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The MUSEUM of JURASSIC TECHNOLOGY A Brand Identity Workbook Nadine Garcia

Model of Athanasius Kircher’s Bell Wheel - Jennifer Bastian

The Museum of Jurassic Technology is an educational institution dedicated to the advancement of knowledge and the public appreciation of the Lower Jurassic. Like a coat of two colors, the Museum serves dual functions. On the one hand, the Museum provides the academic community with a specialized repository of relics and artifacts from the Lower Jurassic, with an emphasis on those that demonstrate unusual or cu - rious technological qualities. On the other hand, the Museum serves the general public by providing the visitor a hands-on experience of “life in the Jurassic.” — MJT 01 • 02 The MUSEUM of JURASSIC TECHNOLOGY §

“The learner must be led always from familiar objects toward the unfamiliar, guided along, as it were, a chain of flowers into the mysteries of life.” Installation View of ‘No One May Ever Have the Same Knowledge Again - Letters to Mt. Wilson Observatory, 1915-1935’ - MJT

The MUSEUM of JURASSIC TECHNOLOGY Assessment Overview & discussion of theme, background & identity Service Analysis Initial experience Web & Social Media Current Imagery & Conclusions target audience Research I

The Museum of Jurassic Technology asks that there be no use of cell phones, including text messaging and photography, while in the Museum.

Google Images - Unknown Overview A place of ominous wonder and curiosity, this intitution is not meant for the close-minded as it is difflcult to understand at flrst encounter. The Museum of Jurassic Technology is provocative in the sense that one does not know what to expect within the space and still does not necessarily understand what is happening upon exploring the place. It seems to be an exploration and collection of how far humankind is willing to go to understand and make sense of the mind and other mysteries of the universe. The institution clearly challenges its audience, whether it is to entice ones intellect or purely engage in some sort of secretive humor, one cannot truly know.

07 • 08 The MUSEUM of JURASSIC TECHNOLOGY Visual Audit ASSESSMENT BRIEF HISTORY What began as a place of “cultural curiosities” in 1988, the founder David Wilson, chose to take up residence in a 15,000 sq. ft. space in Culver City. A seemingly uncommon choice, it has since proved that its location serves its purpose to the mood and aesthetic of the museum. The space has now grown into an entire 12,000 sq. ft. building that houses collections stemmed from the efforts of Owen Thum the elder and Owen Thum younger. LOGO CREST OF MJT A banner with the words Ut Translatio Natura meaning “nature as metaphor” graces the crest of the Museum of Jurassic Technology. A rendering of a Pre-Colombian carving. The mask is more familiarly known as “Mr. J”. ANALYSIS Unsure of the reasoning behind the decision in appointing this carving as the main imagery for its brand identity, it seems there could be a stronger design option. Having no clear brand system, a rebranding may aid in further business. Or not, maybe no clear brand is the brand.

Museum of Jurassic Technology Facade - 9341 Venice Blvd. in Culver City - Jennifer Bastian PRESENCE Its facade appears out of place, but certainly has the best character within the neighborhood. Almost that of a home left behind sitting amidst the urban sprawl of the city, wandering eyes cannot help but look curiously at its exterior. Obvervations include the lovely flowing fountain hosting a light amount of plants, uncommon color combination, and a stately old fashioned life-like banner announcing the museum’s presence. The screen door is off putting as it does not seem like the style suits the theme of the museum. As one approaches closer, a door bell is situated to the right underneath an enclosed display of butterflies fluttering out of a vase. To the left on the door, a note reassuring guests that they were open and encouraging their entrance.

EXPERIENCE From the moment one steps into the museum, you feel as if you were in another world. During one’s first time, going through without direction, you are easily lost in a maze of dimly lit rooms with an echo of various noises. Feeling lost and overwhelmed, not knowing where to start is all part of the experience. Have questions? Staff is helpful but there is a general understanding that they are only allowed to answer generic things as they are not to discuss anything that will influence guests’ perception of the museum. Vibes of staff can at times seem serious and just as mysterious as what the place gives off, but as with any place it simply depends on the person. Wearing no uniforms its difficult to tell who works there. 09 • 10 The MUSEUM of JURASSIC TECHNOLOGY Visual Audit EXHIBITIONS Its permanent collection primarily consists of topics about natural history and history of science. Some of its more famous displays are that of the Stink Ant of the Cameroon, the Horn of Mary Davis of Saughall, and Deprong Mori of the Tripiscum Pleateau, which is the supposed species of bat that is able to fly through solid objects. The gallery choices do not seem to have clear connections, but each exhibition contributes to the unique and elusive nature that the museum presents itself. SERVICE ANALYSIS

Rooftop Garden and Colonnade at the Museum of Jurassic Technology - MJT EXPERIENCE Arguably the best spot within the entire building, because cookies. After investigating through what seems like an endless array of dark and confusing objects, one is met with the light and peace of the Tula Tea Room to then transcend into the lush green of the Roof Top Garden.

