01 Overview03 Logo Design 03 Print and Screen Logo 05 Alternate Logo 07 Incorrect Use09 Typefaces 09 Print Typeface 11 Online Typeface - PC 12 Online Typeface - Mac13 Color Palette15 Indoor Signage Systems 15 Floor Signage 17 Directional Signage 19 Wall Mounted Signage 21 Ceiling Mounted Signage23 Design Collateral 23 MCA Envelopes 24 MCA Letterheads 25 MCA Pens 26 MCA Cafe Coasters

This is a guide to the basic elements that will make up the new MCA look and feel.

The Right LookWhile the Museum of Contemporary Arts is home to some of the worlds most captivating and innovative art, the overall look and feel of the museum does not reflect this creative energy . The signage, typography, color schemes and logo are barely fit for a dreary office building much less an art musuem.

To address these issues, we have come up with a brighter, bolder look and feel for the MCA, one that is eye-catching but at the same time, does not take anything away from the art showcased within but rather compliment it. We will achieve this through a complete redesign of the MCA branding from the logo to the color palettes, typeface, signage and collateral.

Overview

The InspirationContemporary art, at times, has been shunned and looked down upon by art and its institutions. Some critics like Julian Spalding and Donald Kuspit have suggested that skepticism, even rejec-tion, is a legitimate and reasonable response to much contemporary art.

We however see contemporary art as breaking away from the bounds of traditional art, it is with this belief in mind that we have created a new look and feel for the Museum of Contemporary Art.

Breaking the BoundariesA square, with its four equal sides and four equal corners, is often associated with conformity through sayings such as “Don’t be a square”, “Think outside the box”. Through this idea, we have come up with the motif of a melting squares, used throughout the designs, to illustrate the fact that the Museum of Contemporary Arts is home to art that does indeed ‘think outside the box’, art that unafraid to break through the square boundaries governed by the traditional art institu-tions, art that is different, captivating and engaging.

Overview 02.

01 Print LogoThis logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.

02 Screen logoThis logo is to be used for all screen work, including wesites, banners and presentations.

Logo.

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Logo Design 04.

03 Alternate LogoThis logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.

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Logo Design 06.

Incorrect Use.

01. Do not outline the logo.02. Do no slant or tilt the logo.03. Do not distort the logo.04. Do not place text on the logo.05. Do not use grey.06. Do not use a different shade of purple.

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Sponsored by:

Logo Design 08.

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Print Typeface.

Franklin Gothic Medium CondensedFranklin Gothic is the default MCA corporate font to be used for all regular printed text.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,!@#$%^&*) 1234567890

Franklin Gothic HeavyFranklin Gothic Heavy can be used for headlines or to place emphasis on certain words.

Typefaces 10.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,!@#$%^&*) 1234567890

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,!@#$%^&*) 1234567890

Online Typeface.

Arial BoldHeadlines (20-30px)HEX #000000

TahomaBody copy (12px)HEX #666666

PC

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,!@#$%^&*) 1234567890

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,!@#$%^&*) 1234567890

Helvetica BoldHeadlines (20-30px)HEX #000000

LucidaBody copy (12px)HEX #666666

MAC

Typefaces 12.

Primary Colours.

MCA PurpleThe color purple is an unusual and eye-catching color often associated with creativeness, this reflects on the MCA as being a place of creativity.

MCA PurpleCMYK: 35/64/0/0RGB: 169/114/176HEX #A972B0100% General Use75% Strapline25% Boxes

MCA TextCMYK: Black: 75/68/67/90 Gray: 0/0/0/60 White: 0/0/0/0 RGB: Black: 0/0/0 Gray: 130/130/130 White: 255/255/255HEX #000000 #666666 #FFFFFF

Color Palette 14.

Indoor Signage

Floor SignageThe MCA floor signs are designed to be bright, eye catching and easily moved. Excellent for temporary signage such as ‘wet floor’, ‘staff only’, ‘area closed’ etc

MCA floor signage is constructed from Acrylic which is an extremely versatile, highly durable plastic that comes in a variety of colors.

Indoor Signage Systems 16.

Directional SignageThe MCA directional signage is found throughout the venue to point people to toilets, exhibitions and other key loca-tions.

The individual square boxes can be interchanged to show different information from arrows to images to text.

Indoor Signage Systems 18.

Wall Mounted SignageAcrylic signs to be mounted perpendicular to walls to give direction to those passing by. Can be used to show location of restrooms, floor levels, room number etc

Indoor Signage Systems 20.

Ceiling Mounted SignageAcrylic ceiling mounted signage designed for easy viewing at all times for important safety signs such as exits signs and fire/emergency exits.

Indoor Signage Systems 22.

Collateral.

MCA Envelopes and LetterheadsOffice supplies are designed to be simple and unobtrusive while maintaining the MCA look and feel.

Design Collateral 24.

MCA PensThese fun MCA pens can be used as promotional material or for office use.

Design Collateral 26.

MCA Cafe CoastersDie cut coasters can be made as disposable cardboard coasters or reusable plastic coasters.