Japan Society New York

Japan Society 212 832 1155 Phone

212 715 1258 Box Office

www.japansociety.org

[email protected] East 47th Street

New York, NY 10017

Japan Society Identity Guideline

Introduction

and fosters sustained and open dialogue on issues important to the U.S., Japan, and East Asia. Among the premier institutions in the U.S. for the presentation of Japanese art, Japan Society organizes three world-class exhibitions annually. Every season, the Society presents over 30 performances of Japan’s traditional performing arts and cutting-edge contemporary dance, music and theater in its 262-seat auditorium. Film screenings range from classics series to festivals of today’s most popular new cinema.

Established in 1907, New York’s Japan Society has evolved into North America’s single major producer of high-quality content on Japan for an English-speaking audience. Presenting over 100 events annually through well established Corporate, Education, Film, Gallery, Lectures, Performing Arts and Innovators Network programs, the Society is an internationally recognized nonprofit, nonpolitical organization that provides access to information on Japan, offers opportunities to experience Japanese culture,

...to bring the people of the United States and Japan closer together in appreciation and understanding of each other...

J.D. Rockefeller, 3rd, 1952

introduction2

Established in 1907, New York’s Japan Society has evolved into

North America’s single major producer of high-quality content

on Japan for an English-speaking audience. Presenting over 100

events annually through well established Corporate, Film, Gallery,

Performing Arts and Innovators Network programs, the Society is

an internationally recognized nonprofit, nonpolitical organization

that provides access to information on Japan, offers opportunities

to experience Japanese culture, and fosters sustained and open

dialogue on issues important to the U.S., Japan, and East Asia.

The purpose of the Japan Society Identity Standards and Design

Guidelines is to provide an understanding of Japan Society’s

brand strategy, our desired brand image and the tools available to

develop consistent, on-brand communications. These guidelines

provide standards for our corporate identity as well. This identity

will serve as the “window” to Japan Society. These design

elements and usage guidelines have been designed to allow

creative flexibility, while ensuring visual consistency across a

myriad of communications.

The basic theme of new brand identity for Japan Society New

York is ‘Harmony of two cultures’. Inspired by Japanese crafts

and architecture, the logo has cross stripes, which create the

letter J and the letter S. They are joined together and compose

a Japanese letter, which stands for the sun, days, and Japan.

It also has the image of a window that opens for cross cultural

communication and interaction.

Strategy

Organization

Design Concept

contents

introduction

table contents

logo

unacceptable usage

typography

color system

secondary graphics

stationery

program poster

advertisement

banner

floor & membership guide

ticket

postcard

website

online calendar

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Introduction

Basic Standard

Application

Promotional Application

Interactive Application

Basic Standard

Each exhibition, with its related catalog and public programs, is a unique

cultural event that illuminates familiar and unfamiliar fields of art. From

2008 the Japan Society Gallery will expand its annual schedule, adding

a shorter, small-scale exhibition each summer to the existing program of

major three-month exhibitions each spring and fall.

E x h i b i t i o n P r o g r a m O v e r v i e wJapan Society Gallery is among the premier institutions in the U.S. for

the exhibition of Japanese art. Extending in scope from prehistory to the

present, the Gallery’s exhibitions since 1971 have covered topics as diverse

as classical Buddhist sculpture and calligraphy, contemporary photography

and ceramics, samurai swords, export porcelain, and masterpieces of

painting from the thirteenth to the twentieth century.

Japan Society offers diplomats, executives, artists, scholars, students, and anyone interested in Japanese culture and society and U.S.-Japan relations, a world-class, multi-disciplinary experience.

Motoatsu Sakurai, President

logo6

Primary Logo Usage

The Japan Society Logo is the

primary visual identity device which

conveys the ownership of, and

responsibility for, all Japan Society

programs, functions, products,

services and personnel. The

correct usage of this logo helps

to promote and reinforce brand

identity while at the same time build

brand equity.

logo

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To ensure the proper logos are consistently applied, thus preserving

the integrity of the Japan Society identity, you must always use the

electronic logo files provided by the Japan Society Public

Relations and Communications Department.

Primary Logo Basic Gridand the Isolation Area

An Isolation Area around the Japan

Society logo, and its variations,

has been established to ensure

ease of legibility for all applications.

No other elements, including

typography, other logos,

graphics or photos may intrude

upon this Isolation Area.

Inspired by Japanese crafts and

architecture, the logo has cross

stripes, which create the letter J

and the letter S. They are joined

together and compose a Japanese

letter, which stands for the sun,

days, and Japan. It also has the

image of a window that opens for

cross cultural communication and

interaction.