11 • 12 The MUSEUM of JURASSIC TECHNOLOGY Visual Audit ROOF TOP GARDEN If one could describe this place of peace, it would almost be what one would expect heaven to be. A garden of green, beautiful architecture, the sound of water, and dozens of doves nesting around you. Despite it being of small scale, it has the grand and magnificence as any well tended garden. It has the ability to make one forget where you are. TULA TEA ROOM A place to sit and discuss the curiosities that one just witnessed, an attendent will offer freshly made Georgian Black tea from their amazing samovar tea set and guests are free to take a cookie. (Tips are greatly appreciated.) On occasion one may meet Tula herself, a beautiful collie dog, lounging around or freely roaming through the exhibits. SERVICE ANALYSIS

Viewing Device (Pope John Paul II) from the exhibit, ‘Eye of the Needle - The Unique World of Microminiatures of Hagop Sandaldjian’ - Credit Jennifer Bastian TARGET AUDIENCE Age varies, but to place a range it would most likely be 30-40 years old. Characteristics of individuals include having a youthfulness to them regardless of actual age, but must have the intelligence to understand some concepts behind exhibits and accept being uncertain.

13 • 14 The MUSEUM of JURASSIC TECHNOLOGY Visual Audit DIGITAL PRESENCE There is no social media presence and the website is clearly outdated and uses a basic design, but it may be on purpose due to the theme of the museum being that of items of the lower jurassic. Though it may not exactly be in the same time period as the majority of the exhibits, it is an example of how websites were first initially designed. Nonetheless it is a debate whether to stick with theme or cater to the convenience of one’s audience. Despite this, there can be a way to maintain the overall theme while having a modern take. WEB & SOCIAL MEDIA

Foundation Collection Installation View - MJT

Microscopy Hall at the Museum of Jurassic Technology - Jennifer Bastian

Trouvelot Hallway at the Museum of Jurassic Technology - MJT

“My great aunt used to say that if anyone looked too long in a mirror, they would see something they didn’t want to see.” —NQ 2nd Ser. XII 490 Divination Table from the exhibit, The World is Bound with Secret Knots - The Life and Works of Athanasius Kircher, 1602 - 1680 - MJT

The MUSEUM of JURASSIC TECHNOLOGY Mind Mapping Keyword selection, sketches & overview of how images were reached . Symbol Ideation logo development from initial to final stages Solution Color theory, type & reasoning Brand Development II

INITIAL LIST A collaborative effort to list words associated with“cultural institution”. The top 10 words are highlighted to indicate the strongest associations. Mindmapping • family • art • public • cities • boring • crowd • sexist • workshop • noise • zoos • gift shop • artifacts • creativity • nature • friendly • collections • non-profit/profit • gardens • government • aquarioum • dates • food • observation • theater • music • historical • charity • fun • region • pictures • memories • donations • value • organized • education • reflective • respect • exhibits • perspective • picnics • religion • curious • knowlege • walking • agriculture • discrimination • fashion • icons/figures • cinema • beauty • preservation • technology • diversity • social media • honoring/celebratory • emotion • bias • confusing KEYWORD SELECTION

universal elusive provocative guidence enlightenment appealing bewilderment preserve engage entertainment impact mystery inspire education experience history memorable excite what consumer expects what company wants to give, look, & feel 23 • 24 The MUSEUM of JURASSIC TECHNOLOGY DIAGRAM Overlapping characteristics that both the cultural institution and its audience expects. A combination of these and words of initial list will be mind mapped. Nadine Garcia

