NatGeo: Brand Guidelines

NAT GEO BRAND GUIDELINES

Table of Contents History of National Geographic

5

Icon Mark Design

52

Vision for Tomorrow

7

Final Logo

54

At the Heart of Knowledge

9

Final Icon-mark

55

Goals of the Future

10

The New Brand

59

Words that Define us

13

Logo Mark

60

The Soul of Yesterday

14

Clear Space

63

Becoming the Future

17

What Not to Do

64

Brand Personalities

19

Logo Sizing and Scale

65

Brand Personalities - Business

25

Look and Feel of the Brand

67

Market Analysis

26

Brand Typefaces

68

Situational Analysis

29

Color Pallet

71

Competitive Analysis

30

Brand Voice

72

SWOT Analysis

32

Photo Style

73

The Old

37

Advertising and Merchandise

75

The Established Brand

38

Website 77

A New Direction

41

Mobile App

78

Identity Development

42

Extensions

83

Chosen Logo

47

Additional Extension

105

Similar Logos Designs

49

Planned Roll-out

109

Similar Existing Logos

50

NAT GEO

1

2010- Launch of modern digital content on the web for all customers.

1975- First Publication of National Geographic Kids

1918 - First Suplimental Maps included within the publication for readers.

1918 - First Suplimental Maps included within the publication for readers.

1905 - Changed from text only to more of a scientific journal style we know today.

1888 First Publication

1888- Founding of National Geographic

History of National Geographic National Geographic was founded January

publications, and museums. In additional to their

13, 1888 by a group of scholars, explores, and

magazines, National Geographic also assisted in

scientists. Two weeks after a meeting discussing

the establishment of the National Park Service,

how they can assist in increasing and spreading

exploring and mapping areas of the world,

knowledge of geography, a certificate of

discovering underwater treasures, and restoring

incorporation was signed to create the

sites from the ancient world.

organization on Friday, January 27th.

Since their first publication in September 1888, Throughout their more than 130 years, National

the stories and photography from National

Geographic Society has helped younger children

Geographic have brought the founders vision of

explore science through their magazines,

exploration and science to the world.

NAT GEO

5

Vision for Tomorrow As the world moves along at a rocket-like pace, the spread of knowledge and understanding has become even more important.

Navigating today’s endless adaption to technology and the ever-changing landscape of what is known, National Geographic seeks to become the trusted and accepted purveyor of science.

Melding with the original vision of spreading the knowledge of geography, National Geographic will further its embrace of the sciences by gravitating into all the sciences, with an eye towards STEM education and all things science.

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At the Heart of Knowledge In order for Nat Geo to be successful, a new outlook on the way content is delivered to the audience is necessary. We need to focus efforts on delivering not only correct and well-studied content, but doing so in a manner that can be understood by the readers.

It is important to understand that all the knowledge we can learn is available online in a digital age, but the way it is delivered is more important than ever.

Seeing ourselves as the delivers of factual STEM based content that is not only informational, but also easy to digest and understand is at the heart of the business.

It is no longer enough to supply facts and figures in publication as that is the internet; we are required to take this information and mold it into tools for a younger generation of readers and scholars.

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Goals of the Future The future of Nat Geo lies with the future of our society. Tapping into the ever growing minds of children and their access to education, Nat Geo will become the go-to source for everything science during primary education.

It must be more than just a book, as learning goes beyond reading, and slips into discovery. My providing the tools children need to unlock their own future, Nat Geo will stand along side them in its own future goals.

Words that Define us EXPLORATION

The heart of Nat Geo is the exploration of the world around us, no matter the difficulty.

INNOVATIVE

Nat Geo’s search for knowledge and understanding reaches beyond what is already known, reaching for the newest theory.

INFORMATIVE

With the enormous amount of information on the Internet, Nat Geo must sort provide accurate and researched topics.

INTELLECTUAL

Rather than pandering to children, Nat Geo remains factual and thorough, no matter the age of the reader.

DISCOVERY

Learning comes through understand and tools, leading a child to truly unveil their own understanding of knowledge.

