Design Systems
Designer
Brian Du Pont 38
I personally think that the most appealing products are ones that make anyone who picks them up want to recommend them to other people.
Tsunekazu Ishihara
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logo
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mission statement
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core values
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attributes
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customer personas
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products and services
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design vision
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print media
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digital media
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environment media
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future thoughts
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Table of Contents
research
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Research Pokémon has been around for 20 years, and has engaged fans since childhood. However, our consumers are not just fans. They are trainers. To be known as a trainer develops a sense of belonging to a community. This community keeps trainers to stay with the brand up through their adult years. 4
Pokémon take the form of many media from card games, video games, and toys. As more Pokémon products are being produced, The Pokémon Company is designed to help distribute and maintain the brand. We consider each character in Pokémon to be an identity that needs to be introduced, nurtured, and grown so that our Trainers will do the same for their Pokémon.
I regard the universal appeal of PokĂŠmon that you can collect, raise, trade, and battle as our strength and the reason we have been loved for so long.
Tsunekazu Ishihara
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revised
current
Logos
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Mission Statement To inspire joy and the fun of PokĂŠmon by combining the established qualities of trading and playing with the innovation and care of contemporary methods so that PokĂŠmon may be enjoyed as a lifelong interest.
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the Core Values Pokémon will maintain
Even though the brand is being refreshed, there are core values that we hope to maintain. Spread joy to children through Pokémon. A broad fan base extends the name of Pokémon. Explore innovation with newer technology. Bring joy to children using Pokémon in disaster relief. Develop educational tools to build a brighter future. Encourage independent and global learning. Maintain the value of existing Pokémon characteristics.
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Attributes
As our brand expands across many demographics, there are unifying qualities that attract new trainers and maintain current trainers, PokĂŠmon strives to be both innovational and traditional, fun and creative, colorful and engaging.
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Trainer Personas Matt
Beth
Jake
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kémon! The I enjoy all of Po k... rds, the artwor games, the ca r fo ng ni been trai all of it! I have ly al re t ha s, but w only a few year e er Th k. or the artw inspires me is to t an it and I w is so much of ow mon when I gr ké draw for Po s is rd ca on Pokém up. Collecting . em th playing more fun than
I’ve been a lifelong Trainer since 1998 playing the video game on the Nintendo DS. It wasn’t long before I collected the cards, and as an adult, I love wearing and buying other Pokémon merchandise. Now that Pokémon Go is out, I’ve rediscovered the video game media of Pokémon.
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Well, I like Pokémon, but I real don’t unde rstand it. M y son lov the game a nd them for him the cards, so I b . However, I don’t know how to be more involved with his inte rest in Pok émon other than being a co nsumer. Ca anyone he lp me? How do I play and do mo re with Pok émon?
lly ves buy
d
As trainers have grown up with the brand, there are many concerns we need to address. First, most of the imagery, including the logo, is designed with children in mind. This creates an awkward distance for the trainers who are now adults and would like to participate with a brand that meets their interests without alienating them. Secondly, not every consumer is a trainer. Many consumers are parents that purchase our products for their children. However, these parents feel disconnected from their children as they don’t understand our brand. How can we educate these potential trainers?
an
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Products
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Our products have an amazing range from toys, collectible cards, and video games. Trainers can adorn their home with an array of merchandise or even themselves with many clothing options. Even outreach programs are set in place to educate and uplift our world.
Trading Card Game
Movies & TV
trading cards
Films
Booster Packs Elite Trainer Box Oversize Card Sets Pin Sets Character Sets Tins
Theater Releases Digital Characters
TV Animated Show Variety Show
Merchandise
Video Game
Toys
Niantic
Pokémon Go!
Nintendo
3DS Games
Online Games
Pokémon Trading Card Game Online
Clothing Clothing Shirts, Tops, Tees Hoodies Caps, Hats, Beanies Socks
Home Decor Kitchenware
Mugs Plate Sets Cookie Cutters
Stationary Journals Cards
Plush Toys Figurines 3DS Games
Art
Framed Art Wall Graphics
Home Education Education
PokeToucha App
Awareness Disaster Relief Pokemon With You
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Design Vision
I wanted to design a game that involved interactive communication.
Satoshi Tajiri 16
Typography Choices Proxima Nova Light
Dead History 18 pt
Dead History 24 pt Dead History is used as a display type for the headings because of the variations of strokes from thick to thin. This calls back to the movement of the strokes in the revised logo.
10 pt
Proxima Nova Light
12 pt
Proxima Nova Light 16 pt Proxima Nova Light has a thin, consistent look that adds a smooth texture to the body of any documents produced for Pokemon. It has gentle readability and upholds clear communication. 17
Color and Patterns
pantone 187 c
pantone 7401 c
pantone 1225 c
pantone warm gray 2 c
pantone neutral black C
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The color palettes are meant to keep older trainers engaged with our brand. The colors are dynamic and bolder than the previous palette of blues and yellows.
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Print Media
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One of the most common ways for consumers to interact with PokĂŠmon is through the printed materials like the game cards. Using this format, we can build a strategy around the shape of the rounded edges and the stackability of the cards.
Business Cards Unlike traditional business cards, our new cards fit the size of the PokĂŠmon trading cards. On one side is the vital contact information while the flip side boasts our monogram and eyecatching colors. These can easily be placed in deck boxes during promotions.
Pat Watkins
Marketing Director (800) 555-1122 pat.watkins@pokemon.com
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Deck Box Along with the cards, deck boxes are used to store and transport PokĂŠmon decks. Deck building is another aspect of our brand that builds imagination as well as teaches strategy. The universal design allows trainers to mask the contents of their theme prior to battling other trainers.
