Auckland Museum of Pattern and Motif - Brand Manual 2023

Auckland Museum of Pattern and Motif Brand Manual 2023

Contents Design Strategy Mission Statement Brand Values Brand Characteristics Location Persona 1 Persona 2 Competitor Research Visual Language Matrix

4 5 6 7 8-9 10-11 12-14 15

Visual Identity System Our Visual Identity

16

Primary Logo Secondary Logo Logo Sizes Logo Clearance Logo Rules

17 18 19 20 21

Colour Palette Colour Combinations and Type

22 23

Typefaces Type Hierarchy Type in Use

24-25 26 27

Graphics Graphics Usage

28-29 30-31

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Patterns Patterns - Large Spiral Patterns - Small Spiral Patterns - Floral Patterns - Curve Pattern Usage

32 33 34 35 36 37

Icons - Exhibits Icons - Wayfinding

38 39

Image Treatment

40

Margins and Grid System

41

Tone and Language

42

Visual Identity Application Signage and Wayfinding Posters Posters in Action Banners

43 44-45 46 47

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Design Strategy

Mission Statement Our mission is to create an accessible and inclusive space, to educate, inform and enlighten a diverse audience.

We celebrate cultural identity, history, pattern, motif, and symbology by sharing the cultural significance of form, colour and symbols, and their communicative meaning and function.

We present a safe space for open discussion surrounding cultural connotation and appropriation of visual languages and forms of visual communication before and beyond the written word.

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Design Strategy

Brand Values Accessibility Our museum is physically accessible, and the content itself is straightforward and easy to understand. This is to make sure everybody is able to access our institution.

Cultural Education We promote cultural education, as it allows our audience to learn about cultures they may not be aware of, and share this newfound knowledge with their community.

Diversity & Unity

Our museum highlights diversity among our audience, encouraging a sense of belonging between different types of people.

Engagement We curate our exhibits to be engaging for our audience by making them easy to understand, and using tours and storytelling to convey information in interesting ways.

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Design Strategy

Brand Characteristics Transparent We are honest with our audience about historical and cultural contexts, as well as how artefacts were obtained.

Informative We provide educational and historically accurate information. This allows for factual information, historical, and cultural contexts to be shared, while also allowing for our museum to evolve and adapt over time.

Look and Feel Our museum’s exhibits are clear, comprehensible, and visually appealing.

Its layout is straightforward, and allows for artefacts to act as focal points.

Relatable We make our content relatable by creating a personal, historical, cultural, or environmental significance to our audience. We also use simple and emotive language to create a personal connection with our audience.

Welcoming We are open to everybody, encouraging diversity within our audience.

Respectful We are respectful towards our artefacts, different cultures, the land, and the community.

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Design Strategy

Location

Auckland CBD, New Zealand Our museum is located in the Central Business District (CBD) of Auckland, New Zealand. This is because it’s the busiest area of the most populated region in NZ. It is a convenient area for locals, university students, and tourists, as there are countless stores, restaurants, and other attractions that would be adjacent to the museum. Overall, this location is convenient for appealing to a diverse audience.

Auckland CBD

Photo of Auckland CBD. From Auckland CBD, by Wikipedia.

Map of New Zealand Auckland Museum of Pattern and Motif Brand Manual 2023

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Design Strategy

Persona 1

Caleb, 22

Design Student Caleb is drawn towards brands that are diverse and enriched in culture, with a focus on personal improvement and self-expression.

To learn more about different cultures, history, and areas of design. He aims to broaden his perspective on the world to make more diverse and expressive design work.

Reflective Resourceful Inquisitive Laid-back Curious Expressive

Caleb visited the Auckland Museum of Pattern and Motif and found the experience to be informative and inspiring. He has expanded his knowledge in pattern making, and its importance within culture and tradition. His visit has served as inspiration within his own design practices.

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Moodboard Caleb lives his day to day using public transport to and from university.

He enjoys listening to music while studying and working on his design projects. His favourite clothing and footwear brands are Nike and Culture Kings. In his free time, he goes to the gym, reads, or creates digital art with his tablet.

Moodboard of hobbies, interests, and daily life.

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Design Strategy

Persona 2

Jane, 63 Retired

Jane is motivated and interested in local events, artists, and art history. She is keen to broaden her knowledge of other cultures and their art. Jane used to be a seamstress and designed some clothes. She loved her job so much that even when she retired, she started sewing clothes for her grandchildren.