PASSIONATE

Science unlocks the mysteries of the universe and it takes a truly passionate mind to change a love of something into wonder.

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The Soul of Yesterday National Geographic’s original mission was

As the times, and technology, changed, National

the spreading scientific knowledge about

Geographic printed many new issues, covering

geography around the globe purely through print

stories from the extinction of the dinosaurs

publications. The content was based around

to arctic explorations. Becoming more than a

beautiful photography and stories, with only

magazine on geography, stories became about

using the magazine to deliver the content.

cultures and other discovery of the times.

As time progressed, National Geographic

Unfortunately, like many species of old, National

began to embrace more scientific discoveries,

Geographic failed to evolve with the times and

showcasing historical events, such as humans first

embrace the new digital realm, becoming like the

setting foot on the moon in 1969, on the front

extinct species its pages covered so often.

cover.

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Becoming the Future The past decade has seen a massive shift in the access to information and knowledge. The internet with sites like YouTube and Google have created endless access to all kinds of knowledge.

Nat Geo, while a supplier of unbridled knowledge, is drown out by the vastness of the internet.

In order to succeed, Nat Geo must shift it’s mentality to delivering understanding.

By focusing on the next generation of students, architects, designers and researchers, Nat Geo can again hit it’s goal of education to the masses through not only the delivery of knowledge, but also with empowering by through understanding.

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Brand Personalities Name:

Nicole

Nicole, being a single mother, want’s her daughter’s

Age:

34

schooling to be as fulfilling and wonderful as possible.

Gender:

F

Although she works long hours at her job, Nicole

Family Status:

Has Children

devotes as much time at home as possible to helping

Child Age:

6

her daughter learn new things they teach at school.

Children School:

Public

Education:

Bachelors

Although many of the programs and methods are

Marital Status:

Single

different, she reads the materials from schools to

Income:

75k

assist her daughter with classwork.

Working at least 10 hours per day, sometimes weekends, Nicole isn’t always able to spend as much time with her daughter as she’d like. She does make a point, at least once a year, to take a week off to devote to mother-daughter time at whatever place her daughter would like.

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Brand Personality - cont.

Name:

Lynn

Lynn, coming from a married household, gets to

Age Range:

29

spend a bit of her time with her young daughter.

Gender:

F

It’s important to her that she receive the best

Family Status:

Has Children

education possible, including art and science, as

Child Age:

3

well as traditional mathematics and history.

Children School:

Public

Education:

HS

Working a part time job, Lynn spends 6 hours a

Marital Status:

Married

day, 4 days a week, checking groceries at the local

Income:

35k

supermarket. Although it’s not hard work, she’s glad for the flexible hours to help her raise her child without too much day care.

Her passion is painting, which she tries to pass on to her children, but she understands that art isn’t for everyone. All she wants for them is to be able to do whatever makes them happy and succeed in life.

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Brand Personality - cont.

Name:

Aaron

Aaron, father of 3 sons, works for his local city’s parks

Age Range:

39

department. Working Monday to Friday, he takes

Gender:

M

his weekend time to bring his children to work in his

Family Status:

Has Children

hobby shop making things of wood.

Child Age:

7

Children School:

Public

Married for 15 years, Aaron and his wife live in a

Education:

Bachelors

small house in a town of less than 50 thousand. His

Marital Status:

Married

children attended public school, and he always

Income:

65k

attends PTA meetings and been involved in schooling.

He works with his kids when he can, teaching them his hobby of wood working. He tries to keep them grounded and away from all of the technology that dominates the young kids worlds.

Although Aaron and his wife are happily married, neither er of them have taken a vacation in years.

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Brand Personalities - Business Alongside parents and children, Nat Geo’s other audience involves education and local governments.

K-12 educators are seeking to push the STEM fields, especially within the minority communities. These groups have access to some learning tools, but not as many as a college level education does, or even an affluent school district.

These children and educators have the potential to do great things if provided the tools and knowledge to succeed is something Nat Geo understands.

It is within the walls of the classrooms, not the pages of a book, that Nat Geo’s future lies.

