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2011 BRAND IDENTITIES GUIDELINES


TABLE OF CONTENTS:

2

Introduction

3

Brand-At-A-Glance

5

Primary Logo

6

Secondary Logos

7

Logo Usage

8

Color

9

Display Fonts

10

Body Copy Fonts

11

Supporting Graphics

13

Photography

15

Print Examples

19

Environmental Graphics

21

Collateral

25

Website


TENTS: In order to maintain and build the Fernbank brand it is important to have some guidelines and rules to follow. This includes a consistent tone, style, look, and feel. The following Brand Identity Guidelines establish the basic brand elements needed to protect, support and strengthen the Fernbank Science Center Brand.

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TYPOGRAPHY: Futura Book AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Optima LT Std Roman AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Futura Book Oblique AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Optima LT Std Italic AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Futura Bold AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Optima LT Std Bold AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Futura Bold Oblique AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Optima LT Std Bold Italic AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Futura Extra Bold AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Optima LT Std Black AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Futura Extra Bold Oblique AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Optima LT Std Black Italic AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789


IMAGERY:

COLOR PALETTE:

PRIMARY LOGO:

SECONDARY LOGOS:

nature

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When referring to the Fernbank Science Center as a whole and not a specific subbrand it is required to use the primary Fernbank logo. When color is an option one must use the specified pantone colors. If color is not applicable to the design or does not look appropriate with the background then the logo may be black or reversed out. If the logo is being used with an image that uses the paper texture you may fill in the logo with the texture.

COLOR:

SECONDARY COLORS:

TEXTURE:


When referring to a specific category or sub-brand of the Fernbank Science Center it may be appropriate to use a more specific logo. The secondary logos may only be used when referring to events and exhibits falling under their brand. The logo may appear in its designated pantone color, all black, or all white. When the logo is all black or white the icons must be the same color as the fernbank text. You may not use a texture fill for the secondary logos.

COLOR:

nature

BLACK & WHITE:

nature

nature

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Alignment:

COLOR:

The alignment of the logo may not be changed. It must always read left to right and its base must always be parallel to the page or other display it is shown on.

Safe Space: In order to make sure the logo retains its presence in use it is important to keep a safe space around the logo where nothing else can be placed. The safe space is made up of the letter “e” in fernbank. The “e” should be placed next to the furthest parts of the logo (the crossbar of the “f”, descender of the “n”, ascender of the “b”, and the serif of the “k”) to get an accurate spacing.

SAFE SPACE:

Minimum Size:

MINIMUM SIZE:

To ensure legibility and brand consistency, the “e” in the Fernbank logo must never be reduced any smaller than a .0759” box.


The following colors are used within the main logo and the secondary logos with the exception of Pantone 1405 EC and Pantone Process Black EC. The colors used in each logo may not be changed from the already specified restrictions. When using color within a design the following colors are among the possible options.

Pantone 673 EC CMYK: 9 100 12 32 RGB: 161 0 93

Pantone 375 EC CMYK: 48 0 94 0 RGB: 145 200 72

Pantone 123 EC CMYK: 0 19 89 0 RGB: 255 206 52

Pantone 347 EC CMYK: 96 0 99 0 RGB: 0 168 81

Pantone 143 EC CMYK: 0 36 87 0 RGB: 251 174 59

Pantone 1375 EC CMYK: 0 51 94 0 RGB: 247 146 42

Pantone 3275 EC CMYK: 94 0 53 0 RGB: 0 172 152

Pantone 173 EC CMYK: 0 82 94 2 RGB: 234 83 41

Pantone 307 EC CMYK: 100 22 2 18 RGB: 0 125 180

Pantone 1405 EC CMYK: 20 57 100 66 RGB: 94 55 0

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When choosing the type for a heading, title, subtitle, etc. use the designated display fonts. Any of the versions to the right are acceptable choices and they may be used in all caps or lowercase. Small caps is not allowed. When working with the display font family the designer may choose to insert the designated paper texture instead of a color. An example of this can be found in the Heading at the top of this page. This should only be done with Futura Bold, Futura Bold Oblique, Futura Extra Bold, or Futura Extra Bold Oblique.

Futura Book AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Futura Book Oblique AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Futura Bold AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Futura Bold Oblique AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Futura Extra Bold AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Futura Extra Bold Oblique AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789


When choosing the type for body copy use one of the options given. Any of the versions to the right are acceptable choices.

Optima LT Std Roman AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Optima LT Std Italic AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Optima LT Std Bold AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Optima LT Std Bold Italic AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Optima LT Std Black AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Optima LT Std Black Italic AaBbCcDcEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

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If a graphic pattern is needed for a project you may create a pattern with the symbols from the different sub-brands. If this is done, the appropriate logo must accompany it. Because the secondary logo will appear with the pattern it is permitted to use the paper texture layered on top with the effect setting on multiply. This is also the only instance where you are able to change the tint of the icon although the color of the icon must remain the same.

Above: An example of a graphic pattern using the icon from the Fernbank nature sub-brand while also utilizing the paper texture. Left: An example of a graphic pattern using the icon from the Fernbank symposium sub-brand after altering the tint of the icon.


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The Fernbank Science Center photography is a very important aspect to the company’s design. The photography should fit with the color schemes and tone in the examples given on this page. Overall, the images should represent nature as a beautiful creation that makes the audience want to become involved with nature and Fernbank Science Center. Fernbank also has a designated texture used in photography, type, etc. For a full view of the images allowed for use please refer to the image library catalog put together by our exclusive photographer, Andrew Smith.


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The following are some examples of the proper use of type, logos, and imagery.

ADVERTISING:

Above is a print example correctly combining the Fernbank type, logo, texture, and imagery.


POSTCARDS:

MONKEYS OF SOUTH AMERICA April 25, 2010

Fernbank Science Center is hosting guest lecturer Clive Netherton an expert on monkeys. His lecture, “Monkeys of South America� will explore issues of the environment and its relation to the monkey wildlife of South America. Come immerse yourself in the jungles and homes of our little monkey friends through images and videos from one of the greatest researches in the field. For more information visit us at: fsc.fernbank.edu/

When creating postcards to promote events and exhibits taking place at Fernbank it is important to always include the main logo or the appropriate sub-brand logo. The examples on this page show proper usage when incorporating imagery, type, texture and logos.

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This page shows the four current images used on the fernbank business cards. The imagery represents different aspects of fernbank while also serving as a visual difference compared to other business cards in the science center field. The following page shows the proper usage of the letterhead and its accompanying envelope

BUSINESS CARDS:

Barry Smith President Fernbank Science Center barrysmith@fernbank.com 502.458.9384


LETTERHEAD & ENVELOPE:

3"

2 ¼"

2 ¼"

1" Text may not go lower than 1” from the bottom edge of the stationary.

156 Heaton Park Drive, Atlanta, GA 30307

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To the left is an example of environmental signage advertising the current exhibition held at the Science Center.

20


The following are some examples of the proper use of type, logos, and imagery applied to collateral items such as ones given out for promotion, sold at the gift shop, or used by Fernbank employees.


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Fernbank