Our History + Context Who We Are + What We Believe Our Promise: What to Expect
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The Look and Feel: Visual Style
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Cinematic Glow
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Brand Colors + Usage
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Logo + Wordmark
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Logo + Wordmark Usage
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Typography + Texture + Tone
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Double-Sided Tickets
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Merchandise 28–29 Promotional Offerings
30–31
Employee Collateral
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Advertisements 34–35 Mobile + Web
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Photography + Video
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Environmental Graphics
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Our History + Context We’re a locally owned, four screen movie house for first-run films in a two-story historic building. We have state of the art projection & sound, premium concessions, and we also show monthly late night cult & B-movies. We offer a cozy, intimate experience and have a reputation as an alternative to corporate megaplexes. We are established, independent, artsy, relevant, accessible, friendly, quirky, and soulful.
1921 Built as Freemason Ark Lodge #126 (upstairs) and Heater Glove Factory (first floor). 2004 Converted into theater by Paul Doyle and named Columbia City Cinemas. 2010 Closed when unable to fund regulation fire alarm and sprinkler system installation. 2012 Reopened as Ark Lodge Cinemas by David McRae.
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Our History + Context Our customers are primarily Columbia City families and movie lovers. They know we offer blockbuster and independent films, and that we're a local business that values neighbors as patrons. We’re distinguished by our convenient location, comfortable seating, and premium popcorn and treats. We offer a charming experience watching first run films in a unique, historic building. Our theater is staffed by welcoming locals, and we value our strong ties to SIFF & the film community. Ark Lodge Cinemas is aesthetically unique, and very identifiable as local. Our Competitors: The Grand Illusion (U-District), The Grand Theater (Tacoma), Varsity Theater (U-District), Big Picture (Belltown), Landmark Seven Gables (U-District), SIFF Uptown (Lower Queen Anne), and The Egyptian (Capitol Hill). Our Message: We show great films and offer a much cozier experience than corporate theaters. We foster local connection and provide an intimate and unique experience for viewing new movies in comfort. Community, Originality, Independence.
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Who We Are + What We Believe Brand Characteristics
Classic, Charming, Independent Brand Purpose — Mission Statement We believe in film’s ability to enrich hearts and minds and foster connections between people. Movies are an expressive, joyful extension of our humanity — a way to bring us together. Our theater sets the stage for this cinematic experience. We're truly passionate about film and want to expand cinema to everyone in Columbia City, whether visitor or local. Our chief mission is to maintain and preserve Ark Lodge Cinemas as a historic, steady cultural anchor in a growing city where locals of all ages and backgrounds share a unique movie house experience. Brand Positioning — Market Landscape Independently owned, Ark Lodge Cinemas is the only local movie house that curates an original selection of first run family and independent films for everyone. Within walking distance of our neighbors here in Columbia City, we’re also a short stroll from the Light Rail. We maintain reasonable prices and offer deals in partnership with our many neighborhood restaurants. Brand Attributes
Charming, Trusted, Original
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Our Promise: What to Expect At Ark Lodge, we always offer an original selection of popular mainstream and independent films at a reasonable price. You can count on us for a truly unique and memorable moviegoing experience. We have a range of cozy theaters, plush seating options, and a variety of classic and locally-baked treats. Our carefully-chosen films are reliably engaging, thought-provoking, and fun, always in a warm, welcoming environment. Ark Lodge Cinemas offers something for everyone with an offbeat, lovable, and authentic ambience that keeps moviegoers coming back.
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CHARMING 11
CLASSIC 12
INDEPENDENT 13
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CINEMATIC GLOW 15
Brand Colors + Usage Our palette consists of saturated jewel tones reminiscent of the theater itself, with Violet Rose curtains and Plush Clover seating. Royal Plum is drawn from the lighting on the marquee, Azure Malachite from the night sky, while the cream color within Red Velvet alludes to a vintage feel and classic Hollywood cinema. Our brand uses only our cream color in combination with one other brand color at a time, or one of the five listed gradients. Photography may incorporate a greater number of brand colors at once within any particular layout.
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Red Velvet
C 5 M 5 Y 10 K 0
R 240 #efeae0 G 235 B 225
Violet Rose
C 31 M 99 Y 66 K 29
R 137 #891a3a G 26 B 58
Royal Plum
C 64 M 98 Y 23 K 9
R 114 #722a71 G 45 B 113
Azure Malachite
C 100 R 31 M 97 G 33 Y 32 B 85 K 34
#1e2055
Plush Clover
C 84 M 20 Y 65 K 4
#009176
R 0 G 146 B 118
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Logo + Wordmark a. Vertical Logo Width should always be greater than 1.5”. b. Clear Space The area directly around the logo is part of the logo. To keep the area clear, measure this area using the height of the capital letter M from “Cinemas” to measure all the way around the logo. Nothing should overlap that space. c. Simplified Logo Width should always be greater than 1.5”. d. Horizontal Logo Width should always be greater than 2”.
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a.
b.
Width > 1.5”
c.
d.
Width > 1.5”
Width > 2”
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Logo + Wordmark Usage Every effort should be made to maintain the logo’s integrity. It is preferred that the logo be black on white, however, when necessary for contrast over dark colors, designers may use white or cream (CMYK 5/5/10/0 or #efeae0) instead of black. Do not knockout the logo, add color, or distort it in any way. Do not move the words or adjust them in any way. Do not change the color of the logo. Do not use an alternate font with the simplified logo. Do not place the logo on a busy background.
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Typography + Texture + Tone Our brand is a careful juxtaposition of reliable and classic that inspires a feeling of escape and whimsy. Avenir anchors the brand in a clean, easy-to-read typeface while Berkshire Swash allows the reader to feel the spirit of imagination and creativity. Berkshire Swash should be used for main titles and Avenir for body-copy and supporting text. Berkshire Swash should never be utilized in all capital letters.
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MAIN HEADING FONT: BERKSHIRE SWASH
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SUB HEADING FONT: AVENIR BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SUB HEADING FONT: AVENIR BOOK OBLIQUE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SUB HEADING FONT: AVENIR LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Double-Sided Tickets All collateral should be simple, with a base of black and cream. A brand accent color or gradient may be used with restraint. Most type is Avenir, with the occasional use of Berkshire Swash for emphasis. Top priorities are legibility and simplicity. Frequently type will be centered, especially in cases where it's used with the logo. Left-aligned text is also utilized, but use discretion when considering right-aligned text and only after other options have been attempted.
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