Visual Standards Manual by Diane

Visual Standards Manual These principles are designed to make life easier for anyone working with Six Flags or a Six Flags dual brand, both in consumer and professional sectors. The brand identity principles provide you with a clear system to work within, and contain all the basic information you need. Think of them as a tool to build a consistent impression of Six Flags. We will all benefit by using these guidelines. This way we will all contribute to a stronger, more interesting and well-known brand.

Visual Standards Manual Diane Tang

04 Brand Description

12 New Logo

Color Standards

Type Standards

16 Logo Sizes

34 Extensions List

18 Logo Usage

38 Extensions Chart

BRAND INTRODUCTION

BRAND INTRODUCTION Six Flags Entertainment Corporation, or simply Six Flags, is an amusement park corporation based in the United States, with properties in the US, Canada, and Mexico. It is the largest amusement park company based on the number of properties it owns, and the fifth-most popular in terms of attendance. The company maintains 18 properties throughout North America consisting of theme parks, thrill parks, water parks, and family entertainment centers. In 2009, Six Flags properties hosted 23.9 million guests. The company was founded in Texas and took its name from its first property Six Flags Over Texas. The company maintains a corporate office in Midtown Manhattan, New York City and its headquarters are in

Current logo

Grand Prairie, Texas. On June 13, 2009, the corporation filed for Chapter 11 bankruptcy protection and it successfully exited the restructuring on May 3, 2010. The name refers to the flags of the six different nations that have governed Texas: Spain, France, Mexico, the Republic of Texas, the United States, and the Confederate States of America The original park was (and still is) split into separate regions, such as the Spain and Mexico section which featured Spanish-themed rides, attractions, and buildings. The Six Flags chain originated in 1959 with the creation of The Great Southwest Corporation by Angus G. Wynne and other inves-

tors. Construction of “Six Flags Over Texas” started in 1960, and the park was opened the next year for a short (45-day) season. The first park initially featured a Native American village, a gondola ride, a railroad, some Wild West shows, a stagecoach ride, and “Skull Island”, a pirate-themed adventure attraction. There was also an excursion, inspired by the historical La Salle Expeditions in the late 1600s, called “LaSalle’s River Adventure”, aboard French riverboats through a wilderness full of animated puppets. Over time, all of those attractions, except for the railroad, would be replaced by others, such as roller coasters, swing rides, log flumes, and shoot-the-chute rides, as well as an observation tower.

BRAND INTRODUCTION Today, Six Flags has dedicated itself to setting the standard for theme park entertainment. Our 18 theme and water parks across North America are better than ever, offering today’s families and teens a complete one-stop diversified entertainment destination, from industry-leading thrill rides to water attractions, themed areas, children’s areas, parades, concerts and shows, restau-

rants, games and merchandise outlets. Our licensing agreement with DC Comics and Warner Bros. Consumer Products allows Six Flags the exclusive theme park rights to many of the world’s greatest cartoon characters and super heroes, from Bugs Bunny and his Looney Tunes friends to DC Comics Super Heroes BATMAN, ROBIN, THE GREEN LANTERN, WONDER WOMAN and THE FLASH, enabling Six Flags to

offer our 29 million guests a full character program, including character meet and greets, meals, photograph and autograph opportunities and new retail options. As the largest regional theme park company in the world, Six Flags looks forward to continuing to provide families and guests of all ages with the best and most diverse entertainment experience they can find close to home.

A PROUD PAST, A THRILLING FUTURE 9

LOGOTYPE/ SYMBOL

Main Logo

Symbol

Logotype

Six Flags Symbol

Six Flags Logotype

Six Flags symbol represents the brand soul of quality time with families and friends. It consists of 6 flags, they represent happiness, family affection, friendship, entertainment, education and technology.

Six Flags logotype to represents the new vision of the brand to offer the educational fun. It should be solid and clean.

As Six Flags aims to offer more family fun, the typeface of the logotype should be fun and playful. We choose Gotham Round as the basic shape of the logotype.

60Â° Some letters should overlap ped with others to connect each other.

To make sure the symbol and the word mark consistent, the sharp corner should be round. 15

LOGOTYPE/ SYMBOL

Clear Space

Clear Space For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below.

1/2x

2+1/6x

1+1/6x

x 4x 16

LOGOTYPE/ SYMBOL

Alternate Versions

Alternate Versions For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below.

