01  |  Mission

Webb Deane Stevens Museum celebrates and explores the rich, diverse, and robust legacy of the American spirit and its impact on Connecticut through history, art, and music on a preserved historic site.

We are committed to raising awareness—and pride—in our American legacy/history for all people throughout the State. We believe the way to achieve this is through celebrating ALL of the cultures that have been a part of the land we steward. The preserved houses are the biggest part of our collection. They are rooted in our mission and provide the anchor to expand on our commitment to highlight the American Spirit across Connecticut—today.

Our vision aligns with that of the National Society of the Colonial Dames of America (NSCDA-CT), a branded statewide organization that owns the Webb Deane Stevens Museum. The Colonial Dames mission is to promote appreciation for the people, places and events that led to the formation and development of our country. Our intention at Webb Deane Stevens Museum is broadening this lens with a commitment to moving beyond a passive understanding of preservation to the celebration of the American Spirit through all the cultures—past and present—with stories intersecting with our properties.

history / preservation / relevancy / engagement / inclusion

02  |  Brand Context

We are dedicated to the PURSUIT of BEAUTY—in all its forms—with the SPIRIT of WONDER, and in awe of the determination that produces ALL of our American ACCOMPLISHMENTS.

03 |  Brand Goal

Develop a brand that is an open invitation to celebrate belonging to the rich, diverse, and robust legacy that is the American spirit.

04 |  Logo

The Webb Deane Stevens logo comprises two parts: The insignia and the word mark.

The WDS insignia is an intertwining of the initial letters of each of the three houses. It suggests that there is something greater here than the sum of three historic homes: there are grounds, gardens, a barn, a new community space, and the pathways that connect the entirety of our campus. The insignia becomes our the pathway connecting all of the parts of the campus.

The words themselves contrast with the historical reference point of the insignia and speaks to relevance. It suggests the museum will use the resources and the technology at its disposal to continually contextualize all of the history found on the site in a way that is meaningful to the ever-changing cultures and community that surround it.

Icon Construction
The WDS icon is based on three traditional type-based shapes carefully crafted to resemble a monogram that is legible at any size on any application.

Logo Clearspace
Clearspace around the logo is equal to the cap height of the letter W.

Logo Clearspace Exceptions
The logo placement depends on the type of communication and use.

Application icons

Social media icons

Logo Color
Full color logos should be placed on light color backgrounds. Knocked out logos (white) should be placed on brand color backgrounds.

Logo Scale
Smallest size: for web: 108 pixels wide / Smallest size: for print: 1.5 inch wide.

Logo Guidance

Don’t stretch the logo.

Don’t use the logo in a non-brand color.

Don’t use other fonts.

Don’t pair the logo with marks other than the WDS icon.

05 |  Brand Colors

The brand colors provide accessibility, simplicity, and consistency throughout all brand communications.

RGB 227 74 32
CMYK 5 85 100 1
HEX e34a20

RGB 52 74 87
CMYK 81 61 48 33
HEX 344a57

RGB 68 164 180
CMYK 60 0 15 21
HEX 43a4b3

RGB 115 111 108
CMYK 55 49 51 16
HEX 736f6c

RGB 247 240 225
CMYK 2 4 11 0
HEX f7f0e1

06 |  Typography

Open Sans

This headline is three lines and set to Open Sans Bold 700.

This subhead is half the point size of the headline and set to Open Sans Medium 500.

The Body Copy is set to Open Sans Normal 400—Open Sans is an open source humanist sans-serif typeface designed by Steve Matteson, commissioned by Google and released in 2011. It is based on his previous Droid Sans design, designed for Android mobile devices, but slightly wider.

Averia Serif Libre

This font is Averia Serif Libre and it is to be used for headlines.

Hackney Vector: To be used in for short headlines only

07 |  Brand Examples