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RE-BRANDING SANTA CRUZ MUSEUM OF ARTS AND CRAFTS


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SANTA CRUZ MUSEUM OF ARTS AND CRAFTS

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WELCOME TO SANTA CRUZ MUSEUM OF ARTS AND CRAFTS The purpose for this paper is to determine that the Santa Cruz Museum of Art and History is in need of a new identity with the goal of developing a renewed sense of trust and belief in what the museum has to offer. The main focus will be to create a brand that communicates that Santa Cruz Museum of Art and History will be the best place to experi-

ence the best in crafts. The first step in doing this was to change the name of the museum to Santa Cruz Museum of Arts and Crafts. With the new name comes a new logo and a new look that will embody the fun spirited and colorful culture that surrounds the city of Santa Cruz.


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TABLE OF CONTENTS

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3

STYLE GUIDE. 18

RESEARCH . . . . 6 ABSTRACT. . . . . . . 8 OVERVIEW. . . . . . . 8 OBJECTIVES. . . . . 13

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DEVELOPMENT. 14

THE LOGO. . . . . . 20 FONTS CHOICES. 22 DESIGN RESEARCH.23 IMAGES TO USE. 24 COLOR PALETTE. 25

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SOLUTIONS. . 26


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CHAPTER 1

RESEARCH

Santa Cruz Museum of Arts and Crafts is the only museum in Santa Cruz that provides a venue for learning about crafts and history that surround this quaint city. People will visit SCMAC because it will exhibit the best in crafts around the bay area in California.

IN THIS CHAPTER a Logo Dos b Logo Don’ts c Font Usage d Images e Brand Colors


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Research

ABSTRACT

Art and History (or Santa Cruz Museum of d in beautiful Santa MAH for short) is locate strives to foster a Cruz, CA. The museum unity by allowing locals deep sense of comm to organize family to submit art and also ity. However, there events for the commun es that express the have been some articl at this museum has disappointment of wh more into a commubecome. It has turned an art museum. Many nity center rather than rkers have quit and of the curators and wo vement to get good there is no longer a mo history pieces into the and recognize art and g campaign will help museum. A rebrandin reputation to draw restore the museum’s it the museum primarlocals and tourist to vis collection in exhibit, ily for the amazing art is feel like the museum and at the same time in le and meet peop a great place to mingle onment. A new and a fun and youthful envir resent a transformed timeless logo will rep ndy color palette and cultural entity, and a tre t college students visual layouts will attrac ople. This will be the and young business pe t. will want to go hang ou place where everyone


SANTA CRUZ MUSEUM OF ARTS AND CRAFTS

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PROJECT OVERVIEW The purpose for this paper is to determine that the Santa Cruz Museum of Art and History is in need of a new identity with the goal of developing a renewed sense of trust and belief in what the museum has to offer. The first step in the process was to change the name of the museum to Santa Cruz Museum of Arts and Crafts, as recent articles had pointed out that the museum was lacking in history exhibits. Since the museum already has a strong senst of community and focuses primarily on teaching crafts and exhibiting local artists’ works, taking the word “history” out fo the name is fitting and will help develop the museum further on its strenghts. The goal is to entice people to want to visit the museum in hopes of viewing and learning about art and history, and in turn be able to experience the warmth and family friendly environment that Santa Cruz MAC is blessed with. Santa Cruz Museum of Arts and Crafts seems to be a place that has much to offer. Currently they host a variety of activities, and the members of the community seem

to really appreciate how the museum allows people to get involved. As of now, locals are encouraged to organize events and exhibitions, with the intents of creating a sense of togetherness and collaboration. The concept makes sense. Many museum attendants want to feel like they are part of something greater and opening up the doors for this type of participation is a great motivator to want to visit the museum and also to support it. Santa Cruz MAC is also looking for local artists to exhibit their artwork. Anybody is allowed to show art. As a result, there have been cases where things like a collection of toothpaste, and egg collection and even a collection of bottle caps have been part of an exhibition. Because of this, the museum has lost its credibility and is slowly moving towards a place where community events are more important than art and history. The goal for this branding campaign is to shift the focus of this cultural entity to make it a place where people will want to come and primarily experience the cultural aspect of the museum. Tourists should want to visit Santa Cruz MAH over any other gallery when they are in town.

