Lara Cassar Delia 1
Contents Logo Mark
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Logo Mark Border
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Colour Scheme
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Construction
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Free Space
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Typography
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External Signage
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Internal Signage
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CafĂŠ Branding
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Website Template
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Merchandise Clothing
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Postcards
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Location Branding
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Logo Mark
The logo mark designed for identity to represent
The logo mark designed to exists as a stand alone
since it is a new concept the audience has to
the corporate identity of the company the main
MICAS is typographical. The reason being that get to know about it has to have not just a visual
representation but also a clear explanation of what it stands for.
The Concept revolving around the identity is based on a black, gray and white colour scheme to show a contemporary feel as well for it to be extremely
clean and timeless. It concentrates on showing the
main components exhibited in the art space thereby
the logo changes according to the artworks being
displayed. This create a dynamic character to the logo allowing a large spectrum of possibilities just like the large spectrum of possible contemporary artists and artworks that will be displayed at MICAS.
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as shown on the right hand side. It is focusing on name with no additions to it, as to portray a very clear name, direct and easily legible, as well as
memorable, 5 main concepts that make a logo effective and easily marketable.
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Logo Mark
The logo mark designed also to co exist with the
subheading that explains the abbreviated version.
This logo is used also as the corporate identity logo thereby it will be used for administrative purposed
where it is shown on a large scale formate and the subheading is clearly visible to the audience.
This logo mark will give a better understanding
to the viewer that MICAS stands for and the sol purpose of the company in few words.
The subheading it smaller in size and in a light gray
to still give prominence and dominance to the main logo mark.
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Logo Mark Border Black border is to be used on light
surrounding backgrounds such as hues of gray or white.
The logo mark is available also with a surrounding
Gray border is to be used on dark
colour scheme yet the colour alter according to the
of black or even white. It is the safest
border. It has a uniform combination of the same necessity of the usage.
surrounding backgrounds such as hues and intermediate option.
The border logo mark will be used for instances when the surrounding background being displayed on is coloured or my conflict with the logo reducing its importance of prominence.
White border is to be used on dark
surrounding backgrounds such as hues of black or gray.
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Colour Scheme
The colour scheme is kept monochrome and simple for the simple fact that like this its more clean and unique in itself because it stands out from most of any surrounding elements and goes well with any other colour scheme displayed with it.
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Black C : 70%
M : 66%
Y : 64%
R : 39
G : 37
B : 37
K : 73%
PMS : Black 6 C
Gray C : 44%
M : 33%
Y : 33%
R : 150
G : 154
B : 155
K : 01%
PMS : Cool Grey 7 C
Pure White C : 00%
M : 00%
Y : 00%
R : 255
G : 255
B : 255
K : 00%
PMS : N/A
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Construction of Logo
The main logo is composed of custom made font.
The Subheading is composed of the font Code
height equal alignment was produced to create an
match the main logo.
The X- height is equal for all the letters. A 3/4 illusion that the banner is running through the logo.
light with a stoke of 0.7 pts. The letter I is altered to
The intersection between the angles in the letter M
It is placed in the center on the x-height of the main
ligature of the letter S. This was not possible for
of the subheading.
and the letter A are equal in height along with the the letter C before visually it would not look correct. The angles for the construction of the letter M and A are equal. As well as the thickness of the letters is uniform all over.
The kerning is than manually according to the
weight each and ever letter portrays visually as to have a balance logo and equal importance to every letter.
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logo as well as equal spacing is given to each end
The kerning of the letters is done manually to
position the letters according to the grooves and
angles or the main logo, to crate a uniform and unified logo.
Angles X-Height 3/4 Height
Thickness
Centered X-Height Centered
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Free Space
It is very important to allow enough breathing space to the logo whether is with or without a border.
With a border the logo will have to be away from
the edeg of any surrounding element such as the
edge of a paper, adjustment logos ect: at 0.1 x and 0.3 y which is equal to the size of 0.25 the letter M.
Whilst the distance between the main logo and the border is 0.2
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1x 0.1 x
0.1 x
0.3 y
0.3 y
0.3 y
0.3 y
1y
0.1 x
0.1 x
0.1 x
0.1 x
0.3 y
0.3 y
0.3 y
0.3 y 0.1 x
0.1 x
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Typography
The font of the main logo is custom made to create a unique concept to it and to make it difficult to be
copy righted. Although the source of inspiration and guide was the typeface Code Black.
