Promotional
CHELSEA REED 2013 LIAN NG
CHELSEA REED 2013 LIAN NG
1
Promotions introduction logo color typography billboard posters train station light post stamp postcard tickets pamphlet
2
Museum Exhibits
3
Interactive Media
4
Outdoor Exhibits
enterance
킷RRU SODQ
dolores park
museum store
PDSV
twin peaks
ice room
DSS
glen canyon park
UH킷HFWLYH SRRO
ZHEVLWH
bernal hights
hanging sticks
EHJLQHUV NLW
civic center
SULQWHG SLHFHV
W VKLUW
golden gate park
stacking rocks
EDJ
fort funston
LQWHUYLHZ
mug
CHELSEA REED 2013 LIAN NG
Collected Chaos Promotions
This first book contains promotional ideas in the enviormnt Printed pieces are also displayd. It also includes the basic essentials for the Collected Chaos exhibits design system.
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Andy Goldsworthy
Logo The logo was designed to represent the chaos of Andy
and nature. The wordmark, “Collected Chaos” can be used
Goldsworthy work, but also the geometric comfort within it
without the artists name in certain graphic situations. The
as well. A lot of his work shows circles and symmetry
color can be changed from the system’s black color to any of
within the organic nature he builds it out of. The pairing
the six other colors within the design system.
of san sefir with serif represents the contrast within the city
C 80
C 51
C 82
M 48
M 76
M 78
Y 85
Y 65
Y 34
K 55
K 66
K 21
R 33
R 64
R 67
G 64
G 34
G 67
B 39
B 36
B 105
C 50
C 31
C 37
M 35
M 46
M 21
Y 50
Y 39
Y3
K 0
K 40
K 0
R 133
R 121
R 159
G 143
G 96
G 182
B 127
B 94
B 216
Color The colors used in the design system for the museum exhibit are taken directly from nature. Greens browns and blues best represent the materials Goldsworthy uses in his sculpting. Such as plant life, stones, and dirt. Black and grey are also used throughout the system.
CHELSEA REED 2013 LIAN NG
labels and
The types used are meant to display
lists
the organic nature, as well as the structure
are
and geometric shapes used in Andy
important
Goldsworthy’s work and harmony within
as
the city and nature.
well
Titles avoid confusion
Aldine Light
Avenir Next
Aldine Bold
7.5 / 12 / 10
6.5 / 12 / 50
17 / 15 / 0
Large type treatments are used throughout for quotes and call outs. It displays in your face beauty, much like Andy Goldsworthy’s art. Aldine Bold Italic 22 / 24 / 0
Typography The typefaces used in the design system for Collected Chaos are Avenir Next and Aldine. The san serif is used mostly for captions, labels and accents while the serif is for body texts and headliners. Many different wights and styles are used for Aldine in different situations.
CHELSEA REED 2013 LIAN NG
CHELSEA REED 2013 LIAN NG
Andy Goldsworthy
January 1 - April 30 San Francisco
Billboard A fast easy look at what the Collected Chaos exhibit has to offer. It shows an art piece done by the artist, dates, and logo of the exhibit itself as well as the museum.
CHELSEA REED 2013 LIAN NG
CHELSEA REED 2013 LIAN NG
Nature can be found even in the city.
Change the way you see nature.
Andy Goldsworthy
Andy Goldsworthy
January 1st - April 30th
January 1st - April 30th
2569 Third Street San Francisco, CA 94107
2569 Third Street San Francisco, CA 94107
415 . 773 . 0303
415 . 773 . 0303
SFMCD.ORG
SFMCD.ORG
Posters The outside posters are meant to be on bus stops and city walls. It draws attention from the crowd with Goldsworthy’s art work and large unexplained sayings. It shows logos of both museum and exhibit, as well as dates, location, website and phone number. Series of three.
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Train Station The train station gives a preview to the exhibit with images of artwork from th artist. It also shows icons and color system and gives th viewer a feel of nature.
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Nature can be found here!
Witness the beauty of Andy in the city
Light Post Light posts advertising is placed throughout th city . It lets common walkers and drivers aware of th new exhibit.
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U.S.A. / FIRST CLASS / 44
U.S.A. / FIRST CLASS / 44
pack can be purchased at the museum store.
U.S.A. / FIRST CLASS / 44
These 5/10 stamps will b on th invitations. The rest of the
U.S.A. / FIRST CLASS / 44
U.S.A. / FIRST CLASS / 44
Stamp
Postcards Upon exiting the exhibit, ticket buyers will receive 1/10 postcards. Postcards will also be available at museum store. They can be purchased separately or for the full 10 pack.
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Scan for mobile app! 01/01/2014
Scan for mobile app! SFMCD.ORG
Discounted ticket General Admissions ticket
i.e. student / senior
Tickets The tickets are received upon purchase at desk, or
A lanyard is also available for membership holders, or
when entering exhibit if bought online. They all come
for common museum goers for $5.00. It is the green color
with QR code on the front which allows the purchaser
of the design system and shows th wordmark logo of
to scan and open mobile app which contains an extra
the Collected Chaos exhibit.
part of the exhibit.
Scan for mobile app!
Optional $5 lanyard Museum member holder ticket
Free for membership holders
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2569 3rd St, San Francisco, CA (415) 773-0303
Pamphlet A pamphlet with map of outdoor exhibits and exhibit information will b given when purchasing ticket.
The materials used in Andy Goldsworthy's art often include brightly coloured flowers, icicles, leaves, mud, pinecones, snow, stone, twigs, and thorns. He has been quoted as saying, "I think it's incredibly brave to be working with flowers and leaves and petals. But I have to: I can't edit the materials I work with. My remit is to work with nature as a whole."[9] Goldsworthy is generally considered the founder of modern rock balancing. For his ephemeral works, Goldsworthy often uses only his bare hands, teeth, and found tools to prepare and arrange the materials .
LEAF SCULPTURE ROCK SCULPTURE STICK SCULPTURE MUSEUM
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CHELSEA REED VISUAL SYSTEMS MUSEUM EXHIBITS LIAN NG FALL 2013 BOOK 1/4 EPSON ARTISAN 1430 BRILLIANT MATTE PAPER