Brand Identity & Design Standards BS Toys 2017-2018
Hello, we are BS Toys! First things first, who are we and what do we do? Content overview Hello, we are BS toys! From BuitenSpeel to BS Toys Our promise But, why this design and style guide? Logo s do s and dont s Our color palette Design principles Missing something? BS Toys is a Dutch toy brand established in 2006. We are a small company and together we bring our products to the market in an inspired and responsible way. We are aware of the importance of a healthy education and help children develop mentally and physically with our toys. We like to take care of our own children, but also from those of another. That s why we support the Johan Cruyff Foundation since the beginning of 2017. This well-known Dutch Foundation encourages children to start playing sports and become more active. Guess what? That is exactly what we from BS Toys are trying achieve as well! In this way we try to contribute to a better world. Our vision is to become a recognized brand of high-quality, educational and active toys and games worldwide by 2020. What kind of toys do we make? We develop in - and outdoor toys meant for all ages and seasons. Every toy has its own specialty and is characterized by its educational, active and creative elements. We develop and create original toys, made of the finest materials with a very clear visual identity. We encourage everyone to play, move and learn!
Our brand values Nostalgy Loyal & Involved Innovation Personal Touch High Quality
From BuitenSpeel to BS Toys We have been in the toy industry for over 10 years now and have grown our brand ever since. We are known for our active outdoor toys, while we believe our toys are also fun for indoor play. Nowadays we have broadened our assortment with in- and outdoor toys for all seasons and ages. The name BuitenSpeel (means outdoor play in Dutch) needed a change in order to follow our new strategy. After much deliberation, we decided to shorten our name as simple as it is! From now on, we are called BS Toys and we market our products under this brand name, will you do the same?
Our promise We are a small team, but that does not stop us from doing business like a big company. Because of our size, we are flexible and able to react fast to changes in our and your environment unlike others! We understand the importance of a high service level and the more we understand ourselves, the more we understand what is important to you! What does this exactly mean? We are thinkers and like to help you come up with creating and realising great ideas and solve difficulties you face concerning our brand and products. So please ask for our help as many as you want, we don t bite! Why this design and style guide? We from BS Toys think that it is important to provide our customers with the information they need in order to communicate our brand correctly. Our design and style principles drive our brand and help to indicate and clarify what is or is not BS toys. We are very proud of our brand and treat it as our trophy child. This design and style guide will give you the tools on how to treat our brand in the same careful, reliable and consistent way worldwide. Would you please be so kind to inform us when you use our brand, so we can give you our approval? Thanks!
Logo dont s Logo do s We are not a company that has many rules and likes to punish, but we do have an idea of what our logo should look like! We are proud of our logo and prefer our logo to be placed on the left upper corner or at the top in the middle of an advertisement or article. Do not use the old version of the logo Do not use or replace the tagline Play, move, learn separated from the logo Would you please not do this? Would you please do this? Do not add elements Do not remove or reposition the Do not remove or separate elements of the logo Do not scale/crop or resize the logo disproportionally Use a white background Use the right resolution for screen/web (RGB) and print (CMYK) If possible place the logo in the left upper corner or at the top in the middle
CMYK 86/8/00/00 RGB 0/159/227 CMYK 42/01/99/00 RGB 170/199/24 Our color palette Our CMYK color palette is a key indicator of the BS brand. These colors are primary used in our logo, news letters, packaging, website and catalog design. Our common used background color is white. We use the four different CMYK colors as accent colors. Take a look at our product packaging each CMYK color represents a different age category! CMYK 100/46/05/18 RGB 0/96/156 CMYK 73/00/100/00 RGB 69/172/52 CMYK 55/60/65/40 RGB 69/172/52 Name of the toy (packaging) CMYK 55/60/65/40 RGB 69/172/52 Transparency 70% Name of the toy (translation) CMYK 00/00/00/90 RGB 60/60/90 Measurements (packaging) CMYK 00/35/85/00 RGB 249/178/51 Icons in orange
Design Principles Our typography The font we use is Auto 2, but Auto 2 light is also allowed. Our font is mainly black, but if you want to use some other dark color it s fine with us! Auto 2 Auto 2 bold Auto 2 Auto 2 bold Auto l2 light Auto l2 light bold Auto l2 light Auto l2 light bold
Design Principles Our photography / videos Beautiful photography and video material is important to us. It is said for a reason that a picture says more than a 1000 words! We try to capture you with bright pictures of our toys to make our products come to life. We believe we can never have enough pictures of kids playing with our toys, so we are always happy to see more! Do you have a picture? Share this with us. We like to see our pictures everywhere, but to have a consistent visual identity we would like to ask you to consider the following: A picture of a product should always be placed onto a white background Make sure that you use our latest pictures and video s; we are contstantly renewing our visuals! Check our FTP Server regulary at http://ftp.bs-toys.com Ask us for your personal login and manual
Design Principles Tone of voice We love talking and when we do, this is the tone of voice we use: Personal Every person is different and has a different way of communicating. We like to get to know you on a personal level so we are always able to give you the support you need. Encouraging We try to motivate and support everyone to play and move with our toys, so why not do the same with our communication? Positivity and inspiration is key! Sparkling and uplifting We are a youthful brand and like to act like this. No formal and boring communication, but playful, simple and humorous! Inviting We communicate transparently and are open to new ideas and thoughts. We appreciate people who take their time to hear something out, so we have decided to do the same! Do you want to share something with us? Contact us!
Design Principles Social media channels Aren t you following us on our Social Media channels yet?! We are active on Facebook, Instagram and Youtube and love to share content. However, we love content that is being shared with us even more! Please share your pictures of our products with us on Social Media to brighten up our day! And when you do, here are some of our tips Do not forget to tag us! @bs.toys Use these hashtags so we can easily find your pictures: #bstoys #educationaltoys #playmovelearn #(name of the product) #woodentoys #toys #playingoutdoor #playingwithkids #activetoys #playingindoor and so on...!
BuitenSpeel B.V. Nieuwe Gracht 45-47 2011ND Haarlem The Netherlands T. 0031 (0) 23 536 30 32 info@bs-toys.com www.bs-toys.com Sales: sales@bs-toys.com Marketing: fleur@bs-toys.com Logistics: wendy@bs-toys.com Design: elske@bs-toys.com