Monsters of the World Brand Manual

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B R A N D M A N UA L

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Table of Contents Part I: Spirit Book Value Proposition

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Vision 04 Brand Attributes

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Beliefs 08 Big Idea

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Part II: Brand Manual Brand Standards

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Identity 14 Usage 15 Sub-Brand Identities 19 Typography

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Color 22 Imagery 24 App Iconography

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Tone of Voice

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Part III: Applications Print Applications

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Monster Merch

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Digital Applications 38 Environmental Applications

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Monsters of the world is the only history museum dedicated to artifacts featuring mythical creatures from all over the world.

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Vision This museum is the definitive place to go for enthusiasts of mythology and the most popular collection of mythical creature artifacts in the world.

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BRAND ATTRIBUTES

ZAN Y

whimsical & fun

IN TEL L E C T UA L educational & scholarly

WON D R O U S magical & awe-inspiring

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We believe

■ Learning should be fun for children as well as adults ■ Fascination with the supernatural is intrinsic and should be nurtured ■ Global awareness of other cultures and their heritage is important

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MUSEUM OF UNNATURAL HISTORY

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BRAND STANDARDS The Monsters of the World identity is the cornerstone of our brand. It is critical to apply and adhere to the following system of guidelines in order to maintain the integrity of our brand.

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Identity BRAND MARK

The brand mark represents body segments of a sea serpent breaking the surface of the water.

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LOGOTYPE

The primary logotype features the name of the museum stacked in two lines.

P R IMA RY SIG NATURE

The primary signature places the stacked type in between the body segments with the tagline falling below the baseline of the type.

ALT ER NATE SIGNATU RE

This alternate signature is to be used when under 2.5" or where the tagline is featured separately.

LOGOTYPE SIG NATURE

An alternate logotype used with the tagline features the name all on one line. It must always be used with the tagline, and the tagline must be used in this exact orientation.

USAGE Color USAGE The Monsters of the World signature must only be used in Serpent Tail deep teal (see page 22) or all-white. The brand mark can be used in Serpent Tail deep teal, all-white, or in the other specified colors of the palette when used in respective sub-brand applications. These preferred color combinations best represent the integrity of the Monsters of the World brand. Additionally, the identity may also be used in a onecolor, black version. This can be useful when color printing is not available.

Minimum Size To ensure the identity’s integrity, clarity, and impact, the primary signature (with tagline) should never be reproduced smaller than 2.5" wide, the alternate signature (without tagline) should never be reproduced smaller than 1.5" wide, and the brand mark should never be reproduced smaller than 0.375" wide.

2.5" 1.5" 0.375"

1"

2"

3"

4"

5"

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Usage Space The identity should always be placed with an appropriate amount of clear space. The preferred amount of clear space is shown below. No other logos or other design elements can invade the space measured here by “2X”, and the logo should be at least the distance “2X” from the edge of the paper or piece (see opposite page for exception).

16 In instances wherein this is difficult to achieve, please refer to the minimum ■ clear space below.

Preferred clear space

X =WIDTH O F M ARK S E G M E N T B AS E

minimum clear space X =WIDTH O F M ARK S E G M E N T B AS E

brand mark for Bleed In certain print applications, the brand mark is often used in the bottom right corner of composition touching the bottom edge of the paper. In these cases, a special version of the logo must be used for bleed.

The brand mark must be oriented on the trim line such that what is above the trim line matches the proportions of the regular brand mark. The bleed variation of the logo must not be used for any other purpose, and must only be used on the bottom edge of print applications.

T R IM L IN E BL E E D L IN E

clear space (special)

X =WI DT H O F M ARK S E G M E N T BA S E

In specific print and digital applications wherein at least the bottom third of the composition is filled with the same color as the signature, the baseline of the logo mark and logotype will rest on the top edge of the color field, with the tagline in white within the color field.

No other elements such as type or other logos may invade this space. The brand mark by itself also follows this rule, though there is no tagline present.

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Usage Unacceptable uses The identity is only to be used as described in this Brand Standards Manual.

While there are a myriad of possible unacceptable alterations, the list below displays some of the more common unacceptable uses.

