Atlanta Science Festival Brand Standards Manual by Katherine Konzal

Table of Contents

Introduction

2 17

Advertising Campaign

Event Logos

Brand Elements & Communication Tools

Uniforms, Signage & Packaging

Introduction

A unified branding of the three Georgia State University (GSU) events—Discovery Day 2014, Eureka Screen Series, and Fusion Gallery—is the most powerful and effective solution for establishing a recognizable, versatile, and longterm identity for Georgia State’s involvement in the Atlanta Science Festival (ASF).

This approach will serve to market the three events as a set of different, yet related happenings, all strengthened by the weight and consistency of the other events. This approach produces a viable brand that works successfully in tandem or individually, as required by various marketing collateral and parameters. Based on the mission, position, and values of the events and the partnership between GSU and the Atlanta Science Festival, the following subtext must be successfully communicated in order for the branding to be successful. The broad, general demographic these three events appeal to must be correctly identified and addressed, so the logos and themes are engaging, descriptive, and have a universal appeal.

With this being the first year of the Atlanta Science Festival, and GSUâ&#x20AC;&#x2122;s involvement, it is critical to maintain a consistent identity among the GSU sponsored events for maximum recognition. This brand standards manual presents a clear and comprehensive standard to ensure all communication and touchpoints deliver a strong and consistent message. Following these guidelines will be the key to the success of GSUâ&#x20AC;&#x2122;s involvement and recognition among its competitors. It is critical to implement these standards at the onset of this festival, to ensure a stronger presence for GSU at the subsequent events.

EVENT LOGOS

Primary Logos These logos are based on the ball and stick model of an atom, the fundamental building block of all things. This motif creates the form of the letters and ties all three GSU events together as a set, further reinforcing a unified brand.

STACKED LOGOTYPE

MARK

FULL SIGNATURE

The primary logos include the mark and the stacked logotype. When the primary logos are placed on dark or complicated backgrounds, white is the appropriate color application. Secondary logo configurations, as seen on the following pages, may also be displayed in white.

Secondary Logos & Marks There are two secondary logo configurations, the vertical logo and the horizontal logotype. The vertical logo variations may be used individually or in their defined set of three, but may not be used with the primary logo. Acceptable uses for the vertical logo include event collateral such as banners, advertisements, and badges. The horizontal logotype may be used in communications. It is acceptable to use the horizontal logotype with or without the associated mark. Do not use the horizontal logotype with the vertical logo.

VERTICAL LOGOS

HORIZONTAL LOGOTYPES

MARKS

The mark can be used alone or with the horizontal logotype. When pairing the horizontal logotype with the mark, the logotype must be 1/2 the size of the height of the mark and the distance between the two must be at least 1/2 the size of the height of the mark. The top of the horizontal logotype must align with the top of the mark. When used in this configuration, the mark is typically placed on top of a visual element defined later in this book.

HORIZONTAL LOGOTYPES PAIRED WITH THE MARKS 1/2 MARK

1/2 MARK

Logo Clear Space & Minimum Size The space around the logo, secondary logo, or mark must be 1/2 the height of the mark. The logo must be spaced and sized properly to maintain its integrity and legibility. Minimum size is always based on the height of the mark. The minimum height of the primary logo and any application or use of the mark is 3/8 inches. These guidelines must be applied in every logo or mark application.

1/2 MARK

PRIMARY LOGO MINIMUM SIZE: 3/8â&#x20AC;? HIGH

Logos Paired with Georgia State University Brand Discovery Day, Eureka Screen Series, and Fusion Gallery are Georgia State University events; therefore, the Georgia State University logo is to be placed at the bottom right or center of all marketing materials, with the exception of the communications kit (business cards, letterhead and envelopes). Use of GSUâ&#x20AC;&#x2122;s primary logo (stacked logo) and line end logo are both acceptable. The logos are to be used in 100% GSU blue (PMS 286) on a light or white background, and reversed out in white on a dark background.

GSU STACKED LOGO

GSU LINE END LOGO

GSU Colors A one-color version of the GSU logo must always print in PMS 286 blue or the CMYK equivalent.

