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STEM CENTER USA BRAND BOOK
1VERSION 1 : SPRING 2016 |

2
INTRO
3
Intro

FOREWARD FOREWARD
4
Foreward
STEM Center USA inspires the next generation of STEM leaders
by developing a passion for STEM careers at a young age and
maintaining interest throughout middle and high school. We
provide students with an experiential education that excites,
engages, and enriches through a unique, learn-by-doing
curriculum.
As STEM center begins to expand, both physically and in terms
of our brand recognition, this brand book consolidates our
design & positioning principles to ensure we remain consistent
and clear in our marketing moving forward.
4 | INTRO 5INTRO |

STEM CENTER USA BRAND BOOK FOREWARD
Who are we?
STEM Center USA inspires the next generation of STEM leaders
by developing a passion for STEM careers at a young age and
maintaining interest throughout middle and high school. We
provide students with an experiential education that excites,
engages, and enriches through a unique, learn-by-doing
curriculum.
We believe that true learning takes place when a student has
an opportunity to discover on their own through a hands-on,
experiential, learning model. By allowing children to be involved
in a learning process that excites, energizes, engages and
enriches them to a wide variety of skills and concepts, they will
discover a path that will enable them to have a more productive
education.
7INTRO |6 | INTRO

8 | VISUAL IDENTITY
Table of
Contents
TABLE OF CONTENTS
9VISUAL IDENTITY |
2
4
6
12
20
34
44
50
60
70
8
10
16
20
78
INTRO
TABLE OF CONTENTS
BRAND IDENTITY
AUDIENCE
VISUAL IDENTITY
OUTRO
Foreword
Who are we?
STEM Focus
Logo Usage
Color Palette
Typography
Imagery
Graphic Elements
Product Branding

10
BRAND IDENTITY
11
Brand
Identity
Use this section as a guideline to maintain
consistency in positioning the STEM
Center USA brand.

12 | BRAND IDENTITY
STEM
Specialty
The STEM disciplines encompass Science, Technology,
Engineering, and Math,
Within those categories, STEM Center USA typically
specializes in projects and educational programs
related to Technology, Engineering, and particularly
robotics.
STEM SPECIALTY
13BRAND IDENTITY |

14
Audience
15
Audience

16 | AUDIENCE
Our
Customers
The target user group has little to no
robotics experience, and is interested in
learning or educating their children.
K-8 STUDENTS
PARENTS OF K-8 STUDENTS
TEACHERS
GRADE 8+ AND ADULTS
GIRLS
This group has a general interest in robotics, and is likely to be
enrolled in a program by their parents.
This group is interested in providing their children with a STEM
education. They may or may not be knowledgable about STEM
themselves.
This group may or may not have prior STEM experience, and is
interested in teaching STEM material to classes of K-8 students.
This group is interested in learning about STEM and is equipped
to handle a more rigorous curriculum than K-8 students.
This group has little exposure to STEM curricula, and may be
interested in learning more.
OUR CUSTOMERS
17AUDIENCE |
This includes...

18
VISUAL IDENTITY
19
Visual
Identity
Use this section as a guideline to maintain
visual consistency in representing the
STEM Center USA brand in any graphic
design and/or marketing materials and
imagery.

20 | VISUAL IDENTITY
LOGO USAGE
21
Logo
Usage
VISUAL IDENTITY |

Logo
The STEM Center USA logo is a core asset of the STEM
Center brand. The logo consists of our name and our
motto ‘Excite - Engage - Excel’ designed to emulate
different objects within the field of STEM: a computer
chip, a crane, and a weighted mass.
The preferred usage of our logo is the colored version
with black details on a white or very light background.
Variations include a colored version with white details, an
all black version, an all white version, and different colored
versions depending on the background.
LOGO USAGE
23VISUAL IDENTITY |
Symbol Signature
Tagline

Symbol
Symbol
Signature
Tagline
REDUCED LOGO
ORIGINAL LOGO
LOGO USAGE
25VISUAL IDENTITY |
Size Matters
The STEM Center USA logo may be enlarged or
reduced as necessary. The primary requirements
are readability and communicability.
Use the reduced logo for branded content and
instances in which a smaller size makes the
tagline difficult to read.
The original logo with the tagline included is
preferable and should always be used when
possible.

