The Fridge : Brand Guidelines by Marissa Volk

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BRAND GUIDELINES

T H E F R IDGE Brand Guidelines

TA B L E O F C O N T E N T S

T H E F R IDGE Brand Guidelines

4 - 5 I N T R O DU C T I O N :

30 - 5 3 INT E RIO R SPACE

Call to Action

Main Space / The Fridge

-A Message From MINT

-Materials -Dimensions

6 - 1 3 B R A N D GU I DE L I N E S:

-Floor Plan

Logomark

Checkout Desk Construction

-Build Out

-Materials

-Measurements

-Dimensions

-Versions

Interaction Space / The Freezer

Brand Colors

-Purpose

-RGB

-Interaction

-CMYK

-Materials

Typeface

-Floor Plan

-Pt Sizes -Weights

5 4- 5 7 E XT E RIO R SPACE

Patterns

Vinyl Decals -Placement

1 4 - 1 9 A DV E RT I S I N G How The Brand Is Used

Entryway -Materials

-Posters -Email Blast

5 8 - 5 9 RE F E RE NCE S/ LINK S Asset Files

20 - 2 5 B R A N DE D PR O DU CTS

-Google Drive

Pennants

Shirts

-UF SAAH

Mugs

-Facebook Page

Stickers

Music

Miscellaneous

-Spotify Playlist

-Colors. Size, Quantity

Email Blasts -Mail Chimp

26 - 2 9 J U R I E D E X H I B I T I O N Jury Process -Qualifications

Thank-You Message

-Monetary Compensation

Signature Page

Submission Guidelines: -Number of submissions -Dimensions -Image Quality -Description -Naming

6 0 - 6 3 CO LO PHO N

T H E F R IDGE Brand Guidelines

INTRODUCTION

T H E F R IDGE Brand Guidelines

CALL TO ACTION A Message From Mint

Thank-You for using these guidelines to help you re-create The Fridge! The University of Florida School of Art +Art History (SA+AH), Friends of SA+AH and Mint Design Studio are proud to present Gainesville’s coolest Call to Action shopping and gallery experience—The -A Message From MINT Fridge, a pop-up shop for art and design works by SA+AH students, alumni, faculty and staff. The name is an homage to the tradition of hanging one’s best work up on your refrigerator with pride and all the work inside is #fridgeworthy. We hope you enjoy this experience!

T H E F R IDGE Brand Guidelines

BRAND GUIDELINES

T H E F R IDGE Brand Guidelines

Primary Logomark

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LOGOMARK Build Out | Measurements | Versions

The mark is a statement to The Fridge and it resembles an old-fashioned 1950's typographic stylization. The Logomark was constructed in Adobe Illustrator & the standard build out is black.

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T H E F R IDGE Brand Guidelines

T + ART

HISTORY • UNIVERS

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Height: 3 inches

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Width: 5.5 inches

LOGOMARK BUILD OUT Versions

The build out of the logo mark deals mainly with circles to help separate the mark from the logotype. The versions consist of a black on a white background, white on a medium gray, black and green mixture and green on a white background.

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T + ART

T H E F R IDGE Brand Guidelines

HISTORY • UNIVERS

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Primary Logo | Black OF A

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ART HISTORY • UNIVERS

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T H E F R IDGE Brand Guidelines

RT + A

ART HISTORY • UNIV

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O F FL ITY O ReversedSCHOO

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ART HISTORY • UNIV

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Primary Logo | Gray

ART +

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Primary Logo | Black & Green

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Primary Logo | Green Reversed

L OF

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MINT GREEN

THE FRIDGE PINK

APPLE RED

OFFSET GREY

RGB: 123, 202, 199 CMYK: 50, 1, 29, 0

RGB: 247, 166, 170 CMYK: 0, 43, 20, 0

RGB: 215, 83, 57

RGB: 129, 135, 122

CMYK: 10, 82, 85, 2

CMYK: 51, 38, 51, 8

Primary Primary

Primary

Secondary Secondary

Tertiary

BRAND COLORS CMYK, RGB

The colors of The Fridge are reminiscent of a 1950's refrigerator that has cold ice cream inside of it. The colors are more so on the cooler side and they resemble a cool atmosphere.

