MDCulture Branding Style Guide 1
MDCulture Logo Standards The MDCulture brand message and attributes are carried through all means of communication through the intelligent use of color and typography. The following symbol has been developed for the MDC Cultural Affairs department. The following programs fall under this: Miami Book Fair International Miami International Film Festival The Center for Literature and Theatre @ MDC MDC Live Arts MDC Museum and Galleries of Art + Design Teatro Prometeo Freedom Tower Koubek Center Tower Theater The MDCulture Mission and Vision 2013 MDCulture Acts as a catalyst for cultural growth by offering a full spectrum of arts experiences that provoke thought and engage diverse audiences. To maintain consistency, the logo s proportions must not be altered. Logo in English: Logo in Spanish: 2
Unacceptable Logo Usage Do not change element position Common Mistakes To maintain the integrity of the MDCulture logo and to promote the consistency of the brand, it is important to use the logo as described in these guidelines. The examples shown here illustrate possible misuses of the MDCulture logo that should be avoided. Do not outline Please do not: Condense, extend, skew, distort, manipulate, modify or redraw the logo in any way Print the logo in a screen or texture Print type or other elements inside the logo Alter the proportional relationships or the vertical and horizontal alignment of the elements of the logo Do not stretch or distort Place the logo over areas of imagery where the logo is not clearly defined Do not put the logo in a box or any other shape Do not print logo reversed out in a black box on a white background Do not change fonts/colors Do not place the logo on a color without sufficient contrast 3
Logo Color Standards The primary color used for the MDCulture logo is Pantone 2602. When color or printing prohibits this, the logo may be used in all black or reversed to white for dark backgrounds only. The logo can appear on color, illustration or photographic backgrounds, as long as the legibility and integrity of the logo are not diminished. One-color printing 100% Pantone 2602 Black and 70% Black Reversed (knocked out) to white Pantone 2602 C63 M100 Y0 K3 R135 G42 B144 Pantone Black 70% Black R109 G111 B113 Four-color printing 63% Cyan, 100% Magenta, 3% Black Typeface Standards ITC Avant Garde Gothic Book Condensed 1234567890!@ $%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ ITC Avant Garde Gothic Demi Condensed 1234567890!@ $%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ 4
Stationery Standards in English Letterhead: Cultural Affairs Department 300 N.E. Second Ave., Suite 4101 Miami, FL 33132 T: 305.237.3475 www.mdc.edu Miami Book Fair International Miami International Film Festival The Center for Literature and Theatre @ MDC MDC Live Arts MDC Museum and Galleries of Art + Design #10 envelope: Teatro Prometeo Freedom Tower Cultural Affairs Department 300 N.E. Second Avenue, Suite 4101 Miami, Florida 33132 Koubek Center Tower Theater Front of business card: Back of business card: Alina Interián Executive Director Cultural Affairs Department 300 N.E. Second Avenue, Suite 4101 Miami, Florida 33132 T: 305.237.3475 M: 305.510.6100 alina.interian@mdc.edu www.mdc.edu Festivals Miami Book Fair International Miami International Film Festival Programs The Center for Literature and Theatre @ MDC MDC Live Arts MDC Museum and Galleries of Art + Design Teatro Prometeo www.mdc.edu Cultural Centers Freedom Tower Koubek Center Tower Theater 5
Stationery Standards in Spanish Front of business card Back of business card Alina Interián Directora Ejecutiva División de Asuntos Culturales 300 N.E. Segunda Avenida, Suite 4101 Miami, Florida 33132 T: 305.237.3475 M: 305.510.6100 alina.interian@mdc.edu www.mdc.edu www.mdc.edu Festivales Feria Internacional del Libro de Miami Festival Internacional de Cine de Miami Programas Centro de Literatura y Teatro @ MDC MDC Live Arts MDC Museo y Galerias de Arte y Diseño Teatro Prometeo Centros Culturales Torre de la Libertad Centro Koubek Teatro Tower 6