There are many local art museums and galleries in town as well as huge successful museums in that general region of California. San Francisco Museum of Modern Art, for example seems to be so successful, that they felt the need to expand their current building. This seems to be a recurring trend amongst art museums. More space equals more art and more art can equal more attendance and more attention from the locals as well and tourists. Santa Cruz MAH doesn’t seem to have any desire for growth. They simply want to “ignite shared experiences and unexpected connections,” which makes for a really weak mission statement, as they don’t seem to put any focus into wanting to share or experience art to begin with. Although Santa Cruz MAH may not be ready to expand their building, maybe they can start thinking of what kinds of things they can do now that would open up opportunities for expansion in a few years, and in turn be able to compete against other museums in that region.


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Research BRAND OBJECTIVES

To make growth happen, it’s important to look at what other big museums are doing. With technology at the finger tips of nearly every one, 79% of companies have been forced to adjust to this growing trend through social media, and museums are no exception. Santa Cruz is making use of all types of social media like Twitter, Pinterest, Instagram and others. This is a great thing for them, but most of the posts let people know about the community events that are to come and the ones that just occurred. What happened to the art on display? Are there any great artists being exhibited? San Francisco Museum of Modern Art makes great use of these online tools. Santa Cruz MAH could take advantage that there is already a popular museum just a few miles away and maybe it could even work in collaboration with SFMOMA. With less government funding used to support museums, it’s important to look for alternative backing. This could be from corporations or even from other museums. This will help Santa Cruz MAH build a good reputation and also generate trust in the fact that this is a cultural entity

with the intention of exhibiting art and history and not just a gathering place. Social interaction is not a bad thing to have at a museum. As a matter of fact, another popular trend amongst museums is that they are also a place for people to hang out, eat, drink, hear music, watch movies, etc. Still, “the primary mission is to conserve and show art” (Cembalest, 2008). At Santa Cruz MAH, the primary mission seems to be switched. This museum needs to be clear as to what they want their mission to be and then spread that idea amongst the employees so everyone can be on the same page and in turn propagate that intention outward so that people coming in can see that this is a place to visit to see great art and learn about art.

The goal of the new brand is to tap into multiple media to expand the brand of the museum in a way that targets a wide variety of audiences. All pieces will communicate the theme of the brand which focuses on promoting Santa Cruz MAC as the place that exhibits the best in crafts and is also a place where people can feel at home. The look and feel of all pieces will be consistent with the style guide and will all communicate a sense warmth and care.


SANTA CRUZ MUSEUM OF ARTS AND CRAFTS TARGET AUDIENCE Hi. My name is Jackson Davis. I am 26 years old and live in a one bedroom apartment in downtown Santa Cruz, CA. I currently work at Dynamic Printing Press. My hobbies include surfing and wood work. On a good relaxing day, I enjoy hanging out at the local galleries with my friends.

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DEVELOPMENT The voice for copy for Santa Cruz Museum of Art and History is familiar and light. Copy should feel natural as if having a casual conversation with the audience. A sense of familiarity and coziness should be communicated with the use of simple vocabulary and an absence of fancy words.

IN THIS CHAPTER a Logo Dos b Logo Don’ts c Font Usage d Images e Brand Colors


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Development

MOOD BOARDS

The mood board development started with three initial mood boards that had three distinct looks and feels. The final mood board took elements from all three to create a look and feel that was warm yet vibrant and appealing to a younger audience..


SANTA CRUZ MUSEUM OF ARTS AND CRAFTS TOOL BOX DESIGN TOOL BOX FOR

S²nta Cru Z ·u seUm of ArT & HIstory

IMAGES

Colors C50 M0 Y99 K0 R141 G199 B63

Name: Yamina Palma Industry Sector: Cultural Entities

C0 M40 Y93 K0 R250 G166 B45

Selected Company for Thesis (with Ranking): Santa Cruz Museum of Arts and Crafts (formerly Art and History) (Rank #4)

C23 M99 Y17 K1 R193 G29 B123

Competitors (with Rankings): x San Fransisco Museum of Modern Art x Carnegie Art Museum x Legion of Honor Theme for Campaign: Santa Cruz Museum of Arts and Crafts is the only museum in Santa Cruz that provides a venue for learning about crafts and history that surround this quaint city. People will visit SCMAC because it will exhibit the best in crafts around the bay area in California.

