BRAND GUIDELINES
CONTENTS Concept
2
Logo
3
Patterns
7
Products
9
Stationary
13
Signage
17
Poster Series
20
Digital
23
CONCEPT The logo and branding system were heavily inspired by the variety of craftsmanship from the collections on exhibit, at the Fruitlands Museum. The organic quality of metaphoric brush strokes embody the representation of art and craftsmanship while the overlay element captures the unity of the four museums.
2
LOGO The logo captures the essence of the museum’s exhibits by representing the major theme of all the permanent and temporary exhibitions.
4
TYPE AND COLOR
Neutra Text
ITC New Baskerville
The chosen typefaces capture the decadence of the rich history and convey the museum’s motivation of sharing it with others. The implemented colors capture a good balance of the spectrum inspired by the art in the exhibits, and the buildings themselves.
Demi
Roman
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklm nopqrstuvwxyz 1234567890
Light
Italic
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 12 3 4 5 678 9 0
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
PMS 7699C HEX 52677E CMYK 70% 50% 32% 18%
PMS 7713C HEX 2D6C73 CMYK 83% 43% 47% 16%
PMS 175C HEX C25C3B CMYK 19% 75% 85% 5%
PMS 1205 HEX F2DB93 CMYK 5% 10% 49% 0%
Duotones Digital and commercial.
Stationary, manuals and corporative use treatment.
PMS 7699 U PMS 8201 U
PMS 487 U PMS 1535 U
PMS 7713 U PMS 7543 U
PMS 1345 U PMS 546 U
PMS 489 U PMS 547 U
6
PATTERN The pattern is inspired by the art of chair weaving and overlaying nature of brush strokes. The large pattern can be used for promotional materials and smaller patterns for stationary application.
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PRODUCTS To help enforce the museum theme, the patterns are applied to home products; helping customers carry home a truly inspired Fruitlands souvenir.
10
The main pattern is widely applied to promotional products. Fruitlands merchandise should match the theme of the Fruitlands brand; providing customers promotional items for sale associated with arts and craft. Promotional T-shirts use the patterns and the logo but sparingly. The pattern reproduces nicely on fabric and therefore such items as totes and t-shirts should be often updated to provide the visitors with a variety of wearable products.
12
STATIONARY The logo and the pattern is incorporated into the stationary set. Every business card backside is different since they are trimmed from a larger pattern. The folder takes advantage of the available space and incorporates a fullbleed image on the inside. The pattern is used on the flap as a way to break up the duotone image on the inside of the folder.
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102 Prospect Hill Road, Harvard, MA 01451
Envelope #10 and 9x12� both display the logo on the front and address on the back of the flap. On the inside of the envelope, a finer pattern is printed.
16 102 Prospect Hill Road, Harvard, MA 01451
SIGNAGE The signage throughout the mu足 seum incorporates, the shape of the logo.
18
POSTER SERIES Each stroke within the logo acts as a frame for a photograph that captures elements in exhibits.
20
Poster series displayed on several outdoor applications.
22
DIGITAL Web banners utilize the brand with duotoned photography framed within brush strokes in an animation supported with a copy inspired by Clara Endicott Sears — “Our common experiences link us together across time.” In the interest to display the Fruitland’s current exhibitions, the website is heavily image based, which is complimented by the brand’s color scheme.
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COLOPHON Designed by Julia Barbosa. Fonts used: Neutra Text and ITC New Baskerville. Massachusetts College of Art and Design, 2014.