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. 15 | The Smith Center | Visual Identity Guidelines
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.
20 | The Smith Center | Visual Identity Guidelines
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 . 3.If you are an advertising agency, acti ng o n behalf of an advertising agency o r o t h erwise acti ng in a similar capacity o r for the benefit of a third party, the purchase of a li cense for your cl i ent is required and depending upo n the sco pe of the intended use, a further l i cense upgrade and/o r the purchase of a special license may be required. 4.House Industries font software may not be copi ed or duplicated in any form except for a single copy solely for backup purposes. House Industries font software or do cumentatio n may not be resold, rented, leased, sublicensed or l ent to ano ther person or entity. 5.House Industries font software may no t be returned o r exchanged unl ess defective. Defective software shall be repl aced by the same software if acco mpanied with p u r chase recei pt and seller is notified within o ne week of purchase.
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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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Th e S m ith C enter. co m