MüTTER MUSEUM BRAND GUIDELINE BOOK
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The MÜtter Museum Brand Guideline Book
DISTU IN
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be URBINGLY NFORMED
Table of Contents
01. Introduction 02. About 03. Brand 04. Logo System
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05. Visual Assets 06. Brand 07. Examples 08. Contact + Colophon
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Introduction
Introduction
Overview This brand guideline book will give you all the tools you need to successfully design for The Mütter Museum. It will explain the identity of the museum, provide details about all of the necessary aspects of the brand identity, and finally provide examples of how this identity can be put into practice.
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Definitions What is a brand? A brand is the visual representation associated with a business or company based on the user’s experience. What is a logo? A logo is a visual identifier associated with the brand. What is a brand identity? A brand identity is the complete set of elements that make up the visual representation of a brand.
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About
About
OVERVIEW The Mütter Museum is a medical history museum located in Philadelphia, Pennsylvania. It was started by Dr. Thomas Dent Mütter, an American surgeon determined to improve and reform medical education. Their collection includes objects such as anatomical models, instruments, skeletal specimens, wet specimens, and other collections. The museum provides educational resources, including after-school and summer programs, and has a research institute as well.
The Mütter Museum 19 S 22nd Street Philadelphia, PA 19103 215.563.3737 info@collegeofphysicians.org
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About
VISION To become the leading museum for medical history education and research.
VALUES Educating the public Learning from the past
MISSION To help the public understand the mysteries and beauty of the human body and to appreciate the history of diagnosis and treatment of disease.
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About
TARGET MARKET The primary target market of the Mütter Museum is medical professionals and medical students. This group has the largest interest in the collections available for viewing at the Museum because understanding the history of medicine allows them to better understand the current circumstances of their field. The secondary target market of the Mütter is history fanatics. They would be able to gain insight into how medicine was practiced throughout history because this greatly impacted other historical circumstances and events.
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About
SERVICES The main service The Mütter provides is education through access to the collections in the museum, as well as access to their Historical Medical Library. They also partner with area schools and offer several educational programs for all ages, including virtual lessons, afterschool programs, and summer programs.
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PRODUCTS The Mütter Museum has a store with a wide variety of product offerings. Some products are general products of the museum, and some are specific to current exhibits they have on display. Categories of their products include apparel & accessories, gifts & home, books, prints & postcards, plush, pins, keychains & string dolls, kids products, and stationery.
About
MARKETING STRATEGY The Mütter Museum currently uses Instagram, Twitter, Facebook, and YouTube as their primary marketing channels. YouTube is used effectively to further educate customers about some of the items on display in The Mütter and give more background information than what can easily be displayed in the museum. They have also done fundraisers through YouTube for Giving Tuesday where they posted a video explaining their goal, the history behind it, why it would be beneficial, and what exactly the money raised would be used for.
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Brand
OVERVIEW The Mütter’s brand should incorporate its important history as well as its focus on furthering medicine for generations to come. There is a focus on both the historic and modern aspects of the brand that are necessary to gain a full understanding of what The Mütter stands for.
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BRAND ARCHITECTURE The Mütter Museum falls under The College of Physicians of Philadelphia, which is a non-profit institution that promotes the heritage and future of health and medicine. The Mütter Museum also owns the Mütter Research Institute (MRI), a branch of the museum that partners with other scientific or medical institutions to utilize their collections to conduct research relevant to current human health.
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Brand
BRAND ATTRIBUTES Welcoming We want the public to learn more and become involved with the museum. Professional We like to have fun and showcase interesting elements of medical history, while still having a level of professionalism that allows us to be taken seriously.
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Knowledgeable We strive to have a strong understanding of every object in our collection to be able to provide the most knowledge possible to our visitors. Helpful We love for visitors to ask questions and try to be as helpful as possible by being knowledgeable about the items in our museum’s collections.
Brand
BRAND STRATEGY This brand identity sets us apart from other competitors within the market of medical museums. It focuses on our theme of being “disturbingly informed” and allows that to be emphasized through our type, colors, and imagery.
