NGS REBORN : BRAND GUIDELINES by Adriana Del Mar

THE INFINITE PURSUIT OF KNOWLEDGE

REBR A NDING GUIDEL INES FOR : NATIONAL GEOGRAPHIC SOCIE T Y

First published : 2015 ÂŠ 2015 Adriana del mar A digital version of this book is available at : ngsreborn.org All rights are reserved. No part of this publication may be reproduced stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying, recording or otherwise, without prior permission of ngs. na sa logo : Li Li Print Adriana del Mar Epson 3880 : Red River 32lb bind Bps Repro Graphic Services Co. 945 Bryant St, San Francisco, CA 94103 Designer Adriana del Mar a.toledovargas@gmail.com

THE INFINITE PURSUIT OF KNOWLEDGE

THERE ARE NO DRE AMS T O O L A R G E , NO INNO VAT ION UNIMAGINABLE AND NO FRONTIERS BE YOND NGS’ RE ACH.

CONTENTS :

01 :

02 :

03 :

04 :

W HE RE W E W E RE BRAND OVERVIEW :

012

HISTORY :

016

MILESTONES :

022

W HE RE W E S TA ND NGS REBORN :

029

MISSION :

034

AUDIENCE :

038

COMPETITORS :

046

VISION :

050

HO W W E L OOK LOOK :

058

L O G O S P EC I F I C AT I O N S :

060

COLORS :

074

TYPOGRAPHY :

076

BUSINESS SYSTEM :

080

W H AT W E E X P L ORE NGS REBORN :

084

BRAND EXTENSIONS BRIEF :

086

EXTENSIONS :

092+

WHERE WE WERE

brand overview

012

history

016

milestones

022

NGS

BR AND OVERVIE W

t h e n at i o n a l g e o g r a p h i c s o c i e t y ( n g s) ,

Washington,

d.c .

originally headquartered in

in the United States of America, was once one of the

largest nonprofit scientific and educational institutions in the world. Its interests included geography, archaeology, natural science, the promotion of environmental and historical conservation, and the study of world culture and history.

ngs

once reached more than

700

million people a month

through all its media platforms, products, and events. The Society’s commitment to integrity, and excellence positioned National Geographic as a benchmark brand and a leader in publishing, photography, cartography, television, research and education for a long time. This was possible mainly because of a board of trustees —whose twenty-one members included distinguished educators, scientists, business executives, government officials, and also conservationists— governed it. But all that came to an end in 2 0 1 5 .

01°01’012’’N

T H E M E M O W E N T O U T, A N

C A ME T O T HE N AT ION A L G

WA S T HE D AY IN W HIC H R

CENTURY FOX TOOK OVER

T HE M A N A GEMEN T OF N AT

OUT AN EMAIL TELLING ITS

ALL TO REPORT TO THEIR H BY THEIR PHONES. THI REPORTER, EVEN THOSE O

U P O N T H I S F AT E F U L D AY.

ND NOVEMBER 3RD 2015

GEOGRAPHIC OFFICE. THIS

RUPERT MURDOCH’S 21ST

R N AT ION A L GEOGR A PHIC.

TIONAL GEOGRAPHIC SENT

S S T A F F, A L L O F I T S S T A F F,

HE A DQUA R T EDS, A ND WA I T S PULLED BACK EVERY

N VA C AT ION H A D T O S HO W

NGS

OUR HISTORY

T H E N AT I O N A L G E O G R A P H I C S O C I E T Y S TA R T ED I T S L EG A C Y A S A N EL I T E GROUP OF E XPLORERS, AC A DEMICS, A ND S C IE N T I S T S W HO C A ME T O G E T HE R F O R T HE INCRE ASE A ND DIFFUSION OF GEOGR APHIC AL KNOWLEDGE.

The origins of the National Geographic Society can be traced back to 1 8 8 8 , when thirty three explorers and scientists gathered at the Cosmos Club, a private club then located on Lafayette Square in Washington, D . C . , on January 1 3 , to organize a society for the increase and diffusion of geographical knowledge. The Society believed in the power of science, and exploration to change the world, and its purpose is to inspire, illuminate and teach. After preparing a constitution and a plan of organization, the National Geographic Society was officially incorporated two weeks later on January 2 7. Nine months after the Society was founded, National Geographic magazine started publication in October 1 8 8 8 as the official journal of the National Geographic Society.

01°02’016’’N

NGS’ BOARD AT T W I N O A K S ES TAT E . C. 1888

NGS

NGS’ MAGAZINE VOL. 1 / NO. 1. 1888

BRAND GUIDELINES

Gardiner Greene Hubbard became the Society’s first

Following in the footsteps of the magazine, in an effort

president and his son-in-law, Alexander Graham Bell,

to extend the scope of its visual storytelling in the digital

succeeded him in

1 8 9 7.

1899,

A.G. Bell's son-in-law

era, the brand soon expanded to include the National

Gilbert Hovey Grosvenor was named the first full-time

Geographic Channel, nationalgeographic.com, and a

editor of National Geographic magazine and served the

National Geographic product line. These various media

organization for fifty-five years (until 1 9 5 4 ). Since then,

properties slowly initiated the decline of the Society,

members of the Grosvenor family have played important

gradually turning it into a mainstream brand and further

roles in the organization. Bell and Gilbert Grosvenor

disconnecting it from its core values of knowledge,

devised the successful marketing notion of Society

expansions and exploration.

membership and the first major use of photographs to tell stories in their magazine.

