Logo

THE LOGO

The Smith Center is recognized as a leading performing arts center and requires a verbal and visual identity that matches that recognition. It is important to always present The Smith Center’s graphic identity consistently in order to maintain a uniform appearance and message.

The Smith Center logo depicts a key architectural feature and focal point of the institution — the bell tower of the main building. This tower is an icon and beacon, so it is fitting to represent the essence of The Smith Center with this image.

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. Use of the Name The Smith Center is the primary and iconic name of the institution. This bold, simple, and memorable name is used in the logo artwork.

When writing the primary name, The Smith Center, or the formal name, The Smith Center for the Performing Arts, in a body of text, it should appear in title case.

INCORRECT USAGE

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

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 organization; however, it may be necessary in communication materials to also use the formal name, The Smith Center for the the Performing Arts. In these instances, the formal name should be displayed as its own graphic element, separate from the logo The artwork shown above has been created for this

purpose.

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. When appropriate, it is preferred that the formal name be used in one line. However, when space does not allow, the formal name may be presented in two lines. The formal name should always be secondary to the logo.

INCORRECT USAGE

THE SMITH CENTER FOR THE PERFORMINGARTS

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

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.)