Logo Development

1X

1.4X

1.4X

1X

1X

.5X Isolation Area

.5X1X

.5X

1X1X1X.5X

logo and wordm

ark6

Secondary Logo Usage

To ensure the proper logos are consistently applied, thus preserving the integrity of the Japan Society identity, you must always use the electronic logo files provided by the Japan Society Public Relations and Communications Department.

Wordmark variations for Program Poster, Tickets, Banner and Advertisements, etc. Use white one on darker backgrounds. For more information, check out application pages.

Wordmark only for Applications

unacceptable usage

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For questions or concerns, and unique situations requiring variance guidance, contact the Japan Society Communications Department: [email protected]

The logo may appear against photographic, solid colored or screened graphic backgrounds. Avoid placing the logo against a very detailed photo or graphic. Please consult with the Graphic Designer for support on this usage. Logo and its two configurations have been designed to be reduced or enlarged (within set limits) to accommodate different application needs.

No Distortions

No Grey Backgrounds Over 65% Tint

No Black or Primary Colors Backgrounds

The Japan Society logo has limited usage and is used primarily for stationery items which

are designed solely by designers. The logo should not be manipulated in any way. Please

avoid these common errors:

Unacceptable Usage

typography8

A B C D E F G H I J K L M N

O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q

r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Helvetica Neue Regular

Helvetica Neue Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Typography is a critical component in defining our brand identity. Together with our brand and colors, typography helps to establish the consistency of our identity on stationery, documents, publications, presentations, advertisements, signs, etc. The main typeface is Helvetica Neue Light, which can help the organization look clean and refined. You also can choose from, including Regular, Bold and Italic, based on applications and materials.

color system

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Program Color Pallette

Standard Color Palette

77 % transparency100% solid color

77 % transparency100% solid color

The Japan Society logo and its acceptable configurations have been designed to accommodate certain print reproduction limitations. In all cases, the logos must use the established Japan Society Color Palette. The preferred color choice has been designated as “standard”. Whenever possible, the “standard” color scheme should be used on a bright white background.

A color palette has been developed to enrich Japan Society’s brand identity. The colors have been selected to complement the collection and should be used as accents and background colors on print and electronic publications. A brand’s color has strong visual impact and plays a major role in all communication materials by grabbing attention, enhancing or accenting design. The color of the Japan Society New York is equally important as the other graphic identity guidelines.

PMS 430 C

PMS 172 C

Black 100

PMS 430 C

PMS 172 C

Black 100

C 0 M 88 Y 100 K 0R 255 G 64 B 0

C 0 M 61 Y 100 K 0R 255 G 172 B 0

C 0 M 27 Y 100 K 0R 255 G 191 B 0

C 71 M 0 Y 38 K 0R 0 G 196 B 181

C 73 M 32 Y 1 K 0R 59 G 146 B 204

Corporate

Film Event

Exhibition

Family

Performing Arts

secondary graphics10

Secondary Graphic System of Japan Society has a touch of cross stripes. It is pretty flexable but should have two standard colors, which are JS Red and JS Grey. In order to present Japan Society as dynamic, educational, engaging, and family-friendly environment, accompanying images are used in external materials to reflect these key characteristics. The images are a select few to represent the general look and feel of Japan Society New York’s brand.

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Application

Program. The Film Program has provided English subtitles for films which have never been screened outside of Japan. Accompanying lectures help place the films in their aesthetic and social contexts, and filmmakers often introduce and discuss their work.

F i l m E v e n t O v e r v i e wJapan Society Film Program offers a diverse selection of Japanese films, from classics to contemporary independent productions. The Film Program has included retrospectives of seminal directors, thematic series and special screenings of international, U.S. and NY premieres. Several original film series curated by Japan Society have traveled to other U.S. venues in tours organized by the Film

Experiencing surprising, cutting-edge art; imagining entrepreneurial approaches to improve quality of life; debating the realities facing Japanese and U.S. investors; expanding educational resources...


stationery 14

333 East 47th Street

New York, NY 10017

212 832 1155 Phone

212 715 1258 Box Office


[email protected]

March 24th, 2009

Shannon Jowett

333 East 47th Street,

New York, NY 10017

Dear Shannon Jowett,

Please excuse the formality of this letter but this is a sample of how your new letterhead

might look. The size measures 8.5” x 11”, your company name appears on top-left and

the address on the upper right, and there can be a faded image in the background.

Spelling out the numbers and the words fascimile as a nice touch. The colors are PMS

185 Red and PMS 295 Blue. Take a few moments to review and compare the following

sketches.

If you have any questions, please feel free to give me a call to discuss.

I look forward to helping you complete this project. Thank you.

Sincerely,

Daisy Lee

Japan Society

Letterhead

Key components to a corporate image/identity program are its stationery and business cards. Used to communicate both formal and informal messages, these elements are among the mostwidely used applications of the organization’s name and logo. Adherence to the approved guidelines and specifications outlined in this section is essential to the preservation and enhancement ofthe organization’s image.

