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Niteroi De Mac Standards Manual

Table of Contents

Introduction Brand Image Message How to use This Manual Brand Overview Logo, Logotype, and Signature Typography Color Palette Staging Requirments Acceptable Usage Pictograms Stationary and Business Cards Environmental Signage Ephemera Homepage

1. 5. 6. 8. 9. 10. 11. 12. 13. 15. 16. 18. 19. 20.



This standards manual creates guidelines on how to apply my personal logo. In order for this identity to have strength and integrity it needs to be supported and used correctly on all applications. With this identity system I want to portray myself as well as my design abilities to current and potential clients. I also want to convey a comfortable and professional work environment.


Brand Image Message

Branding is a vital part of a company. A visual logo is the first thing that a consumer takes in. Because of this the brand needs to be strong and convey exactly what the company wants it too. The brand becomes part of a system, building upon itself. By keeping with these guidelines a designer protects the logo as well as the integrity of the message that the company wants to send. The brand is based off of the architecture of the building, which adds to the recognition of the mark.


How To Use This Manual

In order to keep the integrity of the logotype alive over time it is vital to follow the guidelines setup in this manual. The brand identity embodies what we do. A carefully managed and well-implemented brand identity program will help carry out our message. These guidelines are provided to ensure the correct and consistent use of the brand identity system. Along with the brandmark, typography, color palette and other visual elements, specific directions are included to help you manage your visual communication materials. By accurately implementing this brand identity system, you protect the integrity of the brand and better support its positioning.


Brand Overview

The most fundamental visual element of a brand identity is its brand mark. The mark is the outline of the Niteroi De Mac and conveys the mood of the museum as a whole.



Niteroi De Mac Signature

Niteroi De Mac



STIXGeneral is a serif font that is delicate but also has strong serifs that create a great contrast with the curvy nature of the logo that was created. STIXGeneral also comes in many different variations that can be used in text to convey a different message depending on the mood of the work. Any color in the palette may be used.

Stix General Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,.?/!$%^&(){}[]`Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,.?/!$%^&(){}[]`Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,.?/!$%^&(){}[]`Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,.?/!$%^&(){}[]`-

Color Palette The color palette used for the Niteroi De Mac is very simple and only contains light maroons, Black, Grey, and White. Making the palette that simple was done with specific intention and using any other colors in the logo is not permitted.

Primary Colors

Secondary Colors


Staging Requirements

In order for the entire mark to be clearly visible the logotype should not be sized down to less than half of an inch in width. Do not shrink the logo below the specified size and always change the size proportionally. Allow a generous amount of free space surrounding the logo. Spacing around the mark should be at least half of an inch and can be larger.

Acceptable Usage The consistent and correct application of the logo is essential. Always follow the standards presented in these guidelines. Below are examples of uses that are not acceptable ways of using the logotype. The logo should always convey a strong modern elegance, which can only be attained with the original mark.



Niteroi De Mac

Do not put inside of a frame

Niteroi De Mac

Do not mix and match colors



Niteroi De Mac

Niteroi De Mac

Do not change color palette

Do not distort

Niteroi De Mac Niteroi De Mac

Niteroi De Mac



Bathrooms, parking, coat check, museum store and cafĂŠ signs are very imporatant. These images are to be used in their specific areas and the way that they are presented here are the way that they should always be presented.


Stationery and Business Cards

The business cards consist of a strong light maroon front with the logotype knocked out in the center. The back side has all of the museum information as well as the specific contact information. The identity system is carried into other applications including an adequate white space allows the heaviness of the mark to be successful. The consistent header is at the top of the stationary while the arch is still apart of the design as well.


Environmental Signage Environmental signage is any sign that somebody would see walking down the street or even getting on to the bus. The environmental signage includes the super graphics which are very important in the advertising of the museum. In order to get the most adequate advertisment a company must get exposure out to the most amount of eyes as possible, and through super graphics this can occur.


Ephemera includes anything that can be bought such as bags, shirts, mugs etc. These are items that can be either given away or sold, but must be used they way that they are designed.



The homepage of the website is the navigation system. The home page is responsible for giving basic information as well as simple links that take a viewer to more specific iformation that they would like to see.

Niteroi De Mac

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