BRAND BOOK REVISED

THE DISCOVERY THEATER

Corcoran College of Art & Design Design • Sophomore Studio II • Spring Semester 2012 • Anh Le

Table of Content 01

02

03

04

05

BRAND CREATION Idea Development Final Logo Graphic Style Manual

3 5 6

STATIONERY Business Card Letterhead Envelope Folder

7 8 9 10

WEBSITE Home Page

11

MARKETING ITEMS Advertising Campaign Infographic Brochure

12 13 14

LOGO ANIMATION Storyboard

16

BRAND CREATION The success of Discovery Theater is based on the fun educational value the theater brings to its young audience. At the same time the theater’s mission is to build trust among parents. Discovery Theater indentity represents fun, trustworthy and eductaional engagement.

IDEA DEVELOPMENT Mood board

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IDEA DEVELOPMENT Sketch

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LOGO The primary concept of Discovery Theater logo is the finger pointing gesture formed by its negative space. Pointing finger is a universal sign language that is used to indicate an object, an event or a person. It is related to the process of discovering and sharing information with others. Discovery Theater logo also aims to initiate a process of visual discovering. At different angles, locations or times, viewers would have unique visual interpretations of the logo, especially for young minds whose imagination is unlimited.

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STYLE GUIDE MANUAL Size: 7" x 7" Card stock: Neenah Starwhite Soft Touch - Sirius 100C Scale: 40%

LOGO USAGE

Discovery Theater Logo

Servicemark Rules

The Discovery Theater logo is a foundational component of our brand. It has been designed to repre sent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Discovery Theater brand.

The Discovery Theater logo, including its design elements, colors, and tagline, are servicemarks owned

by Discovery Theater. The logo may only be used in accordance with this Style Guide. Never alter

Clear Space imitation of pepsi logo?

Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at as the height of the “o” letters in the brand logo.

Minimum Acceptable Usage The minimum size of the Discovery Theater logo is 19mm or .75”.

Logo Concept The Discovery Theather logo aims to initiate a process of visual discovering within the logo mark. This process could be prolonged throughout a lifetime. At different angles, locations or times with different ages, viewers would have unique visual interpretations of the logo, especially for young minds with unlimited imagination.

Despite the fact that this logo mark was designed to be anything one could imagine, it does have a

.75”

your conversation without the use of a pointing sign ever.

GRAPHIC STYLE MANUAL | 5

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STATIONERY A cohesive stationery system includes letterhead, envelopes, business cards and carrier folder. In many cases, these materials are the first impression, so they must present a unified fun and inviting look. They are a key component to the brand and offer an easy way to maintain consistency across the theater’s material.

BUSINESS CARD Size: 3.5" x 2" Card stock: Neenah Starwhite Soft Touch - Sirius 100C Scale: 100%

Roberta Gasbarre 1100 Jefferson Drive, SW, Washington, DC 20024 p. 202-633-8700 • f. 202-343-1073 r.gasbarre@DiscoveryTheater.org www.DiscoverTheater.org

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LETTERHEAD Size: 8.5" x 11" Card stock: Neenah Crest - Avalan 80T Scale: 50%

1100 Jefferson Drive, SW Washington, DC 20024 p 202-633-8700 f 202-343-1073 info@DiscoveryTheater.org www.discoverytheater.org

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ENVELOPE Size: 9.5" x 4.25" Card stock: Neenah Crest - Avalan 80T Scale: 40%

1100 Jefferson Drive SW, Washington, DC 20024 | www.DiscoveryTheater.org

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CARRIER FOLDER Size: 12" x 9.25" (folded) Card stock: Enhance Matte Scale: 40%

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WEBSITE Just like our printed communications, the information we post online should be quickly accessible and visually consistent with the Discovery Theater brand.

We aim to bring kids and parents a fun interacting experience while visiting our website. From type to photography to tone, all the design elements can be used here to help advance the brand through this powerful medium.

WEBSITE HOMEPAGE Size: 900px x 1600px Scale: 40%

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MARKETING In the effort of promoting the Discovery Theater brand, we colaborate with the Smithsonian National Museum of Natural History to run the sleepover activity where kids spend a night full of exploration at the museum. In addition, the Discovery Theater assists DC educators by providing them with infographic board for kids to learn about healthy eating habit. For shows and event at the theater, we distribute calendar card varrying in series.

ADVERTISING CAMPAIGN Size: 24" x 32" Scale: 10%

A WHALE OF A GOODTIME AT THE HALLS

TRUNK FOR A SMITHSONIAN SLEEPOVER

DINO-MYTE ADVENTURE AT THE

MUSEUM

A night of adventure awaits you as you enter the Smithsonian’s National Museum of Natural History, just as the doors are closing, the lights dim, and the crowds shuffle out... the wonders of the museum’s Hall of Dinosaurs, Mammal Hall, and Sant Ocean Hall are yours to explore. Then roll out your sleeping bag and dream away in the darkened halls of one of the world’s most famous museums!

