SUNBEAM THEATRE BRAND BOOK
Cantonese opera is one of the major categories in Chinese opera, originating in southern China’s Guangdong Province. It is popular in Guangdong, Guangxi, Hong Kong, Macau and among Chinese communities in Southeast Asia. Like all versions of Chinese opera, it is a traditional Chinese art form, involving music, singing, martial arts, acrobatics, and acting.
CANTONESE
01
OPERA
TABLE OF CONTENT 02 重 塑 目 的 品 牌 個 性 品 牌 重 塑 品 牌 商 標 顏 色 字 體 攝 影 圖 案 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Brand Logo Color & Typeface Photography & Pattern Applications
REBRANDING
“The Sunbeam Theatre rebranding aims to establish a distinct and memorable brand identity that distinguishes it from competitors on the market. Through the development of a strong brand identity, the Sunbeam Theatre aims to attract a wider audience to both its cultural movie and Chinese opera services. This will increase its global presence and reputation as a premier destination for the appreciation of 粵劇 (Cantonese opera).”
WHY REBRAND 03 重 塑 目 的 品 牌 個 性 品 牌 重 塑 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Applications
商 標 顏 色 字 體 攝 影 品 牌 圖 案 Logo & Color Typeface & Photogrpahy Brand Pattern
EXISTING BRAND IMAGES
04 INTERIOR TYPOGRAPHY POSTERS WEBSITE PHOTOGRAPHY EXTERIOR SIGNAGE PRODUCTS
ESSENCE
The brand essence applies to every promotion materials, including leaflet, poster, website and social media.
BRAND CORE MISSION
Promoting Cantonese Opera
Advancing Local Culture
Utilizing Society’s Resources for Society
VALUE
Preservation Concentration
Historical
To establish Sunbeam Theatre as the “Oriental Cathay”
VISION PROMISES
Charity Support
Promote Cantonese Opera & Advance Local Culture
05
ABOUT THE BRAND
「睇大戲，去新光。」
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BRAND UNIQUENESS
HISTORICAL ARCHITECTURE
Sunbeam Theatre was built in 1950 and is one of the few remaining pre-war Cantonese opera theatres in Hong Kong.
CULTURAL SIGNIFICANCE
Sunbeam Theatre has played a significant role in promoting Cantonese opera in Hong Kong.
ABOUT SUNBEAM THEATRE
Sunbeam Theatre, built in 1965, opened in 1972 and became a cultural center for Cantonese opera performances in Hong Kong. It gained a reputation for hosting many cultural and artistic events over the years. In 2009, it was ranked 7th among the “25 Asian experiences tourists should not miss” in a Time magazine poll.
BRAND INTRODUCTION 07 重 塑 目 的 品 牌 個 性 品 牌 重 塑 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Applications
商 標 顏 色 字 體 攝 影 品 牌 圖 案 Logo & Color Typeface & Photogrpahy Brand Pattern
INSPIRATION
The new rebranding concept for Sunbeam Theatre aims to create an atmosphere that appeals to the younger generation. The color palette of blue and pink was inspired by the accessories and makeup of Cantonese Opera, adds vibrancy and energy to the space, while also being trendy and modern.
INSPIRATIONAL BOARD 08
The Sunbeam Theatre logo draws inspiration from the original logo’s handwritten Chinese characters, which have been incorporated into the new design. To give the logo an extra touch of the theatre’s heritage and culture, additional Chinese pattern frames have been added, creating a harmonious blend of traditional and modern design. By integrating the English name into the logo, the brand has become more internationally recognizable, appealing to a wider audience.
LOGO INSPIRATION 09
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LOGO LOGO PRIMARY SECONARY LOGO VARIATIONS 10
The frame was designed to mimic the bubble lighting in Sunbeam Theatre’s lobby.
SAFE ZONE 11 CLEAR SPACE CLEAR SPACE PRIMARY SECONARY 重 塑 目 的 品 牌 個 性 品 牌 重 塑 商 標 顏 色 字 體 攝 影 品 牌 圖 案 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Logo & Color Typeface & Photogrpahy Brand Pattern Applications X 1/3X 1/3X /3X 1/3X /3X /3X /3X X 1/3X 1/3X 1/3X 1/3X /3X /3X
MINIMUM SIZE 12 MINIMUM LOGO
40mm
15mm
LOGO
13 LOGO COLORS
COLOR VARIATIONS
BLACK
PINK
WHITE
BLUE
重 塑 目 的 品 牌 個 性 品 牌 重 塑 商 標 顏 色 字 體 攝 影 品 牌 圖 案 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Logo & Color Typeface & Photogrpahy Brand Pattern Applications
BLUE & PINK
BACKGOUND
BLACK BLACK BLACK
BLACK
BLUE
PINK
BLUE PINK
WHITE WHITE
14
LOGO ON BACKGROUNDS
WHITE CREAM
INCORRECT SCALLING DROP SHADOW
UNACCEPTABLE LOGO USAGE
DO NOT LOGO ALTERATION
DISTORTION
STROKE
GRADIENTS
WRONG COLOR
FLIP
15 重 塑 目 的 品 牌 個 性 品 牌 重 塑 商 標 顏 色 字 體 攝 影 品 牌 圖 案 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Logo & Color Typeface & Photogrpahy Brand Pattern Applications
LOGO USAGE 16 DO NOT LOGO
UNACCEPTABLE
MULTI COLOR
COLOR CLASH
17 重 塑 目 的 品 牌 個 性 品 牌 重 塑 商 標 顏 色 字 體 攝 影 品 牌 圖 案 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Logo & Color Typeface & Photogrpahy Brand Pattern Applications
COLOR PALETTE
18
pink
sun cream RGB CMYK HEX RGB CMYK HEX RGB CMYK HEX 255 059 115 000 090 032 000 #ff3b73 018 222 255 058 000 005 000 #12deff 255 253 240 000 000 005 000 #fffdf0
COLOR PALETTE
sun
sun blue
PRIMARY
USAGE: TITLES
SECONDARY
With its classic and elegant style, Sabon embodies the historic spirit perfectly. Gotham is modern and simplicity.
