Overview
Who is…
Mission
Vision

Overview
Lense
Values
Markets
Positioning
Voice
Word Bank

Overview
Fonts
Colors
Do’s + Don’ts
Example

Overview
Black + White
Colors
Do + Don’ts
Example
Overview
Pallet
Overview
Print
Digital

BRAND Architecture OVERVIEW

The Story OVERVIEW

We archive, exhibit, educate, and create dynamic events to encourage visitorship to the museum with our partners.

WHO IS MOULTON MUSEUM

The museum actively archives, restores, and preserves Orange County historical artifacts. This includes farm implements and buggies to documents, artwork, and images of the period. The Moulton Family Foundation is committed to sharing its collection with the public. Expanding the collective understanding of the ranching era and its lasting impact on the economic, social, architectural, and cultural fabric of Orange County is at the core of the Moulton Museum’s mission.

MISSION

We archive, exhibit, educate, and create dynamic events to encourage visitorship to the museum with our partners.

VISION

We operate to inform and include new narratives in local Orange County history. We seek strategic partners to increase our capacity.

Overview

LENSE: THE STORY TELLER

The Moulton Brand and sub-brands connect people to the shared human experience with stories that can unleash powerful emotions, build credibility, and allow for difficult topics to be explored. Using this gift to relay information and knowledge, The Moulton Brand passes along history and insight, often with a bit of drama to make a point or add clarity. In many ways, The Moulton Brand is the living bridge between the conscious world and the archetypal realm of the collective unconscious.

Core Values

Heritage

Community

PHILANTHROPY

CORE VALUES

Heritage

Community

PHILANTHROPY

MARKETS

POSITIONING

Voice

KEANU REEVES

Although famous, he will always tell how it is with no filter. That being said, he remains professional. He likes to buy and consume products that support a cause. Fun, Hardworking.

Loves

Core Values

Respect

Quality

PROFESSIONALISM

CURATED CONTENT

Dislikes

DISRESPECT

CHEATERS

MAD DOGGING

UNIMPORTANCE

UNORGANIZED

Word Bank

TYPOGRAPHY OVERVIEW

FONTS

As brand The Moulton Company is aware of the need for global consistency in copy in both internal and external publications. There is a defined hierachy and usage of typefaces.

Header Font

Body Font

Memphis

All company copy (e-mails, letters, postcards, etc.) should be presented in Eveleth and Georgia. This also applies to all digital media including internet usage.

COLORS

Do's + DOnts

EXAMPLE

Logo OVERVIEW

The Moulton Company signature, “lock-up,” consists of “The Moulton Company” logotype, and “M Horns” icon. In some scenarios, The Moulton Company’s tagline, “Protect, Diversify and Grow Moulton Family Assets,” may also appear in the logo lock-up.

The Primary Logo should be used at all times when able. It must always be straight and never tilted.

The signature should be allowed a clean and visual separation from all other elements. Twenty percent (20%) of the height of the The Moulton Company logotype serves as a measurement for minimum clearspace around the entire signature. This space indicated for the signature, should be flat in color (preferably black when signature is fullcolor, as shown here) and unpatterned, clear of type or any other elements. With or without tagline the same black space should apply.

Black + White

COLORS

Do's + Donts

Example

COLORS OVERVIEW

MOULTON COMPANY: COLOR PALLET

Inspired by this picture of the rolling green hills of the moulton ranch. The colors remind us of the connection the Moulton Company has to the ranch and the properties as a whole.

Primary

Primary

COLORS PALLET

Based off the rolling hill of Nellie Gail Moulton’s painting. Giving the connection to the earth (past) and the blue sky (future).

Primary Colors

Green Grass

HEX #A3A467
RGB 163, 164, 103
CMYK 39, 26, 72, 2
PMS C5777

Matte Black

HEX #111820
RGB 17, 24, 32
CMYK 81, 71, 59, 75
PMS CBlack 6

Sky Blue

HEX #b9dbe5

Secondary Colors

Midnight Blue

HEX #003B71
RGB 0, 59, 113
CMYK 100, 78, 32, 21
PMS C541

Warm Earth

HEX #784D28
RGB 120, 77, 40
CMYK 38, 64, 91, 34
PMS C463

Old Paper

HEX #F8F4EA
RGB 248, 244, 234
CMYK 2, 2, 7, 0
PMS C20% of 4545

It is preferred that the chosen PMS, or “spot” color versions are used to achieve these primary hues. CMYK process mixes may also be substituted for various printing processes. For best results, always match your colors, for files to be printed traditionally, to PMS and/or CMYK color equivalents. For web and other multimedia applications, please refer to the RGB specifications.

BRAND EXAMPLES OVERVIEW

PRINT

DIGITAL

error: All images are copyright of the Moulton Museum.

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