milton bradley rebrand

The Key to FunUnlocking the Possibilities of Milton Bradley

live a little

laugh a lot

and just have fun

• Beginnings of Milton Bradley

• Milton Bradley Throughout the Years

• Time For A Change

• The Warm and Cozy Days

• Alive and Energetic

• Who We’re Talking To

Contents

01 02Father of the Modern Board Game

Becoming Bradley&Co.

• This Is Our New Logo

• How to Use The Logo

• Do Not Do Any of This

• Color Palette

• Typographic Standards

• Business System

• New Horizons

• Relaxation

• Entertainment

• Celebration

03 04It’s All About Having Fun

More Than Games

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BRADLEY&CO. BRANDING & IDENTITY

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FATHER OF THE MODERN BOARD GAME CHAPTER 01 02 03 04

01Father of The

Modern Board Game

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Just play. Have fun. Enjoy the game.— MICHAEL JORDAN Former NBA Player

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Beginnings of Milton Bradley

The Milton Bradley Company is an American board game

company established by a man named Milton Bradley in

Springfield, Massachusetts, in 1860.

Before All The Fun & Games

In 1860, Bradley printed out a few lithographs of presidential

candidate Abraham Lincoln. These were so popular that

orders came flooding in for more prints of the young, dapper,

clean-faced Lincoln. By his inauguration, Lincoln decided

to grow out a beard and Bradley’s prints were obsolete.

He turned his focus to his other interest: board games.

After playing an imported board game at a friend’s house,

Bradley was inspired to create his own game, in which

the player found success by moving through squares marked

with various life events and ultimately achieving “Happy

Old Age.” Bradley named it “The Checkered Game of Life.”

Within its first year of printing, 40,000 copies were sold.

While producing sketches of weapons for local manufac-

turers, Bradley’s thoughts turned to Civil War soldiers left in

the field for long periods without amusement. He produced

kits of several games—chess, checkers, and others—in

smaller, travel-size versions and sent them to Union troops.

He also sold the kits to several businesses, and by 1864, he

was successful enough to incorporate and take on partners.

His next few inventions were devices for displaying litho-

graphs, util izing a box that held rolls of pictures of historic

scenes and a zoetrope-like device that, when spun, showed

a figure in motion. He also published the first j igsaw puzzles

for children, card games which quizzed on bible quotes

and a croquet set with a patented set of standardized rules

which are stil l essentially followed today.

Combining Fun & Education

Though The Checkered Game of Life and its successive

variations accounted for Bradley’s f inancial success,

board games did not constitute his primary focus in l i fe.

Once his pecuniary future had been secured, Bradley

turned his attention to a series of progressive scientific and

educational causes. Having met Edward Wiebe, an early

American proponent of the kindergarten movement, in

1869, Bradley began to explore the ideas of the German

romantic philosopher Friedrich Wilhelm August Fröbel.

Fröbel challenged prevalent notions for educating children,

which emphasized recitation, rote memorization, and

the teaching of factual information from a child’s earliest

schooling. Believing that these practices—which attempted

to instil l an adult mentality in children-–ran contrary to

both effective teaching and a chi ld’s natural impulses,

Fröbel suggested a pattern of education that focused

on the child’s vantage point. Fröbel’s theory stressed stimu-

lation of aesthetic and sensory perception, kept lessons

brief, presented them in simple terms suitable for a child’s

consumption, and incorporated instinctual preferences

for play and spontaneity. Froebel also used “gifts,” which

were objects to handle, such as geometric wooden blocks

or balls and used in self-directed free play. He also used

“occupations,” which were materials to learn skil ls, later arts

and crafts and also circles which included mother songs

and finger plays. A year after Bradley met Wiebe, the Milton

Bradley Company published Wiebe’s book “The Paradise of

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His investors told him either his kindergarten work must go or they would go.

Childhood: A Manual for Self-Instruction in Freidrich Froebel’s

Educational Principles, and a Practical Guide to Kinder-

Gartners,” which describes a list of 20 Froebel gifts.

Enthralled with Fröbel’s ideas, Bradley made distinct contri-

butions to bringing them to prominence with the American

public. Beginning in 1869, he published educational tracts

and pamphlets on the virtues of Fröbel’s kindergarten system.

