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Re-brand of the Burma Shave company
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CONTENTSCompany Origins
Logo Anatomy
Typefaces
Color_Photos
Audience Profiles
Extensions
Maintain
Explore
Entertain
Share
Identity
More
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Introduced in 1925 by the Burma-Vita company, Burma-Shave reigned as one of the top shaving brands in the US for over
thirty years.
Famous for its ad gimmick of posting witty poems on small, sequential
highway signs across the country, the company became a comforting
voice during a time of depression and war.
C O M PA N Y O R I G I N S
00
1925
01
COMPANY ORIGINS
A WITCH DOCTOR A SEA CAPTAIN AND A BUSINESSMANWALK INTO A BAR. . .
C O M PA N Y O R I G I N S
04
Burma Shave’s original product was a liniment which came from essential oils Clinton Odell procured from a sea Captain who had bought them from a witch doctor on his recent travels to the country of Burma.
With sparse initial revenue, the company sought to expand sales by
introducing a product with wider appeal. The result was the first
successful brushless shaving cream—a perfect formula which the Odell
family arrived at after only 300 tries.
liniment: medicinal fluid rubbed into the skin to soothe pain or relieve stiffness
05
C O M PA N Y O R I G I N S
While the shaving cream itself was high quality, Burma Shave’s fame was not
derived from their product, but instead from their quirky personality and playful puns.
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BY THE COMPANY’S END IN 1963, THEY HAD WRITTEN OVER 600 ROADSIDE JINGLES AND RHYMES. BURMA SHAVE IS STILL KNOWN TODAY AS ONE OF THE MOST SUCCESSFUL AD CAMPAIGNS OF ALL TIME.
07
EVERY S H AV E R NOW CAN S N O R E SIX MORE MINUTES T H A N B E F O R E
DON'T STICK Y O U R E L B O W OUT SO FAR IT MIGHT GO HOME IN ANOTHER CAR
SHE KISSED T H E H A IR B R U S H BY MISTAKE SHE THOUGHT IT WAS H E R H U B B Y J A K E
I USE IT TOO THE BALD MAN SAID IT KEEPS MY FACE JUST LIKE MY HE AD
C O M PA N Y O R I G I N SC O M PA N Y O R I G I N S
PRICKLY PE ARS ARE PICKED FOR PICKLES NO PEACH PICKS A FACE THAT PRICKLES
I PROPOSED TO IDA IDA REFUSED I 'DA WON MY IDA IF I'DA USED BURMA-SHAVE
OUR FORTUNE IS YOUR SHAVEN FACE IT'S OUR BEST ADVER-TISING SPACE
WITHIN THIS VEIL OF TOIL AND SIN YOUR HEAD GROWS BALD BUT NOT YOUR CHIN
C O M PA N Y O R I G I N S
While almost one hundred years later, Burma Shave could do with a logo revamp,
the original logo is not something to be sneered at. With it’s beautiful lettering and friendly vibe, it was just what the company
needed when it first began.
BUT NOW...
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DON’T FREAK OUT AND GET READY.
WE’RE CHANGINGEVERYTHING
DON’T FREAK OUT AND GET READY.
WE’RE CHANGINGEVERYTHING
C O M PA N Y O R I G I N S
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FROM WELL TRAVELED
BEGINNINGSWE BRING YOU SIMPLE COMFORT
WITH MOXIEAND GRIT
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F IR S T T HING S F IR S T.
DISCUSS THE
IN THE ROOM
F IR S T T HING S F IR S T.WE NEED TODISCUSS THEELEPHANTIN THE ROOM
LOGO ANATOMY
F IR S T T HING S F IR S T.
DISCUSS THE
IN THE ROOM
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BURMA SHAVE
LOGO ANATOMY
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LOGO ANATOMYLOGO ANATOMY
Our logo is a symbol of our well traveled beginnings and our continued commitment
to travel and adventure.
