B R A N D G U I D E L I N E S M A Y

Transcription

1 BRAND GUIDELINES MAY 2015

2 LET S SET THE STAGE A brand identity is the face of an organization. The elements of a brand identity work together to create personality, attitude and style. Consistent use of the identity builds a unique, recognizable presence one that embodies a promise to patrons, donors, employees and students as a way to distinguish that promise from alternatives and competitors. A brand identity is a guarantee that must be fulfilled. In essence, it answers the questions Who are we?, What do we do? and What sets us apart?

3 MISSION STATEMENT BRAND POSITIONING Arizona Theatre Company is the preeminent professional theatre company in Arizona a distinction that our brand must live up to at every touch point. Founded in 1967, ATC has a long and rich history of presenting Broadway-quality productions in two cities: Tucson and Phoenix. By proclamation, we are recognized as the State Theatre. We are the only LORT theatre company to produce in two cities. ATC not only excels on the stage but behind and beyond the stage as well. We design and build our own sets. We create from our own costume shop. Our education programs reach over 10,000 students each year. Our audiences and donors are among the most passionate and dedicated in Arizona. Arizona Theatre Company selects a variety of productions each year and our patrons respond by continuing to renew subscriptions and purchase single tickets. We are ambitious in our production selection in order to bring relevant and diverse content to appeal to our ever-growing, everchanging patron demographic. ATC is also a community leader by championing civic engagement, community pride and economic development. We take our role in not only the arts community but the Arizona entertainment community as a whole very seriously. Arizona Theatre Company is committed to inspiring our patrons, donors, employees and students one experience at a time. We are an audience-centric organization that offers a unique live experience. Our history demonstrates our committment to stability while our future focuses on an innovative and forward-thinking approach to theatre. BRAND GUIDELINES This manual was created to explain the approved usage of Arizona Theatre Company s brand identity. The brand identity is the cornerstone of all communication efforts, and it is essential that its integrity be protected. Use of the brand identity carries with it the responsibility to uphold Arizona Theatre Company s mission and goals. It benefits everyone involved when the brand identity is applied with consistency and purpose to convey one clear message. These guidelines demonstrate what is and is not acceptable when applying Arizona Theatre Company s brand identity. Exceptions to these guidelines must be approved in advance by Arizona Theatre Company marketing staff. Throughout the manual, seasonal brand applications are mentioned but not detailed. Each Arizona Theatre Company season has a distinct design aesthetic in which different but complementary fonts, colors, styles, etc. may be used. The design is established at the beginning of each season and is carried throughout in all show-related materials. Application of Arizona Theatre Company s brand identity within any seasonal design aesthetic should still follow the guidelines as outlined in this manual. If questions arise or as further clarification is needed, please contact Arizona Theatre Company marketing staff. TO INSPIRE, ENGAGE AND ENTERTAIN ONE MOMENT, ONE PRODUCTION AND ONE AUDIENCE AT A TIME. BRAND ATTRIBUTES BOLD CONFIDENT DIVERSE EXCELLENT EXCITING EXPERIENTIAL FORWARD-THINKING HIP LIVE MODERN PERSONAL RELEVANT STABLE STRONG URBAN 3

4 THE EXCITEMENT OF OPENING NIGHT The brand identity is the primary graphic representation of an organization s brand. It is an embodiment of the brand positioning, attributes, tone and voice and, over time, becomes instantly recognizable to audiences. Whether it is used internally or externally, for marketing or corporate purposes, in color or black and white, the brand identity is an extremely valuable asset and should be treated as such.

5 PRIMARY CONFIGURATION This is the preferred configuration of the brand identity when used in main marketing and communication situations (i.e., web, social media, print advertising, etc.). NOTE: The word the should never appear before Arizona Theatre Company or ATC. This includes logo applications, headlines and body copy. SINGLE COLOR APPLICATION There may be instances in which a single color application is desired. Noted below are those acceptable uses. ONE COLOR Using an alternative one-color configuration is acceptable using PMS Black 7C as shown here. REVERSED In some applications, it may be necessary to reverse the brand identity (make it appear white on a solid colored background). This color should be dark enough to ensure adequate contrast and legibility. 5

6 THERE IS NO UNDERSTUDY Effective application of the brand identity is critical to the success of the visual brand. The goal for application of the brand identity should be consistent, clean usage across all applications in all mediums. In good design, there is no replacement for correctly using an organization s brand identity.

