brand book PREPARED BY
NOVEMBER 2014
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children’s museum of denver | brand book
table of contents hi there. I am your brand book. I was written to help you know more about the brand of Children’s Museum of Denver—who we are, how we act, what we say, and what we look like. I’m your guide. If all goes correctly, I should be one of your most frequently used tools. If you’re making a sign, writing a newsletter, giving a talk, or representing the museum in any way, check with me first. I’ll help you make sure that you’re meeting the standards that help us all bring the museum to life and help us communicate to the rest of Denver, Colorado, and the world, what an amazing museum we are. I’m glad to make your acquaintance, and I look forward to being your partner in the adventure ahead.
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children’s museum of denver | brand book
1 2 3
brand 5 introduction
12
brand positioning
6
brand values
14
brand promise
8
brand personality
16
one minute message
10
brand value proposition
logo 19 introduction
26 don’ts
20 logo
28
22
special use logos
what file format should I use?
24 do’s
visual identity 31 introduction
45 patterns
32
48 photography
color palette
34 typography
50 applications
40 illustrations
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children’s museum of denver | brand book
chapter 1
brand
children’s museum of denver | brand book
Much has been written on the subject of branding and its importance in attracting customers and loyal supporters for organizational sustainability. Brand building is as important for nonprofit organizations as it is for major consumer marketing companies such as Nike and Coca-Cola. The aims of nonprofits are often of profound social benefit to their own and other communities. They generally haven’t the resources of for-profit enterprises and often don’t serve the same clients…and sometimes their most important audiences are financial donors. Both despite and because of these differences, the benefits of branding are the same for a nonprofit as for a for-profit organization: Being understood by and attractive to the people most likely to support its mission with their discretionary resources. While the concept of brand building can be complex (discovering a brand’s essence, determining what factors comprise a compelling brand, and working to turn an organization into a great brand), in its simplest form brand is just another word for “reputation.” By better understanding the reputation Children’s Museum of Denver is striving to have—and why the concept of brand is important in the first place—everyone at the Museum will be better positioned to serve as ambassadors, and your materials will provide stronger, more unified messages that stoke support. Your brand is not your name, logo, or graphic identity. Your brand is the sum of facts and emotions that come to the minds of your audiences when they hear or read about your organization and its activities. This means that changing perceptions takes time. Because your brand exists only in the minds of the public (it cannot be seen or touched), every single interaction with the Children’s Museum contributes to the overall impression one has about the enterprise and its value. For this reason, the Museum is wise to undertake this branding process at a critical transition time in the life of the organization, as it leverages its past success while clarifying and reinvigorating its brand with its planned expansion.
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chapter 1: brand
introduction
chapter 1: brand
children’s museum of denver | brand book
brand values Brand values are the essence of our brand, the code by which we live, and a reflection of the Children’s Museum’s values. They are the heart and soul of the organization and do not tend to change over time.
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children’s museum of denver | brand book
OUR BRAND VALUES: chapter 1: brand
experiential learning Through expertly crafted exhibits and programs designed especially for young children and their caregivers, we promote meaningful learning through open-ended, play-based experiences.
creativity We are dedicated to nurturing childhood creativity through discovery-based learning opportunities, fostering future generations of creative thinkers and innovators.
joy Our wide variety of kid-powered indoor and outdoor exploration experiences are designed to engage and delight children.
empowerment Young children are in the driver’s seat at the Children’s Museum; they are empowered to explore, invent, interpret, and discover their world and themselves.
childhood We offer a safe and special place that honors childhood, and where the creativity, originality, and ingenuity of young children take center stage.
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chapter 1: brand
children’s museum of denver | brand book
brand personality The brand personality captures our distinguishing qualities and characteristics, as if the Museum were a person. They evoke emotion in our audiences, much as seeing a friend does. The brand personality is a statement of who the Children’s Museum wants to be in the world.
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children’s museum of denver | brand book
OUR BRAND PERSONALITY: chapter 1: brand
inspiring SPARK • ENTHUSIASTIC • MEMORABLE • SPIRITED • CONFIDENT • EXPERT
creative EXPERIMENTAL • ENERGETIC • ADVENTUROUS INTUITIVE • SELF-AWARE • IMAGINATIVE • INQUISITIVE
welcoming CONNECTED • ENGAGED • SUPPORTIVE • INVITING • FRIENDLY • WHOLESOME PERSONAL • TRUSTWORTHY • AUTHENTIC • ENCOURAGING • THOUGHTFUL • INCLUSIVE
playful FUN • MESSY • CELEBRATORY • JOYFUL • FREE
inventive HANDS-ON • UNIQUE • NIMBLE • BOLD • ORIGINAL • FEARLESS • GUTSY • INNOVATIVE
expert INTENTIONAL • THOUGHTFUL • SMART • SHARP • GROUNDED 9
chapter 1: brand
children’s museum of denver | brand book
brand value proposition The brand value proposition is the unique value your audiences receive from your work in exchange for what you ask from them. It is not intended as a public message, but as an internal guide for what should be conveyed about the organization in a way that will attract individuals and organizations to dedicate their resources to it.
