NGS Visual Standards Guide

VISUAL DEVELOPMENT GUIDE

NATIONAL GEOGRAPHIC

VISUAL STANDARDS GUIDE

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4

01. NEW VISIONS

06-19

Introduction to the new NGS Identity evolution NGS expansion and differentiation Visual direction

02. LOGO STANDARDS

20-41

The new mark The new logo Logo anatomy Logo composition Logo usage

03. VISUAL STANDARDS

42-63

NGS color standards NGS typeface standards Photography style 1 Photography style 2 New identity implementation

04. FUTURE EXPANSION

64-105

NGS’ new approach Future expansion mapping NGS company NGS corporate breakdown

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01.

NEW VISIONS Introduction to the new NGS Identity evolution NGS expansion and differentiation Visual direction

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“My best sources are my travels and my collection of National Geographic.”

—Sergio Aragones , Spanish - Cartoonist

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NEW VISIONS

Introduction to the new NGS

INTRODUCTION TO THE NEW NGS With its longstanding dedication to science and exploration, the National Geography Society has been working since inception to change the world for the better and to protect the planet and its resources. Through access to their various media outlets, including magazines and a cable channel, people can now discover the various worlds National Geographic presents and explore the fascinating realms of nature, science, and culture. The Society not only documents the Earth and its natural and cultural wonders but works to preserve these resources for the future of humanity.

Now, the Society is able to expand its well-known expertise and scope into deeper and broader levels of research and experience. Its adventurous and experimental spirit will allow all people to explore new realms of biology, nature, and biotechnology as well as help protect disappearing human cultures. The Society will fund research and resources to help treat disease and prevent species extinction. Moreover, the Society’s new media will allow people to engage all five senses during the exploratory experience (even if they have physical limitations), and it will provide an opportunity for everyone to to learn more about the Earth, culture, humanity, ecology, and new developments in science.

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IDENTITY EVOLUTION We’ve made changes to the brand identity based on changes in contemporary society and culture and in line with the expanding business vision of the National Geographic Society. Along with the new brand soul and approach, the new identity of National Geographic Society will be outlined here. The new look will also be implemented in all NGS printing and digital deliverables.

1888–1967

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1967–PRESENT

2002–PRESENT

NEW VISIONS

Identity evolution

Washington, DC - Oct. 2014 National Geographic Society’s Administration building built in 1932.

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DIFFERENTIATION 1

NGS EXPANSION NGS expands its scope to biotechnology, cultural preservation, and new experiences in exploration.

The new NGS will focus more on research that will advance the fields of biotechnology. New developments at the intersection of IT and the life sciences will be at the forefront of exploration for many years to come, and NGS will be a leader in promoting research into bio-cells, nanotechnology, synthetic biology, bio-robotics, bionic architecture, bio-pharmaceuticals, and so on. Through this new approach, the public will explore and understand these new scientific endeavors that will be shaping the society of the future. The NGS will help with the biotechnological improvements to human and animal life and promote a sense of wonder regarding life and death.

About BiotechnologyÂ

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NEW VISIONS

About Biotechnology

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DIFFERENTIATION 2

NGS EXPANSION NGS will provide more chances to explore not only the worlds of science and nature, but also disappearing human cultures, including minority human groups, as well as exotic languages which have not yet been discovered or are rare and vanishing.

NGS will encourage people to learn about the rich variety of human societies which are losing out in this globalized world. Furthermore, NGS will work to preserve these people and cultures in a kind of breeding program, and by doing so, we will be able to explore and retain these different and exotic cultures and be motivated to investigate the roots and origins of human life and civilization.

About CultureÂ

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NEW VISIONS

About Culture

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DIFFERENTIATION 3

NGS EXPANSION Regarding the total audience experience, NGS has various media properties including its magazine, films, and a cable channel, and the media provides nearly 40 language editions. Their mission is to inspire people to care about the planet, its environment, its cultures, new science and technology, and its history.

Now NGS will make the experience deeper and more life-like through new virtual reality technology and even provide it to people with physical disabilities.

About New Experiences

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NEW VISIONS

About New Experiences

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BRAND VISUALIZATION

VISUAL DIRECTION The future Society will continue pushing the boundaries of exploration but with an understanding of our changing world and society. Also it will move further into the areas of scientific and biological experimentation.

Therefore, the key concept of the future National Geographic Society’s visualization is to express their commitment to fundamental research and exploration along with a continuity with the original brand’s association with adventure and exploration. As a result, the visual aspects of the brand will now be scientific and biological with some elements of technology and post-humanist concepts.

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CHAPTER 01 | 02 | 03 | 04

NEW VISIONS

Visual Direction

EXPERIMENTATION, SCIENTIFIC, ARTIFICIAL INTELLIGENCE

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02.

LOGO STANDARDS The new mark The new logo Logo anatomy Logo composition Logo usage

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“Exploration is curiosity put into action ” — Don Walsh, American Oceanographer and Explore

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LOGO STANDARDS

The new mark

THE NEW MARK The new NGS is more than just travel magazines and cable channels.

It is the starting place for bold and fascinating explorations, inspiring curiosity and exposing users to new realms of science and wonder.

