s s s THE SUBSTATION: GRAPHIC IDENTITY MANUAL
CONTENT PAGE
AESTHETICS About The Substation Marketing Research Design Audit
BRAND PLATFORM Brand Narrative Brand Strategy Brand Positioning Brand Values Brand Personality Brand Style
TRADEMARK The Logo Usage of Logo
COLOUR PALETTE Primary Colours
TYPOGRAPHY BRAND SYSTEMS Pattern Images Typeface graphic for images For headers and description Graphic shapes for images etc
TOUCHPOINTS Poster Brochure Website Merchandise
AESTHETICS
ABOUT THE SUBSTATION
What does the company do?
Mission statement
The Substation is Singapore’s first contemporary arts centre. Founded by Kuo Pao Kun in 1990, The Substation is a non-profit organization and also a registered Institution of Public Character in Singapore. They rely on financial and in-kind support from the general public, commercial organisations and government ministries to cover the costs of operating and developing arts and educational programmes.
The Substation’s mission is to support research and innovation in the arts by nurturing and challenging Singapore artists, providing an open space for artistic experimentation, promoting interaction between diverse artists and audiences, facilitating critical dialogue in the arts and fostering regional and international arts networks.
The Substation is committed to nurturing ‘local voices’ in Singapore arts and culture, and supporting diversity and depth in the arts. It also functions as a multi-cultural arts space with a commitment to raising awareness of Singapore’s cultural memories. The Substation presents a wide range of artists and programmes, from traditionally-trained dancers to local rock bands; established visual artists to young poets; publications to international short film festivals; experimental theatre to seminal conferences on Singapore arts and culture. Over the years, The Substation has worked with some of Singapore’s most critically acclaimed artists, writers and intellectuals. The Substation also supports proposals and ideas by younger and emerging artists. The Substation has always had a preference for work that takes a lot of effort and risks therefore they challenge artists and support them by promoting these local arts practices.
They also aim to be approachable, versatile and open to all kinds of arts and cultural practices, being an arts centre. Artistic Mission To be a critical and rigorous developmental space for interdisciplinary contemporary art practice in the context of Singapore and the region through active partnerships, collaborations and dialogues with diverse artists and communities.
AESTHETICS
MARKETING RESEARCH
SERVICES AND PRODUCTS Core programmes Open Call Programme The Substation Open Call was first initiated in 2008 as a visual arts platform to support and realise strong artistic, critical and rigorous visual arts proposals. In 2010, Open Call expanded to include an incubation programme for performance art. A sound art component was introduced in 2011. Associate Artist Research Programme The Substation’s Associate Artist Research Programme (AARP) is a two-year residency programme where invited art practitioners are provided with curatorial, financial, administrative and operational support to develop individual interdisciplinary art research and practice at The Substation. The programme replaces the previous Associate Artist Scheme first initiated in early 2002. Substation Conferences In the 1990s, The Substation hosted a series of landmark annual conferences. The inaugural event, Art vs Art, held in 1993, was remarkable for bringing together audiences, academics, activists, and a full range of arts professionals – from actors to administrators, painters to playwrights – who all came to discuss art in terms hitherto unexamined in public. In order to continue fostering dialogue and discussion on pertinent issues facing the arts community, The Substation relaunched its series in 2012. practices.
Moving Images Programme The Substation’s Moving Images is Singapore’s first year-round programme dedicated exclusively to independent and short films. Established in 1997, Moving Images is known for its diverse and innovative programming focusing on experimental films, shorts, and documentaries, nurturing local and Asian filmmakers and connecting them internationally. The Singapore Short Film Awards and the Experimental Film Forum were first hosted in 2010, while the Singapore Indie Doc Fest and First Take were first launched in 2004. Tribal Gathering The Substation started Tribal Gathering series in 2010 to expand on its music programming. The Tribal Gathering music programme was initiated with Tribal Gathering of Tongue Tasters, a quarterly event that creates unusual collaborations between musicians, sound artists, and performers. The series also includes the Tribal Gathering of Jaw Benders, which presents a line up of local alternative, hardcore and indie bands in an annual event to celebrate the diversity and quality of local music Director’s Lab Directors’ Lab is a research and mentorship programme focused on developing theatre directing methodologies with the guidance of theatre and performance practitioners based in Singapore and Southeast Asia. It seeks to help theatre and performance practitioners develop strong inter-disciplinary and inter-cultural directing sensibilities, and Singapore-specific directing methodologies. It is an 18-month long programme, and is currently the most extensive of its kind in Singapore.
