O M. O M logo specs. O M O M O M O M

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2 overview. The useum of odern Art, or oa, is an art museum in anhattan that holds and displays a wide range of modern and contemporary art. oa is considrered to be one of the most influential museums in the world. Housing over 150,000 individual pieces, from architecture and traditional drawings to illustrated books and digital media, as well as 22,000 films and 4 million film stills, oa is also thought to have one of the most thorough collections of modern art in the world. oa provides an opportunity for visitors to catch a glimpse of art from recent history up to the present, in order for them to better understand the world of art as it is today. oa is also home to a library which is home to over 300,000 books, and a fine dining restaurant called The odern. This style guide specifies the new guidelines for oa s new logo, color usage, font usage, printed materials, and website splash page.

3 the logo. The oa logo is shown here in single color black and white form. I chose a sans serif font to give a more modern feel to the logo. The specific fonts used are Helvetica Neue Light, and Helvetica Neue Condensed Black. I chose this font because it is simple and graphic, and appears very geometric and modern, The letters in the logo are adjusted to be in a particular fixed relationship and this relationship should never be altered in any way. In addition, the logo should never be distorted, vertically or horizontally. Also shown is the extended logo. This logo should be used for displays in the museum and for banner production. The colors to be used for this logo correspond to the colors for the main logo.colors applied to the bold and A in the main logo may be applied to the bold, A, USEU and ART as well at the separating line in the extended logo. Colors applies to the light and in the main logo may be applied to the light,, F and DERN in the extended logo.

4 logo specs. Shown here are four different color styles for the oa logo. Aside from the restrictions listed on the previous page, here are some more specifications for each color logo. two color logo This is the main logo for oa, which utilizes both of the primary colors: Pantone 173 U and Pantone 117 U. This version of the logo should be used whenever possible for displays and promotional material. knockout logo The logo knocked out in white is acceptable only for use over the colors included in the primary and extended color palettes. This logo should not be used on top of any other colors. printed white As a variation of the oa logo, this version of the logo may be printed on any of the highly saturated primary and extended color palettes, with the bold A at 100% white, and thin at a 40% tint of white. The main orange and yellow colors, explined more in depth later in this style guide, should be used for logo production whenever possible. However, the extended color palette also included in this guide is acceptable for logo production in cases where it is aesthetically preferable to use a different color scheme, such as in catalogs or museum exhibit guides. When more than one color or tint is used in production of this logo, as seen in the two color, one color, and greyscale versions, the more saturated or darker of the two colors will be applied to the bold letters. The only exception to this rule is, as seen on the next page, when the bold letters are printed in 40% gray and the light letters are printed in one of the five most saturated colors. one color logo This is the one color version of the oa logo. This logo uses Pantone 173 U at 100% and at 55%. Pantone 117 U, 2592 U, 320 U, and 300 U may also be used at 100% and 55%. This logo should mostly be used in cases where color usage is restricted greyscale logo This is the greyscale version of the oa logo. It uses 100% black and 65% grey. This version should only be used in situations where the logo must be printed in black and white, such as in newspapers. black and white logo This is the plain shilouette line art for the oa logo. This version should only be used in situations where black and white is required, such as a fax cover sheet.

5 identity. Shown here at the right is the primary logo with acceptable color variations. These variations may be used accordingly for museum publications or displays. The oa identity includes not only logo and color specifications, but also typography specifications, design of printed materials, and other applications. This style guide also includes an extended color palette. Here, in these samples of some printed material to be used, applied usage of the extended color palette is apparent. The extended color palette will be discussed in detail later in this guide. museum of modern art 11 w. 53 st new york ny jamie bartholomay, job title Rhode Island School of Design 2 College St. Providence, RI 02903

6 helvetica neue bodoni 1. ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ 1. typography. For the corporate typefaces for oa, I have chosen the Helvetica Neue and Bodoni font families. I chose Helvetica Neue because it is an even newer version of a relatively new classic typeface. It is the font used in the logo, and the rest of the font family is simple and elegant as well. Last year, Helvetica was featured in an exhibition at oa, entitled 50 Years of Helvetica which celebrated the many uses of the font. 1. Helvetica Neue UltraLight. 2. Helvetica Neue Light. 3. Helvetica Neue Regular. 4. Helvetica Neue Bold. 5. Helvetica Neue Condensed Bold. 6. Helvetica Neue Condensed Black. 7. Helvetica Neue Light blique. 8. Helvetica Neue Bold blique. I chose Bodoni as a serif typeface because it contrasts nicely with Helvetica Neue and with the logo. Where Helvetica Neue is uniform in thickness, without many accents, Bodoni is the opposite, with a lot of line variation, some lines bordering on hairline thin, and elegant serifs decorating each letterform. In addition, because of the subtleties of the letterforms, Bodoni is considered a modern serif typeface. 1. Bodoni Book. 2. Bodoni Bold. 3. Bodoni Italic. 4. Bodoni Small Caps ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ ABCDEFGHIJKLNPQRSTUVWXYZ

