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MILTON BRADLEY

Make Smarter Life Choices Milton Br adley Br and Guidelines / 2015


MILTON BRADLEY

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MILTON BRADLEY

Make Smarter Life Choices Milton Br adley’s Br and Guidelines / 2015


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MILTON BRADLEY MAKING SMARTER LIFE CHOICES

TABLE OF CONTENTS THE ORIGIN

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INTRODUCTION BRAND SOUL

THE STRATEGY

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NEW DIRECTION AUDIENCE SPECTRUM VISUAL GRIDS COMPARISON CHART

VISUAL STANDARDS

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NEW LOGO LOGO STANDARDS TYPOGRAPHY COLOR SCHEME BUSINESS SYSTEM

BRAND FUTURE PROJECTION CHART FEATURED EXTENSIONS

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MILTON BRADLEY

0. TABLE OF CONTENTS


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01. THE ORIGIN

INTRODUCTION BRAND SOUL


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1. THE ORIGIN


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About Old Milton Bradley

Popular Old Board Games

When anyone hears the name “Milton Bradley,� some of the things that come to mind include family game night, American family values and of course the warm memories of the many old Milton Bradley board games from childhood.

1860_The Checkered Game of Life (Game of Life)

The Milton Bradley Company is a perfect representation of the American Dream. Created from the skills and ideas of one man, this company is now the leading game producer under the flagship billion-dollar corporate giant, Hasbro Inc. Producing games since 1860, Milton Bradley remains a familiar and respected brand throughout the board game industry.

1963_Mouse Trap

1936_Easy Money 1949_Candyland 1955_Candy Land 1958_Concentration

1965_Mystery Date 1965_Operation 1965_Barrel of Monkeys 1965_Trouble 1966_Twister 1967_Battleship 1973_Perfection 1974_Connect Four 1977_Family Feud 1978_Simon 1979 _Connect Four 1984_Axis & Allies 1986 _Jenga 1987_Win, Lose or Draw 1988_Scattergories 1989_ HeroQuest


01. THE ORIGIN INTRODUCTION

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MILTON BRADLEY

BRAND OVERVIEW TIMELINE

T h e C h e c ke re d Ga m e o f L i f e” 1 860


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1920 By that year, Milton Bradley Company had five manufacturing sites in Springfield. But without the Milton inventing new games and with the aging of their factories, the company declined throughout the 1920s, the 1930s, and into the 1940s.

1879 George Tapley bought the interest of the lost investors and took over as president of the Milton Bradley

1861

Company, leaving Bradley free to develop his designs

Bradley became convinced

for both games and the

board games were his

kindergarten movement.

company's future, with the

The Early

1900s

success of inventing and

Milton’s educational supplies were

selling "The Checkered

spreading across the United States.

Game of Life."

Milton Bradley continued producing games, particularly parlor games played by adults.

1870 With the recession, his investors told him either his kindergarten work must go or they would go. Bradley chose to continue

1860

producing educational materials.

Milton Bradley moved to Springfield, Massachusetts, and set up the state’s first color lithography shop.

1869 Bradley became involved in the Kindergarten movement with the production of “gifts”.


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INTRODUCTION

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BRAND OVERVIEW TIMELINE

1960 With the re-release of “The Checkered Game of Life, ” the company began to look overseas for new markets by signing licensing agreements with European toy makers to manufacture the company’s products.

1959 Milton Bradley released “Concentration," a memory game based on an NBC television show of the same name.

2015 Rebranding

1941 Milton Bradley released “Concentration," a memory game based on an NB C television show of the same name.

1984 After a failed attempt to develop their own video game system in 1983, Hasbro acquires the Milton Bradley Company and keeps the Milton Bradley name as a unique brand.


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The Root

Based on the history of Milton Bradley company, and the values from Milton Bradley himself. We found a brand soul as a vigour root of the old Milton Bradley and explore a new wedge point for new Milton Bradley.


