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Brand Identity Manual

D eutsches H istorisches M useum

Table of Contents

1 | Letter From the Director 3 | How to Use This Manual

5 | The Mark 7 | Typography and Color 9 | Sizing and Acceptable Usage

11 | Business Cards & Stationary 13 | Grids 15 | Exhibition Catalog 17 | Web

19 | Ephemeral and Pictograms 21 | Environmental Signage

23 | Contact Information


Letter from the Director

The Deutsches Historisches Museum should be a place of contemplation and knowledge through historical memory. It should inform and moreover stimulate the visitors to question history and should offer answers to their questions. It should inspire critical discussion, but also enable understanding and offer possibilities of identification. Above all the museum should help the citizens of our country to gain a clear idea of who they are as Germans and Europeans, as inhabitants of a region and as members of a worldwide civilisation, where they come from, where they stand, and where they could be headed.


Brand Image Message

The Deusches Historisches Museum takes visitors back in time to discover the rich history behind this infamous country. While much has happened throughout the history of this country in the past, the main idea is to bring this history back to the present and even to the future.

How to use this Manual

The Identity Standards Manual provides a quick and easy reference to ensure proper and consistent use of the Detusches Historisches Museum’s identity. This identity is applied to all forms of communication to maintain a constant dialog with the public and assure a consistent message worldwide. The standards described in this manual are to be used on all materials produced by the Deutsches Historisches Museum, and this manual should be consulted whenever the identity is needed. There are specific methods, materials, and guidelines that should be followed precisely in order to maintain the organization’s mission. If there are any questions about an application that has not been mentioned here, please refer to the Contact Information in the Additional Information section of this manual.

Brand Overview

The most fundamental visual element of the DHM brand identity is the logo. The logo is a simple D using the Helvetica typeface, which reflects the modern Exhibition Hall by incorporating the arc of the building.


The Mark

The Deutsches Historisches Museum’s symbol is the primary element of the identity. It is with this simple mark that the public can easily identify the organization, and quickly derive its purpose. The symbol is the heart of the identity and therefore commands the focus of the system. All other elements are extensions of this symbol and act to support its message. The logo is the primary element of our system. The primary logo consists of the uppercase D of the Helvetica typeface. The D reflects the modern Exhibition Hall building, by incorporating the arc, which is the winding staircase in the building, at the center of the D. The arc is the accurate angle of the swoosh of the building, when standing directly in front of it. The logo is to stand alone in advertisements such as billboards, bus stop/subway ads, and any outdoor DHM exhibition advertisements. The logotype uses the Garamound typeface set with small caps. The signature creates a contrast between modern and old, which gives the museum a professional clean feel. The signature is to be used on all business stationery, catalog covers, and mailers.

D eutsches H istorisches M useum

D eutsches H istorisches M useum



The serif and sans-serif font choices were carefully chosen to reflect the museum and are used to create a contrast between the new and the old. The serif represents the old Zeughaus building, which is a Baroque styled building where the permanent exhibitions are located. The sans-serif font represents the modern Exhibition Hall, which features the current exhibitions. Helvetica Light

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Garamound

abcdefghijklmnopqrstuvwxyz a b c d efg hi j klm no p qr stuvwx yz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Color Palette

The museum color palette is inspired by the German flag, as well as fresh, bright colors to attract a younger generation. The primary color pallette is used for business purposes and functions, and exhibition advertising, while the secondary color pallette is used for packaging and emphemera and exhibition advertising. The colors are meant to attract people of all ages.


80 100 100 30


0 100 100 40


0 100 90 0


0 9 93 0


0  0 93 0


65 0 3 0


0 25 95 20


20 50 0 15


20 0 100 40


0 0 10 15


0 0 10 3


0 40 60 0


20 0 100 20



The signature cannot be smaller that 1.5,” in order to preserve details in the mark and in the typography of the signature. The mark alone cannot be smaller than 0.5”.

D eutsches H istorisches M useum


Acceptable Usage


The signature and its elements must only be used as described in the previous pages. It is imperative that the symbol, logotype, and signature not be altered or used in a way that has been approved in order to maintain a clear message to the public. If there are any questions about signature usage not covered here, please refer to the Contacts at the end of this manual.

