The Brief
Target Audience
The Museum of the Circus branding, including creating a name, logo and applied identity and publicity for the building.
Experiences 1, 2,and 3 are aimed at middle income families with children aged 6 to 16.
Consider it’s displays, activities and programme of events. Whatever approach you adopt ensure you use it as a vehicle to express you typographic skills. Make sure that you incorporate typographically detailed text matter that expresses an information hierarchy Strategy After researching circus museums, museums in general and also family days out I made the decision that to be successful this needed to be more than a collection of history and artefacts. The Circus was and still is all about experience and emotion. As a result the concept for my museum is an interactive visitor experience. The Museum offers an interactive ride, similar to Jorvik, The Viking Centre in York, a journey though history of the circus. The whole idea of an ‘experience’ is not only conveyed through the sights and smells but also opportunities to learn circus skills and dress in colourful costumes.
Experience 4 is focussed on young professional people looking for a night out with a twist. Both groups can take advantage of the interactive and educational experiences on offer. Outcomes Concept, branding and identity for the Museum. The Visitors Guide which explains the Museum concept, experiences and building layout. Proposed mocked up signage and wayfaring. Circus Museum Tickets. Museum app.
The focus was to create an authentic ‘runway to the circus’ experience so the emphasis in the research was circus history which informed the selection of words used in both the identity and the body copy of the Visitors Guide. In keeping with the historical contextualisation of the Circus, the logo and branding have echoes of the past, with a nod to 19th century poster layout and slab serif typefaces. The brightly coloured overprint used on print collateral and the Perspex signage adds a contemporary feel which will appeal to both target audiences.
THE CIRCUS MUSEUM BRIEF AND STRATEGY
ISTD Circus Submission Leeds College of Art Lisa Whitaker 1/6
Contextual research (sources quoted in bibliography)
CIR CUS CIRCUS CIRCUS
C b g to p C
c us cu
THE GREATEST MUSEUM ON EARTH
The he greatest circus museum on earth
I I R R C C U U S S CCIRCUS IRCUS c r c u s C C the greatest museum on earth
the greatest museum on earth
The greatest museum on earth
s u c r rc C C C r c us Runaway to the the greatest museum on earth
Runaway to the greatest museum on earth
Logo development in Illustrator and Indesign Two important aspects of the Circus throughout the ages are movement and colour, from clowns to animals or acrobats. To create a sense of movement and layering, I experimented with the overprint attribute in InDesign. The challenge was to avoid the logo to become a pastiche of Circus past yet still retain the historical context. I explored typefaces commonly used on advertising posters during the late nineteenth to early twentieth century, particularly slab serif
MUSEUM RESEARCH AND DESIGN DEVELOPMENT
typefaces such as Clarendon. I chose Memphis, a slab serif revival typeface designed by Rudolf Wolf in 1929, because the extra bold weight leant itself both to the overlay effect and also the diamond shaped customisation. The accompanying typeface, Futura was designed by Paul Renner in 1927. Wolf’s conception for Memphis drew heavily on Futura, making them a good combination with historical relevance. The late nineteenth century posters went on to influence the type and layout of the Visitors Guide.
ISTD Circus Submission Leeds College of Art Lisa Whitaker 2/6
The Museum Concept
The Museum Experiences
Introducing the CIRCUS, The Greatest Museum on Earth; runaway for the day, jump on a band wagon and join the parade. A circular building such as The Corn Exchange In Leeds or The Round House in London would lend itself perfectly to this interactive circus experience.
Experience 1, Jump on the Band Wagon will be an interactive ride back through the history of the Circus. From freak shows and menageries to the trapeze and clowns. The ‘Band Wagon’ experience will be an explosion of sounds and smells together with projections and stunning live performances from skilled Circus Artists and Clowns.
The images are used to contextualise the experiences and are referenced in the bibliography.
Experience 2 is Join the Parade and will offer the opportunity to join one of four skill workshops,and then show off the newly learned skills in the Circus Parade, complete with costume and make-up. Experience 3 is Circus Tales and is the Museum’s Collection that includes vintage costumes, posters and circus memorabilia. The museum handles Animal Rights issues with sensitivity and also celebrate the human achievements of the Cirque Du Soleil. Experience 4, The Circus of Horrors will promise to be an altogether darker experience that allows an adult only audience to explore the golden era of vintage side shows as well as enjoy the other experiences on offer. As darkness falls outside the whole building will be projected with vibrant coloured Circus words, shapes and performances
MUSEUM CONCEPT AND EXPERIENCES
ISTD Circus Submission Leeds College of Art Lisa Whitaker 3/6
Signage
Visitors Guide
The building signage and wayfaring has a modern, contemporary tone of voice.
