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1 San Francisco Cable Car Museum WNM Visual Design & Typography Academy of Art University Jessica Hall -

2 History & Present Status History Overview: Established in 1974, the Cable Car Museum in downtown San Francisco is a nonprofit educational facility devoted to recording and preserving the history of the iconic cable car system of San Francisco. The location of the museum at 1201 Mason Street is the last preserved and operating cable car barn and powerhouse remaining in the city which serves as a museum, tourist attraction and a functioning facility that powers all three major cable car lines in San Francisco. At the museum, visitors can view various historical item that are on display including mechanical devices used throughout the history of the cable car lines, news articles, antique cable cars dating back as far as the 1870s, and more. The museum also offers a variety of cable car memorabilia such as books, clothing, cards, keychains, and more.

3 Mission Statement & Strategy Museum Mission Statement: The mission of the Cable Car Museum of San Francisco is the preservation and display of historically significant items and events that relate to the San Francisco cable car system. The museum is a nonprofit organization that is devoted to the education of the cable car system s history to everyone. The museum also serves as the central powerhouse building that maintains the operation and maintenance of the cable car system in San Francisco. Rebranding Strategy: The identity redesign and rebranding campaign for the San Francisco Cable Car Museum will include various elements in order to establish a new look and feel for the company in order to enhance the presence of the museum in San Francisco. The ultimate goal being to create a stronger presence that will attract more visitors, tourists, educators, and anyone interested in learning and experiencing the historic cable car system. The redesign campaign will include the following elements in order to help make these changes possible: Logo and Stationery Environmental Branding and Signage Admission Ticket Designs (Including Online Tickets) A Promotional Poster for Environmental Advertising Website Redesign composition Social Media Marketing Strategies

4 Current Brand Strategy & Solutions Current Branding: Logo After 2004 Logo Prior to 2004 Problems: 1. The branding on the website, inside the museum, and on merchandise are all different, nothing is consistent. 2. The current logo(?) is difficult to utilize on merchandise, brochures, educational material or advertisements. 3. It looks old and unprofessional without drawing much interest or enticing potential visitors. Rebranding Solutions: Taking key words into consideration, a style that reflects those words in a way that will help create a brand image that will reinforce the mission statement of the museum. The logo will reflect the purpose of the museum while representing the words that will help make the brand appeal to the target market in the demographic profile.

5 Word Lists San Francisco Streets Operator Open Window Cultural Transportation Rails Timeless No Doors Legendary Classic Wire Tradition Rectangular Transport Historic Cable Endangered Box Competition Vintage Bell Headlight Rigid Safety Victorian Traffic Hand Rails Strong Convenience Power Cars Wood Old Tyme Remarkable Innovation Exciting Metal Old Fashioned Fun Unique Lacquer Happy Excitement Memorable Famous Entertaining Travel Nob Hill Nostalgic Exhilarating Tourism Grip Routes Industrial Iconic California Turn Stiles Mechanical Symbolic Powell Fares Innnovative Experience Mason Up Hill Old Grades Hyde Down Hill Preservation

6 Demographic Profile Primary Demographic: Tourists Secondary Demographic: Educators & Students Tourists: Caucasian, Asian, or African American years old Middle to Upper Class People who are visiting San Francisco and are interested in visiting historical landmarks or locations that have historical significance to the city. Educators & Students: Any ethnicity Educators of any age Children ages Primarily school field trips or events that are hosted by the school in order to add the historical significance of the cable car system into the the education of the children.

7 Competition Analysis Competition:

8 Mood Board - Textures & Colors

9 Mood Board - Inspiring Logos

10 Logo Process: Thumbnails and Rough Drafts Thumbnails: Rough Drafts:

11 Logo Process: Revisions CABLE CAR MUSEUM SAN FRANCISCO Logo Concept 2 Entertaining Innovative Experience CABLE CAR MUSEUM SAN FRANCISCO Cable Car Museum San Francisco Logo Concept 1 Historic Iconic Cultural Logo Concept 3 Vintage Memorable Mechanical

12 Logo Process: Second Revision Based on critique of the first 3 logo concepts, aiming at creating a book plate style logo that reflected the words Historic, Iconic, Cultural, and reflecting a feeling of age or rustic in nature. SAN FRANCISCO MUSEUM Rough Sketch Logo Concept 4 Historic Iconic Cultural

13 Logo Process: Final Revision Based on critique of the second revision, it was mentioned that the text would make a suitable logo in itself. I used the text for the logo and the cable car illustration to give it an element of interest. Logo Concept 5 Historic Iconic Cultural

