MAM Identity Guidelines vol. 1 by Design Made

Montclair Art Museum | Identity Guidelines vol.1

BOOK 1: Mark Book one provides an introduction to our new brand mark and visual identity. In this book we present the do’s and don’ts regarding usage of our new mark, and we also introduce and discuss our new grid, typeface, typography, color, and provide an inventory for all our brand mark files. Book one is for all audiences within the MAM organization.

BOOK 2: Systems Book two introduces our new design system: a consistent look and application of our brand mark and identity across all our communication needs—from print to digital to retail. Book two is geared toward designers, but is applicable to anyone involved in the development of marketing and communications.

BOOK 3: Applications Book three is a resource for all new brand artwork. In this book we present visuals of each of our communication elements and include sample ranges to guide designers. Book three is geared toward designers marketing/ communication managers, and department heads.

Montclair Art Museum | Identity Guidelines vol.1

ABOUT THESE GUIDELINES: The purpose of these guidelines is to present our new visual identity and the rules to guide the successful and consistent implementation of our new look.

As a museum we are primarily a platform for the presentation of art-based content, but this includes a strong curatorial, and in some cased editorial, on the content being presented. This curation and editorial is what defines our organization and what distinguishes us from other institutions. It is our goal with our new identity to better present and frame our communications so as to build equity in our organization both through the great content we present and because we are presenting it. We summarize this goal through the following two targeted audience statements:

“Wow, MAM has an exhibition on (artist)!”

“Wow, (artist) has an exhibition at MAM!”

While both statements seem similar, they distinguish different visit drivers. In the first statement MAM is celebrated through the content being presented, i.e. the magnitude of the artist, and in the second statement the content is celebrated through its being presented by MAM. We want our museum to be associated with the great content, expertise, and experience we deliver and to ensure our brand is consistently framing the content we present.

Montclair Art Museum | Identity Guidelines 1.0

1.1

BRAND MARK

10-31

1.2 GRID

32-49

1.3 TYPEFACE

50-53

1.4 TYPOGRAPHY

54-57

1.5 COLOR

58-67

1.6 LOGO SYSTEM

68-69

1.7 FILE INVENTORY

70-73

Montclair Art Museum | Identity Guidelines vol.1

OUR BRAND OBJECTIVE: BE A CULTURAL PLATFORM FOR DISCUSSION, SHARING, EDUCATION, CREATION, DEBATE, PRESERVATION, DISPLAY, AND EXCHANGE OF ART-BASED CONTENT WITH AN EMPHASIS ON AMERICAN ART.

Montclair Art Museum | Identity Guidelines vol.1

INTRODUCTION: What is a “cultural platform”? The term platform traditionally referred to a physical structure or policy, but has new meanings. It can refer to the core software running on a computer or mobile device—OS, Windows, and Unix, for example—but it can also refer to Internet-based-software social media sites such as Facebook, Twitter, and YouTube. In this latter definition, the platform serves as an Internet destination and digital interchange system where users can upload, display, download, exchange, and broadcast content. These platforms allow third parties to build their own applications by using the original platform as a base or underlying system that allows users more tools, access, and varieties of methods to exchange and broadcast content. It is precisely this new definition of platform that we are referring to when we speak about MAM as a cultural platform. At our most basic level MAM consists of a physical museum, a collection, a team of academic intelligence, an ideology, and an education program. From these five basic elements we expand to a range of offerings and ways for people to access the content we display, to learn from our resources, to create their own content, and to interact with a larger community that shares similar values and cultural interests. Our new brand objective is not to change what we do, but rather to reframe what we do, refocusing our efforts to achieve our goal in new and exciting ways.

Montclair Art Museum | Identity Guidelines vol.1

OUR BRAND VALUES:

Montclair Art Museum | Identity Guidelines vol.1

ENGAGING:

MAM is a confident and intelligent friend that offers insight and opinions that are unique and informed while maintaining a humbleness and sincerity. MAM engages through honest and authentic conversation on the relevance of art in life.

VIBRANT:

MAM is bold and energetic. MAM is often the host of the party proud to share itâ&#x20AC;&#x2122;s excitement and enthusiasm of art with friends.

THOUGHTPROVOKING:

MAM presents scholarly exhibitions and programs that challenge friends to look at art and the world around them in a new ways. MAM is articulate in presentation and offers honest views on content and current debate.

SOCIABLE:

MAM is a good neighbor. MAM is both a member of the community and a place for the community.

EXPANSIVE:

MAM is diverse in view and content, inclusive of the communityâ&#x20AC;&#x2122;s interests, and initiates dialogue on a range of issues and topics.

