Style Guide - Pink Key Consulting

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
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.
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 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.
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.
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 main categories we have chosen to emphasize
are:
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.
SCIENCE & TECHNOLOGY
THE GREAT OUTDOORS
CREATIVE PLAY
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.
2
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
The Logo
EU_001-01
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.
EU_001-03
Secondary Logo
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_001-04
Secondary Logo
4
Fonts and Colours
Fonts
Colours
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
Primary
c70, m0, y100, k0
PANTONE 369C
c78, m11, y37, k0
PANTONE 7716C
c85, m48, y0, k0
PANTONE 660C
c46, m85, y0, k0
PANTONE 7656C
c10, m90, y30, k0
PANTONE 205C
c0, m95, y84, k0
PANTONE 1788C
c0, m55, y98, k0
PANTONE 144C
c20, m90, y0, k0
PANTONE 675C
c0, m0, y0, k0
PANTONE WhiteC
c0, m0, y0, k100
PANTONE BlackC
Vag Rounded Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Vag Rounded Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Secondary
Secondary
Helvetica Roman
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
c20, m0, y91, k0
PANTONE 381C
c0, m8, y73, k0
PANTONE 114C
c40, m0, y0, k0
PANTONE 2975C
c100, m0, y60, k72
PANTONE 3308C
c2, m27, y0, k0
PANTONE 2365C
c84, m100, y45, k5
PANTONE 525C
5
Packaging
Components
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.
EU_001-01
Primary Logo
Call Outs
Age Grade Symbol
EU_001-16
EUREKA! Rainbow
EU_001-12
Font: Vag Rounded Bold
EU_001-13
Font: Vag Rounded Bold
EU_001-14
Font: Vag Rounded Bold
EU_001-15
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_001-10
EU_001-11
6
Packaging Examples
Packaging Styles
Here you can
see a selection
of the packaging
together.
7
Packaging Guidelines
Packaging Styles
The EUREKA! packaging is designed to provide a
memorable, consistent, yet flexible look at retail.
Guidelines
Please follow the guidelines below and use the
pre-approved graphics in this guide.
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.
• All EUREKA! merchandise must be identified with
approved EUREKA! packaging, labels and hang tags.
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.
• 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
Front & Sides of Pack
This should always be the
white card colour.
Packaging - Open Box
Back of Pack
This should always
be the brown
cardboard colour.
Product Name
Vag Rounded Bold
Product Description
Vag Rounded Light
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.
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.
build your own
build your own
Time Machine
Time Machine
30 piece glow in the dark clock
Call Outs
All call outs should be a single
colour taken from the primary
colours.
30 piece glow in the dark clock
Safety and legal
copy here
All call out copy is set in Vag
Rounded Bold Colour: white,
centred on the graphic.
9
Front & Sides of Pack
This should always be the
white card colour.
Packaging - Closed Box
Back of Pack
This should always
be the brown
cardboard colour.
Product Name
Vag Rounded Bold
Product Description
Vag Rounded Light
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.
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.
build your own
build your own
Time Machine
Time Machine
30 piece glow in the dark clock
Call Outs
All call outs should be a single
colour taken from the primary
colours.
30 piece glow in the dark clock
Safety and legal
copy here
All call out copy is set in Vag
Rounded Bold Colour: white,
centred on the graphic.
10
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
Packaging - Tags and Labels
These items are shown actual size
and templates are supplied.
The items must be produced
at this size.
Cutter Guides or Crease Guides
Swing Tag Front
Tag
Templates created in
Adobe Illustrator CS4
Label
Swing Tag Back
EU_003-01.indd
EU_003-03.ai
12
Packaging - Header Card
This shows the primary
and secondary styles of
packaging.
Primary
packaging
style 1
Secondary
packaging
style 2
13
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_004-01.jpg
14
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_002-01.ai
EU_002-02.ai
EU_002-03.ai
EU_002-04.ai
EU_002-05.ai
EU_002-06.ai
EU_002-07.ai
EU_002-08.ai
EU_002-09.ai
EU_002-10.ai
EU_002-11.ai
EU_002-12.ai
EU_002-13.ai
EU_002-14.ai
EU_002-15.ai
EU_002-16.ai
EU_002-17.ai
EU_002-18.ai
EU_002-19.ai
EU_002-20.ai
EU_002-21.ai
EU_002-22.ai
EU_002-23.ai
EU_002-24.ai
15
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_002-25.ai
EU_002-26.ai
EU_002-27.ai
EU_002-28.ai
EU_002-29.ai
EU_002-30.ai
EU_002-31.ai
EU_002-32.ai
EU_002-33.ai
EU_002-34.ai
EU_002-35.ai
EU_002-36.ai
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EU_002-39.ai
EU_002-40.ai
EU_002-41.ai
EU_002-42.ai
EU_002-43.ai
EU_002-44.ai
EU_002-45.ai
EU_002-46.ai
EU_002-47.ai
EU_002-48.ai
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_002-49.ai
EU_002-50.ai
EU_002-51.ai
EU_002-52.ai
EU_002-53.ai
EU_002-54.ai
EU_002-55.ai
EU_002-56.ai
EU_002-57.ai
EU_002-58.ai
EU_002-60.ai
EU_002-61.ai
EU_002-62.ai
EU_002-63.ai
EU_002-64.ai
EU_002-65.tif
EU_002-66.tif
EU_002-67.ai
EU_002-68.ai
EU_002-69.ai
EU_002-70.ai
EU_002-71.ai
EU_002-72.ai
EU_002-73.ai
EU_002-74.ai
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_002-75.ai
EU_002-76.ai
EU_002-77.ai
EU_002-78.ai
EU_002-79.ai
EU_002-80.ai
EU_002-81.ai
EU_002-82.ai
EU_002-83.ai
EU_002-84.ai
EU_002-85.ai
EU_002-86.ai
EU_002-87.ai
EU_002-89.ai
EU_002-89.ai
EU_002-90.ai
EU_002-91.ai
EU_002-92.ai
EU_002-93.ai
EU_002-94.ai
EU_002-95.ai
EU_002-96.ai
EU_002-97.ai
EU_002-98.ai
EU_002-99.ai
EU_002-100.ai
EU_002-101.ai
18
Icons
Colours can be changed as long as they are colours
from the brand.
EU_005-05.tif
EU_005-02.tif
EU_005-06.tif
EU_005-03.tif
EU_005-01.tif
EU_005-04.tif
EU_005-08.tif
EU_005-08.tif
EU_005-07.tif
EU_005-08.tif
EU_005-08.tif
19
Photography
EU_004-01
EU_004-02
EU_004-03
EU_004-04
EU_004-05
EU_004-06
EU_004-07
EU_004-08
EU_004-09
EU_004-10
EU_004-11
EU_004-12
EU_004-13
EU_004-14
EU_004-15
EU_004-16
EU_004-17
EU_004-18
EU_004-19
EU_004-20
EU_004-21
EU_004-22
EU_004-23
20
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 1992. 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.
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.
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
21
Product Concepts
Apparel & Giftware
22
Product Concepts
Build your own kits
23
Product Concepts
Make your own kits
24
Product Concepts
Make your own kits
25
Product Concepts
Eye spy kits
26
Product Concepts
Family game kits
27
Product Concepts
Get creative kits
28