ASI Thesis Project

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My rebranding thesis project for the American Swedish Institute.

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ASI Thesis Project

  1. 1. The AmericAn SwediSh inSTiTuTe Project BookRebranding and Re-launchingThe American Swedish InstituteShani Nestingen612-644-1945 | shani@blueleafs.com
  2. 2. © Copyright 2011Design and Layout by Shani Nestingen
  3. 3. TAble of conTenTSSection 1.0 Research Section 3.0 Style & Standards Guide1.1 Company Profile 3.1 Identity, Logo, Type, & Voice1.2 Goals & Demographics 3.2 Color1.3 Research Paper 3.3 Texture & Patterns1.4 Creative Brief 3.4 Photography1.5 SWOT 3.5 Stationary Guideline1.6 Brand Features 3.6 Print Guidelines 3.7 Merchandise & Physical Goods GuidelinesSection 2.0 Creative Process 3.8 Web & Interactive Guideline 3.9 Motion Graphics Guideline2.1 Logo (sketches)2.2 Moodboards2.3 Toolbox Section 4.0 Design Solutions2.4 Print (sketches) 4.1 Print2.5 Web Assets (sketches, wireframes, & sitemaps) 4.2 Web & Interactive2.6 Motion Graphics Sketches and Storyboard 4.3 Motion Graphics 4.4 Promotional & Merchandise
  4. 4. 1.1 Company profile SeCtion 1.0 ReseaRch The American Swedish Institute (ASI) is located in Minneapolis, MN and this is particularly relevant given the large number of Scandinavian immigrants that settled in and around the Twin Cities area and largely within the Midwest region. The American Swedish Institute is housed in the Turnblad Mansion, which is a historical mansion in Minneapolis. The Turnblad Mansion is, according to the Minneapolis Heritage Preservation Commission, a “stylish chateau estate that is a composite of numerous exotic revival styles and took seven years to complete” (Heritage Preservation Commission, 2010). The mansion and estate is now on the National Register of Historic Places and is a nice blend of period focused rooms and exhibit galleries open to the public. ASI’s Mission Is to be a cultural center, museum and historical home that serves as a place to celebrate Swedish American, Swedish and Nordic culture and heritage. In addition to celebrating culture, The American Swedish Institute is also a non-profit educational and research organization that focuses on studying and preserving the role that Swedish immigrants and Sweden have played currently and historically on United States culture. As stated on their site, The American Swedish Institute’s vision is to be “A museum and cultural center of international reputation where people will gather to connect their pasts to their shared future, to understand their heritage in relationship to other cultural and social experiences, and to appreciate their roles as citizens of the globe” (ASI, 2010). This section covers the various research done for the re-branding and research paper done during the past year about the American Swedish Institute.2 Section 1.0: Research Section 1.0: Research 3
  5. 5. younger children and older fathers that are college educated, with children from 1.2 GoalS & DemoGraphiCS ages 5 and up. These are in line with the focus group and intended audience for other museums and family organizations. Project Goal and Message ASI’s Target Market & Position The American Swedish Institute (ASI) is a cultural center and museum that provides a place that celebrates the Swedish American, Swedish and Nordic Cul- • ASI’s position in the marketplace is that It is straddling the mid position of ture and heritage. As they state on their site ASI’s message currently and for the the marketplace; it can fluctuate to upper and lower positions. It also has future is to be “A museum and cultural center of international reputation where the ability to stabilize itself and get into an upper level position. people will gather to connect their pasts to their shared future, to understand their heritage in relationship to other cultural and social experiences, and to • ASI’s brand reputation to consumers is positive with the local community appreciate their roles as citizens of the globe” (ASI, 2010). This message appeals but brand awareness outside the local market is a mid to low position to many people who are interested in the many facets of the Scandinavian and awareness to pull in new attendees and patrons. culture and are interested in the history and current influences it has on modern society. • The primary audience of ASI are Individuals and groups that are inter- ested in Swedish and Scandinavian culture and education. The goal of this re-branding campaign for the American Swedish Institute is to re invigorate the online web presentation and marketing is to renovate, • The demographic focus of ASI are families that have a mid range income re-establish and update the brand, to direct more people to the site, and to level with an interest in voluntary arts, crafts and cultural education. encourage them to visit in-person. Incorporating more interactive and social media aspects to the site and online marketing will create an online experience ASI Clubs or Tribes that will educate, inform and entertain new and current patrons/members of the