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Brand Table of Contents
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Table of Contents Brand Concept • • •
Brand Overview Brand History Brand Timeline
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Brand Future • • • •
Brand New Mission Rebranding Objective& Brand Soul Brand Keywords Brand Grids
12 14 15 16
Brand Persona • •
Within the spectrum Outside the spectrum
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Brand Competitors • • • •
Current Competitors Adjacent Competitors Aspirational Competitors Brand Attribute
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Brand Table of Contents
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Brand Table of Contents
• Brand Overview • Brand History • Brand Timeline
Brand Concepts
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Brand Table of Contents
“For more than 117 years, Crayola has provided creative, colorful tools and experiences for families and educators.”
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Brand Overview Who We Are Crayola brand crayons were the first kids’ crayons ever made, invented by cousins, Edwin Binney and C. Harold Smith. The brand’s first box of eight Crayola crayons made its debut in 1903. Crayola Crayons are made primarily from paraffin wax and color pigment. The Crayola brand celebrated its 100th anniversary in 2003 and today we manufacture over 3 billion crayons each year. Over the years, Crayola expanded its range of colors and products. In 1958, the 64-color box with a built-in sharpener became an iconic product. Today, Crayola offers a vast array of colors and specialty crayons.
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Brand History
Our History Why We Do it Crayola is an icon of American childhood that recalls our collective memory of coloring both inside and outside the lines. We have transformed art education and fostered creativity in schools and homes, providing color to children for generations.
How We Started Crayola crayons were invented in 1903 by the Binney & Smith Company of Easton, Pennsylvania. Using paraffin wax and nontoxic pigments, the company produced a coloring stick that was safe, sturdy, and affordable. The name “Crayola,” coined by the wife of the company’s founder, comes from “craie,” French for “chalk,” and “oleaginous,” or “oily.”
Who We Do It For Crayola is a brand for children and art education, to enable children to use their imagination and creativity through the medium of art. Crayola represented children and all of the colourful, Creative energy is contained in their ever-expanding minds. It has always been our goal to enable children to create art that is healthy and safe.
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Timeline
Timeline
Edwin was inspired to action by Alice’s work in the classroom. Binney & Smith produced the first box of eight Crayola1 crayons.
The 64-color assortment of Crayola crayons—with a built-in sharpener—is released which is now the biggest box of crayon colors.
Crayola DREAM-MAK education program is in the nation’s elemen
1903
1958
1984
1936
Binney & Smith becomes a founding member of the Crayon, Watercolor and Craft Institute, promoting product safety in art materials
1978
Crayola crayons celebrate their 75th anniversary, and Crayola markers are introduced. Craft and activity kits become a vital part of the company’s business.
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KERS art s introduced ntary schools.
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The 100 billionth Crayola crayon rolls off the production line in Easton. The wax for that crayon was poured by Mister Rogers.
The Crayola Solar Farm is completed. The solar panels generate enough electricity to produce 1 billion crayons and 500 million markers per year.
1996 2011 1996 2011 1993 2003 Today 1993 2003 Today Sixteen new colors are introduced and named by customers to celebrate 90 years of Crayola crayons.
Crayola celebrates its 100th anniversary!
Crayola reinvents itself according to its new brand mission to further advance a sustainable future.
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• • • •
Brand Future
Brand Soul Rebranding Objective Brand Keywords Brand Grids
Brand Future
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Mission Statement
Our New Mission
We inspire, encourage, and support all kinds of people to express their creativity so that they can explore their potential and be more self-confidence in their life.
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Brand Soul
Brand Soul
Drive all kinds of people to express themselves with strong creative potential, and find joy and confidence in their artistic pursuits.
Rebranding Objective The new Crayola will go beyond parents or educators to cultivate children’s art. Help all kinds of people express themselves, encourage creativity, accept different kinds of art, just like the colorful crayons.
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Keywords
Creativity
Creativity is the brand soul that runs through Crayola from beginning to end. Creativity allows more people to enjoy art and lifestyles.
Support
Support emphasizes that the brand will support and encourage people of all ages to create and express, no matter what tools and methods, Support people makes artistic expression more interesting.
Encouragement
Encourage children to create art and give them more space to develop their interests. Interest is also the best teacher, allowing children to grow in happy education.
