The Schomburg Center

Rebrand Initiative & Style Guide

The Sch mburg CenterThe Sch mburg CenterFor Research in Black Culture

I’ve known rivers:I’ve known rivers ancient as the world and older than the flow of human blood in human veins.

My soul has grown deep like the rivers.

I bathed in the Euphrates when dawns were young.I built my hut near the Congo and it lulled me to sleep.I looked upon the Nile and raised the pyramids above it.I heard the singing of the Mississippi when Abe Lincoln went down to New Orleans, and I’ve seen its muddy bosom turn all golden in the sunset.

I’ve known rivers:Ancient, dusky rivers.

My soul has grown deep like the rivers.

A Negro Speaks of Rivers by Langston Hughes

This image is of the The Schomburg Center’s entryway. Langston Hughes’ cremated remains rest under this art work commisioned as a tribute to his work and his contributions to the world as a person of African descent. It is based on his poem “A Negro Speaks of Rivers”

This rebrand initative and design

campaign is designed for The

Schomburg Center for Research

in Black Culture which is a facility

that houses rare and distinct

documentation of the contributions

of peoples from African decent

not specifically African Americans.

The interesting thing about The

Schomburg Center is that its

purpose is to share with the world

the contributions that black people

around the world have made to

society. The newly designed web site

will allow for The Schomburg Center

to expand its reach and share its

collections with the world.

Currently, The Schomburg Center

shares a web site with the New

York Public Library. It has a page

and some key information about

The Schomburg Center is shared

but it does not offer full access to

its collections. On rare occasion

The Schomburg Center has given

the public access to a small part of

its collection via online exhibitions

but they boast a collection of over

1 million pieces so there is a lot of

information that is yet to be shared.

The campaign consists of a new web

site, logo & tagline, advertisements,

and a new stationery system. This

campaign will drive new visitors to

the website and the physical location

located in the heart of Harlem, New

York.

The Schomburg Center will increase

cultural awareness, pride, and the

education of people regarding

the histories of peoples of African

descent. The official launch of its

rebranding initiative to the general

public will include http://www.

schomburg.com, an online platform

for research and education that

fosters community pride and cultural

awareness through both its online

and physical outlets.

The Schomburg Center was created

as an alternative to museums that

merely encourage the viewing or

observing of artifacts of people of

African descent. In the hopes of

acknowledging and developing the

education of ALL people in regards to

the rich history and culture of peoples

of African descent, this rebrand

initative has been created.

Currently, consumers are aware of

our brand but in a limited sense.

Most consumers believe that we

are more of a research facility and

The Driving Forcerebranding initiative to the general

public will include http://www.

schomburg.com, an online platform

for research and education that

fosters community pride and cultural

awareness through both its online

and physical outlets.

The Schomburg Center was created

as an alternative to museums that

merely encourage the viewing or

observing of artifacts of people of

African descent. In the hopes of

acknowledging and developing the

education of ALL people in regards to

the rich history and culture of peoples

of African descent, this rebrand

initative has been created.

Currently, consumers are aware of

our brand but in a limited sense.

Most consumers believe that we

are more of a research facility and

while that was our primary focus

they remain in the dark about the

other programs and services that

we offer. Also, our consumers are

mostly educators and students and

while we appreciate their loyalty

we which to reach beyond these

groups and include other groups

such as historians and genealogists

to name a couple. Consumers of The

Schomburg Center felt that the brand

was old and outdated and appealed

to a narrow window of people. They

did not feel that the logo, website, or

advertisements reflected all that The

Schomburg Center has to offer or

its evolution into more of a cultural

center. The goal is for consumers of

The Schomburg Center to see, feel,

touch, and taste the richness of the

African culture.

Table Of C

on

tents

Creative Development2.1 Preliminary Moodboard..................................252.2 Moodboard...............................................................272.3 Tagline Exploration...........................................292.4 Font Exploration...................................................312.5 Color Exploration................................................332.6 Toolbox.......................................................................352.7 Logo Development.............................................372.8 Web Development..............................................432.9 Motion Graphic Development...................47 2.10 Print Development.............................................51

Research1.1 Research Paper.........................................................71.2 Client Brief................................................................131.3 Creative Brief..........................................................151.4 SWOT............................................................................171.5 Target Audience Profile 1...............................191.6 Target Audience Profile 2..............................21

Style Guide3.1 Brand Identity........................................................553.2 Logotype Fonts.....................................................633.3 Color Palette...........................................................653.4 Patterns......................................................................673.5 Web Specifications.............................................693.6 Stationery System..............................................713.7 Imagery & Textures.........................................733.8 Photography...........................................................753.9 Vehicle Treatment.............................................773.10 Packaging...............................................................78Final Designs4.1 Digital Solutions..................................................814.2 Web Design.............................................................834.3 Motion Graphic....................................................894.4 Advertisements....................................................914.5 Promotional $wag..............................................93

