Indianapolis Children's Museum Brand Guidelines

BRAND GUIDELINES

INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 1

TABLE OF CONTENTS

5 ABOUT ABOUT CMI REBRAND GOALS MISSION STATEMENT DEMOGRAPHICS

11 BRAND ELEMENTS

MAIN LOGO SIMPLIFIED MONOGRAM FLEXIBLE MAIN LOGO FLEXIBLE SIMPLIFIED MONOGRAM COLOR PALETTE TYPOGRAPHY

DESIGN SYSTEMS 23 23 DESIGN SYSTEMS

PHOTO TREATMENT PATTERNS GRAPHIC STYLES

29 VISUAL APPLICATIONS

NEW EXHIBIT PAMPHLETS PRINTED BANNERS GIFT BAGS SOCIAL MEDIA FILTERS

INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 3

ABOUT ABOUT CMI REBRAND GOALS MISSION STATEMENT DEMOGRAPHICS

INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 5

ABOUT | ABOUT CMI & REBRAND GOALS

ABOUT CMI The Indianapolis Children’s Museum was founded in 1925 through the eyes of Mary Stewert Cary. In the 95 years since it’s founding it has become the largest children’s museum in the world. The museum is guided by four main core values: Promoting Family Learning, Providing Value to Our Community, State, Nation and the World, Valuing People, and Pursuing Excellence Always.

There are currently 31 Exhibits and Experiences at the museum, 18 of which are active exhibits in the museum.

REBRAND GOALS • Integrate Creativity and Innovation into our core values and exhibits through more interactive exhibits.

• We are the largest children’s museum in the world, and we want our brand to be recognized as the global leader among all museums and cultural Institutions serving children and families.

• As the largest children’s museum we are constantly bringing in new exhibits and events to our members. We want a brand that is buildable and can grow with us.

ABOUT | MISSION STATEMENT

TO CREATE EXTRAORDINARY LEARNING EXPERIENCES ACROSS THE ARTS, SCIENCES AND HUMANITIES THAT FOSTER CREATIVITY AND INNOVATION WITHIN A CHILD’S LIFE. INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 7

ABOUT | DEMOGRAPHICS

ANNA JAMES AGE: 7 years old WORK: First Grade Student FAMILY: Mom, Dad, and Little Brother LOCATION: Indianapolis, Indiana

BIOGRAPHY

HI! My name is Anna and I am 7 and a half years old. I just started first grade on the computer, but I am looking forward to getting back in the classroom to make some new friends. I am an amazing big sister to my new baby brother who is almost one year old. I have been great at helping out with him but am getting a little tired of him crying in the middle of the night. I love exploring outside and playing on my play set. I also have gotten new Barbies during quarantine and have had so much fun giving them new outfits!

PERSONALITY Introvert

Extrovert

Sensing

Intuition

Thinking

Feeling

Judging

Perceiving

ABOUT: Anna and Molly James are two personas who are representative of the Indianapolis Children’s Museum demographic. We primarily cater to younger children and parents of those children.

GOALS

• Make new friends in school • Make Arts and Crafts

FRUSTRATIONS • Cold Weather • Chores • Vegetables

BRANDS

ABOUT | DEMOGRAPHICS

MOLLY JAMES AGE: 31 years old WORK: Social Media Marketer FAMILY: Husband, Two Kids, Brother LOCATION: Indianapolis, Indiana

BIOGRAPHY

Hi, My name is Molly James and I am a proud mother to Anna and Oliver James and wife to Tyler James. I work as a Social Media Marketer and am currently doing freelance for smaller companies in the Indianapolis area. I love being able to introduce my kids to new experiences and it has been so hard to juggle that and work during quarantine. I think that being in a creative field myself has made me realize how important creativity is within a child’s life and their upbringing.

PERSONALITY Introvert

Extrovert

Sensing

Intuition

Thinking

Feeling

Judging

Perceiving

GOALS

• Manage my time between work and home life • Give my kids a happy and healthy life • Get a good nights sleep

FRUSTRATIONS • COVID-19 • Kids making messes • Lack of sleep

BRANDS

INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 9

BRAND ELEMENTS MAIN LOGO SIMPLIFIED MONOGRAM FLEXIBLE MAIN LOGO FLEXIBLE SIMPLIFIED MONOGRAM COLOR PALETTE TYPOGRAPHY

INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 11

BRANDED ELEMENTS | MAIN LOGO

ABOUT:

RESTRICTIONS:

The main use of this specific logo is for outside advertisements of the museum. Meaning that whenever this logo is used for advertisements not within the museum or for exhibits or events that are not permanent.

