MYSTERY HOUSE
CONTENTS In t r o d u c t i o n
6
A u d i e n c e P r of i l e s
9
Logotype
15
D o n’ t
17
G r i d l i n e s
19
Sizing
21
C ol o r s
23
Ty p o g r a p h y
25
Brand extensions
27
ID_1 INTRODUCTION 5-6
ENIGMA
The Winchester Mystery House is a well known California mansion
This book will provide you with all of the information you need
that was under construction continuously for 38 years. It also has the reputation
to create a cohesive brand feeling for The Winchester Mystery House. All tools
of being haunted. It originally was the personal residence of Sarah Winchester,
within this book will help to build a consistent impression of The Winchester
the widow of gun magnate William Wirt Winchester, but is now a popular tourist
Mystery House and provide you with a clear system to work within to strengthen
attraction. Under Sarah Winchester’s guidance, it’s of construction started from
our own brand. The Winchester Mystery House has existed since 1884 and now
the ground up and proceeded around the clock, without interruption, from 1884
provides the young and old with the ability to look into the past and to cherish
until her death on September the 5th, 1922, at which time work immediately
a time long ago forgotten. It also provides affordable entertainment for tourists
ceased. The cost for such constant building has been estimated at about US $5.5
and locals alike. This company brings together many people from many different
million (paid in 1922, this would be equivalent to almost $70 million in 2008
walks of life and helps them interact as a community. Our brand should reflect
dollars). The mansion is renowned for its huge size and utter lack of any master
what our company stands for, embracing mystery everywhere, and the ability to
building plan. There are rooms without any doors to them and stairs leading
relish the treasure in every aspect of their life. When working in combination
to ceilings, without any reason. According to popular belief, Winchester thought
with this supplied toolset, we should be able to clearly project the feeling of our
the house was haunted by the ghosts of individuals killed by Winchester rifles,
company. All of the decisions we make should be in tune with our brand. The
and that only continuous construction would appease them. It is located on 525
Winchester Mystery House brand is a feeling, one that should be clear to our
South Winchester Blvd. in San Jose, California and is a loved local landmark.
customers and most importantly, each other. All moves we make should reflect
Daily tours are offered along with spaces available for rent for both parties and
this. Every step we take to reinforce this feeling works to strengthen our brand
meetings, as well as guided flashlight tours on certain holidays.
image as a whole, and makes us stronger in the consumer eye.
what we reme childhood we forever. perm ghosts. stamp imprinted, ete
ember from e remember manent ped, inked, ernally seen.
AUDIENCE
The Winchester Mystery House audience is a diverse and eclectic group
of people. In order to properly market to them we need to be able to clearly define, understand, and recognize them. In order to better market to many different types of people, we need to be able to visually recognize them. Following are some of the types of people we see being interested by the Winchester Myster House and of the many services it offers. These examples are not meant to only act as strict guidelines, but rather as inspiration to cater to a potential audience yet unthought of.
Attention span the size of a flea.
Watches PBS.
Usually convinces his mother to do what he wants.
Buys organic and locally grown food for her family.
Believes in ghosts and the boogie man.
Takes her children to museums and educational places.
Reads Hardy Boys and watches Nickelodian.
Always drives for field trips.
Gets regular time outs.
Sends her children to private schools.
Loves field trips and pesters the teacher for more of them.
Rarely uses a baby sitter, doesn’t believe in day care.
Easily influenced by commercials and advertising.
ID_1 AUDIENCE 9-10
Ambitious for her children to be the brightest on the block.
Has a 9 to 5 clerical job which he neither likes nor dislikes and has never thought of leaving. Reads Architectural Digest religiously.
ID_1 AUDIENCE 11-12
Annoys his wife with “how it all� architectural comments.
Fresh out of the local city college. Loves her job of teaching elementary students. Always carries band aids to patch up accidental wounds.
Enjoys visiting local landmarks.
Thinks celebrities are stupid and is usually on the side of the underdog.
Attempted to remodel the kitchen with self drawn blueprints.
Would rather read a book than watch TV.
Wears L.L.. Bean and always has binoculars in his glove compartment.
Always looking for an educational opportunity for student field trips.
Considers himself an architectural connoisseur.
Splurges on the weekend by going to the movies.
Visiting California from Austria with his family. Read 12 tourist books on the flight over. Interested in stops on the drive from LA to SF.
Hasn’t had a date in 8 years. Is obsessed with his Electromagnetic Field Tester. Watches Paranormal Shows on the History Channel.
Has 3 children ages 8, 12, and 13.
Studies the worlds spookiest places in hopes of visiting them all.
Hasn’t removed the camera from around his neck in the last 6 hours.
Has 2 unframed X-files posters on his wall.
Very interested in California culture.
Likes to watch the mediums featured on Maury.
Drives up the California coast with his hands exactly at 10 and 2 O’clock.
Has repaired his glasses in 3 spots with tape.
MYSTERY HOUSE
LOGOTYPE
The Winchester Mystery House was in need of a new look, and we wanted to
provide something that represented our company feeling as a whole. This new logo was designed in 2008 and stylized to reflect an old fashioned, eclectic look that reflects our brand. Our new logo is the main vision of our brand. This section will outline all of the guidelines and standards to follow in using the Winchester Mystery House logo. Work
reproduced from electronic files so as to maintain accuracy. The correct use of this logo is essential in establishing a single unified corporate brand system. All of the electronic files are available for all reproductions through the Winchester Mystery House marketing department. By following the guidelines outlined in this manual the consistent use of the logo will be ensured, thus strengthening our brand.
ID_1 LOGOTYPE 15-16
hard to keep this logo application consistent. For all applications, this logotype should be
DON’T
Never recreate, distort, or alter the logo in any way. To strengthen our
brand the logo always needs to be consistent. Never change the logo colors, other than to black and white if necessary. Never outline any of the type as it may render it unreadable. Never add drop shadows or any sort of heavy pattern behind the logo.
