nicole trudeau presentation wma 2011
TRANSCRIPT
Brand Development at the Getty
Presented by:
Nicole TrudeauSenior Designer, Design DepartmentThe J. Paul Getty Museum
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Introduction
How do we define brand?
brand \’brand\ n
3 a (1) : a mark made by burning with a hot iron to attest manufacture of quality or to designate ownership (2) : a printed mark made for similar purposes : trademark 4 a : a class of goods identified by name as the product of a single firm of manufacturer
—Merriam-Webster’s Collegiate Dictionary
A brand is a combination of language, images, colors, fonts, and logos for promotional materials tailored to our specific audiences.
—Getty Design department
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Introduction
Key Steps
Intellectual Audit • Get to know your client: What is their mission? • Who is the target audience(s)? • Are there similar organizations that are competition?
Communications Audit • Review existing elements (print, web, etc.) • What slogans are in use? • What is working? What isn’t?
Development of Brand Strategy • Find a model to follow to stay on track • Learn from other brands • What parts will make up your brand?
Implementation • Address unique needs • Style Guide • Empower “brand shepards”
A Case Study:The Getty MuseumEducation Department
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Intellectual Audit
Z
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Intellectual Audit:Know Your Client Know your client.
What is their mission?The Education department at the J. Paul Getty Museum offers a range of educational programs of the highest quality at both the Getty Center and the Getty Villa, enabling visitors to engage and better understand the art objects on view.
Who is their target audience(s)?The audiences we serve include adults, college students and faculty, K-12 teachers and their students, families with kids, teens, community groups, and museum educators.
Identify similar or competing organizationsIn our case, other art institutions with similar Education programs
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Intellectual Audit:Know Your Client Identify keywords.
Custom “Mad Libs”
Brainstorm key words and phrases that define the brand, the client and the audience(s).
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Intellectual Audit:Know Your Client
AccessibleApproachableActiveMeaningfulArtfulNewExperientialEngagingHandsomeUnexpectedStimulatingInspirationalConsistentCleanClearLook
LearnDrawGutsyProvocativeEnticingDirectSimpleClearClassicTraditionalDiscussInterpretDiscoverTryPlay[ful]Fun
WelcomeComfortableTogetherEnjoyCreateInspireTeachQuestionRichLivelyFreshExploreDiscoverObserveInventEducate
Identify keywords.From our exercise we compiled a list of terms for future designs.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Intellectual Audit:Know Your Client Internal Organization
Venn Diagram
• Assess programs
• Identify key audiences
• Define Overlap
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Intellectual Audit:Know Your Client
Similar Organizations?Look at competitors and learn from them.
Museum of Modern Art, NY California Academy of Sciences, SF
Tate Museums, UK Walker Art Center, MN
3
6 Teacher workshopsGain practical tips and build your own expertise with professional development opportunities at the Academy.
10 Lessons & kitsBring hands-on science activities into your classroom with the Academy’s downloadable lessons and portable kits.
21 Careers in Science Intern Program
22 Teachers’ Website
24 Calendar
14 Field tripsEngage your students with a visit to the Academy’s aquarium, planetarium, and natural history exhibits.
18 BioForum
20 Teacher Institute on Science and Sustainability
Education at the California Academy of Sciences
Family Activity Guide
AGES
5+
Look closely at the painting. Share three things you notice with your friend or family member.
Though this painting is subtitled White on White, the whites in the painting are different. Can you find a cooler, bluish white in the painting? Where do you notice a warmer, yellowish white?
Malevich believed that color and texture were so important that nothing else was needed to make a painting complete.
The two whites the artist used in this painting have different values. The value of a color is how light or dark it is.
Look at the values of gray below. Using your pencil, try to re-create them in the empty boxes. (Hint: use the side of your pencil and experiment with pressing gently and firmly.)
4. Find Suprematist Composition: White on White by Kazimir Malevich.
Look around. Color is everywhere. It occurs naturally—for example, in flowers and birds’ feathers. Things can also be given color, with paint or dye. Artists use color to represent what they see or to express a feeling or idea.
Find the Painting and Sculpture Galleries on the fifth floor to explore some of the different ways artists use color.
Floor 54
5 3 2
1
Gallery Entrance
Stairs toFloor 4
This Family Activity Guide offers questions for guided looking, activities, and suggestions for further exploration. Please note that not all works are on view at all times. For information on Family Programs at MoMA, please visit MoMA.org/family.
Bro
chur
e C
20
10 T
he M
useu
m o
f Mod
ern
Art
yellow yellow-orange
orange orange-red
red
red-violet violet
blue-violet
blue
blue
-gre
en
gree
n
green-yellow
Color
Yellow, red, and blue are primary colors. Primary colors are those we use to make other colors. Toward the end of his career, Mondrian painted mostly with primary colors, plus white, gray, and black.
Look around. All of the works in this gallery are by Mondrian. What do you notice that is the same? What is different?
