1945: Hope for Peace, End of WWII, Birth of the United Nations Exhibition

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GRAPHIC STANDARDS MANUAL 1945: Hope for Peace, End of WWII, Birth of the United Nations Exhibition

Contributors Included: War Memorial & Performing Arts Center Ken Maley Media Consultants International Dana Lombardy Senior Editor and Publisher

Academy of Art University Dr. Elisa Stephens President, Academy of Art University

Academy of Art University, School of Graphic Design Students: Regina Pardon, Meagan Floris, Julia Fernandez, Elyse Yerman, Shantih Cannon, Kha Han Le (Kelly), Hai Hsiang Lang, Oscar Hoffman

Academy of Art University, School of Advertising, Students: Cory Booth and Stephon Allen

Phil Hamlett Director, School of Graphic Design at Academy of Art University Mary Scott Director Emerita, School of Graphic Design, Academy of Art University Thomas McNulty Associate Director, School of Graphic Design at Academy of Art University

San Francisco War Memorial & Performing Arts Center 401 Van Ness Ave, San Francisco, CA 94102

Academy of Art University, School of Graphic Design 79 New Montgomery St, San Francisco, CA 94105

Copyright Š 2020 San Francisco War Memorial Buildings All Rights Reserved. No parts of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the permission of the copy right holder.

INTRODUCTION LETTER The Board of Trustees would like to commemorate the city of San Francisco's role in World War II and the commencement of the United Nations. We invite you to the 75th Anniversary of honoring both significant events in world history. The event will take place at the San Francisco War Memorial, where the United Nations charter was initially signed. The exhibition will showcase stories of our city's past and how it shaped the world's future—also honoring those who have served and the families that supported them while away.

The War Memorial has a long history of serving the needs of the community and enriching the citizens and inhabitants of the San Francisco Bay Area. We continue to strive to bring educational and impactful content to our community.

We hope all who walk through our doors and building will feel inspired by the strength and unity that built our city into what it is today.

San Francisco was often the last place soldiers saw before being deployed during World War II, and the first place they saw when returning home after being at war. Our city was a welcoming home to many troops, and a place of celebration when the war ended. We were the epicenter of hope and peace, bringing foreign leaders from far and wide for the greater good. The precedent has been set and is leaving the legacy for generations to come.

We welcome visitors from all backgrounds to attend and observe the glimpses of history that changed the world forever.

Sincerely, The San Francisco War Memorial Board of Trustees

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TABLE OF CONTENTS Introduction Letter 1.0 Brand Logo 1.1

Brand Identifier

1.2 Logo Colors 1.4 Clearspace 1.5

Scale & Minimum Size

1.6

Incorrect Usage

2.0 Typography & Color 2.1 Typefaces 2.2 Hierarchy 2.3 Text Configuration 2.4

Brand Colors

2.5

Color Applied To Photography

3.0 Application Usage 3.1 Application Examples 3.2

Exhibit Banners

3.3 Business System 3.4

Business System Dimensions

3.5

Double Banner Advertisement

3.6

Bus Stop Advertisement

3.7 Bus Billboard 3.8

Social Media

3.9

User Experience Interface

3.10 Promotional Items

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1.0

BRAND LOGO 1.1 1.2 1.3 1.4 1.5

Brand Identifier Logo Colors Clearspace Scale And Minimum Size Incorrect Usage

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1.0

brand logo

1.1 BRAND IDENTIFIER With “Hope for Peace� as the main focus of our brand identifier, the message is communicated immediately. Wrapped around it are the two historic events that took place in 1945 separated by olive branches. The circle represents

Preferred Identifier

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wholeness and unity, two keywords we are celebrating on this special anniversary. Every element in this logo has been carefully placed in order to create a beautiful symmetry and establish balance and harmony.

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1.2 LOGO COLORS The preferred identifier is to be used on all possible brand applications and communication. The black and white options provided may be used in circumstances when the preferred identifier cannot be used.

