URTA DESIGN GUIDELINES
Date 02/10/2016
WE SET THE STAGE
THE BRAND
WITH A STRONG FOUNDATION OF SUCCESS, YOUR BRAND AND ITS STORY HAS A LOT TO TELL. YOUR BRAND PLATFORM WILL BE THE CATALYST IN MEETING YOUR GOALS AND ACHIEVING SUSTAINABLE SUCCESS NOW AND IN THE
BRAND HISTORY
WE SET THE STAGE
The University Resident Theatre Association was founded in 1969 with the mission of supporting excellence in professional training of theatre artists, ensuring the continued renewal of the American theatre.
Since that time, URTA has grown to include many programs and services, all working toward that same goal. Whether it’s maintaining the highest quality standards for our member universities, helping to match potential students with the MFA program best suited to their needs, facilitating engagement of professional artists at universities, or expanding our offering of continuing education programming to students, faculty and professional artists, URTA is setting the stage for emerging theatre artists, superior theatre training, and professional advancement!
1
Brand Objectives
TO ESTABLISH A STRATEGIC PLATFORM THAT WILL FRAME THE FOUNDATIONAL
BUILDING BLOCKS TO TAKE THE URTA BRAND TO THE NEXT LEVEL AND EMPOWER THE ORGANIZATION TO SUCCESSFULLY ACHIEVE BUSINESS GOALS.
2
Brand Identity
TO ESTABLISH A STRONG AND OWNABLE, UNIFORM AND COHESIVE 360 BRAND LED URTA IDENTITY, THAT IS DEMONSTRATIVE OF THE VALUE YOU BRING, ACROSS ALL CHANNELS AND COMMUNICATIONS.
3
Brand Messaging
TO CONNECT ON A HUMAN LEVEL AND BROADEN URTA’S EXISTING TARGET AUDIENCE BY CLEARLY COMMUNICATING THE BREADTH OF YOUR OFFERS.
4
Brand Positioning
TO FURTHER STRENGTHEN URTA’S POSITIONING AS THE GOLD STANDARD IN PROFESSIONAL TRAINING OF FUTURE ARTISTS.
BRAND PLATFORM
URTA BRAND STORY
Our role of a lifetime is getting you yours. We are dedicated to taking you beyond the degree. Mapping out the steps leading up to your shining moment. Because you are the star.
We do the work, developing platforms for innovation and change. Uniting the industry as a community - empowering themselves, empowering each other - from one generation to the next.
Building tools and programs to ignite “anything is possible.” We are where dreams come true. Where if you believe, you can achieve. Your helping hand to teach and guide you along the way. Putting you at center stage and cheering you on even after you take a bow.
From every aspect, URTA is your “all access badge” to theatre arts. Where our gold standard performance is all for you.
1
Brand Purpose
OPENING DOORS FOR THEATRE ARTS WITH A “HIRE” PURPOSE FROM ONE GENERATION TO THE NEXT.
2
Brand Position
THE GOLD STANDARD IN SETTING THE STAGE
GIVING THEATRE ARTISTS THE SPOTLIGHT AND GRAVITAS TO SHINE.
3
Brand Promise
INSPIRING YOU TO REACH FOR THE STARS AND SHOWING YOU HOW TO GET THERE.
4
Brand Values
SHARING, HOPE, WISDOM AND PERSEVERANCE.
5
Brand Attributes
SUPPORTIVE, BRIGHT, REFINED AND OPTIMISTIC.
BRAND VOICE SUPPORTIVE BRIGHT REFINED OPTIMISTIC
THE LOGO
LOGO VERTICAL
LOGO VERTICAL TWO COLOR
VERTICAL B&W
LOGO
Gold Pantone 7548 C
LOGO HORIZONTAL TWO COLOR
HORIZONTAL B&W
LOGO
LOCKUPS FULL NAME & TAG LINE
Type Pantone 7549 C
WIDTH OF UNIVERSITY
WIDTH OF STAGE
15 DEGREES
15 DEGREES
MINIMIUM SIZE 0.75 INCH
MINIMIUM SIZE 1 INCH
0.5”
0.75”
LOGO VERTICAL CLEAR SPACE
6X
1/3X
1/3X
1/3X
X
9X X
2 1/3X
TYPOGRAPHY
AS WITH OUR LOGO, CONSISTENT USE OF URTA’S
CORPORATE TYPEFACE — AVENIR — REINFORCES YOUR BRAND IDENTITY.