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PROXIMA NOVA

PROXIMA NOVA REG ULAR 12 PT UPPERCAS E

THIS IS A PROXIMA NOVA TITLE

Proxima Nova Semi Bold 11 Pt Title Case

This Is A Proxima Nova Subtitle

Proxima Nova Regular 12 Pt Title Case

This is a short paragraph of body copy that is written in Proxima Nova.

TYPEFACE Pt Sizes | Weights

The typeface chosen for the overall brand of The Fridge is Proxima Nova. It is a modern sans-serif that is both sleek and stylish so it connects the brand profusely. https://typekit.com/fonts/proxima-nova

T H E F R IDGE Brand Guidelines

Artistic and Food Illustrations

Whimsical Shapes

PATTERNS Usage

The patterns of The Fridge are whimsical and lively to mimic the overall brand.

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Banners with Pattern Overlay

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ADVERTISING

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SA+AH Website Advertisement

ADVERTISING How The Brand Is Used

The brand is used to advertise for both print and web components.

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Grand Opening Poster

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Submit Your Work Poster

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Facebook Postings

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MailChimp Email (Part One)

Email sent for the grand Opening of The Fridge

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MailChimp Email (Part Two)

Email sent for the grand Opening of The Fridge

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TR I SOI N B R AA ND DVEEDRP DG UCTS

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Wall Pennant

Quantity: 30

Title Medium SC

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Artist

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The Fridge Tags

Placed onto works of art

B RANDED PRODUCTS For Sale

These Products are all relative to The fridge brand and utilize the brand colors

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Sticker Packs

Quantity: 50

Foiled Logo Print

Quantity: 20

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The Fridge T-Shirt

Quantity: 50 Sizes: S-XL

Chance Favros T-Shirt

Quantity: 50 Sizes: S-XL

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I Love You Campfire Mug

Color: Orange Quantity: 30

I Love You Campfire Mug

Color: White Quantity: 30

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I Love YouT-Shirt

Color: Blue Quantity: 30 Sizes: S-XL

I Love You Notebook

Quantity: 50 Sizes: 3.5 x 5 in

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TH I SIOB IN E D OTNS BJRUARA NID DV EEDERX P R DI TG UIC

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ADVERTISING JURIED EXHIBITION B RANDED PRODUCTS How The Brand Is Used Jury ShirtsProcess

This is where The jury process is an open call for submissions to students and alumni of UF to be part of a curated selection of diverse works to be placed into The Fridge. The Call to Action jurors will choose the works that will get -A Message From MINT accepted into The Fridge. The works generate revenue for both the submitters and the SA+AH Department at The University of Florida.

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JURY PROCESS 1. CREATE and DESIGN!

We want to feature original or editions of art and design from you! Collect and/or create work that best represents UF’s finest. Create a low resolution version JPEG (no more than 1MB) of the pieces for submission. If your work is accepted, you will need to lend us the piece to show in the gallery until October 15th, unless sold.

S UBMISSION GUID ELINES

2. SUBMIT! Post your work on the The Fridge

HOW TO SUBMIT

Facebook wall. Multiple submissions per artist are allowed. In the post title, write “The Fridge x [Your name]” and include the Title of the work as well as the price. You have until ___________(date goes here) at

1. Create low res version JPEGs (no more than 1MB) of the piece 2. In the The fridge Facebook post… -The Fridge x [Your Name] -Title of Work -Short Description -Price Deadline to submit: ___________(date goes here) ____AM____PM (time goes here) (multiple submissions per artist are allowed)

noon to post your work. You are responsible for delivering the physical work by ___________ (date goes here) to a gallery at ___________ (space goes here) 3. THE SHOW! Pop up artists will be announced

on ___________________(date goes here) 4. THE PRIZE!

