Museum of Neon Art 216 S Brand Blvd, Glendale, CA 91204 neonmona.org (818) 696-2149
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INTRODUCTION 8
Purpose & Definitions
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ABOUT
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Mission & Audience
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Vision & Values
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Services & Products
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Marketing Strategy
TABLE OF CONTENTS
03 BRAND
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Overview
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Strategy & Positioning
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Essence & Messaging
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SYSTEM
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Logo System
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Visual Assets
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Website
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In Context
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“Neon exists at intersection of and art. It is co and high art, h and contempo 4
ANI MNATSAKANYAN
the science o mmercial istoric o rary.”
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INTRODUCTION
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& PURPOSE
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DEFINITION
INTRODUCTION
This book aims to provide understanding of the intention behind the Museum of Neon Art’s visual identity system. By providing examples and context for decisions, this book serves to educate anyone needing to interact with the brand of MoNA. This book will give clarity on how to implement the brand and suggest different use cases. In this book, the term logo or mark are both used frequently. Logo refers to the main identifier for MoNA. Mark refers to any of the variations of the main identifier. The term clearspace is also regularly used. This explains the amount of desired space surrounding any mark.
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ABOUT
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MISSION
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AUDIENCE
ABOUT
On a mission to spark curiosity and keep history aglow; so that yesterday may better illuminate the future through the viewing and creation of neon art pieces. The target market for MoNA is twofold. First, the desire is to reach those local to the Glendale and Los Angeles areas. Second, the aim is to connect with lovers of neon all over the world. Those who are local, take a primarily liberal political perspective and are younger working professionals. Over 50 percent of Glendale residents were born outside of the United States. In Los Angeles, young professionals and families dominate. Those local to LA are also more likely to hold a liberal political view. Both demographics are aware of current trends at large and spend substantial amounts of their time on social media. Reaching both of these broad audiences with a bold visual identity will increase the visibility of MoNA in physical and digital spaces.
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VISION
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VALUES
ABOUT
The Museum of Neon Art, MoNA, is an art museum located in Glendale, California. The museum focuses on encouraging learning, curiosity, and self-expression through the means of neon art. They strive to collect and preserve neon, electric, and kinetic art; believing that neon illumination brings together art, technology, and science in a one-of-a-kind way. MoNA encourages learning, curiosity and expression through the preservation, collection and interpretation of neon, electric and kinetic art. Neon is a gateway between scientific principles and artistic expression. It integrates electrical technology, creative design, and fundamental concepts of physics and chemistry. MoNA envisions a future that is deeply connected and well informed by the past. Creating a lasting connection between art and science is a core value for MoNA. This is due to the scientific knowledge and artistic attention to craft that are both equally required in all neon practices. Neon cannot function without one or the other. This connection is a large reason that MoNA serves also to connect visitors with artists or makers who’s voices they might otherwise disregard due to personal preference.
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SERVICES
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PRODUCTS
ABOUT
MoNA serves the community of Glendale as being a place to explore art, science, and technology in new and engaging ways. This fosters learning and creativity in ways that other environments are unable to. MoNA serves the global neon community by providing well documented works of neon, electric, and kinetic art to be viewed in an easy-to-access digital space. MoNA also offers closed captioning and detailed descriptions to continue to move towards greater accessibility for all. Several experiences, besides a traditional museum experience, are offered. These include multiple LA Tour options. The two primary tour options include Neon Night Walks and Neon Cruises. These engage guests in the history and aesthetic of Los Angeles while allowing them to immerse themselves deeply in to the history of neon. Many of these events are themed around holidays or seasons. MoNA also offers many different classes and workshops for hands on education in the art practice of neon. Their spaces are also available for various events, such as weddings.
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MARKETING
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STRATEGY
ABOUT
MoNA primarily utilizes digital methods of communication for marketing purposes. Key platforms include: Tik Tok, Instagram, and Facebook. These social channels are used to educate potential visitors about the museum’s offerings while making them more curious about neon and kinetic art as a whole. Maintaining a strong and consistent website is also highly valuable to the interests of MoNA. For many guests, this is the first touchpoint they will interact with. Brand values must be pushed to the forefront of the site to establish MoNA’s visual identity.
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BRAND
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OVERVIEW 22
As a brand, MoNA exists to educate visitors about the importance of neon art and curiosity.
BRAND
Brand Attributes MoNA is: driven towards educational efforts, consistent in creating inclusive spaces, engaged in the local Glendale community and the international neon community, and finally dynamic in their approach to a more traditional museum experience.
BRAND
Brand Architecture The two sub brands of MoNA include Neon Night Walks and the Neon Cruise. Both are events put on by the museum to increase community engagement. Night Walks are led by expert guides and take visitors through various LA county neighborhoods. The Neon Cruise is a double decker bus experience that takes a viewer to different noteworthy neon destinations throughout downtown LA and Hollywood.
