Toys“R”Us, Inc. Navigation i.

Welcome to The TOYS“R”US Graphic Style Manual.

This document provides the guidelines for the appropri-
ate usage and construction of the various TOYS“R”US
identity elements. All identity elements contained herein
are approved by the TOYS“R”US Creative Services
Group Global Store Support Center and must be used
according to style guidelines.

The TOYS“R”US Creative Services Group is the Navigation:

administrator of the design elements and their applica-
tion. All requests related to graphic identity for any and Viewing this PDF file requires Adobe® Acrobat
all TOYS“R”US entities must go through the TOYS“R”US Reader®, which is built into most browsers,
Creative Services Group. Also, any deviation from or it can be downloaded free of charge from
the guidelines must be approved by the TOYS“R”US Adobe Systems Inc. at:
Creative Services Group Global Store Support Center. www.adobe.com/reader.html
To contact the office, call 973-617-5027.
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Toys“R”Us, Inc. Forward i.ii

Contents

Forward “R” Patterns

i.i Navigation 3.0 Section 3 Index 5.0 Section 5 Index
i.ii Contents
3.1 “R” Monogram 5.1 Tumbling “R” Pattern
i.iii Download EPS Index
3.1.a Description/Usage 5.1.a Description/Usage
i.iv Download EPS Index (cont.)
3.1.b Color Variations 5.1.b Color Variations
i.v Download JPG Index
3.1.c Angled Variation 5.1.c Do Not
3.1.d Size Restrictions
Introduction 5.2 Stacked “R” Pattern
3.1.e Do Not
1.0 Section 1 Index 5.2.a Description/Usage
3.2 “R” & Stars 5.2.b Color Variations
1.1 Introduction
3.2.a Description/Usage 5.2.c Do Not
1.1.a Welcome
3.2.b Size Restrictions
1.1.b Jingle Lyrics 5.3 Star Pattern
3.2.c Color Variations
5.3.a Description/Usage
1.2 TRU Brand 3.2.d Do Not
5.3.b Color Variations
1.2.a Brand Description
3.3 Tumbling “R” & Stars 5.3.c Do Not
1.2.b Brand Voice
3.3.a Description/Usage
1.2.c Audiences 5.4 Star Cluster
3.3.b Size Restrictions
1.2.d Brand Structure 5.4.a Description/Usage
3.3.c Color Variations
5.4.b Color Variations
1.3 Glossary 3.3.d Do Not
5.4.c Size Restrictions
1.3.a Graphic Terminology
3.4 “R” Wordmarks 5.4.d Formats
1.4 Legal 3.4.a Description/Usage 5.4.e Corner Bleeds
1.4.a Trademarks/Copyright 3.4.b Variations 5.4.f Edge Bleeds
3.4.c Size Restrictions 5.4.g Full Bleeds
Logotypes 3.4.d Do Not 5.4.h Do Not
2.0 Section 2 Index
Geoffrey Basic Elements
2.1 TRU Logotype
4.0 Section 4 Index 6.0 Section 6 Index
2.1.a Description/Usage
2.1.b Color Variations 4.1 Full-Figure Geoffrey 6.1 Color
2.1.c Size Restrictions 4.1.a Description/Usage 6.1.a Description/Usage
2.1.d Do Not 4.1.b Size Restrictions 6.1.b TRU Colors & Formulas
4.1.c Pose Variations
2.2 TRU Logotype & Slab 6.2 Shapes
4.1.d Do Not
2.2.a Description/Usage 6.2.a Description/Usage
2.2.b Color Variations 4.2 Close-Up Geoffrey 6.2.b Shape Formats
2.2.c Size Restrictions 4.2.a Description/Usage 6.2.c Do Not
2.2.d Angled Variation 4.2.b Size Restrictions
6.3 Type Fonts
2.2.e Do Not 4.2.c Do Not
6.3.a Description/Usage
2.3 “Only At” Logotype 4.3 Geoffrey & Pillar 6.3.b Primary Fonts
2.3.a Description/Usage 4.3.a Description/Usage 6.3.c Secondary Fonts
2.3.b Size Restrictions 4.3.b Size Restrictions
4.3.c Color Variations
4.3.d Do Not
4.4 Geoffrey & Logotype
4.4.a Description/Usage
4.4.b Size Restrictions
4.4.c Pose Variations
4.4.d Do Not
4.5 Geoffrey & “R”
4.5.a Description/Usage
4.5.b Size Restrictions
4.5.c Options
4.5.d Do Not
4.5.e Geoffrey Special Occasions
Toys“R”Us, Inc. Forward i.iii

EPS File Index

TRU Logotypes “Only At” Logotype Geoffrey

TRU_Logo_BluCMYK.eps TRU_OnlyAtLogo_CMYK.eps GEOF_Bday_L_CMYK.eps
TRU_Logo_BluPMS.eps GEOF_Bday_R_CMYK.eps
TRU_Logo_MultiCMYK.eps “R” Monograms GEOF_Closeup_L_CMYK.eps
TRU_Logo_MultiPMS.eps TRU_AngledR_BluCMYK.eps GEOF_Closeup_R_CMYK.eps
TRU_Logo_K.eps TRU_AngledR_BluPMS.eps GEOF_Dance_L_CMYK.eps
TRU_Logo_Wht.eps
TRU_R_BluCMYK.eps GEOF_Dance_R_CMYK.eps
TRU_R_BluPMS.eps GEOF_Elf_R_CMYK.eps
TRU Logotype & Slab
TRU_AngledLogo_BluCMYK.eps GEOF_Lean_L_CMYK.eps
“R” & Stars
TRU_AngledLogo_BluPMS.eps GEOF_Lean_R_CMYK.eps
TRU_RStars_2C_CMYK.eps
TRU_AngledLogo_GrnCMYK.eps GEOF_Logotype_OrCMYK.eps
TRU_RStars_2C_PMS.eps
TRU_AngledLogo_GrnPMS.eps GEOF_Logotype_OrPMS.eps
TRU_RStars_3C_CMYK.eps
TRU_AngledLogo_K.eps
TRU_RStars_3C_PMS.eps GEOF_Pillar_L_BluCMYK.eps
TRU_AngledLogo_MultiCMYK.eps
GEOF_Pillar_L_GrnCMYK.eps
TRU_AngledLogo_MultiPMS.eps TRU_TumbRStars_2C_CMYK.eps
GEOF_Pillar_L_WhtCMYK.eps
TRU_AngledLogo_OrCMYK.eps TRU_TumbRStars_2C_PMS.eps
GEOF_Pillar_R_BluCMYK.eps
TRU_AngledLogo_OrPMS.eps TRU_TumbRStars_BluCMYK.eps
GEOF_Pillar_R_GrnCMYK.eps
TRU_AngledLogo_RedCMYK.eps TRU_TumbRStars_BluPMS.eps
GEOF_Pillar_R_WhtCMYK.eps
TRU_AngledLogo_RedPMS.eps
“R” Wordmarks GEOF_Present_L_CMYK.eps
TRU_LogoSlab_BluCMYK.eps
GEOF_Present_R_CMYK.eps
TRU_LogoSlab_BluPMS.eps TRU_Rbenefits_BluCMYK.eps
TRU_LogoSlab_GrnCMYK.eps TRU_Rbenefits_BluPMS.eps GEOF_Proud_L_CMYK.eps
TRU_LogoSlab_GrnPMS.eps TRU_Rbenefits_K.eps GEOF_Proud_R_CMYK.eps
TRU_LogoSlab_K.eps TRU_Rnews_BluCMYK.eps GEOF_Run_L_CMYK.eps
TRU_LogoSlab_MultiCMYK.eps TRU_Rnews_BluPMS.eps GEOF_Run_R_CMYK.eps
TRU_LogoSlab_MultiPMS.eps TRU_Rnews_K.eps GEOF_Sing_L_CMYK.eps
TRU_LogoSlab_OrCMYK.eps
TRU_Rpeople_BluCMYK.eps GEOF_Sing_R_CMYK.eps
TRU_LogoSlab_OrPMS.eps
TRU_Rpeople_BluPMS.eps GEOF_Stand_L_CMYK.eps
TRU_LogoSlab_RedCMYK.eps
TRU_Rpeople_K.eps GEOF_Stand_R_CMYK.eps
TRU_LogoSlab_RedPMS.eps
TRU_Rrewards_BluCMYK.eps GEOF_Tahdah_L_CMYK.eps
TRU_Rrewards_BluPMS.eps GEOF_Tahdah_R_CMYK.eps
TRU_Rrewards_K.eps

Toys“R”Us, Inc. Forward i.iv

EPS File Index (continued)

Geoffrey & Logotype Star Pattern Shapes (continued)

TRU_LogoGeof_Lean_L_CMYK.eps TRU_StarPat_1C_CMYK.eps TRU_Pebble_BluCMYK.eps
TRU_LogoGeof_Lean_R_CMYK.eps TRU_StarPat_1C_PMS.eps TRU_Pebble_BluPMS.eps
TRU_LogoGeof_Run_L_CMYK.eps TRU_StarPat_2C_CMYK.eps TRU_Pebble_GrnCMYK.eps
TRU_LogoGeof_Run_R_CMYK.eps TRU_StarPat_2C_PMS.eps TRU_Pebble_GrnPMS.eps
TRU_Pebble_OrCMYK.eps
TRU_LogoGeof_Stand_L_CMYK.eps Star Cluster TRU_Pebble_OrPMS.eps
TRU_LogoGeof_Stand_R_CMYK.eps
TRU_Stars_1C_CMYK.eps TRU_Pebble_RedCMYK.eps
TRU_LogoGeof_TahDah_L_CMYK.eps TRU_Pebble_RedPMS.eps
TRU_Stars_1C_PMS.eps
TRU_LogoGeof_TahDah_R_CMYK.eps TRU_Stars_2C_CMYK.eps TRU_Pillar_BluCMYK.eps
TRU_Stars_2C_PMS.eps TRU_Pillar_BluPMS.eps
Geoffrey & “R”
TRU_Pillar_GrnCMYK.eps
TRU_RGeof_Lean_L_CMYK.eps Shapes TRU_Pillar_GrnPMS.eps
TRU_RGeof_Lean_R_CMYK.eps TRU_Pillar_OrCMYK.eps
TRU_Boulder_BluCMYK.eps
TRU_RGeof_Run_L_CMYK.eps TRU_Boulder_BluPMS.eps TRU_Pillar_OrPMS.eps
TRU_RGeof_Run_R_CMYK.eps TRU_Boulder_GrnCMYK.eps TRU_Pillar_RedCMYK.eps
TRU_Boulder_GrnPMS.eps TRU_Pillar_RedPMS.eps
TRU_RGeof_Stand_L_CMYK.eps
TRU_RGeof_Stand_R_CMYK.eps TRU_Boulder_OrCMYK.eps TRU_Slab_BluCMYK.eps
TRU_Boulder_OrPMS.eps TRU_Slab_BluPMS.eps
TRU_RGeof_TahDah_L_CMYK.eps
TRU_Boulder_RedCMYK.eps TRU_Slab_GrnCMYK.eps
TRU_RGeof_TahDah_R_CMYK.eps
TRU_Boulder_RedPMS.eps TRU_Slab_GrnPMS.eps
TRU_Cloud_BluCMYK.eps TRU_Slab_OrCMYK.eps
Tumbling “R” Pattern
TRU_Cloud_BluPMS.eps TRU_Slab_OrPMS.eps
TRU_TumbRPat_BluCMYK.eps TRU_Slab_RedCMYK.eps
TRU_Cloud_GrnCMYK.eps
TRU_TumbRPat_BluPMS.eps TRU_Slab_RedPMS.eps
TRU_Cloud_GrnPMS.eps
TRU_TumbRPat_MultiCMYK.eps
TRU_Cloud_OrCMYK.eps TRU_Square_BluCMYK.eps
TRU_TumbRPat_MultiPMS.eps
TRU_Cloud_OrPMS.eps TRU_Square_BluPMS.eps
TRU_TumbRPat_GrnCMYK.eps
TRU_Cloud_RedCMYK.eps TRU_Square_GrnCMYK.eps
TRU_TumbRPat_GrnPMS.eps
TRU_Cloud_RedPMS.eps TRU_Square_GrnPMS.eps
TRU_TumbRPat_OrCMYK.eps
TRU_Square_OrCMYK.eps
TRU_TumbRPat_OrPMS.eps
TRU_Square_OrPMS.eps
TRU_TumbRPat_RedCMYK.eps
TRU_Square_RedCMYK.eps
TRU_TumbRPat_RedPMS.eps
TRU_Square_RedPMS.eps
Stacked “R” Pattern TRU_Starburst_BluCMYK.eps
TRU_Starburst_BluPMS.eps
TRU_StckRPat_BluCMYK.eps
TRU_Starburst_GrnCMYK.eps
TRU_StckRPat_BluPMS.eps
TRU_Starburst_GrnPMS.eps
TRU_StckRPat_BluToneCMYK.eps
TRU_Starburst_OrCMYK.eps
TRU_StckRPat_BluTonePMS.eps
TRU_Starburst_OrPMS.eps
TRU_StckRPat_GrnCMYK.eps
TRU_Starburst_RedCMYK.eps
TRU_StckRPat_GrnPMS.eps
TRU_Starburst_RedPMS.eps
TRU_StckRPat_GrnToneCMYK.eps
TRU_StckRPat_GrnTonePMS.eps
TRU_StckRPat_OrCMYK.eps
TRU_StckRPat_OrPMS.eps
TRU_StckRPat_OrToneCMYK.eps
TRU_StckRPat_OrTonePMS.eps
TRU_StckRPat_RedCMYK.eps
TRU_StckRPat_RedPMS.eps
TRU_StckRPat_RedToneCMYK.eps
TRU_StckRPat_RedTonePMS.eps
Toys“R”Us, Inc. Forward i.v

