graphic standards manual

Graphic Standards Manual

Graphic Standards ManualGraphic Standards Manual Graphic Standards Manual

1 The Brand

1.1 Mark Refinement 1.2 Logo Color 1.3 Signature 1.4 Incorrect Uses 1.5 Font Specifications

2 Stationery System

2.1 Letterhead 2.2 Envelope 2.3 Business Cards 2.4 Complete Unit

3 Supplemental Signatures

3.1 Sub-Brands

4 Additional Applications

4.1 Museum Applications 4.2 Fernbank Vehicles 4.3 Museum Products 4.4 Advertising Strategies

Table of Contents

1 The Brand

1.1 Mark Refinement 1.2 Logo Color 1.3 Signature 1.4 Incorrect Uses 1.5 Font Specifications

2 Stationery System

2.1 Letterhead 2.2 Envelope 2.3 Business Cards 2.4 Complete Unit

3 Supplemental Signatures

3.1 Sub-Brands


4.1 Museum Applications 4.2 Fernbank Vehicles 4.3 Museum Products 4.4 Advertising Strategies

Table of Contents

Graphic Standards ManualGraphic Standards Manual Graphic Standards ManualGraphic Standards Manual

1 The Brand


A logo is extremely important when representing a company. Therefore it should be a memorable and reliable solution when delivering the brand to the public. This logo represents the brand’s responsibility to deliver superior quality and should be treated comparably when used.

In accordance with the realm of science, the Periodic Table was the basis for this design. The Table has been simplified and also resembles the F of Fernbank Science Center. The green dash of color breaks up the static unity of the squares as an organic element.

1.1 Mark Refinement


Color

The official colors of the Fernbank Science Center are Black, Fernbank Green (PANTONE 362-C), and White. This official mark may be printed in either Fernbank Green and black or only black and white.

The four-color process formula is as follows. 76% cyan, 100% yellow, 0% magenta, 12% black.

1.2 Logo Color


This full signature is the graphic that furthers the identification the company. The Fernbank Science Center signature should have a barrier of 2 picas to maintain the unity of the signature.

The two pieces of this logo may be used separately, but in most cases the success of the brand holds to having both parts as one.

This logo may only be changed in scale as one whole signature. The two parts of this signature should never be scales to two different percentages.

1.3 Signature

The minimum height

for the signature is 4 picas.

Logo shown here in color, black

and white and inverted. These three

examples are acceptable uses.


The logo blocks may not be used with any color other than black or white.

1.4 Incorrect Uses

Mark is to be upright at all times. Never turned on different angles. This causes confusion associated with the memory and impression of the logo.

The Fernbank Green mark should never be outlined or separated from the black blocks. The color of the mark can only be Fernbank Green. White is used when printing in color is not an option.

The fernbank logo should never be used on a background of any color other than black or white. It distracts from the unity of the green and black mark. If used on a black background the squares should be white, but the Fernbank Green mark should remain.


1.5 Font Specifications

Optima

[Regular]abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!?&*{}[]

[Bold]abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!?&*{ }[ ]

[Italic]abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!?&*{ }[ ]

Optima is the main font used to represent the Fernbank Science Center brand. It’s used in the main logo signature and in the supplemental applications.

Optima was chosen because of its legibility and light design. Optima is a sans-serif font with certain serif features. It represents the Fernbank brand well because of it’s versatility.

Body text is 10/13 by default. Optima Italic is used for the sub-brands of Fernbank. Optima Bold is used in much of the museum signage and in some advertisements to distinguish between information.


Garamond Premier Pro

[Regular]abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123 456789 0!?& *{ }[ ]

[Semibold]abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!?&*{}[]

[Italic]abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!?&*{}[]

Garamond Premier Pro is the secondary font used for the stationery body text. It is the typification of the modern professional side of Fernbank Science Center. It’s legibility and cleanliness pairs well with the simplicity of Optima.

The body text when using this font is Garamond Premier Pro 10/13 Regular.