Other than eternal glory and legacy, all the artists and designers featured in the show will receive compensation if their work sells. Similarly to a gallery, we will split the profit 60/40. The 40% that the pop-up retains will be used to support the pop-up shop’s costs so it can run again. A percentage donated by the Friends of the SA+AH will support student travel. Don’t forget: Deadline for submissions is___________(date goes here) Post your work on Facebook.com/shopthefridge. If you have any questions, post a comment on the Facebook page or email – [need service email]. Good luck and happy creating! 28 T H E F R IDGE Brand Guidelines

Sample Submissions

Maitane Romagosa "Sweet"

4 x 6 postcard $5

Carin Sankus "Untitled Painting 2"

Ceramic on Wood 2' x 2' x 2" $800

Gabriella Fagundez "The Ideal Latina"

Design On Body Politics 4x6 $10

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Amy Freeman "Flying Geese"

Oil on Panel $500

Caroline Staniski "Pumpkin Spice Life "

Stickers 3x3 inches $7

Steve Reyes "Laser Cut Ashtray"

Sacred Geometry Inspired Digital laser cut into and out of plywood $15

I N T E R I O R S PA C E

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INTERIOR SPACE The Fridge and The Freezer

The interior of the pop-up shop was treated in the same manner as the rest of the brand, with whimsy, fun accents, and interesting materials. Although the goal was to sell art and design work, the space does not mimic Call to Action the seriousness found in most galleries. -A Message From MINT The space was instead allowed to become welcoming, exciting, and fresh. The Fridge is the main space where art and design work is sold; The Freezer is an interactive space containing a photo-booth, vintage fridge, and drawing station.

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INTERIOR TREATMENTS Main Space / The Fridge

1. Front window display: Oversized hanging food items & lights 2. Checkout desk: Light wood wrapped in saran wrap 3. Sheer curtain: Playful material to divide the space 4. Tassles: Installed in entryway 5. Shelving: Installed throughout the space 6. Logo mark: Hand-painted sign on main wall

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FR O NT WINDOW D ISPLAY Oversized food items that could be found in a typical fridge were displayed in the main window space. An apple, block of cheese, eggs, milk carton, carrots, jam, and a sandwich were chosen in order to utilize a variety of shapes to draw shoppers' attention to the display. These food items were laser-cut from 1/4" sheets. Once cut, the shapes were painted white (front and back) and hung at different heights and angles, giving a

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whimsical landscape for the shopper's eye to travel across. They were hung from the ceiling with eye hooks and transparent fishing line to create a "floating" effect, staggered within the width of the hallway space. The LED adhesive strip lighting framed the windows, reminiscent of opening a refrigerator door to find food inside. Vinyl window adhesive was stuck along edges as "ice clumps."

Materials Needed:

-1/4" plywood sheets cut to 24" x 48" (laser bed size) -laser cutter -white paint -spool of fishing line -eye hooks -LED strip lights (adhesive) -translucent vinyl window adhesive roll, Lowe's

INTERIOR TREATMENTS Main Space / The Fridge

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CHECKOUT D ESK* The checkout desk is used to display items such as stickers or other small art pieces, as well as to facilitate purchases. It is constructed from 2" x 4" plywood of various lengths, as well as 1/4" birch sheet used for the table top. Once constructed, saran wrap was carefully and tightly wrapped around the wooden legs, using clear tape to hold the beginning in place. The materiality of the saran wrap ties back into themes of the fridge, and creates a translucent barrier so that items can be stored underneath the desk. *detailed instructions on construction of desk on the following pages

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Materials Needed:

-1/4" birch sheet -ten 2" x 4" x 8' plywood -saran wrap (bulk) -clear tape -nails/screws -hammer/drill

TWO 4'7-1/4"

TWO 5'10-1/4"

FOUR 1'5-1/2"

TWO 3'0"

Birch Sheet

TWO 6'0"

Birch Sheet

K IT OF PARTS Lengths and Sizes

ONE 3' x 1'9"

All pieces (except 1/4" table top birch sheets) are 2" x 4" plywood that can be purchased at hardware stores.

