Dayton Art Institute Rebrand

V I S UA L I D E N T I T Y G U I D E L I N E S

Dayton Art Institute

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WHO WE ARE O U R M E SSAGE Odipienis quiaeped ute et minctat esecto optat ut facereium, ullum fugia sequi rem doluptatur, omnis ut ut everspit aut eum rem nihicidunt ommodio. Ut volores sumquis suntiat emperat urerepe llabor sequid molupti onestoreheni omnit et ius debissi cusciis etur, sunt aut aut fugia voluptias adicien daectoribus, quia quiate est, volupicid eium nos pliquam, iducipicilis eaquisita nectum ipsumendit res conemqu asperovidici doloremqui odi do Ignit quia voloreped utem aut es dem harupturem alita et que pliqui ius, offic testioriam, sitatempore rem simus quo beatur asint.

H OW TO U S E TH I S G U ID E The visual identity of the brand can become erratic and disorderly without setting guidelines for how each element in the system should be used.

This guide book distinctly lays out the appropriate application of each element within The Dayton Art Institute’s brand expression. This ensures that the designed brand pieces will remain unified across all platforms.

Please utilize this guide when developing future branded materials and publications for The Dayton Art Institute.

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Dayton Art Institute

CO NTEN TS

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BRA NDED EL EMENTS Monogram Log o Flex ible Monog ram Flex ible Arrang ements DYT ART D ynamic Shap es

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D E S I G N SYST EM Colors Typography Program Lockup s

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VIS UAL AP PL I CAT I ONS St ationery Advertisements Apparel Accessories

Dayton Art Institute

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WHO WE ARE O U R M E SSAGE The Dayton Art Institute is committed to enriching the community by creating meaningful experiences with art that are available to all people.

We were founded in 1919 in Dayton, Ohio and are one of the area’s leading fine arts museums. We push ourselves every day to be different from the rest. We do this by constantly evolving as time passes, but still staying true to our roots.

We are able to carry out our mission by uniting local artists, showcasing famous work, hosting events, and educating the community about the importance of art in our daily lives.

We are inclusive, curious, proud, imaginative and ever-evolving.

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Dayton Art Institute

Dayton Art Institute

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WHO WE REPRESENT A LL AGE GROU P S The Dayton Art Institute has offerings for all age groups. Whether you are eighty years young or a teenager, there is something here for you! In addition to exhibiting magnificent special exhibitions and large collections of art from around the world, the museum is renowned for its education programming which includes a range of offerings for diverse audiences. Therefore, museum goers can enjoy a collection that spans 5,000 years of art history while also partaking in concerts, family and youth programs, classes, and social events.

We pride ourselves in stating that we are at the center of the bustling city of Dayton, Ohio. We strive to unite the city, and the people within it, in a positive and impactful way. Come visit the museum and experience all that we have to give to the community!

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Dayton Art Institute

TOM COLUMBUS TOM COLUMBUS BACKGROUND Attended St. Ignatius High School, College of the Holy Cross, and University of Virginia. He received degrees in Latin and English. His education helped him land a position at the University of Dayton.

Here, he became an English professor and editor for their magazine.

OCCUPATION Although Tom is retired, he still desires to learn.

Therefore, he still works at the University of Dayton as an editor for their magazine. His daily tasks include interviewing people for articles, observing different events, and writing eloquent articles.

HOBBIES AGE RESIDENCE STATUS JOB

75 Dayton, OH Single Editor at UD

Tom wakes up every morning, eager for knowledge and coffee. After he makes a pit stop by a local Starbucks, he either travels to work, a restaurant, or a museum. Wherever he goes, he is constantly observing what is around him. He enjoys pinpointing new trends, but also learning about the past.

Many of the people around him have given him the nickname of a “walking encyclopedia.” He enjoys the title and is fond of sharing his knowledge with others, whether that be speaking or writing his thoughts on paper.

writing, reading, museum hopping, surfing the web, checking social media, fine dining, hanging out with family members, watching soccer, attending different movies, meeting new friends, watching University of Dayton basketball, traveling to Hilton Head Island

INVOLVEMENTS University of Dayton Press, St. Charles Borromeo

PREFERENCES Uncrowded spaces, relaxing environments, the company of friends, a busy schedule, a stack of books

BRANDS Birkenstock, Lacoste, Calvin Klein, Polo, Tommy Hilfiger, Levi’s, Brooks Brothers

“You will never be done learning. Always remember to keep a childlike, imaginative view of the world.”