URTA.COM
Avenir
Avenir is a geometric sans-serif typeface designed by Adrian Frutiger in 1988. The word Avenir means “future” in French.
Download this font for free at www.digitaldownloads.io/fonts/ avenir-font-family-free/
Avenir Book
Avenir
Avenir is a geometric sans-serif typeface designed by Adrian Frutiger in 1988. The word Avenir means “future” in French.
Download this font for free at www.digitaldownloads.io/fonts/ avenir-font-family-free/
Avenir Black
TYPOGRAPHIC TREATMENT
15 DEGREES
THE URTA S
The University Resident Theatre Association was founded in 1969 with the mission of supporting excellence in professional training of theatre artists, ensuring the continued renewal of the American theatre.
Since that time, URTA has grown to include many programs and services, all working toward that same goal. Whether it’s maintaining the highest quality standards for our member universities, helping to match potential students with the MFA program best suited to their needs, facilitating engagement of professional artists at universities, or expanding our offering of continuing education programming to students, faculty and professional artists, URTA is setting the stage for emerging theatre artists, superior theatre training, and professional advancement!
15 DEGREES
COLORS
COLOR IS ONE OF THE MOST POWERFUL OF ELEMENTS. IT HAS TREMENDOUS EXPRESSIVE QUALITIES. UNDERSTANDING THE USES OF COLOR IS CRUCIAL TO EFFECTIVE COMMUNICATION.
CORPORATE COLOR PALETTE
HEADLINES
HEADLINES
PANTONE# 7548
GOLD LOGO
PANTONE# 2745
PHOTOGRAPHY BLACK
PANTONE# 7589
PANTONE# COOL GREY 6 TEXT
PRIMARY COLOR
Col.1 Gold Yellow
75% TINT
50% TINT
25% TINT
PANTONE PMS 7548
CMYK C0 M12 Y98 K0
The CMYK color model is a subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key.
RGB R255 G198 B0
RGB (red, green, and blue) refers to a system for representing the colors to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any color in the visible spectrum.
Web #FFC600
Web colors are colors used in displaying web pages, and the methods for describing and specifying those colors. Colors may be specified as an RGB triplet or in hexadecimal format (a hex triplet).
Col.2 Navy Blue
PANTONE PMS 2745
CMYK C97 M100 Y0 K18
The CMYK color model is a subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key.
RGB R40 G0 B113
RGB (red, green, and blue) refers to a system for representing the colors to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any color in the visible spectrum.