Montclair Art Museum | Identity Guidelines vol.1

1.1

BRAND MARK

This is our new brand mark. It consists of the three initials of our Museum name in all caps with a single distinguishing effect in the middle letter “A.” When rendered in gray scale or color (shown right), the mark also contains a series of facets in each letter. These facets are distinguished by different hues of a single color and represent the multiple dimensions of the MAM organization. .

1.12 DERIVATION OF OUR BRAND MARK There is no single easy diagram or explanation of how how we derived our new mark, rather a general discourse on the criteria that drove the design process. As we discussed in our brand workshops our organization has a complex identity: an expansive American art collection with a unique depth in Native American Art and a continued focus on contemporary art that has been advanced greatly in recent years. Our collection and exhibits are contained within a classic architectural complex with a significant modern addition. Our focus on American art is complicated by an elusive definition of what is and is not American art in a globalizing world of migration, travel, and reconfiguration. And our community continues to diversify and encompass a broad array of interests and influences, thus leading us to expand into more diverse and new means to engage our members and guests in an art-based conversation. With all this in mind we approached the redesign of our identity knowing there was no single direct story that could be captured, and instead focused on the recent abbreviation of our name into the three letters M A M. We played with the repetitive nature of the Ms, also the mirroring of the M’s around the unique A, and we looked to both reenforce these aspects and to break them down. We also explored a range of treatments, or stylizations, often through a contemporary reinterpretation of the principles of classicism—best exhibited by the Greek and Roman treatment of the architectural column. A massive vertical form is visually lightened through the carving, fluting, into the surface ina manner that creates thin lines and gradated vertical shadows. These same properties are exhibited in classic typography with assemblages of thin and thick lines and forms. There is always a balance between the macro overall form and the micro elements and movements within that form.

During our explorations we also engaged in range of conversations an debates over what influences should or should not be present in the final design. One of particular interest was that of Native American art, which historically has been a significant aspect of the Museum offering—the previous brand mark was a bow from a sculpture on the grounds by a non-Native American artist. We concluded that the Native American art aspect was important to the museum, but should not be significant within the brand mark, but found the individual characteristics of Native American art, such as carving, and patchwork to be universal strands weaving into modern and contemporary art and valid influences. And one of the last big drivers was for a bold new mark, something expressed confidence and could help to frame the content in our communications. All of the above drove us to explore a vast array of designs, and lead to this solution which has been engaged at all levels and by all who have encountered it. In the end, we cannot provide a simple 1-2-3 story, rather an analysis of what works so well with this design. In short, it is grounded, contemporary in a classic way, and both singular and multiple in the same expression.

Montclair Art Museum | Identity Guidelines vol.1

As part of the development of our new brand mark we explored the mark in three dimensions in an effort to realize the dimensional and facets of the new mark.

Montclair Art Museum | Identity Guidelines vol.1

COLOR

GS1

GS2 This version is only used with a multiply effect over a background color block.

Montclair Art Museum 3 South Mountain Ave. Montclair, NJ 07042 973-746-5555 / montclairartmuseum.org

MONTCLAIR ART MUSEUM

Standards for k2, k3 and k4 occur in Book 3- Design System Layouts and Templates.

Never attempt to recreate our brand mark or any of its variations. Only use approved artwork.

Montclair Art Museum | Identity Guidelines vol.1

OVERVIEW: To understand our new brand mark and how to use it, we have found a fashion metaphor to be helpful. Basic black always works and it goes well with everything, but we prefer to dress-up for the occasion and complement the content that accompanies our mark. The faceted version of our mark is best rendered in color and should either be a color found in an adjacent visual or a complementary color to those occurring in an adjacent visual. We also have a range of already made colored marks. These colors provide a short hand when the development of a custom color rendering is not expected to be successfully accomplished.

Montclair Art Museum | Identity Guidelines vol.1

Off-White

Pink

Teal

Cream

Magenta

Teal Gray

Yellow

Red 1

Teal Green

Yellow 2

Red 2

Clay

Gold

Blue Red Gold

Beige

Orange 1

Lime 1

Light Blue

Orange 2

Lime 2

Blue

Orange 3

Green

Dark Blue

Dark Orange

Mint Green

Purple

Montclair Art Museum | Identity Guidelines vol.1

STANDARDS: Consistency requires discipline to a core set of standards, or what may be referred to as doâ&#x20AC;&#x2122;s and donâ&#x20AC;&#x2122;ts. The following pages present the core standards for our new visual identity. The intent of these standards is to establish a default consistency across all of our communications and in every implementation of our new brand mark. As a default if you follow these standards you will ensure our identity is consistent, clearly legible, and maintains the prominence it deserves.