In the past, the identity of National Geographic Society was associated with the iconic yellow square, which was an effective expression of the brand but might now be perceived as closed or limited in scope. So we have decided to expand not only the brand position but also its identity. The new look and identity are inspired by the brand’s keywords: excitement, exploration, and inspiration.

We encourage people to use this guide as a reference point for the creation of a variety of deliverables for NGS. Consistent implementation of these brand guidelines and the new look will reinforce our position as one of the world’s most famous exploration companies.

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THE NEW LOGO The new mark conceptually and visually expresses the soul of the NGS brand: “The excitement of exploration and of inspiring curiosity.” The new look is composed of the combination of a symbolic mark and a customized work mark.

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CHAPTER 01 | 02 | 03 | 04

LOGO STANDARDS

The new logo

The symbolic mark derives from the polaris star image, which represents the spirit of NGS’ infinite exploration.

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LOGO ANATOMY The new logo is composed of both a symbolic and a word mark. As stated, the symbolic mark comes from the polaris star, representing infinite, exciting, and inspirational exploration, which is the concept behind the new brand expansion. The word mark is customized and is a combination of organic and straight lines.Â

Further Exploration Preservation

Inspiration

Discovery

NGS Wordmark

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LOGO STANDARDS

Logo anatomy

X = line width for the word mark

16 x

21 x

14 x

1 1/2 x

x

10 x

1 1/2 x

6x

1 1/2 x

6x

1 1/2 x

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ALTERNATIVE LOCKUPS

LOGO COMPOSITION The new mark has several different versions based on its usage. The alternative logos stem from the initial logo itself and are slight variations to fit specific formats.

The first version uses both the symbolic and the word mark. This version will be the dominant one and is ideal for larger deliverables. The second version is the word mark only. This version is ideal for smaller deliverables.

Since the word mark is an intrinsic part of the logo, the symbolic mark cannot be used alone.

The word mark is inspired by the shape of the font Forza, which is being used as the title font for the brand NGS. Based on Forza, the word was redesigned so it has different width and edges.

SIGNATURE

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CHAPTER 01 | 02 | 03 | 04

LOGO STANDARDS

Logo composition

MARK ONLY

NGS Wordmark

Forza

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CLEAR PACE

LOGO COMPOSITION The dimensions and proportions are measured with the value X. In this case, X is equal to the line’s width of the word mark N. All dimensions and proportions of the elements themselves and in relation to each other are expressed through the X value.

The clear space is to be respected, and the designated space around the mark must remain clear with no other elements within the space.

1 1/2 x

50˚ 50˚

45˚ 1 1/2 x 35˚

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LOGO STANDARDS

Logo composition

X = line width for the word mark

1 1/2 x

1 1/2 x

1 1/2 x

1 1/2 x 1 1/2 x

1 1/2 x

1 1/2 x

1 1/2 x

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SIZING

LOGO COMPOSITION There are minimum and maximum sizes the logo should appear in according to the medium and the logo’s usage. The size chart shows the use of the signature and word mark based on the size variations.

1m

Mark only

Signature

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LOGO STANDARDS

Logo composition

Since the word mark is an intrinsic part of the logo, the symbolic mark cannot be used alone.

5 cm

1 cm

0.8 cm

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INCORRECT USES

LOGO COMPOSITION The logo should only appear as specified by these guidelines. It should be respected in order to conserve the integrity of the mark and the brand and represent the brand accurately.

Altering the logo in any way outside of the specified guidelines and rules should be restricted. It would no longer be part of the system and would not represent the brand. Here are a few examples of incorrect uses of the logo.

1. Drop shadow 2. Squashed / inappropriate proportion 3. Tilted 4. Missing the word mark 5. Elements in different positions 6. Outline 7. Gradient 8. Inappropriate color usage1 9. Inappropriate color usage2

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LOGO STANDARDS

Logo composition

1.

2.

3.

4.

5.

6.

7.

8.

9.

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LOGO IN COLOR

LOGO USAGE The new look is versatile and can be used on both a black or a white background.

Also the new logo will appear on a black / white background and in the primary and secondary brand color pallets. The colors and logo all work together within the visual system and NGS’ color pallet. The primary colors are always dominant and the secondary colors are predominant according to the brand products and the concept of the deliverables.

On a white background, the logo can be black.

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NGS Sky Blue

NGS Soil Grey

HEX #46D2F0

HEX #323232

RGB: 70. 210. 240 CMYK: 60. 0. 10. 0

RGB: 50. 50. 50 CMYK: 70. 60. 60. 60

PANTONE C: 298 C PANTONE U: 2985 U

PANTONE C: 439 C PANTONE U: BLACK 6 U

LOGO STANDARDS

Logo usage

On a white background, the logo can be black.

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LOGO IN PHOTOGRAPHY

LOGO USAGE The new mark can be used with photography. The positioning varies depending on the photography usage and concept. It can be at the top of the left hand side, top of the right hand side, the bottom of the left or right hand side, or in the center of the image. When the photograph is dark, the logo should be white; the colors can be changed according to the NGS color pallet.Â

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LOGO STANDARDS

Logo usage

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LOGO STANDARDS

Logo usage

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VISUAL STANDARDS NGS color standards NGS typeface standards Photography style 1 Photography style 2 New identity implementation

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“It’s both Indiana Jones and ‘National Geographic’ that inspired me to be an Egyptologist.”