His company produced two magazines on the subject,

Kindergarten News (later Kindergarten Review), and Work

and Play. Though neither produced a profit, compelling

Bradley’s business partners to withdraw their support, Bradley

persevered, publishing the magazines until the end of his l ife.

Bradley’s interest in art education also led him to produce a

new color wheel for color instruction and publish four works

about teaching colors.

Bradley died at the age of 74 on May 30, 1911, in Springfield,

Mass. His company continued to produce games and puzzles

until 1984; it was then acquired by the Hasbro Company,

which continues to use the Milton Bradley name.

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1860Milton Bradley moves to Springfield, MA and sets up state’s

first l ithography shop where he sold prints of Abraham

Lincoln until Lincoln grew his beard and rendered the

likeness out-of-date. Struggling to find a new way to use his

l ithography machine, Bradley turns to his interest in board

game design. He creates The Checkered Game of Life.

1861Civil War breaks out and upon seeing bored soldiers

stationed in Springfield, MA, Bradley begins producing small

games the soldiers can play during their down time. This

is regarded as the first travel game in the country. These

games included chess, checkers, backgammon, dominoes,

and “The Checkered Game of Life.” There were sold for one

dollar a piece to soldiers and charitable organizations that

bought them in bulk to distribute.

Milton Bradley Through the Years

1868Bradley became involved in the Kindergarten movement.

Deeply invested in the cause, his company began manufac-

turing educational items such as colored papers and paints.

The company was hurt by Bradley’s generosity. He gave these

materials away free of charge, which cost them. Due to the

recession of the late 1870s, his investors told him either his

kindergarten work must go or they would go. Bradley chose to

keep his kindergarten work.

1911When Milton Bradley died in 1911, the company was passed

to Robert Ell is, who passed it to Bradley’s son-in-law Robert

Ingersoll, who eventually passed it to George Tapley’s son,

Will iam. In 1920, Bradley bought out McLoughlin Brothers,

which went out of business after John McLoughlin’s death.

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1960Milton Bradley celebrated their centennial in 1960 with

the re-release of The Checkered Game of Life, which was

modernized. It was now simply called The Game of Life and

the goal was no longer to reach Happy Old Age, but to

become a mill ionaire. Twister made its debut in the 1960s

as well. Thanks to Johnny Carson’s suggestive comments as

Eva Gabor played the game on his show, Twister became a

phenomenon.

1931–1975The games many of us owned and loved when we were kids

were invented during these years. Games such as Battleship,

Candy Land, Yahtzee, Twister, and Connect Four became

household must haves for family gatherings.

1984In 1984, Hasbro, ending 124 years of family ownership,

bought out Milton Bradley. Milton Bradley continued to turn

out games that capitalized on current trends. The 1990s saw

the release of Gator Golf, Crack the Case, Mall Madness,

and 1313 Dead End Drive.

2013Milton Bradley expands its horizons. The brand is reinvented

while stil l carrying the morals of the original Milton Bradley.

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Do anything, but let it produce joy.—WALT WHITMAN Poet, Essayist, and Journalist

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Time For A Change

After Milton Bradley was bought by Hasbro we knew it was

t ime for us to revamp and come back as something new.

It took years of planning but we’ve finally been able to

develop a new look and feel while stil l holding on to Milton

Bradley’s original morals. Instead of focusing on famil ies

and groups of all ages, we decided to come up with a new

plan. A plan that is more modern and focuses on a group

of people that just love to have fun together. Because that’s

what Milton Bradley wanted. Although he wanted people

to have fun, he didn’t want them to have fun alone. It always

included a group of people. So, the following pages will

explain how we’ve reinvented the brand of Milton Bradley.

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IT’S ALL ABOUT FUN CHAPTER 01 02 03 04

02It’s All About Having Fun

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Milton Bradley used to be the company that families trusted

for their board game entertainment. We were the first major

American board game company that helped people come

together through fun. Although everything involved loads of

fun, there wasn’t much physical movement. Everyone would

normally sit around and move pieces around a board. The

games started to become outdated and rival companies

started to pick up and create newer games. This led to our

downfall of our board game company.

The Warm & Cozy Days

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Before we were a bit too relaxed. We were warm and cozy.

