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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelinesVersion 1.1Effective August 20, 2018
Thunder BaySymphonyorcheSTra
Paul HaasMusic Director
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
table of contents
Introduction to the TBSO brand Page 2
The TBSO logo history 3
The official TBSO logo 4
Logo variations 5
Logo use and misuse 6
Logo with logotype 7
Fonts and font families 8
Font usage 9
Colours 10
Stationery 11
Grids and layout 12
Advertising and promotional materials 13
Contact information back
1Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Introduction to the TBSO brand
The Thunder Bay Symphony Orchestra (TBSO) was established in 1960 and incorporated in 1962. Its
organizational vision states:
“The TBSO promotes the appreciation of the rich traditional heritage of symphonic music, while of-
fering imaginative programming including Canadian compositions and artists. The TBSO seeks to be
relevant to the diverse population of Thunder Bay and Northwestern Ontario through the presenta-
tion of live symphonic educational and community concerts, and special events that are embraced
by the whole community.”
A recent addition to that vision tightens the focus further: the TBSO will 1) educate, 2) multi-culturally
engage new and existing audiences, and 3) enrich audiences through a classical voice unique to its
region and its people.
The intrinsic aspirations of the TBSO brand are to be:
• Programmatically imaginative
• Educational
• Multi-culturally and regionally-relevant
• Exciting and unique
However, the TBSO has other brand dimensions, some of which are unintentional. Over the years the
orchestra has incurred debt, which has tarnished the brand. It has also been seen by a few as elitist,
and by others as a smaller version of big city orchestras.
The facts speak more clearly. Thunder Bay is the smallest city in Canada to have a fully-professional
orchestra. Its music reaches over 20,000 people a year, over 6,000 of whom are students engaged
in TBSO educational programs in the region. The TBSO is a small but powerful economic engine. It
brings in over $1.2 million a year in grants and fundraising, which supports a matching payroll of $1.2
million, most of which is spent locally. The TBSO is also an important part of Northwestern
Ontario’s cultural reputation, an asset that attracts new people and new businesses to the region.
Most importantly, the music speaks for itself. The Thunder Bay Symphony Orchestra has never
sounded better. Its programming is innovative and unique. Its players are motivated, talented and
brilliant. Its audiences are growing and enthusiastic. It is a musical experience, par excellence.
Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
The TBSO logo history
The previous official TBSO logo was adopted by the organization in 1977 (shown below).
Though not unique at the time (it was derived from another orchestra’s logo), it has been a bold,
easy-to-read identifier for the orchestra. There have been very few, if any, design standards applied
to its use, though it has seen a number of slight variations over the years, the one shown above
being the most recent. No official colour was ever assigned; it appeared most commonly in black on
white, or white on black.
In 2017, the TBSO management began addressing the orchestra’s visual identity—at the same time
the Board was renewing its strategic vision. Both Board and management decided that the time had
come to modernize the organization’s visual identity, to bring it in line with the TBSO’s goals and its
unique place in Canadian culture.
The Board and management understood that the old logo no longer represented the TBSO brand,
which has been growing stronger over the past 6 decades.
What was needed was a striking new image that reflected the TBSO’s unique cultural assets.
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
Previous TBSO logo
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
The official TBSO logo
The logo was adopted by the TBSO Board of Directors on March 19, 2018.
The logo is unique to the Thunder Bay Symphony Orchestra, there are no similar orchestra logos. The
obvious and primary elements are the flowing ribbon, and the abstracted letters: T-B-S-O.
The logo is a simple representation of the aurora borealis, or northern lights. The colours represent
the blue, blue skies over sunny Northwestern Ontario, and the deep blue waters of Lake Superior—
the largest surface area of fresh water in the world.
Unlike the previous logo, this logo is not a literal expression of the letters T-B-S-O. As an abstraction,
it requires a bit of reflection to see the letters, adding to its interest and memorability.
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Logo variations
The preferred version is the full colour logo (shown top left), which must be used whenever and
wherever practicable. However, there may be technical situations when that is not possible.
In black and white publications the fully shaded (middle left) version is to be used. For black and
white applications that require a ‘reverse’ logo, that is a white logo on a dark background , the
shaded (lower left) version is preferred. In those cases when the shaded versions cannot be used, the
flat versions (top right, middle right and lower right) may be used.
The full colour version (top left) may also be used as a ‘reverse’ logo on a dark background.
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Logo use and misuse
The safe zone around the logo must be no smaller than the thickness of the ‘ribbon’. That includes
the placement of the logotype (see next page).
The logo must not be altered, added to, or distorted. Some examples shown.
Stretch Compress Outer Glow
Rotate Fade Colour Change
Drop Shadow Gradient Reflect
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Logo with logotype
The logo must appear with the logotype in one of two ways: with type below or type to the right.
In most applications the logo/logotype will also include the name of the Music Director, as shown.
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
Thunder BaySymphonyorcheSTra
Thunder BaySymphonyorcheSTra
Thunder BaySymphonyorcheSTra
pauL haaS muSIc dIrecTor
Thunder BaySymphonyorcheSTra
paul haas music director
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Fonts and font families
The official TBSO fonts and font families. All fonts can be sourced from Google Drive / Google Docs.
The entire Encode font family comes in a variety of weights: Thin, Ultra Light, Light, Regular,
Medium, Semi Bold, Bold, Extra Bold and Black. There are no Encode italics. Italics can be created by
skewing type 7º or substituting the italics from the Fira Sans font family.