1.1 Research Paper1.2 Client Brief1.3 Creative Brief1.4 SWOT1.5 Target Audience Profile 11.6 Target Audience Profile 2

1.0

Research

Research

.: Abstract1.1 Research Paper

The Schomburg Center for Research

in Black Culture is located in New York, New York and is a division of the New York Public Library. For over 80 years the Center has collected, preserved, and provided access to materials documenting black life and promoted the study and interpretation of the history and culture of peoples of African descent. The Schomburg Center promotes the study of the histories and cultures of peoples of African descent and interprets its collections through exhibitions, publications and educational, scholarly and cultural programs. Primarily geared towards researchers, The Schomburg Center’s visitation physically and via the web has become stagnant. In an effort to remedy this a campaign has been developed to improve brand awareness, positioning,

and visual identity. The campaign will consist of three phases: design, execution, and feedback. Because The Schomburg Center does not have its own website a new website that is more extensive, along with a new logo and collateral materials will be created to target the new audience. The overall campaign is designed to drive visitation via the web and physically and appeal to a broader and more diverse audience. It will also

show the evolution of The Schomburg Center from research library to culture center. This campaign is important because since the beginning of time people have learned to evolve because of their history. And the history explored through this collection explores how the world has grown and evolved through struggles and how many of the same issues we still contend with today.

7 The Schomburg Center for Research in Black Culture

The Schomburg Center for Research in Black Culture 2



In conclusion, The Schomburg Center for Research in Black Studies is evolving. Even

though many see The Schomburg Center as just a research library it is developing into more than just a library. It is emerging as more of a cultural center. The problem that The Schomburg Center faces are low visitation numbers to the center and website. In order to remedy this obstacle this campaign will revolutionize the way people view The Schomburg Center and present it to them in a new and dynamic way. This project will pursue a new brand initiative geared towards reestablishing and renovating the brand to encompass a new audience. This revolution will be accomplished by improving brand awareness, positioning, and visual identity to the target audience and will ultimately increase visitation both physically and via the web. This process will involve three phases: Design, Execution, and Feedback. These phases will change the face of The Schomburg Center to in order to

reach a broader audience. The design phase will involve redesigning the logo, collateral, website and other items. While the Execution phase will encompass the website going live and the collateral being distributed to the target audience. The

campaign will seek to drive

the target audience to the new and improved website and stimulate them to ultimately visit The Schomburg Center. The final phase, feedback, will incorporate a number of

different methods to gauge the success of the project. Upon implementation of this campaign and the completion of the three phases there will be an increase in overall awareness of The Schomburg Center for Research in Black Culture and what they have to offer.

.: Conclusion

Even though many see The Schomburg Center as just a research library it is developing into more than just a library. It is emerging as more of a cultural center.

ReferencesAUBG Camp 2010: Color Affect. (n.d.). AUBG Camp 2010. Retrieved June 16, 2011, from http://aubgcamp2010.blogspot.com/2010/07/color-affect.html

Cass, J. (2008, September 23). Top 7 Fonts Used By Professionals In Graphic Design. Just Creative Design - Graphic Designer, Logo & Brand Identity Specialist. Retrieved June 16, 2011, from http://justcreativedesign.com/2008/09/23/top-7-fonts-used-by-professionals-in-graphic-design-2/

Color Matters - Symbolism and Emo-tions. (n.d.). Welcome to Color Matters - Everything about color - from color expert Jill Morton. Retrieved June 16, 2011, from http://www.colormatters.com/symbolism.html

Colour psychology and meaning green and blue | OCA â€“ Open College of the Arts?. (n.d.). OCA â€“ Open Col-lege of the Arts? | Just another Word-Press.com site. Retrieved June 17, 2011, from http://persephone140.wordpress.com/2010/10/07/colour-psychology-and-meaning/

Felton, G. (2006). Advertising: concept and copy (2nd ed.). New York: W.W. Norton.

Garner, E. (n.d.). Customer Feedback Techniques: 6 Ways to Find Out What Your Customers Think. Business ideas for small business and home business. Advice, start-up, marketing and man-agement information and resources from

Business Know-How. Retrieved June 20, 2011, from http://www.businessknow-how.com/marketing/customer-feedback.htm

Harris, J. (2011, May 6). The Schomburg Center for Research in Black Culture Â« Welcometoharlem’s Blog. Welcometo-harlem’s Blog. Retrieved June 13, 2011, from http://welcometoharlem.wordpress.com/2011/05/06/the-schomburg-center-for-research-in-black-culture/

Kleine, R. (2005, June 1). Ways To Im-prove Your Ad Copy. Copywriting For Dummies. Retrieved June 8, 2011, from http://copywritingfordummies.blogspot.com/2005/06/ways-to-improve-your-ad-copy-by-robert.html

McKanic, A. (2010, December 2). The Schomburg Center’s New Director, Khalil Gibran Muhammad, Talks Black Culture. Black News, Opinion, Politics and Culture - The Root . Retrieved June 13, 2011, from http://www.theroot.com/views/root-interview-schomburg-center-s-khalil-gibran-muhammad

Neumeier, M. (2006). The brand gap: how to bridge the distance between busi-ness strategy and design : a whiteboard overview (Rev. ed.). Berkekley, CA: New Riders.

