CONTENTS
SPIRIT BOOK BRAND MANUAL IDENTITY COLOR PALETTE TYPOGRAPHY ILLUSTRATIONS IMAGES VOICE APPLICATIONS PRINT EPHEMERA DIGITAL ENVIRONMENTAL
2 16 26 28 30 34 36 38 46 52 58
VALUE PROPOSITION
THE YESTERDAY IS THE ONLY SPACE MUSEUM THAT OFFERS GUESTS A LIGHTHEARTED, COMMUNITY ORIENTED, POP CULTURE EXPERIENCE.
VISION
IMPROVE SOCIETY’S PERCEPTION OF THE FUTURE BY MOVING AWAY FROM DYSTOPIAN MEDIA TOWARD MORE HOPEFUL MEDIA
ATTRIBUTES
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ATTRIBUTES
OPTIMISTIC
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ATTRIBUTES
GREGARIOUS
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BRAND PROMISE
BRINGING US BACK TO WHERE NO ONE HAS GONE BEFORE
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BRAND MANUAL
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IDENTITY
The logotype displays a tactful juxtaposition of Futura Medium and Futura Bold. This mark serves as the primary identity for The Yesterday and stands as solid as the American flag on the moon.
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IDENTITY
bringing us back to where no one has gone before
THE TAGLINE The tagline is an adaptation of the famous line “to boldly go where no man has gone before� from the 1960s television show, Star Trek. Our version of this tagline draws upon this sense of wonder toward all things intergalactic while also emphasizing community among humanity. The tagline should always be set in all lowercase in Futura Medium.
bringing us back to where no one has gone before
spreading hope to infinity and beyond
join us in celebrating the wonder of the space age
THE SIGNATURE The signature combines the tagline with the logotype to create an elegant brand message. The tagline is set to line up evenly with the T in Yesterday. As displayed above, other messages with the same setting may take the place of the tagline in application.
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IDENTITY
Width = 1 inch
DWARF PLANET To ensure the Identity’s integrity, clarity, and impact, the Identity should never be reproduced smaller than 1� wide, as shown in the diagram above.
IDENTITY ORBIT Every planet needs its personal space. The same goes for The Yesterday identity. The preferred amount of clear space for the logotype is shown below. No other design elements can invade the space measured here by “X”, and the logo should be at least the distance “X” from the edge of the paper or piece. PREFERRED CLEAR SPACE
2X
2X
2X
2X X X = width of “H”
MINIMUM CLEAR SPACE
X
X
X
X X
X = width of “H”
At times (extremely large items or extremely small items) this might be difficult to achieve. In these instances, please follow the minimum clear space diagram shown above.
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IDENTITY
GALACTIC GOOFS Space is fun, but not THAT fun. Without a few rules and regulations, we never would have made it to the moon! Here are a few “absolutely nots” to keep in mind:
THE YESTERDAY Adding space between words
THEYESTERDAY Changing the typeface
THEYESTERDAY Adding any effects
THEYESTERDAY Using more than one color
THEYESTERDAY Squishing or stretching
THEYESTERD AY
Rotating in any way
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IDENTITY
THEYESTERDAY C: M: Y: K:
0 0 0 100
PANTONE: 7547C
C: M: Y: K:
0 0 0 0
100% WHITE
THEYESTERDAY
POLARIS PIGMENT The Identity may only be used in 100% black or 100% white with the exception of gift shop merchandise that may feature color. This preferred color usage best represents the integrity of the The Yesterday brand, while leaving room for the supplementary colors tor bring life to the piece.
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COLOR PALETTE
HUBBLE HUES These spacey hues make up the color palette. They are meant to be reminiscent of the bright design of the Space Age. They were carefully chosen to complement the monochrome logotype with their vibrant energy. They are used in backgrounds, patterns, headlines and other design elements across The Yesterday brand landscape.
SATUR N
C: M: Y: K:
2 30 83 0
PANTONE: 136C
P LUTO PANTONE: 272C
C: M: Y: K:
70 64 20 3
MAR S C: M: Y: K:
18 78 42 1
PANTONE: 220C
V EN US PANTONE: 179C
C: M: Y: K:
2 70 94 0
E AR TH
C: M: Y: K:
42 2 51 0
PANTONE: 346C
N EP T UN E PANTONE: 320C
C: M: Y: K:
71 17 28 0
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TYPOGRAPHY
Futura is a typeface that combines the new with the old, just like The Yesterday. The retro-futurism vibe that is Futura makes it the perfect fit for The Yesterday’s brand.
