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Fernbank SCIENCE

CENTER

Graphic Standards Manual


Table of Contents 5 Introduction 7 Mark & Logotype 9 Signature & Safe Zone 11 Identity Typeface & Color Scheme 13 Subdivision Signatures 15 Incorrect Usage of Mark & Signature 17 Stationery 19 Headquarters 21 Advertising 25 Specialty Items


Introduction As a nationally prominent institution of Science research, Fernbank Science Center must communicate a clear and consistent identity to our external audiences. Visual identity standards, which are applicable to the entire company, are critical to achieving this objective.

The pictures shown in the manual are photographs that capture the feel and tone of Fernbank.

Fernbank’s fish and fern provides the basis around which this graphics standards manual has been developed, including proper use of the mark, and Fernbank signatures. The material is presented in a simple and concise manner that provides easy access to a range of information that will help assure consistency in the way we utilize our logo. Standards for our stationery system are also included. Although no one symbol can tell the whole story of a complex and comprehensive science center, the visual identity system conveys a sense of Fernbank and our environment’s future. I ask you to comply with the standards outlined here, and I urge you to join me in maintaining Fernbank’s identity system with pride and enthusiasm.

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Introducing the Mark


Introducing the Mark

Black/White

Color

The Fernbank logo is a union of two symbols from nature — a fern frond and a fish skeleton. The fern represents life on the land, the fish skeleton nature underwater. The similar fish and fern shapes are complementary, making their reflection fit well together as a mark for Fernbank. The green is used for the fern to give a feeling of nature and life. The fish is a blue to show the death but also the life of underwater.

The Logotype

Fernbank SCIENCE

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Fernbank SCIENCE

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The Logotype is set in Bodoni 78 pt. font with some kerning between each letter. Science Center is set in Helvetica Neue regular 15 pt. font with 170 pt. tracking. The logo type remains the same size throughout the entire system. The tracking and kerning are to remain untouched to keep the entire system consistent and looking uniformly. The logo type is to never be placed in a box for legibility purposes, black or white type is able to be used for this purpose.

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Signature

Fernbank SCIENCE

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The Signature is shown in both the horizontal and vertical composition. The Horizontal signature is to be used and preferred over the vertical signature.

Fernbank SCIENCE

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Safe Zone X

X

The safe zone is the area around the signature and mark where no content can be placed within these boundaries. This is to keep them looking clean and noticeable when other content is used around them.

X

X

X

X

Fernbank SCIENCE

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X

X

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System Typefaces

Didot Helvetica Chaparral Pro

A BC DE FGH I J K L M NO PQRSTUVWXYZ abcdef ghijk lmnopqrst uv w x yz 1 2 3 4 5 6 78 9 A BCDEFGHIJ K LM N O PQ RSTUV W X Y Z a b c d efghijk lmn o p qr s tuv w x y z12 3 4 5 678 9 ABCDEFGHJKLMNOPQRS TUVWXYZ abcdefghijklmnop qrstuvwxyz 123456789

Didot is only used in the logotype and isn’t used for any other element.

Helvetica is the secondary logotype typeface.

Chaparral Pro is used as the primary typeface used for Fernbank. Any body copy is to be written in Chaparral Pro.

Color Scheme

Pantone 556C

Pantone 549C

C-58 M-25 Y-57 K-0

C-65 M-25 Y-26 K-0

The Color palette for Fernbank came from the inspiration of the Fish and Fern. We wanted the blue and green to work together as one. The Pantone colors are to be used at all times, unless CMYK is only available. Both Pantone and CMYK colors are listed and must be used.

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Subdivisions Signatures

Fernbank

FOREST

Fernbank

The Supplementary signatures are use for the sub- programs within Fernbank Science Center. The horizontal orientation of the original signature is used This will be used on signs, brochures, or any marketing elements for the sub-programs.

ON-SITE

Fernbank

SEMINAR

Fernbank

TOURS

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Incorrect Usage of Mark 1. The colors can not be switched. 2. The emblem can not be all blue. 3. The emblem can not be all green 1. 2. 3.

4. 5. 6.

7.

8.

