GR604: Student Project - Visual Standards Guide: Borders by Xavier Polo

VISUAL STANDARDS GUIDE

TABLE OF CONTENTS

BORDERS History

Timeline

New Mission

LOGO Final Logo

Clear Space

Logo Anatomy

Alternate Sizes Chart Color Palette Logo Don’ts

Typography

EXPANSIONS Stationery

Future Deliverables

Nine Extensions Full Brand List

01 HISTORY Established in 1971, Tom and Louis Borders, brothers, came together to create a place where students can purchase textbooks at affordable prices since they too were unemployed undergraduate and graduate students at the University of Michigan. The first store opened in Ann Arbor, Michigan and grew to about 1,200 stores by 2003 worldwide. However, since the implementation of a free rewards program and free Wi-Fi service through Verizon, the company began losing money and eventually, in 2011, the company filed for Chapter 11 bankruptcy.

TIMELINE

1971

1988

Founded by brothers, Tom and Louis Borders during their academic years at the University of Michigan.

A sister company, Book Inventory System (BIS) was founded and served as a wholesaler.

1976

Borders hired Robert DiRomualdo to expand the company.

1994 Borders launched a toy store called All Wound Up with an assortment of toys and novelty items.

Borders was sold to Kmart for $150 million.

1992

1998

2006

2022

Borders launched an online website for the first time: www.borders.com

Borders created a free loyalty program called Borders Rewards.

Borders begins rebranding project.

Borders was renamed as Borders Group, Inc.

1995

Borders partnered with Amazon to sell their items online.

Borders filed for Chapter 7 bankruptcy. This was the end of Borders worldwide.

2001

2011

MISSION STATEMENT To offer numerous opportunities for more people to discover, discuss and learn from one another.

02 FINAL LOGO A new brand logo for Borders was implemented in 2021 as part of the rebranding objective. The design was influenced by the power of connection through communication such as chats, instant messaging and other forms of online or digital communication. Also, this design was influenced by the power of knowledge.

CLEAR SPACE The clear space established within both the wordmark and primary logo of Borders, you can find the exact space requirements for the space in between the letters and shapes.

WORDMARK

PRIMARY LOGO

SYMBOL

LOGO ANATOMY The logo is intended to be in the shape of an uppercase B. The top shape should maintain its geometric shape of a leaf. The bottom shapes should maintain the shape of a chat icon.

Signature

Graphic Mark

Wordmark

Within each letter of the brand name, you’ll notice a chat like symbol or shape. This is to extend the rebranding objective of discussion, discovery and learning from one another through communication and community.

ALTERNATE SIZES CHART

LOGO

MORE THAN 1”

EQUAL TO 1/2”

LESS THAN 1/8”

VERSION A

VERSION B

VERSION C

VERSION D

COLOR PALETTE The blue colors reflect the brand soul of connection and collaboration as blue is used to resemble friendship and openness. The green color provide a pop of color to separate the blues but also adds a touch of playfulness as well.

DARK BLUE

LIGHT BLUE

GREEN

PMS: 2150 C

PMS: 2995 C

PMS: 3405 C

R: 46

C: 82

R: 0

C: 100

R: 0

C: 81

G: 126

Y: 42

G: 174

Y: 0

G: 172

Y: 3

B: 164

M: 21

B: 239

M: 0

B: 98

M: 84

K: 1

K: 0

LOGO DON’TS Here is a list of ways to not use the logo other than its original intention and design.

Do not utilize the logo upside down or flipped in any other direction than the way the original logo is intended.

Do not swap the order of the blues than what is used in the original logo.

Do not turn or place the logo in any angle other than set at 0 degrees.

Do not stretch the logo by any means.

Do not utilize colors besides the scheme provided. Also, do not just use one color for the logo. Must use two colors at a time.

Do not stack the Symbolic Mark above the wordmark.

Do not italicize the wordmark.

Do not flip the logo or wordmark.

TYPOGRAPHY The typefaces shown are used for all branding materials within this student project. Gotham is used for all titles, subheadings and subtitles. Charter is used for all body text and for most content for the brand deliverables to balance the use of typefaces.

Gotham Bold VISUAL STANDARDS GUIDE

Gotham Book 1976, 1988, 1994 Gotham Light BORDERS BOX, BORD KITS

Charter Bold BORDERS CAFE, BORD TRADES

Charter Italic This is the box that will be used to ship...

Charter Regular

The typefaces shown are used for all branding...

