museum identity manual

The Museum for Design and Architecture

IdentIfIcatIon Manual2009

The Museum for Design and Architecture Identification Manual

IntroductIonThe Museum for Design and Architecture Trademark reflects the commitment of the museum to display a variety of work for the public to see. It is important that this identity remain consistent in order for it to be a powerful marketing tool.This manual outlines the basic applications of the logo and logotype. The goal of this manual is to ensure a consistent and appropriate trademark in order to communicate effectively. If there are any questions concerning the guidelines, please contact the Patent Department, 1222 Chathem Road, Baltimore, Maryland 21201, (410) 533-5555.

The success of this corporate identity depends on the commitment of every employee and organization following the standard presented in this manual. The Museum of Design and Architecture is committed to excellence and would like to be viewed in this way worldwide. Thank you for following these guidelines and making this trademark the best it can be.

Sincerely,

Megan D. SmithChief Executive Officer

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table of contents

Introduction

Preferred Version

Alternate Versions

Colors

Background Colors / Controls

Official Typefaces

Alternate Typefaces

Merchandise

Merchandise [continued]

Merchandise [continued]

Postcards

Website Splash Page

Business Cards

Envelope

Personalized Letterhead

fax Sheet

Mailing Label

Building and Interior Signs

Event Banners

Triptych Poster

The MDA Identifier [Color]

The MDA Identifier [Black and White]

IdentIfIer

TyPOgRAPhy

StatIonery

SIgnAgE

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ADVERTISIng AnD SALES PROMOTIOn

REPRODuCIBLE MATERIALS


IdentIfIer PREfERRED VERSIOnThe visual identity of The Museum for Design and Architecture consists of a symbol and a logotype. Combined in a particular way, these two elements form the corporate identity of the museum.

The symbol consists of four squares that come together to form a window. The letters M, D, and A can be found in the top left, top right, and bottom right squares, respectively. These letters represent the name of the museum. The square located on the bottom left has been left empty. uses for this square will be defined on the next few pages. The slogan for the museum is: “A window to the past, present, and future.” This symbol reflects the slogan.

The logotype is bold, dark, and clean. The sans serif letters work effectively with the square logo. The logotype is intended to work as a connection to the symbol. This visual identity must always be used in the exact way that it is shown in this manual.


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IdentIfIer ALTERnATIVE VERSIOnSfor special situations where space is limited, three alternative versions of the logo have been created.

The first alternative version is very similar to the preferred logo, but moves part of the logotype to the next line in order to conserve space.

The Museum for Designand Architecture

The second alternative version involves using the orange square on the bottom left side of the logo as an image box. The example shown is for a possible exhibition featuring the typography and sculpture of Eric gill.

The Museum for Design and Architectureeric Gill exhibition

A third alternative version is the identity along with the mailing address and contact information for the museum. The Museum for Design and Architecture

1000 Museum Street Baltimore MD

The Museum for Design and Architecture1000 Museum Street Baltimore, MD 21201410.555.5555 p410.555.5511 fwww.visitmda.org

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IdentIfIercolorSThe preferred colors for the museum identifier are: red, blue, green, and orange. The letters M, D, and A should be white and printed inside the red, blue, and green squares. The identifier should be printed against a white background. When these four colors and white letters are used accurately and consistently, the museum’s identity will work effectively.

The colors of the identifier should always be matched against the color samples in the Pantone Matching System (PMS).

PMS Colors:PMS 1797 u—Red, PMS 717 u—Orange, PMS 3005 u—Blue, PMS 369 u—green.

Due to production difficulties, it is acceptable to use the black and white variation of the logo shown below. Every box is black and the letters remain white.


C: 0M: 100y: 99K: 4

C: 0M: 53y: 100K: 2

C: 100M: 34y: 0K: 2

C: 59M: 0y: 100K: 7

R: 227g: 27B: 35

R: 240 g: 139B: 29

R: 0 g: 179B: 63

R: 109 g: 179B: 63

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IdentIfIerBACKgROunD COLORS / COnTROLSWhen the identifier is displayed on a dark color, the logotype may be printed in white. The logo image can be the color version, the black and white version, or the white on black version. Examples are shown below.