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Deck Cards One of the options to refresh our brand is to consider looking at the back of the collectible cards. These have only changed a couple of times since the game was released. With a new look comes a sense of newer PokĂŠmon and game mechanics.
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Poster Art Another way trainers connect with us is through merchandise art. PokĂŠmon is a highly artistic brand and incorporates different artistic styles. However the poster is designed, a mentoring message can be communicated to challenge trainers to be more than just a collector and a player.
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Brochure The interactive qualities of our brand are carried over into introductory material like this brochure. Provided within an educational theme deck for parents and other new trainers, this brochure is designed in the form of a rotating card deck rather than a folded pamphlet.
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Bag Design Trainers not only visit PokĂŠmon through events or online, but they might have the opportunity to visit one of the real world PokĂŠmon centers to purchase a new shirt or plush Pikachu. The bag design promotes our brand name with a bolder and unified design to attract the eye.
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Letterhead 601 108th Ave NE Bellevue, WA 98004
(800) 555-1122
Mr. John Jones 1234 My Way San Diego, CA 92020
Dear Customer, Od untinis dolorib ustium faccullesto mi, saercid itatem et landis mil mi, as dis ut magniendis sint ducid estem. Qui quae adis eligenimus aci ommolupienet doluptat. Udis aut et magnissequam rest, coria porehentium quid mint haruptatur, illit, sitis explicatiam eum deliqui volor as doluptatur res mint, nos eossectate suntis et et et quia porumquas rerunt volore, con rehenis verferf erferovid quunt ut omnihil modis explatem voloresto es et ullente mquidella doluptatur, quam, cone ium quat quid quid ut labo. Cil eum quatus et accus eiuscit omnis solupta tquuntur moluptiis delit ma pro dolore nonsequaes maio. Nam que sendemporior as et et deraectatem qui dus. Otatemo luptur, sam, voluptatiis eos volorro est facea et ius cullecatur si intis ex ellibus disinul luptatibus et a dolor aliquam ulluptaeces cullorro in con nus magnate conseniendi occus, con cum amus, solupti nvelibus. Ut apero blab idustem re, tempore si berspit et velibus apiendero volent mo eruptae volut laceprorepta des sam, que venihitiis archilit eos re peribusa ipsandus. Eceritatisim illuptae commolu ptionectatem et et labo. Nemolorite exceate perio dem eos et aut aliquaturem eos estissitatur remolup tatest, aut doles ducias eum fuga.
Sincerely,
The PokĂŠmon Company
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Digital Media
With our roots in both card game media and video game media, PokĂŠmon provides innovation in digital media alongside its traditional media. Many of the online formats rely on real world experiences. 30
Website With our design changes comes a more concise image for our online presence. The website is a hub for the community as well as a place to gain information about PokĂŠmon and discover the latest news. The option to log into an account helps to keep track of stats through the various platforms and game formats.
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games
collection
company
education login
NEWS
FEATURED TRAINER
SHOP
FEATURED POKEMON
games
company
education login
Company About President’s Message Careers Contact
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collection
About Pokémon The Pokémon Company was first established in 1996 after the successful launch of Satoshi Tajiri’s GameBoy hit Pokémon: Red and Green. The customers interact with The Pokémon Company through various media. The first form was introduced through video games, which began in early 1996. Later in the same year, collectible trading cards were created that became a game as well as a trading pastime. The next year, a Pokémon animated show was released. For the past twenty years, Pokémon has maintained those three elements as their main source of interaction
Mobile Platform
The design structure for our mobile platforms are meant to be adaptive to screen size while maintaining the same feel from the desktop format.
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Tablet Platform What distinguishes the tablet platform from the rest of the digital media is in the options. The tablet incorporates both our brand’s website along with newer features to connect with other trainers via social media.
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News
Collection
Shop
Connect
The Pokémon Company Website
Games
Collection
Company
Education
Card Game
Cards
About
Parents
Pokémon Go
Pokémon
Contact
PokeTouch
TCG Online
Featured Pokémon
President’s Message
Global Relief
Nintendo DS
Social Media
Careers
Mobile and Tablet Apps
News
Login Profile
Facebook Twitter YouTube Instagram Tumblr Collection
Shop
Connect
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Environmental Media
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Even though PokĂŠmon seems confined within the screen or the card, it is seen throughout the world on the streets, on vehicles, and on signs. It is the goal of PokĂŠmon to spread joy to people all over, especially those suffering from disasters.
Street Installation
PokĂŠmon on the street will help promote our brand. The new logo is placed in public view with the connection of the Pokeball and a fake mobile screen, allowing trainers to pose behind the screen and mimic the PokĂŠmon Go phenomenon.
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Banners
Imagery is a main component at PokĂŠmon events. Using the artworks from poster prints and the style from the deck boxes build continuity across our brand. 38
Event Badges During tournaments and events, badges are needed to help distinguish competing trainers and spectating trainers. The designs use the card backs and the global Pokeball to build community and pride.
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PokeStop Relief Truck Our PokĂŠmon Stop Relief Truck travels to communities to bring offer support through giveaway packs, teaching how to play, and other events. We believe that we are not just a company making a profit, but trying to supply relief to lower income areas and disaster stricken communities. The purpose of the truck is to provide hope and joy to children. 40
Future Thoughts
The heart of the Pokémon Company is to bring joy and smiles to all of its trainers. A future vision for Pokémon is unite children and parents through educational cards and theme decks. Imagine your child running to you and showing you a card that immediately pulls you into a Pokémon battle in which you can help win! That could be the future
of Pokémon where not only young trainers battle each other or older trainers share memories of past days. Rather, Pokémon could be a brand about mentorship. Young trainers giving older trainers opportunities to build new memories. Older trainers teaching younger trainers winning moves and Pokémon. This could be the future of The Pokémon Company. 41