Parents support and trust the philosophy because it has been developed over many years by experts based at the UK s National Children s Museum.

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2 Introduction I like to look and listen, I need to touch and try. I want to smell and sample, And ask the question why? Give me time to wander, To imagine and pretend. Space to run and bend and stretch, Share secrets with a friend. I want to hold and handle, I must play to understand. For I need to know so many things, To find out who I am. Anonymous Parents support and trust the philosophy because it has been developed over many years by experts based at the UK s National Children s Museum. EUREKA! is a brand, but it is also a way of life. It is bright, lively and engaging. It is imaginative and exploratory. It is fun, it is clever, it is your EUREKA! moment. If you were 5-7 years old EUREKA! would be your best friend! The EUREKA! brand is unique; it is above all things fun. It sees adventure in both the everyday and the spectacular and makes the ordinary a playground for exploration and imagination. Built on sound principals of play and learning it links to school curriculum and has the support of experts on childhood, play, and development but more importantly, parents. Learning through play has never been more important. This is where the philosophy behind the EUREKA! brand wins; children who have fun the EUREKA! way are involved, captivated and very very hands on. They learn, by having fun. 1

3 The Licensing Programme The EUREKA! Licensing Programme sets out to reflect the essence of the brand, translated into product that educates, but is above all things, fun. We expect that the products that make up the licensing programme will encourage both children and parents to engage on an imaginative and creative level. The core target are boys and girls aged 5-7 years old. What makes it different from other licences is the unique combination of the everyday seen through the eyes of children that make it a playground for exploration and imagination. Modern children are constantly being encouraged towards a sedentary lifestyle by television, on-line games and apps. Our products, encouraging children to use their imagination will enter the market at a time when learning through play has never been more important, and they will have the dual purpose of appealing to children, while being trusted by parents. The product packaging will capture the essence of EUREKA! philosophy by being bright, colourful and vibrant on the shelf. The products themselves will be interactive, involving and captivating, and parents can be assured that the thought behind them is supported by pioneering thinking. This Style Guide will help licensees capture the unique EUREKA! tone of voice. It aims to give a clear indication of what the product should look like on the shelf so that there is synergy between different types of product, but also allows licensee s flexibility to use elements in the guide to identify the type of product they make. The overall feel should be that of home made. The background to all products is deliberately clean to allow licensees to build up the icons to add colour and relevance to the type of product they are manufacturing. The main categories we have chosen to emphasize are: SCIENCE & TECHNOLOGY THE GREAT OUTDOORS CREATIVE PLAY Equally for more generic product there are icons and photographs that emphasize general play. It is also important to stress that EUREKA! is a charity and all royalties from this programme will go towards supporting the charity and promoting children s learning through playful, educational activities. 2

4 Legals Each product and its respective packaging must carry the legal notices and appropriate copyright and trademark notices. In each please use the fullest legal notice that space permits: Copyright Notice EUREKA! The National Children s Museum 2013 EUREKA! is a registered trademark of Eureka! The National Children s Museum used under licence from EUREKA! The National Children s Museum. All copyrights and trademarks are the property of EUREKA! The National Children s Museum. All rights reserved. A copyright or trademark notice, as appropriate, must be permanently affixed to all product packaging and promotional material at a clearly legible size (though it should not obscure or interfere with the text or artwork it refers to). If the product has multiple pieces a full notice should appear on the packaging or container and on each major piece. In the case of repeating fabrics the legal notice should appear at regular intervals along the margin or reverse side. Each time a logo is used, a must also be printed alongside and an appropriate legal notice displayed. All use of legal notices must be submitted for approval using the appropriate documentation and in accordance with the process laid out in the approval part of the licensee contract. 3

5 The Logo EU_ Primary Logo White and Black Versions These versions of the logo can be used slightly smaller since they are not holding any colour. However 30mm wide is the absolute minimum size that these versions should be used unless given specific permission from your licensing contact. To maintain consistency across all printed and digital material, a minimum space should surround the logo. This can be judged as the height between the top and middle lozenge of the letter E from the logo. This logo should not be used smaller than 40mm wide unless given specific permission from your licensing contact. EU_ Secondary Logo EU_ Secondary Logo 4

