1. The AmericAn SwediSh inSTiTuTe
Project Book
Rebranding and Re-launching
The American Swedish Institute
Shani Nestingen
612-644-1945 | shani@blueleafs.com
3. TAble of conTenTS
Section 1.0 Research Section 3.0 Style & Standards Guide
1.1 Company Profile 3.1 Identity, Logo, Type, & Voice
1.2 Goals & Demographics 3.2 Color
1.3 Research Paper 3.3 Texture & Patterns
1.4 Creative Brief 3.4 Photography
1.5 SWOT 3.5 Stationary Guideline
1.6 Brand Features 3.6 Print Guidelines
3.7 Merchandise & Physical Goods Guidelines
Section 2.0 Creative Process 3.8 Web & Interactive Guideline
3.9 Motion Graphics Guideline
2.1 Logo (sketches)
2.2 Moodboards
2.3 Toolbox Section 4.0 Design Solutions
2.4 Print (sketches) 4.1 Print
2.5 Web Assets (sketches, wireframes, & sitemaps) 4.2 Web & Interactive
2.6 Motion Graphics Sketches and Storyboard 4.3 Motion Graphics
4.4 Promotional & Merchandise
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. 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. 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.asp
6 Section 1.0: Research Section 1.0: Research 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 Minnesota's story—and the Center, nearly double in size, includes regional science museum located on the banks
History Center is home to the Society's 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 Museum's 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 artist's 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. 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. 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
Institute
12 Section 2.0: Creative Process Section 2.0: Creative Process 13
10. in the boards are landscapes, still life shots,
2.2 MoodboardS patterns,crafts and color swatches. The purpose
These 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. This
different 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 the
are culture connection, creative ideas of design museum and sign up for the educationl programs
and a modern turn to connect all of these into offered by ASI.
one cohesive look and brand. Elements included
14 Section 2.0: Creative Process Section 2.0: Creative Process 15
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 create
16 Section 2.0: Creative Process Section 2.0: Creative Process 17
12. A top component of the ads are the educational
2.4 Print ad SketcheS aspects and international flair. This is acheived by
Initial sketches and ideas for the print campaign the use of Swedish terms for the main message of
for the American Swedish Institute. The ads use the ad and its imagery.
cultural focused imagery that connects to the key
tenats of ASI and promote the events and mission
of ASI. The copy is simple and to the point focus
on the organizations Mission.
18 Section 2.0: Creative Process Section 2.0: Creative Process 19
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 Wireframes
20 Section 2.0: Creative Process Section 2.0: Creative Process 21
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 video
Site Map
22 Section 2.0: Creative Process Section 2.0: Creative Process 23
15. 2.6 Motion graPhicS
Final 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. 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 88
26 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 27
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 Institute
28 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 29
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. 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. 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. 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. 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 columns
38 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 39
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 inches
40 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 41
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:60
42 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 43
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 rosemaling
44 Section 3.0: Style & Standards Guide Section 3.0: Style & Standards Guide 45
26. Design solutions introDuction
section 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. 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. 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 can
50 Section 4.0: Design Solutions Section 4.0: Design Solutions 51
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. 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