lisa ‘big air’ rogers aeronautical engineer, class of...

CURIODYSSEY BRAND GUIDELINES n VERSION 1.1 n February, 2016 1

Lisa ‘Big Air’ RogersAeronautical Engineer, Class of 2031.


These guidelines will assist CuriOdyssey and its partners in maintaining a consistent look in all areas of communication.

If in doubt of appropriate use of the logo or any of the elements featured in these guidelines, please contact the CuriOdyssey Marketing Department.

CuriOdyssey logos are all custom drawn artwork. Do not attempt to modify or recreate logos. Use only logo files provided in the links noted in the following pages. Adhering to these guidelines will help maintain the vibrancy, consistency and credibility of the CuriOdyssey name, image and heritage.

BRAND GUIDELINES OVERVIEW


The Power to Ask “What If”

Kids learn about science and animals best out in the world, not behind a desk or in front of a screen. At CuriOdyssey, we let kids loose to observe what is, think about what could be and let the natural world answer their questions.

We’ve demonstrated the impact of our big, new approach in our small, old space. So let’s modernize and expand to create the ultimate science playground for kids’ real world discovery.

The Power to Take on the Future

When it comes to the natural world, there’s nowhere our kids can simply click to save it. Thinking like a scientist early on will arm them with the tools they’ll need to take on the real-world challenges of the future.

This investment will help us continue to pave the way for future problem-solvers for generations to come.

MESSAGING HIERARCHYLet’s turn CuriOdyssey into the world’s premier serious science playground and give more kids the power of real science.

The Power to Revolutionize Science Education

Science education is more important than ever, and we want to give it the attention it deserves. That’s why it’s our mission to change the way science is taught today.

We’ll start at home with the new CuriOdyssey as our hub and ultimately scale our model for breakthrough science education nationally.


A) PREFERRED Clear with White Elements

STANDARD LOGOThere are 2 standard versions of the CuriOdyssey “Building Block” logo: horizontal and square to use as space/design allows. Of the 2 versions there are 3 options to support a variety of backgrounds, with A being the PREFERRED logo (minimum of 30% build background color for readability) and B and C used only for backgrounds less than 30% or standalone applications.

LOGOOur logo is the most immediate representation of CuriOdyssey, our people, and our brand. It is a valuable asset that must be used consistently.

B) Horizontal Midnight Blue with White Elements

C) Horizontal White with Midnight Blue Elements

A) PREFERRED Square Clear with White Elements

B) Square Midnight Blue with White Elements

C) Square White with Midnight Blue Elements


LOGOALTERNATE LOGOS (fixed purple backgrounds)

Currently internal-use only by CuriOdyssey or in case of special needs. Contact the CuriOdyssey Marketing Department to present a case for usage.

‘SPARKIE’ THE CRITTER ICONCurrently internal-use only by CuriOdyssey or in case of special needs (web icon or favicon). Contact the CuriOdyssey Marketing Department to present a case for usage.


LOGO SPECIFICATIONS SIZE Vector logos are scalable to any size, the MINIMUM size for horizontal versions = 3.25 inches wide; for square versions = 1.125 inches wide. Raster logos are also provided in popular sizes and resolutions for ease, but should only be reduced in size, never enlarged.

CLEAR SPACE Keep elements such as type, artwork, other logos, etc. away from the CuriOdyssey logo by at least the width and height of the “O” is CuriOdyssey as shown below. The logo can be placed on top of an image as long as it remains legible.

DOWNLOAD LOGOS at CuriOdyssey’s Brand Central XXXXXXXXXX

Horizontal minimum size 3.25 inches wide (244 px wide/72dpi)

Square minimum size 1.125 inches wide (85 px wide/72dpi)

Clear space (width/height of “O” in CuriOdyssey = keep away) for any size logo

Clear space (width/height of “O” in CuriOdyssey = keep away) for any size logo


TYPOGRAPHYAs with our logo, consistent use of our corporate typeface Brandon reinforces CuriOdyssey’s brand identity. Brandon comes in myriad weights: Bold recommended for Headlines, Regular/Medium for subheads, Medium/Light for body copy, Black only to be used when extra emphasis is needed. Open tracking can be used with all caps/headlines as needed for legibility. Never scale horizontally or vertically.

BRANDON FAMILYBrandon Text Light ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789

Brandon Text Medium ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789

Brandon Text Regular ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789

Brandon Text Bold ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789

Brandon Text Black ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789


ALTERNATE TYPOGRAPHYIn the extremely rare case where Brandon cannot be used, substitute Futura with same recommended usages as Brandon. To mimic Brandon more, horizontally scale all Futura weights 104%. Contact the CuriOdyssey Marketing Department for approval if using Futura.

FUTURAFutura Light ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789

Futura Medium ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789

Futura Heavy ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789

Futura Bold ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789


TYPOGRAPHY USAGEA few quick tips for using typography in real-world CuriOdyssey communications.