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children’s museum of denver | brand book
OUR BRAND VALUE PROPOSITION: chapter 1: brand
I value the Museum as a center of discovery, creativity, and exploratory learning that sparks the inventive spirit of all of Colorado’s children.
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chapter 1: brand
children’s museum of denver | brand book
brand positioning The brand positioning statement describes how the Children’s Museum seeks to position itself relative to its competition. The statement identifies the key elements that make the Museum unique and the core ideas for which the organization seeks to be known.
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children’s museum of denver | brand book
OUR BRAND POSITIONING: chapter 1: brand
The Children’s Museum stands out as Colorado’s home for activating childhood creativity and a passion for learning through an expertly designed, kid-powered learning environment for our community’s youngest children and their caregivers.
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chapter 1: brand
children’s museum of denver | brand book
brand promise The brand promise is a summary and distillation of the other elements of your BrandEquation—it is the heart of what is most important about your organization. It serves as an internal rallying cry for staff and board members, and should be known and understood by everyone within the organization, from the president to the administrative assistant.
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children’s museum of denver | brand book
OUR BRAND PROMISE: chapter 1: brand
Opening Doors “Opening Doors” distills the heart of the Children’s Museum’s philosophy and approach. The Museum opens doors for all of Denver’s diverse young children and their caregivers by offering essential, experiential early learning opportunities to Colorado families. At the same time, the Museum “opens doors” of the mind as it sparks children’s natural curiosity and creativity. Finally, each and every visit opens a new door of rich experiences.
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chapter 1: brand
children’s museum of denver | brand book
one minute message Also known as the “elevator pitch,” this message defines Children’s Museum of Denver. Rather than include everything there is to know about us, our One Minute Message gives a quick introduction to who we are, what we believe, and why we are needed.
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children’s museum of denver | brand book
OUR ONE MINUTE MESSAGE: chapter 1: brand
At the Children’s Museum of Denver, we believe in kid-powered learning. Every day, our expertly designed exhibits and programs open doors for Colorado’s curious young minds to express what they know and to discover more—on their own terms.
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children’s museum of denver | brand book
chapter 2
logo
children’s museum of denver | brand book
Our logo is a visual representation that balances creativity, fun, and spontaneity with sophistication, expertise, and wisdom found at Children’s Museum of Denver. The visual elements of the logo work together to position us as a player in the community who empower kids to learn through play indoors, outdoors, and beyond the doors of the Museum itself. We aspire to be known as experts in child learning and development, without losing the component of surprise, spontaneity, and excitement. If you have questions about how to use our logo, please contact Marketing and Communications.
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chapter 2: logo
introduction
chapter 2: logo
children’s museum of denver | brand book
logo Our logo is composed of three elements: the icon, the name, and the tagline. These elements work together to resonate with children and adults alike, while continuing to emphasize that the Museum is an informal learning center for ALL children.
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children’s museum of denver | brand book
chapter 2: logo
ICON Our icon represents many pieces coming together to create a place where children are empowered to learn. The warmth and diversity of the color palette conveys optimism, playfulness, creativity, and variety. The logo is the culmination of the idea of building blocks, the triangles use a the tangram idea to create the full icon.
NAME
LOCATION
The full name of the museum is “Children’s
Our location is depicted in lowercase letters and
Museum of Denver at the Marsico Campus.”
Gotham typeface. The word “campus” is a valued
The complete name should be used in writing.
addition—it emphasizes learning that is likely to
Subsequent mentions of the museum can be
appeal to adults, while providing an element of
shortened to the Children’s Museum. Do not
sophistication. The name also signals that the
refer to the museum as “CMD.”
space has grown.
Our name is depicted in lowercase letters and Gotham typeface. Lowercase letters add an approachable childlike quality to our name, which is grounded in the steadfast sophistication of the weighty typography. The gray used for our name is conservative, allowing the icon to take visual priority.
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chapter 2: logo
children’s museum of denver | brand book
special use logos Different situations require different types of logos. While the full-color version of the logo is always preferable, In the event that a full color logo can’t be used, grayscale, black & white, and reversed versions of the logo are available. Please consult the Children’s Museum of Denver communications department for questions or concerns regarding the appropriate use of logo versions.
