Museum of Patterns & Motifs - Brand Identity by benforstercreative

VISUAL IDENTITY SYSTEM BRAND MANUAL.

CONTENT

DESIGN STRATEGY OUTLINE

VISUAL IDENTITY SYSTEM

APPLICATION OF SYSTEM

06 Mission Statement 07 Brand Values 08 Characteristics 09 Location 10 Persona 12 Compeditors 16 Visual Language Matrix

18 Brand Story 19 Logo Variations 20 Logo Usage 22 Colour Palette 25 Typography 29 Graphic Elements 31 Image Styles 33 Tone Of Voice

35 Posters 36 Fascia 37 Billboard 38 Banner 39Hoarding

DESIGN STRATEGY OUTLINE

Mission statement

Our mission is to create an accessible and inclusive space, to educate, inform and enlighten a diverse audience. Celebrating cultural identity, history, pattern, motif, and symbology, our museum is a playful space that sparks curiosity, inviting visitors to embark on a journey of exploration and embracing diverse cultures and histories through sharing the cultural significance of form, colour and symbols and their communicative meaning and function. We ensure an accurate representation of historical and cultural artefacts while maintaining a respectful atmosphere to celebrate New Zealand’s memorable past, through present a safe space for open discussion surrounding cultural connotation and appropriation of visual languages and forms of visual communication before and beyond the written word.

Museum Values

Celebrate Culture

Educate

Our purpose is to celebrate and unite the diverse culture of patterns and motifs across the world in a respectful and truthful manner.

We aim to present an insightful experience for our audience that educates about the historical and modern language of patterns and motifs.

Inclusivity

Enlighten

We want this to be inclusive and welcoming to a wide range of audiences. To do this we will create an accessible and understandable space to maximise communication and connect people and patterns together.

We hope to enlighten our audience through their experience and to be united or feel inspired by the exhibition.

Brand Characteristics

Playful

Curious

Playfulness infuses the museum with a sense of wonder and engagement. It encourages visitors to explore patterns and motifs with a childlike curiosity, fostering a deeper connection to the art and culture on display.

Curiosity is the driving force behind the museum’s mission. It fuels the desire to learn, to question, and to uncover the stories behind patterns and symbols. The museum ignites and nurtures this curiosity in every visitor.

Respectful

Diverse

Respect is at the core of the museum’s values. It ensures that the diversity of cultures and their patterns are honored with the utmost integrity. The museum provides a platform for respectful dialogue on cultural connotations and appropriation, fostering understanding and empathy.

Diversity is the heart and soul of the museum. It celebrates the wide array of patterns, motifs, and cultural expressions from around the world. The museum’s commitment to inclusivity ensures that every visitor feels embraced, regardless of their background.

Location

Wellington CBD, New Zealand Nestled in the vibrant capital of Aotearoa, our museum is at the crossroads of creativity and cultural diversity. Surrounded by a thriving artistic community, with renowned institutions like Inverlochy Art School, Te Kura HoaHoa, and the world-famous Weta Workshop, our museum is a cultural gem in a city pulsating with artistic energy. Located in the heart of a city that attracts tourists, travelers, and locals alike, our museum serves as a hub for those seeking to explore the global tapestry of patterns and motifs. It is a place where the world converges, where curiosity knows no boundaries, and where the beauty of human expression is celebrated in all its intricate forms.

BENJAMIN FORREST

Audience Persona

26 Years old Graphic Designer Surrounded by typographic content on his walls to inspire him, Ben is a graphic designer fresh out of AUT university, based in Auckland, NZ. Ben reads many typographic based books to further inspire him and has them in a bookshelf next to his desk for easy access. Ben wears the clothing brand "I Love Ugly", a stylish, minimalistic design style which reflects his own. He eats instant noodles for their quick cooking time between watching tutorials on graphic design on YouTube and Linkedin Learning. In his down time, Ben will listen to upbeat music to motivate him while working. Ben enjoys the gym and uses Nike products for their reputation, making him a loyal customer. 10

MITCH & PAM ATKINS

Audience Persona

Mid 70’s Based Recently Retired Mitch and Pam are a newly retired couple who were seasoned travelers in there younger years. The couple enjoy hosting dinner parties for friends and family, and maintaining a very personable but ordinary lifestyle in the bustling township of Dumfries and Galloway. Hanging onto many seveners and mementos from there travels there home hosts many exciting and interesting stories from there previous travels together. Amping to create more new and exciting adventures, the couple have since been traveling through Europe, Indonesian, Asian continents and on their way through to the oceanic Pacifica with a grand plan to explore new and exciting cultures looking back on the depths of history, including symbols and patterns. Their immersion into these artifacts are shown through there discovery of new foods, countless Lonely Planet discovery books and their endless search for new discoveries.

