Moon Society 2019 Branding

This is a branding standard that hearkens back to what we have used historically, while tying all colors to official Pantone Coated sRGB values and providing freely redistributable fonts for all typefaces.

Colors

White

1. FFFFFF

 

Cool Gray 2C

1. D0D0CE

 

Cool Gray 5C

1. B1B3B3

 

Cool Gray 8C

1. 888B8D

 

Cool Gray 11C

1. 53565A

 

433C (near-black gray)

1. 1D252D

 

Black

1. 000000

 

310C (proposed) #6AD1E3

 

Cyan to Cerlulean; lighter than MMM Cerulean 299C (saturated cerulean)

1. 00A3E0

 

Closest Pantone match to MMM's historical cerulean 7691C (blue)

1. 006298

 

Between Space Cadet Blue and MMM Cerulean 2767C (Space Cadet Blue)

1. 13294B

 

Best Pantone match for Space Cadet Blue; also hearkens back to the later WSD (2003-2013) website background 113C (light gold)

1. FAE053

250 244 83

 

hearkens back to Coriolis (2013-2018) website details 116C (medium gold)

1. FFCD00

255 205 0

 

hearkens back to Coriolis (2013-2018) website details 7555C (dark gold)

1. D29F13

210 159 19

 

hearkens back to Coriolis (2013-2018) website details 7558C (brownish gold)

1. 967126

150 113 38

 

hearkens back to Coriolis (2013-2018) website details Warm Gray 1C

1. D7D2CB

215 210 203

 

Warm Gray 7C

1. 968C83

150 140 131

 

411C (grayish brown)

1. 5E514D

94 81 77

 

412C (brown)

1. 382F2D

56 47 45

 

663C (pinkish off-white)

1. E5E1E6

229 225 230

 

435C (chaise mauve)

1. C1B2B6

193 178 182

 

437C (lavender)

1. 7B6469

123 100 105

 

439C (dark cherry)

1. 453536

69 53 54

 

Typefaces

• General purpose serif and possibly logo/title: Palatino/Palladio, with Tex Gyre Pagella as a FOSS and redistributable implementation. It hearkens back to 1990s ASI and Artemis Project branding.
• Headings and Headlines: Spartan, with Spartan MB as a FOSS redistributable implementation. The League Spartan implementation has been used with MMM. This typeface hearkens back to Gizmo and should compliment it when we have a font.
• MMM Headlines and decorative headlines: Gizmo. Will probably be only one font (Lunar Gizmo?), whose development is a pending action item. The proprietary original font appears to be impossible to legitimately acquire, unfortunately.
• Body text and general purpose sans serif: Noto Sans, which hearkens to Verdana, which was used both on websites and in MMM.
• Monospace: Inconsolata, which has two FOSS fonts and was used on our 2013-2018 website design (Coriolis).

Font Stacks and CSS

Palatino/Palladio

.pagella
   {
    font-family: Palatino, "Palatino Linotype", "Palatino LT STD", Palladio, "URW Palladio L", "Palatino Novo", "TeX Gyre Pagella", "Palazzo Original", "Marathon Serial", "Book Antiqua", "FPL Neu", Perpetua, Tinos, Libertine, "Linux Libertine", Garamond, serif
    }

Present plan is to use just a font stack for web implementation.

Palatino/Palladio Font Stack Notes

Palatino/Palladio Typeface Implementations

• Palatino
• Palatino Linotype
• Palatino LT STD
• Palladio
• URW Palladio L
• Palatino Novo
• TeX Gyre Pagella

A completely FOSS implementation that might be the basis for in-house custobmization. Is often included with systems that include software that uses TeX as a dependency or just users and distros using the TeX Gyre fonts as a handy base.

• Palazzo Original
• Marathon Serial
• Book Antiqua
• FPL Neu

Misc

• Perpetua

This is another typeface that appears to have been used historically, including the ARTEMIS logo. It's arguably close enough to Palatino/Palladio.