JPG Files Index

TRU Logotypes Geoffrey Tumbling “R” Pattern

TRU_Logo_BluRGB.jpg GEOF_Bday_L_RGB.jpg TRU_TumbRPat_BluRGB.jpg
TRU_Logo_MultiRGB.jpg GEOF_Bday_R_RGB.jpg TRU_TumbRPat_GrnRGB.jpg
TRU_Logo_K_RGB.jpg GEOF_Closeup_L_RGB.jpg TRU_TumbRPat_MultiRGB.jpg
TRU_Logo_WhtRGB.jpg GEOF_Closeup_R_RGB.jpg TRU_TumbRPat_OrRGB.jpg
TRU_TumbRPat_RedRGB.jpg
GEOF_Dance_L_RGB.jpg
TRU Logotype & Slab
GEOF_Dance_R_RGB.jpg
TRU_AngledLogo_BluRGB.jpg Stacked “R” Pattern
GEOF_Elf_R_RGB.jpg
TRU_AngledLogo_GrnRGB.jpg TRU_StckRPat_BluRGB.jpg
TRU_AngledLogo_K_RGB.jpg GEOF_Lean_L_RGB.jpg TRU_StckRPat_BluToneRGB.jpg
TRU_AngledLogo_MultiRGB.jpg GEOF_Lean_R_RGB.jpg TRU_StckRPat_GrnRGB.jpg
TRU_AngledLogo_OrRGB.jpg GEOF_Logotype_OrRGB.jpg TRU_StckRPat_GrnToneRGB.jpg
TRU_AngledLogo_RedRGB.jpg TRU_StckRPat_OrRGB.jpg
GEOF_Pillar_L_BluRGB.jpg
TRU_LogoSlab_BluRGB.jpg TRU_StckRPat_OrToneRGB.jpg
GEOF_Pillar_L_GrnRGB.jpg
TRU_LogoSlab_GrnRGB.jpg TRU_StckRPat_RedRGB.jpg
GEOF_Pillar_L_WhtRGB.jpg
TRU_LogoSlab_K_RGB.jpg TRU_StckRPat_RedToneRGB.jpg
GEOF_Pillar_R_BluRGB.jpg
TRU_LogoSlab_MultiRGB.jpg GEOF_Pillar_R_GrnRGB.jpg
TRU_LogoSlab_OrRGB.jpg GEOF_Pillar_R_WhtRGB.jpg Star Pattern
TRU_LogoSlab_RedRGB.jpg
GEOF_Present_L_RGB.jpg TRU_StarPat_1C_RGB.jpg
GEOF_Present_R_RGB.jpg TRU_StarPat_2C_RGB.jpg
“Only At” Logotype
GEOF_Proud_L_RGB.jpg
TRU_OnlyAtLogo_RGB.jpg GEOF_Proud_R_RGB.jpg Star Cluster

GEOF_Run_L_RGB.jpg TRU_Stars_1C_RGB.jpg
“R” Monograms GEOF_Run_R_RGB.jpg TRU_Stars_2C_RGB.jpg
TRU_AngledR_BluRGB.jpg GEOF_Sing_L_RGB.jpg Shapes
TRU_R_BluRGB.jpg GEOF_Sing_R_RGB.jpg
TRU_Boulder_BluRGB.jpg
GEOF_Stand_L_RGB.jpg
“R” & Stars TRU_Boulder_GrnRGB.jpg
GEOF_Stand_R_RGB.jpg TRU_Boulder_OrRGB.jpg
TRU_RStars_2C_RGB.jpg GEOF_Tahdah_L_RGB.jpg TRU_Boulder_RedRGB.jpg
TRU_RStars_3C_RGB.jpg GEOF_Tahdah_R_RGB.jpg TRU_Cloud_BluRGB.jpg
TRU_TumbRStars_2C_RGB.jpg TRU_Cloud_GrnRGB.jpg
TRU_TumbRStars_BluRGB.jpg Geoffrey & Logotype TRU_Cloud_OrRGB.jpg
TRU_LogoGeof_Lean_L_RGB.jpg TRU_Cloud_RedRGB.jpg
“R” Wordmarks TRU_LogoGeof_Lean_R_RGB.jpg TRU_Pebble_BluRGB.jpg
TRU_Rbenefits_BluRGB.jpg TRU_LogoGeof_Run_L_RGB.jpg TRU_Pebble_GrnRGB.jpg
TRU_Rbenefits_K_RGB.jpg TRU_LogoGeof_Run_R_RGB.jpg TRU_Pebble_OrRGB.jpg
TRU_Rnews_BluRGB.jpg TRU_LogoGeof_Stand_L_RGB.jpg TRU_Pebble_RedRGB.jpg
TRU_Rnews_K_RGB.jpg TRU_LogoGeof_Stand_R_RGB.jpg TRU_Pillar_BluRGB.jpg
TRU_Rpeople_BluRGB.jpg TRU_LogoGeof_TahDah_L_RGB.jpg TRU_Pillar_GrnRGB.jpg
TRU_Rpeople_K_RGB.jpg TRU_LogoGeof_TahDah_R_RGB.jpg TRU_Pillar_OrRGB.jpg
TRU_Rrewards_BluRGB.jpg TRU_Pillar_RedRGB.jpg
TRU_Rrewards_K_RGB.jpg Geoffrey & “R” TRU_Slab_BluRGB.jpg
TRU_RGeof_Lean_L_RGB.jpg TRU_Slab_GrnRGB.jpg
TRU_RGeof_Lean_R_RGB.jpg TRU_Slab_OrRGB.jpg
TRU_Slab_RedRGB.jpg
TRU_RGeof_Run_L_RGB.jpg
TRU_Square_BluRGB.jpg
TRU_RGeof_Run_R_RGB.jpg
TRU_Square_GrnRGB.jpg
TRU_RGeof_Stand_L_RGB.jpg TRU_Square_OrRGB.jpg
TRU_RGeof_Stand_R_RGB.jpg TRU_Square_RedRGB.jpg
TRU_RGeof_TahDah_L_RGB.jpg TRU_Starburst_BluRGB.jpg
TRU_RGeof_TahDah_R_RGB.jpg TRU_Starburst_GrnRGB.jpg
TRU_Starburst_OrRGB.jpg
TRU_Starburst_RedRGB.jpg
Toys“R”Us, Inc. Brand 1.0

Section 1 Index

1.1 Introduction
1.1.a Welcome
1.1.b Jingle Lyrics

1.2 “R” Brand

1.2.a Brand Description
1.2.b Brand Voice
1.2.c Audiences
1.2.d Brand Structure

1.3 Glossary
1.3.a Graphic Terminology

1.4 Legal
1.4.a Trademarks / Copyright
Toys“R”Us, Inc. Introduction 1.1.a

Welcome

For over 50 years, TOYS“R”US has been a It’s an exciting time for our company.
favorite destination for kids and grown-ups, And we’re very glad that you’re part of the
alike. With over 1,500 stores throughout team that’s keeping TOYS“R”US number one
the world, TOYS“R”US offers an unparalleled in the hearts and minds of children, parents,
selection of toys, games, sporting goods, grandparents and kids at heart around
electronics, software, baby products, the world.
children’s apparel and juvenile furniture
under one roof.

To communicate a consistent message of

Quality, Value and Selection to our guests,
it is imperative that all TOYS“R”US stores and Gerald L. Storch
associates adhere to TOYS“R”US guidelines. Chairman and CEO
TOYS“R”US, Inc.
Inside, you’ll find a comprehensive style guide
on how to use TOYS“R”US brand identity
elements properly. This style guide provides
the basic groundwork for individuals who
are responsible for creating TOYS“R”US
communications materials.
Toys“R”Us, Inc. Introduction 1.1.b

Jingle Lyrics

I don’t want to grow up,

I’m a TOYS“R”US kid
There’s a million toys at TOYS“R”US
that I can play with!
From bikes, to trains,
to video games,
It’s the biggest toy store there is!
Gee whiz!
I don’t want to grow up,
cuz baby if I did,
I wouldn’t be a TOYS“R”US kid!

© 1983 Geoffrey, Inc., a subsidiary of TOYS“R”US, Inc.

Toys“R”Us, Inc. “R” Brand 1.2.a

Brand Description

TOYS“R”US, Inc. is the largest specialty toy retailer in the world. We offer an unparalleled selection of toys, games,
sporting goods, electronics, software, baby products, children’s apparel and juvenile furniture under one roof. That’s
why TOYS“R”US has been a favorite destination for kids and grown-ups alike for over 50 years.

We sell merchandise through stores in the United States, international stores in countries around the world, and on
the Internet at Toysrus.com. But regardless of where our guests shop, TOYS“R”US stands for Safety, Quality, Value
& Selection.

TOYS“R”US is the preeminent place for the hottest toy launches and most in-demand toys. Whenever kids see the
TOYS“R”US logo, they see excitement, and the promise of endless play, in a special place that’s just for them. We’re
more than just a toy store. TOYS“R”US is the world’s greatest toy store.
 Toys“R”Us, Inc. “R” Brand 1.2.b

Brand Voice

Aging is mandatory.
Growing up is optional.

modern

exciting
We believe in make-believe.

inspiring
Let your inner child out to play.

