Warwick Center for the Arts by hmartel

Hailey Martel Brand Identity Spring 2015

topic research // brainstorming // art

Art can refer to anything made by someone considered an artist, yet the definition of an artist has evolved over time and varies based on context. Art, at its simplest, is a form of communication. It means whatever it is intended to mean by the artist herself, and this meaning is shaped by the materials, techniques, and forms of the art, as well as the ideas and feelings it creates. Art can also simply refer to the developed and efficient use of a language to convey meaning with immediacy and or depth. Art is an act of expressing feelings, thoughts, and observations. There is an understanding that is reached with the material as a result of handling it, which facilitates one’s thought processes.

There is no universally accepted definition of art. Although commonly used to describe something of beauty, or a skill which produces an aesthetic result, there is no clear line in principle between (say) a unique piece of handmade sculpture, and a mass-produced but visually attractive item. We might say that art requires thought - some kind of creative impulse. Source: Definition of Art. “What is Art?” Meaning and Classificationof Visual and Fine Arts, Aesthetics. Meaning and Definition of Art. http://www.visual-arts-cork.com/art-definition.htm

Source: Boundless. “What Does Art Mean?.” Boundless Art History. Boundless, 03 Jul. 2014. Retrieved 30 Jan. 2015 from https://www.boundless.com/

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topic research // brainstorming // museum

A museum is a non-profit, permanent institution in the service of society and its development, open to the public, which acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purposes of education, study and enjoyment.(1) A museum is an institution that cares for (conserves) a collection of artifacts and other objects of scientific, artistic, cultural or historical importance and makes them available for public viewing through exhibits that may be permanent or temporary. Most large museums are located in major cities throughout the world and more local ones exist in smaller cities, towns and even the countryside. Museums have varying aims, ranging from serving researchers and specialists to serving the general public. The continuing acceleration in the digitization of information, combined with the increasing capacity of digital information storage, is causing the traditional model of museums (i.e. as static â&#x20AC;&#x153;collections of collectionsâ&#x20AC;? of three-dimensional specimens and artifacts) to expand to include virtual exhibits and high-resolution images of their collections for perusal, study, and exploration from any place with Internet.(2) Sources: (1)

International Council of Museums. Museum Definition. The World Museum Community. Found

on http://icom.museum/the-vision/museum-definition/ (2)

Museum Definition. Wikipedia.org. http://en.wikipedia.org/wiki/Museum

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topic research // mind-mapping // art

Art is a diverse range of human activities and the products of those activities. In their most general form these activities include the production of works of art, the criticism of art, the study of the history of art, and the aesthetic dissemination of art. This article focuses primarily on the visual arts, which includes the creation of images or objects in fields including painting, sculpture, printmaking, photography, and other visual media. Architecture is often included as one of the visual arts; however, like the decorative arts, it involves the creation of objects where the practical considerations of use are essentialâ&#x20AC;&#x201D;in a way that they usually are not in a painting, for example. Music, theatre, film, dance, and other performing arts, as well as literature and other media such as interactive media, are included in a broader definition of art or the arts

After visiting multiple sites, I found that art really does not have a definition. Art depends on the person who is creating it and who is seeing it. Art is about perspective, your past, your future and how you think about things. No one person views artwork the same way as another. In a sense, art is an experience, whether you are learning or realizing something new, feeling emotions youâ&#x20AC;&#x2122;ve never felt before, or even completely changing your life.

Source: Art Definition. Wikipedia. http://en.wikipedia.org/wiki/Art

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topic research // mind-mapping // museum

There are several different types of museum, depending on how they are owned, managed and funded. These include: • National museums are run and funded directly by the central government of each UK nation. They are generally larger institutions that hold collections considered to be of national importance. All national museums in the UK offer free entry to their permanent collections.

• Historic properties and heritage sites are buildings, monuments and sites of historic interest, many of which also house collections. They are managed by non-departmental public bodies in each UK nation: English Heritage; Historic Scotland; Cadw in Wales; and the Northern Ireland Environment Agency.

• Local authority museums are owned and run by town, parish, borough, city, or county councils and other local authority bodies. They generally house collections that reflect local history and heritage.

• National Trust properties are similar to English Heritage sites, but are owned and run by the National Trust (or the National Trust for Scotland), an independent charity. The National Trust remit extends to historic houses and gardens, castles, industrial monuments and social history sites, as well as areas of natural beauty.

• University museums are owned and managed by universities and their collections often relate to specific areas of academic interest.

• Regimental museums and armories collate and preserve Britain’s military heritage and are often managed by the armed services.

• Independent museums are owned by registered charities and other independent bodies or trusts. They are not usually funded directly by the state but may receive support through government programs. Some may have funding agreements with local authorities.

• England’s unoccupied royal palaces are run by Historic Royal Palaces, an independent charity.

