BRONX CHILDREN’S MUSEUM BRAND GUIDELINES
JANUARY 2016
01
THE BRONX CHILDREN’S MUSEUM
INTRODUCTION At the Bronx Children’s Museum, you get more of everything. More knowledge, experience, ideas, inspiration, creativity...the list goes on. To convey this message we have come up with a distinctive branding style. Starting with the brand mark, typography, photography, brand elements will create a successful representation of the Bronx Children’s Museum. In terms of ensuring clarity and consistency, nothing is more important than the correct use of our brand mark. Its inseparable components are the cornerstone of our identity; the solid foundation on which distinctive communications can be constructed.
TABLE OF CONTENTS
01 1.0 1.1 1.2 1.3
BRAND STRATEGY
INTRODUCTION ABOUT MORE PERSONALITY TRAITS PURPOSE
02 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7
INTRODUCING OUR BRANDMARK CORRECT LOGO USAGE CLEAR SPACE MINIMUM SIZE INNCORRECT LOGO USAGE COLOR PALETTE TYPOGRAPHY IMAGERY STYLE
03 3.0 3.1 3.2
PRINT ADVERTISMENTS PROMOTIONAL
STATIONARY
OVERVIEW OF STATIONARY CORRECT LETTERHEAD USAGE
06 6.0
OUT OF HOME
OUT-OF-HOME ADVERTISMENTS
05 5.0 5.1
BRAND IDENTITY SYSTEM
FOLLOWING THE GRID
04 4.0
BRAND IDENTITY ASSETS
CONTACT
CONTACT US
BRAND ESSENTIALS
THE BRONX CHILDREN’S MUSEUM
1.1 ABOUT MORE WHAT ARE THESE GUIDELINES FOR? PROFESSIONAL
All the materials we produce must look as if they come from the Bronx Children’s Museum. CONSISTENT
Whenever and wherever people come into contact with the Bronx Children’s Museum, we want to create a clear and coherent impression. DISTINCTIVELY BCM’S
For maximum impact, our communications should convey what makes the Bronx Children’s Museum unique.
WHO ARE THE GUIDELINES FOR? They are for anyone producing the Bronx Children’s Museum’s branded collateral.
YOUNG ENGAGING FUN LOVING
THE BRONX CHILDREN’S MUSEUM
1.2 PERSONALITY TRAITS These four words encompass everything one needs to know about the Bronx Children’s Museum. YOUNG: Being geared towards children, we keep
the branding of the Bronx Children’s Museum as young as its demographic. ENGAGING: One of the most important things
to having successful branding is how a viewer interacts with it. Our in store branding applications as well as typography and color palette are engaging to the consumer. FUN: Not only is our branding nice to look at, but
it should create a sense of fun. LOVING: The radiating heart is there for a reason.
The Bronx Children’s Museum loves their kids and the kids love them back. The branding should portay this.
CREATE MORE.
THE BRONX CHILDREN’S MUSEUM
1.3 PURPOSE CREATE
DISCUSS
LEARN
PLAY
DISCOVER
BECOME
GROW
DREAM
BE
LAUGH
LOVE
CELEBRATE
IMAGINE
SAVE
CARE
CONSERVE
DRAW
INSPIRE
BUILD
ENJOY
HELP
SEE
CONNECT
EXPERIENCE
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THE BRONX CHILDREN’S MUSEUM
BRAND IDENTITY INTRODUCING OUR BRANDMARK LEARN MORE
The logo not only is a radiating heart showing the love that comes from the Bronx Children’s Museum, it’s also a “B” to represent the Bronx. The logo represents the many layers within the Bronx Childrens museum.
THE BRONX CHILDREN’S MUSEUM
2.1 CORRECT LOGO USAGE
MAIN HEART RADIATING HEARTS
BRONX CHILDREN’S MUSEUM’S BRAND MARK
THE BRONX CHILDREN’S MUSEUM
2.2 CLEAR SPACE 0.5”
0.5”
0.5”
0.5”
0.5”
0.25” 0.5”
0.5”
THE BRONX CHILDREN’S MUSEUM
2.3 MINIMUM SIZE In order to retain the integrity and beauty of our brandmark, while also maintaining legibility, it should never be reproduced at a size smaller than 3.15” wide.
