Brand Identity Guidelines

BRAND IDENTITY GUIDELINES

April 2022

INTRODUCTION Welcome to The Smith Center and what we hope will be the definitive guide for our brand.

Where we are able, we want to be consistent in the way we

communicate what The Smith Center is and the value that it will bring to our community, our employees, our guests and anyone else fortunate enough to experience this magnificent venue. This document is meant to be used by all our employees and partners. Each and every one of you will be critical in how we present our brand and how it will grow and be perceived in the future.

Protecting and building our brand through consistently communicating the information found in this guide will help ensure that future success. Thank you for representing our brand and helping to deliver on what we know will be very important for our community for generations to come.

CONTENTS BRAND PLATFORM Brand Purpose ………………..………………..………………..………………………………………………………………………….. 5 Brand Promise ………………..………………..………………..………………........................................................................ 6 Brand Attributes ………………..………………..………………..……………………………………………………………………….. 7 Brand Experience ………………..………………..............…………………………………………………………………………….. 8 Brand Value ………………..………………..………………..…..……………………………………………………………………………. 9 Brand Positioning ………………..………………..………………..…….……………………………………………………………… 10 Brand Represents …………………………………………………………………………………………………………………………… 11 Brand Mantra ………………..………………..………………..……………………………………………………………………….. 12-13

VISUAL IDENTITY GUIDELINES Logo ………………..………………..………………..………………………………………………………………………………………. 15-17 Logo Size ………………..………………..………………..…………………………………………………………………………………… 18 Logo Positioning ………………..………………..………………..………………………………………………………………………. 19 Color Palette ………………..………………..………………..…………………………………………………………………….......... 20 Logo Coloration ………………..………………..……………….……………….................................................................... 21 Website Color Palette………………..………………..………………..……………………………………………………………… 22 Typography ....................………………..………………..………………………………………………………………………………… 23 Font License ………………..………………..………………..…………………………………………………………………………….. 24 Logo Usage ………………..……………….………………..………………............................................................................ 25 Pattern Collection ………………..………………………………..………………................................................................ 26

BRAND PLATFORM

BRAND PURPOSE VISION To be recognized as a leading performing arts center.

MISSION To inspire artists, audiences, and our diverse community through great performances, enriching experiences, and engaging educational programming.

CORE VALUES • INTEGRITY in all that we do • RESPECT for all people • INSPIRATION for artists, audiences and community • SERVICE excellence • EDUCATION through the arts • SUSTAINABILITY, operationally, environmentally and financially

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BRAND PROMISE Our promise is to provide the quintessential performing arts experience equal to the greatest centers in the world, while making it accessible to any Las Vegan who wants to participate and understand the value and enrichment of the performing arts.

To deliver on this promise, we must not only communicate the enriching performing arts experiences our guests can expect, but also know how to provide these experiences.

Some examples of these experience “drivers” are: • Our building’s classic, Art Deco design.

• The highest quality, multisensory experiences from the performances to the physical space.

• Classic performing arts experiences – velvet curtains, ushers in crisp uniforms, intermission and the grand social gathering.

• Simple and hassle-free access – all the way from ticketing and parking, to finding your seats.

• Friendly, welcoming and helpful staff.

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BRAND ATTRIBUTES Accessible

Tasteful

Authentic

Sophisticated

Approachable

Inviting

Attentive

Entertaining

Confident

Inspiring

Elevated

Social

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BRAND EXPERIENCE AUDIENCE NEED STATES Our audiences are looking to fill certain needs when making choices in entertainment. It is important to understand these motivations as part of delivering valuable experiences at The Smith Center.

ESCAPE - a departure from the stress and/or boredom of daily routines androles.

RELAXATION - the opportunity to passively take in the entertainment.

AMAZEMENT - a feeling of wonder and awe or experiencing something new and different.

ENRICHMENT - the chance for an experience to broaden, change or challenge an individual’s perspective.

VARIETY - the search for a rich variety of entertainment options.