ID_1 DON’T 17-18
Never replace any of the letters used with a different typeface or change the original typefaces used. Never tilt or add any 3-D effects. If you have any questions regarding changes that can be made to the logo please contact the Winchester Mystery House marketing department if any concerns arise. Work hard to preserve the integrity of our logo and to strengthen the look and feel of our company. The more often the logo is seen in pristine condition, the more recognized it becomes to the public eye.
MYSTERY HOUSE
GRIDLINES
The Winchester Mystery House logo has been carefully designed, and needs
a certain amount of clear space surrounding it for it to be clearly legible and consistent. Always give at least as much clear space as presented in this diagram. The clear space is
logo. The clear space is referred to as Y. All other measurements are based on the stem of the T in the logo, herein referred to as X. X(80) is the width of Winchester. X(16) is the cap height from cap height to descenders. X(10) is cap height to baseline. W(49) is the width of the sub text ‘Mystery House’ including surrounding lines. X(2) is the distance between the baseline of ‘Winchester’ and cap height of ‘Mystery House’. Please take all precautions to ensure proper measurements are always kept.
ID_1 GRIDLINES 19-20
established by one-fourth of the x-height of the letter R in the Winchester Mystery House
SIZING
The Winchester Mystery House logo cannot appear smaller than 2
inches in width. If applications call for its use in a smaller size please refer to the alternate middle logo in which the sub text has been modified for proper ID_1 SIZING 21-22
readability. If the logo needs to be used in applications calling for it’s size to be 2/5� of smaller, please use the secondary mark located at the bottom of the page. If a thinner logo is needed the bottom logo mark can also be used as an alternate to the middle logo. All sizes 2� or larger must be formatted in the top, standard logo. All files can are available in electronic formats, please contact the Winchester Mystery House marketing department for any such files.
MYSTERY HOUSE
MYSTERY HOUSE
MYSTERY HOUSE
COLORS
The Winchester Mystery House color palette is meant to expand to
many different applications. The colors are meant to be able to express a wide range of expressions to be able to communicate clearly and with confidence. The primary colors are meant to be used predominantly in logo usage, and secondary colors added to print applications and advertising. These colors are based on the PANTONE MATCHING SYSTEM Š . If PANTONE Š colors are unavailable, CMYK equivalents may be used. Please use the provided approximations for web and screen viewing. Using this very color palette will lead to consistency in representing the Winchester Mystery House brand.
PRIMARY
SECONDARY PANTONE 5483 U
PANTONE 274 U
CMYK RG B HEX#
CMYK RG B HEX#
75/40/25/5 55/145/155 38939B
100/100/0/25 35/30/115 221F72
PA N TO N E 5 0 5 U
PA N TONE 505 U
PANTONE 484 U
CMYK RGB HEX#
CMYK RG B HEX#
CMYK RG B HEX#
35/90/75 / 4 5 120/35 / 3 5 762 1 2 3
6
U
CMYK 100/100/100/100 RGB 0/0 / 2 5 HEX# 000 0 1 8
10/95/100/30 180/35/25 B32317
PA N TONE 167 U
PANTONE 689 U
CMYK RG B HEX#
CMYK RG B HEX#
0/60/100/20 210/110/25 006FIA
10/80/0/35 160/65/120 404276
PA N TONE 440 U
PANTONE 576 U
CMYK RG B HEX#
CMYK RG B HEX#
60/60/75/50 65/60/40 3F3E29
PA N TONE
6
U
CMYK 100/100/100/100 RG B 0/0/25 HEX# 000018
50/0/100/40 90/135/40 5C8727
PANTONE 7449 U CMYK RG B HEX#
70/100/80/40 70/25/45 48182D
ID_1 COLORS 23-24
PA N TO N E
35/90/75/45 120/35/35 762123
GOTHAM BOOK
ID_1 TYPOGRAPHY 23-24
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*() GOTHAM MEDIUM
ADOBE GARAMOND
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
GOTHAM BOLD
A B C D E F G H I J K L M N O P Q R S T U V ADOBE GARAMOND ITALIC ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu WXYZabcdefghijklmnopqrstu v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) vwxyz1234567890!@#$%^&*()
TYPE
The primary typeface used as subtype within the Winchester Mystery
House logo is Gotham, a family of geometric sans serif typefaces designed by American type designer Tobias Frere-Jones in 2000. This typeface was chosen to contrast with the delicate intricacies of the logotype. This typeface should also serve to provide headlines and captions within any printed material. It should not serve as a copy text. All copy text should be set in Adobe Garamond, a digital version of a typeface attributed to Claude Garamond who died in 1561. Adobe Garamond offers an elegant contrast to the geometries of Gotham.
EXTENSIONS
The Winchester Mystery House Brand can be extended in many different
directions. In signage please follow all existing rules described prior and stay true to all color schemes and grid layouts. Creative design is encouraged but never distory or skew the logo in any way, never change the primary color palette, and if any questions arise, please contact the Winchtinester Mystery House marketing department. The company has envisioned it’s ability to extend to movie collections and board games, and has provided rough examples of how to layout our logotype on such applications. Please adhere to a center alignment with use of the logo and always stay consistent with primary color palette usage and size. The logo should be recognizeable and legible in all environments.
ID_1 BRAND EXTENSIONS 25-26
ID_1 BRAND EXTENSIONS 27-28
w inche ster m ystery house sta nda r ds m a nua l
Kristen Haff • Academy Art University • SF, CA Id e n t it y 1 • Hu nter W i m mer • Fa l l of 2 0 0 8 mohawk via text & cover warm white