RGB R: 0 G: 57 B: 166

CMYK

PANTONE

C: M: Y: K:

PANTONE 286

100 72 0 0

Logo Color Variations There are three color sets, each based on an analogous color palette. Any of the sets may be used, provided they are used either alone, or with the other two logos within the same numbered set. These sets must not be mixed. For instance, you cannot use the Discovery logo from set one and the Eureka logo from set two. The color of the text is also defined within each set, and may not be mixed with black or any other text colors. The color system developed was based on each event. A blue and green palette was selected for Discovery Day because these colors represent the natural world, knowledge, and contemplation. A yellow, orange,

LOGO SET ONE

and red color palette was selected for Eureka Screen Series because these colors represent radiance, passion, and excitement, and the glow and warmth of these colors resemble light projected on the screen. The purple palette selected for Fusion Gallery represents imagination and inspiration. As these three events will often be marketed together, similar tones are used across the palettes. The first set of colors across the three events has the lightest tone range, the second set of colors is just a bit darker, and the third set is the darkest. The color combinations can be used with photography or illustrative elements in event marketing materials.

RGB

CMYK

PANTONE

R: 167 G: 207 B: 56

C: M: Y: K:

40 0 100 0

PANTONE 367 C

R: 188 G: 190 B: 192

C: M: Y: K:

0 0 0 30

PANTONE COOL GRAY 4C

R: 251 G: 206 B: 15

C: M: Y: K:

2 17 99 0

PANTONE 116 C

R: 188 G: 190 B: 192

C: M: Y: K:

0 0 0 30

PANTONE COOL GRAY 4C

R: 144 G: 167 B: 214

C: M: Y: K:

43 28 0 0

PANTONE 7681 C

R: 188 G: 190 B: 192

C: M: Y: K:

0 0 0 30

PANTONE COOL GRAY 4C

LOGO SET TWO

LOGO SET THREE

RGB

CMYK

PANTONE

R: 72 G: 194 B: 197

C: M: Y: K:

64 0 26 0

PANTONE 3258 C

R: 147 G: 149 B: 152

C: M: Y: K:

0 0 0 50

PANTONE COOL GRAY 7C

R: 201 G: 86 B: 40

C: M: Y: K:

16 79 100 4

PANTONE 7584 C

R: 147 G: 149 B: 152

C: M: Y: K:

0 0 0 50

PANTONE COOL GRAY 7C

R: 126 G: 29 B: 88

C: M: Y: K:

47 100 37 21

PANTONE 7650 C

R: 147 G: 149 B: 152

C: M: Y: K:

0 0 0 50

PANTONE COOL GRAY 7C

CMYK

PANTONE

R: 21 G: 106 B: 114

C: M: Y: K:

88 43 48 17

PANTONE 7719 C

R: 109 G: 110 B: 113

C: M: Y: K:

0 0 0 70

PANTONE 424 C

R: 161 G: 32 B: 33

C: M: Y: K:

24 99 100 20

PANTONE 7622 C

R: 109 G: 110 B: 113

C: M: Y: K:

0 0 0 70

PANTONE 424 C

R: 74 G: 37 B: 106

C: M: Y: K:

84 100 23 17

PANTONE 269 C

R: 109 G: 110 B: 113

C: M: Y: K:

0 0 0 70

PANTONE 424 C

RGB

Unacceptable Use of Logos & Marks Do not stretch, skew, or distort the logos.

Do not change the color or add a stroke to the logos.

Do not combine or lock-up the logos with any other logo.

Do not rearrange the full signature or combine the mark and logotype in any combination not previously defined.

BRAND ELEMENTS & COMMUNICATION TOOLS

17 17

Antonio Font Family The Antonio font family may be used for headers or specialty type.

Antonio Light (24/36) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Antonio Regular (24/36) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Antonio Bold (24/36) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Futura Font Family The Futura font family should be used for body copy.

Futura Std Light (10/14) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Std Book (10/14) ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Std Book Oblique (10/14) ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Std Medium (10/14) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Std Medium Oblique (10/14) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Std Heavy (10/14) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Std Bold (10/14) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Std Extra Bold (10/14) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 19 19

Business Cards 3 - 1/2”

3/8”

Jeff Boortz

2”

Committee Co-Chair, Discovery Day 2014 484.431.8361 jboortz@gsu.edu Georgia State University, Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

FRONT • • • • • • • •

3/16”

Margins: 3/16” Logo Height: 3/8” (minimum size) Logo Location: Right & Top Aligned to Margins Logo Color: Logo Set Two Name / Type: Futura Heavy (10/12) Name / Color: C:64 M:0 Y:26 K:0 Title & Contact / Type: Futura Light (7/9) Title & Contact / Color: C:0 M:0 Y:0 K:50

3/4”

atlantasciencefestival.org/events/gsu-discovery

BACK • • • • •

gsu.edu/discoveryday

3/16” Margins: 3/16” Logo Height: 3/4” Logo Location: Centered Horizontally, 1/2” Margin on Left & Right Website / Type: Futura Heavy (7/9) Name / Color: C:0 M:0 Y:0 K:0 *

Jeff Boortz

Committee Co-Chair, Eureka Screen Series 484.431.8361 jboortz@gsu.edu Georgia State University, Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

atlantasciencefestival.org/events/gsu-eureka

gsu.edu/eurekascreenseries

Kyle J. Frantz, Ph.D

Committee Co-Chair, Fusion Gallery 484.431.5338 kfrantz@gsu.edu Georgia State University, Neuroscience Institute & Department of Biology P.O. Box 5030 | Atlanta, Georgia 30302-5030

atlantasciencefestival.org/events/gsu-fusion

gsu.edu/fusiongallery

* USE THE CORRESPONDING LOGO AND CMYK VALUES FROM LOGO SET TWO.