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Brand Grids
Brand Grid
Current Influenced by the founding of the Crayola brand, Crayola has been committed to creating good children’s creative crayons to appear in the public eye. Their audience is children and children’s education groups. Giving children access to safe, colorful crayons was the brand message they wanted to convey.
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Crayola
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Brand Grids
Brand Grid
Futrue In the future, Crayola will continue to inherit the previous brand culture and promote the brand core wider. We are committed to promoting the audience to all kinds of people and arts, breaking the limitations of age on creativity, and allowing people to enjoy art.
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Crayola
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Brand Persona
• Within the spectrum • Outside the spectrum
Brand Persona
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Brand Persona
Persona Young art teacher Name: Gabby Raven Age: 32, Occupation: Art Teacher Location: Los Angels, California
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
A
Gabby likes to let children interact freely because she knows that this allows children to express their creativity
A
She rarely gives students a framework to create because she knows that too many restrictions will make children lose interest.
A
She wants to create a happy learning atmosphere because it will make her teaching more effective and explore different students.
B
She understands students’ difficulties in other subjects so she encourages students to express themselves through art and enjoy art.
B
She knows students enjoy her class because it is relaxing and stimulating.
C
Gabby will ask parents to encourage students because she knows that this is a good way to cultivate children’s self-confidence.
C
Gabby likes to read books and listen to teaching lectures because she will learn how to communicate with students.
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Good Father Name: Jamal Brown Age: 43, Occupation: Lawyer Location: Houston, Texas
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
A
Jamal always lets his children try different things, foods, or toys in his life because he wants to cultivate his children’s creativity.
A
He spends time with his children and family every weekend because he doesn’t want to miss out on his children’s growth.
B
He will take his children to participate in various exhibitions because he wants them to find their preferences and potential.
B
Jamal will pay attention to the latest news and conferences to ensure that he is aware of the hot news and Internet content for young people.
B
He has always believed that art and aesthetics can be expressed in various forms, so he likes to let children experience various arts and sports.
C
He will actively participate in school activities and give positive responses to the children because this way the children will have the confidence.
C
He knows the impact of encouraging education on children’s future because his educational environment is not very good, so he wants to give his children all the love from the family.
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Brand Persona
Community Volunteer Name: Alana Clark Age: 26 Occupation: Volunteer Location: Miami, Florida
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
A
Alana is a community volunteer. She likes her job because it can help others and bring happiness to others, as well as bring her favorite music to others.
A
Alana has many opportunities to communicate with people in the community during her work, so she can explore their artistic preferences and pursuits.
B
She likes to listen to music while working, it helps her relax and enjoy her work. Not only that, she hopes that she can create some music to let people in the community understand their thoughts.
B
She likes different kinds of music and art, which makes him more tolerant of art. Because she wants to create her own art, she tries to learn about as many artists and music as possible.
B
During her work in the community, Alana discovered that there were many artists with ideas and creativity, but they did not have a platform to express themselves.
C
She enjoys community service and feels very gratified and energized by the good feedback people give her because it lets her know she is doing something right.
C
She also enjoys giving positive feedback to people in the community because she feels happy to be able to help others and she hopes her encouragement will help community artists.
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Children have to much homework Name: Maria Lopez Age: 8 Occupation: kid Location: Mexico City, Mexico
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
A
Maria is a child in kindergarten. Her favorite class is art class because here she can draw and create. Most of the time she doesn’t know what she is drawing but she likes it.
A
Because she is curious about all kinds of things, her parents let her take part in various training classes, but this is not what she wants. Now she feels very tired.
B
She likes to draw some strange things, only she can explain the content of her creation. The teacher worried about her because she did not draw according to the book.
B
Maria habitually brings all different paintbrush tool, She likes to carry it with her, and sometimes she paints on outdoor walls, which resulted in her being lectured many times by her parents.
C
She likes to share the content of the painting with her friends, because only she can understand it and her friends do not understand her thoughts.
C
Her sister, an art student, thinks she is a genius, because of her art work, which makes Maria happy.
C
She wanted to draw a family portrait for her family, but she hesitated because she was afraid that her parents would not understand.
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Brand Persona
Retired Man A
Micheal is a retired businessman. After retirement, he wanted to try new things that he had not tried when he was young because he had a lot of time and he wanted to use his imagination to create art.
