MUDAM Flexible Brand Guide

MUDAM Luxembourg

Logo & Brand Identity Guide

MUDAM Luxembourg Logo & Brand Identity Guide

Prepared 4/2017

By Libby Swofford, Identity Systems

2.

MUDAM Luxembourg

CONTENTS 5.

Logo Specifications

11.

Museum Brief

13.

Target Audience

17.

Typeface Details

21.

Color Specifications

25.

Photography

27.

Logo Applications

3.

4.

MUDAM Luxembourg

LOGO SPECIFICATIONS The basics of the MUDAM logo

5.

MUDAM Luxembourg

LOGO IN POSITIVE AND NEGATIVE Black and white reversed versions of the logo.

6.

Logo Specifications

COLOR USE AND LOGO Color should only be used as the reverse of the logo. Do not fill the MUDAM logo with color: keep the logo white and the background can be a color.

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MUDAM Luxembourg

DIN IN LOGO DIN Condensed is used for the MUDAM face, although the ‘A’ is modified.

LETTER GOTHIC IN LOGO Letter Gothic is used in bold in the ‘Luxembourg’ portion of the logo.

8.

Logo Specifications

WHEN TO USE WHAT PHOTOS Photography is can be used to mask out the MUDAM

Subtitles Subtitles Subtitles Subtitles Subtitles

logo. But specific photography should be used depending on the circumstances.

Logo should mask architectural and interior details when used independently (tickets, headlines, etc.)

Logo should mask gallery, exhibition, and artwork details when used in promotional material (posters, postcards, etc.)

9.

MUDAM Luxembourg

MUSEUM BRIEF A brief summary about MUDAM

11.

MUDAM Luxembourg

MUDAM LUXEMBOURG Luxembourg City, Luxembourg

Museum Brief

MUDAM (Musée d’Art Moderne Grand-Duc Jean) is the first and most notable Modern Art Museum in the country of Luxembourg. Opened in 2006, the incredible building was designed by the world renowned architect, I.M. Pei (known most notably for his pyramids at the Louvre in Paris). The museum includes gallery spaces, bookstore, cafe, and outdoor park spaces.

MUDAM is unique as it is the largest and probably most popular contemporary art museum in Luxembourg.

The main competitors of the museum would be the other contemporary gallery spaces in Luxembourg, such as Artium Art Gallery and Covart Gallery, although neither are quite like MUDAM. What sets MUDAM apart from other museums is the incredible architecture, collection, and location.

Standing against the vestiges of Fort Thüngen, it follows the course of the former surrounding walls, and is rooted in the Park Dräi Eechelen which offers magnificent views onto the old town just a short walk from the European district of Kirchberg. The museum is spread over three levels of 4,500 square m2 (~14765 ft2) of surface area dedicated to the visits.

MUDAM’s audience includes both Luxembourg residents and those who commute in and out of the country every day for work. 44% of Luxembourg’s work force crosses the border into the country every day for work from Germany, Belgium, or France. MUDAM’s primary audience would be natives who want to experience more of their country’s arts and culture, while the secondary audience would have to be commuters or visitors who want to experience more culture in Luxembourg.

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MUDAM Luxembourg

TARGET AUDIENCE MUDAM target visitor specifics

13.

MUDAM Luxembourg

PRIMARY AUDIENCE Anna MĂźller, 43-year-old Luxembourg native who works downtown in Luxembourg City at the Chamber of Commerce.

Anna obviously cares deeply about her country and community, as she works for the city. As a part of her job, Anna gets extra involved in the goings-on in the city and the country. As a result, she enjoys visits to the MUDAM, as well as other cultural destinations such as the old town and the market. Anna enjoys gardening, cooking, animals. She is a married woman with two younger kids, so she likes to get them to experience more cultural Luxembourgish things. She likes being outside in nice weather and takes her family life seriously.

14.

Target Audience

SECONDARY AUDIENCE Emile Schrรถder, 25-year-old German native who works and commutes to Luxembourg each day.