For its inception, we travel back to the country of Burma where the
elephant is a symbol of healing and protection—enticing qualities to
have as both a country and company. It’s more important than you
could ever hope to be, so treat it with respect. It needs its space but
love it correctly and it will love you back.
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Our logo is a symbol of our well traveled beginnings and our continued commitment
to travel and adventure.
For its inception, we travel back to the country of Burma where the
elephant is a symbol of healing and protection—enticing qualities to
have as both a country and company. It’s more important than you
could ever hope to be, so treat it with respect. It needs its space but
love it correctly and it will love you back.
2X2X
X X
2X2X
2X2X BURMA SHAVE
2011While this will act as the primary logo, our Burmese Elephant can be
used in many different colors and variations of texture depending on
where it is placed and what medium is being used at any given time.
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THAT MEANS NO CROWDING, STRETCHING, PULLING OR COMPETING. WE WANT YOU TO LOVE IT, BUT DON’T GET CARRIED AWAY OR WE’LL HAVE TO SEPARATE YOU.
L O G O A N AT O M Y
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DO: Use a simple circle in a light color to display the logo over a photo or patterned background.
DO: Display the logo as big or small as you’d like on a white or light colored background.
DO: Change the color of the logo when it’s on a darker background.
DO NOT: Place the logo directly over a pattern or photo.
DO NOT: Change the placement of the text. The distance between text and elephant always remains the same.
DO NOT: Stretch or pull the logo. The ratio of height to width should always be the same.
A
B
C
D
E
F
A B
C ED
BURMA SHAVEBURMA SHAVE BURMA SHAVE
BURMA SHAVE
BURMA SHAVE
B
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C O M PA N Y O R I G I N S
BURMA SHAVE
BURMA SHAVE
HOW MANY TYPEFACESDOES IT TAKE TO SHAVEAN ELEPHANT
T Y P E FA C E S
HOW MANY TYPEFACESDOES IT TAKE
AN ELEPHANT
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??
THAT’S A RIDICULOUS QUESTION
WE HAVE NO IDEA
T Y P E FA C E S
But here’s our typefaces.
Burma Shave prides itself on its voice— how hilarious we are without even trying.
(Okay, maybe we make ourselves laugh more than anyone else, but we get a good
chuckle every once in a while.)
Since our brand depends largely on our writing and voice, typography
is a huge part of our overall design. With these typefaces, we believe
amazing things are possible—perhaps even the shaving of an elephant.
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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9
BbUuRr
M aAaSs
CLARENDON LIGHT
CLARENDON ROMAN
CLARENDON BOLD
GARAGE GOTHIC REGULAR
GARAGE GOTHIC BOLD
GARAGE GOTHIC BLACK
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NONE OF THISBLACKAND WHITE
CRAP
NONE OF THISBLACK
C O L O R S _ P H O T O S
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Here are our colors.
C O L O R S _ P H O T O S
We’re not here to be quiet and subdued. We’re here to be bright, bold and happy—to be heard.
While we don’t want to be overwhelming and come across as TOO colorful, we
do encourage the use of color in a big way. Normally, our star cast of colors work best when 3-4 are used at a time. With only two, it ’s too matchy-matchy. With
more than four, it can come across as a bit circus-like. Be tasteful, have fun and leave some white space—enough room to breath.
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PANTONE: 1797 CCMYK: 15/100/95/6
RGB: 245/50/50
PANTONE: 458 C CMYK: 10/10/80/0RGB: 235/220/90
PANTONE: Black 7 C CMYK: 70/70/55/40
RGB: 70/60/70
PANTONE: 324 C CMYK: 35/5/15/0RGB: 170/210/210
PANTONE: 5807 CCMYK: 1/0/20/0
RGB: 255/250/215
PANTONE: 151 C CMYK: 0/45/85/0RGB: 250/155/60
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As with every other facet of the Burma Shave brand, comfort is the primary feeling we wish to
convey—each and every photo used should give a sense of comfort and escape.
