MIT Museum // Brand Guidelines
Table of Contents
Introduction Mission Statement Brand Promise
03 03
The Museum Logo Logo Specifications Incorrect Use
05 06 10
Visual Identity Color Typography
14 16
Brand Applications Business Papers Brand Merchandise
20 23
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MIT Museum // Introduction
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“Any sufficiently advanced technology is indistinguishable from magic.”
Introduction // Mission Statement The mission of the MIT Museum is to engage the wider community with MIT’s science, technology and other areas of scholarship in ways that best serve the nation and the world in the 21st century.
Introduction // Brand Promise At the MIT Museum, we aim to fullfill this mission by collecting and preserving artifacts and items that are sigificant to the life of MIT. Exhibits and outreach programs are created to reflect MIT’s areas of endeavor. We also strive to engage MIT faculty, staff and students with the surrounding community.
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MIT Museum // The Museum Logo
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The Museum Logo // Primary Mark The primary mark for the MIT Museum logo is inspired by its permanent collection, alluding to the complex and structural elements found in most of the exhibits. Using an isometric grid in its foundation, it shows this structural element in three窶電imensional letterforms.
The logo can appear placed on color, illustrations, and photographic backgrounds, provided that the legibility and form of the logo remains intact.
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The Museum Logo // Color The primary museum logo uses the red and black 2-color version. If unable to print in color, the logo may be used in all black white a white stroke, or knocked out of a black or dark colored background. The typographic element should remain black or white; reflecting the main color in the logo.
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Clear space
Partner Logo
The Museum Logo // Spacing The clear space of the logo should be respected whenever placed next to other visual elements. The space reflects the width of one triangle that is created in the isometric grid the logo is formed on.
When paired with a partner logo, the two logos should remain in similar height proportions. The MIT Museum logo should always be located to the right of the partner logo.
2 in
100 px
Standard Sizes
50 px
.625"
35px
Minimum size
50 pixel application email newsletters website banners website advertisements 72 pixel application Museum website 2 inch application postcards booklets letterheads A4 paper A3 paper Tabloid paper
The Museum Logo // Sizing There are three main sizes for the MIT Museum logo uses. 50 pixels wide for email and web banners and ads, 2" wide for printed media, and 100 pixels wide for website applications.
The minimum size the logo should be is .625" for print, and 35 pixels for digital applications.
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Dont’s
A
Rotate the logo
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Remove “museum”
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Recolor the logo
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Apply a drop shadow
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Scale the typography
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Change the typeface
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Reposition “museum”
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warp the logo in any way
The Museum Logo // Incorrect Use The MIT Museum logo should not be altered in any way. It is essential that you never color, warp, rotate, or apply effects to the logomark. Do not attempt to recreate the logo yourself, change the typeface, or scale the size or proportions in an unapproved way. Never attempt to alter the relationship between the typography and the logomark.
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A
E
B
F
MUSEUM
C
G
D
H
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MIT Museum // Visual Identity
Red
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RGB CMYK Pantone
R 215 G 30 B 65 C 10 M 100 Y 75 K 0 206 C Black R 40 G 40 B 40 C 70 M 65 Y 65 K 70 Neutral Black C
Primary
RGB CMYK Pantone
Yellow RGB CMYK Pantone
R 245 G 145 B 35 C 0 M 50 Y 100 K 0 144 C Green R 30 G 165 B 100 C 80 M 10 Y 85 K 0 7482 C
Blue RGB CMYK Pantone
Secondary
RGB CMYK Pantone
R 25 G 145 B 185 C 80 M 30 Y 14 K 0 7689 C Purple
RGB CMYK Pantone
R 115 G 70 B 150 C 65 M 85 Y 0 K 0 2587 C
Visual Identity // Color System The museum’s color system was inspired by the rich colors present in the holography collection. The color pallette adds a playful feel to the logo that is inspired by the large amount of interactive installations within the museums exhibits.
The primary color system should be used in web and digital applications, promotional content, and advertisements. Secondary colors can be implemented in the museum’s business papers, email newsletters, and other small-scale print material.
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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 = ~ ! @ # $ %^& * ( ) \ { } | : ; ” ’ < >, . ? < >/ Pluto Sans Light
Pluto Sans Heavy
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 = ~ ! @ # $ %^ & * ( ) \ { } | : ; ” ’ < > , . ? < > /
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 = ~ ! @ # $ % ^& * ( ) \ { } | : ; ” ’ < > , . ? < > /
Pluto Sans Regular
Pluto Sans Black
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 =~ ! @ # $ %^& * ( )\ { } | : ; ” ’< >, . ?< >/
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 = ~ ! @ # $ %^& * ( )\{ } | : ; ” ’ < > , . ? < >/
Pluto Sans Bold
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 = ~ ! @ # $ % ^& * ( ) \ { } | : ; ” ’ < > , . ? < > /
Visual Identity // Typeface Pluto Sans was designed by Hannes von Döhren in 2012. With its geometric forms and its large x-height it is perfect for long texts in small sizes and usage in print & on screens.
The combination of a geometric appearance with modern, humanistic proportions fits with the feel and style of the main logomark.
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Primary Lockup
Alternate Lockup
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MIT Museum // Brand Applications
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Evan Eagan Third Eye Design 828 Parker St Boston, MA, 02120
Evan Eagan Third Eye Design 828 Parker St Boston, MA, 02120
Envelope
Mailing Label
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Business Cards
Letter
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Paper Bag
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Coffee Cup
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Museum Tickets as Stickers
Evan Eagan 2015