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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 . . . . . . . . . . . . . . . . . . . . .

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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.

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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

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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

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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.

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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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Mission Poseidon | Graphic Standards Manual

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