—Sarah Parcak, American Scientist

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VISUAL STANDARDS

The new standards

THE NEW STANDARDS Along with the new identity, the brand has new visual standards for its color pallet and typefaces as well as for its logo usage and photographic style. NGS strongly restricts the usage of the visual standards expressed in this book. All the visual elements show the spirit of the brand and promote brand recognition. NGS’ nature-friendly colors, educational and highly legible typefaces, and its high standards for science and nature photography all reinforce the stature of the NGS brand.

We encourage people to use this guide as a reference point for the creation of a variety of deliverables for NGS. Consistent implementation of these brand guidelines and the new look will reinforce our position as one of the world’s most famous exploration companies.

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NGS COLOR STANDARDS Based on the brand’s spirit and the inspiration of nature, the color pallet includes colors from the sky, clouds, plant life, and the soil. Consistent color usage promises maximum brand recognition.

Exploration Revealing Education

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VISUAL STANDARDS

NGS color standards

NGS Sky Blue

NGS Spot Red

NGS Fog Grey

NGS Soil Grey

NGS Bio Green

NGS Tech Blue

NGS Night Navy

NGS Marine Blue 47

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COLOR INFORMATION

NGS COLOR STANDARDS The corporate color, NGS sky blue, is the foundation of the brand and should always be used properly to reinforce brand equity.

NGS Bio Green

NGS Soil Grey

NGS Sky Blue

NGS Night Navy

HEX #46A0A0

HEX #323232

HEX #46D2F0

HEX # 001428

RGB: 70. 160. 160 CMYK: 70. 20. 40. 0

RGB: 50. 50. 50 CMYK: 70. 60. 60. 60

RGB: 70. 210. 240 CMYK: 60. 0. 10. 0

RGB 0. 20. 40 CMYK 90. 80. 50. 70

PANTONE C: 7710 C PANTONE U: 7466 U

PANTONE C: 439 C PANTONE U: BLACK 6 U

PANTONE C: 298 C PANTONE U: 2985 U

PANTONE C: 309 C PANTONE U: 5395 U

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VISUAL STANDARDS

NGS color standards

NGS Marine Blue

NGS Spot Red

NGS Fog Grey

NGS Tech Blue

HEX #50F0F0

HEX #D22828

HEX #DCDCDC

HEX #145078

RGB: 80. 240. 240 CMYK: 50. 0. 20. 0

RGB: 210. 40. 40 CMYK: 10. 100. 100. 0

RGB: 220. 220. 220 CMYK: 10. 10. 10. 0

RGB: 20. 80. 120 CMYK: 100. 70. 30. 10

PANTONE C: 3115 C PANTONE U: 3105 U

PANTONE C: 3546 C PANTONE U: 7417 U

PANTONE C: COOL GRAY 1 C PANTONE U: COOL GRAY 1 U

PANTONE C: 7691 C PANTONE U: 2392 U

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TYPOGRAPHY USAGE

NGS TYPEFACE STANDARDS One of the most unifying elements within the NGS identity system is the consistent use of typography and typographic treatments. As shown in the previous pages, there are three typefaces that should be used in combination to express the NGS brand.

Title: Forza ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890 !@#$%^&*()_+:“<>}| Body: Mercury Text G1 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*()_+:“<>}|

Quotes: Proxima Nova ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*()_+:“<>}|

National Geographic Society The National Geographic Society is a global nonprofit organization committed to exploring and protecting our planet. We fund hundreds of research and conservation projects around the world each year and inspire new generations through our education initiatives and resources.

“At National Geographic,we believe in the power of science, exploration, and storytelling to change the world.”

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NGS typeface standards

“Large quotes should be in Proxima Nova”

Forza is for headline type and subheadlines.

Mercury should be used in the body text, for smaller font sizes, and for large amounts of text. Proxima Nova and Forza should never be used for body text. They only should be used for quotes, titles, and subtitles. Correct use of the typefaces reinforces the brand guidelines.

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TITLE, SUBTITLE

NGS TYPEFACE STANDARDS Forza is a square sans-serif typeface released in 2010 by H&FJ (now known as Hoefler & Co). Its geometric yet humanistic characteristics are a perfect fit for the NGS brand. The typeface should only be used for the titles and subtitles of the text.

LIGHT

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

REGULAR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

MEDIUM

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

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VISUAL STANDARDS

NGS typeface standards

FORZA 53

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BODY TEXT

NGS TYPEFACE STANDARDS Mercury is a serif typeface family designed by Jonathan Hoefler and Tobias Frere-Jones. It was the product of nine years of research and development

by H&FJ. Mercury’s compact proportions and clear gestures reproduce well in small sizes, and the combination of sharp edges and smooth curves make large amounts of body text legible and defined. This font should be used for smaller typeface usages, for example the body text in print and digital deliverables.

REGULAR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

ITALIC

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

SEMIBOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

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NGS typeface standards

MERCURY 55

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QUOTES

NGS TYPEFACE STANDARDS Released in 2005, Proxima Nova is an extremely popular typeface designed

by Mark Simonson. The characteristics of this hybrid combine modern proportions with a geometric appearance and are a good choice for the use of quotes in the brand standards guide.