RSS. (n.d.). A website checklist. 20 things to check before going live. - Webdis-tortion. Webdistortion - An eclectic mix of articles on all aspects of site management including, design, develop-

ment marketing and web promotion.. Retrieved June 20, 2011, from http://blog.webdistortion.com/2008/03/20/a-website-checklist-20-things-to-check-before-going-live/

(2011, April 29). Tavis Talks [Television broadcast]. New York: Public Broadcast-ing Service.Schomburg Center for Research in Black Culture | The New York Public Library | The New York Public Library. (n.d.). Welcome to the New York Public Library. Retrieved June 13, 2011, from http://www.nypl.org/locations/schomburg

Stewart, M. (2009, June 9). How would college students target their peers. Exact Target. Retrieved June 17, 2011, from blog.exacttarget.com/blog/morgan-stew-art/how-college-students-would-target-their-peersTarget Marketing :: Reaching college students. (n.d.).

College marketing tools from Campus-PartyÂ®. Retrieved June 17, 2011, from http://www.campusclients.com/College/Audience/why_college.html

Wheeler, A. (2009). Designing brand identity: an essential guide for the entire branding team (3rd ed.). Hoboken, N.J.: John Wiley & Sons.



1.2 Client BriefDeliverables:

The project deliverables will consist of:

• Logo (color palettes & typography designs

• Tagline• Complete Website• Website Banner• Promotional Materials

(T-Shirts, Shopping Bags, Mugs, Bookbags, Sunvisors, & Baseball Hats)

The main objectives of this campaign will be completed by March 2012.

Scope:

The scope of this project is to reevaluate the current brand and deliver an innovative course of action for revitalizing the brand through solid marketing initiatives and a new brand package.

Measurement:

The success of the campaign will be measured by the increased traffic to thewebsite via website hits and the increased traffic to the Center via the number ofvisitors.

Objective:

The objective of this project is to implement a new branding initiative to strengthen and re-build the brand for the purpose of targeting students, teachers, and cultural enthusiasts to increase overall Center visitation and web traffic. The goal is to raise awareness while calling out key features & benefits such as The Schomburg Center’s massive collections and the various programs they offer at no cost.



1.3 Creative Brief

Cultural

Rich

Educational

Key Tenets

Positioning:

The Schomburg Center is at the forefront in terms of its mass collecton of item pertaining to African decent. They are in a position to evolve into a force within the African American community and the historical enthusiasts throughout the world. The Schomburg Cener is currently in its infancy as a cultural center and this camapaign will help navigate the center into setting the scene in Harlem.

Vision:

We envision a world where the The Schomburg Center is a the premier source for all historical information pertaining to people of African decent and is a dynamic cultural experience to those of all enicities and racial backgrounds.

Unique Selling Proposiiton: USP

The Schomburg Center’s perseverance to the collecting & documenting of people from African decent through rare artifacts in its massive collection of over 10 million pieces as well as its evolution into more of a cultural center is what sets The Schomburg Center ahead of their competitors.

Target:

There are a wide variety of “consumers” starting with students and educators, researchers, bibliophiles, historians, and those just that love unearthing the rich history pertaining to people of African decent.


Cultural

Rich


1.4 S.W.O.T.


Strengthes

• Amount of Materials/Products

• Location• Price• Culture• Leadership

Weaknesses

• Technology Development and

Innovation• Product Development

• Increased Visibility

• Expand Brand Outside of New

York City


The first quadrant was designed to be a representation of the Strengths associated with The Schomburg Center based on my SWOT Analysis. With the images selected I believe they anthropomorphize what The Schomburg Center’s strengths really are.

The second quadrant displays The Schomburg Center’s Weaknesses. Although The Schomburg Center has been in existence for years it is relatively unknown and unheard of outside of the research world and has a weak presence with educators, students, and technology /product development.

The third quadrant represents areas of Opportunity for The Schomburg Center through the various illustrations. There is enormous room for growth and with through improved brand awareness, positioning, visual identity and marketing campaigns, a better website, advertising, & promotional materials The Schomburg Center can achieve each of these.

The fourth and final quadrant depicts The Schomburg Center’s potential Threats. The director of The Schomburg Center since 1982, Howard Dodson, is retiring sometime this year and because of this change in leadership the fate of The Center is potentially uncertain. This coupled with their competitors and the current state of the economy could spell disaster for The Center.

• Presence• Unknown & Unheard of

• Technology Development &

Innovation• Product Development

Opportunities

• Budget Cuts• Strong Competitors

• Retirement of Director

• Failing Economy

Threats

1.5 Target Audience Profile Langston Pryor, named for the famed African American poet Langston Hughes, is a 52-year-old devoted husband and loving father. He has been married for 23 years and has 3 children. He attended The University of Georgia where he majored in Education. He supports his family by teaching history to grades 6th-8th at the local middle school. His believes that you can’t know where you are going until you know where you came from and stresses this to his students and children. He prefers to wear golf shirts and Dockers rather than a shirt and tie and puts on a suit only when attending weddings and funerals. Langston is active in the church and has also been teaching Sunday School for the last 6 months. He drives a late model SUV and loves to attend his kids sporting events. Langston is also an avid collector of black art especially from the Harlem Renaissance era.

