Corporate Identity

standards

January 2012

0.1 introduction

New Walk Museum & Art Gallery, Leicester's original museum has wide ranging collections and displays spanning the natural and cultural world.

Located on the historic New Walk, our temporary exhibitions feature works from our collections, touring exhibitions from National Museums and a programme of contemporary art and craft exhibitions.

CONTENTS

Building the identity

01. The Icon02. The Logo03. Safety areas04. Identity colours05. Guidelines and restrictions06. Primary typeface (heading)07. Primary typeface (body)

The identity in context

08. Primary application09. Corporate stationery10. Advertisement11. Corporate promotional items12. Livery13. Signage14. Website

Building the identity

0.1 THE ICON.

The tri-leaf logo is modern and simplistic. The icon had been designed and influenced to embrace New Walk Museums heritage and surroundings.

Building the identity

0.2 THE logo.

A new visual identity for the New Walk Museum, whose goal was to appeal to a broader audience and come across as more modern and friendly

Solution:Modern typography and a symbol that conveys both traditional and modernity

Result:Pride and ownership internally and increased attention externally

Building the identity

0.3 safety areas

When the symbol is used by itself, a safety area around the symbol will ensure visibility and impact. The minimum safety area measures 1/4 the width of the icon. No other graphic or text must come inside of the safety areas.

When the symbol and logo type are used together, the safety area measurements still strictly apply.

Building the identity

Building the identity

0.4 identity colours

Wild Space green, as shown, is designated as the official corporate colour. However, Archeology red and Picasso blue are used within their own rights in designated exhibition spaces

The logos may also be blind embossed or debossed into wood, metal or glass.

Wild Space Green:Use for:SignageInformationNavigationCustomer services

Archaeology RedUse for:SignageInformationNavigation

Picasso BlueUse for:SignageInformationNavigation

PANTONE 356C 100% opacity

PANTONE 181C 53% opacity

PANTONE 7459C38% opacity

Building the identity

0.5 guidelines and restrictions

For visibility, impact and overall integrity, it is important to retain consistent use of the logo. The logo is fundamental to communication and should never be compromised.

Always reproduce the logo from original artwork. The acceptable colour treatments of the corporate logo are demonstrated below. No other treatment or colour ways are permitted

Building the identity

0.6 primary typeface (headings)

One of the key factors in the new identity is the use of a specified type family. Goca Logotype has been carefully selected to represent New Walk Museum, and to act as the primary communications.

Goca Logotype is suitable for large sizes and headings only. abcdefghijklmn

opqrstuvwxyz(,.;:?!-@_=+) 0123456789

A.

Building the identity

0.7 secondary typeface (body)

The Satellite type family has been selected to compliment the primary typeface. Satellite is to be used for all running copy and is suitable for small sizesAa

abcdefghijklmnopqrstuvwxyz(,.;:?!-@_=+) 0123456789

the identity in context

0.8 primary applications

The New Walk Museum communication materials are the first contact that people will have with the identity. Therefore, it is important to maintain the standards that have been developed.

This includes:

Consistent use of typographyAppropriate use of the logoColour and image guidelines

the identity in context

0.9 corporate stationery

The Museum will use the corporate stationery system. The standards design is printed in the preferred two colour treatment on bright white paper stock.

All letters, emails and corporate material MUST be headed with the company header.

the identity in context

10. advertisement

All banners for the New walk Museum should be printed on white vinyl using horizontal orientated headlines. Placement of the logo can vary as long as guidelines and restrictions are followed. All heading must use the Goca Logotype and all body text must utilise the Satellite family typeface.

the identity in context

11. corporate promotional items

These promotional items must be made with 100% recyclable raw materials and printed with vegetable based inks with low VOC's.

Promotional items are a huge part of the Museum's marketing strategy. Some items will be available for sale in the Museum shop and some will be free of charge.

the identity in context

12. livery

The Museum logo should appear on the side and on the back of New Walk Museum's vehicles. If required promotional content (ie, upcoming events) can be displayed on the rear doors.

the identity in context

13. signage

Museum signage should have a white or grey background and be produced using either vinyl lettering, paint or digital printing. All text should appear in colours specified to their area..This example demonstrates the basic principle in the design of signage. It is important that any signage produced is consistent in its appearance and design to maximise impact and accessibility.

the identity in context

14. website

Here is a screen shot of the New Walk Musuems new fully functioning website. This website informs visitors on upcoming shows and exhibitions and the latest news.