CURRENT COMPETITORS Kmart’s current competitors are companies in the industry operate physical retail establishments that sell a wide variety of merchandise, including apparel, groceries, household furnishings, and personal care products.


40


41

ADJACENT COMPETITORS Kmart’s adjacent competitors are companies in the industry operate membership warehouse stores that sell groceries, health and beauty items, electronics, and other merchandise; the majority of items are selling in large quantities.


42


43

ASPIRATIONAL COMPETITORS Kmart’s aspirational competitors are companies in the industry operate minimalist retailer with a wide range of generic products, decor items, including apparel & home goods.


44


45

S Strenghths The market in the urban areas effectively Differed layaway plan for people who need to pay on installments A variety of product at a low cost Able to get a large multicultural consumer group

W Weaknesses No offer variety that appealed to the middle class Many low-profit suburban stores Ineffective supply chain management No change the image of the company as the demands of the consumers changed


46

O Opportunities New brand image for ladies Design the store to be more organized and attractive Improve the product line carried to keep the female group Change the negative image of Kmart

T Threats Walmart and Target is increasing market share Suppliers prices rising Youth’s rejection of Kmart urban strategy


51

What’s inside?

VISUAL ANALYSIS THE OLD THE NEW

IDENTITY DEVELOPMENT LOGO SKETCHES 1.0 LOGO SKETCHES 1.5 SIMILAR LOGOS DIGITAL DRAFTS THE CHOSEN ONE WORDMARK CONSTRUCTION FINALIZATION


52


53


54

02 Visual Analysis

Visual Analysis This section shows Kmart dedication and research to visually solving the problem of design in the marketplace and how new Kmart capture mindshare and client buy-in.


55


56

VISUAL ANALYSIS THE OLD THE NEW


57

THE OLD Walk through a Kmart store and you’ll discover in the low-budget the ambiance of a warehouse. Kmart, on the other hand, hasn’t been able to successfully define how it provides value to its customers over time. Even if they offer decent prices, they’re not always the lowest.


58


59

THE NEW Kmart’s aim is to create an provide a joyful lifestyle for our customers and to become a company that shares growth with the local community.


60


63


64

OUR IDENTITY LOGO SKETCHES 1.0 LOGO SKETCHES 1.5 SIMILAR LOGOS DIGITAL DRAFTS THE CHOSEN ONE WORDMARK CONSTRUCTION FINALIZATION


65

LOGO SKETCHES 1.0


66


67

LOGO SKETCHES 1.5


68


69

SIMILAR LOGOS


70


71

DIGITAL DRAFTS


72


73

THE CHOSEN ONE We proudly introduce our corporate identity the design that reflects the sophisticated and fresh thoughts of Kmart. Once written in red and unfriendly letters, the transition of all the letters of our logo to yellow and soft letters exemplifies our philosophy in Friendly and Innovative.


74

01 COLOR

02 BLACK


75

WORDMARK CONSTRUCTION

Kmart

Kmart

Kmart

Kmart

Kmart

Kmart


76

Kmart

Kmart

Kmart

Kmart

Kmart

Kmart


77

FINALIZATION

Kmart


78


83

What’s inside?

THE NEW OUR LOGO LOGO SYMBOLISM DO’S / DON’TS

OUR PATTERN TYPEFACE COLORPALETTE VOICE


84

THE FUTURE WEBSITE MOBILE APPLICATION BUSINESS EXTENSIONS


85


86

03 Visual Standards Guide

Visual Standards Guide This section demonstrates how the new brand is visually used, as well as new market explorations. It highlights the client’s value statement to the customer in new ways.


87


88

THE NEW OUR LOGO LOGO SYMBOLISM DO’S / DON’TS


89

OUR LOGO Our logo to yellow and soft letters exemplifies our philosophy in Friendly and Innovative.


90

Kmart Kmart Vertical signature

In-line signature


91

LOGO SYMBOLISM FRIENDLY At Kmart, you will feel more than welcome.

INNOVATIVE Kmart is innovative in all areas of businesses.

BOLD Kmart is confident as a leading retail company.


92

Kmart


93

DO’S Do keep the clear space.

Do the same weight of the logo.


94

Kmart Kmart

Kmart


95

DON’TS Don’t add additional graphic elements: outline, drop shadow, glow, several colors, etc.

Don’t alter the weight of the logo.