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Shannon JowettCommunications Director Japan Society333 East 47th StreetNew York, NY 10017212 832 1155 Phone212 715 1258 Box [email protected]

333 East 47th Street

New York, NY 10017

212 832 1155 Phone

212 715 1258 Box Office


[email protected]

Japan Society

Shannon Jowett

333 East 47th Street,

New York, NY 10017

Business card

Envelope

The envelope will communicate the image to people receiving correspondence from Japan Society. Like the letterhead, the envelope has specific standards as illustrated on this page. The envelope is a square format standard 4.18” x 9.5”. Also, the business card must be reproduced in strict accordance with theguidelines presented in the illustration. The measurements of the piece are 3.5” x 2”.

The letterhead is one of the primary pieces of the Japan Society stationery set. The letterhead communicates the image of Japan Society : cross-cultural, harmonious, and always open. The letterhead should only be reproduced as illustrated on this page. The letterhead is a standard 8.5” x 11” letter format. The personnel name and the remaining information, such as address, phone number, e-mail, etc. must be in Helvetica Neue Light.

program poster

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family

Kodomo no hi: Celebrating Japan’s Children’s Day through Performance & Crafts-MakingSunday, May 3, 2 PM


Japan Society Program Poster in front of the main building

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film

Japanese Movie NightMegane, Kamome shokudoThrough May 18th


Posters are a popular way to communicate locally. These are program posters for communication in 5 different Japan Society programs, which are Corporate, Exhibition, Film, Family, and Performing Arts. The posters have the white frames, following the guideline as seen on page 19. Try to use photographs that are visually simple and with plenty of white space. The 4–column grid is used for posters. These posters also can be pamphlet3-folds.

exhibition

Krazy!The Delirious World of Anime + Manga + Video GamesFriday, March 13 - Sunday, June 14


program poster

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Posters are a popular way to communicate locally. These are program posters for communication in 5 different Japan Society programs, which are Corporate, Exhibition, Film, Family, and Performing Arts. The posters have the white frames, following the guideline as seen on page 19. Try to use photographs that are visually simple and with plenty of white space. The 4–column grid is used for posters. These posters also can be pamphlet3-folds.

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corporate

The Global Impact of the Financial CrisisSpeaker: Stephen Schwarzman Tuesday, Mar 10, 12 - 2 PM


advertisement

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www.japansociety.org Glasses, 2007, An easygoing film that is satisfying as a refreshing sea breeze during a summer night at the beach.

Japanese Movie Night

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exhibition

Advertisement for promotion


Children's Day Craft Activity: Koinobori

Glasses, 2007, An easygoing film that is satisfying as a refreshing sea breeze during a summer night at the beach.

Advertisement standard for promotion of Japan Society New York itself is inspired by its logo and the theme of a window. The thickness of the frame is always in the same proportion to Japan Society program poster’s the white frame. Although the main frame color combination is Red and Grey, you might use secondary combinations based on secondary logo usage guidelines.

Corporate advertisements help to educate our audiences about renewable resources and answer frequently asked questions theymay have. The Japan Society logo must always be found in the bottom right-hand corner .5” from either edge. Body copy must be displayed in 30 point Helvetica Neue Bold. Except for images,borders, lines, etc., text must be located .5” from the poster edge.



Education & Family Programs plays a particularly important role in

increasing access to Japan Society’s many resources—from rare art

displayed in our gallery, to leading Japanese performers and thinkers,

to the latest scholarship in Japanese studies—with American educators

and children. We offer a host of opportunities through our suite of Family,

School, and Educator programs.

F a m i l y P r o g r a m O v e r v i e wThe Education Program was founded in 1994 with the support of The

Freeman Foundation. We have grown over the past 14 years to offer a

host of opportunities through our suite of Family, School and Educator

programs. Today, Education Programs endeavors to spark interest in

Japan and impart an understanding of shared humanity to our intended

audience—whether educators, students or families.

Experiencing surprising, cutting-edge art; imagining entrepreneurial approaches to improve quality of life; debating the realities facing Japanese and U.S. investors; expanding educational resources...


banner22

Banner

A banner designed for Japan

Society Identity is hanging on the

façade of the Japan Society’s

building on 47th Street.

The banner layout above is an example and specific measurements should be checked with the banner manufacturers.The Japan Society New York can promote itself effectively and reinforce its postiton as a balanced cross-cultural organization using low cos marketing material such as banners. The banners are also a part of architectural elements.

celebrating a century

celebrating a century

floor & m

embership guide

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Floor Guide

Membership Guide

Japan Society Members receive an

array of benefits, including special

discounts on all films, classes,

family programs, and performances

throughout the year; complimentary

admission to Gallery exhibitions;

invitations to special Members-only

gatherings; and more. Join Japan

Society today.