SUZY SUZY JONES JONES BACKGROUND Attended Stivers School for the Arts for high school. She then received the dean’s scholarship at SCAD for her impressive portfolio. As her senior year in college comes to a close, she hopes to move to New York to work in an environmental design firm.

OCCUPATION Although Suzy is a student, she works at the SCAD Museum of Art and the equestrian facilities on campus. She enjoys her co-workers because they make it feel as though she is not working, but hanging out with friends.

HOBBIES AGE RESIDENCE STATUS JOB

22 Dayton, OH In a relationship Student

Sketching, painting, reading art history books, riding horses, collecting old comics, listening to indie music, creating music videos with friends, traveling to new cities, trying weird foods

INVOLVEMENTS Suzy has always been seen as the “artsy” girl throughout her entire life.

She never was very good at sports, but her talent emerged in the arts. Her family encouraged her to pursue her dreams within the field. Hence, she now studies fine art and graphic design at the Savannah College of Art and Design. Although she lives in South Carolina during the school year, she comes home to Dayton, Ohio on her breaks. Her ideal pastime is to go to different art museums on the weekends to sketch. One of her favorites is the Dayton Art Institute.

SCAD Equestrian Team, SCAD Fashion & Design, Rock Wall Team, Photography Club

PREFERENCES Experiences that push her out of her comfort zone, unique artwork, colorful Micron pens, interactive environments, spending free time with friends

BRANDS Levi’s, Forever 21, Revolve, Tom’s, Anthropologie, Zara, Glossier, Free People

“Get outside & explore what is around you! You never know what you will find!”

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Branded Elements

PRIMARY MONOGRAM DYN AM IC SHAPES Our monogram conveys a sense of unity, balance, and dynamic harmony. The simplistic shapes work and merge together to form the abbreviation for the museum, DAI. The overlapping colors showcase that each form relies on one another to formulate the message. In a similar way, each of our special exhibits, permanent collections, and educational programs work hand in hand to deliver the best experience to museum goers.

The primary monogram can be found showcasing a deep red, vibrant orange, dark gray, and soft gray. This monogram should mainly be placed on a white or black background to ensure that is sufficiently stands out on designed collateral.

Our brand is monogram-led. This means that the monogram will be placed at high importance on most branded material. It should always be considered first in the key branded elements hierarchy.

Branded Elements

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ADDITIONAL COLORWAYS M A IN M U SE U M The largest section of the museum that focuses on curating and showcasing artwork must always use the deep red, bright orange, and gray color palette.

These colors are sophisticated and attract a diverse audience of different ages.

In fact, red is seen as a powerful, exciting, and energetic color. As a result, it is highly visible and able to capture attention quickly. The vibrant orange is then used to compliment and meld with the red. Orange has been known to be a color that represents joy and creativity, something that we, at The Dayton Art Institute, strive to promote. To ground the bold colors, two shades of gray are utilized within the monogram for the main museum.

The main colorways for this monogram include the black and white background.

These background colors make it effortless for the monogram to be placed on promotional material. Two additional colorways are provided. The first includes the monogram on a dark gray background. This must only be used sparingly on printed collateral. Secondly, a black and white version is presented. This is to be used only when there is not an option for colored printing.

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Branded Elements

ADDITIONAL COLORWAYS E D U CAT IONAL PR OG R AM Within the museum, we pride ourselves in our outstanding education program.

We offer classes, fellowship programs, and educator resources. Through all of the offerings, the goal of the education department is to develop visual literacy, an understanding of art’s place in history, an appreciation for its ability to transcend various cultures and ethnic backgrounds, and awareness about the nature of art and its impact on our lives.

To showcase this important sector of our museum, we have decided to use a separate, fun color palette. The majority of those that participate in the education program are children and young adults. Therefore, bold, bright colors were used to capture their imagination. While the red and the orange remain the same, yellow replaces the gray. Yellow is a color of curiosity. Hence, we always push students to constantly analyze their surroundings. In a world with no definitive answers, the more curious you are, the more solutions you reveal.

Within this system, the primary background colors are navy blue and white. The secondary background colors are tan and muted green. These are to only be used sparingly on print collateral. Finally, the blue-based monogram can only be placed on white and tan. One must follow these rules to make sure the system does not become disorderly and overwhelming.

