Brand Style Guidelines December 1, 2023 | Mystic Seaport Museum

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES Published December 1, 2023 Content is for information only.

All design projects must be requested through the Marketing Department.

MISSION, VISION, AND CORE VALUES MISSION

Mystic Seaport Museum strives to inspire an enduring connection to the American maritime experience.

VISION

Mystic Seaport Museum will re-imagine the interchange between maritime heritage and broader contemporary culture.

CORE VALUES

Knowledge Authenticity Inspiration Stewardship Community

OUR CULTURE

By its very essence, maritime history is grounded in diversity of thought, culture, and experience.

We believe that in both sharing our collective maritime heritage and acting as a cultural anchor in our community, we must include these varied identities and perspectives in all aspects of the Museum by shaping our policies to support equitable and inclusive practices throughout the organization.

Mystic Seaport Museum is committed to creating a welcoming and inclusive environment, free from threatening, insulting, or harassing behavior or language.

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES LOGO | COLORS The logo is the prime identifier of the Museum and the most important tool for building brand recognition. Consistent use of the logo is necessary to maintain an effective visual identity.

It should be included on all materials.

We have three colors in our logo, noted below. and also referenced on the next two pages.

Orange is the Museum’s primary logo color.

As the summer sun sets over Mystic Seaport Museum, we find ourselves reflecting on a remarkable season.

Recent transformations, both on campus and on the water, have merged the historic with the modern, incorporated STEMbased learning opportunities, and enhanced our visitors’ ability to simply relax while being immersed in all that the American maritime experience has to offer.

One of the highlights of the season was the return of Sabino to the Mystic River following the successful conversion of its engine from coal-fired steam to diesel-electric. This transition has resulted in a carbon output reduction of 95% while allowing the Museum to accommodate hundreds of additional passengers, a testament to our commitment to environmental sustainability and the organization’s long-term success.

THE AMERICA

VOL. 10 | NO. 2 | 2023

AND THE

SEA SOCIETY

INSIDE MYSTIC SEAPORT MUSEUM IN THIS ISSUE

We are so grateful to all of our friends who support the Annual Fund at the America and the Sea Society level. Thank you! Your generosity has a huge impact on everything we do.

We hope you enjoy this periodic newsletter. In it you will find information about upcoming events for our America and the Sea Society Donors, photos from past events, articles that we think will pique your interest, and contact information for our team. Please feel free to reach out to any of us as you plan your next visit to Mystic Seaport Museum. We look forward to seeing you soon!

Fall will continue to thread the stories of the summer through a series of vibrant events, including the opening of our newest exhibition, Spineless: A Glass Menagerie of Marine Invertebrates.

We hope you will enjoy this rare opportunity to see the Blaschka models and learn more about the intersection of marine life and maritime technology.

PRIMARY LOGO COLOR

Nautical Orange with transparent text.

DEAR FRIENDS,

Nautical Orange with white text.

We acknowledge that none of the Museum’s offerings and achievements would be possible without the unwavering vision, support, and tireless efforts of all those who hold Mystic Seaport Museum dear to their hearts. Your continued generosity is the wind in our sails as we set our sights on 2024 with renewed enthusiasm and a deep sense of gratitude.

Cordially,

SECONDARY LOGO COLORS Peter Armstrong President

UPCOMING EVENTS • Downriver cruise Black with transparent text.

aboard Sabino

White with transparent text.

• Private reception and preview of Spineless: A Glass Menagerie of Marine Invertebrates

P.O. Box 6000 | Mystic, CT 06355-0990

Example: Newsletter using the Nautical Orange with White text logo.

• VIP fireworks cocktail party for President’s and Chairman’s Circle level donors

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES LOGO | TRANSPARENT VERSIONS

ON EXHIBIT

WHAT DOES TRANSPARENT TEXT MEAN? Transparent text does not have color and the background will show through the lettering (see the first three examples to the right).

When placing the logo on busy backgrounds use the Nautical Orange logo with White lettering for best readability (see the example to the right at the bottom).

Logos with transparent lettering in which the background shows through.

ON EXHIBIT

ON EXHIBIT

Logo with white lettering in which the background does not show through.

ON EXHIBIT Example: Digital ads showing the use of logos with transparent lettering versus the logo with white text.

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES

UPCOMING EVENTS

LOGO | WITH BLEED The logo with bleed is for printed communications where the logo is bleeding off the page. This version has been designed to have a bit extra room on the left side. Once it is cut to size, the extra is trimmed off. These diagrams show placement for the logo with bleed and the location of the trim line. The trim line is half way from the M in “Museum” to the far left edge of the artwork.

NOVEMBER

Wednesday, November 1

AARP Virtual Talk "Star Lore of the Ojibwe" *

Wednesday, November 15

AARP Virtual Talk "News from the Shipyard" *

Thursday, November 16

Engineering for Discovery: A Look at ROV Technology, David Lovalvo

Saturday, November 18

Native American Heritage Indigenous Craft Fair

Thursday, November 24–Sunday, December 3 Member Double Discount Days *

PRIMARY LOGO COLOR

DECEMBER

Trim Line

December 8, 9, 15, 16, 21, 22, and 23 Lantern Light Village

Sunday, December 17 Community Carol Sing

Friday, December 29–Sunday, December 31

Nautical Orange with transparent text.

Holiday Magic

Nautical Orange with white text.