institute and museum, and will direct them to visit the on site galleries, • The clubs or tribes customers and users join are members and patrons of events and classes. the arts and museums and historically and culturally interested groups. Demographics • The membership essence and benefits that users gain are a connection and preservation of Swedish culture, art and history in the US. 1.3 reSearCh paper These will all combine to provide patrons and members access to interactive information and exhibits. The site will also create a forum ASI’s main demographic and intended audience are men and women (25 and to communicate with the American Swedish Institute and also give up) as well as families that like to hear and share stories and experiences around • Members join because they want to support and cultivate Swedish Abstract members and interested individuals a way to suggest things that they universal themes of tradition, migration, craft, and the arts, all informed by cultural arts as well as the support of continuous education of Swedish would like to see and to comment on current exhibits, activities and enduring ties to Sweden. The focus/target will be particularly on mother’s with crafts, arts and history within the local community. The American Swedish Institute is a cultural gathering center that events. This will lead them to create their own online experience that shares, educates, preserves the Swedish and Scandinavian heritage educates, informs and entertains new and current patrons/members experience as well as the many arts, crafts and traditions of the cultures of the institute and museum, which will also direct them to visit the on that connects us back to Sweden. Currently the American Swedish site galleries, events and classes. Institute is in the midst of expansion and renovation plans and projects that will incorporate a new contemporary wing and preservation of the current building the institute is housed in. During this period of renewal the re-establishing and updating of the online face and brand of The Conclusion American Swedish Institute will be a way to lead into and create a buzz The American Swedish Institute is a well-established organization that is rich about the upcoming and current projects that are happening. in history from its original benefactor and creator to the history and stories of the immigrant people that it preserves now. It has deep roots and good repu- A re-branding campaign of the Institute will bring this vision to the tation in the local community, which provides a group and family friendly loca- online media presentation and overhaul what is currently there. The tion to enjoy year round. The American Swedish Institute currently supports re-branding of the current online presentation of the American Swed- and cultivates Swedish, Nordic and Scandinavian history, traditions and culture ish Institute will incorporate a re-design of the current site and the and provides continuing education and programs that focus on Swedish crafts, incorporation of new and well-established interactive and social media arts and history to the local community. assets as well. The new site, as well as the online and print marketing, will incorporate new visuals and color schemes that are influenced by This paper investigates the ideas and goals of re-branding The American many aspects of Scandinavian design and culture. In addition to Scandi- Swedish Institute online web presentation as well as the marketing of the site. navian design as an influence other design contributions for the online The overall idea for the American Swedish Institute is to renovate, re-establish and print re-branding campaign for the American Swedish Institute are and update the face of the online brand, to direct more people to the site as primarily focused on many organic contemporary/modern esthetics well as encourage them to visit and attend events in-person. and imagery, colors and themes. Conclusion cont. on Pg. 6 >4 Section 1.0: Research Section 1.0: Research 5
  6. 6. forum to communicate and suggest things that they would like to Conclusion (Cont.) 1.4 Client Brief see and to comment on current exhibits, activities and events. The information and content of the site will focus on the future and Postioning Statement 2) ASI provides a cultural gathering center that shares and educates current services that the American Swedish Institute provides which the public about the Swedish and Scandinavian heritage experience is the preservation, cultivation and teaching of the arts, crafts, sto- The American Swedish Institute is a non-profit organization that sup- and the many arts, crafts and traditions that connects us back to ries and artistic traditions of Swedish and Scandinavian cultures so ports, cultivates and preserves Swedish, Nordic and Scandinavian Sweden. that they may be passed on to future generations and discovered by history, traditions and culture. The Institute also provides continuing people who are interested in the Swedish and Scandinavian culture education and programs that focus on Swedish and Scandinavian 3) ASI is a