graphic standards manual
table of contents Introduction Emblem Logotype & Colors Signature Rules Safe Zone Incorrect Uses Typefaces Stationery Applications
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introduction This is the Fernbank Science Center’s Graphic Standards Manual. The rules and guidelines within this reference tool help Fernbank maintain a consistent identity. This renewed look has been designed to engage professionals in the science field.
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emblem The emblem will be shown in Pantone DS 275-2 C unless a specific situation requires an alternate, acceptable option. Additional options include: black and white, embossed, engraved, watermark, or die cut. The mark represents a cellular division (something you will find under a microscope). The splitting particles form an “F” to reference the first letter in Fernbank. The composition provides a very memorable mark, which can be easily recognized when reduced in size. Green is the primary color because Fernbank focuses on sustainability, and ferns are green. The emblem is shown at 100% 50% 25% 10%
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logotype
&
subdivisions
Fernbank’s signature will always be used with the emblem unless a specialty case requires it to be done differently. The logotype is set in BlairMdITC TT, whereas the sizes may vary. The logotype on top references the entire science center and will be used on special occasions. The type is fully justified, making a cohesive block of text that will work nicely in isolation. The logotype must not be used without the emblem unless the reasoning is logical and necessary. This signature may be used with the emblem on any centered layout. The bottom four show the Fernbank logotype along with three subdivisions. There is both a vertical and a horizontal composition for each of the subdivision logos with the flush left text. The subdivision names can not be justified because the type will be too large and compete with the “Fernbank” type. Fernbank’s primary and secondary pantone palette is to the right of the subdivisions. The primary colors are Pantone 3435 U and Pantone DS 275-2 C. The two shades of green were chosen for the primary color scheme because Fernbank practices sustainability. The secondary color palette is red, blue, purple and black, and these colors will be applied to Fernbank’s various subdivisions
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PANTONE 3435 U C=100 M=0 Y=81 K=66 R=0 G=81 B=47
PANTONE DS 275-2 C C=85 M=0 Y=85 K=10 R=0 G=160 B=90
PANTONE 1795 U C=0 M=94 Y=100 K=0 R=238 G=52 B=36
PANTONE 279 U C=68 M=34 Y=0 K=0 R=81 B=145 G=205
PANTONE 2612 U C=64 M=100 Y=0 K=14 R=108 G=33 B=127
PANTONE Process Black U C=0 M=0 Y=0 K=100 R=0 G=0 B=0
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signature rules Here the logo is shown in a vertical and a horizontal format. These logos will be ideal for any document that has a flush left ragged right layout, but their use may be expanded to other reasonable occasions. The consistent typeface size for each subdivision provides a uniformity within the different logos, while the color variation helps to set them apart. The solution for a centered layout is displayed on the next spread.
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signature rules
continued
Here are two logos that can be utilized when the science center is referenced by itself, or used to emphasize a grid line. The subdivisions will never be used with this layout because the block of text cannot be done with the sections with shorter names. The logo on the top works great with centered layouts and can be recognized very small. The logo on the bottom will be applied to grids and other situations that require alignment.
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safe zones A uniform distance marker was decided during the creation of this signature. The small circle, which measures to be slightly larger than the “science center� font size (in the centered logo), was used to configure a relationship between the emblem and the logotype. The measurements have been applied to the signature so that each emblem will maintain an equal distance from the logotype. The distance was then applied to manufacture a safe zone that no image or text should intrude.
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incorrect uses The logo needs to remain consistent so that it builds memorability. When objects or variations interfere with the signature, it distorts the public’s ability to recognize it. Shown are the incorrect uses for Fernbank’s signature. On specific occasions, a slight manipulation of some of these rules may be necessary. This will only be allowed when a situation has no sensible legal solution. Minimal distortions of the logo may only be used if there is a distinct and logical reason for it.
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✗
Logo on black background
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Logo color alteration
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✗
Logo on busy background
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New Exhibit
Safe Zone infringement
Emblem size manipulation
✗
Emblem placement alteration
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fernbank e a r c h
r e s
Over-using effects or filters
Subdivision adjustment
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Low resolution logo
✗
✗ FERNBANK SCI ENCE CENTER
Rotating the logo
Flipping the Emblem
Applying Different Fonts
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typefaces BlairMdTC TT Medium was chosen as Fernbank’s logotype to give it a crisp, clean, and bold feel. This typeface is great for phrasing and headings. Verdana will be mainly used on the internet, but may also be used in print and advertising. This typeface has a more playful tone and should be used when directed toward students. Adobe Garamond will be used for body copy. This is a very nice typeface that evokes a professional feel and it will assist Fernbank on their path to becoming an elite science center.