01. THE ORIGIN BRAND SOUL

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MAKE SMARTER LIFE CHOICES

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02. THE STRATEGY NEW DIRECTION AUDIENCE SPECTRUM VISUAL GRIDS COMPARISON CHART


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2. THE STRATEGY


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HELPING PEOPLE MAKE SMARTER LIFE CHOICES WHEN OPPORTUNITIES PRESENT THEMSELVES,


02. THE STRATEGY NEW

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DIRECTION MISSION STATEMENT RE-BRANDING OBJECTIVE

IN ORDER TO BALANCE THEIR LIVES, LEADING TO SUCCESS. Instead of creating board games for children, the new Milton Bradley will target on informing and educating people who are uncertain about their paths. Milton Bradley provides services to help them make smarter life choices, which will lead to personal success.


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• Kids are grown, have left home and gone to colleges or society. She starts to have her own time, but feels lonely sometime. • She used to be a strong mom, made many decisions for her children. However they do not need her in this way now. • She has had professional success in a field. But it’s hard for her to take it to the next level, so she feels confused about her next step. • Considered about aging, losing her power of her field. • Sub-health. Concerned about her health long term. • Remembers her youth dreams. Thinks to take some actions on those youth dreams.

Early Professional

Empty Nester Nessa

James

54 year-old

22 year-old

• Just got into his first job in his chosen career, and has little idea about how to lookahead. • Work late often, cause he still can’t adapt to his work status. • Due to the late work at nights, he is busy in the morning and drinks a lot of coffee. • He starts to have problem with presentations. He doesn’t have enough time to prepare them, and can’t think as usual because the sleep deprivation. • He works hard but the results always frustrated him. • He has little time to share with his girlfriend, so they quarrel very often. • Trying to build up his new professional relationship to fit his new life. And sometimes, it embarrasses him that doesn’t know what to talk about when meeting new people.

Believers


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AUDIENCES

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SPECTRUM

Easily Influenced • Day-dreams everyday everywhere— on the sofa, on buses, at meeting, in the bathroom... • She has ambition for her life, she wants to be rich, be beautiful, be smart, be attractive… She possesses a positive future for herself in her day-dreams. • Complains about her current life and fate. She believes that her bright future will suddenly come somehow someday. • She is so into her day-dreams that she doesn’t care about other things. And she gets a short memory cause her unconsciousness. • She is so shy that she doesn’t enjoy real social work. She only has a fixed circle of friends. • She realizes the differences between real and virtual, that makes her admire others’ life and hate hers. • Kind of lazy girl, her favorite activity is lying of her sofa and dreaming a brighter life.

Dreamer

April 20 year-old

Stacy 34 year-old

• Has a strong mom, listens to her for almost everything. • Is a clinging vine, easily influenced by others. • Is a good student in school, always gets A. Listens to her teachers. • Starts to think what kind of major she will pursue in college but hesitates with several ideas. • Doesn’t like to take risks. Is Always be upset with new environments. • Instead of taking initiative and taking action, being ordered by others is more comfortable for her. So she doesn’t like to be the leader in a teamwork. • Has problems with an abundance of choices. When doing choices, she always hesitates.


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Highly Organized • Planner, good at scheduling things. And he does it for almost everything, such as time, finance, meals.

Peter 28 year-old

• Uses effective, functional apps to help him to remember and plan things. • Lives alone in a basement.

• Always has a notebook with him. He thinks writing down on paper is more

• Has never had any girlfriends, and is

convenient and emotional rather than

still waiting for his first kiss.

typing in the phone. • Has a clear life plan—will get married at 30-year-old, and have 2 boys and one girl, will promote to be the manager before he’s 35… • He feels frustrated when goals are not met. • He will be upset if his plan is disrupted. • He has a long term relationship, almost 10 years, and is very satisfied with that.

• Very shy, and is afraid to talk to the strangers.

Socially Isolated

• Will be very uncomfortable and upset if he is in a new environment.

Bob 37 year-old

• Hates social activity especially hates crowds. So instead of going downtown for shopping, he shops online a lot. • Hates changes, the last time he moved is 10 years ago. • Doesn’t like surprising either, cause he has no idea how he should respond. He was terrified by the birthday surprise from his 20th birthday party. that doesn’t know what to talk about when meeting new people.


