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musĂŠe du louvre

Brand Book

May 2018


For world citizens


This brandbook outlines the resources available in the Louvre Museum for studying the history of marketing and publicity at the Louvre, particularly the Louvre’s corporate identity/brand and its graphic language. These include posters and other printed literature: advertisements for exhibitions, displays and events, office stationery, campaigns and some information on the Louvre logo and signage.


‫مكيلع مالسلا‬

hola

你好

Здравствуйте

hel

bon Welcome 14 16 18 20

mission history past future

oi

Identity 30 34 36 38 40

logo color typography iconography photography


안녕하십니까

今日は

guten tag

ciao

lo.

jour. Visual 48 49 50 54 56 58 60 62

stationaries ticket brochure app website posters gift signage

Future 70 72

halo

campaign oppor tunity


01


Welcome

Heir to the century of the Enlightenment and the French Revolution, the Louvre was quickly accepted as the “museum among museums;� and since then it has remained a model and a recognized authority.


01 / Welcome

mission

The Louvre: An Old Institution Looks to the Future Formerly a royal palace, the Louvre has embraced the history of France for eight centuries. Since its opening in 1793, its colletions— among the finest in the world—span several thousands of years and a territory that extends from America to the confines of Asia. Divided among eight departments, these collections feature works admired throughout the globe, including the Mona Lisa, the Winged Victory of Samothrace, and the Venus de Milo. With nearly ten million visitors in 2012, the Louvre is the world’s most visited museum. In keeping with the universal scope of its vocation, the Louvre enjoys relations with over seventy-five countries around the world. Its activities serve to strengthen its bonds with its collections’ countries of origin, to gain a better understanding of overseas visitors, and to reach out to those who are unable to travel to Paris. Over the years, the Louvre has remained true to its missions of promoting encounters between art collections and visitors.

14


01 / Welcome

history

1550 The Medieval

1190 16

The Renaissance

King Philippe Auguste built fortress for protecting the city.

Catherine d’Medici improved the comfort levels at the Louvre, which is by historical accounts a chaotic, smelly place.

The Classic

1672

1793 The Revolution

Under the reign Louis XIV, the Louvre undergoes an intensive series of renovations, resulting in the palace today.

Muséum Central des Arts de la République opened.


1989 The Empires

1862

The Modern

As modern curating and trading develop, from Egyptian antiquities to Renaissance art and contemporary paintings, the Louvre is becoming a behemoth center of arts and culture.

The Louvre’s glass pyramid built by Chinese architect I.M. Pei is inaugurated and serves as the new main entrance.

The New

2014

2018 The Future

The Louvre Abu Dhabi organized a major exhibition entitled “Birth of a Museum” to unveil the new museum’s collections to the public.

17


01 / Welcome

past

Past is past

18


Strengths

Weakness

-Globally, the Louvre Museum has great reputation and popularity. -The Louvre Museum holds the largest art collection in the world.

-Facilities in the museum are aged and hard to restore to welcome modern visitors. -Long lines and poor signage system make visitor experience worse.

Opportunity

Threats

-An updated, modern brand image will help the Louvre gain more visitors. -Partnership with like-minded brands will get more impact and engagement with audience.

-News about terrorism and criminals scare lots of international tourists away. -The change of tastes towards more modern and contemporary works may affect the number of visitors.


01 / Welcome

future

Let’s Talk About The New


“a public space likely to interest those in the know without ceasing to amuse the curious, since the museum belongs to everyone, and everyone has the right to enjoy it.” ----- Vocation, Muséum Central des Arts de la République

21


01 / Welcome

future

A Museum for People

More than just a meeting place, it is now clearly a forum for sharing, open and generous, where the exceptional is accessible to all. Everyone will enjoy the experience with following and discovering their interests.

22


23


“We had a lot of difficulty in getting the French to accept the pyramid. They thought we were trying to import a piece of Egypt until I pointed out that their obelisk was also from Egypt and the Place des Pyramides is around the corner. Then they accepted it. The pyramid at the Louvre, though, is just the tip.� ----- I. M. Pei


02


Identity

After refining the Louvre’s visual identity, the museum is now able to communicate with visitors in more direct, elegant, friendly and persuasive way.


02 / Identity

logo

Logo Mark

30


Logo Variation

31


02 / Identity

logo

Incorrect Usage

32

Use the logo in one color other than black or white

Change a single element inside the logo

Alter the letter arrangement of the logo

Add a background color to the logo

Stretch, skew, or otherwise distort the logo

Create a vertical version of the logo


Clear Space

Always abide by the rules of clear space when using the logo. It is important that no other visual elements interfere with the logo clear space so that the Louvre brand is clearly visible on all collateral. x

