G R I F F I T H O B S E R VATO RY
BRAND MANUAL
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CONTENTS
CONTENTS
BACKGROUND
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D I R E C T O R ’S L E T T E R 08
HISTORY 10
VALUES
THE MARK
VISUAL ELEMENTS
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LO G OT Y P E
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TYPOGRAPHY 24
CO LO R 28
PHOTOGRAPHY 32
GRAPHIC ELEMENTS
A P P L I CAT I O N S
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PRINT 50
DIGITAL 54
EVENTS
C O N TACT
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G R I F F I T H O B S E R VATO RY
BACKGROUND
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DIRECTORS
1935-1958
D R . D I N S M O R E A LT E R 1958-1969
DR. CLARENCE CLEMINSHAW 1969-1974
DR. WILLIAM J. KAUFMANN III 1974-PRESENT
DR. E. C. KRUPP
THE MAN AND THE BUILDING
DIRECTORS LETTER
BACKGROUND
Our stellar staff and I have embraced both the history of the Observatory and its need to share the growing tide of knowledge being generated by large telescopes and the space program. We undertook updating some of the Hall of Science exhibits to reflect these discoveries, and developed new exhibits on galaxies, radio astronomy, and cosmic rays. We have extended the Observatory’s curriculum to encompass my own personal passion for archaeoastronomy by creating planetarium shows such as “Stonehenge and Ancient Astronomy” and “In Search of Ancient Astronomers.” We have worked actively to dispel the public’s superstition of celestial events. It was clear that irrational fears of the sky had not disappeared with time when, in 1982, nine planets of the solar system grouped together loosely on one side of the sun, heralding, according to the purveyors of doom, a phenomenon known as the “Jupiter Effect.” The
Observatory again had the responsibility of reassuring the public, in this instance, that the Jupiter Effect would not trigger the Great California Earthquake, as was pseudo-scientifically forecast. Within a few years of my appointment as Director, we recognized that the 43-year-old Observatory was showing its age. We developed a long-term strategy for the renovation and renewal of the facility, while working closely with Debra Griffith, the wife of Griffith J. Griffith’s grandson Harold. We believe the Observatory needs to embrace the latest technologies to serve better its audience. I oversaw introduction of the Observatory’s first personal computers and first Internet connection and development of the first website in the City of Los Angeles. The Observatory is a world-renowned institution whose place in the astronomical world we intend to maintain.
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Donated the land for Griffith Park Dec 16, 1896
GRIFFITH J. GRIFFITH Griffith J. Griffith, who made his fortune in Mexican silver mines, moved to Los Angeles after purchasing his Rancho Los Felis. He donated part of his ranch to Los Angeles to become Griffith Park. Griffith was impressed by his visits to Mount Wilson Observatory. He was profoundly moved to see distance objects in the sky so close via telescope. He believed an individual gained an enlightened perspective when looking at the skies. His dream was to bring the public closer to the universe with an Observatory. On December 12th 1912 he offered the city of Los Angeles 100,000 dollars for an observatory to be built on the top of Mount Hollywood. The project was bogged down in politics and was not realized until after his death.
THE MAN AND THE BUILDING
HISTORY
As a Works Progress Administration project, construction began June 20, 1933
BACKGROUND
T H E O B S E R V ATO R Y It was constructed with funds from the bequest of Griffith J. Griffith, who specified the purpose, features, and location of the building in his 1919 will. Upon completion of construction in 1935, the Observatory was given to the City of Los Angeles with the provision that it be operated for the public with no admission charge. When it opened in 1935, it was one of the first institutions in the U.S. dedicated to public science and possessed the third planetarium in the U.S. Griffith believing in the transformative power of observation drafted detailed specifications for the observatory. In drafting the plans, he consulted with Walter Adams, the future director of Mount Wilson Observatory, and George Ellery Hale, who founded the first astrophysical telescope in Los Angeles. As a Works Progress Administration project, construction began on June 20, 1933, developed
The observatory opened to the public May 14, 1935
by architect John C. Austin based on preliminary sketches by Russell W. Porter. The observatory and was opened to the public on May 14, 1935. During World War II the planetarium was used to train pilots in celestial navigation. The planetarium was used for this purpose in the 1960s to train Apollo astronauts for the first lunar missions.