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AUDIENCES

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SPECTRUM

Comfortably Situated Jessica 54 year-old

Gypsy

• Both her son and daughter are in Ivy League colleges. She is so proud of them. • In a good relationship with her husband. Her husband kisses her

• Has her own faith and religion, she is not always persuaded by scientific evidence.

every morning and says “ love you”

Florica

every night before sleeping.

25 year-old

• Has good health, checks with her

• Spiritual beliefs. Believes in destiny

doctor every three months.

and fate, and won’t try to fight against that to make changes.

• Has dinner with her parents and parents-in-law every weekend, they care

• Loves freedom, doesn’t want to play

about each other very much.

logically.

• Has a great salary and never has

• Has a nomadic lifestyle, doesn’t like

financial issues.

to stay in one place or job too long.

• Is the profession in her area and is

• Does not make many long term

satisfied with what she had has.

friends.

• She is so content with her situation

• Doesn’t always follow social rules. • Hates other people to guide her or persuade her to do anything.is lying of her sofa and dreaming a brighter life.

Nonbelievers

now, that she doesn’t want to think or make any changes.


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Before

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The old Milton Bradley reminds people a scene of sitting around a soft sofa, playing board games while watching soap operas in a classic American house. Generally, it is a memory about the warm family time.

Milton Bradley


02. THE STRATEGY

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VISUAL GRIDS OLD LOOK NEW LOOK

After

We want the new Milton Bradley looks modern, professional, intelligent and sustainable to the new audiences.

Milton Bradley

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Grown-ups & More Investment

High Investment

• Harvard • Blizzard

• Disneyland • TSR • Mensa • Mayfair • Sega • Nintendo

• TEDtalks • MILTON BRADLEY after

• Techshop • Quora • Skillshare

• General Assembly

Young

• EdTech • Knewton

• Microsoft

• Parker Brothers • MILTON BRADLEY before

• Wherefortune

• Asmodée • Rockstar Games

• Rovio • Fisher Price Low Investment

Old


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COMPARISON

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CHART AGE & INVESTMENT CONVENIENCES & EDUCATIONAL

Conveniences & Higher Educational

High Educational

• Harvard

• General Assembly

• Techshop

• EdTech • MILTON BRADLEY after

• Forbes

• TEDtalks • Skillshare • Quora • Knewton • Microsoft

• Mensa International • Disneyland • Blizzard

• Nintendo Inconvenient

• Sega

• MILTON BRADLEY before

Convenient

• Asmodée • Fisher Price • Parker Brothers • Zynga • Rovio • TSR • Mayfair • Wherefortune • Rockstar Games Low Educational


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03. VISUAL STANDARDS NEW LOGO LOGO STANDARDS TYPOGRAPHY COLOR SCHEME BUSINESS SYSTEM


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3.

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VISUAL STANDARDS


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Ideation

PATH

KEYHEAD

PATTERN from a famous Milton Bradley’s board game

ARROWHEAD


03. VISUAL STANDARDS NEW LOGO

MARK IDEATION

Mark

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Thought Processes

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03. VISUAL STANDARDS

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NEW LOGO

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MARK IDEATION

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M ILTO N B R AD L AY

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MILTON BRADLAY

MILTON BRADLAY

Milton Bradlay


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Symbol

x

x

2x

x

45ยบ

x

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13x

The symbol is created by a combination of four right triangles, with a thickness of x.


03. VISUAL STANDARDS LOGO STANDARDS ANATOMY VARIATIONS INCORRECT USES

Logotype

The logotype originally started with the typeface Banda Bold. However, the rounded SemiSerif looked too juvenile for the new Milton Bradley brand.The solution was to cut the rounded Serif style and add some angles to make it look modern and appear more cohesive with the symbol.

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Proportion & Clear Space

8y 8y

34y 34y 8y 89y

Based on the golden ratios, the width and height of the symbol equals 34y. The width of the logotype equals 89y in the vertical version and so does the logo’s width. The gap between the symbol and logotype equals 8y.