Branded Elements

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SIMPLIFIED MONOGRAM BA RE BON E S To complement the colorful monograms, a bare bones version is provided. This monogram is only to be used when the colorful version cannot. For example, the simplified monogram may be placed on letterheads or apparel that cannot hold multicolor designs.

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Branded Elements

Branded Elements

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MAIN M U SE U M

EDUCAT I ON P R OG R A M

PRIMARY

PRIMARY

SECONDARY

SECONDARY

Branded Elements

THE LOGO SIM PLICIT Y The logo is an extension of the of the dynamic monogram. It is very simple in its centered position. The text beneath the monogram perfectly fits as a base for the shapes. This showcases the fact The Dayton Art Institute is the foundation of creativity and curiosity.

For the main museum, the logo can either be placed on black or white. The black background should always be the first option, but the white can be used when black would not work with the composition of the design. In a similar way, the education program’s logo should mainly sit upon a white background.

However, navy blue can be used for branded posters, apparel, and accessories.

Branded Elements

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MAIN MUSEUM

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Branded Elements

EDUCATION PROGRAM

FLEXIBLE LOGO E XHIB IT PIE CES In order to make sure the brand is ever-changing and engaging, there are flexible elements that allow the designer to tweak the design to fit his or her needs. For example, the overlapping area of the D and A proves to be a space of interest. Within the main museum, designers may highlight a piece of artwork within a current collection or showcase a piece from a special exhibition. This flexibility makes it easy to promote the amazing work within the museum.

Secondly, the education program can utilize this aspect of the brand by placing students’ artwork within the overlapping section. The logo could be used to promote an upcoming show, a class, or even a speaker that is coming to talk.

The options are endless!

Although there is flexibility within the brand, there are also rules. When one is manipulating this type of logo, he or she can only place artwork within the overlapping section. Photographed images of the museum shall not be placed inside. Traditional photography is only to be used when that is the chosen medium of the artist that is being exhibited.

Branded Elements

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M AIN MUS E U M

DY T AR T

This simplistic rendering of the D may be placed on exhibition signs and posters.

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Branded Elements

Branded Elements

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M A IN M U S E U M

PRIMARY MONOGRAM DYN AM IC SHAPES Ihicideliqui dollab ipient la ime nobis aut ium doluptate esed que pa ex ea nulla excepta tiosanditio totaquo blatiamus dolorrum repudan duntotas moluptatius dolum simpe que laborpore nobis re sequid magnihit que aut voluptaqui od eatur, aut la quatur re pelignate pa cum res qui aut laborati optas aut laboriatem et a non et qui is autaten impero tescipi ctatur senim nobita que perum nim Edit utemolu ptatium et excepernatum eum alitemo lectio temporerum labor soluptatat utenime ommodis autas ad quat officto taturib uscient ea doloreium ea num eum qui dolo cor seriberatem etur atur? Quiatur sequistiunto temos atem andam soluptio odis vel eliqui natate nis dolupta sit eat.

This arrangement of the monogram’s forms may be used on advertisements.

Branded Elements

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E DUC ATION PROGRAM

DY T AR T

This simplistic rendering of the D may be placed on exhibition signs and posters.

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Branded Elements

EDU C ATI O N P R O G R A M

This arrangement of the monogram’s forms may be used on advertisements.

Branded Elements

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MAIN M U SE U M

EDUCAT I ON P R OG R A M

PRIMARY MONOGRAM DYN AM IC SHAPES PRIMARY

PRIMARY

Ihicideliqui dollab ipient la ime nobis aut ium doluptate esed que pa ex ea nulla excepta tiosanditio totaquo blatiamus dolorrum repudan duntotas moluptatius dolum simpe que laborpore nobis re sequid magnihit que aut voluptaqui od eatur, aut la quatur re pelignate pa cum res qui aut laborati optas aut laboriatem et a non et qui is autaten impero tescipi ctatur senim nobita que perum nim Edit utemolu ptatium et excepernatum eum alitemo lectio temporerum labor soluptatat utenime ommodis autas ad quat officto taturib uscient ea doloreium ea num eum qui dolo cor seriberatem etur atur? Quiatur sequistiunto temos atem andam soluptio odis vel eliqui natate nis dolupta sit eat.

