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Brand Guidelines January 2015


Wisdom is not a product of schooling but of the lifelong attempt to acquire it.

—Albert Einstein


TABLE OF CONTENTS

01. THE PREFACE IN THE PAST THE JOURNEY THE VISUAL LOOK

02. 01 04 06 08

TURNING A PAGE OUR VISION OUR MISSION WHO WE ARE WHERE WE STAND THE VISUAL LOOK THE PEOPLE

03. 12 16 18 20 21 22 24

BUILDING THE BLOCKS THE IDEAS THE MARK THE ANATOMY THE NEGATIVE SPACE LOGO VARIATIONS INCORRECT USES

26 32 34 38 40 42 44


04. PAINTING A PICTURE PRIMARY COLORS SECONDARY COLORS TYPOGRAPHY PHOTOGRAPHY BUSINESS SYSTEM

05. 48 52 54 56 57 58

A NEW VISION REINVENTION A NEW VISION THE EXPERTS THE DOERS THE MARVELS THE VISTA

60 64 66 69 75 81 87


01. THE PREFACE


IN THE PAST THE JOURNEY A VISUAL LOOK

04 06 08


03

Borders Brand Book

To be the best-loved provider of books, music, movies, and other entertainment and informational products and services. To be the world leader in selection, service, innovation, ambiance, community involvement, and shareholder value. We recognize people to be the cornerstone of the Borders experience by building internal and external relationships, one person at a time.


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The Preface

IN THE PAST

The Borders Group, Inc. was a publicly held bookstore chain that operated Borders superstores and Waldenbooks Specialty Retail segment stores, including Waldenbooks, Borders Express and Borders airport stores. The company was founded by brothers, Tom and Louis Borders. In 1971, they opened an 800-square-foot used bookstore to serve the community of the University of Michigan and other smaller community colleges local to the Ann Arbor, Michigan area. It was not long before the store became a popular hangout by the entire neighborhood of Ann Arbor. Over the course of the next several years, the brothers opened two more bookstores in the state of Michigan, one in Indianapolis and one in Atlanta. On February 16, 2011, Borders applied for Chapter 11 bankruptcy protection and began liquidating 226 of its stores in the United States. Rival bookseller Barnes & Noble acquired Borders’ trademarks and customer list.

Borders was founded by brothers, Tom and Louis Borders in 1971 to serve the community of the University of Michigan and other small colleges local to the Ann Arbor area.


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Borders Brand Book


06

The Preface

THE JOURNEY

1992

1998

Kmart acquires Borders and forms the Borders-Walden Group, shortened to the Borders Group in the year 1995.

Launches Borders Online, but analysts fault it for being late to embrace e-commerce.

1971

1997

Tom and Louis Borders opened a bookstore in Ann Arbor, Mich., and called it the Borders Book Shop.

Has opened 203 stores, and announces plans for an international superstore chain that would have 1,000 locations.


07

2011

Borders signs deal with Starbucks Corp. to run Seattle’s Best Coffee cafe operations in its stores.

Borders files for federal bankruptcy protection on Feb. 16. and announces that it expects to close its “underperforming stores,” about 30 percent of it total, within weeks.

2001

2006

Through an alliance with Amazon.com, Borders Group begins offering online shopping

The company launches a loyalty program called Borders Rewards.

Borders Brand Book

2004


08

The Preface

A Visual look at what Borders used to be.


09

Borders Brand Book


The Preface

10

For centuries, the defining role of a bookstore has been as a storehouse of books. Now, in the 21st century, these businesses face perhaps their most momentous challenge: Americans are moving away increasingly from the printed page to digital screens for information and communication.


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Borders Brand Book


Turning a page

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02. TURNING A PAGE


OUR VISION 16 OUR MISSION 18 WHO WE ARE 20 WHERE WE STAND 21 A VISUAL LOOK 22 THE PEOPLE 24


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Borders Brand Book

Knowledge’s meaning is changing. Knowledge is no longer being thought of as ‘stuff’ that is developed (and stored) in the minds of experts, represented in books, and classified into disciplines. Instead, it is a form of energy, a system of networks and flows. Knowledge is defined—and valued—not for what it is, but for what it can do. It is produced, not by individual experts, but by ‘collectivising intelligence’—that is, groups of people with complementary expertise who collaborate for specific purposes.


