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DC THEATRICKS Official Branding Guide


Mission Statement What started out over thirty-years ago as a small joke shop has grown into one of the largest costumers in North-East America. At DC Theatricks we build and rent out custom costume plots for theatrical performances, sell makeup and accessories for your look, build and rent out mascot costumes, and for Halloween whether a rental or a purchase we’ve got you covered, literally. The main focus of the company is theatrical plots but whatever the costuming occasion DC Theatricks will do the trick.

Branding Strategy The branding of DC Theatricks is meant to create a unified look and give our products and services a face. The brand is embodying a fun look shown in its cute icons and bright colors but set off more elegantly by it’s deep purple and the ivory white hues as well as the classic styles we borrowed from. The new look was inspired in part by the Art Deco styles of the 1930’s as echoed in our marquee based logo that much of the brand is styled around.


Table of Contents Brand Elements

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Company Rhetoric

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Business Papers

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Uniform Applications

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Print Applications & Brand Accessories

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Screen Based Applications

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Vehicle Application

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Exterior, Interior, and Way-finding

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Brand Elements DC Theatricks’ brand elements reflect the class and elegance of the theater as well as the enjoyment it brings. As it is inspired in part by art Deco the design includes rich colors, bold geometric shapes, and lavish ornamentation. We took this style and infused it with a modern vision of simplicity and a dash of whimsical charm to show the joy the theater creates, and the fun of costumes that is the act of assuming a foreign identity.

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Logo

DC THEATRICKS

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1 full color logo

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2 black and white logo

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Typography

Typography Typography is the voice of the brand and what it communicates is a refined, classy and modern style echoed through out the brand. The legible typefaces make reading easy to ensure effective communication. Biko, the logotype complements the Art Deco inspiration in a subtle and still modern manner. Lato in its bold, regular and light forms works with Biko instead of fighting against it to ensure balance and unity.

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Typography

Lato

bold, regular, light

ABCDEFGHIJ ABCDEFGHIJ ABCDEFGHIJ KLMNOPQRS KLMNOPQRS KLMNOPQRS TUVWXYZ TUVWXYZ TUVWXYZ

Biko regular

ABCDEFGHIJ KLMNOPQRS TUVWXYZ

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Positioning Requirements

Positioning the logo the correct way is important in giving the brand it’s prescence. When placing the logo it should always have retain negative space equal to one “C” from the logo surrounding it. The same goes for the solo DC mark.

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Logo Usage

The DC Theatricks logo is only meant to be used in approved ways that align with the designers original intent and are always legible.

Incorrect

DC THEATRICKS

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no skewing

no changing color

no busy backgrounds

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colored logo on white background

solid white logo on black background

logo can be placed on and ivory white

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Color Scheme

Primary Color Scheme Secondary Color mulberry

burgandy

purple night ivory white

C M Y K

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31.62 % 98.93 % 60.91 % 25.09 %

C M Y K

46.16 % 98.17 % 52.19% 50.92 %

C M Y K

78.00 % 84.10 % 52.60 % 71.70 %

C M Y K

02.55% 01.16% 11.51 % 00.00 %

R 132 G 4 B 77

R 69 G 3 B 61

R 16 G 12 B 35

R 250 G 252 B 227

HEX: 84044D

HEX: 45033D

HEX: 100C23

HEX: FAFCE3


Logos & Motifs

Motifs running throughout are applied to reinforce the identity and create a cohesive brand image. Icons are used specifically on the about page of the website to reiterate the brand image and mission through visuals.

Motifs to be used throughout

Icons to be used on the website

the design

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Photographic Themes

Photographic Themes Photography displayed on DC Theatricks brand materials will be bright and colorful photos showcasing the versatility of the costumes, the fun to be had while wearing them, and the brilliance they add to a theater performance. All of these photos will be professionally shot images of the highest quality. They will range from fun images taken by models to action shots of plays and gatherings where everyday people are captured in DC threads.l

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Photographic Themes

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Company Rhetoric DC Theatricks tag-line is simple and to the point. It plays off of the word “Theatricks� and emphasizes that DC Theatricks will get the job done. The other language in ads and promotional material is playful with a splash of flash derived from the theater and performing side of our services.

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Tagline

DC THEATRICKS Our costumes do the trick.

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Business Papers DC stationary is meant to be used for any notices sent out to clients from the company. It is simple and cohesive mirroring the designs used throughout the brand adding flair without taking away from the important information being communicated in the documents.

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Business Papers

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DC 747 Main St. Buffalo, NY 14203

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Dear Mr. Brown, DC

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Sincerely,

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Lynn De Jac DC

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1 letterhead

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Business Papers

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DC DC THEATRICKS THEATRICKS

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For your production our costumes do the trick. For your production our costumes do the trick.

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747 Main St. 747 Main Buffalo, NYSt.14203 Buffalo, NY 14203 DC DC DC DC

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open

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For your production our costumes do the trick.

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3 mailing label DC

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747 Main St. DC Buffalo, NY 14203

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closed

747 Main St. Buffalo, NY 14203 DC DC

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For your production our costumes do the trick. For your production our costumes do the trick.