Family Programs are made possible by an endowment established by the William Randolph Hearst Foundation. Major annual support is provided by The Allwin Family Foundation.
To make a gift in support of Education Programs at The Museum of Modern Art, please call the Development Office at (212) 333-6591 or e-mail [email protected].
A few years before he painted Broadway Boogie Woogie, Mondrian moved to New York City.
Mondrian liked the tall buildings, square city blocks, and flashing colored lights of Times Square.
He also liked boogie-woogie jazz music and was thinking about jazz’s offbeat rhythm when he made this painting.
In the space below, draw a picture of what comes to mind when you think of New York City. Consider what colors you would use to represent this place. When you get home, add those colors to your drawing.
5. Find Broadway Boogie Woogie by Piet Mondrian.
3
Welcome
Tate LiverpoolTate Liverpool is housed in the Albert Dock and is an ideal place to start exploring the city’s rich cultural heritage. In spring 2009 a brand new display from the DLA Piper Series opened focusing on sculpture, and includes key pieces by René Magritte, Pablo Picasso and Henry Moore. Exhibition highlights this year include Colour Chart: Reinventing Colour 1950 to Today; Joyous Machines: Jean Tinguely and Michael Landy; and Modernism and the Black Atlantic.
The DLA Piper Series is a continuous display of exemplary works of modern and contemporary art from the Tate Collection.
Sponsored by
Tate ModernTate Modern is situated on London’s vibrant South Bank close to St Paul’s Cathedral and Shakespeare’s Globe Theatre. UBS Openings: Tate Modern Collection showcases international modern and contemporary art by artists such as Salvador Dalí, Andy Warhol and Jeff Koons. Each of Tate Modern’s four wings focuses on a major art movement; post-war abstraction and figuration; Surrealism; Arte Povera; and Cubism, Futurism and Vorticism. Exhibitions coming up include The Artist in the Age of Publicity, John Baldessari and Francis Alÿs.
UBS Openings:Explore Tate Modern Collection Displays
Tate St IvesOn a spectacular site overlooking Porthmeor Beach, Tate St Ives presents exhibitions of international modern and contemporary art alongside works from the Tate Collection. Forthcoming exhibitions include The Dark Monarch: Magic & Modernity in British Art, Dexter Dalwood and St Ives Artists and the Tate Collection. Tate St Ives also comprises the Barbara Hepworth Museum and Sculpture Garden, which offers a remarkable insight into one of Britain’s most important twentieth-century artists.
Tate Schools & Teachers 2009–10Tate Britain Tate Liverpool Tate Modern Tate St Ives
Education at the California Academy of Sciences 2009-2010
Communication Audit
EThe J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Marketing Audit:Review,
Research, Find Inspiration
Survey Existing Materials
Find a place (a BIG table!)
where you can leave all materials
out for awhile. Encourage others to come and add
post-its with their opinions.
• What is working? What isn’t?
• Find key audiences Do their materials have a similar look and feel?
• Find successful design elements
• Organize!
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Marketing Audit:Review,
Research, Find Inspiration
Language & Visuals Audit• What slogans are in use?
• What language is overused?
In our case: “Explore”, “Learn”, “Discover”
• Are images and illustrations conveying the right message?
K–12 S
cho
ol V
isits
We offer tw
o types of free school visits to suit your curricular
goals and scheduling needs. All program
s require one adult
(non-student over age eighteen) for every fifteen students.
Attendance at a Teacher O
rientation Workshop is req
uired
for all teachers bringing Self-Guided or G
uided groups to the
Getty Villa for the first tim
e.
Self-G
uid
ed V
isits
Monday, W
ednesday–Friday
• Classroom
teacher-led gallery tours
• Up to 120 students
• Visit duration determined by teacher
Guid
ed V
isits
Wednesday–Friday
• A one-hour interactive tour facilitated
by a Getty Villa G
allery Teacher
• Up to sixty students
• Explore lesson topics at
ww
w.g
etty.edu
/edu
cation
Teacher R
esou
rces
A L
oo
k at th
e G
etty V
illaThe G
etty Villa is a museum
and educational center dedicated to
the study of the arts and cultures of ancient Greece, R
ome, and
Etruria. With objects dating from
6500 b.c. to a.d. 400, the collection
contains monum
ental sculptures as well as artifacts of everyday life.
Over 1,200 w
orks are on view in tw
enty-three galleries devoted to
the permanent collection, w
ith four additional galleries for changing
exhibitions.
The galleries are arranged by theme and include G
ods and
Goddesses, D
ionysos and the Theater, and Stories of the Trojan War,
among others. Visitors view
the artworks in the context of their use in
classical societies for a deeper understanding of the ancient world.
For updates on exhibitions and events, subscribe to the free e-Getty
newsletter at w
ww
.getty.edu/subscribe.
Le
arn
ing to
Lo
ok
Make w
orld-class art a meaningful part of your students’ lives!