But now we are bight, alive, and energetic. The key to

having fun is to have someone there to do it with. Bradley

& Co. helps people come together to hangout and create

friendships based on their interests. There’s always someone

who likes the same thing as you, and Bradley & Co. is here

to help you find and connect with those people. We aren’t

drinking milk and cookies anymore, we now are old enough

to drink beer.

Alive & Energetic

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The College Student Claire studies a lot but loves to hang out with friends.

Stressed out a lot from tests and homework, and needs

some kind of stress rel iever. She real ly loves to do yoga

and go for jogs to release stress. She’s very talkative and

outgoing. Lives with her parents and commutes to school.

If she ever has any free time she does enjoy reading a

book. Often times she studies at the local coffee shop with

her classmates. She wishes there was a more fun place to

hangout with people her age. She’s not big on partying and

drinking, but always enjoys relaxing or working out.

• 21 years old

• Doesn’t party hard

• College student

• Likes studying

• A bit shy

• Loves coffee

Claire

Who We’re Talking To

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• 28 years old

• Loves rock music

• Drinks beer daily

• Likes to party

The Mountain Man

Sean loves road biking and any outdoor activity. Likes

meeting others who bike ride together. Hikes every

weekend. After a long day out he enjoys hitting up the bars

and partying all night until he wakes up the next morning

to hike some more. Wants to meet more people who likes

outdoor activities and also likes to party. He loves rock

music and always goes to music festivals. He loves meeting

people at festivals.

Sean

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The Smart Girl

Becca is very intelligent girl, but also insecure and shy when

she first meets people. She wished there was an easier

way to make friends because she doesn’t know how to

approach people because of her shyness. Loves to relax

and pamper herself with massages and manicures. She likes

to go to the gym and exercise to relieve stress. She wants

to try yoga but has no one to do it with. Her favorite thing

to do is go out and try new foods. She loves to go on short

getaways to locations that help her relax.

Becca

• 25 years old

• Loves movies

• Intelligent

• Loves relaxing

• Enjoys working out

• Laughs a lot

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The Party Animal

Frank, aka Frank the Tank works at a local coffee shop but

he’s a big party animal. He has tried almost every brand of

beer out there. He also goes to the local bars a few times

a week. He’s a gamer and loves any type of arcade game.

He wishes there was a place where he could drink and play

games. That would be his ultimate place to be at. He loves

cheeseburgers and fries. So if that place could also serve

that he would be one happy guy.

Frank

• 27 years old

• Barista

• Passion for music

• Loves to travel

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Individualistic Group

Oriented

Childish

Mature

Nintendo

Go Fish

Red Rover

Playskool

Meetup.com

Groupspaces.com

Bigtent.comLinkedIn

Google Hangout

FacebookMySpace

Twitter

Old Milton Bradley

Bradley&Co.

Brand Comparison

If we compared our brand to the

old Milton Bradley, you’ll see we are

now much more mature and groups

oriented.

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Cheap Fancy

Boring

Fun

Taco BellHouse of Prime Rib

McDonald’s

Dave & Busters

Bennihanna’s

iHop Denny’s

Chuck ‘e’ Cheese

Old Milton Bradley

Bradley&Co.

We are also much more fun and a

bit more fancy than before. You can

also see how we compare to other

competing brands out there.

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BECOMING BRADLEY&CO. CHAPTER 01 02 03 04

03Becoming Bradley&Co.

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If we don’t change, we don’t grow. —GAIL SHEEHY Author, Journalist, and Lecturer

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Although the Milton Bradley Company has been around

since 1860, we did not adopt a logo until 1943. But not

much has changed about the logo over the years until now.

Milton Bradley has revolutionized into Bradley&Co. We have

changed the name from Milton Bradley to Bradley&Co.

to emphasize that we are coming back as a brand new

company. Bradley&Co. is about enjoying the company

of others, which is why we use Co. in our brand. The logo

represents our personality of diversity and l iveliness.

We are all about having fun together. All different types of

people are welcome whether you’re blue, orange, neon,

we don’t care. We welcome anyone and everyone.

Whenever possible, the Bradley logo should appear in it’s

primary colors. With the circles in Maniac colors and the

word mark in the dark orange. The full colored logo should

appear when the background is white.