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Turning a page

OUR VISION

Instead of just being a bookstore, Borders aims to be a brand that fosters a communal feeling and connects people. It would be a place for the young audience to gain knowledge from other people in their own community. At Borders, we believe that sources of knowledge need not be restricted to books only. There is knowledge that can be gained from the shared human experience. We invite local people to share their stories with us, which would be recorded and made accessible as chronicles of the human experience through Borders for future generations to come. We hope to serve a wide diversity of customers through educational events, hands-on workshops and activities to strengthen and build connections among people from different cultures and to create an extraordinary learning experience.

Learning is characterized by inquiring, questioning, thinking, organizing and articulating. And people require the capacities and space to explore, challenge, analyze, critique and create in order for them to learn their way around the dynamic landscapes of knowing.


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Borders Brand Book


Turning a page

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OUR MISSION


19

Borders Brand Book

We enrich the fabric of local communities by making knowledge interesting, fun and readily available. Borders is a place that brings people together, encouraging connections by sharing knowledge through events, handson workshops, demonstrations and group activity sessions.


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Turning a page

WHO WE ARE

OUR TONE OF VOICE

THE VALUES WE STAND FOR

OUR BRAND KEYWORDS

Progressive Confident Conscientious Clever

Innovation Competence Thoroughness Determination

Community Connection Knowledge Experience


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WHERE WE STAND

Borders Brand Book

CONVENTIONAL

Universities Libraries

Old Borders

Educational Tours Bookstores Private Courses

INDIVIDUAL

Amazon TED Talks

Online Resources Creative Mornings

New Borders

INNOVATIVE

COLLABORATIVE

Summer Camps


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Turning a page

A Visual look at the new Borders.


23

Borders Brand Book


24

Turning a page

THE PEOPLE

Our people are the million reasons why we deliver better services. With skills and experience spanning all different backgrounds, we bring them together to challenge themselves and help grow their knowledge and expertise. Our approach is to exceed the requirements of traditional learning; not just deliver ‘the written format’. We work in partnership with our customers and tailor our approach to meet individual customer needs. Our culture is to combine the resources and experience of a large company with the agility, creativity and personal approach of a small company. Our dynamic and entrepreneurial spirit drives us to look for better and smarter ways of delivering services. Our experience has formed the foundation of our success over 50 years. Our proven and credible performance means that our customers, from experts to dreamers, trust us to deliver.

Our strength as an organization comes from our ability to demonstrate commitment to our people, enabling individuals to reach their full potential and help them succeed.


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Borders Brand Book


Building the blocks

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03. BUILDING THE BLOCKS


THE IDEAS 32 THE MARK 34 THE ANATOMY 38 THE NEGATIVE SPACE 40 LOGO VARIATIONS 42 INCORRECT USES 44


29

Borders Brand Book

Yes, a brand identity is more than a logo, but there is no single more important element to get it right. Our brand identity is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that makes the Borders brand immediately recognizable. It is the primary representation of our brand and must appear clearly on all communications.


Building the blcoks

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WHY IS IT IMPORTANT?


31

Borders Brand Book

It is essential that every message counts, that every manifestation of the brand is clear, unambiguous and adds a consistent visual message. By following the same concise, published instructions we are able to constatly reinforce values through clear communication, at every level!


Building the blcoks

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THE IDEAS


33

Borders Brand Book


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Building the blcoks

THE MARK

The new mark for Borders is a combination of an owl and the infinity symbol conveying knowledge, wisdom and connection. The owl is a nocturnal bird, with excellent vision and hearing. Their remarkable ability to see, hear and hunt prey is the result of senses far superior to humans. Therefore, they are associated with knowledge and wisdom which are the primary attributes for Borders. In the infinity symbol, the circles sit side by side, implying equality between these opposing forces, while converging at a single point. The sign epitomizes the idea of “Two becoming one� and it stands for wholeness and completion.

+


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Borders Brand Book


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FOR WEB

Building the blcoks

This mark that has been created with shadows and highlights to create depth. Use this for all our web communications from website, appls to social media channels.


37

FOR PRINT Use the flat version of our mark for any print communications to mainting the simplicity and clarity of the shape.

Borders Brand Book


38

Building the blcoks

THE ANATOMY

The Ouroboros, a motif from the ancient Greek culture, depicted as a snake biting its own tail, represents the relation between the beginning and the end—one cannot exist without the other, creating an everlasting circle. Infinity comes from the Latin word “infinitas,� meaning boundlessness. It has no beginning and no end, reflecting the belief that in life and in the universe, there is nothing but an unending continuum. Borders thrives on this idea of continuity. Not only is community and knowledge something that lasts a long time, but it is a never ending process irrespective of time, age or profession.


