Curious Mind

Official Websites

• https://www.curiousminds.nz
• https://www.mbie.govt.nz/science-and-technology/science-and-innovation/funding-information-and-opportunities/investment-funds/curious-minds
• https://www.mbie.govt.nz/science-and-technology/science-and-innovation/funding-information-and-opportunities/investment-funds/science-in-society/participatory-science-platform

Brand Guidelines

2016

Brand Summary

Mission

• Curious Minds seeks to encourage and enable better engagement with science and technology across all sectors of New Zealand, to bring about a nation of Curious Minds, where science is inspiring, recognisable, highly valued and personally relevant to all New Zealanders.

Core Values

• engagement
• inspiration
• recognition
• personal relevance
• innovation
• education
• collaboration

Target Audience

• All New Zealanders, including young people, communities, scientists, technologists, and fund recipients delivering science and technology activities.

Personality Traits

• curious
• inspiring
• bold
• creative
• dynamic

Visual Identity Overview

• The visual identity is defined by bold typography, dynamic graphic elements such as starburst shapes, a diverse and inspiring color palette (gold, ink, and vivid secondary colors), and consistent logo usage. The brand emphasizes clarity, modernity, and visual engagement, with strict guidelines for logo application, color usage, and layout to ensure recognizability and unity.

Categories

Brand Imagery

• The Curious Minds logo uses typography and neurons as the two elements of the logo.
• The consistent and correct application of the logo will enhance Curious Minds brand recognition. The application of the logo should not differ from those shown here.
• The logo lockup [including the typography and neurons] has been specifically designed and should not be altered or re-created in any way. The guidance outlined in this document ensures brand consistency across a range of applications.
• There is one form of the logo shown (horizontal).
• POSITIVE [Gold and ink for WHITE backgrounds only]
• NEGATIVE Ink and white for GOLD backgrounds White and gold for DARK backgrounds Positive grey scale logo for WHITE backgrounds only

Color Palette

• The Curious Minds colour palette is bold, inspiring and diverse.
• The colours represent environment, passion, creativity, knowledge and inspiration.
• The primary Curious Minds colour palette is made up of gold and dark ink.
• The secondary palette is a mix of bright and vivid colours which can be used as wayfinding and navigation for websites and large publications, and give the identity flexibility for when different communication tones are needed.
• Pantone and CMYK are used for printed items.
• InDesign colour swatch files are available in the Brand Pack.
• RGB and HEX are used for products which will appear on screen/digital, online applications and websites.
• The secondary colour palette is to be used as a way-finding system within publications and websites. Use this palette sparingly when needed for graphs or accents.
• Go to the drop-down ‘font colour’ menu
• Select ‘more colours…’
• Select ‘custom’ and enter the RGB values shown, then click OK.
• INK PANTONE 432 CMYK 30 0 0 85 RGB 46 67 77 HEX 2F444E
• GOLD PANTONE 1235 CMYK 0 35 100 0 RGB 250 173 22 HEX FAAD16
• 75% CMYK 22 0 0 64 RGB 92 113 124 HEX 5C717C
• 25% CMYK 7 0 0 21 RGB 189 202 209 HEX BDCAD1
• 10% CMYK 3 0 0 9 RGB 223 230 234 HEX DFE6EA
• 20% CMYK 0 7 20 0 RGB 255 235 205 HEX FFEBCD
• RED PANTONE 1795 CMYK 10 100 100 0 RGB 218 33 40 HEX E12A2D
• PURPLE PANTONE 2415 CMYK 42 100 13 0 RGB 159 35 127 HEX 9E237F
• BLUE PANTONE 801 CMYK 100 20 0 0 RGB 26 149 211 HEX 0095DA
• GREEN PANTONE 368 CMYK 50 0 100 0 RGB 141 198 63 HEX 8DC63F
• 20% CMYK 2 20 20 0 RGB 246 208 193 HEX F6D0C1
• 20% CMYK 8 20 3 1 RGB 227 204 220 HEX E3CCDC
• 20% CMYK 20 4 0 0 RGB 199 225 245 HEX C7E1F5
• 20% CMYK 10 0 20 0 RGB 229 240 212 HEX E5F0D4

Typography

• The Curious Minds logo uses typography and neurons as the two elements of the logo.
• The consistent and correct application of the logo will enhance Curious Minds brand recognition. The application of the logo should not differ from those shown here.
• The logo lockup [including the typography and neurons] has been specifically designed and should not be altered or re-created in any way. The guidance outlined in this document ensures brand consistency across a range of applications.
• There is one form of the logo shown (horizontal).
• Do not change or recreate the Curious Minds logo.
• DO NOT: Alter the direction, or angle, of the graphic
• DO NOT: Alter the relationship between the elements
• DO NOT: Recolour elements
• DO NOT: Use the type without the graphic
• DO NOT: Use a box to contain the logo

Logo Usage

• The consistent and correct application of the logo will enhance Curious Minds brand recognition. The application of the logo should not differ from those shown here.
• The logo lockup [including the typography and neurons] has been specifically designed and should not be altered or re-created in any way. The guidance outlined in this document ensures brand consistency across a range of applications.
• There is one form of the logo shown (horizontal).
• POSITIVE [Gold and ink for WHITE backgrounds only]
• NEGATIVE Ink and white for GOLD backgrounds White and gold for DARK backgrounds Positive grey scale logo for WHITE backgrounds only
• The logo minimum size is based on the length of the logo being an overall width of 30 mm.
• To ensure legibility, the logo should not be reproduced any smaller than specified.
• NOTE: although the logo files are set up to incorporate the minimum clear space, the minimum size refers to the size of the logo itself.
• A minimum clear space requirement for the logo applies -it is to be kept clear of text or imagery [except for accepted background colour -see page 2).
• The area is determined by 2x the width of the ‘U’ in Curious.
• This area is proportional when enlarging or reducing the logo lockup.
• Preferred size: 60 mm wide including clear space
• Do not change or recreate the Curious Minds logo.
• DO NOT: Alter the direction, or angle, of the graphic
• DO NOT: Alter the relationship between the elements
• DO NOT: Recolour elements
• DO NOT: Use the type without the graphic
• DO NOT: Use a box to contain the logo
• The Curious Minds logo must be used in conjunction with the investing agency’s logo and Curious Minds web address.

Visual Style

• The Curious Minds logo uses typography and neurons as the two elements of the logo.
• The consistent and correct application of the logo will enhance Curious Minds brand recognition. The application of the logo should not differ from those shown here.
• The logo lockup [including the typography and neurons] has been specifically designed and should not be altered or re-created in any way. The guidance outlined in this document ensures brand consistency across a range of applications.
• There is one form of the logo shown (horizontal).
• POSITIVE [Gold and ink for WHITE backgrounds only]
• NEGATIVE Ink and white for GOLD backgrounds White and gold for DARK backgrounds Positive grey scale logo for WHITE backgrounds only