Ghibli Museum Standards Manual
Table of Contents Introduction Museum Director Letter - 2 Brand Image Message - 2 How to Use This Manual - 3
Primary Identity Elements Brand Overview - 4 Logo/logotype - 5 Signature - 6 Color Palette - 8 Typography - 10 Pictograms - 12 Staging Requirements and Sizing - 14
Selected Identity Applications Business Cards Grids - 15 Stationery Grids - 16 Environmental Signage - 17 Ephemral - 18 Print Communication - 19 Web Homepage - 19
Additional Information Contact Infromation- 20
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Museum Director Letter Our number one priority is to provide our visitors with an experience that they’ll never forget. We want our visitors to “Lose Their Way with Us”. A strange building, elaborately designed exhibits, original short movies that can only be seen in the Museum. There aren’t any formal routes that you must follow. You should find your own way. We welcome visitors who can enjoy this space from the heart and can lose their way.
Brand Image Message The Ghibli Museum is a place that brings out the kid in all of us. Designed by master animator Hayao Miyazaki himself, the museum is full of wonder and fun. Ghibli is well known for its animated films such as Spirited Away, My Neighbor Totoro, Kiki’s Delivery Service, and Princess Mononoke. This museum showcases many of Miyazaki’s characters and films. This brand represents what our museum stands for. A powerful brand is crucial to providing success to our museum. By applying our brand on business papers, signs, marketing materials, promotional materials, and Web sites, we visually communicate our museum identity system and how we want to be remembered.
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How to use this Manual The Identity Standards Manual provides a quick and easy reference to ensure proper and consistent use of the Ghibli Museum’s identity. This identity is applied to all forms of communication to maintain a constant dialog with the public and assure a consistent message worldwide. The standards described in this manual are to be used on all materials produced by the Ghibli Museum, and this manual should be consulted whenever the identity is needed. There are specific methods, materials, and guidelines that should be followed precisely in order to maintain the museum’s mission. If there are any questions about and application that has not bee mentioned here, please refer to the Important Contacts in the Additional Information section of this manual.
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Band Overview The Ghibli Museum brand is a work of art in itself. The
signature reflects the style of Hayao Miyazaki’s animated films. The logotype must be accompanied with the symbol.
Ghibli Museum
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Logo and Logotype Logo The Ghibli Museum logo is represented by one of Studio
Ghibli’s most famous characters, Totoro. He’s the big, furry, lovable forest spirit that everybody wants to meet. Totoro is colored red like the red circle on the Japanese flag.
Logotype The Ghibli Museum logotype uses a serif font. The word Ghibli is a larger size than the word Museum. This font gives it a more official look to it.
Ghibli
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Signature The Ghibli Museum signature combines the logo and logotype. This combination is useful to further strengthen the message of the symbol. The full signature must always be used with the logotype, and the logotype may never be used separately on its own. The signature may be used in two configurations depending on the application it is need for.
Acceptable Signature Horizontal Application
Ghibli Museum
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Museum
Ghibli
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Vertical Applications
UNAcceptable Signature Don’t reconfigure the signature elements Don’t place the signature on an angle Don’t change the size ratio of the symbol to the logotype Don’t stretch the signature in any direction Don’t change the typeface of the logotype Don’t changed opacity of signature Don’t change the colors of the signature
Ghibli Museum
Ghibli Museum
Ghibli Museum
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Color Pallet The identity is based on three colors; red, white, and black. These colors
represent Japan, the origin of these films this Museum is based on. These are the only colors to be used with the signature to maintain consistency.
Acceptable Color Pallet for Environmental Signage C = 83
C = 100
M = 37
M = 20
Y = 63
Y = 44
K = 20
C = 64
C = 35
M = 14
M=0
Y = 81
Y=0
K = 25
K=0
C = 40 M=1 Y = 74 K=0
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K=0
Acceptable Color Pallet for Logo C = 10 M = 100 Y = 90 K = 10
C=0 M=0 Y=0 K=0
C = 50 M = 50 Y = 50 K = 100
UNAcceptable Color Pallet Don’t use any screen tints of the colors Don’t use other colors not specified Don’t outline the signature in any color Don’t use gradients in the signature Don’t change the color configuration Don’t place the logo on a background creating low contrast
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Typography The typeface used in the signature and all applications has been
chosen to support the image of the museum. The specified typeface contains many details necessary to promoting the organization and should be used in all applications to maintain consistency.
Acceptable Typography Diotima ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Fine Style abcdefghijklmnopqrstuvwxyz 0123456789
Painted ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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UNAcceptable Typography Don’t stretch type in direction Don’t change the kerning (letter spacing) of the typeface Don’t use leading (line spacing) that is too tight or overlap type Don’t place type on an angle other than straight horizontal or vertical Don’t change the color of the type face Don’t outline the type in any color
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Museum
Gh
Mu ibl seu i m
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Pictograms Pictograms are symbols for various things, such as a bus stop, a restroom, gas station, etc. These pictograms for the museum are based off of characters of Studio Ghibli films. The Pictograms serve as guides on maps and signs for quest to know where things are.
BUS Bus Stop
The Catbus from the animated film My Neighbor Totoro is featured as the Ghibli Museum’s bus stop sign. Since lots of people take the bus to get to the museum, being able to find the bus stops closest to it would be most helpful.
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Bathrooms Kiki and Tombo from Kiki’s Delivery Service are the pictograms for the bathrooms.
Museum Cafe Baron the Cat from The Cat Returns is featured as the cafe pictogram.
Museum Gift Shop Turnip Head the Scarecrow from Howl’s Moving Castle is featured as the Gift Shop pictogram.
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Staging Requirments and Sizing
Ghibli
The smallest size the signature can be is 1 inch. Nothing smaller than that.
Museum
0.3165 inches
0.5117 inches
1.2267 inches 0.5529 inches 0.4181 inches
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Grids Business Card These are the grids for the business cards. Follow them exactly.
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Grids Stationary These are the grids for the placement of the logo and typography for the letterhead and the envelope. Follow these grids exactly.
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Environmental Signage
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Ephemral
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Print Communication
Web Homepage
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Contact Information If there are any questions, comments, or conserns about anything in this manual, please feel free to contact me. Erinn Guthro 3900 Lomaland Drive San Diego, CA 92106 Cell # (619) 630-6644 Home Email: ekguthro@aol.com School Email : ekguthro911@pointloma.edu
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