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LOGO

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STANDARDS ANATOMY VARIATIONS INCORRECT USES

8y 8y

34y

34y

For the horizontal version, the combination of the symbol and logotype is made to look like shape of a key. The width of the logotype equals 102y, the width of the symbol equals 34y, and the gap between the symbol and logotype equals 8y. The total width of the logo equals 144y and the height equals 34y. Do not distort the logo or change the proportion at any time.

8y

102y

Please keep a space of 8y around the logo to allow for adequate spacing.


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Logo Alternatives

0.5in

0.25in

0.25in

0.75in

1.25in


03. VISUAL STANDARDS LOGO STANDARDS ANATOMY VARIATIONS INCORRECT USES

Minimum Size

The minimum height for the vertical logo is 0.75in. The minimum width is the proportionally equivalent to the height.

The minimum length for the horizontal logo is 1.25in. The minimum height is the proportionally equivalent to the length.

The minimum width and height of the logo mark is 0.25in.

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Logo Color Middle Yellow One-color against a white or dark background. PANTONE 102 C

Lime Spruce One-color against a white or light background. PANTONE 432 C

The color choices show our spirit and promotes brand recognition. The preferred color for the signature is a single middle yellow on a white or lime spruce background. For visibility, we also offer a lime spruce signature against a white or middle yellow background. These two powerful corporate colors reinforce the stature of the new Milton Bradley.

Lime spruce on a middle yellow background

For readability, please do not use the middle yellow signature on a white or light background, when the width of the signature will be shorter than 1.25in for printing, 120px for the web.

Reverse


03. VISUAL STANDARDS LOGO STANDARDS ANATOMY VARIATIONS INCORRECT USES

The examples show correct color usage for Milton Bradley and Milton Bradley Divisions’ signatures and backgrounds. The basic idea is to have other colors cooperating with our primary yellow.

Other Colors One-color against a white or yellow background, and the reverse versions of the yellow logo on color backgrounds.

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Image Background


03. VISUAL STANDARDS LOGO

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STANDARDS ANATOMY VARIATIONS INCORRECT USES

On the rare occasion when the logo needs to appear over a photograph or illustration, special care must be taken to ensure visibility of the logo elements. The logo should be reproduced in a single when possible. Remember, visibility is the goal here. Often, adjusting the position of a photograph or retouching the area where the signature resides will help you achieve that goal.


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Things not to do

Do not stretch the logo.

Do not apply effects like drop shadows or 3D.

Do not rotate or change the proportions of the logo.


03. VISUAL STANDARDS LOGO STANDARDS ANATOMY VARIATIONS INCORRECT USES

Do not add elements or fill the logo with imagery.

Do not miscolor, gradient or outline the logo.

Do not add blur effects to the logo. Do not change the logotype.

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M MILTON BRADLEY

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ABCDEFGH IJKLMNOP QRSTUVWX YZ#&*@! 12345678 90()[]{}


03. VISUAL STANDARDS

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TYPOGRAPHY

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TYPEFACES HIERARCHY

Clear Sans

Aa

C le ar Sans B o ld ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890& abcdefghijklmnopqrstuvwxyz

C le a r S a n s M e d iu m ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890& abcdefghijklmnopqrstuvwxyz

Aa

C l ear S an s Li gh t ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890& abcdefghijklmnopqrstuvwxyz

C lear S ans Thi n ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890& abcdefghijklmnopqrstuvwxyz

Clear Sans is a versatile OpenType font for screen, print, and Web. We designed Clear Sans with on-screen legibility and glanceability in mind. It strikes a balance between contemporary, professional, and stylish expression and thoroughly functional purpose. It has a sophisticated and elegant personality at all sizes, and its thoughtful design becomes even more evident at the thin weight. Clear Sans has minimized, unambiguous characters and slightly narrow proportions, making it ideal for UI design. Its strong, recognizable forms avoid distracting ambiguity, making Clear Sans comfortable for reading short UI labels and long passages in both screen and print.


