Hypothebus
Brand Manual
By Joseph Provenza
Introduction
Letter from the CEO Through the Hypothebus, education has become quite a passion of mine. Since I was something of a “misfit” in school, never finding an interest until college, I wanted to create a service that inspires kids. I want to show kids that learning is something to be passionate about, and even if not in science, I want to really help them see the value of learning. Every year we visit an average of 100 schools all over the country and we only plan to keep growing!
CEO: Joseph Provenza
Manual Instructions The Hypothebus Brand Manual is made to go out among in-house designers, third party designers and anyone who will be coming in contact with the Hypothebus brand. The purpose of the brand manual is to give a brief look into our identity and to show how we aim to do what we do. It is very important that all of our directions are followed very carefully to keep our brand consistent and strong. Please reach out to us at hypothebushelp@hypothebus.com for any further questions or concerns.
Hypothebus Identity The Hypothebus stands out as the only science museum to travel to children all over the United States; we will travel to anywhere that we can drive! Through our branding, we strive to create a friendly and inviting atmosphere to encourage and inspire children. The message is simple, “Science in Motion.” We are not only physically driving the science to schools, we are setting a larger motion: a motion of inspired youth everywhere. Welcome aboard.
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Introduction Letter from the CEO/ Instructions Hypothebus Identity
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Logo Elements Our Logo/ Our Type Our Color/Other Brand Elements
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Other Elements Web Suite Takeaways
Logo Elements
Our Logo How to Use Effectively The Hypothebus logo is designed to be effective when used properly. Please follow our directions for optimum impact.
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The traditional logo is designed for most frequent use.
2 The all dark logo should be used only in black and white prints. 3 The all white logo is to be used on darker grounds. 4 The type-based logo is to be used for slim horizontal applications.
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1
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Our Typography How to Use Effectively The Hypothebus type family is Gotham Rounded. Please only use type from this family in the provided weights.
Gotham Rounded Bold: This weight is to be used at 40 points for headlines and main information. Gotham Rounded Medium Italic: This weight is to be used at 18 points for sub-headlines and secondary information. Gotham Rounded Book: This weight is to be used at 12 points for body copy and paragraph-style information.
Headline
Sub-Headline
Body Copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Our Colors How to Use Effectively The Hypothebus has 5 brand colors including 3 main colors and 2 accent colors. Please follow our directions below to know when and how to use each color. Hypothebus Yellow
CMYK: 0, 24, 78, 0 RGB: 255, 197, 82
Hypothebus Yellow is best used as a primary pop of color. It is meant to be the most recognizable brand color.
PMS 135
Hypothebus Pink
CMYK: 0, 54, 38, 0 RGB: 245, 144, 135
Hypothebus Pink is meant to be the second most recognizable brand color, and should be used sparingly.
PMS 177
Hypothebus Teal
CMYK: 96, 0, 47, 19 RGB: 0, 145, 137
Hypothebus Teal is used mainly for text, and is also meant to be used conservatively.
PMS 7717
Accent Blue
CMYK: 72, 27, 13, 0
Accent Gray
CMYK: 69, 54, 51, 27
RGB: 63, 152, 191
RGB: 80, 90, 94
Accent blue is meant to be the predominant Hypothebus accent color, and can be used for bright backgrounds and secondary use.
Accent gray should be used as a neutral color when needed.
Other Brand Aspects How to Use Effectively The Hypothebus brand is comprised of a few other specific brand elements that make us distinctly “the Hypothebus.�
Rounded Caps Rounded caps, reinforce a more inviting, non-aggressive attitude. Rounded caps should be used for any line segment.
Rounded Corners Rounded corners also reinforce these major brand attitudes. Rounded corners should be used for any polygon.
Horizontal Layout A left-alligned, horizontal layout, is easiest for younger kids to understand when learning the traditional handwriting format.
Misuse of Elements How Not to Use Logo Elements Please refrain from any additions, subtractions, or subsequent alterations to the Hypothebus artwork provided.
The Hypothebus logo is not to be used in lower resolution, stretched, distorted, re-colored in any way, used on an non-white ground, rotated or used with any effects. Such alterations are lessening the logo’s visual impact, and therefore diminishing the strength of the Hypothebus brand.
Misuse of Elements How Not to Use Other Elements Please refrain from any additions, subtractions, or subsequent alterations to the Hypothebus artwork provided.
Hypothebus
Science in Motion
Hypothebus
Science in Motion
Hypothebus Hypothebus Hypothebus
The Hypothebus brand elements are not to be altered. Please refrain from using any alternate typefaces, non-brand colors, non-rounded corners, or nonrounded caps. Such alterations are lessening the visual impact, and therefore diminishing the strength of the Hypothebus brand.
Other Elements
Web Suite Hypothebus on The Web The Hypothebus website is not only designed to be a credible, informative resource for parents, but also a place for kids to learn about the Hypothebus and find out when we will be coming to a location near them. Contents of the site include information and mission statement, our current exhibit, and a list of tour dates, including a countdown!
Takeaways What the Kids Remember Remeberance is key to Hypothebus success. When a kid has a positive memory of the Hypothebus, this accomplishes our goal of making learning fun, and it keeps us going as a business. Below is a vector mockup of a few elements to be available to kids, either for free or for purchase. Elements include tour posters, rulers, stickers, science utensils (such as beakers and test tubes), clipboards, entry tokens, pens, and pencils.
HYPOTHEBUS
S C I E N C E I N M OT I O N
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THE HYPOTHEBUS!
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DRIVING EDUCATION WITH
E HYP
New York, NY
Champaign, IL
Indio, CA
Kansas City, MO
Manchester, TN
Chicago, IL
Memphis, TN
Berkeley, CA
Minneapolis, MN
Saint Augustine, FL
Milwaukee, WI
Knoxville, TN
Byron Bay, AU
Las Vegas, NV
Charlottesville, VA
HYPOTHEBUS
S C I E N C E I N M OT I O N
HYPOTHEBUS
S C I E N C E I N M OT I O N
S C I E N C E I N M OT I O N
HYPOTHEBUS
FIELD NOTES:
Thank You
Thank you for your efforts in keeping the Hypothebus brand healthy and strong!