Only apply approved brand colors to our identifier. Please reference section 2.4: Brand Colors in this manual for brand color codes and specifications.

White on Slate Blue

Tan on Banner Red

Black and White Identifier

Reversed Black and White Identifier

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1.0

brand logo

1.3 CLEARSPACE Always abide by the rules of clearspace when using the identifier. It is important that no other visual elements interfere with the identifier’s clearspace so the brand identifier is clearly visible on all applications.

Whenever you use the logo, the logo should be surrounded with ample clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Clearspace Key

X

X

X

X Width of “X” scales relative to banner logo display.

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1.4 SCALE & MINIMUM SIZE The brand identifier should never be too small to read. The set minimum size for our logo is 1.0". Other small sizes are shown here as a point of reference.

Always use the 1.0" references provided below when applying the brand identifier in the smallest size according to the media you plan to work in.

In print media, 1.0" is the minimum size for our identifier.

In digital media, 1.0" is the minimum size for our identifier.

Logo displayed at 3.75"

2.0"

1.0"

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1.0

brand logo

1.5 INCORRECT USAGE Our logo must be applied consistently to preserve its legibility and identity.

A: Do Not: change the scale of any part of the lockup.

The logo must not be altered in any way.

Use only the preferred identifiers or variations specified throughout this guide.

This means it is prohibited to do any of the following treatment to the logo.

B: Do Not: apply a gradient overlay to the logo.

A

B

C

D

E

F

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C: Do Not: apply a drop shadow to the logo.

D: Do Not: outline the logo.

E: Do Not: change the color of the logo.

F: Do Not: place photography inside the lockup.

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1.5 INCORRECT USAGE G: Do Not: change the font the logo.

H: Do Not: condense the logo.

I: Do Not: place the lockup on busy backgrounds that might interfere with its legibility.

J: Do Not: add copy to the logo lockup.

K: Do Not: reposition the type or graphic elements.

L: Do Not: skew or rotate the logo.

G

H

I

J

K

L

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1.0

brand logo

1.5 INCORRECT USAGE M: Do Not: change the color of graphic elements in the logo.

P: Do No: change the shape of the logo.

N: Do Not: remove any elements of the logo.

Q: Do Not: use opacity on the logo.

O: Do Not: reposition the typography on the logo.

R: Do Not: place the logo on a background that has a similar color as the logo.

M

N

O

P

Q

R

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1.5 INCORRECT USAGE S: Do Not: place the logo on unspecified color backgrounds.

V: Do Not: use the logo as a punctuation.

T: Do Not: replace elements of the logo with a similar symbol.

W: Do Not: use the logo as a letter.

U: Do Not: apply textures to the logo.

X: Do Not: replace or remove the wordings of the logo.

S

T

U

V

W

X

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THIS IMAGE IS TOO FUZZY, THE DUO TONES NEED TO BE THE SAME

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2.0

TYPOGRAPHY & COLOR 2.1 Typefaces 2.2 Hierarchy 2.3 Text Configuration 2.4 Brand Colors 2.5 Color Applied To Photography

section

2.0

typography

& color

2.1 TYPEFACES Typefaces help express brand personality and perform specific functions. The consistent use of the same typefaces and typographic treatments allows our audiences to recognize brand exhibit materials and communications.

Influence by typography of the times our brand uses Garamond, inspired by UN Charter documents, as well as Trade Gothic, an ode to fonts used as newspaper headlines during that era.

Trade Gothic Next LT Pro

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Bold Compressed

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Garamond Pro Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Univers LT Std 55 Roman

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2.2 HIERARCHY Hierarchy of type aids the audience in understanding the importance of information, as well as provides a visual point of entry to the text. Please follow the examples below when applying headers, subheads and body text.

HEADLINE TRADE GOTHIC SUBHEAD TRADE GOTHIC Body Garamond Pro

Trade Gothic Bold Compressed is used for any form ofr primart healdine, callout, or display phrases. It is ideal for a single sentence and strong statements. Can be displayed in red or grey.

