Problem - When Hasbro acquired Milton/Bradley, they created a new Board Games Divsion. The department would include all the classic Milton/Bradley board games that originated back in the 1960s. They needed a logo and branding that would help them compete in a marketplace where video games were quickly growing. The logo needed to be applied to print collateral, video and apparel and be ready for it’s launch at the annual Toy Fair in New York City.

Solution - Differentiate the brand from the video games market. Video games involve a kid and a machine. Create a brand that emphasizes real interactive games by focusing on human interaction. Name the department Face-to-Face Fun.

The project began with a B&W logo exploration. Some of the examples are shown here:

Hasbro liked the simple line strokes of the comp shown on the lower left, but asked if the smile from their corporate logo could be incorporated so that it would be clear that it was a Hasbro brand.

Solution: Adding the smile from their current logo helped to convey that Face-to-Face Fun was a Hasbro brand. The final logo is shown in black & white after a few tweaks.

When color was applied, the corporate green from Hasbro was matched with purple for the new logo to further convey the sense that Face-to-Face Fun was a Hasbro brand.

The new logo is shown applied to apparel, on print brochures, on temporary signage and as a bug on video monitors at the ToyFair.