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POSITIONING 24
Brand Strategy To launch the new identity, new exterior signage will be installed. Then, it will be valuable to implement a new website to connect with those who have yet to physically visit the space.
A primary goal for MoNA is creating a connection between art and science. Neon cannot function well without one or the other.
Brand Positioning The brand is positioned as distinctively “...the only museum in the world devoted exclusively to art in electric media, exhibiting electric and kinetic fine art, and outstanding examples of historic neon signs, for over four decades.” Differentiation Being a space that strives to engage with viewers and create space for curiosity is advantageous over other museums. They are also a space that hosts various types of events. Value Propositions For the local audience, a new visual and strategic brand system will allow for
greater recognition and appreciation of MoNA. For a broader audience, this will push MoNA to become more well known. The younger demographic in the local region will be drawn to a well-crafted brand while the elder demographic will benefit from increased clarity across all platforms. Competitive Advantage MoNA is the only museum in the world devoted exclusively to art in electric media, exhibiting electric and kinetic fine art. Bringing together art, technology, and science in a one-of-a-kind way sets MoNA apart from competitors.
STRATEGY & 25
MESSAGING 26
Brand Essence Art and science, connected. Big Idea Yesterday illuminates the future.
MoNA has a firm belief that neon illumination brings together art, technology, and science in a one-of-a kind way.
BRAND
Key Messaging It is key for MoNA to stand out as a museum that pairs art and science in an engaging way. Importance is placed on the value of experiential learning and curiosity.
Voice and Tone All forms of writing are primarily directed towards those unfamiliar with the museum and/or neon art. This style of writing is consistent across all touchpoints. Using an inviting and enthusiastic tone is helpful for creating excitement to bring visitors to the museum.
ESSENCE & 27
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SYSTEM
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SYSTEM 30
This new visual identity system for the Museum of Neon Art has been designed to encourage curiosity while illustrating the important connection between art and science.
SYSTEM: Logo System
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TERMINOLOGY 32
Being more than just a static museum means that MoNA’s identity needs to be more than a static logo. Six variations of the MoNA mark have been developed to create a malleable system. With a dynamic system, it is valuable to understand which mark to use in different contexts. Each of the variations of the MoNA logo holds value within the system.
SYSTEM: Logo System
Logo
Badge
Wordmark
Alternative Mark
Special Use Mark 33
The primary logo for the Museum of Neon Art is constructed with both letterforms and basic shapes. This is representative of the use of both letters and shapes in creating traditional neon signage. An artist would often translate letterforms in to shapes so that they could understand the piece more clearly. This logo can also be used in the provided outlined version. This version is more stylistically like neon signage. It functions best on solid backgrounds. It can also be used in the form of a neon sign.
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SYSTEM: Logo System
LOGO
Clearspace 35
For the wordmark, the primary typeface is used to spell out the full name of the museum. A circle is then used with the type to allow for one of the brand’s colors to be seen with greater clarity at a small scale. Further, the circle is also representative of the value of shapes in neon, like the primary logo.
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SYSTEM: Logo System
WORDMARK
Clearspace 37
There are contexts in which MoNA’s location is highly valuable. There are a few other museums that focus on similar themes throughout the world, having a mark with Glendale serves to create distinction. This mark also reinforces the value MoNA places on the local community. This alternative mark includes the logo, in it’s filled-in form, with a variation of the type used in the wordmark.
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SYSTEM: Logo System
ALTERNATIVE MARK
Clearspace 39
Having a social media friendly logo variation is valuable to MoNA’s social goals. This badge has been designed to be used for social media profiles. It can also be used in print contexts when a background color is desired. The badge is effective in any variation completed using the primary colors. For social media, the red badge should be used, without clearspace.
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SYSTEM: Logo System
BADGE
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This special use mark has been created with the needs of the museum’s physical space and marketing goals in mind. The mark is designed to be effective in combination of the brand colors. It should not be used in web contexts. It can be used occasionally on social platforms but, should not be a regularly used element. The primary use of this mark is signage with the museum’s space. This will serve to further brand the space.
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SYSTEM: Logo System
SPECIAL USE MARK
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Using the system in it’s designed form is key to maintaining an effective image. Following these minimum size guidelines allow for the marks to be consistently legible. The guidelines should be closely followed in both print and digital spaces. These minimum height sizes have been provided as easy reference points for scaling.
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SYSTEM: Logo System
MINIMUM SIZE, IN HEIGHT 0.5in, 150px
1in, 300px
0.25in, 75px
1in, 300px
2in, 600px 45
DON’TS 46
Using this logo system requires the user to know how to not use the system. Here are a few things that should not be done to any marks in the MoNA identity system: stretching, recoloring, or manipulating in any manner. Any additions or edits to marks should not be done in any case. The logo should never be displayed in a non-brand color. It should only be displayed in or on pure brand colors.
