2011 Brand Identity Guidelines
Contents 2
Introduction
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The Logo
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Logo Variations
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Brand Subdivisions
10
Color System
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Logo Usage
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Typography
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Stationery
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Advertisements
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Website
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Specialty Items
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Introduction A powerful brand is one of a company’s most valuable assets. To maintain the distinctive visual style and integrity of the identity system of the Fernbank Science Center, we are pulling the pieces together to make it consistent. This includes consistent strategy, design elements, tone, and style. Building and protecting our brand by following brand identity standards is everyone’s job. Maintaining a strong, consistent organizational identity ensures that people know who we are and what we do. It’s also a critical step toward attracting loyal patrons. Our communications must be a direct reflection of the innovative contributions Fernbank strives to make within our community. In order to best represent the Fernbank Science Center, we must be conscious of the avenues by which we communicate, whether it be through design, copy tone, imagery, layout, typography, or color. The following Brand Identity Guidelines establish the basic brand elements that we all need to follow to protect, support, and strengthen the Fernbank Science Center brand in everything we do.
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Square
Pattern
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Logotype
Signature
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Emblem
The Logo The primary logo (or signature) for the Fernbank Science Center is comprised of an emblem and a logotype. The emblem is a perfect square overlaid with a pattern of horizontal and diagonal lines. The concept behind the emblem was to create a shape that is organic in representing the distinctive features of the fern leaf through a clean, geometric style.The specific shades of green were chosen to represent the center’s work in sustainability and bio-diversity. The logotype then mimics the geometric lines of the emblem,upholding a consistent style. The logotype is comprised of characters from Avant Garde ITC Book that have been slightly altered in order to make them more unique to the Fernbank identity.
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Logo Variations The logo may be laid out either horizontally or vertically. In both cases, the space between the emblem and the logotype is equal to the distance between the ‘c’ and ‘i’ in ‘science’. The gray area shown around the logotype indicates the safe zone. The safe zone is equal to the width of the ‘c’ in ‘science’. No words or graphics may cross the safe zone in order to uphold the unity of the logotype.
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Horizontal
Equal distance
Vertical
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Brand Subdivisions There are four sub-brands within the Fernbank Science Center identity system — Research Team, Conservatory, Symposium, and Observatory. Each subdivision can be identified with its own logo and color scheme. Yellow was chosen to represent the Research Team as it stands for intellectual energy. Brown represents the Conservatory as it is the color of the earth and soil. Blue represents intellect and wisdom and was chosen for the Symposium. Magenta was chosen for the Observatory as it represents the mystery of outer space.Logos of the four subdivisions may also be laid out horizontally or vertically. The same rules apply as for the primary Fernbank logo.
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Color System The approved Pantone, CMYK, and RGB colors for the logos and text are shown at the right. Concerning the emblems, the pattern layer should always be the darker color and the square should be the lighter color.The characters of the logotype should always be Pantone 433 C. Body text may be set in Pantone Process Black.
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Pantone: 575 C CMYK: 48 0 100 53 RGB: 75 114 29
Pantone: 7496 C CMYK: 40 0 100 38 RGB: 109 141 36
Pantone: 7408 C CMYK: 0 25 95 0 RGB: 255 194 34
Pantone: 7404 C CMYK: 0 9 79 0 RGB: 255 255 82
Pantone: 7519 C CMYK: 50 60 100 48 RGB: 87 67 25
Pantone: 7532 C CMYK: 0 17 50 65 RGB: 119 100 65
Pantone: 542 C CMYK: 62 22 0 3 RGB: 86 160 211
Pantone: 7458 C CMYK: 40 0 5 6 RGB: 136 203 223
Pantone: 2425 C CMYK: 37 100 0 26 RGB: 133 12 112
Pantone: 682 C CMYK: 25 79 0 12 RGB: 169 78 145
Pantone: Process Black CMYK: 0 0 0 100 RGB: 0 0 0
Pantone: 433 C CMYK: 33 3 0 95 RGB: 21 33 40
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Correct usage: graysale
Correct usage: reversed
Incorrect usage: all characters in the logotype should remain Pantone 433 C
Incorrect usage: emblem may only be placed to the left of the logotype in the horizontal layout
Incorrect usage: emblem may only be placed above the logotype in the vertical layout
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Logo Usage Aside from the approved horizontal and vertical logo guidelines, there are a couple other versions that are permissible. If the emblem of the logo must be in grayscale,the pattern layer must be in Pantone Process Black at 84% tint, while the square must be in Pantone Process Black at 67% tint. If the emblem must be reversed out, the pattern layer becomes white, and the square becomes black or another background color. Examples of a number of incorrect usages are also shown to the right. Additional incorrect usages include: the logo may never be skewed or distorted in any fashion, a stroke may never be placed around the logo type, and the emblem may never be a color other than those listed in the approved color system.