1.13 Minimum Size To Render Our Brand Mark A brand mark that is too small has little or no impact and will compromise the quality of the artwork. The brand mark, when rendered in black only, should never appear smaller than 0.25 inches in height. The brand mark, when rendered in gray scale or color, should never appear smaller than 0.5â&#x20AC;? in height.

Montclair Art Museum | Identity Guidelines vol.1

Minimum Size:

0.25”

0.5”

Montclair Art Museum | Identity Guidelines vol.1

1.14 Clear Space Always maintain a clear zone around the brand mark. The clear zone, at a minimum, must equal the height of the letteringâ&#x20AC;&#x201D;defined as X. A clear zone is an area that contains no text, symbols, or marks of any kind. Maintaining proper clear space protects the visual identity from competing graphic elements such as text, photography, or background patterns that may otherwise divert attention from the logo. Clear space exceptions may be based on the specific application requirements (eg. signage).

Montclair Art Museum | Identity Guidelines vol.1

1.15 Positioning of Our Mark 1.15.1 FULL-BLEEDS Our brand mark is to be used as an anchor and framing element on the page. The position of the mark tight to the corners has a modern appearance and ensures sufficient clear space from other content.

1.15.11 FULL-BLEEDS MARK SIZE The size of our Mark should be set as two grid spaces in height. Minor adjustments can be made to this size with regards to maintaining a proper visual balance with other elements on the page. We have found that the very slight adjustment of the mark size by 2%, or so, may be necessary depending the proximity of adjacent content and the size of other elements on the page.

1.15.12 FULL-BLEEDS MARK CLEAR SPACE Proper clear space should be ensured on the non-edge aligned sides of our brand mark. Apply our clear space, the height of our mark, to the left side and top/bottom. If an image occurs to the side of our mark in the layout, the image edge is set by the clear space. (See book 2, Page Layouts for more information). 1.15.13 FULL-BLEEDS MARK RELATIVE TO CONTENT (see pages 24-25)

For discussion on our grid, see book 1, pages 32-49

Montclair Art Museum | Identity Guidelines vol.1

1.15 Positioning of Our Mark 1.15.13 FULL-BLEEDS MARK RELATIVE TO CONTENT Our mark should always be in a non-cluttered area and should be free from visual competition with other content. The mark should be visually counter-balanced to the image and the primary headline in the communication. The preferred and most successful position is the upper right and lower right positions. There are however instances where the lower left and middle positions may be most beneficial, or helpful to distinguish from other communications.

UPPER RIGHT

LOWER RIGHT

LOWER LEFT

headline subheadline Montclair Art Museum Sept 20 - January 12 Udam aut aceriant essit, unt exernat vent liberum volore nulpa nobit ex endanist latempernam hit ipis sequatur adis magnimus ent ommolor ectios alis et lantis eum in cusaectusant et quam re autem sitat liciuntur rem dolore aut vel enduciendit di qui occaepel molupienitis repta elitium et volecuptiur sequi tem quidele.

3 South Mountain Avenue Montclair, NJ montclairartmuseum.org

Image: Image credit/description, see page##

headline

subheadline

Montclair Art Museum Sept 20 - January 12

Udam aut aceriant essit, unt exernat vent liberum volore nulpa nobit ex endanist latempernam hit ipis sequatur adis magnimus ent ommolor ectios alis et lantis eum in cusaectusant et quam re autem sitat liciuntur rem dolore aut vel enduciendit di qui occaepel molupienitis repta elitium et volecuptiur sequi tem quidele. 3 South Mountain Avenue Montclair, NJ montclairartmuseum.org

Montclair Art Museum | Identity Guidelines vol.1

MIDDLE BELOW

MIDDLE ABOVE

3 South Mountain Avenue Montclair, NJ montclairartmuseum.org Image: Image credit/description, see page##

Montclair Art Museum | Identity Guidelines vol.1

1.15 Positioning of Our Mark 1.15.2 PRINT MARGINS Our brand mark is to be used as a framing element on the page.

1.15.21 PRINT MARGINS MARK SIZE The size of our Mark when 1.15.22 PRINT MARGINS MARK CLEAR SPACE Proper clear space should be ensured on the non-edge aligned sides of our brand mark. Apply our clear space, the height of our mark, to the left side and top/bottom. If an image occurs to the side of our mark in the layout, the image edge is set by the clear space. (See book 2, Page Layouts for more information). 1.15.23 PRINT MARGINS MARK RELATIVE TO CONTENT (see pages 28-29)

Montclair Art Museum | Identity Guidelines vol.1

1.15 Positioning of Our Mark 1.15.23 PRINT MARGINS MARK RELATIVE TO CONTENT Our mark should always be in a non-cluttered area and should be free from visual competition with other content. The preferred and most successful position is the upper left and upper right positions. Our mark should always act as the anchor to the header, whether horizontal or vertical. The application of our brand mark on letterheads and internally printed documents is set by the Marketing department. Only use approved templates.