• DO utilize two separate colors with this logo • DO use secondary main logo for one color • DON’T use the same two colors on the main logo • DON’T use colors outside of the brand guidelines (pg. 20)

ADDITIONAL COLOR VARIATIONS

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BRANDED ELEMENTS | SIMPLIFIED MONOGRAM

ABOUT:

RESTRICTIONS:

The main use of this specific logo is for advertisements that are evidently related to the museum. Meaning that this is used for advertisements that are actually located at the museum or for long term exhibits.

• DO use one single color for this logo • DO use one of the brand specific colors or black or white • DON’T warp or distort this logo • DON’T add effects or excessive drop shadows

ADDITIONAL COLOR VARIATIONS

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BRANDED ELEMENTS | FLEXIBLE MAIN LOGO

This line is flexible and can change based on different events or ads

ABOUT:

RESTRICTIONS:

The main use of this specific logo is to represent short term exhibits or different events. The line can transform to represent different drawing like graphics.

• DO utilize two separate colors with this logo • DO keep all the words the same color • DO keep the line graphic the same color • DO weave the graphic through the letters • DON’T let the graphic go far outside of the text

ADDITIONAL VARIATIONS

The Children’s Museum Haunted House

Christmas Eve at the Museum

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BRANDED ELEMENTS | FLEXIBLE SIMPLIFIED MONOGRAM

Images come in to make the logo more specific to certain exhibits

These diamonds come into make this logo flexible

ABOUT:

RESTRICTIONS:

The main use of this specific logo is to represent permanent exhibits within the museum. The added photography allows each logo to become more specific to the exhibits.

• DO utilize two separate colors with this logo • DO keep both diamonds the same color • DO keep the simplified monogram the same color • DO utilize black and white “multiplied” photography • DON’T use colors outside of the brand guidelines (pg. 20)

ADDITIONAL VARIATIONS Dinosphere Exhibit

DC Super Heroes Exhibit

Dora and Diego Let’s Explore Exhibit

Take Me There Greece Exhibit

INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 19

BRANDED ELEMENTS | COLOR PALETTE

#F0D142

#3F54A5

#5C9FD6

#F15F56

#E068A8

Overlapping colors with the multiply effect are also used

ABOUT:

RESTRICTIONS:

There are five colors that are used for the rebrand. The basis of this color scheme was built out of the primary colors (blue, yellow and red) to symbolize children and playfulness. There is also another shade of blue and pink to boost creativity. The addition of the overlapping color effect is in reference to the glass in the famed Chihuly glass sculpture.

• DO only overlap the same colors with the multiply effect • DO use any or multiple of the solid colors together • DO feel free to merge other brand guidelines with another brand’s colors for specific exhibits or events • DON’T tint or shade the colors

BRANDED ELEMENTS | TYPOGRAPHY

P22 UNDERGROUND THIN

P22 UNDERGROUND DEMIBOLD

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

P22 UNDERGROUND LIGHT

P22 UNDERGROUND HEAVY

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

P22 UNDERGROUND BOOK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

P22 UNDERGROUND MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

ABOUT:

RESTRICTIONS:

P22 Underground is the chosen typeface for the Indianapolis Children’s Museum. This typeface has 6 different weights as well to add variety. This typeface was chosen because of the angled corners of the letters which are reminiscent of children building blocks. Additionally, the dot on the i is the diamond shape that is carried throughout other aspects of the museum’s branding.

• DO utilize thin, light, and book for body copy • DO use medium, demibold, and heavy for titles • DO use all caps for titles • DON’T stretch or distort any type

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DESIGN SYSTEM PHOTO TREATMENT PATTERNS GRAPHIC STYLES

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DESIGN SYSTEM | PHOTOGRAPHY TREATMENT

ABOUT:

RESTRICTIONS:

Showcasing the amazing people that come to the museum is an important aspect of the Indianapolis Children’s Museum. The black and white photography layered on top of CMI’s bright colors is a great way to display their visitors. The colorful lines over top are representative of childlike doodles.

