BRAND GUIDELINES
INTRODUCTION 02
The past, present & future 02
LOGO 03 - 04 Logo version 1 03 Logo version 2 04
COLOUR 05 - 07
Primary colour palette 05 Gradient colour palette 06 Secondary colour palette 07
TYPEFACE 08 - 11
Display typeface 08 - 09 Supporting typeface 10 - 11
PROMOTION 12 - 15 Phrases 12 Quotes/posters 13 - 15
STATIONERY 16 - 20 Letterhead 16 Envelope 17 Compliments slip 18 Business card 19 The set 20
EXTERNAL SIGNAGE 21 - 22 Building sign 21 Banners 22
INTERNAL SIGNAGE 23 - 26 Hanging banner 23 Museum sections 24 Directory 25 Wayfinding 26
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THE CIRCUS MUSEUM BRAND GUIDELINES
The Circus Museum is a new contemporary experience combining the past, present and future in a interesting, exciting way. The visual identity of a museum is a delicate job, get it wrong and you could attract the wrong target audience or worse no one. Museums should be a stimulating, rousing venue full of noise and discussion. Not dull, gloomy hallways with thousands upon thousands of old glass cabnets containing rubble. The circus has had a fascinating and controversial history. From the many talented performers to the encouragement and promotion of ‘freaks’ aswell as the mistreatment of wild animals. But the circus has managed to adapt, move on and ultimately change perceptions. The Circus Museum is about changing perceptions, vanishing those eerie victorian themes and attracting a new audience. Discover the past, the present and the future of the circus in this new interactive museum.
THE CIRCUS MUSEUM BRAND GUIDELINES
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LOGO VERSION 1 There are two acceptable ways of showing the brand logo. The first and preferred is figure 1. Aligned centrally with each word having its own line. The second acceptable way (figure 2) is the words all on one line. Either of these versions can be used in the any of the colours in the palette but the gradient palette on a white background is the preferred option. See pages 5 to 7 for details on colour choice.
Figure 1.
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THE CIRCUS MUSEUM BRAND GUIDELINES
LOGO VERSION 2
Figure 2.
THE CIRCUS MUSEUM BRAND GUIDELINES
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PRIMARY COLOUR PALETTE There are three main colours for the brand. Grey, orange and yellow. Each representing the past, present and future. White may also be used within the palette when one of the 3 main colours is the background.
Grey R 112 C 51 G 111 M 43 B 111 Y42 K 7 Orange R 234 C0 G 91 M 68 B 12 Y 100 K 0 Yellow R 249 C0 G 178 M 27 B 51 Y 81 K 0
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THE CIRCUS MUSEUM BRAND GUIDELINES
GRADIENT COLOUR PALETTE The gradient should be predominatley used in the brands typeface cirque du futur. It should be used in the logo and promotional material as well as any other type using cirque du futur.
Grey R 112 C 51 G 111 M 43 B 111 Y 42 K 7 Orange R 234 C0 G 91 M 68 B 12 Y 100 K 0 Yellow R 249 C0 G 178 M 27 B 51 Y 81 K 0
Grey location - 20% Orange location - 50%
Gold R 141 C 38 G 127 M 36 B 74 Y 72 K 6
Yellow location - 69% Gold location - 87%
THE CIRCUS MUSEUM BRAND GUIDELINES
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SECONDARY COLOUR PALETTE When using the gradient colour palette for the cirque du futur typeface, one of these four colours should be used as a background. They are chosen to enhance the bright, radiant tones of the gradient palette.
Dark red R 86 C 38 G 22 M 91 B 34 Y 61 K 63 Dark blue R 41 C 93 G 56 M 78 B 92 Y 36 K 30 Dark green R 0 C 92 G 68 M 43 B 51 Y 77 K 54 Purple R 91 C 75 G 54 M 88 B 111 Y 24 K 12
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THE CIRCUS MUSEUM BRAND GUIDELINES
DISPLAY TYPEFACE cirque du futur The Circus Museum brand is predominantley inspired by it’s own typeface cirque du futur (as used on logo). The specially designed font combines traditional circus patterned lettering and a contemporary sans serif type. A blend of the old and new.
THE CIRCUS MUSEUM BRAND GUIDELINES
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DISPLAY TYPEFACE cirque du futur
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THE CIRCUS MUSEUM BRAND GUIDELINES
SUPPORTING TYPEFACE Eurostile Eurostile should be used for subtitling and where neccessary main titling, it should be in bold and in black. The difference between bold titiling and regular body text should be 4pt. Eurostile is also the prefered typeface when cirque du futur typeface is not available. in addition it can be used for on screen applications.
EUROSTILE BOLD 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 ! @ £ $ % ^ & ( ) _ + [ ] : “ | < > ? { } ‘ ; \ / , . 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
THE CIRCUS MUSEUM BRAND GUIDELINES
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SUPPORTING TYPEFACE Eurostile Any body text should be regular and in grey. The difference between bold titiling and regular body text should be 4pt. Eurostile is also the prefered typeface when cirque du futur typeface is not available. In addition it can be used for on screen applications.
EUROSTILE 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 0 1 2 3 4 5 6 7 8 9 ! @ £ $ % ^ & ( ) _ + [ ] : “ | < > ? { } ‘ ; \ / , . 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
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THE CIRCUS MUSEUM BRAND GUIDELINES
PROMOTION Phrases Traditional circus phrases can be used on promotional material. These phrases could include ‘roll up roll up’ or ‘the circus is in town (we are in town)’ etc. These phrases should be in the cirque du futur typeface.