SYSTEM: Logo System
EXAMPLES OF IMPROPER USE 47
DO’S 48
Using any mark from the logo system on a brand color is acceptable. Using marks on top of imagery is also allowed as long as the mark is clearly legible and prominent.
SYSTEM: Logo System
EXAMPLES OF PROPER USE 49
TYPOGRAPHY 50
Gotham is the primary typeface to be used across all touchpoints—digital or physical by the Museum of Neon Art. It is the type used for all secondary or alternative logo variations. Gotham Medium and Book should be used primarily across the brand. For any uses of outlined text, the Ultra weight is the most effective. Ultra, black, or bold weights of Gotham can be used in some contexts.
SYSTEM: Visual Assets
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!% .,:; -) Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!% .,:; -) Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bold 1234567890$(&?!% .,:; -) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Black 1234567890$(&?!% .,:; -) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Ultra 1234567890$(&?!% .,:; -) 51
COLORS 52
A red-orange tone is the primary color to be used in all contexts. The selected hue functions effectively in both print and digital contexts. Black is the secondary value chosen. Due to the illuminative nature of neon and kinetic artwork, black has been chosen to compliment the red-orange. White is the tertiary value to be used. White can be used for body copy on black or red. It can also be used as the background shade of print pieces.
SYSTEM: Visual Assets
#00000 R0G0B0 C0 M0 Y0 K100
#ff371b R 255 G 55 B 27 C0 M95 Y100 K0 Pantone 172 C
#ffffff R 255 G 255 B 255 C0 M0 Y0 K0 53
PHOTOS 54
Using photography well is imperative for maintaining a consistent brand identity. Imagery used in any form should always be clear. Images used in larger contexts should be darker, preferably shot after dark. Lighter images can be used occasionally. Here are examples of effective imagery. The logo can also be used on top of images if there is enough white space and contrast but, it should not be done often.
SYSTEM: Visual Assets
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WEBSITE 56
To successfully implement the MoNA identity on the main website, attention should be placed on typographical hierarchy and consistent alignments. Simplifying the content above the fold on the home page will also be beneficial.
SYSTEM: Visual Assets
Using a five column grid for the desktop website will allow for clean alignments and a consistent distribution of content. Using the neon sign version of the logo will also increase interest. A drop-down menu bar will also help to minimize the amount of content a user first sees.
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Website headers should be set in the bold and medium weights of Gotham. Sizes have been determined for both desktop and mobile screen sizes to ensure consistency. Using the bold weight for H1 contexts allows for the most important content to be recognized first. In any H1 case, bold and medium weights can be used together to highlight specific information.
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DESKTOP
Heading 1 Heading 2 Heading 3 Heading 4
MOBILE
Heading 5, Buttons
Heading 1
SYSTEM: Visual Assets
Gotham Bold, 48px
Gotham Medium, 40px
Gotham Medium, 30px
Gotham Medium, 25px
Gotham Medium, 20px
Gotham Bold, 20px
Heading 2
Gotham Medium, 16px
Heading 3
Gotham Medium, 14px
Heading 4
Gotham Medium, 12px
Heading 5, Buttons
Gotham Medium, 10px
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IN CONTEXT 60
The whole of this system makes the most sense when seen in it’s designed context. The following examples are meant to direct and inspire you on how the MoNA brand can grow and be implemented across various platforms.
SYSTEM: In Context
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Products
Reusable Grocery Bag 62
SYSTEM: In Context
Retro Style Keychain 63
Products
Skateboard 64
SYSTEM: In Context
Fellow Coffee Mug 65
Products
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SYSTEM: In Context
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Digital
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SYSTEM: In Context
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Digital
Tik Tok Posts and Profile 70
SYSTEM: In Context
Instagram Posts and Profile 71
Marketing Materials
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SYSTEM: In Context
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Marketing Materials
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SYSTEM: In Context
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Marketing Materials
Promotional Flag 76
SYSTEM: In Context
Glendale Beeline Bus Advertisement 77
Marketing Materials
Electric Rivian R1S SUV in Canyon Red 78
SYSTEM: In Context
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Marketing Materials
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SYSTEM: In Context
Digital Billboard Banner Advertisement 81
Marketing Materials
Digital Mobile Banner Advertisement 82
SYSTEM: In Context
Digital Medium Rectangle Banner Advertisement 83
Environmental
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SYSTEM: In Context
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Environmental
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SYSTEM: In Context
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Other
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SYSTEM: In Context
High temperature resistant gloves for classes. 89
Designed By: Lindsey Gatlin LindseyGatlin.com Anderson, South Carolina
Typeface Used: Gotham Designed by Tobias Frere-Jones
Printed By: Printsmart Clemson, South Carolina April 2022
Credits: Imagery is not my own.
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