Source: Museum Association. FAQ’s What is a Museum? http://www.museumsassociation.org/ about/frequently-asked-questions

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client research // design brief Client Name Warwick Museum of Art (WMOA) 3259 Post Road Warwick, Rhode Island 02886 401.737.0030 www.warwickmuseum.org Pamela Unwin-Barkley Project Manager punwin@risd.edu punwinbarkley@gmail.com Simone Spruce-Torres Program Director simone@warwickmuseum.org Taylor Terreri Office Manager taylor@warwickmuseum.org Board of Directors Pamela Unwin-Barkley Interim Board President Harvey Zimmerman First Vice President Diane Newman-Goins Second Vice President Teresa Hamel Treasurer and Bookkeeper Michelle Place- Gleason Secretary

Project Description The Warwick Museum of Art (WMOA) opened in 1976, and its founders hoped to assemble a permanent art collection. We are not a museum, nor do we have a permanent collection or appraise artwork. WMOA has flourished over the years as a showcase for a wide variety of artists, writers and performers. Instead, we are an active arts center located on the West Bay that offers a wide range of activities and cultural experiences. Thanks to grants from the Champlin Foundations, we have completed renovations our historic building and now it is time to renovate our image to reflect what we have to offer to the general public. The board and staff are eager to rename and rebrand the organization to better reflect the activities and the community we serve. Scope of Work/Tasks A new name would better reflect what we already offer to the community and what we want to do in the future. A new logo design would better reflect our new mission statement and new direction of WMOA. In addition, we would like a new slogan to enhance our marketing and promotional efforts. Final Product/Output Rebranding the Warwick Museum of Art. A new name, a new logo, and a new slogan are essential to our new direction. In addition we would like to develop and implement a marketing plan that includes promotional items such as t-shirt designs, mugs, and other sellable objects. We are located just a few doors down from city hall in the Apponaug Village section of Warwick and we will need new signage that is in compliance with our historic setting. Proposed Schedule/Timeline Over the last few years we have renovated our building through foundation and community grants; now that our structure and space are complete and reflect our programming we hope to launch our new branding campaign in the spring 2015. WMOA board members are currently working to develop a museum membership campaign to connect artists, visitors and programs while providing financial support for our programming. We would like to plan a kickoff event to announce the rebranding campaign and showcase the benefits of becoming a member of our organization.

Sharon Knickle Asa Orino Dawn Temple

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client research // design brief Project Benefits We have recently revised our mission statement, and our intention in doing so was to reflect our dedication to unifying our community through the arts. In addition, we plan to launch a membership campaign in the spring of 2015 and the rebranding will help us refresh our image to better reach new audiences. Our board acquired a Community Development Block Grant for a new wheelchair lift, allowing us to restore the ADA access and develop more formal outreach programs with a variety of community centers, such as the Trudeau Center. We are eager to expand our programs while welcoming new visitors. We are in the process of building a new website and a new logo will better identify ourselves on social media. Rebranding will reinforce engagement with our already-established community while inspiring and inviting new members to connect with us. New Mission Statement The Warwick Museum of Art’s core commitment is to serve as a center dedicated to uniting the community through the arts. We will connect all ages and abilities to a variety of arts activities through exhibits, educational programs and cultural experiences. Emerging and established artists will find a unique and inviting space in which to share their creative vision with the community. New Vision Statement We will be a dynamic resource for the community, creating enriching arts experiences and an exciting exchange of ideas that contribute to the quality of life in Rhode Island. The Warwick Museum of Art believes the full potential of the human condition can only be realized through ongoing interaction with and appreciation of the arts and humanities. New Diversity Statement The Warwick Museum of Art has long recognized its crucial role in maintaining a platform of dialogue and expression for the diverse populations in the region. This principle extends to the organization’s Board of Directors, which encourages and welcomes the active participation of committed and upright members of the community regardless of age, ability, gender or gender identity, race or ethnicity or nationality, religion, or sexual orientation, or socio economics.

Community Perception All respondents agree that the WMOA is an undiscovered community asset. This was seen as the result of a necessary inward focus due to the repair and upgrade work over the last two years as well as some of the difficult problems that plagued the museum. Participants concerned that the level of exhibits, classes and other offerings should be higher caliber. How is WMOA perceived in the Community? “First timers see the facility as a total jewel.” “Those who know us – love us.” “I’m concerned we’re seen as a stuffy old place.” ‘We are unknown as community meeting and exhibition and entertainment space.” “We have not developed a reputation one way or the other.” “Potential artists will turn away if substandard shows are hung.” “There is not enough variety of class offerings” “We need teachers with a following to align with the Museum” “We are known for Summer Camp and Vacation classes but should have a known class roster for other groups – seniors, adult classes, school exhibits MS and HS” “We need a big event that draws the community in with food trucks, face painters, bouncey castles and art.” Community Member Responses Interviews were conducted with 7 members of the community provided by staff, the Board Chair and Vice Chair. Representatives from business, government, town community groups, schools, parents and adults were consulted. For the most part, the community is aware of classes and exhibits but the awareness is not deep. There are some who are native Warwick residents who have known it for many years but were hard pressed to elaborate on what the organization offers. In fact, one felt that if they have not been exposed to the museum in recent years – they may still think of it in it’s 1970’s and 80’s form with no understanding of the upgrades in place.

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client research // design brief When you think of the WMOA what comes to mind? “I think of art exhibits and classes. The space is very nice. “The classes might be expanded. I’d take one if I thought there were beginner classes.” o “I grew up in Warwick and remember the Museum when it was not what it is today.” o “It is a valuable resource that is woefully underutilized.” “The community is unaware of what is there – especially if they grew up here. They won’t know how it has been transformed.” “Really enjoyed the speaker panel discussion? They help people interested in art – women’s issues etc” “I like the place because I meet other artists.” “Gem of a space that needs constant exposure.” “Great facility to connect with the Providence Artist community.”