PRESERVE GEOMETRIC IMPACT GEOMETRIC Symbol Ideation PRELIMINARY SKETCHES

31 • 32 The MUSEUM of JURASSIC TECHNOLOGY ENGAGE GEOMETRIC 01 ENGAGE GEOMETRIC 02

ENTERTAINMENT GEOMETRIC MYSTERY GEOMETRIC Symbol Ideation PRELIMINARY SKETCHES

33 • 34 The MUSEUM of JURASSIC TECHNOLOGY PREERVE ORGANIC IMPACT ORGANIC

ENGAGE ORGANIC 01 ENGAGE ORGANIC 02 Symbol Ideation PRELIMINARY SKETCHES

35 • 36 The MUSEUM of JURASSIC TECHNOLOGY ENTERTAINMENT ORGANIC PRESERVE LITERAL

IMPACT LITERAL ENGAGE LITERAL Symbol Ideation PRELIMINARY SKETCHES

37 • 38 The MUSEUM of JURASSIC TECHNOLOGY ENTERTAINMENT LITERAL MYSTERY LITERAL 01

MYSTERY LITERAL O2 TYPE DIRECTION SANS SERIF 01 Symbol Ideation PRELIMINARY SKETCHES

39 • 40 The MUSEUM of JURASSIC TECHNOLOGY TYPE DIRECTION SANS SERIF 02 TYPE DIRECTION SERIF 01

TYPE DIRECTION SERIF 02 TYPE DIRECTION SCRIPT 01 Symbol Ideation PRELIMINARY SKETCHES

41 • 42 The MUSEUM of JURASSIC TECHNOLOGY TYPE DIRECTION SCRIPT 02

Symbol Ideation Due to the ambiguity of the Museum of Jurassic Technology, the symbol, or in this case, symbols, would need to evoke the same elusive nature that the institution presents itself. A suite of symbols were chosen to represent each of the most obvious characteristics of the museum. The main icon displayed, which most resembles a wishbone, grew to be a natural match to encompass the ideas that helped curate the museum. The suite presents a parallel to the uncertain and at times confusing experience within MJT. Each symbol representing a different quality of the museum, was imagined to be ani - mated. Designed to appear two-dimensional but simultaneously present the illusion of taking up a three-dimensional space, the symbols are flexible enough to have presence when static and when in motion. When animated, the constant transition from one idea to another provokes its viewers into wondering the meaning and question the purpose of its existence, which is exactly the experience one receives when leaving the Museum of Jurassic Technology. Mystery Main Symbol Preserve Engage SOLUTION

The absence of color, and using only dark and light maintains the mystery of MJT. There is no reason to apply any other color. TYPE Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz HELVETICA NEUE Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BASKERVILLE 53 • 54 The MUSEUM of JURASSIC TECHNOLOGY #0000 #FFFFFF COLOR THEORY

Symbol Ideation Main Symbol The history of the wishbone dates back to the ancient Etruscans, but what it is most known for is the fact that people would break them and make wishes. Chickens were used as oracles, and when one was killed the furcula or wishbone would be laid out to dry. Since people believed they would still have access to its power even after eating it, people felt the need to stroke the bone and make wishes. Due to the high demand of these, people split the bone as there weren’t enough bones to go around. Two individuals would first wish then split the bone to see who got the larger piece as that determined who’s wish would come true. Looking at the appearance of the wishbone, there became a natural visual that embodied the experience one were to have when visiting the Museum of Jurassic Technology. After studying reviews, asking individuals in person, and experiencing the institution myself, I thought of how many people were generally at extremes on how they felt about the museum. People either really enjoyed it despite not fully understanding what they saw, or were completely frustrated with how confused they felt and thus in one way or an - other decided they did not like the museum at all and would probably never come back. Considering these type of reactions, I saw MJT as a doorway, a direct path to something, and how you experienced the institution led you to feel a certain way and thus created a split. Having multiple layers to the visual, and seeing that MJT preserves stories like these, history that seems odd in present times, ones that stem a certain influence amongst our current lives, and promotes the marvelousness of human nature, it seemed fitting to utilize a symbol such as that of the wishbone. SOLUTION BREAKDOWN

Engage A plane intersected by a line was the most ob - vious visual that would be simple enough to get the message across. Mystery Triangles have often been associated with witchcraft, magic and other taboo practices. This imagery also was influenced by one of the exhibits in the mu - seum called the Cone of Obliscence. Wordmark Transitioning from a serif font to a sans serif was greatly debated as the serif font projected the main timeframe of what the museum catered to, but it also clashed with the new symbols. As a means of compromise, a sans serif font was chosen and modified to present the suggested wordmark, and the serif typeface Baskerville would be used for body copy within business or professional letters and exhibit placards and descriptions within the musuem. This type was based off the impression that the musuem facade gave. Despite it being of common nature, the door’s appearance was captivating nonetheless and lured us in. The “M” is structured to the shape of the door and takes from the same idea as the wishbone where the museum takes the individual and their experience is a path of their own. No one individual has the same experience, and thus presents split paths within the forms of the letters. Preserve Almost like a seed, the smaller circle encased within the perimeter of the larger cirlce presents a clear symbol of preservation. 55 • 56