entertainment cultural center that provides a venue for and heritage. crafts, arts and history to the local community. musical, cultural and media events that are connected to the Swed- ish and Scandinavian heritage and culture. By the use and addition of more interactive and social media With the expansion and renovation plans of the current museum aspects to the site it will establish a larger online marketing pres- and cultural center ASI is expanding to provide diverse entertaining 4) ASI preserves, cultivates and teaches arts, crafts, stories and artis- ence. This will create an online experience that informs and and educational cultural services and events to the local and nation tic traditions of Swedish and Scandinavian culture. entertains new and current patrons/members of the institute and wide communities. ASI will be an organization, museum and cultural museum, which will also direct them to visit the on-site galleries, center of international reputation where people will gather to con- events and classes. nect their diverse pasts to their shared future. 3 Key Tenets of the Brand This will also lead to an understanding of their shared heritage in Culture relationship to other cultural and social experiences and to appreci- References ate their roles as citizens of the globe. History ASI homepage (n.d.). In The American Swedish Institute. Retrieved Community Unique Selling Proposition August 4th, 2010, http://www.americanswedishinst.org/ Call to Action 1) Through the site ASI will provide consumers and members access About ASI (n.d.). In The American Swedish Institute. Retrieved to interactive information and exhibits. The site will also provide a August 4th, 2010, http://www.americanswedishinst.org/ASI/About_ The goal of re-branding the American Swedish Institute online web ASI.html presentation and marketing is to renovate, re-establish and update the brand, to direct more people to the site, and to encourage About Flickr (n.d.) In Flickr. Retrieved August 21st, 2010, http:// them to visit in-person. Incorporating more interactive and social Hansen, Nakia. “Utilizing Social Media Tools to Engage the Commu- www.flickr.com/about/ media aspects to the site and online marketing will create an online nity - Webinar Questions” Retrieved August 18th, 2010, http://www. experience that will educate, inform and entertain new and current vawnet.org/category/Main_Doc.php?docid=2263 About: Philips West Neighborhood (n.d.) In Philips West Neighbor patrons/members of the institute and museum, and will direct them hood Retrieved August 13, 2010, http://www.phillipswestmn.org/ to visit the on-site galleries, events and classes. Stelzner, Michale A. “2010 Social Media Marketing Industry Report” about [PDF file] Retrieved About YouTube (n.d.) In YouTube, Retrieved August 20th, 2010, Copy Message August 19th, 2010, http://www.socialmediaexaminer.com/ http://www.youtube.com/t/about social-media-marketing- Tag Line A industry-report-2010/ American Swedish Institute Scholarship (n.d.) in Student Scholarship Search Retrieved August 28th, 2010, http://www.studentscholar- Keeping History and Heritage Alive 2010 National Visitor Study (n.d.) In Museum Audience Insight shipsearch.com/Detailed/Scholarships/Local_Scholarsh Retrieved August 7th, 2010, http://reachadvisors.typepad.com/ ips/United_States_Scholarships/American_Swedish_Institute_451. Tag Line B museum_audience_insight/2010-national-visitor-study/ php Preserving culture and traditions for future generations Company Overview (n.d.). In Facebook. Retrieved August 21st, 2010, http://www.facebook.com/facebook?v=info Fiell, Charlotte, & Fiell, Peter. (2002). Scandinavian design. Taschen America Llc. Swan Turnblad Mansion (n.d.) In City of Minneapolis: Heritage and Preservation Commission Retrieved August 14th, 2010, http://www. ci.minneapolis.mn.us/hpc/landmarks/Park_Ave_S_2600_Swan_ Turnblad_House.asp6 Section 1.0: Research Section 1.0: Research 7
  7. 7. Competitors providing various new services as well as improved existing ones. Also 1.5 SWot there will be State-of-the-art exhibit spaces, topic focused class and event rooms, access for all into the mansion, a new contemporary and Objective’s welcoming reception area. The institute is also looking forward to new partnerships and projects. The future vision of ASI is to be a museum and cultural center of international reputation where people will gather to connect their pasts to their shared future, to understand their heritage in relation- ship to other cultural and social experiences, and to appreciate their The Minnesota Historical Society is chief Opened in April 2005, the new Walker Art The Science Museum of Minnesota is a large roles as citizens of the globe. caretaker of Minnesotas story—and the Center, nearly double in size, includes regional science museum located on the banks History Center is home to the Societys vast increased indoor and outdoor facilities, of the Mississippi River in downtown St. Paul. The growth of ASI in the future is look positive with the expan- collections. Within its archives reside artifacts allowing us to share more of our