03 STATIONERY The use of white space allows the colors of the new logo design stand out as well as provide the stationery the opportunity to look sleek, clean and professional.

FUTURE DELIVERABLES PRODUCT

CO-BRANDING

PROD-B1 - BORDERS BOX

COB-B17 - DISCOVER-B

PROD-B2 - BB SUBSCRIPTION

COB-B18 - BEYOND BORDERS

SERVICE

EVENT

SERV-B3 - BORD ROOMS

EVT-B6 - B-THE-TEACHER

SERV-B4 - BORD TRADES

EVT-B7 - COFFEE WITH A B

SERV-B5 - BORD KITS

ENVIRONMENT

EDUCATIONAL

ENVR-B13 - BUDDY SYSTEM

EDU-B8 - BORD SESSIONS

ENVR-B14 - BORDERS CENTER

EDU-B9 - BORDERS FAIR

ENVR-B15 - BORDERS CAFE

EDU-B10 - BORD MENTORS

ENVR-B16 - BORDERS DAY

EDU-B11 - BORDERS ABROAD EDU-B12 - B-THE-TUTOR

DISCOVER

EVT-B6 EVT-B7 EDU-B9 ENVR-B13 ENVR-B15

PROD-B2 SERV-B5 EDU-B8 EDU-B11 ENVR-B16

PROD-B1 ENVR-B14 COB-B17 COB-B18

SERV-B3 SERV-B4 EDU-B10 EDU-B12

DISCUSS

LEARN

BORDERS BOX This box is full of books and research materials hand-picked by experts based on the submission received online.

This is the box that will be used to ship the books and research materials as part of the Borders Box program.

BORDERS BOX

MISSION FOCUS The Borders Box reinforces our mission of learning from one another by offering a box full of information and materials tailored to a specified field of study in order to create the opportunity for more people to discover and discuss newly found knowledge.

This box is big enough to reuse for storage for your own printed materials, decorations or any other purpose.

BORDERS BOX

BORD TRADES Borders Trades is a way to recycle unused materials and get rewarded for it. Trade in your torn or defective books for a credit at Apple or Microsoft towards your next computer purchase.

There will be a variety of books from random donations, newly published and encyclopedias.

This is what the gift cards will look like when students donate books in exchange for credit.

BORD TRADES

MISSION FOCUS Bord Trades reinforces our mission to discover opportunities to create a healthy environment by recycling unused materials in order to help audiences save money on their next computer purchase to invest in their future.

B-THETEACHER A semi-annual event where professors, teachers and other experts from various industries come together to inform the public of job openings, guidance on how to achieve goals and receive materials with further information.

This is an example of a virtual session through our B-The-Teacher program.

This is an example of an in-person session through our B-The-Teacher program.

B-THE-TEACHER

MISSION FOCUS B-the-Teacher reinforces our mission to discover, discuss and learn from another by allowing the ability for people to publicly display their interests in order to learn from one another and create a more interactive environment.

Teachers who participate within the B-The-Teacher program can discuss different tips and strategies to ensure students are learning effectively.

B-THETEACHER

BORDERS ABROAD This international program provides college students the opportunity to travel the world helping archaeologists and geologists discover ancient cities, treasures and more.

This is a Borders Abroad student enjoying her day off from classes in Athens, Greece.

BORDERS ABROAD

MISSION FOCUS Borders Abroad reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by providing college students a way to see the world, help scientists hands-on and discover new things and places with others.

This is a Borders Abroad student enjoying his day off from classes while helping build a school in Israel.

BORDERS ABROAD

BORDERS CENTER This recreational center will provide the community with services to help kids create memories through sports and fun activities, adults get into the workforce and provide ongoing assistance with interview prep.

This is a group of kids within the city of Detroit, MI who come together to play at their local Borders Center.

BORDERS CENTER

MISSION FOCUS Borders Center reinforces our mission to discover by creating the opportunity for others to be a part of their documentary with Discover Channel in order to learn topics from another in shorter films and projects the public can proudly call their own.

DISCOVER-B Create your very own documentary. Applicants will submit a form online to schedule a time with a producer for a 15-minute session to discuss the topic at hand. The producer will then review with a team to make their decision.

Brainstorm session after an applicant has been chosen to create their very own documentary.

A film production crew filming a documentary about the story of tribes throughout history.

DISCOVER-B

MISSION FOCUS Discover-B reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by allowing audiences to create their own documentary with Discovery Channel in order to learn topics from another through short films and projects.