UPPER LEFT

Montclair Art Museum | Identity Guidelines vol.1

UPPER RIGHT

Montclair Art Museum | Identity Guidelines vol.1

1.15 Positioning of Our Mark 1.15.3 SPECIAL CONDITIONS Our brand mark is a powerful and versatile element that can be successfully implemented in a range of manners and positions. While creativity and exploration are encouraged, restraint and discipline should always be used when deviating from the standards outlined in the previous pages. The following guidelines are intended to act as a guide in deciding when a unique application is justified, and if the deviation continues the intent of the mark and behaves appropriate to our brand personality.

Montclair Art Museum | Identity Guidelines vol.1

MONTCLAIR ART MUSEUM

FLOOR PLAN GUIDE

FRENCH

SPANISH

ENGLISH

Montclair Art Museum | Identity Guidelines vol.1

1.2

GRID

Our new grid is the underlying structure for all of our new artwork, and communications. The exception for using this grid is unique artwork pieces such as gala invitations, but our grid should be used whenever more than one piece of information is presented. We always maintain three columns with a margin on the left and right sides of the sheet. The margins are different for each sheet size—ranging from 0.125” to 0.375” for common sheet sizes. We always divide our sheet into twenty-four rows, placing emphasis on six and three rows. For example, an image may occupy 1/3 of the sheet with a remaining 2/3 for title, copy, brand identification, and white space. We always maintain three columns with a margin on the left and right sides of the sheet. The margins are different for each sheet size— ranging from 0.125” to 0.375” for common sheet sizes. We always divide our sheet into twenty-four rows, placing emphasis on three and six rows. For example, an image may occupy 1/3 of the sheet with a remaining 2/3 for title, copy, brand identification, and white space.

MARGIN .375

COLUMNS

1 1 2 ROWS 3 2 4

5 3 6

ROWS NO MARGIN TOP OR BOTTOM

MARGIN .375 MARGIN IS INCREASED FOR BOOK PRINTING TO PROVIDE AN APPROPRIATE GUTTER

MARGIN .375

USE A SINGLE ROW AS MARGIN WHEN PRINTING WITHOUT BLEED, I.E. ON TYPICAL PRINTER

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2 12/12

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3 8/8/8

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4 6/6/6/6

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6 4/4/4/4/4/4

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8 3/3/3/3/3/3/3/3

Montclair Art Museum | Identity Guidelines vol.1

1.2.1 How To Subdivide Our Grid 1.2.11 DIVISION OF ROWS The use of a twenty-four row grid provides for a sufficient level of detail for most applications, and thus division of the rows should only be by two. Subdividing the row by two, or in half,

1.2.12 DIVISION OF COLUMNS Columns may be divided by two or by three depending on the needs of the content. 1.2.13 NEVER MIX DIVISIONS When dividing columns you have two options, either division by two (in half) or by three (in thirds). Whichever division is selected for a particular communication must be used for the entire page. In other words, never mix divisionsâ&#x20AC;&#x201D;do not divide one column by two and then the next column by three, and never divide the same column by both two and three. 1.2.14 DIVISION BY TWO A division of the column by two will result in a six-column document with two margins. 1.2.15 DIVISION BY THREE A division of the column by three will result in a nine-column document with two margins.

Column Division by 2

Column Division by 3

Row Division by 2

Montclair Art Museum | Identity Guidelines vol.1

SIMPED MIN EATUM FUGIT Iciatibea dem haruptas solore, num qui simin repro maximagnis quamuquo te cus. Body copy te comnis utem fugia volorro optam, con nos quisitibus id eumet volorporiam adipsae molorro mo odipsame serum vendist otaeper natiur maionsequae dolupidus et ex eatus, et laudis quatisi mendele strunt alicia consequi sus ut ipsaepe dipidit ipsam que corate debita natusapicime non re nihitibeate volut dellati istions equidebis sundae sequiatetur.