During World War II the planetarium was used to train pilots in celestial navigation
The planetarium was used in the 1960s to train Apollo astronauts for first lunar missions
Renovation and major expansion Nov 3 2006
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Unique hybrid of public observatory, planetarium, and exhibition space Icon of Los Angeles, a national leader in public astronomy, a beloved civic gathering place, and one of southern California’s most popular attractions
I L L U M I N AT E
EXPLORE
SCIENCE
CLARITY
INSPIRE
TEACH
OUTREACH
The future of astro science depends on expanding horizons and creating the spark Make the connection between the visitor and the scientific world
T H E M I SS IO N
VA LU E S
W H AT WE ARE
W H AT WE BELIEVE
BACKGROUND
W H AT WE OFFER MISSION
W H AT WE VA L U E
Humans are limited to what is visible to unaided eye Griffith Observatory can open the door for everyone to a universe of wonder made visible with optical technology and scientific explanation, sparking interest in every age group, and making our place in the universe more comprehensible
TO I N S P I R E E V E RYO N E TO O B S E R V E , P O N D E R , A N D U N D E R STA N D T H E S K Y
Educational opportunities, public outreach and interaction, contribution to community Understanding astronomical science, clarity of research and exhibition, technical excellence Creating a place for avid amateur astronomers
G R I F F I T H O B S E R VATO RY
THE MARK
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FENESTRAM
LOGOTYPE
I N S P I R AT I O N
CO N C E P T
The inspiration for Fenestram is found in images which suggest precise angular forms in layers focusing ones attention. Additionally I found inspiration in images which were fluid leading me to a continuous line concept, which blends fluid form with precise angles and lines. Combining fluid and angular lines highlights the contrast between them in order to create dynamism. The continuous line of the concept is intended to convey the close bond between the observatory dome and its mission.
The logo concept combines the importance of the observatory as architectural place/icon with its mission to bring the world of astronomy to the public. The window represented the way in which Griffith Observatory guides visitors to see and, then understand, astronomical phenomena. We convey the idea of movement towards the sky with the angularity of the window lines. The precise angles and parallel lines convey scientific intention. The circle serves as a punctuation point and represents any number of astronomical bodies.
THE MARK
X
Z
S P EC I F I CAT I O N S
60 The basic unit of measurement is based on the capital letter G proportions from typeface OCR-F. The “X” is from the height of the letterform while the “Y is the narrower width. The “X” is used for the clear space around the logo giving it space to breathe. The “Y” space is used when spacing the logo and typography. The logo angles are 60 degrees. The width of the orange dot determines the opening of the dome notch and the continuous line.
X
X
“G” STROKE UNIT OF MEASURE
Y
3X + 2Y
25X
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SY M B O L
S Y M B O L + T Y P E LO C K U P
THE MARK
DO NOT
stretch or alter the geometry in any way.
DO NOT
move the dot to locations other than the original
DO NOT
rotate the symbol
DO NOT
alter the name “Griffith Observatory”
DO NOT
increase the size of the type
DO NOT
stack the symbol and logotype
DO NOT
place type to the left of the symbol
DO NOT
use colors outside of brand color palette
G R I F F I T H O B S E R VATO RY
VISUAL ELEMENTS
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TECH TALK
FF
PRIMARY T Y P E FAC E
FF OCR-F BODY
9PT OCRF LIGHT
FF OCR-F is a sans serif font that is part of the OCR series, meant for optical character recognition. It was designed by Albert-Jan Pool in 1995. The intention was to be a non-design type recognizable by humans and computers. It was intended as a redesign of OCR-B to humanize a computer based font with multiple weights making it print friendly. The technological style lends itself to Griffith Observatory’s scientific mission.