We also strive for a slightly less saturated color—your accent colors we just introduced you to should do most of the talking. Also, no direct eye
contact between photo subject and viewer—an overall laid back easthetic should be strived for.
C O L O R S _ P H O T O S
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?
Here’s a little glimpse into the type of clients we feel might most enjoy the
Burma Shave experience.
IT ’S OUR PART YBUT YOUC A N C OME IF Y OUWANT TO
IT ’S OUR PART Y
C A N C OME IF Y OU
A U D I E N C E P R O F I L E S
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EMMA
MICHAELJust sent has last of three daughters off to college.
Okay with the suburbs but misses the good old days of carefree city life.
Just celebrated his 27th anniversary with the girl of his dreams.
Still prides himself being active, in shape, well-dressed and stylish.
Really enjoys nice things and treating his loved ones but 3 college tuitions aren’t cheap.
Travels a lot for work and enjoys staying at nice, comfortable places with personality.
Just started her second year of graduate school.
Very intelligent, thinks outside the box, always very in-the-know.
Loves school, loves her free time, excited for a career but dreading it all the same.
Only brought 3 suitcases with her to school from across the country—likes to have a minimal amount of nice, long-lasting things.
Likes to visit friends from all around the U.S. Gets bored if she’s not constantly on the move.
Likes to be different—doesn’t buy conventional ‘girly’ items.
Mother to two children—accused of being a bit overprotective but just wants the very best for them.
Won’t purchase a product with ingredients she can’t pronounce.
Loves gardening—herbs, fruits, vegetables and flowers.
Loves to laugh. Husband of 20 years won her over with his wit.
Sarcastic. Often argues with her teenage daughter over trying to make jokes to her friends or embarrassing her.
Frequents the library twice a week—constantly learning and reading.
••••••
•
••••
•
••••
••
MINDY
BILL
ANNIE
NED
Still sees the world with a sense of amazement even in his old age.
Looks back to the past with a sense of fondness and gratefulness.
Dedicated family man—father, grandfather, husband and brother.
Likes looking nice and still strives to look good for his wife of 50 years.
Great sense of humor and competent understanding of current culture.
Still very lucid and energetic—excitement for travel and appreciation for life.
Still visits his old barber down the street every month.
Very interested in fashion—up to date on the latest and greatest.
Enjoys good design and appreciates a well crafted product even if it’s a bit higer priced.
Gracious, generous and dedicated girlfriend and sister.
Great sense of humor—she and her brother have had an ongoing prank war since they were 7 and 5 years old.
Likes simplistic and organic products.
Takes a family road trip with mom, dad and brother every summer.
Loves buying gifts and surprising people with nice things.
••••
•••
•••••••
••
••••
Started his own production company in LA three years ago.
Father to an adopted 5 year old son. Recently divorced from his partner of 8 years, looking to get in shape and get back out there.
Wealthy, generous and always the first to buy dinner for a group.
Travels frequently, likes to feel comfortable when not at home.
Creative producer for an ad agency—quick witty and outgoing.
Neat freak about himself and his living space.
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HEY, NOW LOOK WHAT ELSE
WE CAN DO
In 1925, we could shave a man’s face.
While the Burma Shave of yesteryear was high quality, innovative for its time, clever
and highly successful, we believe it’s time to show our true colors—explore new places we
can go, new feats we can achieve.
No longer is Burma Shave just able to meet our every day
grooming needs. We have now delved into the worlds of self and
home maintenance, entertaining, travel and education.
While the Burma Shave of yesteryear was high quality, innovative for its time, clever
and highly successful, we believe it’s time to show our true colors—explore new places we
can go, new feats we can achieve.
No longer is Burma Shave just able to meet our every day
grooming needs. We have now delved into the worlds of self and
home maintenance, entertaining, travel and education.
