INTRODUCTION This book is for the branding guidelines of the Idaho Potato Museum. It will discuss the client and how the brand was inspired and created. In order to keep this brand up to certain standards this book will go over all of the rules that should be followed when working with this company. This rebrand was sparked by the Smithsonian Institute expanding their network to include alternative and novelty museums. The Idaho Potato Museum was challenged to re-brand their company in order to present an engaging experience for their visitors. This gave IPM the opportunity to not only better their own brand but, to be a part of this larger institute that will bring help and awareness to novelty museums as a whole.
CONTENTS
01
02
03
6
14
24
ABOUT
BRAND
LOGO
VISUAL ASSETS 42
05
06 WEB
TOUCHPOINTS
COLOPHONE
48
54
60
98
IMAGERY
07
04
08
01 ABOUT
ABOUT The Idaho Potato Museum is an alternative museum dedicated to potatoes and located in Blackfoot Idaho. This museum provides historical information and they are also very active in the innovation of potato growth and production. Many of the local businesses help financially support the museum through donations and in return the museum hosts a lot of events for the community. It is easy to see that the Idaho Potato Museum is driven by their community and enjoys sharing their love of potatoes with everyone. Looking more at the brand design side of things, there has been a lot of growth within the Idaho Potato Museum brand. More specifically, there is an updated look in the area of typography, logo, and imagery. Using the museum’s values to drive the concept there is a sense of pride in potatoes as well as the state of Idaho in the visual system. Using the definition of Idaho, “Gem of the mountains” the geometric potato was born to cater to this company and all that they stand for.
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Idaho [ay-duh-hoh]
noun
1. A state in the northwestern United States 2. Gem of the mountains
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01 ABOUT
VALUES As a museum of history, the Idaho Potato Museum values the education of Idaho and it’s potatoes. They also value the practice of innovation within their museum and the potato industry as a whole.
MISSION Catering to the visitor and local residents, we strive to educate people about the Idaho Potato.
VISION In order to continue to be educative and innovative in the world of potatoes the museum is working to reach more people through making their visual system updated and captivating to the viewer. Along with innovation they are also making sure they are continuing to include their important history into every element of their brand.
TARGET MARKET The museum currently focuses on the community and road trippers that happen to stop by. IPM also seems to be advantages to targeting history buffs due to the historical information that this museum provides. This audience can definitely be increased through further marketing and keeping an eye on the common movements in international design.
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01 ABOUT
SERVICES The Idaho Potato Museum offers an experience that takes you through the history of potato production and pop culture. There is also a cafe and gift shop where you can experience buying souvenirs and enjoying a tasty potato snack.
PRODUCTS The museum includes a gift shop with t-shirts, postcards, and several other souvenirs to remember your visit to the Idaho Potato Museum. There is also a potato specific menu offered at the Potao Museum Cafe.
MARKETING STRATEGY The current market strategy includes being active in the local community with events and also uses Facebook as communication with their audience. There is a lot of room to grow here that includes expanding their social media presence and reaching further than just Idaho to draw attention in.
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“
The future holds an exciting adventure for all of us.
“
J. R. Simplot, 1973
02 BRAND
STRATEGY The brand strategy is to create something within the lines of historic yet modern, bright yet professional, and rustic yet sharp.
ESSENCE The essence of the Idaho Potato Museum is to be historically innovative. Learn from where the company has been in order to push the brand into what it will be.
ATTRIBUTES Friendly - Friendly through the tone/voice and social personality that they carry. Passionate - Focuses on their success through the motivation of their big idea. Innovative - Continues to look forward and take risks to discover the new.
BIG IDEA Looking for the main point of focus for the brand we kept the museum’s essence and attributes in mind. Through all of the different elements of the Idaho Potato Museum there was one commonality that continued to show up. This commonality is the museum’s pride for potatoes. This finally lead to the big idea: “POTATO PROUD”. 16
POTATO POTATO POTATO
O PROUD O PROUD O PROUD
02 BRAND
DIFFERENTIATION IPM is unique because of the fact that they communicate and interact with their customers in a family-like way. There is a personal touch they add to their experience that makes you feel welcomed and comfortable within their environment.
VALUE PROPOSITION What all visitors of the Idaho Potato Museum will benefit from is an interactive, educational journey that will equip them with the history of potatoes and gain an appreciation for them as well.
COMPETITIVE ADVANTAGE The biggest competitive advantage of the museum is the location since Idaho is the state of potatoes.
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02 BRAND
VOICE & TONE Proud, excited, friendly
KEY MESSAGING The Idaho Potato Museum includes a lot of upbeat, quirky messaging within their brand. For instance, one tagline that goes along with a marketing pull is “Taters for Out of Staters”. This makes them unique and usually stands out when used on social media, posters, etc.
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“
Hello all you wonderful potato lovers out there!