Tertiary Heading 1 Ate comnis utem fugia volorro optam, con nos quisitibus id eumet volorporiam adipsae molorro mo odipsame serum vendist otaeper natiur maionsequae dolupidus et ex eatus, et laudis quatisi mendele strunt alicia consequi sus ut ipsaepe dipidit ipsam que corate debita natusapicime non re nihitibeate volut dellati istions equidebis sundae sequiatetur.

Tertiary Heading 2 Et, nissitae id et quam eatia et vellaborro endaepudam id quam repudite eum saperum remquam eatiusam quat paritatusae volore voluptae natur, evelenda cus quatus, nos de post, to conse nonsedipsae quam aut fugitae verspel invelis cipicaborro id etur sit laborio rescitas sint odit, tem quost atem. Ehenihillore sunt.

Tertiary Heading 3 Mus ea alit as mi, omni velique voluptatibus conem que vendist exerfero dolore doluptae corepud ipicipit eiuntur alias velessi tatem. Nam ant, ut eossitas aspid ma velique con natiat est et que odi conecab oreiciet debis as invenie ntiatur? Quibus et quo voleseque necus et mod et faccatiis rent. Eria dolecuptatem fugit volores quatemp oribuscil mossi vit quid maximin eat.

Montclair Art Museum | Identity Guidelines vol.1

OUR GRID ON DIFFERENT PAGE SIZES

US Postcard Vertical 4x6 4” x 6”

US Postcard Horizontal 6x4 6” x 4”

US Trifold 4” x 9” (x3) / 12” x 9”

US Bifold 4” x 8.5” (x2) / 8” x 8.5”

Montclair Art Museum | Identity Guidelines vol.1

.375”

4x9 4” x 9”

4x8.5 4” x 8.5”

.375”

6x11 6” x 11”

US Letter 8.5” x 11”

Montclair Art Museum | Identity Guidelines vol.1

1.3

TYPEFACE

We have selected Gotham as our new typeface to be used across all of our communications. Gotham is a modern American-designed typeface that has a successful definition of both letter form and the space between. It is a sans serif typeface with a great balance in both height and width. Gotham is also a versatile font that renders well in every weight from light to bold. The simplicity and consistency of a single typeface allows the content and imagery of our communications to be the hero while providing the necessary information in a clear, legible form. The intent is to consistently achieve simple and pure communications that allow a reader to intuitively comprehend the objective while allowing them to focus on the accompanying imagery. We achieve distinction through subtle shifts in weight, size, and tint of th typeface rather than changing styles.

GOT 50

Montclair Art Museum | Identity Guidelines vol.1

HAM 51

Montclair Art Museum | Identity Guidelines vol.1

1.3.1 Typeface Usage 1.3.11 MAKE SUBTLE SHIFTS IN WEIGHT, NOT DRASTIC SHIFTS When using different weights of typeface to distinguish within the content use subtle shifts, such as bold to medium, medium to book, and book to light. You may also use shifts in color tint, such as from 100% black to 85% black. (When using tints of black for print, always maintain 5% of CM&Y to ensure proper ink drop and legibility of the letter forms.) The exception is in the primary heading on the communication where we use a Bold heading with a Light subheading. We use bold in this condition for impact and the sub-headings tend to be longer resulting in a visual density . The contrast in weights help to distinguish the title. If the sub-heading is much shorter than the title, then a heavier weight may be used such as book to help legibility.

1.3.12 DO NOT USE BLACK WEIGHT Our brand mark is a modified rendering of Gotham Black and in order to never compete with our mark the Black weight should not be used in our communications. All other weights may be used.

1.3.13 WHEN APPROPRIATE TO USE ARIAL Aria is a common sans serif typeface and is appropriate to use for online and digital when Gotham is not able to be used or universal applicability is a concern as in email communications. Arial is also acceptable for documents created by non-design staff when Gotham typeface has not been licensed on your computer.

Montclair Art Museum | Identity Guidelines vol.1

BOLD

MEDIUM

BOOK

LIGHT

ARIAL BOLD

GOTHAM AND ONLY GOTHAM Accept for online and when printing in-house

ARIAL REGULAR

if Gotham is not installed on your computer.

Montclair Art Museum | Identity Guidelines vol.1

1.4

TYPOGRAPHY

For our communications we have indexed all of the information that will occur into five components plus our brand mark: 1. header, 2. bridge, 3. body, 4. address tail, and 5. label or legal information.