E X T E N S I O N SE X T E N S I O N S
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MAINTAIN shaving kits
bath products
ties/bowties/hairbows
eyewear line
bathrobes/slippers
dishwashing/hand soap
candles/air fresheners/
cleaning products
artwork/prints
ENTERTAIN cocktail glass set
spiced snacks
spiced coffee/tea/creamer
party games:
word games
exquisite corpse
MAINTAIN
EXPLORE
SHAREENTERTAIN
EXPLORE burma shave inn
travel guides
travel kits:
snacks
lotion/hand sanitizer
toothbrush
family travel games
hotel stores
SHARE series of travel books
geography games
barber shop school
BURMA
SHAVE
43
E X T E N S I O N S
MAINTAINTO HAVE, TO HOLD, TO WASH AND TO WEAR
E X T E N S I O N S
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E X T E N S I O N SE X T E N S I O N S
Come smell how good we look.
From our original shaving cream and our spiced candles to our newest line of eyewear and bow ties, we want you to look, smell and feel your best.
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BURMA BOWS
E X T E N S I O N S
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Show them ‘bows.
The most recent additions to our Burma Shave clothing line are Burma Bows. With a choice of over 200 pattern designs, these bowties are a great gift for anyone who knows how to appreciate a good thing. They can also be personalized for any added touch.
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E X T E N S I O N S
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While we are constantly looking for new places to take the Burma Shave brand, it doesn’t hurt to give
a nod back to the original products every once in awhile with our vintage collections.
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E X T E N S I O N SE X T E N S I O N S
EXPLORELEAVE YOUR HOUSE. SEE YOUR WORLD.EXPLORELEAVE YOUR HOUSE. SEE YOUR WORLD.
E X T E N S I O N SE X T E N S I O N S
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You don’t need planes, trains and automobiles to find adventure—let us show you the unexpectedly exotic lurking in your own backyard.
We know it seems odd, staying at a hotel with ‘shave’ in the title—but get over it and trust us—once you’re here
you’ll never want to stay anywhere else.
From our custom travel planners and guides to our Burma Shave
Inns in select locations across the U.S., we’re here to show you an
America you’ve never seen quite like this.
E X T E N S I O N S
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E X T E N S I O N SE X T E N S I O N S
ENTERTAINENOUGH WITH THE SERIOUS. TIME TO PLAY.
E X T E N S I O N SE X T E N S I O N SE X T E N S I O N S
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Decorations, word games, a round of Exquisite Corpse with witch doctors and sea captains, Indian inspired spiced snacks, coffee and teas—We provide you with everything you need to make your next event a success.
Decorations, word games, a round of Exquisite Corpse with witch doctors and sea captains, Indian inspired spiced snacks, coffee and teas—We provide you with everything you need to make your next event a success.
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E X T E N S I O N S
SHARETEACHABLE TRICKS FROM WARM TOWELS TO TRAIL BLAZINGSHARETEACHABLE TRICKS FROM WARM TOWELS TO TRAIL BLAZING
With almost 100 years under our belt, we’ve decided it’s time to share our knowledge with the world.
Burma Shave has recently opened two barber shop schools in both New York and San Francisco. We teach the the right way to shave—the old school way. We’ve also recently launched a line of educational travel guide books—handy for any road trip or family vacation across the U. S. of A.
ANY TRUE BURMA SHAVE BELIEVER KNOWS THERE IS ALWAYS SOMETHING NEW TO BE LEARNED AND APPRECIATED ABOUT THE WORLD.
E X T E N S I O N S
It is our job to keep people as in-awe of the world as we still find ourselves being every day. So come learn with us, laugh with (and at) us and find your
sense of wonder lurking in this big, amazing world.
It is our job to keep people as in-awe of the world as we still find ourselves being every day. So come learn with us, laugh with (and at) us and find your
sense of wonder lurking in this big, amazing world.
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I D E N T I T Y
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6169
M O R E
For more information, please visit our website at:
H T T P : // T H E N E W B U R M A S H A V E . B U S I N E S S C A T A L Y S T . C O M / I N D E X . H T M L
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