A complete guide to the Museum Experiences and the building including a floor plan of the Museum. The leaflet concertina folds into a poster. The typography and centered layout pays homage to traditional 19th Century Posters.
The letters and numbers will be laser cut from brightly coloured Perspex and back lit so that the colours offset against each other. The bright colours will suit the more playful daytime experiences. In the evening the signs will be brightly lit and cast bright coloured shapes and shadows around, adding to the excitement and mystery of The Circus of Horrors.
MUSEUM SIGNAGE AND PRINT COLLATERAL
The stock is 120gsm Cairn Straw White sourced from The Paperback Coop based in London. This characterful paper offers a consistent print surface yet retains a heritage aesthetic with a soft, textured feel. The sample Visitors Guide submitted was ink jet printed.
ISTD Circus Submission Leeds College of Art Lisa Whitaker 4/6
Functions of the Circus Museum App Before a customer arrives at the Museum the app is available for free download so can be used for promotion, booking tickets and information. The App will also function as an interactive visitors guide whilst at the Museum, providing floor plans, experience information and QR code links to the context and history of display exhibits. The App would also encourage Social Media engagement through the sharing of the experience and photographs on Social Media sites.
CIRCUS MUSEUM APP
ISTD Circus Submission Leeds College of Art Lisa Whitaker 5/6
Gutter 4mm
Type as Graphic 2 28pt Futura BT Bold Centre align Capitals Colour: 100% Black
Side Margin 9mm
THE GREATEST MUSEUM ON EARTH
VISITORS GUIDE
Type as Graphic 1 Memphis extra bold Centre align Overprint fill Colours: 100% Magenta, 100% yellow, 65% Cyan
VISITORS GUIDE
Head Margin 9mm
16 Column Grid
THE GREATEST MUSEUM ON EARTH
LADIES &
Type as Graphic 3 68pt Memphis extra bold Centre align Colour: 100% Black
GENTLEMEN
boys&girls
Type as Graphic 4 62pt Futura BT Bold Centre align Colour: 100% Black
WELCOME
Standfirst 10/14pt Memphis Bold Justified,last line left aligned 143mm measure Colour: 100% Black
EXPERIENCE
Circus Tales Experience
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Want to know more? Take walk around the Circus Tales exhibition, which houses the largest collection of Circus costumes and paraphernalia. As well as providing the complete history of the Circus the exhibition explores its impact on culture and explores human and animal rights issues.
The greatest collection of circus paraphernalia, programmes, and posters from the 19th century to present day Lavish Circus Costumes
Gallery level 2
Antique & replica Circus Bandwagons A spectacular collection of Circus Performance sculpture and art Magical tales of Circus life unfold narrated by Circus performers and artists from around the world Animal and Human rights issues
EXPERIENCE
Prepare to be entranced and amazed by the magical adventure on which you are about to embark, exploring the Circus with spectacular live performance and surreal effects. Hold onto your hats and let the journey begin by choosing one of the four marvellous interactive experiences.
The Parade Workshops
Join the Parade Experience Ever fancied running away to the Circus? Be our guest for the day. As you embark on your thrilling adventure you will learn a selection of new skills in the Big Top Workshops. Book on a workshop for this amazing opportunity to be a Circus Performer and dress up in an extravagant costume complete with theatrical make up. Your only problem will be choosing which skill to learn!
Heading 1 21/25pt Futura BT Bold Centred Capitals Colour 100% black
The exhibition includes
Defy the laws of gravity and learn how to walk the high wire
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LIFT
Dare to test the dizzying heights of the Flying trapeze Challenge your body with acrobatic balance and tumbling
Gallery level 1
Master the art of Clowning around Perform amazing tricks such as juggling, diablo or riding a Unicycle
YOUR EXPERIENCE GUIDE
Heading 2 10/14pt Futura BT Bold Colour 100% black
EXPERIENCE Jump on the Band Wagon
A thrilling interactive ride back in time through the history of the Circus. A unique sensory experience that travels through the Golden Era of 19th and 20th century traditional Circus; right up to the present day splendour of Contemporary Circus.
