s
HISTORY VISUAL IDENTITY LOGO TYPEFACES USED SPACING COLOR PALETTE INCORRECT USAGE PHOTOGRAPHIC REVERSE LOGO IN USE STATIONARY SUITE POSTERS MERCHANDISE SIGNAGE
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founded in 2008, the stockholm tattoo museum has been the up-and-coming name in tattooing history. Located in the heart of downtown Stockholm, it focuses on educating the patrons on the history and cultural significance of tattooing. Starting from the earliest known forms of tattooing, moving right on through to modern day techniques, the museum wants to enlighten and educate guests. If you're adventurous or just want a permanent reminder of your visit, book an appointment with an in houseor visiting artist to get a tattoo in our state of the art studio. The museum also features traveling exhibits that are relevant to the tattooing industry, and be sure to check out our permanent collection of art done by tattoo artists from around the world. The museum prides itself on being a perfect blend of modern comfort with old-style charm.
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the visual identity
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the logo The logo for the Stockholm Tattoo Museum is comprised of two parts. The first is a large, Fette Fraktur lowercase 's' and under it appears the museums name set in the typeface Akzidenz Grotesk Condensed. The logo serves as the main visual identity of the musuem, and all related media contains some form of the mark. The museums name, however important it is, can be omitted if it fits within the design standards outline in the following section. Legibility is very important in terms of the logo, especially in the 's'. Like stated before, the 's' serves as the main identity of the Stockholm Tattoo Museum, so it should never be fully cropped. Partial cropping of the logo mark is allowed, but only in the case of the stationary suite which will be covered on alater page.
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s
S TOCKHOLM TATTOO MUSEUM
s s ss
STOCKHOLM TATTOO MUSEUM
STOCKHOLM TATTOO MUSEUM
STOCKHOLM TATTOO MUSEUM
S TOCKHOLM TATTOO MUSEUM
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typefaces used
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&()? Fette Fraktur LT STD was chosen as the main typeface for the logo because of it's bold quailty that pays homage to the traditional black lettering that's seen in so many tattoos today. It has a good viewability from far away and is bold enough to stand on it's own.
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Aa
A B C D E F GHIJKLMNOPQRSTUVWXYZ a b c d e f g hijklmnopqrstuvwxyz 1 2 3 4 5 6 7890 ! @ # $ %&()? Akzidenz-Grotesk Condensed was chosen as the secondary typeface for the logo due to it's clean and modern feel and it's nice blanace to the Fraktur. Akzidenz also speaks to the clean modern feel of Stockholm, and to the delicate and detailed linework that's also seen in tattoos.
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spacing The logo should always be surrounded by unoccupied space, so that it may be clearly visable. The clear space should be level with the top of the 's' and there should be enough space under and on the sides of the subtext so that it feels like a clear block.
1.25"
s
S TOCKHOLM TATTOO MUSEUM
1"
The logotype should never be any smaller than 1.25" x 1".
s
S TOCKHOLM TATTOO MUSEUM
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color palette Color can make or break a logo, and in the case of the Stockholm Tattoo Museum, it was intended to keep the logo primarily black and grey. In terms of the palette, darker and cooler colors were chosen to reflect the bleak landscape of Sweden, and invoke the 'rocker' edge that is commonly associated with tattooing culture. The blue and purple were decided on as the best choices because they have the same tonality of the black, and when the white line-work is overlayed, the same visual language is seen. The bright green was chosen as a brighter contrast to the darker colors to reflect the vivid colors used in the art of tattooing and the bright Swedish culture. When color has to be used, please follow the guidelines listed below.
c100 m17 y0 k51
c29 m0 y100 k0
c45 m100 y0 k55
c0 m0 y0 k50
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incorrect usage If at anytime the logo appears as it does on this page, then it's being used incorrectly. See previous page for proper logo usage.
STOCKHOLM TATTOO MUSEUM
STOCKHOLM TATTOO MUSEUM
ssss ssss STOCKHOLM TATTOO MUSEUM
STOCKHOLM TATTOO MUSEUM STOCKHOLMTATTOO MUSEUM STOCKHOLM TATTOO MUSEUM
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STOCKHOLM TATTOO MUSEUM
STOCKHOLMTATTOO MUSEUM
photographic reverse The logo my be placed over a photograph, but only in black, white, or the green color (refer to page 13 for CMYK values). Make sure there is adaquare contrast between the photograph and the logo.
s
S TOCKHOLM TATTOO MUSEUM
s
S TOCKHOLM TATTOO MUSEUM
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logo in use
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stationary suite
s
STOCKHOL M TATTOO MUSEUM 9 FISKAGARTAN 116 20 STOCKHOLM, SWEDEN
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SOFIA PALMGREN 11 Gﾃ傍GATAN STOCKHOLM, SWEDEN
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posters
These posters were designed to be 'tattooed' by guest artists, and then sold as limited edition prints signed by the artist. They're also designed to be printed on bond paper and put up all over the city as a form of advertising.
STOCKHOLM TATTOO MUSEUM
9 Fiskargatan 116 20 Stockholm, Sweden • 013 31819 • www. stockholmtattoomuseum.se
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STOCKHOLM TATTOO MUSEUM
9 Fiskargatan 116 20 Stockholm, Sweden • 013 31819 • www. stockholmtattoomuseum.se
STOCKHOLM TATTOO MUSEUM
9 Fiskargatan 116 20 Stockholm, Sweden • 013 31819 • www. stockholmtattoomuseum.se
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merchandise
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signage
It’s somewhat of an unsaid tradition among tattooers, the best shops don’t have flashy signs that advertise exactly where they are. The shops rely on word of mouth for most of the business, and here at the museum, we do too. Our only form of exterior signage is a simple black ‘s’ painted on the wall right outside the door. We want our visitors to feel as though they are being included in an exclusive location not known to many. Sure, we realize that having little advertising on the outside may hinder out business, but with our address on our posters and stationary suite, our name gets out just fine.
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