Orlando Fringe Brand Style Guide

photo

photo

CONTENTS PURPOSE OF THIS GUIDE 6 OUR MISSION 7 OUR PHILOSOPHY 7 OUR INSPIRATION 7 OUR IDENTITY 7 OUR BRAND 9 OUR PRIMARY LOGO 12

LOGO VARIATION LOGO COLOR PL LOGO CLEAR SPA SECONDARY LOG UNACCEPTABLE ACCEPTABLE LO UNACCEPTABLE

NS 13 LACEMENT 14 ACE 15 GOS 16 USAGE 17 OGO PLACEMENT 19 LOGO PLACEMENT 20

TYPOGRAPHY 22 OUR COLORS 23 TONE OF VOICE 24 SIGNAGE & WAY-FINDING 24 AFFILIATIONS 25 STATEMENTS 25 FINAL THOUGHTS 26 5

THE PURPOSE OF THIS GUIDE

The act of creating a cohesive style for Orlando Fringe takes a lot of work and time and we want to make sure we keep it. If you follow the standards included in this document, we will ensure our image is professionally maintained for easy recognition by the patron.

OUR MISSION

The mission of the Orlando Fringe is to provide an accessible, affordable outlet that draws diverse elements of the community together and inspires creative experiences through the arts.

OUR PHILOSOPHY

100% UNCENSORED 100% UNJURIED 100% ACCESSIBLE 100% INCLUSIVE 100% OF THE MONEY FROM TICKET SALES ARE RETURNED TO THE ARTISTS

OUR INSPIRATION

Taking cues from the very first Fringe festival that took place in Edinburgh, Scotland in 1947, Orlando Fringe was created to provide artists the opportunity to show their work in a safe and welcoming environment. We are vibrant and energetic with an alternative spirit. We live to create a community of artists and patrons that see our festival as an annual homecoming. We pride ourselves on making the arts accessible to people of all ages, genders, races and economic statuses.

OUR IDENTITY

We are officially and legally The International Fringe Theatre Festival of Central Florida, Inc. We operate under the D.B.A. of The Orlando Fringe.

We are a non-profit 501(c)(3) organization. We call The Orlando Fringe the parent organization with year-round programming and core programming consisting of The Orlando International Fringe Theatre Festival and The Orlando Fringe Winter Mini-Fest.

7

OUR BRAND

Orlando Fringe is centered around the idea of bridging the gap between the general public and the arts. Our target audience is anyone and everyone. We strive to present art for everyone regardless of age, sex, race, sexual orientation, religion, net worth, birthplace, spoken and signed languages, abilities and disabilities. We believe art is for everyone and we want everyone to say “This is my Fringe!�

9

OUR PRIMARY LOGO

The Orlando Fringe primary logo consists of a hand-drawn font of varying size and weight. It speaks to the fun and playful nature of the festival. The font mixes uppercase and lowercase with the “i” which also serves as the “O” in the word “Orlando”. The inner space on the letters are filled in with the solid color of the letter.

This is the main logo that is used for The Orlando Fringe, the parent organization.

This logo forms the basis for all of the secondary fonts to help audiences easily identify Orlando Fringe events.

The logo must be displayed as is with all letters and words present. Some color variation is permitted.

This is the smallest the logo should be presented. At 0.75” the top text is still readable with minimal strain.

LOGO VARIATIONS

Color variations may occur when placed on a background color that is already used in the logo or one in a close family.

The logo can also be modified to reflect cultural events.

Rainbow version of the logo for Pride Month.

Black and White for black and white printing only.

Greyscale version of the logo for use in monocrome printing.

Holiday version of the logo adds a playful hat to the “i�.

13

LOGO COLOR PLACEMENTS

Color variations may occur when placed on a background color that is already used in the logo or one in a close family.

When placed on a background that matches a color found in the logo, the logo must be modified where the matching logo color is changed to white.

When placing the logo on a background where one of the colors is creating a contrast that is too intese, the offending color should be made white.

LOGO CLEAR SPACE

The logo needs to be placed with a minimal amount of clear space surrounding it so it is not lost in a design. The minimal buffer area on each side is 15% of the logo size. As an example, if the logo is placed at a scale of 2 inches then a boarder of 0.3 inches needs to surround the logo.

15

SECONDARY LOGOS Orlando Fringe secondary logos can be used in place of the primary logo when describing specific events.

LOOKUP

a) This is the logo for “The Orlando International Fringe Theatre Festival” which is held in the month of May. The “i” is replaced with the word “International” and the words “Presented by Orlando Fringe” are added to the base. This is the logo that should be placed on all signs and postcards for the festival. b) The Orlando Fringe Winter Mini-Fest is a variation of the Orlando Fringe logo where the O in “Orlando” is replaced with at 6-point snowflake. The orange is replaced with a soft light blue color. The words “Winter Mini-Fest” are added to the base. c) The Club Fringe logo contains a gradient version of the logo placed in a gradient frame with the word “CLUB” placed inside the lower flag section. d) Fringe Teens logo is mostly hand-drawn using Fringe Regular with the printed text “Presented by Orlando Fringe” at the base of the title.

This logo replaces orange with Fringe Teens Blue. e)Visual Fringe logo is mostly hand-drawn using Fringe Regular with the printed text “Presented by Orlando Fringe” at the base of the title.

This logo replaces orange with a Visual Fringe Hot Pink. f) Kids Fringe logo is mostly hand-drawn using Fringe Regular with the printed text “Presented by Orlando Fringe” at the base of the title. This logo replaced orange with Kids Fringe Green.

a)

b)

WINTER MINI-FEST

c)

d)

f) e)

RETIRED OR PAST LOGOS

17

UNACCEPTABLE USAGE

Rules are necessary for maintaining our brand. We may make some exceptions, but these must be in writing by the marketing department. We will not compromise the overall look of our logo by skewing or distorting it in any way. Ornamentation or text cannot be added to the logo. Here are some examples of ways our logo should NEVER be used.