He appreciates reading biographies and has just completed, “The Audacity of Hope” by Barack Obama. He does not subscribe to any magazines but reads The Atlanta Journal-Constitution on a daily basis over his morning coffee. He does not tweet, have a Facebook page, or listen to MP3’s but he does own a laptop. He believes that music should still be recorded on wax and only owns a cell phone for emergency purposes. He loves the smell of old books and still visits the library on a regular basis. He takes daily walks in the evening to relax and tries to catch “the game” anytime one is on. Langston also enjoys road trips and visiting interesting historical sites such as the Negro League Baseball Museum and Gettysburg. He is caring, moderately health conscious, liberal, intelligent, and what some would refer to as Old School.

Age: 52Gender: MaleIncome: $62,000Location: Atlanta , GAEducation Level: College GraduateOccupation: Middle School TeacherFamily: Married (23 Years) Children (3) Pets-NoneSocial Life: Road Warrior, Walking, Sports Fan, Art Collecting, Active Church MemberSocial Media: (Facebook User? Twitter? Other?): NoneCultural: Book Reader and Black Art CollectorPolitical: Democrat with both liberal and conservative views.Ethnicity: African AmericanPersonal Values: Spiritual, Altruistic, Educated, Proud, Caring, TeacherClubs/Tribes: Cell phone and laptop user, Road Warrior, History Buff, Old SchoolFaith/Religious Beliefs: Baptist/


Langston Pryor


1.6 Target Audience ProfileLogan Davis is a 23 year-old, single, proud African American, female, and college graduate currently pursuing a graduate degree. She is spunky, vivacious, family-oriented, intelligent, organized, and altruistic. She earns a living as college administrator and attends graduate school online. Logan is a history buff and enjoys traveling and hanging with the locals. She is God-fearing and regularly attends church. She is a member of a sorority and is very active in their graduate chapter’s community outreach tutoring program. The program includes the tutoring of African American male and females from 14-18 from high-risk areas. She subscribes

to Jet, Ebony, and Essence magazines and regularly checks her email. She logs onto Facebook and Twitter everyday and maintains the Davis’ family GENI page at www.geni.com. She is extremely family oriented and has lots of friends. She is currently in the process of planning the Davis 30th family reunion. She has an iPod, iPad, laptop, and is never without her smart phone. Logan is trendy and current yet has a unique sense of style. She wears her hair in mostly natural styles and appreciated her African heritage. She resides in Oak Park, IL a suburb of Chicago, rents an apartment, and commutes to work via public transportation.

Age: 23Gender: FemaleIncome: medianLocation: Oak Park, ILEducation Level: College GraduateOccupation: College AdministratorFamily: Single - No Children No petsSocial LifeTraveling Genealogical Research, Sorority MemberSocial Media: Facebook, Twitter, Geni, Linked InCultural: Bibliophile, Avid CD CollectorPolitical: Democrat with moderately liberal views.Ethnicity: African AmericanPersonal Values: Spiritual, Altruistic, Educated, Organized, Intelligent, Spunky, Unique, ProudClubs/Tribes: Smartphone, laptop, and iPod user, Travel Enthusiast, History BuffFaith/Religious Beliefs: Southern Baptist/ God fearing


Logan Davis


2.02.1 Preliminary Moodboard2.2 Moodboard2.3 Tagline Exploration2.4 Font Exploration2.5 Color Exploration2.6 Toolbox2.7 Logo Development2.8 Web Development2.9 Motion Graphic Development2.10 Print Development

Creative Development


2.1 Prelimenary Mood Board


2.1 Prelimenary Mood Board

The Schomburg Center

promotes the study of the

histories and cultures of

peoples of African descent

and interprets its collections

through exhibitions,

publications and educational,

scholarly and cultural

programs. Primarily geared

towards researchers, The

Schomburg Center’s visitation

physically and via the web

has become stagnant. In an

effort to remedy this this

campaign seeks to improve

brand awareness, positioning,

and visual identity. It will

consist of three phases: design,

execution, and feedback.

Because The Schomburg

Center does not have its own

website a new website that

is more extensive, along with

a new logo and collateral

materials will be created

to target the new audience.

The overall campaign will be

designed to drive visitation via

the web and physically and

appeal to a broader and more

diverse audience. It will also

demonstrate the evolution of

The Schomburg Center from

research library to culture

center.

2.2 Mood Board

.• Educational

• Hopeful

• Modern

• Cultural

• Enriched

• Intriguing

• Bright

Key Words

Project Synopsis:



1. Where culture meets history.

2. Unearth black culture.

3. From Malcolm to Maya, discerning the African

culture through history.

4. Discover the pride of Africa.

5. Because it’s more than just a research library!

6. Something special in black culture.

7. Devoted exclusively to documenting the history

and cultural development of peoples of African

descent worldwide.

8. Promoting the study and interpretation of those

from African decent.

9. Deeply rooted in the African spirit.

10. Collecting, preserving, and documenting black

life.

2.3 Tagline ExplorationTagline Concepts



Tagline Font Exploration

Collecting, preserving, and documenting black life.