Little brownies, Little Brownies, Your Mistress is Dead. Little brownies, Little Brownies, Your Mistress is Dead. Little brownies, Little Brownies, Your Mistress is Dead. Detail view (3) of a micromosaic by Henry Dalton, assembled from the scales of butterfly wings - MJT

The MUSEUM of JURASSIC TECHNOLOGY Wayfinding Interior & exterior signage Print Collateral Business cards & stationery Apparel Uniforms & means of employee identification Graphic Applications Advertising & miscellaneous marketing material Web & Social Media Instagram & website redesign Application III

Wayfinding As far as simple goes, this is it. An overall straightforward means of displaying signage to guide cars passing by can be chosen as to not completely distract or confuse drivers. It is a system of alternating symbols as the viewer gets closer and closer. If a more interesting option is desired, the Windchime Wayfinding is further explained on the next page. 16’ 24” x 48” STREET LIGHTS

59 • 60 The MUSEUM of JURASSIC TECHNOLOGY Leading up to the museum, this unique post will direct individuals as they get closer to the institution. The post is formed to half the shape of the main symbol, the wishbone. The abbreviated MJT sits atop to provide clarification and all symbols are strung up on the post as windchimes to not only call attention, but also to present yet another historical feature. As mentioned previously, these factual stories are what the museum bases much of their exhibits on, though spectators will likely not be aware of this. Mostly based off the myths and beliefs of Southeast Asia, windchimes were thought to ward off evil spirits and attract benevolent ones. Thus, it seemed fitting to apply its powers towards the museum in order to bring curious and knowledge hungry guests. Elaborating on structure, the post will be welded into its shape using a light metal. The windchime pieces will be high enough so that most individuals will have difficulty reaching and prevent any man-handling. Lastly, there is a possibility that MJT at the top will light up during the evening hours if desired. WINDCHIMES

Wayfinding Considering the compact interior of the museum, placement of signage must be strategic and effective. At the same time it still must maintain the brand expression as to render a consistent experience for the museum audience. Considering the aesthetic of the interior, an unconventional shape for wayfinding was designed. Ideally made with a hammered metal material, the directional piece will hang in front of major entry ways with its icons being backlit with a green light to be visible in any range of lighting. INTERIOR SIGNAGE

61 • 62 The MUSEUM of JURASSIC TECHNOLOGY KEY Potential Locations for Interior Wayfinding EMERGENCY EXIT EMERGENCY EXIT STAIRS TO SECOND FLOOR EMERGENCY EXIT EMERGENCY EXIT REST ROOM FOX MICROSCOPY HALL LIBRARY TELL THE BEES... GARDEN OF EDEN LETTERS TO MT. WILSON ENTRANCE VENICE BLVD. EYE OF THE NEEDLE INTRO SLIDE SHOW DELANI ROOM BAROQUE OPERA HALL SONNABEND SLIDE SHOW DEPRONG MORI MOLE DESK IGUAZU FALLS TELL THE BEES... DIVINATION TABLE THE WORLD IS BOUND WITH SECRET KNOTS / ATHANASIUS KIRCHER ROTTEN LUCK EXHIBIT CONTINUES MORE EXHIBITS YOU ARE HERE N MAP OF INTERIOR SIGNAGE

Simple, but interesting is how the branding was approached. Utilizing the symbol system created, symbols will be switched out randomly on postcards or stationery to have variety and entertain the idea of mystery or curiosity. Lastly, a black and white color scheme evokes the elusiveness that the brand is trying to capture. Print STATIONERY

As an element of surprise for potential guests, the business cards are at first an all black solid color, but when held in ones hands, the black begins to disappear and reveal the information of the card. A printing method using thermo chromic pigments would be used to create this effect. Thermo chromic pigments change color at tempertures between -20° and +60°C, but will eventually change back to whatever color it may originally be. 63 • 64 The MUSEUM of JURASSIC TECHNOLOGY BUSINESS CARDS

MJT Associates have various style options to choose from and can alternate items as they please. Uniforms are intended to be unisex and will be available in every possible size. Due to the nature of the museum, with its dimly lit interior and packed vicinity, it is often difficult to pinpoint employees during active business hours. Thus, associates are required to clearly display any representation of the museum. Apparel UNIFORMS Wordmark embroidered Material is made from 100% Organic Wool. Bottoms can vary so long as they are neutral colors such as black, grey, tan, khaki, etc. Length must be enough to present the individual as a professional. Shoes can vary in style and color, but must be appear clean and of good standing.

