Table of Contents
01 Introduction 02 Brand Identity 03 Usage Guidelines 04 Color Palette 05 Typography 06 Brand Expressions
01 Introduction Every product you touch has had an effect on the world we live in. Do you really know what you’re buying?
Each consumer makes decisions about the products they buy. These decisions are essential to maintaining a sustainable lifestyle guided by knowledge. Our goal is to inform consumers about products they buy and give them opportunities to make a change through a green retail environment.
We are Design Museum Boston, join us.
02 Brand Identity Retail is all about clean modern aesthetics with simple but familiar imagery. When used consistently will provide brand recognition and build equity.
The goal of this branding is to help increase awareness among consumers about the products they buy, where those products started out from and where they are going. Retail will leave viewers understanding that they are not just buying a water bottle or a t-shirt but that they are also buying the process it takes to create those products and the responsibility to dispose of them properly.
Logos Logomark
The logomark represents the consumer world, everything has a price, everything has a cost.
Logotype
The Logotype communicates to the broad audience with purely typographic form. It is direct yet casual. Bold in its own right, but also very approachable and understandable.
an exhibit by Design Museum Boston
Re te ll.
Re cy cl e. Re th in k
Combination Mark (Lock-up)
retell. recycle. rethink
Barcodes Simple Barcode
The barcode may be used as page accents or on the tag reverse. Additional information may be added to the space at the bottom.
Teaser Barcode
This teaser barcode may be used in addition to the tag as a teaser for the opening of the event. The middle bar is shortened to allow for text.
coming in august
Combination Logo
The Combination of the barcode and text logo may be used as barcode replacements for products or as accents when the tag is present. This combination may be used for guerilla marketing.
an exhibit by Design Museum Boston
03 Usage Guidelines The Design Museum Boston brand identity is made of several parts, using that consistently will provide brand recognition and build equity for our exhibit.
Preferred Usage Preferred — white background
Alternate — white background
Preferred — light background
Alternate — light background
Preferred— dark background
Alternate — dark background
Preferred— color background
Alternate — color background
Clearspace (small)
A
A
B
B A
To ensure proper spacing between the logomark1 and 1 the logotype, a scalable measurement is needed in relativity to the size of the logo. The proper spacing between the logomark and logotype should be equal to 1 e .
1x
e
1xe
Clearspace (large)
B
retail retell. recycle. rethink
To ensure proper spacing between the logomark1 and 1 the logotype, a scalable measurement is needed in relativity to the size of the logo. The proper spacing between the logomark and logotype should be equal to 1 e .
1x
e
1xe
A
B
B
A
Dynamic Logo Pattern
04 Colors Using Design Museum Boston’s secondary color palette is a subtle but nice way to tie into their branding. It consists of muted but sophisticated colors.
Color Palette Primary Color Palette P1: C: 82 M: 29 Y: 38 K: 03 R: 28 G: 139 B: 150 #1c8b96
P1
P2: C: 00 M: 00 Y: 00 K: 00
P2
R: 255 G: 255 B: 255 #ffffff
P4
P3
P3:
P4:
C: 91 M: 60 Y: 56 K: 46
C: 70 M: 00 Y: 26 K: 00
R: 16 G: 61 B: 69
R: 33 G: 189 B: 197
#103d45
#21bdc5
Secondary Color Palette S1:
S4:
S7:
C: 16 M: 99 Y: 100 K: 6
C: 21 M: 02 Y: 94 K: 13
C: 01 M: 46 Y: 92 K: 00
R: 196 G: 35 B: 39
R: 186 G: 128 B: 49
R: 245 G: 154 B: 48
#c42327
#ba8031
#f59a30
S2:
S5:
S8:
C: 27 M: 99 Y: 81 K: 26
C: 16 M: 06 Y: 99 K: 32
C: 19 M: 50 Y: 98 K: 08
R: 147 G: 28 B: 46
R: 160 G: 157 B: 24
R: 193 G: 129 B: 42
#931c2e
#a09d18
#c1812a
S3:
S6:
S9:
C: 00 M: 00 Y: 00 K: 100
C: 59 M: 55 Y: 93 K: 53
C: 43 M: 64 Y: 98 K: 43
R: 00 G: 00 B: 00
R: 69 G: 64 B: 29
R: 102 G: 69 B: 28
#000000
#45401d
#66451c
Dynamic Logomark
re t
ai
l
As a standalone branding element, hang-tag is a simple but powerful symbol representing consumerism. It also ties very nicely into the “Do you know what you’re buying?” tag-line.
do you know what you’re buying?
05 Typography Knowlegeable, yet approachable—like the cool professor who wears a tweed jacket and argyle sweater, but will also grab beers at the pub after class and talk about “how it really is”.
Primary Typeface Benton Sans
AaBbCc0123 abcdefghijklmnopqrstuvwxyzæøå ABCDEFGHIJKLaMNOPQRSTUVWXYZÆØÅ 1234567890$%&@’*(,.;#!?)
Typography and brand voice work together to provide a consistent visual and verbal tone throughout all Design Museum Boston touchpoints. The primary Design Museum Boston brand typeface— Benton Sans, is beautiful in its simplicity, yet it is versatile, even in its standard set of four weights.
The Benton Sans typeface was designed by Cyrus Highsmith and Tobias Frere-Jones in 2000, as a study and expansion of a 20th Century standard, News Gothic (Morris Fuller Benton, 1903). The redesigned Benton Sans. The Font Bureau studio expanded it into Benton Sans, a far reaching new series, with matched weights, widths and performance well beyond the limits of the original. A full set of Benton Sans (128 weights) can be purchased from FontBureau, Inc. www.fontbureau.com
Primary Typeface
The quick brown fox tweets about the lazy dog.
Approach & Process
Everything has a cost. Everything has a price. Do you really know what you’re buying?
Retail. Retell. Recycle. Rethink
Responsibility
Websafe Typography Sans Serif Preference Use Arial in lieu of Benton Sans on web applications when dealing with substantial body copy and other typographic elements that do not necessitate branding.
Arial, Arial Bold abcdefghijklmnopqrstuvwxyzæøå ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ 1234567890$%&@’*(,.;#!?)
Serif Preference
Georgia, Georgia Italic abcdefghijklmnopqrstuvwxyzæøå ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ 1234567890$%&@’*(,.;#!?)
Georgia is a suitable serif typeface that looks good at many sizes on screen. Often, choosing to use a serif typeface to replace the primary brand typeface is better because it doesn’t seem to be replicating the font, instead adding a second layer of depth.
06 Brand Expressions The examples within this section have been designed to demonstrate different promoting opportunities we can accomplish with this branding style.
Exhibit Advertising Park Billboard
Water - Jet Stencils
Exhibit Advertising Hang-Tags
ow what
Do you kn
ying? you’re bu