resources-- The Science Museums programs combine sion and renovations of the current museum and cultural center the ranging from American Indian moccasins and from objects in the permanent collection to research and collection facilities, a public Institute is looking forward to providing the community with a unique artwork to furniture and photographs, Civil books in our library to an inside view of the science education center, extensive teacher gathering place for local events and cultural educational services the War-era flags and a wealth of geneaological artists own creative process--with our education and school outreach programs, and plans also include up to date facilities to meet the needs of these information. All of it is accessible today and growing audience. Increasingly, this ability to an Imax Convertible Dome Omnitheater to plans. for future generations. link ideas from different disciplines and art provide science education to our audience of forms is seen as a model for cultural more than a million people per year. The future aspirations and goal focus of ASI is that with the future institutions of the future. renovation and expansion underway the Institute is anticipating Swot Grid & Action Plan Strengths Weaknesses Benefits Feature 1 Feature 2 Feature 3 ASI offers a cultural & events Provides a home and local Provides education services to For ASI to achieve the goal of renovating, re-establishing and updat- •Well established organization •Space limited within the institute Benefit 1 provides a functional ser- •Multiple revenue assets (membership •Sparse marketing center that focuses on the museum and gallery for the local community in arts ing the face of the online brand it needs to re-design and re-brand the vice to the community by connecting fees, museum admission, donations •Limited budget. Swedish heritage and arts. historic and current Swedish and crafts of the Swedish current ASI site. Also to establish a foothold and take advantage of the people to artistic endeavors and proj- and museum store) •Few events currently planned on current social media trends on the web to market the institute and ects that would not typically be avail- arts. culture. create a new interactive experience with their members and audience. •Dedicated employees and board calendar. able locally. members. •Passionate about their organization. Benefit 2 provides a emotional service Benefit 1 Benefit 2 Benefit 3 Analysis Goal by preserving culture, art and history Provides a home for events, Preserves and displays art Informs, preserves and for future generations. Opportunities Threats concerts and other forms of and historical artifacts of educates the local community The goal is to renovate, re-establish and update the face of the online entertainment of the Swedish Swedish heritage and members that are interested brand of the The American Swedish Institute (ASI). Also to incorpo- Benefit 3 provides another functional •Hobby interest increase •Economy recession culture and unique location provides access to people who about cultural crafts and rate more interactive and social media aspects to educate, inform and •Cultural and historical events great •Renovation projects could fall services by educating and preserving hosting personal events for are interested. hobbies, historical events and entertain new and current patrons and members of the institute and draw for families through hobbies and tradition for those inter- museum. •Family history and heritage •Budgetary and staff cutbacks ested in the culture. local community members. traditions, artist/designers movement. •Small demographic and interest and artistic design •Cost conscious family activities pool. movements. appealing to consumers.8 Section 1.0: Research Section 1.0: Research 9
  8. 8. SeCtion 2.0 cReative PRocess combine well with main contemporary focus. 1.6 BranD featureS The visuals will combine and support the color scheme, which will ASI Brand Defined incorporate welcoming colors that are primarily warm hued colors, which will dually focus on creating color themes. One part of the color The ASI company and brand is largely defined as part of the “Enter- scheme will focus on the use of warm reds, blues, golds and yellows tainment Industry” which is an industry that is always evolving, that help create mental images of Sweden and Swedish traditions expanding and growing. People like to partake in entertainment as and crafts and are directly inspired by the Swedish culture and taken well as be entertained and educated through many different media from the Swedish national flag. The other part of the color scheme forms. will focus on warm and vibrant greens that create a feeling of nature and growth that connect to the Midwest where the American Swed- The ASI brand can grow and expand their educational services and ish Institute is located and inspire a warm and homey feeling to the offer more intensive classes, seminars and trips for adults, profession- design. als in related fields and college/high school students. Which could cover many of their current topics such as art, crafts, and