Though not mandatory, a white MJT button up collared shirt made from 100% cotton is great for a straight forward look. This style features the museum’s main symbol of the wishbone slightly crooked and hanging out of the pocket in an embroidered fashion. In addition, identification cards are utilized for special guests to indicate to staff in the occasion that they may not be familiar with how the guests look like. 65 • 66 The MUSEUM of JURASSIC TECHNOLOGY SHIRTS

In order to keep the element of mystery, advertising in the form of projection screens will be placed in unassuming areas such as alley ways, uphill in a park, bus stops and other odd open spaces. The purpose is to place the podiums in locations that will entice the public to view out of curiosity. Upon finding the podium, a sensor will prompt the machine to play a recording. The video may display a series of images which will lead to the museum’s founder or any representative to promote the presence of the museum. Advertisement HOLOGRAPHIC PROJECTION SCREENS Screen angled at 70° for comfortable viewing Solar Powered Sensor Stands at 50” for the average adult height

67 • 68 The MUSEUM of JURASSIC TECHNOLOGY

Considering the fact that there is a bus stop directly in front of the museum, it seemed obvious to utilize this factor. How intriguing would it be if one were to see a series of posters, clearly related to one another, but was not sure what it was about throughout an entire bus ride? Then to finally stop in front of the place, and suddenly it all clicks. These visuals can either be static, posting a single symbol at the center of each poster or when screens eventually are installed at bus stops such as those within malls, the symbols would ideally be transitioning into one another, also not giving off much information. Advertisement BUS STOPS

69 • 70 The MUSEUM of JURASSIC TECHNOLOGY Web & Social Media A suggested approach to social media, here images will only be posted in black and white. Color often offers details that grayscale images cannot provide. That being said, having the images in such a manner will make it slightly more difficult to realilze what is being shown. This will benefit the museum so that it does not have to give away too much information or spoil its true experience by revealing existing exhibits. Having any form of social media keeps followers updated and promote support for the museum. INSTAGRAM

Observing the layout and functionality of the current website, it became an immediate concern that there was no ease of navigation. It seemed difficult to find the menu or any form of naviagation on specific pages and odd to have different orientations for the menu when switching from the main website to the gift shop. In regards to the new website, the typical placement of the menu will be at the top. The look and feel of the pages will posess a melodramatic presence to maintain mystery and intelligence all at the same time. Initial contact with the site will lead guests to the loading page seen below. The symbols will transition until all visuals are seen and fade to the home page as pictured to the right. The alternating top banner will highlight major news or events. The home page will focus on introducing itself as an institution. Any other further details such as its lengthy history, will continue to the “About” page. All remaining tabs will maintain the same information as its current website but visualized in a similar manner of the new website. Web & Social Media Loading Page of Suggested Website -Nadine Garcia Images used on Home Page to the right provided by MJT WEBSITE REDESIGN

71 • 72 The MUSEUM of JURASSIC TECHNOLOGY

“Eggshells should be broken after boiled eggs have been eaten or good ships will be sunk at sea.” —De Longchamps, A Mirror For Fools 1961 Detail (5) from ‘Rotten Luck - An Exhibit of Failing Dice from the Collections of Ricky Jay’ at the Museum of Jurassic Technology - MJT

The MUSEUM of JURASSIC TECHNOLOGY Final Solution Thoughts & further discussion. Conclusion IV

Portrait of Laika from the exhibit, Lives of Perfect Creatures - Dogs of the Soviet Space Program -MJT

75 • 76 The MUSEUM of JURASSIC TECHNOLOGY § Though nested within the expanding cultural boundaries of Los Angeles, there really is no other place like the Museum of Jurassic Technology. A commonly misunderstood institution, it possesses qualities that are invaluable to its existence and are what most museums cannot reach. Despite holding its own in a world of such high standards, it certainly has its imperfections. Com - bining the existing aesthetic and addressing real issues within the museum, design solutions were made to better serve the institution and its culture. The brand strategy of understanding what it is that the museum wants to present itself to the publc and what the public expects from the institution proved effective in leading the design direction.

All commentary and conclusions are based off personal experience and opinion of other guests. All personal photographs taken within the museum and borrowed official images were done with permission of the Museum of Jurassic Technology. 9341 Venice Boulevard Culver City, California 90232 T(310) 836-6131 F(310) 287-2267 [email protected] o Nadine Garcia Spring 2018