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Typography Avant Garde ITC is the primary typeface used within the Fernbank identity. Avant Garde ITC is used in the logotype, the website, print materials, and advertisements.The secondary typeface is Galliard ITC, which is only to be used for formal copy, such as text in the letterhead. Both typefaces are shown here in 12 point.
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Avant Garde ITC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Galliard ITC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrs tuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
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Stationery
August 17, 2010 Mr. Roger Moriarity Executive Director Sustainable Solutions 430 Smithson Drive, Suite 500 Chicago, IL 32956
Dear Mr. Moriarity, The purpose of this letter is to formally invite you, on behalf of the Fernbank Science Center Board of Directors, to be the Closing Keynote Speaker at the upcoming 2011 Fernbank Symposium. The theme of this conference is “Sustainable Production, Trade, Consumption, and Lifestyle.” It will be held at the Salk Institute in La Jolla, California from May 3 to 5, 2011. For your information, Susan Crutchlow of Taming the Environment will be the opening Keynote Speaker. The provisional title of her presentation is The Disabled Environment — Can We Help It? We will forward a complete draft speaker program to you in a couple of weeks to give you an idea of the specific subjects that will be covered by the other speakers. We expect attendance this year to be the highest ever; in the area of 2,000 delegates and 150 speakers. This includes a large contingent from our European colleagues. You may have heard that Dr. Walton Everson will be presenting a major paper on his latest research into “Biological ReEngineering.” We are already receiving inquiries from all over the world about Dr. Everinson’s presentation. In closing, we would be pleased and honored if you would consent to be our closing speaker at the 2011 Fernbank Symposium.
156 Heaton Park Drive Atlanta, GA 30307
I will call you in a week or so to follow up on this.
Yours sincerely,
Doug Fishel Director of Operations doug_fishel@fernbank.org P: 678.874.7102
Richard Bagnall Executive Director Fernbank Science Center
156 Heaton Park Drive, Atlanta, GA 30307
156 Heaton Park Drive Atlanta, GA 30307
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P: 678.874.7102
F: 678.874.7110
Advertisements
Postcard for the 2011 Fernbank Symposium
Billboard
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Website The website for the Fernbank Science Center should maintain the clean, modern design aspects of the overall brand identity. The large image banner will scroll periodically to display special events and news pertaining to the science center. A headline for the featured banner should always be present within the banner. The three smaller panels below the image banner may rotate to focus on different areas of the science center. In each smaller panel, an image should be present with a caption, followed by two to three headlines pertaining to that area.The Articles & Discussions panel is to remain a permanent fixture to the right of the three smaller panels.The background of the website should maintain a subtle gray gradient.
156 Heaton Park Drive Atlanta, GA 30307 P: 678.874.7102 F: 678.874.7110
Community
Research
Conservatory
Symposium
Observatory
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Interested in astronomy? Visit our observatory on Monday and Wednesday nights. » See the image gallery…
Community
Research
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Symposium
Articles & Discussions School Greening Contest Students and teachers have until December 3 to enter the “Find Your Footprint” competition and help their schools reduce waste and save water and energy.
Students from Grady High School during a nature walk.
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Microscopic shot of a Wedelia trilobata stem, cross section, stained by hematoxylin.
Dr. Jacob Green presenting his lecture “Design for a Smarter Planet”.
Visit the observatory on the night of November 17 to catch a glimpse of the Leonids meteor shower.
Sustainable Energy Research: Smaller particles could make solar panels more efficient
See the full list of topics and presenters scheduled for the 2011 Fernbank Symposium.
Learn more about the Aerospace Education Lab. Registration deadline is Friday, October 29.
UBC researchers develop new model to predict the optical properties of nano-structures
More topics…
More topics…
Interested in sustainability? Reserve your spot at the 2011 Fernbank Symposium to learn about the newest ways to go green. More topics…
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Specialty Items
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