MAAe Brand Book
03 _04 _06 _10 _18 _20 1 Introduction 2 Logo 3 Guidelines 4 Color 5 Font
MAAe Brand Book 04 1 Introduction
Welcome to the brand book of the MAAe logo for the Museum of European Artistic Avant-garde in Venice. The logo in question used the Gestalt rules of past experience and background figure, taking inspiration from Italian architecture but in particular from the Venetian Gothic arches of the bridges and windows of the various structures. Even the color palette has been chosen discreetly so that it is meaningful to what it represents.
The Museum will be located in one of the cities with the most important historical and artistic heritage in the world. The founder of the Museum, the American James Cooper has chosen the prestigious city of Venice as the flagship of his climb to glory.
J. Cooper strongly wanted to involve the student community in the Veneto region and announced a competition for the creation of the Museum’s visual identity. The winner will have the opportunity to become part of the communication staff, becoming creative director of the museum.
“The new generation is the only one capable of triggering new artistic scenarios and creating a new avant-garde.”
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The Museum of the European Artistic Avant-garde will be located in Venice.
J. Cooper
MAAe Brand Book 06 2Logo
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Logo Versions
Here are the four versions of the dynamic logos requested by the client for the museum of European avant-garde art.
Permanent collection: Expressionism, Dadaism, Surrealism and Futurism
Temporary exhibitions or event exhibitions: Event exhibitions curated by the best contemporary art experts
Photo collection: ‘900 photographic collection
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Permanent exhibitions
Temporary exhibitions or event exhibitions
Photographic collection
Children’s workshop
3 Guidelines
MAAe Brand Book
Geometry reconstruction & Icon Proportions
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Guidelines
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Kids
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Clear Space
Clear space is the area surrounding the global signature and icon that must be kept free of any elements, including text, graphics, borders or other logos. The minimum clear space required for the preferred global signature is equal to “x”, or the height and width of the MAAe icon.
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Do not distort or alter proportions of the logo
Do not add contours to the logo
Do not add shadows to the logo
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Logo Misure
It is important that the apperance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. It’s orientation, colour and composition should remain as indicated in this document - there are no exceptions.
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MAAe Brand Book 03 4 Color
Color Palette
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Primary color
Secondary color
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#B05418
#1D1D1B #E99D5C #F3C69E
#733662 #BF6DA9 #CA8CBD #D7AAD0
The colors selected for the MAAe logos reflect the Museum, the colors have been specifically chosen to represent the brand and should not be altered under any circumstance.
Tertiary color
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#B18D3F #FED275 #FFDB94 #FFE9C1
5 Font Aa
Brand
MAAe
Book
Aa
The primary font is Arial Black, then there’s also Myriad Variable Concept used for the titles and Source Sans Variable for page header
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Aa MAAe Brand Book Arial Black Myriad ABCDEFG MAAe Brand abcdefghijklmnopqrstuvwxyz 123456789!@#$%ˆ&* ABCDEFG MAAe abcdefghijklmnopqrstuvwxyz 123456789!@#$%&*
abcdefghijklmnopqrstuvwxyz
123456789!@#$%&*
abcdefghijklmnopqrstuvwxyz
123456789!@#$%ˆ&*
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Variable Concept Black Condenced Source Sans Variable Regular ABCDEFG MAAe Brand
ABCDEFG MAAe Brand
MAAe BrandBook