Color logo with white logotype

Black and white logo with white logotype

White on black logo with white logotype

When the background is light:• Color logo with black text• Black and White logo with black text

When the background is dark:• Color logo with white text• Black and White logo with white text• White on Black logo with white text



controls:In order to protect the corporate identifier of the Museum of design and Architecture, the following standards must be enforced.

never: • use the logotype in headlines or text.• change the logotype to another typeface.• place other visual elements too close to the symbol and logotype (exceptions on page two).• add a drop shadow or other filters to the identifier.• print the identifier in colors other than the approved colors.

Questions:If there are any questions regarding the use of the identifier, contact the Patent Department, 1222 Chathem Road, Baltimore, Maryland 21201, (410) 533-5555.

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typoGraphyOffICIAL TyPEfACESTypography is extremely important in creating an identity for the museum. The consistent use of the defined typography will establish the museum’s identity.

Two typefaces from the helvetica neue series have been chosen to be used for the Museum for design and Architecture identity. helvetica neue Condensed Bold and Regular are highly available worldwide. They are both clean and legible and work well with the museum’s symbol. helvetica neue Condensed Bold is to be used as the logotype and as headlines. helvetica neue Regular is to be used for body text and general information, such as legal names, addresses, and telephone numbers. helvetica neue Bold is also appropriate to show special emphasis.

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz&$/(!?.,:;”-)1234567890

helvetica neue Condensed Bold

abcdefghijklmnopqrstuvwxyzabcdefGhIjklmnopQrstuvWxyz&$/(!?.,:;”-)1234567890

helvetica neue Bold

abcdefghijklmnopqrstuvwxyzABCDEfghIjKLMnOPqRSTuVWxyz&$/(!?.,:;”-)1234567890

helvetica neue Regular

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typoGraphyALTERnATIVE TyPEfACESWhen appropriate, other typefaces may be used to replace helvetica neue Bold and Regular. The addition of these typefaces will add diversity to the museum’s identity. These typefaces will work well for headlines or body text.

Caslon Regular, Semi bold, and Bold.

Caslon Caslon Caslon

futura Light, Book, and Bold.

Futura Futura Futura

Baskerville Regular, Semi bold, and Bold.

Baskerville Baskerville Baskerville

gill Sans Light, Regular, and Bold.

Gill Sans Gill Sans Gill Sans

Perpetua Regular and Bold

Perpetua Perpetua

univers Roman and Bold.

Univers Univers

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advertIsInG / sales promotIonMERChAnDISEThe museum’s merchandise that will be sold in the gift shop needs to accurately depict the museum’s identity while attracting customers as well. This merchandise will be seen outside of the museum and will need to be memorable to the viewer. The examples shown below include T-shirts, shopping bags, a magnet, coasters, and a clock. These items show the possible applications for the museum’s symbol and logotype. for particular items sold in the gift shop, it is permitted to manipulate the museum symbol as long as there is an official symbol and logotype name found on the object.

D s g f r T e v r D y e i n o h e e y A

The Museum for Designand Architecture1000 Museum Street Baltimore MD 21201

front and side view of shopping bag examples. One bag features the Design for the Everyday Exhibit. The other is another possible bag design.

The Museum for Design and Architecture1000 Museum Street Baltimore MD 21201

The Museum for Design and ArchitectureA window to the past, present, and future.



Two T-Shirt possibilities to be sold in the gift shop. one is for the museum and the other is for the Design for the Everyday Exhibit.







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advertIsInG / sales promotIonMERChAnDISE [COnTInuED]here are other examples of how the museum’s logo and logotype can be incorporated into other items sold in the gift shop. The examples below include the coasters, alarm clock, and magnet. All of these items are used daily and the museum’s identity needs to be recognized. These items are gifts and an advertising opportunity.

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Magnet


coasterThe Museum for Design and Architecture

coaster

Two coaster design possibilities to be sold in the gift shop of the museum. One design features the square shape of the logo, while the other version is circular and includes a flexible cork material. The orange square is used to display an image of a cup and the museum logotype.

The magnet takes the shape of the museum’s logo. The orange square displays an image of a magnet and the museum’s logo-type. The entire back of the square logo is magnetized.

