brand standards manual v2

Brand Standards Manual962 Mt. Adams CircleCincinnati, OH 45202513.345.2242www.cincyplay.com

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Table of Contents

Introduction

Brand IdentityVision, Mission and Values•

Brand SignatureLogo•

Tagline•

ColorsBrand Colors•

Color Variations•

Spatial RelationshipsSafe Area•Size Restrictions•Logo Positioning•

Incorrect Usage•

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Table of Contents

Logo ElementsTypefaces•

Use of Logomark•

Business CollateralStationery•Advertisements •

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Introduction

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“A brand isn’t a brand to you until it develops an emotional connection with you.” Daryl Travis – Emotional Branding

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What is a brand? Abrandistheidentityofaspecificproduct,service,orbusiness.Abrandcanbeexpressedinmany forms, including a name, symbol, color combination or tagline.

Why is brand identity important?

ColinBates,abrandmanagementspecialistwith20years’experienceinbrandplanning,marketingcommunicationsandtraining,definesabrandas“acollectionofperceptionsinthemindof the consumer.”¹ A well constructed brand identity should represent the thoughts, feelings, and psychological relationships between a business and a customer.

What is the purpose for this manual? Thismanualisaguideforstaffmembersanddesignprofessionals,definingtheimportanceoftheCincinnati Playhouse in the Park brand and illustrating how to apply its visual components. It is important to use care in following the guidelines set forth in this manual in all printed and electronic materials.

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Brand Identity

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Vision The Cincinnati Playhouse in the Park strives to carry on the tradition of producing creative, entertaining and innovative performances to the stage as well as continuing to develop and nurture the future of the theatrical community. Mission The Cincinnati Playhouse in the Park is a professional regional theatre committed to producing and presenting for diverse audiences the broadest range of theatre in an inviting theatrical environment. Ourmissionisaccomplishedthroughworksofthehighestcaliberproducedonstageinafiscallyresponsible manner, and through stimulating educational and outreach programs. Values

TheCincinnatiPlayhouseintheParkhasbeenofferingaudiencesthefinestinprofessionaltheatrefornearly50years.Nationallyknownforitsexcellenceandcommitmenttonewworksandanartistic home for America’s best actors, directors and designers, the Playhouse always keeps itsprimaryroleatcenterstage—toservetheTristatebyproducingthefinestinclassicandcontemporary works: musicals, dramas, comedies and recent hits. Simply put, the Playhouse strives to celebrate the live theatrical event in superlative fashion, in a setting that is second to none

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Brand Signature

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Logomark

Logotype

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LogoThe elements of The Playhouse logo work together to create a unique image for the organization. This image helps to position The Playhouse as a leader of the theatrical community and differentiate us from our competitors with a strong, dynamic look that is representative of our mission.

The logo is made up of two parts: the logotype and the logomark. The logomark may be used on its own to accent or reinforce other brand material, but under no circumstances can the logotype be used alone.

Logomark

Logotype

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Tagline

Thetypeisjustifiedonboth sides.

The top point of the logomark is align with the the left edge of the type

The crossbar of the H and A mimic the arc of the logomark.

The Playhouse in the Park tagline entices the audience to visit the Playhouse while still representing The Playhouse brand.

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TaglineThe Playhouse in the Park tagline is preferred in the vertical design, but if a horizontal design is required, use one of the following designs.

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Color

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Playhouse Blue Playhouse OrangePantone 2735Cc: 100 m: 95 y: 0 k: 3r: 39 g: 54 b: 145hex#:273691

Pantone 143Cc: 0 m: 35 y: 85 k: 0r: 251 g: 176 b: 64hex#:fbb040

Brand Colors

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Blue/White/Orange

White/Blue/Orange

Black/White/Orange

The preferred Playhouse logo uses The Playhouse Blue Logotype on a white background. As an alternative, the logo may be placed on a background of The Playhouse Blue or 100% black, as long as the logotype is white. No other background colors may be used. The Logomark can never be any other color than The Playhouse Orange.

Color Variations

Do not frame the logo in any way. The logo is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.

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Color Variations (continued)

When color printing is not an option, the logo may be displayed in black and gray variations.

If the background is 40% gray or greater, the logotype must be white and the logomark must be 30% gray.

100% Black

40% Black

Do not frame the logo in any way. The logo is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.

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If the background is less than 40% gray, the logotype must be 100% black and the logomark must be 50% gray.