Time flies when you can’t tell time.

magical
Imaginations stretch for a reason.

engaging
Recess is a state of mind.
Toys“R”Us, Inc. “R” Brand 1.2.c

Audiences

TOYS“R”US kids: From infants to

adolescents, and from toddlers to
teenagers, TOYS“R”US kids will always
be our primary audience. And keeping
them ecstatic, entertained and engaged
will always be the reasons we come
to work every day. Because we under-
stand kids as well as we know toys.
Every visit to one of our stores is a spe-
cial occasion, even if it doesn’t coincide
with a birthday or holiday. Above all
else, we love to spread joy and bring a
twinkle to every child’s eye.
Kids at Heart: Some of our best
guests are TOYS“R”US kids who don’t
want to grow up. While some of them
have kids and grandkids of their own,
others don’t. Either way, Kids at Heart
tend to be collectors and connoisseurs
of toys, particularly the classic brands
like Barbie and Hot Wheels, plus newer
trends such as action figures.
Parents: The parents of TOYS“R”US
kids are very important, because
ultimately, they have the final say on
what toys and games their kids can
buy and play. That’s why it’s crucial to
keep parents aware of new toys and
trendy items. When parents are up on
what their kids want, they’re more likely
to approve of the purchase. Parents
appreciate safety, quality, value and
selection. That’s why they shop at
TOYS“R”US
Grandparents: Although Grandparents
of TOYS“R”US kids make fewer pur-
chases than Parents, they are an
important target because they’re more
likely to splurge on presents when it
comes to birthdays, holidays or other
special occasions. While it’s important
to keep Grandparents aware of new
toys and trends, it’s equally important
to reinforce the classic brands they
already know and love from their own
childhoods.
Toys“R”Us, Inc. “R” Brand 1.2.d

Brand Structure

Promise (“R”) Experience (Star) Persona (Geoffrey)

Modern, Fresh, Inspiring Magical, Exciting Fun, Engaging

The “R” is our promise. We’re taking Stellar only begins to describe our Geoffrey is a giraffe. He’s our
retail back to the way it was meant guests’ experience at TOYS“R”US. ambassador. An ambassador
to be. After all, we started the big- With every visit, they expect to be of fun. He’s tall and gangly. He’s
box shopping experience. Enter surprised and inspired. We aim for approachable, yet awkward. He’s
any store and discover the magic the heart by doing the little things self-conscious in some ways. Yet
of convenience. Our guests always that make our store go over big with uninhibited in others. When he’s
appreciate the widest toy selection kids of all ages. We understand kids happy, he skips. And when he
and the most competitive prices. and we know toys, it’s not just our gets something in his head, he’s
Pair that with our commitment business, it’s our passion. We love not afraid to tell it like it is. Just like
to safety and our kid-friendly spreading joy and bringing a twinkle any kid with a lot of spunk would.
environment for carefree shop- to every child’s eye. Geoffrey wants to play and make
ping fun. When our guests leave, friends. All day. Every day. Stop
our goal is to have them skipping by. Drop in. Geoffrey will be your
out our doors. buddy in his natural habitat, the
wonderland of TOYS“R”US.
Toys“R”Us, Inc. Glossary 1.3.a

Graphic Terminology

EPS “R” Wordmarks

An acronym for Encapsulated PostScript. Digitally “R” Wordmarks such as “R” Core Benefits are used
created line art that can be scaled up or down with to name and identify employee-related programs and
no loss of quality. (Download navigation i.iii) benefits at TOYS“R”US, Inc. They are for internal use only,
and should not appear in external communications.
Geoffrey (Section 3.4)
Geoffrey the giraffe is the ambassador and mascot
of TOYS“R”US, and may appear in various printed and Shapes
electronic communications. Colorful background elements available in various
colors and shapes to be combined with other
JPEG TOYS“R”US branding elements such as the TOYS“R”US
An acronym for Joint Photographic Experts Group. logo, the “R” Monogram or Geoffrey. (Section 6.2)
A compression technique that is designed to compress
color and gray scale continuous-tone images. Star Bleed
(Download navigation i.v) A Star Cluster may bleed off a design in the following
ways: corner bleed, edge bleed and full bleed.
Lockup (Sections 5.4.e, 5.4.f, 5.4.g)
A term that refers to the arrangement and placement
of the TOYS“R”US and BABIES“R”US logos when they Star Cluster
appear together in printed or electronic media. A background element featuring a pre-designed
arrangement of stars that should always be used
Logotype in conjunction with another TOYS“R”US branding
A name or word used in a specific type style to repre- element such as the TOYS“R”US logotype, or the
sent TOYS“R”US as a company. (Section 2.0) “R” Monogram. A Star Cluster should never appear
on its own, and should not be tiled. Do not confuse
PDF with Star Pattern. (Section 5.4)
Abbreviation for Portable Document Format, a file
format developed by Adobe Systems, that is used to Star Pattern
capture almost any kind of document with the format- A pattern comprised of stars that can be used to liven
ting of the original. Viewing a PDF file requires Acrobat up layouts, while reinforcing our brand in a fun, eye-
Reader, which is built into most browsers and can be catching way. The Star Pattern can be tiled to create
downloaded free from adobe.com. wrapping paper and other larger designs. Do not
confuse with Star Cluster. (Section 5.3)
PMS
Pantone® Matching System. A number system used for Trademark
the selection, specification, communication and control Words, names, logos or symbols that identify goods for
of printing ink colors. Pantone® is a registered trade- the purpose of differentiating them from competitors’
mark of Pantone, Inc. (Section 6.1) goods. (Section 1.4)

“R” Monogram TIFF

After nearly 60 years, the backward “R” from the full An acronym for Tag(ged) Image File Format. It’s one
TOYS“R”US logo is now an official corporate logo on of the most popular and flexible of the current public
its own. (Section 3.1) domain raster file formats.

Stacked “R” Pattern Tumbling “R” Pattern

A pattern comprised of the TOYS“R”US “R” that can be A pattern comprised of slightly skewed TOYS“R”US “R”s
used to liven up layouts, while reinforcing our brand in that can be used to liven up layouts, while reinforcing
a fun, eye-catching way. This pattern is intended for our brand in a fun, eye-catching way. (Section 5.1)
corporate applications, more so than retail usage.
(Section 5.2)
Toys“R”Us, Inc. Legal 1.4.a

Trademarks & Copyright

Trademark Copyright
As shown in all of our authorized artwork, the regis- Any materials containing TOYS“R”US artwork, copy,
tered trademark symbol (®) must always appear on the or other verbal and/or graphic content, must contain
upper right hand corner of the TOYS“R”US logo using a copyright line, which declares our ownership of the
the typeface Helvetica Bold. The registered trademark material and protects it from being copied by other cor-
symbol must appear on the first element on a page, porations or individuals.
but not on subsequent appearances.
Our copyright line consists of the copyright symbol
Where you utilize marks other than the TOYS“R”US logo (©); followed by a single space; the calendar year;
or name (such as the Reversed “R” Monogram Logo another single space; then Geoffrey, Inc., a subsidiary
or the Geoffrey Giraffe Character Logo), a footnote of TOYS“R”US, Inc.
must be dropped on the first page where such marks
appear, and such footnote must provide notice of the For example:
TOYS“R”US marks. © 2007 Geoffrey, Inc., a subsidiary of TOYS“R”US, Inc.

For example: In Australia, the word “Copyright” must also appear in

TOYS“R”US, the TOYS“R”US Logo, the Reversed “R” a spelled-out format. Thus, in Australia, the appropriate
Monogram Logo, GEOFFREY and the GEOFFREY copyright attribution line should appear as:
GIRAFFE Character Logo are marks of Geoffrey, Inc., © Copyright 2007 Geoffrey, Inc., a subsidiary of
a subsidiary of TOYS“R”US, Inc. TOYS“R”US, Inc.

Combining the Trademark and Copyright notice

It is often efficient to combine the requisite trademark
and copyright notices into one footnote.

For example:
TOYS“R”US, the TOYS“R”US Logo, the Reversed “R”
Monogram Logo, GEOFFREY and the GEOFFREY
GIRAFFE Character Logo are marks of Geoffrey, Inc.,
a subsidiary of TOYS“R”US, Inc. © 2007 Geoffrey, Inc.

[Since you have already noted that Geoffrey, Inc. is

a subsidiary of TOYS“R”US, Inc. in the trademark line,
there is no need to repeat it in the copyright line]


Toys“R”Us, Inc. Logotypes 2.0

Section 2 Index

2.1 TRU Logotype

2.1.a Description/Usage
2.1.b Color Variations
2.1.c Size Restrictions
2.1.d Do Not

2.2 Logotype & Slab

2.2.a Description/Usage
2.2.b Color Variations
2.2.c Size Restrictions
2.2.d Angled Variation
2.2.e Do Not

2.3 “Only At” Logotype

2.3.a Description/Usage
2.3.b Size Restrictions
Toys“R”Us, Inc. TRU Logotype 2.1.a

Description/Usage

Note: The TOYS“R”US

logotype is a unique piece of
artwork and must never be
altered and/or re-created.

Although its primary function is to identify our company,

the colorful and playful TOYS“R”US logotype has also
become synonymous with fun and joy to kids of all ages
around the world.

The TOYS“R”US logotype is a unique piece of artwork and

must never be altered in any way without prior authoriza-
tion from the TOYS“R”US Creative Services Group Global
Store Support Center, USA. For further information, call
973-617-5027.
Toys“R”Us, Inc. TRU Logotype 2.1.b

Color Variations

One Color, Black One Color, TRU Blue Multi-Color (Spot PMS or Process)

Reverse-Out White from Black Reverse-Out White from TRU Blue Multi-Color (Spot PMS or Process) on TRU Blue

Note: The TOYS“R”US

logotype is a unique piece of
artwork and must never be
altered and/or re-created. These are the recommended color options for the
To view these color formulas, TOYS“R”US logotype. Use the Multi-Color version when
see Section 6.1.b. and wherever possible. The one-color logo may be
reproduced in Black or TRU Blue when budget con-
straints do not allow for the Multi-Color version.
Substrate/background colors often vary, so use an
appropriate option that offers the best contrast. Never
use the Multi-Color logotype without its white outline
on any colored background. Never alter or change any
of these colors.

Digital art for these logotypes is enclosed on the

accompanying CD in EPS and JPG formats.
Toys“R”Us, Inc. TRU Logotype 2.1.c

Size Restrictions

A minimum size restriction

applies to all TOYS“R”US logo- To protect its integrity, legibility, and impact,
types regardless of color. the TOYS“R”US logotype depicted on this page
is the minimum reproduction size allowed in which
On rare occasions, the it remains legible.
TOYS“R”US logotype may need
to be reproduced smaller than
the size stated here. For prior
authorization, contact the
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.
1 inch,
6 picas
or 26mm

Occasionally, the TOYS“R”US

logotype may need to be
closer to other elements than
the distance stated here. For
prior authorization, contact the
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.

The TOYS“R”US logotype requires a specific amount of

clear space whenever it’s used. Separating the TOYS“R”US
logotype from other communication elements (headlines,
text, imagery, other logos and symbols) preserves the
visual impact and legibility of this important graphic element.

Horizontally, allow the width of one “R” Monogram at ¼

scale from the left and right margins as shown. Vertically,
the clear-space requirement is more relaxed, but be sure
to allow sufficient clearance for the TOYS“R”US logotype
at the top and bottom margins so it doesn’t appear too
constrained by other graphic elements.
Toys“R”Us, Inc. TRU Logotype 2.1.d

Do Not

Do not put the logotype over similar Do not place any messages/art Do not use busy backgrounds
background colors without an outline. through or over the logotype. that can hide the logotype.

Do not use background colors Do not alter any logotype colors. Do not use soft drop shadows
that offer no contrast. with the logotype.