6 Fonts and Colours Fonts The primary font is VAG Rounded. VAG Rounded is a family/child-friendly font and its rounded edges project a family-friendly image and quality feel. The secondary font is Helvetica, which should only be used for body copy to maintain consistency. However, when producing digital material Arial can also be used. This is the only exception. Primary Vag Rounded Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Vag Rounded Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Colours Primary c70, m0, y100, k0 PANTONE 369C c0, m95, y84, k0 PANTONE 1788C Secondary c78, m11, y37, k0 PANTONE 7716C c0, m55, y98, k0 PANTONE 144C c85, m48, y0, k0 PANTONE 660C c20, m90, y0, k0 PANTONE 675C c46, m85, y0, k0 PANTONE 7656C c0, m0, y0, k0 PANTONE WhiteC c10, m90, y30, k0 PANTONE 205C c0, m0, y0, k100 PANTONE BlackC Secondary Helvetica Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ c20, m0, y91, k0 PANTONE 381C c0, m8, y73, k0 PANTONE 114C c2, m27, y0, k0 PANTONE 2365C Helvetica Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ c40, m0, y0, k0 PANTONE 2975C c100, m0, y60, k72 PANTONE 3308C c84, m100, y45, k5 PANTONE 525C 5

7 Packaging Components EU_ Primary Logo Icons There are a selection of icons available to be used on the packaging (see pages 14-17). In most cases they are designed to be used in a single colour. Call Outs Age Grade Symbol EU_ EUREKA! Rainbow EU_ Font: Vag Rounded Bold EU_ Font: Vag Rounded Bold EU_ Font: Vag Rounded Bold EU_ Font: Vag Rounded Bold The EUREKA! Rainbow is for placement within any of the icons to create a feature icon for the pack or product as shown below. The graduation is reduced to fit the icon. When choosing which icon to use, select one that has relevance to your product. Backgrounds The backgrounds are designed to look like cardboard. To retain this, the background must always be used same size and not scaled at all. The file is 70cm high by 50cm wide at 300 to assist in this usage. If however you need it larger, please do not stretch or just duplicate in Adobe Indesign, extend and retouch in Adobe Photoshop. EU_ EU_

8 Packaging Examples Packaging Styles Here you can see a selection of the packaging together. 7

9 Packaging Guidelines Packaging Styles The EUREKA! packaging is designed to provide a memorable, consistent, yet flexible look at retail. Various options with the key elements of background, icons and category text have been created. The background on front and sides of the pack should always be the white card texture so as to enhance the product and supporting graphics. The background on the back of the pack should be the brown card look to give the more home made feel. There are 2 graphic styles to allow for greater flexibility. However Style 2 should only be used if you cannot find any icons that relate directly to your product. Primary Style 1: Use one main graphic icon or type of icon, ie: splashes or leaves, and arrange on the pack as shown. The larger icon, or an area of icons, is always placed to the bottom right front of the pack. The main feature call out is placed bottom left front, and additional call outs, maximum of 3, are suitably positioned on the pack. Secondary Style 2: Use a selection of icons in rows across the bottom of the front of pack, with one icon emphasised with the EUREKA! rainbow. The main feature call out is placed bottom left front, and additional call outs, maximum of 3, are suitably positioned on the pack. Guidelines Please follow the guidelines below and use the pre-approved graphics in this guide. All EUREKA! merchandise must be identified with approved EUREKA! packaging, labels and hang tags. All packaging art and graphics must be lifted directly from the EUREKA! style guide. The logo should be placed in the upper left corner of the front of the pack following logo placement guidelines. However, certain packaging configurations may require the logo to be centered. Only the EUREKA! logo with the strapline is acceptable for packaging applications. The primary logo should be used on all packaging except where a colour limitation exists. Use only the designated typography on your packaging and follow the typographic guidelines. Use only the designated flashes and icons on your packaging. Colour directions for all logos, backgrounds, flashes and text must be followed. A copyright notice must be on all packages. Main Elements Closed Box and Open Box The logo, backgrounds, and icons are the brand identifiers for EUREKA! They must always be used together. 1. Logo 2. Background 3. Icon/icons 4. Flashes 5. Product name 6. Product Description 7. Age Grade 8. Windows (for product photos) Header Card/Blister Card/Swing Tag The minimum amount of graphics on these smaller formats are: 1. Logo 2. Background 3. Age grade 4. Call out 5. Product Name/description Colour The colour used on the packaging should reflect those of the product subject. eg. nature should use greens, oranges, yellows. A water product should use more blue tones. 8

10 Packaging - Open Box Front & Sides of Pack This should always be the white card colour. EUREKA! Logo Placement The logo should be placed no closer than half the height of the E in EUREKA! from the edge of a pack face. Back of Pack This should always be the brown cardboard colour. Product Name Vag Rounded Bold Product Description Vag Rounded Light build your own Time Machine 30 piece glow in the dark clock build your own Time Machine 30 piece glow in the dark clock build your own Time Machine 30 piece glow in the dark clock 6+ build your own Time Machine 30 piece glow in the dark clock Windows All windows are to use rounded corners. Child Photography This can be used to support the graphics. Call Outs All call outs should be a single colour taken from the primary colours. All call out copy is set in Vag Rounded Bold Colour: white, centred on the graphic. Safety and legal copy here 9

