MUSEUM OF EMOTIONSSTYLE GUIDE

IS SUGGESTED AND DEMOLISHED

AN

IN ONE GLANCE BY CERTAIN WORDS.

Emotion “

“

– Robert Smithson

BRAND’S SOUL

The Museum of Emotion is a modern place that by it self speaks as innovative, and

approachable. In the same way its visuals and design are represented as the perfect

mixed of clean and saturated graphics.

The museum directly talks to a market of 18 to 35 years old women and men, so the

brand speaks in a personal, direct and clever way. The audience is hungry for stories

and for interesting visuals: so the challenge is to please them with an innovative style.

The main idea it to able to convey and emotion through the visual and to make the

viewer excited about the museum. The design and type is modern and creative.

We invite you to travel through emotion and discover a new world. Discover the world

of emotions and get to know yourself better. Our permanent and travelling exhibitions

bring it emotions to life by a variety of designs, photography, typography, sounds and

colors. Our collection includes different rooms to experience the different feelings.

TRAVEL THROUGH EMOTION.

OUR GOAL

CREATIVE STRATEGY

The goal of the art directors and designers working for the Museum of Emotion is to

create a social community and make each piece an enjoyable experience.

In terms of the creative strategy for the museum of Emotion is encouraged to talk

directly to the target audience in a conversational tone. As mentioned previously the

audience is active, cultural, innovative, they love to attend social events, interested in

arts, read books and are constantly enroll to social media sites. Are socials and up

to date with technology and trends. Thus, the advertising should speak directly to their

world. Some touch points are the subway stations, bars, restaurants, twitter and

designers boutiques. Social events are highly promoted to bring all the members to-

gether into one community. It always should remain a cool-friendly character and

even with humor.

• Brightcolors

• Cuttingedgedesign

• Intenseandextremephotography

• Modernandcleantypography

EXPERIENTIAL

MULTICULTURAL

TRENDY

INNOVATIVE

APPROACHABLE

SYMBIOTIC

EDGY

SATURATED

UNIQUE

The logo for the Museum of Emotion went different directions until it hit the right one.

Since the actual place is overwhelmed with saturated graphics and edgy typography

treatment is better to get balance with a clean and simple logo mark. The logo has a

color box that surrounds the letter “e”. The box represents the museum it self as been

the place that encloses all the emotions. It Is straight and geometric. In contrast there is

the curvy script letter “e” that represents the emotions itself. It is personal and it breaks

the boundary. As emotions do they: are unexpected and irrational.

The perfect circles, squares and rectangle play an important role in the logo since it

creates the relation between all its parts and is what unifies it as a whole.

LOGOLESS IS MORE.

SECONDARY SIGNATURE

The secondary signature is used for in-store advertising and signs. The tag line can change

meanwhile it keeps the same style.

The primary mark and alternative logo type is only uses in extreme situations. It is encouraged

to use the full logo unless it is completely necessary to be simplified to a mark or logotype. In

example for promotional materials.

PRIMARY MARK

ALTERNATIVE LOGO TYPE

The reversed out color logo is mainly used over color block or photography. The logo is use in

100% white to contrast the background. Don’t use a different tone value for the white logo.

REVERSED OUT COLOR

The black and white logo is only used on necessary conditions, otherwise the full color is

recommended. The gray scale is a 80% of the black version.

BLACK AND WHITE LOGO

GRAY SCALE VARIATION

ALTERNATIVES REVERSED MARK AND LOGOTYPE

C- 1

M - 56

Y - 100

K - 0

R - 243

G - 137

B -32

EMOTION ORANGE

The color orange stands for friendly, desire and active.

LOGO COLOR PALETTE

Chalet created by the House Industry is the typeface used for the museum’s logo. It uses two

different weight variation for the name. This typeface is could one be use for the logo and brand

stationery. Experience the precision, elegance and history of the Chalet font family. This collection

of ten typefaces in three unique styles is the creative genius of acclaimed clothing designer René

Albert Chalet.