The alarm clock also takes the square shape of the logo. The orange square contains the Roman-numeraled clock and logo-type. The bells on top ring at the alarm set time.


advertIsInG / sales promotIonMERChAnDISE [COnTInuED]The final examples of possible items to be sold in the museum’s gift shop include sticky notes and a computer mouse pad. These items are included in this manual to show how the museum’s symbol and logotype can be incorporated on popular and commonly-used items.

Museum for design and architecture | 1000 Museum Street Baltimore, MD 21201 | 410.555.5555 p | 410.555.5511 f | www.visitmda.org

Sticky notes are a small and inexpensive way to leave a reminder for yourself. They are commonly used by many people in their offices and at home. The museum could possibly sell sticky notes that include the museum’s symbol and contact information at the bottom.


the mouse pad incorporates the design that is used on the shopping bags. This is one design for possible mouse pads. four color options are shown.




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advertIsInG / sales promotIonPOSTCARDSPostcards will also be sold in the museum’s gift shop. Visitors can send them to family and friends or keep them as a souvenir from a particular exhibit. The postcard example shown below is for the Design for the Everyday exhibit. The front of the postcard uses the design for the particular exhibit. The back includes some elements of the zipper design and information about the exhibit. There is blank space included for a personal message. The example postcard is shown at 80% size.


opening receptionjune 1, 20099:00 AM—8:00 PM

guest Lecturerzachery KendallCreating Sustainable Designjune 1, 20096:00 PM—8:00 PMMain gallery

Museum hoursMon-fri: 9:00 AM—8:00 PMSat: 9:00 AM—5:00 PMSun: Closed

exhibition Datesjune 1—july 30, 2009

Contact information410.555.5555 p 410.555.5511 f www.visitmda.org

The Museum for Design and Architecture1000 Museum Street Baltimore MD

the zipper.A design for the everyday.

The Museum for Design and Architecture1000 Museum StreetBaltimore MD 21201

The Design for the Everyday Exhibit is intended to give the visitor

a detailed look at some of the most simple, yet important, designs

from the past. These inventions have simplified daily activities and

expanded possibilities for life. Many of these objects can be found

all around us. Light bulbs illuminate the rooms where we work

and live and make seeing at night possible. A zipper can be found

on any pair of jeans and many jackets. It has made a significant

impact on the clothes that we wear everyday. This exhibit’s goal is

to examine the product and the designer. Visitors will see how the

invention works and why it is so significant. The exhibit will also

show the design process made in creating these objects and how

they have changed over time.


4 inches

6 inches

(24 picas)

(36 picas)

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advertIsInG / sales promotIonWEBSITE SPLASh PAgEIt is important for the Museum for design and architecture to have an online presence. This site will help visitors find information, such as hours of operation, entrance costs, and available exhibits. The site needs to reflect the museum’s identity accurately to its visitors. The splash page includes all four logo colors. There is a flash application at the top of the page that cycles through important events and exhibits. The side navigation includes visit, exhibitions, calendar, join, and about sections. There is a search bar at the top of the page to allow visitors to find specific information.

mission statement

The goal of this museum is to display the innovations made in both design and architecture during the twentieth century. for this time period, our exhibits cover advancements in product design, commercial design, industrial design, graphic design, advertising propaganda, and architectural movements. Visitors will be able to follow the life cycle of a product. The steps that a designer takes to develop a new design are also presented. In addition, visitors can view significant works of architecture. Architectural styles have always provided a window into the past.

While visitors are viewing our many exhibits, they will also be learning about the world events and conflicts that have occurred over the past one hundred years to see how these events and conflicts have influenced the designs, or how they have made an impact on the designs and innovations. Also, the visitor will see the impact that the new designs have had on the world. This will truly enable our visitors to see the world as it was through the eyes of the designers.

visit

exhibitions

Calendar

Join

About


The Museum for Design and Architecture 1000 Museum Street Baltimore, MD 21201 www.visitmda.org 410.555.5555 [email protected]

Design for the everydayjune 1-july 30, 2009

design for the Everyday Exhibit

Buildings of WWII

Revolutionary Typography

corporate design

news | shop | Chat

search go

Mission Statement location Staff

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statIoneryBuSInESS CARDSThe corporate stationery is very important because it represents the Museum for design and architecture to the people and organizations that the museum interacts with on a daily basis. To ensure that the museum’s stationery leaves a positive impression on the recipient, this manual includes the system for all stationery.