“In years past exhibits have been shared from Providence that had a very good response. The collaboration stopped when staff left and things just slowly fell out of sync. Then the lift was broken and we could no longer share exhibits. We want to start that again.” Who does WMOA compete with? “Can’t think of any group in competition.” “It isn’t in competition – it is a great venue to collaborate with to draw in artists from around the state.” What do you think of the name WMOA? “If name were changed would using West Bay instead of Warwick and adding ‘cultural’ present any problems? People can be protective so I think dropping Warwick might be an issue – but no reason not to add cultural to allow a broader array of offerings.” “Could offer more varied projects under art center – concerts.”

Where does WMOA fit into the community? “There really is no other art organization. A city of this size needs and should have an active arts organization. Providence is where the art action is – but there should be much more out here.” “It (WMOA) has the potential to be better utilized if it partnered with more arts and community groups. That alone would help expand the profile. Ie Ocean State Theatre Company – Apponaug Improvement.” “There are great plans to transform the village with completion in 2017 . Apponaug will be transformed and the museum can ride that wave and be established by the time the new plan is completed.” “It (WMOA) has the potential to be better utilized if it partnered with more arts and community groups. That alone would help expand the profile. Ie Ocean State Theatre Company – Apponaug Improvement.” “The senior and community centers have more offerings than the WMOA but that is because the WMOA is younger and has gone through a period of rennovation over the last few years.” “Primarily I see it as education in the arts but it could be much more. They should expand what they do but not take on too much and get stretched too thin.”

“Take West Bay away could be a problem. Warwick wants to promote Warwick and some may feel that it is taking something away. (Should consider who is paying the rent)” Who is a typical user? “It is a niche group made up of people who went there as a kid or send their kids there or take art classes there or know someone who is involved there.” “The Council continues to support the work done there because they feel it is a good community resource.” “Middle-aged artists” What Role does WMOA fill? “The art and cultural role is not as strong as it should be for a city like this. “ “We would love more collaboration. We have done events with Simone and that has gone very well. There could be more. We are reaching out to engage the community on a variety of levels – ie we have a beer making class tonight. We do things in our ‘Tech’ space like 3 D printing.”

“The facility rental aspect of the space is something they should build.”

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client research // design brief What would raise the profile for the museum? “I know the museum based on my job but I don’t think my neighbors do. I am aware that the museum’s profile has been going up in recent years but appreciate that without major media here, it is difficult getting the word out. We have a community bulletin board that the museum is welcome to use.” “Collaboration with a variety of groups could be very helpful.” “Need greater array of offerings – make it a place where people can always try something new. Something as off- beat as ‘Gong therapy – or some other new discipline that could be handled in an afternoon on a weekend that would bring in a new group previously unaware of the facility.” “The museum need to help artists sell more art.” “Advertising and Social media will help. Also, ProJo, Providence Phoenix and local papers. You should also partner with local groups and co-promote. DO Mall and Airport displays.” General Recommendations Now that renovations are largely in place and the crisis period seems to be over, it is time to take stock and consider a three year plan for WMOA that includes all major areas of discussion – Board effectiveness – Appropriate Mission Statement – Communications and Marketing Goals and an updated set of By-Laws.

Re-Direct the Microphone When a new Mission Statement has been finalized, the Communications team should develop a communications plan to establish systems that address clear measureable goals, agreed with the Board, for each year. Follow the Money Develop a budget that becomes an integral part of all museum activities. It should be followed and reported on at each Board meeting. Make financial awareness and management a key part of the planning for any WMOA activity. Fund raising activities should be reviewed to ensure the correct activities and grants are being pursued. Recommended Next Steps Re-launch WMOA: First quarter 2015 Ribbon cutting event to unveil new and improved and redirected WMOA. Including new facility, new lift, new mural on back of building, new events schedule, new class schedule. Announce – 40th anniversary event for donors, 40th Anniversary concert, , renewed tie in with Gaspee Days, WMOA Arts Fun Day (summer).

Embrace the Future There was clear interest in setting new direction for the Museum. A New Mission statement and new name were seen as key to community outreach. Changing the name to something more focused on the Arts was seen as a way to expand museum offerings in classes and events to broaden the scope including things like culinary arts, dance, and yoga. Work Together in Clearly Defined Roles Clear roles and goals for the Board Chair and Board members were seen as a way to better gain traction to move the WMOA forward. The committees were seen as a way to lighten the load of the Board chair. There was also clear interest in growing the board to include community members not currently represented on the Board. To support the new committees there was also clear interest in recruiting committee members that do not sit on the Board.

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client research // initial meeting After visiting the Warwick Museum of Art, I found it to be different from what I expected. The space is an old military building that was used for storing guns and ammunition. It was not so much as a museum, but more as a community center. The exterior is old and antique looking while the interior has a modern and artistic layout with open space. They want to change the name of the building because they feel like it does not resemble who they really are. They are also looking for a new logo because they feel it does not show what the space really is dedicated for. The museum at this point is struggling with an identity and wants to focus on moving forward, get exciting, and becoming more like a business. “Artist Exchange” is one of the competitors that have moved into the area, along with competition from the surrounding towns such as Providence, and East Greenwich. The members of the WMOA feel that “Artist Exchange” is a good example of what they do, sadly the name is already taken. They also liked the idea of “West Bay Art Center, and Kent County Art Center. The museum is focused mostly on children as of now, however they do want to cater to all ages. Their secondary audience includes the older artists themselves (teens and up). In order to get their name known, they are planning on attending community events, advertising throughout the surrounding areas and use social media as ways to spread their existence. They do use social medias, and use constant contact to keep in touch with members and artists. They are looking to get new signage, logo, name, paper applications, stationary, handouts, t-shirts. Adlife is in charge of their advertising as of the moment, and provides then with an inexpensive way to print, but printing with them could pose as a problem due to the content that Adlife will post on their materials. Overall, they want to translate the contrast between the interior and exterior, keeping it personal, and exciting/inviting.