• DO mask images to the focal point • DO use the multiply effect and layer images over a color • DO use the CMI brand colors • DO add doodles over top in a different color • DON’T use multiple colors for the doodles

ADDITIONAL VARIATIONS

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DESIGN SYSTEM | PATTERNS

ABOUT:

RESTRICTIONS:

Patterns are a great way to keep the brand recognizable within a space without having to put the logo everywhere. There are two patterns for CMI that can be used with any of the brand colors.

The first is a repeated wave that is seen in the main logo and the second is a repeated wavy line.

• DO only overlap the same colors with the multiply effect • DO use these patterns as stand alone designs • DO feel free to use these patterns on any surface • DON’T merge the patterns and use both at once

DESIGN SYSTEM | GRAPHIC STYLES

ABOUT:

RESTRICTIONS:

These graphic styles can be used in both small scale graphics like pamphlets or social media posts or in large scale graphics like banners. The are little doodles that match the feel of the photography treatment doodles. They should be used as a final touch to graphics to make them more branded.

• DO overlap the same colors with the multiply effect • DO use these lines over white as well as other colors • DO feel free to use these in any of CMI’s colors • DO use the same weight line across all graphics • DON’T cover up any text or imagery with these graphics

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VISUAL APPLICATIONS NEW EXHIBIT PAMPHLETS PRINTED BANNERS GIFT BAGS SOCIAL MEDIA FILTERS

INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 29

VISUAL APPLICATIONS | NEW EXHIBIT

First Floor

Second Floor

ABOUT: As the largest children’s museum in the world, CMI is always bringing in new and exciting exhibits. This particular exhibit is in conjunction with Adobe and is centered around bringing more creativity and innovation into children’s lives. The exhibit is based around Adobe’s Creative Types quiz which children can take on the main level. From there they will receive their specific pamphlet, pull out the designated page, head upstairs, and drop it in the coordinated box. This exhibit is a great example of how the new branding is buildable because it is obviously branded towards CMI, but Adobe was able to incorporate their colors and characters.

VISUAL APPLICATIONS | PAMPHLETS

ABOUT: These are the pamphlets that go along with the new exhibit.

Each Creative type has its own pamphlet which gives kids a brief description of the type, stickers they can keep, and a coloring page. The coloring page is meant to be torn out and drawn on in the museum and then placed in the designated box on the second floor of the exhibit.

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VISUAL APPLICATIONS | PRINTED BANNERS

ABOUT: Here are three brand specific banners. They will be used to advertise the new rebrand at the museum. The larger banner showcases the brand’s main logo and graphic styles while the smaller banners show the patterns and simplified logo.

VISUAL APPLICATIONS | PRINTED BANNERS

ABOUT: The skywalk banner is designed to advertise the new exhibit. It highlights that the museum is working Adobe to bring this exhibit to life and also shows kids and parents a glimpse at the characters they will see inside!

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VISUAL APPLICATIONS | GIFT BAGS

ABOUT: These are three different sizes of gift bags that will be handed out at the museum gift shop with every purchase. It proudly shows the new brand and includes the photography treatment, patterns, and new logo.

VISUAL APPLICATIONS | SOCIAL MEDIA FILTERS

ABOUT: The final visual application are these social media filters. These filters will be geotagged by exhibit so each exhibit have its own filter. Then parents can take pictures of their kids, and the exhibit name, simplified logo, and a doodle outline will be placed overtop the image.

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THANK YOU!

THANK YOU FOR TAKING A LOOK AT THE NEW AND IMPROVED INDIANAPOLIS CHILDREN’S MUSEUM. THIS ESTABLISHMENT HAS BEEN A STAPLE IN THE COMMUNITY FOR YEARS AND THIS NEW BRAND IS MEANT TO CELEBRATE THE CONTRIBUTIONS IT HAS MADE. WE FEEL AS THOUGH ALL OF THE REBRAND GOALS WILL ALLOW THIS MUSEUM TO CONTINUE TO GROW AND PROSPER FOR MANY YEARS TO COME. INDIANAPOLIS CHILDREN”S MUSEUM BRANDING GUIDELINES | 37