The Schomburg Center

The Schomburg Center for Research in Black Culture

Rebrand Initative & Style Guide

.: Abstract1.1 Research Paper

The Schomburg Center for Research

in Black Culture is located in New York, New York and is a division of the New York Public Library. For over 80 years the Center has collected, preserved, and provided access to materials documenting black life and promoted the study and interpretation of the history and culture of peoples of African descent. The Schomburg Center promotes the study of the histories and cultures of peoples of African descent and interprets its collections through exhibitions, publications and educational, scholarly and cultural programs. Primarily geared towards researchers, The Schomburg Center’s visitation physically and via the web has become stagnant. In an effort to remedy this a campaign has been developed to improve brand awareness, positioning,

and visual identity. The campaign will consist of three phases: design, execution, and feedback. Because The Schomburg Center does not have its own website a new website that is more extensive, along with a new logo and collateral materials will be created to target the new audience. The overall campaign is designed to drive visitation via the web and physically and appeal to a broader and more diverse audience. It will also

show the evolution of The Schomburg Center from research library to culture center. This campaign is important because since the beginning of time people have learned to evolve because of their history. And the history explored through this collection explores how the world has grown and evolved through struggles and how many of the same issues we still contend with today.

In conclusion, The Schomburg Center for Research in Black Studies is evolving. Even

though many see The Schomburg Center as just a research library it is developing into more than just a library. It is emerging as more of a cultural center. The problem that The Schomburg Center faces are low visitation numbers to the center and website. In order to remedy this obstacle this campaign will revolutionize the way people view The Schomburg Center and present it to them in a new and dynamic way. This project will pursue a new brand initiative geared towards reestablishing and renovating the brand to encompass a new audience. This revolution will be accomplished by improving brand awareness, positioning, and visual identity to the target audience and will ultimately increase visitation both physically and via the web. This process will involve three phases: Design, Execution, and Feedback. These phases will change the face of The Schomburg

Center to in order to reach a broader audience. The design phase will involve redesigning the logo, collateral, website and other items. While the Execution phase will encompass the website going live and the collateral being distributed

to the target audience. The campaign will seek to drive

the target audience to the new and improved website and stimulate them to ultimately visit The Schomburg Center. The final phase, feedback,

will incorporate a number of different methods to gauge the success of the project. Upon implementation of this campaign and the completion of the three phases there will be an increase in overall awareness of The Schomburg Center for Research in Black Culture and what they have to offer.

.: Conclusion

Even though many see The Schomburg Center as just a research library it is developing into more than just a library. It is emerging as more of a cultural center.

1.2 Client Brief

Deliverables:

The project deliverables will consist of:

• Logo (color palettes & typography designs

• Tagline• Complete Website• Website Banner• Promotional Materials

(T-Shirts, Shopping Bags, Mugs, Bookbags, Sunvisors, & Baseball Hats)

The main objectives of this campaign will be completed by March 2012.

Scope:

The scope of this project is to reevaluate the current brand and deliver an innovative course of action for revitalizing the brand through solid marketing initiatives and a new brand package.

Measurement:

The success of the campaign will be measured by the increased traffic to thewebsite via website hits and the increased traffic to the Center via the number ofvisitors.

Objective:

The objective of this project is to implement a new branding initiative to strengthen and re-build the brand for the purpose of targeting students, teachers, and cultural enthusiasts to increase overall Center visitation and web traffic. The goal is to raise awareness while calling out key features & benefits such as The Schomburg Center’s massive collections and the various programs they offer at no cost.

Deliverables:

The project deliverables will consist of:

• Logo (color palettes & typography designs

• Tagline• Complete Website• Website Banner• Promotional Materials

(T-Shirts, Shopping Bags, Mugs, Bookbags, Sunvisors, & Baseball Hats)

The main objectives of this campaign will be completed by March 2012.

1.3 Creative Brief

Cultural

Rich

Educational

Key Tenets

Positioning:

The Schomburg Center is at the forefront in terms of its mass collecton of item pertaining to African decent. They are in a position to evolve into a force within the African American community and the historical enthusiasts throughout the world. The Schomburg Cener is currently in its infancy as a cultural center and this camapaign will help navigate the center into setting the scene in Harlem.

Vision:

We envision a world where the The Schomburg Center is a the premier source for all historical information pertaining to people of African decent and is a dynamic cultural experience to those of all enicities and racial backgrounds.

Unique Selling Proposiiton: USP

The Schomburg Center’s perseverance to the collecting & documenting of people from African decent through rare artifacts in its massive collection of over 10 million pieces as well as its evolution into more of a cultural center is what sets The Schomburg Center ahead of their competitors.

Target:

There are a wide variety of “consumers” starting with students and educators, researchers, bibliophiles, historians, and those just that love unearthing the rich history pertaining to people of African decent.

1.4 S.W.O.T.

• Amount of Materials/Products

• Location• Price• Culture• Leadership

• Technology Development and

Innovation• Product Development

• Increased Visibility

• Expand Brand Outside of New

York City

The first quadrant was designed to be a representation of the Strengths associated with The Schomburg Center based on my SWOT Analysis. With the images selected I believe they anthropomorphize what The Schomburg Center’s strengths really are.