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client research // visual audit

Thank You notecard cover

Business cards and Thank You notecard

Informational Flyer (front and back)

Exhibition Flyers

Informational Flyer (front and back)

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client research // visual audit // classes and rentals

Class information flyers

School Field trip form

Rental information flyers

Vacation Class Information flyer 12 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

client research // visual audit // images

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conceptual development // brainstorming

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conceptual development // mind-mapping

Expression The act of making your thoughts, feelings, etc., known by speech, writing, or some other method The act of expressing something A word or phrase The way someone’s face looks that shows emotions and feelings.(1) Emotional expressions in psychology are observable verbal and nonverbal behaviors that communicate an internal emotional or affective state. Examples of emotional expression are facial movements such as smiling or scowling, or behaviors like crying or laughing. Emotional expressions can occur with or without self-awareness. Presumably, individuals have conscious control of their emotional expressions; however, they need not have conscious awareness of their emotional or affective state in order to express emotion.

Ways to Express Yourself through a Daily Practice Play with music- Everything from writing songs, to singing, to playing or learning an instrument... Even listening to music can be a form of self-expression. Create art- While this certainly includes things like painting, drawing, & scrapbooking, it can also include things like cooking & baking. Spend time in nature- The smell of fresh air, the beauty of the mountains, the sounds of the ocean: Nature is extremely healing. Enjoy the silence and beauty of nature. Meditate- Meditating gives you the time & space to create inner stillness & silence that you’ll eventually be able to bring into other areas of your life beyond your daily practice.

A facial expression is one or more motions or positions of the muscles beneath the skin of the face. These movements convey the emotional state of an individual to observers. Facial expressions are a form of nonverbal communication. They are a primary means of conveying social information between humans, but they also occur in most other mammals and some other animal species.

Get physical- Any activity that get’s you in touch with your body is a great way to spend your daily practice. Awareness of your physical body is the foundation for higher levels of self-awareness.

Humans can adopt a facial expression voluntarily or involuntarily, and the neural mechanisms responsible for controlling the expression differ in each case. Voluntary facial expressions are often socially conditioned and follow a cortical route in the brain. Conversely, involuntary facial expressions are believed to be innate and follow a subcortical route in the brain.(2)

Develop a new hobby- Try something new, or have fun with something from your past! Anything goes, from jewelry making to cake decorating to developing your own YouTube channel. If it serves as a form of self-expression, there is no pressure, & it taps into a deeper part of who you are.

Sources: (1) Merriam-Webster Dictionary. Expression. http://www.merriam-webster.com/dictionary/expression

Write- Write poems, create short stories, journal, even free write. Just let the words flow & see where they take you.

Source: Victoria Gigante. 7 Ways to Express Yourself through a Daily Practice. http://www.victoriagi gante.com/7-ways-to-express-yourself-through-a-daily-practice/

Wikipedia. Expression. http://en.wikipedia.org/wiki/Expression

(2)

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conceptual development // mind-mapping

A community is a social unit of any size that shares common values. Although embodied or face-to-face communities are usually small, larger or more extended communities such as a national community, international community and virtual community are also studied. In human communities, intent, belief, resources, preferences, needs, risks, and a number of other conditions may be present and common, affecting the identity of the participants and their degree of cohesiveness. Since the advent of the Internet, the concept of community has less geographical limitation, as people can now gather virtually in an online community and share common interests regardless of physical location. Prior to the internet, virtual communities (like social or academic organizations) were far more limited by the constraints of available communication and transportation technologies.(1) WHAT IS A COMMUNITY? While we traditionally think of a community as the people in a given geographical location, the word can really refer to any group sharing something in common. This may refer to smaller geographic areas -- a neighborhood, a housing project or development, a rural area -- or to a number of other possible communities within a larger, geographically-defined community. These are often defined by race or ethnicity, professional or economic ties, religion, culture, or shared background or interest: The Faith community The arts community The African American community The education community The business community The homeless community The gay, lesbian, bisexual, and transgendered community The medical community The Haitian community The elderly community These various communities often overlap.(2)

WHAT DO WE MEAN BY UNDERSTANDING THE COMMUNITY? Understanding the community entails understanding it in a number of ways. Whether or not the community is defined geographically, it still has a geographic context -- a setting that it exists in. Getting a clear sense of this setting may be key to a full understanding of it. At the same time, itâ&#x20AC;&#x2122;s important to understand the specific community youâ&#x20AC;&#x2122;re concerned with. You have to get to know its people -- their culture, their concerns, and relationships -- and to develop your own relationships with them as well. Physical aspects Infrastructure Patterns of settlement, commerce, and industry Demographics History Community leaders, formal and informal Community culture, formal and informal Existing groups Existing institutions Economics Government/Politics Social structure Attitudes and values (2) Sources: (1) Wikipedia. Community. http://en.wikipedia.org/wiki/Community (2) Community Toolbox. Section 2: Understanding and Describing a Community. http://ctb.ku.edu/en/ table-of-contents/assessment/assessing-community-needs-and-resources/

