Brand Book

By Gedalya Krycer

1

Title Page

1. table of contents

2. introduction

3. Branding Elements

4. logo usage

5. incorrect logo usage

6. icon usage

7. incorrect icon usage

8. colors

9. fonts/tagline

10. fonts continued

11. Media

12. desktop website

13. desktop website continued

14. iphone app

15. iphone app continued

16. ipad app

17. ipad app continued

18. Collateral

19. business card

20. letterhead

21. envelope

22. gatefold

23. Proccess

24. about

25. font

26. logo

27. Trademark

table of contents

2

introduction

Target is an amazing store. It has every product thinkable all in one location. However, it is left competing with stores like Walmart and Kmart. Target is different because it offers high quality items as opposed to the inferior and extremely inexpensive merchandise sold by its competitors.

The objective of this re-brand is to further separate Target from Walmart and other cheap stores like it. The new look focuses on its elegance and exclusivity, while staying true to the fact that it offers a large range of products. Everything is simplified and streamlined in order to make the shopping experience more pleasant and the marketing more unified.

The new Target would be higher end, exclusive and unique.

3

Branding

logo usage

incorrect logo usage

icon usage

incorrect icon usage

colors

fonts/tagline

fonts continued

logo usage

The logo is made up of two elements - the name and the icon. The name is depicted by typography that adds class to the brand. The icon uses colors and modularity to convey organization to the brand.

The brand uses color in the text mark to divide the different services it offers.

The logo should be used on a white background. However here are two variations if the background changes.

Make sure ample room is provided around the logo as the diagram shows.

4

5

incorrect logo usage

Do not...

1. Change logo’s orientation.

2. Add any additional effects.

3. Place the logo on a busy photo.

4. Change the logo colors.

5. Recreate the logo.

6. Scale the logo inappropriately.

7. Alter the words in the logo.

8. Use the logo as a pattern.

9. Display the logo without a trademark.

1.

4.

7.

5.

8.

6.

9.

2. 3.

NESS

6

icon usage

The icon is a part of the Target logo, but it is also designed to be used on its own.

The icon is made up of four arrows in four different colors. The arrows create a crosshair and are modular. The reason for this is that the modularity plays into the different colors. Each color and arrow represents a different category of the store.

The icon can also be used as an app icon on mobile devices.

The icon will also be used as a favicon.

7

incorrect icon usage

Do not...

1. Change icon colors.

2. Remove any elements.

3. Rotate the icon.

4. Distort the icon.

5. Add any text to the icon.

6. Do not make the icon into a box.

1.

4.

5. 6.

2.

3.

TT T

T

color usage

Colors help drive the modularity of the brand and they also separate different services offered by Target. The hues are rich and deep to convey exclusivity and class.

8

22.5%

ElectronicsBlue

RGB - 79, 104, 177CMYK - 76, 62, 0, 0HEX - # 4F68B1PMS - 104-16 U

FashionRed

RGB - 171, 34, 35CMYK - 22, 99, 100, 15HEX - # AB2223PMS - 58-16 U

Beauty Purple

RGB - 136, 80, 160CMYK - 54%, 81, 0, 0HEX - # 8850A0PMS - 93-7 U

LivingBrown

RGB - 155, 66, 35CMYK - 27, 82, 98, 22HEX - # 9B4223PMS - 39-16 U

22.5% 22.5% 22.5% 5% 5%

fonts/tagline

Tagline - Quantities of Quality

Font Size - 12

Can be used for online use as well.

Source Sans Pro - Extra LightAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz 1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - LightAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - RegularAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - Semi BoldAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - Semi Bold ItalicAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - Italic Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - Light ItalicAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - Extra Light ItalicAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

9

fonts continued

10

Source Sans Pro - Bold ItalicAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz 1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - BlackAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz 1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - Black ItalAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz 1, 2, 3, 4, 5, 6, 7, 8, 9, 0

Source Sans Pro - Semi Bold ItalicAa, Bb, Cc, Dd, Ee, Ff, Gg, Hh, Ii, Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz1, 2, 3, 4, 5, 6, 7, 8, 9, 0

11

Mediadesktop website

desktop website continued

iphone appcontinued

iphone app

ipad app

ipad app continued

12

I used a very simple layout and dark colors to help give the website a classy look.

The main page shows off featured items and a large search box. Icons are very large to help direct the eye.

White space is used to help direct the simple theme.

website

13

By clicking on a main category, a large sub menu will appear.

Keeping true to the website’s theme, it shows the different categories arranged neatly.

The arrow icon enlarges and takes up the top box.

By clicking on it again will close the menu. This is true for clicking on the bottom arrow as well.

website continued

14

iphone app

Home page features a simple layout, true to IOS 7. Based off the icon it features 4 boxes. By pressing or sliding the box will bring up its related category. On the top are the options and search icons. .....By pressing or sliding a category, you will bring up a new page. On the top is the menu, name, home, and search icons.

Next is a scroll wheel that features each main category. Sliding it will change the sub-category.