On September 9, 2015 , the Society announced that it would re-organize its media properties and publications

Over time, the magazine redefined itself as a committed

into a new company known as National Geographic

outlet for world-class photojournalism, documenting

Partners, which would be majority-owned by 21st Century

the wonders of the planet and tackling serious issues

Fox with a 73% stake. Eventually, this for-profit corpo-

around environmental and human rights. The magazine

ration, would own National Geographic as well as its

has a celebrated history as an innovative place for

affiliated television networks—most of which were

photography — from creating the first photographic

already owned in joint ventures with Fox. At the time of

survey of the night sky in the Northern Hemisphere

the deal’s announcement, James Murdoch, chief exec-

to making the first color photographs undersea, and

utive of 21 st Century Fox, said in remarks to National

it continued to push technological and creative bound-

Geographic that the pact created “an expanded

aries for a while before the publication came to an

canvas for the National Geographic brand to grow and

abrupt ending. In addition to its leadership in photographic technology and storytelling, over the course of its history the magazine’s images have documented numerous discoveries and expeditions (many of them funded by the National Geographic Society), from the first American ascent of Everest to Jane Goodall and Dian Fossey’s work with primates in Africa to James Cameron’s historic solo descent to the bottom of the Mariana Trench in 2012 . It has been a window on the world for generations of

reach customers in new ways, and to reach new customers.” This “optimistic attitude” did not last long as, on November 2, 2015 , roughly two weeks before the closing of the expanded joint venture deal, National Geographic and 21st Century Fox announced that 9 percent of National Geographic's

2,000

employees,

approximately 180 people, will be laid off, constituting the biggest staff reduction in the Society's history, yet, and marking the beginning of the end. The National Geographic Society dissolved itself and

readers, and its photographic archives comprise 11.5

its media properties completely on November 2 0 ,

million images, including vintage glass-plate negatives

The National Geographic Society that had long stood

2016.

and rare Kodachrome transparencies.

for science, research, and investigation was —slowly but surely— eradicated by Rupert Murdoch, a man that proudly and loudly had long stood against all three.

01°02’019’’N

“ T HE N AT ION A L GE OGR A P HIC S OC IE T Y D I S S O LV E D I T S E L F C O M P L E T E LY O N N O V E M B E R 2 0 1 6 . A S O C I E T Y T H AT H A D LONG S T OOD FOR SCIENCE, R E S E A R C H , A N D I N V E S T I G AT I O N WA S — S L O W LY B U T S U R E LY— E R A D I C AT E D B Y R U P E R T M U R D O C H , A M A N T H AT, P R O U D LY, H A D L O N G S T O O D AGAINST A L L T H R E E . ”

NGS’ WASHINGTON D.C. HEADQUARTERS. 2011.

NGS

NGS ’ MILESTONES

1888

National Geographic Society was founded First issue of National Geographic Magazine is published

1905

First full-page pictures featured in magazine

1906

First wildlife photographs featured in magazine

1912

First archeology grant by the Society

1914

First color photograph featured in magazine

1915

National Geographic Maps became a division of its own

1926

First underwater color photographs.

1930

First aerial color photograph featured in magazine

1941

The society databases to aid war efforts

1943

First featured photograph on the cover

1990

The Complete National Geographic compilation is published

2004

Headquarters receive a “Green” certification from Global Green USA

2015+

21st Century Fox takeover

01°03’022’’N

BRAND GUIDELINES

0 3

13 04

11 10

ORIGINAL BRAND CURRENT BRAND BRAND DECLINE BRAND FUTURE

01°03’023’’N

W HE R E W E S TA ND

N G S ’ REBORN :

029

MISSION :

034

A U DIEN C E

038

C OM P ETITORS :

046

VISION :

050

“ I T HINK T HE A GE OF E X P L OR AT ION IS JUST BEGINNING, NOT ENDING, O N O U R P L A N E T. ”

—ROBER T B A L L A RD, U.S. NAV Y OCE ANOGRAPHER

BRAND GUIDELINES

NGS REBORN

“ T O D AY W E A R E R E B O R N A S A FU T URE-FOCUSED SOCIE T Y AND A VISIONARY LE ADER OF OUR T IME , W I T H K NOW LEDGE AS OUR N O R T H S TA R . ”

For the all the brilliant men and women who brought National Geographic to worldwide prominence, its termination was a tragic end. These are the same men and women that, ten years later, in 2 0 2 6 , got together to resurrect the brand that was once the beacon of knowledge and exploration; making these values the core of our new society. National Geographic was once one of the leading research and exploration organizations of its time, and had a huge impact on technological advancements in these areas. Today we are reborn from the ashes of our old company to a more future-focused society and visionary leaders of our time with knowledge as our North Star. The new National Geographic —from this point on known and referred to by its acronym

ngs—

is conducting biological,

geographical, and anthropological explorations in cosntant search of natural resources on land, water, and outer space to preserve mankind on planet Earth and outer space.

02°01’029’’N

NGS

As an organization we strive to find new solutions to human habitation & conservation, in close collaboration with leading science researchers like the

NASA,

the

National Administration for Science Advancement and many other research institutions around the globe. By pushing the boundaries of technology, science, and anthropology N G S is developing innovative solutions and equipment that bring to life the most extreme science-fiction stories of our past. A rather concerning condition of environmental decline and human survival requires the best thinkers and the most extreme explorers to join efforts in order to find new solutions and better conditions for our existence. Innovation and evolution are impossible without taking risks, but most importantly, they become impossible without the infinite pursuit of knowledge. Reasons why now more than ever we believe in our dreams and with a great vision of a better world for all of us —on the planet and beyond— we will create a better future for humankind together.

