MyTiana

The MyTiana campaign is intended for educational purposes only. All Princess Tiana names and likenesses belong to the Disney® Corporation and will not be used beyond intended purpose.

DESIGNING

Celebrate the Princess Within

2 Project Book Designing MyTiana 2011 2011 Project Book Designing MyTiana 3

1.0 RESEARCH

2.0 CREATIVE Development

3.0 STYLE Guide

4.0 Final DESIGNS

Message From The Designer...................................4

1.1 Client Brief............................................... 71.2 Research Paper........................................10 1.3 Communications Audit.........................12 1.4 Creative Brief..........................................14

2.1 Competitive Survey................................16 2.2 Design Research.....................................182.3 Mood boards...........................................202.4 Logo Development ..........................................24

Table of Contents

3.1 Logo Standards.......................................273.2 Color Palette ..........................................293.3 Typography ............................................333.4 Image Usage............................................35

3.1 Website....................................................393.2 Merchandise..........................................403.3 Print Design............................................443.4 Motion Graphic..........................................

The Disney Princess franchise welcomed its newest princess, Tiana with the release of

The Princess and the Frog. The Disney Princess brand has not been recognized as presenting a culturally diverse set of princesses, but that has changed with the coronation of Tiana. Tiana is clearly different than her blonde-haired predecessors. Not only is Tiana Disney’s first black princess, but she is also the starring personality in a major animated movie. For African American girls, the need for an identifiable image was overdue.

The crowning of Princess Tiana was an iconic event in my life as well as the lives of many of African American mothers around the country who never had the opportunity to see characters that looked like them but their girls will have a whole perspective. I grew up in a home that understood the importance of having black dolls and black children’s literature and movies. That was nearly an impossible

task. Yes, I was able to unwrap my black Barbie® Doll on Christmas and birthdays but knew that the real Barbie was indeed white. I felt the same way many children feel when they see a Black Santa, “he was not the real one”.

Fortunately, all of that is about to change. No longer will she have to settle for the ethic version of a white character, but truly embrace a character that looks like her and is seen the same all over the world. Princess Tiana is my doll, my princess, and of course My Tiana. With the increasing rise of successful African Americans and the election of the first African American president, aspirations of black Americans to transform themselves have never been higher. It is these aspirations and dreams that this campaign seeks to tap into and ensure the permanent position of Princess Tiana.

“No longer will she have to settle for the ethic version of a white character...Princess Tiana is my doll, my princess, and of course,

MyTiana.”-Rochelle Person


Message from the Designer


Research

1.1 Client Brief1.2 Research Paper1.3 Communications Audit1.4 Creative Brief

1.0

According to Gerald Zaltman and Lindsay Zaltman, authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers, human beings have a fundamental drive or need for connection and, at times, for being disconnected. This has roots in evolutionary history as individuals and groups with the ability to bond and support one another were more likely to survive. An emotional meaning taps into thoughts and feelings related to the positive aspects of transformation portrayed by the movie’s characters. Transformation is a metaphor that finds expression in products that satisfy deeply held consumer needs and desires. The campaign promotes this idea with the metaphor of the frogs.

Gerald Zaltman, an emeritus professor at Harvard Business School, and Lindsay Zaltman, managing director of Olson Zaltman Associates, a research and consulting firm, believe that deep insights from consumers are essential for brands that resonate (HBS Press, 2008).

The Disney Corporation is a major contributor to most avenues of children’s media. To date, the Disney

Corporation owns a major television network, cable television networks, and radio stations. Disney also develops children’s books, cartoons, movies, videos, computer software and games, as well as many other products designed for children’s use including back- packs, lunch boxes, and clothing. One of the more popular forms of Disney media is the feature-length animated film. Family relationships tend to be major themes in these movies. However, the image of family has not represented the broader diverse population. Although family relationships are often central to the plot and story line, films that represent diverse ethnic family members have not been presented.

Historical Perspective


The Disney Princess franchise welcomed its newest princess, Tiana with the release of The Princess and the Frog, and honored Disney’s first fairy tale princess with the Diamond Collection release of Snow White and the Seven Dwarfs from the Disney Vault.. The Disney Princess brand has not been recognized as presenting a culturally diverse set of princesses, but that has changed with the coronation of Tiana. Tiana is clearly different than her blonde-haired predecessors. Not only is Tiana Disney’s first black princess, but she is also the starring personality in a major film that brings the dream of living


Creative Brief The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four business segments: media networks, parks and resorts, studio entertainment and consumer products. The focus of this campaign is centered around the re-branding of Disney’s Newest and first African American Princess ,“Tiana” from the animated film The Princess and the Frog. The goal of the project is to create an image for the character aside from the movie and present her as an empowerment figure for African-American little girls. The re-brand campaign includes a new logo for the princess, a website designed specifically to empower African American families as well as promote the Disney Princess Tiana park attractions, dolls, toys and other character products. The target market for this campaign is African-American girls age 3-8 and their mothers/caregivers in particular.