1. HEADER

GOTHAM LIGHT (CAPS)

( WHO/WHAT)

GOTHAM LIGHT (CAPS) OR

GOTHAM BOLD (CAPS)

2. BRIDGE

GOTHAM BOOK ( SENTENCE CASE)

( WHEN/WHERE)

3. BODY (ABOUT)

5. LABEL/LEGAL

GOTHAM LIGHT OR BOOK (SENTENCE CASE)

4. ADDRESS TAIL

GOTHAM BOOK (SENTENCE CASE)

BRAND MARK

GOTHAM BOOK (SENTENCE CASE)

GOTHAM BOLD (CAPS)

Montclair Art Museum | Identity Guidelines vol.1

SUBHEAD

HEADLINE SEPTEMBER 20 - JANUARY 12 MONTCLAIR ART MUSEUM Ducita sint. Ga. Miliqui suntemp orporenihit labor aut vendit doluptassum explabo ratquam ut rest, ommo occuptatur? Excere dollitaque pratesti doluptatiis est quia debis a sed quia sitiam quas as maximi, ut es maximpo samus, omnihic tor a qui ut enis aut. All Museum programs are made possible, in part, by the New Jersey State Council on the Arts/Department of State, a Partner Agency of the National Endowment for the Arts, and by funds from the National Endowment for the Arts, the Vance Wall Foundation, the Geraldine R. Dodge Foundation, and Museum members.

3 South Mountain Ave. Montclair, NJ 07042 montclairartmuseum.org

Montclair Art Museum | Identity Guidelines 1.0

1.4.1 CAPS VS NON-CAPS Text rendered in all caps in a light or book weight often has a professional and sophisticated feel and for this reason we render our headlines, subheads in all caps. The body copy and text that requires a user to focus and read should be rendered in sentence case to ensure legibility and to help distinguish tertiary, i.e. support or detailed information from the headline and subheads.

1.4.11 CAPS: MAJOR HEADLINES ( To include: title of a show, an artist’s name or current event.) The primary, or what we refer to as first level engagement, information is to be rendered in all caps including: title of the show, artist’s name, and/or the event being communicated. 1.4.12 CAPS: MUSEUM TITLE Our museum title, Montclair Art Museum, is to always be rendered in all caps except when it occurs in sentence form, i.e. in body copy. Another exception is when our title accompanies our address. In this instance you may render the title in all caps or title case. The address should always be rendered in the same manner as the title, caps or title case. 1.4.13 NON-CAPS: BODY COPY, TIMES, LOCATIONS, ADDRESSES The secondary and tertiary, or what we refer to as second and third level engagement information is to be rendered in sentence case. 1.4.14 EITHER: SUB-HEADLINES, DATES Each of our communication pieces has unique challenges and opportunities and to address this range it is acceptable to render sub-headlines and dates in either all caps or title case. All caps is preferred, but we have found the use of title case successful in some conditions and leave this up to the designer’s discretion.

Montclair Art Museum | Identity Guidelines vol.1

1.4.2 TYPE JUSTIFICATION American users read from the left to the right and from the top to the bottom. Text with jagged left edges is complicated to read and may cause confusion as the reader moves from line to line. A jagged left edge also presents a complicated and unclean look. The left justification is a clean modern look and presents our brand in the appropriate manner.

1.4.21 LEFT JUSTIFIED: DEFAULT & PREFERRED The default position justification for all headlines and text is to the left edge of the page with a jagged right edge. 1.4.22 RIGHT JUSTIFIED: ADDRESS ONLY Justification right should never be used for subheadings or copy. The only use of justified right is for our address signature when being balanced opposite our brand mark. 1.4.23 CENTER: CONDITIONAL Headline copy may be centered conditionally for unique reasons, but only the headline copy. Body copy shall never be centered resulting in a jagged left edge for the reasons described above. MAM marketing communications shall always have left justified headlines and text. Member and special invitations may have centered copy per the above stated guidelines. When the headline is centered, it is recommended that the brand mark also be centered: assuming our mark is occurring at the bottom of the page with margins.

Montclair Art Museum | Identity Guidelines vol.1

1.5

COLOR

Our new brand identity does not have a core palette of colors. As a museum we are most often communicating the exhibition and activities of artist content, and the intent is to use color to enhance, accent, and complement the colors found in that content. Our brand mark is colored by pulling hues from this artwork and when our brand mark occurs in color those hues should be the colors and hues used in the communication for color blocks, backgrounds, and colored text.