REGULAR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

ITALIC

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

SEMIBOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+:“<>}|

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NGS typeface standards

PROXIMA NOVA 57

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PHOTOGRAPHY STYLE 1.

The concept of the first photography style is the real beauty of the nature.

Stylistically the photographs are crisp and of high quality with a focus on the beauty of natural images. The photographic style is visually impressive and stimulates the viewers’ interest in further exploration. Lastly, the photography employs vivid and bright colors.

Natural + Realistic

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VISUAL STANDARDS

Photography style 1

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PHOTOGRAPHY STYLE 2.

The subject matter of the second photography style is scientific and biological.

Close-up and microscopic images of cells and tissues would be the ideal look. Stylistically, the photography has a crisp, sharply-defined appearance with a focus on images and phenomena too small for the human eye to see.

The photographic style is visually surprising and represents the revealing of undiscovered worlds. The photography should be vivid and bright.

Experimental + Abstract

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VISUAL STANDARDS

Photography style 2

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New identity implementation

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04.

FUTURE EXPANSION NGSâ&#x20AC;&#x2122; new approach Future expansion mapping NGS company NGS corporate breakdown

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“I’m a storyteller; that’s what exploration really is all about.

Going to places where others haven’t been and returning to tell a story they haven’t heard before.”

— James Cameron American Director

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FUTURE EXPANSION

NGS new approach

NGS NEW APPROACH We have divided our new tasks in terms of conceptual division and NGS corporate breakdown. In the conceptual division, it shows the future expansion mapping of NGS and suggests three ways: preservation, discovery and inspiration.

In the NGS corporate break down, it points to four directions for our business systems: research labs, education, exploration initiatives, and media & PR.

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FUTURE EXPANSION MAPPING The future expansion also applies to the organization and redefining of NGS’ new endeavors, which can be divided into three concepts: Discovery, Preservation, and Inspiration, each of which will have its own mission, infrastructure, organization, staff, research laboratories, and so on.

EI.4

EI.2

EI.1 MP.5

EI.3

EI.5

RL.3

MP.2 MP.4

DI S

N IO

MP.1 Edu.9

RL.4 RL.5

Edu.5 Edu.6

MP.3

Edu.4

Edu.3

RL.6 Edu.2 RL.7

Edu.1

FURTHER EXPLORATION

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RL.2

INSPIR AT

Edu.8

RL.1

RV ESE ATION PR

Edu.7

Y VER CO

FUTURE EXPANSION

NGS corporate breakdown

NGS CO. NGS corporate breakdown: 1) Media & PR promotes the brand’s work, research, expansion, and latest explorations. 2) Research and Lab focuses on animal habitat restoration, biotechnology, cultural preservation, and more. 3) Exploration Initiatives uses technology and other resources to promote a cutting-edge educational approach to students, researchers, and the general public.

RESEARCH LABS RL.1 RL.2 RL.3 RL.4 RL.5 RL.6 RL.7

NGS new habitat laboratory NGS Breeding Lab NGS Human Culture Preservation Lab NGS biopharmaceutical pharmacy NGS’ Global Zoo NGS biomorphic body NGS Archives

EXPLORATION INITIATIVES EI.1 EI.2 EI.3 EI.4 EI.5

MEDIA & PR MP.1 MP.2 MP.3 MP.4 MP.5

NGS newscast NGS Podcast NGS newspaper NGS portal State of the Society

The NGS VR exploration NGS VR glasses NGS culture experience program NGS Pathfinder & mobile application NGS Mentorship / Put your self in scientists’ shoes

EDUCATION Edu.1 Edu.2 Edu.3 Edu.4 Edu.5 Edu.6 Edu.7 Edu.8 Edu.9

NGS Young Pioneer Institution NGS Brave Explorer Corps NGS studio NGS Science Fair & Workshop NGS Young Scientist Winner Scholarships NGS Lab shadowing NGS biotechnology competition NGS photography competition / exhibition NGS Career Center

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NGS CORPORATE BREAKDOWN

RESEARCH LABS The new NGS will expand and deepen its research efforts by building seven new research organizations in the realms of biology, technology, and culture. The NGS research lab includes the NGS new habitat laboratory, the NGS Breeding Lab, the NGS Human Culture Preservation Lab, the NGS Biopharmaceutical Pharmacy, the NGS Global Zoo, the NGS Biomorphic Body, and the NGS Archives.

RL.1 NGS NEW HABITAT LABORATORY [Product, Service, Experience, Environment]

The future NGS will focus on biology, technology, and a fusing of the two.

New biomorphic habitats will generate a new style of architecture, and all people will live in more nature-friendly environments. These new habitats will also be adapted to preserving and sustaining animal and plant species.

RL.2 NGS BREEDING LAB

[Product, Service, Experience, Environment] The NGS breeding lab will preserve endangered animals, plants, and helpful microorganisms. Through the work done at this laboratory, NGS will save many endangered animals, improve crop species, and create a more plentiful supply of food; NGS will also continue advanced research in medicine, nutrition, food production, and more.