Trade Gothic is also used for subhead lines and longer callout statements.

If there is a longer statement used to attract attention, Trade Gothic should be used as it’s easy to read and does not take up too much space.

Trade Gothic can be used as pull quotes.

Garamond Pro Regular is used for longer bodies of text and paragraphs.

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typography

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2.3 TEXT CONFIGURATION Applying our typography consistently brings unity to our brand and reinforces the brand as a system. The consistent application of the typography as a system also helps audiences comprehend the information communicated through text.

Trade Gothic Next LT Pro Used for heading and sub head titles

UN CHARTER CONFERENCE THE WORLD’S STAGE IN SAN FRANCISCO

Garamond Pro

Established in 1945 under the Charter of the United Nations, the General Assembly occupies a central position as the chief deliberative, policy-making and representative organ of the United Nations.

Comprising all 193 Members of the United Nations, it provides a unique forum for multilateral discussion of the full spectrum of international issues covered by the Charter. It also plays a significant role in the process of standard-setting and the codification of international law.

Used for body copy

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2.3 TEXT CONFIGURATION Please reference this page when applying type to our communications. Follow the guidelines of Titles, Subheads, and Body text as outlined in this section.

TYPE SIZE & SPACING SHOULD ALWAYS BE DISPLAYED Relative to the size relationship rules of the type established and used in the “Hope For Peace” banner system and brand. (See example on the right)

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2.0

typography

& color

2.4 BRAND COLORS Our brand color scheme is purposefully nestled between a modern and historic palette; as muted tints of red, white, and blue, the colors pay homage to the American flag.

In addition, two neutral colors are included in support of the palette and expand the versatility of the colors as a theme.

Only the brand colors specified on this page are permitted to use on our identifier. Please reference section 1.5 Incorrect Usage for further guidance on logo treatment.

Primary Colors Tints 100% Tint 70% Tint 40% Tint

Slate Blue

Burgundy Red

Tan

PMS

19-5004

PMS

19-1250

PMS

14-1208

RGB

75 88 89

RGB

144 59 45

RGB

198 174 147

CMYK

70 53 55 30

CMYK

29 84 85 27

CMYK

24 29 43 0

HEX

#4b5759

HEX

#903b2d

HEX

#c6aeb93

Secondary Colors

Grey

hope for peace

Cream

Black

PMS

18-5210

PMS

11-4801

PMS

2b2926

RGB

00 00 00

RGB

232 228 221

RGB

00 00 00

CMYK

61 56 57 31

CMYK

8 7 11 2

CMYK

91 79 62 97

HEX

#5a5553

HEX

#e8e4dd

HEX

#000000

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2.5 COLOR APPLIED TO PHOTOGRAPHY The images provided in this section are the standard of our image color treatment. Use the images below as references when applying color to photography.

The visual language of our images is consistent, as we use stunning photography that is relevant and appropriate to the time. Our images are edited using a digital duo tone process, with only our brand primary colors.

A

B

ORIGINAL

Applying colors to photography must remain consistent in order to maintain our brand identity.

A. Original Image B. Tan Duo tone

ORIGINAL

C. Red Duo tone D. Blue Duo Tone

C

D

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3.0

APPLICATION USAGE 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10

Application Examples Exhibit Banners Business System Business System Dimensions Double Banner Advertisement Bus Stop Advertisement Bus Billboard Social Media User Experience Interface Promotional Items

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3.0

application usage

3.1 APPLICATION EXAMPLES Our logo, clear space, scale, color, and typography are building blocks of the Hope For Peace exhibit brand. Please use these building blocks in every deliverable, across all media.

Exhibit

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The following section brings all of the identity elements together to show the exhibit brand in application.

Please use these example applications as a visual guide to help you create all event and exhibit communications.

Our brand is not limited to these applications. These applications are to show the flexibility of the brand, exploring the use of all the elements, working in partnership and logo.