Reservations for school visits booked on a first-com
e, first-served
basis beginning June 1, 2009. Visit ww
w.g
etty.edu/education today.
®
The
Ge
tty
ViL
LA
look!
Cla
ssroom
Lesso
ns
• Designed to be
implem
ented in the
classroom
• Address C
alifornia State
Content Standards
Muse
um
Visit A
ctivities
and L
esso
ns
Intended to be used in
conjunction with your
museum
visit:
• Pre- and Post-Visit
Activities
• Visit Worksheets
and Lessons
Teach
erA
rtExch
ange
• Connect w
ith other
teachers and learners
via e-mail
• Discuss issues related
to art education
SC
ho
oL
and
TE
AC
hE
r S
Er
ViC
ES
at
the
J. P
aul G
ET
Ty M
uS
Eu
M
The J. P
aul G
etty M
use
um
Villa
Educa
tion
1200 G
etty C
ente
r Drive
, Suite
1000V
Los A
ngele
s, CA
90049-174
5
For a
ssistance
, call 3
10.4
40.73
00
®
use
the im
age o
n th
e o
ther sid
e to
lead
the T
hirty-S
eco
nd L
ook P
re-V
isit Activity
with
your stu
dents! F
or in
structio
ns, g
o to
www.getty.e
du/e
duca
tion
Looking to Connect
Th
E G
ET
Ty
ViL
LA
’S F
rE
E sch
oo
l visits offer students experiences
with original w
orks of art and feature links to California State C
ontent Standards for
Visual Arts, Language A
rts, Science, and History-Social Science. The Villa’s dram
atic
architecture, modeled after a first-century- a.d. R
oman country house; lush gardens;
breathtaking views of the Pacific O
cean; and shaded picnic areas provide
a mem
orable and educational field trip.
Getty Te
ach
er u
pdate
e-N
ew
slette
r
Receive m
onthly updates about:
• Professional development
• New
online teaching
resources
• New
s related to Getty
school visits
ww
w.g
etty.edu/subscribe
Looking at ArtA
pply
fo
r yo
ur
20
09
–10
sch
oo
l vi
sits
be
gin
nin
g J
une
1
Explore meaningful strategies for teaching w
ith works of art
through seminars, lectures, discussions in the galleries, and
art-making activities.
• K–12: Tw
o-hour Wednesday Teacher W
orkshops
Four-day Villa Sum
mer Institute
Pro
fession
al Develo
pm
ent
For th
ese
free m
ate
rials a
nd p
rogra
ms, visit
www.g
etty.e
du/e
duca
tion
For m
ore
info
rmatio
n a
nd
to re
quest a
visit, go to
www.g
etty.e
du/e
duca
tion
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Marketing Audit:Review,
Research, Find Inspiration
Get Inspired• Find things that speak to your hopes for the brand.
• Don’t limit yourself!
Create an inspiration board.
This will keep you on track as the
brand moves forward.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Marketing Audit:Review,
Research, Find Inspiration
Get Inspired• What can we learn from other successful for-profit brands?
- Consistent application of brand elements (color, identity, language, image tone and style)
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Marketing Audit:Review,
Research, Find Inspiration
Sympathy for existing brands.
MUSEUM/vertical.eps
6/8 point
7/9 point
8/10 point
9/11 point
10/12 point The J. Paul Getty Museum
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museumat the Getty Center
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museum
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museumat the Getty Center
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museum
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museumat the Getty Center
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museum
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museum
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museumat the Getty Center
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museumat the Getty Center
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
The J. Paul Getty Museumat the Getty Center
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu
6/8 point
7/9 point
8/10 point
9/11 point
10/12 point The Getty Research Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
The Getty Research Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
The Getty Research Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
The Getty Research Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
The Getty Research Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
The Getty Research Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
The Getty Research Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
GRI/vertical.eps
The Getty Conservation Institute
1200 Getty Center Drive, Suite 1100Los Angeles, CA 90049-1688Tel 310 440 7335www.getty.edu
The Getty Conservation Institute
We have an existing corporate identity in place that must be related to the sub-brand we establish.
6/8 point
7/9 point
8/10 point
9/11 point
10/12 point The J. Paul Getty TrustCommunications Department
1200 Getty Center Drive, Suite 403Los Angeles, CA 90049-1681Tel 310 440 7360Fax 310 440 7722www.getty.edu
The J. Paul Getty TrustCommunications Department
1200 Getty Center Drive, Suite 403Los Angeles, CA 90049-1681Tel 310 440 7360Fax 310 440 7722www.getty.edu
The J. Paul Getty TrustCommunications Department
1200 Getty Center Drive, Suite 403Los Angeles, CA 90049-1681Tel 310 440 7360Fax 310 440 7722www.getty.edu
The J. Paul Getty TrustCommunications Department
1200 Getty Center Drive, Suite 403Los Angeles, CA 90049-1681Tel 310 440 7360Fax 310 440 7722www.getty.edu
The J. Paul Getty TrustCommunications Department
1200 Getty Center Drive, Suite 403Los Angeles, CA 90049-1681Tel 310 440 7360Fax 310 440 7722www.getty.edu
6/8 point The J. Paul Getty TrustCommunications Department
1200 Getty Center Drive, Suite 403Los Angeles, CA 90049-1681Tel 310 440 7360www.getty.edu
TRUST/vertical.eps
Connect with your legal department
or consult private counsel if you have
questions about the legality of the brand
you develop.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Marketing Audit:Review,
Research, Find Inspiration
Understand the law.Trademarks™ and Registered® identities can be complicated.