DISCOVER-B

This is a shot of a current production during film production with an aspired

BORD KITS Bord Kits provides high-quality educational materials for at home educators to ensure their students are immersed in the best artifacts, research and overall educational support.

This is an example of what type of tools and supplies that can be found within a Bord Kit.

BORD KITS

MISSION FOCUS Bord Kits reinforces our mission to discover and learn from one another by providing the opportunity for Borders to support all at home instructors to ensure they provide each student with the best, influential materials needed for a well-rounded education.

BORD KITS

This is one of the many tools a student can receive when completing an at home education to ensure they have everything they need to absorb and understand that knowledge is growth.

BORDERS CAFE For those who love the coffee shop scene, Borders Cafe is a place where people come to mingle, share experiences, focus on their work or post pictures of hobbies, interests or destinations traveled on the Borders Wall of Opportunities.

XXX

This Borders Cafe had customers post Polaroids of their favorite places, emotion and interests.

BORDERS CAFE

MISSION FOCUS Borders Cafe reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by discovering new people with varied interests to learn new things from one another.

BORDERS FAIR Borders Bundles are small book fairs that travel to various schools across the country for students to purchase at little to no cost. Students can also donate books that will get distributed to schools across the US.

Kids are able to access the Borders Fair during recess or lunch to spend time reading with their friends.

BORDERS FAIR

This Borders Fair is set up like a reading room to encourage book exchanges and further donations.

PROD-B1

PROD-B2

PRODUCT

BORDERS BOX

BB SUBSCRIPTION

DESCRIPTION

This box is full of books and research materials hand-picked by experts based on the submission received online.

MISSION-FOCUS The Borders Box reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by offering a box full of information and materials tailored to a specified field of study in order to create the opportunity for more people to discover and discuss newly found knowledge.

COMPARABLE TO Stitch Fix // Fab Fit Fun

DIFFERENTIATOR Although structured similarly to Stitch Fix and Fab Fit Fun, the Borders Box will tailor to a specific subject or area of interest chosen by the consumer by providing a variety of written materials, creative study tips and fun activities for all to enjoy.

With the BB subscription, any office, whether working from home or not, will be able to participate in team building activities, problem solving and overall friendly competition in order to boost office morale.

MISSION-FOCUS The BB Subscription reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by challenging team members through fun, team building activities in order to stay engaged and boost morale.

COMPARABLE TO Mad Libs // Cranium

DIFFERENTIATOR Similar to how Mad Libs are created and completed by the public, the BB subscription takes it a step further by providing not just fun fill-in narratives for creative thinking but also specified materials that teaches the subscriber with facts about their desired topic through games, research materials and a code for online access to do so much more.

SERV-B3

SERV-B4

SERVICE

BORD ROOMS

BORD TRADES

DESCRIPTION

Borders Bord Rooms are online interactive chat rooms where anyone can access via Wifi. Each chat room has a theme or specific topic that will be discussed at length through Q&As, games and videos.

MISSION-FOCUS Borders Bord Rooms reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by inviting people to join a free, online interactive chat room in order to spread knowledge around the globe.

COMPARABLE TO AIM // Oovoo // Skype

DIFFERENTIATOR Structured similar to previous online chat applications such as AIM, Oovoo and Skype, Borders Bord Rooms provides a more particular approach and/or opportunity for audiences due to infinite amounts of themed chat rooms that are lead by experts in said corresponding field to generate conversation, teach others and discuss amongst the community so all share the wealth of knowledge.

Borders Bord Trades is a way to recycle unused materials and get rewarded for it. Trade in your torn or defective books for a credit at Apple or Microsoft towards your next computer purchase.

MISSION-FOCUS Borders Bord Trades reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by receiving donations of unused printed materials in exchange for credit towards their next computer purchase as a way to invest into their future.

COMPARABLE TO Big Brother Big Sister // Trash for Cash

DIFFERENTIATOR Instead of getting a tax right off for donating clothing like Big Brother Big Sister, receive a credit towards your choice between Apple or Microsoft towards your next computer purchase.

SERV-B5

EVT-B6

SERVICE

EVENT

BORD KITS

B-THE-TEACHER

DESCRIPTION

Bord Kits provides high-quality educational materials for at home educators to ensure their students are immersed in the best artifacts, research and overall educational support.

MISSION-FOCUS Bord Kits reinforces our mission to discover and learn from one another by providing the opportunity for Borders to support all at home instructors to ensure they provide each student with the best, influential materials needed for a well-rounded education.