14 Business Card Front Back Paper Type: American Masters 250 grams/90 lbs., 22x30 Cream - #19144

15 Letterhead Paper Type: American Masters 250 grams/90 lbs., 22x30 Cream - #19144

16 Envelope Front: Back:

17 Stationery

18 Poster Poster Focus: Based on the illustration from the second logo revision, this was created. The poster is for outdoor advertising that reflects the three key words of Historic, Iconic, and Cultural. - Source: Cable Car Museum Traditional cable car systems The best known existing cable car system is the San Francisco cable car system in the city of San Francisco, California. San Francisco's cable cars constitute the oldest and largest such system in permanent operation, and it is the only one to still operate in the traditional manner with manually operated cars running in street traffic. - Source: Wikipedia

19 Ad Placement

20 Admission Ticket Front: ONE ADULT FREE 1201 Mason Street San Francisco, CA Back: Welcome to the Historic San Francisco Cable Car Museum The Cable Car Museum was established in It is operated by the Friends of the Cable Car Museum as a nonprofit educational facility. Located in the historic Washington/Mason cable car barn and powerhouse, the museum deck overlooks the huge engines and winding wheels that pull the cables. Downstairs is a viewing area of the large sheaves and cable line entering the building through the channel under the street. On display are various mechanical devices such as grips, track, cable, brake mechanisms, tools, detailed models, and a large collection of historic photographs. The museum houses three antique cable cars from the 1870s. The Sutter Street Railway No. 46 grip car & No. 54 trailer and the only surviving car from the first cable car company, the Clay Street Hill Railroad No. 8 grip car. The museum store offers a variety of cable car memorabilia, books, clothing, cards and even genuine cable car bells!

21 Online Ticket Thank you for your purchase. - THIS IS YOUR TICKET - TRANSACTION DETAILS Name: John Anderson Confirmation Number: Ticket Price: FREE NOTICE This ticket is a revocable license to attend the San Francisco Cable Car Museum. As a condition of this license, the holder agrees to comply with all rules and requirements of the Cable Car Museum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas sed ipsum et odio elementum consequat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. In luctus volutpat elementum. Maecenas augue nisl, bibendum ac consectetur ac, commodo at purus. Nulla volutpat gravida ligula ac laoreet. Mauris pellentesque hendrerit vulputate. Proin quis velit eros, a tincidunt enim. Morbi feugiat tincidunt erat, in lacinia arcu placerat at. Fusce a congue quam. Pellentesque lacinia nibh nulla. Donec vitae diam urna, non posuere eros. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque iaculis neque ac odio elementum eget pulvinar orci interdum. Nulla facilisi. Praesent eget urna non risus consectetur convallis. Nulla dictum leo id felis adipiscing non ultrices urna pretium Mason Street San Francisco, CA Open 10AM - 5PM Daily Curabitur auctor purus quis tortor sagittis viverra. Phasellus a mauris tellus, in posuere arcu. Morbi elementum lacinia fringilla. Ut cursus leo euismod est placerat scelerisque quis in risus. Curabitur dapibus molestie tellus a lacinia. Donec faucibus magna eget lacus gravida iaculis. Pellentesque eget ante sit amet velit mattis ultrices. Cras vulputate justo id nulla euismod mollis. Etiam vestibulum velit quis neque fringilla id consectetur tortor eleifend. Phasellus laoreet dapibus semper. Aenean quis mattis ligula. Sed vestibulum lorem at sapien ornare nec fringilla arcu mattis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus dignissim, quam quis fringilla tristique, massa purus commodo metus, at iaculis metus diam at libero. Sed rhoncus pulvinar purus, lobortis tristique lorem luctus vel. Aliquam nec ligula eget augue mattis ullamcorper. Nullam posuere volutpat nulla, vel porta orci tincidunt eu. Cras euismod tincidunt dui. Pellentesque mauris tellus, elementum quis posuere sit amet, dapibus eget nulla. Ut ac dapibus neque. IMPORTANT INSTRUCTIONS ONE ADULT Name: JOHN ANDERSON - The barcode only allows one entry per scan. - Unauthorized duplication or sale of this ticket may prevent your admittance to the museum. Confirmation Number: Price: FREE Time: 4:34 AM Keep this ticket in a safe place as you would money or regular tickets. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas sed ipsum et odio elementum consequat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. In luctus volutpat elementum. Maecenas augue nisl, bibendum ac consectetur ac, commodo at purus. Nulla volutpat gravida ligula ac laoreet. Mauris pellentesque. Paper Size: This is your ticket. Present this entire page at the museum. 8.5 x11 / A4 Paper - Printed

22 Environmental Signage Front Entrance Wall Exhibition Main Floor Area Exhibition Display Cases

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