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Brand Standards Manual

February 2011


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Table of Contents Introduction ....................................................................................................................... 5 Brand Identity ................................................................................................................... 9 • Vision, Mission and Values ......................................................................................... 11

Brand Signature .............................................................................................................. 13 • Logo ......................................................................................................................... 15 • Tagline ...................................................................................................................... 19

Color Palette .................................................................................................................... 25 • Brand Colors ............................................................................................................. 26 • Color Variations ........................................................................................................ 27

Spatial Relationships ...................................................................................................... 35 • Size Restrictions ......................................................................................................... 37 • Safe Area ................................................................................................................. 39 • Logo Positioning ........................................................................................................ 49

Logo Elements ................................................................................................................. 51 • Typefaces .................................................................................................................. 53 • Use of Logomark ....................................................................................................... 57

Brand Application ........................................................................................................... 69

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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.� 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 defines the importance of The Cincinnati Playhouse in the Park brand and illustrates how to apply its visual components. It is a guide for staff members and design professionals. Please 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 will produce creative, entertaining and innovative performances as well as 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. 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 excellence and commitment to new works and an artistic home for America’s best actors, directors and designers. We pride ourselves in bringing QUALITY productions and educational programs to the stage as well as providing continuing LEADERSHIP in the theatrical community.

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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. The Logo is made up of two parts: the Logotype and the Logomark. Logomark

The Logomark strongly conveys the attitude the Playhouse exudes. It may be used on its own to accent or reinforce other brand material. Logotype

Under no circumstances can the Logotype be used alone.

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Logo (continued)

DO NOT recreate the Logo. To obtain the appropriate Logo, send an e-mail to

DO NOT stretch or distort the Logo.

DO NOT rotate the Logo on any angle other than exactly 90 degrees clockwise discussed on pages 48-49.

DO NOT change the colors of the Logo other than those discussed on pages 27-29.

DO NOT put the Logo on any other background color other than those discussed on pages 27-29.

administration@cincyplay.com

DO NOT outline or place any effects on any part of Logo.

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Tagline The Playhouse in the Park Tagline entices the audience to visit the Playhouse while still representing The Playhouse brand with the accent of the Logomark.

The crossbar of the ’H’ and ’A’ in the Tagline mimic the arc of the Logomark to further represent the brand.

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Tagline (continued) The Playhouse in the Park Tagline is preferred in the vertical layout, but if a horizontal design is required, use one of the following layouts.

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Tagline (continued)

DO NOT recreate the Tagline. To obtain the appropriate Tagline, send an e-mail to

DO NOT stretch or distort the Tagline.

DO NOT rotate the Tagline on any angle.

DO NOT change the color of the Tagline other than those discussed on pages 30-33.

DO NOT change the arrangement of the Tagline.

administration@cincyplay.com

DO NOT outline or place any effects on any part the Tagline.

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Color Palette

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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. When in color, the Logomark can never be any other color than The Playhouse Orange.

White/Blue/Orange *preferred logo

Blue/White/Orange

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% Black or greater, the Logotype must be White and the Logomark must be 20% Black.

100% Black

40% Black

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If the background is 40% Black or less, the Logotype must be 100% Black and the Logomark must be 50% Black.

30% Black

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. When in color, the Logomark can never be any other color than The Playhouse Orange.

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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% Black or greater, the Tagline must be White and the Logomark must be 20% Black.

100% Black

40% Black

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If the background is 40% Black or less, the Tagline must be 100% Black and the Logomark must be 50% Black.

30% Black

0% Black

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Spatial Relationships

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Size Restrictions To preserve legibility of the logo and tagline, only these minimum sizes can be used in printed and electronic materials. 1.25 in/100px wide

1.25 in/100px wide

1 in/72px wide

1.25 in/100px wide

Logo/ Logomark

Tagline

2.5 in/180px wide

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

Safe Space Distance

The safe space around The Playhouse Logo is equal to the length of the top bar of the ‘E’ in the Logo. An extended safe space at the bottom of The Playhouse Logo creates a rectangular safe space. This space can utilize text or images that pertain directly with The Playhouse. Any other images or text that do not directly relate with The Playhouse must be kept outside the rectangular safe space.

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Safe Area (continued) Example The address of The Playhouse breaks the extended rectangle safe space but does not encroach on the inner safe space.