“
03 LOGO
TERMINOLOGY For the main mark of the Idaho Potato Museum Brand there is the representation of innovation by showing bright colors and a sharp bold pattern while also symbolizing important historical elements. The geometric shapes represent the state of Idaho being known as the “Gem of the mountains” and the potatoes are shown through the overall potato shape of the mark.
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LOGO
MARK
LOGOTYPE
27
03 LOGO
PRIMARY LOGO The museum’s logo features the geometric potato (centered) with the title Idaho Potato Museum rounded on the top and bottom of the mark. This is the primary logo being displayed as the main multi-colored version along with all of the single colored versions as well. This logo is what will mostly be used to present the brand of the museum. The roundness of the logo gives it a unique layout that may fit in multiple circumstances but, will not work for every situation.
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31
03 LOGO
SECONDARY LOGO The secondary logo also features the geometric potato with the Idaho Potato Museum title to the right side of the mark. Due to the unique layout of the primary logo the brand must also include a secondary logo to work within certain circumstances that have a elongated, smaller scaled canvas. For instance, touchpoints like letterheads and cards cannot displat the primary logo with clarity therefore the secodary is neccessary.
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33
03 LOGO
CLEAR SPACE PRIMARY
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CLEAR SPACE SECONDARY
35
03 LOGO
MINIMUM SIZE Since the mark will be lost when minimized too much there must be a standard minimum size placed. The marks that are presented with text will not be able to shrink as much as the mark alone because legibility will be lost.
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144 px
.5 inch 48 px
1.5 inch
1 inch 96 px
.5 inch 48 px
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03 LOGO
IMPROPER USE Since this brand has certain guidelines and rules in order to keep consistency there are many forms of improper use that are highley discouraged. This includes distorting the logo in any way, overlapping the text on the mark, rotating the main logo, etc.
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03 LOGO
PROPER USE To give some examples of proper uses of the logo and brand elements here are some layouts of the primary and secondary mark in different contexts.
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04 VISUAL ASSETS
TYPEFACE The typeface being used for the Idaho Potato Museum is Overpass. It is very flexible due to all the weights and styles that are offered. This typeface works well with the complex geometric potato because of its simplicity. There are also subtle accents of sharp, jagged edges that match the geometry theme. Overpass compliments the main mark while also not distracting.
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ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghijk lmnopqrstu vwxyz.(&!?) 1234567890 45
Rocky Blue R 23 G 66 B 117
174275
C M Y K
Sunset Red 98 60 18 31
R 237 G 74 B 48
ed4a30
C M Y K
0 79 85 0
White
Potato Gold R 247 G 143 B 48
f78f30
C M Y K
0 56 86 0
R 255 G 255 B 255
ffffff
C M Y K
0 0 0 0
05 IMAGERY
PATTERN For an additional form of imagery we created two different pattern sets. One was created through the repetition of the main outline potato mark. The other was made from the different shapes from the potato mark spread out. This gives the option for a precise, clean design or a more free and scatter look. These patterns are often utilized on merchandise and signage.
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53
06 WEB
TYPE HIERARCHY For web use there is a specific order of type hierarchy that should be included in order to keep consistency. The typeface for this brand is OVERPASS which includes many differents weights for flexibility but, will mainly use semibold and regular. There is also a sizing chart to keep in mind that covers from heading 1 to meta data.
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OVERPASS OVERPASS OVERPASS
H1 - SEMIBOLD - 56PT
H2 - SEMIBOLD - 36PT
H3 - SEMIBOLD - 26PT
OVERPASS
H4 - SEMIBOLD - 21PT
OVERPASS
H5 - SEMIBOLD - 16PT
OVERPASS
COPY - REGULAR - 14PT
OVERPASS
H6 - SEMIBOLD - 14PT
OVERPASS
DETAILS - REGULAR - 12PT
OVERPASS
META DATA - REGULAR - 12PT 57
06 WEB
TYPE STRUCTURE For easy understanding here is a set of examples of each section of text and how it would work in context. These sizes and weights should be maintained throughout the brand to keep it consistent and recognizable.
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Idaho Potatoes FOR ALL THOSE POTATO LOVERS BY J. R. SIMPLOT
Another individual whose name is synonymous with potatoes is John (Jack) R. Simplot.
HEADING
SUBHEADING
META DATA
LINKS
Irrigation & Land Development The Carey Act of 1894 made it possible for more land to be opened up for agricultural use.
“Work honestly and build, build, build. That’s all I can tell you,” From this small beginning, Idaho’s farmers became leaders in the potato industry and are the top producers of potatoes in the United States.
SECTION HEADING
QUOTE
BODY TEXT 59
08 COLOPHON
Hannah Searcy Designer hananana8930@yahoo.com hannahsearcy.com Printed by Clemson Print Services 105 Klugh Ave, Clemson, SC 29634 Typeface Overpass Delve Withrington, Dave Bailey and Thomas Jockin 26 November 2019
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