brand by andrew lindsey

N I A BR

â&#x20AC;&#x153;I hear and I forget, I see and I remember. I do and I understand.â&#x20AC;?

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AT OUR CORE we believe a child learns with their hands. That is why every exhibit and every experience is built to be completely interactive. No velvet ropes or glass cases here. Only the chance to make limitless connections by grasping the world around them.

Y R O T IS CMI receives the National Award for Museum

The Museum moves to its current home at the corner of 30th and Meridian.

1925 1946

CMI reaches

Service for their commit-

1976

ment to the community.

CMI becomes the

CMI is founded by Mary

World’s Largest

Stewart Carey after her

Children’s Museum!

1997

one million

2006

Fireworks of Glass is launched by renowned artist Dale Chihuly.

visit to the Brooklyn Children’s Museum.

OUR VISION has always been to be the world's most engaging and exciting museum for kids by continually updating exhibits, introducing technologies, finding new ways to instill knowledge, and encouraging interactivity. We will continue to reach minds in innovative ways to make learning fun and inspire discovery. CMI PROMISES an interactive learning experience for kids and young adults that engages the brain differently to create a sense of curiosity and discovery.

annual visitors.

2009

U N ME LOGO

1.) Primary Logo 2.) Primary Usage 3.) Do’s & Dont’s 4.) Secondary Mark Usage

COLOR

6.) Primary Color Palette 7.) Secondary Color Palette

TYPE

9.) Primary Font 10.) Primary Font Weights 11.) Secondary Font 12.) Secondary Font Weights 13.) Web Font 14.) Web Font Weights 15.) Tagline

VOICE

17.) Characteristics 18.) Inquisitive 19.) Welcoming 20.) Sensational

PHOTOS

25.) Tone 26.) Specificationsl

APPS

28.) Letterhead Suite 29.) Web

GRAPHICS

22.) Neurology™ 23.) Iconography

O G LO

childrenâ&#x20AC;&#x2122;s

MUSEUM I N D I A N A P O L I S

The Brain Print mark speaks to the hands on philosophy CMI takes towards learning. The tilt of the brain signifies our unusual mentality that a museum should always be fun and inviting. Never sterile. The markâ&#x20AC;&#x2122;s openness suggests limitless imagination. CMI is built on engagement and the logo should always reflect this mentality.

\ LOGO \ PRIMARY LOGO

The primary logo may be treated in the following ways when used on varying color backgrounds and applications.

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MUSEUM I N D I A N A P O L I S

COLOR EXAMPLES

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MUSEUM

I N D I A N A P O L I S

ON CMI YELLOW

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I N D I A N A P O L I S

ON CMI BLUE

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MUSEUM

I N D I A N A P O L I S

COLOR ON GRAY

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COLOR ON BLACK

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MUSEUM

I N D I A N A P O L I S

BLACK AND WHITE

BLACK AND WHITE ON BLACK

\ LOGO \ PRIMARY LOGO USAGE The primary logo must be constructed in accordance with the following guidelines to ensure proper usage and a consistent brand identity.

SCALING

SAFE AREA

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MUSEUM

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I N D I A N A P O L I S children’s

I N D I A N A P O L I S

MUSEUM I N D I A N A P O L I S

The primary logo is enhanced by maintaining a clear area, void of all imagery surrounding the logo. This area is defined by the cap height and width of the M in the logo.

The strokes on the logo are a set thickness and should scale proportionally with the logo at all times.

MINIMUM SIZE

ANGLE

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MUSEUM

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I N D I A N A P O L I S

To ensure legibility and brand consistency, the width of the logo should never be reduced any smaller than a .372 box.

The logo must always be turned to a 75 degree angle.

\ LOGO \ DO’S & DON’TS Follow these instructions when using the primary logo to create consistent brand messaging and avoid improper usage.

DO’S

DON’TS

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USE THE LOGO AS IS

MUSEUM

USE APPROVED BLACK AND WHITE VERSIONS

MUSEUM

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MUSEUM

CHANGE THE COLOR

I N D I A N A P O L I S

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REARANGE THE ELEMENTS

I N D I A N A P O L I S

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USE THE LOGO ON APPROVED COLOR FIELDS.