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N EV ER STRETCH TH E IDENTITY

N E VE R C HAN GE T H E O RI E N TAT I ON O F TH E ID E N T IT Y

N E V E R US E T E X T E F F E CTS S UCH A S G LOW O R D R O P S H A D OW S

NEVER USE THE IDEN T I T Y I N U NAUTHORIZED CO LORS

N E VE R DI S P L AY AN I N C O M P LE T E ID E N T IT Y

N E V E R CH A N G E T H E T IN T / T R A N S PA R E N CY O F T H E ID E N T IT Y

toasters of the World NEV ER MODIFY T HE S CALE O F ELEMENTS IN T HE I DE N T I T Y

MONSTERS OF THE WORLD NEV ER C HAN G E T HE TYPEFACE O F T HE I DE N T I T Y

N E V E R CH A N G E T H E WO R D S IN T H E ID E N T IT Y

COME N' GIT IT!

N E V E R CH A N G E T H E TAG L IN E O R A D D A D D IT IO N A L TAG L IN E S

SUB-BRAND identities Monsters of the World has three specialty exhibits in addition to its main exhibit: Monsters of the Deep, Monsters of the Woods, and Monsters of the Skies. Each of these exhibits has its own logotype. These logotypes must be used in their respective colors or in white type on backgrounds of their respective colors (pictured below).

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S E A MONSTERS E XHI B I T I O N

monsters OF THE deep

MAG ICA L MONST E RS EX HIB ITION

monsters OF THE woods

D RAG ONS EX HIB I T I O N

monsters OF THE skies

This specialty exhibit features monsters that have plagued sailors worldwide for centuries.

This specialty exhibit features magical and fantasy creatures encountered by lost travellers in the forest.

This exhibit features dragons and other similar creatures that rain fiery terror on the lands.

monsters OF THE deep

monsters OF THE woods

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monsters OF THE skies

Typography Typography is a critical element of the Monsters of the World brand. Three typefaces make up the identity: Bebas Neue, Garamond Premier Pro, and Proxima Nova.

Specific font weights and styles must be used across all applications.

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HEAD LINE TYPEFAC E

B O DY T Y P E FACE

BEBAS NEUE REGULAR 24/20

Garamond Premier Pro Medium Caption 12/14

A BCDEFGHIJK L MN OP Q RS T U V W X Y Z 123 4 567890

AB C DE FGH I J K L M N OP QR S T U VW X Y Z ab cdef g hi j kl mn o p qrst uvw x y z 1234567890

Bebas Neue is an all-caps condensed sans-serif typeface designed by Ryoichi Tsunekawa in 2005. Its clean, modern feel juxtaposes it with the old-time feel of Garamond and its use in the logotype relates to the shaping of the brand mark (which uses Bebas Neue bold). This headline typeface is used mainly for the names of creatures exhibited and is also used for the logotypes of specialty exhibits.

Garamond Premier Pro is an old-style serif typeface based on the works of 15th century type designer Claude Garamond. This typeface recreates the look and feel of metal-cast type of early printed books, which often housed images of supernatural creatures an monsters in their pages. This body typeface supplements the illustration style of Monsters of the World.

CAPTION TYPEFAC E

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P ROX IMA NOVA BLAC K 8/12

A BCD E F GHIJK L MN OP QR S T U VWXY Z a b c d ef g h i j klmn o p q rs t uv w x y z 1 2 3 45 6 78 9 0

Proxima Nova is a modern/geometric sans serif hybrid designed by Mark Simonson in 2005. The consistent stroke width and geometric structure provide contrast with the Garamond body copy and bring a contemporary feel to revitalize ancient artifacts. Its wide letterforms make for a readable caption typeface even at a small size.