One of the most important stationery pieces is the business card. The front of the card will include the logo symbol and an employee picture in the orange square if it is available. The back of the business card will be color coded. The four colors will determine whether the employee is a tour guide (blue), part of the Design Division (green), part of the Architecture Division (red), or if they are in Advertising/Research departments (orange). The back also includes the museum’s slogan.

Matthew Curtincurator of design443.555.4855 [email protected]

The Museum for Designand Architecture1000 Museum StreetBaltimore MD 21201410.555.5555 p410.555.5511 fwww.visitmda.org

The Museum for Designand Architecture1000 Museum StreetBaltimore MD 21201410.555.5555 p410.555.5511 fwww.visitmda.org

3.5 inches

2 inches

front of the Business card includes logo symbol and contact information.





Back of the Business Card is color coded red, orange, green, or blue.

(21 picas)

(12 picas)

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statIoneryEnVELOPES The envelope is an important aspect of the museum identity. This is the first visual representation of the museum seen by a mail recipient. The envelope is clean and simple with the logo, logotype, and address.

The Museum for Design and Architecture1000 Museum Street Baltimore, Maryland 21201

Addressee’s nameAddressee’s TitleCompany nameStreet addressCity, State, zip Code

1.6

1.6 8.7 1

1

sizeAll sizes

typesettingCompany name: helvetica neue Condensed Bold, 14/11. Address: helvetica neue Regular, 11/10. Addressee’s Information: helvetica neue Reg, 11/12. All text to be flush left, ragged right, upper and lower case.

logo8.7 x 8.4 picas as provided.

colorsLogo:PMS 1797 u—Red, PMS 717 u—Orange, PMS 3005 u—Blue, PMS 369 u—green.Logotype and copy: Black

measurementsAll Type placement is measured in picas and points.

paper stockWausau Royal CottonWhite Light Cockle, 20 lb.

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statIoneryPERSOnALIzED LETTERhEADThe letterhead continues the clean design of the envelope. It includes the logo symbol with the logotype and contact information of the museum and individual employee. The standard typewriting formats shown illustrate the correct organization of contents for the letterhead. The example below is presented at 75%.

1

1

7

3

3 8.7 11

size8½” x 11” (51 x 66 picas)

typesettingCompany name: helvetica neue Condensed Bold, 14/12. Address: helvetica neue Regular, 9/10. Employee’s name: helvetica neue Bold, 10. Employee’s Title: helvetica neue Bold, 7/8. Employee’s Contact Information: helvetica neue Regular, 7/8. Addressee’s Information/Body Text: helvetica neue Regular, 10/12. All text to be flush left, ragged right, upper and lower case.

logo8.7 x 8.4 picas (at 100% scale)

colorsLogo:PMS 1797 u—Red, PMS 717 u—Orange, PMS 3005 u—Blue, PMS 369 u—green.Logotype and copy: Black


paper stockWausau Royal CottonWhite Light Cockle, 20 lb.

The Museum for Design and Architecture1000 Museum Street Baltimore MD 21201410.555.5555 p410.555.5511 [email protected] www.visitmda.org

date


Dear Addressee,

This letter illustrates the approved typing format for all 8½x11 inch letterheads. The Museum of Design and Architecture will benefit from the consistent use of this letterhead.

matthew curtincurator of design443.555.4855 [email protected]

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statIoneryfAx ShEETThe fax sheet has many of the elements of the letterhead. It includes the black and white logo symbol with the logotype and contact information for the museum. The form also includes blank spaces for written information. The example below is presented at 75%.

size8½” x 11” (51 x 66 picas)

typesettingCompany name: helvetica neue Condensed Bold, 14/12. Address: helvetica neue Regular, 9/10. fax Title: helvetica neue Bold, 20. Body Text: helvetica neue Regular, 11. Logotype to be flush left, ragged right.

logo8.7 x 8.4 picas (at 100% scale)

colorsLogo: BlackLogotype and copy: Black


paper stockAny

1

1

3

3 8.7 11

The Museum for Design and Architecture1000 Museum Street Baltimore MD 21201410.555.5555 p410.555.5511 [email protected] www.visitmda.org

fax Date: number of Pages:

To:

Company:

fax number:

from:

Comments:

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statIoneryMAILIng LABELThis mailing label will be used on all packages sent by the museum. It is important that the identity of the sender be seen clearly. The label includes the museum’s symbol, logo type, and address.