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B

ABCDEGH IJKLMNOP QRSTVWX YZ#&*@! 12345678 90()[]{}


03. VISUAL STANDARDS

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TYPOGRAPHY

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TYPEFACES HIERARCHY

Aleo

Aa

Al e o B ol d AB CDEF G H IJKLM N O P Q RSTU VWXY Z 1234 567 89 0 & ab c de f g hi j kl m n o p qr s tuv w x y z

A l e o Regul ar A B CD E F GHI J KL M NO P Q R S T U VW X Y Z 1 2 34 56 7 8 9 0 & ab c d ef gh ij k l mn o p q rs t u v w x y z

Aa

Al e o Li gh t ABC DE F GH I J K LM N O PQ R ST U V W X YZ 12 3 4 5 6789 0& ab c d e f g h i j k l m nop q r s t u v w x yz

Al e o Li gh t Ita li c AB CDE FGHIJ K LM N O P Q R S T U VW X Y Z 12 345 67 8 9 0& a b cdefgh i j klm no pq r s t u vw x y z

Aleo is a contemporary font designed as the slab serif companion to the Lato font by ナ「kasz Dziedzic. Aleo has semirounded details and a sleek structure, giving it a strong personality while still keeping readability high. The family comprises six styles: three weights (light, regular and bold) with corresponding true italics.


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Headling 1

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CLEAR SANS BOLD ALL CAPS

Headling 2

Aleo Light Upper & Lower Case

Headling 3

Clear Sans Bold Upper & Lower Case

Headling 4

Aleo Bold Upper & Lower Case


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TYPOGRAPHY

TYPEFACES HIERARCHY

Body Text

Clear Sans Light Upper & Lower Case

Quote

Aleo Light Italic Upper & Lower Case

Captions

CLEAR SANS MEDIUM & THIN ALL CAPS & Upper-lower Case

Pagination

Folio

AlEO LIGHT ALL CAP

CLEAR SANS BOLD & LIGHT ALL CAPS

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Core Colors As mentioned in the logo colors, these two colors are our primary colors for identity. Lime Spruce presents the calm and professional attitude that the new Milton Bradley works under. Middle Yellow gives the confident, positive, happy, and fulfilled emotions that we hope to bring to our clients’ lives. When the yellow color is displayed on the spruce background, it shows Milton Bradley is the guide and light of life.

MIDDLE YELLOW PAN TO N E 1 0 2 C H EX # f d e 7 0 0 C 0 M5 Y 1 0 0 K 0 R 2 5 3 G 232 B 0

LIME SPRUCE PA N TO N E 4 32 C H E X # 333d 4 C85 M 7 5 Y 60 K 30 R51 G 62 B 7 2

CINNABAR PAN TO N E WA RM RE D C H EX #e 84 1 30 C 0 M8 5 Y 80 K 0 R 2 3 2 G 66 B 4 9

PICTON BLUE PA N TO N E 298 C H E X # 4 b b 3e 6 C65 M 1 0 Y 0 K 0 R7 6 G 1 7 9 B 230

Secondary Colors The cinnabar and Picton blue colors from our palette are used in the signatures of our brand extensions. Cinnabar presents success in personal life projects while Picton blue is the color for the projection of successful professional life achievements.


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COLOR

MILTON BRADLEY

SCHEME CORE COLORS SECONDARY COLORS

These three different levels of grays are used to complement the core colors. Except the black one works for a black and white only condition, do not use them on their own.

BLACK PAN TON E BLAC K C H EX #302923 C65 M 6 5 Y 6 5 K6 5 R49 G41 B3 6

ASHER PA N TO N E 4 25 C H E X # 57 5859 C65 M 55 Y 50 K 30 R88 G 89 B 89

MERCURY PA N TO N E 4 20 C H E X # d 3d 0 c d C20 M 1 5 Y 1 5 K 0 R21 1 G 20 8 B 20 6


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03. VISUAL STANDARDS BUSINESS

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SYSTEM

Stationary

Here are stationary systems including two extension sub-branding and our main corporate branding.