02°01’030’’N

BRAND GUIDELINES

A R AT HE R C ONC E R NING C ONDI T ION OF E N V IR ONME N TA L DE C L INE A ND H U M A N S U R V I VA L R E Q U IR E S T HE B E S T THINKERS AND THE MOST EX TREME EXPLORERS TO JOIN EFFORTS IN ORDER TO FIND NE W SOLUTIONS AND BE T TER CONDITIONS FOR OUR EXISTENCE.

NGS

NGS ’ MISSION

T O G E T H E R W E I N S P I R E , I L L U M I N AT E , A N D E XPA ND T HE BRIGH T MINDS, W HO W ILL TA K E C A R E OF HUM A NK IND C H A NG E O UR HUM A NK IND ’S FU T URE.

02°02’034’’N

WE ARE THE DRE AMERS; THE RESE ARCHERS, THE THINKERS, AND THE EXPLORERS.

NGS

OUR AUDIENCE

THE E X PLORE R AMELIA : 17 : HIGH SCHOOL STUDENT

Amelia is a senior student in high school. She is very curious about nature and its mysteries. Her favorite class subject is science because she dreams of becoming a computational biologist or an ecologist in the future. Amelia is not your typical straight-a student because she only pays attention in science class, even though she is very passionate about learning and exploring the world and she is a natural born problem solver and explorer; she can solve any mechanical problem in a heartbeat. She has visited and volunteered at the Academy of Science and the Exploratorium at least once a month since her dad started taking her when she was nine. Her favorite books are Wind, Sand & Stars and The Little Prince, by Antoine de SaintExupéry. She is excited about what the future and its new technologies will bring for humankind on earth and beyond.

02°03’038’’N

BRAND GUIDELINES

THE E X PE RI MEN TER JADA : 28 : BIOCHEMIST

Jada is a Biochemist currently leading her entire research team. Her motto in life is “trial and error”, she believes she can try everything at least once and go from there. Her dream and goal has always been to expand human knowledge in her field. She enjoys her lab work but dreams of working in the field where she can be in direct contact with nature and the environment. Jada has worked at her current job for about six years now and she wants to find something more exiting soon. She loves to hang out with her family and expects to settle down pretty soon. She is a hardcore fan of sciencefiction and she is also a vegan because she loves animals. She strongly believes that ecological sustainability should be less about politics and more about finding equilibrium and being mindful of our own planet and its biological resources.

02°03’039’’N

NGS

THE I NQUI SI TI V E MARÍA : 30 : ANTHROPOLOGIST

María is an Advisory Research Anthropologist at Ricoh Innovations. She has a background expertise in User Experience Design Research, Medical Anthropology, and Science and Technology Studies. In the past she has worked as a freelance Anthropologist and Ethnographer for several S T E M companies and as a Research Analyst at

U C S F.

She graduated from

Stanford University, and U C Berkeley. She constantly seeks to improve the quality of life and enhance wellbeing of others through her work. She is a very committed individual and active member of different organizations and community initiatives. Always investigating further into problems in order to fix them or help in any way she can. Has recently found a new passion for learning new things outside her area of expertise in order to further expand her knowledge.

02°03’040’’N

BRAND GUIDELINES

THE OBSE RVE R JOSÉ : 36 : UI/UX RESEARCHER

José is passionate about making everyday interactions with technology more innovative, he has worked two decades in user research and has managed numerous international research studies. He enjoys developing strategic partnerships with UX research firms in other countries. José has a graduate certificate in Human Centered Design and a background in engineering. Most of his work consists of observing and recognizing thoughtless acts withing his subject studies. When not at work, he can be found watching his daughter climb high in their backyard cedar tree. His hobby is watching the stars with his homemade telescope and daydreaming about what lies further beyond the most remote galaxies and universes.

02°03’041’’N

NGS

THE E X PE RI E N CE D ES IG N ER FRANK : 42 : ARCHITECT

Frank is a strong believer and practitioner of sustainable architecture, with an

MIT

degree. He seeks to minimize the negative environmental impact of

buildings by efficiency and moderation in the use of materials and energy. He is always thinking of how to enhance the environment rather than suppress it. His idea of sustainability is to ensure that our actions today do not inhibit the opportunities of future generations. His hobby is reading scientific journals and he looks at every day as a chance to liven up his workspace and environment.

02°03’042’’N

BRAND GUIDELINES

THE DRE AME R CASEY : 20 : COLLEGE STUDENT

Casey works at a local coffee shop in her neighborhood and is a college student. She is unsure as to which path to follow because she is currently a double major in two very different fields: biological anthropology and mechanical engineering. She wishes she could be a student forever and just keep expanding her knowledge and doing research. In the meantime, when she is not studying, she is an avid amateur photographer, always looking for her next adventure and escapade. Her platonic job since she has memory was to become a National Geographic photographer. She was a girl scout when she was little and she believes her hunger for exploration and knowledge was ignited by her adventures as a girl scout. She loves traveling, reading, and daydreaming about the future and what it will bring with it.

02°03’043’’N

“NOTHING IS SO DANGEROUS TO THE PROGRESS OF THE HUMAN MIND T H A N T O A SSUME T H AT OUR VIE WS OF SCIENCE ARE U LT I M AT E , T H AT T H E R E A R E N O M Y S T E R IE S IN N AT UR E , T H AT OUR TRIUMPHS ARE COMPLE TE A ND T H AT T HE R E A R E NO NE W WORLDS T O CONQUER.”

