Graphic Standards Manual
Graphic Standards Manual
Table Tableof ofContents Contents
1 1The TheBrand Brand 1.1 1.1Mark MarkRefinement Refinement 1.2 1.2Logo LogoColor Color 1.3 1.3Signature Signature 1.4 1.4Incorrect IncorrectUses Uses 1.5 1.5Font FontSpecifications Specifications 2 2Stationery StationerySystem System 2.1 2.1Letterhead Letterhead 2.2 2.2Envelope Envelope 2.3 2.3Business BusinessCards Cards 2.4 2.4Complete CompleteUnit Unit 3 3Supplemental SupplementalSignatures Signatures 3.1 3.1Sub-Brands Sub-Brands 4 4Additional AdditionalApplications Applications 4.1 4.1Museum MuseumApplications Applications 4.2 4.2Fernbank FernbankVehicles Vehicles 4.3 4.3Museum MuseumProducts Products 4.4 4.4Advertising AdvertisingStrategies Strategies
Graphic GraphicStandards StandardsManual Manual
Graphic Standards Manual
1 The Brand Graphic Standards Manual
Graphic Standards Manual
1.1 Mark Refinement
A logo is extremely important when representing a company. Therefore it should be a memorable and reliable solution when delivering the brand to the public. This logo represents the brand’s responsibility to deliver superior quality and should be treated comparably when used. In accordance with the realm of science, the Periodic Table was the basis for this design. The Table has been simplified and also resembles the F of Fernbank Science Center. The green dash of color breaks up the static unity of the squares as an organic element.
Graphic Standards Manual
1.2 Logo Color
Color The official colors of the Fernbank Science Center are Black, Fernbank Green (PANTONE 362-C), and White. This official mark may be printed in either Fernbank Green and black or only black and white.
The four-color process formula is as follows. 76% cyan, 100% yellow, 0% magenta, 12% black.
Graphic Standards Manual
1.3 Signature
This full signature is the graphic that furthers the identification the company. The Fernbank Science Center signature should have a barrier of 2 picas to maintain the unity of the signature. The two pieces of this logo may be used separately, but in most cases the success of the brand holds to having both parts as one. This logo may only be changed in scale as one whole signature. The two parts of this signature should never be scales to two different percentages.
Logo shown here in color, black and white and inverted. These three examples are acceptable uses.
The minimum height for the signature is 4 picas.
Graphic Standards Manual
1.4 Incorrect Uses
The logo blocks may not be used with any color other than black or white.
The Fernbank Green mark should never be outlined or separated from the black blocks. The color of the mark can only be Fernbank Green. White is used when printing in color is not an option.
The fernbank logo should never be used on a background of any color other than black or white. It distracts from the unity of the green and black mark. If used on a black background the squares should be white, but the Fernbank Green mark should remain.
Mark is to be upright at all times. Never turned on different angles. This causes confusion associated with the memory and impression of the logo.
Graphic Standards Manual
1.5 Font Specifications
Optima is the main font used to represent the Fernbank Science Center brand. It’s used in the main logo signature and in the supplemental applications. Optima was chosen because of its legibility and light design. Optima is a sans-serif font with certain serif features. It represents the Fernbank brand well because of it’s versatility. Body text is 10/13 by default. Optima Italic is used for the subbrands of Fernbank. Optima Bold is used in much of the museum signage and in some advertisements to distinguish between information.
Optima [Regular] abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 0!?&*{}[ ] [Bold] abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&*{ }[ ] [Italic] abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&*{ }[ ]
Graphic Standards Manual
Garamond Premier Pro is the secondary font used for the stationery body text. It is the typification of the modern professional side of Fernbank Science Center. It’s legibility and cleanliness pairs well with the simplicity of Optima. The body text when using this font is Garamond Premier Pro 10/13 Regular.
Garamond Premier Pro [Regular] abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123 456789 0!?& *{ }[ ] [Semibold] abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123 456789 0 !?& *{ }[ ] [Italic] abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123 456789 0!?& *{}[]
Graphic Standards Manual
Graphic Standards Manual
2 Stationery System Graphic Standards Manual
Graphic Standards Manual
2.1 Letterhead 2” Letterhead (shown here at 50%) is printed on a standard 8.5” by 11” sheet of paper. Only white paper may be used to remain uniform with the color guidelines. The body of the letter begins 2” from the top and 1” from the left side in sequence with the squares above. The font used is Garamond Premier Pro 10/13.