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Montclair Art Museum | Identity Guidelines vol.1

1.5.1 Coloring Our Brand Mark 1.5.11 Overview Our faceted brand mark has a simple color system consisting of three hues of a single color filling the facets of each letter, as shown. The development of new color versions of the brand mark must follow this system and should be reviewed by the Marketing/Design department before implementation. Always use the approved artwork â&#x20AC;&#x153;buildâ&#x20AC;? file which has the three color hues grouped for easy manipulation.

Never attempt to recreate our brand mark or any of its variations. Only use approved artwork.

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2 3

3 1

2 3

1 3

COLOR CODE SYSTEM 3 - Darkest Hue 2 - Middle Range Hue 1 - Lightest Hue

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2 3

3 1 3

2 3

1 3

Montclair Art Museum | Identity Guidelines vol.1

1.5.1 Coloring Our Brand Mark 1.5.12 Selecting Color Ranges Begin with a targeted first color of interest within the artwork to occur. The hue of this color should determine its position in the brand markâ&#x20AC;&#x201D;for example dark hues would be number 3. Then select a second color to set the range. The success of the color range is dependant on the extent of contrast between the darkest and lightest hues. The medium hue has the most prominence within the mark and is highly influential in the visual perception of the range.

3 - Darkest Hue

1 - Lightest Hue

artwork: Prager, Alex_Rita 2009 from Week-end Series

Montclair Art Museum | Identity Guidelines vol.1

2 3

3 1 3

2 3

1 3

Montclair Art Museum | Identity Guidelines vol.1

1.5.1 Coloring Our Brand Mark 1.5.13 One Piece of Artwork With Multiple Color Options When we dress-up our brand mark to complement an adjacent image or artwork there may be a range of possibilities of color. We may also want to complement an image or artwork with a color of a different complementary hue, such as orange to blue. The decision of which color to use is subjective, and to help make the decision we recommend considering the most recent other pieces of collateral that have gone out and the season when the piece is to be distributed.

2 2

The first color is pulled from the vibrant red lips of the woman with the intent to draw attention t this color. This color is in the medium range and is set to the number two position. Next the dark and lighter hues are selected. In this case a hue is selected from the womanâ&#x20AC;&#x2122;s red hair to act as the dark hue, position number three.

In this version the intent was to draw attention o the burgundy red of the womanâ&#x20AC;&#x2122;s hair. The first color is pulled from a darker hue of her hair and a mdeium hue is also pulled from her hair. To add vibrance to the color range the lightest color is selected from the vibrant red of her lipstick.

Montclair Art Museum | Identity Guidelines vol.1

artwork: Prager, Alex_Rita 2009 from Week-end Series

In this version the intent is to draw attention to the gold color patterns in the womanâ&#x20AC;&#x2122;s shirt. Because of the range already present, all three hues are selected from within the image.

This is an alternate version focused on the shirt that has a duller effect. The hues are selected from the lighter hues in the womanâ&#x20AC;&#x2122;s shirt.

Montclair Art Museum | Identity Guidelines vol.1

1.6 MAM LOGO

NEW LOGO SYSTEM

SUB-BRAND IDENTITIES

VA N VANCE WALL ART E DUC ATION VA NC CE EC YARD SCHOOL OF ART

YARD SCHOOL OF ART

YARD YARD S S VA N C E

CLASS NAME

Gotham bold italics Kerning=0 Optional arrow icon

YARD S S S

YARD SCHOOL OF ART YARD YARD

CLASS CLASS N N

The Newdirections identity is rendered in paragraph form: the same height of font to adjacent type in the communication.

YARD YARD S S YARD S

CLASS N YARD SCHOOL OF ART

CERAMICS STUDIO YARD S YARD SCHOOL OF ART Gotham medium Kerning=0 Color pattern The MAM Contemporaries identity is developed to be used in paragraph form and as a unique logo.