A
Micheal was worried because he had never had an artistic background or experience. He was worried that he would not be able to try art.
A
He has a grandson. Every time he is with his grandson, he feels that he has a lot of creativity because his grandson always tries new things..
B
He always feels that he has passed the age of creation. But now he enjoys watching other artists create more.
B
Micheal is keen on participating in the art market. He collects art including decorative paintings because he feels that it will help him build his aesthetic
C
He likes to communicate with artists because he can get a lot of new ideas and ideas.
C
Of course, he is also willing to share his thoughts with his former friends because his friends say that he has not been forgotten by the times, and he feels very happy.
Name: Michael Lewis Age: 65 Occupation: Retired business man Location: Chicago, Illinois
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
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Handicraft lovers Name: Ayush Kata Age: 19 Occupation: Student Location: Mumbai, India
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
A
Ayush is a handicraft enthusiast. She seems to have loved creating her own art since she was a child because it makes her feel peaceful.
A
She is an introvert, so she seldom socializes. Creating her own art ornaments is her biggest hobby.
A
She likes the traditional culture and colors of India because it is unique and the most representative of the nation, and she wants to use these in her works.
B
She wants to learn about new artistic methods so she can get inspiration for new handicrafts.
B
In the future she wants to open an arts and crafts store so she can bring her ideas to the world.
C
Ayush likes the digital art community because in that community everyone can share their works and chat.
C
Ayush likes to share the charm of art with his family and encourage them to be creative because it makes them fall in love with art creation.
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Brand Persona
Average Software engineer Name: Ryan Huang Age: 32 Occupation: Soft Engineer Location: San Jose, California
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
A
Ryan is a software engineer who has no particular hobbies except his work because it makes him happy.
A
He has no children and no children appear in the current plan, so that he thinks he is very happy and can do a lot of things.
A
He has not thought about the content of creation or art. He thinks it is interesting but too far away from him and not worth his time.
B
Ryan believes that completing web pages and code is a very fulfilling part, so he also calls these their unique art.
B
Ryan’s social circle is very small because his is friends are almost all software engineers from various companies like him, and the topics they get together with are also work-related.
C
He wants to expand his social circle, but is always too lazy to make any changes. His parents always feel that he needs to meet new people.
C
Ryan’s favorite activity is Hiking because he likes to stay outdoors for a long time and he feels relaxed.
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Fitness guru
Name: Alex Connor Age: 30 Occupation: Personal Trainer Location: New York, New York
A Creativity and imagination B Enjoy all different type of art C Give encouraging feedback
A
Alex is a fitness guru. He likes fitness because the dopamine secreted by fitness makes him feel happy.
A
Alex doesn’t understand art and creation because He thinks that his muscles and body are works of art.
A
His schedule is very fixed and he lives a repetitive life and eats the same things almost every day because he wants a good body shape.
B
He enjoys the exploration of body muscles, and he likes direct body feedback because that makes him very addicted.
B
As a fitness expert, he wants to show off his muscles and enjoy the happiness that fitness brings him, so he has to spend a lot of time on this.
C
Alex has many gym buddies who support his workout routines because he trusts these buddies and need them to spot.
C
Alex will get a lot of attention and admiring looks when walking on the street, which makes Michael very excited.
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• • •
Brand Competitors
Current Competitors Adjacent Competitors Future Competitors
Brand Competitors
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Current Competitors
Current Competitors
Most of Crayola Current’s competitors come from art supplies. Their target groups are divided by price, but they are all dedicated to manufacturing art supplies, and few focus on the people who use art.
What make us different Our new brand mission defines Crayola as a medium for underserved people of all ages to develop their artistic potential.
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Liquitex
Melissa & Doug
Liquitex is a US company that supplies art materials, focusing exclusively on the development, manufacture and distribution of acrylic paints.
Melissa & Doug is known for its educational toys and art supplies, targeting children and families.
Derwent
Prismacolor
Derwent is a brand of pencils, art materials, and other stationery. The business began in 1832 in Cumberland under the name of “Banks, Son & Co”
Prismacolor produces high-end colored pencils and markers, which are popular among artists and professionals.
Copic Marker
Sargent Art
Copic is a brand of professional quality markers founded in 1987 by the Too Group in Tokyo, Japan. Our durable graphic markers are alcohol-based
Sargent Art offers a wide range of art supplies, often used in educational settings.
