What is the ISTD? What does the ISTD brand mean? Why do we need brand guidelines?

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1 What is the ISTD? What does the ISTD brand mean? Why do we need brand guidelines? Answers to the above page 2 Quick-reference ID guide page 3 How we can look our best page 4 We are our faculties page 5 The ISTD stamp of approval page 6

2 The answers to those questions on the cover... What is the ISTD? The Imperial Society of Teachers of Dancing (ISTD) is one of the world s leading dance examinations boards. From Ballet to Ballroom, we cover the full spectrum of genres and since 1904 we have provided training for dance teachers and examiners, enabling them to enter their students for examinations, develop new techniques and spread the joy of dance. What does the ISTD brand mean? Our brand stands for the pursuit of excellence in the dance world. But we are also an approachable Society that is responsive to our members varying needs as well as the changing arts and qualifications industries. The range of events, examinations and training we provide is so wide-ranging that we need a strong brand to pull all of our different strands together consistently, without being static or restrictive. We also have a proud history and tradition and our brand reflects and enhances this. JON FIRTH Why do we need brand guidelines? As a registered educational charity, the ISTD s mission is to educate the public in the art of dancing in all its forms. A consistent and easily recognisable brand is a vital part of reaching out to the general public to promote the ISTD and the work of our dedicated teachers. It also allows our Approved Dance Centres and current members to more easily use our logos on their publicity and websites and create a cohesive global brand. Right: The Imperial Society of Dance Teachers changed its name to the Imperial Society of Teachers of Dancing in No record of why the change was made can be found in our records. The three graces have been part of the ISTD logo since the Society s inception over 100 years ago. Above right: ISTD members enjoying summer school Far right: The Hotel Cecil, London was where the ISTD was formed back in

3 A quick-reference guide to our identity... The ISTD logo lock-up This lock-up combines the historic logo with the text logo in a box. This logo is for general use and fully paid-up members of the society may use this logo (see page 4 for more details of how to use the logo). Who can use the logo? ISTD members, ISTD faculties and all ISTD departments. When can the logos be used? For most publishing, promotional material, programmes, events or advertising for the ISTD that have been sanctioned by the Society. Please note that only current ISTD members may use the ISTD logo, so please bear this in mind when printing items which may be used for more than one year, such as external signage or banners for your school. The ISTD logo is intended to help members promote their association with the Society and may be used on promotional items such as those listed. It is NOT intended for use on official school or personal administrative documents, such as invoices. In Print Headed paper Business cards Complimentary slips Pull-up or display banners Window stickers or displays School signage, eg posters Advertisements Online School or business website newsletter Advertisements If you are unsure about whether the ISTD logo is appropriate for use on a certain item or to check that the logo you have is the most current version, please contact us to check. ISTD faculty colours The ISTD has 11 dance faculties, each of which has their own Pantone colour. Optima Roman Optima Black The ISTD font Optima is the name of the font used in the logos. This is a font with highly recognisable forms and if you use it, it helps to give an ISTD feel to your work. The ISTD charity colours Above left is PANTONE Reflex Blue. This is the main charity colour and may be used either on its own or in conjunction with our second charity colour (above right), PANTONE

4 Using our logo so it looks its best... Colourways Exclusion zone Please don t... The logo is available in Reflex Blue or black. Please try to use the blue version wherever possible as this helps with recognition. We understand that the logo is used on a wide variety of materials so unlike many guidelines we have not set a precise rule for an exclusion zone, but please don t squash anything up too close to the logo as it never looks good. All we would say is please let it breathe! The science bit... re-arrange (a) recolour (b) Whether you are using the ISTD colours in print (either using spot colour PANTONE inks or standard CMYK process print), or on-line, the table below tells you all you need to know... What is the minimum size? It is not always possible to use the logo as big as you d like, but if you want to make sure the logo is fully legible, try not to use it much smaller than approx. 20mm high. This is how it looks at that size: 20mm 4 Colour PANTONE CMYK RGB HTML Hexadecimal distort (c) Reflex Blue C 5425 C C100 M89 Y0 K0 C45 M16 Y9 K26 R0 G35 B149 R125 G154 B D9AAA E99AA add elements (d) BALLET SCHOOL A few things we d rather you didn t do It sounds obvious, but please think carefully about which version of the logo you use on what background and please do not re-arrange (a), recolour (b), distort (c), add elements (d) or rotate (e) the logo. rotate (e)

5 We are our faculties... Download the ISTD logo You can download logos from the members section of using your password. Please always use these files, and don t let anyone scan the logo or provide it to you in any other way. Faculty colours The ISTD has 11 main dance faculties, each with an important and distinct identity of its own. Each faculty has its own faculty colour that can be used as an element in any design work undertaken for a particular faculty see below for the science bit... If you d like a second opinion on your design or aren t sure if you ve used the logos correcty, please don t hesitate to contact our in-house design team. Design & Publications Manager Tamsin Moore design@istd.org Senior Graphic Designer Richard Czapnik Tel: +44 (0) ext richardc@istd.org Faculty Pantone ref RGB HTML CMYK Cecchetti Ballet 1905 C R243; G158; B188 F39EBC C0; M47; Y7; K0 Classical Indian 1805 C R170; G39; B47 AA272F C5; M96; Y76; K22 Disco, Freestyle, Rock n Roll 1665 C R221; G72; B20 DD4814 C0; M74; Y98; K0 Classical Greek 287 C R0; G51; B D C100; M75; Y2; K17 Imperial Ballet 278 C R142; G186; B229 8EBAE5 C45; M14; Y0; K0 Latin American Red 032 C R237; G41; B57 ED2939 C0; M87; Y60; K0 Modern Ballroom 358 C R169; G220; B146 A9DC92 C34; M0; Y40; K0 Modern Theatre Pro. Mag. C R209; G0; B116 D10074 C0; M100; Y0; K0 National Dance 116 C R254; G203; B0 FECB00 C0; M;14; Y100; K0 Sequence Green C R0; G173; B131 00AD83 C95; M0; Y62; K0 Tap 2577 C R164; G124; B201 A47CC9 C40; M54; Y0; K0 Other committees The Authentic & Emerging Dance Sub-Committee, Dance Research Committee and Natural Movement Committee also have their own identifying colours that can be used in the same way as the colours above see below. Committee Pantone ref RGB HTML CMYK Authentic & Emerging Dance 390 C R182; G191; B0 B6BF00 C31; M0; Y100; K3 Dance Research 422 C R162; G164; B163 A2A4A3 C20; M13; Y13; K35 Natural Movement 4725 C R171; G136; B118 AB8876 C13; M47; Y43; K36 5

6 The ISTD stamp of approval Although we hope our guidelines are easy to follow, please feel free to us a PDF of your artwork to check if you re at all unsure about anything. Logos are available as EPS files (best for print) and high-resolution JPEG files. If you need advice about which to use, please don t hesitate to ask. These guidelines have been produced by the ISTD Marketing & Communications Department. If you require the ISTD stamp of approval for any materials you are producing, or if we can help in any way, please don t hesitate to get in touch. Our contact details are listed below. Head of Marketing & Communications James Scanlan Tel: +44 (0) ext jscanlan@istd.org Design & Publications Manager Tamsin Moore design@istd.org Senior Graphic Designer Richard Czapnik Tel: +44 (0) ext richardc@istd.org Marketing & Membership Officer Katie Andrews Tel: +44 (0) ext marketing@istd.org ELAINE MAYSON 6