This is Our New Mark

Inspiration for the logo came from

the fun and playfulness of bouncy balls.

A ball represents an individual person.

And Bradley&Co. is about a bunch of people

with different interests, coming together

to have an explosion of fun.

+ B

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White space is to help the logo

breathe. No elements should come

in the given white space indicated in

these diagrams.

Equip

Sofia Pro

Alright Sans

Sanzettica

Bradley&Co.7.5x7.5x

xx

xx

xx

xx

x

x

x

x

8.75x

8.75x

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Notice the different terms used for the

logo mark and the logotype.

mark

logo

logotype

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How To Use The Logo

Although the Milton Bradley Company has been around

since 1860, we did not adopt a logo until 1943. But as you

can see, not much has changed about the logo over the

years until now. Milton Bradley has revolutionized into

Bradley&Co. The logo represents our personality of diverse

group activities. Whenever possible, the Bradley logo should

appear in it’s primary colors. With the circles in Maniac

colors and the word mark in the dark orange. The full

colored logo should appear when the background is white.

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Black Logo

If the logo must appear on a light

colored background, the logo should

be used in black

Primary Logo

The primary logo should be used on a

white background.

White Logo

If the logo must appear on a dark

colored background, the logo should

be used in white.

Lateral Logo

The lateral logo is to be used when

there is minimal space above and

below the logo, and the logotype

can’t fit on the bottom of the mark.

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Don’t Do Any of This

Don’t Use Other Colors

The Bradley&Co. colors are what make us who we are. Why

would anyone want to change that?

Don’t Use Other Fonts

The word mark of our logo was specifically hand rendered

just for our company. Please don’t try to use any other

fonts.

Don’t Spread the Circles

The circles in our logo were carefully placed into their

positions. Please don’t try to move them around. We want

to look consistent in everything we do.

Don’t Rotate

Our logo should stand straight up and should never be

rotated in any other position.

Don’t Stack or Put Spaces in the Logotype

Our logotype was created specifically for our logo mark. Do

not try to mess with per fection please.

Don’t Put Any Drop Shadows

Drop shadows are not fun and playful. They actually create

a distraction and become a bit tacky.

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Bradley and Company

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These Colors Are Our Personality

Bright OrangePMS 158CRGB 244/117/33HEX #F47521CMYK 0/65/100/0

Sunny YellowPMS 130CRGB 255/205/3HEX #FFCD03CMYK 0/20/100/0

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Cool BluePMS 311CCMYK 55/0/20/0RGB 101/200/208HEX #65C8D0

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Typographic Standards

Notice that Clarendon is used

for titles and quotes. Century

Gothic is used for body copy and

captions. Please use these

typefaces correctly to keep our

brand consistent.

The type we use is how our audience sees our voice. We want

our voice to be bold and fr iendly. That is why we chose

these two typefaces called Clarendon and Century Gothic.

They both serve different purposes. Clarendon is used for

really big text titles and quotes. It helps us speak in a bold,

fr iendly voice. If every you feel that you need to talk loud

and clear, just use Clarendon. We use Century Gothic for

body text and captions because it is a friendly face that is

much more laid back and toned down than Clarendon. You

can see that both typefaces have different weights. Use

these different weights when you want to emphasize a word.

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Aa

Aa

Aa

Aa

AaClarendon LT Std Light

Use for T itles & Quotes

Century Gothic Regular

Use for Body Copy & Captions

Clarendon LT Std Roman


Century Gothic Bold

Use for Body Copy & Captions

Clarendon LT Std Bold


ABCDEFGHIJKLNOPQR

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abcdefghijklmnopqrztu

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1234567890,.?!

ABCDEFGHIJKLNOPQR

ZTUVWXYZ


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ABCDEFGHIJKLNOPQR

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52


Business System

Our business system has been created simple to not over

shadow the fun, playfulness of our logo. The letterhead is

just plain white and the business card has an orange back

with a plain white front.

