Graphic Design Standards ISSUE
2
•
JUNE
15,
1961
SEATTLE PUBLIC LIBRARY
0 01 00 3054848 0
SEA 907.47977 Sel8Sw
Graphic Design Standards
Theme and Scope of the Exposition
The relationship of man and science has recently become a subject of great interest and concern to the citizens of the world as they witness the advent of the "Space Age." The Seattle World's Fair, Century 21 Exposition, was conceived as a proper and timely method of stimulating a greater understanding of the role that science is playing in determining man's welfare and prosperity now and in the future. Because of this "Space Age" concept, the Century 21 Exposition is unique among expositions in that it will offer, not a review of man's progress, but rather, an insight into man's future—a view of his life in the twenty-first century as a result of his endeavors today. The Century 21 Exposition is a world exposition with a balanced program of national and international exhibits and cultural and entertainment events, plus exciting amusements and new visitor services in a unique and colorful exposition setting.
Correct Use of the Emblem:
To maintain coordinated usage of the Emblem for merchandise of the Century 21 Exposition, the following design specifications have been established: The Century 21 emblem, symbolic of "Man in Space," is a registered trademark of the Century 21 Exposition, Inc. This registration should always be indicated by placing a small inconspicious ® immediately beneath and not touching the lower right-hand corner of the emblem. The right to use the Century 21 emblem and/or name is restricted to the Century 21 Exposition and its authorized licensees. Applications for license privileges should be directed to the Concessions Department, Century 21 Exposition, Seattle 9, Washington. Authorized reproductions of the Postage Meter cuts as shown in this Design Standards are allowed without restriction. These postage meter cuts are available directly from Pitney-Bowes.
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Appearance must conform to the specifications for the proportion, size of letters, and layout of the emblem, which have been standardized for purposes of reproduction. Exact proportions are essential for accurate reproduction of the emblem. The proportions are as shown in this prochure and must not be altered. No extraneous spots, color blocks, or shadows should appear on the emblem. The emblem should not be positioned over the edge of a colored background, tint-block, or border. No design, device, rule-
The arrowed-orb figures historically in the sciences of Astronomy and Biology.
© 1959 by Century 21 Exposition, Inc.
CENTURY 21 EXPOSITION S E A T T L E , U.S.A. 1 9 6 2
CENTURY 21 EXPOSITION S E A T T L E , U.S.A. 1 9 6 2
CENTURY
SEATTLE WORLDS FAIR, 1962
SEATTLE WORLD'S FAIR, 1962
EXPOSITION
®
C E N T U R Y 21 E X P O S I T I O N SEATTLE WORLD'S FAIR
SEATTLE W O R L D S FAIR
®
lines or borders should touch the emblem; that is, the emblem should always stand free of other elements in the layout.
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Where copy is used in connection with the Century 21 trade-mark, it is suggested that "Seattle World's Fair" with the dates April 21October 21, 1962 be used. No other design, illustration, or copy shall be used on the emblem. The emblem should not be less than two times the height of the letters in the legend. The emblem or its legend should not be used in size so small that copy is not legible. The name Century 21 or Century 21 Exposition when used in connection with the emblem must never be translated into a foreign language without the express written permisison of the Exposition.
Color:
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Whenever color is practicable, the emblem should be reproduced in official Century 21 Exposition colors as shown below. These colors can be produced by combination of process printing inks or direct matching of single inks to the selected broken tone. The emblem may be shown in black or color against a white or lightcolored background, or reversed against a black or colored background. It is not necessary to use color in the emblem.
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The emblem should not be reproduced in multiple colors or by unusual techniques without written approval of the Director of Concessions.
Century 21 Deep Blue
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Century 21 Green
Century 21 Bright Blue
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Requirements Before Using the Emblem
Sale of Goods and Services: Before applying the Century 21 Emblem and/or name to manufactured products or services, application for license privileges should be directed to the Concessions Department, Century 21 Exposition, Seattle 9, Washington. Promotion of Century 21 Exposition Tourist Facilities: Century 21 Exposition Inc. encourages the use, within the design restrictions herein set forth, to promote attendance at the exposition and tourist facilities in the Pacific Northwest. Drop-in Cuts in Advertising: National, regional and local advertising may include authorized reproductions of the emblem as dropin cuts and such use is encouraged where this use does not imply Century 21 official sanction of the advertising copy or the goods or services offered.
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