Note: The TRU Logotype is a In order to maintain a consistent brand image for
unique piece of artwork and TOYS“R”US on a local, national and global basis, it’s
must never be altered and/or important to adhere to the style guidelines for this
re-created. important graphic element as stated in Section 2.1.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Logotype & Slab 2.2.a

Description/Usage

Slab (Section 6.2) TRU Logotype (Section 2.1)

Note: The Logotype & Slab is

a unique piece of artwork and
must never be altered and/or
re-created.

There is also a version with

the White TRU Logotype in
a TRU Blue Slab.
The TOYS“R”US Logotype may appear within a Slab
(Section 6.2) as shown above. The Slab helps anchor
the TOYS“R”US Logotype and gives it more prominence,
especially when it’s used at less than full size.

The Multi-Color TOYS“R”US Logotype must always

appear on a white Slab over a colored background. The
reversed-out White version of the TOYS“R”US Logotype
may be used with a Slab in the following colors: TRU
Blue, TRU Orange, TRU Green, TRU Red and Black.
Toys“R”Us, Inc. Logotype & Slab 2.2.b

Color Variations

White TRU Logotype in Black Slab White TRU Logotype in TRU Blue Slab Multi-Color TRU Logotype in
White Slab over a colored background

White TRU Logotype in TRU Red Slab White TRU Logotype in TRU Orange Slab White TRU Logotype in TRU Green Slab

A White TRU Logotype may be combined with a Slab

in TRU Blue, TRU Green, TRU Orange or TRU Red as
shown above. (Section 6.1.b)

A Multi-Color TRU Logotype may only be combined

with a White Slab over a TRU Blue, TRU Green,
TRU Orange or TRU Red background.
Toys“R”Us, Inc. Logotype & Slab 2.2.c

Size Restrictions

A minimum size restriction

applies to all Logotype & Slab
treatments regardless of color.

On rare occasions, the

Logotype & Slab may need
to be reproduced smaller than
the size stated here. For prior
authorization, contact the
TOYS“R”US Creative Services
Group Global Store Support 1 inch,
6 picas
Center, USA, at 973-617-5027. or 26mm

To protect its integrity, legibility, and impact, the

Logotype & Slab depicted on this page is the
minimum reproduction size allowed in which the
combination remains legible.

If space doesn’t allow for suf-

ficient clear space, and the
Logotype & Slab has to overlap
with another graphic element,
make sure the Logotype &
Slab is in the forefront, and not
The Logotype & Slab requires a certain amount of clear
obscured behind other elements.
space whenever it’s used. Separating the Logotype &
If you have questions, contact
Slab from other communication elements (headlines, text,
the TOYS“R”US Creative Services
imagery, other logos and symbols) preserves the visual
Group Global Store Support
impact and legibility of this important graphic element.
Center, USA, at 973-617-5027.
While there isn’t a specific clear-space requirement,
use your judgment and allow sufficient clearance for the
Logotype & Slab on all four margins so it doesn’t appear
too constrained by other graphic elements.
 Toys“R”Us, Inc. Logotype & Slab 2.2.d

Angled Variation

Note: The Angled Logotype &

Slab is at a 4° rotation. This
variation of the Logotype & Slab
is a unique piece of artwork and
must never be altered and/or
re-created.

4°

Now and again, a more expressive version of the

Logotype & Slab may be needed. For these situations,
the Angled Logotype & Slab is recommended because
it feels more active. Both variations of the Logotype &
Slab are provided as EPS files (vector art). Never alter
or re-create either Logotype & Slab.
Toys“R”Us, Inc. Logotype & Slab 2.2.e

Do Not

Do not use the Multi-Color TRU Logotype

Do not use any colors other than TRU Blue Do not combine a Black TRU Logotype in a Slab color other than White over
to create a one-color Logotype & Slab. with any color of Slab. a TRU Blue background.

Do not resize one element without Do not run any messages or graphics Do not use background colors
adjusting both elements accordingly. through or over the Logotype & Slab. that offer no contrast.

Note: The Logotype & Slab is In order to maintain a consistent brand image for
a unique piece of artwork and TOYS“R”US on a local, national and global basis, it’s
must never be altered and/or important to adhere to the style guidelines for this
re-created. important graphic element as stated in Section 2.2.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. “Only At” Logotype 2.3.a

Description/Usage

Note: The “Only At” Logotype is

a unique piece of artwork and
must never be altered and/or TRU Logotype (Section 2.1) Slab (Section 6.2.b)
re-created.

As the world’s leading retailer of toys for nearly 60 years,

TOYS“R”US has been a favorite destination for kids and
grown-ups alike, thanks to our impressive assortment
of toys, games, sporting goods, electronics, software,
baby products, children’s apparel and juvenile furniture.

In addition to our unparalleled selection of new toys

and old classics, TOYS“R”US also offers many exclu-
sives that simply aren’t available anywhere else.
When a product is a TOYS“R”US exclusive, it should
be appropriately labeled with the “Only At” Logotype.
Toys“R”Us, Inc. “Only At” Logotype 2.3.b

Size Restrictions

A minimum ¾ inch size

restriction applies to the
“Only At” Logotype.

¾ inches,
9 picas
or 39mm

To protect its integrity, legibility, and impact, the “Only

At” Logotype depicted on this page is the minimum
reproduction size allowed at which it remains legible.

If the “Only At” Logotype has

to overlap with another graphic
element, make sure the “Only
At” Logotype is in the forefront,
and not obscured behind the
other element. If you have
any questions, contact the
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.

In order to designate that a product is a TOYS“R”US exclusive, the “Only At” Logotype should be placed so it’s
touching the product or above the product name. Please follow these guidelines for appropriate placement:

Roto/Catalog/Magazine Placement Packaging Placement (minimum size 2¼" wide)

Preferred placement: Preferred placement:

Touching product or above product name. Bottom right of the package.

only at


Toys“R”Us, Inc. “R” 3.0

Section 3 Index

3.1 “R” Monogram

3.1.a Description/Usage
3.1.b Color Variations
3.1.c Angled Variations
3.1.d Size Restrictions
3.1.e Do Not

3.2 “R” & Stars

3.2.a Description/Usage
3.2.b Size Restrictions
3.2.c Color Variations
3.2.d Do Not

3.3 Tumbling “R” & Stars

3.3.a Description/Usage
3.3.b Size Restrictions
3.3.c Color Variations
3.3.d Do Not

3.4 “R” Wordmarks

3.4.a Description/Usage
3.4.b Variations
3.4.c Size Restrictions
3.4.d Do Not

Toys“R”Us, Inc. “R” Monogram 3.1.a

Description/Usage

Note: The “R” Monogram is a

unique piece of artwork and
must never be altered and/or
re-created.
The “R” Monogram features
our backward “R” with a
white star inside of it. The “R”
Monogram is shorthand for
the full TOYS“R”US logo, and will
Charles Lazarus, the founder of TOYS“R”US, decided to use
be highly recognizable because
a backward “R” in the TOYS“R”US logotype because he
our logo is so well known
knew it would be an attention-getter. Now, over 50 years
throughout the world.
after its first appearance, the “R” has earned its rightful
place as an official TOYS“R”US logotype on its own.
Toys“R”Us, Inc. “R” Monogram 3.1.b

Color Variations

The TRU Blue version of the

“R” Monogram should be used
primarily on external items for
corporate and retail applications.

One Color, TRU Blue

The White version of the

“R” Monogram should be
used primarily when the
background color is dark and
contrast is necessary.

One Color, White

There are only two approved color options for the

“R” Monogram: TRU Blue and White. Digital art for
both “R” Monograms is provided on the enclosed
CD in EPS and JPG formats. If you’re ever in doubt
about color and usage, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027.
Toys“R”Us, Inc. “R” Monogram 3.1.c

Angled Variations

0°
-10°

The “R” Monogram is used at a The Angled “R” Monogram is at

0° rotation. To make it appear a -10° rotation. This variation of
level and balanced, the “R” the “R” Monogram is a unique
Monogram is actually slightly piece of artwork and must never
tilted to the left, and part of it be altered and/or re-created.
dips below the X-axis. The “R”
Monogram is a unique piece
of artwork and must never be
altered and/or re-created.

Now and again, a more expressive version of the “R”

Monogram may be needed. For these situations, the
Angled “R” Monogram is recommended because it
feels more active. Both “R” Monograms are provided
as EPS files (vector art). Never alter or re-create either
“R” Monogram. The 0° rotation version of the “R”
Monogram is the “R” that appears in the TOYS“R”US
logotype, and is recommended for most applications.
Toys“R”Us, Inc. “R” Monogram 3.1.d

Size Restrictions

Sometimes the “R” Monogram To protect its integrity, legibility, and impact,
may need to be reproduced the “R” Monogram depicted on this page
smaller than the size stated is the minimum reproduction size allowed.
here. For prior authorization, ¼ inch,
contact the TOYS“R”US Creative 3 picas
or 13mm
Services Group Global Store
Support Center, USA, at
973-617-5027.

Occasionally, the “R” Monogram may

need to be closer to other elements
than the distance stated here. For
prior authorization, contact the
TOYS“R”US Creative Services Group
Global Store Support Center, USA, at
973-617-5027.

The “R” Monogram requires a specific amount of clear

space whenever it’s used. Separating the “R” Monogram
from other communication elements (headlines, text,
imagery, other logos and symbols) preserves the visual
impact and legibility of this important graphic element.

Horizontally, allow the width of one “R” Monogram at ¼

scale from the left and right margins as shown. Vertically,
allow the width of one “R” Monogram at ¼ scale from
the top and bottom margins as shown.
Toys“R”Us, Inc. “R” Monogram 3.1.e

Do Not

Do not ever depict the “R” Monogram Do not position the “R” Monogram Do not run any messages through
facing forward or reading right. in orientations other than 0° or 10°. or over the “R” Monogram.

Do not place the “R” Monogram Do not alter any “R” Monogram colors. Do not use graphic effects such as drop
over similar background colors. shadows or gradients with the “R” Monogram.

Note: The “R” Monogram is a

unique piece of artwork and must
never be altered and/or re-created.

In order to maintain a consistent brand image for

TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
important graphic element as stated in Section 3.1.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you deter-
mine if it’s within our established brand standards.
Toys“R”Us, Inc. “R” & Stars 3.2.a

Description/Usage

Note: The “R” & Stars is a unique

piece of artwork and must never
be altered and/or re-created. “R” Monogram (Section 3.1) Star Cluster (Section 5.4)

On rare occasions, the “R” &

Stars may need to be altered.
For prior authorization, contact the
TOYS“R”US Creative Services
Group Global Store Support The “R” & Stars is comprised of a TRU Blue
Center, USA, at 973-617-5027. “R” Monogram (Section 3.1) over a Star Cluster
(Section 5.4).

To maintain the consistency of our branding efforts,

please use the digital files of the “R” & Stars as
provided, and do not re-create or alter the combined
unit in any way.
 Toys“R”Us, Inc. “R” & Stars 3.2.b

Size Restrictions

A minimum-size restriction
applies to the “R” & Stars.
½ inch,
Sometimes, the “R” & Stars 3 picas
or 13mm
may need to be reproduced
smaller than the size stated
here. For prior authorization,
contact the TOYS“R”US Creative
Services Group Global Store
Support Center, USA, at
973-617-5027.
To protect its integrity, legibility, and impact, the “R”
& Stars depicted on this page is the minimum repro-
duction size allowed at which it remains recognizable.

Occasionally, the “R” & Stars

may need to be closer to other
elements. For more information,
contact the TOYS“R”US Creative
Services Group Global Store
Support Center, USA, at
973-617-5027.
Centered
¼ “R”

¼ “R”

“R”
The “R” Monogram requires a specific amount of clear
space whenever it’s used. Separating the “R” Monogram
from other communication elements (headlines, text,
imagery, other logos and symbols) preserves the visual
impact and legibility of this important graphic element.

