Brand Standards Manual
Table of Contents Introduction Mission Statement . . . . . . . . . . . . . . . . . . . . Purpose & Usage . . . . . . . . . . . . . . . . . . . . .
4 5
Basic elements The Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Color. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Display Typography. . . . . . . . . . . . . . . . . . . 10 Body Typography. . . . . . . . . . . . . . . . . . . . . 11 The Signature . . . . . . . . . . . . . . . . . . . . . . 12 Alternate Signature Options. . . . . . . . . . . . . . 13 Safe Area/Clear Space . . . . . . . . . . . . . . . . . 14 Color Options . . . . . . . . . . . . . . . . . . . . . . . 15 Division Logos . . . . . . . . . . . . . . . . . . . . . . 16 Submarine Identities. . . . . . . . . . . . . . . . . . . 17 Incorrect Usage. . . . . . . . . . . . . . . . . . . . . . 18
Supporting Graphics Four Color Lines . . . . . . . . . . . . . . . . . . . . . 20 Aqua Gradient. . . . . . . . . . . . . . . . . . . . . . . 21 Applications Stationary. . . . . . . . . . . . . . . . . . . . . . . . . . Advertising . . . . . . . . . . . . . . . . . . . . . . . . Website . . . . . . . . . . . . . . . . . . . . . . . . . . . Mobile Web . . . . . . . . . . . . . . . . . . . . . . . . Environmental Design. . . . . . . . . . . . . . . . . Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . The Submarines | Theseus. . . . . . . . . . . . . . . The Submarines | Bellerophon. . . . . . . . . . . . Vehicles. . . . . . . . . . . . . . . . . . . . . . . . . . . Clothing. . . . . . . . . . . . . . . . . . . . . . . . Merchandise . . . . . . . . . . . . . . . . . . . . .
24 25 26 27 28 29 30 31 32 33 34
Mission Poseidon | Graphic Standards Manual
Introduction
Mission Statement
Mission Poseidon is an organization whose purpose is to aid in the furthering of exploration and discovery about our amazing world. Specifically, we are embarking on the ambitious project of journeying to the greatest depths of the oceans to see what we can find out about planet Earth. We are a forward-thinking group of young, bold & inquisitive experts from various fields - scientists, engineers, adventurers - who want to put our knowledge & experience to the service of helping mankind better understand the world in which we live. In so doing, we hope to do our part to take better care of our fragile ecosystem. We desire to serve our clients, as well as our environment, with a streamlined, conscientious approach, in the hopes of leaving this world in better shape than we found it.
Mission Poseidon | Graphic Standards Manual
Introduction
Purpose & Usage
In order to maintain build a strong brand for Mission Poseidon, it is important for there to be a consistent set of guidelines and rules for the proper usage & implementation of the Mission Poseidon identity. This graphic standards manual will establish all of the basic elements required to protect the integrity and strength of the Mission Poseidon brand, and serve to instruct designers working with the brand as how to precisely present it to the public.
5
Basic Elements
The Mark
The mark of Mission Poseidon is a combination of two stylized forms - the Manta and the Radar Waves. It is a bold, clean, straightforward form which is quite versatile in various sizes and situations.
Minimum size. Note: The symbol should not be reproduced any smaller than one-third (0.33) of an inch, or 2 pica, square.
Mission Poseidon | Graphic Standards Manual
1 inch
Basic Elements
Color
It is important to maintain a strict and consistent use of color as well as typography to emphasize and reinforce the established Mission Poseidon identity. The following colors are to be used when- and wherever the logo is implemented in print or on screen. The primary colors are to be printed as Pantone spot colors to ensure a proper reproduction every time the logo is printed. The secondary colors are to be used in reproduction of the radar waves element of the full color symbol, using four-color (CMYK) printing. All Pantone, CMYK, RGB, and Hexadecimal (web) color values are listed here.
Primary Colors
Poseidon Gray
Poseidon Aqua
PANTONE
Black 7 C
PANTONE
5483 C
CMYK
0 0 15 82
CMYK
61 0 21 31
RGB
84 83 74
RGB
56 147 155
HEX
54534A
HEX
38939B
Secondary Colors
Radar Wave 1
Radar Wave 2
Radar Wave 3
Radar Wave 4
CMYK
61 0 21 0
CMYK
61 0 21 25
CMYK
61 0 21 50
CMYK
61 0 21 75
RGB
78 196 206
RGB
61 156 165
RGB
39 117 124
RGB
9 78 83
HEX
4EC4CE
HEX
3D9CA5
HEX
27757C
HEX
094E53
9
Display Typography
Futura is to be used for headlines, titles, large environmental typography, and small elements of copy. Any of the type variants listed on this page are acceptable for display typography use.