Faber-Castell Faber-Castell AG is a manufacturer of pens, pencils, other office supplies and art supplies, as well as high-end writing instruments and luxury leather goods.
RoseArt RoseArt is a brand under Mattel that produces art supplies, Often positioned as more budget-friendly options.
Royal & Langnickel Royal & Langnickel offers a variety of art supplies, targeting both amateur and professional artists.
Staedter Staedtler is a German company that produces a wide range of art and office supplies, including colored pencils, markers, and other creative tools.
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Adjacent Competitors
Adjacent Competitors
Most of Crayola’s adjacent competitors come from relevant industries in the children’s supply industry, such as children’s toys, magazines, online paintings, etc.
What make us different Our new brand mission is that Crayola allows all ages to explore their creative potential, and we embrace different artistic styles and creative ideas.
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Supercoloring
Ninrendo
Super coloring is a free printable coloring pages for kids, coloring sheets, free colouring book.
A Japanese multinational video game company headquartered in Kyoto.
Lego
Alex toys
Lego, a plastic building block toy, helps children develop creativity, problem solving, spatial awareness and cooperation skills.
Alex toys started in1986 with. It’s a line of high quality basic arts and crafts products for children.
Mattel
Klutz
Mattel is a leading global toy company and owner of one of the strongest portfolios of children’s and family entertainment franchises in the world.
Mudpuppy Mudpuppy Provides a variety of children’s art and play supplies such as puzzles, colorful stickers and coloring sets.
ABCya Educational games for grades PreK through 6 that will keep kids engaged and having fun. Topics include math, reading, typing, just-for-fun logic games
Klutz is known for his unique DIY manuals that feature a variety of creative projects and crafts such as knitting, science experiments, and kite making.
Hightlight Highlights for Children, often referred to simply as Highlights, is an American children’s magazine.
Sports Illustrated Kids A print and digital media company that provides a kid-first perspective of sports including news, scores, games, photos, and analysis.
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Future Competitors
Future Competitors
For future competitors, we will face global creative organizations and creative galleries. These organizations and galleries are open to all ages and inspire people from all over the world with a variety of artistic expressions. Let people enjoy art and creation.
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Exploratorium The Exploratorium is a public learning laboratory where you can explore the world through science, art, and human perception.
The Big Draw The Big Draw is the world’s biggest drawing festival from The Campaign for Drawing. Find or arrange your own drawing events, exhibitions or workshops.
CreativeMorning
Maker Faire
CreativeMornings is a free monthly breakfast lecture series designed for creative and art communities.
A celebration of invention, creativity, curiosity, and hands-on learning showcasing the very best of the global Maker Movement since 2006.
American Art Therapy Associaation
Behance
Non-partisan national professional association of approximately 5,000 practicing art therapy professionals, including students, educators, and related practitioners
Creative people around the world join Behance, entering a community made with their original work and creative process in mind.
The Getty Center
IDEO.Org
The Getty Center in Los Angeles has a wealth of art exhibitions and educational programs that encourage engagement with and learning about the arts.
IDEO.org is a nonprofit design studio. We design products and services alongside organizations that are committed to creating a more just and inclusive world.
The Kennedy Center
TED
The Kennedy Center for the Arts in the United States is dedicated to arts education programs, performances and exhibitions designed to inspire creativity and artistic expression.
TED-Ed Clubs is an educational program that encourages students and adults to share their thoughts and ideas in TED-style talks.
GR604 THE NATURE OF IDENTITY
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Brand Attributes
Brand Attributes
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5 relevant/good/positive words
5 neutral words
• • • • •
• • • • •
Inspirational Creative Empowering Encouraged Celebratory
Broad Inclusive Evolving Diverse Universal
5 bankrupt/stale/negative words
5 words your brand hopes to (or can claim to) “own”
• • • • •
• • • • •
Vague Overreaching Superficial Overwhelming Pretentious
Creative Innovative Inspiring Diverse Explorative
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Credit Page
Credit Page
Photo Credit: https://unsplash.com/ Words Credit: https://americanhistory.si.edu/collections/search/object/nmah_1196565 https://www.thoughtco.com/crayola-crayon-history-1991483 https://www.color-meanings.com/colorful-history-crayola-crayons/