Hull Truck Brand Guidelines

THE HOME OF

EXCEPTIONAL DRAMA Brand Guidelines 2023

02

Introduction

Hello, we are Hull Truck Theatre.

Vision

Mission

Hull Truck Theatre is a pioneering theatre with a unique Northern Voice, locally rooted, global in outlook, inspiring artists, audiences and communities to reach their greatest potential.

We produce and present inspiring theatre that reflects the diversity of a modern Britain. We provide the resources, space and support to grow people and ideas, are an ambassador for our city, a flagship for our region and a welcoming home for our communities.

Through our work with schools and local communities we engage with thousands of young people, disabled groups and adults, offering opportunities to participate in the arts, whether as the first step into a career, a way to build confidence and meet new people, or as part of a rounded education.

03

Logo

Logo Straightforward and strong our recognisable logo has been in circulation since 2010.

The Hull Truck Theatre logo should always be used in either black or white, depending on which is the most legible, and ideally on a single-colour background.

04

Logo on colour

Logo Examples of logo usage on coloured backgrounds from the brand colour palette.

05

Logo sizing and placement

Sizing and placement Sizing Maintaining adequate space around the logo is critical for consistency and clarity. The clear space is equivalent to that of the height of the letter L within the word Hull from the logo.

Minimum clear space

Our logo should never be smaller than 22mm measuring the height.

Example position on portrait layout 22mm

Placement The logo must always be placed in the top right-hand corner of all documents.

Minimum size

Example position on landscape layout

06

Logo incorrect application

Incorrect application of our logo We care about the integrity of our logo and ensuring consistent appearance in all communications.

Do not stretch or squeeze

Do not recolour

Do not rotate

Do not use a drop shadow

Do not tint or decrease opacity

Do not use colours with low contrast

Do not add an outline

Do not change the typeface

Do not crop

Here are some examples of what not to do.

07

Colour palette

Our colour palette

SPRING/ SUMMER

CORE

A fresh colour palette has been meticulously crafted, drawing inspiration from the dynamic shifts of the seasons and the captivating elements of the surrounding environment. Research into current, future, and anticipated colour trends has been undertaken to ensure lasting relevance and longevity.

Our colour palette usage has been broken up into two seasons; Spring/Summer and Autumn/Winter.

The core colours are what binds them all together as a collective and can be used in each seasonal palette.

XMAS

AUTUMN/ WINTER

08

Colour palette breakdown

Spring/ Summer The colours from the Spring/Summer and Core palette make up the full range available for usage during the Spring/Summer season.

Sunshine

Sand

CMYK: 12 9 60 0

CMYK: 7 29 72 0

RGB: 234 219 127

RGB: 239 187 90

Hex: #eadb7f

Hex: #efbb5a

Candy Floss

Hot Coral

CMYK: 7 56 34 0

CMYK: 2 90 67 0

RGB: 230 139 142

RGB: 228 52 68

Hex: #e68b8e

Hex: #e43444

Sage

Lawn

CMYK: 38 7 31 0

CMYK: 51 0 60 0

RGB: 172 205 188

RGB: 141 197 133

Hex: #accdbc

Hex: #8dc585

Sky Blue

Denim

CMYK: 29 11 3 0

CMYK: 83 54 0 0

RGB: 191 212 235

RGB: 50 108 180

Hex: #bfd4eb

Hex: #326cb4

09

Colour palette breakdown

Sand

Autumn Leaves

CMYK: 7 29 72 0

CMYK: 0 67 75 0

RGB: 239 187 90

RGB: 238 112 67

Hex: #efbb5a

Hex: #ee7043

Hot Coral

English Violet

CMYK: 2 90 67 0

CMYK: 63 86 28 16

RGB: 228 52 68

RGB: 110 56 105

Hex: #e43444

Hex: #6e3869

Lawn

Green Pine

CMYK: 51 0 60 0

CMYK: 86 29 63 17

RGB: 141 197 133

RGB: 1 118 100

Hex: #8dc585

Hex: #017664

Christmas Cranberry

Denim

Midnight Blue

CMYK: 33 100 68 49

CMYK: 83 54 0 0

CMYK: 100 83 27 9

RGB: 111 19 38

RGB: 50 108 180

RGB: 30 59 114

Hex: #6f1326

Hex: #326cb4

Hex: #1e3b72

Autumn/ Winter The colours from the Autumn/Winter, Core and Christmas palette make up the full range available for usage during the Autumn/ Winter season.

10

Colour palette seasonal colour combinations

Colour combinations Example colour combinations to help showcase how to use the seasonal colour palette.

Legibility is key so please ensure high contrast for readability.

Spring/Summer colour combinations

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

Autumn/Winter colour combinations

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION

COLOUR CONNECTION Christmas

11

Typography

Typography The font used within our design and the typeface on our communications is how the voice of our theatre looks. It creates a visual connection to our brand personality and reinforces and emphasises the messages we share.