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BlairMdTC TT Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Verdana abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Adobe Garamond abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
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stationery The stationery is comprised of a letterhead, envelope, and business card. Shown here is the letterhead for Fernbank Science Center. A grid nicely arranges the page, so that the information is presented in a visual hierarchy. A subtle watermark has been utilized to carefully engage a subconscious embedding of Fernbank’s identity.
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1⅛ in
2¼ in
1¼ in
April 22, 2010 Fernbank Science Center 156 Heaton Park Drive Atlanta, GA 30307 Phone: 678-874-7102 Fax: 678-874-7110
2¾ in
3 in
2½ in
http://fsc.fernbank.edu/
Dr. James Floyd 4312 Glen Cove blvd. Louisville, KY 40222
1¼ in
Dear Dr. James Floyd, Fernbank Science Center’s corporate identity has been completely revamped. The process began with the creation of a logo that was memorable, appropriate, versatile, and visually appealing. The chosen emblem represents a cellular division that could be found under a microscope. This splitting of cells creates the form of an “F,” to symbolize the first letter in Fernbank. The logo was then expanded to Fernbank’s various subdivisions; the symposium, the research, and the community. A primary and secondary color palette was then produced to better differentiate these divisions. Safe zones and incorrect uses were established so that the logo will not be misused. Once the basis of this new identity (being the logo) was finalized, we then applied it to a stationery. Fernbank’s stationery consists of a letterhead, business cards, and an envelope. It is important that these elements maintain a visual consistency because they are meant to function as a unit. White space was utilized within the stationery to represent the clean and sterile qualities of research laboratories. A design manual was issued for Fernbank’s new identity and it explains the aforementioned rules and guidelines. The manual will help to prevent misuses that could potentially distort the ability to recognize Fernbank. This renewed identity will enable Fernbank to attract professional scientists, astronomers, and physicists. This look will provide them with the credibility they need to become a top tier science center.
Sincerely,
Douglas Harbe Douglas Hrabe
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stationery
continued
Shown here is the envelope and business card. The envelope expresses the same cleanliness as the letterhead. A watermark is used to link the envelope to the letterhead, as well as give it some personality. The business card has a large emblem bled through the upper and the lower left corners. The employee’s name is placed in the same format as the subdivision logotype. The back of the card includes the Fernbank logo, company name, street address, web address, phone, fax, and employee’s e-mail address.
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1⅛ in
y
½ in 13⁄16 in
y
Fernbank Science Center 156 Heaton Park Drive Atlanta, GA 30307
Douglas Hrabe Project Manager
Fernbank Science Center 156 Heaton Park Drive Atlanta, GA 30307 http://fsc.fernbank.edu/
Phone: 678-874-7102 Fax: 678-874-7110 Email: Doug_Hrabe@ fc.dekalb.k12.ga.us
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website This is Fernbank’s website. The top image displays the home page for the website and it includes a rotating banner which advertises upcoming events, hours of operation, a navigation menu, and a section for copy. The two images below show the rotating banner advertisements of the upcoming events.
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applications The Fernbank Science Center gift shop will be filled with various items that aid in the expansion of our branding. Key chains, ball caps, T-shirts, buttons, mugs, and lab coats are just a handful of memorabilia that can be purchased in the gift shop.
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applications
continued
Fernbank will also be placing its logo on the company vehicles. The top image is a bus that will be used to transport students and visitors to the on-site research area where they can study nature. The band of green that wraps around the bottom of the bus and the various logos that are placed on all sides will help us expand our identity. The van on the bottom is our equipment transporter, and it legally displays our logo for the public to see.
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applications
continued
Fernbank’s branding is not limited to grounded objects, shown here are two examples of our aircraft. Our company is aiming for world-wide expansion and as we gather moon rocks through our trips to outer space, photographs will show the world that nothing is out of reach for Fernbank Science Center. Students will not be allowed in space. The below image displays our logo on a blimp. This aircraft will be used for advertising at football games and outdoor social events where large groups of people will be of attendance.
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applications
continued
Here is a billboard, bus shelter, and banner advertisement for Fernbank. It can be noticed that neither the emblen, nor the logotype are used within this billboard. Options such as this one will be acceptable once our name becomes vastly recognized within the community. When our audience can recognize the emblem as part of our identity, or comprehend that Fernbank is a science center without the name displayed below it, an advertisement like this can be done. The type is set in Verdana, which is one of Fernbank’s secondary typefaces. The bus shelter and the banner advertisement are similar in that they promote upcoming events to the public. They posses a similar format with an emphasis on the type clusters and images to help draw in viewers. These posters are mainly targeting students and teachers that are interested in a profession in the science field.
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fernbank Fernbank’s decision to update their identity to appeal to professionals in the science field, will provide for a more believable program. This new identity will attract celebrities within the science field and these professionals will do research and give lectures, which will increase traffic. This identity system provides Fernbank with the professional look they need to become a top tier science center.
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156 Heaton Park Drive Atlanta, GA 30307 http://fsc.fernbank.edu/