THE WORD ‘CURIODYSSEY’ IN TYPEHeadlines, all caps, Brandon Bold: CURIODYSSEY Body copy, letter case, Brandon Light: CuriOdyssey (NOTE: ‘O’ is ALWAYS capitalized in copy) Email or web addresses: curiodyssey.org (all lowercase)

HEADLINESAll caps, Brandon Bold, example headlines: THEY’LL THINK. THEY’RE PLAYING. SCIENCE IS A SUPERPOWER. YOU INVEST, THEY’LL INVENT. Never use “Building the Minds of Tomorrow Today” as a headline, use only as a logo.

BODY COPYLetter case, Brandon Light: Refer to most recent messaging hierarchy for philanthropic, educational and science-specific copy. Any new body copy should be developed with the brand promise, mission statement and brand personality in mind.

COPYRIGHT Copyright © 20XX CuriOdyssey n All Rights Reserved

ADDRESS & PHONE CuriOdyssey n 1651 Coyote Point Drive, San Mateo, CA 94401 n 650-342-7755


IMAGERY & TAGLINESThere are currently 4 approved images: Carlson/Vortex, Aryana/Frog, Carlos/Eagle and Amelia/Lightning. To aid in creating/resizing large or small images and positioning the kid/element/glow, layered Photoshop CC PSDs are provided. Use of all layers is preferred, however the animals can be used without the kids on an as needed basis. The respective taglines below should accompany each image whenever possible to reinforce the CuriOdyssey brand promise. Taglines should be set using the copy below, first line Brandon Text Light, second line Brandon Text Bold, same point size with at least 3 points of leading between, text may align center, left or right.

DOWNLOAD IMAGERY at CuriOdyssey’s Brand Central XXXXXXXXXX

Carlos/VortexCOPY: Eddie ‘The Tornado’ SmitsStorm Chaser, Climate Institute, 2041.

Aryana/FrogCOPY: Lisa ‘Big Air’ RogersAeronautical Engineer, Class of 2031.

Carlson/EagleCOPY: Brett ‘Eagle Eye’ McDonaldDirector, National Park Services, 2039.

Amelia/Lightning COPY: Amelia ‘Lightning Strike’ Richards Director, National Weather Service, 2045.


COLOR PALETTEThe CuriOdyssey color palette reflects our rich, dynamic history with vivid and bright colors. We use Midnight Blue, Purple (Light and Dark) and Orange (Light and Dark) as our primary color combinations, but also allow for additional colors in the palette to provide flexibility and variety in our communications. Tints of the solid colors are allowed as needed for legibility.

Color CMYK RGB Web # Pantone

Midnight Blue 99/94/38/36 31/35/80 1f2350 PMS 275

Light Purple 57/45/0/0 118/134/94 7686c2 PMS 2715

Dark Purple 75/70/0/20 73/78/143 494e8f

Light Orange 0/32/100/9 231/166/20 e7a614 PMS 131

Dark Orange 25/55/100/0 197/129/47 c5812f

Lime 20/0/100/19 178/187/30 b2bb1e PMS 383

Sky Blue 49/11/0/0 121/189/232 79bde8 PMS 292

Fuchsia 39/68/0/0 161/106/172 a16aac


CIRCLE ELEMENTSCircle are inclusive containers that can help delineate a visual, showcase a main message or support a description of a CuriOdyssey benefit or idea. We recommend using circles with a bold white or colorful border to hold copy or imagery within our communications. Circles can be flat (used in web or emails where dimensionality limitations exist) or 3-D with custom drop shadows (Illustrator CC AI art files supplied at download link below for print or other high-detail applications), examples of both are shown below.

DOWNLOAD 3-D CIRCLE ELEMENTS at CuriOdyssey’s Brand Central XXXXXXXXXX

UNIQUEEXHIBITS

THATENGAGE

3 WAYS TO

JOINBECOME AMEMBER

EXCLUSIVEWILDLIFEEXPERIENCES

3-D Circle Elements with Copy and Imagery with custom drop shadowsFlat Circle Elements: Animal Imagery


USAGE EXAMPLES: COLLATERAL


USAGE EXAMPLES: SIGNAGE


USAGE EXAMPLES: ONLINE


WORD TEMPLATEA Microsoft® Word document template has been created to simulate the CuriOdyssey letterhead. Use sparingly, as MS Word is not a graphic design program and precise positioning and color control can be difficult.

DOWNLOAD TEMPLATE at CuriOdyssey’s Brand Central XXXXXXXXXX


FOR MORE INFORMATIONIf there are any questions or if you would like to present a case for alternate usage, please contact the CuriOdyssey Marketing Department.

Copyright © 2016 CuriOdyssey n All Rights Reserved CuriOdyssey n 1651 Coyote Point Drive, San Mateo, CA 94401 n 650-342-7755

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