manual

Design MuseumVisual GuidlinesCorporate Identity

Contents

Design MuseumVisual Guidlines

1.0 Introduction 2

2.0 Logo 3 2.1 Construction 4 2.2 Protected zone 5 2.3 Minimum size 6 2.4 Forbidden versions 7 2.5 Positive and negative 8 2.6 Black and white version 9 2.7 Color specification 10 2.8 Grayscale specification 11 2.9 Typography 12 2.9.1 Primary typography 12 2.9.2 Secondary typography 13

3.0 Usage 14 3.1 Grid 15 3.2 Images 16 3.3 Business Cards 17 3.4 Le�erhead 18 3.5 Posters 19

The logo is created only by type on transpa- rent field. There are two types of the logo, a primary shorten version and a secondary full name version. The idea behind the logo is to distinguish the museum among others design museums around the world by giving it a unique, non-traditional and a short name, which would be easy to remember, easy to pronounce and which would become as a symbol for this type of museums everywhere in the world. Because the museum is becoming as one of the biggest design museum of its kind, it is necessary to have an original identity and name.

‘DEMU’ is an abbreviation of ‘Design Museum’ and is pronounced as [dimu]. The logo is made with royal violet symbo- lizing wealth, quality, fantasy and creativity, that’s why the colour is applied on the word ‘design’ to represent the differences and imagination of each exhibition and the dark gray colour is a neutral, contemporary colour of compromise.

Introduction


1.0 02


2.0 03

2.1 Construction 42.2 Protected zone 52.3 Minimum size 62.4 Forbidden versions 72.5 Positive and negative 82.6 Black and white versions 92.7 Color specification 102.8 Grayscale specification 112.9 Typography 12 2.9.1 Primary typography 12 2.9.2 Secondary typography 13

2Logo

2x

16,5x

5,5x

1xPrimarily should be used the shorten version of the logo. If it is necessary to support the understanding, it is allowed to use both types in a application. It is desirable that the long version is always rotated within 90º, the readability is from top to the bo�om and it is placed on the edge of the application.

Construction page shows the size of each version on the grid, where one square equal to one X.

Construction


2.1 Logo 04

2x

1x

1x

1x

Protected zone is a defined area around the logo, which can’t be disturbed by any other element.

The zone is specified on the grid, where one square equal to one X. In both cases, the protected zone is one X.

Protected zone


2.2 Logo 05

8mm35px

22mm97px

The minimum size for both versions is defined in millimeters for print and pixels for digital materials. It is unacceptable to use the logo in smaller sizes than determined.

Minimum size


2.3 Logo 06

It is not allowed to manipulate with the visual side of the logo in any other way than defined in this manual.

Forbidden versions


2.4 Logo 07

The only possible ways of the usage of the colour versions. If positive, the logo is in DEMU violet and DEMU gray, if negative, the logo is one colour in DEMU white. It is undesirable to have the negative version in two colours.

Positive and negative versions


2.5 Logo 08

Both, positive and negative versions of black and white logos are in one colour, Pantone Black C or Pantone White C.

Black and white versions


2.6 Logo 09

Colour pale�e

#472583R 71 B 37 B 131

C 90 M 100 Y 0 K 0Pantone 2603 C

#3c3c3bR 60 B 60 B 59

C 0 M 0 Y 0 K 90Pantone 426 C

#ffffffR 255 B 255 B 255C 0 M 0 Y 0 K 00Pantone White

Three primary colours are DEMU violet, DEMU gray and DEMU white defined in HEX, RGB, CMYK and Pantone values.

Colour specification


2.7 Logo 10

DEMUviolet

DEMUgray

DEMUwhite

If neccessary to use the logo in grayscale mode, the word ‘Design’ or ‘DE’ is always brighter than the rest.