— H U M P H R Y D AV Y, C H EM I S T

NGS

OUR COMPE TITORS

NG S ’ COMPETITORS : SIERRA CLUB

NASA

GREENPEACE

VIRGIN GAL ACTIC

WILD AID

SPACE X

WWF

SMITHSONIAN

350.ORG WORLDWAT CH

It’s often hard to tell the differences, successes, and weak-points in anything until it’s held up against another for comparison. In looking at our new brand, we want to ensure that it is understood how our brand is evolving and stacking up against the competition. By using a Brand Comparison Chart, which uses two axis lines in a typical “four-square” diagram, we will visually project how

NGS

stacks up against two polar measures — and

against the competition — in order to better see areas of opportunity, places where voids could be filled, and expanses that could be improved.

02°04’046’’N

BRAND GUIDELINES

i n n o vat i v e

• NASA

• F UTURE NGS

• V irgin G alac tic

• S p aceX

DIAGRAM 01 :

• Gre enp eace • PAST NGS individual

• 3 5 0.org

• Worldwatch Ins titute

• Wild Aid c o l l a b o r at i v e

• W WF

• S miths onian Ins titution

c o n s e r vat i v e

Diagram 01 represent s NGS ’ innovation and collaboration relationship with its past and with its old and new competitors. A s the diagram shows, our past was more user focused and little bit conser vative but in order to take innovation to the next level we need to harness the power of team work and interdisciplinar y research, to place ourselves outside the “limits” of innovation and collaboration.

02°04’047’’N

NGS

adventurous

• F UTURE NGS • S p aceX

• NASA

• V irgin G alac tic DIAGRAM 02 :

• W WF • Wild Aid • PAST NGS LOCAL

GLOBAL • Gre enp eace • 3 5 0.org

• Worldwatch Ins titute

• S miths onian Ins titution

INACTIVE

Diagram 02 represent s NGS ’ ad venturous and and geographical qualities relationship with its past and with its old and new competitors. T his char t shows how far beyond the most ou t r ageous ad v en tur es imanigables w e w ill go versus how far away, pushing the limits of the speed of light and the territories known to mankind.

02°04’048’’N

BRAND GUIDELINES

macroscopic

• F UTURE NGS • NASA • S p aceX • V irgin G alac tic

DIAGRAM 03 :

• W WF

‑

• Greenp eace • 3 5 0.org • PAST NGS • Wild Aid • S miths onian Ins titution

+ progressive

• Worldwatch Ins titute

• F UTURE NGS

microscopic

Diagram 03 shows NGS ’ macroscopic and microscopic areas of exploration vs. their progressive qualit y. In the pas t , NGS was less progressive and pivotal for the advancement and e v olu t ion o f humank ind, scr a t ching onl y the sur face of geographical research. T he ne w NGS w ill go deeper into the potential of geographical and natural exploration to solve problems we ne ver thought could be solved by nature it self.

02°04’049’’N

NGS

OUR VISION

NGS’ NEW BRAND GRID : 1 . E N V I R O N M E N T 2 . P E R S O N A 3 . O B J E C T 4 . T E X T U R E 5 . A C T I V I T Y

In order to visually represent our what and where we are headed as a new organization we have created the N G S ’ Brand Grid, a tool to help describe the brand at a glance and to help evoke the feeling of our core brand.

02°05’050’’N

BRAND GUIDELINES

NGS’ OLD BRAND GRID : 1 . E N V I R O N M E N T 2 . O B J E C T 3 . P E R S O N A 4 . T E X T U R E 5 . A C T I V I T Y

Take a look at our past brand one last time. Note what we have left behind in order to reinvent ourselves for the future. We were National Geographic, a brand once focused on the expanse of knowledge but that lost its soul along the way. We are

NGS

a leading research organization and a future-

focused society with the exploration, expansion, and conservation of all knowledge as our North Star.

02°05’053’’N

HOW WE LOOK

NEW LOO K

058

LO G O S P E C I F I C ATIONS

060

C OLORS

074

TY P O G RA P HY

076

B U SINESS SYSTEM

080

“MAN CANNOT DISCOVER NEW OCE ANS UNLESS HE HAS THE COURAGE TO LOSE SIGHT OF THE SHORE.”

—ANDRÉ GIDE, FRENCH AUTHOR

NGS

OUR NE W LOOK

The ngs signature is an accurately designed combination of the Polaris Star and the elegant proportions of our previous logo. The anatomy of our logo is based upon the North Star or Polaris Star, a star that has accurately guided explorers, astronomers and scientists across the planet for centuries. The star lies nearly in a direct line with the axis of the Earth's rotation “above” the North Pole — the north celestial pole — reason why it stands almost motionless in the sky, and all the stars of the northern sky appear to rotate around it. Therefore, it makes an excellent fixed point from which to draw measurements for celestial navigation for explorers all around the globe. The enclosing space, the curves and the flares of the star are based on the Golden Ratio, same proportions as our previous logo and symbolize a sudden burst, and gradual expansion of knowledge, while paying homage to our past.

03°01’058’’N

BRAND GUIDELINES

03°01’059’’N

NGS

NGS’ LOGO

LOGOMARK

LOGOTYPE

03°02’060’’N

BRAND GUIDELINES

L OG O A N AT OM Y

ngs’ logomark can be used either with or without the logotype and may be

represented in one color only or Summit Black and white. Use the mark only when simplification of the signature is needed for very large or really small branding spaces. NGS logotype is a sans serif custom-made face designed to project NGS’

modern, technological, and elegant new image. The logotype must always appear centered-justified when placed underneath the mark. It may stand by itself depending on the branding space. The logotype can only be represented in one color or Summit Black and white. Our logo is a combination of out logomark and logotype, as indicated to the right. The signature may be used in all promotional materials and can be displayed in its original two-color combination (Zenith Gray & Knowledge Turquoise) or Summit Black and white, depending on the need. Logo usage guidelines are further explained on the following pages.

