fernbank

nature

2011 BRAND IDENTITIES GUIDELINES

TABLE OF CONTENTS:

2 Introduction

3 Brand-At-A-Glance

5 PrimaryLogo

6 SecondaryLogos

7 LogoUsage

8 Color

9 DisplayFonts

10 BodyCopyFonts

11 SupportingGraphics

13 Photography

15 PrintExamples

19 EnvironmentalGraphics

21 Collateral

25 Website

2

TENTS:In order to maintain and build the Fernbank

brand it is important to have some

guidelines and rules to follow. This includes

a consistent tone, style, look, and feel.

The following Brand Identity Guidelines

establish the basic brand elements needed

to protect, support and strengthen the

Fernbank Science Center Brand.

TYPOGRAPHY:

Futura BookAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Book ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Extra BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Extra Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Optima LT Std Roman

AaBbCcDcEeFfGgHhIiJjKkLlMmNn

OoPpQqRrSsTtUuVvWwXxYyZz

0123456789

Optima LT Std Italic



0123456789

Optima LT Std Bold



0123456789

Optima LT Std Bold Italic



0123456789

Optima LT Std Black



0123456789

Optima LT Std Black Italic



0123456789

4

PRIMARY LOGO:

SECONDARY LOGOS:

COLOR PALETTE:IMAGERY:

nature

COLOR:

SECONDARY COLORS:

When referring to the Fernbank Science

Center as a whole and not a specific sub-

brand it is required to use the primary

Fernbank logo. When color is an option one

must use the specified pantone colors. If

color is not applicable to the design or does

not look appropriate with the background

then the logo may be black or reversed out.

If the logo is being used with an image that

uses the paper texture you may fill in the

logo with the texture.

TEXTURE:

6

COLOR:

BLACK & WHITE:

When referring to a specific category or

sub-brand of the Fernbank Science Center it

may be appropriate to use a more specific

logo. The secondary logos may only be

used when referring to events and exhibits

falling under their brand. The logo may

appear in its designated pantone color, all

black, or all white. When the logo is all

black or white the icons must be the same

color as the fernbank text. You may not use

a texture fill for the secondary logos.

nature

nature

nature

COLOR:ALIGNMENT:The alignment of the logo may not be

changed. It must always read left to right

and its base must always be parallel to the

page or other display it is shown on.

SAFE SPACE:In order to make sure the logo retains its

presence in use it is important to keep a

safe space around the logo where nothing

else can be placed. The safe space is

made up of the letter “e” in fernbank. The

“e” should be placed next to the furthest

parts of the logo (the crossbar of the “f”,

descender of the “n”, ascender of the “b”,

and the serif of the “k”) to get an accurate

spacing.

MINIMUM SIZE:To ensure legibility and brand consistency,

the “e” in the Fernbank logo must never be

reduced any smaller than a .0759” box.

SAFE SPACE:

MINIMUM SIZE:

8

The following colors are used within the

main logo and the secondary logos with the

exception of Pantone 1405 EC and Pantone

Process Black EC. The colors used in each

logo may not be changed from the already

specified restrictions. When using color

within a design the following colors are

among the possible options.

Pantone 673 ECCMYK: 9 100 12 32RGB: 161 0 93










When choosing the type for a heading, title,

subtitle, etc. use the designated display

fonts. Any of the versions to the right are

acceptable choices and they may be used

in all caps or lowercase. Small caps is not

allowed. When working with the display

font family the designer may choose to

insert the designated paper texture instead

of a color. An example of this can be found

in the Heading at the top of this page. This

should only be done with Futura Bold,

Futura Bold Oblique, Futura Extra Bold, or

Futura Extra Bold Oblique.

Futura BookAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Book ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Extra BoldAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

Futura Extra Bold ObliqueAaBbCcDcEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

10

When choosing the type for body copy

use one of the options given. Any of the

versions to the right are acceptable choices.

Optima LT Std Roman



0123456789

Optima LT Std Italic



0123456789

Optima LT Std Bold



0123456789

Optima LT Std Bold Italic



0123456789

Optima LT Std Black



0123456789

Optima LT Std Black Italic



0123456789

If a graphic pattern is needed for a project

you may create a pattern with the symbols

from the different sub-brands. If this is

done, the appropriate logo must accompany

it. Because the secondary logo will appear

with the pattern it is permitted to use the

paper texture layered on top with the effect

setting on multiply. This is also the only

instance where you are able to change the

tint of the icon although the color of the

icon must remain the same.

Above: An example of a graphic

pattern using the icon from the

Fernbank nature sub-brand while also

utilizing the paper texture.

Left: An example of a graphic pattern

using the icon from the Fernbank

symposium sub-brand after altering

the tint of the icon.

The Fernbank Science Center photography

is a very important aspect to the company’s

design. The photography should fit with the

color schemes and tone in the examples

given on this page. Overall, the images

should represent nature as a beautiful

creation that makes the audience want to

become involved with nature and Fernbank

Science Center. Fernbank also has a

designated texture used in photography,

type, etc. For a full view of the images

allowed for use please refer to the image

library catalog put together by our exclusive

photographer, Andrew Smith.

The following are some examples of the

proper use of type, logos, and imagery.

Above is a print example correctly combining the Fernbank type, logo, texture, and

imagery.

ADVERTISING:

16

MONKEYS OFSOUTH AMERICAApril 25, 2010

Fernbank Science Center is hosting guest lecturer Clive Netherton an expert on monkeys. His lecture, “Monkeys of South America” will explore issues of the environment and its relation to the monkey wildlife of South America. Come immerse yourself in the jungles and homes of our little monkey friends through images and videos from one of the greatest researches in the fi eld. For more information visit us at:fsc.fernbank.edu/

MONKEYS OFSOUTH AMERICAApril 25, 2010

Fernbank Science Center is hosting guest lecturer Clive Netherton an expert on monkeys. His lecture, “Monkeys of South America” will explore issues of the environment and its relation to the monkey wildlife of South America. Come immerse yourself in the jungles and homes of our little monkey friends through images and videos from one of the greatest researches in the fi eld. For more information visit us at:fsc.fernbank.edu/

POSTCARDS:

When creating postcards to promote events and exhibits taking

place at Fernbank it is important to always include the main logo

or the appropriate sub-brand logo. The examples on this page

show proper usage when incorporating imagery, type, texture

and logos.

BUSINESS CARDS:This page shows the four current images

used on the fernbank business cards. The

imagery represents different aspects of

fernbank while also serving as a visual

difference compared to other business cards

in the science center field. The following

page shows the proper usage of the

letterhead and its accompanying envelope

Barry Smith

President

Fernbank Science Center

[email protected]

502.458.9384

18

LETTERHEAD & ENVELOPE:

2 ¼" 2 ¼"

3"

1" Text may not go lower than 1” from the bottom edge of the stationary. 156 Heaton Park Drive, Atlanta, GA 30307

20

To the left is an example of environmental

signage advertising the current exhibition

held at the Science Center.

The following are some examples of the

proper use of type, logos, and imagery

applied to collateral items such as ones

given out for promotion, sold at the gift

shop, or used by Fernbank employees.

fernbank

Documents

fernbank brand

specific logo

primary fernbank logo

fernbank science center

introduction3 brand

specific subbrand

black white

fernbank text