In our case, we legally could not modify the corporate wordmark in any way, so many of our initial logo ideas were nixed. We could have saved time and effort had we consulted our attorney earlier on.
Connect with your legal department
Familyp rograms
ducation ducationFamily
ducationFamily ducation
Adult
ducationAdult
ducationSchool
& Teacher
Education at the J. Paul Getty Museum
SCHOOLEducation at the J. Paul Getty Museum
Option A-6
Education at the J. Paul Getty Museum
at the J. Paul Getty Museum
Education
Education
at the Getty Center
Brand Strategy
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand Strategy
Define your audiences.
FamilyPrograms appealing to a multigenerational group of parents and children
SchoolPrograms targeting K-12 students and their teachers
Adult / GeneralPrograms for adults, including college students; or programs that bridge the above audiences
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand Strategy
Logo Model“Parent” Logo
[Existing Getty Identity]
“Child” Logo
[maintains element(s) of the “Parent” but adds a color/font to distinguish itself]
Mine the web!
Search for inspirational logo
systems online.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand Strategy
“Parent” Logo[Existing Getty Identity]
“Child” (Audience-Based) Logos
[maintains element(s) of the “Parent” but adds a color/font to distinguish itself]
Logo Hierarchy
Education at the J. Paul Getty Museum
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand Strategy
Kit of PartsThe new brand is a combination of consistently-applied elements unique to each audience group:
1. Language / Tone
2. Images
3. Color Palette
4. Fonts
5. Illustrations / Dingbats
6. Site Distinction
7. Logo
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand Strategy
1. Language / Tone2. Images3. Color Palette4. Fonts5. Illustrations /
Dingbats6. Site Distinction7. Logo
Kit of Parts
VillaThe Getty
30-second
lookIn this activity, your students can discover what they’re missing if they look at a work of art for only thirty seconds!
Instructions1. Ask students how long they
think adults at museums look at works of art. Ask them to record their responses. Tell them that studies have determined that the average viewer spends about thirty seconds looking at a work of art.
2. Show your students the poster, then put it aside after thirty seconds.
3. Ask your students to consider these questions after viewing the poster:
u How many figures are in the work of art?
u What do you think the people are doing?
u How would you describe the scene?
u When do you think the piece was made? What do you see that makes you think so?
4. Show the students the poster again. Talk to them about what they might have missed by guiding them through a careful reexamination of the piece.
Did the second look help your students better see and understand the work of art? Why or why not?
Try this activity with real works of art at the Getty Center or the Getty Villa!
Explore other lessons for your classroom, such as Reading Stories in Art, Looking at Body Language, and Writing to See at www.getty.edu/education/teachers.
A c t i v i t y
Water Jar with Herakles and the Hydra, Etruscan, made in Caere (in present-day central Italy), about 525 b.c. Black-figured hydria attributed to the Eagle Painter. Terracotta, 44.6 x 33 cm (179⁄16 x 13 in.). The J. Paul Getty Museum, 83.ae.346
The Getty CenterWith works dating from the eighth through the twenty-first century, the Getty Center’s collection contains European drawings, paintings, illuminated manuscripts, sculpture, and decorative arts, as well as American, European, and Asian photographs.
the Getty villaThe Getty Villa is a museum and educational center dedicated to the study of the arts and cultures of ancient Greece, Rome, and Etruria. With objects dating from 6500 b.c. to a.d. 400, the collection contains monumental sculptures as well as artifacts of daily life.
Book your 2010–11 field trip beginning June 1, 2010!
2 plan your tripK–12 School VisitsWe offer a variety of free gallery and outdoor site experiences to suit your curricular goals and scheduling needs.
Guided visits Highly participatory lessons in the galleries taught by professional Museum educators
Self-Guided visits Teachers independently lead their students through the galleries
Student Architecture A docent-led exploration of the gardens and theand Garden tours* architecture of the Getty Center (*Getty Center only) All programs require one adult (non-student over age eighteen) for every fifteen students.
you can do more at www.getty.edu/education/teachers.
Professional Development Half- and full-day workshops, weeklong summer institutes, and a yearlong program for K–5 teachers Resources for TeachersCurricula, lesson plans, and an informative e-newsletter
Resources for Students Educational games, videos, and interactive Web pages
visit www.getty.edu/education/teachers and go to “Planning a Visit to the Museum.”