Jump on the Band Wagon Hitch a ride on board one of our Circus Band Wagons to start a trip back through the history of the Circus. Your journey begins in the 19th Century travelling circus. The spectacular parades through the streets of Britain of Lord George Sanger’s Circus to the US Barnham and Bailey’s Greatest Show on Earth. Gaze with wonder at the spectacle that unfolds around you as your senses are stirred by the sounds and smells of the travelling circus.
The Circus Parade
How about running away to the Circus for a day? Be our guest. Book on one of five Parade workshops; learn audacious new skills, and then show them off in our Parade. You will become a Circus Performer for the day complete with extravagant costume and colourful make up, of course!
Body Text 8/10pt Futura BT Medium Justified 45mm measure 3mm paragraph indents Colour 100% black
Circus Tales
The Circus of Darkness
Take a stroll around our exhibition which hosts the greatest collection of Circus paraphernalia and costumes ever assembled under one roof. The exhibition provides the complete history of the Circus and explores its cultural impact on society as well as human and animal rights issues.
As the evening draws closer the Circus Parade becomes a darker space allowing an Adult only audience to explore a lost world of vintage sideshows and freak shows. This Circus of Horrors promises to provide an altogether more chilling experience….
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Ground
SHOP
i
Main entrance
EXPERIENCE The Big Top Cafe
The Circus of Darkness
As the evening draws closer the Circus Museum becomes a darker space allowing an Adult only audience to explore a lost world of vintage sideshows and freak shows as well as enjoying the other experiences.
Fancy a snack? Located in the outdoor terrace on the lower ground floor. Fun fair snack from candy floss, pop corn to ham burgers with hot and cold drinks
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Lower Ground
BAR
Big Top Cafe Terrace
BISTRO
Circus Bistro
If you need to refuel our Circus theme Bistro is on the lower ground floor, offering a varied menu specialising in good local food, delicious cakes and drinks.
Harlequin Bar
The wine bar opens at 6pm and the space is available to hire for private parties
ROLL UP, ROLL UP
Header Rule 4pt colour: black Gift Shop
Offering Circus Souvenirs and memorabilia from hand crafted gifts, posters and programmes, to ostumes and props. Located on the ground floor
Opening Hours Harlequin Bar
The wine bar opens at 6pm and the space is available to hire for private parties.
The Big Top Cafe
Fancy a snack? Located in the outdoor terrace on the lower ground floor. Fun fair snacks from candy floss and popcorn to ham burgers and pizza; all served with hot and cold drinks
Experience 1 2 & 3 10am last admission 4pm Experience 4 (Over 18 years only) 6pm last admission 11pm The Big Top Cafe 10am to 5pm Circus Bistro 12 noon to 11pm
Share your experience
Bottom Margin 9mm
VISITORS GUIDE TYPOGRAPHIC SPECIFICATIONS
Prices Experience 1 & 3 Adult £ 9.25 Senior/student £7.25 Child £6.25 Family £29
@circusexperience
Experience 2 Workshop £15 www.facebook.co.uk/circusexperience
Harlequin Bar 6pm to 12 midnight
Experience 4 (Over 18’s only) £ 12.00 Groups Groups of ten or more are offered up to 15% discount. Please contact Circus for more details.
Open seven days a week Seasonal opening times may vary
Circus Bistro
If you need to refuel our Circus themed Bistro is on the lower ground floor, offering a varied menu specialising in good local food, delicious cakes and drinks.
Elephants, lions, tigers and horses became key features of circus life. Their role is explored through projections of past animal performances. Our journey continues into the 20th century splendour of The Chinese and Russian State Circus’s and more recent Cirque Du Soleil. Be in awe at extraordinary displays of human achievement through huge 3D projections and live performances from death defying acrobats, skilled jugglers and hilarious clowns.
THE GREATEST MUSEUM ON EARTH
Leeds Corn Exchange Call Lane Leeds LS1 7RB www.circusexperience.co.uk
ISTD Circus Submission Leeds College of Art Lisa Whitaker 6/6