Inter has been selected as the brand font for Hull Truck Theatre and is readily available to download here: https://fonts.google.com/ specimen/Inter

Inter AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 ?!&@£* Light

The quick brown fox jumps over the lazy dog

Light Italic

The quick brown fox jumps over the lazy dog

Regular

The quick brown fox jumps over the lazy dog

Italic

The quick brown fox jumps over the lazy dog

SemiBold

The quick brown fox jumps over the lazy dog

SemiBold Italic

The quick brown fox jumps over the lazy dog

Bold

The quick brown fox jumps over the lazy dog

Bold Italic

The quick brown fox jumps over the lazy dog

Black

The quick brown fox jumps over the lazy dog

Black Italic

The quick brown fox jumps over the lazy dog

12

Typography – emailing and Canva

Typography (emailing and Canva) Where it’s not possible to use our brands main typeface, the system font Arial should be used in its place. Arial has been selected for it’s likeness.

This will occur when writing emails, for usage in Canva. and will be used in our email signatures to ensure everything is displayed correctly on external computers and devices.

When drafting your email, always use 11pt for your text sizing.

If you don’t have Arial Black available, please use Bold.

Arial AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 ?!&@£* Regular

The quick brown fox jumps over the lazy dog

Italic

The quick brown fox jumps over the lazy dog

Bold

The quick brown fox jumps over the lazy dog

Bold Italic

The quick brown fox jumps over the lazy dog

Black

The quick brown fox jumps over the lazy dog

13

Tone of voice

Tone of voice Our tone of voice is how we convey our unique personality in our written communications. If used correctly, our distinctive tone of voice can become as recognisable as our logo, colours or design choice and will help reinforce the other aspects of our brand.

The theatre’s tone of voice is friendly, accessible, clear and professional.

Hello theatre lover.

FRIENDLY

ACCESSIBLE

CLEAR

Checklist: ✔ Are we demonstrating that we’re an inclusive and friendly organisation? ✔ Is the language used accessible, yet professional?

PROFESSIONAL

14

Accessibility checklist

Accessibility checklist

All communications that come from Hull Truck Theatre need to use accessible language and nothing complex.

Always review whether colour contrast or point size are legible.

Ensure that large format/ plain text versions of marketing materials are available should audiences request it.

15

Imagery

Imagery A picture says a thousand words.

DO:

DON’T:

And the pictures and images we use should aim to capture the essence and spirit of our brand and most importantly be inspiring and creative.

• Use high resolution imagery – both online and offline, we don’t want fuzzy edges!

• Share any supplied imagery which doesn’t confirm to our guidelines – no additional logos overlapping images or dodgy title treatments!

Our images should reflect our core values of Inclusion, Innovation and Integrity.

They should be clear, colourful, bold and diverse and appropriately represent the artists we welcome on stage and the audiences and communities we welcome into our spaces.

• Where Hull Truck Theatre productions are concerned, always use images which have been commissioned and approved by the Comms team.

• Use any imagery that you feel is unsuitable and not adhering to our value (i.e. featuring nudity or bad language)

• Use an eclectic and diverse range of imagery – no posting the same picture repeatedly…

• Use clip art or an inappropriate image just for the sake of it – there’s always a work around!

• Ask if you can’t find something appropriate – chances are that someone in the Comms team may have a really good suggestion for an alternative.

• Use an image which doesn’t accurately reflect the content of your communications

• Ensure that appropriate permission has been granted If we’re using any imagery featuring participants and children.

16

Social Media

Social media We all have a responsibility to help protect the interests of Hull Truck Theatre – and this includes online.

Hull Truck Theatre’s social media channels are primarily used to:

Only members of the Communications team should have access to Hull Truck Theatre’s official channels to draft and authorise posts before they’re shared publicly.

• Promote upcoming artistic programme

• Share news • Highlight achievements across the organisation i.e. Creative learning • Encourage donations to charity • Share important information • Share entertaining content • Inform followers about opportunities at Hull Truck Theatre See social media guidelines document for more details about application.

17

The brand in practice

We always want to look our best which is why we have a brand guidelines in place to ensure that we’re always recognisable and consistent.

Although we may run standalone campaigns throughout the year (i.e. fundraising) the brand should always be appropriately represented. This includes, but is not limited to the following channels:

AUTUMN WINTER

The brand in practice

Season Brochure Season Sep – Brochure Jan 23 Sep 23 – Jan 24 Highlights include: Pop Music p6 Highlights: Pinocchio Pop Musicp8 p6 Great Adventures Pinocchio p8 Princessp12 & The Frog Betterp10 Days p17 Box Office 01482 323638 hulltruck.co.uk

Autumn/Winter season brochure

• Website

HULL TRUCK THEATRE PRESENTS

An uplifting comedydrama about love, loss, and hope… with an infectious Pop playlist at its heart.

BY ANNA JORDAN DIRECTED BY MARK BABYCH

THUR 5 – SAT 28 OCT

Show poster

“Absolutely incredible! What a night! I definitely got my steps in after dancing along all night.”

• E-marketing • Social media • Posters and flyers • Season guide • Corporate presentations • Banners

Theatre Goer — ­ Disco Inferno

Social assets

Get in touch Please get in touch with our communications team if you have any questions regarding the content of this document at marketing@hulltruck.co.uk

www.hulltruck.co.uk