Fernbank
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Transcript of Fernbank
TABLE OF CONTENTS:
2 Introduction
3 Brand-At-A-Glance
5 PrimaryLogo
6 SecondaryLogos
7 LogoUsage
8 Color
9 DisplayFonts
10 BodyCopyFonts
11 SupportingGraphics
13 Photography
15 PrintExamples
19 EnvironmentalGraphics
21 Collateral
25 Website
2
TENTS:In order to maintain and build the Fernbank
brand it is important to have some
guidelines and rules to follow. This includes
a consistent tone, style, look, and feel.
The following Brand Identity Guidelines
establish the basic brand elements needed
to protect, support and strengthen the
Fernbank Science Center Brand.
TYPOGRAPHY:
Futura BookAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Book ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Extra BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Extra Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Optima LT Std Roman
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Italic
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Bold
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Bold Italic
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Black
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Black Italic
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
COLOR:
SECONDARY COLORS:
When referring to the Fernbank Science
Center as a whole and not a specific sub-
brand it is required to use the primary
Fernbank logo. When color is an option one
must use the specified pantone colors. If
color is not applicable to the design or does
not look appropriate with the background
then the logo may be black or reversed out.
If the logo is being used with an image that
uses the paper texture you may fill in the
logo with the texture.
TEXTURE:
6
COLOR:
BLACK & WHITE:
When referring to a specific category or
sub-brand of the Fernbank Science Center it
may be appropriate to use a more specific
logo. The secondary logos may only be
used when referring to events and exhibits
falling under their brand. The logo may
appear in its designated pantone color, all
black, or all white. When the logo is all
black or white the icons must be the same
color as the fernbank text. You may not use
a texture fill for the secondary logos.
nature
nature
nature
COLOR:ALIGNMENT:The alignment of the logo may not be
changed. It must always read left to right
and its base must always be parallel to the
page or other display it is shown on.
SAFE SPACE:In order to make sure the logo retains its
presence in use it is important to keep a
safe space around the logo where nothing
else can be placed. The safe space is
made up of the letter “e” in fernbank. The
“e” should be placed next to the furthest
parts of the logo (the crossbar of the “f”,
descender of the “n”, ascender of the “b”,
and the serif of the “k”) to get an accurate
spacing.
MINIMUM SIZE:To ensure legibility and brand consistency,
the “e” in the Fernbank logo must never be
reduced any smaller than a .0759” box.
SAFE SPACE:
MINIMUM SIZE:
8
The following colors are used within the
main logo and the secondary logos with the
exception of Pantone 1405 EC and Pantone
Process Black EC. The colors used in each
logo may not be changed from the already
specified restrictions. When using color
within a design the following colors are
among the possible options.
Pantone 673 ECCMYK: 9 100 12 32RGB: 161 0 93
Pantone 123 ECCMYK: 0 19 89 0RGB: 255 206 52
Pantone 143 ECCMYK: 0 36 87 0RGB: 251 174 59
Pantone 3275 ECCMYK: 94 0 53 0RGB: 0 172 152
Pantone 307 ECCMYK: 100 22 2 18RGB: 0 125 180
Pantone 375 ECCMYK: 48 0 94 0RGB: 145 200 72
Pantone 347 ECCMYK: 96 0 99 0RGB: 0 168 81
Pantone 1375 ECCMYK: 0 51 94 0RGB: 247 146 42
Pantone 173 ECCMYK: 0 82 94 2RGB: 234 83 41
Pantone 1405 ECCMYK: 20 57 100 66RGB: 94 55 0
When choosing the type for a heading, title,
subtitle, etc. use the designated display
fonts. Any of the versions to the right are
acceptable choices and they may be used
in all caps or lowercase. Small caps is not
allowed. When working with the display
font family the designer may choose to
insert the designated paper texture instead
of a color. An example of this can be found
in the Heading at the top of this page. This
should only be done with Futura Bold,
Futura Bold Oblique, Futura Extra Bold, or
Futura Extra Bold Oblique.
Futura BookAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Book ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Extra BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Futura Extra Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
10
When choosing the type for body copy
use one of the options given. Any of the
versions to the right are acceptable choices.
Optima LT Std Roman
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Italic
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Bold
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Bold Italic
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Black
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Optima LT Std Black Italic
AaBbCcDcEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
If a graphic pattern is needed for a project
you may create a pattern with the symbols
from the different sub-brands. If this is
done, the appropriate logo must accompany
it. Because the secondary logo will appear
with the pattern it is permitted to use the
paper texture layered on top with the effect
setting on multiply. This is also the only
instance where you are able to change the
tint of the icon although the color of the
icon must remain the same.
Above: An example of a graphic
pattern using the icon from the
Fernbank nature sub-brand while also
utilizing the paper texture.
Left: An example of a graphic pattern
using the icon from the Fernbank
symposium sub-brand after altering
the tint of the icon.
The Fernbank Science Center photography
is a very important aspect to the company’s
design. The photography should fit with the
color schemes and tone in the examples
given on this page. Overall, the images
should represent nature as a beautiful
creation that makes the audience want to
become involved with nature and Fernbank
Science Center. Fernbank also has a
designated texture used in photography,
type, etc. For a full view of the images
allowed for use please refer to the image
library catalog put together by our exclusive
photographer, Andrew Smith.
The following are some examples of the
proper use of type, logos, and imagery.
Above is a print example correctly combining the Fernbank type, logo, texture, and
imagery.
ADVERTISING:
16
MONKEYS OFSOUTH AMERICAApril 25, 2010
Fernbank Science Center is hosting guest lecturer Clive Netherton an expert on monkeys. His lecture, “Monkeys of South America” will explore issues of the environment and its relation to the monkey wildlife of South America. Come immerse yourself in the jungles and homes of our little monkey friends through images and videos from one of the greatest researches in the fi eld. For more information visit us at:fsc.fernbank.edu/
MONKEYS OFSOUTH AMERICAApril 25, 2010
Fernbank Science Center is hosting guest lecturer Clive Netherton an expert on monkeys. His lecture, “Monkeys of South America” will explore issues of the environment and its relation to the monkey wildlife of South America. Come immerse yourself in the jungles and homes of our little monkey friends through images and videos from one of the greatest researches in the fi eld. For more information visit us at:fsc.fernbank.edu/
POSTCARDS:
When creating postcards to promote events and exhibits taking
place at Fernbank it is important to always include the main logo
or the appropriate sub-brand logo. The examples on this page
show proper usage when incorporating imagery, type, texture
and logos.
BUSINESS CARDS:This page shows the four current images
used on the fernbank business cards. The
imagery represents different aspects of
fernbank while also serving as a visual
difference compared to other business cards
in the science center field. The following
page shows the proper usage of the
letterhead and its accompanying envelope
Barry Smith
President
Fernbank Science Center
502.458.9384
18
LETTERHEAD & ENVELOPE:
2 ¼" 2 ¼"
3"
1" Text may not go lower than 1” from the bottom edge of the stationary. 156 Heaton Park Drive, Atlanta, GA 30307
20
To the left is an example of environmental
signage advertising the current exhibition
held at the Science Center.
The following are some examples of the
proper use of type, logos, and imagery
applied to collateral items such as ones
given out for promotion, sold at the gift
shop, or used by Fernbank employees.