Better than Most Possibilities

• Libertine
• Linux Libertine

Libertine/Linux Libertine is often bundled with Linux distros

• Tinos

A variant of Libertine that is often found on Chromebooks

• Garamond

A typeface with a lot of variants, some of which are closer to Palatino than others. This is basically a Hail Mary pass before subjecting the visitor with whatever their serif default is.

Noto Sans

.noto-sans
   {
    font-family: "Noto Sans", Verdana, "DejaVu Sans", "Bitstream Vera Sans", OpenSans, "Open Sans", SourceSans, SourceSansPro, "Source Sans", "Source Sans Pro", Carlito, sans-serif
    }

Present plan is to use just a font stack for web implementation.

Noto Sans Font Stack Notes

Typeface Implementation

• Noto Sans

The brand reference font family. While Droid Sans appears to be the same typeface, most Android devices will automatically substitute either Roboto 2012 or Roboto 2014, which are not desired at all.

Similar Typefaces

• Verdana
• Carlito

This appears to actually be a variant of Noto Sans, but it crops the capital India, making it indistinguishable from lowercase Lima. Not only does it lose an important a11y feature, it loses one of the more distinguishing features of Noto Sans and Verdana. Carlito is mainly found on Chromebooks.

Better than Most Possibilities
At this level, a proper capital India is a lost cause, but the terminals of these are in the ballpark or at least less far off than we'll get with most users' default sans-serif typefaces.

• DejaVu Sans
• Bitstream Vera Sans
• OpenSans
• Open Sans
• SourceSans
• SourceSansPro
• Source Sans
• Source Sans Pro

Removed

• Droid Sans

Will get hijacked by Android devices and replaced with the type of bad match this stack exists to try to prevent

Spartan

H1, H2, H3, H4, H5, H6
   {
    font-family: Webfont-Spartan, Spartan, "Spartan MB", "League Spartan", "Century Gothic", CenturyGothic, Avenir, AvenirNext, "Avenir Next", "Tw Cen MT", "Tw Cen", "Twentieth Century", Tw-Cen-MT, Tw-Cen, Twentieth-Century, Futura, Futura-Medium, "Futura Medium", "Futura PT", Insignia, "URW Gothic L", "Gothic L", "Avant Garde", AvantGarde, "Tex Gyre Adventor", TexGyreAdvendor, "GT Walsheim", Walsheim, Circular, "Harmonia Sans", HarmoniaSans, "Plate Gothic", sans-serif;
    }

@font-face 
   {
    font-family: 'Webfont-Spartan';
    src: url('spartan-mb.black-webfont.woff2') format('woff2'),
         url('spartan-mb.black-webfont.woff') format('woff'),
         url('spartan-mb.black-webfont.ttf') format('truetype');
    font-weight: 900;
    font-style: normal;
    }
@font-face 
   {
    font-family: 'Webfont-Spartan';
    src: url('spartan-mb.extrabold-webfont.woff2') format('woff2'),
         url('spartan-mb.extrabold-webfont.woff') format('woff'),
         url('spartan-mb.extrabold-webfont.ttf') format('truetype');
    font-weight: 800;
    font-style: normal;
    }
@font-face 
   {
    font-family: 'Webfont-Spartan';
    src: url('spartan-mb.bold-webfont.woff2') format('woff2'),
         url('spartan-mb.bold-webfont.woff') format('woff'),
         url('spartan-mb.bold-webfont.ttf') format('truetype');
    font-weight: 700;
    font-style: normal;
    }
@font-face 
   {
    font-family: 'Webfont-Spartan';
    src: url('spartan-mb.semibold-webfont.woff2') format('woff2'),
         url('spartan-mb.semibold-webfont.woff') format('woff'),
         url('spartan-mb.semibold-webfont.ttf') format('truetype');
    font-weight: 600;
    font-style: normal;
    }
@font-face 
   {
    font-family: 'Webfont-Spartan';
    src: url('spartan-mb.regular-webfont.woff2') format('woff2'),
         url('spartan-mb.regular-webfont.woff') format('woff'),
         url('spartan-mb.regular-webfont.ttf') format('truetype');
    font-weight: 400;
    font-style: normal;
    }
@font-face 
   {
    font-family: 'Webfont-Spartan';
    src: url('spartan-mb.light-webfont.woff2') format('woff2'),
         url('spartan-mb.light-webfont.woff') format('woff'),
         url('spartan-mb.light-webfont.ttf') format('truetype');
    font-weight: 300;
    font-style: normal;
    }
@font-face 
   {
    font-family: 'Webfont-Spartan';
    src: url('spartan-mb.thin-webfont.woff2') format('woff2'),
         url('spartan-mb.thin-webfont.woff') format('woff'),
         url('spartan-mb.thin-webfont.ttf') format('truetype');
    font-weight: 100;
    font-style: normal; 
    }