Sunday, December 31

New Year's Eve Event for Families

Trim Line

SECONDARY LOGO COLOR

* Members only

FOR A FULL SCHEDULE OF EVENTS VISIT

www.mysticseaport.org/events

Upcoming Events / 5

Black with transparent text.

White with transparent text.

Example: Event ad in Mystic Seaport Museum Magazine using logo with bleed. The extra orange on the left of the logo is to accommodate the ad being used at the edge of a document. The extra orange will get trimmed off.

The bleed version of the logo (with the extra orange on the left) should never be used unless the extra orange will be trimmed off. Any other use is incorrect.

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES LOGO | SIZING SIZING Sizing the logo varies based on the dimensions of the printed piece. The size is derived from the shortest side of the document.

For logo sizing please refer to the guide below.

VERTICAL LAYOUTS

DOCUMENT SIZE (W x H)

APPROX. LOGO SIZE

4”w x 9”h

1.25”w

5.5”w x 8.5”h

1.25”w

8.5”w x 11”h

1.5”w

11”w x 17”h

2”w

24”w x 36”h

4.25”w

*85.25”w x 157”h

24”w

HORIZONTAL LAYOUTS

DOCUMENT SIZE (W x H)

APPROX. LOGO SIZE

5”w x 3”h

1”w

9”w x 4”h

1.25”w

6.25”w x 4.5”h

1.25”w

8.5”w x 5.5”h

1.25”w

11”w x 8.5”h

1.5”w

17”w x 11”h

2”w

36”w x 24”h

4.25”w

**576’”w x 168”h

50”w

* Large Format Signage, Thompson Exhibition Building Facade Banner ** Large Format Signage, Digital Billboard Example: 8 1/2”w x 11”h plexi glass sign. Logo sized to 1.5”w with proportionate height.

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES LOGO | PLACEMENT, CLEAR SPACE, AND MINIMUM SIZE PLACEMENT

The logo should be placed at the bottom, left corner of any layout while maintaining the minimum space requirements noted below.

CLEAR SPACE

The minimum clear space around the logo is based on the height of the lowest rectangle in the logo. No elements should be within this area.

Please refer to the guide below.

IF THE LOGO IS

SPACE ON EACH SIDE SHOULD BE APPROX.

1”w 1.25”w 1.5”w 2”w 3”w

.35” space on each side .45” .50” .66” 1”

The minimum clear space is defined by the height of the lowest text box in the logo.

Exceptions: Stationary or where contact info is needed.

MINIMUM SIZE Minimum sizing should not fall below .75” wide, scaled proportionately.

Minimum size .75”w

Example: Collateral material showing the placement of the logo and maintaining the clear space around it. Edges do not apply.

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES LOGO | USAGE

Do not stretch the logo.

The Mystic Seaport Museum logo may NOT be altered in any way.

On the right are examples of ways that the Museum’s logo CANNOT be used.

Do not resize it disportionately.

Do not rotate the logo.

Do not alter the text in the logo.

Do not color the logo.

Do not add gradients to the logo.

Do not change the position of the elements.

Do not add effects to the logo.

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES COLOR PALETTE The Mystic Seaport Museum color palette is an important part of the brand toolkit. This diagram reflects the hierarchy of our brand colors from leading to supporting roles.

Our primary brand color is Nautical Orange, and it is the lead element to our brand recognition. Whether used in the logo or subtly in a headline, Nautical Orange should always be used.

Our supporting colors are White, Light Grey, Dark Grey, Naval Blue, and Black. These colors, especially White are meant to be used to soften the look.

PRIMARY BRAND COLOR

SUPPORTING COLORS

PRINT

Nautical Orange CMYK: 0-73-97-0 PMS: 1665

WEB

RGB: 240-95-25 HEX: #FO5F19

White CMYK:0-0-0-0

Light Grey, 40% CMYK: 7-3-5-8 PMS: 427

Dark Grey CMYK: 21-11-9-23 PMS: 429

Naval Blue CMYK: 98-100-0-43 PMS: 2755

Black CMYK: 0-0-0-100

RGB: 255-255-255 HEX: #ffffff

RGB: 216-220-219 HEX: d8dcdb

RGB: 162-171-187 HEX: a2abbb

RGB: 29-17-96 HEX: 140A50

RGB: 0-0-0 HEX: #000000

MYSTIC SEAPORT MUSEUM BRAND STYLE GUIDELINES TYPOGRAPHY

HEADLINES: ALL CAPS SHARP GROTESK SEMI-BOLD 15 SUB HEADS: ALL CAPS SHARP GROTESK SEMI-BOLD 15

Our primary typeface is Sharp Grotesk, a modern sans-serif typeface modeled after American Wood Type.

Sharp Grotesk comes in a variety of weights, widths, and italics. These selections represent styling headlines, subheads, and body text.

HEADLINES: ALL CAPS SHARP GROTESK SEMI-BOLD 15 SUB HEADS: ALL CAPS SHARP GROTESK SEMI-BOLD 15

BODY TEXT: Sentence case Sharp Grotesk Light 20

BODY TEXT: Sentence case Sharp Grotesk Light 20

CALL TO ACTION: ALL CAPS SHARP GROTESK SEMI-BOLD 15

CALL TO ACTION: ALL CAPS SHARP GROTESK SEMI-BOLD 15