1”
August, 20, 2010
156 Heaton Park Drive Atlanta, GA 30307 Phone: 678-874-7102 Fax: 678-874-7110
Morningside Elementary School 1053 East Rock Springs Road, NE Atlanta, GA 30306 For the Attention of the Principal Dear Ms. Rebecca R. Pruitt, It seems only yesterday that I was writing about summer activities here at Fernbank and suddenly the leaves have changed color, the kids are back at school and here we are already in the midst of our fall programs. Back to school for us means school groups back at Fernbank. Every week during the school year, Fernbank welcome hundreds of students and teachers who come to the Center to participate in the great array of school classes and field trips we offer. School groups can choose from classes in astronomy, life sciences, physical sciences, computer technology, or environmental education. Our school field trips offer opportunities for educators to learn how to teach science in a fun and engaging way that is hands on and memorable. All school group visits and field trips also include a show in our state-of-the-art Planetarium and time to explore our permanent exhibits including, starting November 20, the exciting new Live Animal Exhibit that let’s students investigate the diversity of life. Fernbank Science Center announces a spin-off of the extremely successful “Science Night Out” program. “Chemistry Night In” will be an evening packed with hands-on chemistry and physics activities for kids. The programs are staffed by Fernbank Science Center scientists and Advanced Placement (AP) Chemistry and Physics students. The proceeds of the program will be used to cover the cost of the AP Chemistry and AP Physics student exam fees. The target audience is fun-loving, science-aware children in 4th through 6th grades. We look forward to seeing you at Fernbank in the very near future and in the meantime if you have any questions or comments about our website or about your upcoming visit to Fernbank, please contact me at Doug_Hrabe@fc.dekalb.k12.ga.us All the best
Doug Hrabe
Doug Hrabe Director, Fernbank Science Center
1.5”
Graphic Standards Manual
2.2 Envelope
The Official Fernbank Envelope is a white #10 business envelope. The inside is printed Fernbank Green with the mark detail and the outside resembles the letterhead with the square detailing. This design on this envelope does not interfere with the basic areas consumers use regulated by the post office.
156 Heaton Park Drive Atlanta, GA 30307 Phone: 678-874-7102 Fax: 678-874-7110
Graphic Standards Manual
2.3 Business Card
The 2.5� sq. in. business card is a reflection of the logo, envelope and letterhead as one. The back of the card bears the same Fernbank Green and mark detail as the inside of the envelope. Information of the employee is clearly stated with Optima 8/10.
2.5�
Dr. Larry Wilson Ecologist Larry_Wilson@fc.dekalb.k12.ga.us 156 Heaton Park Dr. Atlanta, GA 30307 Phone: 678-874-7102 Fax: 678-874-7110
Graphic Standards Manual
2.4 Complete Unit
The complete stationery series is unique to the Fernbank Science Center brand. It is memorable and does not stray from the style set by the Fernbank logo and signature. August, 20, 2010 Morningside Elementary School 1053 East Rock Springs Road, NE Atlanta, GA 30306 For the Attention of the Principal
156 Heaton Park Drive Atlanta, GA 30307 Phone: 678-874-7102 Fax: 678-874-7110
Dear Ms. Rebecca R. Pruitt, It seems only yesterday that I was writing about summer activities here at Fernbank and suddenly the leaves have changed color, the kids are back at school and here we are already in the midst of our fall programs. Back to school for us means school groups back at Fernbank. Every week during the school year, Fernbank welcome hundreds of students and teachers who come to the Center to participate in the great array of school classes and field trips we offer. School groups can choose from classes in astronomy, life sciences, physical sciences, computer technology, or environmental education. Our school field trips offer opportunities for educators to learn how to teach science in a fun and engaging way that is hands on and memorable. All school group visits and field trips also include a show in our state-of-theart Planetarium and time to explore our permanent exhibits including, starting November 20, the exciting new Live Animal Exhibit that let’s students investigate the diversity of Life. Fernbank Science Center announces a spin-off of the extremely successful “Science Night Out” program. “Chemistry Night In” will be an evening packed with hands-on chemistry and physics activities for kids. The programs are staffed by Fernbank Science Center scientists and Advanced Placement (AP) Chemistry and Physics students. The proceeds of the program will be used to cover the cost of the AP Chemistry and AP Physics student exam fees. The target audience is fun-loving, science-aware children in 4th through 6th grades. We look forward to seeing you at Fernbank in the very near future and in the meantime if you have any questions or comments about our website or about your upcoming visit to Fernbank, please contact me at Doug_Hrabe@fc.dekalb.k12.ga.us All the best
Doug Hrabe
Doug Hrabe Director, Fernbank Science Center
Dr. Larry Wilson Ecologist Larry_Wilson@fc.dekalb.k12.ga.us 156 Heaton Park Dr. Atlanta, GA 30307 Phone: 678-874-7102 Fax: 678-874-7110
156 Heaton Park Drive Atlanta, GA 30307 Phone: 678-874-7102 Fax: 678-874-7110
Graphic Standards Manual
Graphic Standards Manual
Graphic Standards Manual
Graphic Standards Manual
3 Supplemental Brands Graphic Standards Manual
Graphic Standards Manual
3.1 Sub-Brands
There are many facilities and programs associated with Fernbank Science Center. The identification of these signatures are integrated with the main Fernbank logo. The subbrands are displayed here. The type of the sub-brand in the signature is Optima Italic and should be displayed in Fernbank Green only. It is separated from the signature by a black rule of .75 points. The sub-brand should be spaced to fit within the width of the type of the signature. If more than one word is necessary it should be stacked (as in the “Robert Staton Rose Garden). There are times when a sub-brand is too short to fill the entire width; that word should be centered with minimal spacing.