Education of youth is the key to unlocking not only the future of our country, but of Nat Geo’s as well.

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Market Analysis Within the market of providing information, a major shift the key players over the last two decades. The advent of the internet has driven many companies out of business, or to shift their entire model to different forms of information.

Alphabet, and it’s companies Google and YouTube, have become dominating forces in the information market since their popularity grew in the early 2000s.

Free access to information has changed the world, both in good and bad ways. There is so much information at anyone’s fingertips that no one knows where to go or what is credible.

The search for knowledge is being overtaken by the search for correct knowledge. Miss-information plagues the internet, which has become the main source of information.

In today’s world, being able to be considered credible is more important than having all the answers.

Situational Analysis Nat Geo, as a company, exists in a world between being actively desired by readers and one of an obsolete relic that maintains a nostalgia factor for an older generation.

The constant belief that the company’s providing of accurate information and beautiful photography has lead the company to a bad area.

The inability to quickly adapt to the internet, not only for delivery of content on the internet, but also adapting to the change in the world put Nat Geo at odds with the chosen forms of gathering information.

That is to say, a simple Google search can uncover many free sites offering the same content as Nat Geo, with Nat Geo locking everything behind a pay wall.

It’s enough to provide content just as it’s not enough to have a clever form of delivery. If the goal is spreading knowledge, then the methods of teaching knowledge must adapt with how culture learns.

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Competitive Analysis Alongside National Geographic in the scientific and educational publication space, there are three key competitors across different mediums.

Scientific America is the primary competitor within the print and online publication space, where Discovery is primary focused on video production and interactive delivery.

Discovery recently branched out into the reality television docudrama, with programs such as Mythbusters, Shark Week, and How it’s Made, all focusing on education.

Lastly, the Travel Channel, dedicates is publications to different exotic locations around the globe. Travel’s goal is to introduce the readers to new locations and ideas, not all of which are based in science.

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ST

Established Brand

RE

N

SWOT Analysis

H T G

S

Strong Content Library Currently existing physical museum Trusted for Truth in Print

With overabundance of content, there is space for teaching Classrooms across the country have used the same style for decades

HR

T

Current drive to provide minority children access to better education

TS A E

Push for STEM education across the country

WE

AK

NE

SS

ES

Lackluster Digital Content

People are Bored with Content

Freely Available Content from Other Sources Online Growing distrust in science

Previous involvement in photography editing controversy

Emerging Internet Education

PO R

OP

YouTube, Wikipedia and other on-line sources Lack of wanting to pay for services Lowering of trust in Established Businesses

T

U N I

TIE

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S

The Old National Geographic, although a well known

Geographic is informative, captivating, and

brand name across the country, has fallen out of

educational, the method of delivery is one key

favor, partly due to its lack of adaptation to the

factor in the downturn of success. Readers are no

modern world.

longer drawn in by just beautiful photographs, or even compelling stories, when they can find these

Like many print-based publications, such as Time

things free on sites such as YouTube or on an

Magazine, Life, or encyclopedias, the demand

influencer travel blog.

for such products have fallen dramatically with the increase in popularity of the Internet and its

In order to survive in the digital world, National

unlimited resources at a users fingertips.

Geographic must shift its delivery platform to one that provides the same quality material in a more

Although the content contained within National

effective manner.

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The Established Brand With over a century of publications, National Geographic was a household name across the United States. Known for it’s beautiful prints and informative stories for both children and adults, the magazine established itself as a go-to factual publication found in many households.

The golden box established a window to the world that many children experienced. Many rooms were adorned with dinosaurs and images from space, provided inside each magazine.

As a brand, National Geographic was the goto educational source, outside of traditional education, for many children across the country.

PRINT MAGAZINE

WEBSITE

MUSEUM

Published since the founding of the National

Launched to deliver the magazine content

Although pictures deliver a strong message,

Geographic Society, the print magazine was

to the digital world, National Geographic’s

National Geographic Museum was launched

the heart and soul of the brand for many

website is a mirror of the print magazine in

to give the public access to many of the

years. Known for beautiful visuals and

a different format. The use of this website is

visuals in reality. Located in New York, the

informative stories, it captivated audiences

subscription based, requiring readers to login

museum allows viewers to experience the

for over a century.

in order to discover new topics.

stories for themselves in ways beyond print.