C19 M89 Y95 K9 R187 G62 B43 C19 M18 Y38 K0 R208 G196 B164 C55 M60 Y65 K56 R71 G59 B51

VISUAL ELEMENTS

AniMaTioN

Display font: ©digo Heading: ITC Stone Sans Bold Web Body Copy: ITC Stone Sans Medium Print Body Copy: ITC Stone Serif

3 Directive Words to Describe the “Look and Feel” of the Campaign: x Warm x Familiar x Vibrant Images

http://www.flickr.com/photos/santacruzmah/8615021097/ http://www.flickr.com/photos/crisbuscagliacom/8303784929/ http://farm8.staticflickr. com/7248/6933051116_0d6fc4e478_o.jpg http://www.istockphoto.com/stock-illustration-28015964mobile-network.php?st=5736c2a http://www.istockphoto.com/stock-photo-27625887multi-ethnics-human-face-togetherness-vintage-look. php?st=5736c2a http://www.istockphoto.com/stock-photo-18896324-friendsembraced-enjoy-looking-down.php?st=5736c2a

Images

http://www.istockphoto.com/stock-photo-28830908http://www.flickr.com/photos/santacruzmah/8615021097/ beautiful-women-at-exhibition-opening.php?st=5736c2a http://www.flickr.com/photos/crisbuscagliacom/8303784929/ http://farm8.staticflickr.com/7248/6933051116_0d6fc4e478_o.jpg

TEXT

TEXTU rEs

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CHAPTER 1

STYLE GUIDE

The voice for copy for Santa Cruz Museum of Art and History is familiar and light. Copy should feel natural as if having a casual conversation with the audience. A sense of familiarity and coziness should be communicated with the use of simple vocabulary and an absence of fancy words.

IN THIS CHAPTER a Logo Dos b Logo Don’ts c Font Usage d Images e Brand Colors


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STYLE GUIDE

THE LOGO

ONLY DO THIS ing

uz has an amaz Santa Cr SANTA CRUZ MUSEUM The city of Spaniards

SANTA CRUZ MUSEUM SANTA CRUZ MUSEUM

SANTA CRUZ MUSEUM

SANTA CRUZ MUSEUM

SANTA CRUZ MUSEUM

MINIMUM LOGO SIZE AND SPACING

SANTA CRUZ MUSEUM

M

SANTA CRUZ MUSEUM

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.75”

M

to when history that leads back is history is repreconquered the area. Th piction of Spanish sented through the de ate the idea of great tiles which also illustr . Santa Cruz Museum craftsmanship and art ed a logo that was of Arts and Crafts need stands for. resentative of what it rep re mo SANTA CRUZoMUSEUM ple yet stark red The current log is a sim “MAH” inside. This circle with the words out the museum, doesn’t say anything ab stands for. The warmwhat it does or what it , and painterly look er colors, smooth lines a sense of comfort provide the brand with and friendliness. SANTA CRUZ MUSEUM of the logo should The horizontal version .75” in height. The never be smaller than ld never be smallhorizontal layout shou t. This will allow er than 0.8125” in heigh re that the details in legibility and will ensu Logo should always the symbol aren’t lost. right bottom corner of be positioned on the a .5” space between printed material with of the document the logo and the edge

SANTA CRUZ MUSEUM


SANTA CRUZ MUSEUM OF ARTS AND CRAFTS

DON’T DO THIS

SANTA CRUZ MUSEUM

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ARTS

AND

CRAFTS

SANTA CRUZ MUSEUM

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ARTS

AND

CRAFTS

SANTA CRUZ MUSEUM

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ARTS

AND

CRAFTS

SANTA CRUZ MUSEUM

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ARTS

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CRAFTS

The logo should be displayed only in th e approved versions as shown in the pr evious page. Non appr oved usage of the logo follows. Don’t add a drop sh

adow to the logo Don’t change the co lors of the logo Don’t apply glow ef fect Don’t place color log Don’t place logo on

o on a dark color

a busy background Don’t apply emboss ing or any Photosho p effects Don’t squish or stre

tch the logo

SANTA CRUZ MUSEUM

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ARTS

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SANTA CRUZ MUSEUM SANTA CRUZ MUSEUM