Futura Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv wxyz 1234567890&.,:; ’?!@#$%(*)
Futura Extra Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:; ’?!@#$%(*)
On web applications, where Futura is not available, use CSS formatting font-family Helvetica, Arial, Sans-serif.
Futura Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:; ’?!@#$%(*)
Futura Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:; ’?! @#$%(*)
Futura Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Futura Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &.,:;’?!@#$%(*)
Futura Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Futura Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Mission Poseidon | Graphic Standards Manual
Basic Elements
Body Typography
Archer is to be used for large sections of copy, body text of letters & webpage text. Any of the type variants listed here are acceptable for body copy use.
Archer Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Archer Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
On web applications, Archer will not be an available font choice in web browsers. Use CSS formatting font-family Georgia, Times New Roman, Serif.
Archer Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Archer Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Archer Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Archer Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Archer Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
Archer Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’?!@#$%(*)
11
The Signature
The signature is the combination of the symbol and the logotype. The preferred signature is displayed at right. Its proportions and spacial relationships have been set very deliberately, and are not to be adjusted under any circumstances. ½X
The typography for the logotype has been crafted specifically for use in the logo, and is not to be used in any other circumstance outside of the signature placement. All other instances of the phrase “Mission Poseidon” are to use either Futura or Archer typefaces, depending on their location and situation.
Mission Poseidon | Graphic Standards Manual
X
¼X
Basic Elements
Alternate Signatures
The following are available alternate signature options for the Mission Poseidon logo and illustrate their strict sizing and layout relationships. Alternate signatures may be implemented in print and web designs as needed, depending on the orientation and size of the intended placement locations.
½X
X
ÂźX
X
X
X
Y
Y EQ
EQ
13
Clear Space
It is important to maintain a minimum amount of clear space around the logo, in which no other graphic elements or text content may be placed. For each version of the logo, this minimum space is the size of the capital M.
Mission Poseidon | Graphic Standards Manual
Basic Elements
Color Options
The logo may be used in four different color variations: full color, Poseidon Aqua, black, or white. It may be necessary to use one or another of these options depending on what the logo is being placed upon. The preferred colors for a white “drop-out� of the logo is on black, Poseidon Gray or Poseidon Aqua. Full color, aqua and black versions of the logo should be placed on white or very light solid backgrounds. The logo may also be placed on top of an image, provided it is a subtle and not overly distracting photo or texture.
Acceptable color usage
Unacceptable color usage
15
Division Logos
Mission Poseidon operates two divisions Deep Sea Research facilitates underwater investigation and observation by the scientific community, while Deep Sea Adventure allows intrepid individual explorers to experience the thrills and wonders of the deep.
DEEP SEA RESEARCH
Each division has its own logo, used in publications and advertising. Each adheres to the previously stipulated guidelines, including clear-space, color, and typography rules.
DEEP SEA ADVENTURE
Mission Poseidon | Graphic Standards Manual
Basic Elements
Submarine Identities
Each of Mission Poseidon’s two submarines is named for ancient Greek heroes, and sons of the god Poseidon, Theseus & Bellerophon. The two submarines both have a secondary brand using the same letterforms as the main Mission Poseidon logotype, and are the only other element of the Mission Poseidon brand which are allowed to use this typography.
17
Incorrect Usage
In order to protect and reinforce visibility, impact and overall integrity, it is important to retain a consistent use of the logo. The logo is fundamental to the communications and should never be compromised. Always reproduce the logo from original artwork.
Mission Poseidon DO NOT alter typeface
DO NOT alter colors
DO NOT alter layout
DO NOT alter type to symbol proportions
DO NOT change vertical or horizontal scale
DO NOT skew logo
DO NOT add drop shadow
DO NOT rotate logo
DO NOT screen or blur logo
DO NOT invade clear space
DO NOT frame logo
DO NOT place on distracting background
Never redraw or alter the symbol, signature or word-mark in any way not approved in this manual; do not alter form, layout, color, typography, clear-space, size relationships, angles, opacity, cropping, framing, etc or place the logo on overly active, distracting background images. *Exception: The mark may be screened/ overlaid on certain applications when used as a standalone element (as in the cover and section opening pages of this manual) as a background element or texture, but NOT when used in conjunction with the work-mark as a signature.
Mission Poseidon | Graphic Standards Manual
Supporting Graphics
Four Color lines
The four color lines of the radar waves are meant to represent the darkening of the water as the depth increases and less light is able permeate the surroundings. This element may be used in various ways in official Mission Poseidon designs, both in print and on the web. It may be used at various sizes, but must always maintain the proportions set in the example at right.