expand on To tie these multiple colors together, accenting colors will be utilized. others such as the Swedish culture current and past also a focus on These colors are skewed more towards neutral and cool tones like the impact the culture has had on different industries and communi- grays and blues. This color scheme will bring an overall look that will ties in the US. combine with the imagery, text and other content to create a visual connection to the Midwest and Scandinavian inspirations and will The current rank of the ASI revenue in the industry is low. Over the support the site’s visual message that are incorporated in the overall past 3 years donations, attendance and membership have dropped design goals. and fluctuated. This past year has seen a small amount of growth in all revenue sectors with a slight drop in membership revenue. Design Specifics Design Visuals, Themes and Colors The design base is like the rings of a Kransekake of the re-branded American Swedish Institute site, which is the layout, color scheme In addition to Scandinavian design as an inspiration, other influencing and navigation. The icing that keeps the cake together is the content design contributors for the online and print re-branding campaign for that is populated throughout all the site pages, that includes all text, the American Swedish Institute are primarily focused on many organic downloads and photography. Then there are the decorations, which is contemporary/modern esthetics and imagery, colors and themes. the interactive and social media attributes of the site. These attributes Additionally, given the fact that the American Swedish Institute is help keep site visitors interacting and talking about the site past the also a museum and art gallery, inspiration has come from traditional initial thirty seconds you get from their initial glance. and historical esthetics and visuals that have classic tones that will This section covers the preliminary designs and sketches created for re-branded assets for the American Swedish Institute created during the past year.10 Section 1.0: Research Section 1.0: Research 11
  9. 9. Scandinavian lifestyle. The brainstorming and 2.1 Logo SketcheS sketching process developed many ideas that con- The main goal of the logo is to connect the brand nect to these guidelines, with some too literal and ideals that were defined earlier in the research some not. The final logo choice connects to the and development process. The logo connect to historic ideals of the American Swedish Institute the cultural and design ideals that saturate the but have a contempory twist. Initial Logo Sketches 2nd Run of Logo Sketches Final Logo The American Swedish Institute12 Section 2.0: Creative Process Section 2.0: Creative Process 13
  10. 10. in the boards are landscapes, still life shots,2.2 MoodboardS patterns,crafts and color swatches. The purposeThese 3 mood boards were developed for the of this mood board is to highlight the organiza-American Swedish Institute. The ideas convey 3 tions strengths and show their future goals. Thisdifferent ideals that the mooThe ideals that the is tp connect to prospective patrons and dona-3 different mood boards are intended to invoke tors to get them to attend funtions and visti theare culture connection, creative ideas of design museum and sign up for the educationl programsand a modern turn to connect all of these into offered by ASI.one cohesive look and brand. Elements included14 Section 2.0: Creative Process Section 2.0: Creative Process 15
  11. 11. * Final Toolkit Concept visual connections to the ideals by inspiring 2.3 tooLkitS thoughts of Scandinavian countries and land- This project toolbox contains various assets to scapes. The font choices support both the design create print, web and some media collateral. The ideals for ASI and the Scandinavian cultural ties color palette sample is inspired by cultural art that are used in the visual assets. The Logo is work and color schemes. All of the color tones merging of traditional Rosemaling painting and are warm colors that create a inviting visual that serif font that connects to the history of ASI. create a connection to the culture, traditions and history of ASI. The photos and textures create16 Section 2.0: Creative Process Section 2.0: Creative Process 17
  12. 12. A top component of the ads are the educational2.4 Print ad SketcheS aspects and international flair. This is acheived byInitial sketches and ideas for the print campaign the use of Swedish terms for the main message offor the American Swedish Institute. The ads use the ad and its imagery.cultural focused imagery that connects to the keytenats of ASI and promote the events and missionof ASI. The copy is simple and to the point focuson the organizations Mission.18 Section 2.0: Creative Process Section 2.0: Creative Process 19