The Museum for Design and Architecture1000 Museum Street Baltimore, Maryland 21201

1.6 8.7 1

1.6

1


size4”x 6”typesettingCompany name: helvetica neue Condensed Bold, 14. Address: helvetica neue Regular, 10/11. Addressee’s Information: helvetica neue Regular, 11/12. All text to be flush left, ragged right.

logo8.7 x 8.4 picas as provided.

colorsLogo:PMS 1797 u—Red, PMS 717 u—Orange, PMS 3005 u—Blue, PMS 369 u—green.Logotype and copy: Black measurementsAll Type placement is measured in picas and points.

paper stockMactac Starliner, White, Permanent.

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sIGnaGeBuILDIng AnD InterIor SIgnSthe signage for the museum can be found on the exterior of the building or on the inside of the building to direct visitors to various areas. The goal for all signage is to communicate a message clearly to the viewer. The signage must also reflect the museum’s identity. helvetica neue Condensed Bold is to be used for all signage text. helvetica neue Regular may be used for smaller descriptive text. A model of the intended museum building is shown below to show the relationship between the structure and the logo and logotype. The location for exhibit banners is also shown.

34’

63’

6’

EV

En

T B

An

nE

R

Two interior sign examples are shown below. They include the museum’s visual identity and use the museum’s logotype. One sign is for an example exhibit, and the other sign is for the gift shop. The bottom left orange square of the logo may be used to accentuate the message of the sign.


gift shop


innovations in Post Modern Architecture


The Museum

for Design and Architecture


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sIGnaGeExhIBIT BAnnERSThese are two example banners for “Design for the Everyday,” which is one of the exhibits being held at The Museum for Design and Architecture. Please see the use of the logo and logotype at the bottom of each banner. The black variation of the logo is being used.















36 inches(216 picas)

96 inches

(576 picas)

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sIGnaGeTRIPTyCh POSTERThis is an example of a triptych poster that will be used to promote the “Design for the Everyday.” These posters can be found in and around the museum building. The design and colors used are similar to the exhibit banners. The posters include all of the information about the exhibit, including the dates, museum hours, contact information, and guest lecturer information. The size of these triptych posters are 72 inches wide and 36 inches high.

esTAB. 1914

The ZiPPer

the zipper is a well-known object in our culture. This invention is

used to bind two edges of fabric together. It can be seen in use

on clothing, luggage bags, sporting goods, and camping gear.

Elias howe invented the early hook and eye model of the zipper

in 1851. howe’s invention had no slider—a series of clasps were

used to attach the two sides of fabric. The design process for the

zipper continued with the invention of the “clasp locker” created by

Whitcomb L. judson in 1891. judson was the first to market and

manufacture the device.

In 1914, the zipper changed drastically when gideon

Sundbäck invented the “hookless fastener no. 2.” Sundbäck

made several changes that improved the failing design by

Whitcomb L. judson. The new zipper consisted of interlocking

teeth instead of the old “hook and eye.”

the B.f. goodrich Company coined the name “zipper” in

1923 for a line of rubber shoes that utilized the fastener. Eventually

the name applied to the actual fastener and became its generic

name. Due to its simplicity, the zipper became popular in children’s

clothing and men’s pants in the 1920s and 30s. zippers were

also used for women’s dresses. This invention has become

very common in clothing and are worn by people all over the world.

The Museum for Design and Architecture1000 Museum Street Baltimore MD 21201







24 inches 24 inches 24 inches


(144 picas)


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reproducIble materIalsThE MDA IDEnTIfIER [COLOR]Additional copies of this page can be obtained from the Patent Department, 1222 Chathem Road, Baltimore, Maryland 21201, (410) 533-5555.

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reproducIble materIalsThE MDA IDEnTIfIER [BLACK AnD WhITE]Additional copies of this page can be obtained from the Patent Department, 1222 Chathem Road, Baltimore, Maryland 21201, (410) 533-5555.











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