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conceptual development // mind-mapping

Development: The act or process of growing or causing something to grow or become larger or more advanced The act or process of creating something over a period of time The state of being created or made more advanced(1)

Development describes the growth of humans throughout the lifespan, from conception to death. The scientific study of human development seeks to understand and explain how and why people change throughout life. This includes all aspects of human growth, including physical, emotional, intellectual, social, perceptual, and personality development.    The scientific study of development is important not only to psychology, but also to sociology, education, and health care. Development does not just involve the biological and physical aspects of growth, but also the cognitive and social aspects associated with development throughout life.    The study of human development is important in a number of subjects, including biology, anthropology, sociology, education, history, and psychology. Most important, however, are the practical applications of studying human development. By better understanding how and why people change and grow, we can then apply this knowledge to helping people live up to their full potential.(2)

Community development as “a process where community members come together to take collective action and generate solutions to common problems.” It is a broad term given to the practices of civic leaders, activists, involved citizens and professionals to improve various aspects of communities, typically aiming to build stronger and more resilient local communities. Community development seeks to empower individuals and groups of people by providing them with the skills they need to effect change within their communities. These skills are often created through the formation of large social groups working for a common agenda. Community developers must understand both how to work with individuals and how to affect communities’ positions within the context of larger social institutions.(3) Sources: (1) Merriam-Webster Dictionary. http://www.merriam-webster.com/dictionary/development (2) About.com. Education Psychology What Is Development? http://psychology.about.com/od/developmentecourse/f/dev_faq.htm (3) Wikipedia. Community Development. http://en.wikipedia.org/wiki/Community_development

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conceptual development // brain dump // initial sketches

For these sketches, I kept in mind the concept words “community” and “development.” When I think about a community, I think of many parts coming together to create a whole. The dispersing of the shapes towards the right side of the sketch resembles their desire for development and expansion.

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conceptual development // brain dump // initial sketches

For these sketches, I tried to incorporate physical elements of the building and its location. The shape of the building exterior was brought into design concepts including type and design in general. Aspects of the sate of Rhode Island are also brought into design, keeping in mind the location.

Incorporating art museum qualities to the design helps to express to the viewer what the space has to offer. The frame and curtain exemplify showpieces and displays.

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concept statement The Warwick Museum of Art has competition with Artist Exchange, located in Cranston, RI and galleries, clubs, schools, and establishments in the surrounding area, and in Providence. Although, none of the establishments offer the same activities and services as WMOA, they pose as competitors. What the WMOA has to offer that is different, is the ability to bring the community together whether interested in the arts or not. The WMOA offers a place for all ages to come together to share passions, concerns, and interests. The space allows for more than just displays of works and shows, its a space for children to learn, local businesses to advertise and promote, teach those in search of new skills and hobbies, and for artists who simply enjoy sharing their work. The space ivolves more than an artist and a curator, it involves excited community members. What I plan to provide the existing space, is an identity that shows its most important aspects. The development of the space as a whole, along with the expression of the surrounding community encompasses the essence of the WMOA.

Key Concepts expression development community

Name Possibilities Art Center of Warwick Community Commotion Warwick Art Movement Warwick Art Exposition

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symbol: abstract Symbol descriptions. 01. In this symbol, perspective was the main theme, the objects are not to be seen as trapezoid, but as 4 planes. 02. This resembles a display scene in a “museum” with 3 dimensionality. 03. The combination of the three different shapes was to show how different parts of a community work together to become one. 04. This is meant to show

3 dimensionality and growth in this symbol. 05. This symbol shows the development of a sturdy cube. 06. Shows depth, development and how many parts can work together. 07.This shows movement. 08.Building blocks show growth and change. 09. This one is similar to 5 because of its development of the cube, however, all the parts/sides of the box are displayed up front.

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symbol: representational Symbol descriptions. 01. This symbol represents the windows on the fron tof the building, along with the shapes of bullets to symbolize the fact that their space used to be an armory. 02. This symbol is similar to the previous however there is no border surrounding the bullet shapes. This creates a more defined shape that infers more so towards the bullets than the windows 03.

This symbol represents the front doors of the space. When first spproaching the heavy doors of the sapce, they draw the visitors in with their strength and power 04. This door is blacekd out because it shows more dimenstion, however it also give soff an ominoius feeling because of the stark black 05. This symbol represents the buildings roof structure.

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symbol: letterform Symbol descriptions. 01. The circular shape of W’s represents community and brings in the importance of the location of the space. 02. This modified version of the circle of W’s are closer and create a more geometric star shape. 03. This shape incorporates the whole name using WCA 04.The progression of the small to largely spaced black lines shows moevemtn and

growth 05. Inversed from the previous symbol, this has the staggered black lines inside the letters. 06. This geometric 3D W incorporates the dimensionality of the roof. The blocks that create the shape of the building are incorporated. 07. This basic block layout of a W shows simplicity.

