Brand Guidelines
Contents The Logo Mark
6
The Complete Logo
7
Logo Construction
8
Colour Palette
9
Complete Logo Negative and Positive
10
Logo Negative and Positive
11
The Logo Type
12
Type Use
13
Logo Usage
14
Sub Logos
15
Brand Application
16
Keep In Mind
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The Logo Mark
The Logo Mark is uniquely designed to stand out, different shades of red makes the logo mark more interesting and attractive for the viewer. It can be used independently for a better visual result.
6
The Complete Logo
The complete logo is in landscape format and should always be used this way no matter the design or space restrictions.
7
Logo Construction
The logo is made out of triangle shapes and the three different red shades add a contemporary look to the design.
The typeface used is a simple sans serif type with the colour grey.
8
Colour Palette
MICAS logo is made out of four colours in all, the red are based on Pantones and a light Grey.
Pantone CMYK RGB Pantone Coated Cyan 0 Red 181 Pantone 7427 C Magenda 100 Green 9 Yellow 65 Blue 56 Black 28
Pantone Coated Cyan 0 Red 206 Pantone 703 C Magenda 83 Green 71 Yellow 54 Blue 83 Black 16
Pantone Coated Cyan 0 Red 243 Pantone 709 C Magenda 66 Green 121 Yellow 38 Blue 127 Black 0
Cyan 0 Red 128 Magenda 0 Green 130 Yellow 0 Blue 133 Black 60
Do not change the colours at any point when designing!
9
Complete Logo Negative and Positive
The complete logo in negative and positive background colours. Although it can be used in both, I suggest that it will be used on a positive background more as the colours look better.
10
Logo Negative and Positive
Logo Greyscale and Black & White
The complete logo in Greyscale.
The complete logo in Black & White
11
The Logo Type
COUTURE BOLD
MICAS The logo type MICAS was mainly based on the typeface Couture Bold. Some changes were done to make the font look better for my design.
ALTE HAAS GROTESK
Malta International Contemporary Art Space
The type of the Malta International Contemporary Art Space is made out of the typeface Alte Haas Grotesk in Regular. Keep the same typeface, never change it or use the type in Bold.
12
Type Use
CORBERT
ABCDEFGHIJKLM NOPQRSTWSYZ 123456789!@#%
- Corbert Regular for body copy and captions. (10pt) - Subtitles in Corbert Bold. - Can be used for covers, books, posters, flyers or any other promotional material. - If there is something you would like the reader to really read use Corbert Heavy with a larger point size. - For online material where Corbert is unavailable use Helvetica.
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ABCDEFGHIJKLM NOPQRSTWSYZ 123456789!@#% Corbert Regular
Logo Usage
0.4 x
x
0.4 x
0.4 y
0.2 y
y
0.4 y
0.2 y
- The Cyan keyline represents the logo’s freespace. That is the minimun, nothing should appear within the boundaries. - The Magenda keyline represents the logo’s freespace with relation to the page edge, the logo must also appear proportionate to these dimensions. - In all instances the logo should appear on the top right corner allowing for the defined freespace on the logo’s right edge.
14
Sub Logos
GIFT SHOP
BOOKSHOP
GIFT SHOP Sub-logos were created for the museum to use for their inhouse shops like the Gift Shop and Bookshop. They will both be situated inside. The logos were designed in a way that they look part of the MICAS and it also looks more professional having everything consistent.
BOOKSHOP BOOKSHOP
The design is made out of different types of triangles which together they form the logo.
15
Brand Application
In this part of the brand guidelines one will be able to see how the brand is applied on stationery items and other related design stuff.
16
17
Business Cards
13 MICAS, Museum Street Valletta, VLT 1234
T +356 2134 5689 F +356 2135 5790 E micas@malta.com.mt W www.micas.com.mt
18
Letterhead
13 MICAS Museum Street Valletta VLT 1234 T: +356 2134 5689 F: +356 2135 5790 E: micas@malta.com.mt W: www.micas.com.mt
Friday 30th May 2014 Dear Sir/Madam Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer massa tellus, sollicitudin in blandit ac, molestie vel neque. Ut metus mi, mattis a pellentesque a, sollicitudin at orci. Donec sed pellentesque nisi. Nulla sed risus nec sem scelerisque venenatis sit amet et mauris. Integer accumsan pharetra velit vitae viverra. Suspendisse rhoncus nibh ligula, sit amet ornare ligula ornare in. Pellentesque suscipit sagittis convallis. Praesent imperdiet vulputate erat molestie porttitor. Praesent nec metus vitae nibh mollis malesuada. Fusce fermentum malesuada aliquet. Phasellus vitae mollis orci. Nulla semper ultrices ante, vel auctor arcu consequat sit amet. Morbi rutrum justo non massa tincidunt aliquam. Pellentesque eget elit placerat, molestie felis ut, laoreet nisl. Mauris eu dictum nibh. Aenean a ipsum ac tellus malesuada suscipit. Etiam sit amet diam erat. Suspendisse ullamcorper at orci nec vestibulum. Nulla porttitor, eros id placerat auctor, risus orci imperdiet dui, sed faucibus quam dui vitae mauris. Cras rutrum.
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Jumper Design
A very simple jumper design for the customers to buy when visiting the museum. The designs are made out of the triangles used in the logo. There are two different colours to choose from with three different original designs.
24
Advertisement
Advertising is a must, therefore I designed a few posters which can be used by the client to hang in the streets or inside the actual museum.
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Shopping Bags
Two shopping bags for people who will shop for souvenirs located at the museum. There is a variation of a large and small bag with different designs.
32
Social Media
Social media have now taken over the printed advertising. Having your own Facebook page is very useful as nowadays everyone has Facebook and it is also free and easy to use.
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CafĂŠ Related Branding
The MICAS museum will have a coffee shop inside so I decided to also design their coffee shop logo and a few of the branding for the food and drinks to be sold.
36
Coffee Shop
Membership Card
It would also be a good idea if the museum will actually have a membership card for those people who visit the MICAS regularly. They will be entitled to discounts or any other available offers.
40
Keep In Mind
We hope that all the guides given will be respected and used appropriately. Failure to do so will result in bad designs or create further problems. Keep this book in a safe place and refer back to it whenever in doubt.
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Š Ian Attard 2014