BEST PRACTICES

Competitors

In the world of cultural and art museums, the “Museum of Patterns and Motifs”, stands as a unique and captivating institution. While there are many museums globally and locally that celebrate art, culture, and history, few are specifically dedicated to the world of patterns and motifs. However, it is still important to recognize significant competitors in this realm, like rt and design museums and cultural institutions world wide. Locally, institutions like Te Papa Tongarewa and the City Gallery Wellington share our commitment to celebrating culture and art. Globally, institutions like the British Museum and the Louvre inspire exploration and cultural understanding. These competitors serve as benchmarks, inspiring us to continually uphold our mission and deliver a distinct experience that celebrates patterns, motifs, and the beauty of human expression in a unique and inclusive way.

TE PAPA TONGAREWA

Best Practices

Te Papa Tongarewa is renowned for its dedication to celebrating New Zealand’s unique culture, history, and art. Highlighting the importance of local culture and history, connecting with the community and offering in-depth insights into New Zealand’s cultural heritage. The museum is known for its inclusive programs and exhibitions, making art and culture accessible to a diverse audience. Offering a range of inclusive programs and events to ensure visitors of all backgrounds feel welcome and engaged.

AUCKLAND MUSEUM

Best Practices

The Auckland Museumis known for for its dedication to enriching the cultural understanding of New Zealand’s diverse history and heritage. Emphasising the importance of cultural enrichment by offering exhibitions and programs that delve into the significance of patterns and motifs within the local and regional context, contributing to a deeper appreciation of New Zealand’s rich cultural tapestry. Placing a strong emphasis on education and outreach, the museum offers a extensive educational program that engages visitors in understanding cultural, historical, and artistic aspects of life.

OTAGO MUSEUM

Best Practices

Respect

Visual Language Matrix

The visual language matrix helps to articulate and position the museum’s brand identity compared to competitors and other cultural institutions, emphasising key brand characteristics such as respect, diverse, curiosity, and playful. Each axis of the matrix holds a brand characteristic helping us to directly visualise where the competitors sit. This allows us to analyse the gap in the market helping us to identify our position in the competitive market.

Curious

Diverse

Playful

VISUAL IDENTITY SYSTEM

WHO ARE WE

Brand Story

Rationale

Our Story

Our mission is clear: to create an accessible and inclusive space that fosters curiosity and shares the beauty of cultural identities. We educate, inform, and enlighten a diverse audience, transcending boundaries through the universal language of patterns and symbols. Our playful space invites exploration, while our commitment to respect and inclusivity ensures everyone feels valued. We facilitate enlightened conversations about the cWultural significance of visual languages and provide an accurate representation of global heritage. Join us in celebrating the rich tapestry of humanity, where patterns breathe life into history, colors tell stories, and symbols bridge cultures. Together, we embark on a journey that weaves threads of history, identity, and expression into a vibrant mosaic of understanding and appreciation.

Established in 2023 in the heart of Wellington, the ‘Museum of Patterns and Motifs’ unfolds its compelling narrative. Our story is a testament to the universal language of patterns and motifs, a celebration of human creativity, and a beacon of respect and inclusivity. Founded with a clear mission, our museum is an inclusive space that invites all, whether tourist, traveler, or local, to embark on a journey of exploration. Our commitment to accuracy and respect ensures an authentic representation of cultural history, while our dedication to inclusivity and open dialogue fosters a welcoming atmosphere for all. In the midst of a city known for its thriving art and design community, we stand as a testament to the enduring significance of patterns in art and culture. At the ‘Museum of Patterns and Motifs,’ our story is your story — a vibrant tapestry where patterns come to life, where colors share tales, and where symbols speak the language of humanity. Join us and become a part of this dynamic and enriching narrative.

