New Milton Bradley
Create a harmony community for people
who want to build enduring and fruitful relationships.

Our Mission

In the future, Milton Bradley will go further than just creating board games. The core of Milton Bradley is to help people participate in shared, developing, cooperative communities and make better choices. By using an interactive and inspirational approach, Milton Bradley helps participants to achieve their common goals. 

In the community, Milton Bradley helps people build a shared, collaborative network to increase knowledge, creativity and skills. We will expand into in a broader area which includes services, environments, products, events and education for everyone.


Milton Bradley continued as the driving force behind his company until his death in 1911. Robert Ingersoll who was Bradley’s son-in-law took the company.


Bradley produced and sold 40,000 copies of The Checkered Game of Life over the course of that winter, and by the spring of 1861 he became convinced that the Milton Bradley Company’s future lay in games.

Milton Bradley sales had sunk to only $2 million and banks were demanding payment on loans totaling about $900,000. Milton Bradley scrambling to avoid bankruptcy.


The Milton Bradley Company took a new direction in 1869 after Milton Bradley went to hear a lecture about the kindergarten movement by early education pioneer.


George Tapley took over as president of the Milton Bradley Company. Milton Bradley continued as the driving force behind his company.


The Milton Bradley Company was producing dozens of different games and puzzles including rebus-based games, word games, biblical games, traditional games, and a game entitled.

During the 1960s, the company began to look overseas for new markets by signing licensing agreements with European toy makers in England to manufacture the company’s products. 


Expansion into Electronic Games, Milton Bradley was a latecomer into the market in 1977 with the “Simon,” an electronic game that players tried to imitate the electronically generated pattern.


Hasbro, a company with a 40-year history in the toy industry, was looking to grow through acquisitions; Milton Bradley was an ideal match. Hasbro acquired the firm for $360 million in May 1984.

Our History


Milton Bradley opens a lithography business in Springfield. When the business begins struggling, Bradley produces a game he invented called “The Checkered Game of Life.”



Brand Evolution

Since 1941, Milton Bradley went through a process of logo evolution. Milton Bradley, which was established in 1860, did not adopt a logo until 1941. Milton Bradley’s first version of their classic logo was adopted in 1943 and was used as their primary logo until 1963. 


And then, Milton Bradley is going to change the looking again. The new logo concept will be based on Milton Bradley’s history and the three keywords of the brand’s mission— Inspiration, Engaging and Cooperation.

New Concept

The new concept of the Milton Bradley logo is based on the brand’s mission. Our mission is to encourage people to participate in a shared, developing, cooperative community and to make better decisions. The new concept of the logo will focus on three different design aspects, each indicated by a keyword that characterizes the Milton Bradley’s future.


Key phrase




Sketch Development

R1: Inspiration (The moment of insight)

Summary of this phase

The idea of using keys or bulbs is unsuccessful. Also, inspiration is not a very specific word for Milton Bradley’s new mission. The word of inspiration can be applied to many different brands.

R3: Engaging (Connection + Interaction)

Summary of this phase

There are some possibilities in this phase. Instead of using Engaging as the main idea, the phrase of “Connection + Interactive” works better here. The direction is more clear and successful in this part.

R3: Cooperation (Working and building together)

Summary of this phase

In this phase, the realistic shapes of bees or ants are not working well. Some shapes of handshakes are too formal and rigid for Milton Bradley to use. Also, Milton Bradley is not only about working and building,  Milton Bradley is more directed toward communication and communities.

R4: Digital Sketch

In the third round, the main goal is to develop the two digital sketch which has
bee selected in round two. By getting inspiration from the second round, the most successful symbols or graphics are the circles and the hexagon. Thus, in the third
round, how to use circles and hexagons to create a balanced logo will be a
huge challenge.

Summary of this phase

R5: Digital Refinement

Summary of this Sketch 01

This logo has stable and balanced graphic shapes. The outside elements connect with each other. However, the center circle looks kinds of disconnection. Also, the center circle looks like some bad film character's eyes.

Summary of this Sketch 02

This logo combines circles and hexagon in a solid way. The design idea is to combine "Connection+ Interactive" phrase with graphic elements. The next step is to design a wordmark for this logo. 

Logo Anatomy

The new logo is composed of both a symbolic and a word mark. The symbolic mark is based on the idea of “Connection + Interactive”. The “Connection + Interactive” comes from the keyword “Engaging” which is the feature behind Milton Bradley’s new mission. The word mark is customized and it shares the same graphic angles with the symbolic mark.



Milton Bradley
Color Palette

Milton Bradley color standards based on the brand’s soul and spirit— to create a harmony community for people who want to build enduring and fruitful relationships. The color palette represents our community, our fruitful relationships and our new future.

This website is a non-commercial project for educational

purposes and is not intended to represent the Milton Bradley.