Brand Manual Guideline
Design Strategy Outline
PATTERN AND MOTIF MUSEUM Explore, Discover, Reveal Introduction
Timeless
Curious
The Pattern & Motif Museum houses a collection of decorated artifacts from around the world from the start of civilization to the present day. Artifacts in the museum are objects of cultural significance that play an essential role in different cultures’ lives and societies, such as spiritual rituals, daily ceremonies, wars, and celebrations. The patterns and motifs on the artifacts are not mere decorations. These items were chosen for the museum because their marks are examples of non-lingual communication.
The Museum houses a collection of decorated artifacts from around the world from the start of civilization to the present day from around the globe. So the characteristic should reflect the timeless aspect
Eager to learn or discover something. Having an interest in learning, wanting to understand others and the world around you. Museums can be a huge source of knowledge so it would make sense for a characteristic to be curiosity.
Sincere
Belonging Diverse
Down-to-earth, honest, thoughtful, and familyoriented. The museum would be responsible, and committed to our customers, giving them a feeling of caring, and welcome families and visitors to the museum.
Joined or linked together. Looking at and being able to see connections to culture, heritage, and history. We aimed to include as many different types of people and cultures as possible.
Our mission is to create an accessible and inclusive space, to educate, inform, and enlighten a diverse group of audience. Celebrating cultural identity, history, pattern, motif, and symbology by sharing the cultural significance of form, color, and symbols and their communicative meaning and function. We present a safe space for open discussion, exploration, and discovering surrounding cultural connotations and appropriation of visual languages and forms of visual communication before and beyond the written word. Our Museum is located at Ohiro Road, Brooklyn, Wellington 6021. In general, museums that are centrally located and easily accessible by public transportation tend to have more attendance than those that are located on the outskirts of town.
Design Strategy Outline
COMPETITOR Te Papa analysis Since our museum is located in Wellington, New Zealand, we would have to compete with Te Papa Museum, which offers New Zealand focus artifacts, but our new museum offers patterns and motifs from around the world.
Te Papa Museum of New Zealand, also known as ‘Te Papa’ or ‘Museum of New Zealand’. Te Papa is located in the Capital city and front of Wellington Harbour, 55 Cable Street, Te Aro, Wellington 6011, and close to other attractions; the location of the museum is very accessible, either by walk, train, bike, taxi, car, bus and more. The museum contains an extensive collection of New Zealand’s history, art, and culture. The museum is well known and is one of the most famous in New Zealand, which is popular among tourists and locals. The museum contains a workshop, permanent exhibition, and temporary exhibition. It is growing in size and popularity every year.
Te Papa Museum focuses on New Zealand’s natural and cultural heritage, war history, and art collection. Te Papa has free entry and is open seven days a week from 10 a.m. to 6 p.m. and closed on Good Friday and Christmas Day. It has six floors containing permanent exhibitions, a wharf for traveling exhibitions (level 5), an art gallery (levels 4 and 5), cafes (ground floor and level 4), a museum shop (ground floor), and an education and activity zone (level 4).
Design Strategy Outline
PERSONA 1 Family Smith’s Family Name: Daniel Smith (son) Age: 6 Occupation: Student Birth: New Zealand Personality: Full of energy and curious Goal: Discover and explore new things Hobby: Movies and drawing
Name: Alice Smith (mother) Age: 40 Occupation: Surveyor. Birth: New Zealand Personality : Likes spending quality time as a family Goal : Give their child interesting experiences and educational opportunities Hobby: Reading and exploring New Zealand
Name: Greg Smith (father) Age: 42 Occupation: Lawyer Birth: New Zealand Personality: Likes spending quality time as a family Goal: Give their child interesting experiences and educational opportunities Hobby: Reading and exploring New Zealand
The Smith family lives in suburban New Zealand, where Greg works as a lawyer and Alice works as a surveyor. Their 6-year-old son Daniel is at primary school. As a family, they love spending time together exploring New Zealand, reading, and doing family activities. The education of their son is very important to the family.
PERSONA 2 Tourist Graduating Student Name : Max Age: 22 Gender : male Family situation : single Occupation : none Birth : Australia Personality : Full of energy, love exploring and curious Goal : Travel the world to experience other cultures Hobby : Photography, painting and visiting museums
Max was born in Australia. He is currently graduating with a bachelor of design. He has an interest in art and loves to explore other cultures. He decided to visit New Zealand to experience its culture and explore nature. This is his first time backpacking after graduation, so he is very passionate about it and wants to know more about art and design in New Zealand. His goal for this trip as a backpacker is to get some inspiration for his design journey in the future.
Visual Identity
LOGO Concept The logo came from 2 concepts; the first concept is complexity from simplicity and a place for diversity to create connection and inclusivity. The second logo should resemble the shape of the location of the museum, Oceania.