LOGO LOCKUP

This logo icon should be used in less formal instances, it can still be used in some cases when the available space is limited, such as application icons.

Logo Variations

This logo should be used in most cases as the primary logo of choice. The full logo and logotype is significant to the museum and the staple to the brands identity till the museum is established strong enough.

CLEAR SPACE

.5X

Logo Usage

.5X

LOGO MISUSE

Logo Usage

The logo may not to be distorted.

The logo may not to be rotated in any form.

The logo may not to be Cropped.

The logo may not to be cross coloured.

The logo may not to be used as outlined logotype.

COLOUR PALETTE

Colour

BRASS GOLD

SANDY BAIGE

ROYAL BLUE

RUSTY RED

CMYK RGB HEX

28-44-89-6 178-135-61 B3883D

9-9-22-0 232-223-199 E8DFC7

76-56-39-16 74-97-17 4A6175

21-78-89-10 182-82-50 B65232

Colour

COLOUR IN USE

STANDARD

RECOMENDED COLOUR COMBINATIONS

STANDARD

Colour Usage When combining colours make sure you are using high contrasting colours to when layering to keep the it legible and readable aligning to the accessibility values of the museum. INVERSED

Colour

EXHIBITION COLOUR IN USE

Museum Of Patterns & Motifs Patterns & Motifs In...

Secondary Colour Palette When designing collateral for exhibitions a secondary colour palette can be incorporated. This secondary palette allows for new colours to be introduced and incorporated, each colour needs to be carefully chosen to resonate with the cultural significance of the patterns and motifs on display, colours should be considered with direct reference from the hero image. These colors become a bridge, connecting visitors to the rich tapestry of each culture’s artistic expressions. When these secondary colours are applied it is still essential to have some form of the primary colour palette clearly represented within to tie it back to its visual identity keeping it cohesive.

WORD MARK

Typography

NEUE HAAS GROTESK DISPLAY PRO 65 MEDIUM ABCDEFGHIJKLMNOPQRSTUVVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MENO DISPLAY CONDENSED BOLD ABCDEFGHIJKLMNOPQRSTUVVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Custom Ligatures Subtle adjustments to the ligature of the serif typeface in the word mark have been made to achieve a more concise and meaningful visual presentation. Manual adjusts the tracking have been intentionally considered, by decreasing it to ‘-50.’ Due to the significant reduction in spacing, some letters ended up touching each other the significant reduction in spacing, some letters ended up touching each other so custom ligatures for certain letter pairs were essential. Where doing this the overall appearance of these letter combinations are improved making them more visually appealing and meaningful in the context of your logo. In addition to this adjustments have been made to the ligature of the ‘A’ and the ‘O’ to allow the logo’s appearance to look more concise and refined

PRIMARY

Typography

NEUE HAAS GROTESK DISPLAY PRO 75 BOLD ABCDEFGHIJKLMNOPQRSTUVVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MENO DISPLAY BOLD ABCDEFGHIJKLMNOPQRSTUVVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MENO DISPLAY SEMI BOLD ITALICS ABCDEFGHIJKLMNOPQRSTUVVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MENO DISPLAY REGULAR ABCDEFGHIJKLMNOPQRSTUVVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Font Choice The Museum of pattern and motif identifies as respectful, curious and diverse with simplicity and playfulness weaving the brands values into one. Typography is vital when trying to align the brands identity with its values. Neue Hass Grotesk Display Pro paired with Meno Display Condensed are the typefaces used to represent the brands values and identity. All Fonts can be found available on fonts.adobe.com with an adobe subscription.

MENO DISPLAY ITALICS ABCDEFGHIJKLMNOPQRSTUVVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

TYPE FAMILY

TYPOGRAPHY

TITLE Neue Haas Grotesk Display Pro 75 Bold 24pt/28pt

HEADING Meno Display Condensed Bold 18pt/24pt

Intro copy

Body copy

Quotations

Captions

Meno Display Bold 12pt/16pt

Meno Display Regular 12pt/16pt

Meno Display Italic 12pt/16pt

Meno Display Regular 8pt/12pt

SUB HEADING Meno Display Semi Bold Italic 14pt/18pt

TYPE IN SITU

Museum of Patterns & Motifs Discover, Unite, Celebrate Our Story At the ‘Museum of Patterns and Motifs,’ our story is your story - a vibrant tapestry where patterns come to life.

