Manual of Visual Identity 1 - Muzeum Przyrodnicze Uniwersytetu Łódzkiego

Graphics Standards Manual of

Muzeum Przyrodnicze Uniwersytetu ล รณdzkiego Volume 1

Project cured by:

Grids:

Gresy Torrisi

8 colums - 5 mm gutter

Subject:

34 lines

Visual Information Design

Font:

Professor:

HK Grotesk

Piotr Karczewski Year: Spring 2020

Index

Genesis Institution

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Hypothesis and sketches

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Studies of the logo Final proposal

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Grids

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Proportions

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Safe Area

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Positive/Negative version of the logo

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Minimun dimensions

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Colored background

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Incorrect uses

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Fonts and colors Istitutional font

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Istitutional colors

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Genesis Istitution Hypothesis and sketches of the logo

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Istitution

Muzeum Przyrodnicze Uniwersytetu Łódzkiego

history

Muzeum Przyrodnicze Uniwesytetu Lódzkiego (The Museum of Natural Sciences of the University of Łódź) is an important institution of Łódź. This museum is in a straight line the continuator of the Natural and Pedagogical Museum founded in 1930 in Łódź. Edward Potęga, the organizer of the Museum and its first director, was an outstanding animator of educational activity in the field of natural science.

The seat of the newly created museum was the building of the former diner located in Sienkiewicz Park at Kilińskiego Street. The present Museum of Natural History occupies this place to this day.

In the interwar period, the Museum's activity was focused mainly on satisfying

now

From 2013, the head is prof. Jerzy Nadolski.

Currently, after a general renovation, the Museum accepts both individual visitors and organized groups. (web.biol.uni.lodz.pl)

purpose

I chose this museum because of its history, full of changes and work.

My purpose is to create a coehrent visual identity that reflects the excellent and elengant museum came up through these changes.

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the needs of Łódź education.

In the years 1945–1950, the Museum operated as an independent educational institution, again under the direction of E. Potęga.

In 1953, the Museum was incorporated into the Polish Academy of Sciences, forming a branch of the Zoological Institute of the Polish Academy of Sciences.

In 1962, the Museum was taken over by the University of Lodz and incorporated into the Department of Evolution.

In 2001, the exhibition was rebuilt again, obtaining an additional room for temporary exhibitions, and the exhibition on paleontology and human pedigree was modernized.

Hypothesis and sketches of

Skecthes

the logo

First hypothesis

I started working focusing with key words that helped me to create shapes. The key word used in this case are: fossils and eye.

Eye is the symbol of “observing nature” - the art of natural history, watching flora and fauna and capturing facts.

Fossils are one of the signs of the museum. In fact, there’s a huge area focus on fossils.

Second hypothesis

After finding the good shape to represent these two keywords, I worked on modifying the position, rotating the pictogram.

Finally I realized that the original orizzontal position iwas the way to express the concept behind it.

Third hypothesis

The last adjustement I did before finding the ending solution was to create a double spiral fossil: this helps to see better the sign of the fossils.

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Studies of the logo Final proposal Grids Proportions Safe Area Positive/Negative version of the logo Minimun dimensions Colored background Incorrect uses

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Studies of the logo

Final Logo

The final logo version has got just one black and white version. The logotype chosen for partner the sign is a grotesk font - HK Grotesk: the purpose is to armonize the visual form of the logo.

In fact a font with straight stroke is good to express the spirit of this sign.

The external rounded stokes can be associated with the rounded form of the grotesk font - since it’s not a totally geometrical font.

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Studies of the logo

Grid

The grid used has an angle increase of 11,25°. This distance allows to work on the stickeness of the fossils stroke - this is why it has got a heavy rounded stoke.

Also, the grid is uselfull to place the pupil / circle.

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Studies of the logo

Proportion between logo and logotype

Dynamic reference is another concept used to create this logo.

The diagonal line used to create the width of the logotype is coherent with the dymanic aspect of the grid behind the fossil sign.

The distance between the sign and the logotype is 1/8 of the width of the sign.

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Studies of the logo

Safe area

The logo needs a safe area to not be confused in its contest.

The distance between the logo and other elements is 1/5 of the width of the sign.

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Studies of the logo

Negative and positive version of the logo

The logo has its own negative version.

This is useful when the background color does not facilitate the legibility of the logo.

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Studies of the logo

Minimum dimensions

15 mm

The logo must be at least 15 mm in width.

The logo must not be less then 15 mm, otherwise it will be no legible .

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Studies of the logo

Colored background

For a dark colored background is advised the negative version of the font.

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For a light colored background is advised the positive version of the font.

Studies of the logo

Incorrect uses

Do not stretch the logo

Do not rotate the logo

Do not modify the shape

Do not modify the shape

Do not color the logo

Do not add effects on logo

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Fonts and colors Istitutional font Istitutional colors

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Font

Istitutional Font

HK Grotesk bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

The istitution font used is a free font from Haken Design Co. It consists in 12 styles from Thin to Heavy: this is the reason why the font was chosen: a complete gamma of styles.

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Colors

Istitutional Colors

Orange C 7% M 58% Y 95% K 32% R 226 G 127 B 50

Green C 57% M 13% Y 97% K 0% R 131 G 171 B 50

These colors are thought to sum up the principal colors of nature divided into flora and fauna.

The orange is the principal color and must be used most of the time. If it’s needed a secondary color to emphasize or to put contrast in some particular elements must be used the green.

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