Examples
Nimitz Marina Facility 297 Rosecrans St. San Diego, CA 92106
John Smith University of Louisville 1234 Cardinal Rd. Louisville, KY 40292
Mission Poseidon | Graphic Standards Manual
Supporting Graphics
Aqua Gradient
The Aqua Gradient, like the Four Color Lines, represents the darkening of the water with greater depth. This element may be used in various ways in official Mission Poseidon designs, both in print and on the web. The gradient may be used in various configurations, but must always be lighter color at top fading to darker color at bottom. It must also always use combinations of white, black and Poseidon Aqua. Examples About Us
News
Research
Adventure
The Subs
Contact
What is Mission Poseidon? Mission Poseidon is an organization whose purpose is to aid in the furthering of exploration and discovery about our amazing world. Specifically, we are embarking on the ambitious project of journeying to the greatest depths of the oceans to see what we can find out about planet Earth. We are a forward-thinking group of young, bold & inquisitive experts from various fields - scientists, engineers, adventurers - who want to put our knowledge & experience to the service of helping mankind better understand the world in which we live. In so doing, we hope to do our part to take better care of our fragile ecosystem. We desire to serve our clients, as well as our environment, with a streamlined, conscientious approach, in the hopes of leaving this world in better shape than we found it.
Our Mission
Our Director
Our Team
Our Facilities
Why we do what we do.
The fearless leader.
The people who make it happen.
The base of operations.
The Deep is calling your name...
Answer it.
MissionPoseidon.com
Website Š 2011 | Mission Poseidon | Nimitz Marina Facility, 297 Rosecrans St., San Diego, CA 92106
FAQ | Site Map | Help | Contact
21
Applications
Stationery
Letterhead, envelopes and business cards must follow all established brand guidelines. When printing correspondences, proper margins must be observed. Appropriate margins & spacing are listed below. Margins: Left - 1'', Right - 2'', Top - 2.5'', Bottom - 2''
Firstname Lastname First Line of Title Second Line of Title Nimitz Marina Facility 297 Rosecrans St. San Diego, CA 92106
November 15, 2011 Mr. John Doe Company Name 1234 Main St. Louisville, KY 40202 Dear John: Subject: Lorem Ipsum Dolor sit amet. Ibusanti tem quam voloratur a nist qui cus ut isquod exped que laborit quid quatem iur rescimo loruptatat. Raerfer umquas quas accatem expedig endiandit la volest, quam, soluptibusam fuga. Elit eati sum suntur atibus, isque proreca tisciur? Num apit laborem. Nam quae eos dolecat ventiur? Hent estion eatempore veles cupta volectem que vidundit eationsequae optat ra cor simo maximinvel ium cor acerfer cipsam sumque veribus andundelit, coria nobit lique nis consequi re ex et est, consequidis eum quame doluptat lis autecum corumqui optat hit, volum nost quundus erum quatur ratur? Cerro optatisiti inullup tataeptatur sequi sunto tem labori cusdand entiumquatis et fuga. Et voluptatur accum ut hil illesci doluptur? Qui unt voloriam inimolores si dic totate non eatur. Best regards,
Firstname Lastname Director, Marketing Publications Office of Communications & Marketing
Mission Poseidon • Nimitz Marina Facility, 297 Rosecrans St., San Diego, CA 92106 P: 000.000.0000 F: 000.000.0000 E: user.name@missionposeidon.com W: missionposeidon.com
Mission Poseidon | Graphic Standards Manual
John Smith University of Louisville 1234 Cardinal Rd. Louisville, KY 40292
Applications
Advertisements
The following are examples of advertisements for use in magazines, newspapers, posters, etc. They demonstrate proper use of typography, logo treatment and photo treatment. While future ads may deviate from this format, all guidelines of proper usage should be followed to maintain brand identity.
Would you rather be reading the ground-breaking new research on deep-sea ecosystems,
Kilimanjaro - 5,895 M McKinley - 6,194 M Nanda Devi - 7,816 M K2 - 8,611 M Everest - 8,848 M
or writing it?
Challenger Deep - 11,035 M
Charter your team’s research expedition with us and be on the cutting edge of marine discovery.
Charter your submarine adventure today and go that extra mile (and a third).
Visit us at MissionPoseidon.com
Visit us at MissionPoseidon.com
DEEP SEA RESEARCH
DEEP SEA ADVENTURE
25
Website
The website must follow all of the previously stipulated rules for the brand, including clear-space regulations, color and typography guidelines, etc.
