This is a guide to the basic elements that will make up the new MCA look and feel. 01 Overview 03 Logo Design
03 Print and Screen Logo 05 Alternate Logo 07 Incorrect Use
09 Typefaces
09 Print Typeface 11 Online Typeface - PC 12 Online Typeface - Mac
13 Color Palette 15 Indoor Signage Systems 15 Floor Signage 17 Directional Signage 19 Wall Mounted Signage 21 Ceiling Mounted Signage
23 Design Collateral 23 MCA Envelopes 24 MCA Letterheads 25 MCA Pens 26 MCA Cafe Coasters
Overview The Right Look
While the Museum of Contemporary Arts is home to some of the worlds most captivating and innovative art, the overall look and feel of the museum does not reflect this creative energy . The signage, typography, color schemes and logo are barely fit for a dreary office building much less an art musuem. To address these issues, we have come up with a brighter, bolder look and feel for the MCA, one that is eye-catching but at the same time, does not take anything away from the art showcased within but rather compliment it. We will achieve this through a complete redesign of the MCA branding from the logo to the color palettes, typeface, signage and collateral.
The Inspiration
Contemporary art, at times, has been shunned and looked down upon by art and its institutions. Some critics like Julian Spalding and Donald Kuspit have suggested that skepticism, even rejection, is a legitimate and reasonable response to much contemporary art. We however see contemporary art as breaking away from the bounds of traditional art, it is with this belief in mind that we have created a new look and feel for the Museum of Contemporary Art.
Breaking the Boundaries
A square, with its four equal sides and four equal corners, is often associated with conformity through sayings such as “Don’t be a square”, “Think outside the box”. Through this idea, we have come up with the motif of a melting squares, used throughout the designs, to illustrate the fact that the Museum of Contemporary Arts is home to art that does indeed ‘think outside the box’, art that unafraid to break through the square boundaries governed by the traditional art institutions, art that is different, captivating and engaging.
Overview 02.
Logo. 01 Print Logo
This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
02 Screen logo
This logo is to be used for all screen work, including wesites, banners and presentations.
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Logo Design 04.
03 Alternate Logo
This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
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Logo Design 06.
Incorrect Use. 01. Do not outline the logo. 02. Do no slant or tilt the logo. 03. Do not distort the logo. 04. Do not place text on the logo. 05. Do not use grey. 06. Do not use a different shade of purple.
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Sponsored by:
Logo Design 08.
Print Typeface. Franklin Gothic Medium Condensed Franklin Gothic is the default MCA corporate font to be used for all regular printed text.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,!@#$%^&*) 1234567890
Franklin Gothic Heavy
Franklin Gothic Heavy can be used for headlines or to place emphasis on certain words.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,!@#$%^&*) 1234567890
Typefaces 10.
Online Typeface. PC Arial Bold
Headlines (20-30px) HEX #000000
Tahoma
Body copy (12px) HEX #666666
Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,!@#$%^&*) 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,!@#$%^&*) 1234567890
MAC Helvetica Bold Headlines (20-30px) HEX #000000
Lucida
Body copy (12px) HEX #666666
Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,!@#$%^&*) 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,!@#$%^&*) 1234567890
Typefaces 12.
Primary Colours. MCA Purple
The color purple is an unusual and eye-catching color often associated with creativeness, this reflects on the MCA as being a place of creativity.
MCA Purple
CMYK: 35/64/0/0 RGB: 169/114/176 HEX #A972B0 100% General Use 75% Strapline 25% Boxes
MCA Text
CMYK: Black: 75/68/67/90 Gray: 0/0/0/60 White: 0/0/0/0 RGB: Black: 0/0/0 Gray: 130/130/130 White: 255/255/255 HEX #000000 #666666 #FFFFFF
Color Palette 14.
Indoor Signage Floor Signage
The MCA floor signs are designed to be bright, eye catching and easily moved. Excellent for temporary signage such as ‘wet floor’, ‘staff only’, ‘area closed’ etc MCA floor signage is constructed from Acrylic which is an extremely versatile, highly durable plastic that comes in a variety of colors.
Indoor Signage Systems 16.
Directional Signage
The MCA directional signage is found throughout the venue to point people to toilets, exhibitions and other key locations. The individual square boxes can be interchanged to show different information from arrows to images to text.
Indoor Signage Systems 18.
Wall Mounted Signage
Acrylic signs to be mounted perpendicular to walls to give direction to those passing by. Can be used to show location of restrooms, floor levels, room number etc
Indoor Signage Systems 20.
Ceiling Mounted Signage
Acrylic ceiling mounted signage designed for easy viewing at all times for important safety signs such as exits signs and fire/emergency exits.
Indoor Signage Systems 22.
Collateral. MCA Envelopes and Letterheads
Office supplies are designed to be simple and unobtrusive while maintaining the MCA look and feel.
Design Collateral 24.
MCA Pens
These fun MCA pens can be used as promotional material or for office use.
MCA Cafe Coasters
Die cut coasters can be made as disposable cardboard coasters or reusable plastic coasters.
Design Collateral 26.