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03. VISUAL STANDARDS BUSINESS SYSTEM

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04. BRAND FUTURE PROJECTION CHART FEATURED EXTENSIONS


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4. BRAND FUTURE


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PROFESSIONAL SUCCESS Professional Techniques Learning Workshop

Zen Meditation

Mindfulness Therapy

Career Planner

Day-to-day Insights

Time Steward

Survivors

Life Coach

The Great Escape

Navigation TV Show

Wit Answers Making SMART Choices Exhibition

Life Talks

Character Development

Legal Consulting

The Checkered Game of Life in the 21st Century Life Imaginations

Acting Class

Decision-Making Lessons Habit Tracker Communication Skills Training Go Canoeing

Yoga in the Parks

Nash Club

Professional Lectures

Films that Inspire Get-Together Maze

Career Consulting Service

Never Stop Running The Apprentice Milton Bradley Season Culinary Health

PERSONAL SUCCESS

Making Decisions that Lead to Success


04. BRAND FUTURE

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PROJECTION CHART DIAGRAM BRAND EXTENSIONS

products The Checkered Game of Life in the 21st Century Wit Answers Day-to-day Insights Time Steward Habit Tracker

services

educational opportunities Zen Meditation Acting Class Professional Lectures Culinary Health Professional Techniques Learning Workshop Decision-Making Lessons Communication Skills Training

Career Planner Life Coach Career Consulting Service Character Development Mindfulness Therapy Legal Consulting

events The Apprentice Milton Bradley Season Nash Club Life Talks Films that Inspire

environments Get-Together Maze The Great Escape Survivors

co-branding opportunities McKinsey & Company Exploratorium

experiences

Stanford

Navigation TV Show

The Apprentice

Yoga in the Parks Go Canoeing Making SMART Choices Exhibition Life Imaginations Never Stop Running

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products

services

environments

The Checkered Game of Life in the 21st Century

Career Planner

Get-Together Maze

Guide people to make strategies and map

An outdoor maze for multiple players

their paths for long-term professional

starting at different positions where they

A mobile game simulates a person’s life.

Life Coach

Players create their own characters, set

Focus on set up and reach personal life

up goals and then follow specifically ana-

goals.

lyzed hints, collect supplies, learn skills, keep improving to reach their goals

Wit Answers A question-and-answer online social community based on a website. Inquirers not only ask questions but also offer options for others to vote on. Questions can range from professional topics to general personal life concerns.

Day-to-day Insights

Career Consulting Service Share McKinsey & Company’s database, information, and analysis methods to give individuals professional consulting service.

Character Development Personality testing and analysis to let

A diary book to record people’s life expe-

people learn about themselves, and then

rience, reflect their thoughts and spirits.

help them keep improving.

Offered in two versions, one is a paper notebook, the other one is a lockable app.

Time Steward A schedule book and app corporate with calendar apps, helping people do their time management.

Habit Tracker Wearable technology products can connect with an apps to track time usage

Mindfulness Therapy Talk Therapy to release daily stress and heal hurt feelings bases on the dimension of psychology.

will solve puzzles and make the right choices to get back together.

The Great Escape Using reasoning, collaboration, decision making to escape from a locked room.

Survivors Environments simulate disasters such as earthquakes, hurricanes, mudslides... let people experience, learn the knowledge and practice the right methods to survival from.t

co-branding opportunities McKinsey & Company McKinsey & Company is a multinational

Legal Consulting

management consulting firm. It conducts

Offer some general legal consulting and

order to evaluate management decisions.

reference professional law firms to meet peoples’ different needs.

qualitative and quantitative analysis in

Exploratorium

and give advice for better managing their

The Exploratorium is a museum in San

time.

Francisco whose stated mission is to change the way the world learns.

Stanford TheStanford Strategic Decision and Risk Management courses and certificate blend academic theory with the industry expertise of Strategic Decisions Group.

The Apprentice The Apprentice is an American reality game show that judges the business skills of a group of contestants.


04. BRAND FUTURE

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PROJECTION

MILTON BRADLEY

CHART DIAGRAM BRAND EXTENSIONS

experiences Navigation TV Show Reality TV shows that encourage individ-

educational opportunities

uals to explore their cities so that they

Zen Meditation

will know there are more choices for them

A meditation class, for people to focus on

to enjoy their lives. Also, they can know

internal reflection and personal growth.

the streets, avenues better and figure out more efficient or interesting ways to go.