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Brand
DIFFERENTIATION The Mütter Museum is differentiated from other competitors based on the types of collections they have on display. This is the only medical museum in the United States that has a large collection of medical oddities and abnormalities.
COMPETITIVE ADVANTAGE One of the primary competitive advantages The Mütter Museum has is its relationship with The College of Physicians of Philadelphia. The Museum is part of The College, giving it additional resources and recognition from their association and status. The Mütter’s permanent exhibitions are also a factor of competitive advantage for their brand. Some of the most well-known of these are Harry and Carol, The Hyrtl Skull Collection, and the Death Cast of Chang & Eng Bunker.
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VALUE PROPOSITION Medical professionals and students gain understanding by visiting The Mütter Museum. Having a greater understanding of the history of medicine allows them to better understand the current circumstances of their field. History fanatics gain knowledge because The Museum allows anyone interested in history to learn more and become more educated.
Brand
BRAND ESSENCE The Mütter Museum is a medical history museum focused on informing and educating about medical history and using their collection to further medical research.
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BIG IDEA The Mütter Museum’s big idea is to make viewers “disturbingly informed” as they receive an unfiltered view of medical history, which includes items they may find disturbing.
Brand
KEY MESSAGING The Mütter Museum has two key messages currently being used. The first is “disturbingly informed.” This focuses on the museum giving the public a full history of medical innovation and medical conditions, even if they may be disturbing to some audiences. The other key message is “America’s finest museum of medical history.” This relates to positioning and how The Mütter intends to be viewed by the public.
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VOICE & TONE The Mütter Museum has an informational and educational voice. In all contact with the public, they use simple language that is easy for the audience to understand, and they explain any complex terms that the average reader may not be familiar with. They speak about medical history objectively and have a sense of pride when talking about the history and status of the museum itself.
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logo system
Logo System
OVERVIEW The Logo System for The Mütter Museum is focused around the big idea of being “disturbingly informed.” It incorporates historical elements of the museum, while focusing on the disturbing tone associated with some of the works in the museum. There are three logo variations, as well as guidelines about typeface choice, colors, patterns, and imagery.
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TERMINOLOGY
Logo System
VARIATIONS The logo can be depicted in several different formats. The main use is in full color on a white background, but it can also be shown in white on a black background, black on a white background, and white on a red background.
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Logo System
NAME & APPLICATION There are 4 variations of the logo: the primary logo, secondary logo, logotype, and mark. The primary and secondary logo both include the mark and logotype in different layouts. The primary logo is more vertical, while the secondary logo is designed for a horizontal format.
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Logo System
CLEAR SPACE Maintaining consistent clear space around the logo allows it to be easily seen and distinguishable by preventing overcrowding of other objects being placed too closely. At any size the logo is presented, there should be a clear space around it the size of the “M” turned on the narrow side.
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M
Logo System
MINIMUM SIZE The logo must never be scaled below the minimum size to ensure that it is legible. There is a minimum size for each of the three variations of the logo for the museum, pictured at right. The smallest side of each logo variation should never be smaller than 0.5 inches.
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MÜTTER MUSEUM
M MüTTER MUSEUM
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Logo System
PROPER & IMPROPER USAGE The logos should always be legible and easy to see. They will always appear on a white, black, or deep red background color. The logo must never appear on a bright color or any color not part of the brand identity unless it is on a photo. The logo must never be skewed, rotated, or flipped.`
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visual assets
Visual Assets
OVERVIEW Visual assets of the brand identity include the typefaces to be used, colors, patterns, and photo treatments. All of these elements combined make up the visual identity of the brand.
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Visual Assets
CHARCUTERIE BLOCK Charcuterie Block is the typeface used in all variations of the logo and the wordmark. It is always used in the Bold weight. This typeface has sharp corners and a larger height than width, reinforcing the ‘disturbing’ aspects central to The Mütter Museum. This typeface can be used for titles and in headlines.
