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
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PEOPLE WHO LOVE US
MARKET ANALYSIS COMPETITIVE ANALYSIS SWOT
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01 Visual Strategy
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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.
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THE GENESIS HISTORY OF KMART THE PAST TIMELINE
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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.
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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.
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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. ”
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TOMORROW REBRANDING OBJECTIVE THE BRAND SOUL OUR MISSION YESTERDAY’S PERSONALITY TODAY’S PERSONALITY
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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.
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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.
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YESTERDAY’S PERSONALITY
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DARK OLD FASHIONED SHODDY BUSY UNTIDY RED-TONE
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TODAY’S PERSONALITY
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WELCOME COMFORTABLE CLEAN MODERN BRIGHT MONO TONE
“We find happiness in the simplest of things.�
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PEOPLE WHO LOVE US
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PEOPLE WHO LOVE US
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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.
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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.
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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.”
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MARKET ANALYSIS COMPETITIVE ANALYSIS SWOT
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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.
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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.
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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.
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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
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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
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.
Kmart VISUAL ANALYSIS
BRAND BOOK
03
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
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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.
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VISUAL ANALYSIS THE OLD THE NEW
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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.
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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.
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OUR IDENTITY LOGO SKETCHES 1.0 LOGO SKETCHES 1.5 SIMILAR LOGOS DIGITAL DRAFTS THE CHOSEN ONE WORDMARK CONSTRUCTION FINALIZATION
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LOGO SKETCHES 1.0
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LOGO SKETCHES 1.5
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SIMILAR LOGOS
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DIGITAL DRAFTS
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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.
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01 COLOR
02 BLACK
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WORDMARK CONSTRUCTION
Kmart
Kmart
Kmart
Kmart
Kmart
Kmart
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Kmart
Kmart
Kmart
Kmart
Kmart
Kmart
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FINALIZATION
Kmart
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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.
Kmart VISUAL STANDARDS GUIDE
BRAND BOOK
03
What’s inside?
THE NEW OUR LOGO LOGO SYMBOLISM DO’S / DON’TS
OUR PATTERN TYPEFACE COLORPALETTE VOICE
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THE FUTURE WEBSITE MOBILE APPLICATION BUSINESS EXTENSIONS VENUES
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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.
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THE NEW OUR LOGO LOGO SYMBOLISM DO’S / DON’TS
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OUR LOGO Our logo to yellow and soft letters exemplifies our philosophy in Friendly and Innovative.
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Kmart Kmart Vertical signature
In-line signature
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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.
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Kmart
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DO’S Do keep the clear space.
Do the same weight of the logo.
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Kmart Kmart
Kmart
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DON’TS Don’t add additional graphic elements: outline, drop shadow, glow, several colors, etc.
Don’t alter the weight of the logo.
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Kmart
Kmart
Kmart
Kmart
Kmart
Kmart
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OUR PATTERNS TYPEFACE COLORPALETTE VOICE
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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!@#$%^&*()
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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!@#$%^&*()
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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.
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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
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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.
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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
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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.
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THE FUTURE WEBSITE MOBILE APPLICATION BUSINESS EXTENSIONS VENUES
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WEBSITE Deals
Kmart
Clearance
Weekly Ad
Create an account
My Account
Store Locator
My Wishlist
Help
Shopping Cart
q q q q q q
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q q q q q q
SPRING DEALS
THE LATEST TRENDS
MOTHER’S DAY
LIMITED TIME VALUE
SAVE BIGGER EVENT
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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
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Login
Coupons
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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
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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
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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
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BUSINESS EXTENSIONS Kmart cultural center It provides diverse educational and cultural programs to the local.
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.
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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.
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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.
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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.
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VENUES 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 comfortable couch, bring big dolls, and building a character shape by stacking tuna cans.
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Living & Lifestyle 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.
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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.
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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 and Brian Song. Photography provided by Carrie Li, Maison-objet.com, Muji.com, 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.