11 Packaging - Closed Box Front & Sides of Pack This should always be the white card colour. EUREKA! Logo Placement The logo should be placed no closer than half the height of the E in EUREKA! from the edge of a pack face. Back of Pack This should always be the brown cardboard colour. Product Name Vag Rounded Bold Product Description Vag Rounded Light build your own Time Machine 30 piece glow in the dark clock build your own Time Machine 30 piece glow in the dark clock build your own Time Machine 30 piece glow in the dark clock build your own Time Machine 30 piece glow in the dark clock Windows All windows are to use rounded corners. Child Photography This can be used to support the graphics. Call Outs All call outs should be a single colour taken from the primary colours. All call out copy is set in Vag Rounded Bold Colour: white, centred on the graphic. Safety and legal copy here 10

12 Packaging - Blister The colour panel can be changed to any of the brand primary colour colours, to suit your product, and allow it to stand out from the packaging. Colour Panel 11

13 Packaging - Tags and Labels These items are shown actual size and templates are supplied. The items must be produced at this size. Tag Cutter Guides or Crease Guides Swing Tag Front Templates created in Adobe Illustrator CS4 Label Swing Tag Back EU_ indd EU_ ai 12

14 Packaging - Header Card This shows the primary and secondary styles of packaging. Primary packaging style 1 Secondary packaging style 2 13

15 Presentations This file is a background for presentations software such as Keynote or Powerpoint. You can populate the presentation with the icons and flashes to add colour and emphasis. EU_ jpg 14

16 Icons When choosing which icon to use, select one that has relevance to your product. Colours can be changed as long as they are colours from the brand. EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai 15

17 Icons When choosing which icon to use, select one that has relevance to your product. Colours can be changed as long as they are colours from the brand. EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai 16

18 Icons When choosing which icon to use, select one that has relevance to your product. Colours can be changed as long as they are colours from the brand. EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ tif EU_ tif EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai 17

19 Icons When choosing which icon to use, select one that has relevance to your product. Colours can be changed as long as they are colours from the brand. EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai EU_ ai 18

20 Icons Colours can be changed as long as they are colours from the brand. EU_ tif EU_ tif EU_ tif EU_ tif EU_ tif EU_ tif EU_ tif EU_ tif EU_ tif EU_ tif EU_ tif 19

21 Photography EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_ EU_

22 History EUREKA! is the UK s first and foremost museum for children, built on the philosophy of hands-on, minds-on learning. It was founded in Since then the museum has welcomed nearly 6 million visitors to its six galleries and outdoor spaces, which focus on learning through play experiences which place children at the centre of self-discovery and exploration. EUREKA! is visited by over 270,00 people each year from across the UK and beyond. 99% of our visitors would recommend us for a visit and over 40% return for two or more visits every year. There are six independently themed galleries in the museum, with 100s of interactive exhibits. There is also a huge area of landscaped outdoor space including a giant sandpit and the Wonder Walk, a sensory trail which includes a wheelchair trail. EUREKA! is different from traditional museums, where visitors aren t usually allowed to touch or interact with exhibits the exhibits are hands-on, encouraging children to learn by testing, experimenting, exploring their natural curiosity and using their senses and imagination. The key thing that differentiates the EUREKA! museum and the EUREKA! brand is play. Play creates a physical interaction with things real and imaginary that stretches children intellectually as well as physically, and ensures they are learning. It is supported by experts based at the award winning museum who have designed and built exhibitions and programmes which aim to nurture and sustain the natural curiosity children are born with. In Spring 2013 EUREKA! opened its largest single gallery redevelopment in its 21 year history with the support of a 1.45m grant from the Wellcome Trust. The 2.9m gallery, All About Me, is an immersive educational experience that uses play, role play and over 100 new interactive displays to help children learn about their bodies and how to make positive choices that will help them look after themselves. The gallery content and interpretation has been guided by a team of expert advisors, but the most important experts have been EUREKA! s consultation panel of children called Ideas United. The redevelopment of All About Me not only represents the largest gallery project in the Museum s 21 year history but also marks the start of a much bigger vision for EUREKA! As new generations of children come to visit us we really want to ensure the content of our galleries remains fresh, engaging and, above all, relevant to the lives of children in the 21st century. Children are at the very heart of everything we do at EUREKA! Using our playful learning approach, the EUREKA! museum, as well as products manufactured under the EUREKA! brand, will help hundreds of thousands of children across the UK build the knowledge, confidence and ability to live healthy, happy and fulfilling lives. 21

23 Product Concepts Apparel & Giftware 22

24 Product Concepts Build your own kits 23

25 Product Concepts Make your own kits 24

26 Product Concepts Make your own kits 25

27 Product Concepts Eye spy kits 26

28 Product Concepts Family game kits 27

29 Product Concepts Get creative kits 28