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A New Direction In order to adapt National Geographic to become more forward thinking, the company must shift directions to become relevant.

Although the brand name is well known, using the truncated name, Nat Geo, will assist in connecting with the younger audience.

To fully adapt to the modern world of accessible knowledge, Nat Geo’s position within the education field must be reestablished.

The ultimate goal of the brand is to become the primary STEM education tool for educators and students across the country.

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Identity Development In order to move National Geographic from a simple scientific, journal-style magazine, a change in direction was necessary. Not only in the delivery of content, but also in the methods in which people view the company as a whole.

In order do succeed in this goal, a new visual identity was developed to more reflect the entirety of the scientific and engineering community, with a vision which reflected the newer, younger target demographics.

Chosen Logo

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Similar Logos Designs

NATgeo

NATgeo

NATgeo

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Similar Existing Logos

TRAINER

BREAKING BAD

DISCOVERY SCIENCE

ONLINE STOCK

AMC

NAKED JUICE

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Icon Mark Design

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Final Logo

With a shift in the overall look and direction of the brand, the original logo no longer reflected the soul of the company. A change reflecting the connection with children and education was needed.

Retaining the original feel of the golden frame in the corners as a callback to the history of the publication while combining a playful font choice and retaining the an informative science-based education.

Final Icon-mark

Due to the length of the logo and word mark, the brand needed a mark to fill smaller spaces, such as on a website or application.

Removing the extra letters from the word mark, the icon takes inspiration from the periodic table, creating a playful yet recognizable way of showcasing Nat Geo on smaller screens without losing clarity.

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The New Brand Looking to the future, Nat Geo needs to position itself within the minds of the scientists of tomorrow. Today’s education system is seeking ways to push the fields of science, technology, engineering and mathematics, yet the schools and publications treat them as separate entities instead of one main idea.

Nat Geo’s existing materials and stories, with the wide breadth of topics, can be molded into an education based structure with a goal of bringing science and discovery from the lab to the classrooms. Positioning itself within the scholarly world as the go-to source for young children’s development in STEM is the ultimate goal.

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Logo Mark

LOGO ON BLACK

GRAYSCALE LOGO

SOLID BLACK

When printing or displaying on black or other

When displaying Grayscale, the color logo should

When printed in solid black, this logo should be

dark surface, the logo should be substituted for a

be replaced with this to ensure proper display of

used to ensure that the Nat section of the logo is

version with a gray Geo to enhance readability.

the color differences between Nat and Geo.

not lost in the printing process.

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Clear Space LOGO MARK

In order to provide breathing room that references the logo, no object, text, or photograph should be placed closer than the distance between the lower serif and bar on the A within the logo.

When the icon mark is used in place of the logo, the clear space should be no less than the vertical opening in the letter G.

The logo mark and icon mark should never appear on the same visual page in any format.

ICON MARK

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What Not to Do

BEVEL OR EMBOSS

DROP SHADOW

STRETCH OR SKEW

Do not use Photoshop filters of any kind.

Do not add drop shadow effects.

Do not skew, strech, or shrink the logo.

TILT

RECOLOR

WITHOUT BORDER

Do not tilt the logo, reduce size to fit.

Do not recolor the logo to any color.

Do not remove the border from the logo.

Logo Sizing and Scale Nat Geo’s new logo, due to the design of the text, should be displayed no smaller than 1-inch width.

Any smaller needs should be replaced by the icon mark instead of the logo itself, which itself should be displayed no smaller in print than a half-inch across.

Preference for the Logo should be taken into account when producing content.

The logo, as well as the Icon Mark, can be generated as big as necessary.

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Look and Feel of the Brand Nat Geo’s primary goal is education of a young audience and all forms of the business should reflect that as such.