2 Stationery System

Graphic Standards Manual Graphic Standards ManualGraphic Standards Manual


156 Heaton Park DriveAtlanta, GA 30307

Phone: 678-874-7102Fax: 678-874-7110

August, 20, 2010

Morningside Elementary School1053 East Rock Springs Road, NEAtlanta, GA 30306For the Attention of the Principal

Dear Ms. Rebecca R. Pruitt,

It seems only yesterday that I was writing about summer activities here at Fernbank and suddenly the leaves have changed color, the kids are back at school and here we are already in the midst of our fall programs.

Back to school for us means school groups back at Fernbank. Every week during the school year, Fernbank welcome hundreds of students and teachers who come to the Center to participate in the great array of school classes and field trips we offer. School groups can choose from classes in astronomy, life sciences, physical sciences, computer technology, or environmental education. Our school field trips offer opportunities for educators to learn how to teach science in a fun and engaging way that is hands on and memorable. All school group visits and field trips also include a show in our state-of-the-art Planetarium and time to explore our permanent exhibits including, starting November 20, the exciting new Live Animal Exhibit that let’s students investigate the diversity of life.

Fernbank Science Center announces a spin-off of the extremely successful “Science Night Out” program. “Chemistry Night In” will be an evening packed with hands-on chemistry and physics activities for kids. The programs are staffed by Fernbank Science Center scientists and Advanced Placement (AP) Chemistry and Physics students. The proceeds of the program will be used to cover the cost of the AP Chemistry and AP Physics student exam fees. The target audience is fun-loving, science-aware children in 4th through 6th grades.

We look forward to seeing you at Fernbank in the very near future and in the meantime if you have any questions or comments about our website or about your upcoming visit to Fernbank, please contact me at [email protected]

All the best

Doug HrabeDoug HrabeDirector, Fernbank Science Center

1.5”

2”

1”

2.1 Letterhead

Letterhead (shown here at 50%) is printed on a standard 8.5” by 11” sheet of paper. Only white paper may be used to remain uniform with the color guidelines.

The body of the letter begins 2” from the top and 1” from the left side in sequence with the squares above. The font used is Garamond Premier Pro 10/13.



Phone: 678-874-7102Fax: 678-874-7110

2.2 Envelope

The Official Fernbank Envelope is a white #10 business envelope. The inside is printed Fernbank Green with the mark detail and the outside resembles the letterhead with the square detailing. This design on this envelope does not interfere with the basic areas consumers use regulated by the post office.


2.3 Business Card

The 2.5” sq. in. business card is a reflection of the logo, envelope and letterhead as one. The back of the card bears the same Fernbank Green and mark detail as the inside of the envelope. Information of the employee is clearly stated with Optima 8/10.

Dr. Larry WilsonEcologist

[email protected]

156 Heaton Park Dr.

Atlanta, GA 30307

Phone: 678-874-7102

Fax: 678-874-7110

2.5”


2.4 Complete Unit

The complete stationery series is unique to the Fernbank Science Center brand. It is memorable and does not stray from the style set by the Fernbank logo and signature.


Phone: 678-874-7102Fax: 678-874-7110

August, 20, 2010

Morningside Elementary School1053 East Rock Springs Road, NEAtlanta, GA 30306For the Attention of the Principal

Dear Ms. Rebecca R. Pruitt,

It seems only yesterday that I was writing about summer activities here at Fernbank and suddenly the leaves have changed color, the kids are back at school and here we are already in the midst of our fall programs.

Back to school for us means school groups back at Fernbank. Every week during the school year, Fernbank welcome hundreds of students and teachers who come to the Center to participate in the great array of school classes and field trips we offer. School groups can choose from classes in astronomy, life sciences, physical sciences, computer technology, or environmental education. Our school field trips offer opportunities for educators to learn how to teach science in a fun and engaging way that is hands on and memorable. All school group visits and field trips also include a show in our state-of-the-art Planetarium and time to explore our permanent exhibits including, starting November 20, the exciting new Live Animal Exhibit that let’s students investigate the diversity of Life.

Fernbank Science Center announces a spin-off of the extremely successful “Science Night Out” program. “Chemistry Night In” will be an evening packed with hands-on chemistry and physics activities for kids. The programs are staffed by Fernbank Science Center scientists and Advanced Placement (AP) Chemistry and Physics students. The proceeds of the program will be used to cover the cost of the AP Chemistry and AP Physics student exam fees. The target audience is fun-loving, science-aware children in 4th through 6th grades.