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a f l q v 0 5
b c g h i m n r s w x 1 2 6 7
d j o t y 3 8
e k p u z 4 9
Visual Assets
NUNITO SANS Nunito Sans is the secondary typeface used for The Mütter’s visual brand identity. This typeface should be used for all body text and small-scale copy. It is a sans serif typeface that portrays the professionalism and knowledge that The Mütter has. It is easy to read for large amounts of text and portrays an educational tone to the viewer.
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A F L Q V 0 5
B C D G H I J M N O R S T W X Y 1 2 3 6 7 8
E K P U Z 4 9
Visual Assets
TYPOGRAPHY USES Charcuterie Block is to be used primarily for headlines. It can also be used for store merchandise, banners, and in other large-scale formats for short amounts of text. Nunito Sans in the Regular weight is to be used for body copy or any small-scale text due to its ease of readability. It may also be used for headlines in some cases, always in the Bold, ExtraBold, or Black weights.
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CHARCUTERIE BLOCK BOLD Nunito Sans Black Nunito Sans ExtraBold Nunito Sans Bold Nunito Sans Regular
Visual Assets
COLORS There are three primary colors used for The Mütter: black, white, and deep red. These are the main colors to be included in every aspect of the brand identity.
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Black #000000 CMYK: 0, 0, 0, 100 PANTONE Process Black U
White #ffffff CMYK: 0, 0, 0, 0 PANTONE N/A
Deep Red #9d1a1f CMYK: 0, 100, 100, 26 PANTONE 1797 U
Visual Assets
PHOTO treatment All photography used should fit the look and feel of The Mütter Museum’s updated brand identity. General photos used to add visual interest should always have an overlay in one of the brand colors, such as the images seen throughout this book. In most cases, the black overlay should be used, however in some cases it may be beneficial to use a red overlay to add emphasis and contrast. All photos taken of the museum’s exhibits or collections may be shown either in full color or with the overlay added. They should still remain mostly neutral even when color is involved, and they should not be edited in a way that increases saturation, making them appear more bright and colorful than all other imagery.
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Visual Assets
PATTERNS There is one pattern created for The Mütter’s brand identity. It utilizes several illustrated graphic elements designed to reflect elements of the Mutter’s collections and objects associated with medical history. This pattern can be used for promotional marketing materials and in design for social media as well.
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web
Web
OVERVIEW The new website for The Mütter Museum encompasses all of the same web pages that were on the previous site: Home, Visit, Exhibitions, Collections, Research, Education, and Stories. The visual design of the website was updated to match the new colors and typography of the brand identity and reflect the “disturbingly informed” tone the museum is centered around.
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Web
grid The grid used for the website began as splitting the primary content into horizontal thirds, omitting the header and footer. Each section was then horizontally divided into four even sections. Vertically, the margins were set first before creating the rest of the vertical grid. It was divided into six equal sections to create a modular grid.
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Web
TYPOGRAPHY The typography used on the website is consistent with the typefaces used throughout the brand in other aspects as well. Charcuterie Block is used for headlines and quote text in the bold weight for emphasis. All body copy uses Nunito Sans in either the Regular weight or Bold weight for emphasis.
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examples
Examples
OVERVIEW The Mütter’s branding can be applied to a wide range of circumstances, including both physical and digital touchpoints. Browse the following pages for examples of how this could be done.
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Examples | Collateral
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Examples | Products
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Examples | Products
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Examples | Digital
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Examples | Digital
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Examples | Digital
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Examples | Print Marketing
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Examples | Print Marketing
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Examples | Print Marketing
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Examples | Digital Marketing
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Examples | Environmental
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Examples | Other
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contact
Contact
CONTACT + Colophon Designed by Abigail Garrison Email: abbi3601@gmail.com Portfolio: abigailgarrison.myportfolio.com
The primary typeface used in this book is Nunito Sans, always in the Regular weight. It was designed by Vernon Adams. The secondary typeface is Charcuterie Block in the Bold weight, designed by Laura Worthington for Laura Worthington Type. The book was printed in 2022 at Clemson University Print Services in Clemson, South Carolina.
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ALL THE TOOLS NEEDED TO CREATE DISTURBINGLY INFORMED BRAND MATERIAL FOR THE MüTTER MUSEUM