RL.3 NGS HUMAN CULTURE PRESERVATION LAB [Service, Educational opportunity]

The NGS Human Culture Preservation Lab will work to preserve disappearing human groups, cultures, and languages.

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NGS corporate breakdown

RL.4 NGS BIOPHARMACEUTICAL PHARMACY [Product, Service]

By using NGS’ new biotechnology, laboratory chemists will develop new organic medicines which are less harmful than existing ones.

RL.5 NGS’ GLOBAL ZOO

[Service, Environment, Experience, Educational opportunity] NGS’ Global Zoo will contain the full spectrum of the animal kingdom from microscopic tissues and cells to deep sea fishes and wondrous elephants all in the same facility. Visitors can explore and experience these fascinating realms of nature in one place.

RL.6 NGS BIOMORPHIC BODY [Service, Products, Experience]

These biomorphic products will help to improve and expand the range of medical devices, including wheelchairs, crutches, and prosthetic limbs, etc. These biomorphic medical products will be more suited to human and animal rehabilitation needs than existing products.

RL.7 NGS ARCHIVES

[Product, Service, Experience, Educational opportunity] NGS’s library will be a storehouse of information on science, history, and culture. Using the most advanced, cutting-edge technology, the NGS library will not only provide books to users but a wide range of engaging interactive alternatives such as VR. 71

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NGS CORPORATE BREAKDOWN

EXPLORATION INITIATIVES Through the application of advanced technology, the new NGS enables people to explore the world in new ways. The NGS VR exploration and VR glasses provide more vivid and intense travel experiences to people regardless of any physical limitations. People can also have exotic cultural encounters through the NGS culture experience program. The NGS mentorship program provides high school students with the opportunity to develop their interests in science, biotechnology and further exploration alongside NGS researchers and experts. Lastly, as a product and service, the NGS Pathfinder provides 3D maps and detailed information on exciting destinations and locations around the globe.

EI.1 THE NGS VR EXPLORATION [Service, Experience]

The NGS VR exploration service allows people to travel wherever and whenever they want. People can explore the oceans, the realms of microbiology, the peaks of Mount Everest, and even bygone historical eras from the comfort of their homes.

EI.2 NGS VR GLASSES

[Product, Service, Experience] People can explore wherever they want from home using the new NGS VR glasses. NGS has always featured great photography and video content, and now these high standards of visual excellence will be applied to the VR glasses. In earlier eras, people explored though NGS’ television programs or magazines, but now users can experience their own vivid exploration from the comfort and safety of their homes.

EI.3 NGS CULTURE EXPERIENCE PROGRAM [Service, Experience, Educational opportunity]

People will be able to experience exotic cultures directly through this program. It will provide opportunities to meet with minority human groups around the world and learn about their exotic languages, lifestyles, and cultures first hand. Through this program, people can understand the vast range of cultural differences, and our awareness of the importance of preserving these disappearing cultures will be enhanced.

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EI.4 NGS PATHFINDER & MOBILE APPLICATION [Product, Service, Experience]

NGS Pathfinder is a new service that provides three-dimensional maps and directions. People can use the service when traveling in unfamiliar areas. Pathfinder also provides detailed historical and cultural information on a wide range of destinations, as well as updated weather conditions and other customized information depending on the needs of the user. This service is also available on mobile phone as a mobile application.

EI.5 NGS MENTORSHIP

[Experience, Event, Educational opportunity] Every summer and winter break, NGS will provide mentorship programs to high school students who demonstrate the requisite skills and talents as well as a strong interest in the fields NGS research specializes in. This is 1-on-1 mentoring program, and the students will learn about history, science, biotechnology, research, culture, and even photography and filming skills from their mentors.

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MEDIA & PR NGS has various ways of promoting its new explorations and research.

The NGS newscasts and podcasts detail its new discoveries and talk to explorers and researchers in both casual and formal settings. People also can subscribe to the NGS newspaper or daily email though the NGS’ portal. Lastly, every year, NGS will announce its new directions, the results of ongoing research, and other latest achievements as well as giving thanks to its many contributors.

MP.1 NGS NEWSCAST

[Service, Experience, Education ] The NGS newscast will provide wide-ranging coverage and information on all NGS research, exploration, and discoveries. This newscast will vary in tone from the serious to the casual with interviews, documentaries, and travel shows as well as content provided by viewers. It will also promote current and future NGS exhibitions, competitions, and events.

MP.2 NGS PODCAST

[Service, Experience, Education ] The new NGS will provide a podcast channel and broadcast their explorations, activities, and research in real time. Compared to the NGS newscast, this podcast will be more alive and impromptu. Audience members and users will also be able to upload their own podcasts via this service after receiving written permission from NGS.

MP.3 NGS NEWSPAPER [Product, Service, Education]

This newspaper is available both in paper form and as an ebook. People can subscribe and receive the latest updates and information on what NGS is doing. Revenue from these subscriptions will be used to fund research and the ongoing activities at NGS.

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MP.4 NGS PORTAL

[Service, Product, Experience, Education ] NGS portal is the the new NGS website. In the past, the website provided beautiful photographs and video content from around the world. Now, in addition to continuing this work, the new website will also provide more interactive services. Through the portal, users can upload and promote their own publications made in collaboration with the NGS studio and create their own communities based on their interests. The website will provide real time chat services so the users can ask questions and receive personalized information on the website and NGS activities.