COMPARABLE TO Virtual School // ABCMouse

DIFFERENTIATOR Although similar to Virtual Schooling and ABCMouse, the Bord Kits’ main differentiator is that it offers both print and digital educational materials for successful at home schooling.

A semi-annual event where professors, teachers and other experts from various industries come together to inform the public of job openings, guidance on how to achieve goals and access materials with further information.

MISSION-FOCUS B-the-Teacher reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by allowing the ability for people to publicly display their interests in order to learn from one another and create a more interactive environment.

COMPARABLE TO College Fairs // College Open House

DIFFERENTIATOR Similar to college fairs, B-the-Teacher provides the public with the opportunity to discover their passion, discuss options for a profession and learn about what’s possible in the world.

EVT-B7

EDU-B8

EVENT

EDUCATIONAL

COFFEE WITH A B

BORD SESSIONS

DESCRIPTION

Enjoy a cup of coffee with Borders as you speak with successful, beloved researchers, professionals, authors and more. This allows for a more casual, less intense environment for the public to learn from others.

MISSION-FOCUS Coffee with a B reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by having a casual conversa-tion about said professionals in order to discuss and learn from one another and create more goal-oriented peoples.

COMPARABLE TO Interviews // TED Talks

DIFFERENTIATOR A mixture of interviews meets TED talks, Coffee with a B is an event where audiences can ask questions one on one with professionals in their desired field to learn more about the industry, become more goal-oriented and spread the wealth of knowledge.

Professionals, scholars and industry leaders can come together to learn from one another of their expertise, experiences and promotes products and/or services to invest in one another as well.

MISSION-FOCUS Bord Sessions reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by curating opportunities for personal growth as well as instilling experience and expertise in one another.

COMPARABLE TO Retreats // Conventions // Conferences

DIFFERENTIATOR The difference from typical retreats, conventions and conferences, Bord Sessions are more of a round table discussion instead of one person speaking on stage in front of hundreds of people. This event will create opportunities for others to speak and discuss opinions, expertise and insight on various topics.

EDU-B9

EDU-B10

EDUCATIONAL

BORDERS FAIR

BORD MENTORS

DESCRIPTION

Borders Fair are small book fairs that travel to various schools across the country for students to purchase at little to no cost. Students can also donate books that will get distributed to schools across the US.

MISSION-FOCUS Borders Fair reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by providing students of all ages the opportunity to read more in order to spread the knowledge amongst the generations of tomorrow.

COMPARABLE TO Book Drive // Book Fairs in Elementary Schools

DIFFERENTIATOR What makes Borders Fairs different from typical book fairs is the ability for students to trade in their unused or used books from home to use as a credit to purchase more books or other merchandise at the book fair.

This mentorship program provides the opportunity for applicants to speak with a professional one on one from a field of interest or desired expertise.

MISSION-FOCUS Bord Mentors reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by providing audiences the opportunity to schedule an appointment with an expert, scholar or professional in order to learn ways to become successful or understand published materials.

COMPARABLE TO Interviews // InterviewOne // Mentoring.org

DIFFERENTIATOR Bord Mentors is different from the typical mentorship program as this is more of a personalized interview and occurs one session at a time instead of following the footsteps of a mentor for three months or more.

EDU-B11

EDU-B12

EDUCATIONAL

BORDERS ABROAD

B-THE-TUTOR

DESCRIPTION

This international program provides college students the opportunity to travel the world helping archaeologists and geologists discover ancient cities, treasures and more.

MISSION-FOCUS Borders Abroad reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by providing college students a way to see the world, help scientists hands-on and discover new things and places with others.

COMPARABLE TO Study Abroad Programs

DIFFERENTIATOR The differentiator with this modified version of a Study Abroad Program is that students will be hands on and traveling in dangerous environments to help archaeologists and other scientist complete adventurous tasks and research.

B-The-Tutor is a tutoring service that can be used via online or in person depending on the students’ needs and location.

MISSION-FOCUS B-The-Tutor reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by providing a tutoring service to ensure students get the help that they need to succeed in school, prep for college or a little nudge to achieve that degree.

COMPARABLE TO Kumon // Sylvan Learning Center

DIFFERENTIATOR B-The-Tutor offers similar services to Kumon and Sylvan Learning Center with providing help to students with their school work. However, B-The-Tutor provides tutoring services for all or any student from elementary to PHD level college students.

ENVR-B13

ENVR-B14

ENVIRONMENT

BUDDY SYSTEM

BORDERS CENTER

DESCRIPTION

A community of volunteers who are willing to lend a hand or advice with life-changing obstacles, research or any predicament.

