FERNBANK
SCIENCE CENTER
d e s i g n s ta n d a r d s m a n u a l
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ta b l e o f c o n t e n t s
introduction emblem
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signature typeface
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color scheme
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do’s and do not’s stationery
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print and merchandise
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i ntroduction
Fernbank Science Center was constructed on 4 acres of land on the edge of the 65-acre Fernbank Forest. The land was deeded to the DeKalb County Board of Education from Fernbank, Inc. for that purpose. Fernbank Forest was purchased from Col. Z. D. Harrison in 1937 by a group of citizens who were interested in conservation and the preservation of this forest area for science education.
The Fernbank Science Center is gearing more towards a research institution. The emblem in which you will see is our Fernbank logo. This manual will provide you the necessary information in handling our logo and signature. A vital step to making Fernbank Science Center a successful research institution is making sure our communication and marketing carry’s our identity, consistently and correctly throughout all of our marketing campaigns.
Douglas Hrabe Director Fernbank Science Center
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emblem
The Fernbank Science Center emblem is based on the mathematical/graphical side of science. The six bars are mathematically spaced evenly to give a very rhythmic pattern. The emblem is also an abstracted form of the letter “f� moving in an upward motion, signifying energy.
This Fernbank Science Center emblem can be used in conjunction to any of our signage and marketing materials. This emblem is also designed in a one to one ratio so it can be produced cleanly at a larger size as well as a smaller size.
Emblem, B&W
Emblem, Pantone 297 C
s i g n at u r e
The logotype, set in ITC Avant Garde Gothic, together with the emblem, creates the Fernbank Science Center. There should always be a safe zone around the logo, no matter which one is being used. This means that adequate clear space or “staging area” should be maintained on all sides of the mark, free of graphic intrusions. This clear area will ensure a distinct visual impact for the mark.
FERNBANK
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Here are the different branches of Ferbank. The color is the color of the division and cannot be changed. The branch will be aligned left with the original Ferbank logotype.
FERNBANK RESEARCH
FERNBANK COMMUNITY
FERNBANK MOBILE
t y p e fac e
i tc ava n t ga r d e g ot h i c
ABCDEFGHIJKLMNOPQR S TUVWXYZ 1234567890.!&*?
abcdefghijklmnopqrst uvwxyz 123456789.!&*? Herb Lubalin and Tom Carnase based their 1970 design of ITC Avant Garde Gothic on Lubalin's logo for Avant Garde Magazine. The condensed fonts were designed for the International Typeface Corporation in 1974 by Ed Benguiat. ITC Avant Garde Gothic is a geometric sans serif type, that is, the basic shapes were made with a compass and T-square; the design is reminiscent of the work from the 1920s German Bauhaus movement. Letterforms built of circles and clean lines are highly effective for headlines and short texts. The condensed faces have the same modern look, while retaining legibility in lengthier texts. This typeface is our primary typeface. It is only to be used as the logotype and the sub-brand logotype.
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I T C Giova n n i Std Book ABCDEFGHIJKLMNOPQRS TUVWXYZ1234567890.!&*?
abcdefghijklmnopqrst uvwxyz123456789!&*? ITC Giovanni was designed by Robert Slimbach and released by the International Typeface Corporation in 1989. Beginning at the drawing board and then moving to a computer, Slimbach based his design on classic oldstyle typefaces such as Garamond and Bembo. He then gave the typeface more contemporary proportions and weights, which resulted in a lively and legible text typeface. This typeface is to be used only when dealing with body text and web based design. This is also used on letterheads and other text documents.
c o lo r s c h e m e
The primary color scheme of the Fernbank Science Center is Atmosphere blue or Pantone 279c. Along with Atmosphere blue; we will use Thunder cloud gray/Pantone Cool Gray 11 C and black for typography with the emblem. The secondary color scheme of the Fernbank Science Center is only to be used when dealing with our other divisions. Such as, Mobile, Research, Community ect. Pantone 1235 C, Pantone 209 C, and Pantone 356 C are the secondary colors for Fernbank.
Pantone 279 C
Pantone 1235 C
CMYK : C 68, M 34%,Y 0%, K 0%.