When centering the “R” & Stars in the middle of a page,

horizontally, allow the width of one “R” Monogram at ¼
Corner Bleed scale from the left and right margins as shown. Vertically,
allow the width of one “R” Monogram at ¼ scale from the
top and bottom margins as shown.

When bleeding the “R” & Stars off the upper left corner,
allow the height of one “R” Monogram at ¼ scale from the
bottom margin as shown.
Toys“R”Us, Inc. “R” & Stars 3.2.c

Color Variations

The “R” Monogram with

One-Color Star Cluster can be
printed either by using two spot
colors or by four-color process
(Section 6.1.b).

The “R” Monogram with

Two-Color Star Cluster can be
printed either by using three
spot colors or by four-color
process (Section 6.1.b).
There are only two color options for the “R” & Stars:
The “R” Monogram in TRU Blue with a One-Color Star
Cluster in STAR Gold and the “R” Monogram in TRU
Blue with a Two-Color Star Cluster in STAR Gold and
TRU Orange (Section 6.1.b).
Toys“R”Us, Inc. “R” & Stars 3.2.d

Do Not

Do not place any messages or graphics Do not use background colors Do not alter “R” Monogram
over the “R” & Stars. other than white. or Star Cluster colors.

Do not use busy backgrounds Do not resize one element without Do not alter the Star Cluster.
that can hide the “R” & Stars. adjusting both elements accordingly.

Note: The “R” & Stars is a

unique piece of artwork and
must never be altered and/or
In order to maintain a consistent brand image for
re-created.
TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
On rare occasions the “R” &
important graphic element as stated in Section 3.2.
Stars may need to be altered.
The examples shown above are merely some of the
For prior authorization, contact
more obvious “do nots.” If you’re ever in doubt about
the TOYS“R”US Creative Services
a design or layout, please contact the TOYS“R”US
Group Global Store Support
Creative Services Group Global Store Support Center,
Center, USA, at 973-617-5027.
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Tumbling “R” & Stars 3.3.a

Description/Usage

Note:
The Tumbling “R” & Stars is
a unique piece of artwork and “R” Monogram (Section 3.1) Star Cluster (Section 5.4)
must never be altered and/or
re-created.

On rare occasions, the

Tumbling “R” & Stars may need
to be altered. For prior authori- The Tumbling “R” & Stars is either comprised of a TRU
zation, contact the TOYS“R”US Blue “R” Monogram (Section 3.1) over a circular back-
Creative Services Group Global ground of Stars, or a White “R” Monogram (Section 3.1)
Store Support Center, USA, at over a circular background of screened-back TRU Blue
973-617-5027. Stars on a TRU Blue background.

To maintain the consistency of our branding efforts,

please use the digital files of the Tumbling “R” & Stars
as provided, and do not re-create or alter the combined
unit in any way.
Toys“R”Us, Inc. Tumbling “R” & Stars 3.3.b

Size Restrictions

A minimum size
restriction applies to the
Tumbling “R” & Stars. ½ inch,
3 picas
or 13mm
On rare occasions, the
Tumbling “R” & Stars may
need to be reproduced smaller
than the size stated here. For
prior authorization, contact the
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027. To protect its integrity, legibility, and impact, the
Tumbling “R” & Stars depicted on this page is
the minimum reproduction size allowed at which
it remains recognizable.

The Tumbling “R” & Stars requires a specific amount

of clear space whenever it’s used. Separating the
Tumbling “R” & Stars from other communication
elements (headlines, text, imagery, other logos and
symbols) preserves the visual impact and legibility of
this important graphic element.

While there isn’t a specific clear-space requirement,

use your judgment and allow sufficient clearance
Occasionally, the Tumbling for the Tumbling “R” & Stars on all four margins
“R” & Stars may need to be so that it doesn’t appear too constrained by other
closer to other elements. For graphic elements.
more information contact the
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.
Toys“R”Us, Inc. Tumbling “R” & Stars 3.3.c

Color Variations

The Tumbling “R” in TRU Blue

with Stars in TRU Gold can be
printed either by using two spot
colors or a 4-color process
(Section 6.1.b).

The Tumbling “R” in White with

Stars in 80% TRU Blue on a
TRU Blue background can be
printed either by using one
spot color or a 4-color process
(Section 6.1.b).
There are only two color options for the Tumbling “R” &
Stars: the Tumbling “R” in TRU Blue with Stars in TRU
Gold and the Tumbling “R” in White with Stars in 80%
TRU Blue on a TRU Blue background (Section 6.1.b).
Toys“R”Us, Inc. Tumbling “R” & Stars 3.3.d

Do Not

Do not place any messages or graphics Do not use background colors Do not alter Tumbling “R” Monogram
over the “R” & Stars. other than white. or Star Cluster colors.

Do not use busy backgrounds Do not resize one element without Do not alter the Star Cluster.
that can hide the Tumbling “R” & Stars. adjusting both elements accordingly.

Note: The Tumbling “R” and

Stars is a unique piece of
artwork and must never be
In order to maintain a consistent brand image for
altered and/or re-created.
TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
On rare occasions, the
important graphic element as stated in Section 3.3.
Tumbling “R” & Stars may
The examples shown above are merely some of the
need minor alterations.
more obvious “do nots.” If you’re ever in doubt about
For prior authorization, con-
a design or layout, please contact the TOYS“R”US
tact the TOYS“R”US Creative
Creative Services Group Global Store Support Center,
Services Group Global Store
USA, at 973-617-5027, and we can help you determine
Support Center, USA, at
if it’s within our established brand standards.
973-617-5027.
Toys“R”Us, Inc. “R” Wordmarks 3.4.a

Description/Usage

The TOYS“R”US corporation is like one big family. The

key word being “big”, since we have stores around the
world. Because we like to recognize and reward our
Note: The “R” Wordmarks employees, we developed “R” Wordmarks that can
are unique pieces of artwork be used as icons for employee-related initiatives and
and must never be altered programs internally at TOYS“R”US. Note: “R” Wordmarks
and/or re-created. They are not are not intended for external usage.
intended for external usage.

On occasion, new “R”

Wordmarks may be needed.
For prior authorization,
contact the TOYS“R”US Creative
Services Group Global Store
Support Center, USA, at
973-617-5027.
Toys“R”Us, Inc. “R” Wordmarks 3.4.b

Variations

Currently, there are several proposed “R” Wordmarks:

“R” People, “R” Rewards, “R” Benefits and “R” News.

These “R” Wordmarks should only be used internally

for employee/Human Resource purposes. Although
the “R” is used for retail applications, the “R” Wordmarks
should never be used for retail purposes.

At the present time, all “R” Wordmarks should be

printed or applied in only black or TRU Blue.
Toys“R”Us, Inc. “R” Wordmarks 3.4.c

Size Restrictions

On rare occasions, an
“R” Wordmark may need to To protect the integrity, legibility, and impact of our
be reproduced smaller than logo, the “R” Wordmark depicted here is the minimum
¼ inch,
the size stated here. For prior 1½ picas reproduction size allowed.
authorization, contact the or 6½mm
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.

Occasionally, an “R” Wordmark

may need to be closer to other
elements than the distance
stated here. For prior authoriza-
tion, contact the TOYS“R”US
Creative Services Group Global
Store Support Center, USA,
at 973-617-5027.

“R” Wordmarks require a specific amount of clear space

whenever they are used. Separating the “R” Wordmarks
from other communication elements (headlines, text,
imagery, other logos and symbols) preserves the visual
impact and legibility of this important graphic element.

Horizontally, allow the width of one “R” Monogram

at ¼ scale from the left and right margins as shown.
Vertically, allow the width of one “R” Monogram at ¼
scale from the top and bottom margins as shown.
Toys“R”Us, Inc. “R” Wordmarks 3.4.d

Do Not

Do not alter any logo colors. Do not use soft drop shadows Do not place any messages
with “flat” logo. through or over the logo.

Do not use busy backgrounds Do not use background colors Do not create new “R” Wordmarks
that can hide the logo. that offer no contrast. without prior approval.

Note: “R” Wordmarks are

unique pieces of artwork and
must never be altered and/or In order to maintain a consistent brand image for
re-created. TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
On occasion, new “R” important graphic element as stated in Section 3.4.
Wordmarks may needed. For The examples shown above are merely some of the
prior authorization, contact the more obvious “do nots.” If you’re ever in doubt about
TOYS“R”US Creative Services a design or layout, please contact the TOYS“R”US
Group Global Store Support Creative Services Group Global Store Support Center,
Center, USA, at 973-617-5027. USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.


Toys“R”Us, Inc. Geoffrey 4.0

Section 4 Index

4.1 Full-Figure Geoffrey

4.1.a Description/Usage
4.1.b Size Restrictions
4.1.c Pose Variations
4.1.d Do Not

4.2 Close-Up Geoffrey

4.2.a Description/Usage
4.2.b Size Restrictions
4.2.c Do Not

4.3 Geoffrey & Pillar

4.3.a Description/Usage
4.3.b Size Restrictions
4.3.c Color Variations
4.3.d Do Not

4.4 Geoffrey & Logotype

4.4.a Description/Usage
4.4.b Size Restrictions
4.4.c Pose Variations
4.4.d Do Not

4.5 Geoffrey & “R”

4.5.a Description/Usage
4.5.b Size Restrictions
4.5.c Options
4.5.d Do Not
4.5.e Geoffrey Special Occasions
Toys“R”Us, Inc. Full-Figure Geoffrey 4.1.a

Description/Usage

Geoffrey the giraffe has been the TOYS“R”US mascot

and Ambassador of Fun since 1960. Geoffrey loves to
make sneak appearances in TOYS“R”US TV commer-
cials; get featured in ads, circulars and signage; and be
recognized by TOYS“R”US Kids around the world.

Recently, Geoffrey received a makeover befitting his

status as the “Face of Fun” and the “It Giraffe.” This
section will cover all of his cosmetic updates so you’ll
be able to consistently present Geoffrey in his best light.
There currently are eight
full-figure Geoffrey poses Note: There is only one color option for Geoffrey
(Section 4.1.c) and several and that is as he's shown here (Section 6.1.b).
Geoffrey & “R” poses
(Section 4.4).

Note: All of Geoffrey’s full-

figure poses are unique pieces
of artwork and must never be
altered or re-created.
Toys“R”Us, Inc. Full-Figure Geoffrey 4.1.b

Size Restrictions

On rare occasions, Geoffrey

may need to be reproduced
1¼ inch,
smaller than the size stated here.
7½ picas For prior authorization, contact
or 32½mm the TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.

To ensure that Geoffrey is recognized for who he is (the

official TOYS“R”US Ambassador of Fun) he must appear
no smaller than the size shown here. After all, Geoffrey
is a giraffe. And any height shorter than 1¼" would
simply be beneath him.

If space doesn’t allow for sufficient

clear space, and Geoffrey has
to overlap with another graphic
element, make sure Geoffrey is
in the forefront, and not obscured
behind other elements. If you
have any questions, contact the
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.

Geoffrey requires a certain amount of clear space

whenever he’s used. Separating Geoffrey from other
communication elements (headlines, text, imagery,
other logos and symbols) preserves the visual impact
and legibility of this important graphic element.