MP.5 STATE OF THE SOCIETY [Sroduct, Service, Education ]

State of the Society will provide annual reports on new discoveries and advances in science, culture, biology, and biotechnology. In addition, these reports will provide updated information on NGS scholarships, donations, and contributions.

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EDUCATION With its nine educational organizations, the new NGS provides more opportunities to students, researchers, and the public to learn about science, biology, technology, biotechnology, as well as giving workshops and training in filmmaking, photography, and exploration.

EDU.1 NGS YOUNG PIONEER INSTITUTION [Service, Educational opportunity]

NGS’ pioneer institution will nurture young people’s interest in exploration and discovery. Through this institution, young people can learn more about biology, technology, and biotechnology as well as the new research being done in these fields. NGS’ VR exploration training might be one element of this program.

EDU.2 NGS BRAVE EXPLORER CORPS [Experience, Educational opportunity]

NGS’ Brave Explorer Corps’ mission will be to explore the remaining undiscovered territory around the globe. NGS’ VR exploration technology will supplement this work and provide for safe training and research.

EDU.3 NGS STUDIO

[Experience, Educational opportunity] NGS has been involved in beautiful and innovative photography and documentary filmmaking since its inception. In the NGS studio, participants will learn the technical skills of photography and documentary production so they can produce their own high quality films, books, and other media products.

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EDU.4 NGS SCIENCE FAIR & WORKSHOP [Service, Experience, Event, Educational opportunity]

NGS’ annual science fair and workshop will allow visitors and participants to experience and demonstrate scientific experiments as well as attend classes in the fields of biology, technology, and biotechnology. This will be held at the NGS executive convention center, where guests will be able to meet NGS’ scientists, educators, VR program designers, engineers, and filmmakers, etc. The fairs and workshops will promote a deeper interest in science among the general public and especially among young people.

EDU.5 NGS YOUNG SCIENTIST WINNER SCHOLARSHIPS [Service, Event, Educational opportunity]

NGS will provide scholarships to young people who have won awards in the NGS biotechnology and photography competitions. These scholarships will to their ongoing academic studies in biology, technology, biotechnology, photography, and filmmaking.

EDU.6 NGS LAB SHADOWING

[Service, Experience, Event, Educational opportunity] In the past, people were only able to enjoy National Geographic magazines and cable TV shows. Now, in order to share our research efforts directly with the NGS audiences, the brand will provide exciting in-depth tours of the sophisticated NGS laboratories where cutting edge research is being done. Visitors will spend time with the best scientists and researchers in the world at the labs, observing how this work gets done and learning through direct experience.

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EDU.7 NGS BIOTECHNOLOGY COMPETITION [Service, Event, Educational opportunity]

People from all over the world will compete using their knowledge of biotechnology. The competition will be divided into medicine, architecture, genetics, energy, and so on. Through this competition, NGS will stimulate people’s interest in these subjects and in what NGS is doing to develop our knowledge and understanding of biotech.

EDU.8 NGS PHOTOGRAPHY COMPETITION / EXHIBITION [Service, Event, Educational opportunity]

Micro-organisms have a mysterious, abstract yet beautiful appearance. This photography competition and exhibition will reveal not only these beautiful and fascinating creatures in their natural habitats but also show their complex roles within their various ecosystems.

EDU. 9 NGS CAREER CENTER [Service, Educational opportunity]

The career center will provide new job training for potential new NGS staff and employees. From designers and programmers of NGS’ customized VR technology to researchers, educators, academics, and administrators across the spectrum of NGS’ fields and departments.

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“In wisdom gathered over time I have found that every experience is a form of exploration.”

— Ansel Adams, Photographer, Conservationist

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NGS NEW HABITAT LABORATORY The future NGS will focus on biology, technology, and a fusing of the two. New biomorphic habitats will generate a new style of architecture, and all people will have the opportunity to live in more nature-friendly environments. These new habitats will also be adapted to preserving and sustaining animal and plant species.

BIOMORPHIC BUILDINGS FOR LIVING These innovative biomorphic structures will be based on cutting-edge architectural approaches and the latest research in biology. The shape and design of the buildings will be inspired by natural forms and systems.

These eco-friendly yet comfortable spaces will provide better living environments for people around the globe.

PRESERVE ENDANGERED ANIMALS AND HABITATS Researchers will study endangered animals’ habitats as well as provide new protected spaces for them. Due to climate change and the continuing effects of industry and pollution, much original habitat around the world has been destroyed or is threatened. The NGS labs will work to find ways to reduce the effects of climate change and industrial pollution and protect endangered species and habitats.

PROVIDE SAFE ENVIRONMENTS FOR PLANTS Plants suffer from pollution in both the air and soil and from the widespread use of agricultural pesticides. The new NGS lab will focus on these issues and work to develop cutting-edge solutions. In addition, the lab will develop alternatives to harmful pesticides and chemicals. And NGS will promote the consumption of organic and healthy foods and the use of sustainable agriculture worldwide.