2.4 Font ExplorationThe

Schomburg Center

TheSchomburgCenter


THE SCHOMBURG CENTER

TheSchomburg

CenterTHE SCHOMBURG CENTER

the schomburg center

TheSchomburg

CenterThe SCHOMBURG CENTER

TheSchomburg

CenterThe Schomburg Center

TheSchomburg



TheSchomburg

CenterThe Schomburg Center

TheSchomburg



TheSchomburg



TheSchomburg


TheSchomburg



TheSchomburg


The Schomburg


TheSchomburg



TheSchomburg



TheSchomburg Center

THE SCHOMBURG CENTERthe schomburg center

TheSchomburg


TheSchomburg

CenterTHE SCHOMBURG CENTERthe schomburg center

TheSchomburg Center

TheSchomburgCenter

TheSchomburg



TheSchomburg



TheSchomburg

Center THE SCHOMBURG CENTER


TheSchomburg


TheSchomburg


A B DC

2

1

5

4

3

6



SAMPLE 1 SAMPLE 5

SAMPLE 2 SAMPLE 6

SAMPLE 3 SAMPLE 7

SAMPLE 4 SAMPLE 8

HEADING (Marker Felt Wide)The quick brown fox jumped over the lazy dog.

SUBHEADING (Tekton Pro Bold)The quick brown fox jumped over the lazy dog.

BODY COPY (Tahoma Regular)The quick brown fox jumped over the lazy dog.

Heading (Capitals Regular)The quick brown fox jumped over the lazy dog.

Subheading (Bodoni72 SC Book)The quick brown fox jumped over the lazy dog.

BODY COPY (Minion Pro Regular)� e quick brown fox jumped over the lazy dog.

HEADING (Springdale Expanded Regular)The quick brown fox jumped over the lazy dog.

SUBHEADING (Handwriting Dakota Regular)The quick brown fox jumped over the lazy dog.

BODY COPY (Puppy Regular)The quick brown fox jumped over the lazy dog.

HEADING (Savoye LET Regular)The quick brown fox jumped over the lazy dog.

SUBHEADING (Mona Lisa Solid ITC TT Regular)The quick brown fox jumped over the lazy dog.

BODY COPY(Optima Regular)The quick brown fox jumped over the lazy dog.

HEADING (Stone Sans Sem ITC TT Semi)The quick brown fox jumped over the lazy dog.

SUBHEADING (Chalkboard Regular)The quick brown fox jumped over the lazy dog.

BODY COPY (Nickel Regular)The quick brown fox jumped over the lazy dog.

HEADING (Wide Latin Regular)The quick brown fox jumped over the lazy dog.

SUBHEADING (Wink Expanded Regular)The quick brown fox jumped over the lazy dog.

BODY COPY (Worship Regular)The quick brown fox jumped over the lazy dog.

HEADING (Zapfi no Regular)The quick brown fox jumped over the lazy dog.SUBHEADING (Empathy Regular)The quick brown fox jumped over the lazy dog.

BODY COPY (Didot Regular)The quick brown fox jumped over the lazy dog.

HEADING (Extra Expanded Regular)The quick brown fox jumped over the lazy dog.

SUBHEADING (trajan pro bold)The quick brown fox jumped over the lazy dog.

BODY COPY (Wentworth Regular)The quick brown fox jumped over the lazy dog.

2.5 Color Exploration


URBAN SWAGGER CLASSIC A.A.

AFRICAN SUNSET FIT FOR A QUEEN

AFRICAN SAFARI RHYTHM & BLUES

URBAN SWAGGER

I selected these colors because

they can be seen in the Urban

areas of today and there is a photo

of a little girl with green eyes and

makeup made to look like the globe

with Africa on her face. It was very

compelling.

AFRICAN SUNSET

This palette is pretty self explanatory.

These are colors found in a sunset.

AFRICAN SAFARI

This color palette is based on the

African environments in the safari.


URBAN SWAGGER CLASSIC A.A.

AFRICAN SUNSET FIT FOR A QUEEN

AFRICAN SAFARI RHYTHM & BLUES

CLASSIC A.A

I choose this color palette because

they are colors that are traditional to

African Americans and can be seen

in many Kwaanza decorations.

FIT FOR A QUEEN


ideology that purple is a color

worn by those from royalty in some

African cultures and is the color of

the African violet.

RHYTHM & BLUES


music genre and the contributions

that people of African decent have

made to the world through music.

2.6 Toolbox





R: 22 G: 95 B: 172

C: 93 M: 68 Y: 0 K: 0

R: 114 G: 191 B: 68

C: 60 M: 0 Y: 100 K: 0

R: 55 G: 196 B: 232

C: 64 M: 0 Y: 5 K: 0

R: 255 G: 255 B: 255

C: 0 M: 0 Y: 0 K: 0

R: 35 G: 31 B: 32

C: 0 M: 0 Y: 0 K: 100

R: 175 G: 183 B: 183

C: 32 M: 21 Y: 25 K: 0

New LOGO


Exisiting Logo

Sample Textures

Logo: Trajan Pro (Regular/Bold)

Tagline: Savoye LET(Plain)Headline:

Subhead:

Body Copy: Didot (Italic)

Trajan Pro (Bold)Vellum (Expanded Regular)Tralic (Expanded Regular)

2.7 Logo Development



Phase 1

THESCHOMBURGCENTER

S

The Schomburg

Center


The Schomburg CenterTh

e Sch

omburg Center

Th

e Sc

homburg Cent

er

S


The Schomburgg

Center

The Schomburg Centerfor Research in Black Culture

The SchomburgCenter


for Research InBlack Culture

The Schomburg

CenterSCHOMBURG

The Schomburg

Center

TheSchomburg

Center

schomburg

1. 2. 3. 4.