962 Mt. Adams Circle Cincinnati, OH 45202 513.345.2242

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962 Mt. Adams Circle Cincinnati, OH 45202 513.345.2242

The address of The Playhouse can not break the inner safe space.

Images or text not directly related to The Playhouse can break the rectangular safe space.

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Safe Area (continued) It may be necessary to frame the Logo to keep contrast between the Logo and certain background images such as a photograph or textured background. No other background colors can be used to frame the Logo except those discussed on pages 27-29.

The area of the frame around the sides and top of the Logo is equal to the length of the top bar of the ‘E’ in the Logo.

The bottom of the frame must be half the length of the top bar of the E.

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

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Safe Area (continued) To maintain the strength and integrity of the brand, a clear space must be provided around the layout of the Tagline. No other elements, such as text or images, should enter the safe area established around the Tagline layout. The safe space on the top, bottom and right side of the vertical Tagline layout is equal to the height of the ‘E’ in the word “HERE” in the Tagline.

Because the Logomark extends out to the left of the vertical Tagline layout, the safe space around the left side is larger. It is equal to the height of the ‘E’ plus the height of the crossbar of the ‘E’ in the word “HERE” in the Tagline.

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The safe space around the rectangular Tagline layout is equal to the length of the top bar of the ‘E’ in the word “HERE” in the Tagline.

The safe space around the horizontal Tagline layout is equal to the length of the top bar of the ‘E’ in the word “HERE” in the Tagline on the bottom and sides and half the length of the top bar of the ‘E’ on the top of the Tagline.

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Safe Area (continued) It may be necessary to frame the Tagline to keep contrast between certain background images such as a photographs or textured backgrounds. The dimensions for each Tagline frame are the safe space guideline for each Tagline layout. No other background colors can be used to frame the Tagline layouts except those discussed on pages 30-33.

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The safe space around all the framed Tagline layouts are equal to the length of the top bar of the ‘E’ in the word “HERE” in the Tagline.

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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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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 Regular

Futura LT Heavy

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

0123456789

0123456789

Futura LT Light

Futura LT Bold

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

0123456789

0123456789

Futura LT Condensed 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 complement the brand.

San Serif Typeface

A san serif typeface may be used to replace Futura if unavailable or for other design choices such as body copy.

Gill Sans MT

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Gill Sans MT Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

Gill Sans MT Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

Gill Sans MT Condensed abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

Gill Sans MT Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 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 that can be used alone as a graphic element. Portions of the Logomark can also be used to add visual interest in printed or electronic materials such as a 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) The Logomark may be rotated to fit a portion of the Logomark in a vertical space. The Logomark can 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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Use of Logomark (continued) The Logomark can be flipped horizontally to right justify the portion of the Logomark that has been rotated. The body of the star should always be 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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Example

962 Mt. Adams Circle Cincinnati, OH 45202

Valued Customer 1234 Vine Street Cincinnati, OH 45202

962 Mt. Adams Circle • Cincinnati, OH 45202 • 513.345.2242 • www.cincyplay.com

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Use of Logomark (continued) The Logomark can be used to accent headlines or blocks of text. The point where the top arm and the tail of the Logomark meet must be aligned with the top of the text.

Edward Stern x The space between the Logomark and the beginning of the text is equal to ½ the x-height of the text that is being accented. The bottom point of the Logomark must be aligned with the ½ x-height line.

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x

x-height


Example

edward stern Producing Artistic Director

edstern@cincyplay.com 513.345.2242 962 Mt. Adams Circle Cincinnati, OH 45202

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Use of Logomark (continued)

DO NOT recreate the Logomark. To obtain the appropriate Logomark, e-mail

DO NOT stretch or distort the Logomark.

DO NOT rotate the Logomark on any angle other than those discussed on 58-61.

DO NOT change the color of the Logomark.

DO NOT crop the Logomark in any way other than those discussed on pages 56-61.

administration@cincyplay.com

DO NOT outline or place any effects on the Logomark.

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Brand Application

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Example

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Example

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Example

A Christmas Carol

Presented by KeyBank

December 2nd - December 30th

Visit www.cincyplay.com for more information.

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Example

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The Cincinnati Playhouse in the Park 962 Mt. Adams Circle Cincinnati, OH 45202 513.345.2242 www.cincyplay.com


Playhouse in the Park Brand Standards Manual