VISUAL ELEMENTS
HEADING 1
23PT OCRF LIGHT
UNDERSTAND THE SKY HEADING 2
23PT OCRF REGULAR
UNDERSTAND THE SKY HEADING 3
23PT OCRF BOLD
UNDERSTAND THE SKY SYMBOLS + NUMBERS
10PT OCRF LIGHT
1234567890 !@#$%^&*()_+{}[]:;”<>
APPLICATION
78PT OCRF LIGHT
SURVEY THE SKY DEFINE SEARCH SURVEY 22PT OCRF BOLD
All of space is completely silent. Sound waves need a medium to travel through. With no atmosphere space will always be eerily silent.
7PT OCRF LIGHT
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TEXT TALK
FF
SECONDARY T Y P E FAC E
FOUNDERS GROTESK BODY
9PT OCRF LIGHT
Founders Grotesk is a modern sans serif typeface designed by Kris Sowersby of the New Zealand foundry of Klim Type Foundry. The design was influenced by classic grotesques of the early twentieth century. This seemed apt for the Griffith Observatory also founded in the early twentieth century. Its delicacy when small conveys the idea of attention to detail. Founders Groteskâ&#x20AC;&#x2122;s spacing is purposely tighter than most grotesque typefaces and runs smaller than OCR-F.
VISUAL ELEMENTS
HEADING 1
2 5 P T FOUNDERS COND. L I G H T
UNDER STAND THE SKY HEADING 2
2 5 P T F O U N D E R S C O N D. R E G U L A R
UNDER STAND THE SKY HEADING 3
2 5 P T F O U N D E R S C O N D. B O L D
UNDERSTAND THE SKY SYMBOLS + NUMBERS 1234567890 !@#$%^&*()_+{}[]:;â&#x20AC;?<>
1 1 P T F O U N D E R S C O N D. L I G H T
APPLICATION
86PT FOUNDERS COND. LIGHT
NO S E ON G L AS S
UPNOT DOWN 2 2PT FOUNDERS COND. BOLD
Comets may have brought life to earth and filled our oceans. A NASA space probe found that a sample from a comet contained the amino acid glycine, an essential building block of life. A study suggests that comet collisions may have brought 22 trillion pounds of organic matter to earth, and provided energy for the synthesis of more complex molecules.
7PT FOUNDERS LIGHT
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C O LO R P A L E T T E The color palette is defined by the contrast of the mystery of night and the illumination of day. The strong association with night which is primarily when we are able to view the astrological phenomena of the sky is represented by the darker blue green shades. The illumination of daylight and of the sense of discovery is denoted by the gold shade. This is used sparingly for emphasis and contrast.
DAY TO NIGHT
COLOR
VISUAL ELEMENTS
P PROCESS BLACK U HEX 23211E
D E E P S PAC E B L AC K
C M Y K
69 65 67 74
R G B
35 33 30
PA N T O N E 1 7 4 - 1 6 U HEX 363F45
UNCHARTED GREY BLUE
C M Y K
75 62 55 45
R G B
54 63 69
PA N T O N E 1 7 4 - 1 2 U HEX 465F6E
UNENDING BLUE
C M Y K
74 55 43 19
R G B
75 95 110
PA N T O N E 1 7 5 - 8 U HEX 5F7E89
LA SKY BLUE
C M Y K
67 41 38 7
R G B
95 126 137
PA N T O N E 1 4 - 8 U HEX FCB41C
LA SUNSET ORANGE
C M Y K
1 32 99 0
R G B
252 180 28
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D AY C O LO R U S A G E In keeping with the intention of the color palette when designing the designer should go with the blue green shades primarily to keep the sense of mystery, nighttime and depth. Note the use of gold as a highlight color primarily, and as a reference and complement to the logotype when it too is used on a darker background, in gold. When a design is meant to create a lighter effect white may be used as a background and the blue green colors as accent areas of the design.
