retail branding guide

Table of Contents

Introduction

Brand Identity

Usage Guidelines

Color Palette

Typography

Brand Expressions

01

02

03

04

05

06

01 Introduction Every product you touch has had an effect on the world we live in.Do you really know what you’re buying?

We are Design Museum Boston, join us.

Each consumer makes decisions about the products they buy. These decisions are essential to maintaining a sustainable lifestyle guided by knowledge. Our goal is to inform consumers about products they buy and give them opportunities to make a change through a green retail environment.

Each consumer makes decisions about the products they buy. These decisions are essential to maintaining Each consumer makes decisions about the products they buy. These decisions are essential to maintaining

to inform consumers about products they buy and give them opportunities to make a change through a green to inform consumers about products they buy and give them opportunities to make a change through a green

Brand IdentityRetail is all about clean modern aesthetics with simple but familiar imagery.When used consistently will provide brand recognition and build equity.

The goal of this branding is to help increase awareness among consumers about the products they buy, where those products started out from and where they are going. Retail will leave viewers understanding that they are not just buying a water bottle or a t-shirt but that they are also buying the process it takes to create those products and the responsibility to dispose of them properly.

02

The logomark represents the consumer world, everythinghas a price, everything has a cost.

The Logotype communicates to the broad audience with purely typographic form. It is direct yet casual. Bold in its own right, but also very approachable and understandable.

Logomark

Logos

Logotype

Combination Mark (Lock-up)

an exhibit byDesign Museum Boston

Retell

. Rec

ycle.

Ret

hink

retell. recycle. rethink

The barcode may be used as page accents or on the tag reverse.Additional information may be added to the space at the bottom.

The Combination of the barcode and text logo may be used asbarcode replacements for products or as accents when the tag is present. This combination may be used for guerilla marketing.

This teaser barcode may be used in addition to the tag as a teaser for the opening of the event. The middle bar is shortened to allowfor text.

Simple Barcode

Barcodes

Teaser Barcode

Combination Logo

coming in august

an exhibit byDesign Museum Boston

03 Usage GuidelinesThe Design Museum Boston brand identity is made of several parts, using thatconsistently will provide brand recognition and build equity for our exhibit.

Preferred — white background Alternate — white background

Alternate — dark background

Alternate — color background

Preferred—dark background

Preferred—color background

Preferred — light background Alternate — light background

Preferred Usage

1 1

A A

Clearspace (small)

To ensure proper spacing between the logomark and the logotype, a scalable measurement is needed in relativity to the size of the logo.

The proper spacing between the logomark and logotype should be equal to 1 e.

1xe

1x e

B

A

B

retell. recycle. rethinkretail

1 1

A

Clearspace (large)

To ensure proper spacing between the logomark and the logotype, a scalable measurement is needed in relativity to the size of the logo.

The proper spacing between the logomark and logotype should be equal to 1 e.

1xe

1x e

BB

AB

Dynamic Logo Pattern

04 Colors

Using Design Museum Boston’s secondary color palette is a subtle but nice way to tie into their branding. It consists of muted but sophisticatedcolors.

Color Palette

Primary Color Palette

Secondary Color Palette

S1:

C: 16 M: 99 Y: 100 K: 6

R: 196 G: 35 B: 39

#c42327

S2:

C: 27 M: 99 Y: 81 K: 26

R: 147 G: 28 B: 46

#931c2e

S3:

C: 00 M: 00 Y: 00 K: 100

R: 00 G: 00 B: 00

#000000

S4:

C: 21 M: 02 Y: 94 K: 13

R: 186 G: 128 B: 49

#ba8031

S5:

C: 16 M: 06 Y: 99 K: 32

R: 160 G: 157 B: 24

#a09d18

S6:

C: 59 M: 55 Y: 93 K: 53

R: 69 G: 64 B: 29

#45401d

S7:

C: 01 M: 46 Y: 92 K: 00

R: 245 G: 154 B: 48

#f59a30

S8:

C: 19 M: 50 Y: 98 K: 08

R: 193 G: 129 B: 42

#c1812a

S9:

C: 43 M: 64 Y: 98 K: 43

R: 102 G: 69 B: 28

#66451c

P4:

C: 70 M: 00 Y: 26 K: 00

R: 33 G: 189 B: 197

#21bdc5

P1:

C: 82 M: 29 Y: 38 K: 03

R: 28 G: 139 B: 150

#1c8b96

P2:

C: 00 M: 00 Y: 00 K: 00

R: 255 G: 255 B: 255

#ffffff

P3:

C: 91 M: 60 Y: 56 K: 46

R: 16 G: 61 B: 69

#103d45

P1

P4

P2

P3

do you know what you’re buying?

As a standalone branding element, hang-tag is a simple but powerful symbol representing consumerism. It also ties very nicely into the “Do you know what you’re buying?”tag-line.

Dynamic Logomark

reta

il

05 Typography

Knowlegeable, yet approachable—like the cool professor who wears a tweed jacket and argyle sweater, but will also grab beers at the pub after class and talk about “how it really is”.

Benton Sans

AaBbCc0123abcdefghijklmnopqrstuvwxyzæøå ABCDEFGHIJKLaMNOPQRSTUVWXYZÆØÅ 1234567890$%&@’*(,.;#!?)

Primary Typeface

Typography and brand voice work together to provide a consis-tent visual and verbal tone throughout all Design Museum Boston touchpoints. The primary Design Museum Boston brand typeface—Benton Sans, is beautiful in its simplicity, yet it is versatile, even in its standard set of four weights.

The Benton Sans typeface was designed by Cyrus Highsmith and To-bias Frere-Jones in 2000, as a study and expansion of a 20th Century standard, News Gothic (Morris Fuller Benton, 1903).

The redesigned Benton Sans. The Font Bureau studio expanded it into Benton Sans, a far reaching new series, with matched weights, widths and performance well beyond the limits of the original.

A full set of Benton Sans (128 weights) can be purchased from Font-Bureau, Inc.

www.fontbureau.com

The quick brown fox tweets about the lazy dog.

Approach & Process Everything has a cost.

Do you really know what you’re buying?Everything has a price.

Responsibility

Primary Typeface

Retail. Retell. Recycle. Rethink

Use Arial in lieu of Benton Sans on web applications when deal-ing with substantial body copy and other typographic elements that do not necessitate brand-ing.

Georgia is a suitable serif type-face that looks good at many sizes on screen. Often, choosing to use a serif typeface to replace the primary brand typeface is better because it doesn’t seem to be replicating the font, instead adding a second layer of depth.

Websafe Typography

Sans Serif Preference

Serif Preference

Arial, Arial Boldabcdefghijklmnopqrstuvwxyzæøå ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ 1234567890$%&@’*(,.;#!?)

Georgia, Georgia Italicabcdefghijklmnopqrstuvwxyzæøå ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ 1234567890$%&@’*(,.;#!?)

06 Brand ExpressionsThe examples within this section have been designed to demonstratedifferent promoting opportunities we can accomplish with this brandingstyle.

Exhibit Advertising

Water - Jet Stencils

Park Billboard

Exhibit Advertising

Hang-Tags

Do you know what you’re buying?

Do you know what you’re buying?