While there isn’t a specific clear-space requirement,

use your judgment and allow sufficient clearance for
Geoffrey on all four margins so he doesn’t appear too
constrained by other graphic elements.
Toys“R”Us, Inc. Full-Figure Geoffrey 4.1.c

Pose Variations

(facing left) (facing right) (facing left)

Proud Geoffrey (facing right) Standing Geoffrey (facing left) Tah-dah Geoffrey (facing right)

(facing right) (facing right) (facing left)

Running Geoffrey (facing left) Dancing Geoffrey (facing left) Presenting Geoffrey (facing right)

(facing left) (facing left)

Singing Geoffrey (facing right) Leaning Geoffrey (facing right) Geoffrey Logotype

Each of Geoffrey’s eight full-figure Because Geoffrey is quite an animated character (so to
poses can be flopped, so that they speak), one full-figure pose would not have been nearly
can face either left or right. enough. So here are eight full-figure poses featuring
Geoffrey, plus the Geoffrey Logotype, for use in various
Note: Geoffrey’s full-figure poses are TOYS“R”US materials.
unique pieces of artwork and must
never be altered and/or re-created. Digital art for these eight poses is enclosed on the
accompanying CD in EPS and JPG formats.
Toys“R”Us, Inc. Full-Figure Geoffrey 4.1.d

Do Not

Do not run any messages or graphics Do not use Geoffrey at an angle. Do not alter any of Geoffrey’s colors.
through or over Geoffrey.

Do not use more than one Geoffrey Do not alter Geoffrey’s figure in any way. Do not superimpose clothing,
in the same area. accessories or objects over Geoffrey
(e.g. sunglasses, bike helmet, t-shirt).

Note: Geoffrey is a unique

piece of artwork and must In order to maintain a consistent brand image for
never be altered or re-created. TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
important graphic element as stated in Section 4.1.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Close-Up Geoffrey 4.2.a

Description/Usage

There currently are left and

right facing close-ups of
Geoffrey (without shapes)
(Section 4.2.a) and eight
Close-Up Geoffreys
contained within shapes
(Section 4.1.c).
When Geoffrey is ready for his close-up, you will be
too, now that you have his portrait in your toolbox. Note: All of the Close-Up
Geoffrey poses are unique
Note: Close-Up Geoffrey should never appear floating pieces of artwork and must
on a page. He must always appear either in a Pillar or never be altered or re-created.
his neck should bleed off a page as he appears here.
The Pillar must always be TRU Blue, TRU Green or
White over a TRU Blue or TRU Green background.
(Section 4.3)
Toys“R”Us, Inc. Close-Up Geoffrey 4.2.b

Size Restrictions

A minimum size restriction To protect its integrity, legibility, and impact, the
applies to Close-Up Geoffrey. Close-Up Geoffrey depicted on this page is
the minimum reproduction size allowed in which
On rare occasions, Close-Up it remains recognizable.
Geoffrey may need to be repro-
duced smaller than the size
stated here. For prior authoriza-
tion, contact the TOYS“R”US
Creative Services Group Global
Store Support Center, USA, at
973-617-5027.

1 inch,
6 picas
or 26mm

If space doesn’t allow for suffi-

cient clear space, and Geoffrey
has to overlap with another
graphic element, make sure
Geoffrey is in the forefront, and
not obscured behind other ele-
ments. Also, be sure to position
Close-Up Geoffrey so his neck
extends beyond the bottom
margin. If you have any ques-
tions, contact the TOYS“R”US
Creative Services Group Global
Store Support Center, USA, at
973-617-5027.

Close-Up Geoffrey requires a certain amount of clear space

whenever he’s used. Separating Close-Up Geoffrey from
other communication elements (headlines, text, imagery,
other logos and symbols) preserves the visual impact and
legibility of this important graphic element.

While there isn’t a specific clear-space requirement, use

your judgment and allow sufficient clearance for Close-Up
Geoffrey on the top, left and right margins so he doesn’t
appear too constrained by other graphic elements.
Toys“R”Us, Inc. Close-Up Geoffrey 4.2.c

Do Not

Do not float Geoffrey on a page. Do not run any messages or graphics Do not use more than one Geoffrey
through or over Geoffrey. in the same area.

Do not place Geoffrey at an angle. Do not superimpose clothing, Do not alter any of Geoffrey's colors.
accessories or objects over Geoffrey
(e.g. sunglasses, bike helmet, t-shirt).

Note: There is the only

one official Geoffrey that In order to maintain a consistent brand image for
can be used as a portrait TOYS“R”US on a local, national and global basis, it’s
(head and neck). important to adhere to the style guidelines for this
important graphic element as stated in Section 4.2.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Geoffrey & Pillar 4.3.a

Description/Usage

Close-Up Geoffrey
(Section 4.2) is the only
official pose of Geoffrey
that can be used as a
Since Geoffrey is the TOYS“R”US spokesgiraffe, we’ve
portrait (head and neck).
combined Close-Up Geoffrey with a Pillar to make
him appear more official and prominent. The Pillar
is the only TRU Shape approved for use with Close-
Up Geoffrey. Some potential applications for this are
when Geoffrey is presenting a new toy or toys, or
when he is “speaking” directly to the reader or viewer.
Toys“R”Us, Inc. Geoffrey & Pillar 4.3.b

Size Restrictions

A minimum size restriction To protect its integrity, legibility, and impact, the
applies to all Geoffrey & Pillar Geoffrey & Pillar depicted on this page is the minimum
combinations. reproduction size allowed in which the combination
remains recognizable.
Sometimes, a Geoffrey
& Pillar combination may need
to be reproduced smaller than
the size stated here. For prior ½ inch,
authorization, contact the 6 picas
or 26mm
TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.

If space doesn’t allow for

sufficient clear space, and a
Geoffrey & Pillar has to overlap
with another graphic element,
make sure it is in the forefront,
and not obscured behind other
elements. If you have any ques-
tions, contact the TOYS“R”US
Creative Services Group Global
Store Support Center, USA, at
973-617-5027.

The Geoffrey & Pillar combination requires a

certain amount of clear space whenever it’s used.
Separating Geoffrey & Pillar from other communica-
tion elements (headlines, text, imagery, other logos
and symbols) preserves the visual impact and
legibility of this important graphic element.

While there isn’t a specific clear-space requirement,

use your judgment and allow sufficient clearance
for the Geoffrey & Pillar combination on all four
margins so it doesn’t appear too constrained by
other graphic elements.
Toys“R”Us, Inc. Geoffrey & Pillar 4.3.c

Color Variations

(facing right) (facing right)

Geoffrey & TRU Green Pillar (facing left) Geoffrey & TRU Blue Pillar (facing left)

(facing right) (facing right)

Geoffrey & White Pillar over TRU Green background (facing left) Geoffrey & White Pillar over TRU Blue background (facing left)

Because Close-Up Geoffrey is mostly comprised of

GEOF Deep Orange and GEOF Orange, Close-Up
Geoffrey should only be used with a TRU Green, TRU
Blue or White Pillar as shown above.
Toys“R”Us, Inc. Geoffrey & Pillar 4.3.d

Do Not

Do not alter the colors Do not alter the shape of the Pillar. Do not add a vector outline
of Geoffrey or the Pillar. to the Pillar.

Do not use a White Pillar over a background Do not reposition Geoffrey or the Pillar. Do not resize one element without
other than TRU Green or TRU Blue. adjusting both elements accordingly.

Note: Geoffrey & Pillar com-

binations are unique pieces
of artwork and must never be In order to maintain a consistent brand image for
TOYS“R”US on a local, national and global basis, it’s
altered and/or re-created.
important to adhere to the style guidelines for this
important graphic element as stated in Section 4.3.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Geoffrey & Logotype 4.4.a

Description/Usage

TRU Logotype (Section 2.1) Tah-dah Geoffrey (Section 4.1.c)

Note: The Geoffrey & Logotype

combinations are unique pieces
of artwork and must never be The TOYS“R”US Logotype may be combined with
altered and/or re-created. Geoffrey to create a more lighthearted and whimsical
look and feel.

Some possible applications for this combination

include: advertising, co-op advertising, trade show
signage, in-store signage and promotional materials.
Toys“R”Us, Inc. Geoffrey & Logotype 4.4.b

Size Restrictions

A minimum-size restriction
applies to all Geoffrey &
Logotype treatments
regardless of color.

On rare occasions, the Geoffrey

& Logotype may need to be
reproduced smaller than the
size stated here. For prior autho-
rization, contact the TOYS“R”US
Creative Services Group Global
Store Support Center, USA, at
973-617-5027. To protect its integrity, legibility, and impact, the
1 inch,
6 picas Geoffrey & Logotype depicted on this page is
or 26mm the minimum reproduction size allowed in which
the combination remains legible.

Geoffrey & Logotype requires a specific amount of clear

space whenever it’s used. Separating Geoffrey & Logo-
type from other communication elements (headlines, text,
imagery, other logos and symbols) preserves the visual
impact and legibility of this important graphic element.

While there isn’t a specific clear-space requirement, use

your judgment and allow sufficient clearance for Geoffrey
& Logotype on the top, left and right margins so he doesn’t
appear too constrained by other graphic elements.
Toys“R”Us, Inc. Geoffrey & Logotype 4.4.c

Pose Variations

(facing right) (facing right)

Geoffrey & Logotype (Running, facing left) Geoffrey & Logotype (Standing, facing left)

(facing right) (facing right)

Geoffrey & Logotype (Tah-dah!, facing left) Geoffrey & Logotype (Leaning, facing left)

Geoffrey interacts with the TRU Logotype in several differ-

ent poses to give you more flexibility. At the present time,
these four poses and their flipped “mirror” poses are the
only ones that can be combined with the TRU Logotype.
Toys“R”Us, Inc. Geoffrey & Logotype 4.4.d

Do Not

Do not place the Geoffrey & Logotype Do not move Geoffrey from his Do not use Geoffrey with
in front of or behind any stars. position on or next to the TRU Logotype. the TRU Blue Logotype.

Do not use busy backgrounds that can Do not run any messages through Do not resize one element without
hide Geoffrey or the TRU Logotype. or over Geoffrey or the TRU Logotype. adjusting both elements accordingly.

Note: The Geoffrey & Logotype

combinations are unique pieces In order to maintain a consistent brand image for
of artwork and must never be TOYS“R”US on a local, national and global basis, it’s
altered and/or re-created. important to adhere to the style guidelines for this
important graphic element as stated in Section 4.4.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Geoffrey & “R” 4.5.a

Description/Usage

Note: Geoffrey & “R” is a unique

piece of artwork and must never
be altered and/or re-created.

On rare occasions, Geoffrey &

“R” may need to be altered. “R” Monogram (Section 3.1) Leaning Geoffrey (Section 4.1.c)
For prior authorization, contact
the TOYS“R”US Creative Services
Group Global Store Support
Center, USA, at 973-617-5027.
The Full-Figure Geoffrey may be combined with the
“R” Monogram for a more casual branding element.
This combination is ideal for both internal and
external communications.
Toys“R”Us, Inc. Geoffrey & “R” 4.5.b

Size Restrictions

Leaning Geoffrey & “R”

1 inch,
A minimum size restriction 6 picas
applies to all Geoffrey & or 26mm
½ inch,
“R” combinations. 3 picas
or 13mm
On rare occasions, a Geoffrey
and “R” combination may Tah-Dah!, Standing or
need to be reproduced smaller Running Geoffrey & “R” To protect their integrity, legibility, and impact, the two
than the size stated here. For examples of Geoffrey and the “R” depicted on this
prior authorization, contact the page are the minimum reproduction sizes allowed in
TOYS“R”US Creative Services which the combinations remain recognizable.
Group Global Store Support
Center, USA, at 973-617-5027.

When using Geoffrey and the “R”, proper placement is

important in order to project a consistent, unified image
across all of our stores.