AESTHETICS
MARKETING RESEARCH
SERVICES AND PRODUCTS Core programmes
Courses
Learn* The Substation has always devoted part of its resources to public education and arts appreciation programmes. Now formalised into four individual programmes available to Primary and Secondary schools, JCs/CI and ITEs, these programmes instill and nurture critical thinking and creativity in young minds. The Substation is committed to researching, designing and presenting stimulating and exciting programmes that will contribute to a more holistic educational experience for students.
Playwriting Workshop: From Page to Stage Embodied Movement ShinKyokushin Karate Tanz Ballet | Ballet Lessons for Children Butoh Classes Capoeira DanceSport Lab 5 Rhythms Dance Yoga Homestory – Basic Photography Course Batik Painting Intermediate Drawing Class The Right Way To Draw Wanderlust – Travel Photography Acting Workshop
SeptFest The Substation celebrates its anniversary annually on 16 September. The SeptFest arts festival was created as a month-long celebration of performance, visual, sound, filmic and literary art. Traditionally, the Open Call events are staged during this period, and are often accompanied by specially commissioned events, conferences, seminars, exhibitions and parties. The Love Letters Project The Substation’s Love Letters postcard project was initiated in 2009, and is ongoing. It brings together a large number of writers of different ethnic, sexual and linguistic backgrounds to write poems around the theme of love, loss and longing. The Substation has also commissioned and published a number of publications, including works of fiction. The latest novel, Several Islands, was published in 2011.
Facilities Box Office Theatre Gallery Dance Studio Classroom Perception of The Substation By looking at how they have expanded their programmes and organising many different events, The Substation have managed to reach out to the people and get these people to engage with them further. It does not really matter whether their consumers love the arts or not because whatever The Substation do, it is to support the local artists. Also by providing the facilities like mentioned before, they give local artists a welcoming feeling and they also feel encouraged and supported by The Substation.
AESTHETICS
DESIGN AUDIT
PRINT COLLATERALS
Overall, The Substation’s print collaterals has an inconsistent design and layout throughout. Different design is used for different events and programmes and it does not unify or work as a system to express The Substation as an arts centre that is different and unique.
AESTHETICS
DESIGN AUDIT
WEBSITE
Again, their website’s design and layout is inconsistent. Different pages uses different grid systems and overall the website looks too corporate and does not look or feel a an art centre’s website.
AESTHETICS
DESIGN AUDIT
ADVERTISING
Although popular, The Substation does no form of advertising and only uses the means of word of mouth and newspaper interviews. Another way for consumers to find out about what The Substation has to offer is to go all the way to 45 Armenian St to have a look at their bulletin boards where they pin up their upcoming and ongoing events.
s s s BRAND PLATFORM
BRAND NARRATIVE
Just like every other arts centre, The Substation is dedicated in creating and giving the experience of contemporary arts. However, the ride through a play, a music event, or an exhibition by The Substation is far beyond ordinary. Limitations are stripped off, boundaries are crossed, and every flaw is accepted for embracing arts as it is is what The Substation believes in. Put your trust in us and see it for yourself!
BRAND STRATEGY
The proposed brand stategy for The Substation is for it to have a unifying design as it has been mentioned before that they have no consistent visuals or a trademark look and might have left consumers confused. It would also help The Substation to strengthen their identity system in bold and expressive ways so that it will speak to a larger group of audience. It also aims to advocate a more confident and spontaneous brand tone and narrative.
s s s BRAND PLATFORM
BRAND POSITIONING
With the new brand strategy, it shall introduce The Substation as the first brand in consumers’ head as to where they should go to experience artistic practices uniquely and enjoy it. Rather than experiencing normal arts practices, consumers – whether interested in arts or not – get to enrich their lives at The Substation as it promises to support and provide all types of arts practices that are unique and different than what others have to offer. The Substation is where arts gets its freedom to express itself.
BRAND VALUES
Freedom of Expression Social Understanding & Respect Integrity & Independence Accountability & Empowerment Relevance & Diversity
s s s BRAND PLATFORM
BRAND PERSONALITY
The new brand personality for The Substation would be that it is a welcoming, enthusiastic, bold and expressive brand.
