Archives of Impermanence by vanessa kiliari

BRAND HANDBOOK

CONTENTS — BRAND STRATEGY 01 Introduction 02 Values 03 Aim & Objectives

— STYLE GUIDE 01 Brand Mark 02 Hero Graphic 03 Typeface 04 Brand Semiotics 05 Colour Palette 06 Textures 07 Appropriate Usage 08 Grid Structures — MERCHANDISE CATALOGUE

BRAND STRATEGY

ABOUT

VALUES

The Archives of Impermanence is a conceptual establishment that delves into the profound bittersweet realization of the temporary nature of life.

01 Empathy - Shared human experience 02 Accessibility - For all people 03 Trustworthy - A safe space for reflection & celebration 04 Connection - Community engagement

Formed through a dynamic, diverse, and growing curation of exhibits; recorded journeys unfold through fragments of worn life objects and pieces, AoI is both a storyteller and a place of reflection, understanding, and growth. 6

AIM The museum aims to be a trusted space in the community, encouraging recognition, appreciation, and celebration of the transience in all things, contrasted through the passage of time; the past, present, and future. Through its exhibits, experiences, and discussions, it encourages visitors to confront change and embrace impermanence, leading to personal growth.

OBJECTIVES 01 Encourage reflection and stir introspection By engaging visitors in philosophical discussions and introspection, the museum fosters a deeper understanding of the impermanent nature of life. 02 Inspire to appreciate and embrace change Acts as a catalyst for visitors to develop a healthier relationship with change. 03 Evoke emotional resonance Builds a sense of community, connection and mutual support for people who share identical 04 Spark personal and interpersonal dialogues These events would encourage exchanges of conversations about coping with change, finding meaning in transitions, and embracing impermanence as a catalyst for growth. 05 Shift perspectives Transform the common fear or resistance to change into acceptance & appreciation.

STYLE GUIDE

BRANDMARK FORM The brand’s logomark is a deformed letter ‘A’, configuring the letters ‘AoI’—the acronyms of the brand. The concept of the letter dissappearing aligns with the brand’s topic of impermanence.

*Safe Area 10

STYLISED ICON This complex and detailed halftone logomark should always be used as far as it is practicable. If the sizing and/or medium of the application is not suitable, the non-stylised main logomark form displayed on the previous page should be used to maintain legibility.

*Safe Area 11

HERO GRAPHIC The brand will be heavily visually represented by halftone graphics, which was chosen to metaphorically capture and portray the progression/movement associated with impermanence.

01 GRADUAL CHANGE IN DOT DENSITY: Halftone graphics employ dots of varying densities to create shades and tones. As impermanence signifies gradual change, using halftones allows for a gradual transition from solid areas to lighter or darker regions, representing the ebb and flow of impermanence. 02 DYNAMIC PATTERNS: By manipulating the size and arrangement of the dots, halftone patterns can convey movement and dynamism. The shifting patterns can symbolize the constant change inherent in impermanence. 03 UNPREDICTABILITY: The structure of halftone graphics have dual perspective simultaneously; it can represent substances both emerging/building up and dissolving in time.

WORDMARK

The brand’s wordmark uses a simple and timeless sansserif type, juxtaposed with the very detailed halftone hero graphic.

01 ‘BLUR’ Effectively conveys movement, impermanence, and resembles ink bleed through its soft edges, fluidity, and visual metaphor for time.

TYPOGRAPHY HEADINGS 01

BLUR BOLD HEADINGS 02

BLUR MEDIUM BODY

COURIER

01A MOVEMENT The typeface blurs the distinction between letters and spaces, conveying a feeling of fluidity and change. This aligns with the concept of impermanence, where nothing remains static and everything is in a state of constant flux. 01B ORGANIC INK SPREAD Blurred letters in a typeface can resemble the effect of ink bleeding on paper. This visual similarity to ink bleed is significant because it can evoke a sense of the organic and analogous imperfection. 02 COURIER A homage to the classic monospace typeface in old mediums. Each character occupies the same horizontal space, creating a consistent and unchanging structure, juxtaposed to the dynamic Blur typeface. 15 15

BRAND SEMIOTICS 01 EM DASH (—) A symbol adding a fluid temporal dimension to the brand language. Em Dash (—) can be a representation of a brief pause, continuation, and/or the transitions through the passage of time. 02 COLON (:) A symbol indicating that what follows is a continuation, related to a particular time or temporal concept. It can be employed to show a time sequence, order, temporal lists, and/or time frames.

ZONE NAMING EXAMPLES

:Phases— Era:A—i

COLOUR

The design crafted not only captures the visual essence of transformation but also tells a story of the beauty found in the impermanent and evolving aspects of our surroundings.

PRIMARY

P 179-16 C

P 179-1 C

P 11-10 C

01 RUST: Tarnish red-orange reflect the changing hues of metal surfaces as they weather and corrode. 02 MOLD AND ORGANIC GROWTH: Dark green evoke the sense of gradual growth and transformation that occurs in a natural, organic environment over time.

SECONDARY

P 37-8 C

The color palette involves hues and shades that encapsulate the transformations that occur as a result of aging and natural processes through time, such as oxidation, rust and mold.

P 111-16 C

P 178-15 C

03 WEATHERED NEUTRALS: Weathering due to time often leads to the neutralization of colors. Faded grays, subdued beiges, and washed-out blues to capture the effects of weathering on surfaces like wood, stone, or paint. 17 17

COLOUR COMBINATIONS Accents in the palette can mimic the stark contrasts that often emerge as a result of aging. For instance, using pops of a bright, oxidized copper hue against a backdrop of subdued, rusty tones can represent the striking contrast of fresh rust against an older, weathered surface. Thus, contrast should be considered highly in any colour combination.

BRAND TEXTURES

EXPERIMENTAL - PROGRESSION/MOVEMENT - TIME - RAW - HUMAN - CONTEMPORARY - CHANGE 19

INAPPROPRIATE USAGE

Do not stretch or squash the icon

Dont’s

Do not use a blurred and/ or low quality icon

Do not change the distance of the letters* *unless for specific motion purposes

Do not change the icon’s colour to anything other than the colours shown in this guideline 20

Do not apply a drop shadow

Do not change use the stylised icon simultaneously with the stylised wordmark

GRID STRUCTURES Although the icon and wordmark lockup exist for certain purposes, ideally they will not appear together side by side as a lockup, but instead should function separately. The elements should be responsive to the context in which they’re used. There’s no preferred arrangement of the name—just as the need dictates.