The second quadrant displays The Schomburg Center’s Weaknesses. Although The Schomburg Center has been in existence for years it is relatively unknown and unheard of outside of the research world and has a weak presence with educators, students, and technology /product development.

The third quadrant represents areas of Opportunity for The Schomburg Center through the various illustrations. There is enormous room for growth and with through improved brand awareness, positioning, visual identity and marketing campaigns, a better website, advertising, & promotional materials The Schomburg Center can achieve each of these.

The fourth and final quadrant depicts The Schomburg Center’s potential Threats. The director of The Schomburg Center since 1982, Howard Dodson, is retiring sometime this year and because of this change in leadership the fate of The Center is potentially uncertain. This coupled with their competitors and the current state of the economy could spell disaster for The Center.

• Presence• Unknown & Unheard of

• Technology Development &

Innovation• Product Development

• Budget Cuts• Strong Competitors

• Retirement of Director

• Failing Economy

1.5 Target Audience Profile 1Langston Pryor, named for the famed African American poet Langston Hughes, is a 52-year-old devoted husband and loving father. He has been married for 23 years and has 3 children. He attended The University of Georgia where he majored in Education. He supports his family by teaching history to grades 6th-8th at the local middle school. His believes that you can’t know where you are going until you know where you came from and stresses this to his students and children. He prefers to wear golf shirts and Dockers rather than a shirt and tie and puts on a suit only when attending weddings and funerals. Langston is active in the church and has also been teaching Sunday School for the last 6 months. He drives a late model SUV and loves to attend his kids sporting events. Langston is also an avid collector of black art especially from the Harlem Renaissance era.

He appreciates reading biographies and has just completed, “The Audacity of Hope” by Barack Obama. He does not subscribe to any magazines but reads The Atlanta Journal-Constitution on a daily basis over his morning coffee. He does not tweet, have a Facebook page, or listen to MP3’s but he does own a laptop. He believes that music should still be recorded on wax and only owns a cell phone for emergency purposes. He loves the smell of old books and still visits the library on a regular basis. He takes daily walks in the evening to relax and tries to catch “the game” anytime one is on. Langston also enjoys road trips and visiting interesting historical sites such as the Negro League Baseball Museum and Gettysburg. He is caring, moderately health conscious, liberal, intelligent, and what some would refer to as Old School.

Age: 52Gender: MaleIncome: $62,000Location: Atlanta , GAEducation Level: College GraduateOccupation: Middle School TeacherFamily: Married (23 Years) Children (3) Pets-NoneSocial Life: Road Warrior, Walking, Sports Fan, Art Collecting, Active Church MemberSocial Media: (Facebook User? Twitter? Other?): NoneCultural: Book Reader and Black Art CollectorPolitical: Democrat with both liberal and conservative views.Ethnicity: African AmericanPersonal Values: Spiritual, Altruistic, Educated, Proud, Caring, TeacherClubs/Tribes: Cell phone and laptop user, Road Warrior, History Buff, Old SchoolFaith/Religious Beliefs: Baptist/

Langston Pryor

1.6 Target Audience Profile 2Logan Davis is a 23 year-old, single, proud African American, female, and college graduate currently pursuing a graduate degree. She is spunky, vivacious, family-oriented, intelligent, organized, and altruistic. She earns a living as college administrator and attends graduate school online. Logan is a history buff and enjoys traveling and hanging with the locals. She is God-fearing and regularly attends church. She is a member of a sorority and is very active in their graduate chapter’s community outreach tutoring program. The program includes the tutoring of African American male and females from 14-18 from high-risk areas. She subscribes

to Jet, Ebony, and Essence magazines and regularly checks her email. She logs onto Facebook and Twitter everyday and maintains the Davis’ family GENI page at www.geni.com. She is extremely family oriented and has lots of friends. She is currently in the process of planning the Davis 30th family reunion. She has an iPod, iPad, laptop, and is never without her smart phone. Logan is trendy and current yet has a unique sense of style. She wears her hair in mostly natural styles and appreciated her African heritage. She resides in Oak Park, IL a suburb of Chicago, rents an apartment, and commutes to work via public transportation.

Age: 23Gender: FemaleIncome: medianLocation: Oak Park, ILEducation Level: College GraduateOccupation: College AdministratorFamily: Single - No Children No petsSocial LifeTraveling Genealogical Research, Sorority MemberSocial Media: Facebook, Twitter, Geni, Linked InCultural: Bibliophile, Avid CD CollectorPolitical: Democrat with moderately liberal views.Ethnicity: African AmericanPersonal Values: Spiritual, Altruistic, Educated, Organized, Intelligent, Spunky, Unique, ProudClubs/Tribes: Smartphone, laptop, and iPod user, Travel Enthusiast, History BuffFaith/Religious Beliefs: Southern Baptist/ God fearing

Logan Davis

3.1 Basic StandardsLogo Signature

Old Logo

New Logo

The Sch mburg CenterThe Sch mburg CenterFor Research in Black Culture

Collecting, preserving, and documenting black life.

