Cockrell Butterfly Center

COCKRELL BUT TERFLY CENTER

Dynamic Brand Identity | Monique Ramos

TABLE OF CONTENTS 1

Introduction

2

Color

3 Typography 4

Dynamic Brand Identity

9

Paper System

10

Gift Shop Items

12

App

Introduction

1

The Cockrell Butterfly Center is part of the Houston Museum of Natural Science located in Houston Texas. The center is geared toward the education and entertainment of families. Visitors can walk through a live butterfly habitat and enjoy interactive games and quizzes.

The redesign of the center expanded from a dynamic identity inspired by the patterns and shapes seen on butterfly wings. The identity transforms and can be used in multiple states which are used in different variations throughout the campaign. The brand was created to be bright and colorful to keep children engaged, with modern and clean forms to appeal to adults as well.

Color

C= 84

C= 76

C= 100

C= 83

C= 80

M= 83

M= 67

M= 92

M= 39

M= 21

Y= 51

Y= 57

Y= 28

Y= 2

Y= 24

K= 68

K= 57

K= 15

K= 0

K= 0

C= 54

C= 37

C= 6

C= 5

C= 12

M= 77

M= 73

M= 70

M= 34

M= 2

Y= 69

Y= 78

Y= 95

Y= 89

Y= 62

K= 77

K= 40

K= 0

K= 0

K= 0

C= 55

C= 39

C= 0

C= 23

C= 26

M= 75

M= 91

M= 98

M= 99

M= 36

Y= 74

Y= 83

Y= 100

Y= 100

Y= 43

K= 78

K= 61

K= 0

K= 16

K= 0

2

The color palette plays a huge part in the dynamic aspect of the brand identity. The beautiful colors and patterns on the wings of butterflies was the inspiration for the look and feel of the entire campaign. A different color palette can be created from each species of butterfly wing. Their are thousands of butterfly species providing infinite variations in color, in turn creating thousands of unique color palettes. For simplicity and clarity this brand book will focus on three main color palettes.

Typography 3

AVENIR LT STD 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Dynamic Brand Identity

4

The new dynamic identity for the Cockrell center has four main states. The states follow the butterfly life cycle from caterpillar to adult butterfly. The transformation between each state is not static. Instead the shapes that form each state would animate and move to form the next state. The above illustration is an example of the type of animation that would take place between the caterpillar and chrysalis state.

Dynamic Brand Identity

Cockrell Butterfly Center

Example of three states in the three main color palettes used in this brand book. The geometric shapes used in the architecture and windows of the Cockrell Center inspired the shapes that make each state.

5

Dynamic Brand Identity

FULL COLOR

6

SINGLE COLOR

Variations of the final, and main state, of the dynamic identity.

Paper System

7

COCKRELL

BUTTERFLY CENTER

MONIQUE RAMOS Managing Di rector

MONIQUE RA MOS 1 (511) 215 9004 Managing Director monique@cbc.co m 1 ( 511) 215 0 09 4 mramos @cbc.com

COCKRELL

BUTTERFLY CENTER

MONIQUE RAMOS MONIQUE RAMOS Managing Dir ector Managing Director 11( 511) 215 0 09 4 (511) 215 9004 mramos @cbc.com monique@cbc.co m

Cockrell Butterfly Center The Houston Museum of Natural Science 5555 Hermann Park Drive, Houston Texas 77030

Each employee would have a unique and personalized paper system based off of the color pallet of a unique butterfly species.

Gift Shop Items

8

The gift shop items would not only be for children but for adults of all ages.

Gift Shop Items

9

App 10

The Cockrell Butterfly Center app was developed for children. The main feature is a butterfly scanner which is used to identify different butterfly species. This app encourages its users to go outside and explore, not only at the butterfly center but anywhere butterflies can be found. Once butterflies are identified they can be added to galleries which can be shared through social media and the Cockrell Butterfly Center website.

App 11