brand book revised
DESCRIPTION
Discovery Theater Brand BookTRANSCRIPT
THE DISCOVERY THEATER
Corcoran College of Art & Design Design • Sophomore Studio II • Spring Semester 2012 • Anh Le
Table of Content
BRAND CREATION
STATIONERY
WEBSITE
MARKETING ITEMS
LOGO ANIMATION
01
02
03
04
05
Idea Development
Final Logo
Graphic Style Manual
Business Card
Letterhead
Envelope
Folder
Home Page
Advertising Campaign
Infographic
Brochure
Storyboard
3
5
6
7
8
9
10
11
12
13
14
16
BRAND CREATIONThe success of Discovery Theater is based on the fun educational value the theater brings to its young audience. At the same time the theater’s mission is to build trust among parents. Discovery Theater indentity represents fun, trustworthy and eductaional engagement.
IDEA DEVELOPMENTMood board
Discovery T
heater Brand Book | 3
IDEA DEVELOPMENTSketch
Discovery T
heater Brand Book | 4
LOGOThe primary concept of Discovery Theater logo is the finger pointing gesture formed by its negative space. Pointing finger is a universal sign language that is used to indicate an object, an event or a person. It is related to the process of discovering and sharing information with others. Discovery Theater logo also aims to initiate a process of visual discovering. At different angles, locations or times, viewers would have unique visual interpretations of the logo, especially for young minds whose imagination is unlimited.
Discovery T
heater Brand Book | 5
STYLE GUIDE MANUALSize: 7" x 7"Card stock: Neenah Starwhite Soft Touch - Sirius 100CScale: 40%
GRAPHIC STYLE MANUAL | 5
Servicemark Rules
The Discovery Theater logo, including its design elements, colors, and tagline, are servicemarks owned by Discovery Theater. The logo may only be used in accordance with this Style Guide. Never alter
Clear Space
Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at
as the height of the “o” letters in the brand logo.
Minimum Acceptable Usage
The minimum size of the Discovery Theater logo is 19mm or .75”.
.75”
LOGO USAGE
Discovery Theater Logo
The Discovery Theater logo is a foundational component of our brand. It has been designed to repre -sent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Discovery Theater brand.
Logo Concept
The Discovery Theather logo aims to initiate a process of visual discovering within the logo mark. This process could be prolonged throughout a lifetime. At different angles, locations or times with different ages, viewers would have unique visual interpretations of the logo, especially for young minds with unlimited imagination.
Despite the fact that this logo mark was designed to be anything one could imagine, it does have a
your conversation without the use of a pointing sign ever.
imitation of pepsi logo?
Discovery T
heater Brand Book | 6
STATIONERYA cohesive stationery system includes letterhead, envelopes, business cards and carrier folder. In many cases, these materials are the first impression, so they must present a unified fun and inviting look. They are a key component to the brand and offer an easy way to maintain consistency across the theater’s material.
BUSINESS CARDSize: 3.5" x 2"Card stock: Neenah Starwhite Soft Touch - Sirius 100CScale: 100%
Roberta Gasbarre
1100 Jefferson Drive, SW, Washington, DC 20024
p. 202-633-8700 • f. 202-343-1073
www.DiscoverTheater.org
Discovery T
heater Brand Book | 7
LETTERHEADSize: 8.5" x 11"Card stock: Neenah Crest - Avalan 80TScale: 50%
1100 Jefferson Drive, SW
Washington, DC 20024
p 202-633-8700
f 202-343-1073
www.discoverytheater.org
Discovery T
heater Brand Book | 8
ENVELOPESize: 9.5" x 4.25"Card stock: Neenah Crest - Avalan 80TScale: 40%
1100 Jefferson Drive SW, Washington, DC 20024 | www.DiscoveryTheater.org
Discovery T
heater Brand Book | 9
CARRIER FOLDERSize: 12" x 9.25" (folded)Card stock: Enhance MatteScale: 40%
Discovery T
heater Brand Book | 10
WEBSITEJust like our printed communications, the information we post online should be quickly accessible and visually consistent with the Discovery Theater brand. We aim to bring kids and parents a fun interacting experience while visiting our website. From type to photography to tone, all the design elements can be used here to help advance the brand through this powerful medium.
WEBSITE HOMEPAGESize: 900px x 1600px Scale: 40%
Discovery T
heater Brand Book | 11
MARKETING In the effort of promoting the Discovery Theater brand, we colaborate with the Smithsonian National Museum of Natural History to run the sleepover activity where kids spend a night full of exploration at the museum. In addition, the Discovery Theater assists DC educators by providing them with infographic board for kids to learn about healthy eating habit. For shows and event at the theater, we distribute calendar card varrying in series.
ADVERTISING CAMPAIGNSize: 24" x 32"Scale: 10%
A night of adventure awaits you as you enter the Smithsonian’s National Museum of Natural History, just as the doors are closing, the lights dim, and the crowds shuffle out... the wonders of the museum’s Hall of Dinosaurs, Mammal Hall, and Sant Ocean Hall are yours to explore. Then roll out your sleeping bag and dream away in the darkened halls of one of the world’s most famous museums!