1 choose a site
Exciting changing exhibitions at our two sites showcase works of art from our permanent collection and objects on loan from museums around the world.
Both sites offer unforgettable experiences with original works of art and programs with links to California Content Standards. The architecture, gardens, views, and picnic areas at our two sites will make your classroom’s field trip memorable!
Your visit request is booked on a first-come, first-served basis beginning June 1.
3 act now!
© 2
010
J. P
aul G
etty
Tru
st
CenterThe Getty
The Drawing Lesson, about 1665, Jan Steen (Dutch, 1626–1679). Oil on panel, 49.2 x 41.2 cm (193⁄8 x 161⁄4 in.). The J. Paul Getty Museum, 83.pb.338 ©
201
0 J.
Pau
l Get
ty T
rust
inspire wonder
School and teacher Programsat the J. Paul Getty Museum2010–11
For assistance call (310) 440-7300.
© 2
010
J. P
aul G
etty
Tru
st
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand Strategy
1. Language / Tone2. Images3. Color Palette4. Fonts5. Illustrations /
Dingbats6. Site Distinction7. Logo
Kit of Parts
VillaThe Getty
30-second
lookIn this activity, your students can discover what they’re missing if they look at a work of art for only thirty seconds!
Instructions1. Ask students how long they
think adults at museums look at works of art. Ask them to record their responses. Tell them that studies have determined that the average viewer spends about thirty seconds looking at a work of art.
2. Show your students the poster, then put it aside after thirty seconds.
3. Ask your students to consider these questions after viewing the poster:
u How many figures are in the work of art?
u What do you think the people are doing?
u How would you describe the scene?
u When do you think the piece was made? What do you see that makes you think so?
4. Show the students the poster again. Talk to them about what they might have missed by guiding them through a careful reexamination of the piece.
Did the second look help your students better see and understand the work of art? Why or why not?
Try this activity with real works of art at the Getty Center or the Getty Villa!
Explore other lessons for your classroom, such as Reading Stories in Art, Looking at Body Language, and Writing to See at www.getty.edu/education/teachers.
A c t i v i t y
Water Jar with Herakles and the Hydra, Etruscan, made in Caere (in present-day central Italy), about 525 b.c. Black-figured hydria attributed to the Eagle Painter. Terracotta, 44.6 x 33 cm (179⁄16 x 13 in.). The J. Paul Getty Museum, 83.ae.346
The Getty CenterWith works dating from the eighth through the twenty-first century, the Getty Center’s collection contains European drawings, paintings, illuminated manuscripts, sculpture, and decorative arts, as well as American, European, and Asian photographs.
the Getty villaThe Getty Villa is a museum and educational center dedicated to the study of the arts and cultures of ancient Greece, Rome, and Etruria. With objects dating from 6500 b.c. to a.d. 400, the collection contains monumental sculptures as well as artifacts of daily life.
Book your 2010–11 field trip beginning June 1, 2010!
2 plan your tripK–12 School VisitsWe offer a variety of free gallery and outdoor site experiences to suit your curricular goals and scheduling needs.
Guided visits Highly participatory lessons in the galleries taught by professional Museum educators
Self-Guided visits Teachers independently lead their students through the galleries
Student Architecture A docent-led exploration of the gardens and theand Garden tours* architecture of the Getty Center (*Getty Center only) All programs require one adult (non-student over age eighteen) for every fifteen students.
you can do more at www.getty.edu/education/teachers.
Professional Development Half- and full-day workshops, weeklong summer institutes, and a yearlong program for K–5 teachers Resources for TeachersCurricula, lesson plans, and an informative e-newsletter
Resources for Students Educational games, videos, and interactive Web pages
visit www.getty.edu/education/teachers and go to “Planning a Visit to the Museum.”
1 choose a site
Exciting changing exhibitions at our two sites showcase works of art from our permanent collection and objects on loan from museums around the world.
Both sites offer unforgettable experiences with original works of art and programs with links to California Content Standards. The architecture, gardens, views, and picnic areas at our two sites will make your classroom’s field trip memorable!
Your visit request is booked on a first-come, first-served basis beginning June 1.
3 act now!
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The Drawing Lesson, about 1665, Jan Steen (Dutch, 1626–1679). Oil on panel, 49.2 x 41.2 cm (193⁄8 x 161⁄4 in.). The J. Paul Getty Museum, 83.pb.338 ©
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School and teacher Programsat the J. Paul Getty Museum2010–11
For assistance call (310) 440-7300.
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Fonts
Language/toneImages Color paletteAll drawn from the School set
Site distinctionLogo
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The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand Strategy
Font System
Family
Ch wdahead
Potato Cut
Prater
Blockhead
SCHOOL
Helvetica Neue Std
Prater
Blockhead[opt ions for k-5]
Ink Gothic
REM Collection[opt ions for 6-12, & college]
ADULT/GENERAL
LT Syntax
Minion
[ inst itut ional fonts]
Helvetica Neue Std
Ink Gothic
REM Collection
[opt ions for college & young profess ionals]
Evolving Styles.