The Subheading is also custom made, it is an
altered version of the of the Code Light with an extra 0.7 thickness all over and the letter I is made in a sans serif manner to look like the main logo.
To complement the contemporary and timeless
concept as regards to font for documentations
the font family Helvetica will be used. It is easily accessible, timeless and clean. It also has many
similar features to that used for the main logo and subheading. It is also appropriate for print documents as well as web.
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Subheading Logo Typeface
Code Light Custom Altered
Titles
Helvetica Bold
Body Text
Helvetica Regular
Quotations
Helvetica Oblique
Images
Helvetica Light
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External Signage
The external signage will be produced in a 3D form using carbon fiber or High Density PVC. The black and gray colour scheme would be idea.
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The external signage Can also be place on doors of the main entrance as a welcoming.
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Internal Signage
The MICAS logo is dynamic it changes with every
artist featuring at the time in the contemporary art space. The name of the artist will feature instead of the subheading, Malta International Contemporary
Art Space. This logo will be used for any brand purposes associated with the artist. 20
The external signage will be produced in a 3D form using carbon fiber or High Density PVC. The
MICAS Logo will be filled with a pattern or artwork
of the artist being displayed at the time. Whilst the name of the artist will be instead of the abbreviated subheading in gray
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CafĂŠ Branding
The MICAS logo has the letter C in the center
thereby the branding logo for the CafĂŠ is included in the logo itself not just as a separate subheading
like the other branding elements. Also the logo is kept uniform and monotone, black. 22
All cutlery, menus and signages will feature the
MICAS CafĂŠ logo. The visitors will be able to enjoy a heart warming meal or just a mouth watering drink.
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Website Template
G r a n d O P E NI NG To day 10AM - 7 PM
Intro section with menu Shortcut to featuring artists
Yayoi Kus a m a is a J apa nese ar tist a nd wr iter . Throughout her career s he has wor ked in a w ide var iet y of media, including painting, collage, sculpt ure, per for ma nce ar t a nd environmental installations, most of w hich exhibit her thematic interest in psychedelic color s, repetition a nd patter n.
C o l l e ct io ns
C af e & R e st u a r a nt
Shortcut to collections displayed Shortcut to cafĂŠ shop Shortcut to about section
Footer will be displayed on every page
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After visiting our mar velious collections a nd diplays MICAS gives you the oppor t unit y to relax a nd engulde your self in our contemporar y designed cafe a nd rest uara nt area. O ne ca n chill a nd finis h their visit w ith mouth water ing meal or simply enjoy reading one of the books available in our gift s hop.
Abo ut
The Website is clean and has a contemporary feel to it. It is very user friendly and easy to navigate. The website needs to be updated constantly to
show a professional and dynamic characteristic of the company.
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Merchandise Clothing
The main logo mark features in all the merchandise clothing. It is very important to have a wide range of variety of merchandise clothing as customers will buy them as a souvenir for themselves or for their friends.
The graphics on the logo have to be printed in full colour on cotton tops.
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Postcards
Postcards are the cheapest and most convenient way of producing a consumer product that will easily sell.
The front cover portrays the work of the artists’ artworks at MICAS. Whilst on the back cover a short paragraph explaining the work and other
additional information about the artist himself. This will not only promote MICAS as an art space but will also serve as a means of teaching people.
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Location Branding
The concept behind this logo is to feature the main
logo as the most dominant and prominent logo as
it shows the corporate identity of the company. As a subheading in a large font size to differentiate from the rest of the other branding elements shown above.
The concept behind Glow is that it represent the
luminosity of light since the art space is located in a power station. It also represents the generation of ideas and marvelous concepts produced by the
artists which will be displaying their artworks in the space.
The subheading is cupped in the letter C and centered in the middle of the main logo, it shows that Glow is one with MICAS as an identity.
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The external signage for Glow will be monotone to show a more unified concept between the corporate
identity and the sub branding of the location. Ideally it is produce in High Density PVC in a 3D form and colour scheme white to represent light. 36
The external signage for Glow will reflect the literal
idea of the concept and will glow with LED lights during the night to be observed and noticed from miles away by passersby.
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Glow Brochure
The most prominent feature in all the branding elements has to always be the branding logo, spaced out according to the free space specifications.
The back cover has to always include all the contact
information in the center of the layout at the bottom. The purpose of the brochure is to be given to the
public as an advertising and informative material as to spreed the knowledge of what contemporary art
is all about and regarding the artists featuring at the time in the art space.
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