21 21

Letterhead 8 - 1/2”

1/4”

1/2” December 9, 2013

11”

This has allowed Collective to produce a viable brand that will be easily recognizable and work successfully in tandem or individually, as the varying marketing collateral and your needs dictate. The broad, general demographic we are appealing to in these three events must be correctly identified and addressed, so the logos need to be engaging, descriptive, and have a universal appeal. With no current branding in place, and being the first year of GSU’s partnership with the Atlanta Science Festival, this is an opportunity to create a cohesive and recognizable new brand for this collaboration and most importantly, creating the strongest presence possible for GSU. Sincerely,

The Collective Team

Jeff Boortz

Committee Co-Chair, Discovery Day 2014 phone: 484.431.8361 email: jboortz@gsu.edu

Sponsored by Georgia State University gsu.edu/discoveryday

Georgia State University, Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

An Atlanta Science Festival Event atlantasciencefestival.org/events/gsu-discovery

1/2” 1”

1/2” FIRST PAGE LETTERHEAD: 8 - 1/2” X 11” WITH NO BLEED • • • • • • • • •

Left Margin: 1” Top, Right, & Bottom Margins: 1/2” Mark Height: 1/2” Logotype Height: 1/4” Logo Location: 3/4” from Top Margin, Aligned Right Footer Name / Type: Futura Heavy (10/9) Footer Name / Color: C:64 M:0 Y:26 K:0 * Footer Title, Contact & Website / Type: Futura Light (7/9) Footer Title, Contact & Website: C:0 M:0 Y:0 K:50 C:64 M:0 Y:26 K:0 (Sponsors)

December 9, 2013

Georgia State University P.O. Box 3975 Atlanta, Georgia 30302-4107 Mr. Boortz and Members of the GSU ASF Events: Collective is proud to present our initial stationery sets for your review. At Collective, we believe a unified branding of the three events sponsored by Georgia State University (GSU), Discovery Day 2014, Eureka Screen Series, and Fusion Gallery, is the most powerful and effective solution for establishing a recognizable, versatile and long-term identity for GSU’s involvement in the Atlanta Science Festival. The strongest solution is to treat the three events sponsored by GSU as a triad; to market them as a set of different, yet related events, which will be strengthened by the weight of the others. This has allowed Collective to produce a viable brand that will be easily recognizable and work successfully in tandem or individually, as the varying marketing collateral and your needs dictate. The broad, general demographic we are appealing to in these three events must be correctly identified and addressed, so the logos need to be engaging, descriptive, and have a universal appeal. With no current branding in place, and being the first year of GSU’s partnership with the Atlanta Science Festival, this is an opportunity to create a cohesive and recognizable new brand for this collaboration and most importantly, creating the strongest presence possible for GSU. Sincerely,

The Collective Team

Jeff Boortz

Committee Co-Chair, Eureka Screen Series phone: 484.431.8361 email: jboortz@gsu.edu

Sponsored by Georgia State University gsu.edu/eurekascreenseries

Georgia State University, Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

An Atlanta Science Festival Event atlantasciencefestival.org/events/gsu-eureka

SECOND PAGE LETTERHEAD: 8 - 1/2” X 11” WITH NO BLEED • • • • •

Left Margin: 1” Top, Right, & Bottom Margins: 1/2” Mark Height: 1/2” Logotype Height: 1/4” Logo Location: 3/4” from Top Margin, Aligned Right

* USE THE CORRESPONDING LOGO AND CMYK VALUES FROM LOGO SET TWO.