Rather than talking down to children with direct instruction and overly complex words, the tone of content should reflect one of a mentor helping a young person learn the ways of their craft.

Allowing for self-discovery through providing tools for learning is the way forward; be it through art, design, math, science, engineering or cultural studies. Nat Geo should not read like a text book because it is not one.

Nat Geo’s existence is about opening the eyes of children to the world around them and allowing them to explore with their minds what they might not be able to do in the real world.

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Brand Typefaces HEADLINES

Font:

Abadi MT Condensed Light

Size:

30/36

Weight:

Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0123456789

Tracking: +50

Sub-headlines

Font:

AmeriGarmnd BT

Size:

18/24

Weight:

Roman

A B C D E F GH I J K L M NOP QRSTUVWXYZ 0123456789

Tracking: 0

Body Copy

Font:

Candara

Size:

10/12

Weight:

Regular

Tracking: 0

ABCDEFGHI JKLM NO PQ RS T UVWXYZ 0123456789

Color Pallet PMS: CMYK: RGB: HEX:

116 C 0 - 10 - 98 - 0 255 - 205 - 0 FFCD00

Nat Geo’s new color pallet should reflect the roots of the brand while looking to the future.

A newer, more vibrant gold color, was chosen to address the well known color that Nat Geo has.

PMS: CMYK: RGB: HEX:

349 C 85 - 3 - 91 - 44 4 - 106 - 56 046A38

PMS: CMYK: RGB: HEX:

Black 6 C 100 - 61 - 32 - 96 16 - 24 - 32 101820

PMS: CMYK: RGB: HEX:

Cool Gray 1 C 10 - 7 - 5 - 0 217 - 217 - 214 D9D9D6

The green hue reflects the study of nature and its influence on the world we live in.

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Brand Voice In moving from a journalistic style publication to one anchored in education, the brand voice should reflect this mindset.

By providing children knowledge with the key issue being understanding, Nat Geo’s voice must reflect the idea that these are still young children learning different methods of science.

Effort should be placed into learning and allowing the readers to grow in a supportive, friendly environment. Nat Geo is not an encyclopedia, nor is it a dictionary for reference only. The goal is education through understanding, not memorization of facts and figures.

With the large amount of knowledge at a child’s fingertips through a web search, Nat Geo’s voice is about understand and comprehension.

Photo Style Nat Geo should hold itself to a true-to-life, factual standard that gives its readers full knowledge of when a photograph or video is edited. By holding our standards to that of hard-news journalism and documentary photojournalism, the readers can know that what they see is true and without edits.

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Advertising and Merchandise When delivering new merchandise and adverting content to our audience, every piece of work should be pass the question:

“Does this help educate our audience?�

Without this, the Nat Geo brand should not attach its image with frivolous items such as non-educational toys, stuffed animals, or any type of advertising that seeks to sell something other than science and education.

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Website Nat Geo’s website must reflect education, using all sources of media to interact with children’s imagination. A story should contain video, photography, writing and graphics, unless the story doesn’t make sense with it.

For all students, the website should provide some basic information, as well as cited sources for students doing research.

For teachers and parents, the driving force should be to support the learning of the younger generation. It’s not enough to provide them with information, but also tools and ways to challenge their child to learn.

In order to drive content, 75% of the website should be locked behind a subscription, either via a school or personal use. It is also important to provide some stories and details free to customers, especially for those stories that have major influence over the world, such as global warming or large shifts in science.

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Mobile App Nat Geo’s app is an extension of it’s educational focus. Working in tandem with the website, it gives subscribers access to all of the content available from Nat Geo.

The app, for students and teachers, also ties into the STEM education program, allowing users to do homework assignments, read lectures and book work, as well as interact with each other.

The app is a strong mix of medias, comprising of photography, video, stories, interactive games and other mediums used to communicate science and learning to students.

WELCOME, GUEST

WELCOME, GUEST

DISCOVERING CULTURE Explore a new culture every week, learning it’s strong history, discovering warn and welcoming cultures.

Each month, we will explore a new culture across the globe, introducing you to things unknown and giving you a glimpse into the world around you.

