BRAND IDENTITY GUIDEBOOK 2021
TABLE OF CONTENTS
INTRODUCTION BASIC ELEMENTS COLOR PALLET TYPEFACE SYMBOL STATIONERY DESIGN LETTERHEAD BUSINESS CARD FOLDER CD AND CASE ENVELOPES SCALE COMPARISON MOCK-UPS SIGNAGE DESIGN ENTRANCE SIGN ADMISSIONS SIGN DIRECTORY SIGN WALL SPREAD DIRECTORY INFORMATIONAL SIGN PACKAGING DESIGN PRODUCT PACKAGE COUPON MOCK-UPS MERCHANDISE
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INTRODUCTION PROJECT PREVIEW DESIGN OVERVIEW
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INTRODUCTION
PROJECT PREVIEW
LIFELIGHT is an interactive and educational wildlife exhibit, combining zoos and museums in a way to bring knowledge and passion of the animal kingdom to people in a unique way. There are exhibits spanning all sorts of biological areas, from various terrains like the tundras, deserts, forests, plains, and oceans, to the various evolutionary backgrounds of the present, past through paleontology, and even the future through speculative evolution. The world of animals is vast and unusual, but it’s somewhat become a hidden world as time has gone on; it’s the goal of LIFELIGHT to fix that.
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DESIGN OVERVIEW
LIFELIGHT is going for a more unique design compared to its museum and zoo counterparts. It wants to feel modern, and go with a design style that utilizes more contrast than it does anything else. Some museums and such may want to come across as too formal, using dull colors and serifs. Others are more aimed at children and lean too far into colors and overdesign. LIFELIGHT is to be a happy medium, something for children and adults. It’s main colors are taken from the CMYK spectrum, acting as the primary colors but with a twist. The visual style borrows from prisms, and concepts of light, contrast, and color are vital to brand identity.
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BASIC ELEMENTS COLOR PALLET TYPEFACES SYMBOLS BLACK AND WHITE SYMBOL + RATIO MASTER LOGO VARIATIONS RESTRICTIONS MINIMUM CLEAR SPACE + RATIO SCALE
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BASIC ELEMENTS COLOR PALLET
The primary color pallet is the primary printer colors: cyan, yellow, and magenta. Black and white are also very vital to the branding. The branding is based on a prism, and must reflect this. Colors for the exhibits are meant to be much more rainbow-like. The following colors are used for exhibit branding: Pale blue, cyan, navy blue, yellow, orange, red, light green, green, dark green, and magenta.
PRIMARY
#191818 #50a6da #f9d608 #e7348a SECONDARY
#a1dbe6 #28377c #f09422 #ef413a
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#96c03d #20b24b #0d7c3f #ffffff
TYPEFACES
The typefaces I’ve chosen were those in the Futura family. I felt that it would stand out on their own much better, they were solid and focused more on readability. I also felt they were simply just cleaner and more sharp than other fonts. The primary ones I’ve used were the Demi, Medium, and Book variants.
Futura PT - Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()’,.”?:/
Futura PT - Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()’,.”?:/
Futura PT - Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()’,.”?:/
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BASIC ELEMENTS SYMBOL
The LIFELIGHT logo was meant to represent a handful of things. First of all, as the name implies, light is an important factor in the branding of LIFELIGHT, and by proxy color as well. I wanted the color version of the log to act as a prism, with primary printer colors (CMYK) shining through like rays of color. The base of the logo is meant to also represent a wide variety -- a spectrum, if you will -- of animals. I wanted to select one of the largest and one of the smallest animals out there to use as the muse of the logo, thus selecting a whale and a rat respectively. Both the text and the graphic can stand alone on their own, but often will appear together.
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3 4
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1. Whale design to represent sea life, and due to it being one of the largest animals. Both it and rat are mammals. 2. Representative of rays of light shining through a prism (in this case, the whale). Corresponds with Number 4. 3. Rat design to represent land life, and due to it being one of the smallest animals. Both it and whale are mammals. 4. Representative of rainbow rays that shine out of a prism. Colors are primary colors. Corresponds with Number 2.
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BLACK AND WHITE SYMBOL + RATIO
9.0x
6.5x
0.125x 1.0x 0.3x 0.5x 7.0x 6.5x
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BASIC ELEMENTS MASTER LOGO
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VARIATIONS
Utilizing separate elements of the logo.
Utilizing black, white, and master variants of the logo.
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BASIC ELEMENTS RESTRICTIONS No squashing, stretching, or rotating any or all elements of the logos.
No changing the color of the logo beyond black and white.
No placement of logos on similar colors, logos must be on contrasting backgrounds.
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MINIMUM CLEAR SPACE + RATIO 1.0x
1.0x
0.5x
0.5x
SCALE 1.0”
1.3”
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STATIONERY DESIGN
LETTERHEAD BUSINESS CARD FOLDER CD AND CASE ENVELOPES SCALE COMPARISON MOCK-UPS
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STATIONERY DESIGN LETTERHEAD 0.4” 3.4”
1.7”
11”
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2”
5” 8.5”
BUSINESS CARDS
3.5”
0.4” 0.4”
2.6”
1.9”
0.3”
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STATIONERY DESIGN FOLDER (OUTSIDE) 0.5”
2.5”
12”
8” 21
9”
0.5”
FOLDER (INSIDE)
4.75”
12”
4.25”
9” 18”
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STATIONERY DESIGN CD AND CASE
0.4”
0.4”
0.2” 4.75”
0.8”
4.75”
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4.7”
ENVELOPE 9.5” 0.125” 0.35”
0.3”
1.5” 4.125”
1.9”
2.25”
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STATIONERY DESIGN SCALE COMPARISON
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MOCK-UPS
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SIGNAGE DESIGN ENTRANCE SIGN ADMISSIONS SIGN DIRECTORY SIGN WALL SPREAD DIRECTORY INFORMATIONAL SIGN
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SIGNAGE DESIGN ENTRANCE SIGN
- Arch meant to remain at the entrances of the park.
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19”
9”
19”
3”
10”
5’5” 1”
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SIGNAGE DESIGN ADMISSIONS SIGN
- Document is scaled from a standard 8.5” x 11” page, scale as needed - Offered in stanction sign sizes such as 22” x 28” as well.
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2”
1.2”
5’5” 32
SIGNAGE DESIGN DIRECTORY SIGN - Colors match respective exhibits.
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0.5”
11” 0.75” 13.5” 3”
2.5”
3.5”
5’5”
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SIGNAGE DESIGN WALL SPREAD DIRECTORIES
- Size adjustable if needed. - Information about the exhibits on their respective walls. - Arrows point towards direction of room, design may be mirrored to accomodate, text must be adjusted. - Colors match respective exhibits.
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9”
13”
5’5” 36
SIGNAGE DESIGN INFORMATIONAL SIGNS
- Hung up on railings and walls in exhibits. - Colors match respective exhibits.evolutionary backgrounds of the past, present, and future.
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1.5”
0.5”
5’5” 38
PACKAGING DESIGN
PRODUCT PACKAGE COUPON MOCK-UPS
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PACKAGING DESIGN PRODUCT PACKAGE
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COUPON
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PACKAGING DESIGN MOCK-UPS
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MERCHANDISE
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MERCHANDISE MUGS
T-SHIRTS AND TOTES
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STATIONERY
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Designed by Ziad Abou-Nasr Fall 2021 Copyright GRC 420-1001