1 2 3 17

LOGOTYPE/ SYMBOL

Logo Sizes

Sizes and Scales The standard and minimum logo sizes described below help to ensure that the Six Flags mark reproduces with optimal legibility.

x=30pt

x=22.5pt

x=15pt

LOGOTYPE/ SYMBOL

Logo Sizes

x=60pt

x=45pt

x=30pt

LOGOTYPE/ SYMBOL

Incorrect Use

Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve. The examples below illustrate some incorrect uses of our logo.

Incorrect Placement

Incorrect Background

Incorrect Renderings

LOGOTYPE/ SYMBOL

Colors

The examples below show correct color usage for Six Flagsâ&#x20AC;&#x2122; logotype and symbol. They may be reversed out of any contrasting color in white only. Do not attempt to superimpose the two-color signature on a colored background.

VISUAL STANDARDS

Color Standards

Six Flags Main Color

Passionate Red

Warm Yellow

Educational Green

c:3 m:90 y:100 k:0

c:12 m:17 y:100 k:0

c:65 m:0 y:100 k:0

r:230 g:60 b:35

r:230 g:200 b:40

r:90 g:185 b:80

VISUAL STANDARDS

Color Standards

Six Flags Main Supporting Color

Exploring Blue

Unknown Dark Blue

Curious Purple

c:68 m:15 y:0 k:0

c:40 m:0 y:15 k:0

c:60 m:80 y:40 k:30

r:50 g:170 b:230

r:150 g:215 b:220

r:95 g:55 b:85

G GOTHAM

ABCDE FGHIJK LMNOP QRSTU VWXYZ The typography of Six Flags is clear, informative and accessible. Through an asymmetric layout, the pages gain a lively feel without being cluttered.

Gotham is a family of widely used geometric sans-serif digital typefaces designed by American type designer Tobias FrereJones in 2000. Gotham’s letter forms are inspired by a form of architectural signage that achieved popularity in the mid-twentieth century, and are especially popular throughout New York City. Gotham has a relatively broad design with a reasonably high x-height and wide apertures. Since creation, Gotham has been highly visible due to its appearance in many notable places, including a large amount of campaign material created for Barack Obama’s 2008 presidential campaign, and the 2016 federal election campaign of the Australian Labor Party. The font has also been as the cornerstone of the One World Trade Center, the tower built on the site of the former World Trade Center in New York. It is also the current font to be used in title cards for film trailers in the US.

~!@#$%^&* ()_+=}|{“:><?

TYPOGRAPHY IN USE 31

VISUAL STANDARDS

Type Standards

In selecting a new corporate typeface for our communication, weâ&#x20AC;&#x2122;ve made a choice that best represents the evolution of Six Flags, while still maintaining and respecting the equity present in the prior typeface. That evolution lead us to the Gotham and Archer family of fonts.

Quality Time with Family and Friends 32

Gotham Thin

Gotham Black

ABCDE FGHIJK LMNOP QRSTU VWXYZ

Archer Medium

ABCDE FGHIJK LMNOP QRSTU VWXYZ

Archer Thin

ABCDE FGHIJK LMNOP QRSTU VWXYZ

VISUAL STANDARDS

Level 1 - Gotham Black

Title

Type Standards

Six Flags

Level 2 - Gotham light

Quality Time with Family and Friends

Level 1 - Archer Medium

Who we are

Body Copy

Level 2 - Archer Thin

Six Flags Entertainment Corporation, or simply Six Flags, is an amusement park corporation based in the United States, with properties in the US, Canada, and Mexico. It is the largest amusement park company based on the number of properties it owns, and the fifth-most popular in terms of attendance. The company maintains 18 properties throughout North America consisting of theme parks, thrill parks, water parks, and family entertainment centers. In 2009, Six Flags properties hosted 23.9 million guests.