SOCIALIZATION - activities that occur with friends, family or significant other.

IDEAL BRAND EXPERIENCE The ideal brand experience is approachable (inviting, friendly, social), entertaining, inspiring, elegant and sophisticated. Patrons are looking for a variety of world-class programming that is more affordable than current offerings in Las Vegas and is something that can be shared with the whole family.

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BRAND VALUE THE SMITH CENTER WILL Fill the gaps that currently exist in the entertainment and performing arts programming landscape of Las Vegas. Be a place for Las Vegans to share the experience of the quintessential performing arts experience in a world-class facility. Elevate Las Vegas as a community through the addition of a true cultural centerpiece made especially for the locals.

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BRAND POSITIONING The Smith Center was built for the people of Las Vegas. It’s our Heart of the Arts®. A world class performing arts center, equal to the most spectacular in the world, which will pulse with artistic life and drive cultural energy and incomparable creativity throughout all of Las Vegas, touching every member of our community, for decades to come.

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Reflects dedication to the community.

Represents a geographic position, a new cultural hub for Las Vegas.

IS LAS VEGAS’ EPICENTER FOR WORLD-CLASS PERFORMING ARTS.

Represents The Smith Center as the gateway of the arts. A place where the arts come to Las Vegas, and you come to the arts.

Suggests a point of impact and recognizes the real impact of The Smith Center on the community and perceptions of Las Vegas.

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BRAND MANTRA While “The Smith Center is Las Vegas’ epicenter for world-class performing arts” is our formal positioning statement, you will not see it in external communications. Our tagline brings this position to life in a more emotional and inspiring way and is what is included in our external communications.

THE SMITH CENTER IS...

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®

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VISUAL IDENTITY GUIDELINES

THE LOGO

The Smith Center is recognized as a leading performing arts

Use of the Name

center

identity

The Smith Center is the primary and iconic name of the

that matches that recognition. It is important to always

institution. This bold, simple, and memorable name is used

present The Smith Center’s graphic identity consistently in

in the logo artwork.

and

requires

a

verbal

and

visual

order to maintain a uniform appearance and message.

When writing the primary name, The Smith Center, or The Smith Center logo depicts a key architectural feature

the formal name, The Smith Center for the Performing

and focal point of the institution — the bell tower of the

Arts, in a body of text, it should appear in title case.

main building. This tower is an icon and beacon, so it is fitting to represent the essence of The Smith Center with this image.

INCORRECT USAGE THE SMITH CENTER is the primary and iconic name

The geometric and linear quality of this logo is inspired by and takes visual cues from the graphic and architectural motifs of the Art Deco movement.

of the institution, while THE SMITH CENTER FOR THE PERFORMING ARTS is the formal name.

In a body of text, the name should never be written in all caps.

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FORMAL NAME AS A SUPPORTIVE GRAPHIC FORMAL NAME, ONE LINE (PREFERRED)

FORMAL LOGO TEXT, ONE LINE

FORMAL NAME, TWO LINES

The Smith Center logo incorporates the primary name of the

When appropriate, it is preferred that the formal name

organization; however, it may be necessary in communication

be used in one line. However, when space does not allow,

materials to also use the formal name, The Smith Center for the

the formal name may be presented in two lines. The

the Performing Arts. In these instances, the formal name should

formal name should always be secondary to the logo.

be displayed as its own graphic element, separate from the logo The artwork shown above has been created for this purpose.

INCORRECT USAGE The artwork is set in Neutraface No. 2 Text Bold, in all capital letters. However, when writing the formal name within a body of text, it should appear in title case in the same typeface as the text. The formal name should never

be displayed more

prominently than the logo when used in the same application.

THE SMITH CENTER FOR THE PERFORMINGARTS

“For the Performing Arts,” should never be directly attached to the logo artwork.

1616| The | TheSmith SmithCenter Center| Visual | VisualIdentity IdentityGuidelines Guidelines

LOCATION AS A SUPPORTIVE GRAPHIC

LOGO AND LOCATION AS PATTERN

There also may be instances where it is important to identify the location of The Smith Center. When communication materials are to be distributed outside of the local area, “Las Vegas” may be incorporated into an application. The artwork shown above has been created for this purpose.

