Identity Manual

FERNBANKSCIENCE CENTER

d e s i g n s ta n d a r d s m a n u a l

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table of contents

introduction 5

emblem 7

signature 9

typeface 13

color scheme 15

do’s and do not’s 17

stationery 21

print and merchandise 23

3

introduct ion

Fernbank Science Center was constructed on 4

acres of land on the edge of the 65-acre Fernbank

Forest. The land was deeded to the DeKalb

County Board of Education from Fernbank, Inc.

for that purpose. Fernbank Forest was purchased

from Col. Z. D. Harrison in 1937 by a group of

citizens who were interested in conservation and

the preservation of this forest area for science

education.

The Fernbank Science Center is gearing more

towards a research institution. The emblem in

which you will see is our Fernbank logo. This

manual will provide you the necessary information

in handling our logo and signature. A vital

step to making Fernbank Science Center a

successful research institution is making sure our

communication and marketing carry’s our identity,

consistently and correctly throughout all of our

marketing campaigns.

Douglas Hrabe

Director

Fernbank Science Center

em blem

Emblem, Pantone 297 C

Emblem, B&W

The Fernbank Science Center emblem is based

on the mathematical/graphical side of science.

The six bars are mathematically spaced evenly to

give a very rhythmic pattern. The emblem is also

an abstracted form of the letter “f” moving in an

upward motion, signifying energy.

This Fernbank Science Center emblem can be

used in conjunction to any of our signage and

marketing materials. This emblem is also designed

in a one to one ratio so it can be produced cleanly

at a larger size as well as a smaller size.

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s ignature

The logotype, set in ITC Avant Garde Gothic,

together with the emblem, creates the Fernbank

Science Center. There should always be a safe

zone around the logo, no matter which one is

being used. This means that adequate clear space

or “staging area” should be maintained on all sides

of the mark, free of graphic intrusions. This clear

area will ensure a distinct visual impact for the

mark.






Safe zone relation

FERNBANKCOMMUNITY

FERNBANKRESEARCH

Here are the different branches of Ferbank. The

color is the color of the division and cannot be

changed. The branch will be aligned left with the

original Ferbank logotype.

FERNBANKMOBILE

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abcdefghijklmnopqrstuvwxyz 123456789.!&*?

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.!&*?

i tc avant garde goth ic

Herb Lubalin and Tom Carnase based their 1970

design of ITC Avant Garde Gothic on Lubalin's

logo for Avant Garde Magazine. The condensed

fonts were designed for the International Typeface

Corporation in 1974 by Ed Benguiat. ITC Avant

Garde Gothic is a geometric sans serif type, that is,

the basic shapes were made with a compass and

T-square; the design is reminiscent of the work from

the 1920s German Bauhaus movement. Letterforms

built of circles and clean lines are highly effective

for headlines and short texts. The condensed

faces have the same modern look, while retaining

legibility in lengthier texts. This typeface is our

primary typeface. It is only to be used as the

logotype and the sub-brand logotype.

t ypeface

ITC Giovanni was designed by Robert Slimbach

and released by the International Typeface

Corporation in 1989. Beginning at the drawing

board and then moving to a computer, Slimbach

based his design on classic oldstyle typefaces

such as Garamond and Bembo. He then gave the

typeface more contemporary proportions and

weights, which resulted in a lively and legible text

typeface. This typeface is to be used only when

dealing with body text and web based design. This is

also used on letterheads and other text documents.

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890.!&*? abcdefghijklmnopqrstuvwxyz123456789!&*?

I TC Giovanni Std Book

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The primary color scheme of the Fernbank Science

Center is Atmosphere blue or Pantone 279c.

Along with Atmosphere blue; we will use Thunder

cloud gray/Pantone Cool Gray 11 C and black for

typography with the emblem. The secondary color

scheme of the Fernbank Science Center is only

to be used when dealing with our other divisions.

Such as, Mobile, Research, Community ect.

Pantone 1235 C, Pantone 209 C, and Pantone 356

C are the secondary colors for Fernbank.