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children’s museum of denver | brand book
chapter 2: logo
GRAYSCALE
BLACK
REVERSE
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chapter 2: logo
children’s museum of denver | brand book
do’s Our logo is composed of three elements: the letter forms that spell our name, those that spell out our location, and a graphic icon. Specifications for the visual proportions, spacing, and alignment have been predetermined. There are no exceptions to these specifications. When utilizing our logo, keep in mind these important do’s. To avoid clutter and give the logo prominence, always separate it from other text and graphic elements by the minimum distance equivalent to the x-height of lowercase letters in “children’s museum” as shown in the accompanying example. It is always acceptable to use more than the minimum clear space.
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children’s museum of denver | brand book
chapter 2: logo
x-height
The logo should always be separated from headlines, text copy, images, and other graphics.
Always enlarge and reduce logo proportionally.
1.5" wide
1" wide
The minimum width for logo usage is 1.5". Do not use the full logo smaller than that. If you need to use the logo smaller than that, please be sure to use it just typeset.
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chapter 2: logo
children’s museum of denver | brand book
don’ts When applying our logo in any context, never attempt to create a different version or modify the elements or their configuration in any way. When utilizing our logo, keep in mind these important don’ts.
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children’s museum of denver | brand book
chapter 2: logo
Do not use the old logo.
Do not use background that compromises legibility.
Do not change the logo colors.
Do not change logo typography.
Do not change the size or
Do not distort the logo.
position of logo elements.
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chapter 2: logo
children’s museum of denver | brand book
what file format should I use? Have you ever seen a logo that gets stretched too big? It looks terrible, right? Using the best file format for the right situation can help fix that problem. Here’s a run-down of when to use what.
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children’s museum of denver | brand book
chapter 2: logo
PRINTING AND DESKTOP PUBLISHING Use EPS and PDF for print publishing. EPS and PDF files are used to print flat artwork. These vector (outline) formats can be enlarged to any size and produce the highest-quality reproduction. EPS and PDF are the formats graphic designers and printers will find most useful.
WEB AND ON-SCREEN For web, on-screen, and desktop publishing, the most common file formats are JPG and PNG: • JPG is intended for full-color photographs and images with smooth gradients. • PNG files excel for all types of images and also support full image transparency. PNG file sizes can be larger, but this increase is not significant for most applications. For on-screen use, we recommend our logo be displayed in PNG format whenever possible. Please note that none of the aforementioned on-screen formats are intended for high-resolution print publishing or offset lithography. All three are “raster” (bitmap) formats, meaning they cannot be enlarged without losing image quality. Using JPG or PNG for 4-color (CMYK) printing may cause unwanted color changes and inconsistencies.
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children’s museum of denver | brand book
chapter 3
visual identity
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children’s museum of denver | brand book
Our visual identity is the sum of the brand’s visible elements (color, form, shape). It brings the brand attributes to life, and captures and conveys meaning and metaphor that cannot be imparted through words alone. The visual elements of Children’s Museum of Denver are core to who we are and what we believe—the Museum is the center of discovery, creativity, and exploratory learning that sparks the inventive spirit of all of Colorado’s children. A clear, consistent visual identity is a shortcut. It allows people to recognize us instantly and associate our look with the good work we do. Using it consistently is a requirement of effective branding. The visual elements that surround our activities and communications combine to support a unique, consistent visual identity that reinforces Children’s Museum of Denver’s brand. As we consistently apply and use these elements, viewers will gain confidence in, and understanding of, who we are and the work we do.
If you have questions about how to use our visual identity, please contact Marketing and Communications.
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chapter 3: visual identity
introduction
chapter 3: visual identity
children’s museum of denver | brand book
color palette The color palette of Children’s Museum of Denver’s identity originates from the palette of our new building. Strategically selected to reinforce Children’s Museum of Denver’s brand attributes, the updated colors are bright and welcoming. The warmth and diversity of the color palette conveys optimism, playfulness, creativity, and variety.
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children’s museum of denver | brand book
pms 7710
pms 7742
C: 100 M: 0 Y: 30 K: 26
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C: 71 M: 5 Y: 100 K: 45
R: 0 G: 125 B: 138
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pms 158
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chapter 3: visual identity
pms 7713
C: 30 M: 22 Y: 17 K: 57 R: 117 G: 120 B: 123
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chapter 3: visual identity
children’s museum of denver | brand book
typography Consistent use of typography is an easy and effective tool for maintaining visual consistency in all communications. The preferred typeface for all of our communications is Gotham. To license copies of Gotham fonts visit this web site: http://www.typography.com/fonts/gotham/styles/gotham1
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children’s museum of denver | brand book
Gotham Light chapter 3: visual identity
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 35
chapter 3: visual identity
children’s museum of denver | brand book
typography
desktop
On some occasions, document editing and formatting may need to be completed by someone who does not have access to our licensed brand font. In these cases, Arial should be substituted for Gotham, and Georgia can be used to accompany Arial. Both of these fonts are available on most computers.