Like fashion, fonts go out of style. Find
sites like veer.com or fonts.com and
plan to replace display fonts in 5
years or less.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Located next to the OUTDOOR THEATER
A special gift for your classroomPresent this flyer when you bring your students to the Museum Store and receive a free gift.
Limit one per classroom
Museum STORE
© 2011 J. Paul Getty Trust
VISITthe
›› ››
at the Getty Villa
for a selection of educational and well-priced toys, games,
and books for kids.
Prices start at
Many items under
50¢
$5.00
Brand StrategyFamily Audience
© 2010 J. Paul Getty Trust
See and Explore Family Room Explore this innovative space for kids and parents. Located in the Museum Courtyard near the East Pavilion.
Art Detective Cards Pick up these free cards to follow clues, find art, and solve mysteries! Available outside the Family Room and in the family cart in the Museum Courtyard.
Family Tour on GettyGuide™ Audio PlayerListen to fun facts about art jazzed up with music, sound effects, and more. Available in the Museum Entrance Hall for a fee.
Eats and Treats Visit the Cafe, the Garden Terrace Cafe, or one of our coffee carts for everything from burgers to soft serve.
Central Garden Explore this living work of art designed by artist Robert Irwin!
Visit www.getty.edu.
Check your Today at the Getty Center sheet for more details about family programs or stop by the Information Desk.
•
•
at the Getty Museum
Want to know more?
Fun Facts Wire Sculpture, or Something More?It’s one of the first things you see when you step off the tram—a giant sculpture by artist Martin Puryear that looks like a fishnet or a human head in profile. What do you see? Build your own tube sculpture in the Family Room!
Hidden Treasures? If you look closely at the travertine wall panels throughout the Getty Center, you might see fossilized pieces of leaves, feathers, branches, and other objects left in the stone from thousands of years ago. What can you find?
A Magic Ride The tram has no driver—it runs by itself on a cushion of air and is guided by electric magnetic strips. What did you see on your tram ride?
english español
discoverdiscover
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imagineimagine
imaginarimaginar
4.21.11FIN
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the right to reproduce or publish without ex-
press authority in writing from
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epartment.
It is the responsibility of the manufacturer/
fabricator/ contractor to verify all dimensions
and report any discrepancies to the J. Paul Getty
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Examples
Regresa después del 25 de julio para tomar
parte en Casas Celestiales, nuestra segunda actividad
durante este verano.
Come back after July 25 to take part in
Heavenly Homes, our second activity this summer!
Los sábados + domingos
11:00 a.m.–3:30 p.m.
19 de junio–5 de septiembre
Please sign in and pick up a
clipboard and activity handout.
Follow our staff through the Central
Garden and explore some nature.
Return to the table to create your
own garden-inspired work of art!
Por favor firma tu nombre y recoge
un sujetapapeles y el folleto
de actividades.
Sigue nuestro personal por
el jardín y explora la naturaleza.
¡Regresa a la mesa para crear tu propia
obra de arte inspirada por el jardín!
FamilyEducation at the J. Paul Getty Museum
FamilyEducation at the J. Paul Getty Museum
at the Getty Center
FamilyEducation at the J. Paul Getty Museum
at the Getty Villa
7/9 point
FamilyEducation at the J. Paul Getty Museum
FamilyEducation at the J. Paul Getty Museum
at the Getty Center
FamilyEducation at the J. Paul Getty Museum
at the Getty Villa
8/10 point
FamilyEducation at the J. Paul Getty Museum
FamilyEducation at the J. Paul Getty Museum
at the Getty Center
FamilyEducation at the J. Paul Getty Museum
at the Getty Villa
9/11 point
FamilyEducation at the J. Paul Getty Museum
FamilyEducation at the J. Paul Getty Museum
at the Getty Center
FamilyEducation at the J. Paul Getty Museum
at the Getty Villa
10/12 point
FamilyEducation at the J. Paul Getty Museum
6/8 point
FamilyEducation at the J. Paul Getty Museum
at the Getty Center
FamilyEducation at the J. Paul Getty Museum
at the Getty Villa
1200 Getty Center Drive, Suite 1000
Los Angeles, CA 90049-1687
© 2011 J. Paul Getty Trust
Saturdays + Sundays
11:00 a.m.–3:30 p.m.
June 19–September 5
2
Recommended for participants ages 5 and up. Children under 16 must be accompanied by an adult.
Recomendado para participantes de 5 años y mayores. Los niños menores de 16 deben ser acompañados por un adulto.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
© 2010 J. Paul Getty Trust
We will attend. Number of Adults Number of CHIldreN
We will not attend.
We will ride the provided bus that leaves the school at 9:30 a.m.