We look forward to seeing you at Fernbank in the very near future and in the meantime if you have any questions or comments about our website or about your upcoming visit to Fernbank, please contact me at [email protected]

All the best

Doug HrabeDoug HrabeDirector, Fernbank Science Center


Phone: 678-874-7102Fax: 678-874-7110

Dr. Larry WilsonEcologist

[email protected]

156 Heaton Park Dr.

Atlanta, GA 30307

Phone: 678-874-7102

Fax: 678-874-7110


3 Supplemental Brands


3.1 Sub-Brands

There are many facilities and programs associated with Fernbank Science Center. The identification of these signatures are integrated with the main Fernbank logo. The sub-brands are displayed here.

The type of the sub-brand in the signature is Optima Italic and should be displayed in Fernbank Green only. It is separated from the signature by a black rule of .75 points. The sub-brand should be spaced to fit within the width of the type of the signature. If more than one word is necessary it should be stacked (as in the “Robert Staton Rose Garden). There are times when a sub-brand is too short to fill the entire width; that word should be centered with minimal spacing.

Planetarium

Observatory

Robert Staton Rose Garden

SEMAA

AerospaceLaboratory

Polaris


3.2 Sub-Brand Incorrect Uses

Planetarium

Plan

etar

ium

Planetarium

The sub-brand title can only be placed below the main logo with a .5 pt separating rule.

Do not turn the sub-brand title on any angle other than upright.

The sub-brand title cannot be any color other than Fernbank Green.


Fernbank Science Center

Exhibition Hall HoursM 12:00pm - 5:00pm

T 12:00pm - 5:00pmW 12:00pm - 5:00pm

Th 9:00am - 10:00pmF 9:00am - 10:00pm


Floor 1


Museum Store


FernbankCafé


IMAX®

Theater

4.1 Museum Applications

The Fernbank Science Center should have a unified look from the stationery to the signage. These signs located throughout the museum integrate the memorable Fernbank Green and square theme.


A Walk through Time in Georgia

Grand Hall

The Fernbank Café

Museum Store

Imax® Theater

Imax®

Exit

Imax® Entrance

EntranceHall

Restrooms

Lost & Found

Vending Machine

Membership

Ticketing

Fernbank Science Center Floor Plan

Information

Telephones

Coat Room

Elevators


4.2 Fernbank Vehicles

The brand can also be translated to different types of vehicles used on the Fernbank Science Center campus. A generic utility truck, company car, passenger shuttle bus, and an advertising semi-truck are the fleet of vehicles shown here. The exact design is different for each vehicle, but a major theme is successfully portrayed and understood. The semi-truck serves as a traveling billboard for current or upcoming exhibits at Fernbank Science Center.


MANY FACES OF HUBBLEVISIT AUGUST 28 – DECEMBER 3


4.3 Museum Products

This apparel displays the Fernbank Logo and the Science Center slogan. “Where Science becomes and Adventure.” These garments are available in the Fernbank Science Center Gift Shop and are available in adult and child sizes.


4.4 Advertising Strategies

MANY FACES OF HUBBLE

VISIT AUGUST 28 – DECEMBER 3

Fernbank Science Center advertising campaigns have a simple design paired with a bold image. These billboards and magazine advertisements broadcast current and upcoming exhibitions. The advertisements display the Fernbank logo, slogan, and dates of the showcase. Optima Regular is used as it is the principle font selection for Fernbank. Images used in all mediums of advertisements are registered copyrights with the Fernbank Science Center.

SINK YOUR TEETH INTO OUR NEW EXHIBIT!

GIANTS OF THE MESOZOIC January 20 - May 10, 2011

Visit us for the most a prehistoric battle of gigantic proportions unfolding in the Museum’s Great Hall this coming year. Visit us at Fernbankmuseum.org or call 404.929.6300 for more info.Where Science Becomes

an Adventure.

Fernbank Science Center Graphic Standards Manual compiled by Laura Durham.December 2010.

graphic standards manual

Documents

fernbank logo

black mark

fernbank green mark

fernbank vehicles

black blocks

black background

fernbank green pantone

green dash of color