30% Black

0% Black

Do not frame the logo in any way. The logo is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.

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Color Variations (continued)

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The Tagline is preferred to be placed on a white background but certain background colors may be acceptable. The tagline may be placed on a back-ground of The Playhouse Blue or 100% black, as long as the type is white. No other background colors may be used. The Logomark can never be any other color than The Playhouse Orange.

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Spatial Relationships

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To maintain the integrity of the logo, the minimum size allowed is 1.25 inches wide in print materialsand100pixelswideinelectronicmaterials.

Size Restrictions

1.25 in/100px wide

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To maintain the integrity and strength of the logo, a clear space must be provided around the logo. Nootherelements,suchastextorimages,shouldenterthesafeareaestablishedaroundthelogo.

ThesafespacearoundThePlayhouselogoextendsatthebottomofthelogotocreatearectangularsafespace.ThespaceinsidecanutilizetextorimagesthatpertaindirectlywithThePlayhouse.Anyotherimagesortextmustbekeptoutsidetherectangularsafespace.

The safe space around The Playhouse logo is equal to the length of the top bar of the ‘E’ in the logo.

Safe Area

Safe Space Height

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90° Angle

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Logo PositioningTheentirelogomayberotatedclockwiseona90°angletofitinaverticalspace.

Under no circumstances may the logo be rotated counter clockwise or rotatedmoreorlessthan90°exactly.

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Incorrect Usage

DO NOT stretch or distort the logo in anyway.

DO NOT change the colors of the logo unless it is the approved Playhouse color scheme.

DO NOT put the logo on any other background color other than those discussed on pages 23-25.

DO NOT rotate the entire logo on anyangleotherthanexactly90degrees clockwise.

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Logo Elements

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Typefaces

Futura LTFutura LT Light

abcdefghijklmnopqrstuvwxyz

abcdeFghijkLmnopqrsTuvwxyz

0123456789

Futura LT Condensed

abcdefghijklmnopqrstuvwxyz

abCdeFghijkLmnopqrsTuvwxyz

0123456789

Futura LT RegularabcdefghijklmnopqrstuvwxyzABCDEFgHIjkLMNOPqRSTUVWxyz0123456789

Futura LT HeavyabcdefghijklmnopqrstuvwxyzABCDEFgHIjkLMNOPqRSTUVWxyz0123456789

Futura LT BoldabcdefghijklmnopqrstuvwxyzaBcDeFghijkLmnopqrsTUvwxyz0123456789

Typography plays an important role in communicating the tone and quality of the brand. Careful use of typography reinforces our image and ensures clarity and harmony in all Playhouse communications. We have selected Futura LT as the primary typeface.

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Typefaces (continued)

San Serif Typefaces

If the Futura LT typeface is not available or suitable for a particular design or communication, two different typefaces may be used that compliment the brand.

Gill Sans MT Regular

abcdefghijklmnopqrstuvwxyz

abcdefGhijklMnopqRSTuvwxyz

0123456789

Gill Sans MT Condensed

abcdefghijklmnopqrstuvwxyz

abCdefGhijklMnopqrSTuvwxyz

0123456789

Gill Sans MT Italic

abcdefghijklmnopqrstuvwxyz

abcdefGhIjklMnopqrSTuvwxyz

0123456789

Gill Sans MT BoldabcdefghijklmnopqrstuvwxyzaBcdefGhijklMnopqrSTuvwxyz0123456789

gill Sans MT

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Serif Typeface

Century RegularabcdefghijklmnopqrstuvwxyzabCdefghijklmnopqRstuvwxyz0123456789

Century BoldabcdefghijklmnopqrstuvwxyzaBCdefghijklmnopqrstuvwxyz0123456789

Century

A serif typeface may be used for body copy or other design choices.

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Use of LogomarkThe Playhouse logomark is an essential part of the Playhouse identity. It stronglyconveysthecreativeattitudethePlayhouseexudes.Thelogomarkcanbe used alone as a graphic element to reinforce the Playhouse brand identity while adding visual interest to materials.

producing artistic directoredward stern

TheLogomarkcanbeusedtoaccentheadlinesorblocksoftext.

The top of the tail of the logomark must bealignedwiththetopofthetext.

There must be adequate space between thetextandthebodyofthestar.

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Use of Logomark (continued)

Portions of the Logomark can be used to accent backgrounds of printed or electronic materials.