PDX Contemporary

ArtGraphic Standards

Alanna Schuh - Fall Term 2015

CONTEMPORARY ART

925 nw flanders

Portland Or, 97403

p:503.222.0063

www.pdxcontemporaryart.com

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Table of Contents

3. Introduction4. Glossary5. Logo and Logotype6. Use of Space7. Color8. Typography9. Business Card10. Letterhead11. Envelope12. 4th Piece13. Display Ad14. Poster

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IntroductionPDX Contemporary Art is a contemporary art gallery located downtown in Portland Or-egon. PDX Contemporary Art was first opened in 1996 by a gallery ownerby the name of Jane Beebe. PDX has changed locations a few times but continues to hold Beebe’s goal of showing personal artwork that is both intellectually and visually stim-ulating. Since 1996, PDX Contemporary Art has changed location a few times; each new venue has been larger than the previous. What’s enticing about this current venue is that the walls are able to be moved around to accommodate that particular gallery showing or just to keep things moving and have a fresh feeling. The gallery has minimal work and has a lot of floor space, but they also use a section of their window to feature an artist’swork on a rotational basis for any and all who are passing on the sidewalk to view.

One continuous event that PDX Contemporary Art does is the Window Project. They have a small section of their building that is viewable from the sidewalk 24/7. The goal that the PDX Window Project hopes to achieve is to let artists that are underrepresented showcase their idea or artwork. The art can be anything from a painting, a video, a collage, etc. PDX Contemporary Art typically has gallery exhibitions but what keeps their venue fresh is that they combine the historical characteristics of the building with a contemporary space with the use of sliding and rotating walls. PDX Contemporary Art participates in Portland’s First Thursday, which allows PDX to hold events and receptions that feature either a well-known or not so well-known artist. PDX Contemporary Art works to connect the local residents of Portland with local and regional artists by exploring different themes, mediums and views on heritage.

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Glossary

-Alignment- The placement of words or images in a correct or appropriate position.

-Balance- An even distribution of words or images. The result of where things are placed and is determined by alignment.

-Bleed-The area of the page gets trimmed off after printing. This allows colors or design to go to the edge of the page even after being trimmed.

-CMYK- The color model used in color printing. Refers to the four inks used, cyan, ma-genta, yellow and key (black).

-Focal Point- The center of interest or attraction.

-Font Size-The overall size of the font as shown on the page.

-Font Type-The font selected for the specific section(s).

-Stroke or Weight-The varying thickness of a line.

-White Space-The portion of the page left unmarked.

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Logo and LogotypeFor the logo I chose two different fonts, the logo is done in Myraid Pro Regular and the logotype is done in Basic Title Font. Myraid Pro is only used on the PDX part of the logo, whereas Basic Title Font is used in the logo and for the contact information and descrip-tion on posters and display ads. Basic Title Font is fairly thin so the weight of the stroke is a 1 when next to the logo. The design intent behind the logo was to highlight the organiza-tion’s name, PDX, while also adding a description as to what PDX is.

The typography used with the logo design.

Example:

Myraid Pro Regular Basci title fontabcdefghijklmnopqrstuvwxzy abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 12345678901234567890

CONTEMPORARY ART

925 nw flanders

Portland Or, 97403

p:503.222.0063

www.pdxcontemporaryart.com

6

Use of SpaceBecause the logo for PDX Contemporary Art doesn’t have any images/pictures, the place-ment of the text was crucial. The focal point of their logo is the PDX but without the in-clusion of contemporary art there is no way to identify what the organization actually is. The words Contemporary Art are important in identifying the organization behind the logo but PDX is what draws in the audience. It is both the name of the organization and the location of said organization; PDX is the three-digit airport code for Portland that has since become a nickname for the city. Because of this contemporary art is smaller but off centered to make use of and go with the blank space that the extension of the X creates.

1/2”

CONTEMPORARY ART

925 nw flanders

Portland Or, 97403

p:503.222.0063

www.pdxcontemporaryart.com

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ColorThe color that PDX Contemporary Art had for the logo is a muted blue/gray, but to make the logo stand out, the color has been changed to a brighter shade of blue. This shade of blue will be used as a part of the main face of branding, it will appear on the business cards, letter head, envelopes and any merchandise created such as water bottles, magnets or tote bags. The color can be changed based on designated events without changing the logo design. The choice to only use one color with the logo was done because PDX has a mini-malistic feel. The walls surrounding the art is crisp and white, so having multiple colors wouldn’t work naturally with the physicall space of PDX.The PDX is a standard white, no CMYK percentages, with a black shadow.

C = 85%M =50%Y = 0%K = 0%

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TypographyContemporary art basically means art that is modern or current and done by artists liv-ing in the twenty-first centtury, that being said the font used with the logo and on all subsiquent materials were done in Basic Title Font. Basic Title is sleek and ads contrast to the bold font type in the logo. But because Basic Title Font is very thin, the wiegth of the stroke is at 1 to make it easier for the eye to read and not become lost behind the PDX logo or the color. For the purposes of the granfic standards, Minion Pro is the font currently being used at size 14 with no stroke.

The typography used with the logo design.

Example:

Basci Title Font Minion Proabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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Business CardThe front side of the business card for PDX Contemporary Art encompases their logo and the back holds their contact information. The business card was designed with the inten-tion to be bold and capture attention but not take away from any art within the gallery. If an image was slected that would lead the audience to presume that that piece of art would currently be in PDX. The business card stands out because of the deep blue with the stark contrast that the PDX makes. The white PDX almost pops out because the blue color is so deep in comparison to the white.

CONTEMPORARY ART

925 nw flanders

Portland Or, 97403

p:503.222.0063

www.pdxcontemporaryart.com

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EnvelopeThe envelope design for PDX has their logo, which also gives the name of the organization as well as what the organization does, and below the logo is the return address. The design of the envelope is to draw attention for the reciever to then actually open the letter. Includ-ing the logo instead of just using the logo type to say the organization’s name was decided on because the PDX logo would be the focal point of the envelope and would capture the eye faster and clearer than just using the logo type.

CONTEMPORARY ART

925 nw flanders

portland oregon,97403

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LetterheadThe design intent behind the letterhead is to provide all of the necessary information as well as to utilize the color of the logo. Because the X in PDX extends further than normal, the color also extends to encompass the entiredy of the top and bottom of the page. The letterhead was designed so as to not take up too much space; this final design allowed for ample space to write but also includes any revelant information that might be needed.

CONTEMPORARY ARTp:503.222.0063

www.pdxcontemporaryart.com

925 nw flanders

portland oregon,97403

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4th PiecePDX Contemporary Art is located in downtown Portland, so providing sleek water bottles to the audience would be appropriate to the culture of Portland. The water bottle is the same shade of blue as PDX’S logo and with the logo placed in the center of the bottle it details the organization that provided the item without taking away from the form of the water bottle.

CONTEMPORARY ART

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Display AdThis display ad would be advertised as a 1/4 colored page in Eugene weekly. The intent is to use the name of the artist and the image as the focal point. The ad provides limited information but highlights the artist and the organization, then further information can be obtained by going to the PDX website. Because the name of the artist and the organization are the highlighted aspects of the display ad, the rest of the inofrmation was made smaller and with a thicker stroke, which gives it its black appearance rather than white.

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PosterThe intent behind the poster design is to use the dynamic work of the artist to capture at-tention. And having the name of the artist and PDX be so large in comparison to the con-tact information and the date of the event was to make those the focal points and to make that information easy to find. Because there is so much information on the poster, the rest of the text was made without any stroke to keep it white and easy to read and the reader wouldn’t have to search for the information.