Web #280071
Web colors are colors used in displaying web pages, and the methods for describing and specifying those colors. Colors may be specified as an RGB triplet or in hexadecimal format (a hex triplet). SECONDARY COLOR
75% TINT
50% TINT
25% TINT
COLLATERAL
MARKETING MATERIALS
1 BUSINESS CARD, 2 LETTERHEAD, 3 ENVELOPE, 4 NOTE CARD, 5 BROCHURE AND 6 BANNERS
Business Card Front & Back
Type: Printed
Dimensions: 3.5 x 2”
Detail: Full color
SCOTT
Letterhead Front
Type: Printed
Dimensions: 8.5 x 11”
Detail: Full color
Arizona
University of Arizona
Arizona State University
California
California Institute of the Arts
University of California/Irvine
University of California/Los Angeles
California State University/Fullerton
California State University/Long Beach
Connecticut
University of Connecticut
Florida
University of Florida
Florida State University/Asolo Conservatory
Illinois
University of Illinois/Urbana-Champaign
Illinois State University
Northern Illinois University
Northwestern University
Indiana
Indiana University
Purdue University
Iowa
University of Iowa
Louisiana
Louisiana State University
Maryland
University of Maryland
Michigan
Michigan State University
Minnesota
University of Minnesota
Missouri
University of Missouri/Kansas City
Nevada
University of Nevada/Las Vegas
Nebraska
University of Nebraska/Lincoln
North Carolina
University of North Carolina/Chapel Hill
Ohio
University of Cincinnati/CCM
Kent State University
Ohio University
Ohio State University
Pennsylvania
Pennsylvania State University
Temple University
South Carolina
University of South Carolina
Tennessee
University of Tennessee/Knoxville
Texas
Southern Methodist University
University of Texas/Austin
Virginia
University of Virginia
Washington
University of Washington
Wisconsin
University of Wisconsin/Madison
International
East 15 Acting School/London
Letterhead Back
Type: Printed
Dimensions: 8.5 x 11”
Detail: Full color
URTA MEMBER UNIVERSITIES
WE SET THE STAGE
Note Card Front
Type: Printed
Dimensions: 4 x 8.5”
Back: Blank
Detail: Full color
Envelope Front & Back
Type: Printed
Dimensions: A9
Detail: Full color
URTA 1560 Broadway, Suite 1103, New York, NY 10036
Brochure Front
Type: Printed
Dimensions: 5.125”W x 5.125”H folded
Detail: Full color
WEBSITE
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WEBSITE 2 SERVICES & PROGRAMS
URTA PROGRAMS & SERVICES
SERVICES & PROGRAMS:
The
URTA
URTA AUDITIONS & INTERVIEWS
ARTIST ENGAGEMENT SERVICES
COOPERATIVE ADVERTISING
Our co-op program allows colleges, universities, and conservatories to advertise in many of the country’s leading theatre journals at considerable savings.
CONTINUING EDUCATION
Led by distinguished faculty and professionals, URTA conducts workshops and panels covering all areas of theatre throughout the year, at events nationwide.
JOB LISTINGS
Academic job postings from URTA member and non-member universities.
SHOWCASE CALENDAR
Training programs can post the dates and information for their student showcases in acting or design, free of charge.
SPONSORSHIP
URTA’s corporate sponsorship program promotes national employment of actors, directors, and designers from local theatres to Broadway.
GRANT PROGRAM
URTA offers a corporate sponsorship program promoting national employment of actors, directors, and designers from Broadway to local theaters.
Services & Programs
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WE SET THE STAGE ESTABLISHED
WELCOME TO URTA
The University Resident Theatre Association was founded in 1969 with the mission of supporting excellence in professional training of theatre artists, ensuring the continued renewal of the American theatre.
Since that time, URTA has grown to include many programs and services, all working toward that same goal. Whether it’s maintaining the highest quality standards for our member universities, helping to match potential students with the MFA program best suited to their need, facilitating engagement of professional artists at universities, or expanding our offering of continuing education programming to students, faculty and professional artists, URTA is setting the stage for emerging theatre artists, superior theatre training, and professional advancement!
BOARD OF DIRECTORS
Brant Pope President
Holly Poe Durbin Vice Presi-
dent Alexander Gelman Treasurer
Cal MacLean Immediate Past President
Steve Broadnax Director
Michael Fry Director
Greg Leaming Director
Jacob Pinholster Director
Robert Ramirez Director
Claudia Stephens Director
EXECUTIVE STAFF
Scott L. Steele
Executive Director
Sara Falconer
Director of Membership Services
Tony Hagopian
Director of Communications
& Contract Services
Christy Ming-Trent
Director of Operations
Our Sponsors Sponsor Logos is rotating loop
THE URTA S
New York City San Francisco Chicago
OUR SPONSORS
URTA AUDITIONS & INTERVIEWS
Each year, the URTA Auditions and Interviews bring together faculty from dozens of top training programs and hundreds of prospective MFA candidates in all areas of theatre including acting, design and technology, directing, stage management and producing/arts administration. Candidates have the opportunity to be seen, in one place (New York, Chicago, or San Francisco), by recruiters from among our 39 member universities, as well as other prominent institutions. Our Satellite Auditions program affords acting candidates the chance to meet additional, non-member training programs, including many international schools.