TYPOGRAPHY

compelling narrative. Our story is a testament to the universal language of patterns and motifs, a celebration of human creativity, and a beacon of respect and inclusivity. “Join us and become a part of this dynamic and enriching narrative.” - John Dawin, CEO

Established in 2023 in the heart of Wellington, the ‘Museum of Patterns and Motifs’ unfolds its

CHAPTER

PATTERNS PATTERNS

CHAPTER

PATTERNS PATTERNS

PATTERNS RAPHIC ELEMENTS 05. GRAPHIC ELEMENTS

Weave 05. GRAPHIC ELEMENTS RAPHIC ELEMENTS WEAVE

Graphic elements

SPIRAL

Spirals

WEAVE

SPIRAL

PICKETS

KORU

Pickets

PICKETS

KORU

SPIRAL

Koru

KORU

CHAPTER

ESTABLISHED PATTERN WORK ESTABLISHED PATTERN WORK

PATTERNS 05. GRAPHIC ELEMENTS RAPHIC ELEMENTS TILES

Tiles

Graphic elements

Columns

COLUMNS COLUMNS

PHOTOGRAPHY

Image Styles

Photography plays a vital role in conveying the spirit of our museum. We aim to create a visual language that reflects our values of respect, diversity, and inclusivity, while celebrating the beauty of patterns and motifs from around the world. To ensure that our brand is consistently represented in a compelling and respectful manner, please adhere to the following guidelines: - Celebrating Cultural Diversity: Our photographs should reflect the rich diversity of cultures and patterns. Whenever possible, include images that showcase a wide range of cultural backgrounds and artistic expressions. - Composition: Pay attention to composition. Frame shots to emphasis the intricate details of patterns, ensuring that they are the focal point of the image. - Cropping: cropping can be used to accentuate features and patterns to emphasis its significance to the exhibition. - Guiding eye: Photos and images used should effectively reflect a guiding eye. The guiding eye should be used to help the reader find significance within the page, leading to information or images of significance. - Lighting: Whenever possible, use natural lighting to capture the vibrant colors and intricate details of patterns and motifs. When necessary use bright crisp lighting in studio spaces. Avoid harsh artificial flash that may distort the visual representation. 31

BITMAP EFFECT

Photography

Within direct advertising of the ‘Museum of Patterns and Motifs’ the bitmap effect can be used to bring a cohesive and playful aspect into the design. making sure that all images has good contrast this effect can be applied. Primary colours must be used within the application of this effect. How this is achieved: 1. Remove background and set a solid colour as background layer 2. Convert image to gray scale. 3. Set image mode to Bitmap. 4. Set your desired output (between 1-20) in pixels/inch and set method as halftone screen for use. 5. Under the Halftone Screen set the shape to cross. 6. Convert back to gray scale then to RGB/CMYK mode. 7. Readjust image size back to preferred image size and change resample method to ‘Nearest Neighbour (hard edge)’. 8. Set a gradient map adjustment layer.

Tone of Voice

Our brand’s tone of voice is a reflection of the values and spirit that define the “Museum of Patterns and Motifs.” We aim to communicate with a voice that resonates with the heart of our mission and the essence of our museum. Our tone is one of celebration, respect, diversity, and inclusivity. It’s a voice that celebrates the beauty of patterns and motifs, acknowledging their cultural and artistic significance with joy and wonder. Respect is at the core, approaching every cultural expression with the utmost respect for their historical, artistic, and social importance. Diversity is celebrated, embracing the global tapestry of human creativity with language that reflects this rich diversity. Inclusivity is a guiding principle, with language that is warm, inviting, and respectful of all voices. Our tone is educational, providing insights into the

cultural significance of patterns and motifs. It’s playful and curious, inviting exploration, dialogue, and discovery. Our communication is authentic and honest, ensuring that our audience can trust the information we provide. By embracing this tone of voice, we ensure that our brand’s communication aligns with our mission and values, creating a welcoming and informative experience for all who engage with our museum.

APPLICATION OF VISUAL SYSTEM

Posters

Fascia

Billboard

Banners

Hoarding