T Y P O G R A P H Y US AG E IN M O BIL E A P P

Color

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Serpent Tail

Basilisk Venom

Pixie Wing

Mermaid Scale

Dragon Breath

PR IMA RY

AC C E N T

S P E C I ALT Y

S P E CIA LT Y

S P E CIA LT Y

RGB 02 77 95 CMYK 95 60 45 30 PMS 3165 C

RGB 188 214 49 CMYK 31 0 100 0 PMS 382 C

RGB 117 61 153 CMYK 65 90 0 0 PMS 266 C

RGB 69 178 181 CMYK 68 7 31 0 PMS 319 C

RGB 227 60 38 CMYK 6 92 100 0 PMS 179 C

palette details

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These five colors are the colors to be used in print and digital materials for Monsters of the World. These colors and these alone make up the color palette. They are used in backgrounds, patterns, iconography, and other elements across the brand landscape.

This color palette draws inspiration from medieval paintings and manuscripts.

The brand's bright colors pop against the dulled colors of the ancient artifacts.

Serpent Tail is a deep teal used in the main identity and as the primary brand color for print and digital applications ■

Pixie Wing is a medium purple used for the Monsters of the Woods exhibit. It is used on print and digital applications featuring magical creatures ■

Basilisk Venom is an acid green used as an accent color for captions and iconography elements in mobile applications ■

Mermaid Scale is a lighter teal used for the Monsters of the Deep exhibit. It is used on print and digital applications featuring sea monsters ■

Dragon Breath is an orangeish-red used for the Monsters of the Skies exhibit. It is used on print and digital applications featuring dragons ■

Imagery

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photography STYLE

Monsters of the World houses artifacts from all over the world that depict supernatural and unnatural creatures.

These artifacts include paintings, prints, textiles, pottery, sculptures, metallurgy, woodwork, maps, manuscripts, and other relics. Images of these artifacts and exhibits are displayed in many of the museum's applications. Due to their age, many of these images are faded and desaturated.

Promotional material uses dynamic close-ups of these relics to highlight the creatures of these artifacts.

Illustration Style

The illustration style for Monsters of the World is reminiscent of old woodcut illustrations found in early printed books and bestiaries, when books were the first and only means of common folk to experience exotic and foreign creatures.

It compliments the old style typographic styling and reflects the age of the artifacts.

These illustrations are to be used in 25 printed media as well as in the exhibits. â– They may be used in Serpent Tail color on a white or light colored background, or in Mermaid Scale or white on a darker background such as Serpent Tail.

imagery Pattern Print and digital media may make use of the repeating pattern shown to the right.

This pattern is created as an extension of the concept and form of the brand mark, implying a sea serpent with an infinitely long body. The pattern may be displayed at different opacity settings in relationship to the background color. Use a low opacity settings for a more subtle 26 or if any type or identities are â– effect displayed in front of the pattern.

GRID composition Compositions of print and digital applications must be split into thirds vertically.

Fields of solid color will fill one or two of these sections, with photography or other information composing the other third or two thirds. Only type and Monsters of the World logos/sub brand logos may be placed on top of the fields of color.

mobile application iconography The Monsters of the world mobile application allows the user to access information about the exhibits and artifacts, purchase tickets, read more about mythical creatures featured in the museum, navigate the museum, and hear news about the museum including new artifacts and special events. This system of icons is used to help the user to easily navigate the app interface.

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EX H IB ITS

T I C K E TS

B E ST IA RY

MAP

NEWS

tone of voice

28 In order to stay consistent with the core brand attributes and to provide a memorable ■ and educational experience at Monsters of the World, a few guidelines must be upheld in all written or verbal content.

■ Monsters of the World strives to present fiction made real. Every creature depicted in the museum must be spoken of as a real living animal.

■ While this is not a horror museum, it is still a museum of monsters. Each creature must be spoken of or written about with a sense of fearful respect, with emphasis made on these monsters' most frightening features.

■ Monsters of the World values historical accuracy and credibility. All information presented in the exhibits and other supplementary digital and print applications must accurately represent the respective cultural beliefs of these mythologies.

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Print applications

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Exhibition Brochures Brochures for the three specialty exhibitions are available at the entrance of the museum featuring supplementary information about each creature mentioned.

Stationery Pictured below are stationery designs for letterheads, envelopes, and business cards. These applications assist the museum and its employees with maintaining relationships with stakeholders, including investors and educators.