MISSION-FOCUS Borders Buddy System reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by practicing inclusiveness with volunteers to share their knowledge or expert in order to embrace the concept of knowledge is growth.

COMPARABLE TO Tricky Tray Fundraisers // After School Programs

DIFFERENTIATOR Similar to Tricky Tray Fundraisers and After School Programs, volunteers will help host and participate in an array of open discussions based on their area of expertise and theme for the Borders Buddy System that day. The major differentiator is that instead of having raffles or games for kids to play, people of all ages will have a chance to gain knowledge or guidance for free.

This recreational center will provide the community with services to help kids create memories through sports and fun activities, adults get into the workforce and provide ongoing assistance with interview prep.

MISSION-FOCUS Borders Center reinforces our mission to discover by creating the opportunity for others to be a part of their documentary with Discover Channel in order to learn topics from another in shorter films and projects the public can proudly call their own.

COMPARABLE TO YMCA // Recreational Center // Town Center

DIFFERENTIATOR The Borders Center will provide the entire community with services, tools and products to ensure everyone gets an enriched, educational life and become successful well into their adult age as well. Providing support for all ages will help other to learn from one another so everyone can be as successful as the next person.

ENVR-B15

ENVR-B16

ENVIRONMENT

BORDERS CAFE

BORDERS DAY

DESCRIPTION

For those who love the coffee shop scene, Borders Cafe is a place where people come to mingle, share experiences, focus on their work or post pictures of hobbies, interests or destinations traveled on the Borders Wall of Opportunities.

MISSION-FOCUS Borders Cafe reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by discovering new people with varied interests to learn new things from one another.

COMPARABLE TO Starbucks Coffee Shop // Nordstrom Cafe

DIFFERENTIATOR With an aesthetics similar to a Starbucks Coffee Shop or Nordstrom Cafe, Borders Cafe provides a place for development, relaxation and communication. The differentiator is that Borders Cafe is more than just a standard cafe, this shop provides an opportunity where customers can physically tape or pin photos of their interests, hobbies or destinations traveled.

Company wide celebration through pop up stores, events and community activities that elevates discovery, discussion and learning through fun activities, live discussions and free giveaways of various educational products.

MISSION-FOCUS Borders Day reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by providing communities across the US with fun activities, live discussions and free giveaways of various educational products.

COMPARABLE TO Disney+ Day // Cinco de Mayo for Taco Bell

DIFFERENTIATOR Similar to brand celebrations such as Disney+ Day or Cinco de Mayo for Taco Bell, Borders Day is a day full of fun activities, live discussions and free giveaways of various educational products. The differenti-ator is that Borders Day is community focused with providing opportunities to make memories, learn new things and discover with one another.

COB-B17

COB-B18

CO-BRANDING

DISCOVER-B

BEYOND BORDERS

DESCRIPTION

Create your very own documentary. Applicants will submit a form online to schedule a time with a producer for a 15-minute session to discuss the topic at hand. The producer will then review with a team to make their decision.

MISSION-FOCUS Discover-B reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by allowing audiences to create their own documentary with Discovery Channel in order to learn topics from another through short films and projects.

COMPARABLE TO Netflix // Video submission contests

DIFFERENTIATOR Discover-B isn’t just your typical video creation process or submission of a new documentary topic. This co-branding opportunity will provide the public the opportunity to get their “10 seconds” of fame by promoting the topic of their choice with documentary professionals and more.

Every book donated at a Borders storefront or shipped to headquarters accounts for one meal to soup kitchens across the country with food brand Beyond.

MISSION-FOCUS Beyond Borders reinforces our mission of offering numerous opportunities for more people to discover, discuss and learn from one another by providing the opportunity for Borders to give back to communities nationwide in order to prove to the public that knowledge is power and can positively affect others.

COMPARABLE TO Soup kitchens // Food Banks

DIFFERENTIATOR Instead of making a donation of canned goods to the Food Banks, books are donated at Borders stores or shipped to headquarters which then in return the customer will receive a package full of information of how many meals were distributed on their behalf and receive coupons to shop with local businesses and retailers as a reward for their generosity.

IN CLOSING Incorporating a brand strategy is very important as it helps paint the final picture with the new logo, branding direction and overall brand design. This guide is vital for brand success and ensuring brand consistency is reached throughout all materials and channels.

SOURCES www.pexels.com www.wikipedia.org www.annarbor.com