CHALETBy House Industry

Chalet (Paris Nineteen Eighty)

Chalet (New York Nineteen Eighty)

LOGO TYPEFACE

For the full logo, the letter E in emotions is used to defined the safe area around the logo. It is half an

inch. Nothing could come any closer to the logo.

STAGING AREA

For the logotype, the letter E in emotions is used to defined the safe area around the logo. It is half an

inch. Nothing could come any closer to the logo.

For the mark, the top left shape is used to defined the safe area around the logo. It is half an inch.

Nothing could come closer to the logo.

The minimum size for the full logo and the logotype is one inch. For the mark logo is 0.06 inches.

It shouldn’t be smaller that this size.

MINIMUM SIZE

Do not rotate or change the positioning of the logo itself or the specific words. Do not add a stroke

on the logo at anytime or change the color or value. Always use the Museum

INCORRECT USE OF LOGO

Emotion “

“

IS MESSY, CONTRADICTORY,AND TRUE. – Nigella Lawson

BRAND COLORS

Emotion Orange is the color used for the museum’s logo, but in additional to that

color there are some secondary colors that follow the brand. These colors are used

for advertising and design outside and inside the actual museum. Each color has an

emotional meaning and effects the viewer, so it should be chosen carefully according

to the theme.

LOOK FOR THE MEANING.

EMOTION CYAN

EMOTION PINK

EMOTION GRAY

C-63 M-55 Y-5 K-57 C-74 M-13 Y-20 K-0

C-8 M-97 Y-35 K-0

R-87 G-87 B-84 R-37 G-166 B-192

R-221 G-38 B-208

Mystery Tranquility

Content

Restful

EMOTION PURPLE

C-69 M-100 Y-8 K-2

R-112 G-42 B-132

Frustration

EMOTION GREEN

C-45 M-6 Y-95 K-0

R-154 G-192 B-68

Anger

EMOTION RED

C-27 M-100 Y-74 K-24

R-150 G-26 B-54

PHOTO CONSISTENCYSUNLIGHT GIVES THE SHINE.

The Museum of Emotion doesn’t follow an specific artist, but is does follows its own

style. All photography should be realistic and should have an emotionally powerful

connotation, such that it’s able to convey a feeling by itself to the viewer. All images

are edited in Photoshop so it seems to have the same lighting and value. The first step

is to create a Photo Filter: Warming Filter (85) and add a Level layer. This helps to have

a consistent style through out the whole piece.

Before

After

In addition to the realistic images, the Museum of Emotions use some abstract and

colorful design images. Pictured here is a specific example of how these images look

like. They are not use as a full bleed, but they are use as ascent mixed with a realistic

photography. Usually they are used like stripes and the weight varies. These visuals

are mainly used on the edges of the actual photography and sometimes they both

even overlap.

LAYOUT & DESIGN

All the brochures for the Museum of Emotion follow a six columns grid with a gutter of

2p0. All images and type should be placed inside the grid. For letter size brochures (8.5

x 11 inches) type is set in two columns, but to brochures smaller, like (7 x 9 inches) type

is place in the same space but as one column. All photography is bleed on one side, but

they are never completely bleed on all sides. As mentioned previously it is important to

keep the consistency with photography by mixing the realistic images with the abstract

design visuals.

Designers are free to use any photography if it follow the characteristic describes. In

terms of typography, brochures uses only two typefaces and has three variations. The

copy and headlines uses the same san serif clean typeface with a difference of weight

(headlines go thicker). The same typeface of the headline is used for the quotes with the

exception of accent words which have the second typeface. It is highly encourage to

use the primary typefaces, however there is a list of other type options.

The copy text is placed in a size of 9pts over a 14 leading. Headlines go in a size 22 pts

and subheadings in 12 size. It’s important to remember that all type goes in the gray color

but the subheadings that go on Museum Orange color. The headlines, subheadings and

quotes always go in capital letters.