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23 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

symbol: revisions Symbol descriptions. 01. The circular shape of W’s represents community and brings in the importance of the location of the space. 02. This modified version of the circle of W’s are closer and create a more geometric star shape. 03. This shape incorporates the whole name using WCA 04.The progression of the small to largely spaced black lines shows moevemtn and

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24 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

symbol: letterform revisions Symbol descriptions. 01. The circular shape of W’s represents community and brings in the importance of the location of the space. 02. This modified version of the circle of W’s are closer and create a more geometric star shape. 03. This shape incorporates the whole name using WCA 04.The progression of the small to largely spaced black lines shows moevemtn and

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25 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

color Color descriptions. 01. A dark, cool, ocean feeling comes from this blue. The blue is not so dark that it is navy nor is it too light to be considered a royal blue. Part one of the primary colors 02. Yellow is representative of joy, happiness, and gives off a welcoming feel. Part two of the primary colors. 03. Red is an energetic color, it excites and resemles importance. Part three

of the primary colors. 04. Lighter aqua/green color, resembles the state of RI. 05. Sea foam green, a relaxing color. 06. Purple, the color of royalty and importance, also inviting. 07. Bergundy, a rich color showing history and age. 08. Orange is another color of excitement and warmth. 09. This dark almost navy blue shows sophistication and possibly have some corporate feel.

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26 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

color: combinations Color descriptions. 01. mixing of two blue tones 02.light yellow with a yellow/ orange color. 03. red with a faded redish organe tone 04. the turquois color is paired with a more muted tone to put emphasis on the already faded origianl color. 05. greenish blue combined with a lighter version of the same color. 06. Purple mixed wiht a lavendar, naturally the two tones combine well

together 07. Burgundy paired with a faded almost opaque bergundy. 08. organge with a light orange 09. dark blue with a muted lighter blue, almost gray color to emphasize the darker blue.

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27 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

color: families Color descriptions: For all of the color combinations, I chose to combine most of the colors with a neutral. Blues, greens, and purple were combiined with grays whereas the yellows, oranges, and reds, are paired with a more nude/brown color. The warm tones mix well with brown and the cooler tones mix well with grays. 01.

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28 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

wordmark: typeface explorations [serif] Typeface process. 01. The short x-height was what interested me in the typeface “Bell.” I tend to be a fan of either very short or very tall x-heights and in this typeface, it is squatty yet elegant with its rounded serifs and contrast with thick and thin lines. 02. Garamond, also being a short x-height, I found it charming because of its common use and versatility in style. Similar

w w w

01. BELL / DETAIL / 200 PTS

02.GARAMOND / DETAIL / 200 PTS

03. COCHIN / DETAIL / 200 PTS

to Bell, I like its contrast in line thickness. I also like its sharper/squared serifs. 03. I was attracted to Cochin because of its unique serifs. They are sharp and have a slight flare, which I found interesting and different from the typical typefaces used prior.

10 PTS

the quick brown fox jumps over the lazy dog

18 PTS

the quick brown fox jumps over the lazy dog 10 PTS

the quick brown fox jumps over the lazy dog

18 PTS

the quick brown fox jumps over the lazy dog 10 PTS

the quick brown fox jumps over the lazy dog

18 PTS

the quick brown fox jumps over the lazy dog

29 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

wordmark: typeface explorations [serif] Typeface process. 04. I chose Baskerville because it is such a well known and commonly used typeface. After doing a project on Baskerville, I found appreciation for its thick and thin lines, and its squared off serifs. 05. In contrast to the previous 5 typefaces chosen, Century is a more bold style typeface. I felt the need to incorporate a bold typeface to put incontrast with a

w w w 04. BASKERVILLE/ DETAIL / 200 PTS

05. CENTURY / DETAIL / 200 PTS

06. LUCIDIA BRIGHT / DETAIL / 200 PTS

thinner typeface knowing that the constrast between thick and thin will help to separate words in one single line. 06. Lucidia Bright is similar to Century because of its thicker lines. I chose Lucidia because of its tall x-height and when put in a medium size, the ascender serifs look sharp and slightly flared.

10 PTS

the quick brown fox jumps over the lazy dog

18 PTS

the quick brown fox jumps over the lazy dog 10 PTS

the quick brown fox jumps over the lazy dog

16 PTS

the quick brown fox jumps over the lazy dog

10 PTS

the quick brown fox jumps over the lazy dog

16 PTS

the quick brown fox jumps over the lazy dog

30 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

wordmark: typeface explorations [sans] Typeface process. 01. Arial Narrow is one of my favorite typefaces because of its tall x-height and its ability to be paired with almost any other tyepface well. As a fan on sans-serif fonts, arial narrow is usually my go-to. 02. I was attracted to Century Gothic because of its rounded geometric features and its sharpness. The bottoms of the W are disctinctive because of their pointed

w w w

01. ARIAL NARROW / DETAIL / 144 PTS

02. CENTURY GOTHIC / DETAIL / 144 PTS

03. GENEVA/ DETAIL / 144 PTS

peaks, making them look clean and futuristic. I like the roundedness of the font becuase it gives me a feeling of satisfaction when things are proportionallly sound. 03. Geneva struck me as a distict font because of the way the peaks are designed. If you notice, there are slight adjustments toards the inside of the w peaks. I found that unique and interesting.