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
Encode Sans Regular
aBcdeFGhIJKLmnopQrSTuVWXyZ
abcdefghijklmnopqrstuvwxyz
1234567890
Encode Sans Condensed Regular (primary font)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Encode Sans Compressed Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Lora Regular (serif)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Prata Regular (optional: serif headlnes)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Great Vibes
ABCDEFGHIJKLMNOPQRST UVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Font usage
The following examples show a few of the possible applications of the TBSO fonts:
Gala PerformanceGLORIOUS BRAHMSAn Incredible Evening of the Master’s Classics
Join Conductor Paul Haas and the entire TBSO onstage at the Thunder Bay Community
Auditorium for this one time celebration of the life and compositions of the great
Johannes Brahms.
Gala Performance
GLORIOUS BRAHMSAn Incredible Evening of the Master’s ClassicsJoin Conductor Paul Haas and the entire TBSO onstage at the Thunder Bay Community
Auditorium for this one time celebration of the life and compositions of the great
Johannes Brahms.
Gala PerformanceGLORIOUS BRAHMSAn Incredible Evening of the Master’s Classics
Join Conductor Paul Haas and the entire TBSO onstage at the Thunder Bay
Community Auditorium for this one time celebration of the life and
compositions of the great Johannes Brahms.
The recommended font for most body copy text is Encode Sans Condensed Light. The samples
above show a very mixed use of fonts. A more restrained approach is recommended, for example
using Encode Sans Semi Bold for headlines, and Encode Condensed Regular for body copy.
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
ColoursThere are 12 colours in the TBSO Visual Identity system. Other than black or white, no other colours
may be used. Colours may be used as overlays at 100%, 85% and 65%.
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Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
Colour TBSO Simply Cyan TBSO Superior Blue TBSO Deep Sky CMYK 100/0/0/0 80/39/0/0 73/58/0/0 RGB 0/174/239 33/133/199 86/111/181 HEX #00AEEF #2185C7 #566FB5 Pantone® 299 C 7689 C 7456 C
Colour TBSO Sunrise TBSO Fresh Lawn TBSO Forest Moss CMYK 0/33/100/0 46/11/83/4 50/20/100/32 RGB 252/179/22 144/177/86 103/125/42 HEX #FCB316 #90B156 #677D2A Pantone® 7549 C 2303 C 3508 C
Colour TBSO Orange Soda TBSO Rose of Sharon TBSO Hot Wine CMYK 2/65/97/0 11/87/38/0 0/86/100/52 RGB 238/120/39 217/72/112 136/38/2 HEX #EE7827 #D94870 #882602 Pantone® 151 C 205 C 7623 C
Colour TBSO Brass Band TBSO Grapesicle TBSO Granite Grey CMYK 30/41/100/6 40/75/0/18 60/44/44/10 RGB 177/130/46 137/78/141 109/121/124 HEX #B18C2E #89E8D #6D797C Pantone® 1255 C 258 C 424 C
COOL FRESH WARM HARD
Simply Cyan Sunrise Orange Soda Brass Band
Superior Blue Fresh Lawn Rose of Sharon Grapesicle
Deep Sky Forest Moss Hot Wine Granite Grey
MORNING MIDDAY NIGHT
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
Stationery
Examples shown. All address blocks set in 8 pt. Encode Sans Compressed Regular.
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P.O. Box 00000Thunder Bay, ONP0S TAL
Thunder BaySymphonyorcheSTra
Thunder BaySymphonyorcheSTra
paul haas music director
Building Name000 Street Address
P.O. Box 00000Thunder Bay, ON
P0S TAL
[email protected]: 807.000.0000
fax: 807.000.0000First LastnameTitle
Building Name000 Street Address
P.O. Box 00000Thunder Bay, ON
P0S TAL
[email protected]. 807.000.0000o. 807.000.0000
Thunder BaySymphonyorcheSTra
tbso.ca
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
Grids and layout
There is no set grid layout for the TBSO VI system. However, grids must be built using the logo–
logotype as a structural reference, as shown in this example. Layouts are always asymmetrical.
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THUNDER BAYSYMPHONYORCHESTRA
Paul Haas Music Director
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Advertising and promotional materials
Black background for formal, white background for performance. Simple imagery. Stacked type.
Official TBSO colours may be used as overlay
panels (at 100% of 85% and 65% opacity). Formal
designs must use rectangles, light designs may use
irregular polygons (shown).
Headline text must always be set with very tight
leading, with butting but not overlapping type.
Any of the official fonts may be used in this way,
with exception of Great Vibes script.
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Thunder BaySymphonyorcheSTra
paul haas music director
THEWIREDCONCERTClassics onsteroids!Paul Haas conducts the electrified TBSO, featuring Paul Fowler on technical effects.
PUBLIC ARTS FUNDERS SEASON SPONSOR CONCERT SPONSOR
Thurs., Feb. 21, 7:30THUNDER BAY COMMUNITY AUDITORIUMTickets online: TBSO.CA, or call 684.4444
Investing in a long term future
A case for support
Thunder BaySymphony orcheSTra
paul haasmusic director
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Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines
Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines
Thunder BaySymphonyorcheSTra
To request more information contact
TBSO Office
Confederation College960 William Street
P.O. Box 29192 Thunder Bay, ON
P7B 6P9
[email protected]. 807.474.2283
tbso.ca