x = x-height

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34

Rembrandt’s Tomato R217 G171 B140 C14 M34 Y45 K0

Picaso’s Violinist

R133 G102 B133 C51 M64 Y29 K6

R154 G69 B133 C92 M84 Y18 K4

R204 G69 B69 C14 M87 Y75 K3

02 / Identity

color

Primary & Secondary

Monet’s Church

Durer’s Paper


R148 G97 B51 C33 M61 Y89 K21

R242 G176 B186 C2 M37 Y13 K0

Caravaggio’s Room Bosch’s Garden

Botecelli’s Sky Vermeer’s Garment

R178 G166 B176 C31 M32 Y22 K0

R87 G99 B148 C75 M64 Y19 K3

35


02 / Identity

t ypeface

Minion Pro

Louvre Museum Minion Pro Medium Italic

Make it Your Louvre

Minion Pro Regular

Make it Your Louvre

Minion Pro Display

Make it Your Louvre

48pt

24pt


Neuzeit Grotesk

Louvre Museum Neuzeit Grotesk Light

Make it Your Louvre

Neuzeit Grotesk Regular

Make it Your Louvre

Neuzeit Grotesk Bold

Make it Your Louvre

48pt

24pt


02 / Identity

icon

Signage

3 in

3 in

38


Restaurant

Restroom

Cloakroom

Cafe

Audio Guide

Stairs

Gift Shop

Elevator

39


02 / Identity

photo

When ancient palace meets modern aesthetics

40


41


“The Louvre is the book in which we learn to read. Time and reflection, moreover, little by little modify our vision, and at last comprehension comes to us.” ----- Paul Cézanne


03


Visual

The following pages contain examples of how the design system work in practice. The use of all design elements repeatedly and consistently reinforces the design style, essentially creating the Museum’s visual language.


03 / Visual

stationery

48


ticket

4.5 in

2 in

49


03 / Visual

brochure

28 in

7 in

exibit hall in the museum

50

exhibit calendar

exibit dates


03 / Visual

brochure

The design of brochure is inspired from the architecture of the Louvre Museum. Visitor can get basic infomation of specific exhibition, interact with it, and display it at home as a souvenir. Here’s an example of current exhibition. The content could be varied based on different needs, like events, floor plans and etc.

52


53


03 / Visual

mobile app

54


03 / Visual

website

56


57


03 / Visual

posters

1.375 inch

72 pt Neuzeit Grotesk Bold

1.88 inch

Exhibition Title

18 pt Neuzeit Grotesk Regular

Enter short description of the exhibition here 43 pt Neuzeit Grotesk Regular

1.1 inch

58

Gallery location in the museum 11 in

106 pt Neuzeit Grotesk Light

0.25 inch

1.21 inch

Exhibition Duration

0.5 inch

17 in


59


03 / Visual

gif t

60


61


03 / Visual

signage system

The new signage system will be placed widely inside the museum and several directory spots around the Pyramid, palaces and gardens. Visitors will easily find their destinations and enjoy their trip.

62


63


“The sun has only ever shone for me in France (it certainly did that!). I have got used to beating the streets of Paris, happy beyond words dreaming of a life 125 years long - with the Louvre radiant in the distance. � ----- Marc Chagall


04


Future

With the spirit of innovating, Louvre looks forward to joining and leading the conversation of art and the ongoing renaissance.


04 / Future

campaign

Make It Your Louvre

The following pages contain three essential parts that would be used in an advertising campaign. Other elements could be added according to different needs, such as programs, exhibitions and events. They all should follow the museum’s visual style. The campaign “Make It Your Louvre“ will be launched in May 2018. Visitors can customize their own trips in the Louvre based on their interests and situations.

70


Prints Partnership In-App

New Direction & Excitement

Press Release

Awareness & Incentive

Outdoor Posters around Paris (streets & stations) Partner with Air France, Charles de Gaulle Airport and etc.

Events Other Promotion

Plan your visit to Louvre in TripAdvisor App

Experience & Entertain

Communication & Loyalty

International Media: BBC, CNN, NYT, RTL National: Le Monde, Les Echos City: Le Parisien, Liberation

Interactive

Outdoor screens for trip planning

Ambient

Writing on the wall “I want to see___in the Louvre“

Social

Post “I want to see___in the Louvre“ on Twitter


04 / Future

opportunit y

72

Partnership Air France Lufthansa Airline Delta Air Lines British Airways Charles de Gaulle Airport Heathrow Airport Amsterdam Airport Schiphol Frankfurt Airport Eurail

Collaboration The Metropolitan Museum of Art British Museum Vatican Museum Victoria and Albert Museum Hermitage Museum

Expansion Kyoto, Japan Montreal, Canada Portland, United States Melbourne, Australia Jerusalem, Israel

Crossover & Support Children art education Global art events Documentary & Filmmaking Art and Tech Activities


opportunit y

Visitor Customization


opportunit y

Airport Event


opportunit y

Interactive Trip Planner


Next time, make it your louvre.


Copyright 2018 Sheila Guo All content for “The Louvre Museum Brandbook� was conceived, designed, and produced by Sheila Guo. Writing and edited supplemented by Sheila Guo. Photography provided by Sheila Guo. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from Pixabay and are used in accordance with the Creative Commons License the book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Designed in California.


Louvre Museum Brand Book  

Branding guideline and visual identity for the Louvre

Louvre Museum Brand Book  

Branding guideline and visual identity for the Louvre

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