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Business Papers

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back

For your production our costumes do the trick. DC

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747 Main Street DC Buffalo, NY 14203

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(716) 847-0186

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(716) 847-0186

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Lynn A. DeJac

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747 Main Street DC Buffalo, NY 14203

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DC THEATRIC

Handmade in USA • Property of DC Theatricks • 747 Main St, B

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(716) 847-0180

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dc_t@gmail.com

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Uniform Application

Many of DC’s clients will never step foot in the facility as they cater to an international set of clientele. For the clientele that do it is important that the staff looks cohesive which will communicate a professional and unified presence allowing for the customer feel a higher sense of trust in DC’s services. The environment is one where craft and manual labor is done so it is also important for the staff to feel comfortable which is why we took a casual approach that communicates the brand in a comfortable way. A pair of black or grey pants as well as jean are suitable for the bottom half of the look.

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Uniform Application

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DC THEATRICKS

2 t-shirt for all employees

1 optional cardigan for colder weather

3 back of t-shirt with full logo DC

Lynn DeJac

4 name tag for all employees

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Brand Accessories & Print Application DC’s costumes if rented in store will be sent out in a convenient costume bag that will be returned with the items. The hangers the clothes are hung on will be branded as well. For customers that visit on site there is a convenient catalogue of all the costumes offered organized by category including prices and following the guidelines of the brand.

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Brand Accessories & Print Application

1 costume rental bag

2 costume hanger DC THEATRICKS

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Business Papers 4 Introduction of section in catalogue

VIC-007

$55.00

VIC-008

$45.00

VIC-009

$45.00

DC

Victorian Wear VIC-010

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$55.00

VIC-011

$5.00

VIC-012

$40.00

1 3 Pricing of costumes in this category


Business Papers

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Screen Based Application DC Theatricks has a very defined presence on screen as well as off. The company website allows you to browse through costumes, place orders, and find out what DC is about. Our mobile application which is available in tablet format as well allows you to browse our selection as well and tracks the status of your rental . It includes an alarm reminder to help customers avoid late fees and ensure our costumes stay available. The commercial details a theatrical scenario and reiterates DC Theatricks’ reliability and helpfulness in creating an elegant look.

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Web Design 1 homepage

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Web Design 2 Sub-level (about page)

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Web Design 3 rental information page with download-able PDF and links to show plots

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Business Papers 4 Sub- sub level page linked from rental information page

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E-mail Advertisement 5 e-mail advertisement From To

Subject

Putting on a performance? Looking for a disguise? For all your costume needs there’s DC Theatricks. Whatever your need our costumes do the trick.

Browse through our stock. of over 100 theatrical plots. Don’t have what you need? No worries, We’ll make it. Visit us in person at 747 Main Street in Buffalo New York or shop here online at dcdoesthetrick.com.

DC THEATRICKS

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Web Banners

6 web banner

Putting on a performance? Looking for a disguise? For all your costume needs there’s DC Theatricks. DC THEATRICKS

Go to DCdoesthetrick.com. At DC Theatricks our costumes do the trick.

Theatrical Play or Playing dress up?

DC Theatricks has all your costume needs.

DC THEATRICKS

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Go to DCdoesthetrick.com. At DC Theatricks our costumes do the trick.


Tablet Homepage 7 tablet homepage

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Mobile Application

DC 8 appDC icon

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9 login screen

10 welcome screen

11 loading


Mobile Application

10 app menu

11 browse

12 rental tracker

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Television Commercial

Dramatic music plays as scenes of a woman putting on makeup, a guy getting dressed, and a woman putting the last piece of her costume on are shown. Narrator says: “ When you come to DC Theatricks were there with you at those pivitol moments before curtain call�

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Scenes from a dramatic play and from a musical are shown and the music continues. The actors shown in the beginning will be showcased in the actual commercial.


Television Commercial

Music continues. Narrator says: “And all the way through that final bow. You might not see us on stage but we’re there with you in every stitch and hemline, in every suit and gown. We won’t let you down.

DC THEATRICKS Our costumes do the trick.

Music fades to clapping. Narrator: We’re definitely there during that standing ovation.

Fades into logo on purple screen. Clapping fades away. Narrator says: “DC Theatricks, our costumes do the trick.”

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Vehicle A sleek, large white branded van with the logo positioned clearly will advertise the brand on the road and also be used to transport local theater plots to and from the site for an extra delivery charge.

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Vehicle

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Van

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Architecture and Signage The exterior of the store will communicate a theatrical look. The storefront sign will be modeled after a marquee that would be found on a theater. The dramatic lighting a top the exterior mimics stage lighting. There will be large picture windows with mannequins modeling looks created by DC. The interior will have mannequins at the center on display. A checkout desk will be at the back armed with staff prepared to help. The company colors will be used throughout to give the architecture a fun bright look. The way-finding signage mimics the logo as do the dressing room mirrors.

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Exterior 1 store front

DC THEATRICKS

30% off all Makeup

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Interior 2 interior of store

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Interior 3 dressing room

3 signage examples

Dressing Rooms Wigs & Makeup

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DC Theatricks: Identity Guide  

A visual branding guide for a theatrical costume company

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