THE PETERSEN TRANSITIONAL STYLE GUIDE
WHAT IS THE PETERSEN WHO ENJOYS THE PETERSEN
RATE CELEB
HIGH-END CAR COLLECTORS
O E GT F TH CAR! RS O YEA E MUSCLE & TH
CLASSIC CAR LOVERS
Photo credit: David Newhardt
Sunday, Oct 27 2013 / 8am-12pm
6060 WILSHIRE BLVD LOS ANGELES, CA 90036 PETERSEN.ORG
SPECIAL EVENTS
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Presentation by former “Pontiac Marketing Guy” Jim Wangers, Godfather of the GTO
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See the infamous 1964 Car and Driver GTO test car
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Free participant parking for any special interest vehicles
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VIP parking for Pontiac GTOs of any year
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2-for-1 admission to the museum for all show participants
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Show is free for all to attend
EDUCATIONAL PROGRAMS GENERAL INTEREST/ TOURISTS
THE PETERSEN LOGO AND IDENTITY PROVIDES COHESION & UNITY TO THE MUSEUM ACROSS THESE CORE GROUPS.
THE BASICS
LOGO Logo lockups 6060 Wilshire Blvd • Los Angeles, CA 90036
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Please, be nice! leave some space around the logo.
BE REASONABLE WITH SIZE The logo should be no smaller than 1” wide and no larger than 1/3” of media width. For standard letter size sheet of paper, 1.5” wide works well for the logo.
no funny business!
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colors
C0/M0/Y0/K100 Rich blacks where appropriate.
When in doubt, use one of our standby colors. (White counts.)
C0/M0/Y0/K55
C15/M100/Y100/K0
But... There are so many great colors! If imagery has a compelling color, this can become the accent color to a piece which extends to the color of the logo.
Join the Petersen for Tire Track Painting o dy t 'n Reea Rock ? Rac Rally
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typeface Our house typeface is Interstate. Interstate has a great many lovely fonts within it and we try to use them gracefully.
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typeface ed department The Education Department gets its own typeface for headlines: American Typewriter. Interstate should still be used for body copy.
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BEYOND THE BASICS GRAPHIC LANGUAGE
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typography Since the Petersen’s imagery can be so varied, we try to keep the typography clean and clear. Headlines + Subheadlines
typography EXamples
Interstate Bold or Black Condensed is used for headlines. Tracking in -30 can be helpful at larger sizes. Subheadlines can be either a lighter condensed font or the headline font in gray.
Homeschool Day November 5 10am-1pm
Wherever possible the headline + subheadline convey the key information: for example, the event name and time.
INSIDE THE MOTOMAN STUDIO WITH BOB LUTZ
The leading should be tight at the headline level: for example, 18/15 or 36/30.
OCTOBER 8, 7PM SNAKE AND MONGOO$E (‘13)
Headlines and subheadlines should be left aligned wherever possible.
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logo positioning EXAMPLES
The default position of the Petersen logo is in the top left corner, aligned to the body copy, either above the central image or atop it. Museum information, contact information and any other smaller text can then land on the bottom of the page, framing the media. This position is not a hard and fast rule but works for most standard ads, flyers and internal documents.
Visit in person or online at www.petersen.org. And the friendly store folks are always ready to answer your questions at 323-964-6328.
Children’s Birthday Parties At the Petersen BIRTHDAY PARTY PRICES •
THE PETERSEN MUSEUM STORE— EVERYTHING FOR THE ENTHUSIAST! O
The Petersen Museum store is the best place to shop for the gearhead in your family. WHETHER YOU’RE A HOT RODDER, CLASSIC CAR ENTHUSIAST, low rider, import tuner or muscle car nut, there’s always something to find and love. The Petersen store is filled with a great selection of items showing off the Petersen logo and also features car culture merchandise from the most popular brands. SO-CAL Speed Shop, Hollywood Hot Rods, Retro Motor Gear and others all offer a terrific selection of clothing, collectibles and other stylish items that are sure to please. The Petersen also carries a huge selection of die-cast cars and accessories, including one of the widest selections of Hot Wheels tracks around town. Come in and get your dream car at price you can afford—the Petersen Museum store is sure to have it!
NEW! TIMEDRIVERS CLASSIC WATCH $149.99 Stay on time and show your automotive passion with a Timedrivers classic gauge-inspired watch. Every Timedrivers watch is inspired by authentic automobile and motorcycle gauges, faithful to every detail of the original speedometer, tachometer or clock. These fashionable watches look great on both men and women! CHECKERED FLAG 200 DECAL $6.00 Exclusive for Petersen Checkered Flag 200 members, this new CF200 decal is the perfect size to show off your support on all your cars. The transparent decal goes on the inside of window. Three inches across.