In terms of the paper sample it is a smooth finish in text and cover weights. Uncoated

white paper.

ADVERTISING AND BROCHURES.

Proxima Nova (Semibold) — headlines

Proxima Nova (Regular) — body copy

Mexcellent- regular — accent words

PRIMARY BROCHURE TYPEFACES

The following typefaces are option given for the text and headlines for the museum

advertising and brochures.

Verlag (Light) — body copy

Verlag (Bold) — headlines

Nobel (Light) —body copy

Nobel (Bold) — headlines

SECONDARY BROCHURE TYPEFACES

In the brochure cover the design plays with a fragmentation of images: realistic sky or nature

landscape in contrast of a abstract design visual. The logo and headline always goes in the same

MUSEUM OF EMOTIONSTRAVEL THROUGH EMOTION

MUSEUM OF EMOTIONSFEAR EXHIBITION

BROCHURE COVERS

BROCHURE COVERS

PERMANENT EXHIBITION

MUSEUM STORE

UPCOMING EXHIBITION

The museum has six main exhibitions: The Joy

room, the curiosity room, the peaceful room,

the anger room, and the depression room. The

permanent exhibition is composed of three (3)

positive and 3 negative emotions so the visitor

has a broad understanding of sensations. The

main idea of each room is to convey and show

the feelings with abstract designs and images

so when the person approaches the rooms

there are no objectives thoughts. Besides all

the designs there will be a variety of realistic

photography to impact the viewer.

The store museum provides the visitors the

option of living the installations with a great

memory of their experience. Basic souvenirs

are selling at the store like posters, calendars,

coasters, postcards and notepads.

Besides the permanent collection there will be

travelling exhibition and special events held at

the museum. The travelling exhibitions include

the finest photographers, painters, films and

writers. The special events include night outs,

fashion, concerts and summer events. Some of

the night events are scary nights. The fashion

night out invites trendy designers and fashion

houses for shows. Also hosts concerts and a

music event inviting trendy artists to play.

YOU CAN’T PROTECTYOURSELF FROM

WITHOUT PROTECTING YOURSELF FROM

HAPPINESSSADNESS

“

“

– Jonathan Safran Foer

As mentioned the brochures follow a grid and it is encourage to be playful and creative within the

grid to keep an innovative style over years. Two columns are highly recommended for letter size or

bigger brochures and 1 column for smaller sizes.

EXPERIENCE FEAR.

WHY FEAR

The room of fear is part of the museum’s best

permanent exhibition a. It is actually the most

visited section since it forces the viewer to

realized about their own life and phobias, as it

unconsciously helps them to make it look in a

different way. The emotion and feeling of Fear

is an sensation that all human share, it doesn’t

matter the ages or race. Since people were

born they feared to the dark, as they grow up

their fear changes, but the sensation stays this

sate of mind is define as a negative emotion

that is perceived as a threat. As is define: “It

is a basic survival mechanism occurring in

response to a specific stimulus, such as pain

or the threat of danger.”

Each person has its own response and its own

response. “Fear is the ability to recognize and

danger leading to an urge to confront it or flee

from it. Some psychologists such as John B. A

Watson, Robert Plutchnik and Paul Ekman have

suggested that this emotion belongs to a small

set of basic or innate emotions.”

BRAND STATIONERYTHE MODERN WORLD

The Museum of Emotion’s stationery follows a clean style. It modern and innovative.

The Emotion Orange and white are used all over to keep the consistency with the

brand’s logo and brochures.

MUSEUM OF EMOTIONSTRAVEL THROUGH EMOTION

PROMOTIONAL MATERIALS

SIMPLE AND CLEVER.

This picture shows the Museum of Emotion reusable bag when is folded.

SINCERE,“ “

ANY EMOTION, IF IT IS

IS INVOLUNTARY.– Mark Twain

63 Mercer St. New York, NY 10012

memotions.com

(212)434.1490