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Borders Brand Book

45째 50째


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Building the blcoks

THE NEGATIVE SPACE

Everyone needs a little personal space. In order to ensure that our logo and elements are clearly visible in all applications, surround them with sufficient breathing room—free of any type, graphics, visuals and any other elements that might cause clutter. To ensure the integrity and legibility of the logo lockup, the area directly surrounding them should be protected. Our identity is comprised of two mail elements, the symbol and the logotype. When used together the relationship (physical space) between both elements is the key part of our visual identity.

symbol logotype

brand identity

Our logo is a bold, simple, graphic statement. It’s the most visible part of our brand and one of our most valuable assets. We must ensure proper usage.


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x 18x

11x

22x

3x

8x

Borders Brand Book

52x


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Building the blcoks

LOGO VARIATIONS

Everyone needs a little personal space. In order to ensure that our logo and elements are clearly visible in all applications, surround them with sufficient breathing room—free of any type, graphics, visuals and any other elements that might cause clutter. To ensure the integrity and legibility of the logo lockup, the area directly surrounding them should be protected. Our identity is comprised of two mail elements, the symbol and the logotype. When used together the relationship (physical space) between both elements is the key part of our visual identity.

minimum size: 35mm / 100 px / 5inch

minimum size: 30mm / 80 px / 1inch

minimum size: 12mm / 32 px / 0.5 inch


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Borders Brand Book

Examples of the mark when combined with an image. Make sure the contrast between the image and the mark is high enough for it to be easily identifiable.


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Building the blcoks

INCORRECT USES

We want to make it easy and simple for our audience to recognize us. Here are some of things that we would recommend to be avoided in order to retain consistency throughout all brand expansions. Keeping it straightforward and simple is key. No drop shadows, no gradients, no flashy graphic elements.

To maintain the integrity of the logo, and to promote the consistency of the brand, it is important to use the logo as described in this guide.


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DISTORTION

Do not flip the logo, use a different font or an unapproved size and placement. Do not rearrange or otherwise modify the logo from the approved uses.

BORDERS COLOR

Do not add to, subtract, rearrange or modify the colors from the color

Borders Brand Book

INTEGRITY

Do not skew, stretch, elongate or resize the logo dispropotionately.


Building the blocks

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47

Borders Brand Book


Painting the picture

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04. PAINTING THE PICTURE


PRIMARY COLORS 52 SECONDARY COLORS 54 TYPOGRAPHY 56 PHOTOGRAPHY 57 BUSINESS SYSTEM 58


51

Borders Brand Book

We recognize the potential to transform the way we learn—humans are wired to learn, and when it is pleasurable, learning happens more rapidly. The vocabulary and tools of the 21st century are appealing to young people, and can be used to engage learners in powerful new ways, and to encourage their brains in ways to take advantage of exciting new pathways to learning.


52

Painting the picture

PRIMARY COLORS

Orange color represents enthusiasm, creativity, determination, success, encouragement and stimulation—everything that Borders stands for. It is one of the colors that best stimulate learning, thus winning itself a place as our primary color. Yellow is the first color a person distinguishes in the brain and it represents an overall sense of optimism, hope and balance. It’s a color of sunshine and is associated with joy, intellect, happiness and energy. Through the use of this color, we want approach our audience warmly, arousing their cheerfulness and stimulating mental activity. Our third and favorite color is the Ultramarine blue which is the color of infinity and beyond. Our core colors are a generous helping to our personality. They are a vital part of our visual system and help define our brand. Whenever possible, dominate communications using our primary colors. Use tints to increase the tonal range but be careful not to overuse them.

Our core colors are a generous help to our personality. They are a vital part of our visual system and help define our brand.


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PANTONE 614C

CMYK 002 / 001 / 007 / 000

RGB 248 / 246 / 235

HEX #f7f6ea

THE FELLOW YELLOW

PANTONE 7406C

CMYK 005 / 020 / 100 / 000

RGB 243 / 195 / 023

HEX #f2c317

THE SMART ORANGE

PANTONE 021C

CMYK 000 / 085 / 100 / 000

RGB 240 / 083 / 035

HEX #f05322

THE TRUE BLUE

PANTONE 655C

CMYK 100 / 090 / 035 / 035

RGB 023 / 039 / 082

HEX #172751

THE GRAND GREY

PANTONE 424C

CMYK 055 / 045 / 050 / 015

RGB 114 / 115 / 114

HEX #727271

Borders Brand Book

THE SAGE BEIGE


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Painting the picture

SECONDARY COLORS

The following colors show a range of supporting colors that create a strong sense of continuity in all our communications, but also differentiation across our capabilities and services so that we can speak to our many different audiences. But please make sure to always keep aesthetics and legibility in mind. If in doubt, keep it simple! Pantone color: Pantone colors are premixed inks used in professional offset and screen printing as well as some manufacturing applications. Pantone colours can be referenced for both coated and uncoated paper stock. CMYK color: CMYK sometimes referred to as four color process, is the standard ink system used by the majority of professional offset lithographic and digital printers. Each number of the CMYK breakdown represents the percentage of each ink making up the final color. RGB color: RGB color is the standard color system used to reproduce digital colors on screen. They will generally appear brighter and more intense than their CMYK equivalents.