Creative Focused Sophisticated Traditional Family-oriented Diligent

Jane visited the Auckland Museum of Pattern and Motif whilst visiting her daughter and grandchild. She went to the Dress and Garments exhibits, which reminded her of her childhood. She left feeling motivated to pick up on stitching again, and start scrapbooking photos and sketches from her youth.

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Moodboard Jane makes herself tea everyday and enjoys reading different types of literature. Sometimes she goes to the fruit and vegetable market to buy food. In her spare time, she goes to garage sales to buy small gifts and trinkets for her grandchildren.

Moodboard of hobbies, interests, and daily life.

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Design Strategy

Competitor Research The Museum of Modern Art (MoMA) The Museum of Modern Art (MoMA) is a museum located in New York City, USA. They feature contemporary art exhibits that focus on a range of subject matter. Their logo and typeface were created in 2009 by Pentagram and MoMA designers. They experienced a rebrand in 2019 by MoMA Design Studio, allowing for a more dynamic visual identity.

MoMA Collateral

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Design Strategy

Competitor Research The Design Museum Founded in 1989 by Sir Terence Conran, this museum is the place where the design industry, education, and the public come together to change the way people think about themselves and the future. Its collection, publishing, events, exhibitions, learning, and digital programmes invite everyone to experience and reflect on the impact of design.

The Design Museum Collateral

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Design Strategy

Competitor Research Te Puia Te Puia is home to the New Zealand Māori Arts and Crafts Institute, located in Rotorua, New Zealand. It is home to natural features such as geysers, bubbling mud, and native bushes, which are explored through guided tours. Their brand identity features a refined and modernised take on Māori imagery, incorporating a red, black, and white colour scheme, as well as photographic portraiture and Māori iconography.

Te Puia Collateral

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Design Strategy

Visual Language Matrix Our museum brand identity fits into a playful and modern categorisation, similar to our competitors MoMA and The Design Museum. However, it is a bit less historical and traditional than Te Puia. Overall, our museum's branding is playful and modern, but still incorporates accurate historical context into our content.

Historical

Traditional

Playful

Modern Auckland Museum of Pattern and Motif Brand Manual 2023

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Visual Identity System

Our Visual Identity Our visual identity is playful, dynamic, and fun. We use bright colours, simple geometric typefaces, and symbolic organic shapes, patterns, and icons. Our logo represents unity, and as our graphics are derived from our logomark, our identity sits on a foundation of unity and community, which we greatly value.

The purpose of having a dynamic, eye-catching visual identity is to evoke feelings of joy and curiousity within our community. We target not only artists and designers, but locals, tourists, and both children and adults. Having an exciting and welcoming identity introduces an element of fun into learning, encouraging our visitors to gain an interest in, and share cultural knowledge.

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Visual Identity System

Primary Logo Spirals represent unity, which is a significant value of the museum.

Our logomark symbolises uniting a diverse array of cultures and communities through historical patterns and motifs. Our primary logo is in our main colour, Playful Orange, and we also have Black and White versions for versatility.

Main Logo Use on black or white backgrounds in accordance with colour scheme.

Black Variation Use on light backgrounds.

White Variation Use on dark backgrounds.

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Visual Identity System

Secondary Logo Our secondary logo is simply the wordmark alone. Our logos are used in our main colour, Playful Orange, as well as Black and White.

Wordmark logos can be used on formats that are busy, and in conjunction with other logos.

Orange Variation Use on black or white backgrounds in accordance with colour scheme.

Black Variation Use on light backgrounds.

White Variation Use on dark backgrounds.

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Visual Identity System

Logo Sizes Primary Logo The minimum size of the primary logo when used on ID, membership, and business cards is 28mm x 11mm, and is 37mm x 16mm for larger collateral.

All sizes are at 100% scale.

Cards

11mm

28mm

Other Collateral 16mm

37mm

Secondary Logo The minimum size of the secondary logo is 22mm x 20mm so the museum name can be recognised and read properly.

Collateral

20mm

22mm

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Visual Identity System

Logo Clearance The space around the logo should be twice the size of the ‘o’ in ‘motif.’

This will ensure that it won't be too close in proximity to other logos or elements, making it able to be seen clearly.

Primary Logo

Secondary Logo

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Visual Identity System

Logo Rules Our logo should only be used in an approved manner. This will maintain the integrity and recognisability of the museum.

Do not distort the proportions of the logo.

Do not use the logomark on its own.

Do not rotate the logo.