Spartan Font Stack Notes

Typeface Implementations

• Webfont-Spartan

This is the @font-face name and could be named differently in an actual stylesheet.

• Spartan
• Spartan MB

This is a FOSS implementation with seven different weights.

• League Spartan

Only one weight is FOSS. Fortunately, it's probably the weight we're wanting. The other weights in this family are proprietary and very low probability.

Substantially Similar Geometrics

• Century Gothic
• CenturyGothic

Best hope for most MS Windows users

• Avenir
• AvenirNext
• Avenir Next

Best hope on Apple products

Futura/Twentieth Century
Not as good match as the previous category, but not too bad, and not too uncommon

• Tw Cen MT
• Tw Cen
• Twentieth Century
• Tw-Cen-MT
• Tw-Cen
• Twentieth-Century
• Futura
• Futura-Medium
• Futura Medium
• Futura PT

Avant Garde
Maybe almost as close as Futura, and possibly the best hope for Linux distributions

• URW Gothic L
• Gothic L
• Avant Garde
• AvantGarde
• Tex Gyre Adventor
• TexGyreAdvendor

Other Geometric Typefaces
There is no fallback to a default geometric typeface, so it's extra-important to try find any available match that is one.

• GT Walsheim
• Walsheim
• Harmonia Sans
• HarmoniaSans
• Circular

lowercase Alpha is two-story

• Insignia

Charlies look great, but capital Foxtrot is a problem

Desperate Approximations
Better than Roboto, Arial, Helvetica, DejaVu Sans, et c. This part of the list needs expansion. This is the last ditch. The sans-serif fallback is accepting that the city is going to be ravaged. Q: should we try fantasy instead and risk an even worse choice than sans serif?

• Plate Gothic

Almost looks like a geometric and the Charlies look about right; small caps instead of lowercase.

Removed

• Brown

There's either a name collision or this isn't what it was believed to be. Maybe put it at the bottom of the last ditch?

Inconsolata

.inconsolata
   {
    font-family: Web_Inconsolata, Inconsolata, InconsolataMedium, Consolas, Menlo, Monaco, monospace;
    }
@font-face 
   {
    font-family: 'Web_Inconsolata';
    src: url('inconsolata.bold-webfont.woff2') format('woff2'),
         url('inconsolata.bold-webfont.woff') format('woff'),
         url('inconsolata.bold-webfont.ttf') format('truetype');
    font-weight: 700;
    font-style: normal;
    }
@font-face 
   {
    font-family: 'Web_Inconsolata';
    src: url('inconsolata-webfont.woff2') format('woff2'),
         url('inconsolata-webfont.woff') format('woff'),
         url('inconsolata-webfont.ttf') format('truetype');
    font-weight: 400;
    font-style: normal;
    }

Inconsolata Font Stack Notes

Typeface Implementations There's at least one rare alternate font of this typeface running around. Maybe add it here sometime.

• Web_Inconsolata
• Inconsolata
• InconsolataMedium

Best Known Approximations

• Consolas

Inconsolata was heavily inspired by this typeface and they're quite similar as a result. Best hope on MS Windows machines.

• Menlo

Maybe rare, but it's closer than Monaco

• Monaco

Not too far off, and the best hope for Apple machines.

TODO

• Determine primary and secondary, and other specified colors from palette
• Wordpress theme for MMM
• Font repository (publicly accessible?)
• Revise branding for wikis and other websites
• Branding sheet