Fernbank SCIENCE

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Fernbank SCIENCE

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Fernbank SCIENCE

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9.

4. The emblem can not be both black and white. 5. The emblem can not be placed vertically. 6. The emblem can not be rotated in any way. 7. The emblem may not be flipped horizontally. 8. The emblem may not be flipped vertically. 9. The emblem may not be used in low resolution.

Incorrect Usage of Signature 1. The emblem size may not be altered. 2. The emblem may not be placed right of the signature. 3. The emblem may not be flipped or placed right of the signature.

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Stationery

Fernbank SCIENCE

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156 Heaton Park Drive Atlanta, GA 30307 Phone: 678.874.710 Web: fsc.fernbank.edu

The stationery consist of a letterhead, business card, and envelope. It is consistent with the feel and look of the entire system. The Pantone green is used for the additional color.

John Smith 310 W. Lee Street Brisbane, Australia 40208 Dear John Smith, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla eros sapien, condimentum sollicitudin bibendum eget, hendrerit quis arcu. Suspendisse imperdiet, nulla quis cursus egestas, sem arcu iaculis nulla, in pretium sem felis at tortor. Fusce sed risus metus, eget mattis nulla. Nulla magna ligula, rutrum ac hendrerit et, tempor a risus. Cras feugiat semper mi sit amet euismod. In magna felis, pharetra a iaculis a, pharetra ac lorem. In congue mi vel tellus congue ut feugiat velit rhoncus. Sed blandit pulvinar lacus id luctus. Vestibulum congue diam vel augue consectetur quis facilisis nisl interdum. Ut dui leo, pharetra placerat tristique eget, lobortis eu lacus. Proin mollis volutpat dolor eu consequat. In imperdiet condimentum neque, sit amet iaculis mi dapibus quis. Sed sed nisi a neque scelerisque rhoncus eu a tellus. Etiam nec quam ut dolor placerat mollis semper vel neque. Aliquam erat volutpat. Mauris libero arcu, condimentum quis ornare ut, vehicula a ante. Etiam eget suscipit sem. Maecenas elit ipsum, vestibulum ut adipiscing dictum, imperdiet ut nisl. In hac habitasse platea dictumst. Nunc molestie ipsum in justo luctus fermentum. Sed posuere pharetra mauris id eleifend. Sed et semper dolor. Maecenas est diam, dignissim a scelerisque ut, vehicula eget justo. Fusce ultricies eleifend feugiat. Morbi mauris lacus, pulvinar sit amet fermentum vitae, rutrum malesuada velit. Vivamus iaculis tortor vitae turpis imperdiet porttitor.

Sed sed nisi a neque scelerisque rhoncus eu a tellus. Etiam nec quam ut dolor placerat mollis semper vel neque. Aliquam erat volutpat. Mauris libero arcu, condimentum quis ornare ut, vehicula a ante. Etiam eget suscipit sem. Maecenas elit ipsum, vestibulum ut adipiscing dictum, imperdiet ut nisl. In hac habitasse platea dictumst. Nunc molestie ipsum in justo luctus fermentum. Sed posuere pharetra mauris id eleifend. Sed et semper dolor. Maecenas est diam, dignissim a scelerisque ut, vehicula eget justo. Fusce ultricies eleifend feugiat. Morbi mauris lacus, pulvinar sit amet.

Douglas Hrabe Sincerely,

Douglas Hrabe

Fernbank SCIENCE

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Usage


Headquarters 1. The main entrance and campus of Fernbank. 2. The studies and research building. 3. The Fernbank Science Center Museum.

1.

2.

3.

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Advertising 1. Event Postcards 2. Event Poster 1.

Fernbank SCIENCE

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WHAT’S CAUSING YOUR STATIC... Back of post card STATIC ELECTRICITY EXHIBIT 2.

COMING SOON 21


Advertising 1. Billboard 2. Bus Stop 3. Fernbank Semi Truck 4. On Site Vehicle

1.

2.

4.

3.

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Speciality Items 1. Coffee Cup & Mug 2. Water Bottles & Plastic Cup 2. T-shirts

1.

2.

3.

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Fernbank Science Center