Schools benefit by seeing hundreds of the top theatre candidates in the country over just a few days, and candidates avoid the expense and inefficiency of arranging dozens of separate interviews, travelling to different campuses, and navigating applications for countless institutions.
The URTAs are also open to producing companies looking to offer candidates professional summer employment or apprenticeships.
URTA supports philanthropic aspects related to the Auditions and Interviews, including our Sneak Peek program which gives current undergraduates a firsthand look at the graduate recruitment process, helping them to better prepare for their future. Our Arts Leadership Initiative promotes underserved areas of theatre training such as producing and arts administration, by allowing candidates to attend the interviews and continuing education events for free.
LEARN MORE
WEBSITE 5 EVENTS PAGE
URTA
WORKSHOPS & SEMINAIRS The
REGISTER NOW!
If you’re a theatre artist in pursuit of graduate training, the URTA’s set the stage for you!
STUDENT REGISTRATION Application forms for all candidates: Standard, AEA/ACTF and Arts Leadership.
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FACULTY
FREQUENTLY
CANDIDATE
URTA MEMBERSHIP
URTA MEMBERSHIP
Membership in URTA is a distinction affirming that a program meets the highest standards in theatre training. Student admission to these programs is competitive and highly selective. Our member universities retain accomplished faculty who continue to work professionally, bringing the latest practices to bear in the training of their students. Members are required to provide quality facilities and the other essential resources and technology needed to allow graduate students the ability to reach the full potential of their training.
Many of our members offer financial assistance in the form of paid assistantships, tuition remission, scholarships, stipends, or other aid.
Most of our member programs maintain a partnership with a professional theatre, where students have the opportunity to experience professional practice and work alongside professional guest artists.
For complete information on applying for membership, download URTA Information: Membership Services, Guidelines, and Application Procedures.
URTA MEMBER UNIVERSITIES
URTA PARTNER THEATRES
ARTIST ENGAGEMENT SERVICES
ARTIST ENGAGEMENT SERVICES
URTA offers the only non-profit contracting and payroll service of its kind. We clear the way for hiring union guest artists at universities and other theatres. Standing relationships with Actors’ Equity Association, Society of Directors and Choreographers, and United Scenic Artists allow URTA to operate as “Employer of Record” and bring professionals to campus, when their engagement might otherwise be hopelessly impeded by university policy or state legislation. Our non-profit paymaster service serves theatres small and large, navigating payroll requirements, tax withholdings and reporting, pension and health contributions, workers compensation, and more.
Our service is open to member and non-member institutions, available in all fifty states, and processes over a million dollars in contracts annually.
URTA also maintains collectively bargained agreements with several theatrical unions, creating paths to employment for union artists in academic settings, and enriching both the training of students and experience of audiences.
If you’d like to learn more about our services, or to receive a quote for a particular project, contact URTA today.
LEAD VISUALS
THE TERM “DRAMA” COMES FROM THE GREEK WORD, DRAMA, MEANING “ACTION”, TO DO OR TO ACT.
URTA.COM
Gradation of light
Fractured Spotlights
PHOTOGRAPHY
A LIBRARY OF UPBEAT MONOTONES OF ACTORS IN YOUR SIGNATURE NAVY BLUE, CREATES VISUAL IMPACT AND DRAMA, A BRAND BUZZ, THAT RESONATES WITH YOUR TARGET AUDIENCE.
CONTINUED EDUCATION
ARTIST ENGAGEMENT URTA s
SERVICES & PROGRAMS
MEMBERSHIP
WE SET THE STAGE
ART LEADERSHIP
INTERSHIP PROGRAM Section Monotones
GRANTS
SPONSORS
SNEAK PEEK PROGRAM
CONTACT
ICONOGRAPHY
ICONS HELP READERS ABSORB INFORMATION MORE EFFICIENTLY. THEY ENHANCE THE USER EXPERIENCE BY CREATING VISUAL INTEREST THAT ADDS MEANING.
WE SET THE STAGE