5. 6. 7. 8.

9. 10. 11. 12.

13. 14. 15. 16.

Logo Development






The S

chomburg CenterThe Schomburg Center


17. 18. 19.

20. 21. 22.

23. 24.

SCHOMBURGThe

for Research in Black CultureCenter The Schomburg

Center

25

The S

chombu

rg Center for Research in Black Culture

Phase 2

The Schomburg CenterThe Schomburg Centerfor research in Black culture

The schomburg centerfor research in black culture

Logo Development



The Sch mburg CenterThe Sch mburg Centerfor research in Black culture


Phase 3

2.8 Web Development

Phase 1



Collecting, preserving, and documenting black life.© 2011 The Schomburg Center Contact Us

P. A. Gaine & George A. Arthur

Photo Of The Week


GOSEARCH

Tuesday, October, 18, 2011 5:00pm Teaching Malcolm X: Educators’ Workshop

Wednesday, October, 19, 20116:00pm Archiving Voices: A Special Reading from Collective Brightness

Thursday, October 20, 20116:00pm Geneology/Family History Research Consultation

Tuesday, October 25, 20116:00pm Black Gotham: A Family History of African Americans in Nineteenth-CenturyNew York City

UPCOMING EVENTS

Hours of Operation

Sunday - ClosedMonday - Closed

Tuesday - 12-8 pm Wednesday - 12-8 pm

Thursday - 12-8pmFriday - 10am-6pm

Saturday - 10am-6pm

515 Malcolm X BoulevardNew York, NY 10037-1801

(212) 491-2200Partially accessible to wheelchairs

Research Collections Online Exhibits EducationHome MembershipAbout Schomburg The Schomburg ShopArthur Schomburg

About Schomburg Research Collections Online Exhibits Education Membership

SEARCH GO

The Schomburg Shop Arthur Schomburg

Hours of Operation

Sunday - ClosedMonday - Closed

Tuesday - 12-8 pm Wednesday - 12-8 pm

Thursday - 12-8pmFriday - 10am-6pm

Saturday - 10am-6pm

515 Malcolm X BoulevardNew York, NY 10037-1801

(212) 491-2200Partially accessible to wheelchairs

P. A. Gaine & George A. Arthur

Photo Of The Week


Tuesday, October, 18, 2011 5:00pm Teaching Malcolm X: Educators’ Workshop

Wednesday, October, 19, 20116:00pm Archiving Voices: A Special Reading from Collective Brightness

Thursday, October 20, 20116:00pm Geneology/Family History Research Consultation

Tuesday, October 25, 20116:00pm Black Gotham: A Family History of African Americans in Nineteenth-CenturyNew York City

UPCOMING EVENTS


Web Development

Phase 2

Phase 3



Site Map

2.9 Motion Graphic Development


2.9 Motion Graphic Development


Dream

Culture

Discover.....YOU!

Visit Us On The Web Via www.theschomburgcenter.com

or in person At515 Malcolm X Blvd. New York, NY 10037-1801

Education

Pride

Explore



The 1st frame has an image of people of African ancestry in cultural clothing dancing. This image will remain stationary and the word “Culture” will slide in from the right.

The Schomburg Center Web Banner Felisa Sanders

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7.

8.

The 2nd frame has an image of the FLOTUS (M.Obama) in a graduation robe no doubt explaining the importance of education. This image will remain stationary and the word “Education” will slide in from the right side.

The 3rd frame has an image of a sculpture depicting an African woman with a headwrap on a prideful expression. This image along with the colored bars will slide in from the left side and the word “Pride” will remain stationary.

The 4th frame has an image of a young girl of African ancestry holding a globe with the African continent showing. This image will slide in from the right while the word “Explore” remains stationary.

The 5th frame has an image of a young man of African ancestry holding his head and “dreaming”. This image will slide in from the right while the word “Dream” remains stationary.

The 6th frame has an image of a young girl of African ancestry with the African continent depicted on her face. This image will remains stationary and the words “Discover..You” will pop in.

The 7th frame has an image of The Schomburg Center to the left and the logo and tagline to the right. The images appear all at once pause for approximately 3 seconds and then move on to the next frame.

The 8th and final frame has the contact information (both the website and physical addresses) on it and welcomes the viewer to visit The Schomburg Center at either location. This frame will appear and pause for 3 seconds beforelooping back to the beginning frame.

Prelimenary Sketches

and First Mock Up


Motion Graphic Development

#2


Motion Graphic Development

CultureThe 1st frame has an image of people of African ancestry in cultural clothing dancing. This image will remain stationary and the word “Culture” will slide in from the right. Runtime 00:00:02 No sound.

The Schomburg Center Web Banner Felisa Sanders

1.

Education2.