Acting Class

events The Apprentice Milton Bradley Season Work with the reality TV show “The Apprentice”, focus on tracing challengers’ paths from job hunting, promoting, com-

Yoga in the Parks

Training people’s performance skills such

peting to the highest and most valuable

like reaction, expression, communication,

position.

A free yoga class held in a park. Taking a

collaboration that they need in social life.

breath of fresh air can help people rethink about their situation and make smarter decisions.

Go Canoeing Canoeing is a good outward bound activity for people to be more adventurous, cooperative and comprehensive.

Making SMART Choices Exhibition An exhibition for exploring the latest intelligence technologies in decision making.

Life Imaginations An acting experience, allowing people to play the character in some life situations that they haven’t experienced. The purpose is to absolve regrets and doubts.

Never Stop Running A marathon-like activity that offers an opportunity for people to run, release and discover their limitations.

Professional Lectures Career training lectures, focus on planning, time management, building interpersonal relationships in professional life .

Culinary Health A vocational training for food therapy. Teach people how to make health and delicious foods.

Professional Learning Techniques Workshop Skills training classes and workshops for people to start and promote in their professional lives.

Decision-making Lessons Teaching several models for decision making. Also training peoples’ skills for making choices through case studies and practice.

Communication Skills Training Training people for better communication skills, assist them to have better social skills and negotiation skills.

Nash Club Gather people who know John Forbes Nash,Jr. and his Game Theory well, and keep studying this theory. Hold conferences talking about game theory, showing how game theory help people to choose to the public.

Life Talks Share life experiences by a conference. Exchange life stories, inspire other people to rethink about their own lives.

Films that Inspire A film festival for movies that inspire people to have a better life choices. Some movies such as “Life is Beautiful”,”Forrest Gump”,“ The Shaw shank Redemption”,”A Beautiful Mind”, etc.


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04. BRAND FUTURE FEATURED

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EXTENSIONS PERSONAL PROFESSIONAL

professional


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products services environments experiences educational events co-branding

Career Consulting Service Share McKinsey & Company’s database, information, and analysis methods to give individuals professional consulting service.


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MILTON BRADLEY

EXTENSIONS PERSONAL PROFESSIONAL

Provide consultative and project management services, solutions, and activities from client identification to final invoicing. Help people better understand their situation, remove any doubts, liberate their worries, and lead them to better lives.

McKinsey & Company An American multinational management consulting firm. It conducts qualitative and quantitative analysis in order to evaluate management decisions. Eighty percent of the world’s largest corporations are counseled by the firm, which is considered the most prestigious management consultancy.


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products services environments experiences educational events co-branding

The Milton Bradley Season will show many Milton Bradley products, services, and other extensions. The competition will start with the Career Planner, Personality Development, and professional consulting to find suitable jobs and goals for each

The Apprentice Milton Bradley Season Work with the reality TV show “The Apprentice” to focus on tracing the challengers’ paths from job hunting, promotions, and competing to the highest and most valuable position.

challenger as well as continue mapping their paths. They will be required to introduce and sell some products and services of Milton Bradley in some of the challenges. Also, this show will emphasize how the challengers make decisions.


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products services environments experiences educational events co-branding


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The Apprentice An American reality game show that judges the business skills of a group of contestants. It is closely associated with real estate magnate, businessman and television personality Donald Trump, who hosted 14 seasons of the show from its inception in January 2004 until 2015. The show is broadcast on NBC.


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personal

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products services environments experiences educational events co-branding

Get-together Maze

An outdoor maze for multiple players starting at different positions where they will solve puzzles and make the right choices to get back together.


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Players are taken to different starting points where they have to solve puzzles, overcome difficulties, and make the right decisions to reach the goal, which is, getting back together. Some of the puzzle’s questions are from general life experiences to about other players. It’s a collaborative game, testing the familiarities and cooperation skills between players while also helping the players know each other better.