Do not use the logo in an unapproved colour.

Do not place the logo against a low contrast background.

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Visual Identity System

Colour Palette Our colour palette represents the 6 main concepts that we want our visitors to experience at the museum, as well as the 6 exhibits of our museum. Having a wide colour palette allows us to be flexible in the way we visually express our brand. Every colour also has a secondary, slightly darker hue to be used for patterns. We also have black and white, which are used neutrally.

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Visual Identity System

Colour Combinations and Type All of our colours can be used in different combinations, but no more than 3-4 colours (including black and white) should be used on normal collateral, such as posters, social media posts, and banners. This is to reduce strain on the eye. Body copy should also be used in either black or white, and be used on high contrast backgrounds for readability.

Headings can be used in and against any colour, but must be readable.

Black Copy Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Black copy can be used on yellow, orange, and white as it is readable.

White Copy Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

Our mission is to create an accessible and inclusive space,

White copy can be used on all colours except yellow, as readability is hindered.

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Visual Identity System

Typefaces

New Order New Order is a solid, bold, and geometric display typeface that has rounded glyphs, and is reminiscent of the 20th century typeface Avant Garde.

New Order Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_=+,.?"/ Point size multiple of 2 + leading 2 points, tracking 20, kerning optical.

New Order Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_=+,.?"/ Point size multiple of 2 + leading 2 points, tracking 20, kerning optical.

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Quicksand Quicksand is a simple, and easily readable and legible typeface that is typically used as body text. It also has rounded glyphs, complementing the typeface New Order.

Quicksand Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_=+,.?"/ Point size multiple of 2 + leading 2 points, tracking 5, kerning optical.

Quicksand Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_=+,.?"/ Point size multiple of 2 + leading 2 points, tracking 5, kerning optical.

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Visual Identity System

Type Hierarchy Headings New Order Bold 42/44pt

Patterns in Oceania

Subheadings New Order SemiBold 16/18pt

Exhibition 25 September – 30 September

Body Copy & Captions Quicksand Regular 12/14pt

Join us and discover hundreds of patterns and motifs found in art from over the last few centuries, originating from the continent of Oceania. You may recognise that many of these patterns are commonly found in New Zealand, as well as discover many new patterns and motifs, unraveling their history.

Quicksand Medium should be used to highlight certain words that are not in English, are asterisked, or to create emphasis.

Paragraphs are leftaligned for readability, and captions are centrealigned.

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Visual Identity System

Type in Use

Patterns in Oceania Exhibition 25 September – 30 September Join us and discover hundreds of patterns and motifs found in art from over the last few centuries, originating from the continent of Oceania. You may recognise that many of these patterns are commonly found in New Zealand, as well as discover many new patterns and motifs, unraveling their history.

Upcoming Events, Membership Leaflet, September 2023. Shown with exhibit icon, in colour against patterned background.

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Visual Identity System

Graphics Large Spiral This shape was created based on our main logo mark, reinforcing the symbolism of spirals representing our values of unity.

Small Spiral This shape was created based on the inner section of our logomark, enforcing the same meaning as the Large Spiral.

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Curve This shape was created based on the outer section of our logomark.

It is a simple curve that can be used flexibly.

Floral This shape was created based on the inner section of our logomark, and is repeated to create a floral shape. This floral shape symbolises life and growth, things that our museum values.

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Visual Identity System

Graphic Usage Our graphics can be used in all of our colours, and can be used as an outline or a fill. They can be scaled, cropped, rotated layered, used for text on a path, act as a mask for images. However, they shouldn't be distorted proportionally.

Scaled Graphics

Museum Opening Banner, 2023 Auckland Museum of Pattern and Motif Brand Manual 2023

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Type on a Path

Welcome!

Membership Pack Lid, 2023

Image Masks

Museum Opening Poster, 2023 Auckland Museum of Pattern and Motif Brand Manual 2023

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Visual Identity System

Patterns We have four patterns that are created by repeating our graphics. Our patterns are used in our secondary colours, and placed against plain backgrounds of its corresponding primary colour. They can be scaled differently based on how many elements are on the page.

Our patterns should not be proportionally distorted or rotated, to maintain consistency across our graphics.

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Visual Identity System

Patterns - Large Spiral

Patterns created by repeating the Large Spiral graphic, in all 8 colours.

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Visual Identity System

Patterns - Small Spiral

Patterns created by repeating the Small Spiral graphic, in all 8 colours.