We will drive our car and will need a parking reservation.sign up now to reserve seats on the
bus or to make parking reservations.
Please complete this form and
give it to your teacher by
If you are coming by car, we will arrange for free parking.
Mention your school or say "Getaway Day" at the kiosk.
The Museum is located at 1200 Getty Center Drive. From
the 405 freeway, take the Getty Center Drive exit and
follow the signs to the Getty Center.
Children under 16 must be accompanied by an adult at
all times.
questions? Ask your teacher, e-mail [email protected],
or call (310) 440-6766.
Come with your school community
of students, teachers, staff, families,
and friends to enjoy works of art and
exciting activities!
when
meet at
return trip
© 2010 J. Paul Getty Trust
getaway day
Education
The J. Paul Getty Museum
at the Getty Center
Education
The J. Paul Getty Museum
at the Getty CenterteACHer’s NAme
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Adult’s NAme
Brand StrategySchool Audience Examples
act now! School and Teacher Programsat the J. Paul Getty Museum2010–11
VillaThe Getty
30-second
lookIn this activity, your students can discover what they’re missing if they look at a work of art for only thirty seconds!
Instructions1. Ask students how long they
think adults at museums look at works of art. Ask them to record their responses. Tell them that studies have determined that the average viewer spends about thirty seconds looking at a work of art.
2. Show your students the poster, then put it aside after thirty seconds.
3. Ask your students to consider these questions after viewing the poster:
u How many figures are in the work of art?
u What do you think the people are doing?
u How would you describe the scene?
u When do you think the piece was made? What do you see that makes you think so?
4. Show the students the poster again. Talk to them about what they might have missed by guiding them through a careful reexamination of the piece.
Did the second look help your students better see and understand the work of art? Why or why not?
Try this activity with real works of art at the Getty Center or the Getty Villa!
Explore other lessons for your classroom, such as Reading Stories in Art, Looking at Body Language, and Writing to See at www.getty.edu/education/teachers.
A c t i v i t y
Water Jar with Herakles and the Hydra, Etruscan, made in Caere (in present-day central Italy), about 525 b.c. Black-figured hydria attributed to the Eagle Painter. Terracotta, 44.6 x 33 cm (179⁄16 x 13 in.). The J. Paul Getty Museum, 83.ae.346
The Getty CenterWith works dating from the eighth through the twenty-first century, the Getty Center’s collection contains European drawings, paintings, illuminated manuscripts, sculpture, and decorative arts, as well as American, European, and Asian photographs.
the Getty villaThe Getty Villa is a museum and educational center dedicated to the study of the arts and cultures of ancient Greece, Rome, and Etruria. With objects dating from 6500 b.c. to a.d. 400, the collection contains monumental sculptures as well as artifacts of daily life.
Book your 2010–11 field trip beginning June 1, 2010!
2 plan your tripK–12 School VisitsWe offer a variety of free gallery and outdoor site experiences to suit your curricular goals and scheduling needs.
Guided visits Highly participatory lessons in the galleries taught by professional Museum educators
Self-Guided visits Teachers independently lead their students through the galleries
Student Architecture A docent-led exploration of the gardens and theand Garden tours* architecture of the Getty Center (*Getty Center only) All programs require one adult (non-student over age eighteen) for every fifteen students.
you can do more at www.getty.edu/education/teachers.
Professional Development Half- and full-day workshops, weeklong summer institutes, and a yearlong program for K–5 teachers Resources for TeachersCurricula, lesson plans, and an informative e-newsletter
Resources for Students Educational games, videos, and interactive Web pages
visit www.getty.edu/education/teachers and go to “Planning a Visit to the Museum.”
1 choose a site
Exciting changing exhibitions at our two sites showcase works of art from our permanent collection and objects on loan from museums around the world.
Both sites offer unforgettable experiences with original works of art and programs with links to California Content Standards. The architecture, gardens, views, and picnic areas at our two sites will make your classroom’s field trip memorable!
Your visit request is booked on a first-come, first-served basis beginning June 1.
3 act now!
© 2
010
J. P
aul G
etty
Tru
st
CenterThe Getty
The Drawing Lesson, about 1665, Jan Steen (Dutch, 1626–1679). Oil on panel, 49.2 x 41.2 cm (193⁄8 x 161⁄4 in.). The J. Paul Getty Museum, 83.pb.338 ©
201
0 J.
Pau
l Get
ty T
rust
inspire wonder
School and teacher Programsat the J. Paul Getty Museum2010–11
For assistance call (310) 440-7300.
© 2
010
J. P
aul G
etty
Tru
st
© 2010 J. Paul Getty Trust
The GettyCenterThe Sisters Bonaparte
Meet the Children of the Getty
N
The sisters are reading a letter from their father. They have not seen him for a long time. Their uncle was Napoleon, the leader of France in the early 1800s.
FUN FACTS:
Lots of kids your age are in works of art at the Getty. How are their lives similar to or different from yours?
