The document outlines the branding and design elements for "Spot on shopping", a Target initiative to provide in-depth shopping experiences and conversations with employees about exclusive products. It details the logo, podiums, signage, employee apparel including t-shirts and lanyards, and handout booklets that will feature the mascot Spot and be used to promote specific sections of the store. The goal is to create a distinctive identity centered around the dog mascot Spot to highlight the shopping assistance and draw attention at Target locations.

1. 1
Spot on
shopping
style guide
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2. 2
table of
contents
2 Spot on shopping
4 Identity System
6 Podium & Setting
10 Employee Apparel
14 Handout Booklet
16 Shopping Totes
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3. Spot on
shopping
Our mission for Target has always been
to be the customer’s preferred shopping
destination in all channels by delivering
outstanding value, continuous innovation,
and exceptional guest experiences. With our
new project Spot on shopping, we are reaching
past our goal to heighten guest experiences
by bringing our customers an in-depth shopping
experience. Spot on shopping is where we bring certified
Target employees and customers together to have in-depth
conversations about the newest, innovating products Target
exclusively offers so that our customers get the best value out
of their choices of products and most of all have an exceptional
experience in the store.
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4. 4
Spot’s Identity
Our canine friend Spot is here to lend a paw to
our customers in their shopping experience.
He has always been a loyal representation of
Target and was chosen to serve as the identity
of our Spot on shopping project. In our logo,
we have chosen the Target red circle to hold
our friend as he wears the Target logo proudly
over his left eye. The default typeface chosen
is Helvetica Neue Bold and we have chosen a
golden yellow as a complementary color.
identity
system
LOGO (COLOR/B&W)
TYPEFACE
COLORS
Helvetica Neue Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PANTONE 186 C
C=0 M=100 Y=81 K=4
PANTONE 7405 C
C=0 M=10 Y=99 K=0
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5. 6
podium
& setting
Podium
We have designed a podium that will be placed in
designated spots across Target stores to be a stopping
point for a customer to come and ask for assistance
in their shopping experience. The podium has a
curve that is designed to function with the rest of
the store’s signage. Designed to have a button,
that when the button is pressed by a customer it
uses bluetooth technology to send a signal to
the sign above, lighting up the sign above
to indicate the need for assistance.
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6. Signage
The signage will consist of using the logo for
floor decals and hanging signs. The floor decal
should only take up 65% of the aisles and the
hanging signs should be hung separately.
Display
A small stage is to be set up for Spot on
shopping events in order to display exclusive
Target products that are in discussion.
Setting
Spot on shopping settings are to be placed
in designated sections of the store, such as
Entertainment, Grocery, and Home Decor. All of
the signage, displays, and podiums are easy to
see and designed to attract attention so that the
customer can feel assured they can find help as
soon as it is needed.
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7. 11
employee
apparel
T-shirts
We didn’t want the Spot on shopping
employees to look like just another
Target employee and decided to go a
route that shouts out Spot and let the
other apparel speak for it. The T-shirts
are designed very simple, by just having
Spot taking up about 70% to 85% of
the T-shirt, aligned to the right side and
wraps around to the back.
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HEIGHT: 85%
WIDTH: 70%
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8. 13
Lanyard & I.D.
We also wanted the lanyard and I.D. to be
simple in order to go with the T-shirt, but also
wanted the content to be attention grabbing.
The font on the lanyard is designed to be
big enough to read and is to be repeated
across the strap along with the logo, which
is as big as the lanyard will allow. We decide
to use the logo once more for the I.D. and
make the name tag look like a sticker.
SpotonshoppingSpotonshopp
Spotonshopping
Spot
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LANYARD
FONT SIZE: 36pt
FONT SIZE: 36pt
I.D.
56px x 56px
Padding: 6px
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9. Booklet Covers
The handout booklets will be a special
for the Spot on shopping events, as they
go in-depth with their selected section of
the store and the exclusive products being
sold. The covers are very simple just using
the Target logo and our mascot Spot for the
imagery, and a title stamped on the right side,
indicating the section.
booklet
handout
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10. totes
shopping
Totes
With the same concept as the T-shirt, we
didn’t want our Spot on shoppers to go
unnoticed. This way our shoppers can carry
their new products out the store, knowing they
received good service. Another benefit is they
will not have to worry about recycling since it is
reusable. It is designed simply with Spot sitting
on the front, taking up 95% to 80% of the tote.
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HEIGHT: 95%
WIDTH: 80%
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