The floor guide is one of the most important pieces when it comes to information. It is simply designed to look straightforward as a part of identity standards. The membership guide has a form to be filled out so that it has to be readable as well as be sophisticated. It is the same format with the floor guide. Please use simple and clean photographs for these guides.

floor guide


membership


The facilities include a 262-seat

theater, art gallery, language center,

library, conference facilities and

over three floors of administrative

space.

ticket24

Ticket for Corporate Programs

Front

Ticket for Corporate Programs

Back

Corporate

Tickets

$11 Adults

$7 Japan Society members,

students & seniors

Buy Tickets Online or call the

Japan Society Box Office at (212)

715-1258, Mon. - Fri. 11 am - 6 pm,

Weekends 11 am - 5 pm.

Open evenings and weekends

(times vary) for special events. 333 East 47th Street, New York, NY 10017

Japan Society N

ew York

ticket

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Ticket

80% of the actual size

Tickets are designed for each program entry based on each color. Japan Society has 5 main programs; Corporate, Exhibition, Film, Family, and Performing Arts. Since there can be lots of possible events or sections, the tickets have empty space for stamps. Back of the ticket has further information about that event and directions.

Exhibition

Film Event

Family Program

Performing Arts

Postcard

postcard


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postcard

Postcards are also an effective way of communicating. This example is for Online Subscription at www.japansociety.org. It has a stripe frame, which is a secondary graphic element and also 5 different colors. It is U.S. standard size so that let it delivered easily and economically.

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Postcard

postcard



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postcard

Follow the ratio of the frame and the blank frame and try not to use complex images inside of the stripe frame. Use photographs that are simple and clear enough to go with each color.

www.japansociety.org www.japansociety.org

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Basil Twist, toured Japan in 2007 as part of Japan Society’s centennial

celebration. Major support for Japan Society 2008-2009 Performing Arts

Programs is provided by the Lila Wallace-Reader’s Digest Endowment

Fund, The Starr Foundation, the New York City Department of Cultural

Affairs, the Doris Duke Charitable Foundation, and the Endowment for the

Performing Arts.

P e r f o r m i n g A r t s O v e r v i e w

Established in 1953, the Performing Arts Program has introduced

audiences to Japan’s contemporary performance scene as well as its

traditional dance, music and theater through more than 500 individual

programs. Highlights include premiere presentations of the Grand Kabuki

to the popular annual Contemporary Japanese Dance Showcase. A recent

commission, the Bessie Award-winning Dogugaeshi by puppet master

In the future, Japan Society will remain a trendsetter in examining Japan’s changing relations with its neighbors, the issues facing post-industrial societies in Asia and the West.

Michael R. Auslin, Scholar

Mark Schilling on “Nikkatsu Action”

You first curated a series of

Nikkatsu action films in 2005

and just published a book

on the subject. What drew

you to this genre and the

particular films presented in

this series?

Mark Schilling: I first

became aware of the

Nikkatsu Action genre

when I was researching my

book on yakuza movies,

The Yakuza Movie Book:

A Guide to Japanese

Gangster Films. Though

You mention in your book

that these films “evoked

a cinematic world neither

foreign nor Japanese, but a

mix of the two.” Could you

elaborate?

Original poster for Plains

Wanderer (Daisogen no

Wataridori, 1960).

MS: They may have been

set in a real, present-day

Japan, but usually a highly

website

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Website Proposal

corporate luncheonThe Corporate Program has a rich history of

providing the international business and policy

community with insights into U.S. – Japan

relations. Japan Society’s Corporate Program

hosts public and invitation-only programs

for the international business and policy

community about the people and issues that

define U.S.-Japan relations in a regional and

global context. The Corporate Program offers

unparalleled access to international business

Tipping the Scales: The Evolution of

Shareholder Rights in Japan

Wed, May 6, 12 PM

register and buy ticket

online calendar

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A website is really an interactive piece of software. The navigation facilitates user goals of; easily accessing content, community and commerce and finding any desired feature or information page. The site should be straightforward, relatively simple to use and unchanging—with no surprises or misleading cues, such as design elements that look like links but instead are static graphics. With the exception of certain processes, users should be able to navigate to all major areas of a website from anywhere.

10 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

May 2009

Hiroaki UmedaSolo dance, light, sound & videoFriday, May 15, 7:30 PM

buy ticketOnline Calendar Proposal

Theme

Japan Society New York’s Identity Theme is “Harmony of two cultures” and “Cross cultural communication and interaction”.

VISUAL COMMUNICATIONS II

DES-621-04 SPRING 2009

DAYOUNG LEE, Designer

GRAHAM HANSON, Instructor

Documents

Japan Society New York