BUS IN E S S CA R D D E TA IL

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32785 Hanover St. San Diego, CA 92106

Print applications

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EXHIBITION BOOK The Monsters of the World Exhibitions & Artifacts book is a comprehensive collection of images and information about every artifact and feature of the museum's collection. There is also additional information on the mythology and features of each of the monsters in the museum.

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MONSTER MERCH

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SOUVENIR CANDIES Monsters of the World manufactures licensed souvenir items that may be purchased at the gift shop located near the entrance of the museum. These candies, Spicy Fire Snaps and Sour Dragon Eggs, are part of a line of monsterthemed sweets. Pictured here are 1 oz and 12 oz packages.

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SOUR

DRAGON EGGS CANDY

L A BE L D E TA IL

REVERSE

MONSTER MERCH

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T E E DE S I G N D E TA IL

Gift bag Each purchase from the gift shop comes in a white paper bag adorned with the Monsters of the World brand mark.

Monster tees The Monsters of the World gift shop offers a variety of souvenir clothing items.

Pictured here are the women's "Monster Coat of Arms" graphic tee design (left) and the "Ourorobos" 37 â– tee design (below).

TEE REVERSE

digital applications Animated Logo This animation to be used in the mobile app, website, and in video advertisements features the sea serpent breaking the surface of the water to become the brand mark.

This brand mark becomes the signature and presents names of different creatures included in the museum. The following storyboard shows the sequence of animation.

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Digital applications

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INSTAGRAM PROFILE The Monsters of the World instagram page shows off exhibition pieces, gives mythological information, and notifies followers of new and upcoming special events and discounts.

Mobile App

MOB ILE AP P I C O N

The Monsters of the World mobile application allows the user to access information about the exhibits and artifacts, purchase tickets, read more about mythical creatures featured in the museum, navigate the museum, and hear news about the museum including new artifacts and special events. Pictured to the right are samples of different pages in the user interface design. The logo mark in the bottom right corner acts as a hamburger menu icon to access the popup menu from any page in the application.

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LOADING SC RE E N (WITH ANIM AT I O N )

P O P -UP M E N U

T ICK E T O P T IO N S

EX HIB IT ART I FAC T INFORMAT I ON

B E S T I ARY S E L E CT IO N

H O M E S CR E E N ( W IT H A P P ICO N )

environmental applications Exhibition design Pictured to the right is an exhibit piece featuring the skeletal anatomy structure of a werewolf. This lifesize backlit display is labeled with main features and points 42 of interest. This anatomical drawing utilizes the brand illustration style. Other â– anatomical charts for different mythical creatures will be displayed throughout the museum along with fabricated monster fossils.

Subhuman intellect with bloodlust

Humanoid cranial structure

Jaws perfect for tearing through human flesh

Webbed fingers for swimming

Skeletal Anatomy of a Powerful legs and tailbone extends during transformation

WEREWOLF

Lower legs appear canine, but creature walks bipedal

Skeletal Anatomy of a

mermaid

Vertebral extensions and powerful muscles allow swimming speeds of 60 mph

Tail fin brushes are flexible like a fish or shark

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environmental applications museum promotional banners 45 These outdoor banners feature dynamic imagery from the pieces in the museum's â– collection while highlighting the museum's tagline. These banners should be paired together in the city surrounding the museum to improve brand recognition and boost visitor numbers.

mowo.org mowo.org mowo.org

mowo.org mowo.org mowo.org

mowo.org mowo.org mowo.org

MUSEUM MUSEUM MUSEUM OF UNOF UNOF UNNATURAL NATURAL NATURAL HISTORY HISTORY HISTORY

MUSEUM MUSEUM MUSEUM OF UNOF UNOF UNNATURAL NATURAL NATURAL HISTORY HISTORY HISTORY left

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LiveSurface: Sketches:LiveSurface: Banner 0456Sketches: (1:12 scale) LiveSurface: Banner 0456 (1:12 scale) Banner 0456Sketches: (1:12 scale)

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MUSEUM MUSEUM MUSEUM OF UNOF UNOF UNNATURAL NATURAL NATURAL HISTORY HISTORY HISTORY center

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Ricky Franklin 951-973-3767 // rickyfranklindesign@gmail.com rickyfranklin.myportfolio.com