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TEN 3'2"

ONE 6' x 1'9"

Plywood Uncut Length: 8' 0" 1 Length: 4' 7-1/4" 2 Length: 1' 5-1/2" 3 Length: 5' 10-1/4" 4 Length: 4' 7-1/4" 5 Length: 3' 2" 6 Length: 3' 0" 7

Birch Sheet

MATERIAL ECONOM Y Buying Smart

We bought eleven 2" x 4" plywood, 8' in length, and cut them as shown. The table top is a large 1/4" birch sheet, which both pieces were cut from. Birch Sheet

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3' 2"

Step 1

Nail three 3'2" boards to the 6' boards. 1-3/4" offset

2' 4-1/4

" 2' 4-1/4

" 1-3/4" offset

3' 2"

9-1/2" 1-3/4" offset

Step 2

" 2' 4-1/4

Nail three 3'2" boards to the 5' 10-1/4" boards, then flip and nail two more 3'2" boards.

2' 4-1/4

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3' 2"

Step 3

Nail two 3'2" boards to the edges of two of the 1' 5-1/2" boards.

Step 2

Step 3

2' 1

0-1

Step 4

/4" 1' 3

7-1

/4"

Step 1

-3/

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Connect the frames built in Steps 1-3 with the 4' 7-1/4" boards.

Step 3

Step 2

Step 1

Step 5

Step 6

Nail the 3' boards to the back, completing the frame.

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3'0

1' 5-1

/2"

Nail the remaining 1' 5-1/2" boards to the other side of the frame.

1'9" "

3'0 "

1'9

6'0"

Step 7

Nail the table top on.

The completed desk: saran wrapped, and ready to sell some work!

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TASSELS Tassels were hung in the entryway of the shop, inviting customers to explore window displays and art/design works along the front walls. This technique of utilizing the ceiling for accents allows more room for work along the walls.

Materials Needed:

-White tissue tassel garland, Walmart -Wyehooks or staple gun

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SHEER CURTAIN An iridescent foil curtain was used to separate art and design storage, bathroom, and other back end operations from the main selling space of The Fridge. The materiality of the curtain ties back to the checkout desk's saran wrap, and gives the space a little pop of surprise.

Materials Needed:

-Iridescent foil curtain, Walmart -Curtain rod or eye hook

SHELVING

INTERIOR TREATMENTS Main Space / The Fridge

Our space had many slat walls, allowing almost any wall space to hold shelves. Materials Needed:

-Slat wall display shelf, ULINE -Shelf bracket for slat wall, ULINE

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1. Front window display: Oversized hanging food items & lights 2. Checkout desk: Light wood wrapped in saran wrap 3. Sheer curtain: Playful material to divide the space 4. Tassels: Installed in entryway 5. Shelving: Installed throughout the space 6. Logo mark: Hand-painted sign on main wall

INTERIOR TREATMENTS Main Space / The Fridge

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LOGO MARK The logo mark was hand-painted onto the main wall, drawing the shopper's eye across the space. The brand colors, Mint Green and Classic Fridge Pink, were used. The logo was projected onto the wall, traced in pencil, then painted over.

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Materials Needed:

-Mint Green wall paint -Classic Fridge pink wall paint -Projector -Paintbrushes of various sizes

4 .

1. 3.

IN TERIOR TREATMENTS Interactive Space / The Freezer

1. "Ice cube tray" / drawing desk: With pencils, paper, markers, clothes-pins 2. Photo booth: Accents, lights, metallic backdrop, stool 3. Vintage fridge: Painted pink and can be used for storage 4. Wooden Letters: To distinguish from main selling space

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"ICE CUBE TRAY "

The Freezer's purpose is to serve as a welcoming and interactive environment. It facilitates expression, whether artistic or child-like, by offering supplies to draw with and a clothes-pin line to display drawings. This space also encourages social media posts using the hashtag: #fridgeworthy, emphasizing that all creative work is important. This idea comes from childhood memories of bringing home stick-figure drawings and having a parent hang the work proudly on the fridge. The fridge acts as a display, showcasing work over a lifetime. It is a place of growth and exploration. The hand-painted sign was traced using a projector, then painted over. The "ice cubes" are made of cardboard boxes with white scrapbook paper glued on the front-facing side.

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Materials Needed:

-Floor shelving -Moving boxes -White glitter scrapbook Sheets -Glue or tape -Paintbrushes of various sizes -Projector -White wall paint -Clothes-pins, string, tacks -Markers, pens, pencils, paper

4 .

1. 3.