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22 Butterfield Dr., Springfield, IL 62794P 415.425.7475 F 415.425.7476

Sara IsbellEvent Coordinator

22 Butterfield Dr., Springfield, IL 62794

P 415.425.7475 F 415.425.7476

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04More Than Games

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Where We Go From Here

Bradley&Co. is broadening its horizons by becoming

something greater than just board games. We have

expanded our brand towards different areas of group

oriented activities. Bradley&Co. is taking our audience on

a new adventures. Our various services, education and

environments are grouped into different departments

depending on the level of fun.

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• Day-Time Festivals

• Arcade Bar

• Party Bus

• Nightclub

• Alcoholic Products

• Board Games

• Outdoor Activities

• Coffeehouse

• Theme Park

• Recreation Center

• Group Getaways

• Online Community

• Hotel & Spa Resort

Celebration

Entertainment

Relaxation

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Life is about the moments that take your breath away.—GEORGE STRAIT Singer, Actor, and Music Producer

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Relaxation

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Group GetawaysThe Joy of Traveling

Get away from all the hustle and bustle of reality and enjoy

yourself at the Bradley Hotel. Located next to the beach and

provides full accommodation services, the Bradley Hotel is

truly a relaxing experience.

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MORE THAN GAMES CHAPTER 01 02 03 04

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Recreational CenterYour Workout Buddy

The Bradley Recreational Center allows friends to come

together and work out. We offer various classes including

yoga, spinning

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Spa ResortJust Breathe and Relax

If ever a customer is in need of some cheering up to turn

their frown upside down, the Bradley&Co. relaxing services is

here for their accommodation. Our uplifting services include

a recreation center and a spa. Each service allows others to

help others. Our spa also allows people to feel rejuvenated

after a day of yoga, one on one training, or some aerobic

swim lessons.

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Entertainment

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It’s more fun when you’re not the only one having it.—BERNIE DEKOVEN Game Designer, Author, and Fun Theorist

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The CafeA place to hangout

Have a low-key gathering with friends at the Bradley Cafe.

Here, friends can come with friends or meet up with others

and have a nice chat over some coffee. At the Bradley

Cafe we serve coffee for customers along with pastries that

are freshly baked out of our oven. So when you don’t feel

l ike partying hard or sitting at home, the Bradley Cafe is the

per fect spot to just kick-back and hangout.

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Outdoor AdventuresTake a Breath of Fresh Air

Our outdoor adventures bring people from all kinds together

to take a nice hike through the woods. You choose if

you’d like to just go on a day hike or a full on backpack

adventure. Just sign up for your preference and our guides

help lead you on your journey.

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Celebration

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Dawn to dawn, dusk to dusk life’s too short so party we must.

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Daytime FestivalsDance the Day Away

Bradley’s Festivals produce innovative concerts enhanced

by state of the art l ighting design, large scale art installa-

tions, and theatrical per formances.

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Arcade BarEat, Drink, and Play

Bradley Bar & Restaurant is where people can gather

together for delicious food, unique drinks, and outrageous

fun and games. Here, friends can party while playing

arcade games located around the bar.

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Don’t ever live vicariously. This is your life. Live.—LAVINIA SPALDINGAward Winning Writer

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Don’t ever live vicariously. This is your life. Live.—LAVINIA SPALDING Award Winning Writer

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FLICKR

fl ickr.com

Velo Photography

velophotography.wordpress.com

Saunders Blog

thesaundersblog.com

Life Spa

l ifespa.com

Ohio Pools

ohiopools.com

Day Dreams Resorts

daydreamsresorts.fi les.wordpress.com

Balance Integration

balanceintegration.com

Smile Generation Blog

blog.smilegeneration.com

W Promote

wpromote.com

Life 2 Eat

l ive2eat.typepad.com

Image5

images5.alphacoders.com

Photo Resources

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Copyright © 2012 Ashley Ng

All rights reserved

No part of this publication may be

reproduced, stored in a retrieval system or transmitted, in

any form or by any means, electronic, mechanical, photo-

copying, recording or otherwise,

without prior permission.

Written, Designed by:

Ashley Ng

Printed by:

Ashley Ng

First Edition: December 19, 2013

10 9 8 7 6 5 4 3 2

For more information, call 415.425.7475

or email [email protected]

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milton bradley rebrand

Documents

imported board game

modern board game chapter

board games

american board game

checkered game of life

modern board game14bradleyco

fun educationthough

fun gamesin