Difference between revisions of "Moon Society 2019 Branding"

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(→‎Candidate Colors: Illegitimate descendants of pink and gray)
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This is an admittedly rushed effort to produce a branding standard that at least harkens back to what we have historically.
+
<DIV style="float:right">__TOC__</DIV>
 +
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.
  
−
...Unfortunately what we have had historically is an inconsistent mess, chock full of proprietary font typefaces we don't want to continue using and colors that aren't paired to Pantone standards.
+
The intended audience for this page is normal people and graphic artists who will be creating simple web pages, print ads, and other rendered art. If you are a CSS developer, you may find Moon Society 2019 Branding Font Stacks of interest. Do not use fonts from low in the stacks for "normal" branding work.
  
−
==Candidate Colors==
+
<BR clear="all" />
 +
==Colors==
 
{| role="presentation"  
 
{| role="presentation"  
−
| White
+
| '''White'''
 
|{{White}}
 
|{{White}}
 +
|
 
| <DIV style="background:{{White}}; height:2em; width:2em; height:calc(2em-2px); width:calc(2em-2px); border:1px solid {{CG2C}}">&nbsp;</DIV>
 
| <DIV style="background:{{White}}; height:2em; width:2em; height:calc(2em-2px); width:calc(2em-2px); border:1px solid {{CG2C}}">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Cool Gray 2C
+
| '''Cool Gray 2C'''
 
|{{CG2C}}
 
|{{CG2C}}
 +
|
 
| <DIV style="background:{{CG2C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{CG2C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Cool Gray 5C
+
| '''Cool Gray 5C'''
 
|{{CG5C}}
 
|{{CG5C}}
 +
|
 
| <DIV style="background:{{CG5C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{CG5C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Cool Gray 8C
+
| '''Cool Gray 8C'''
 
|{{CG8C}}
 
|{{CG8C}}
 +
|
 
| <DIV style="background:{{CG8C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{CG8C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Cool Gray 11C
+
| '''Cool Gray 11C'''
−
|{{CG11C}}
+
| {{CG11C}}
 +
|
 
| <DIV style="background:{{CG11C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{CG11C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Near-Black Gray
+
| '''433C''' (near-black gray)
−
|{{433C}}
+
| {{433C}}
 +
|
 
| <DIV style="background:{{433C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{433C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
 
| Black
 
| Black
−
|{{Black}}
+
| {{Black}}
 +
|
 
| <DIV style="background:{{Black}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{Black}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Cerulean
+
| '''310C''' (proposed)
−
|{{299C}}
+
| {{310C}}
 +
|
 +
| <DIV style="background: {{310C}}; height:2em; width:2em">&nbsp;</DIV>
 +
| Cyan to Cerlulean; lighter than MMM Cerulean
 +
|-
 +
| '''299C''' (saturated cerulean)
 +
| {{299C}}
 +
|
 
| <DIV style="background:{{299C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{299C}}; height:2em; width:2em">&nbsp;</DIV>
−
| Closest Pantone match to MMM's cyan/cerulean
+
| Closest Pantone match to MMM's historical cerulean
 
|-
 
|-
−
| Blue
+
| '''7691C''' (blue)
−
|{{7691C}}
+
| {{7691C}}
 +
|
 
| <DIV style="background:{{7691C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{7691C}}; height:2em; width:2em">&nbsp;</DIV>
−
| Between Dark blue and MMM Cerulean
+
| Between Space Cadet Blue and MMM Cerulean
 
|-
 
|-
−
| Dark Blue
+
| '''2767C''' (Space Cadet Blue)
−
|{{2767C}}
+
| {{2767C}}
 +
|
 
| <DIV style="background:{{2767C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{2767C}}; height:2em; width:2em">&nbsp;</DIV>
−
| Closest Pantone match to Luna City press's current dark blue; also harkens back to the WSD (200?-2013) website background
+
| Best Pantone match for Space Cadet Blue; also hearkens back to the later WSD (2003-2013) website background
 
|-
 
|-
−
| Light Gold
+
| '''113C''' (light gold)
−
|{{113C}}
+
| {{113C}}
 +
|250 244 83
 
