Moon Society 2019 Branding

This is a branding proposal that harkens back to what we have used historically, while trying all colors to Pantone Coated and providing freely redistributable fonts for all typefaces.

TODO:

• Finalize typeface choices
• Font repository (publicly accessible?)
• Cyan color
• Logo/wordmark revision
• Branding sheet

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

 

PENDING (cyan?) PENDING

 

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 harkens back to the later WSD (2003-2013) website background 113C (light gold)

1. FAE053

 

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

1. FFCD00

 

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

1. D29F13

 

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

1. 967126

 

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

1. D7D2CB

 

Warm Gray 7C

1. 968C83

 

411C (grayish brown)

1. 5E514D

 

412C (brown)

1. 382F2D

 

663C (pinkish off-white)

1. E5E1E6

 

435C (chaise mauve)

1. C1B2B6

 

437C (lavender)

1. 7B6469

 

439C (dark cherry)

1. 453536

 

Candidate Typefaces

• General purpose serif and possibly logo/title: Palladio/Palatino, with Tex Gyre Pagella as a FOSS and redistributable implementation.
• Headings and Headlines: Spartan, with Spartan MB as a FOSS redistributable implementation. League Spartan has been used with MMM and harkens back to Gizmo, for which a usable font is a pending action item that won't be ready in time for the 2019 website.
• Body text and general purpose sans serif: Noto Sans, which harkens 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).