Visual Identity
Visual Identity
INCORRECT USAGE Logo don’ts Rotate
Frame
Crop
Replace
Seperate
Stretch
PATTERN & M TIF MUSEUM
Don’t rotate the logo to an upright or vertical position Don’t put the logo inside a frame Don’t crop out the grid of the logo Don’t replace the letter(s) in the name with the logo Don’t separate the main logo from the grid structure for a logo Don’t stretch the logo
CORRECT USAGE Standard-Uses Logo
Museum-Uses Only
Banner
Visual Identity
Visual Identity
Hex RGB CMYK Pantone
#f5bd7b 245, 189, 123 0, 23, 50, 4 149 C
Hex RGB CMYK Pantone
#d1d2d4 209, 210, 212 1, 1, 0, 17 427 C
Hex RGB CMYK Pantone
#f5bd7b 245, 189, 123 0, 23, 50, 4 149 C
Hex RGB CMYK Pantone
#d1d2d4 209, 210, 212 1, 1, 0, 17 427 C
Visual Identity
PAGE LAYOUT Grid structure The grid structure is usually 4 columns and 10 rows. Columns and rows are even numbers for symmetry This applies to all media used for the museum, including this booklet and leaflet.
Bold Heading - All caps 35/32
NEW ORDER
Medium Sub-Heading - Normal Case 19/17
New Order
Regular Body copy - Normal Case 12/14
Mokoko A good Copy should be able to represent the brand value or its characteristics visually through typeface. The brand characteristics are curious, diverse, connected, respectful, and modern. It should also be legible for a certain distance. Mokoko is a timeless, characterful san serif. Additionally, Mokoko was selected from the concept of displaying patterns and motifs of artifacts from different cultures from both the past and the present.
Light Caption - Normal Case 9/11
Mokoko
Visual Identity
INCORRECT USAGE Framing body copy don’ts Increase opacity
Reduce opacity
Change legth
Change color
A good Copy should be able to represent the brand value or its characteristics visually through typeface. The brand characteristics are curious, diverse, connected, respectful, and modern. Additionally, Mokoko was selected from the concept of displaying patterns and motifs of artefacts from different cultures from both the past and the present.
A good Copy should be able to represent the brand value or its characteristics visually through typeface. The brand characteristics are curious, diverse, connected, respectful, and modern. Additionally, Mokoko was selected from the concept of displaying patterns and motifs of artefacts from different cultures from both the past and the present.
A good Copy should be able to represent the brand value or its characteristics visually through typeface. The brand characteristics are curious, diverse, connected, respectful, and modern. Additionally, Mokoko was selected from the concept of displaying patterns and motifs of artefacts from different cultures from both the past and the present.
A good Copy should be able to represent the brand value or its characteristics visually through typeface. The brand characteristics are curious, diverse, connected, respectful, and modern. Additionally, Mokoko was selected from the concept of displaying patterns and motifs of artefacts from different cultures from both the past and the present.
Don’t increase or decrease the opacity of the text frame over 30% Don’t use hard return on every new paragraph Don’t increase or decrease frame (paragraph border and paragraph rule) thickness Don’t change the offset of the frame Don’t increase or decrease frame length; the length should not extend over the cap heigh Don’t alter the frame color
CORRECT USAGE
A good Copy should be able to represent the brand value or its characteristics visually through typeface. The brand characteristics are curious, diverse, connected, respectful, and modern. Additionally, Mokoko was selected from the concept of displaying patterns and motifs of artefacts from different cultures from both the past and the present.
Black color on 40% opacity The extended should not exceed the character height and character width of the letter “M” The frame is used to highlight the simplicity of the patterns, each one of them was created from 3 simple shapes arranged in different ways. Those 3 shapes are circle, square, and triangle, which are basic geometric shape
Visual Identity
GRAPHICAL ELEMENT Vector image
Photography treatment
Vector images should follow the same grid system used for the logo if possible. The outcome could be scaled up or down if required.
The museum’s main focus are patterns and motif from different culture, so the most important subject in the photo is pattern and motif. The pattern and motif object would get an increase in saturation, but everything else would be monotone and slightly darkened. The reason for the main object to get a saturation increase is that when everything else is darkened and in monotone, it will make the whole image look muted another reason is to make it pop and stand out from the background. This is inspired by the ‘visual field’.
Your eyes normally see a wide area of the space in front of you. Without moving your eyes, you can see not only what’s straight ahead, but also some of what’s above, below, and off to either side. Everyone would have a different result but the average would be able to read at a 30-degree angle and 60 degrees for color recognition. This was taken and intensified to resemble when the audience focused on the artifact on display.
If there are people in the photo, it should look natural and calm. It photo should not be a close-up shot and include a clear view of the main subject (artifact). The lighting should be pointing downward to the artifacts (the museum will be dimly lit because too much light over time will fade colors faster, cause weakening of materials, and heat up artifacts making them hotter than the optimum temperature for preservation.)
Application of Visual Identity
COLLATERAL Signage
EXHIBITION ROOM 2
Oceania Zone
Poster
Bus Stop
Wayfinding
Membership package
Brochure
Garment
Application of Visual Identity
COLLATERAL Membership packaging