DIGITAL MEDIA LAB

YARD YARD S S

CERA CERA

YARD S YARD YARD CERASS

DIGITA DIGITA MEDIA MEDIA

YARD S 68

DIGITA MEDIA

Montclair Art Museum | Identity Guidelines vol.1

EDUCATION IDENTITIES

VAN C E VAN C E VAN C E VAN C VAN C E E

WA L L WA L L WA L L WA L WA L L L

A RT A RT A RT A A RT RT

E D UC ATI O N E D UC ATI O N E D UC ATI O N E D UC ATI O E D UC ATI O N N

YARD YARD YARD YARD YARD

SCHOOL SCHOOL SCHOOL SCHOOL SCHOOL

OF OF OF OF OF

YARD YARD YARD CLASS YARD CLASS YARD

SCHOOL OF ART

YARD YARD YARD YARD YARD

SCHOOL SCHOOL SCHOOL SCHOOL SCHOOL

OF OF OF OF OF

ART ART ART ART ART

YARD YARD YARD YARD YARD

SCHOOL SCHOOL SCHOOL SCHOOL SCHOOL

OF OF OF OF OF

ART ART ART ART ART

YARD YARD YARD YARD YARD

SCHOOL SCHOOL SCHOOL SCHOOL SCHOOL

OF OF OF OF OF

ART ART ART ART ART

C E N TE R C E N TE R C E N TE R C E N TE C E N TE R R

ART ART ART ART ART

SCHOOL OF ART SCHOOL OF ART NAME ART SCHOOL OF NAME SCHOOL OF ART CLASS NAME CLASS NAME NAME CLASS CLASS NAME

CERAMICS STUDIO CERAMICS STUDIO CERAMICS CERAMICS STUDIO STUDIO

DIGITAL DIGITAL DIGITAL MEDIA LAB DIGITAL MEDIA LAB MEDIA MEDIA LAB LAB

Montclair Art Museum | Identity Guidelines vol.1

1.7

FILE INVENTORY

FORMAT v1=Version 1 V2=Version 2

IDENTIFIER

mam_logo_4c_gold_v1.eps COLOR 4c=CMYK rgb=RGB k=Black w=White rev=Reversed

IDENTIFIER The “mam” prefix distinguishes Montclair Art Museum artwork from non-MAM files. The “mam_logo” distinguishes our brand mark artwork from other pieces of artwork.

FILE EXTENSION HUE Beige blue blueredgold burgundy charcoal chartreuse clay cream ...

COLOR There are 5 color designations of the brand mark: 4c=CMYK rgb=RGB gs=grayscale k=Black w=White There are numerous color hues of the brand mark. The color name is used in the file name with no spaces: darkorange seafoamgreen turquoise The “BUILD” designation refers to the facetted brand mark file for creating new colors.

.ai=Illustrator .eps=Vector .jpg=RGB

FORMAT There are 2 format versions of the faceted brand mark: v1= grayscale version 1 v2 =grayscale version 2 FILE EXTENSION .ai=Illustrator source files, for designer use only .eps=Vector file, for use in print applications .jpg=RGB, for use on screen

Montclair Art Museum | Identity Guidelines vol.1

INVENTORY & SPECIFICATIONS:

VISUAL

MONTCLAIR ART MUSEUM

FILE NAME & COLOR

USAGE AND APPLICATION

mam_logo_k.eps

Black for all applications, primarily for communications without artwork/imagery

mam_logo_k.eps

Black for all applications, primarily for communications without artwork/imagery

mam_logo_address-title_k.eps

Black for all applications, primarily for communications without artwork/imagery

mam_logo_title-side_k.eps

Black for all applications, primarily for communications without artwork/imagery

mam_logo_title-bottom_k.eps

Black for all applications, primarily for communications without artwork/imagery

mam_logo_gs_v1.eps

Grayscale facetted version 1.

mam_logo_gs_v2.eps

Grayscale facetted version 2. Only for use over single color block background with multiply effect applied.

mam_logo_4c_offwhite_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_offwhite2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_offwhite3_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_offwhite4_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_cream_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_yellow1_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_yellow2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_gold_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_gold2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_gold3_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

Montclair Art Museum | Identity Guidelines vol.1

INVENTORY & SPECIFICATIONS:

VISUAL

FILE NAME & COLOR

USAGE AND APPLICATION

mam_logo_4c_orange1_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_orange2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_orange3_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_darkorange_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_darkorange2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_fallseason_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_pink1_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_pink2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_magenta_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_red_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_red2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_burgundy_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_blueredgold_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_charteuse_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_lime1_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_lime2_v2.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_lime3_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

Montclair Art Museum | Identity Guidelines vol.1

INVENTORY & SPECIFICATIONS:

VISUAL

FILE NAME & COLOR

USAGE AND APPLICATION

mam_logo_4c_green_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_mintgreen_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_seafoamgreen1_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_seafoamgreen2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_lightblue_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_teal_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_tealgray_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_tealgreen_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_blue_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_darkblue_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_purple1_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_purple2_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_purple3_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_purple4_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_clay_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_beige_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

mam_logo_4c_charcoal_v1.eps

CMYK color facetted version 1. For printed communications, use .jpg file for digital.

Montclair Art Museum | Identity Guidelines vol.1

MONTCLAIR ART MUSEUM IDENTITY GUIDELINES

Issued: September 6, 2013 Revisions: March 26, 2015