FUTURA BOLD
Close your eyes and picture a headline that reads “WE LANDED ON THE MOON.” You probably read it in Futura Bold all caps. Channel this into the headlines of all brand applications.
FUTURA MEDIUM
In order to create a modern and approachable look, use Futura Medium for body copy. Sentence case gives readers feelings of ease and comfort. Futura Medium invites people in.
This is Ground Control to Major Tom You’ve really made the grade And the papers want to know whose shirts you wear Now it’s time to leave the capsule if you dare “This is Major Tom to Ground Control I’m stepping through the door And I’m floating in a most peculiar way And the stars look very different today For here am I sitting in a tin can Far above the world Planet Earth is blue And there’s nothing I can do Though I’m past one hundred thousand miles I’m feeling very still And I think my spaceship knows which way to go Tell my wife I love her very much she knows Ground Control to Major Tom
SPACE ODDITY —DAVID BOWIE, 1969 29 29
ILLUSTRATION LIBRARY
SOLAR SUBHEADS To complement the clean lines and modern silhouette of Futura, bring in these illustrated subheads. These illustrations should always be used as supporting typography and can be rendered in any of The Yesterday’s approved colors.
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ILLUSTRATION LIBRARY
STARDUST DOODLES Unlike all the planning that went into the Apollo missions, the illustration style of The Yesterday is far from technical. The doodles are meant to capture the essence of the element without all the science. These illustrations are available for use in all applications. They are allowed to be used individually or together to create interesting compositions.
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IMAGE LIBRARY
INTERSTELLAR IMAGERY The photography style of The Yesterday should be a mix of vintage and modern photographs. Modern photographs should be displayed with high saturation and added noise. Photos should be joyful and contain people 90% of the time.
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BRAND VOICE
STELLAR SPEECH The voice of The Yesterday is casual and cheeky. Although our museum is for all ages, we pay special attention to marketing to Gen Z-ers and those darn millennials and our voice uses the vernacular of those individuals. Our voice is witty and never misses the opportunity to make a space pun. Our language is inclusive and personal. To the right you’ll see some of our most used phrases:
JOIN THE FAM. THE PLANETS ALIGNED FOR YOU TO BE HERE. WONDER MORE. BLAST OFF WITH US. YOU’RE A STAR. HOP OFF THE BUS AND HANG OUT. STAY VIBRANT. WE’RE ALL MADE OF STARS. 37 37
APPLICATIONS
THEYESTERDAY
We were so excited to hear about your mission to the moon! You are truly a legend. Here at The Yesterday, guests have been buzzing over your monumental accomplishment. Guests and staff alike can be found raving about your bravery and humility. The sense of wonder and optimism that you have created through your moon landing is exactly what we have been hoping for. These values are ones we greatly admire and hope to foster at our museum. On behalf of The Yesterday, I would like to formally invite you to join us at our annual Hubble Hope Gala as our guest of honor and keynote speaker. The gala is scheduled for the night of July 20th of this year. All we need from you is your attendance and a wicked hopeful speech. Based on your past appearances and your overall lovability, we know that you will be able to deliver. As the guest of honor, we would like to offer you and your family an all inclusive membership to our museum for the year. The heart behind this event lies in generating an optimistic outlook toward the future among our guests while also uplifting our community members.
This year’s beneficiary is local nonprofit, Solid Ground. Their mission is to
build community to end poverty. We have been working closely with Solid Ground for years through our staff volunteer program and decided that they were a perfect fit for to be honored alongside you at the event. Their mission is congruent to ours and we want to support them in the best way we know how. As I said, we would absolutely love to have you as part of The Yesterday fam! Don’t hesitate to contact me with any questions you may have. I’ll be sending you more details as we get closer to the big day. Neil, you are a stellar guy. Let me know if you’re in.
ANNALEE SASAHARA CHIEF EXECUTIVE OFFICER 380 BROAD STREET SEATTLE, WA 98109 THEYESTERDAY.COM
STATIONERY
The Yesterday’s letterhead was designed for professional, yet playful correspondence. The envelopes are made with lunar phase tape that can be removed to reveal the sealing adhesive of the envelope.
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APPLICATIONS
BUSINESS CARDS
The Yesterday’s business cards are designed to highlight not only the museum brand, but also the personality of the employees. Each employee is allowed to choose the color of their business card within our color palette in order to create unified uniqueness. No two stars are exactly the same and neither are our employees!
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APPLICATIONS
THEYESTERDAY 380 BROAD STREET SEATTLE, WA 98109 theyesterday.com
VENUS
F U N FAC T
Venus is the hottest planet in our solar system with temperatures averaging at 863°F.