Full Color Logo with Tagline

Black Logo with Tagline

Full Color Logo On Dark Background







A prescribed amount of clear space around the logotype should be

maintained at all times. No other type or graphic element may appear

in the prescribed clear space unless authorized by expressed written

consent of The Schomburg Center.

Logo TypeLogo Mark

African Symbol Trajan Pro Font


Surrounding Space for Print and Web

It is extremely important for brand success that the logotype and signatures

be displayed correctly. This includes always using the correct typefaces ad the

correct relative positioning and size of all elements. The examples here illustrate

unacceptable treatments.

1. Do not distort any portion of the logotype/signature.

2. Do not crop any portion of the logotype/signature.

3. Do not tilt the logotype/signature. (Except for letterhead)

4. Do not rearrange the components in the signature.

5. Do not alter the typeface of the logotype.

6. Do not alter the relative size of the logotype and logomark.

7. Do not alter the type style (e.g. from all caps to cap/lowercase) of

the logotype.

What NOT To Do

Unacceptable Treatments

The Schomburg CenterThe Schomburg CenterFor Research in Black Culture



For Research in Black Culture

TH

E

SC

HOMBURG

CENTER

Trajan Pro (Bold)

The quick brown fox jumped over

the lazy dog.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

!@#$%^&*()

Logo Font

Savoye (LET Regular)The quick brown fox jumped overthe lazy dog.ABCDEFGHIJKLMNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz

1234567890

!@#$%^&*()

Tagline Font

Didot (Regular)

The quick brown fox jumped over the lazy

dog.

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

!@#$%^&*()

Copy Font

Typography is one of the most

recognizable elements of a

companies identity and will

help to portray the identity of

The Schomburg Center.

3.2 Logotype Fonts

R: 22G: 95B: 172

R: 114G: 191B: 68

R: 55G: 196B: 232

R: 175G: 183B: 183

R: 35G: 31B: 32

R: 242G: 145B: 26

R: 247G: 237B: 97

R: 255G: 255B: 255

C: 93M: 68Y: 0K: 0

C: 60M: 0Y: 100K: 0

C: 64M: 0Y: 5K: 0

C: 32M: 21Y: 25K: 0

C: 0M: 0Y: 0K: 100

C: 2M: 51Y: 100K: 0

C: 6M: 1Y: 75K: 0

C: 0M: 0Y: 0K: 0

Primary Colors

Secondary Colors

ColorPalette

Schomburg Colors

3.3 Stationery System

515 Malcolm X Boulevard New York, NY 10037-1801

www.theschomburgcenter.comPhone: 212-491-2200

The S

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ter

The S

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For

Rese

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ture The Sch mburg Center

The Sch mburg CenterFor Research in Black Culture

The Sch mburg Center

The Sch mburg CenterFor

Research

in

Black

Culture

John Brown

Phone : 212-491-2200

515 Malcolm X Boulevard New York, NY The Schomburg Center Stationery

System is comprised of a letterhead, envelope, and

business cards. They will be available to all fulltime

employees. The Schomburg Center Logo should always

appear as is viewed here in these examples. The body copy is to be Didot Regular 12pt.

Language:-Formal, friendly language-”We” should be used as frequntly as possible to inspire a cohesive feel.-No slang or inflammatory language-Always enriching and educational

The S

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ter

The S

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ter

For

Rese

arch

in B

lack

Cul

ture Date: [Insert Date]

[Recipient][Title][Company][Address 2][Address 3]

Dear [Recipient]:

Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim.

Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus. Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor.

In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus id bibendum luctus, magna orci luctus quam, et auc-tor urna diam sit amet ligula. Sed purus dui, suscipit et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue mollis risus. Mauris porttitor varius mauris. Vivamus in urna et sem accumsan imperdiet. Aenean fringilla, eros tincidunt gravida elementum, justo eros pharetra felis, in rhoncus arcu lectus non enim. Phasellus odio tortor, mattis ut, mattis elementum, luctus at, orci.

Sincerely,

[Your Name][Your Title]

515 Malcom X Boulevard New York, NY 10037-1801 www.theschomburgcenter.comPhone: 212-491-2200

The Schomburg Center Stationery

System is comprised of a letterhead, envelope, and

business cards. They will be available to all fulltime

employees. The Schomburg Center Logo should always

appear as is viewed here in these examples. The body copy is to be Didot Regular 12pt.

Language:-Formal, friendly language-”We” should be used as frequntly as possible to inspire a cohesive feel.-No slang or inflammatory language-Always enriching and educational

The imagery follows closely with the color palette

and depicts images that represent the overall

campaign. There are images of Africa on a globe

to represnt the migration of people of African

descent to every reach of the world. Students,

teachers, youths, and adults are represented here.

The textures are rough like elephant skin and

natural like the leaf.

3.4 Imagery & Textures

515 MALCOLM X BOULEVARD NEW YORK, NY 10037-1801

Stop By For A Visit

The Schomburg Center

Documents

Transcript of The Schomburg Center