7 CLEAR SPACE / MINIMUM SIZE To ensure that the brand identity has visual impact and to keep it from competing with other visual elements, it should always be surrounded by a minimum amount of clear space. The area of isolation should be equal to or greater than the height and width of two capital T s, as used in the brand identity. Except for the tagline (see Brand Tagline section), no other visual elements should fall within this area Diameter 0.5 Diameter 0.5 Diameter The primary configuration should not appear smaller than exhibited here. Using smaller sizes may result in poor legibility and reproduction quality. If a specific application requires the brand identity be used at a size smaller than shown here, please contact Arizona Theatre Company marketing staff for authorization. NOTE: When using the brand identity in digital media, the logo should be a minimum of 150 pixels wide. UNACCEPTABLE USAGE It is essential that the brand identity be used uniformly and consistently. Shown here are examples of how the brand identity should NOT be used Don t change colors. 02 Don t change fonts. 03 No low resolution. 04 Don t distort. 05 No drop shadows Don t rotate. 07 Don t remove elements. 08 Don t place on similar color. 09 Don t use the old logo

8 IT S ALL IN THE DELIVERY The tagline is the primary written representation of an organization s brand; it speaks to its very essence. A good tagline will stand the test of time and, eventually, be recognizable by audiences even when separated from the organization s name.

9 BRAND TAGLINE This is the approved brand tagline. Sentence case should be used when it appears in body copy. All capital letters should be used in any other application. The art of live. NOTE: The period is an integral part of the tagline and should always be included. NOTE: Seasonal taglines are only to be used in conjunction with show-specific items (i.e., show posters, digital and print ads, season brochure) and will change each season. They should never be locked up with the brand identity. For example, the 2015/2016 season tagline is FEEL THE MOMENT. LOCKUP The tagline is meant to be flexible and can be used separately from the brand identity. For instance, the tagline is used apart from the brand identity on the back flap of the business system envelope. However, in the case of a lockup, please follow the guidelines shown here. The tagline may appear below or to the right of the brand identity, separated by a space (equal to the height of the two capital stacked Z s, as used in the brand identity. 9

10 A COSTUME COMPLETES THE CHARACTER Color gives a brand a tremendous amount of personality. Whether a brand is playful and bold or sophisticated and simple, color usage plays a huge role in how the tone of an organization is translated into the visual brand. Color in a brand is like an accessory in fashion: it completes the outfit.

11 BRAND COLOR PALETTE The brand identity consists of three colors and should be used throughout all materials. Tints (shades) of these colors are not acceptable. However, traditional black and white may be used. PMS Black 7 C Pantone Color Bridge Coated THE PLUS SERIES CMYK 38/35/33/92 RGB 61/57/53 PMS Warm Red C Pantone Color Bridge Coated THE PLUS SERIES CMYK 0/83/80/0 RGB 249/66/58 PMS 3252 C Pantone Color Bridge Coated THE PLUS SERIES CMYK 49/0/23/0 RGB 42/210/201 PMS stands for Pantone Matching System. For situations that do not allow PMS colors, color values for CMYK, RGB and HTML are shown here. These values have been taken directly from the Pantone Color Bridge Coated THE PLUS SERIES book. NOTE: Each season, an additional color palette may be implemented for showspecific marketing collateral. These colors are secondary and should never replace the approved brand color palette. HTML 3D3935 HTML F9423A HTML 2AD2C9 ADDITIONAL BRAND ELEMENT Standard Rule Color: 100% Black Rule Weight: 0.2pt Reversed Rule Color: 100% White Rule Weight: 0.4pt The diagonal rule hatch pattern can be used as an accent in all general and show-specific marketing collateral. This element is typically treated in headers, footers and backgrounds. For additional applications, please contact Arizona Theatre Company marketing staff. NOTE: Rule colors and weights can be applied according to either of the two examples shown here. UNACCEPTABLE USAGE It is essential that this brand element be used uniformly and consistently. Shown here are examples of how the diagonal rule hatch pattern should NOT be used. 01 Don t scale the rules Don t change rule weights. 03 Don t change rule colors. 11

12 CONSTRUCTING THE SCENE Each of the over 250,000 fonts in existence today has a unique personality of its own. The fonts selected to represent a brand are chosen for specific reasons and help convey the overall positioning and personality of the organization. Font selection is a key building block in creating a memorable brand.

