brand standards manual draft 4
DESCRIPTION
Brand Standards ManualTRANSCRIPT
Brand Standards Manual962 Mt. Adams CircleCincinnati, OH 45202513.345.2242www.cincyplay.com
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Table of ContentsIntroduction ....................................................................................................................... Brand Identity ...................................................................................................................
Vision, Mission and Values .........................................................................................•
Brand Signature ..............................................................................................................Logo .........................................................................................................................•
Tagline ......................................................................................................................•
Color Palette .................................................................................................................... Brand Colors ............................................................................................................. •
Color Variations ........................................................................................................ •
Spatial Relationships ......................................................................................................
Size Restrictions ......................................................................................................... •
Safe Area .................................................................................................................•
Logo Positioning ........................................................................................................•
Logo Elements .................................................................................................................Typefaces ..................................................................................................................•
Use of Logomark .......................................................................................................•
Brand Application ...........................................................................................................
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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.” 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? ThismanualdefinestheimportanceoftheCincinnatiPlayhouseintheParkbrandandillustrateshow to apply its visual components. It is a guide for staff members and design professionals. 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 produce 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. Simply put, the Playhouse strives to celebrate the live theatrical event in superlative fashion, in a setting that is second to none. Values
The Cincinnati Playhouse in the Park focuses on bringing QUALITY productions and programs to the stage as well as providing LEADERSHIP in the theatrical community.
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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 Logomark strongly conveys the attitude thePlayhouseexudes.Itmaybeusedonits own to accent or reinforce other brand material.
Under no circumstances can the Logotype be used alone.
Logomark
Logotype
The Logo is made up of two parts: the Logotype and the Logomark.
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Logo (continued)
DO NOT stretch or distort the Logo in anyway.
DO NOT recreate the Logo. To obtain the appropriate Logo, send an email to [email protected]
DO NOT change the colors of the Logo other than those discussed on pages 23-25.
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 any angle other thanexactly90degreesclockwise.
DO NOT outline or place any effects on any part of Logo.
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Tagline
Thetypeisjustifiedonboth sides.
The top point of the Logomark is aligned with 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 with the Logomark accent.
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Tagline (continued)
The 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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DO NOT stretch or distort the Tagline in anyway.
DO NOT change the color of the Tagline other than those discussed on pages 27-29.
DO NOT change the arrangement of the type in the Tagline other than those discussed on pages 18-19.
DO NOT rotate the Tagline on any angle.
DO NOT outline or place any effects on the Tagline.
DO NOT use a different typeface other than Futura.
Tagline (continued)
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Color Palette
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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*preferred logo
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 20% 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)
Do not frame the Tagline in any way. The Tagline is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
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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 background 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.
Do not frame the Tagline in any way. The Tagline 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 Tagline may be displayed in Black and Gray variations.
If the background is 40% Gray or greater, the Tagline must be White and the Logomark must be 20% Gray.
100% Black
40% Black
Do not frame the Tagline in any way. The Tagline is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
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Do not frame the Tagline in any way. The Tagline is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
If the background is less than 40% Gray, the Tagline must be 100% Black and the Logomark must be 50% Gray.
30% Black
0% Black
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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
1.25in/100pxwide
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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.ThisspacecanutilizetextorimagesthatpertaindirectlywithThePlayhouse.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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Safe Area (continued)
962 Mt. Adams CircleCincinnati, OH 45202
513.345.2242
TheaddressofThePlayhousebreakstheextendedrectanglesafespacebutdoesnotencroachonthe inner safe space.
Example
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962 Mt. Adams CircleCincinnati, OH 45202
513.345.2242
The address of The Playhouse can not break the inner safe space.
ImagesortextnotdirectlypertainingtoThe Playhouse can break the rectangular safe space.
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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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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 complement the brand.
A san serif typeface may be used to replace Futura if unavailable or other design choices.
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 can be used alone as a graphic element or portions of the Logomark can be used to add visual interest in printed or electronic materials such as a footer or side border on a document or advertisement. only theses specific portions may be used.
The edge of the cut off area should always align with a point on the Logomark.
The tail portion of the Logomark should never be cut off.
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use of Logomark (continued)
TheLogomarkmayberotatedtofitaportionoftheLogomarkinaverticalspace.TheLogomarkcan only be rotated with the body of the star rising upward. Only theses specific portions may be used.
When rotating the Logomark, the two points of the top arm of the body of the star should align vertically.
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TheLogomarkcanbeflippedhorizontallytorightjustifytheportionoftheLogomarkthathasbeenrotated with the body of the star rising upward. Only theses specific portions may be used.
When rotating the Logomark, the end of the tail and the bottom point of the body of the star should align vertically.
use of Logomark (continued)
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Example
962Mt.AdamsCircle•Cincinnati,OH45202•513.345.2242•www.cincyplay.com
962 Mt. Adams CircleCincinnati, OH 45202
Valued Custmer1234 Vine Street
Cincinnati, OH 45202
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use of Logomark (continued)
x
x
edward stern
TheLogomarkcanbeusedtoaccentheadlinesorblocksoftext.
The point where the top of the Logomark and the tail meet must be aligned with thetopofthetext.
ThespacebetweenthetextandtheLogomarkisequalto½thexheightofthetextthatisbeingaccented.ThebottompointoftheLogomarkmustbealignedtothex-heightline.
x-height
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962 Mt. Adams CircleCincinnati, OH 45202
producing artistic directoredward stern
Example
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DO NOT stretch or distort the Logomark in anyway.
DO NOT change the color of the Logomark.
DO NOT crop the Logomark in any way other than those discussed on pages 46-51.
DO NOT rotate the Logomark on any angle other than those discussed on 48-51.
DO NOT outline or place any effects on the Logomark.
DO NOT recreate the Logomark. To obtain the appropriate Logomark, email [email protected]
use of Logomark (continued)
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Brand Application
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Example
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Example
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Example
ChristmasCarolA
Visit www.cincyplay.com for more information.
Presented byDecember 2nd - December 30th
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Example