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3.2 EXHIBIT BANNERS This brand creates a cohesive exhibit commemorating 75 years since the end of World War II and the Birth of the United Nations.

This set of eight banners is the standard exemplar of the brand. Implementing brand colors, typography, graphic elements, and and historically relevant photography, unify the banners as a system, while also elevating the message of the banners.

hope and celebration. Stunning and historic photography is prioritized over blocks of text and used to tell the story of our city's role in the historic events.

The designs of the banners balance the diverse topics being portrayed while keeping an underlying message of

Banner Number 05

05

WOMEN & MINORITIES MINORITY MEN OF THE WAR

WOMEN AT WAR

African Americans served bravely and with distinction in every theater of World War II, while simultaneously struggling for their own civil rights within “the world’s greatest democracy.”

More than 350,000 women served in the army, navy, marines and the women’s airforce service pilots (wasps). More than 500 nurses, pilots, and clerical workers, officially barred from combat, were killed. Some became prisoners of war.

1.2 MILLION

AFRICAN-AMERICAN MEN SERVED IN THE US ARMY BY 1945

“ WOMEN WHO STEPPED UP WERE MEASURED AS CITIZENS OF THE NATION, NOT AS WOMEN. THIS WAS A PEOPLE’S WAR, AND EVERYONE WAS IN IT.”

19 MILLION WOMEN ENTERED THE WORKFORCE BETWEEN 1940-1945

—COLONEL OVETA CULP HOBBY,

“ROSIE THE RIVETER” IS BORN As women worked and served in World War I they did so in even greater numbers in World War II. To help recruit women for factory jobs, the government created propaganda campaigns centered on the iconic figure known as “Rosie the Riveter” to help recruit women for factory jobs.

D I R E C TO R O F T H E W O M E N’ S A R M Y CO R P S

MINORITIES STRUGGLE

36%

OF THE LABOR FORCE

African American women struggled to find jobs in the defense industry, and learned that some white women were unwilling to work beside them when they did.

BY 1945 WERE WOMEN

01

02

03

04

AMERICA E N T E R S WA R

FORTRESS SAN FRANCISCO

J A PA N E S E A M E R I CA N INTERNMENT

SF PORT OF EMBARKATION

05 WOMEN & MINORITIES

06

07

08

UN CHARTER CONFERENCE

HOPE FOR PEACE

END OF WO R L D WA R I I

LEARN MORE

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application usage

3.2 EXHIBIT BANNERS

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3.2 EXHIBIT BANNERS

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3.0

application usage

3.3 BUSINESS SYSTEM

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3.3 BUSINESS SYSTEM

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3.0

application usage

0.5" 1.57"

Letter 8.5" x 11.0"

0.83"

2.2"

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3.4 BUSINESS SYSTEM DIMENSIONS This page provides specs for laying out our business system. Please use this page as a guide on all stationery.

Body copy is set to 10pt. with 13pt. leading.

Address is set to 7pt. with 9pt. leading.

The logo is neatly centered in the left margin.

#10 Envelope 4.125" x 9.5" 0.5"

1.85"

Centered

0.25"

4.35"

Business Card 3.5" x 2.0"

1.6", mark centered

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application usage

3.5 DOUBLE BANNER ADVERTISEMENT

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3.6 BUS STOP ADVERTISEMENT

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3.0

application usage

3.7 BUS BILLBOARD

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3.7 BUS BILLBOARD

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application usage

3.8 SOCIAL MEDIA

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3.9 USER EXPERIENCE INTERFACE

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3.0

application usage

3.10 PROMOTIONAL ITEMS

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3.10 PROMOTIONAL ITEMS

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3.0

application usage

3.10 PROMOTIONAL ITEMS

Water Bottle

Cap

Two Sided Gift Tag

Tote Bag

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3.10 PROMOTIONAL ITEMS

Commemorative Coin

Notebook

Brochure

Mug