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Visual Identity System

Pattern Usage - Floral

Patterns created by repeating the Floral graphic, in all 8 colours.

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Visual Identity System

Patterns - Curve

Patterns created by repeating the Curve graphic, in all 8 colours.

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Visual Identity System

Pattern Usage Our patterns are used as backgrounds in our collateral. Examples of which include packaging, posters, brocures, and banners. They are meant to be subtle, as other elements must be able to be seen clearly when placed in the foreground.

Museum opening banner, 2023 Auckland Museum of Pattern and Motif Brand Manual 2023

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Visual Identity System

Icons - Exhibits We have 6 icons to represent each of our 6 exhibits. They visually represent the content of the exhibition in a playful, handdrawn way.

They are also colour coded, with one colour from our palette being assigned to each exhibit, as well as in Black and White for flexibility.

Dress and Garments

Oceania and Pacifia

Spirituality and Religion

Body Adornment

Contemporary Art and Design

Homes, Palaces, and Places of Worship

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Visual Identity System

Icons - Wayfinding We also have wayfinding icons, such as arrows, exit signs, and bathroom symbols. These use rounded lines and come in colours that correspond to each exhibit's assigned colours, with neutral symbols being in Black and White.

Arrows

Bathrooms

Exit Icons

Bans

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Visual Identity System

Image Treatment Our images consist of photographs, either of a space in our museum, or of artefacts. Images that are incorporated as a decorative feature are typically changed to greyscale, a colour from our colour palette is applied, and they are usually masked by a graphic shape. Images that should retain their original colours, like artefacts, should be cut out and placed on a white/plain coloured background as the main focal point.

Recolouring Images

Original image

Greyscaled

Fill colour applied

Cutting Images

Original image

Cut out Image on poster

Auckland Museum of Pattern and Motif Brand Manual 2023

Full poster

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Visual Identity System

Margins and Grid System Our grid system is used in multiples of 3, with a gutter of 6mm. For A5 and smaller sizes, we use a 3x3 grid, and for A4 and larger, we use 9x9.

This grid system allows us to utilise space between elements, allowing for consistency and easy readability of information. Margins are also 12-15mm on all sides.

A5 Format - 3x3

Member welcome letter, 2023

A3 Format - 9x9

Museum opening poster, 2023

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Visual Identity System

Tone and Language The tone of our museum's brand and visual identity is playful, but also educational and respectful. This is not only portrayed through our vibrant visual elements, but also through copy and language.

Our written language is simple and straightforward to appeal to people younger and older, as well as people who aren't native English speakers. When jargon or words from other languages are necessary, there will be a note regarding context (using asterisks) or pronunciation guides (in brackets) to aid readers.

Our language also tends to be upbeat, welcoming, and appreciative, often using phrases such as 'welcome,' 'join us,' and 'thank you,' as well as exclaimation marks, indicating excitement!

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Visual Identity Application

Signage and Wayfinding We use our icons on our signage to help our visitors find their way to entrances and exits, bathrooms, and different exhibits. As our signage is clear and large, we are able to guide our visitors easily and avoid confusion.

Entrance sign

Exit sign

Bathroom sign

Exhibit sign

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Visual Identity Application

Posters Our posters are typically composed of large scale headings, subheadings, and relevant body copy, as well as graphics, photography, and up to 3 main colours including black and white.

Our tone is welcoming and content is overall relevant to what is being promoted.

Museum opening poster, 2023

Museum opening poster, 2023

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For posters that promote exhibits, photographs of artefcts/places should be the focal points, and the colour that corresponds to its category should be used. For example, using red for posters that promote Body Adornment exhibits.

Ancient Egypt poster, 2023

Indian Jewellery poster, 2023

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Visual Identity Application

Posters in Action Street posters are large, and are able to be seen by everyone walking by in busy areas. If used on LED screens, the posters are able to be more vibrant, and less likely to experience environmental damage over time.

Poster at a bus shelter

Series of opening posters in an urban setting Auckland Museum of Pattern and Motif Brand Manual 2023

Poster at a train station

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Visual Identity Application

Banners Banners promote the museum on a smaller scale. They are typically placed high up on poles and buildings, and create brand awareness for people who are commuting, or walking towards from a distance.

Promotional banners

Promotional banners in action

Outdoor banners

Banners on museum entrance

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Auckland Museum of Pattern and Motif

Brand Manual 2023 This is a comprehensive brand manual for the brand identity and visual identity of the Auckland Museum of Pattern and Motif.