Caudex is sophisticatedand readable.
USAGE: HEADLINES USAGE: SUBHEADLINES, BODY TEXT, INFORMATION TEXT
TYPEFACE 19 重 塑 目 的 品 牌 個 性 品 牌 重 塑 商 標 顏 色 字 體 攝 影 品 牌 圖 案 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Logo & Color Typeface & Photogrpahy Brand Pattern Applications 王 漢 宗 粗 明 體 繁 粵 劇 殿 堂 睇 大 戲 ， 去 新 光 。
微 軟 正 黑 體 繁
Cantonese opera is also known as “Guangdong Drama” since it is the dominant form of opera found in Guangdong region.
THE HALL OF CAN TONESE OPERA
is a taoist war deity also known as Wu Xian. He is the head of the Four Guardian Marshals.
EXAMPLE 20 劇
TYPOGRAPHY
粵劇起源 粵劇殿堂 華光祖師誕 劇目
殿堂
新光戲院 白玉堂
粵劇文化好去處
THE HISTORY OF CANTONESE OPERA
REPERTOIRE SUNBEAM
WELL KNOWN CANTONESE OPERA THEATRE
HUAGUANG FESTIVAL
THEATRE BAI YU TONG PALACE A GOOD PLACE TO EXPERIENCE CANTONESE OPERA CULTURE
Emperor Huaguang
Farewell My Concubine
The Hall of Cantonese Opera
Performances of the Troupe on three Cantonese opera excerpts.
Sunbeam Theatre
殿
粵 新 光 •••
Sunbeam Theatre
堂 睇 大 戲 去 ) (
PHOTOGRAPHY 21
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THE ARTIST • PROFESSIONAL • ATTRACTION
PUBLICITY STILL • STORY CAPTION • EXCITEMENT THE STAGE • BLOCKBUSTER • AESTHETICISM PHOTOGRAPHY 22
The pattern design for Sunbeam Theatre is inspired by the iconic bubble lighting synonymous with the theatre. The irregular, seemingly random pattern nods to the lights’ direction and the unique shape of the bubble bulbs. The design creates a playful and dynamic visual impact, reminiscent of theatre’s whimsical atmosphere. The use of the bubble lighting motif in the pattern design reinforces the brand’s identity and creates a strong visual association with the theatre experience.
PATTERN INSPRATION 23 Applications 重 塑 目 的 品 牌 個 性 品 牌 重 塑 商 標 顏 色 字 體 攝 影 品 牌 圖 案 形 象 應 用 Rebrand Purpose Brand Identity Rebrand Idea Logo & Color Typeface & Photogrpahy Brand Pattern
PATTERN 24 MOTIFS A E B F C G D H
THE HISTORY OF CANTONESE OPERA
Cantonese opera is also known as “Guangdong Drama” since it is the dominant form of opera found in Guangdong region.
The Hall of Cantonese
形 象 應 用 Applications GALLERY 25 重 塑 目 的 品 牌 個 性 品 牌 重 塑 商 標 顏 色 字 體 攝 影 品 牌 圖 案 Rebrand Purpose Brand Identity Rebrand Idea Logo & Color Typeface & Photogrpahy Brand Pattern 粵 劇 殿 堂 粵劇起源
Cantonese Opera
GALLERY 26
WALL FIXED SIGNAGE
27
NEON LIGHT SIGNAGE 28
POSTER 29
POSTER 30
31 WEBSITE
WEBSITE – CORE INFORMATION 32
EVENTS 中 EN G 2023 MEDI AN EW SS TORE EXPERIENCE ABOU T JOIN U S SUPPORT US M ORE INFO M ORE INFO CTOR Tsung Yeh EXPERIENCE 15 Years ACTO R Tse Wing EXPERIENCE 10 Years 33 WEBSITE
WEBSITE – ONLINE STORE 34
35
BROCHURE – CHINESE VERSION
BROCHURE – ENGLISH VERSION 36
VINYL RECORD 37
VINYL RECORD 38
ADVERTISEMENT 39
ADVERTISEMENT 40
PACKAGING 41
BLESSING CARD 42
TICKET WITH ENVELOPE 43 1
TICKET 44
The Sunbeam Theatre does not have an Instagram account, and creating one could reach out to a much broader and younger audience.
SOCIAL MEDIA 45
SOCIAL MEDIA 46 04:28
30 Posts 12k Followers 2k Following
Hong Kong Sunbeam sunbeamtheatre The Hall of Cantonese Opera.
RE-BRANDING PROPOSAL Chan Yuen Si Jesie (20037150S)
