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).

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