96

Kmart

Kmart

Kmart

Kmart

Kmart

Kmart


97


98

OUR PATTERNS TYPEFACE COLORPALETTE VOICE


99

TYPEFACE Nunito is a well balanced sans serif typeface superfamily, the succession of curved and cute lines expresses our sensitivity and sensibility is coordinate with Kmart’s new concept.

NUNITO

Aa

ABCDEFGHIHKLMNOPQRSTUVWXYZ ABCDEFGHIHKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()


100

Tinos is an innovative, refreshing serif design that is metrically compatible with Times New Romanâ„¢. Masculine and rigid Tinos font is well coordinate with the soft Nutino font.

TINOS

Aa

ABCDEFGHIHKLMNOPQRSTUVWXYZ ABCDEFGHIHKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()


101

COLOR PALETTE The primary color of Kmart brand book remains welcoming. Our dark grey, sky blue, and spring yellow recall the friendship, truth, freshness, elegance, and sensuality of the local communities in which we live.


102

Primary

Raisins

Aqua blossom

Forsythia flower

RGB

167,151,155

RGB

141,211,209

RGB

255,212,156

CMYK

36,38,32,1

CMYK

43,0,20,0

CMYK

0,18,42,0

PMS

0961 C

PMS

0921 C

PMS

0131 C


103

A secondary palette has been developed to respect and complement bright of yellow and sky blue while adding an additional level of brightness to the palette.


104

Secondary

Strawberry milkshake

Yellow sapphire

RGB

RGB

253,230,167

CMYK 15,45,31,0

CMYK

1,8,40,0

PMS

PMS

0131 C

214,153,153 197 C

Cocoa powder

Cotton candy

RGB

188,118,62

RGB

217,228,223

CMYK

22,58,85,7

CMYK

14,4,11,0

PMS

146 C

PMS

621 C


105

VOICE We are always near you! We offer various shopping experiences for our customers. As for our customers to enjoy the value that they deserve anytime anywhere, we operate discount stores, an online mall, and supermarkets.

We make your everyday life full of joy! We suggest new and various lifestyles for you, and we always place our efforts to make sure the value that our customers expect from our services and products are already there whenever and wherever needed.


106


107


108

THE FUTURE WEBSITE MOBILE APPLICATION BUSINESS EXTENSIONS


109

WEBSITE Deals

Kmart

Clearance

Weekly Ad

Create an account

My Account

Store Locator

My Wishlist

Help

Shopping Cart

q q q q q q

3

q q q q q q

SPRING DEALS

THE LATEST TRENDS

MOTHER’S DAY

LIMITED TIME VALUE

SAVE BIGGER EVENT

q

q $14.99

$4.99

$14.99

$24.99

$7.99

Sutton Rowe Outdoor Lumbar Pillow Nautical

Ceramic Coastal With Led Candle Fish

Sutton Rowe Nautical metal lantern with candle

Wicker Coastal Plant Stand White/Blue

Essential Home Drinking Pitcher- Clear

$8.99

$3.99

$11.99

$19.99

$7.19

q

Appliances Baby Clothing Electronics Grocery Health& Beauty Home Jewelry Outdoor Shoes Sports Tools Toys More

Layaway

3

Login

Coupons


110

Deals

Kmart Login

q

Clothing

q

Electronics

q

Grocery

q

Health& Beauty

q

Home

q

Shoes Sports Tools Toys

Weekly Ad

Layaway

My Account

Store Locator

My Wishlist

Help

Shopping Cart

HOME

Baby

Outdoor

Clearance

Create an account

Appliances

Jewelry

Coupons

Bedding & Bath q Home Decor Furniture q Small Kitchen q Appliances Storage & Organization q Kitchen q Dining & Entertaining Crafts & Hobbies q

More

Bedding& Bath

Home Decor

Furniture

Small Kitchen Appliances

Storage & Organization

Kitchen

Dining & Entertaining

Crafts & Hobbies

YOU MAY ALSO LIKE

q

q

q Customer Service Contact Us Order Status Give Us Feedback Return Policy Shipment FAQs