23 23

Standard No. 10 Envelopes 9 - 1/2”

1/4”

1/2”

Georgia State University Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

4 - 1/8”

Mr. Jeff Boortz Committee Co-Chair, Discovery Day 2014 Georgia State University Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

1/2” 1/2” STANDARD NO. 10 ENVELOPE: 9 - 1/2” X 4 - 1/8” WITH NO BLEED • • • • • •

Margins: 1/2” Mark Height: 1/2” Logotype Height: 1/4” Return Address / Type: Futura Light (7/9) Return Address / Color: C:0 M:0 Y:0 K:50 * Mailing Address / Type: Futura Book (10/14)

Georgia State University Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

Mr. Jeff Boortz Committee Co-Chair, Discovery Day 2014 Georgia State University Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

Georgia State University Neuroscience Institute & Department of Biology P.O. Box 5030, Atlanta, Georgia 30302-5030

Mr. Jeff Boortz Committee Co-Chair, Discovery Day 2014 Georgia State University Ernest G. Welch School of Art and Design P.O. Box 4107, Atlanta, Georgia 30302-4107

* USE THE CORRESPONDING LOGO AND CMYK VALUES FROM LOGO SET TWO.

Save the Date Postcards 6”

SAVE THE DATE March 22-29, 2014

4”

SAVE THE DATE March 22-29, 2014

Ignite your imagination…

Illuminate the possibilities…

Spark your creativity…

Apideste mquiasp idelign ienecab oritem ea sinum cum faccaer umenis nim et quatatist aut veliti utecte volupic illaborem volore nit apid ute doluptae laccatur? Aximo idit re non peratia excerep repudant. Orporia natur re sequi re officabo. Ut lam, core perumquam rem fuga. Nihicil il iscim is ea dis.

atlantasciencefestival.org/events/gsu-discovery gsu.edu/discovery-day

atlantasciencefestival.org/events/gsu-eureka gsu.edu/eureka-screen-series

atlantasciencefestival.org/events/gsu-fusion gsu.edu/fusion-gallery

25 25

UNIFORMS, SIGNAGE & PACKAGING

Uniforms, Signage & Packaging The solutions developed for uniforms, signage, and packaging are based on cost effectiveness, exposure, branding consistency, overall usefulness, and reusability.

Where possible, materials have been designed without specific information (dates, names, etc.) so that they can be reused annually. Additionally, several uniform and collateral pieces are available that can be sold to increase event revenue or given away as event swag to further increase visibility of the events and partnership. Customer appreciation of the ASF events are reinforced by the strong logo recognition on our uniforms, marketing materials and the event badges. This will set the tone for the event, convey a professional and cohesive message, and add to the overall experience. The greatest influences on consumer awareness will be the street banners, signage, and step and repeat wall wrap. These tools will be the primary workhorses in terms of getting the public notified, present and involved.

Aesthetically, the packaging materials continue to employ a very different approach to the standard STEM branding while maintaining its message. The contrast is mostly established in the juxtaposition of organic, artistic elements with minimalist visual science references. This approach makes the subject matter more appealing and less intimidating to a non-science audience, and brings a fresh approach to the familiar for those currently involved in STEM careers or curriculum.

VIP Event Badges 2 - 1/2”

VIP

4”

DISCOVERY DAY 2014 Jeff Boortz

Georgia State University

VIP

EUREKA SCREEN SERIES

FUSION GALLERY

Jeff Boortz

Georgia State University

Event Staff Badges 2 - 1/4”

DISCOVERY DAY 2014 EVENT STAFF

3 - 1/2”

EUREKA GALLERY FUSION SCREEN SERIES EVENT STAFF

FUSION GALLERY EVENT STAFF

Event Staff Polos In addition to staff wearing uniforms, the shirts and collateral pieces can be sold to increase revenue or given away as event swag to further increase visibility of the events and partnership. 41MM

20MM

61MM

20MM

60MM

20MM

* EMBROIDERY IS MEASURED IN MILLIMETERS.

Event Staff Hats

62MM

78MM

62MM

78MM

86MM

78MM

8MM

60MM

Street Light Banner 24â&#x20AC;?

March 22 - 29 Atlanta Science Festival at Georgia State University 60â&#x20AC;?

EUREKA SCREEN SERIES

Science Festival at Georgia State University

March 28 Atlanta Science Festival at Georgia State University

DISCOVERY DAY

March 22 - 29

EUREKA SCREEN SERIES Atlanta MARCH 22 - 29

ATLANTA SCIENCE FESTIVAL AT

Vertical Standing Banner 39”

96”

Reusable Bags

Step-and-Repeats 10’

8’

ADVERTISING CAMPAIGN

Advertising Campaign The main focus of this advertising campaign is to compel the audience into engagement with GSU events in the Atlanta Science Festival by increasing awareness of, participation in, and sponsorship of these events. The goal is to have a large attendance at these events, making them an overall success for years to come.