The 2nd frame has an image of the FLOTUS (M.Obama) in a graduation robeThis image will remain stationary and the word “Education” will slide in from the right side. Runtime 00:00:02

3. ExploreThe 4th frame has an image of a young girl of African ancestry holding a globe with the African continent showing. This image will slide in from the right while the word “Explore” remains stationary. Runtime 00:00:02

5. The Sch mburg CenterThe Sch mburg CenterFor Research in Black Culture


The 7th frame has an image of The Schomburg Center to the left and the logo and tagline to the right. The images appear all at once pause for approximately 3 seconds and then move on to the next frame. Runtime 00:00:02

Click Here To Begin Your Journey of Discovery www.theschomburgcenter.com6.

The 6th and final frame has information where the viewer can click the website address and be taken to the website.This frame will appear and pause for 3 seconds before looping back to the beginning frame. Runtime 00:00:03 Afterreviewing the specs for the web banner I had to cut two of the slides and alter another to fit into the standard time. There will be no audio throughout and each transition is detailed underneath the frame it corresponds to. Timing issues have been resolved thus far.

4. Discover.....YOU!The 6th frame has an image of a young girl of African ancestry with the African continent depicted on her face. This image will remains stationary and the words “Discover.....You” will pop in with a quick appear transition. Runtime 00:00:02

#3

2.10 Print Development


2.10 Print Development

3.1 Brand Identity3.2 Logotype Fonts3.3 Color Palette3.4 Patterns3.5 Web Specifications3.6 Stationery System3.7 Imagery & Textures.3.8 Photography3.9 Vehicle Treatment3.10 Packaging

3.0

Style Guide

Style Guide

3.1 Basic StandardsLogo Signature

Old Logo

New Logo




The Schomburg Center for Research in Black Culture 40St

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Out with the old in with the new!

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African Symbol (Meaning: Life, Vitality) Green

Savoye LET Plain 1.0 18 pts (Green)

Trajan Pro Bold48.95 pts (Blue)

Trajan Pro Reg14.56 pts (Blue)

The ideal presentation of the logo will mimic the design here with the logotype in

Meridian Blue and the logomark and tagline in Native Son Green. against a white

background. When presented on a dark or black background it will appear the same.



Full Color Logo with Tagline

Black Logo with Tagline

Full Color Logo On Dark Background







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A prescribed amount of clear space around the logotype should be

maintained at all times. No other type or graphic element may appear in

the prescribed clear space unless authorized by expressed written consent

of The Schomburg Center. Body copy for print should be 12 pt. Didot

Regular while headings should be 16 pt. Trajan Pro Bold and at least 1

pica from body copy.

Surrounding Space for Print and Web

Logo TypeLogo Mark

African Symbol Trajan Pro Font (Bold)


7 inches

2 3/4 inches

1 inch

3/4

inch



Excited About Pictures?We are too!

515 Malcolm X Boulevard New York, NY 10037or via the web at www.THESCHOMBURGCENTER.com

Come see our collection of rare and historical photographs.



Logo & Tagline

Logo Space

Call to Action

Contact Info

Clear Space

Clear Space

Image

1.5 in.

4in.

1 in.

7.5 in.

Didot Reg.

Trajan Pro 26 pt

14 pt

12 pt

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It is extremely important for brand success that the logotype and signatures be

displayed correctly. This includes always using the correct typefaces and the correct

relative positioning and size of all elements. The examples here illustrate unacceptable

treatments.

1. Do not distort any portion of the logotype/signature.

2. Do not crop any portion of the logotype/signature.

3. Do not tilt the logotype/signature. (Except for letterhead)

4. Do not rearrange the components in the signature.

5. Do not alter the typeface of the logotype.

6. Do not alter the relative size of the logotype and logomark.

7. Do not alter the type style (e.g. from all caps to cap/lowercase) of the logotype.

What NOT To Do



Unacceptable Treatments

The Schomburg CenterThe Schomburg CenterFor Research in Black Culture



For Research in Black Culture

TH

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SC

HOMBURG

CENTER

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Trajan Pro (Bold)

The quick brown fox jumped over the lazy dog.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

!@#$%^&*()

Logo Font

Savoye (LET Regular)The quick brown fox jumped over the lazy dog.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

!@#$%^&*()

Tagline Font

3.2 Typography


Typography is one of the most

recognizable elements of a companies

identity and will help to portray the

identity of The Schomburg Center.


Didot (Regular)




1234567890

!@#$%^&*()

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Ad and Web Fonts

Didot (Italic)




1234567890

!@#$%^&*()

3.3 Color Palette



R: 22G: 95B: 172

R: 114G: 191B: 68

R: 55G: 196B: 232

R: 175G: 183B: 183

R: 35G: 31B: 32

R: 242G: 145B: 26

R: 247G: 237B: 97

R: 255G: 255B: 255

C: 93M: 68Y: 0K: 0

C: 60M: 0Y: 100K: 0

C: 64M: 0Y: 5K: 0

C: 32M: 21Y: 25K: 0

C: 0M: 0Y: 0K: 100

C: 2M: 51Y: 100K: 0

C: 6M: 1Y: 75K: 0

C: 0M: 0Y: 0K: 0

Primary Colors

Secondary Colors

In most cases a

plain white or light

colored background

is preferred however,

there are some cases

in which would prove

to be more effective to

use a black or darker

colored background.

