R E T S B WE HARTFORD, CONNECTICUT
R E T S B WE
WEBSTER THEATRE DESIGN STANDARDS Our line up of typographic, color, and verbal standards for the theatre, follow these guidelines and the show will run as smooth as possible.
a look behind stage logo low down who’s showing up type and colors verbal, merch and extras
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A LOOK BEHIND STAGE
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SAME GREAT MUSIC JUST NEW DESIGN Even the oldest of venues require a make-over once in a while That’s why we’ve gone ahead to redesign this logo. Moderne Deco architecture representation Colours representational of origin Gridded to represent The Webster entrance Slight tilt for modern day venue feel
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BACK IN THE DAY “After seventy years, you would think this theatre would have given up and finally kicked the bucket but it’s still rock’n that good Hartford beat.”
- KEITH LEVEE, THE BRONTIS BAND
T H E W E B ST E R T HEATRE FOR SALE IN 1966
the webster theatre opened in 1937 in the southern end of Hartford, Connecticut. Soon after the television was invented, the attendance began steadily decreasing. In 1974 the theatre was sold and reintroduced as a family film theatre, which unfortunately was short lived and turned in to a showcase for adult films. In 1986, the original founders of the Webster revived the theatre with over $50,000 to restore the carpeting, paint and to
purchase a new screen. Which at the time, was the largest screen in the state at almost 17 x 34 inches. Unfortunately the attendance was still not enough to keep the very poor Webster alive as a movie theatre, and was shortly thereafter closed and put up on the market again. Many Hartford residents had little hope for the Webster to ever redeem it’s self as the theatre it had once hoped to be.
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HISTORY SEQUENCE Our theatre has a long line of history to it. We’ve showcased family films through XXX films, and we now feature some of today’s best rock music.
2007
2002 2001
GRAND OPENING
1ST CLOSING
FAMILY FILMS
XXX FILMS
1937
1965
1974
1980
1997
1994
RENOVATIONS
FAMILY FILMS 2
2ND CLOSING
ALT. ROCK
1982
1985
1988
1992
INCUBUS
THE MARS VOLTA
NIRVANA
MODEST MOUSE
TOP PERFORMERS
NIGHTWISH
THE LOGO LOW DOWN
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KEEP THE HARMONY
x
It shouldn’t be too difficult to keep this logo in tact, leave it on the 355º angle and always have adequate spacing around him.
x
Allow appropriate room (x) around logo X value represents the height of type Keep dimensions at the same X ratio
R E T S B E W
Logo to be stationary at a 355º angle
x
x x
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NO SCREWING UP Nothing says “what a shitty venue” like a logo that’s gone sour. Stick to these few guidlines and our logo will be lookin good as hell.
Don’t extend or retract any parts of the logo
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WE B ST ER
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WEBST
Don’t change the font or weight of the word Webster Don’t crop the logo or hide any side of it Don’t rotate the logo any other way than original
ER
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WHO’S SHOWING UP
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THE CROWD Everyone’s different, and The Webster provides the perfect place to shine your individuality, it’s a plethera of music loving fans.
1.
Experienced Concert Attendee
2.
Metal Moshpit Extraordinaire
3.
Just here for her boyfriend
4.
Diehard Sex Pistols Enthusiast
5.
Frequent Drug User
6.
State College Attending Bro
7.
Religious Fanatic
8.
The Straight-Edged Parent
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2
3
4
5
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TYPE AND COLOURS
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TYPOGRAPHY_ 01 We have two type faces, Neutra Face and Caecillia. Don’t drift off into any of Neutra’s drafting or numeral weights.
01.
NEUTRA TEXT TF
_Neutra Text TF Light _Neutra Text TF Book _Neutra Text TF Demi _Neutra Text TF Book
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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TYPOGRAPHY_ 02 Careful when you use Caecillia Heavy weight, it’s not needed too often, only if something is in need of some extra weight.
02.
PMN CAECILLIA
_PMN Caecillia Light _PMN Caecillia Roman _PMN Caecillia Bold _PMN Caecillia Heavy
Aa
A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz
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THE NEW COLOURS Inspired by the Moderne deco movement, these colours demonstrate a new exciting look to our vintage venue.
Y 60 K 68
PMS 447 u
C 73
M 70
C 31
M 92 Y 100 K 42
PMS 1087 u
C 19
M 86 Y 78
PMS 1797 u
C 16
M 60
Y 78 K 09
PMS 158 u
C 00
M 35
Y 84 K 00
PMS 156 u
C 02
M 20
Y 67 K 00
PMS 1215 u
K 02
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VERBAL, MERCH & EXTRAS
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THE MERCH STAND Shirts, hats hoodies and thongs all for sale at the merch stand in front. People are going to want to show off that they went to The Webster.
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WHAT WE’RE SAYIN’
“If it’s illegal to rock and roll, throw my ass in jail” - Kurt Cobain
A Professional look while having a damn good time. We’re here trying to have a blast too, so no need for fancy words, but keep it classy. Enjoy the Show Speak to a friend, not a customer
Listen buddy, you’re ruining the show, why don’t you get the hell out of here
Keep sentences short Throw in quotes from famous musicians Speak as the musician for forceful reminders Speak as the crowd for friendly reminders
Hell yeah! Rock on!
Hey, please keep the volume down outside
Abbreviate type to sound casual Use words to keep everyone havin’ a good time Swear, but only when appropriate
How’s everyone doin’ tonight?
Everyone out there better be havin’ good time!
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EQUIPMENT VANS
THE ENCORE Good night everybody, we’ll see you at the next show. Keep this as a guideline for the design of our Webster Theatre.