  13. 13. The assets for ASI supply a cohesiveness with the 2.5 Web aSSetS other content created and connects the online Wireframing and layout sketches are essential look to the print and other marketing material. for succesful interative and web design. It helps The site blends a visual focus on high quality to plan out content placement and also create photos with well layed out company information a plan on how to deal with project issues and and event updates. define missing information and new solutions to present information in a dynamic and unique way that adheres to industry standards. Site Layout Sketches Site Wireframes20 Section 2.0: Creative Process Section 2.0: Creative Process 21
  14. 14. installation on-site to show all the 2.6 Motion graPhicS seasonal events that then can be Motion graphics are a visually updated and expanded to include dynamic way to deliver the mis- other topics. The brainstorm- sion, ideals, and services message ing and sketching process for the that The American Swedish Insti- motion graphics series is necessary tute wants to share with potential to solidify how the visual ideas. patrons and visitors to the museum. The idea is to create a series of Sketches continue on page 24 > videos for web, mobile devices that share cultural events of each season that take place at ASI which visitors and members can experi- ence when visiting. All the videos will then be combined into a videoSite Map22 Section 2.0: Creative Process Section 2.0: Creative Process 23
  15. 15. 2.6 Motion graPhicSFinal Storyboard Section 3.0 Style & StandardS Guide This section defines the guidelines and standards for assets created for the re-branded look for the American Swedish Institute.24 Section 2.0: Creative Process Section 2.0: Creative Process 25
  16. 16. Logo Usage Orientation The American Swedish Institute The AmericAn SwediSh inSTiTuTe BrAnd idenTiTy incorporates many Scandinavian design esthetics as inspiration. The The Vertical Usage The American Swedish Institute is a cultural gathering center that shares, educates, preserves the Swedish and Scandinavian heri- larger design ideal utlizes this inspiration as well as other influencing design contributors for the online and print re-branding campaign for the American Swedish Institute that are largely focused on many American meant for use in long margin and tage experience as well as the many arts, crafts and traditions of the cultures that connects us back to Sweden. The re-branded logo organic contemporary/modern esthetics. Swedish vertical fociused design when The Institute prefereed cannot be used American *Preferred logo Swedish Institute Original Logo The The American American Swedish Swedish Logo Colors Institute Institute PMS 7411 PMS 1815 C 11 M 40 Y 69 K 0 C 35 M 96 Y 96 K 56 R 24 G 46 B 80 R 24 G 46 B 80 PMS 5615 PMS 282 C 68 M 36 Y 72 K 18 C 100 M 88 Y 43 K 45 The American Swedish Institute The The R 86 G 119 B 88 R 24 G 46 B 80 Stacked Usage American American Swedish Swedish New Rebranded Logo Institute Institute logo may be applied in instances to utlilze when clear space may be an Logo guideLineS issue. Some examples of this could be web banner ads and some types PMS 1815 PMS 282 Typeface should always be Hoefler Text Bold and should always be of packaging or merchandise design. This version of the logo should be C 35 M 96 Y 96 K 56 C 100 M 88 Y 43 K 45 The R 24 G 46 B 80 R 24 G 46 B 80 in blue, white or black. The rosemaling icon can either be in 3 color avoided on print collateral and web site. scheme of gold, red, and green gradient or a black and white gradient American or just flat black. When using using the logo for print the ideal version Swedish to use is the standard preferred logo or stacked version. The vertical Institute The The American American Swedish Swedish Institute Institute PMS 7411 PMS 5615 C 11 M 40 Y 69 K 0 C 68 M 36 Y 72 K 18 R 24 G 46 B 80 R 86 G 119 B 8826 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 27
  17. 17. Logo uSAge do’S Logo donT’S The following examples are how the logo can be used and The following examples are how the logo can be used and are makred with a green outline and the prohibted use and are outlined with a green outline border in red: oritenation of the logo are marked and outlined in red: Approved Logo Variations Prohibited Logo Orientation Institute Swedish The American American The Swedish Institute The American Swedish Institute The American The Swedish American Institute Swedish Institute Approved Logo Background Prohibited Logo Backgrounds The The The American American American The The The Swedish Swedish Swedish American American American Institute Institute Institute Swedish Swedish Swedish Institute Institute Institute Approved Single Color Variations Prohibited Color Variations The The The The The American American American American The American American Swedish Swedish Swedish Swedish Swedish Institute Institute Institute Institute Swedish Institute Institute28 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 29