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Flat rate of $400 (includes $100 non-refundable deposit to reserve the space) for up to 10 children and 15 adults Additional guests may be added per category at rate of $10 per child and $5 per adult Museum members receive 10% discount off total party
BIRTHDAY PACKAGE INCLUDES • • • • • • • • •
All day Museum admission Access to the Discovery Center 3 hour rental of private room 1 annual Museum membership Tables and chairs 10% off in the Museum Store Assistance with set up Staff-led scavenger hunt & race car craft Two complimentary parking passes
CONSIDER JOHNNY ROCKETS CATERING
Located on site, Johnny Rockets catering includes table setup and more! For questions please contact Gama Mora at 323-634-0888, or email gama@johnnyrocketsla.com
PARKING RATES Parking is free for the first 30 minutes and $2 each additional 30 minutes; $12 maximum rate. Host parking for guests at $10 per vehicle.
The Petersen Automotive Museum 6060 Wilshire Blvd Los Angeles, CA 90036 petersen.org
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For more information contact CITLALIE GALLEGOS 323-964-6373 cgallegos@petersen.org
BIRTHDAY TIMES AND DAYS Saturdays and Sundays: 10am–1pm and 2pm–5pm Weekdays available upon request
examples
Photo credit: Greg Gjerdingen via Flickr
THEY MAKE HISTORY. WE CELEBRATE IT. While most cars are known for how they go, the 1957 Kirkland-Teverbaugh Bonneville Special was important for how it stopped. Learn about this and 300 other remarkable vehicles at the Petersen Automotive Museum.
Welcome— LAUSD History Program 3rd Floor 9am–3pm
THE GREAT RACE 12/16 RONIN 11/6 6060 Wilshire Blvd • Los Angeles, CA 90036 • petersen.org
SNAKE AND MONGOO$E 10/8
Los Angeles Business Journal Subscribers Enjoy Discounts! 10% off facility fee Sun-Fri 5% off facility fee Saturdays
MOVIES AT THE PETERSEN 6060 Wilshire Blvd • Los Angeles, CA 90036
FREE ADMISSION Doors open at 6:30pm Movies start at 7pm
JOIN US AT THE PETERSEN AUTOMOTIVE MUSEUM for screenings of classic automotive films. Free admission includes access to the museum’s second-floor galleries. Help yourself to free popcorn; Johnny Rockets snacks and drinks will be available for purchase.
RSVP TO SSCOTT@PETERSEN.ORG
Images clockwise: ©Warner Bros; ©United Artists; © 2013 ENTERTAINMENT UNIVERSE
5 stunning event spaces for 20 to 2,000 guests. petersen.org
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specialevents@petersen.org 323-964-6348
EDITORIAL STYLE GUIDE
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WHAT EVERY PIECE HAS: A CONTENT CHECKLIST LOGO
Photo credit if necessary
Contact Info • a contact name • a contact number • a URL
Other IF appropriate • price • CTA
Event Info • name of event • date • time • location if not self-evident
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E-BLASTS! A CONTENT CHECKLIST Title of the e-blast Header • Petersen • Bruce Contact Info • a contact name • a contact number • a URL Event Info • name of event • date • time • location if not self-evident
Photo • photo credit if necessary CTA • Buy Now • Read More • Continue to site Other IF appropriate • price • date to RSVP by
META • List the e-blast goes out to • Who needs to see + approve the e-blast? • When is the e-blast going out? • What department is this being sent from? (Membership, Education, Special Events, Marketing)
E-blasts must be submitted 72 hours prior to sending; once e-blast is created and test is sent, you must respond within 12 hours—otherwise email will be sent.
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E-BLASTS! PROOFING CHECKLIST Regular stuff • Spelling • Correct info for events • Formatting of time Links work? • photo links • “Read more” links
Devices • Desktop PC • Desktop Mac • iPhone • iPad • Android phone
timeliness • In the event of a delayed e-blast, have all events that need to be deleted, been deleted?
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FORMATTING In general, we want less. Less clutter, fewer symbols. Phone Numbers Please use dashes: 323-964-6322
Spaces after periods Use single spaces, not double spaces.
Time 11am; 3:30pm; 1am–5pm Please use en dash in time spans. URLs petersen.org (no www; no http) The Petersen In running text, the “the” is not capitalized. I.e. Last winter, the Petersen was excited to exhibit a 1956 Jaguar in the lobby.
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EMAIL SIGNATURES Keep email signatures short and clean: Betsy Medvedovsky Senior Designer Petersen Automotive Museum 323-930-6642 bmedvedovsky@petersen.org social media if desired.
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THANKS. QUESTIONS? Betsy Medvedovsky Senior Designer 323-964-6322 bmedvedovsky@petersen.org
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