10 PTS

the quick brown fox jumps over the lazy dog

18 PTS

the quick brown fox jumps over the lazy dog 10 PTS

the quick brown fox jumps over the lazy dog

16 PTS

the quick brown fox jumps over the lazy dog

10 PTS

the quick brown fox jumps over the lazy dog

16 PTS

the quick brown fox jumps over the lazy dog

31 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

wordmark: typeface explorations [sans] Typeface process. 04. Knowing that Helvetica is a very versatile typeface, I thought it was necesary to incluse it in a wordmark. Although Helvetica is a commonly used tyepface, when paired with another typeface, it becomes a whole new identity. 05. Myanmar struck me as a typeface that has a good mix og serif styel and san serif style. The contrast of thick and thin likes

w w w

04. HELVETICA NEUE / DETAIL / 144 PTS

05. MYANMAR / DETAIL / 144 PTS

06. TW CEN MT / DETAIL / 144 PTS

allows for diversity in style and is able to mix well with another serif font as long as that tyepface does not have a high contrast in its line thickness. 06. Similar to century gothic, TW Cen has the similar geometric qualities with rounded Oâ&#x20AC;&#x2122;s and sharp peaks. I like TW Cen because of its short x-height as well.

10 PTS

the quick brown fox jumps over the lazy dog

18 PTS

the quick brown fox jumps over the lazy dog 10 PTS

the quick brown fox jumps over the lazy dog

16 PTS

the quick brown fox jumps over the lazy dog 10 PTS

the quick brown fox jumps over the lazy dog

18 PTS

the quick brown fox jumps over the lazy dog

32 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

wordmark: mixing typefaces By mixing typefaces, it becomes easier for the viewer to read and interpret one line of text wtih no spaces. The contrast of serif and sans-serif helps the viewer to understand that there are two parts to the name. Also, it is easy to read even when there are no capitals being used. The differences in x-heights also help differentiate the 2 parts of the name. Bell and Arial

Narrow have contrast of the widely spaced serifs and narrow condensed san serif. Garamond and Century Gothic work well because of the contrasting line weights and geometric style. Cochin and Geneva show a good balance because the thin line wight of cochin compliments the thick lines of Geneva.

01.BELL & ARIAL NARROW

WarwickArtCenter

warwickartcenter

WarwickArtCenter warwickartcenter 02. GARAMOND & CENTURY GOTHIC

WarwickArtCenter warwickartcenter WarwickArtCenter warwickartcenter 03. COCHIN & GENEVA

WarwickArtCenter warwickartcenter WarwickArtCenter warwickartcenter 33 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

Helvetica Neue work well together because of the contrasting line weights. Century and Mayanmar work well because the classic style of Century combines well with the contrasting line weights. Lucidia Brite and TW Cen work well because TW Cen is such a geometric typeface and compliments the structured Lucidia Brite serif.

04.BASKERVILLE & HELVETICA NEUE

WarwickArtCenter warwickartcenter WarwickArtCenter warwickartcenter 05. CENTURY & MYANMAR

WarwickArtCenter warwickartcenter WarwickArtCenter warwickartcenter 06. LUCIDIA BRIGHT & TW CEN MT

WarwickArtCenter warwickartcenter WarwickArtCenter warwickartcenter 34 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

wordmark: variations After reviewing the various name options for the space, it was decided that the best option is “Warwick Center for the Arts”. We chose this name because it tells exactly what the space is about.

I chose to put the emphasis on “Center for the Arts” because the space is mostly provided to be a center for the arts. It is not a museum-like atomosphere, and it is not just a space used to display art. It is a center for learning and expression for all ages.

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35 / RWU / SPRING 2015 / BRAND IDENTITY / YOUR NAME / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

wordmark: final solutions After watching the film, Helvetica, I felt the need to incorporate the tyepface Helvetica into my design. The way they explained Helvetica made me want to use it for the art center. It is such a versatile typeface and can be used in any context. The differences in line weights and spacing allows for diversity, but not so much that you cannot see the similarities in the typeface. 01.

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Warwick CENTER FOR THE ARTS

Warwick Center for the Arts

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Warwick Center for the Arts

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Warwick Center for the Arts

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Warwick Center for the Arts

36 / RWU / SPRING 2015 / BRAND IDENTITY / YOUR NAME / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

final symbol or wordmark: black + white This geometric shape is based on the 3 designs words that were chosen in the beginning stages of the project. Expression, development, and community can all be displayed in this symbol. The cobination of many different shapes into one resembles teh many parts of a community. in a community many come to gether to create a working and functioning

family, much like this symbol. Expression and development are shown in this symbol through its movement. Althought the shape is static and outlined in place, it can almost be seen as a kaleidoscope-like image. The movement and entertainment that come a long with a kaleidoscope can resemble development and expression.

37 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

final symbol or wordmark: black + white The incorporation of a wordmark changes the symbol but not so dramatically that it takes away from the symbol. The use of a basic san serif typeface like Helvetica adds sophistication but keeps emphasis on the symbol.

38 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

final symbol or wordmark: variations symbol as system. 01. This symbol will be the most often used symbol, On most applications this will be the preferred logo 02. If needed, the wordmark can appear on top of the symbol. 03. On horizontal applications, this symbol may be used.04. Just the symbol by itself can be used once the identity has matured and become known in the public. 05. When the symbol does not

need to be used, jsut the wordmark alone can be used. 06. On a vertical application, this left aligned wordmark can be used. 07. The left aligned wordmark with the symbol can be used on horizontal application.

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39 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

final symbol or wordmark: color variations As for the color variations, the only colors that should be used should remain in the same family as the orange/red used or on a grayscale. If another color family is used, there could be confusion. By keeping the colors in the same fmaily and closely related, there will be no confusion when deciding on which color to use for certain applications. 01.