  18. 18. Logo Size guideLineS the logo size will differ depending on end use and medium that it is utlized for. it should never be smaller than 1.5” wide. This would produce a blurred and obstructed version and would be illedigble. Logo cLeAr SpAce TypogrAphy Fonts used for various marketing and advertisements for ASI. Space around the logo should be at a minimum of .3 inches around the ASI standard sized logo. No copy, graphics, patterns Headline Display Font: Arno Pro 18pt Bold should encroch on the space around the logo. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@$% Print Header, Logo, and Tagline Fonts: Hoefler Text Black, Regular & Black Italic *Preferred Logo at Minimum Size ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@$% ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@$% Print Copy Font: Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ Logo grAphicS & eLemenTS abcdefghijklmnopqrstuvwxyz 1234567890 &@$% Logo graphics may be applied separately to approved print and merchandise elements in the approved color palette opacity and hues may be used if approved as well. Print Subhead Font: Warnock Pro subhead ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@$% *Stacked Logo (to be applied when preferred logo is not ideal Web Copy Font: Helvetica Regular for a certain medium.) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@$% copy Tone Copy tone should be personally geared and connect to the audience reading and should be warm, welcoming, and pleasant. The content should incorporate Scandinavian phrases and sayings and also utilize the Norwegian, Swedish, Finnish, and Danish language to immerse and introduce the reader to Scandinavian culture, language, and people.30 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 31
  19. 19. coLor TexTure & pATTernS The color palette sample is inspired by cultural art work and color The textures create visual connections to the Scandinavian culture schemes, all of the color tones are warm colors that create a inviting and ideals by inspiring thoughts of the art, crafts, people, countries visual that create a connection to the culture, traditions and history and landscapes of Scandinavia. of ASI.32 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 33
  20. 20. phoTogrAphy Photography should be warm toned and connect to the theme of Scandinavian culture, people, art and design. That includes aspects of midwest immigrant history and experience and connects personally with the audience and is well produced and welcoming.34 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 35
  21. 21. Logo compAny uSAge STATionery prinT mArginS The American Swedish Institute logo must always be Shown left are margin standards for The American a dominant focal point on all corporate print collat- Swedish institue’s company letterhead. Although eral and company stationary. Standard positioning is the left hand border is full bleed, the layout margins top left whether horizonatal or vertical orientated. for letter content are inset, and should be adhered for best design and ledgibility.36 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 37
  22. 22. prinT Ad guideLineS Dimensions Minnimum: 8.5”w x 11”h (51p0 x 66p0) Logo Placement The logo is always placed in the lower left corner of the ad, single color on a contrast- ing background. The vector art can be resized to best fit the layout. Width: 9 picas Visuals and Imagery The main Imagery and visuals in the ad are the dominant feature of the ad and create the message to connect with the audience. Ideal placement is centered bordered by content information,with an overlay of image caption. Color Mode: CMYK DPI: 300 Tagline The tagline is positioned at the top and bottom of the ad and is incorporated into the border. Typeface: 1) Hoefler Text | All Caps 2) Calibri | All Caps Size: 1) 34/22pt | 10/8pt Tracking: 3 Stroke: logo color, 1pt, lower and upper boundires of image Body Copy The body copy is placed in the lower color panel of the ad below the image and, for copy tone, see page 7. Typeface: Calibri Size: 10pt Color: Corresponds to logo color and in CMYK Width: 25 picas, or 1 to 2 columns38 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 39
  23. 23. phySicAL goodS/merchAndiSe Logo Placement The logo is always placed in the center of the product, 4 color, 2 color or single color on a white or contrasting background. The vector art can be resized to best fit the layout. Minnimum Width: 9 picas Visuals and Imagery The main Imagery and visuals for the products are Scandinavian inspired graphics and pieces from the logo that can be rotated and spaced to create organic patterns. Color Mode: CMYK or RGB DPI: 300 Dimensions Minnimum width: 4 inches40 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 41
  24. 24. weB & inTerAcTive AppLcATion The web sites main objective is to inform exsisting patrons and gain new visitors, members, and donors trust and loyalty. All graphic elements should be cus- tomized to fit the brand visual tone defined in this style guide. The shopping cart is categorized by product types, with a sub-navigational breadcrumb trail for a user friendly navigation. Header 1 Font: Helvetica Size: 12/14pt RGB: R:126 G:16 B:10 Header Graphics: exported as .gif or .jpeg Header 2 Font: Arial Bold Size: 12pt Hex Color: #a06865 rgb: R:160 G:104 B:101 Paragraph Font: Arial Size: 11pt Hex Color: #3c3c3c rgb: R:60 G:60 B:6042 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 43