SECONDARY

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Branded Elements

SECONDARY

DY T ART OD E TO DAYTON In 1919, The Dayton Art Institute was founded by Orville Wright and the Patterson brothers. Together, they decided to place the museum on the edge of the Great Miami River, overlooking downtown Dayton. The founders proved to be very influential forces within Dayton and beyond through the creation of the airplane, founding of the National Cash Register Company, and more.

To pay homage to the important location in which the museum is located, a textual mark that reads “DYT ART� was created. DYT is used frequently within Dayton to represent the city. Therefore, the new wordmark contextualizes the growing arts scene in the city.

This wordmark is to be used on promotional pieces, as well as, in-house posters and documents. It can be used as a tool to unify community through the appreciation and love of art.

Branded Elements

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DYNAMIC SHAPES F U N M OVE M E N T Due to the fact that the monogram is made up of basic shapes, it has the ability to be moved and rearranged while still maintaining its identity.

The dynamic shapes are only to be used occasionally as decorative accents. For example, they can be blown up within a square or rectangle (as shown on the right). Therefore, they make great, decorative backsides for stationery.

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Branded Elements

M A I N M USE U M

E D UC AT I O N P R O GR A M

Branded Elements

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MA IN MUSEUM C 52 M 43 Y 43 K 8

C 28 M 99 Y 97 K 31

C 7 M 78 Y 75 K 0

C 75 M 68 Y 67 K 90

R 127 G 127 C 68 B 127 M 61 Y 60 K 47

C 25 M 20 Y 20 K 0

R 143 G 26 B 28

R 235 G 94 B 71

R 0 G 0 B 0

R 64 G 64 B 64

R 191 G 191 B 191

HEX

HEX

HEX

8F1A1C

EB5E47

000000

E D UC ATIO N PROGRA M C 78 M 38 Y 45 K 10

C 35 M 42 Y 82 K 9

C 28 M 99 Y 97 K 31

C 7 M 78 Y 75 K 0

C 91 M 70 Y 47 K 40

R 61 G 125 C 27 M 46 B 131 Y 62 K 4

R 165 C 13 G 135 M 39 B 72 Y 95 K 0

R 143 G 26 B 28

R 235 G 94 B 71

R 29 G 60 B 80

R 186 G 140 B 106

R 229 G 162 B 42

HEX

HEX

HEX

8F1A1C

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Design System

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COLORS T HE BA LANCE Our colors are very important to our brand. Together, they help us greatly with brand recognition. They even allow us to differentiate from different sectors within the museum. To make sure that our colors are consistent, follow the provided color codes to correctly reproduce the colors across print, digital, and web applications.

In addition to color fidelity, color balance is very important to get right. Both the main museum and education program use the red and orange color. Therefore, those two colors should be used more than the rest. Although the main museum and education program has different color palettes, we strive to unite and balance the two in all branded deliverables.

Design System

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TYPEFACE SIM PLE & B OL D In 2000, Gotham was commissioned by a magazine titled GQ. Type designer Tobias Frere-Jones took on the job and created a geometric sans serif. This typeface has many different weights and is extremely versatile. Therefore, it can easily be read from a distance on a billboard or sign which makes it a great choice for print and advertising.

Due to its blocky, geometric form, it pairs well with the bold shapes that make up the DAI monogram. To utilize this typeface, one should use Gotham Bold for headlines, Gotham Medium for subheads, and Gotham Book for body copy.

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Design System

HE A D L I N E S

AB CD EFGHI J K L M NOPQR ST UVWXYZ

• • • •

Gotham Bold All caps 100pt Tracking Headlines should not be more than two lines

• • • •

Gotham Medium All caps 100pt Tracking Subheads should not be more than two lines

• • • •

Gotham Book Sentence case 0pt Tracking Gotham Medium or Bold should never be used in body copy

SUBHE A DS

AB CD EFGHI JKL M NOPQR ST UVWXYZ BODY CO PY

abcdefghijklm nopqrstuvwxyz

123456789 Design System

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V E RT I C A L

VE RT ICAL

HORI ZO N TA L

H O RIZO NTAL

DAYTON ART I NSTITUTE

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Design System

DAYTON ART I NSTITUTE

LOCKUPS VE RT ICAL & HOR I ZONTAL There are two lockups for The Dayton Art Institute: a horizontal and a stacked version. They both come in two colorways which relate to the main museum and the education program. The weights of the typeface also differ between each lockup. The vertical option uses Gotham Bold, while the horizontal option uses Gotham Light. This is due to the fact that the bold version is more legible at a smaller size than the thin.