Do not reconfigure the signature elements.

D eutsches H istorisches M useum

D eutsches H istorisches M useum

Do not stretch the signature or place on an angle.

D eutsches H istorisches M useum

Deu His tsches t Mus orische eu



Do not change the typeface of the logotype.

D eutsches H istorisches M useum


Business Cards

The front of the business card features an image from current exhibitions with the logo knocked out with a transparency of 83%. The back of the business card contains the contact information in the same format as the business letterhead.


The letterhead and envelope are important elements of the museum’s stationary system They provide the inspiration of the grid. The letterhead follows a grid of four columns and four rows. The paper size is 8.5”x11.” The margins are one inch on all sides. The signature and contact information is located in the top left corner with margin space of one inch on all sides. This allows adequate white space for the mark to be successful. The second sheet follows the same structure as the first page, which only includes the logo at the exact same place. The signature is placed left of the contact information, which is separated with a line with a 0.25 pt stroke. The envelope follows the same general rules as the letterhead. To create the same white space on the envelope, the signature and contact information is given padding of 0.6194” on the left and 0.5833” on the top. The sizing of the signature and the contact information is the same as the letterhead.



The grid for the letterhead consists of four rows and four columns. The letterhead uses 8.5�x11� paper and has one inch margins on all sides. The signature is placed in the first column of the letterhead, and is simply only the logo on all secondary pages. The museum address and contact information is in the second column. The body copy is in the second, third, and fourth columns.




Exhibition Catalog

The catalog cover follows the same format of the business letterhead, except without contact. The covers have a five column and five row grid system and a margin of 0.5” on all sides. The signature is at the top left with padding on the left of 0.5” and 0.5778” on the top. The signature is separated with a line of 0.25 pts to the left and exhibition dates to the right of the line. The exhibition dates are typed with the Helvetica Light typeface in italics. The signature and exhibition dates are knocked out. The cover features an image from the current exhibition, which should have a close, zoomed in scale of the image. The title of the exhibition is the only necessary information that needs to be included on the cover. One or two words of the exhibition title are largely scaled, and the remainder of the title information is scaled small either above the large word or under.



The website is very simple and clean. The signature is located at the top left of the site and is given adequate white space to make it readable. The top right of the website includes the important navigation links. An image is located just below the signature and follows the shape of the arc of the Exhibition Hall. Below the image on the left are more navigational links, which is separated by a 0.25 pt line with important information on the left. Article and Exhibition titles and byline information (if necessary) uses the Garamound typeface. The article and exhibition copy uses Helvetica Light.



The ephemera of the museum mostly uses the secondary color palette. The museum store bags have a white front and back with the DHM logo in the very center which is filled with a color from the secondary palette. The sides of the bag have an image from a current exhibition and have a secondary color overlayed on the top of the image. The handles are the same color as the logo. The museum t-shirts use the colors of the secondary palette and has two designs. One has a sketch of the modern Exhibition Hall on the left side, and at the top of the back of the shirt is the logo knocked out. The second design is on a dark gray or white shirt, where the logo is overlayed on the front of the shirt, either knocked out and overlayed or with the logo’s color the dark red from the primary color pallette and overlayed.


The pictograms follow the same idea of the DHM logo, however the arc is knocked out. They are very simple and delicate in appearance and should all follow the same idea.


Environmental Signage

The logo is to stand alone in advertisements such as billboards, bus stop/subway ads, and any outdoor DHM exhibition advertisements. The supergraphics should include a large scaled image of a current exhibition taking place at the museum with the DHM logo knocked out with a transparency of 83% located in the direct center of the image.


Contact Information

For more information, please contact:

Armory and Exhibition Hall Unter den Linden 2 10117 Berlin, Germany T

+ 49 - 30 - 20304 - 0



Melanie Voigt | Graphic Designer 3900 Lomaland Drive San Diego, CA 92106 T

+ 555-1234



Deutsches Historiches Museum Brand/Identity Manual