03°02’061’’N

NGS

L OG OM A R K A N AT OM Y

The new NGS mark is a combination of our past and our future. The mark is constructed using the Golden Ratio Rectangle, whose side lengths are in the Golden Ratio and in the proportions of our previous logomark. For it's connection to infinite growth, dependable proportions and our history, its the perfect bases on which to build our new identity mark. Some of the brightest minds of all ages, from Pythagoras and Euclid in ancient Greece, through the medieval Italian mathematician Leonardo of Pisa and the Renaissance astronomer Johannes Kepler, to present-day scientific figures such as Oxford physicist Roger Penrose, have spent endless hours over this simple ratio and its elegant properties.

03°02’062’’N

A=8X

A=8X GOLDEN R AT IO A A+B = B B

2X X O / =X

½X O / =1 6 X

B=5X

O/ = ½ X O/ = X

L OG O T Y P E A N AT OM Y NGSâ&#x20AC;&#x2122; logotype is a sans serif face designed to project our modern feel and new technological, and elegant new image. It was custom tailored form the typeface Forza Medium, redesigned to fit the brand aesthetics: the proportions and the elegant curves of the Golden Ratio.

NGS

7½X

½X

03°02’066’’N

BRAND GUIDELINES

LOGO SPACING

Let our logo breathe. Always allow the value of X around the logo to ensure that out mark stands out and is not cluttered. No elements should be within the turquoise-bounding box pictured to the left. When dealing with negative space in and outside the logo always remember it will be proportional to the given value of X.

03°02’067’’N

NGS

LOGO SIZING Please, refer to the following chart when sizing the NGS logo. Always keep in mind how size variations are proportional to each other and how the star flares are affected by size. Always use your best judgment when choosing a size for any format.

LOGO SIZE VA RI AT IONS :

A. ORIGINAL LOGO B. S TA R PROPOR T IONS A D JUS T ED C . OR IG IN A L L OG OM A R K ONLY D. OR IG IN A L L OG O T Y P E ONLY E. LOGOT YPE TRACKING ADJUSTED

03°02’068’’N

BRAND GUIDELINES

200CM+

100CM

60CM

48CM

10CM

9CM

3CM

0.63CM A

03°02’069’’N

NGS

INCORREC T USAGE The ngs signature should never —under any circumstances— be represented or manipulated in any of the following ways:

NGS ’ SIGN AT URE INCORREC T USES : 1 . D O N O T S W I T C H T H E O R I G I N A L C O L O R S . 2 . D O N O T U S E A N Y C O L O R , O T H E R T H A N K N O W L E D G E T U R Q U O I S E , O N T H E T W O - C O L O R V E R S I O N . 3 . N E V E R A P P L Y A G R A D I E N T . 4 . D O N O T A D D A S E C O N D C O L O R T O T H E M A R K . 5 . N E V E R A D D A D R O P S H A D O W . 6 . N E V E R S K E W N O R S T R E T C H T H E L O G O . 7. D O N O T C H A N G E T H E L O C K U P. 8 . N E V E R F L I P T H E M A R K . 9 . D O N O T A L I G N T H E M A R K H O R I Z O N T A L L Y .

03°02’070’’N

BRAND GUIDELINES

03°02’071’’N

NGS COLORS SYMBOLIZE BAL ANCE , ENLIGHTENMENT AND HOPE FOR THE FUTURE.

NGS

BR AND COLORS NGS’ color identity is a combination of colors that represent the exploration

and conservation of knowledge and nature. The primary palette should be used as a first line solution when making color decisions. The secondary palette should be used only to accentuate or highlight in unison with the primary palette.

E X T E N D E D : P R I M A R Y

KNOWLEDGE TURQUOISE CMYK : 75:00:60:00 RGB : 28:183:141 HEX : 36B886 PANTONE C : 339C PANTONE U : 338U PANTONE M : 3268M

EXTENDED : SECONDARY

EXPLORATION BLUE CMYK : 100:65:60:50 RGB : 0:53:61 HEX : 00353D PANTONE C : 309C PANTONE U : 309U PANTONE M : 303M

03°03’074’’N

BRAND GUIDELINES

C O R P O R A T E

ZENITH GREY CMYK : 40:30:30:80 RGB : 51:54:56 HEX : 323637 PANTONE C : 425C PANTONE U : 426U PANTONE M : 425M

C O R P O R AT E

KNOWLEDGE YELLOW

SUMIT BLACK

NADIR GREY

CMYK : 00:17:100:00

CMYK : 40:30:30:100

CMYK : 00:00:00:30

RGB : 255:209:0

RGB : 0:1:4

RGB : 188:190:192

HEX : FFCE00

HEX : 000004

HEX : BBBDC0

PANTONE C : 7548C

PANTONE C : BLACKC

PANTONE C : 7541C

PANTONE U : 7548U

PANTONE U : 433U

PANTONE U : 7541U

PANTONE M : 012M

PANTONE M : 419M

PANTONE M : 7542M

03°03’075’’N

NGS

BR AND T YPOGR APHY

BRAND USES: 1 . T I T L E S 2 . C A P T I O N S 3 . D E T A I L S 4 . C A L L O U T S

NAME: GEOGROTESQUE

Geogrotesque is a semi modular with a subtle rounded finish typeface family.