Product Search Advance Search Search Terms

Follow Us Facebook Twitter


111

MOBILE APPLICATION Kmart

Kmart

SPRING DEALS

MOTHER’S DAY

THE LATEST TRENDS

LIMITED TIME VALUE

SAVE BIGGER EVENT

q

q $14.99 $8.99 Sutton Rowe Outdoor Lumbar Pillow Nautical

SHOP

$4.99 $3.99 Ceramic Coastal With Led Candle Fish

COUPONS

$14.99 $11.99 Sutton Rowe Nautical metal lantern with candle

ALERTS

CART

$24.99 $19.99 Wicker Coastal Plant Stand White/Blue

MORE


112

q

HOME

Kmart HOME

Login

Create an account

Baby

q

Clothing

q

Appliances

q

Electronics

Home Decor

Storage & Organization

Kitchen

Furniture

q q

Grocery

Bedding& Bath

q

Jewelry Outdoor Shoes

q q

Sports Tools

q

YOU MAY ALSO LIKE

q

Toys

Dining & Entertaining

q

Home

q q q

Health& Beauty

More

SHOP

COUPONS

ALERTS

CART

MORE

SHOP

COUPONS

ALERTS

CART

MORE


113

BUSINESS EXTENSIONS Kmart cultural center It provides diverse educational and cultural programs to the local community.

Kmart mom& kids club Kmart’s offers its members who are currently pregnant or have children under the age of seven with numerous benefits.

Kmart family drawing contest Customers can draw any Kmart products, and offers a good time to enjoy with family.

Kmart TV Via the official Kmart online tv channel, Kmart news and the daily lives of the customers will share (i,e. Kmart drama, home interior tips, new snack reviews, and cooking recipe, etc.).

Kmart secret laboratory Through secret labs, we show our customers products that meet the value of their lives and reasonable prices. Every employee who works at Kmart creates an invention committee to collect and analyze ideas and opinions every week and make Private Brand(PB) of Kmart.


114

Slow K-cafe At Kmart, they set up a small cafe where our customers can rest and relax.

Kmart x daily new style Kmart upgrades new lifestyles every day for the wise lifestyle of customers and announces them via Kmart app or homepage.

Kmart x daily new food Kmart upgrades new food every day for the smart lifestyle of customers and announces them via Kmart app or homepage.

Flea market- Donation Customers take out the items you do not use and sell or exchange them to pursue a minimal life in your home. The selling items donated by the name of the customer.

Kmart grocerant Grocerant is a portmanteau word of Grocery and Restaurant which is a grocery store. It is a new concept food space where you can enjoy a variety of food from Kmart and taste the food with its ingredients.


115

In store-minimal furniture setting At Kmart, they show a new interior by setting minimal furniture that customers can see and experience.

Kmart blog post (EarlyK-marketer) Kmart blog post where you can get information about new products of Kmart more quickly than others in the sense that you will always approach new, more creative, far-reaching, far-away customers.

Photo gallery (Food, furniture, and stationery etc.) Kmart exhibits photos taken by customers as products of Kmart. The subject of the photograph will be the life and the minimalism.

Kmart only brand Kmart makes PB (Private Brand), reduce distribution steps and eliminate unnecessary advertising and marketing costs and we provide good quality goods at reasonable prices.

Living & Life style fair It is a special fair of Kmart that can meet trends and information about living, interior, lifestyle. It is possible to buy products on the spot as well as ideas about house decorating.


116

Today’s K-recipe In Kmart homepage, uploads the most popular recipe now and recommend the product.

Kmart donation collaboration (Nature Valley x World’s Children Organization) Each time you buy one set protein bar, one set is delivered to the neglected neighbors through the Children’s Foundation.

Kmart traders (Hyper market) Unlike Costco or big market as warehouse type store, it operates as a non-member under the concept of an Open Warehouse Store.

Custom embroidery Customers put embroidery that they directly on the items such as cushion cover and eco bag, and they are able to style with own personality.

Kmart photo zone In spite of the market, Kmart constructs a photo zone where customers can visit the market and upload them to the SNS by directly installing a tractor, bring big dolls, and building a character shape by stacking tuna cans.


Copyright 2018 Boyoon Chun All content for Kmart brand book was conceived, designed, and produced by Boyoon Chun. Writing and editing supplemented by Boyoon Chun. Photography provided by Carrie Li, Gettyimages.com, and Pinterest.com. The only exception is the quotations and certain other noncommercial uses permitted by copyright law. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from Gettyimages.com and Pinterest.com, and are used in accordance with the Creative Commons License and (Royalty) License the book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.


Book mockup  
Book mockup