Find out more at www.DiscoveryTheater.org
A night of adventure awaits you as you enter the Smithsonian’s National Museum of Natural History, just as the doors are closing, the lights dim, and the crowds shuffle out... the wonders of the museum’s Hall of Dinosaurs, Mammal Hall, and Sant Ocean Hall are yours to explore. Then roll out your sleeping bag and dream away in the darkened halls of one of the world’s most famous museums!
Find out more at www.DiscoveryTheater.org
A night of adventure awaits you as you enter the Smithsonian’s National Museum of Natural History, just as the doors are closing, the lights dim, and the crowds shuffle out... the wonders of the museum’s Hall of Dinosaurs, Mammal Hall, and Sant Ocean Hall are yours to explore. Then roll out your sleeping bag and dream away in the darkened halls of one of the world’s most famous museums!
Find out more at www.DiscoveryTheater.org
TRUNKFOR A SMITHSONIANSLEEPOVER
A WHALEOF A GOODTIME ATTHE HALLS
DINO-MYTEADVENTURE AT THE
MUSEUM
Discovery T
heater Brand Book | 12
BROCHURE | FrontSize: 24" x 32"Scale: 10%
Summer 2012
Heritage Series
Summer 2012
Science Series
Summer 2012
ExplorerSeries
Summer 2012
MusicalSeries
Discovery T
heater Brand Book | 14
BROCHURE | BackSize: 24" x 32"Scale: 10%
WEE SPEAK! SPANISHLocation: Ripley CenterAge: 2 to 6
NATIVE PRIDE: DRUMMERS & DANCERSLocation: Rasmuson TheaterAge: 4 and up
THE MAN WHO SAILED AWAYLocation: American Indian MuseumAge: 7 and up
HOW OLD IS A HERO?Location: Ripley CenterAge: 2 to 6
TALES FROM MOTHER AFRICALocation: American Indian MuseumAge: 4 and up
SACAGAWEA'S SISTERSLocation: Ripley Center, SmithsonianAge: 2 to 6
KODOMONO ME! Location: Ripley CenterAge: 4 to 9
05.04
05.08
06.13
06.19
07.12
07.20
07.29
05.04
05.08
06.13
06.19
07.12
07.20
07.29
05.04
05.08
06.13
06.19
07.12
07.20
07.29
05.04
05.08
06.13
06.19
07.12
07.20
07.29
KRAZY KITCHEN SCIENCELocation: Ripley CenterAge: 2 to 6
THE LITTLE BREAD HENLocation: Rasmuson TheaterAge: 4 and up
THE WRIGHT BROTHERSLocation: American Indian MuseumAge: 7 and up
JUST A DREAMLocation: Ripley CenterAge: 2 to 6
HOW DOES YOUR GARDEN GROW?Location: American Indian MuseumAge: 4 and up
HIP HOP SCIENCELocation: Ripley Center, SmithsonianAge: 2 to 6
THE GREEN PLAYLocation: Ripley CenterAge: 4 to 9
ROCKNOCEROSLocation: Ripley CenterAge: 2 to 6
SECRET AGENTLocation: Rasmuson TheaterAge: 4 and up
TIM & THE SPACE CADETSLocation: American Indian MuseumAge: 7 and up
SHINE & THE MOONBEAMSLocation: Ripley CenterAge: 2 to 6
BILLY JONASLocation: American Indian MuseumAge: 4 and up
GALAPAGOS GEORGELocation: Ripley Center, SmithsonianAge: 2 to 6
ROBOT EXPLORERSLocation: Ripley CenterAge: 4 to 9
AMELIA & HER BIG RED PLANELocation: Ripley CenterAge: 2 to 6
ANIMAL EXPLORERSLocation: Rasmuson TheaterAge: 4 and up
EXPLORING THE WILD Location: American Indian MuseumAge: 7 and up
IMAGINE TALKING DRUM!Location: Ripley CenterAge: 2 to 6
BHANGRA BLASTLocation: American Indian MuseumAge: 4 and up
INDIANA FONZLocation: Ripley Center, SmithsonianAge: 2 to 6
RAINBOW PUPPETSLocation: Ripley CenterAge: 4 to 9
www.DiscoveryTheater.org www.DiscoveryTheater.org www.DiscoveryTheater.org www.DiscoveryTheater.org
Discovery T
heater Brand Book | 15
INFOGRAPHICSize: In-class version - 24" x 32" Mini version - 8" x 6.5"Scale: 80% (Mini version)
Discovery T
heater Brand Book | 13
LOGO ANIMATIONAt its best, the Discovery Theater identity has always been about fun, learning and engagement. The original, animating logo came to be seen as the embodiment of an organisation that was constantly inviting children and parents in the DC area to join the fun and explore new things.
STORYBOARDFormat: HDTV 1080 29.97Duration: 6.00sec
Discovery T
heater Brand Book | 16