Standards Manual
02
CONTENTS
BACKGROUND
BRAND ELEMENTS
APPLICATIONS
EXTENSIONS
06
History
24
Primary Colors
34
Letterhead
40
Poster Series
08
Architecture
26
Secondary Colors
35
Envelope
42
Exhibition Banners
10
Misson Statement
28
Primary Type
36
Mailing Label
44
Tickets
12
Logomark
30
Secondary Type
37
Business Card
46
Membership Cards
14
Lock-up
47
LA Broad Shop
18
Alternatives
48
LA Broad Cafe
20
Misuse
EMERGING MEDIA 52
Website
54
Tablet App
CONTACT 56
Designer Info
03
BACKGROUND
HISTORY In 2010, Eli and Edythe Broad announced plans to open
midway in the building. Its carved underside shapes the
The Broad, a new, public museum of contemporary art
lobby below, while its top surface is the floor plate of the
on Grand Avenue in downtown Los Angeles (anticipated
exhibition space. The vault is enveloped on all sides by
opening: 2014). Designed by world-renowned
the “veil,” an airy, cellular exoskeleton structure that spans
architects Diller Scofidio + Renfro, the museum will be a
across the block-long gallery and provides filtered natural
120,000 square foot, three-level facility, and will include
daylight. The museum’s exhibition programming will
approximately 50,000 square feet of gallery space on
focus on the contents of the renowned contemporary art
two floors, a lecture hall for up to 200 people, and a
collections of Eli and Edythe Broad, which feature in total
public lobby with display space and a museum shop. The
2000 artworks by more than 200 artists and unparalleled,
project will include a state-of-the-art archive, study and
in-depth groupings of works by select artists such as Jeff
art storage space that will be available to scholars and
Koons, Roy Lichtenstein, Cindy Sherman, Jean-Michel
curators who want to research works in the collection and
Basquiat and many others.
borrow artworks for their institutions through The Broad Art Foundation’s worldwide lending program. The museum
The Broads created The Broad Art Foundation in 1984 as
will be adjacent to luminary cultural institutions such as
a pioneering lending library for contemporary artworks.
the Music Center of Los Angeles and Walt Disney Concert
Dedicated to increasing access to contemporary art for
Hall, the Colburn School of Music, and the Museum of
audiences worldwide, the foundation has made more than
Contemporary Art, forming a remarkable locus of culture in
8,000 loans to nearly 500 museums and galleries around
Southern California.
the world. In addition to The Broad Art Foundation’s works, the loan program also makes available art from The Eli and
06
Dubbed “the veil and the vault,” the museum’s design
Edythe L. Broad Collection. Together, the Broad Collections
merges the two key components of the building: public
are among the most prominent collections of postwar and
exhibition space and archive/storage. Rather than relegate
contemporary art in the world.
the archive/storage to secondary status, the “vault,” plays a key role in shaping the museum experience from entry to exit. Its heavy opaque mass is always in view, hovering
The Museum is currently under construction and is anticipated to open in 2014.
07
Dubbed “the veil and the vault,” the museum’s design merges the two key components of the building: public exhibition space and storage for archieve.
08
Rather than relegate the archive/storage to secondary status, the “vault,” plays a key role in shaping the museum experience from entry to exit. Its heavy opaque mass is always in view, hovering midway in the building. Its carved underside shapes the lobby below, while its top surface is the floor plate of the exhibition space. The vault is enveloped on all sides by the “veil,” an airy, cellular exoskeleton structure that spans across the block-long gallery and provides filtered natural daylight.
09
MISSION STATEMENT
The Broad Art Museum is an engaged public institution, The Broad is a contemporary museum devoted to the art of our time. Expressly dedicated to exploring contemporary culture and ideas through the probing gaze of artists, The Broad is a place where artists’ ideas, words, and actions create a vibrant center for questioning and understanding the modern world. Dedicated to experimentation and study, The Broad is a laboratory for the new, grounded in a deep appreciation for the historical. The Broad is unique among contemporary art museums in its ability to frame the broad range of contemporary art practices within a firm historical context. 10
M O U I
BRAND VOICE
MODERN ORGANIC UNDULATING INSPIRING
11
012
LOGO MARK
13
The mark comes from the museum’s outter structure itself. The mark represents the four brand voices: undulating, organic, elaborate, and inspiring.
LOCK-UP
0.5X
0.5X
2X
1X
2X
1X
0.25 in / 15px 14
Use these lock-up rules when using LA Broad in both print based and screen based platforms to preserve the value of its identity. The minimum size of the LA Broad identity is 0.25 inch or 15px in height and the stroke becomes 0.5pt.
CLEAR ZONE
2X
5X
2X
2X
15
Clear zone is the space into which no other element must be inserted. An area of 2x, x being the x-height of the logo type, should always be left clear.
WHITE ON COLOR
16
The mark should always be presented in solid white against black or colored background.
BLACK ON WHITE
17
When the application is printed in grayscale, always use the 100% soild black version of the mark.
ALTERNATIVES
PREFERRED
WITHOUT MARK
SIMPLIFIED
18
EXTENSIONS
cafe shop member 19
LOGO MISUSE
Do not flip the mark in any way.
Do not tilt the stroke between LA and BROAD.
Do not put the mark on the right side of the type.
Do not take out the stroke between LA and BROAD.
Do not set the type in color other than black or white.
Do not switch the color of the mark and the color of type.
20
LOGO MISUSE
Do not put the mark in between LA and BROAD.
la broad Do not use lowercase for the type.
Do not stretch the logo in any way.
LA / BROAD Do not italicize the type in any way.