Programs Under MDCulture When the MDCulture logo appears in proximity to another logo of an entity that operates under the MDCulture umbrella, the words A program of should be added above the MDCulture logo to distinguish the relationship between the event and MDCulture. See examples below: Calendar May 31 Through Aug. 17, 2013 Imagining La Florida offers an innovative look at Florida from the 1513 expedition of Juan Ponce de León through the founding of St. Augustine. This exhibition is presented by Miami Dade College and Acción Cultural Española in cooperation with España-Florida Foundation, Centro Cultural Español en Miami/Embajada de España en Estados Unidos and MDC Museum of Art + Design. Free admission Miami Dade College presents Imagining La Florida Ponce de León and the Quest for the Fountain of Youth MDC Museum of Art + Design The Freedom Tower 600 Biscayne Blvd., Miami, FL 33132 A program of More information galleries@mdc.edu 305-237-7700 7
MDCulture Shown With Other Programs When the MDCulture logo appears in proximity to multiple logos of entities that operate under the MDCulture umbrella, the logo stands alone. See examples below: Visit the Freedom Tower Museum & Offices MDC Museum of Art + Design South Florida Immigration Experience & History of The Miami News (Coming fall 2014) Level 2 MDC Museum & Galleries of Art + Design Level 3 Miami International Film Festival Level 4 & 5 MDC Live Arts Level 6 Hours The Freedom Tower and the MDC Museum of Art + Design are open to the public from noon to 5 p.m. Wednesdays through Sundays. Admission is free. To view exhibitions, take the lobby elevator to Level 2. Office hours vary by department. For current hours, please call specific department. The Freedom Tower proudly rises above Miami after its construction in 1925. Address 600 Biscayne Blvd. Miami, FL 33132 Contact For additional information: Freedom Tower History/Tours, General Information Museum & Galleries of Art + Design 305 237-7700 www.mdcmoad.org Miami International Film Festival 305 237-3456 www.miamifilmfestival.com MDC Live Arts 305 237-3010 www.mdclivearts.org Alina Interián, Directora Ejecutiva, División de Asuntos Culturales, alina.interian@mdc.edu Miami Dade College District Board of Trustees Helen Aguirre Ferré, Chair Armando J. Bucelo Jr., Vice Chair Marili Cancio Jose K. Fuentes Benjamín León III Armando J. Olivera Marielena A. Villamil Eduardo J. Padrón, President, Miami Dade College Miami Dade College is an equal access/equal opportunity institution and does not discriminate on the basis of sex, race, color, marital status, age, religion, national origin, disability, veteran s status, sexual orientation or genetic information. Contact the Office of Director, Equal Opportunity Programs/ADA Coordinator, at 305-237-2577 for assistance. D-2168 Miami Dade College es la institución universitaria más grande de la nación, con una matrícula superior a los 174,000 alumnos. Desde su inauguración en 1960, el MDC ha prestado servicios a casi dos millones de estudiantes. Con apoyo financiero estatal, MDC opera en ocho recintos y ofrece más de 300 programas diferentes como varios diplomas de licenciaturas en Educación, Ingeniería, Cine, Enfermería y otros. Miami Dade College desempeña un papel muy activo en el clima cultural de nuestra dinámica y multiétnica comunidad del sur de la Florida y es reconocido asimismo por sus presentaciones artísticas de probada excelencia. Miami Dade College District Board of Trustees Helen Aguirre Ferré, Chair Armando J. Bucelo Jr., Vice Chair Marili Cancio Jose K. Fuentes Benjamín León III Armando J. Olivera Marielena A. Villamil Eduardo J. Padrón, President, Miami Dade College Miami Dade College is an equal access/equal opportunity institution and does not discriminate on the basis of sex, race, color, marital status, age, religion, national origin, disability, veteran s status, sexual orientation or genetic information. Contact the Office of Director, Equal Opportunity Programs/ADA Coordinator, at 305-237-2577 for assistance. 8
MDCulture Eblasts Suggested uses and placements of the logo in eblasts: See examples below: When the MDCulture logo is used with a variety of other logos among which may be an MDCulture program do not add a program of. When the MDCulture logo is used in proximity to one of its programs, it is placed after that program s logo, with the words a program of above the MDCulture logo (as below; see page 7). A program of A program of 9