INTERIOR TREATMENTS Interactive Space / The Freezer

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PHOTO BOOTH

Every interactive space needs a photo booth! Ours played off food themes, using glass milk bottles swirled with paint on the inside. The paint colors used were brown, pink, and white, reminiscent of glasses of milk. Funky straws were placed in the glasses, and they were hung at staggered heights. We used sleek silver metallic paint as an accent to distinguish the photo booth from the rest of The Freezer and make it pop. String lights were used to frame the booth, and a stool invited participants to get a photo taken.

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Materials Needed:

-Silver metallic paint -Twine -Glass milk bottles -Funky straws -Tacks -Brown, pink, white paint -String lights -Stool or chair

4 .

1. 3.

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VINTAGE FRIDGE A vintage Frigidaire fridge supplemented the space. It was cleaned, de-rusted, and painted pink in accordance with the brand colors . It stored and dispensed Popsicles on the opening night of the pop-up shop, although it doesn't actually work to keep items cold! White paint was used to paint around door frames to add to the frosty freezer look. An oversized ice cream cone also resided in our "cool" corner.

INTERIOR TREATMENTS Interactive Space / The Freezer

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Materials Needed:

-Vintage fridge -Classic Fridge pink paint -Sealant/chalky finish -Paintbrushes -White wall paint

4 .

1. 3.

INTERIOR TREATMENTS Interactive Space / The Freezer

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WOODEN LETTERS Big, bold letters distinguish The Freezer from the main selling space of The Fridge. These 12" letters were painted white, drilled, and then nailed in place. Materials Needed:

-12" wooden letters, Michaels -White paint -Paintbrush -Drill -Nails with small head -Hammer

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E X T E R I O R S PA C E

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EXTERIOR SPACE Drawing Customers In

The goal was to stand out from other shops in the plaza by using the fun patterns developed as window decals. White vinyl window decals of the artistic/ Call to food Actionillustrations and whimsical brand -A Message From MINT12) were used on all windows shapes (page except the main window display discussed (page 32). The door to the shop was painted metallic silver and frosty "ice clumps" surrounded the edges of the door frame. The logo (white vinyl decal) was applied at eye-level.

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VINYL WINDOW DECALS Vinyl window decals, of both logo mark and brand pattern, were applied to each window frame (except the main window display). The logo mark was centered on the frame, and the whimsical shapes and food illustrations surrounded the logo in a seemingly random array.

Snapchat filter made with brand pattern for the opening night!

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Materials Needed: Door:

-Translucent vinyl window adhesive roll, Lowe's -Silver metallic paint Windows:

-White vinyl window decals, cut into brand shapes

REFERENCES/LINKS

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Asset Files | Google Drive

https://drive.google. com/drive/folders/0B_ SGkX4gHezNNXdQdzBvZFFkR3M Contact Us | UF SAAH

http://arts.ufl.edu/ The Fridge Facebook Page http://bit.ly/2gmSewm Music | The Fridge-Spotify Playlist

http://spoti.fi/2gpLGlr Email Blasts | Mail Chimp

https://mailchimp.com

REFERENCES/LINKS Asset Files | Contact Us | Music | Email Blasts

This is where you can find helpful resources for any information pertaining to The Fridge.

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COLOPHON

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THANK-YOU A Message From Mint

MINT would like to thank The UF School of Art + Art History for allowing us to participate in this project. We hope that you enjoy the brand as much as we have and are able to utilize it now and in the future. Call to Action Our only request is that you adhere to these -A Message From MINT Brand Guidelines as much as possible because these are developed in a sound manner with distinct instructions. "We left our mark on the Fridge so now you can too!" MINT Fall Class of 2016 Instructor

Ariella Mostkoff Undergraduate Students

Victoria Gerson Crystal Giraldo Andrea Gomez Steven Libby Tami Moreno Brianna Ostrowski Dalal Semprun Rebecca Shalloway Ismael Syed Mckenna Wilson Graduate Students

Caroline Staniski (Brand Guideline Creator) Marissa Volk (Brand Guideline Creator)

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Call to Action -A Message From MINT

SIGNATURES Sign Your Name

You are a part of the Fridge family now too, sign your name above so we know who you are!

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