THE CIRCUS MUSEUM BRAND GUIDELINES
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PROMOTION Quotes/posters Communicate themes of the circus. Quotes can be used on promotional material and should be from icons of the circus past, present or future. One dynamic, interesting word (or any specifically relating to the circus) from
Coming July 2013
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the quote should be in the cirque du futur typeface and larger then the rest of the quote, which should be in the secondary typeface Eurostile. These words could include show, laugh, clown, crowd, makeup, trapeze etc.
“Every
“I love to make people
has a silver lining.”
, also in private.”
P.T. Barnum
Oleg Popov
www.thecircusmuseum.com
THE CIRCUS MUSEUM BRAND GUIDELINES
Coming July 2013
www.thecircusmuseum.com
PROMOTION Quotes/posters Posters should be purely typographic and contain either quotes or phrases. In addition they must stick to the chosen colour palette’s.
“We of the circus only know one law. The
“A clown’s all
show must go on.”
and character.”
Josephine Demott Robinson
Emmett Kelly
Coming July 2013
www.thecircusmuseum.com
Coming July 2013
www.thecircusmuseum.com
THE CIRCUS MUSEUM BRAND GUIDELINES
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PROMOTION Posters
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THE CIRCUS MUSEUM BRAND GUIDELINES
STATIONERY
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Letterhead Size (A4) 210mm x 297mm. Paper stock should be Revive Recycled Uncoated 150gsm.
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Recipient address. 10pt bold in grey. Letter subject. 14pt bold in black. All type should be in uppercase.
Logo version 2 (see page 4) in margin.in gradient colour palette.
Letter body text. 10pt regular in grey. Baseline grid 14pt.
Contact details. Address, telephone number, e-mail and website. 22
THE CIRCUS MUSEUM BRAND GUIDELINES
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STATIONERY Envelope Size 210mm x 110mm. Paper stock should be Revive Recycled Uncoated 280gsm.
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Printed address. Eurostile bold 12pt in grey. Baseline grid 14pt. 22 Logo version 2 (see page 4) in margin.in gradient colour palette.
Envelope reverse.
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THE CIRCUS MUSEUM BRAND GUIDELINES
STATIONERY Compliments Slip Size 210mm x 110mm. Paper stock should be Revive Recycled Uncoated 150gsm.
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Quote about the circus. 10pt regular in grey. Contact details. Address, telephone number, e-mail and website. 22
Logo version 2 (see page 4) in margin.in gradient colour palette. Baseline grid 14pt.
THE CIRCUS MUSEUM BRAND GUIDELINES
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STATIONERY Business Cards Size 85mm x 55mm. Paper stock should be Revive Recycled Uncoated 280gsm.
Personâ&#x20AC;&#x2122;s name and position. 8pt in grey.
Contact details. Address, telephone number, e-mail and website. 8pt in grey. Baseline grid 14pt.
Reverse of business card.
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THE CIRCUS MUSEUM BRAND GUIDELINES
STATIONERY The Set
THE CIRCUS MUSEUM BRAND GUIDELINES
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EXTERNAL SIGNAGE Building Sign The sign for the building itself. It should be located at the entrance to the museum. Size appropriate to environment. The construction/ materials of the sign may vary depending on the architecture of the building. The logo version 1 (page 3) in the gradient colour palette.
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THE CIRCUS MUSEUM BRAND GUIDELINES
EXTERNAL SIGNAGE Banners Banners should match promotional posters. Banners would be present around the museum itself as well as the streets and carparks surrounding.
THE CIRCUS MUSEUM BRAND GUIDELINES
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EXTERNAL SIGNAGE Hanging Banner Hanging banners should be suspended over ledges and/or balconies or wherever available.
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THE CIRCUS MUSEUM BRAND GUIDELINES
INTERNAL SIGNAGE Museum sections The museum has been split into three sections. The past, present and future. Ancient World which focusâ&#x20AC;&#x2122; on the beginnings of circus performance from the romans, greeks and egytians. 1700 - 1970 which concentrates on the evolution of the circus. And What Lies Ahead attends to the future and contemporary performance.
ANCIENT WORLD
1700 - 1970
WHAT LIES AHEAD
THE CIRCUS MUSEUM BRAND GUIDELINES
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INTERNAL SIGNAGE Directory The three museum sections make the wayfinding straightforward. Each have a colour representing each section. Directional wayfinding or information should not be displayed in the cirque du futur typeface due to illegibility issues. It should be displayed in the secondary typeface Eurostile.
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THE CIRCUS MUSEUM BRAND GUIDELINES
3 2 1 G
WHAT LIES AHEAD
1700 - 1970
ANCIENT WORLD
GROUND FLOOR CAFE SHOP RECEPTION TICKET OFFICE
INTERNAL SIGNAGE Wayfinding On each floor the colours are reflected in the signage. So all signage on floor three will be yellow, all on floor two will be orange etc. This gives each floor its own identity in the brand.
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ARENA LIFTS
THE CIRCUS MUSEUM BRAND GUIDELINES
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CHARLES NOLAN ISTD The Circus 2012/ 2013
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THE CIRCUS MUSEUM BRAND GUIDELINES