JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

FLORENCE INSTITUTE OF DESIGN INTERNATIONAL

BRANDING GUIDELINES

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INTRODUCTION MISSION STATEMENT

IDENTITY GUIDE

0305 06

LOGO DESIGN

BRANDING VISUALS APPLICATIONS

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES PAGE 05

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // OVERVIEW PAGE 02

OverviewIn Mexico City, it hosts the world’s biggest collection of the ancient Mexican art. The museum depicts the personality, past and essence of the Mexican people. In the museum’s central courtyard lies a pond with a bronze sculpture in the shape of a snail, called El Sol del Viento (The Sun of the Wind).

The architecture represents the four corners of a compass. The bronze carving emits sounds of the pre-Hispanic musical instruments. The museum also hosts visiting exhibits, generally focusing on other of the world’s great cultures such as ancient Iran, Greece, China, Egypt, Russia and Spain.

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

LOCATIONSituated in the heart of the Bosque de Chapultepec, it is Mexico City’s largest museum and impossible to tackle in just one day, especially given that it covers an area of almost 20 acres, featuring 23 separate exhibition rooms and several gardens.

THE ARCHITECTUREDesigned by Pedro Ramírez Vázquez, Jorge Campuzano and Rafael Mijares Alcérreca, the sprawling building centres on a courtyard thatdominated by El Paraguas (The Umbrella), a towering water feature. Gives the illusion of being in a grand pre-Hispanic temple.

ABOUT Opened in 1964, and holds various attractions in this culturally- rich country. Ancient towns filled with Mayan and Aztec structures are sure to truly fascinate visitors interested in ancient civilizations.

MAJOR ARTIFACTSMexico’s most noteworthy exhibits such as Olmec giant stone heads,the stone of the Sun, Mayan civilization treasures, Chichen Itza’s Sacred Cenote, and ethnological exhibits of rural Mexican life. A model of the layout for the former Aztec capital named Tenochtitlan, where part of the modern-day Mexico City now stands, is also housed in the museum.

ResearchMUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // RESEARCH PAGE 03

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

FLORENCE INSTITUTE OF DESIGN INTERNATIONAL

MISSION STATEMENT

MUSEO NACIONAL DE ANTROPOLOGÍA 02.

“Es un símbolo de identidad y un mentor para las generaciones que buscan sus raíces culturales.”

“It is an identity symbol and it is a mentor for generations seeking their cultural roots. ”

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // MISSION STATEMENT PAGE 07

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

FLORENCE INSTITUTE OF DESIGN INTERNATIONAL

LOGO DESIGN

MUSEO NACIONAL DE ANTROPOLOGÍA 03.

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

Pride RespectKeywords

Value

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // LOGO PAGE 13

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

FLORENCE INSTITUTE OF DESIGN INTERNATIONAL

IDENTIT Y GUIDE

MUSEO NACIONAL DE ANTROPOLOGÍA 04.

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // IDENTITY GUIDE PAGE 15

ConceptThe teams would face each other on the court. The object in the end was to get the ball through the stone hoop.

Players couldn't hold or even touch the ball with their hands - only the elbows, knees, hips and head were used.

A game that focuses on pride and the respect for their gods. It was a an honor for the winners to be sacrficed.

The symbol represents the eye of the gods watching over them. Also, the “S” means sacrifice, and the design presents the Aztec game that can be seen at the museum.

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // IDENTITY GUIDE PAGE 16

A few rules are strongly necessary for maintaining the integrity of the

brand. Don’t compromise the overall look of the logo. Don’t change it by

rotating, skewing, or distorting in any way - that includes adding all of

the unnecessary text decorations, and adding backgrounds.

UnacceptableUsage

1 x

1 x

5 x

Logo Size The logo size is important as well. The main logo will be used across primary brand applications. This trademark logo helps audience easily identifyMNA logo products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the sucess of the brand that the logo always be applied with care and respect in every application.

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // LOGO PAGE 17

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

1.5 w

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

FLORENCE INSTITUTE OF DESIGN INTERNATIONAL

BRANDING VISUALS

MUSEO NACIONAL DE ANTROPOLOGÍA 05.

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Color is an integral part of brand identity.

Consistent use of the color palette will not

only reinforce the cohesiveness of the

brand, but color also serves a purpose by

communicating a certain feeling to your

audience. The warm and vibrant colors

emphasis the Mexican culture.

ColorScheme

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // COLOR SCHEME PAGE 19

AaOSCINE

Black italicBlack

MediumMedium italic

LightLight italic

Founded in 1991 in London, Dalton Maag Ltd provides typeface design,

font engineering and font support services for corporate clients and branding

agencies. The skills acquired creating corporate fonts for global clients is

translated in building an exclusive font library. All Dalton Maag fonts are finely

crafted and all fonts support approx 50 languages using the Latin alphabet

with some expanded to include typographic additions as OpenType features.

The font library is constantly expanded, either with new designs or additions

to our current fonts.

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

MUSEO NACIONAL DE ANTROPOLOGÍA BRANDING GUIDELINES // TYPOGRAPHY PAGE 20

JENNIFER ORFIN | GRAPHIC DESIGN STUDIO | MASTER OF GRAPHIC DESIGN | LAURA OTTINA | FALL 2019

FLORENCE INSTITUTE OF DESIGN INTERNATIONAL

APPLICATIONS

MUSEO NACIONAL DE ANTROPOLOGÍA 06.