The location should never be displayed more prominently than the logo when used in the same application. As with other supportive graphics, be sure to keep an appropriate amount of clear space around the logo. (See Positioning page 19.)

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LOGO SIZE

STANDARD SIZE LOGO Minimum width: 1” Maximum width: 9”

LARGE LOGO Minimum width: 9”

In order to maintain a visual consistency between

For larger applications use the Large Logo. This

varied applications, two versions of the logo artwork

is for applications requiring a logo larger than

have been created: one for standard size reproductions,

nine inches in width.

another for large size reproductions.

For most applications, use the Standard Size Logo. This is

When

sizing

the

logo

artwork,

scale

all

for use when the final output of the logo will be one inch

elements proportionally. Electronic files are

to nine inches in width.

available for use.

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LOGO POSITIONING .5X

.5X .5X

.5X

X

There should always be a minimum amount of “clear space” around the Smith Center logo where no other graphic elements, i.e. titles, text, images, should be placed. It is important to maintain this clear space to ensure legibility and proper identification of The Smith Center logo.

It is recommended that the minimum clear space to be maintained around the logo on all sides should equal half of the “X” measurement, labeled in the diagram above.

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COLOR PALETTE

REVISED JANUARY 2020

PRIMARY COLORS - CMYK PRINTOUTS Metallic Pantone C 877 Pantone U 877

C 0 M 75 Y 100 K 70

R 104 G 36 B 0 HEX# 692400

Pantone C 175 Pantone U 175

C 37 M 40 Y 50 K 0

R 169 G 140 B 130 HEX # a99582

Pantone C 2312 Pantone U 2312

C 18 M 0 Y 15 K 37

R 143 G 162 B 155 HEX# 8fa29b

Special use only when printing metallic ink.

Do not convert to CMYK or RGB for any purposes.

Pantone C 5507 Pantone U 5517

SECONDARY COLORS

C0 M 88

R 140 G 33

C 0 M 55

R 205 G 118

C 5 M 20

R 224 G 193

C 30 M 100

R 101 G 0

Y 61

B 40

Y 62

B 85

Y 28

B 169

Y0

B 77

K 50

HEX# 8c2128

K 19

HEX# cd7655

K 6

HEX# e0c1a9

K 55

HEX #65004d

Pantone C 7427 Pantone U 7628

Pantone C 2024 Pantone U 2024

Pantone C 4675 Pantone U 4685

Pantone C 7651 Pantone U 229

The Smith Center identity colors reflect a warm, modern palette that is influenced by the architecture and color of the building. The primary identity color is Pantone 497 U. In most instances, the logo should appear in this dark brown or be reversed out of this same color.

USE OF COLOR

Color may also be applied in production techniques.

When used together, the color palette should maintain the

The use of subtle tints of color, blind embossing

relationship of the above proportions.

(white on white) or material finishes (sandblasting on a polished surface), will add a strong, sophisticated level of color without being overpowering.

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LOGO COLORATION

REVISED JANUARY 2020

INCORRECT USAGE

The Smith Center houses and is affiliated with a wide range of

Do not combine multiple colors within the logo.

programs. Because a great deal of flexibility will be needed to represent these partnerships, the well-balanced color system of The Smith Center identity enables the logo to complement a variety of communication materials.

Secondary colors should only be used on the brown or white background.

Do not use secondary colors as backgrounds.