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MUSEUM

STRETCH THE LOGO

I N D I A N A P O L I S

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MUSEUM

SCALE THE LOGO PROPORTIONALLY

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MUSEUM

ADJUST THE ANGLE

I N D I A N A P O L I S

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MUSEUM

REMOVE ANY ELEMENTS

I N D I A N A P O L I S

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MUSEUM I N D I A N A P O L I S

RESIZE ANY ELEMENTS

\ LOGO \ THE SEAL USAGE The secondary mark places the Brain Print design within an enclosed circle to represent the imprint CMI leaves on young minds. It encourages our patrons to have an impact on the world around them. When using the secondary mark, follow these guidelines to confirm proper usage.

SAFE AREA

The brain in the secondary logo is enhanced by maintaining a clear area, void of all imagery surrounding the logo. This area is defined by the cap height and width of the M in the logo.

SCALING

The seal must contain the yellow strokes and the wires.

The strokes on the logo are a set thickness and should scale proportionally with the logo at all times.

MINIMUM SIZE

To ensure legibility and bran consistency, the width of the logo should never be reduced any smaller than a .372 box.

R O L O C

The bright, energetic color palette is the life force of the museum. It stimulates the mind and encourages active learning. The colors of CMI should emote excitement, joy, knowledge, and playfulness. The primary and secondary color palettes work together to promote this tone for the brand.

\ COLOR PALLETE \ PRIMARY COLORS The primary color palette was chosen to extend and strengthen the brand promise. Pink symbolizes learning and incorporates the human element of knowledge. Orange stands for energy and excitement and is a non-gender biased, favorite color of children. The blue represents loyalty and trustworthinessâ&#x20AC;&#x201D;traits that embody the long history of the museum. And yellow brings about the joy needed to make a trip to CMI memorable.

C-7 ,M-46, Y-.4, K-0 R-227, G-156, B-195 PMS-218U

C-80 ,M-51, Y-27, K-5 R-63, G-111, B-145 PMS-302U

C-0 ,M-75, Y-100, K-0 R-242, G-101, B-34 PMS-179U

\ COLOR PALLETE \ SECONDARY COLORS The secondary color palette uses even brighter, more energetic colors like neons and fluorescents. The colors should never be dark or drab, and always work in harmony with the primary palette.

C-7 ,M-46, Y-.4, K-0 R-227, G-156, B-195 PMS-218U

C-0 ,M-75, Y-100, K-0 R-242, G-101, B-34 PMS-179U

C-80 ,M-51, Y-27, K-5 R-63, G-111, B-145 PMS-302U

C-0 ,M-75, Y-100, K-0 R-242, G-101, B-34 PMS-179U

E P TY

ABC 123

The typography was chosen to match the exciting, welcoming attitude that permeates throughout the CMI brand. The type choices reflect the philosophy of the brand and should be used to always deliver the promise.

\ TYPE \ PRIMARY FONT Gotham Rounded is a sans-serif font that feels safe and welcoming. Its friendly tone fits perfectly with the CMI brand. The primary font is used for headlines and other important distinctions in the hierarchy of the copy.

Gotham Rounded

ABCDEFGJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

\ TYPE \ PRIMARY FONT WEIGHTS Only use the following acceptable weight variations of the primary font to maintain consistency. Choose the best weight for maximum visibility and tone.

Gotham Rounded Acceptable Weights

LIGHT

MEDIUM

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

LIGHT ITALIC

MEDIUM ITALIC

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

BOOK

BOLD

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

BOOK ITALIC

BOLD ITALIC

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

\ TYPE \ SECONDARY FONT Maven Pro Light was chosen as the secondary font to elevate the brand from merely a kidâ&#x20AC;&#x2122;s museum to a fun museum for all ages. The thin weight feels free and pairs well with Gotham Rounded. It is a more modern, less childlike font choice, but still delivers an artistic tone for the brand.

Maven Pro Light

ABCDEFGJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

\ TYPE \ SECONDARY FONT WEIGHT Only use these acceptable weight variations of the secondary font to maintain consistency. Choose the best weight for maximum visibility and tone.

Maven Pro Light Acceptable Weights

LIGHT 100

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

LIGHT 200

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

LIGHT 300

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

\ TYPE \ WEB FONT Arial was chosen as the primary web font because of its legibility. It is an easy-to-read font that has characteristics of the other print fonts and maintains the promise of the CMI brand.

ARIAL

ABCDEFGJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

\ TYPE \ WEB FONT WEIGHTS Only use these acceptable weight variations of the web font to maintain consistency. Choose the best weight for maximum visibility and tone.

Arial Acceptable Weights

REGULAR

BLACK

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

REGULAR ITALIC

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 BOLD

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 BOLD ITALIC

ABCDEFGJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

\ TYPE \ TAGLINE LOCK UP Headlines and taglines should be stacked vertically to represent the building aspect and the hands on play of children. Follow these guidelines when arranging type in headlines and tags.