Playing With Color
Occasionally while working with graphic
design, the original blue, yellow, and black
version of our logo may not be ideal.
When working with colored or subtly
patterned backgrounds, use these variations
to maintain readability and clarity.
For use on dark,
brightly colored
(especially blue)
backgrounds
For use on
dark neutral
backgrounds
WHITE LOGO
BLUE + WHITE LOGO
Inverted
Variations

Logo
Don’ts
LOGO USAGE
33VISUAL IDENTITY |
Never radically change the
colors of our logo.
The text should never
altered or replaced with
nonstandard fonts.
Never rotate, distort,
stretch, or skew the logo.

COLOR PALETTE
35
Color Palette
VISUAL IDENTITY |

Co
or
COLOR PALETTE
37VISUAL IDENTITY |
Intro
Our brand is founded on a color palette intended to
inspire creativity, learning, and fun for all age groups.
Use these guidelines to maintain consistency and increase
brand recognition.

Primary
Palette
The primary colors of the STEM
Center USA brand are essential
components of our visual
identity. Our two main colors,
Brainy Blue and Useful Yellow,
should be used as a foundation
for all marketing designs.
The base colors should not be
altered, but varying opacities
may be used for graphic
elements.
INTELLECT
CREATIVITY
OPTIMISM
PANTONE® | 803
C | 002 M | 009 Y | 097 K | 000
R | 253 G | 221 B | 016
HEX | FDDC10
AMBITION
DETERMINATION
INTELLIGENCE
PANTONE® | 2727
C | 085 M | 049 Y | 000 K | 000
R | 022 G | 118 B | 188
HEX | 1676BB
Brainy
Blue
Useful
Yellow

40 | COLOR PALETTE
PANTONE® | 5315C
C | 012 M | 010 Y | 007 K | 000
R | 220 G | 219 B | 223
HEX | DCDBDF
Light
Gray
PANTONE® | COOL GREY 11
C | 060 M | 054 Y | 049 K | 020
R | 102 G | 99 B | 102
HEX | 666366
Dark
Gray
41
Secondary
Palette
The secondary grayscale palette is
used to highlight and balance the
brightness of the core brand colors of
blue and yellow.
Use the light and dark gray accent
colors for backgrounds and graphic
elements.
VISUAL IDENTITY |
COLOR PALETTE

TYPOGRAPHY
43
Typography
VISUAL IDENTITY |

Slabo
AaBbCcDd
12345678
Slabo is the primary typeface for headers and
subheaders. It comes in two different weights, 13px and
27px. This font will never be used in all caps or for body
texts. SLABO 13 PX
SLABO 27 PX
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TYPOGRAPHY: SLABO
45VISUAL IDENTITY |

Montserrat
AaBbCcDd
12345678
Montserrat is the secondary typeface designed for
bold headers, subheaders, body text, and captions.
It includes eight weights. Tracking (letter spacing)
should be set to 75 for main body text and set to 0
for small captions.
ULTRA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ
LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ
REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ
SEMI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
EXTRA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ
HAIRLINE ABCDEFGHIJKLMNOPQRSTUVWXYZ
TYPOGRAPHY: MONTSERRAT
47VISUAL IDENTITY |

IMAGERY
49
Imagery
VISUAL IDENTITY |

50| IMAGERY50 | VISUAL IDENTITY
Stem Center USA focuses on using
imagery of students ranging from
Elementary School to High School as
well as images of products, facilities, and
relevant STEM subjects. When creating
new imagery, there are several key
directives to keep in mind.
51VISUAL IDENTITY |
Imagery

52 | BRAND IDENTITY
STEM SPECIALTY
53BRAND IDENTITY |
Subject
Material
STEM Center USA imagery should feature a range of
relevant subjects. This list is not exhaustive, but does
contain the primary material that should appear in
pictures for marketing materials and web.
CHILDREN INVOLVED WITH ACTIVITIES
CANDID SHOTS: PARTICIPATING IN ACTIVITIES,
WORKING ON PROJECTS, ETC
PRODUCT CLOSE UPS
PICTURES OF STEM CENTER USA FACILITIES
STEM-RELATED IMAGERY WITH CONNECTION TO
ROBOTICS
MIX OF AGES: YOUNGER + OLDER,
DIFFERENTIATING FEATURES + ACTIVITIES OF
EACH
MIXED DEMOGRAPHICS: ESPECIALLY GIRLS +
MINORITIES
CHILDREN WITH INSTRUCTORS