  25. 25. pieces of the ASI logo are used for transition between each event. moTion grAphicS The message is promoting first time experiences and what you can Purpose expect when you visit the museum and cultural center. The motion graphic for the American Swedish Institute (ASI) Platform: Online Marketing Promotion and Part of Cultural Kiosk is intended to be displayed online through the site, YouTube, Exhibit Series Facebook, and an in-house cultural exhibit connected to the seasons. Resolution: full, square pixel, 29.97 fps Story Board Runtime: 30 seconds The above story board shows the cultural events of Scandinavian Dimensions: 576px x 324px culture that are celebrated and promoted by ASI. The rosemaling44 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 45
  26. 26. Design solutions introDuctionsection 4.0 Design solutions The Design Sioltuons Visuals, Themes and Colors are largely influenced by Scandinavian design as an inspiration. Other influencing design contributors for the online and print re-branding campaign for the American Swedish Institute are primarily focused on many organic contemporary/modern esthetics and imagery, colors and themes. Additionally, given the fact that the American Swedish Institute is also a museum and art gallery, inspiration has come from traditional and historical esthetics and visuals that have classic tone that will combine well with main contemporary focus. The visuals will combine and support the color scheme, which will incorporate welcoming colors that are primarily warm hued colors, which will dually focus on creating color themes. One part of the color scheme will focus on the use of warm reds, blues, golds and yellows that help create mental images of Sweden and Swedish traditions and crafts and are directly inspired by the Swedish culture and taken from the Swedish national flag. The other part of the color scheme will focus on warm and vibrant greens that create a feeling of nature and growth that connect to the Midwest where the American Swedish Institute is located and inspire a warm and homey feeling to the design. To tie these multiple colors together, accenting colors will be utilized. These colors are skewed more towards neutral and cool tones like grays and blues. This color scheme will bring an overall look that will combine with the imagery, text and other content to create a visual connection to the Midwest and Scandinavian inspirations and will support the site’s visual message that are incorporated in the overall design goals. This section presents the final designs and assets creted for the re-branding project for the American Swedish Institute.46 Section 4.0: Design Solutions Section 4.0: Design Solutions 47
  27. 27. 4.1 Print solutions other public areas to expose the American Swed- Print Design solutions ish Institute to new audiences. Other print solu- The print solutions include ad campaigns in local tions will include mail outs of members exclusive magazines and news publications and nation- calendars and specially created brochures and ally in culturally focused guides and magazines. booklets. The examples shown are a calendar, a Locally the ads will expand to bus shelters and magazine ad, and bus shelter promotion.48 Section 4.0: Design Solutions Section 4.0: Design Solutions 49
  28. 28. auDio tour 4.2Web & interactive soutions interactive tour be accessed through mobile tablets and smart Design solutons phones with an option to download additional The interactive solutions include both visual, tours from past exhibits. The last is comprehen- digital, and online solutions. The website will offer sive audio tour for families and create fully acces- a new face of a virtual of The American Swedish sible exhibits for patrons. Institute. The other is an interacive tour that can50 Section 4.0: Design Solutions Section 4.0: Design Solutions 51
  29. 29. 4.3 Motion graPhics Play Motion graPhics Design soluton: The Motion Graphics solutions are meant for the web, mobile and internal use within an interactive kiosk present- tion. The examples presented are for YouTube and a kiosk. The motion graphic series can be used for web banners and interactive installation for presentations and events. Note: Press play on the video to the left on the kiosk to view an example of the planned cultural motion graphics series. If you cannot see the video please refer to the sketches and storyboards in section 2.0 pages 23 and 24.52 Section 4.0: Design Solutions Section 4.0: Design Solutions 53
  30. 30. 4.4 MerchanDise & ProMotional MerchanDise & ProMotional Design solutons The design solutions for merchadise and promotional items are for internal sales to promote the new logo and to pass out at events and fundraisers as gifts. The track jacket and apron are examples of differ- ent uses of the logo that use a diverse applicationa like embroidery or screen printing. The cup is Swedish inspired look and can be sold and given to members at events and seminars.54 Section 4.0: Design Solutions Section 4.0: Design Solutions 55

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