Grayscale specificaion


2.8 Logo 11

R 112 B 111 B 111C 0 M 0 Y 0 K 70Pantone 7540 C

R 0 B 0 B 0C 0 M 0 Y 0 K 100Pantone Black C

R 157 B 157 B 156C 0 M 0 Y 0 K 50Pan Cool Gray 9






FF Good Headline Cond Book

The primary typography used in logos and applications is a straight-sided sans serif in the American Gothic tradition FF Good Headline Cond family designed by Łukasz Dziedzic, published by FontFont type foundry. The licence for this typeface needs to be purchased for at least three main cuts: Book, Medium and Black.

Primary typography


2.9.1 Logo 12

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&@#$%*:;.,!?

&FF Good Headline Cond Medium


FF Good Headline Cond Black


Secondary typeface used for most of the text in all applications is Soleil family, a geometric sans serif typeface designed by Wolfgang Homola and published by Type Together. The licence for this typeface needs to be purchased for at least three cuts: Regular, Semibold and Bold.

Secondary typography


2.9.2 Logo 13

&Soleil Regular


Soleil SemiBold


Soleil Bold



3.0 14

3.1 Grid 153.2 Images 163.3 Business Cards 173.4 Le�erhead 183.5 Posters 193

Usage

The main element of each application is the shorten version of logo (DEMU) divided into two pieces: DE–MU.

The placement is defined by two column grid inspired by the facade of the museum’s building. The grid has fields with fixed size and more fields can be add or removed to the bo�om of the grid in the need of an application.

The rules of usage are as follow:1. One of the two element is always rotated

in 90º degrees.2. The width of one element is the same

as the height of the other element.3. The maximum size of both elements is

defined by the element, which is turned vertically. The maximum height of the vertical element is the height of a field, in which the element is located.

4. The minimum size is defined in the ‘Minimum size’ chapter in this manual.

5. To be the logo read in correct way (DEMU), the ‘DE’ is always placed on the le� side (if vertical grid) or on the top side (if horizontal grid).

6. Both elements can never be on the same line.

Grid


3.1 Usage 15

1x

10x

2,5x

The images are full bleed colours with white background and with a main element on the foreground. The picture is taken from the side view.

Images


3.2 Usage 16

Business cards are double sided. The width is 50mm and the height is 80mm.

The front side is in DEMU violet colour and it contains the full lenght logo, address and informations of the person. The back side is white with the shorten version of logo. Each employee can place the logo pieces as he wish by following the rules.

Business cards


3.3 Usage 17

0,75x

Soleil Bold12 pt

0,75x

Deyan SudjicDirector of DEMU

T: +44 (0)20 7403 [email protected]

Soleil Regular6/7 pt 2x

1x

2,5x

1x

KensingtonLondon W14 8ND Great Britain

The le�erhead is one of a few applications, where the position of the short logo is fixed.

It contains full lenght logo, address, contact information and the content.

Le�erheads


3.4 Usage 18

1,25x

Soleil Bold10/14 pt

Soleil Regular10/14 pt

KensingtonLondon W14 8NDGreat Britain

T: +44 (0)20 7403 [email protected]

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Deyan SudjicDeyan SudjicDirector of DEMU

1,5x

4x 4x

3x

4x

20x

1x

16x

12,75x

Poster are simple, straight to the point. There to main elements: image in the center of the poster and the DEMU logo. Description paragraph and the short version logo are the only movable things on the poster. Image, headline, date and the full lenght logo have fixed positions.

Posters


3.5 Usage 19

1,75x1x

13 May –1 November

Headlineof the exhibition

Embark on a creative journey into how traditional shoemaking has been shaped by contemporary designand new technologies. Life on Foot is the first exhibition on the maverick and much-loved Spanish footwear brand Camper.

Soleil Regular

Soleil Bold

Soleil Regular

3x

2x

© Design Museum 2015

manual

Documents

biggest design museum

abbreviation of design

word design

colour versions

negative version

white versions

primary typography

secondary typography