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NGS BREEDING LAB NGS breeding lab will preserve endangered animals, plants, and helpful microorganisms. Through this laboratory, NGS will save many endangered animals, improve crop species, create a more plentiful supply of food, and develop medicines, nutrition, and food production etc.

NGS ANIMAL BREEDING PROGRAM NGS’ animal breeding program will attempt to save many species in danger of extinction, including varieties of insect life, as all animal life plays an important role in the Earth’s habitats and ecosystems.

NGS PLANT BREEDING PROGRAM NGS’ plant breeding program will protect and preserve endangered plant species around the globe. This program will improve crop species and help to create a more plentiful supply of food. As a result, food scarcity and distribution problems around the world might be resolved.

NGS MICROORGANISM BREEDING PROGRAM The program will help to preserve helpful but threatened microorganisms.

By doing so, we can contribute to the development of medicines, nutrition, soil health, and food production.

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NGS HUMAN CULTURE PRESERVATION LAB The NGS Human Culture Preservation Lab will work to preserve disappearing human groups, cultures, and languages.

HUMAN CULTURAL PRESERVATION Due to globalization and modernity, various minority and tribal cultures around the world are disappearing. NGS’s human culture preservation program will make an effort to preserve these cultures, traditions, beliefs, and ways of life.

DISCOVERY OF VANISHING LANGUAGES As well as the minority human groups, there likely are still undiscovered and exotic languages. This laboratory and its world-class researchers and ethnologists will work to discover these languages and preserve them from extinction.

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NGS GLOBAL ZOO NGS’ Global Zoo will contain the full spectrum of the animal kingdom, from microscopic tissues and cells to deep sea fishes and wondrous elephants all in the same facility. Visitors can explore and experience these fascinating realms of nature all in one place.

NGS MICROORGANISM ZOO Through the microorganism laboratory and research center, NGS will capture and display beautiful and mysterious organisms for viewing by the general public as well as for research by leading microbiologists.

NGS ANIMAL EXPLORATION As a global institution, the NGS Zoo will feature and care for animal species from all over the world. The Zoo will go to great lengths to recreate the specific conditions of these animals’ native habitats. This Zoo will not only preserve endangered animals, but the research done here by world-class scientists will help us understand the animals’ behavior and preserve them in the wild.

NGS DEEP-SEA AQUARIUM In the past, various kinds of deep sea ocean life were unavailable for direct observation by NGS audiences. They could only see them on television shows and in magazines or movies. However, the new NGS will provide opportunities to explore undiscovered marine life so that people can get closer to these mysterious marine organisms.

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NGS VR EXPLORATION The NGS VR exploration service will allow people to travel wherever and whenever they want. People can explore the oceans, the hidden realms of microbiology, the peaks of Mount Everest, and even bygone historical eras from the comfort of their homes.

NGS VR EXPERIENCE The future NGS will also provide VR exploration experiences. People will be able to travel wherever they like and experience the wonders and variety of life in other historical time periods. Travel into the microcosm of the human body and into the depths of the Earth will also be a possibility.

Moreover, this program will enable people with disabilities to travel by means of a sensory-rich VR experience. Users’ understanding and imagination will benefit from direct contact with other worlds and places.

NGS VR TRAINING There are many pioneers and researchers who will be employed by NGS to push the boundaries of exploration. The VR component of this exploration will allow researchers to go places which previously had been too dangerous, such as the depths of the ocean. This will give scientists freedom to train and learn without facing the dangers of extreme environments.

NGS VR GLASSES People can explore wherever they want from home using the new NGS VR glasses. NGS has always featured great photography and video content, and now these high standards of excellence will be applied to the VR glasses. In earlier eras, people explored though NGS’ television programs or magazines, but now people can experience their own vivid exploration from the comfort and safety of their homes.

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NGS CULTURE EXPERIENCE People will be able to experience exotic cultures directly through this program. It will provide opportunities to meet with minority human groups around the world and learn about their exotic languages, lifestyles, and cultures first hand.

National Geographic’s magazines, films, and cable tv programs have always given people the ability to explore exotic cultures and history vicariously. However, now NGS will provide live in-person contact with exotic cultures to its users and subscribers. They will be able to stay for several days with tribal people and learn about their history, culture, customs, beliefs, and languages.

Through this program, people can understand the vast range of cultural differences, and our awareness of the importance of preserving these disappearing cultures will be increased.

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NGS PATHFINDER NGS Pathfinder is a new service that provides three-dimensional maps and directions. People can use the service when traveling in unfamiliar areas as well as when studying culture, history, geography, or even the weather.

NGS PATHFINDER SERVICE NGS pathfinder will provide detailed information from around the globe and will help users find their destination, get updated weather information, and explore culture, history, fashion, food, and other topics depending on their interests and preferences. This three-dimensional map will be not only a tool for exploration but will also serve an educational purpose.

NGS PATHFINDER MOBILE APPLICATION The new pathfinder service will be available through a mobile application.

The 3D map and the app can be accessed via Bluetooth and will keep a record of the users’ search history in the app. The mobile application can also be used independently.

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NGS NEWSCAST The NGS newscast will provide ongoing information and news on the new NGS research activities, exploration, projects, experiments, and discoveries. This newscast will also invite famous explorers and researchers to talk about their experiences and give insights into NGS’ efforts. Also it will promote new and upcoming NGS exhibitions, competitions, and events.