Planetarium
SEMAA
Observatory
Polaris
Aerospace Laboratory
Robert Staton Rose Garden Graphic Standards Manual
3.2 Sub-Brand Incorrect Uses
The sub-brand title can only be placed below the main logo with a .5 pt separating rule.
Planetarium
Planetarium
Do not turn the sub-brand title on any angle other than upright.
The sub-brand title cannot be any color other than Fernbank Green.
Planetarium
Graphic Standards Manual
Graphic Standards Manual
4 Additional Applications Graphic Standards Manual
Graphic Standards Manual
4.1 Museum Applications
The Fernbank Science Center should have a unified look from the stationery to the signage. These signs located throughout the museum integrate the memorable Fernbank Green and square theme.
Fernbank Science Center Exhibition Hall Hours M 12:00pm - 5:00pm T 12:00pm - 5:00pm W 12:00pm - 5:00pm Th 9:00am - 10:00pm F 9:00am - 10:00pm
Fernbank Science Center
Fernbank Science Center
Floor 1
Museum Store
Fernbank Science Center
Fernbank Science Center
Fernbank CafĂŠ
IMAXÂŽ Theater
Graphic Standards Manual
Fernbank Science Center Floor Plan Restrooms Information Lost & Found Telephones
A Walk through Time in Georgia
Vending Machine Coat Room Membership Elevators Ticketing
Grand Hall
The Fernbank Caf辿
Museum Store
Imax速 Exit
Entrance Hall
Imax速 Theater
Imax速 Entrance
Graphic Standards Manual
4.2 Fernbank Vehicles
The brand can also be translated to different types of vehicles used on the Fernbank Science Center campus. A generic utility truck, company car, passenger shuttle bus, and an advertising semi-truck are the fleet of vehicles shown here. The exact design is different for each vehicle, but a major theme is successfully portrayed and understood. The semi-truck serves as a traveling billboard for current or upcoming exhibits at Fernbank Science Center.
Graphic Standards Manual
MANY FACES OF HUBBLE VISIT AUGUST 28 – DECEMBER 3
Graphic Standards Manual
4.3 Museum Products
This apparel displays the Fernbank Logo and the Science Center slogan. “Where Science becomes and Adventure.� These garments are available in the Fernbank Science Center Gift Shop and are available in adult and child sizes.
Graphic Standards Manual
4.4 Advertising Strategies
Fernbank Science Center advertising campaigns have a simple design paired with a bold image. These billboards and magazine advertisements broadcast current and upcoming exhibitions. The advertisements display the Fernbank logo, slogan, and dates of the showcase. Optima Regular is used as it is the principle font selection for Fernbank. Images used in all mediums of advertisements are registered copyrights with the Fernbank Science Center.
MANY FACES OF HUBBLE
VISIT AUGUST 28 – DECEMBER 3
SINK YOUR TEETH INTO OUR NEW EXHIBIT!
GIANTS OF THE MESOZOIC January 20 - May 10, 2011
Where Science Becomes an Adventure.
Visit us for the most a prehistoric battle of gigantic proportions unfolding in the Museum’s Great Hall this coming year. Visit us at Fernbankmuseum.org or call 404.929.6300 for more info.
Graphic Standards Manual
Graphic Standards Manual
Graphic Standards Manual
Fernbank Science Center Graphic Standards Manual compiled by Laura Durham. December 2010.