LOOKUP

a) Don’t squash the logo. b) Don’t place elements in the logo clear space. c) Don’t place elements on top of the logo or block it in any way. d) Don’t remove parts. e) Don’t use unapproved, off-brand colors. Reference the Color section of this document. f) Don’t add a glow or any other text effect to the logo. g) Don’t reorder any elements of the logo.

a)

b)

GREEN VENUE c)

d)

N GREE

e)

UE

VEN

f)

g)

19

ACCEPTABLE LOGO PLACEMENT

The white version of the logo is acceptable in this design.

The logo type is correct, it is sized to the minimum acceptable size and has enough of a space surrounding it.

The correct logo, color and size were used in these placements.

UNACCEPTABLE LOGO PLACEMENT In this example the logo has buffer space surrounding it but it is not the correct logo for the festival. This image was copied from the header of the website as it is the only place that uses the “Established 1992� underneath.

In this logo, the gradient color was approved. There is proper space but the wrong logo was used. A show at the festival should use the festival logo.

On this poster, the logo was colored yellow and was squashed which gave it a more elongated look. It was also the wrong logo to use for the festival.

On this poster the size, color and spacing were correct but the wrong logo was used during the festival.

21

TYPOGRAPHY

This set of typefaces best represent the bold, fun, independant and relaxed feel of our brand and should be used across all print and web applications.

FRINGE REGULAR

A custom, hand drawn combination of upper and lowercase letters.

Used for headlines. Since this design is hand designed, the spacing, size and height of each letter changes to form a word or phrase. Because this is hand-drawn, it is limited to internal Fringe use only.

FAT FRANK

ABCDEFGHIJKLMNO PQRSTUVWXYZ

BERTHOLD AKZIDENZ GROTESK

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ACUMIN PRO

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

A bold eye-catching font. Used mainly for headlines and titles when the hand drawn look of Fringe Regular is not needed. This font is found on all signage headlines and banners during the festival. This can be replaced with Arial Black on the web if required.

A narrow headline font. This font has been used in many of our marketing materials to promote the festival. It is always shown uppercase.

A san-serif font used in body copy.

Minimum font size of 9pt. for screen and 10pt for print.

AVANTE GARDE NORMAL

A san-serif font used in body copy on web as a substitution for Acumin Pro when needed. The font is compact so a tracking of 60/1000 is needed for readability.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

OUR COLORS

Our colors are bold and bright. Color psychology associates purple with independence, creativity, mystery and magic. Orange exudes excitement, enthusiasm and warmth. The feelings of each of these colors speak to the very nature of what we want our patrons, volunteers and artists to feel when thinking about Orlando Fringe.

FRINGE PURPLE CMYK: 41, 100, 2, 0 RGB: 162,35,141 HEX: #a2238d

FRINGE ORANGE CMYK: 0, 80, 99, 0 RGB: 241, 89, 33 HEX: #f15921

For our secondary logos, we again use bright and bold colors to compliment the feeling of the festival environment. The lively green of Kids Fringe symbolizes renewal and growth. The sharp contrast of the hot pink of Visual Fringe when placed on a black background creates a pop-art feel. The cool light blue of the Winter Mini-Fest compliments the season as the festival takes place the first weekend of the new year.

KIDS FRINGE GREEN CMYK: 47, 0, 98, 0 RGB: 147, 200, 65 HEX: #93c841

WINTER MINI-FEST BLUE CMYK: 47, 7, 11, 0 RGB: 128, 196, 216 HEX: #80c4d8

VISUAL FRINGE HOT PINK CMYK: 3, 100, 21, 0 RGB: 230,10,118 HEX: #e60a76

FRINGE TEENS BLUE CMYK: 75, 2, 36, 0 RGB: 0, 182, 179 HEX: #00b6b3

23

TONE OF VOICE

The voice of Orlando Fringe in terms of marketing and social media can be summed up in one word “friendly.”

The tone is personal, whimsical, fun, and entertaining. It’s witty, silly and makes people smile. If we are to compare the tone to a person, it would be someone with a crooked smile and a wink of the eye. It’s someone you can’t wait to meet and drink a beer with at the beer tent. It’s edgy in its sense of humor but doesn’t cross the line into offensive. It keeps its language PG. It also likes to reply with gifs and images.

SIGNAGE & WAY-FINDING

As Orlando Fringe grows, the festival has had to evolve and create a clean and professional look. All signage and way-finding must be designed and printed by the marketing department. No hand written or hand painted signs of any size are permitted within any of the Orlando Fringe events with the exception of Kids Fringe which does allow for hand-written chalk and marker boards.

AFFILIATIONS

Orlando Fringe is a member of The Canadian Association of Fringe Festivals (CAFF) and The United States Association of Fringe Festivals (USAFF).

STATEMENTS

As a 501 (c)(3) non-profit who solicits donations, the following statement must be added to any donor communication from Orlando Fringe. It must also be placed on the donor page of the website.

A copy of the official registration and financial information for the International Fringe Festival of Central Florida, Inc., a Florida-based nonprofit corporation (registration no. Ch13896), may be obtained from the division of consumer services by calling toll-free 1-800-help-fla (435-7352) within the state or visiting their website here. Registration does not imply endorsement, approval, or recommendation by the state.

25

FINAL THOUGHTS

If after reading through this guide and you have a question about the use of our logo and communication, please feel free to reach out to me (marketing@orlandofringe.org). We want you to feel comfortable using our logo and appreciate the opportunity to share our branding with you so we can grow together.

...and if you don’t follow it, we will cut you.

ORLANDOFRINGE.ORG