WELCOME, GUEST

EXPLORING YOUR WORLD As you explore your world, take photos and explore culture around you.

Submit your photos and stories to share what you learned in each place you’re at.

Nothing is too big, nothing is too small.

Each month, a winner will be chosen to be featured as Nat Geo’s future scientist.

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Extensions Although Nat. Geo. offers many different types of content, simply changing the brand identity will not be enough to alter the course of the company.

To support the change from a publication to an educational tool for the STEM fields, Nat Geo also needs to expand it’s business in other ways.

Primary, these extensions focus on pre-college level education, providing access to tools and a standardized method of learning that most young children do not have access to.

The target on education is far reaching, as it doesn’t just focus on children, but teachers, schools, parents, and after-school programs that young people attend on a regular basis.

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K-12 STEM Education The main new extension for Nat Geo is the introduction of an education program for STEM throughout the country. This program is designed to be adopted by school districts to standardize all of their K-12 education within their classrooms.

Offering education to teachers on the programs, as well as books and materials, videos and maps, and interactive computer pictograms is just a start.

The goal is to become the primary supplier of all STEM based education in the K-12 years, giving children a familiar foundation to start each year on, allowing their knowledge to grow around all of the STEM fields.

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After-School Programs The development of STEM based after school programs for children should be a primary goal for Nat Geo. These programs allow children who are already interested in expanding their knowledge to have access to a safe and educational space to further their education beyond the classroom.

Offering support and additional work, as well as programs that might not be directly taught in schools, for example robotics, allows children to explore their thoughts and interests unhindered by the school system or lack of knowledge on the part of a general instructor.

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Day Care Programs Where many young children spend their time is day care, and usually it’s a lot of wasted energy.

Providing programs that day care services can utilize to augment their programs in an educational way can help channel that energy for the children involved.

Creating educational toys, maps, simple coloring books, as well as sitting down with providers and finding out what children use would be a start to the program.

Expanding it to more and more educational needs at a later date would be reflecting on how the children and day cares interacts with the program.

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STEM Classroom Text Books Alongside the educational program is the development of text books for STEM classes.

These books are used in the education track, but also can be purchased separately by districts looking to use them but not fully adopt the program.

They should be stand alone books, not needing the program itself to teach students. They become more of the traditional text book, without the augmented features of the program books themselves.

The difference between these books and the program books are the additions to each chapter for interaction with other program materials, such as videos, exploration games, and other tools.

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Primary School Science App While many colleges uses online applications for tracking and monitoring students work, assigning homework assessments and reading, not all primary level classrooms have adopted a standardized method of this yet.

Development of an application that allows students to access the books digitally, which their school as purchased, as well as access classroom discussions, turn in homework, and re-watch videos watched in the classroom would expand their educational opportunities.

This app ties into the education program adopted by the schools and is not a stand-alone application.

It’s primary use is a communication tool, a sort of digital classroom, for use at the middle and high school levels of education.

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Nat. Geo. Science Fairs Sponsoring Science Fairs across the country is another goal Nat. Geo. looks to accomplish. It’s not enough to just provide an educational tool for schools and children to use if you don’t provide some sort of reward at the end.

Healthy competition is good for the mind and can bring out the best in works and challenges.

Creating a theme-based science fair each year, allowing schools to have access to materials for download that they would normally have to create themselves or do without grants children even more support for their learning environments.

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K-College Program As we make promises to children in the science program, we also need to make sure these promises don’t fall flat. If we are educating these kids, we will not just abandon them after they graduate.

Working with the Dept. of Education, Nat Geo will work to make sure that the science education track, if followed, will help with admissions into colleges for STEM education purposes.

This program should be designed to help young adults navigate the confusing nature of choosing a college and their proper degree to reflect their interests in the STEM fields.

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Nat. Geo. Scholarships In order to foster the exploration of the sciences and other fields by children that come from less well-off families, a scholarship program is to be created surrounding the STEM fields.

This scholarship should focus on low income and underrepresented minorities in the fields of STEM, with a focus on allowing exploration into whatever chosen STEM field they choose.