SUNDOWN
EVENING
DAY TO NIGHT
NIGHT
COLOR
VISUAL ELEMENTS
22% 22%
LA SUNSET ORANGE
LA SKY BLUE
22%
UNENDING BLUE
UNCHARTED GREY BLUE
D E E P S PAC E B L AC K PURE LIGHT WHITE
22% 6% 6%
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ATMOSPHERE
PHOTO T R E AT M E N T
S TA R T W I T H A H I G H
02
C O N V E R T T O G R E Y-
RESOLUTION IMAGE.
S C A L E I N P H O T O S H O P.
300 PPI MIN
OUTPUT TIFF OR JPEG
VISUAL ELEMENTS
03
USE LA SKY BLUE
04
OUTPUT AS A JPEG
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USE SCALED LINE
T H AT I S 7 2 % O PA Q U E .
FOR WEB, TIFF FOR PRINT
W O R K O F L O G O AT 1 0 %
NO BLEND MODES
300 PPI MIN
O PA C I T Y A S G R A P H I C
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CAPTIONING IMAGES
I M A G E C H A R AC T E R
2 0 1 5 / C A P T I O N L O C AT I O N B
The three areas of photographs which occur in marketing materials and news materials are people, place and the sky. It is preferred that photographs be rendered in black and white. When photos of people occur they should be active shots in recognizable settings related to astronomy or the observatory location. Photos of notable individuals may be used without a locational setting. Astronomical photos are another area which will be used and occur in marketing materials. Photos of the observatory and surrounding area provide another example of commonly occurring photo type that will be used on the website, app and in the newsletter. 2 0 1 5 / C A P T I O N L O C AT I O N A
CAPTURE LIGHT
PHOTO STYLE
VISUAL ELEMENTS PEOPLE It is desirable to use images of people in the act of observing which conveys to the viewer the subjectsâ&#x20AC;&#x2122; perspective. Use people as the anchor in the foreground.
PLACE When possible it is desirable to include the architecture of the observatory, or the view from the observatory. Night shots showing the building illuminated are preferred.
THE SKY Photographs of the sky should be used to showcase the depth of color and movement of celestial bodies. Use a slow shutter speed to create light trails from the stars.
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PA R TS O F T H E W H O L E There are four main graphic elements that are derived from the Griffith Observatory brand symbol: the trapezoid, the gold dot, gridded dots, and backslash. The trapezoid represents the â&#x20AC;&#x2DC;window on the skyâ&#x20AC;&#x2122; that is primary in the brand. The dot is secondary and may be used in gold as a punctuation point or when used as a grid of dots may be used as texture and to convey depth. The backslash is an element from the side of the trapezoid and may be used to mark ends, beginnings, or space between. These elements create an abstract composition for the brand.
S W E AT T H E D E TA I LS
GRAPHIC ELEMENTS
VISUAL ELEMENTS
LARGE DOT
DOT GRID
USE AS POINT OF EMPHASIS
U S E T H I S A S A W AY T O D E F I N E S PA C E I N T H E B A C K G R O U N D O F Y O U R D E S I G N
SLASH
TRAPEZOID
U S E T H I S T O A D D A N E M P H A S I S T O T Y P E , D I V I D E I D E A S , O R A S A S M A L L D E TA I L T E X T U R E
U S E T R A P E Z O I D S A S T H E P R I M A R Y G R A P H I C E L E M E N T S A N D E A C H P I E C E S H O U L D H AV E
O N E V E R T I C A L , H O R I Z O N TA L O R D I A G O N A L A L I G N M E N T T O O N E A N O T H E R
CIRCLES
U S E L A R G E R C I R C L ES AS P O I N TS O F E M P H AS I S A N D TO SY M B O L I Z E T H E A P L A N E T
G R I F F I T H O B S E R VATO RY
APPLICATIONS
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STAT I O N E R Y S E T The concept for the complete set accentuates the day to night visual concept. We set out to create the set using 40 percent white with 50 percent blue tones and 10 percent gold as an accent. On items that have text the intention was to use small detail elements to create a technical and precise aesthetic.