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products services environments experiences educational events co-branding

Zen Meditation

A meditation class for people to focus on internal reflection and personal growt


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Meditation involves generating an emotional state for the purpose of analyzing that state. It has a calming effect and directs awareness inward until pure awareness is achieved. It is the best way for people to know their deepest needs and after that, people can find out the best directions for their lives.Â


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professional & personal


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products services environments experiences educational events co-branding

Habit Tracker Wearable technology products can connect with an apps to track time usage and give advice for better managing their time.


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We offer technology and wearable products, such as wristbands, lockets, rings, glasses, lenses and watches for people to track your habits. All the products come with an app, which tracks peoples’ time usage to analyze, give advice for people to make smarter schedules, and help them follow their schedule so that they can balance their life better. People can even just buy the app and use it with their iWatch.

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The connected app has a timer to record every activity the person wants to record. It can analyze the time usage from the individual’s daily life on every program. Milton Bradley’s life coaches will give them suggestions to improve their time management. It not only helps people become aware of the time passing but also leads people to a more efficient and sustainable lifestyle.


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products services environments experiences educational events co-branding

Wit Answers A question-and-answer online social community based on a website. Inquirers not only ask questions but also offer options for others to vote on. Questions can range from professional topics to general personal life concerns.

It is a question-and-answerand-poll website, where questions are asked, answered, polled, edited, and organized by the community of users. People can ask questions about any topic, from professional areas to general life thoughts. Inquirers are required to offer some options for others to vote on, and the system will create the analysis infographics. Participants won’t just vote on the answer, but can also give their reasons. A question can be as simple as, “Which color do you like, orange or blue?” and the voters can give their answers with their different perspectives. They can even go deeper into their answer, and inform people about color psychology.


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products services environments experiences educational events co-branding

Life Imaginations

An acting experience, allowing people to play the character in some life situations that they haven’t experienced. The purpose is to absolve regrets and doubts.

For those people, who always think ways they have made the wrong choices and are living with regrets. This is also for people currently facing choices and are afraid of regretting their decisions. Milton Bradley works with acting schools to give people the chance to experience another life. Life isn’t be better when you keep regretting or hesitating. It’s time to move on and make smarter choices.


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Teaching several models for decision making. Also training peoples’ skills for making choices through case studies and practice.

Decision-Making Lessons

One important part of our lesson is from The Stanford Strategic Decision and Risk Management courses, who we are co-branding with.


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All people need to make decisions from time to time. Given the limited time in formulating policies and addressing public problems, public administrators must enjoy a certain degree of discretion in planning, revising, and implementing public policies. In other words, they must engage in decision-making. Over the years, many scholars tried to devise decision-making models to account for the policy making process.

Stanford University The Stanford Strategic Decision and Risk Management professional certificate program provides professionals with advanced skills to make high-quality decisions and embrace risk and uncertainty for competitive advantage. The program consists of a curriculum of noncredit short courses and blends Stanford University’s academic and research depth with the expertise and track record of Strategic Decisions Group.


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products services environments experiences educational events co-branding

Making SMART Choices Exhibition

An exhibition for exploring the latest intelligence technologies in decision making.

Exploratorium A museum in San Francisco whose stated mission is to change the way the world learns. The Exploratorium offers visitors a variety of ways—including exhibits, webcasts, websites and events—to explore and understand the world around them.


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Experience those intelligent systems and technologies for helping people make decisions. It is an exhibition held in the Exploratorium which introduces new technologies that can expand their views, improve their logical thinking, understand and justify their real demands, and make their lives more convenient and efficient by making smarter choices.

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We Are Our Choices.


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Jean-Paul Sartre A French philosopher, playwright, novelist, political activist, biographer, and literary critic.

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Milton Bradley Logo Š 2015 Chenmiao Liang Designed by Chenmiao Liang Student ID 03444916 mia.liang.gr@gmail.com GR604 The Nature of Identity // Fall 2015 Instructor Hunter Wimmer Academy of Art University


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Profile for CHENMIAO

Milton Bradley Brand Guidelines  

A Re-branding Project

Milton Bradley Brand Guidelines  

A Re-branding Project

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