The audience is the Atlanta Metropolitan residents, including students (elementary, high school and college), families, educators, adults, scientists, engineers, and artists. The more specific psycho-demographic of this demographic includes intellectuals, people interested in learning science, thinkers, readers, and people who consider themselves “nerds” or “geeks.” The big idea for this campaign is to “Redefine Science;” to pair interesting, scientific images with adjectives not normally applied within a scientific context. The goal is to engage a larger audience, beyond the typical science community, make them interested, and leave them wanting more.

This will be a tiered campaign. Minimal information will be released in the first tier of advertisements, including the engaging headlines, the event logo, GSU logo, and ASF logo, along with the dates and website information. The second tier of ads will contain the same information as before, but will be built upon with more specific event information and locations. This repetition of imagery and information will allow for more recognition and a stronger brand. The campaign will include posters, magazine ads, billboards, and screen washes. Each event, Discovery Day, Eureka Screen Series, and Fusion Gallery will be branded with the same colors previously defined, also strengthening overall brand awareness and recognition.

Posters - Tier One Posters should be displayed throughout elementary, high school and college campuses and near public transportation in Downtown Atlanta and the surrounding metropolitan areas.

Science is...

SICK

March 29, 2014 atlantasciencefestival.org/events/gsu-discovery gsu.edu/discovery-day

Posters - Tier One 12” 1” MARGINS

Science is...

SUSPENSEFUL

2”

18”

March 25-28, 2014 atlantasciencefestival.org/events/gsu-discovery gsu.edu/discovery-day

• • • • • • • • • •

Margins: 1” Science is: Antonio Bold (48/57.6) Adjective: Futura Bold (size varies) Event Logo Height: 2” Event Logo Location: Centered Horizontally, Aligned Left Date: Antonio Bold (24/ 28.8) Website: Futura Heavy (14/16.8) Date/Website Location: Aligned Bottom Left GSU/ASF Logo Height: 1/2” GSU/ASF Logo Location: Aligned Bottom Right

Magazine Ads - Tier One Science is...

cloud column height, 5 mi

THRILLING emerging pÄ hoehoe lava: 1,292 to 2,192 Â°F

effusive eruption from lava dome

basalt and phenochryst formation mafic lava composition: oxygen (O), iron (Fe), magnesium (Mg), silicon (Si),aluminum (Al), titanium (Ti), calcium (Ca), sodium (Na), potassium (K), and phosphorous (P)

March 22 - 29, 2014

March 25 - 28, 2014

atlantasciencefestival.org/events/gsu-discovery gsu.edu/discovery-day

atlantasciencefestival.org/events/gsu-eureka gsu.edu/eureka-screenseries

These ads are designed for publication in local science, adventure and current happenings magazines and periodicals. The addition of science facts in this format makes them both engaging and a reiteration of the connection to and relevance of science to everything.

optical light ranges from 390 to 700 nm on the electromagnetic spectrum seven million colors can be perceived by the human eye

Chaos Theory light model

fractals are also infinitely self-similar, iterated, and detailed mathematical pattern constructs which use fractal dimensions based on the Chaos Theory

brightness of visible light is determined by the amount of photons entering the eye, irrespective of wavelength

Billboards - Tier One Billboards should be displayed around traffic congested areas of Metropolitan Atlanta. With this group of ads, the idea is to appeal to a different audience; an older, more mature demographic. Their attention will be gained through ads that use compelling imagery paired with adjectives that are more sensual in nature; through a double entendre.

Science is...

SEXY Science is...

ROMANTIC

Science is...

CURVY 51

Advertisements - Tier 2 As described earlier, the second tier contains more specific information for each GSU event. MAGAZINE AD

Science is...

THRILLING Georgia State University presents four full evenings of science video screenings from filmmakers all over the world. Between presentations GSU Science Faculty and filmmakers will offer insights into the filmsâ&#x20AC;&#x2122; subject matter and its production. Each evening will focus on a different theme:

The Natural World Our Technological Future Science and Society Beyond Earth

Tuesday - Friday March 25 - 28, 2014 gsu.edu/eureka-screenseries

BILLBOARD

Science is...

March 25-28, 2014

ROMANTIC Four Nights of Science-Themed Screenings

POSTER

Screen Wash A screen wash is a combination of extended live action footage and looping animation and sound. It is intended to capture the audienceâ&#x20AC;&#x2122;s attention and hold their interest for no more than 10 minutes. It is to be played either before a feature film or during intermission at the Eureka Screen Series. Its purpose is not only to entertain, but also to provide a small amount of on-screen information related to the event.

Screen Wash

Elizabeth Chandler contact@elizabethchandler.me Katherine Konzal hello@kkonzal.com Stephanie Little designingsteph@gmail.com Bobbi Sweeney bobbisweeney11@gmail.com

Georgia State University Events Sponsored by the Atlanta Science Festival