LA BROAD 21
Do not change the typeface of the logo.
Do not place the logo in any shape.
BRAND ELEMENTS
PRIMARY COLORS CMYK: 0 / 52 / 88 / 0 RGB: 246 / 144 / 56
10%
30%
50%
70%
100%
24
These primary colors represent the warmth of Los Angeles. The primary orange also has the contemporary quality that embraces the Art Museum.
CMYK: 68 / 67 / 70 / 85 RGB: 17 / 7 / 0
CMYK: 1 / 9 / 40 / 0 RGB: 255 / 268 / 167
CMYK: 43 / 76 / 91 / 63 RGB: 78 / 35 / 3
25
SECONDARY COLORS CMYK: 54 / 46 / 45 / 11 RGB: 120 / 120 / 120
10%
30%
50%
70%
100%
26
These secondary colors represent the structure of the museum, the solid concrete that supports the building, and the boldness of its identity.
CMYK: 14 / 11 / 11 / 0 RGB: 216 / 216 / 216
CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0
27
TRADE GOTHIC NEXT LT PRO
BROAD
Los Angeles
28
PRIMARY TYPEFACE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
D
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Trade Gothic Regular
Trade Gothic Bold
Trade Gothic Condensed
29
AVENIR NEXT LT PRO
MUSEUM OF CONTEMPORARY ART ON GRAND AVENUE In 2010, Eli and Edythe Broad announced plans to open The Broad, a new, public museum of contemporary art on Grand Avenue in downtown Los Angeles (anticipated opening: 2014). Designed by world-renowned architects Diller Scofidio + Renfro, the museum will be a 120,000 square foot, three-level facility, and will include approximately 50,000 square feet of gallery space on two floors, a lecture hall for up to 200 people, and 30
a public lobby with display space and a museum shop.
SECONDARY TYPEFACE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Next LT Pro Regular
Avenir Next LT Pro Demi
Avenir Next LT Pro Bold
31
APPLICATIONS
LETTERHEAD
2 in
11 in
2 in 34
0.5 in
8.5 in
ENVELOPE 9.75 in
0.25 in
2 in
3355 Barnard Way Santa Monica, CA 90405
0.25 in Lorne Buchman
Art Center College of Design
4.25 in
1700 Lida Street
Pasadena, CA 91101 USA
4 in
1.5 in
35
Left is an example of the LA Broad standard letterhead. Mark is screen back at 5% on the top left corner on frontside and 25% on the backside. Above is an example of the LA Broad standard No. 10 envelope with logo mark on the top left corner.
MAILING LABEL
6 in
2 in
3355 Barnard Way Santa Monica, CA 90405 0.875 in
Lorne Buchman
Art Center College of Design 1700 Lida Street
Pasadena, CA 91101 USA 2 in
36
4 in
BUSINESS CARDS
1.5 in
0.5 in Ed Schad
Assistant Curator
The Broad Art Foundation 3355 Barnard Way Santa Monica, CA 90405
2 in
T. 310 399 4004
eschad@broadartfoundation.org
F. 310 399 7799
broadartfoundation.org
3.5 in
37
Left is an example of the LA Broad mailing label. Above are examples of the LA Broad business cards. Please maintain a consistent margin. Use 6pt Avenir Next LT Pro Regular for the body text with 10pt line space. Use Avenir Next LT Pro Bold just for the name.
EXTENSIONS
POSTER SERIES
40
The exhibition posters are displayed side by side no matter where they appear. Both posters will have the information for the exhibition.
41
42
EXHIBITION BANNERS
43
These banners are also displayed side by side. The name of the exhibition and dates always stay on the left banner and the Museum logo sits on the bottom right corner of the right banner.
44
The tickets always show some of the featured artworks from the most current exhibition. The name of the artist (group) is always displayed vertically in bold. The date and time are displayed on both parts of the ticket.
02.17.13 02:15 pm ADULT
4728348
02.17.13 02:15 pm ADULT
Cai Guo-qiang
Cai Guo-qiang
Cai Guo-qiang
02.17.13 02:15 pm ADULT
4728348
02.17.13 02:15 pm ADULT
Cai Guo-qiang
TICKETS
Cai Guo-qiang 02.17.13 02:15 pm ADULT
4728348
02.17.13 02:15 pm ADULT
Cai Guo-qiang
Enjoy free unlimited general admission, members-only preview days, discounts, and much more labroad.org/membership
No refunds or exchanges.
Visit as a member next time.
45
MEMBERSHIP CARDS
labroad.org/membership
MEMBERSHIP ID
labroad.org/membership
01403592
MEMBERSHIP ID
01403592
MEMBER SINCE
EXPIRATION DATE
MEMBER SINCE
EXPIRATION DATE
06/2010
06/2015
06/2010
06/2015
G. Kondrup
46
Above are two examples of the LA Broad membership cards. The orange card covers all general admissions and the platinum card gets access to exhibitions preview. Both cards gets discount at the LA Broad shop.
G. Kondrup
47
48
LAB CAFE
cafe
49
The LA Broad Cafe is located on the first floor of the museum with great lighting and customized seats.
EMERGING MEDIA
WEBSITE
52
53
TABLET APP
54
The LA BROAD app allows users to browse current ongoing exhibtions at LA Broad. It also features some of the artworks from the exhibitions with details. Users can also purchase tickets through the app.
55
Copyright Š 2013 Justin Chen All Rights Reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. jchen.graphics@gmail.com 626. 841. 1458 justinchendesign.com Identity Systems Instructed by Gloria Kondrup Art Center College of Design 1700 Lida Street, Pasadena, CA 91103 Printed and bound by Color Images