7 color. n the opposing page is a chart indicating the primary, extended, and teritiary color palettes, which also maps the approximate color proportions by importance. The primary color palette should be used for most usage of the logo and branding purposes. I chose this orange and yellow because they are vibrant, lively, and happy, emulating the feeling one should get from a visit to the useum of odern Art.I added the grey to convey a more industrial feeling, to counteract the saturation of the orange and yellow and keep them down to earth. primary color palette pantone process black 40% C0 0 Y0 K40 R167 G179 B172 HEX #A7A9AC pantone 173 U C0 69 Y100 K4 R232 G109 B31 HEX #E86D1F pantone 117 U C0 18 Y100 K15 R222 G180 B8 HEX #DEB408 The extended color palette includes three other colors of a high saturation. All three of these are cool colors, again intended to counter the bright orange and yellow, but at the same time to give them even more life by providing contrast. These colors can be used in conjunction with the primary color palette to further develop company identity, for business cards and letterheads, or on the logo as shown on the identity page. extended color palette pantone 2592 U C60 90 Y0 K0 R127 G63 B152 HEX #7F3F98 pantone 3272 U C100 0 Y44 K0 R0 G170 B166 HEX #00AAA6 pantone 300 U C Y0 K0 R0 G121 B193 HEX #0079C1 The teritiary color palette should be used sparingly. It is a set of lighter colors which may be used on signage, etc. teritiary color palette pantone 137 U - C0 35 Y90 K0 - R251 G176 B52 - HEX #FBB034 pantone process black 65% C0 0 Y0 K65 R119 G120 B123 HEX #77787B pantone 114 U C0 8 Y73 K0 R255 G227 B99 HEX #FFE363 pantone 2562 U C19 35 Y0 K0 R201 G170 B208 HEX #C9AAD0 pantone 3255 U C49 0 Y28 K0 R126 G205 B195 HEX #7ECDC3 pantone 2915 U C59 7 Y0 K0 R84 G188 B235 HEX #54BCEB

8 business cards. Samples of oa business cards in five different colors. The name and job title on each card should be printed in ten point Helvetica Neue Bold typeface at 40% grey. The address and other information should be printed in seven point Helvetica Neue Light, also at 40% grey. The width of the business card is approximately 3.25 by 2.5 inches. range and yellow are the colors from the primary palette, however the other three colors are also acceptable for use on stationery such as business cards and letterheads. jamie bartholomay, job title

9 letterhead. Samples of oa letterheads in five colors. See color note from business cards. Please print on bright white 20lb 25% cotton business paper.

10 #10 envelope. Unlike business cards and letterheads, #10 envelope is only printed in the main orange color. This format is only for use with #10 envelopes. For another envelope size, please contact designer for a new template. museum of modern art 11 w. 53 st new york ny Rhode Island School of Design 2 College St. Providence, RI 02903

11 home page. This is the splash page for the oa website. A portion of the painting that inspired my choice of color for oa is incorporated into the visual. I tried to keep it very simple by maintining white areas, but also to keep it interesting and colorful by showing a portion of a very colorful and busy painting, and inviting the visitor to enter. Clicking on enter site will bring the user to the next page, the index where they will have access to the rest of the site. The graphic will become the header for the web page (minus enter site ). Boccioni - Dynamism of a Soccer Player

12 products. Samples of products that could potentially be for sale, branded by oa. Un-Disposable Coffee ug - primary logo Pocket Calendar - primary logo useum T-Shirt - knockout logo Tote Bag & Snap Pouch - both primary logos

13 process. Sketches and process work from development of the logo and color styles.

14 11 west 53rd street museum of modern art jamie bartholomay, job title 11 west 53rd st www. jamie bartholomay, job title 11 west 53rd st www. jamie bartholomay, job title 11 west 53rd st jamie bartholomay, job title 11 west 53rd st www. 11 west 53rd street museum of modern art 11 west 53rd street museum of modern art jamie bartholomay, job title the museum of modern art 11 west 53 rd street the museum of modern art 11 west 53 rd street