SANTA CRUZ MUSEUM

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STYLE GUIDE FONTS CHOICES DISPLAY FONT: SCMAC FONT

ABCDEFGHIJKLMNOPQRSTUVWXYZ HEADING: ITC KABEL BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyxz WEB BODY COPY: ZURICH BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyxz PRINT BODY COPY: ITC STONE SERIF

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyxz


SANTA CRUZ MUSEUM OF ARTS AND CRAFTS

DESIGN RESEARCH the a Santa Cruz, CA has rich history and e this mak huge emphasis on the arts which free spirited city a countercultural hub with a se of the and youthful vibe. The overall sen which makes city is very community oriented the Santa for a great branding concept for Cruz Museum of Arts and Crafts. ting classes The museum currently offers craf s locals and fun events and also encourage their own to show off their work and curate new brand exhibits. With all this in mind, the while will embody a sense of community the viattracting a younger audience with and type s brant color palette and fun texture treatments.

A custom font was created to be used as the primary font fo r the Santa Cru z MAC logo and is also the font used for di splay purposes only. It is a m ulti width font w ith a hand written quality that represents the character and nature of w hat the museu m exhibits and teaches. ITC Kabel Bold is the secondar y font used with the logo an d complements Indigo well with its smooth , strong lines, ye t quirky style. This is al so the font used fo r heading in all printed m aterial alongsid e bo dy copy. Zurich BT will be the body copy us ed in all web material. It is clean and ea sy to read and also has many variations that w ill al low for different charac ter styles. For pr in te d material I chose ITC Stone Serif. Sim ilar to Zurich, it is also a well balanced font, but the serifs increase legibi lity when printe d. .

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STYLE GUIDE

IMAGES TO USE fun and/or Images used show people having ing or doing enjoying arts and crafts by view the imagthem. The main look and feel of and warm es should display mostly neutral rs here colors with splashes of vibrant colo and easy and there. Overall contrast is soft on the eyes. d and A vintage look seems to be on tren are es ienc is a look that many young aud ularity of attracted to. With the growing pop are becomInstagram, young kids and adults or vintage. ing more drawn to what looks old 2013) and It’s the “cool” thing to do (Keyes, ys. Vintage it is also what looks cool nowada layouts design is showing up in logos and this looks and even app icons. People love ueness, because its pleasant, fosters uniq ndly represents an environmentally frie t (Why pas the culture and also celebrates vintage?, 2013).


SANTA CRUZ MUSEUM OF ARTS AND CRAFTS

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COLOR PALETT

lor palr change, a co lo co go lo e th Following complement determined. To be to s ed ne ette w logo, bright color of the ne the warm red d magenta will ge, greens an an or of es sh g to a spla at will be invitin th el fe t an br create a vi ce. young audien

C50 M0 Y99 K0 R141 G199 B63 C0 M40 Y93 K0 R250 G166 B45 C23 M99 Y17 K 1 R193 G29 B123 C19 M89 Y95 K 9 R187 G62 B43 C19 M18 Y38 K 0 R208 G196 B16 4 C55 M60 Y65 K 56 R71 G59 B51

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SOLUTIONS

The voice for copy for Santa Cruz Museum of Art and History is familiar and light. Copy should feel natural as if having a casual conversation with the audience. A sense of familiarity and coziness should be communicated with the use of simple vocabulary and an absence of fancy words.

IN THIS CHAPTER a Logo Dos b Logo Don’ts c Font Usage d Images e Brand Colors


SANTA CRUZ MUSEUM

Santa Cruz Museum of Arts and Crafts 705 Front Street Santa Cruz, CA 95060

SANTA CRUZ MUSEUM

SANTA CRUZ MUSEUM

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