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The AmericAn SwediSh inSTiTuTe
                                              Project Book

Rebranding and Re-launching
The American Swedish Institute

Shani Nestingen
612-644-1945 | shani@blueleafs.com
© Copyright 2011
Design and Layout by Shani Nestingen
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
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
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
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
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
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
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
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
* 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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
ASI Thesis Project

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ASI Thesis Project

  • 1. The AmericAn SwediSh inSTiTuTe Project Book Rebranding and Re-launching The American Swedish Institute Shani Nestingen 612-644-1945 | shani@blueleafs.com
  • 2. © Copyright 2011 Design and Layout by Shani Nestingen
  • 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