While there isn’t a specific clear-space requirement,

use your judgment and allow sufficient clearance for
Close-Up Geoffrey on the top, left and right margins
so he doesn’t appear too constrained by other
graphic elements.
Toys“R”Us, Inc. Geoffrey & “R” 4.5.c

Options

(facing right) (facing right)

Tah-dah! Geoffrey & “R” (facing left) Standing Geoffrey & “R” (facing left)

(facing right) (facing left)

Running Geoffrey & “R” (facing left) Leaning Geoffrey & “R” (facing right)

These are the four full-figure poses of Geoffrey that

have been approved for use with the “R” Monogram.
To maintain the consistency of our branding efforts,
please use the artwork as provided, and do not create
new combinations of Geoffrey and the “R”.
Toys“R”Us, Inc. Geoffrey & “R” 4.5.d

Do Not

Do not place Geoffrey & “R” in front Do not move Geoffrey from his position Do not use busy backgrounds
of or behind any stars. on or next to the “R”. that can hide Geoffrey or the “R”.

Do not run any messages or graphics Do not resize one element without Do not alter the colors of
through or over Geoffrey & “R”. adjusting both elements accordingly. Geoffrey or the “R”.

In order to maintain a consistent brand image for

TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
Note: Geoffrey & “R” are unique important graphic element as stated in Section 4.5.
pieces of artwork and must never The examples shown above are merely some of the
be altered and/or re-created. more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Geoffrey & “R” 4.5.e

Geoffrey Special Occasions

Holiday Geoffrey & “R”

A holiday version of Geoffrey & “R” is available for use
during the winter holidays.

We made some exceptions to the “Do Nots” for the “R”

Monogram (Section 3.1.e), Geoffrey (Section 4.1.d) and
Geoffrey and “R” Monogram (Section 4.5.d) in order to
change the “R” from TRU Blue to Pantone 485, and to
dress Geoffrey in holiday helper attire for this seasonal
logotype design.

Birthday Geoffrey
A birthday version of Geoffrey is available for use for
special promotions and occasions. We made some
exceptions to the “Do Nots” for Geoffrey (Section 4.1.d)
in order to dress Geoffrey in birthday party attire for this
special-occasion logotype design.

Currently, these are the only two special-occasion

options for Geoffrey & “R”. Because they are only meant
for use on a limited or seasonal basis, please contact
the TOYS“R”US Creative Services Group Global
Store Support Center, USA, at 973-617-5027 for
prior authorization if you’d like to use them in a layout.


Toys“R”Us, Inc. Patterns 5.0

Section 5 Index

5.1 Tumbling “R” Pattern

5.1.a Description/Usage
5.1.b Color Variations
5.1.c Do Not

5.2 Stacked “R” Pattern

5.2.a Description/Usage
5.2.b Color Variations
5.2.c Do Not

5.3 Star Pattern

5.3.a Description/Usage
5.3.b Color Variations
5.3.c Do Not

5.4 Star Cluster

5.4.a Description/Usage
5.4.b Color Variations
5.4.c Size Restrictions
5.4.d Formats
5.4.e Corner Bleeds
5.4.f Edge Bleeds
5.4.g Full Bleeds
5.4.h Do Not
Toys“R”Us, Inc. Tumbling “R” Pattern 5.1.a

Description/Usage

Patterns comprised of TOYS“R”US branding elements

can be used to liven up your layouts, while reinforcing
our brand in fun, eye-catching ways.

A Tumbling “R” Pattern is shown here. Additional pattern

options include Stacked “R” Patterns (Section 5.2) and
Star Patterns (Section 5.3).
Toys“R”Us, Inc. Tumbling “R” Pattern 5.1.b

Color Variations

The Tumbling “R” Pattern can be used to liven

up everyday items such as a paper coffee cup.
Four Color, TRU Blue, TRU Red,
TRU Orange, TRU Green

One Color, TRU Blue One Color, TRU Red One Color, TRU Orange One Color, TRU Green

The Tumbling “R” Pattern is available in the five options

shown above. Never use this pattern in other colors
than specified and included in this document. Patterns
should be scaled proportionately at all times.

Digital art for these patterns is enclosed on

the accompanying CD in EPS and JPG formats.
Toys“R”Us, Inc. Tumbling “R” Pattern 5.1.c

Do Not

Do not use knocked-out white R’s Do not use a non-TRU color Do not use the Tumbling “R” Pattern
on a colored background. for the “R” Pattern. together with other patterns/elements.

Do not alter the Tumbling “R” Pattern. Do not use the Tumbling “R” Pattern Do not use a colored background under a
as a non-bleeding swatch on a page. Tumbling “R” Pattern of a different color.

Note: Tumbling “R” Patterns

are unique pieces of artwork
and must never be altered
and/or re-created. In order to maintain a consistent brand image for
TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
important graphic element as stated in Section 5.1.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Stacked “R” Pattern 5.2.a

Description/Usage

Patterns comprised of TOYS“R”US branding elements

can be used to liven up your layouts, while reinforcing
our brand in fun, eye-catching ways.

A Stacked “R” Pattern is shown here. Additional pattern

options include Tumbling “R” Patterns (Section 5.1) and
Star Patterns (Section 5.3).
Toys“R”Us, Inc. Stacked “R” Pattern 5.2.b

Color Variations

One Color, TRU Blue One Color, TRU Orange One Color, TRU Red One Color, TRU Green
Multi-Tone Multi-Tone Multi-Tone Multi-Tone

One Color, TRU Blue One Color, TRU Orange One Color, TRU Red One Color, TRU Green
Single-Tone Single-Tone Single-Tone Single-Tone

The Stacked “R” Pattern is available in the four colors

shown above. Never use this pattern in colors that are
not specified and included in this document. Patterns
should be scaled proportionately at all times.

Digital art for these patterns is enclosed on

the accompanying CD in EPS and JPG formats.
Toys“R”Us, Inc. Stacked “R” Pattern 5.2.c

Do Not

Do not use more than one color Do not use a non-TRU color Do not use the Stacked “R” Pattern
in the Stacked “R” Pattern. Only tints of the for the Stacked “R” Pattern. together with other patterns/elements.
same color are permitted within a pattern.

Do not alter the Stacked “R” Pattern. Do not use the Stacked “R” Pattern Do not use a colored background under
as a non-bleeding swatch on a page. a Stacked “R” Pattern of a different color.

Note: Stacked “R” patterns are

unique pieces of artwork and
must never be altered and/or
re-created. In order to maintain a consistent brand image for
TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
important graphic element as stated in Section 5.2.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Star Pattern 5.3.a

Description/Usage

Patterns comprised of TOYS“R”US branding elements can

be used to reinforce our brand in fun, eye-catching ways.

A Star Pattern is shown here. Additional pattern options

include Tumbling “R” Patterns (Section 5.1) and Stacked
“R” Patterns (Section 5.2).
Toys“R”Us, Inc. Star Pattern 5.3.b

Color Variations

One Color, Star Gold

Two Colors, Star Gold and TRU Orange

The Star Pattern is available in two color combinations:
STAR Gold only and STAR Gold and TRU Orange.
We suggest using the One Color Star Cluster for most
applications. However, if your goal is to create extra
depth and visual excitement, the two-color Star Pattern
is an option to consider. Patterns should be scaled
proportionately at all times.

Digital art for these patterns is enclosed on

the accompanying CD in EPS and JPG formats.
Toys“R”Us, Inc. Star Pattern 5.3.c

Do Not

Do not alter the colors Do not use the Star Pattern Do not use tints of colors in
of the Star Pattern. together with other patterns/elements. the Star Pattern.

Do not alter the Star Pattern. Do not use the Star Pattern as a Do not use a colored background
non-bleeding swatch on a page. under a Star Pattern of a different color.

Note: Star Patterns are unique

pieces of artwork and must never
be altered and/or re-created.
In order to maintain a consistent brand image for
TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
important graphic element as stated in Section 5.3.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.
Toys“R”Us, Inc. Star Cluster 5.4.a

Description/Usage

Note: The Star Cluster is a

unique piece of artwork and
must never be re-created.
There are times when stars can Our devotion to making every visit to TOYS“R”US a
be added or subtracted. For stellar experience for our guests is symbolized by a
prior authorization, contact the cluster of shining stars. The stars also represent the
TOYS“R”US Creative Services sense of magic and wonder a TOYS“R”US kid feels when
Group Global Store Support he or she visits our stores.
Center, USA, at 973-617-5027.
The Star Cluster can be used to add depth and visual
excitement to various printed materials. The Star Cluster
may be combined with the TOYS“R”US Logotype
(Section 2.1) and the “R” Monogram (Section 3.1).
Toys“R”Us, Inc. Star Cluster 5.4.b

Color Variations

One Color, STAR Gold

Two Colors, STAR Gold and TRU Orange

Note: The Star Cluster is a

unique piece of artwork and
must never be re-created.
There are times when stars can The Star Cluster is available in two color combinations:
be added or subtracted. For STAR Gold only and STAR Gold and TRU Orange.
prior authorization, contact the We suggest using the One Color Star Cluster for most
TOYS“R”US Creative Services applications. However, if your goal is to create extra
Group Global Store Support depth and visual excitement, the two-color Star Cluster
Center, USA, at 973-617-5027. is an option to consider.

Digital art for these clusters is enclosed on the

accompanying CD in EPS and JPG formats.
Toys“R”Us, Inc. Star Cluster 5.4.c

Size Restrictions

On rare occasions, a Star Cluster

may need to be reproduced
smaller than the size stated here.
For prior authorization, contact
the TOYS“R”US Creative Services
Group Global Store Support 2 inches,
Center, USA, at 973-617-5027. 12 picas
or 52mm

In order to be clearly identifiable, a Star Cluster should

appear no smaller than the size shown here.

¼ ¼

Occasionally, a Star Cluster A Star Cluster requires a specific amount of clear

may need to be closer to other space whenever it’s used. Separating a Star Cluster
elements than the distance from other communication elements (headlines, text,
stated here. For prior authoriza- imagery, other logos and symbols) preserves the visual
tion, contact the TOYS“R”US impact and legibility of this important graphic element.
Creative Services Group Global The required clear space equals ¼ the height of a
Store Support Center, USA, horizontal Star Cluster as shown here.
at 973-617-5027.
Toys“R”Us, Inc. Star Cluster 5.4.d

Formats

To provide you with more versatility, the Star Cluster

can be used in the three orientations shown to
accommodate a variety of applications.

Horizontal:
The most commonly used format because of its use
with the TOYS“R”US Logotype. Also used primarily on
horizontally formatted applications.

Vertical:
The Vertical format is used primarily on vertically
formatted applications.

45° Angle:
Used primarily for variety and for unique
Star Cluster bleeds.
Toys“R”Us, Inc. Star Cluster 5.4.e

Corner Bleeds

The size and shape of the

substrate will determine the
proportioning and positioning
of the Star Cluster.

For Corner Bleeds, a subtle

amount of stars is usually
appropriate, so use only one
corner of a Star Cluster. To
create layouts with more stars,
Full Bleed options are available
(Section 5.4.g).

The Star Cluster can bleed off a corner of a layout.

Any of the Star Cluster formats and orientations may
be used. Refer to the examples shown here for the
recommended proportion and positioning.
Toys“R”Us, Inc. Star Cluster 5.4.f

Edge Bleeds

The size and shape of the

substrate will determine the
proportioning and positioning of
the Star Cluster.

The Star Cluster can bleed off the

top or bottom of a layout as shown.

When creating an Edge Bleed, use only the top ¼

or the bottom ¼ of a Star Cluster as shown here.
Toys“R”Us, Inc. Star Cluster 5.4.g

Full Bleeds

A smaller-scaled Star Cluster

(45º) on a horizontal layout.