Pantone 279 C

CMYK : C 68, M 34%,Y 0%, K 0%.

RGB: 80, 145, 205

Pantone cool gray 11 c

CMYK: C 0%, M 2% ,Y 0%, K 68%

RGB: 113, 112, 115

Pantone 1235 C

CMYK: C 0%, M 29%, Y 91%, K 0%

RGB: 253, 187, 48

Pantone 356 C

CMYK: C 95%, M 0%, Y 100%, K 27%

RGB: 0, 133, 63

Pantone 209 C

CMYK: C 0%, M 100%, Y 34%, K 53%

RGB: 134, 0, 56

color sch em e

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do’s

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Rotating of the signature is permitted. (see don’ts)


Use of the Ferbank signature on a background

color is permitted only in the case when it is

necessary and when the color doesn’t compete

with the power and look of the signature. (see

dont’s)

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The Fernbank Science Center signature includes

emblem, logotype, and the primary color Palette.

Use when with main Marketing campaigns.

Use of the logo type is permitted (for merchandise

only) in its primary color scheme with exceptions of

the sub branches of Fernbank.

Use of the emblem is permitted without the

logotype.

The signature in one color is permitted in certain

circumstances such merchandise and add

campaigns.

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FERNBANK SCIENCE CENTER

The emblem when in use, should be used in its

entirety. It should not, in know what, be cut off at

any point.

The emblem when in use, should not be flipped

upside down.

The emblem when in use, should not be used on its

own without the logotype.

The “white space” in the Fernbank emblem is what

makes this mark unique. It should never be filled

with another color. The white space she stay empty

of color.

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The Fernbank Science Center Signature should not

be placed on a color background that will take

away from the gestalt of the signature. FERNBANKSCIENCE CENTER

do not’s

You should never in any reason put a pattern or

effect on the emblem. This is not the Fernbank

identity.

The Fernbank Logotype color should never be

compromised/ switched out. The color is used to

highlight the sub brands/ main logo for Fernbank.




The emblem should never be placed anywhere

other than to the left of the logotype.

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business card 3.5x2

envelope: front

envelope: back

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Novenmer 27, 2006

Professor Andrew MorrisseyExecutive DirectorExecutive MBA ProgramUniversity of Ottawa1350 Sparks St., Suite 725Ottawa, ON, K1P 1C4

Dear Professor Morrissey:

Please allow me to introduce the bearer of this letter, Mr. Andrew James Wood. An-drew is the architect that I spoke to you about last week when we talked on the phone.

As I explained, I am working on a feasibility study for one of the Museum programs here in Altlanta that is considering the development of an Executive Research Training Facility. Part of my study involves having to estimate the possible � t-up costs for the proposed new facility.

� e client is intent on making sure they get a "state-of-the-art" executive training facil-ity. Naturally I thought of my alma mater at the Ottawa U. Executive MBA Center, as the perfect example as to how it's done.

As we discussed, if you would be kind enough to have one of the sta� members there spend about one hour givingAndrew a tour of your facilities there, I would very much appreciate it. Andrew tells me that it is important that she take the tour when the facilitys rooms will not be in use, since he will need to take various measurements.

As you suggested, Andrew contacted Joyce Gamble of your sta� to make sure that she would be traveling there at a time when it would be possible to do everything she needs to do.

� anks so much Professor Morrissey. I really appreciate your co-operation on this.

All the best,

Doug HrabeSenior Consultant

156 Heaton Park Drive

Atlanta, GA

30307

Phone: 678-874-7102

Fax: 678-874-7110

[email protected]

stat ion ery

example letter head with use of emblem as a water mark and the logotype.

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IMAX

Dec1-20

A scientifi c exploration of the possibility of life on Mars.

Presents:

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pr int/m erchan di s e

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Fernbank Science Center, 156 Heaton Park Dr., Atlanta, GA 30307 | Phone: 678-874-7102 Fax:678-874-7110 | [email protected]

© 2011 All Rights Reserved. Fernbank Science Center.

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Identity Manual

Documents

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fernbank forest

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ionfernbank science

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