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40 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

final symbol or wordmark: color This geometric shape is based on the 3 designs words that were chosen in the beginning stages of the project. Expression, development, and community can all be displayed in this symbol. The cobination of many different shapes into one resembles teh many parts of a community. in a community many come to gether to create a working and functioning

41 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

final symbol or wordmark: color The incorporation of a wordmark changes the symbol but not so dramatically that it takes away from the symbol. The use of a basic san serif typeface like Helvetica adds sophistication but keeps emphasis on the symbol.

42 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

letterhead: front + back A simple layout on the front, with the basic information needed along with a light symbol extraction on the back side is a decent balance of sophistication and excitement.

Warwick Center for the Arts 3259 Post Road Warwick, Rhode Island, 02886 401.737.0010 info@wcfa.org http://www.wcfa.org

43 / RWU / SPRING 2015 / BRAND IDENTITY /HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

letterhead: front only A simple layout on the front, with the basic information needed along with a light symbol extraction in the corner is a less expensive option to the doublesided printing that would be needed for the previous option.

Warwick Center for the Arts 3259 Post Road Warwick, Rhode Island, 02886 401.737.0010 info@wcfa.org http://www.wcfa.org

44 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

envelope: front + back The layout for the envelope is based primarily off of the letterhead. The abstracted symbol in the bottom right corner becomes the signature look for all the applications. By using this abstracted symbol, it ties the applications together without having to use the symbol as the only commonality. The use of the red/orange sticker for the back adds a small pop of color.

Warwick Center for the Arts 3259 Post Road Warwick RI, 02886

45 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

envelope: front only The layout for the envelope is based primarily off of the letterhead. The abstracted symbol in the bottom right corner becomes the signature look for all the applications. By using this abstracted symbol, it ties the applications together without having to use the symbol as the only commonality.

Warwick Center for the Arts 3259 Post Road Warwick RI, 02886

46 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

vertical business card: front + back Although a vertical business card combined with a strong color can be seen as aggressive and dominant, the simple layout and incorporation of the abstracted symbol on the backside in white over the orange background can be seen as exciting and eye catching. Surely something that will make a statement and be easy to find in your wallet!

Warwick Center for the Arts Simone Spruce-Torres Project Director 401.737.0030 simone@wcfa.org 3259 Post Road Warwick, Rhode Island, 02886 401.737.0010 wttp://www.wcfa.org

47 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

horizontal business card: front + back The simple layout and incorporation of the abstracted symbol on the backside in white over the orange background can be seen as exciting and eye catching. Information can be changed and applied to al the employees. Surely something that will make a statement and be easy to find in your wallet!

Warwick Center for the Arts Simone Spruce-Torres Project Director 401.737.0030 simone@wcfa.org 3259 Post Road Warwick, Rhode Island, 02886 401.737.0010 wttp://www.wcfa.org

48 / RWU / SPRING 2015 / BRAND IDENTITY /HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

business folder: front panel only The bright orange folder with the abstracted symbol in the bottomg right corner matches the other applications but is more vibrant and can be seen from afar. By making the largest paper application a bright color, the other applications (letterhead, business card, and envelope) can all be tied together without overpowering each other. The use fo the abstracted symbol

in the bottom right corner give the applications unity and make them unique from other basic layouts.

Warwick Center for the Arts

49 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

business folder: outside The bright orange folder with the abstracted symbol in the bottomg right corner matches the other applications but is more vibrant and can be seen from afar. By making the largest paper application a bright color, the other applications (letterhead, business card, and envelope) can all be tied together without overpowering each other. The use fo the abstracted symbol

in the bottom right corner give the applications unity and make them unique from other basic layouts.

Warwick Center for the Arts

50 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

business folder: inside w/pockets The bright orange folder with the abstracted symbol in the bottomg right corner matches the other applications but is more vibrant and can be seen from afar. By making the largest paper application a bright color, the other applications (letterhead, business card, and envelope) can all be tied together without overpowering each other. The use fo the abstracted symbol

in the bottom right corner give the applications unity and make them unique from other basic layouts.

51 / RWU / SPRING 2015 / BRAND IDENTITY /HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

smartphone The website layout for the Warwick Center for the Arts will be smartphone friendly so that subscriberd do not miss out on any updates. The simple and clean design of the symbol and wordmark will carry over to the website layout. Easy to use, user friendly, and responsive, the site will incorporate the 3 major design elemets of expression, development, and community.

52 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

t-shirt T-shirts can be manufactured inexpensively with this simple 2-color design. However, if desired, one color can be applied to the tshirt designs. Either all black or all orange on a white shirt, or all white or all orange on a black/gray shirt.

53 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

rubber stamp When needed, a stamp can be used to brand documents with the symbol. A black ink or an orange ink can be used, as long as the orange is close to the original color.

54 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

sketchbooks and pencils Because the space puts emphasis on expression and forms of art, it would only be appropriate to offer sketchbooks and pencils to visitors. The hard cover sketchbooks add sophistication and can appeal to members of the Center.

55 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

corporate applications For promotional purposes, notebooks, buttons, packaging, water bottles, and hard drives can be customized. When at public events, these can be handed out to event-goers as promotional gifts. In doing this, Warwick Center for the Arts can get publicity and become known in the area, bringing in more members.

56 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT

shopping bag For when visitors purchase art or merchandise, they can tote their new purchases around in a shopping bag. Carrying this bag around town can help promote the Center and can be used as a conversation starter.

57 / RWU / SPRING 2015 / BRAND IDENTITY / HAILEY MARTEL / PROCESS BOOK / PROFESSOR DINA ZACCAGNINI VINCENT