A larger-scaled Star Cluster (vertical)

on a vertical layout.

Star Clusters can also be used for Full Bleeds. Use a

vertical Star Cluster for vertical layouts, a horizontal
Star Cluster for horizontal layouts and a 45° orientation
for vertical or horizontal layouts.

Note: Don’t confuse a Full Bleed with a Star Pattern

(Section 5.3). Full Bleeds are usually used for collat-
eral applications, whereas the Star Pattern is used on
wrapping paper.
Toys“R”Us, Inc. Star Cluster 5.4.h

Do Not

Do not superimpose one Star Cluster Do not use colors other than STAR Gold Do not custom design a Star Cluster
over another Star Cluster. and TRU Orange for Stars. on your own.

Do not add stars to or subtract stars Do not ever use a drop-out Do not use the Star Cluster at any angle
from a pre-designed Star Cluster. White version of the Stars. other than 0º, 45º, 90º or 180º.

Note: The Star Cluster is a

unique piece of artwork and
must never be altered and/or
re-created. In order to maintain a consistent brand image for
TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for this
important graphic element as stated in Section 5.4.
The examples shown above are merely some of the
more obvious “do nots.” If you’re ever in doubt about
a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you determine
if it’s within our established brand standards.


Toys“R”Us, Inc. Basic Elements 6.0

Section 6 Index

6.1 Color
6.1.a Description/Usage
6.1.b TRU Colors and Formulas

6.2 Shapes
6.2.a Description/Usage
6.2.b Shape Formats
6.2.c Do Not

6.3 Type Fonts

6.3.a Description/Usage
6.3.b Fonts
6.3.c Fonts
Toys“R”Us, Inc. Color 6.1.a

Description/Usage

PAN 8 C
272
TON
E
®
PANTONE ®
1505 C

®
E® E
PANTO
N TON
6 8 C PAN C
3
116
PANT
O
20 6 N E ®
C
Because TOYS“R”US is worldwide, consistency in
our company’s printed and digital materials is crucial
to our branding efforts, which in turn ensures our
continued success.

By establishing corporate Color Palettes, we can ensure

that all TOYS“R”US, Inc. materials look like they come from
the same company, whether they originated at the store
or corporate level. In this section, you’ll find Primary and
Secondary Color Palette Formulas for TOYS“R”US.

Only use the logo colors specified in this style guide.

Don’t alter any of the logo files provided on disk by
changing the specified colors, or by using any unspeci-
fied colors in our materials. By strictly adhering to these
rules, we can ensure that our logotypes will continue to
carry worldwide recognition.
Toys“R”Us, Inc. Color 6.1.b

TRU Colors & Formulas

Color Pantone HTML 4-Color Process RGB

TRU Red pms 206 cb0044 m100 y50 r:203 g:0 b:68

TRU Orange pms 1505 f f6e00 m60 y100 r:255 g:110 b:0

TOYS“R”US
TRU Green pms 368 69be28 c60 y100 r:105 g:190 b:40

TRU Blue pms 2728 0f4dbc c100 m65 r:15 g:77 b:188

GEOF Yellow Belly pms 141 efcb65 m15 y65 r:239 g:203 b:101

GEOF Orange pms 143 eeaf30 m35 y100 r:238 g:175 b:48

Geoffrey
GEOF Deep Orange pms 158 e37222 m70 y100 r:227 g:114 b:4

GEOF Brown pms 168 6e3219 c15 m80 y100 k50 r:110 g:50 b:25

STAR Gold pms 116 fecb00 m10 y100 r:254 g:203 b:0

Star Cluster
TRU Orange pms 1505 f f6e00 m60 y100 r:255 g:110 b:0

In order to maintain a consistent brand image for

TOYS“R”US on a local, national and global basis, it’s
important to adhere to the style guidelines for Primary
Color Formulas as stated here.

If you’re ever in doubt about color usage, please

contact the TOYS“R”US Creative Services Group Global
Store Support Center, USA, at 973-617-5027, and we
can help you determine if it’s within our established
brand standards.
Toys“R”Us, Inc. Shapes 6.2.a

Description/Usage

BUY 2 GET
FREE 3 RD
TH E

free
shipping
on select Deal or No Deal,
Cranium & Radica games…
plus Spinmaster, Melissa &
Doug toys, and more at

toysrus.com!

We have designed an assortment of shapes in different

sizes and colors for use as backgrounds for TOYS“R”US
logotypes, graphics and messaging.

In order to complement the fun TOYS“R”US brand image,

each shape is slightly irregular and purposely off-kilter.
Toys“R”Us, Inc. Shapes 6.2.b

Shape Formats

Square Cloud

Pebble Starburst Pillar (Section 4.3)

Boulder Slab (Section 2.2)

All seven shapes are available in

any of the four main TOYS“R”US
colors: TRU Red, TRU Orange,
TRU Green and TRU Blue.
Shapes are designed to contain branding elements
Note: Certain color/content such as the TOYS“R”US Logotype, Geoffrey, the
combinations are off-limits “R” Monogram, text or prices. As such, they should
depending on what is placed not be used empty.
inside the shape. We’ll go over
these “Do Nots” in the next Digital art for these patterns is enclosed on
section (Section 6.2.c). the accompanying CD in EPS and JPG formats.
Toys“R”Us, Inc. Shapes 6.2.c

Do Not

Do not use shapes at strange Do not edit the anchor points Do not use any colors other than
or unusual angles. of any of the shapes. TRU colors. (Section 6.1.b)

Do not create new odd Do not outline the shape using default Do not use standard
or outlandish shapes. vector outline. Approved pre-designed geometrical shapes.
outlines are in your toolkit.

Note: TRU Shapes are unique

pieces of artwork and must never
be altered and/or re-created.
In order to maintain a consistent brand image for
On occasion new shapes may TOYS“R”US on a local, national and global basis,
needed. For prior authorization, it’s important to adhere to the style guidelines for this
contact the TOYS“R”US Creative important graphic element as stated in Section 6.2.
Services Group Global Store The examples shown above are merely some of the
Support Center, USA, at more obvious “do nots.” If you’re ever in doubt about
973-617-5027. a design or layout, please contact the TOYS“R”US
Creative Services Group Global Store Support Center,
USA, at 973-617-5027, and we can help you deter-
mine if it’s within our established brand standards.
 Toys“R”Us, Inc. Type Fonts 6.3.a

Description/Usage

Comic Strip

Helvetica Neue

Avenir

In order to convey a consistent image across all our stores

around the world, all TOYS“R”US printed and digital materials
must use type fonts that have been approved by the
TOYS“R”US, Inc. Advertising Department.

Our goal was not to limit your creativity, but rather, help you
unleash it by doing a lot of the groundwork for you. After all,
who hasn’t spent hours upon hours (that often turn into days
upon days) trying to find just the right font?

In this section, you’ll find a toolbox filled with 14 fonts that fit
the personality of TOYS“R”US to a T. If you have any questions,
call the TOYS“R”US Creative Services Group Global Store
Support Center, USA, at 973-617-5027.
Toys“R”Us, Inc. Type Fonts 6.3.b

Fonts

abcde fghijkl mnop qrstu

ABCD EFGH JKLM NOPS
12345 67890 12345 6789
abcdefghijklmn a b c d e fg h i jk l m abcdefghijklm abcdefghijklm
opqrstuv wxyz n o p q r s tu v w x y noplmnopqrst nolmnopqrstu
ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJ
JK LMNOPQRS JKLMNOPQRS LFHIJKLMNOP LFHIJKLMNO
QRSTUV W X Y Z QRSTUV WXYZ QRPQRSTUVW QRSTUVWXYZ
12345678 9 012 123456789 012 123456789012 12345678901
? ! # % & @ { } ( ) ., ;: ? ! #%&@ { } ( ) ., ; : ?!#%&@{}[]().,;: ?!#%&@{}().,;:

Helvetica Neue Light 45 Helvetica Neue Roman 55 Helvetica Neue Bold 75 Helvetica Neue Black 95

abcde fghijkl mnop qrstu

ABCD EFGH JKLM NOPS
12345 67890 12345 6789
abcdefghijklmn a b c d e fg h i j k l m abcdefghijklm abcdefghijklm
opqrstuvwxyz nopqrstuvwxy noplmnopqrst nolmnopqrstu
ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJ
JKLM NOPQRS JKLMNOPQRS LFHIJKLMNOP LFHIJKLMNO
Q R ST U V W X Y Z QRSTUV WX YZ QRPQRSTUVW QRSTUVWXYZ
12345678 9 012 12345678 9 012 123456789 012 12345678901
? ! # % & @ { } ( ) ., ;: ? ! # % & @ { } ( ) ., ;: ?!#%&@{}[]().,;: ?!#%&@{}().,;:
Helvetica Neue Light Italic 46 Helvetica Neue Roman Italic 56 Helvetica Neue Bold Italic 76 Helvetica Neue Black Italic 96

Note: The Helvetica Neue The Helvetica Neue fonts are contemporary, yet classic.
fonts can be purchased from Helvetica Neue is a redrawn version of Helvetica with better
Monotype Imaging at fonts.com uniformity between the different weights. It can be used
or 800-424-8973 and from for headlines, subheads and body copy for both corporate
Font Shop at fontshop.com and retail applications.
or 888-FF-FONTS.
Toys“R”Us, Inc. Type Fonts 6.3.c

Fonts

abcde fghijkl m n o p q r s t u
ABCD EFGHI J K L M NOPS
12345 67890 12345 67890
abcdefghijklmno abcdefghijklmno abcdefghijklmn abcdefghijklmn
mnopqrstuvwxyz mnopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz
ABCDEFGHIJKL ABCDEFGHIJKL ABCDEFGHIJKL ABCDEFGHIJKL
HIJKLNOPQRS JKLMNOPQRST IJKLMNOPQRS IJKLMNOPQRS
PQRSTUVWXYZ PQRSTUVWXYZ QRSTUV W X YZ QRSTUVWXYZ
1234567890123 1234567890123 1234567890123 123456789012
?!#%&@{ }[]( ).,;: ?!#%&@{ }[]( ).,;: ?!#%&@{}[]().,;: ?!#%&@{}[]().,;:

Avenir, Book 45 Avenir, Book Oblique 46 Avenir, Medium 65 Avenir, Black 95

f g h i j abcde
The Avenir fonts can be
purchased from Font Shop
at fontshop.com or

FGHIJ ABCDE
888-FF-FONTS.

67890 12345
The Comic Strip fonts can
be purchased from Monotype
Imaging at fonts.com or
800-424-8973.
abcdefghijkl abcdefghijkl
mnoplmnopq mnoplmnopq The Shag fonts can be
purchased from House
ABCDEFGHIJK ABCDEFGHIJ K Industries at houseind.com
L FHIJ K LM N O P LFHIJKLMNOP or 800-888-4390.
QRPQRSTUVW QRPQRSTUVW
123456789 012 123456789012
?!#%&@{}().,;: ?! # % & @ { }(). , ; : The Avenir fonts are fashionable and timeless. Developed
by Adrian Frutiger in 1988, the design of this font is
Comic Strip Poster Regular Shag Lounge based on the sans-serif typefaces Futura® and Erbar™
to have a timeless appeal. It can be used for headlines,
subheads and body copy.

The Comic Strip fonts are fun and friendly. A whimsical,

all-caps typeface featuring a hand-drawn appearance
that is ideal for headlines, subheads, call-outs and cap-
tions primarily for retail applications. It should never be
used as a body copy font.

The Shag fonts are fun and full of personality. This

typeface fits right into the imaginary world that kids
love to play in and therefore perfectly suited for bold,
expressive headlines. It should never be used as a
body copy font.