When using the colors in print, it is important to always seek to use the Pantone or CMYK references. This way, all of our communication will stay consistent.


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PANTONE 426C

CMYK 075 / 065 / 060 / 065

RGB 038 / 040 / 042

HEX #252829

THE ASTUTE BLUE

PANTONE 654C

CMYK 100 / 085 / 030 / 015

RGB 029 / 060 / 109

HEX #1c3c6d

THE SHREWD MAROON

PANTONE 690C

CMYK 045 / 090 / 050 / 040

RGB 101 / 035 / 064

HEX #642340

THE WITTY GREY

PANTONE 431C

CMYK 065 / 050 / 045 / 015

RGB 093 / 103 / 112

HEX #5d676f

THE SLICK TEAL

PANTONE 3255C

CMYK 065 / 000 / 030 / 000

RGB 076 / 193 / 187

HEX #4bc1bb

THE CLEVER PINK

PANTONE 1785C

CMYK 000 / 085 / 055 / 000

RGB 240 / 075 / 093

HEX #ef4b5d

THE GOOD GREEN

PANTONE 7479C

CMYK 070 / 000 / 070 / 000

RGB 070 / 185 / 120

HEX #45b978

THE MELLOW YELLOW

PANTONE 136C

CMYK 000 / 025 / 085 / 000

RGB 254 / 191 / 059

HEX #fdbe3b

THE WHIZ GREY

PANTONE 428C

CMYK 025 / 015 / 015 / 000

RGB 196 / 198 / 201

HEX #c3c5c8

THE WISE WHITE

PANTONE 428C

CMYK 000 / 000 / 000 / 000

RGB 255 / 255 / 255

HEX #ffffff

Borders Brand Book

THE DAPPER GREY


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TYPOGRAPHY

Painting the picture

Two common typefaces, a range of preferred sizes, and an agreed approach to typography will help us to communicate with clarity and consistency, and ensure that a consistent thread will run through all Borders materials.

Pluto Condensed

aA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@$%&* (,.:;#!?) CONDENSED THIN CONDENSED EXTRA LIGHT CONDENSED LIGHT CONDENSED REGULAR CONDENSED MEDIUM CONDENSED BOLD

Benton Sans Family

aA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@$%&* (,.:;#!?) LIGHT CONDENSED BOOK CONDENSED REGULAR CONDENSED MEDIUM CONDENSED BOLD CONDENSED BLACK CONDENSED

EXTRA LIGHT LIGHT BOOK REGULAR MEDIUM BOLD


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PHOTOGRAPHY Always refer to our tone of voice when selecting photographs. Progressive, confident, conscientious and clever—our photographs should reflect this personality with the use of black and white photographs with high contrast and some accent colors to drive attention.

Borders Brand Book


Painting the picture

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59

Borders Brand Book


A new vision

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05. A NEW VISION


REINVENTING BORDERS 64 A NEW VISION 66 THE EXPERTS 69 THE DOERS 75 THE MARVELS 81 THE VISTA 87


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Borders Brand Book

Information and learning are like two peas in a pod. The Information Age has made it increasingly challenging for people to be selective about the type of content they are consuming. These days information is only consumed if deemed interesting which makes the quality of learning questionable. With its reinvention, Borders will become a living space for knowledge. While keeping the soul of Borders alive, the new set up will focus on fun learning experiences. It will transform itself from being just a warehouse of information to a space that goes beyond the written word.


64

A new vision

REINVENTING BORDERS

No matter how far long technology has come, curiosity and learning will never grow old. Borders will create an environment where learning becomes an exhilarating experience. Much like falling down the rabbit hole. It will become a space where people interact with information. Through books, conversations, witnessing new perspectives or simply through human interactions. By hosting a plethora of experience-focused events, Borders will grow into a knowledge-sharing hub and a curator of fun with a purpose. These will in turn feed the needs of a growing community of inquiring minds. A new breed of entertainment will be born. One that keeps the audience engaged while leaving them a little smarter or just more informed than they were when they arrived.

Borders will create an environment where learning becomes an exhilarating experience. Much like falling down the rabbit hole. It will become a space where people interact with information.