Quality Time with Family and Friends 35

NEW VISION

A B C D 38

Brand Extension List

MEDIA:

1.SixPlay/ 2.SixShow/3.SixExpo/ 4.SixGroups/ 5.SixVision/ 6.SixFlags x EA

RETAIL:

1.SixToys/ 2.SixFoodCourt/ 3.SixPaws/ 4.SixStudio/ 5.SixFlags x Lego

EDUCATION:

1.SixBites / 2.Sixeum/ 3.SixHand/ 4.SixNature/ 5.SixGreen/ 6.SixCreativeCenter/ 7.SixBakery/ 8.SixCamping/ 9.SixTech/ 10.SixBeach

SERVICE:

1.SixGround/ 2.SixIn/ 3.SixWarm/ 4.SixRecords/ 5.SixBooking/ 6.SixWear/ 7.SixControl/ 8.SixShooting/ 9.SixEstate/ 10.SixTrips/ 11.SixPark

NEW VISION

Brand Extension List

1.SixPlay A SixPlay offers different types of video games for family. Parents can play with kids in the same game. 2.SixShow A SixShow is a TV program which offers educational shows for children. 3.SixExpo A The exhibits mainly about the basic theory of designing the roller coaster and other basic knowledge of physics 4.SixGroups A SixGround is an app with which every family from the same neighborhood can share tips and post events. In that way, kids would get new friends and parents can help each more easily. 5.SixVision A People who are interested in the journey of adventure and fun can put on their VR headset to join in the experience, anytime, anywhere. 6.SixFlags x EA A It would produce more mobile games with educational fun for the whole family. 1.SixToys B SixToys is a toy brand which offers tutorial about how to make your toys with the materials from your home. Parents can learn and create together. 2.SixFoodCourt B Offering different types of healthy food for parents and kids. 3.SixPaws B Helping families to get their favorite pets and also offering the training classes for pets. 4.SixStudio B SixStudio makes interesting movies and comics for family. 5.SixFlags x Lego B It would produce more toys about adventure and fun.

1.SixBites C SixBites pre-portioned ingredients and free refrigerated delivery. Family members can cook together by following the recipe and instruction. 2.SixHand C SixHand is a work shop offering classes about some basic knowledge of house work for kids. 3.SixNature C SixNature is a farm school for children and parents where kids can learn more about the food they eat and the environment they live. 4.SixGreen C SixGreen is an app from which parent and kids can learn more about nature like the shape of different leafs. 5.SixCamping C It creates opportunities for families to make memories through camping. 6.SixTech C SixTech provides members the use with high-tech tools and equipment. Every family can create stuff there. 7.SixBeach C SixBeach is an annual gathering that takes place at Ocean Beach. This event is main about the fun, participation and family responsibility. 8.Sixeum C Sixeum is a museum where family can spend weekends with educational fun. The majority of the exhibits is interactive and allows the viewer to engage in the learning experience. 9.SixCreativeCenter C It is a program to inspire children’s creation with the help of their parents. 10.SixBakery C It offers bakery classes for parents and kids.

1.SixGround D SixGround is an outdoor ground equipped with fitness facilities and toys. It is free to public. 2.SixIn D During early childhood, a parent’s attitudes and values can be passed on to the child. SixIn is an explorer program which is focus on family influences on the development of a child’s behavior. 3.SixWarm D SixWarm is an explorer program which is focus on helping families to manage stress, to understand each others’ emotions and behaviors. 4.SixRecords D Discover your family history. Explore the world’s largest collection of free family trees, genealogy records and resources. 5.SixBooking D Helping parents to book perfect public lawn for picnic and BBQ. 6.SixWear D It offer service to custom clothes for every single family. 7.SixControl D It is an app connecting every home appliance. Parents can easily control them when they leave kids along at home. 8.SixShooting D The professional shooting service for important family events like weddings, birthday parties... 9.SixEstate D It helps every family to find the perfect home. 10.SixTrips D SixTrips is a travel agency provides travel and tourism related services to family. 25.SixPark D It is a public park managed by Six Flags. Compared with amusement park , it is more natural and less artificial.

EDUCATIONAL A2 C1 C2 C3 C4 C5 C6 C7

EMOTIONAL

RECREATIONAL A1 A6 B1 B4 B5

B3 D2 D3

PHYSICAL

ENVIRONMENTAL

A5 B2 D1 D4 D6 30 D8

C8 C10 D7 D9 D11

SOCIAL A3 A4 D5 D10

NEW VISION

Brand Extension List

Whatâ&#x20AC;&#x2122;s Next Six Flags not only focus on offering more fun to the world, but also benefits every family from environmental to social; physical to emotional; educational to recreational.

Six Bites Sixeum Six In Six Nature Six Groups Six Estate Six Parks Six Camping Six Tech 41

Visual Standards Manual Diane Tang