3.15” WIDE
THE BRONX CHILDREN’S MUSEUM
2.4 INCORRECT LOGO USAGE
DO NOT STRETCH
DO NOT FLIP
DO NOT OUTLINE
DO NOT ADD A DROP SHADOW
CMYK 14 100 99 4 RGB 202 33 40 #CA2027
CMYK 11 83 99 2 RGB 213 80 40 #D54F27
CMYK 0 62 100 0 RGB 245 126 32 #F47E1F
CMYK 83 20 100 6 RGB 40 143 68 #288E44
CMYK 57 0 34 0 RGB 104 198 184 #67C6B7
CMYK 63 1 0 0 RGB 54 195 242 #35C2F2
CMYK 9 72 0 0 RGB 220 107 169 #DC6AA8
CMYK 0 98 13 0 RGB 237 23 127 #EC177F
CMYK 34 100 25 3 RGB 169 32 113 #A92071
CMYK 85 34 55 12 RGB 28 122 116 #1C7973
CMYK 100 90 0 0 RGB 33 64 154 #213F99
CMYK 24 0 100 0 RGB 205 220 41 #CDDB28
CMYK 1 20 100 0 RGB 253 202 11 #FCC90A
CMYK 8 0 95 0 RGB 242 234 32 #F2EA20
CMYK 69 0 100 0 RGB 84 185 72 #54B847
CMYK 79 30 24 1 RGB 41 142 171 #288EAB
CMYK 87 64 0 0 RGB 45 100 175 #2D63AF
CMYK 84 98 17 5 RGB 81 47 124 #512F7B
CMYK 0 43 0 0 RGB 246 168 202 #F5A7C9
CMYK 26 69 0 0 RGB 187 108 172 #BA6BAB
CMYK 99 94 43 56 RGB 15 19 57 #0E1238
CMYK 68 65 0 0 RGB 102 103 175 #6666AE
CMYK 0 0 0 100 RGB 0 0 0 #000000
CMYK 0 0 0 0 RGB 255 255 255 #FFFFFF
Bb
THE BRONX CHILDREN’S MUSEUM
2.6 TYPOGRAPHY Our headline typeface is Montserrat. It was selected to help express the campaign’s playful tone of voice.
ABCDEFGHIKLM NOPQRSTVWXYZ abcdefghikl mnopqrstvwxyz Our typeface for copy is Georgia Regular.
ABCDEFGHIKLM NOPQRSTVWXYZ abcdefghikl mnopqrstvwxyz
THE BRONX CHILDREN’S MUSEUM
2.7 IMAGERY STYLE Our libary of images to portrays our message behind the brandmark. The below images sample our wide selection of photographs.
03
THE BRONX CHILDREN’S MUSEUM
BRAND IDENTITY SYSTEM HOW THE ASSETS WORK TOGETHER
Our campaign is comprised of a number of branding elements. The example below illustrates the essential assets that make up our campaign, including typography, grid, and brandmark usage. PRINT AD FOLLOWING OUR GRID
HEADLINES
BRANDMARK/ URL
THE BRONX CHILDREN’S MUSEUM
3.1 PRINT ADS Illustrated are print ads showcasing the Bronx Children’s Museum’s message of more.
THE BRONX CHILDREN’S MUSEUM BRAND MARK
3.2 PROMOTIONAL We have endless promotional products that products below sample our wide selection of promotional gear.
04
THE BRONX CHILDREN’S MUSEUM
OUT OF HOME Shown is the poster campaign displayed in an out-of-home setting. Following all the same rules of thr print poster designs.
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THE BRONX CHILDREN’S MUSEUM
STATIONARY All stationary will display the BCM radiating heart in the bottom left corner. The colors of the brandmark may vary within the color pallette.
THE BRONX CHILDREN’S MUSEUM
CORRECT USE OF STATIONARY When using the brand mark on stationary, one should always keep in mind the placement as the number one rule. The bottom left corner is where the brand mark should be placed on letterheads, envelopes, business cards, folders, etc.
BOTTOM LEFT
06
THE BRONX CHILDREN’S MUSEUM
CONTACT US PEOPLE TO REMEMBER If you have any unanswered questions, please reach out. We are here to help! THE MUSEUM
(346)971-2155 | info@bcm.org DIRECTOR
Hope Harley | hope@bcm.org EXHIBIT/CAPITAL CONSULTANT
Sharon Klotz | sharon@bcm.org PRESS AND MEDIA
Sandy Shalleck | sandy@bcm.org DONATIONS
Carla Precht | carlaprecht@bcm.org DESIGN
Dora Maya | doramaya1@gmail.com
Prepared by MagCloud for Dora Maya. Get more at doramaya.magcloud.com.