Creative Development 2.0

2.1 Logo Development2.2 Mood Boards2.3 Wire Frames 2.4 Storyboards


Preliminary Sketches


T ana

22 Project Book Designing MyTiana 2011 2011 Project Book Designing MyTiana 23 2011 Project Book Designing MyTiana 24 2011 Project Book Designing MyTiana 25

STORYBOARDS


TypographyLogo Standards

Accent Palette

Primary Palette

Headline - One Fell SwoopUsed only with campaign sloganTagline - Bondoni s Svty Two OS ITC TTHeadings - Minion Pro

STYLE GUIDE

3.1 Logo Standards 3.2 Color Palette 3.3 Images 3.4 Typography

3.0

Full Color w/o Background Use this logo with any color found on the primary color palette ( see page 21)

Black and White

Use this logo graphic when color is not availble or when backgrand images and/or colors limit logo visability.

Full Color with Background

Use primarly with character merchadise and and swag items.

Website logo

Use primarly as a web banner website promational material and catalog. Logo can be use with or with tagline.

Website Logo w/ Tagligline

Use with website promational material and catalog. Use with all print and promational materials directly promoting the campaign site.


Logo Standards and Guidelines The MyTiana logo is the single most visible symbol of the campaign that distinguishes it from the parent company Disney®. The logo will preserve the campaign ideals that personalize the Disney® character Princess Tiana.

The MyTiana logo is a combination logo that combines an icon with actual text that is intrinsically integrated as a single graphic. It is important to use the logo correctly and consistently to ensure the visual impact is not compromised.

Maintain Clear Space

For optimal visibility maintain a clear space around the logo. Allow at minimum 1-X measure space from the height of the T in Tiana and 1-X space from the bottom of the Y in My. The same X measure is used to define the clear space to the left and right of the logo.

Logo Placement

The logo should appear as banner text on the webpage. When used in print it should never appear as a line text item. When used on character merchandise the logo should appear in the most space with the most visibility and the lease amount of graphic distractions. See pages 24-for examples of logo use.

Naming

When referring to the campaign name always write it as one word with uppercase M in My and Upper case T in Tiana, all other letters lowercase (i.e. MyTiana).

Since the website is an essential component of the campaign the logo may be used with .com and tagline when referencing the website.

The following logo standards specify both acceptable and unacceptable variations of logo

Approved logo styles inserted as a single graphic


R = 245G = 254B = 223

C - 3.9 % M -0Y- 12.6 % K- 0

HEX #F5FEDF

HEX#96CD7E

C - 44% M- 0Y- 67 % K- 0 R = 150

G = 205B = 126

#96CD7E (original)#99CC77 (websafe)

#F5FEDF (original)#EEFFDD (websafe)

HEX#DCCF1

C - 11% M- 19%Y- 0 K- 0

#DCCCF1(original)#DDCCEE (websafe)

R = 220G = 204B = 241

#C1EDF0 (original)#BBEEEE (websafe)

R = 150G = 205B = 126HEX#96CD7E

C - 44% M- 0Y- 67 % K- 0

ColorPalette

Primary

The primary color palette is used in conjunction with the logo and website. This palette is use as the base color of the animated character images.

Color Palette

Campaign colors reflect general colors associated with Princess Tiana and the movie “Princess and the Frog” Both the primary color palette and the secondary palette include variations of yellow, green, blue, and purple.


#5437E0

#1A5FAC

#1D82C6

#81C8E4

#EDBBE0

#DA77D1

#B746AE

#7EFA8A

#49C108

The colors below are used in images and type to accent the primary color palette. This color palette may be used through out the campaign to accent the primary color palate. The use of color combinations predominately identified with other Disney® Princess characters is prohibited.

R G B

84 55 224

26 95 172

29 130 198

129 200 228

238 188 225

218 119 209

191 80 182

36 246 132

73 193 8

Avoid color combinations associated with other Disney® princess characters.

Secondary

Color Palette


Celebrate The Princess WithinBeautiful, Special, an Inspiration

Sub-Headings - Myriad ProABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Body Copy -Minion ProABCDEFGHIJKLMNOPQRSTUVWWXYZabcdefghijklmnopqrstuv0123456789

Typography

Headline - One Fell SwoopUsed only with campaign slogan

Tagline - Bondoni s Svty Two OS ITC TTABCDEFGHIJKLMNOPQRSTUVWWXYZabcdefghijklmnopqrstuv0123456789

Headings - Minion ProABCDEFGHIJKLMNOPQRSTUVWWXYZabcdefghijklmnopqrstuv0123456789


A selection of princess theme activities and doll play with African American figurines are used to promote empowerment.

Image Styles Images used in this campaign should always include happy, confident African American girls. Display these attributes amongst diverse groups of friends when possible.

Images that project the primary campaign theme will reflect the target audience of African American mothers and daughters sharing specials moments.


Promotional Items

2011 Project Book Designing MyTiana 48

The re-branding of Princess Tiana byRochelle Person, Full Sail University

Celebrate the Princess Within

MyTiana

Documents

Transcript of MyTiana