About Us
News
Research
Adventure
The Subs
Contact
What is Mission Poseidon? Mission Poseidon is an organization whose purpose is to aid in the furthering of exploration and discovery about our amazing world. Specifically, we are embarking on the ambitious project of journeying to the greatest depths of the oceans to see what we can find out about planet Earth. We are a forward-thinking group of young, bold & inquisitive experts from various fields - scientists, engineers, adventurers - who want to put our knowledge & experience to the service of helping mankind better understand the world in which we live. In so doing, we hope to do our part to take better care of our fragile ecosystem. We desire to serve our clients, as well as our environment, with a streamlined, conscientious approach, in the hopes of leaving this world in better shape than we found it.
Our Mission
Our Director
Our Team
Our Facilities
Why we do what we do.
The fearless leader.
The people who make it happen.
The base of operations.
Website Š 2011 | Mission Poseidon | Nimitz Marina Facility, 297 Rosecrans St., San Diego, CA 92106
Mission Poseidon | Graphic Standards Manual
FAQ | Site Map | Help | Contact
Applications
Mobile Web
The website is also available in a mobile format for all tablet and smart-phone platforms. About Us
News
Research
Adventure
The Subs
Contact
What is Mission Poseidon?
DEEP SEA RESEARCH
Mission Poseidon is an organization whose purpose is to aid in the furthering of exploration and discovery about our amazing world. Specifically, we are embarking on the ambitious project of journeying to the greatest depths of the oceans to see what we can find out about planet Earth. We are a forward-thinking
About Us
News
Research
Adventure
The Subs
Contact
group of young, bold & inquisitive experts from various fields - scientists, engineers, adventurers - who want to put our knowledge & experience to the service of helping mankind better understand the world in which we live. In so doing, we hope to do our part to take better care of our fragile ecosystem. We desire to serve our clients, as well as our environment, with a streamlined, conscientious approach, in the hopes of leaving this world in better shape than we found it.
Our Mission
Our Director
Our Team
Our Facilities
Why we do what we do.
The fearless leader.
The people who make
The base of operations.
it happen.
Website © 2011 | Mission Poseidon | Nimitz Marina Facility, 297 Rosecrans St., San Diego, CA 92106
DEEP SEA RESEARCH
What is Mission Poseidon? Mission Poseidon is an organization whose purpose is to aid in the furthering of exploration and discovery about our amazing world. Specifically, we are embarking on the ambitious project of journeying to the greatest depths of the oceans to see what we can find out about planet Earth. We are a forward-thinking group of young, bold & inquisitive experts from various fields - scientists, engineers, adventurers - who want to put our knowledge & experience to the service of helping mankind better understand the world in which we live. In so doing, we hope to do our part to take better care of our fragile ecosystem. We desire to serve our clients, as well as our environment, with a streamlined, conscientious approach, in the hopes of leaving this world in better shape than we found it.
Our Mission
Our Director
Why we do what we do.
The fearless leader.
Our Team
Our Facilities
The people who make it happen.
The base of operations.
FAQ | Site Map | Help | Contact
Website © 2011 Mission Poseidon
FAQ | Site Map | Help | Contact
27
Environmental Design
The Mission Poseidon submarine boathouse has a distinct architecture profile and exterior graphic design. In all instances it incorporates the appropriate brand colors, logos and typography.
Mission Poseidon | Graphic Standards Manual
Applications
Signage & Wayfinding
External and internal signage and wayfinding graphics must also adhere to brand guidelines of color, typography, and logo usage. Examples of proper signage design shown here.
Outdoor wayfinding signage
Marina Boathouse Offices Observation
Indoor directory signage
Office hallway signage
29
The Submarines | Theseus
Each of the two subs have distinct livery and profiles. Theseus’ design is shown here. All guidelines have been followed in outfitting each sub with the Mission Poseidon logo.
Mission Poseidon | Graphic Standards Manual
Applications
The Submarines | Bellerophon
Bellerpohon, like Thesues, follows all design guidelines in outfitting the sub with the Mission Poseidon logo.
31
Vehicle Applications
All Mission Poseidon fleet vehicles must use proper brand implementation in their livery, as demonstrated.
Mission Poseidon | Graphic Standards Manual
Applications
Apparel & Uniforms
Mission Poseidon offers an array of clothing options for its employees to wear day-to-day at the Nimitz Marina HQ, as well as some more weather resistant gear needed while on expedition on the open seas. Any of the approved logo variations may be used on clothing. In addition, the symbol may be used independently of the logotype.
33
Merchandise
In addition to clothing, there is a wide assortment of other merchandise available from the store located at the Mission Poseidon HQ at Nimitz Marina. Any of the approved logo variations may be used on merchandise. In addition, the symbol may be used independently of the logotype.
Mission Poseidon | Graphic Standards Manual
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9
3
6
Mission Poseidon | Graphic Standards Manual