Mutter Standard Manual

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Contents

3 5

9 12


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The Mtter Museum of The College of Physicians of Philadelphia2


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Standards Manual 3


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IntroductionQuality deals with the judicious weighing o

relationships, with balance, contrast, harmony

and juxtaposition, between ormal and unctional

elements their transormation and enrichment. It

is concerned with ideas not techniques, with the

enduring not the ephemeral, with precision not

ussiness, with simplicity not vacuity, with subtlety

not blatancy, with sensitivity not sentimentality.

Identity ProgramThe image o an institution can be dened as the way in which it is perceived by its various audiences, or

public. Image cannot be changed by an act o institutional will, but by a gradual change in public perceptions.

Institutional identity, on the other hand, can be created and managed.

An identity program is a set o policies and procedures establishing a consistent, comprehensive ormat through

which the institution presents itsel to its audience. A graphic identity system helps eliminate conusion, unies

and strengthens the image o the institution and its parts, and projects a message o cohesiveness.

The meaning o quality, as such, is dicult to

dene, or it is somehow intuited in the presence o

the work in which it is embodied. This has little to

do with popular conceptions o beauty, taste, and

style, and nothing to do with status, respectability

or extravagance. It is revealed, rather, in an

atmosphere o propriety and restraint.

No matter what the emphasis is on, be it graphic

design, landscape design or architecture, we are

concerned primarily with the quality o visual

identication. This is what the Mtter Museum

visual style represents.


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OverviewThe ideal signature is the graphic distillation o

an organizations belies, products and services. Its

principal purpose is to call attention, to direct, to

identiy. Like a signature or thumbprint, a signature

is unique. It represents the particular and helps

dene the group it symbolizes.

The Mtter Museum o The College o Physicians

o Philadelphia signature is a unique visual

device whose inherent characteristics make it an

appropriate and useul solution. Its adaptation will

provide Mtter Museum with a clear, consistent

and proessional image.

This signature is based on the idea o archival collec-

tion. As the Musuem itsel, this symbol is composed

o diverse unique elements careully arranged and

displayed.

Like many signatures, the Mtter Museum signature

is abstract and will achieve recognition that is directly

related to the time, eort and expenditure invested.

Its character is alive and at the same time conevys the

importance o the tasks that the museum executes.


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Standards Manual 7


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ColorColor is a strong supporting element in any visualidentity system because it acilitates and enhances

recognition. The incorrect use o color can weaken the

impact o the signature and reduce its legibility. The

approved colors or the signature are showed here.

When color is not possible, the signature is designed

to translate into one-color applications.

C: 24M: 91Y: 100K: 19

C: 45M:55Y: 85K: 32

C: 45M:55Y: 85K: 32

Using the signature in conjunction with any othergraphic shape or as a substitute or a headline or text

copy is unacceptable. Strong and eective identica-

tion relies on simple, clear visual statements that can

be seen and understood at a glance.


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Standards Manual 9

To ensure legibility and recognition, the signature

must always have sucient clear space around it. At

no time should the legibility o the signature be ob-

scured by the proximity o competing visual elements

such as background shapes, text, borders, colors,

textures or other symbols or trademarks.

TypographyThe logotype, is a preset style o lettering based upon contemporary and classical typeaces. Its proportions are attractive and logical, while its character evokes a serious yet

approachable style. It is modern yet timeless, legible and graceul. The setting and letter spacing o the name is a xed conguration. The proportion and spacing o the type

to the mark is predetermined.

Apollo MT

AT Medium Roman

AT Sackers Gothic

Bodoni

Caxton

Excelsior

Futura

Memphis

Midiet

Univers


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FontsFor body text and communication materials (including stationery and business cards) the determined ont is

APollo MT. For display and titles in promotional materials the ont chosen is Midiet.

Apollo MT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdeghijklmnopqrstuvwxyz1234567890

MidietABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghijklmnopqrstuvwxyz1234567890


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Standards Manual 11


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Stationery is the most prevalent means o communica-

tion or most organizations and should be planned

and executed to the last detail to suit the purpose it

serves. An organizations print material should stand

out by virtue o common elements such as symbols,

colors, typography and composition. Whatever the

element or combination o elements used, they should

remain unchanged on all business cards, letterheads

and envelopes the organization uses.

This section o the style guide presents the approved

stationery program orthe Mtter Museum. This

program ensures a consistent style, appearance and

quality or the Mtter Musuem stationery, which in

turn presents a unied institutional identity.


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The system is comprehensive; it is designed to

cover all departments. However, the application o

the system may vary slightly based on legalities,logistics, marketing objectives and other mitigating

circumstances.


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Standards Manual 15


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CharaCter

A letter, number orspecial symbol.

Copy

Any urnished material(typewritten manuscript,pictures, artwork, etc.) to

be used in the produc-tion o printing.

Contrast

To set o or to showdissimilarities in terms

o light and dark.

Design

To conceive and plan out in the mind or a par-ticular purpose or project. Design is also dened asthe particular arrangement o elements or details

within a given space.

Flush leFt

Type aligned withthe let margin o a

column o text.

Font

The complete assort-ment o type o one

size and ace.

Format

The general arrange-ment, size and orm o

print material.

iDentity

Sameness o essentialcharacter.

leaDing

The amount o space,measured in points,

between lines o type.

legal name:

A ormal, registered name.

letter spaCing

The amount o spacebetween individual let-ters, punctuation marksand other typographiccharacters. Also known

as kerning.

logotype

A unique, designedtypographic treatment

o a name.

meChaniCals

Camera-ready artassembled with alldesign elements in

position and speci-cations or printing.

C D

li

F

m nnomenClature

A naming system thatdescribes the hierarchy

and relationships that existwithin an organization.


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Standards Manual 17

oFFset lithography

A printing process thatapplies ink to paper by theindirect contact o photo-graphically etched plates.

pantone

The Pantone Matching System is a method ocolor-coding recognized by designers and print-ers throughout the world. I a Pantone number isselected when speciying a color, the printer can

match that color exactly.

phototypesetting

Typographic materialproduced photographi-

cally. Also known asphotocomposition.

o p

piCa

A system and a unit otypographic measurement.

piCtogram:

The commonly recognizedsymbols that represent,people, places, activitiesand things on signage.

point

The smallest unit o measurement in both the picaand Didot systems. One pica equals twelve points.

Points are used to speciy type size, amount o spacebetween lines o type and the thickness o rules.

raggeD right:

Type allowed tofow rom line to linenaturally on the rightmargin-unjustied.

signature:

A mark or symbol thatrepresents a company

or organization.

silksCreen:

Use o a screen to cover the areas that do not print. Thescreen is made o silk or nylon. Printing is achieved byorcing ink through the screen using a rubber squeegee.

stationery:

Materials designedor writing, such asletterheads, labels

and envelopes.

symbol:

A character or signdesigned to representor suggest something

that cannot in itsel bepictured.

typeFaCe:

The ull assortmento printing onts.

typography:

The art o designing andprinting with type. Ty-pography is also denedas the style, arrangement

and/or appearance o

printed type.

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Mutter Standard Manual