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WEBSITE COLOR PALETTE PRIMARY COLORS - CMYK PRINTOUTS

R 103 G 158 B 146 HEX #679e92

R 30 G 39 B 38 HEX #1e2726

R 244 G 238 B 234 HEX #f4eeea

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TYPOGRAPHY HEADLINES/TITLES

Neutraface No. 2 Text Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Neutraface No. 2 Text Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 SECONDARY TEXT AND BODY COPY

Neutraface No. 2 Text Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Neutraface No. 2 Text Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Neutraface No. 2 Text is available from House Industries at: www.houseind.com/fonts/neutrafaceno2

The words “The Smith Center” in the logo are based on

When developing communication materials for The Smith

various weights and style of the typographic family,

Center, Neutraface No. 2 (shown above), should be used

Neutraface. However, under no circumstances should

as the complementary typeface. It is recommended that

the words of the logo be recreated or modified. Use the

Neutraface No. 2 Demi or Bold be used for headlines and

complete logo artwork as provided.

titles. For secondary text and body copy, use Neutraface No. 2 Light or Book.

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FONT LICENSE End-usEr Fo nt soFtwarE LicEnsE agrEEmEnt Please read this agreement carefully! By installing House Industries font software, you are agreeing to the terms of this license. House Industries fonts and artwork are licensed for use on 10 rasterizing devices owned by the same entity or individual. A device may be, but is not limited to, a printer, rasterizer, video display terminal, CPU, workstation or any device where the font software is rasterized or display of the House Industries Font is generated from font software outlines. If your configuration exceeds this format, you must call House Industries at 302-234-2356 to expand your site license. If you do not agree to the terms of this software license, please return the software envelope unopened to: Ho us e I n d u s t r I e s 1145 Y o r k l Y n r o a d P.o. B o x 166 Y o r kl Y n , d e l a w a r e 1 9 7 3 6 -0 1 6 6 1.Each House Industries font is licensed for use o n 10 rasterizing devices owned by the same entity o r individual.

2.A mul ti -devi ce site l i cense upgrade must be purchased for multiple device use a c cording to a mul ti -devi ce l i cense schedule available at www.houseind.com/license o r in Paragraph 11 of this l i cense. Each l o cation and/o r entity must purchase a separate l i cense, starting with the first device. An output device is any printer, such as a Li no tro ni c rasterizer, l aser printer, do t-matrix printer, direct to plate imaging device any video display terminal o r any o ther device where display is generated from the font software outlines, such as with the use of Adobe Type Manager o r native TrueType r a s terizer if the font is to be used primarily for display terminals that generate the output, as in a multimedia c d .

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1 1 . M U L T I - D E v I C E L I C E N S E U P GR A D E S C H E D U L E T h e b as i c House Industries s of t w ar e license p e r m i t s t h e u s e of t h e Font S of t w ar e on a m a x i m u m of t e n rasterizing devices ow n e d b y t h e s a m e entity or individual. Device u p g r ad e s a r e sold in b l oc ks of five a n d t h e cost i n c r eas es a r e multiples of t h e B a s e Price Licensing F e e a n d a r e c al c u lat e d ac c or d i ng t h e following f or m u l a: 1-10 d e v I c e s : B a s e P r I c e 11-15 d e v I c e s : B a s e P r I c e x 1.75 16-20 d e v I c es : B a s e P r I c e x 2 21-25 d e v I c e s : B a s e P r I c e x 2.4 2 6 - 3 0 d e v I c e s : B a s e P r I c e x 2.9 31-35 d e v I c e s : B a s e P r I c e x 3.4 3 6 - 4 0 d e v I c e s : B a s e P r I c e x 3.8 41-45 d e v I c e s : B a s e P r I c e x 4.3 4 6 - 5 0 d e v I c e s : B a s e P r I c e x 4.7 51-55 d e v I c e s : B a s e P r I c e x 5 . 2

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LOGO USAGE ON TEXTURED BACKGROUNDS

WHITE LOGO ON DARK BACKGROUND

DARK LOGO ON LIGHT BACKGROUND

When placing the logo on photographic or textured

Electronic files for reproduction are available. There are

backgrounds as shown in the examples above, take care

variations provided based on color and size of the final

to ensure that the logo is legible. The texture of the

artwork. Please use appropriate artwork as recommended.

photograph should not in any way detract from the logo.

On a light background, the dark logo artwork should be used. On a dark background, the white logo artwork should be used.

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