Branding Guidlines | 2015 CENTRAL WISCONSIN
children’s MUSEUM
Contents 2-5
Logo
6
Color Palette
Versions Color Clear Zone
CMYK Colors Tints
7 Imagery
Angles
8 Typography
Families
9-10 Grid
Examples Dimensions
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
Logo ABOUT
The childen’s museum logo contains many different aspect of learning, which gives viewers many different and positive ways to view the Children’s Museum. The CWCM logo incorporates the idea of science, math, creativity, and exploration all in one. Since the logo is also a symbol of a human brain it gives children the idea of exploration, education, and creativity.
Wordmark Logotype created to express our brand identity and lighthearted design. With each letter carefully spaced for the correct feel and maximum legibility. Pictorial A crafted graphic symbol that represents different areas of learning in the brain, such as creativity, science, and social interactions.
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
1. Primary Logo
PICTORIAL
CENTRAL WISCONSIN
children’s MUSEUM WORDMARK
2
Logo
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
Below, please find examples of how both versions of the CWCM logo should appear on white or light backgrounds as well as black or dark backgrounds.
POSITIVE
R EVER SED
CENTRAL WISCONSIN
children’s MUSEUM POSITIVE
CENTRAL WISCONSIN
children’s MUSEUM R EVER SED
CENTRAL WISCONSIN
children’s MUSEUM
CENTRAL WISCONSIN
children’s MUSEUM 3
Logo
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
VERSIONS The primary logo usage is the stacked version. The secondary horizontal logo may be used to fit layouts that do not work well with the primary logo. The tag logo may be used in booklets, flyers, etc. The logo can appear on color, illustration, or photographic backgrounds, as long as the legibility and integrity of the logo are not diminished.
SECONDARY
TA G
CENTRAL WISCONSIN
children’s MUSEUM
CENTRAL WISCONSIN
children’s MUSEUM 4
Logo
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
CLEAR ZONE Clear zone refers to the space around the logo that cannot be infringed by an other graphic or editorial element.
The minimum required clear space around the logo must be equal to the x-height of the lower-case letters in the logo. SPACING RULES logos should be centered in the logo space and consistent space should be maintained between all logos.
CENTRAL WISCONSIN
clearspace applies to the bottom, top, and sides of logo.
children’s MUSEUM 5
Color Palette
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
COLOR
The colors used to brand the Children’s Museum refeclt on the creative and adveturous minds of the employees and the community that surounds them. Green, Yellow, Blue, and Red are colors every child will recognize and associate with learning and education.
BLACK
C: 20
M: 100 Y: 98 K: 11
PAPER
C: 89
M: 56 Y: 15
C: 88
M: 30
CWCM Palette The color palette has been selected to create a distinctive look for CWCM materials. All colors have been pulled to corespond with CWCM logo
K: 1
Tints 10% tints may be used of each color palette. Color of body text should remain black, or tints of balck. There may be some acceptions.
C: 8
M: 0
Y: 71
K: 18
Y: 100
K: 18
6
Imagery
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
ABOUT
CWCM is a facility in which children can learn and be creative, which is why the museum photography is taken in a very particular way; to show how the museum can educate children. The photographs used for branding CWCM should revolve around the aspect of the learning enviornment. The photos should focus more on the facility and what CWCM can offer to a childs education.
CLOSE-UP
Angle: low angles to portray a child looking up Close up: to show how large things may look to a child
Images can also be converted to a different shape or manipulated to convey the emotion of the page.
LOW ANGLE
ENVIORNMENT
7
Typography
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
ABOUT
The font used for branding the Children’s Museum was chosen to portray the essence of the company. Helvetica relates to children as a way of learning while it relates to adults as a typefaced used in everyday life. The sans serif font gives CWCM a good common ground between fun and sophisticated.
The primary typefaces used by CWCM are listed below Helvetica Neue (Light)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue (Regular)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Neue (Bold)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue (Medium)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Neue (Italic)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
8
Grid
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
ABOUT
CWCM’s page layout displays a clean and fun way to teach the brand identity to the reader. The minimal style leaves alot of white space that will not scare the reader away with too much information. The layout also includes the color palette designed for CWCM that portrays the essence of the brand. Lastly the layout finds creative and fun ways to include shapes and images to give the museum the adventurous and educational look that it serves in real life. Below, is an example of how the grid can work for CWCM handouts, booklets, flyers. etc.
9
Grid
CENTRAL WISCONSIN CHILDREN’S MUSEUM
Branding Guidelines
DIMENSIONS: PAGE SIZE
8in x 10in
MARGIN TOP 0.5in
MARGIN BOTTOM 0.5in MARGIN OUTSIDE 0.5in MARGIN INSIDE 1.0in
BLEED 0.125in GUTTER 2.0in
2in
8in x 10in
.125in
.5in
.5in 1in
.5in
10
Branding Guidlines | 2015 CENTRAL WISCONSIN
children’s MUSEUM