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Borders Brand Book


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A new vision

A NEW VISION

Borders is one giant fantastical playground of knowledge. It is a one of a kind eco-system with integrated state-of-the art facilities that support performance spaces, a recording studio, workshops and seminar space, and many such collaborative efforts. Borders grows and cultivates information, and allows you access to some of the most creative and brilliant minds in the country. Borders is an organic cafe where you can enjoy a workshop, read a book, watch a show, finish that project or just to sit down to sip on a quiet cup of coffee. It’s been created to nurture your mind, body and soul. Trust us when we say this, with Borders, you will discover something different everyday.

Borders grows and cultivates information, and allows you access to some of the most creative and brilliant minds in the country.


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THE EXPERTS

THE MARVELS

THE VISTA

Borders Brand Book

THE DOERS


A new vision

68


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Borders Brand Book

THE EXPERTS


A new vision

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71

Borders Brand Book


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A new vision

THE EXPERTS

PRODUCTS/ENVIRONMENT » Online personal tutors and one-on-one sessions with Experts that cater to an individual’s personal interests and unique ways of learning. » Tools and guides to aid social and crosscultural learning. » Tech lessons to keep you in par with the latest tools and techniques. » Reading clubs, writing workshops and public speaking sessions that deliver the best knowledge experience. » A wide knowledge bank—both online and onsite with easy to follow categories to help you find what you need. » Collaborative learning environment to encourage the development of new media literacies, critical and systems thinking, interpersonal and self-directional skills.

The Experts will curate information from the best sources on various topics. These talks, seminars and other informative events will lead to discussions that will open up one’s mind to various perspectives.


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Borders Brand Book


Building the blocks

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75

Borders Brand Book

THE DOERS


A new vision

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Borders Brand Book


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A new vision

THE DOERS

PRODUCTS/ENVIRONMENT » Field trips that range from visits to local studios, learning how berries are grown on a farm, to visiting industrial spaces to observe and learn the way things work in the real world. » Discovery method of learning—from mechanical artworks and workshops to outdoor work sessions. » Experience Sharing. » DIY sessions and hands-on workshops. » International programs; from conferences, talks, demonstrations to environmental explorations. » Knowledge about sustainable products, materials and techniques for the green and healthy environment.

Formed on the belief of learning by doing, The Doers love getting down and dirty. Make it, break it and put it all back together. They teach you that hands-on learning is probably the most fun and satisfying for mind, body and soul.


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Borders Brand Book


A new vision

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Borders Brand Book

THE MARVELS


A new vision

82


83

Borders Brand Book


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A new vision

THE MARVELS

PRODUCTS/ENVIRONMENT » Skill Exchange Program—opening up possibilities to develop new knowledge and skills. » Bringing the local community together for enactments of historical significance, plays, and other performances that make the experience of knowledge fun and interactive for kids and teens. » Art shows and exhibits that encourage people to explore and appreciate creativity. » Game based education programs bringing the youth together in a fun collaborative enironment. » Digital workshops and events to engage the younger and more digitally-savvy audience.

Learning is more fun when you have the right kind of company. The Marvels reinforce the social aspect of learning through group based activities and interactive knowledge sessions.


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Borders Brand Book


A new vision

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87

Borders Brand Book

THE VISTA


A new vision

88


89

Borders Brand Book


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A new vision

THE VISTA

PRODUCTS/ENVIRONMENT » The Hub—a large glassed-in room where teens study in groups, play video games or design products with a 3-D printer. » Youth Space—includes a performance area, digital media consoles, computers, formal and informal study spaces, a collection of books for young adults, and large communal tables that serve as catalysts for social interaction. » A Transformable Space that can be used and converted for different purposes like reading room, conference room, exhibition space or a studio space. » Simulation Devices that can project the thoughts and visions inside your mind. It helps understanding your inner mind better and compartmentalization your thoughts.

When it comes to learning, the only limit is your readiness to learn. The Vista is an environment that encourages the exploration of the new and sometimes even the unknown. It is unbiased to topics and welcomes every subject with an open mind.


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Borders Brand Book


Building the blocks

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Borders Brand Book

Trust us when we say this, with Borders, you will discover something different everyday.


Borders logo Š2014 Shaily Shah Designed by Shaily Shah Student ID: 03720601 hello@shailyshah.com GR604 Nature of Identity / Fall 2014 Instructor: Hunter Wimmer Academy of Art University Credit: Flickr.com Stephanie Fernandes Rahul Sawant


A student project by Shaily Shah Academy of Art University, San Francisco

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