NEWS PROGRAMS NGW newscast will provide its own news programs. These programs will cover the exciting new research, projects, and discoveries that NGS is involved in and give a detailed look at the NGS labs, institutions, and exploration initiatives. This regular newscast will help NGS audiences follow the latest updates on biology, biotech, environmental preservation, and world culture.

TALK SHOWS Compared to the NGS news programs, NGS talk shows will be more casual in form and content, inviting researchers, educators, students, and explorers to discuss their experience, insights, and challenges. The show will also provide discussions and real time interaction with viewers.

24-HOUR LAB The newscast will also provide 24-hour coverage of the labs at NGS for viewers and users who are interested in the research and discovery process.

While important and proprietary discoveries will of course not be featured, this program will allow limited observation and viewing by NGS audiences, including students.

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NGS BRAVE EXPLORER CORPS NGS’ Brave Explorer Corps’ mission will be to explore the remaining undiscovered territory around the globe. NGS’ VR exploration technology will supplement this work and provide for safe training and research.

Since its foundation, the National Geographic Society has funded important research and exploration and contributed to a developing understanding of history, science, culture, and technology. In line with this legacy, the new NGS will create the NGS Brave Explorer Corps. As the name suggests, participants will receive rigorous training and will be prepared to go beyond ordinary limits to explore the world. No extreme condition or location will deter their brave efforts to extend the limits of understanding and exploration.

VR TRAINING PROGRAM FOR NGS RESEARCHERS The VR training program will provide researches with new and innovative ways to conduct their studies and expand the range of our knowledge of science and our understanding of nature. In the fields of medicine, it may allow us to find cures for heretofore incurable diseases such as multiple sclerosis, polio, muscular dystrophy, Alzheimer’s, polio, and others. Computer modeling and advances in VR technology will give NGS research teams an advantage in the ongoing advances of science and medicine.

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NGS STUDIO The new NGS Studio will give courses and workshops in their world-renowned photography and filmmaking skills to people interested in producing their own documentary films or photography books.

LEARN HOW TO CAPTURE THE MOMENT National Geographic Society has always provided outstanding, world-class photography, film, and video across its diverse media outlets, including magazines, books, films, and TV shows. Now, in the NGS Studio, people will learn how to achieve these incredible results and images and how to improve their technical skills in photography and filmmaking. Subjects covered will include equipment, lighting, editing, publication, software, and more.

PUBLISHING After acquiring the technical skills through the NGS courses, participants will be able to produce their own books of photography, videos, films, and other visual media content, including podcasts. If they complete all the NGS coursework, they will be certified to work as professional-level photographers and filmmakers in the industry.

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NGS PHOTOGRAPHY COMPETITION / EXHIBITION Since its origins, National Geographic Society has prided itself on beautiful, groundbreaking photography, video, and film across a range of media. Therefore, the future NGS will provide classes and workshops in film, video, and photography and will hold regular photography competitions and exhibitions

The future NGS will hold annual photography competitions as well as annual exhibitions of the winning photographs. The range of photography subjects will vary in accordance with the topics that NGS covers, featuring images from the worlds of biology, culture, history, technology, and biotech.

When we explore the world more deeply, we encounter the mysterious, the surprising, the intriguing, and the beautiful. In addition to the realms of science and technology, NGS photography competitions and exhibitions will reveal beautiful and fascinating wildlife in their natural habitats as well as show the complex roles they play within their various ecosystems.

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NGS CAREER CENTER The Career Center will provide new job training for potential new NGS staff and employees, from designers and programmers of NGS’ customized VR technology to researchers, educators, academics, and administrators across the spectrum of NGS fields and departments.

NEW JOB OPPORTUNITIES With the NGS’ expansion, there will be many new job opportunities, and NGS will provide training for these positions through the NGS Career Center. The new positions will include customized VR travel and training designers as well as programmers, counselors, administrators, researchers, managers, and coordinators. Moreover, the Center will provide internship opportunities to university students of all levels, from bachelors to post-doctoral.

JOB TRAINING Before working for the new NGS, new hires will be trained at the Career Center. All employees, including those who work at the labs, the NGS Zoo, the NGS Brave Explorer Corps, the Studio, and so on will be trained to the highest performance levels in the spirit of the new NGS. This training will boost employee loyalty to the brand and their sense of excitement and discovery.

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The new NGS encourages you to join us in the journey of exploration into the exciting new horizons and the advances in science, biotechnology, and culture.

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PHOTO RESOURCES nationalgeographic.org shutterstock.com

VISUAL GUIDELINE Apple BBC web BCCB Canada Dow Electrolux Evolve Fedex GPS Herman Miller Lilly Mennonite Church Mexico MSI MTRL Nexstar Norway Old Navy Seagate Skype Steelcase Symantec ThankYou Unitedway UPS VMware

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Copyright @ 2017 Sunjung Park www.newrealmsofwonder.com This book is a non-commercial project for educational purposes and is not intended to represent the National Geographic Society brand.

Design / Sunjung Park Class / Nature of Identity Professor / Hunter Wimmer All rights are reserved. No part of this publication may reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Sunjung Park.

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