VALID FOR ENTRY ON 11/11/18
ADMIT ONE
0040398
TICKETS
Upon arriving to The Yesterday, each guest will receive a ticket. The color and planet featured on the ticket will change every day so that no two days are the same. These tickets are designed to be one of the first catalysts of wonder as guests arrive at The Yesterday.
THEYESTERDAY 380 BROAD STREET SEATTLE, WA 98109 theyesterday.com
SATURN
F U N FAC T
Saturnʼs rings are made up of are billions of particles that range in size from tiny dust grains to to objects as large as mountains!
VALID FOR ENTRY ON 11/11/18
ADMIT ONE
0082498
THEYESTERDAY 380 BROAD STREET SEATTLE, WA 98109 theyesterday.com
NEPTUNE
F U N FAC T
Neptune is home of the strongest winds ever recorded on a planet: 1,500mph!
VALID FOR ENTRY ON 11/11/18
ADMIT ONE
0122857
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APPLICATIONS
THEYESTERDAY
THEYESTERDAY
THEYESTERDAY
THEYESTERDAY
POSTCARDS Whether you miss your grandpa, or simply want a lovely way to commemorate your visit at The Yesterday, postcards are the perfect choice! These postcards feature photography juxtaposed with handdrawn illustrations creating a whimsical and unique look. They come in several styles that can be purchased a la carte or as a set.
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APPLICATIONS
FRONT
BACK
TOTE BAG Just because we are exploring far off galaxies doesn’t mean we can stop taking care of our sweet planet! These tote bags are a perfect sustainable way to transport your cargo with style. Designed with a dynamic iteration of the logotype, this piece offers guests a vibrant alternative to toxic plastic bags.
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APPLICATIONS
T-SHIRTS Introducing The Yesterday’s signature Planet Tees. This collection features a shirt for each planet including hand drawn illustrations and a cheeky message on the back!
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APPLICATIONS
ASTRONAUT ICE CREAM Ever wondered what kind of snacks Neil and Buzz ate on their way to the moon? Look no further than Moon Mood Astronaut Ice Cream! This packaging serves as a blast to the past with its holographic finish and retro colors.
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APPLICATIONS
INSTAGRAM The Yesterday’s Instagram feed exists to solidify the personality of the brand in the minds of our target audience. The feed features enticing images and eye catching typography to create a unified and balanced look.
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APPLICATIONS
VISIT EMAIL This email template serves as a reminder of a guest’s upcoming visit. The vibrant colors and lively images create a sense of anticipation and excitement.
THEYESTERDAY YOUR UPCOMING VISIT: FRIDAY, FEBRUARY 1, 2019 SENIOR ADULT CHILD
x2 x2 x5
WE CAN’T WAIT TO MEET YOU!
MEMBERSHIPS
When you become a member at The Yesterday, you become part of the family! Members receive unlimited attendance throughout the year and are invited to participate in the shaping of our museum. Blast off with us!
JOIN THE FAM
RICHARD RICHARD RICHARD RICHARD RICHARD AVEDON AVEDON AVEDON AVEDON AVEDON AVEDON
FEATURED EXHIBITION
Feast your eyes on the fantastic photographs of Richard Avedon. As a New York City man, Avedon spent his life photographing fashion editorials, celebrities, and scenes of everyday life. We are thrilled to feature the photographs he took during the Space Age!
COMMUNITY This month, our employees spent over 100 hours volunteering at local nonprofit Solid Ground! Join us as we honor this awesome organization at this month’s Community Gala! Click here for more details.
THEYESTERDAY.COM Manage Preferences | Unsubscribe
380 BROAD STREET SEATTLE, WA 98109 | 925.431.9683
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APPLICATIONS
FACEBOOK AD
Seattle is a city full of bright eyed, hopeful college students. The Yesterday offers these students a place to be filled with inspiration, optimism, and coffee (of course)! The casual and approachable brand voice is evident here through the use of the word “fam.�
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APPLICATIONS
BUS PROMO In Seattle, public transportation is as necessary as wearing a space suit on the moon. For this reason, a bus is the perfect place to promote The Yesterday to Seattle natives. This wrap combines all of the brand elements to create and eye catching and dynamic piece. Brand voice is also highlighted in this application with language such as “hop off” and “join us.”
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APPLICATIONS
AIRPLANE WRAP This application features an illustrated pattern wrapped around the body of a jet. The airplane may not be able to take you to Mars, but it’ll definitely have you dreaming about your next adventure!
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