The primary lockup is the vertical option. However, the horizontal can be used if it fits better within the designed space.

Design System

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PRINTED PIECES L ESS IS M ORE There is a multitude of print collateral that can be imagined and developed as part of the new branding system.

However, one must always follow the branding guidelines when producing new work to ensure balance within the designed pieces. Firstly, do not use too many of the brand elements at once.

When designing, use one or two of the developed pieces in the design system.

It is important to let the branding breathe, so leave ample white space.

Lastly, remember to make the red and orange the primary colors used within the work because they unite both the main, curating museum and the education program.

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Visual Applications

Visual Applications

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A RT BAL L INVITAT ION

L E TTE R H E A D STA M P

L E TTER HEAD

P R I N TE D LO G O

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Visual Applications

SIGNAGE S H OW OFF T HE AR T Signage within the museum should show off the artwork. To the left is an example of an exhibition sign. Therefore, this sign uses a branded element to showcase a work within an existing exhibit. Signage should never be too busy that it takes away from the artwork within it. Instead, it should be clean and easy for museum goers to follow.

Visual Applications

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POSTERS SHOW STOPPE R Posters are a bold expression for the brand. They should be punchy, geometric, and simplistic. When posters are in a series, it is encouraged to use the flexible brand elements. By doing this, one can emphasize different parts of a highlighted piece of artwork that is within the museum.

It is also beneficial to place the DYT ART on posters that are placed around the community. This graphic device not only promotes the museum, but also encourages a growth of art appreciation within the Dayton community.

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Visual Applications

Dayton Art Institute

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APPAREL SPRE A D T H E WORD Larger apparel applications demand confident, noticeable branding that highlights The Dayton Art Institute.

However, confident does not mean busy. Check that brand elements are not competing with each other by only using one monogram per touchpoint.

Also, remember that apparel is a way to spread the word about The Dayton Art Institute outside of the museum walls.

To effectively communicate with the public, make sure that the monogram is prominent. Lastly, it is strongly suggested to utilize the DYT ART wordmark on this application. When people wear the apparel, the message of The Dayton Art Institute and Dayton’s art appreciation will spread.

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Visual Applications

MA IN MUSE U M

ED U C ATIO N P R O G R A M

Visual Applications

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Visual Applications

ACCESSORIES DYN AM IC SHAPES There are hundreds of ways that our brand can come to life on accessories.

They can use key branded elements with any of the appropriate colorways.

Accessories allow designers to get creative with the placement of elements.

Therefore, one has the permission to manipulate the monogram by flipping and placing it sideways to develop unique patterning.

Visual Applications

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Y ECK S CH O L A R S H IP The Dorthy and Bill Yeck Education Endowment allows The Dayton Art Institute to offer educational opportunities that support and enhance the development of promising artists.

Through this amazing program, there are offerings for middle school, high school, and college artists. To become a part of the program, there is a competitive portfolio process. Each grade level has different requirements for entry, but they all require applicants to submit digital photographs of artwork that they have created.

The Dorthy Meyers Yeck Scholarship Studio is tailored to teach sixteen sixth and seventh-grade students. Their program runs for one week in June. On the other hand, the Yeck High School Scholarship spans for nine weeks.

Within each class, college students, chosen for the Yeck College Artist Fellowship, teach and mentor twelve to fourteen high school students. The Yeck College Artist Fellows develop the lesson plans based on their experience and the high school students’ interests.

Examples are provided of potential favors that could be handed out to Yeck Scholarship students.

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Branded Elements

Branded Elements

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MA IN MUSE U M

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Visual Applications

ED U C ATIO N P R O G R A M

FINAL WORDS T HANK YOU Thank you for taking the time to review the fresh, new brand guidelines for The Dayton Art Institute. The art world is constantly changing as new technologies and cultures evolve. Therefore, that means art museums should as well. With the new brand look, The Dayton Art Institute will continue to be able to enrich the community by uniting artists, displaying works, hosting events, and educating the community about the vital role of art in society.

Dayton Art Institute

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