DESIGNER : EDUARDO MANSO

All the characters are based on the same formal principle with its corre-

YEAR : 2008

sponding optical adjustments in order to adapt the system to an alphabet

PUBLISHER: EMT YPE FOUNDRY

for texts. Although the type family has a geometric or “technological” construction, the rounded finish provides it a warm appearance, making the typefaces nicer and nearby. It is available in Open Type format and includes ligatures, tabular figures, fractions, numerators, denominators, superiors and inferiors with support for Central and Eastern European languages.

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BRAND GUIDELINES

G E OG R O T E S QUE FA MILY

THIN

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 # & ! ? : °

ULT R A L IGH T

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 # & !?:°

LIGHT

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 # & ! ? : °

REGULAR

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 # & ! ? : °

MEDIUM

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 # & ! ? : °

SEMIBOLD

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z t 0 1 2 3 4 5 6 7 8 9 # & ! ? : °

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NGS

BR AND T YPOGR APHY

BRAND USES: 1 . B O D Y C O P Y 2 . T I T L E S 3 . S U B T I T L E S

NAME : SWEET SANS PRO

The Sweet Sans typeface family is based on antique engraver’s lettering

DESIGNER : M A RK VA N BRONK HORS T

templates called “masterplates.” Professional stationers use a pantograph

YEAR : 2011

to manually transfer letters from these masterplates to a piece of copper

PUBLISHER: MVB FONTS

or steel that is then etched to serve as a plate or die. This demanding technique is rare today given that most engravers now use a photographic process to make plates, where just about any font will do. But the lettering styles engravers popularized during the first half of the twentieth century —especially the engraver’s sans—are still quite familiar and appealing. Though rich in history, Sweet Sans is made for contemporary use. It is a handsome and functional tribute to the spirit of unsung craftsmanship.

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BRAND GUIDELINES

S W E E T S A NS P R O FA MILY

EXTRA LIGHT + SMALL CAPS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789#&!?:°

LIGHT + SMALL CAPS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789#&!?:°

REGULAR + SMALL CAPS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789#&!?:°

MEDIUM + SMALL CAPS

ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 0123456789#&!?:°

BOLD + SMALL CAPS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789#&!?:°

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BUSINESS SYSTEM ngsâ&#x20AC;&#x2122; business system naturally combines the brand's visual system.

Smartly combining our typefaces, colors, and graphic elements to evoke a feeling of futuristic technology and elegance. The business system is an example of how our visual system comes together cohesively.

W H AT W E E X P L OR E

N G S REBORN

084

BRAND EXTENSIONS BRIE F

086

EXTENSIONS

092

00°00’083’’

NGS REBORN NGS is now pushing the boundaries of technological

innovation even further to carry out, support and catalyze collaborative, interdisciplinary research in order to safe keep humankind; we are training the next generation of explorers, scientists, researchers, and anthropologists to provide scientific and technical leadership on astrobiology, biomimicry, and other areas of investigations for current and future explorations; We are exploring new approaches using modern information technology to conduct interdisciplinary and collaborative research amongst widely-distributed investigators and support learners of all ages by implementing formal, informal, and higher education programming and public outreach.

NGS

OUR BR AND E X TENSIONS In keeping with the soul of the brand. NGS is now pushing

Our extension chart visually represents our brand

the boundaries of the latest technological innovations

universe and how our extensions and services fit

even further to come up with solutions that can allow

together within our organization’s mission statement

us to reach places we never dreamed of reaching. Our

and soul. NGS has knowledge as its guiding star and

organization is fully committed to go the extra mile —or

thus, the exploration, expansion, and conservation of

light year— in order to find new environments for human

it is our main goal.

habitation and the safekeeping and advancement of human knowledge.

EXTENSIONS AND SERVICES :

01. NGS Academies 02. Geo-Training 03. NGS Scholarships 04. Nat Geo Lectures 05. Gei-Education System 06. NGS Command Center 07. NGS Fauna Vaults 08.NGS Flora Vaults 09. NGS Knowledge Vaults 10. Discovery Rights 11. Nat Geo Museums 12. Biomimicry Laboratories 13. Technology Laboratories 14. Anthropology Center 15. Energy Laboratories 16. Research Program

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17. Immersion Program 18. Geo Expeditions 19. Geo-water Expeditions 20. Geo-Space Expeditions 21. No-Boundaries Program 22. Geo Software 23. Geo-AI 24. Knowledge Database 25. Simulated Environments 26. Geo-Equipment 27. Geo-Technology 28. Space Collaboration 29. Scientific Partnership 30. Anthropology Partnership 31. Conservation Partnership 32. Geographic Collaboration

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BRAND GUIDELINES

EXTENSIONS COLOR CODING : E XPLOR ATION EXPANSION CONSER VAT ION

EXTENSIONS AND SERVICES CHART :

INTERGALACTIC

CONSER VAT ION

EXPANSION

E XPLOR AT ION

KNOWLEDGE 17 18

14 04 21

E XPLOR AT ION

03 02 16

EXPANSION 19

CONSER VAT ION

GLOBAL

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EXTENSIONS AND SERVICES LIST :

EDUC ATION

SERVICES

ENVIRONMENTS

01 . ngs ac ademie s

0 6 . NGS Command Center

1 1 . N at G EO Mu s e u m s

The goal of Ngs’ STEM and

NGS’ Command Center is a

Including works of art, natural

Humanities academies is to

multidisciplinary network

specimens, and cultural artifacts,

provide young students with

and main organism of bright

Nat Geo Museums hold human-

a unique space for learning

minds and professionals

kind’s precious past in order to

and sharpening their already

that collaborate in taking care

educate future generations.

bright minds.

of Earth and humanity.