STEM CENTER USA BRAND BOOK FOREWARD
55INTRO |54 | INTRO
Optimization
Try to incorporate as much white space - solid or
lightly patterned background - as possible when taking
pictures to optimize for graphic design and web. This is
for several reasons.
Lots of white space enables the flexibility to crop
horizontally or vertically, to arrange subject matter on
the center or side, and provide a greater range of uses
for the picture itself.
Utilizing white space in pictures also allows the
flexibility to overlay text or graphic elements without
obstructing subject matter.
Key takeaway: always err on the side of a zoomed out
shot! Images can always be cropped, but are more
difficult to expand.
CROPPING FLEXIBILITY
GRAPHIC DESIGN FLEXIBILITY

IMAGERY
56| SECTION TITLE
IMAGERY
57IMAGERY

GRAPHIC ELEMENTS
59
Graphic
Elements
VISUAL IDENTITY |

60 | GRAPHIC ELEMENTS
Gears
A diverse family of gears is used throughout the
designs of graphic materials for STEM Center
USA. These gears can be used to add a touch of
brand color to photos or provide an accent to
the corners of designs.
They are also useful for creative social media
icons. Opacity
Vary the opacity of accents, whether they be
translucent bars or any other graphic element
in brand colors . Translucent boxes are a useful
background for text and other graphic elements,
as shown to the right.
Take care when overlaying yellow elements on
colored backgrounds - due to its lightness, the
color may appear distorted. An opacity of at
least 80% is therefore recommended.
61
GRAPHIC ELEMENTS
61GRAPHIC ELEMENTS |

63VISUAL IDENTITY |
GRAPHICS ELEMENTS

64 | GRAPHIC ELEMENTS
Grids
These grids are nice to use as light
backgrounds for designs. They can be
assembled into three-dimensional
shapes or used as two-dimensional
backgrounds.
GRAPHIC ELEMENTS
65GRAPHIC ELEMENTS |
Grid portrayals don’t always have to be literal. You
can use other graphic elements, such as these
translucent bars, to suggest the idea of a grid
without actually putting one on top of a photo.
GRID USAGE

PRODUCT BRANDING
67
Product
Branding
VISUAL IDENTITY |

As we expand our product portfolio, we recognize the
need to create new branding guidelines for products that
stay true to the core STEM Center USA brand.
Fiat Lux is a line of wearable electronics, that
incorporates elements of the product itself in packaging
and marketing materials.
69
PRODUCT BRANDING: FIAT LUX
69VISUAL IDENTITY |
Circuits
These are a play on the circuits that power the
Fiat Lux product. The bright colors are drawn
from the colorful bursts of light that emanate
from the fully-constructed kit.
Use this graphic element as a border or accent
on top of dark backgrounds when working with
marketing materials for the Fiat Lux product.

Circle Lights
This playful graphic was extracted from imagery
of earrings made from the Fiat Lux kit. The
circles are representative of the actual, vibrant
colors that appear on items made from the kit.
Use this graphic as a way of highlighting text or
overlaying images, playing around with the way
multiple circles overlap with each other.
71
PRODUCT BRANDING: FIAT LUX
71VISUAL IDENTITY |

72 | OUTRO
OUR CUSTOMERS
73
Outro
OUTRO |

CONTACT
STEM CENTER USA
DIRECT CONTACT
CLASS HOURS
SOCIAL
74 | OUTRO
678 Indian Blvd, Suite 110
Claremont, CA 91711
909-624-0624
info@STEMCenterUSA.com
Wednesday 4:00PM - 7:00PM
Saturday 10:00AM - 5:00AM
Twitter + Instagram:
@STEMCenterUSA
Contact
CONTACT
CREDITS
75OUTRO |
This brand book was constructed by the
Undergraduate Association at UC Berkeley in
Spring 2016 through the Design Consulting team.
Design Consulting Directors:
Kai Ridenoure and Joseph Wilson
Team Members:
Kloey Battista, Lesley Lu, Jack Mooney,
Emily Mullins, Neil Shankar, Noa Taieb.
Undergraduate Marketing Association
umaucberkeley.com
Kai Ridenoure, Design Consulting Director
kairideoure@gmail.com
Joseph Wilson, Design Consulting Director
joedwilson12@gmail.com
Credits

76 | VERSION 1 : SPRING 2016
77VERSION 1 : SPRING 2016 |

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