13 PRIMARY BRAND FONT Trade Gothic Condensed No. 18 / Trade Gothic Condensed No. 18 Oblique AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz (@#$%^&*!?.,:;) Trade Gothic Bold Condensed No.20 / Trade Gothic Condensed No. 20 Oblique AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz (@#$%^&*!?.,:;) The approved brand font is Trade Gothic Condensed. Both the regular and bold versions can be used. For headlines, the type should be all capital letters and tracked between For subheads, the type should be all capital letters and tracked between For body copy, the type should be sentence case and tracked between NOTE: Each season, additional fonts may be implemented for show-specific marketing collateral. These fonts are secondary and should never replace the approved brand font. NOTE: The web version of Trade Gothic Condensed is the approved font for all web use. BRAND SYSTEM FONTS ARIAL REGULAR / Arial Italic ARIAL BOLD / Arial Bold Italic PRIMARY SYSTEM FONT For situations in which a user has not purchased the primary brand font license, Arial will replace Trade Gothic as the primary system font. Bold 14pt Regular 10pt For headlines and subheads, the type should be all capital letters and tracked at 100. Regular 10pt MATT LEHRMAN / INTERIM MANAGING DIRECTOR ARIZONA THEATRE COMPANY / THE ART OF LIVE x7102 TUCSON Regular 8pt x7102 PHOENIX CELL For body copy, the type should be sentence case and tracked between All body copy should be used in Arial 12pt, and signatures should be created as shown here. Times New Roman / Times New Roman Italic Times New Roman Bold / Times New Roman Bold Italic SECONDARY SYSTEM FONT Times New Roman can be used as a secondary system font for applications such as letterhead body copy. 13

14 THE FINAL CURTAIN CALL The ultimate goal of a brand revitalization is to effectively combine all the components of an organization s brand (brand identity, tagline, color palette and fonts) into one unique, cohesive and memorable system. When all these elements are thoughtfully prepared, laid out and paired with good design, the outcome is superb.

15 APPLICATIONS DAVID IRA GOLDSTEIN ARTISTIC DIRECTOR 52O O x c 343 SOUTH SCOTT AVENUE TUCSON, ARIZONA OO EAST VAN BUREN STREET, STE 72O PHOENIX, ARIZONA 85OO4 A business system application with approved margins is shown here. For additional applications, please contact Arizona Theatre Company marketing staff March 3, 2015 Jane Doe 555 East Maple Road Phoenix, Arizona Dear Jane, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque laoreet dui iaculis nisl semper, non interdum turpis tincidunt. Praesent et nisl eu libero semper scelerisque. Donec semper efficitur tortor auctor eleifend. Sed sed mi et dui pellentesque lacinia quis lobortis urna. Aenean pharetra sollicitudin leo, at condimentum mauris venenatis nec. Nulla fringilla neque eu velit egestas tempus. Etiam placerat consectetur neque, blandit efficitur ligula aliquet id. Morbi gravida urna quam, facilisis elementum enim condimentum ut. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus nec odio diam. Aliquam sodales euismod odio quis eleifend Nulla vestibulum maximus consequat. Nulla convallis massa sed orci imperdiet vehicula. Proin at elementum mi, scelerisque consectetur nisi. Praesent et bibendum dui. Proin nec venenatis diam. Integer in orci ac lectus interdum porta. Ut lectus tellus, luctus vitae nunc sed, accumsan tempor mi. Nullam a risus in tellus consectetur gravida. Vivamus mollis sollicitudin ultrices. Nam vitae aliquam dui. Nullam pellentesque mauris quis ipsum pretium, in aliquet felis pulvinar. Vestibulum mi nisi, volutpat et arcu eu, ullamcorper sodales sem. Sed gravida mi sed fermentum venenatis. Donec suscipit convallis ligula at laoreet. Praesent dignissim tellus ornare orci facilisis consequat. Integer rhoncus mauris vel leo dignissim imperdiet. Nam cursus turpis a turpis consequat, id gravida ante scelerisque. Duis a mauris vitae neque feugiat eleifend ac sed lectus. Vivamus nec metus eget nisl sodales molestie. Quisque egestas placerat dui, et porttitor arcu aliquam vel. Sincerely, David Ira Goldstein.75 2 Jane Doe 555 East Maple Road Phoenix, Arizona

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