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Table of Contents

Stationery Identity Elements The Logo The Wordmark Logo Misuses Clear Space Color Pallette One Color

Introduction Who We Are Brand Rationale

2 3

4 5 6 7 8 9

Typography Typefaces



Letterhead Business Cards Envelopes

11 12 13

Applications Advertising Products Web Banners Customer Care

14 15 16 17

Introduction Who We Are Our Mission Our Uniqueness

The Eiteljorg Museum

The Eiteljorg Museum is the only museum of its kind in the Midwest, and one of only two museums east of the Mississippi that showcase both Native American and Western art, culture and history. The museum contains one of the best Native American and Western art collections in the world, including traditional and contemporary work by artists such as T.C. Cannon, N. C. Wyeth, Andy Warhol, Georgia O’Keeffe, Allan Houser, Frederic Remington, Charles Russell and Kay WalkingStick.


The mission of the Eiteljorg Museum is to inspire an appreciation and understanding of the art, history and cultures of the American West and the indigenous peoples of North America. The Eiteljorg Museum collects and preserves Western art and Native American art and cultural objects of the highest quality, and serves the public through engaging exhibitions, educational programs, cultural exchanges and entertaining special events.

Introduction Brand Rationale The line across the bottom symbolizes the connection to Mother Earth that we all share, as well as the imprint that humanity leaves behind for the oncoming generations.

Logo Elements The Eiteljorg Museum’s logo showcases the native people groups in North America with the universal dancer pose demonstrating the joy and lifeblood of their cultures.

Identity The Eiteljorg Museum’s identity consists of its logo as well as its wordmark.

The dancer is framed on the left by a stair step pattern signifying the museum’s physical building. This stair step pattern also reflects common elements in American Indian art.


The colors of the logo stem from the earth: brown for the ground/adobe clay and the turquoise stone prized in the Southwest. This concept of our connection to the earth and it’s people should be reflected in all Eiteljorg Museum branding applications.

Identity Elements The Logo

The logo is made up of three major components that must all be used as shown here to indicate the museum logo. The dancer must always be used as shown in the this configuration and never alone. The stairstep pattern and the earth pattern may be used seperately as unifying factors within an application’s design (for example, this standards manual.) However, this is not indicative of the museum’s logo, simply a reflective design element.


Identity Elements The Wordmark Wordmark 1

The wordmark is used in two ways. Wordmark 1 can also contain a tagline or address information.

Wordmark 2

Wordmark 2 is used in situations where the logo would become indefinable if kept in the configuration of wordmark 1 or when a one line wordmark is appropriate.


Identity Elements Logo Misuses


Identity Elements Clear Space X X




To ensure its integrity and visibility, the Eiteljorg Museum logo and wordmarks should be kept clear of competing text, images, and graphics. The space surrounding it on all sides should be the X height of the smaller letters in the Wordmark 1.



In cases where the wordmark is unavailable, the height of one of the stairsteps may be used to calculate the distance as it is the same measurement as the X height.


Identity Elements Color Pallette Primary Pantone



135 96 40

10 49 100 35



0 124 102

100 0 65 30



241 238 213

5.92 3.13 19.4 0




0 9 50 24




0 46 100 18






Identity Elements One Color

With the one color use of the logo, the primary and secondary colors may be used, as well as black, but never white. The wordmark must match the color of the logo in the case of a one color application.


Typology Typefaces

Our typography consists of two typefaces:

Complimentary Type

Wordmark Type Lithros Pro - regular Lithros Pro - Bold

Garamond - Regular Garamond - Bold Garamond - Italic

Lithros Pro (Adobe type foundary) Garamond (Adobe type foundary)

Commitment to these typefaces will create a consistent and strong identity. If unavailable, Times New Roman and Arial may be used within the body text of an application or as the additional text within the logo. However, the Wordmark must always be Lithros Pro.

Myriad Pro - Regular Myriad Pro - Bold Myriad Pro - Italic 10

Stationery Letterhead Eiteljorg Museum

Eiteljorg Museum

of American Indians and Western Art

of American Indians and Western Art


500 West Washington St. Indianapolis IN 46204 Phone: (317) 636-WEST (9378)

500 West Washington St.

Format: 8.5” x 11” Body Copy: Garamond or Arial Right Margin: 1” Logo clearance: margin must be a minimum of 1/4”

Indianapolis, IN 46204



Stationery Business Cards Eiteljorg Museum Eiteljorg Museum Name Here 500 West Washington St. Indianapolis, IN 46204 Phone: (317) 636-WEST (9378)


of American Indians and Western Art

Name Here Nam 500 West Washington St. Indianapolis, IN 46204 Phone: (317) 636-WEST (9378)

Stationery Envelopes 1/4”




Eiteljorg Museum 500 West Washington St. Indianapolis, IN 46204

Format: #10


Eiteljorg Museum 500 West Washington St. Indianapolis, IN 46204

Applications Advertising

Blades / flags

Event anouncements - 2 sided 14

Applications Products


Application Web Banners Eiteljorg Museum

of American Indians and Western Art

Eiteljorg Museum

of American Indians and Western Art


Application Customer Care

Member Name Membership ID: xxxxx Membership Type Expires: mm/dd/yyyy Clothing clips for museum customers 17

Eiteljorg Museum Standards Manual  

Final project for the Corporate Identity course at the Art Institute of Indianapolis.