Then you have the sub categories. By pressing on it you will open it and by scrolling down you will reveal more. By sliding right on any bar will reveal the favorite star. This lets you access your favorite category or item in the options menu fast.

On the bottom is the closing arrow. By sliding on this you can return to the main page. (You can also do this by pressing the home button on top.) Lastly there is the male/female selector. This lets you choose which gender products are featured.

15

iphone appcontinued

By sliding to the right on the top left side of the screen around the 3 bars reveals the options menu. (See illustration on page 14)

.....

By sliding to the left on the top right side of the screen on the magnify glass reveals the search bar.(See illustration on page 14)

16

ipad app The iPad layout utilizes the extra space enabling it to mimic the actual website. However it still keeps the “IOS 7 look”.

17

When selecting a category, the buttons on the right minimize and the name moves to the top, providing more room for content. The top features - name, search bar, home button, menu and setting. Cards arrange the main categories, which have the category’s name, the top reviewed product and the favorite star icon. By sliding the featured product to the left, you reveal a small info category. By pressing on this you can access the main page for the product.

ipad app continued

18

Collateral

business card

letterhead

envelope

gatefold

19

business cards

Each department has their own business card that stays true to its individual branding.

The front contains basic contact information.

The back includes the main branding icon and the tagline.

The front and back include a connecting element that will encourage people to keep multiple copies.

Sizing (Inches) - W 3.5” x H 2”

20

letterhead

The letterhead features a headline banner that goes with department’s color scheme and features its contact info.

In the middle of the page is a knocked out icon that appears slightly behind the body copy text.

Sizing (Inches) - W 8.5” x H 11”

21

envelope

The front of the envelope features a design that resembles the business card and letter head combined.

Sizing (Inches) - W 9.5” x H 4.125”

22

gatefoldbrochure

This gatefold brochure features the top three items of each category that Target provides.

The front features basic information to reveal what can be found inside. The company name “Target” is located near the top so it will always be viewable even if in a sleeve.

The back has the tagline and contact and call to action information.

When you open up the brochure you are presented with the “gate panels” which feature the brand icon that splits to reveal the inside.

Once fully inside you can view the top 3 featured products from each department.

Sizing (Inches) -Opened - W 14” x H 8.5”Closed - W 3.5” x H 8.5”

(Front) (Back)

(Inside)

(Gate Panels)

23

Process

about

font

logo

24

about

A lot of work went into recreating the Target brand. The challenge was not in improving the current brand model, but rather in redirecting its purpose. I felt that the existing brand was very strong, yet what it was trying to accomplish could be improved. So that was my inspiration in making this brand a more classy and exclusive entity.

There were a lot of different facets incorporated into making this brand come to life. Somethings I knew right off the bat, like the color pallet for example. I wanted deep tones and a variety of hues to give a classy look and diversity. However other aspects took a lot of trial and error in their planning stages.

I think the two features I spent the most time on were the font and the logo.

25

font

The font was very hard to decide on. I must have looked through hundreds of different ones, finally deciding on Source Sans Pro.

It is a clean sans serif that had a lot of different style options and is very well built. In addition it is supported by Google Fonts, which is a huge plus for web development.

TARGET

Microsoft Yi Baiti

basic title fontTARGET

TARGET

Champagne & LimousinesTARGET

TARGET ElegantlightRegular

Source Sans Pro

26

logo

The logo came in 4 stages and probably 20+ variations.

First I came up with the icon. I knew I wanted something that was modular and flowing. I tried playing around with lines revolving around, to form a bulls-eye.

Next I combined it with the font I chose to make a full logo.

However, during this time I felt like the icon and the logo were too separate. So, I combined the two to make a more cohesive piece.

As you can tell it just got overly complicated with too many parts. So I went back to square one and redesigned it in a new direction. Instead of using the bulls-eye idea, I made a crosshair.

The crosshair was modular and made out four arrows. Each arrow could break apart and represents a different department within the company. Thus further integrating itself with in the brand.

trademark

27

The ® symbol signifies that a mark is registered in the U.S. Patent and Trademark Office. The ™ symbol is used with trademarks that have not yet been registered. Only use the ® when you are certain that a trademark has been registered with the USPTO. If you are uncertain, please use the ™ designation.

HOW TO USE OUR TRADEMARKS

1. Always use the Target Marks in sentences as adjectives.

2. Always distinguish the Target Marks from surrounding text by capitalizing, italicizing, or using a different font for Target Marks.

3. Always follow your use of our Target Marks with the ™ or ® symbol, as applicable, in superscript.

4. Do not use our Target Marks in the possessive form.

5. Do not use the ® symbol when referring to our company. It is only used when Target is employed as a brand to identify our products and services.

To find out more visit the Target® website.

1. Correct

Check out our brand page on the Target® service.

2. Correct

Follow us on the Target® service.

3. Correct

To find out more visit Target’s website.

4. Incorrect

Target® Labs, Inc.

5. Incorrect