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Brand Standards Manual 962 Mt. Adams Circle Cincinnati, OH 45202 513.345.2242 www.cincyplay.com


Table of Contents Introduction Brand Identity • Vision, Mission and Values

Brand Signature • Logo • Tagline

Colors • Brand Colors • Color Variations

Spatial Relationships • Safe Area • Size Restrictions • Logo Positioning • Incorrect Usage

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Table of Contents Logo Elements • Typefaces • Use of Logomark

Business Collateral • Stationery • 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? A brand is the identity of a specific product, service, or business. A brand can be expressed in many forms, including a name, symbol, color combination or tagline.

Why is brand identity important? Colin Bates, a brand management specialist with 20 years’ experience in brand planning, marketing communications and training, defines a brand as “a collection of perceptions in the mind of 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? This manual is a guide for staff members and design professionals, defining the importance of the Cincinnati 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. Our mission is accomplished through works of the highest caliber produced on stage in a fiscally responsible manner, and through stimulating educational and outreach programs.

Values The Cincinnati Playhouse in the Park has been offering audiences the finest in professional theatre for nearly 50 years. Nationally known for its excellence and commitment to new works and an artistic home for America’s best actors, directors and designers, the Playhouse always keeps its primary role at center stage — to serve the Tristate by producing the finest in classic and contemporary 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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Logotype

Logomark

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Logo The 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.

Logomark

Logotype

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.

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Tagline The Playhouse in the Park tagline entices the audience to visit the Playhouse while still representing The Playhouse brand. The top point of the logomark is align with the the left edge of the type

The type is justified on both sides.

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

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Tagline 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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Color

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Brand Colors

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

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Playhouse Orange Pantone 143C c: 0 m: 35 y: 85 k: 0 r: 251 g: 176 b: 64 hex#: fbb040


Color Variations 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.

White/Blue/Orange

Blue/White/Orange

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.

Black/White/Orange

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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

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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.


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

30% 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.

0% Black

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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 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.

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Spatial Relationships

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Size Restrictions To maintain the integrity of the logo, the minimum size allowed is 1.25 inches wide in print materials and 100 pixels wide in electronic materials. 1.25 in/100px wide

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Safe Area To maintain the integrity and strength of the logo, a clear space must be provided around the logo. No other elements, such as text or images, should enter the safe area established around the logo. Safe Space Height

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

The safe space around The Playhouse logo extends at the bottom of the logo to create a rectangular safe space. The space inside can utilize text or images that pertain directly with The Playhouse. Any other images or text must be kept outside the rectangular safe space.

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90째 Angle

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Logo Positioning The entire logo may be rotated clockwise on a 90째 angle to fit in a vertical space.

Under no circumstances may the logo be rotated counter clockwise or rotated more or less than 90째 exactly.

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Incorrect Usage DO NOT stretch or distort the logo in anyway.

DO NOT rotate the entire logo on any angle other than exactly 90 degrees clockwise.

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.

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Logo Elements

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Typefaces 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.

Futura LT Futura LT Light

Futura LT Heavy

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

0123456789

0123456789

Futura LT Condensed

Futura LT Bold

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

0123456789

0123456789

Futura LT Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

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Typefaces (continued) 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.

San Serif Typefaces Gill Sans MT

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Gill Sans MT Regular

Gill Sans MT Italic

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

0123456789

0123456789

Gill Sans MT Condensed

Gill Sans MT Bold

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

0123456789

0123456789


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

Century Century Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Century Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

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Use of Logomark The Playhouse logomark is an essential part of the Playhouse identity. It strongly conveys the creative attitude the Playhouse exudes. The logomark can be used alone as a graphic element to reinforce the Playhouse brand identity while adding visual interest to materials. The Logomark can be used to accent headlines or blocks of text.

edward stern

The top of the tail of the logomark must be aligned with the top of the text.

producing artistic director

There must be adequate space between the text and the body of the star.

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Use of Logomark (continued) Portions of the Logomark can be used to accent backgrounds of printed or electronic materials.

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Brand Standards Manual v2