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3.4 Patterns



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The three windows that feature the photo on the day, upcoming events,

and the schedule should appear on each page along with the logo at the

top left hand corner and the tagline at the bottom. A search feature is also

required on every page. Images should be adjusted to RGB and resolution

to 72 dpi for optimum viewing.

Fonts the web body copy should always be Didot Regular 12pt. (1 pica)

and there should be at least 1 pica between the body copy and the

headline. The headlines for the web should be Trajan Pro 16pt and bold.


• Web Header 1 inch

• Search Bar W: 2 in. H: 1/4 in.

• Navigation Bar: 1/2 in.

• Footer Bar: 3/4 in.

• 3 Windows: 2 x 2 1/2 in. per

window

3.5 Web Specifications


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3.6 Stationery System

515 Malcolm X Boulevard New York, NY 10037-1801

www.theschomburgcenter.comPhone: 212-491-2200

The S

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The S

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For

Rese

arch

in B

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Cul

ture The Sch mburg Center

The Sch mburg CenterFor Research in Black Culture

The Sch mburg Center

The Sch mburg CenterFor

Research

in

Black

Culture

Ellena Leontyne Hopson

Phone : 212-491-2200

515 Malcolm X Boulevard New York, NY

3.5 x 2 in.

4 1/8 x 9 1/2 in.24 lb. stock

350 g/m² -100 lbs.

8.5 x 11 in.20 lb. stock


350 g/m² -100 lbs.

The S

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The S

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For

Rese

arch

in B

lack

Cul

ture Date: [Insert Date]

[Recipient][Title][Company][Address 2][Address 3]

Dear [Recipient]:

Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim.

Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus. Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor.

In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus id bibendum luctus, magna orci luctus quam, et auc-tor urna diam sit amet ligula. Sed purus dui, suscipit et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue mollis risus. Mauris porttitor varius mauris. Vivamus in urna et sem accumsan imperdiet. Aenean fringilla, eros tincidunt gravida elementum, justo eros pharetra felis, in rhoncus arcu lectus non enim. Phasellus odio tortor, mattis ut, mattis elementum, luctus at, orci.

Sincerely,

[Your Name][Your Title]

515 Malcom X Boulevard New York, NY 10037-1801 www.theschomburgcenter.comPhone: 212-491-2200

The Schomburg Center Stationery System is comprised of a letterhead, envelope, and business cards. They will be available to all fulltime employees. The Schomburg Center Logo should always appear as is viewed here in these examples. The body copy is to be Didot Regular 12pt.

Language:-Formal, friendly language-”We” should be used as frequntly as possible to inspire a cohesive feel.-No slang or inflammatory language-Always enriching and educational

1 3/4 inches

7 inches

3/4 inch

1 1/4 inches

71 The Schomburg Center for Research in Black Culture The Schomburg Center for Research in Black Culture 72



The imagery follows closely with the color

palette and depicts images that represent

the overall campaign. There are images of

Africa on a globe to represnt the migration

of people of African descent to every reach

of the world. Students, teachers, youths, and

adults are represented here. The textures are

rough like elephant skin and natural like the

leaf. Only stock photos and images approved

by The Schomburg Center are premitted

for use in print or on the web. Textures also

require preapproval and must be subtle in

nature.

3.7 Imagery & Textures

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3.8 Photography

The Schomburg Center Images


The Schomburg Center Images


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www.theschomburgcenter.com



www.theschomburgcenter.com

3.9 Vehicle Treatment

The vehicle treatments must always appear on a white car, truck, or van. Also

they must include the logo and the company website. Vans may optionally

include the logomark on the both the front passenger and driver side doors.

Optional Logomark

Web Site

12 in.



Th

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Cen

ter

Sch mburg

3.10 Packaging

The packaging seen here will be used for purchases made at the Schomburg Shop.

The packaging used for The Schomburg Center and The Schomburg Shop must always have a

white background. Also, the bags must be produced of recycled paper and other materials.

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4.1 Digital Solutions4.2 Web Design4.3 Motion Graphic4.4 Advertisements4.5 Promotional $wag

4.0

Final Designs

4.1 Digital Solutions

On the iPad



On the Web


4.2 Web Design


Web Design



Web Design



4.3 Motion Graphic


Explore

Discover.....YOU!

The Sch mbuThe Sch mbu

Click To Begin Your Jourwww.theschomburgcenter.co

4.3 Motion Graphic


Education

Culture

YOU!



urney gcenter.com


TheRealMcCoy


AFRO-Canadian Inventor

4.4 Advertisements


plug in and connect.

www.theschomburgcenter.comThe Sch mburg CenterThe Sch mburg CenterFor Research in Black Culture

4.5 Promotional $wag







The Sch m

burg Center

The Sch m

burg Center

For Rese

arch in Blac

k Culture







For Research in Black Culture


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MINORITY STUDENT BULLYING RISES | Black Radio Network. (n.d.).


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© The Schomburg Center for Research in Black Culture

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