KEEP IN TOUCH
PRINT ELEMENTS
APPLICATIONS
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DIMENSIONS: 2” X 3.5” PAPER: REDRIVER PAPER 60LB POLAR
BUSINESS CARDS
APPLICATIONS
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DIMENSIONS: 8.5” X 11” PAPER: MOHAWK SUPERFINE 100LB TEXT
LETTER
APPLICATIONS
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43 SECONDARY LETTER
DIMENSIONS: 8.5” X 11” PAPER: MOHAWK SUPERFINE 100LB TEXT
LETTER
APPLICATIONS INTERNAL MEMORANDUM
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DIMENSIONS: 9 3/8” X 4” PAPER: MOHAWK SUPERFINE 100LB TEXT
ENVELOPE
APPLICATIONS
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CONTINUOUS SHOWING
SPECIAL EVENT
DIMENSIONS: 2.5 X 7.5” PAPER: REDRIVER PAPER 60LB POLAR
TICKETS
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DIMENSIONS: 2’ X 6’ MATERIAL: PRINTABLE VINYL
BANNERS
APPLICATIONS
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HOME PAGE
MAKE SPACE ON YOUR DESK
WEBSITE
APPLICATIONS EVENTS PAGE
SPACE CINEMA PAGE
EXHIBITS
EVENTS
SHOP
SHOP
INFO
ABOUT
8:00pm 05.12
EVENT SERIES 2017
Griffith Observatory's unique architecture and setting, compelling programmatic offerings, and cinematic exposure have made it one of the most famous and visited landmarks in southern California.
FORBIDDEN P L A N E T 1956 fred m. wilcox
INFO
TOURS
ABOUT
S P A C E
EXHIBITS
EVENTS
C I N E M A GRAVITY
2013
alfonzo cuaron
LA VIEWS
COMET VIEWING
8:00pm 06.04
INTERSTELLAR 1956 christopher nolan
8:00pm 07.19
SPACE CINEMA
LECTURE SERIES 2001: A SPACE O D Y S S E Y 1968 stanley kubrick
8:00pm 08.07
ALIEN
1979
ridley scott
WHERE IN LA
WEATHER IN FLUX
8:00pm 09.21
THE MARTIAN 2015 ridley scott
8:00pm 10.10
TELESCOPE NIGHTS
PHOTOGRAPHY TIPS
2017 FILM SERIES Griffith Observatory's unique architecture and setting, compelling programmatic offerings, and cinematic exposure have made it one of the most famous and visited landmarks in southern California.Griffith Observatory's unique architecture and setting, compelling programmatic offerings, and cinematic exposure have made it one of the most famous and visited landmarks in southern California.
EXHIBITS
EVENTS
SHOP
INFO
ABOUT
Griffith Observatory's unique architecture and setting, compelling programmatic offerings, and cinematic exposure have made it one of the most famous and visited landmarks in southern California.
EXHIBITS 2800 E Observatory Rd Los Angeles, CA 90027
EVENTS
SHOP
INFO
ABOUT
Griffith Observatory's unique architecture and setting, compelling programmatic offerings, and cinematic exposure have made it one of the most famous and visited landmarks in southern California.