Tagline is always stacked

The tagline of CMI speaks to the hands-on nature of the museum and our principle of interactive learning. Build Your Brain means that patrons will actively gain knowledge by engaging all of their senses. We believe a person has control of the world around them, and we embolden them to explore it.

D L I BU R U YO N I A BR

15 DEGREES

Gotham Rounded Bold Italic.

E C I O V

The CMI voice embodies the brand throughout communication with our patrons. It is meant to bring about a sense of wonder among our patrons and show them just how exciting a trip to a museum can be.

\ VOICE \ VOICE CHARACTERISTICS

The voice of the brand is built on three key traits that showcase the ideals of CMI and energize the curious minds of our patrons: Inquisitive, Welcoming, and Sensational. CMI stimulates minds differently than an average museum with full-contact exhibits and so should the voice of the brand.

\ VOICE \ INQUISITIVE

For a mind to become fully immersed in finding answers, first we must ask the right questions. Our job at CMI is not only to teach, but also to encourage kids and young adults to explore. Self-teaching is a fundamental element of the CMI philosophy.

\ VOICE \ WELCOMING

The guiding principle of this museum is to let people think with their hands. The voice invites knowledge seekers to do have fun and engage with the exhibits. It should always feel friendly and warm.

\ VOICE \ SENSATIONAL

The act of acquiring knowledge affects every sense and so should the voice. Speak with an energy that exhilarates, amazes, and inspires.

Branded photography helps to showcase the current exhibits at the museum and features the newest pieces. Photos should always make the museum look like an amazing place and invite visitors to come and play.

\ PHOTOS \ PHOTOGRAPHY TONE Photography should always have a tone consistent with the rest of the CMI brand. That means photography of the exhibits and artwork should be big, colorful, exciting, bright, and warm. When showing people, always be sure they are smiling and interacting with the exhibits.

\ PHOTOS \ SPECIFICATIONS Always use 4-color, horizontal bleed photos that speak to the expansive, imaginative nature of the museum. Follow these guidelines for proper usage of photography to ensure consistency throughout all brand communication.

Photo must go from edge to edge

must showcase an exhibit.

S P AP

These applications illustrate how the rules and guidelines within this brand book are used in collateral pieces and museum advertising.

\ APPS \ LETTERHEAD The letterhead suite utilizes all the guidleines to deliver the brand promise. Anyone receiving the CMI letterhead should recognize the brand’s visual style and voice.

children’s

MUSEUM I N D I A N A P O L I S

Morgan Furbank director of fun

(317)-334-3322 morganf@childrensmuseum.com

3 0 0 0 n o r t h m e r i d ia n s t . i n d ia na p o lis , I N 4 620 8

director of fun

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MUSEUM I N D I A N A P O L I S

Kyle Moore

ACTIVATE ME

\ APPS \ WEB The CMI homepage at www.children’smuseumindianapolis.com is consistent with the brand style guides and provides a fun experience for visitors online. The primary goal of CMI’s web presence is to motivate visitors to visit the museum in person.

children’s

MUSEUM I N D I A N A P O L I S

VISIT

E EXPLOR

ABOUT

SHOP

S C I H P RA

Every element should mirror the brand promise of imaginative interactivity to ensure that every brand touch point is visually consistent. Follow these guidelines for proper usage of styles, iconography, and museum signage.

\ APPS \ ICONS The iconography around the museum should match the visual tone of the brand. These icons are to be placed with their proper exhibits to be a simple and easily recognizable entry point. Abide by the following guidelines for correct usage.

SCIENCE WORKS

SPACE QUEST

FIRST IN FLIGHT

TAKE ME THERE, EGYPT

ALL ABOARD!

DINOSPHERE

\ GRAPHICS \ NEUROLOGY Influencing connections between people and the world is the passion of CMI. Neurologyâ&#x201E;˘ symbolizes interactivity, free-flowing creativity, neural stimulation, and a shared energy through touch and sight. The kaleidoscopic pattern plays on the visual imagination coupled with cognitive growth. This graphic element is intended for special display purposes only. Please contact the design department of CMI for proper usage.

C B A

S K N A TH

From every corner of the museum to every tag in the gift shop, the voice and visual guidelines should be followed as specified. Always, to the best of your ability, deliver the brand promise of a fun, interactive, exciting experience at the Childrenâ&#x20AC;&#x2122;s Museum of Indianapolis.