F E R N Bscience A Ncenter K
DESIGN MANUAL
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INTRODUCTION: FERNBANK DESIGN
Introduction Logo Correct Versions Incorrect Versions Four Versions Safe Zone & Proportions Signature Typeface Letterhead Building Advertisements Vehicles Alternate Applications
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Our comprehensive commitment to excellence in design exemplifies our commitment to quality in all other respects. This graphic system provides visual unity to our expansive and diverse science center. This visual identity system distinguishes all of Fernbank’s publications and advertising and keeps everything consistent throughout. 3
LOGO: FERNBANK DESIGN
This is the Fernbank logo as well as a close-up of the emblem. The leaf symbol is the most unifying element of Fernbank’s graphic identity system. The symbol is an inseparable part of the science center’s identity. It should only be used by itself for decorative purposes in an already established Fernbank context or environment.
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F E R N Bscience A Ncenter K
R N Bscience A Ncenter K 5
CORRECT VERSIONS: FERNBANK DESIGN MANUAL
The Fernbank logo is meant to be displayed in its horizontal version. However, under certain circumstances, such as placement on tall objects like a water bottle, the logo may need to be used in its vertical version.
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F E R N Bscience A Ncenter K
E R N Bscience A Ncenter K
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CORRECT VERSIONS: FERNBANK DESIGN MANUAL
Whether the logo is being used in its horizontal or vertical versions it needs to be used correctly depending on the background. Generally it should be displyed in the color version. However, when something needs to be printed in black and white, or when the logo is being used on a colored background, it can be used in solid black or solid white. Black should be used on a white or light background, and white should be used on a black or dark background.
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F E R N Bscience A Ncenter K
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INCORRECT VERSIONS: FERNBANK DESIGN MANUAL
The Fernbank logo may not take on drastic changes and may not do anything pictured to the right. The purpose of a logo is for it to be recognizable, and if it is shown in too many different ways, it would not be successful. The white logo should not be placed on a light background, nor the black logo on a dark background. Effects should not be used on the logo, like the drop shadow displayed, and the colors should not be changed. The logo’s signature and emblem should not be rearranged either.
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FOUR VERSIONS: FERNBANK DESIGN MANUAL
The logo has four standard color variations that will be used to differentiate between the subdivisions of Fernbank. The logos will be used in these four Coated Pantone colors as well as solid black and solid white as talked about previously. The adjusted tints start at 100% and gradually fade down to 60%. The CMYK and RGB colors are listed as well. The Pantone colors are: Green: 364 Pink: 213 Blue: 280 Gold: 021 The CMYK colors are: Green: 88, 33, 100, 28 Pink: 0, 99, 36, 0 Blue: 100, 86, 33, 23 Gold: 0, 74, 100, 0 The RGB colors are: Green: 2, 103, 0 Pink: 255, 1, 103 Blue: 0, 52, 102 Gold: 255, 102, 0
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RN N BBscience AN Ncenter K FF EE R A K science science center center science center
RN N BB A Asymposium NK K FF EE R N symposium symposium symposium
RN N BBon-site AN NK K FF EE R A research on-site on-site research research on-site research
RN N BA Aprograms NK K FF EE R B N community community community programs programs community programs
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SAFE ZONE & PROPORTIONS: FERNBANK DESIGN MANUAL
The safe zone is an area around a logo in which no object may come in contact with because that object may hinder the impact of the mark. The safe zone of the logo was configured by taking the width of the “N” and applying that distance to the perimeter of the logo. No object or type may infringe this area. This allows the logo to maintain its emphasis and consistency. In order to maintain the correct proportions, the space between the signature and the emblem must be the size of one lowercase “e” vertically, and two lowercase “e’s” horizontally taken from the words “science center.”
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F E R N Bscience A Ncenter K
F E R N Bscience A Ncenter K
Bscience A Ncenter K 15
SIGNATURE TYPEFACE: FERNBANK DESIGN MANUAL
The typeface Futura was chosen because of its geometric letters. They are simple and clean and compliment the scientific feel the company has. “Fernbank” is in Futura Book and the lowercase “science center” is in Futura Light. Georgia is a secondary typeface that is to be used on projects that require a serif font, such as a letter written on the the letterhead.
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FUTURA
GEORGIA
LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ
BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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LETTERHEAD: FERNBANK DESIGN MANUAL
The letterhead is on white 8.5 x 11 inch sized paper. The stationery must always be white, this allows the logo to stand out in addition to the transparency of the emblem in the corner. The contact information on all documents for Fernbank is always in lowercase Futura in the color black. The copy is to be writtne in Georgia font. The business card is orientated vertically rather than the traditional horizontal way. This helps it better relate to the letterhead. Its size is 2x3 inches and always on white paper. The envelope is a standard 11.25x4 inches and must always be on white paper.
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156 Heaton Drive Atlanta, GA 30307 . www.fernbank.com . 678-874-7102
F E R N Bscience A Ncenter K 3519 Front Street Mount Celebres, CA 65286 October 5, 2010 Ms. Betty Johnson Accounts Payable The Cooking Store 765 Berliner Plaza Industrial Point, CA 68534 Dear Ms Johnson:
F E R N Bscience A Ncenter K
It has come to my attention that your company, The Cooking Store has been late with paying their invoices for the past three months. In order to encourage our customers to pay for their invoices before the due date, we have implemented a discount model where we’ll give you 2% off your invoice if you pay us within 10 days of receiving the invoice. Accounts Receivable Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nam cursus. Morbi ut mi. Nullam enim leo, egestas id, condimentum at, laoreet mattis, massa. Sed eleifend nonummy diam. Praesent mauris ante, elementum et, bibendum at, posuere sit amet, nibh. Duis tincidunt lectus quis dui viverra vestibulum. Suspendisse vulputate aliquam dui. Nulla elementum dui ut augue. Aliquam vehicula mi at mauris. Maecenas placerat, nisl at consequat rhoncus, sem nunc gravida justo, quis eleifend arcu velit quis lacus. Morbi magna magna, tincidunt a, mattis non, imperdiet
DOUGLAS HRABE DIRECTOR
156 Heaton Dr. Atlanta, GA 30307 www.fernbank.com 678.874.7102
I hope that everything is going well for you and your company. You are one of our biggest customers, and we appreciate your business. If you have any questions, you can feel free to contact me. Sincerely,
Marlena Usher Marlena Usher
;science : Gcenter D
FERNBANK science center 156 Heaton Dr. Atlanta, GA 30307
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BUILDING: FERNBANK DESIGN MANUAL
This will be the building for the science and research center. It is bright and eye catching and shows where each different department is located within the building. It will be built in a highly visited area of downtown.
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ADVERTISEMENTS: FERNBANK DESIGN MANUAL
These are two examples for special exhibit advertisements that will be placed throughout the city. The first is a billboard featuring an aquarium exhibit, and the second is a bus stop advertisement featuring an outerspace exhibit.
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The Early Bird Gets the Worm Animal Exhibit Opens March 15th
F E R N Bscience A Ncenter K
F E R N B Asymposium NK
F E R N Bon-site A research NK
FERN BANK community programs
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VEHICLES: FERNBANK DESIGN MANUAL
These are Fernbank’s trucks used to transport exhibit materials, gift shop items, and much more. They come in different sizes and simply feature the Fernbank logo.
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ALTERNATE APPLICATIONS: FERNBANK DESIGN MANUAL
The Fernbank logo can also be applied to merchandise and sold in the science center. These are examples of items that can be purchased in the gift shop: coffee mugs, mousepad, pen, water bottle, and a bag.
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Design by Marlena Usher 2011