0 2 . G e o -T r a i n i n g

0 7. N G S Fa u n a Va u lt s

12 . Biomimicry L abs

The purpose of our Geo-training

Our fauna Vaults preserve a wide

Bio research facilities that

programs is to equip existing

variety of genetic material and

seek sustainable solutions to

professionals with the right tools

frozen embryos as to provide for

human challenges by emulating

and knowledge in order to go

humanity’s future survival in

nature’s time-tested solutions,

into NGS research organisms.

outer space.

patterns, and strategies.

0 3 . N G S Sc h o l a r s h i p s

0 8 . N G S F l o r a Va u lt s

13 . Technology L abs

Our new scholarship program

Our flora vaults preserve a wide

funds both, bright young minds

variety of plant seeds that are

artificial intelligence and artificial

to go into National Geographic

duplicate samples, of seeds held

or simulated environments.

Academies, and STEM and

in gene banks worldwide. The

Humanities professionals’ to go

seed vault is an attempt to provide

into NGS’ research programs.

for humanity’s future survival in

Technology research in areas of

outer space and earth. 0 4 . N at G e o L e c t u r e s

09. ngs knowledge vaults

14 . Anthropology Center

NGS’ lectures share our discoveries

Our Knowledge Vaults preserve

Research facilities that seek the

and innovations with the world.

all knowledge; all cultural

comparative study of human

They encompass discoveries in

and scientific advancements

societies and cultures and their

both, the humanities and STEM

ever known to humankind.

development in different envi-

fields and all of our explorations.

ronments for the future of human habitation in outer space.

0 5 . G eo - Ed uc at i o n S ys t em

1 0. discovery Rights

15 . Energy L abs

Geo-education involves both

Discovery rights encompass

Research facilities that seek

in-school and out-of-school

discoveries on land, space, and

advances in natural biology and

learning. Based on a balance

underwater and management of

new sources of energy.

between the STEM and

space and naming around the

Humanities learning combines

world and galaxies for future

with a local-global spectrum.

human habitation.

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EXPERIENCES

PRODUCTS

CO-BRANDING

16. Research Program

2 2 . G e o S o f t wa r e

2 8 . Spa c e C o l l a b o r at i o n

NGS’ travel-research program

NGS’ data analysis software

Collaboration with NASA and

enables worldwide and universal

development to enable scientific

Space X in space explorations

travel for scientific exploration

research, exploration, and

to enable human conservation

and innovation.

innovation.

and survival in outer space.

1 7. I m m e r s i o n P r o g r a m

2 3 . G e o - AI

2 9 . Scientific Par tnership

NGS’ immersion program enables

Artificial intelligence technology

Research collaboration with

cultural exchange and immersion

to aid distant explorations

California Institute of Technology

in order to preserve all cultural

in land, water and outer space.

and Massachusetts Institute

and historic backgrounds for the

of Technology for the development

future of humankind.

of exploration technologies.

18 . Geo E xpeditions

2 4 . K n o w l e d g e D ata b a s e

3 0 . A n t hr o p o l o gy Pa r t ner s hip

Monthly expeditions to Earth’s

Our main knowledge database

most extreme environments

is the organism that holds and

in search of new resources and

constantly updates any past or

University and Massachusetts

endangered minerals.

recent discovery and knowledge

Institute of Technology for

for the humanity to use and

cultural geography and anthro-

conserve forever.

pology research.

1 9 . Geo -water E xpeditions

25. simulated environments

Collaboration with Har vard

3 1 . C o n s ervat i o n Pa r t ner s hip

Biannual underwater explora-

The creation and production of

tions to search for new resources

technology that superimposes

Close collaboration with the

and endangered species.

a virtual environment on a user’s

Smithsonian Institution to house

2 0 . G e o - Spac e E x p e d i t i o n s

view of the real world, thus

and protect humankind’s works

providing a composite view for

of ar t, natural specimens, and

research and exploration.

different cultural artifacts.

26 . Geo -Equipment

32 . Geogr aphic C o l l a b o r at i o n

Outer space expeditions in

Engineering for exploration

search of new habitable environ-

and research equipment, tools,

Collaboration with different

ments for humankind and new

and technology.

countries around the world to

resources to sustain life.

ensure the most accurate up-keeping and update of our NGS Vaults.

21. No-Boundaries Program

2 7. Geo -Technology

Our No-Boundaries program

Development of the latest space

takes scientific and humanities

technology that aids and pro-

professionals into underdevel-

vides for humanity’s survival in

oped countries to help in any

outer space.

way they are needed.

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“ E X P L OR AT ION IS T HE E NG INE T H AT D R I V E S IN N O VAT I O N .”

—E. WIDDER, OCEANOGRAPHER & MARINE BIOLOGIST

NGS

NGS COMMAND CENTER ◼◼◼

: SERVICE & ENVIRONMENT

NGS’ Command Center is a multidisciplinary network

and main organism of bright minds and professionals that collaborate in taking care of Earth and humanity. Our team includes professionals from multiple fields who work together in search for a better tomorrow. When the world changes we will be ready. Our Command center will serve as the main organism of our organization guiding all of our endeavors and exploration towards the future and making sure knowledge is our guiding star.

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BRAND GUIDELINES

NG S E DUC AT ION S Y S T E M ◼◼◼

: EDUC ATION

A complete Geo-education involves both in-school and out-of-school learning. Based on a balance between the STEM and Humanities learning combines with a local-global spectrum. Geo-education is a guided experience in both the human and natural worlds for young minds and professionals.