| <DIV style="background:{{113C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{113C}}; height:2em; width:2em">&nbsp;</DIV>
−
| Harkens back to Coriolis (2013-2018) website details
+
| hearkens back to Coriolis (2013-2018) website details
 
|-
 
|-
−
| Medium Gold
+
| '''116C''' (medium gold)
−
|{{116C}}
+
| {{116C}}
 +
|255 205 0
 
| <DIV style="background:{{116C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{116C}}; height:2em; width:2em">&nbsp;</DIV>
−
| Harkens back to Coriolis (2013-2018) website details
+
| hearkens back to Coriolis (2013-2018) website details
 
|-
 
|-
−
| Dark Gold
+
| '''7555C''' (dark gold)
−
|{{7555C}}
+
| {{7555C}}
 +
|210 159 19
 
| <DIV style="background:{{7555C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{7555C}}; height:2em; width:2em">&nbsp;</DIV>
−
| Harkens back to Coriolis (2013-2018) website details
+
| hearkens back to Coriolis (2013-2018) website details
 
|-
 
|-
−
| Brownish Gold
+
| '''7558C''' (brownish gold)
 
|{{7558C}}
 
|{{7558C}}
 +
|150 113 38
 
| <DIV style="background:{{7558C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{7558C}}; height:2em; width:2em">&nbsp;</DIV>
−
| Harkens back to Coriolis (2013-2018) website details
+
| hearkens back to Coriolis (2013-2018) website details
 +
|-
 +
| '''Warm Gray 1C'''
 +
| {{WG1C}}
 +
|215 210 203
 +
| <DIV style="background:{{WG1C}}; height:2em; width:2em">&nbsp;</DIV>
 +
|
 
|-
 
|-
−
| Pinkish off white
+
| '''Warm Gray 7C'''
 +
| {{WG7C}}
 +
|150 140 131
 +
| <DIV style="background:{{WG7C}}; height:2em; width:2em">&nbsp;</DIV>
 +
|
 +
|-
 +
| '''411C''' (grayish brown)
 +
| {{411C}}
 +
|94 81 77
 +
| <DIV style="background:{{411C}}; height:2em; width:2em">&nbsp;</DIV>
 +
|
 +
|-
 +
| '''412C''' (brown)
 +
| {{412C}}
 +
|56 47 45
 +
| <DIV style="background:{{412C}}; height:2em; width:2em">&nbsp;</DIV>
 +
|
 +
|-
 +
| '''663C''' (pinkish off-white)
 
| {{663C}}
 
| {{663C}}
 +
|229 225 230
 
| <DIV style="background:{{663C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{663C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Chaise Mauve
+
| '''435C''' (chaise mauve)
 
| {{435C}}
 
| {{435C}}
 +
|193 178 182
 
| <DIV style="background:{{435C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{435C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Lavender
+
| '''437C''' (lavender)
 
| {{437C}}
 
| {{437C}}
 +
|123 100 105
 
| <DIV style="background:{{437C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{437C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|-
 
|-
−
| Dark Cherry
+
| '''439C''' (dark cherry)
 
| {{439C}}
 
| {{439C}}
 +
|69 53 54
 
| <DIV style="background:{{439C}}; height:2em; width:2em">&nbsp;</DIV>
 
| <DIV style="background:{{439C}}; height:2em; width:2em">&nbsp;</DIV>
 
|  
 
|  
 
|}
 
|}
  
−
==Candidate Typefaces==
+
==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).
 +
 
 +
==Logos==
 +
All logos are in [http://strabo.moonsociety.org/images/moonsoc-logo/ this directory].
 +
 
 +
==Resources==
 +
[https://sproutsocial.com/insights/social-media-image-sizes-guide/ Image Sizes for Social Media]
 +
 
 +
==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
 +
 
 +
[[Category:Moon Society]]

Latest revision as of 04:29, 26 March 2021

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.

The intended audience for this page is normal people and graphic artists who will be creating simple web pages, print ads, and other rendered art. If you are a CSS developer, you may find Moon Society 2019 Branding Font Stacks of interest. Do not use fonts from low in the stacks for "normal" branding work.


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)
  1. 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).

Logos

All logos are in this directory.

Resources

Image Sizes for Social Media

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
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