CMYK: C 0%, M 29%, Y 91%, K 0%
RGB: 80, 145, 205
RGB: 253, 187, 48
Pantone cool gray 11 c CMYK: C 0%, M 2% ,Y 0%, K 68% RGB: 113, 112, 115
Pantone 209 C CMYK: C 0%, M 100%, Y 34%, K 53% RGB: 134, 0, 56
Pantone 356 C CMYK: C 95%, M 0%, Y 100%, K 27% RGB: 0, 133, 63
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Rotating of the signature is permitted. (see don’ts)
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SCIENCE CENTER
d o ’s
Use of the Ferbank signature on a background color is permitted only in the case when it is necessary and when the color doesn’t compete with the power and look of the signature. (see dont’s)
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SCIENCE CENTER
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The Fernbank Science Center signature includes emblem, logotype, and the primary color Palette. Use when with main Marketing campaigns.
Use of the logo type is permitted (for merchandise only) in its primary color scheme with exceptions of the sub branches of Fernbank.
Use of the emblem is permitted without the logotype.
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The signature in one color is permitted in certain circumstances such merchandise and add campaigns.
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The emblem when in use, should be used in its
entirety. It should not, in know what, be cut off at any point.
SCIENCE CENTER
The emblem when in use, should not be flipped upside down.
SCIENC
FERN
The emblem when in use, should not be used on its own without the logotype.
The “white space” in the Fernbank emblem is what makes this mark unique. It should never be filled with another color. The white space she stay empty of color.
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d o n ot ’s
The Fernbank Science Center Signature should not be placed on a color background that will take away from the gestalt of the signature.
You should never in any reason put a pattern or effect on the emblem. This is not the Fernbank identity.
The Fernbank Logotype color should never be compromised/ switched out. The color is used to highlight the sub brands/ main logo for Fernbank.
The emblem should never be placed anywhere other than to the left of the logotype.
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Business card 3.5x2
envelope: front
envelope: back
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S tat i o n e r y
FERNBANK
SCIENCE CENTER
example letter head with use of emblem as a water mark and the logotype.
156 Heaton Park Drive
Phone: 678-874-7102
Atlanta, GA
Fax: 678-874-7110
30307
fernbank@fernbank.edu
Novenmer 27, 2006 Professor Andrew Morrissey Executive Director Executive MBA Program University of Ottawa 1350 Sparks St., Suite 725 Ottawa, ON, K1P 1C4 Dear Professor Morrissey: Please allow me to introduce the bearer of this letter, Mr. Andrew James Wood. Andrew is the architect that I spoke to you about last week when we talked on the phone. As I explained, I am working on a feasibility study for one of the Museum programs here in Altlanta that is considering the development of an Executive Research Training Facility. Part of my study involves having to estimate the possible fit-up costs for the proposed new facility. The client is intent on making sure they get a "state-of-the-art" executive training facility. Naturally I thought of my alma mater at the Ottawa U. Executive MBA Center, as the perfect example as to how it's done. As we discussed, if you would be kind enough to have one of the staff members there spend about one hour giving Andrew a tour of your facilities there, I would very much appreciate it. Andrew tells me that it is important that she take the tour when the facilitys rooms will not be in use, since he will need to take various measurements. As you suggested, Andrew contacted Joyce Gamble of your staff to make sure that she would be traveling there at a time when it would be possible to do everything she needs to do. Thanks so much Professor Morrissey. I really appreciate your co-operation on this. All the best,
Doug Hrabe Senior Consultant
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FERNBANK
SCIENCE CENTER
Presents:
IMAX
MARS: The New Earth? A scientiďŹ c exploration of the possibility of life on Mars.
Dec1-20
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pr i nt/m erchan di s e
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FERNBANK
SCIENCE CENTER Where learning becomes an Adventure!
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Fernbank Science Center, 156 Heaton Park Dr., Atlanta, GA 30307 | Phone: 678-874-7102 Fax:678-874-7110 | fernbank@fernbank.edu
© 2011 All Rights Reserved. Fernbank Science Center.
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Research: Helping the Rainforest.
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