Emile works for a Luxembourgish Advertising Agency, H2A, where he is a social media specialist. He cares for the arts, and loves participating in local activities after work so he can learn more about the country while socializing and networking. Emile is a millennial who is naturally interested in arts and culture, as he has a creative occupation and was raised in a more liberal environment. He loves to travel and experience new things - the bucket list type. Emile appreciates music on a next level, and looks for hidden gems wherever he can find them.

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MUDAM Luxembourg

TYPEFACE DETAILS Font families and type specimens

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MUDAM Luxembourg

WHEN TO USE DIN Condensed is the logo typeface, as well as the typeface used for headlines.

DIN CONDENSED ABCDEF abcdef123456

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() WHEN TO USE Letter Gothic is standard MUDAM body copy within a range of materials.

Letter Gothic

ABCDEF abcdef123456

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()

18.

Typeface Details

WHEN TO USE EACH TYPEFACE Both typefaces are used differently in the hierarchy.

DIN CONDENSED IS USED AS A HEADER Letter Gothic Bold is used for subheads, in a size at least half the size of the headline.

Feel free to use Letter Gothic in Bold Slanted as well.

Letter Gothic Medium is used for body type, and should always be at least half the size of the headline type, if not smaller. Letter Gothic can be used in Slanted whenever emphasis or stylization is needed. Try to keep the leading higher (about twice the type size) since the type is condensed. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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MUDAM Luxembourg

COLOR SPECIFICATIONS When color is used in the MUDAM brand

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MUDAM Luxembourg

ORANGE R247 G152 B36 C0 M47 Y97 K0 #F79824

YELLOW R253 G202 B64 C1 M20 Y86 K0 #FDCA40

LIGHT BLUE R51 G161 B253 C65 M29 Y0 K0 #33A1FD

DARK BLUE R33 G70 B243 C84 M72 Y0 K0 #2146F3

GRAY R49 G57 B60 C75 M62 Y59 K52 #31393C

22.

Color Specifications

WHEN TO USE COLOR Just like the logo, color should be used sparingly within the brand.

ANY COLOR IN THE GIVEN PALETTE CAN BE USED AS A HEADER, BUT IT DOESN’T HAVE TO BE Subheads should stay black in most cases, but can be switched out for the dark blue in the palette.

Feel free to also use the dark gray as an alternative to black.

Body type should stay black in all circumstances.

Unless the background color is dark, in which case use either white or yellow.

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23.

MUDAM Luxembourg

PHOTOGRAPHY Appropriate photography to use in logo applications

25.

MUDAM Luxembourg

Photography

APPROPRIATE PHOTOGRAPHY MUDAM photography is used primarily to mask the MUDAM logotype.

Photography should show off I.M.Pei’s architectural detail of the MUDAM building. Windows are dynamic and should be highlighted.

When it comes to the interiors of the museum, the yellow orb in the main gallery, as well as the roofing in the cafe, or the staircases should be highlighted.

In addition to architectural and interior details, photography can highlight any pieces on exhibit in the spaces: paintings, statues, gallery spaces, etc.

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MUDAM Luxembourg

LOGO APPLICATIONS Various applications of the MUDAM logo identity

27.

MUDAM Luxembourg

GIFT BAGS Gift bags are utilized in the gift shop or cafe spaces

Subtitles Subtitles Subtitles Subtitles Subtitles

Layer mask allows for bag photography to be changed and updated.

28.

Logo Applications

TICKETS Tickets are given to every visitor upon entry into the MUDAM facilities

Layer mask allows for ticket photography to be changed and updated.

The standard ticket should feature architectural and interior photography details.

29.

MUDAM Luxembourg

POSTERS I Posters are utilized for promotional purposes.

Posters are utilized to promote special exhibitions, and feature the MUDAM logo masked out to reveal the exhibition imagery behind.

30.

Logo Applications

POSTERS II Posters feature and promote current MUDAM exhibitions.

Posters feature artist name in bold Din Condensed, and the exhibit title in Letter Gothic Slanted.

31.

MUDAM Luxembourg

SIGNAGE Signage on the interior and exterior of the museum brand MUDAM.

Exterior signage

Interior signage

32.

Logo Applications

PROMO ITEMS Promo items would be available in various museum locations.

Coffee cups are available in the Museum Cafe.

MUDAM canvas tote bags are available in the Museum Gift Shop.

33.