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Nat. Geo. Summer Camps With school being one main venue, there is also a lull period between classes. Nat Geo will partner with Summer Camps around the country to offer additional educational materials to those attending, in the form of books, videos, education of the hosts, and other services.

These camps should be open to everyone, regardless of any background. Focus on the camps for minorities and the underprivileged is encouraged. As Nat Geo looks to push forward into the education field, these kids attending camps have a larger capacity to learn in the physical world if they enjoy their time.

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Lego Partnership Lego has become the king of robotics for younger children, especially int he world of toys.

Competing directly with them would be a losing fight, so partnering with them to push engineering within the school education system becomes key.

These “toys� have massive potential within the classrooms, but do not reach some of the underprivileged children due to the cost of entry for their parents and districts.

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Additional Extension 1.

Providing materials for STEM education for Parents via Website and Books.

2.

Partnering with School Districts to provide science materials for classrooms.

3.

Launch a website purely for publishing Nat Geo’s work in an academic, citationable format.

4.

Create Summer Programs for Children across the Country to teach STEM.

5.

Launch a App Based program for submitting STEM photography and videography for kids.

6.

Create STEM text books for k-12 education.

7.

Create partnership scholar program for low-income schools to improve science within the district.

8.

Create STEM based work books for Biology, Chemistry and other specific sources in education.

9.

Downloadable Coloring books for Pre-K children and parents.

10. Sponsor Science Fairs Across the Country 11.

Host Nature Exploration Events in National Parks

12. Partner with US Dept. of Education for a STEM based K to College Pipeline for Students 13. Partner with Local Colleges to augment a High School to Community College STEM program.

14. Create a Photography scholarship competition for science based photography.

15. Provide large-format teaching materials to teachers to download and print for classrooms.

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Extensions Continued 16. Create Video series targeted at Pre-K to introduce STEM ideas at a pre-schooling age.

17. Develop and market science experiment and engineering based toys.

18. Develop an iPad based app that augments the education process for schools.

19. Develop STEM based lab class “kits” that schools can use to standardize their science department.

20. Partner with NASA to connect children with local space-based ventures.

21. Partner with Aquariums across the country to augment resources for both parties.

22. Create a grant program for schools in need to receive funding for Engineering classes.

23. Create a program to provide additional education to instructors at the Primary school level.

24. Create an educational video channel (think Bill Nye) to connect with younger audiences.

25. Work with STEM based jobs to offer “work days” for schools to have field trips arranged.

26. Create Summer Learning plans parents can use to expose children to science early.

27. Partner with LEGO’s Bionics devision to provide additional education on robotics.

28. Develop an education curriculum for primary education, covering all fields of study in science.

29. Offer Grants to University level studies to create content for future publications and work.

30. Create after-school content that can be ran by Day-Care centers.

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Planned Roll-out INITIAL ROLL-OUT Launch of the Logo, Website, App to be launched on day one. Current content is to be re-purposed and worked into an achieve section of the website for research purposes. Prior to launch, popular content should be prepared for launch day to reflect the new vision of Nat Geo.

All new content created should reflect the educational methods of delivery.

SECONDARY ROLL-OUT Over the next 6 months, content will be repurposed from the old articles and research to become more education and young adult friendly. Content will be created to educate younger audience. Primary planned extentions with school districts to launch.

FUTURE Following the first year of launch, the final non-school based extentions to launch, with a focus on minority groups and other unprivileged groups taking priority. Feedback from schools should be incorporated into further programs.

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Copyright 2019 Cory A. Booth.

All content for National Geographic: Brand Guidelines was conceived, designed, written, edited and produced by Cory A. Booth

Photography provided by Daniel Paterson and Cory A Booth. The only exception is the existing National Geographic content of the National Geographic Society which was taken from nationalgeographic.org.

Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University

Some of the photographs and images were downloaded from 123RF.com and iStock.com and are used in accordance with their Standard Licenses.

The book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law.

Manufactured in the USA.

NAT GEO BRAND GUIDELINES