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children’s museum of denver | brand book
Arial Regular
chapter 3: visual identity
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Georgia Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Georgia Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Georgia Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Georgia Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 37
chapter 3: visual identity
children’s museum of denver | brand book
typography
treatment
The Museum has also adopted a distinct style for headlines, subheads, and other levels of text.
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children’s museum of denver | brand book
chapter 3: visual identity
gotham medium is our headline weight. it always appears in lowercase and in color. gotham book is our body copy weight. it appears in both upper and lowercase, and is always in gray. gotham bold can be used when a heavier weight is needed. gotham light can be used when a more delicate weight is needed.
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chapter 3: visual identity
children’s museum of denver | brand book
illustrations We want to emphasize the strength of kid-powered learning and how it opens doors for Colorado’s curious young minds to express what they know and to discover more. The use of illustration is vital to reinforce this, while the colorful and artistic qualities convey childrens’ natural curiosity and creativity. Combining both geometric, organic and circular illustrations helps to speak to the diversity of learning opportunities and experiences at Children’s Museum of Denver, empowering children to explore, invent, interpret, and discover the world and themselves.
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children’s museum of denver | brand book
The icon in the logo for Children’s Museum of Denver is made up of geometric pieces to create a tangram. Tangrams always touch and never overlap. The idea of the tangram is inspired from the idea of puzzles, and building blocks coming to life to create something amazing. See the step-by-step illustration below to see how the triangular elements of the icon for the logo come together to bring it to life.
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Step 9
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chapter 3: visual identity
TANGRAM
chapter 3: visual identity
children’s museum of denver | brand book
illustrations
continued
GEOMETRIC Geometric shapes suggest organization, efficiency, and self-discovery. We use triangles to build tangram illustrations to convey progression, direction, and purpose. Their dynamic nature makes them well suited to represent Children’s Museum of Denver.
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children’s museum of denver | brand book
chapter 3: visual identity
ORGANIC Organic shapes are irregular, contain curves, and they are often uneven. They tend to be more pleasing and comforting, while typically representing shapes found in nature. They may be free form, asymmetrical, and convey feelings of curiosity and creativity.
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chapter 3: visual identity
children’s museum of denver | brand book
illustrations
continued
CIRCULAR Dots and circles represent connection and balance the variety of illustrations. The circle is a symbol of integrity, inclusion, and community. They represent the many individuals who come together to make up the community of Children’s Museum of Denver.
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children’s museum of denver | brand book
chapter 3: visual identity
patterns Patterns are a repetition of elements, achieved through the use of color and shapes. Patterns may also be thought of as the ‘skeleton’ that organizes the parts of a composition. Patterns bring together many illustrations in a powerful way, conveying how Children’s Museum of Denver is a place where creativity and discovery come together to empower children in their learning opportunities.
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chapter 3: visual identity
children’s museum of denver | brand book
patterns
continued
GENERAL We have combined all of these icons and graphic elements together to create a pattern that can be used as a background or design element in many different ways.
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children’s museum of denver | brand book
chapter 3: visual identity
SPECIALIZED PATTERNS Science and discovery? Nature and exploration? Arts and creativity? Color coded patterns can be used to convey different aspects of the Children’s Museum experience.
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chapter 3: visual identity
children’s museum of denver | brand book
photography In addition to the illustrations, photography is key to add an authentic human element. Using the two of them together creates a powerful visual presence. Photography should be close-up, intimate, and show children doing activities and learning. The Children’s Museum’s existing photo library can be used together with stock photography to bring to life the exciting experience of being at the Museum. Close-ups, faces, action, and activity show what it FEELS like to come to the museum.
LINKS TO IMAGES A http://www.gettyimages.com/detail/photo/messy-caucasian-girl-in-art-class-royalty-free-image/138710549 B http://www.gettyimages.com/detail/photo/close-of-of-childs-feet-wearing-colourful-high-res stock-photography/163391580 C http://www.gettyimages.com/detail/photo/boy-using-microscope-posing-in-studio-portrait-royalty free-image/200314247-001 D http://www.gettyimages.com/detail/photo/five-year-old-girl-blowing-bubbles-royalty-free image/83663433 E http://www.gettyimages.com/detail/photo/children-looking-into-a-magnifying-glass-royalty free-image/159315404
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children’s museum of denver | brand book
B
D
C
E
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chapter 3: visual identity
A
Commemorative Reopening Poster (17 x 22 inches)
chapter 3: visual identity
children’s museum of denver | brand book
applications
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poster
children’s museum of denver | brand book
applications
brochure
Rack Card Brochure (4 x 9 inches folded, 11.875 x 9 flat, Trifold)
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children’s museum of denver | brand book
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