2800 E Observatory Rd Los Angeles, CA 90027
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P R ES S YO U R N O S E AG A I N ST T H E G L AS S
INFO
EVENTS
EXHIBITS MAKE SPACE IN YOUR POCKET
MOBILE 01
LO A DI N G SC R E E N
02
HOME PAGE NAVIGATION
APPLICATIONS
S PAC E C I N E MA LO CAT I O N DAT E
M O N DAY
O B S ERVATO RY LAWN N EXT S HOW 07.1 3 8PM
C - X24 C LEAR S K IES IDEAL VIEWING
8 PM
C O ME T V I E W I N G PA RTY LO CAT I O N DAT E
M O JAV E D ES ERT N EXT E V EN T 07. 2 2 9 PM
T U ES DAY
IDEAL VIEWING
A LL S PAC E C ON S I D E RE D LO CAT I O N DAT E
8 PM
O S CHIN AUD ITO R IUM N EXT S HOW 07. 2 9 7 PM
O B S ERVATORY TOUR LO CAT I O N DAT E
C - X24 C LEAR S K IES
W EDN ES DAY
IN FO R M AT IO N KIO S K N EXT TO UR 0 8.0 4 3PM
C - X24 C LEAR S K IES IDEAL VIEWING
8 PM
TELES COP E STA R PA RTY LO CAT I O N DAT E
O B S ERVATO RY LAWN N EXT S HOW 0 8.1 3 9 PM
T H U R S DAY
C - X24 C LEAR S K IES IDEAL VIEWING
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EVENTS PAGE
04
WEATHER / SKY INFO
8 PM
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L EC T U R E S E R I E S Lecture series are an ideal way for Griffith Observatory to maintain a high standard of outreach and learning for the public. Experts from fields related to astronomy serve to tie the scientific community with the public. Griffith Observatoryâ&#x20AC;&#x2122;s auditorium is the ideal location for hosting this series. The observatory will design and send out a custom set of lecture speaker cards as a unique promotion for the event.
ALL SPACE CONSIDERED
EVENTS
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POSTER 24”X36”
adf
THE ELEMENTS AND ASTRONOMY Dr. Jeff Rich 01
14
FIREWORKS LIGHTING OUR UNIVERSE Dr. Mansi M. Kasliwal 03
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A S
L P
A
L C
E THE EDGE OF THE SOLAR SYSTEM Dr.Scott Sheppard 06
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C O N S I DE R E D
2017
ALL SPACE CONSIDERED STARS AND THE ATOMIC AGE Dr. Ian Roederer 09
EVENTS
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UNIVERSAL KNOWLEDGE OF THE FUTURE Dr. Dillon King 12
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lecture series
APPLICATIONS SPEAKER CARD SET
B E L LY B A N D A N D E N V E L O P E
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CO M E T V I E W I N G PA R T Y Comets while still visible at Griffith Observatory are most dramatic when seen in a sky unpolluted by light pollution. A transport vehicle will trek high powered telescopes to remote destinations. The mobile telescope vehicles will have event banners, foldable seat, and swag bags for the attendees.
COMET PA R T Y
APPLICATIONS
COMET PA R T Y
02 / 03 02
03
APPLICATIONS
COMET VIEWING PARTY
MOBILE TELESCOPE VEHICLE
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COMET VIEWING PARTY
EVENTS
BANNER 6’X2’
POSTER 24”X36”
APPLICATIONS
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S PAC E C I N E M A F I L M S E R I E S Utilizing Griffith Observatory’s scenic front lawn as an outdoor venue to watch films will draw in another segment of the public. The curved projection wall is composed of several vertical panels on rollers allowing flexibility. The signage employs the distinct trapezoid of Griffith Observatory’s brand. The publicity campaign promotes memorable images from featured space related films.
S PAC E CINEMA
A
S
S PAC E CINEMA
S
A
G R I F F I T H O B S E R VAT O R Y
N AV I G AT I O N / PA R K I N G / LAWN / FIRST FLOOR
MAIN FLOOR + LAWN
S E AT I N G
G R I F F I T H O B S E R VAT O R Y S PAC E C I N E M A
A
SPAC E C I NE MA FIL M SERIES
APPLICATIONS
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POSTER 24”X36”
BANNER 6’X2’
S A SPACE CINEMA
EVENTS
S A
APPLICATIONS
NAVIGATION 7’X4’
SEATING NAVIGATION 3’X4’
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COPYRIGHT 2017 DI L LO N K I N G ALL RIGHTS RESERVED FOR MORE INFORMATION GO TO GRIFFITH.ORG COMMUNICATION DESIGN: ID SYSTEMS INSTRUCTED BY GERARDO HERRERA ARTCENTER COLLEGE OF DESIGN 1700 LIDA ST PASADENA CA 91103
C O N TACT
IF ALL MANKIND COULD LOOK THROUGH THAT TELESCOPE IT WOULD CHANGE THE WORLD