Look closely at the work of art before you answer the questions.
You can talk to a partner about what you find.
The Sisters Zénaïde and Charlotte Bonaparte
By Jacques-Louis David, 1821
• Pretend you could sit on the couch in this painting.
How would it feel?• Look at the clothes the girls are wearing. How are
they the same as or different from what you wear?
• Imagine what the father wrote in his letter to his
daughters.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Brand StrategyAdult/General
Audience Examples
Adult Gallery Course
© 2011 J. Paul Getty Trust
Artist in Context: Jean-Léon Gérôme and 19th-Century France
Saturday, August 14 and 21, 2010
Instructors: Alice Cisternino Jackel and Christine Spier
Duel after the Ball (about 1857)
Getty Research Institute Lecture Hall and Exhibitions Pavilion
Studio Course:
Edible Gardening
in Antiquity
© 2011 J. Paul Getty Trust
Friday, May 7, 2010; 10:00 a.m.–2:00 p.m.
(Repeats Saturday, May 8 and Saturday May 9, 2010; 10:00 a.m.–2:00 p.m.)
The Herb Garden, The Getty Villa
Gardens are an integral part of the Getty Villa. In antiquity, they functioned as an important
part of domestic space. Join gardening expert Ryan Hoffman to explore the Villa's outdoor
spaces with a hands-on project that brings the ancient world alive—literally!
Villa Education Studio and gardens
Open to 16 participants; $105, $95 students
For more information, go to getty.edu or call (310) 440-7300.
EducationThe J. Paul Getty Museum
EducationThe J. Paul Getty Museumat the Getty Center
a collection of art-making ideas by artists
STUDIO PROJECT
1
Image: Xu Bing in his Brooklyn studio, 2001
Photo by Morna Livingston Design © 2010 J. Paul Getty Trust
Picture Writing By Xu BingArt can talk. It can talk about a feeling, like feeling happy or
feeling sad. It can talk about an idea, like the idea “money” or
the idea “television.” It can talk about something simple like the
word “cherry,” or it can talk about something complicated, like
how people and the earth are connected.
So today I want you to try to talk with drawing. I want you to
write an entire thought or idea in pictures. Make the pictures as
simple as possible. In fact, try to make the pictures so simple that
your friends and teachers can understand what you are saying just
by looking at the pictures. Draw the pictures almost like you are
writing a sentence. Try to get rid of anything from the pictures that doesn’t help
them to talk in a clear and simple way. Write your thought or
idea in pictures and don’t tell anyone what you are trying to say.
Then show what you have drawn to your neighbor. Let her or him
“read” it. Since 2003, I have been working on a project called “Book from
the Ground.” The goal is to take all of the simple pictures and
icons that we see around us every day and put them in one place.
It will be like a dictionary with no words and just pictures that
everyone can understand. This is what art does—it talks.
Activity SummaryTopic: Communicating without wordsSuitable for
• Begining level • Intermediate level • Advanced levelSuggested media • Drawing
Xu Bing
Implementation
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
6
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Implementation
Become a salesman.Collaborate with your client and other stakeholders in the brand so everyone feels like they have played a part. Build rapport with key stakeholders by introducing them to the discussion and valuing their opinions early on.
Building a brand means:
• Fostering relationships with other stakeholders
• Presenting and sharing ideas for feedback
• Empowering key players with ownership
• Building comfort level amongst users
• Supplying the necessary support to make the brand successful
• Keeping in mind budgets and priorities
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Implementation
Become a salesman.Over the course of a year and a half, we presented....
and presented...
and presented some more...
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Implementation
Create a style guide.After decisions are made, generate a style guide that de-scribes the brand in detail.
Include necessary brand elements, but also discuss:
• workflows
• roll out priorities
• appoint shepherds for the brand
• available training and support
• the perspectives of designer and client
Use your camera!
Appoint an associate to record milestone
meetings where decisions are made
and materials are presented. It is a great
record of process and can inform the
final result!
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
Implementation
Unique Solutions?
Define their needs and address them.• Self-Publishing Templates for flyers and signage Bridge software barriers (Mac - PC)
• PDFs and Online Resources
• Image Library
Learn the programs your client uses.
In our case, MS Word was the prevailing program in use, so
our templates had to be created in that
program for ease of use. This required designer’s to have
training to fulfill our client’s needs.
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
SummaryIntellectual Audit • Get to know your client: What is their mission? • Who is the target audience(s)? • Are there similar organizations that are competition?
Communications Audit • Review existing elements (print, web, etc.) • What slogans are in use? • What is working? What isn’t?
Development of Brand Strategy • Find a model to follow to stay on track • Learn from other brands • What parts will make up your brand?
Implementation • Address unique needs • Style Guide • Empower “brand shepards” • Manage spin-off (Public Programs, Retail, etc.)
The J. Paul Getty MuseumDesign Department
1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687
Tel 310 440 7248www.getty.edu
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