A night of adventure awaits you as you enter the Smithsonian’s National Museum of Natural History, just as the doors are closing, the lights dim, and the crowds shuffle out... the wonders of the museum’s Hall of Dinosaurs, Mammal Hall, and Sant Ocean Hall are yours to explore. Then roll out your sleeping bag and dream away in the darkened halls of one of the world’s most famous museums!

A night of adventure awaits you as you enter the Smithsonian’s National Museum of Natural History, just as the doors are closing, the lights dim, and the crowds shuffle out... the wonders of the museum’s Hall of Dinosaurs, Mammal Hall, and Sant Ocean Hall are yours to explore. Then roll out your sleeping bag and dream away in the darkened halls of one of the world’s most famous museums!

Find out more at www.DiscoveryTheater.org

Find out more at www.DiscoveryTheater.org

Find out more at www.DiscoveryTheater.org

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BROCHURE | Front Size: 24" x 32" Scale: 10%

Summer 2012

Heritage Series

Summer 2012

Musical Series

Summer 2012

Science Series

Summer 2012

Explorer Series

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BROCHURE | Back Size: 24" x 32" Scale: 10%

05.04

WEE SPEAK! SPANISH Location: Ripley Center Age: 2 to 6

05.04

KRAZY KITCHEN SCIENCE Location: Ripley Center Age: 2 to 6

05.04

ROCKNOCEROS Location: Ripley Center Age: 2 to 6

05.04

AMELIA & HER BIG RED PLANE Location: Ripley Center Age: 2 to 6

05.08

NATIVE PRIDE: DRUMMERS & DANCERS Location: Rasmuson Theater Age: 4 and up

05.08

THE LITTLE BREAD HEN Location: Rasmuson Theater Age: 4 and up

05.08

SECRET AGENT Location: Rasmuson Theater Age: 4 and up

05.08

ANIMAL EXPLORERS Location: Rasmuson Theater Age: 4 and up

06.13

THE MAN WHO SAILED AWAY Location: American Indian Museum Age: 7 and up

06.13

THE WRIGHT BROTHERS Location: American Indian Museum Age: 7 and up

06.13

TIM & THE SPACE CADETS Location: American Indian Museum Age: 7 and up

06.13

EXPLORING THE WILD Location: American Indian Museum Age: 7 and up

06.19

HOW OLD IS A HERO? Location: Ripley Center Age: 2 to 6

06.19

JUST A DREAM Location: Ripley Center Age: 2 to 6

06.19

SHINE & THE MOONBEAMS Location: Ripley Center Age: 2 to 6

06.19

IMAGINE TALKING DRUM! Location: Ripley Center Age: 2 to 6

07.12

TALES FROM MOTHER AFRICA Location: American Indian Museum Age: 4 and up

07.12

HOW DOES YOUR GARDEN GROW? Location: American Indian Museum Age: 4 and up

07.12

BILLY JONAS Location: American Indian Museum Age: 4 and up

07.12

BHANGRA BLAST Location: American Indian Museum Age: 4 and up

07.20

SACAGAWEA'S SISTERS Location: Ripley Center, Smithsonian Age: 2 to 6

07.20

HIP HOP SCIENCE Location: Ripley Center, Smithsonian Age: 2 to 6

07.20

GALAPAGOS GEORGE Location: Ripley Center, Smithsonian Age: 2 to 6

07.20

INDIANA FONZ Location: Ripley Center, Smithsonian Age: 2 to 6

07.29

KODOMONO ME! Location: Ripley Center Age: 4 to 9

07.29

THE GREEN PLAY Location: Ripley Center Age: 4 to 9

07.29

ROBOT EXPLORERS Location: Ripley Center Age: 4 to 9

07.29

RAINBOW PUPPETS Location: Ripley Center Age: 4 to 9

www.DiscoveryTheater.org

www.DiscoveryTheater.org

www.DiscoveryTheater.org

www.DiscoveryTheater.org

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INFOGRAPHIC Size: In-class version - 24" x 32" Mini version - 8" x 6.5" Scale: 80% (Mini version)

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LOGO ANIMATION At its best, the Discovery Theater identity has always been about fun, learning and engagement. The original, animating logo came to be seen as the embodiment of an organisation that was constantly inviting children and parents in the DC area to join the fun and explore new things.

STORYBOARD Format: HDTV 1080 29.97 Duration: 6.00sec

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