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NGS

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BRAND GUIDELINES

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K NO W L E DGE D ATA B A SE ◼◼◼

: PRODUCT

Our main knowledge database is the organism that holds and constantly updates any past or recent discovery and knowledge for the humanity to use and conserve forever. NGS’ database is an extensive collection of any kind of knowledge ever known to mankind. The database hold information in the areas of engeneerinf, biology, chemistry, antrhopology, history, art, physiscs, technology, etc., and it is an open sourse of information available to anyone eager to learn and contribute.

NGS

SIMUL AT E D E N V IR ONME N T S ◼◼◼

: PRODUCT

NGS’ simulated environments are a state of the art research technology that superimposes a virtually generated image on a user's view of the real world, thus providing a composite view. This seamless overlay of virtual images on the real world has many possible applications in a wide variety of fields, including education, engeneering, and manufacturing, but at NGS it is mainly used as an extraordinary resource for research and exploration of different environmets that may be hazardous or dangerous for human contact.

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NGS

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BRAND GUIDELINES

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BRAND GUIDELINES

NGS E XPEDITIONS ◼◼◼

: EXPERIENCE

NGS’ expeditions are a very important extension our

organization and activities. NGS is working on the concept of a high-tech moving laboratory combining ideas of land, space, and sea navigation. This concept is envisioned as a sort of aquatic research, carrying scientists on long treks through environments non-inherently friendly to human life. Technology and discoveries developed in our expeditions allow us to further develop all technology on a smaller scale, for every day use in our laboratories. It also puts us one step further in allowing human habitation in environments that are typically impossible long term habitats.

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GEO EXPEDITIONS ◼◼◼

: EXPERIENCE

Our Monthly expeditions to Earth’s most extreme

environments in search of new resources and endangered minerals. These series of land expeditions are meant to safe keep our planet's environment and for the discovery of better energy sources and minerals for human survival.

GE O-WAT E R E X P E DI T IONS ◼◼◼

: EXPERIENCE

Our biannual underwater explorations objective is to search for new resources and endangered species. Our underwater expeditions are an intrinsic part of out expedition program because they serve as the practice and foundation upon which to base our space expeditions.

GEO-SPACE E XPEDI T IONS ◼◼◼

: EXPERIENCE

Our outer space expeditions go in search of new

habitable environments for humankind and better resources to sustain life.

NGS

DISCOVERY RIGHTS ◼◼◼

: SERVICE

NGS’ Discovery rights encompass discoveries on land, space, and underwater and the management of area and expanse discovered, as well as naming the naming rights for any biological discovery on our planet and on far away galaxies for future human habitation.

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NGS

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BRAND GUIDELINES

04°03’0117’’N

L IF E VA U LT S ◼◼◼

: SERVICE

All of our vaults cryogenically preserve life organisms for mankind’s survival here on home planet or intergalactically. Our fauna vaults preserve a wide variety of genetic material and frozen embryos form many different animal species —including human embryos—. Our flora vaults preserve a range of plant seeds that are duplicate samples of seeds held in gene banks worldwide. The seed vault is an attempt to insure against the loss of seeds in large-scale regional or global crises and to provide for humanity’s survival in outer space.

NGS

ARTIFICIAL INTELLIGENCE ◼◼◼

: PRODUCT

Artificial intelligence is transforming the world as we know it. AI is an extremely powerful technology, powerful enough to make a dramatic difference in human life. It has the possibility of enhancing human endeavor by complementing what people can do. ai’s impact is especially dominant in areas of science and engineering for outer space and underwater expeditions. Recognizing the objectives of NGS’s is quite logical that we spend large amount of our resources in collaboration with scientists and research centers around the world to come up with the best AI technology there is to help us in our often dangerous explorations on land, water and outer space.

04°03’120’’N

NGS

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BRAND GUIDELINES

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BRAND GUIDELINES

BIOMIMICRY L ABS ◼◼◼

: ENVIRONMENT

Biomimicry is a scientific design discipline where patterns and strategies found in nature are emulated/mimicked to find sustainable and better solutions to human challenges. This discipline encourages us to approach nature with humility and dig deeper into her systems and processes to extract design principles, apply and innovate in a manner aligned to the planet and not against it. NGS’ engineers and researchers often use the natural world as inspiration for design. Biologically inspired designs include air- and sea-going vessels, navigation tools such as sonar and radar, expedition imaging devices, biological technologies, and water and pollution treatment processes.

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NGS

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BRAND GUIDELINES

04°03’127’’N

NGS

GEO TECHNOLOGY ◼◼◼

: PRODUCT

NGS’ Technology Laboratories create next generation technology to help our explorers reach the furthest parts of our imaginations. NGS’ tech labs look beyond current technologies and requirements to envision better solutions and futuristic capabilities and human needs. Our team explores technology in cyber, materials, robotics, informatics, spectrum systems, fourth dimensionality and many others.

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NGS & PARTNERS ◼◼◼

: COLL ABOR ATIONS

The exploration, expansion, and conservation of knowledge requires working together towards a common goal. At NGS we do not underestimate the power of collaboration and take it as serious as we can. Getting to innovation —true innovation— requires a long process of trial and error and a support community. Reason why at NGS we have solid partnerships and collaborations with leading institutions such as the National Administration for Scientific Advancement (NASA), MIT, Cal Tech, Harvard, and the Smithsonian Institution, amongst many others.

“ WE SHALL NOT CE ASE FROM E X P L OR AT ION , A ND T HE E ND OF ALL OUR EXPLORING WILL BE T O A R R I V E W HE R E W E S TA R T E D AND KNOW THE PL ACE FOR T HE FIRS T T IME.”

—T. S . E L I O T, A M ER I C A N ES S AY I S T

LET US EXPLORE FOR HOME PL ANE T AND HUMANKIND.

NGSREBORN.ORG