BRAND STYLE
Since The Substation is an arts centre that is more experimental and enjoy taking risks from other competitors, the prososed brand style would be bold and expressive but still giving off a welcoming and engaging look and feel.
TRADEMARK
THE LOGO
Logo in black
Logo in white
TRADEMARK
USAGE OF LOGO
Preferred: Positioned on the top right corner
Preferred: Positioned in the middle
Variation: Positioned on the top left
Variation: Positioned on the bottom left
Variation: Positioned on top middle
Variation: Positioned on the bottom right
COLOUR PALETTE
PRIMARY COLOURS
CMYK: 2 13 91 0 RGB: 249 205 17
CMYK: 0 100 89 6 RGB: 207 0 33
CMYK: 10 100 0 5 RGB: 186 0 116
CMYK: 38 100 0 13 RGB: 124 0 109
CMYK: 66 0 5 6 RGB: 48 183 228
CMYK: 0 0 0 5 RGB: 238 238 239
CMYK: 0 0 0 100 RGB: 0 0 0
CMYK: 0 0 0 0 RGB: 255 255 255
The colours are chosen to represent and portray The Substation as a bold, expressive, enthusiastic and engaging brand as the colours are solid and bright.
TYPOGRAPHY
TYPOGRAPHY
TRANSLATION
ABCDEFGHIJKLMNOPQRSTUVWXYZ Used for clipping images and as a graphic
MONTSERRAT REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 .,?!@#$%^&*()_+ Used for body text
MONTSERRAT BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 .,?!@#$%^&*()_+ Used for headers
BRAND SYSTEM
PATTERN
A pattern designed to reiterate and represent The Substation as a bold, enthusiastic, expressive and engaging brand. Not only does the colours in the pattern portray the mentioned adjectives but also the arrangement of the coloured triangles – randomly arranged therefore portraying expressiveness.
IMAGES
The images used for The Substation are to be placed in the typeface “Translation” and to be clipping mask into the typeface. The image after being clipped is to be rotated at 10º, not more, not less. The letters used for the images should be relevant to the product it is used for, e.g. P for Playwriting Workshop and S for SeptFest. There is no violation to the type of images used as long as it is relevant.
BRAND SYSTEM
TYPEFACE GRAPHIC ON IMAGES
sf
A coloured or two coloured letter with the “multiply” effect is to be overlay on images. Again, it should be rotated at 10º, not more, not less. An image in a clipping mask typeface should never go without a colour letter. There are no violations to what colour is used for an image as long as the image is still visible and not overpowered by the coloured letter. Always place this element on the left middle or middle side of the page.
FOR HEADERS AND DESCRIPTIONS
HEADER HERE ONLY
When describing or titling a product like a poster, use either text in lines or coloured text as shown on the left. Never right-align or centre-align the text.
HEADER: DESCRIPTION
YOUR YOUR TEXT TEXT HERE HERE
BRAND SYSTEM
GRAPHIC SHAPE FOR IMAGES ETC
Another graphic variation for images and others. This is preferrably used fo web banners. The solid shape is to be at 80% opacity if used as an overlay on an image. There are no other violations to the usage of this graphic system.
SEPTFEST 2014: THE SUBSTATION BIRTHDAY PARTY Celebrate our birthday with us for a month long! From 30 Aug – 29 Sept 2014 12pm – 8pm The Substation 45 Armenian Street, Singapore 179936 For more enquiries, call Admin at 6337 7535 or email at admin@substation.sg
MOVING IMAGES FIRST TAKE: SHORT FILMS 6.14 Catch new local short films on Monday, 2 June 2014 8pm Lasalle College of the Arts F208, Block F, Level 2 Admission is Free
TOUCHPOINTS
POSTERS
ENGAGE WITH US
DARE TO BE BOLD
s s s BEYOND ORDINARY
BEYOND ORDINARY
Just like every other arts centre, The Substation is dedicated in creating and giving the experience of contemporary arts.
However, the ride through a play, a music event, or an exhibition by The Substation is far beyond ordinary. Limitations are stripped off, boundaries are crossed, and every flaw is accepted for embracing arts as it is is what The Substation believes in. Put your trust in us and see it for yourself!
Just like every other arts centre, The Substation is dedicated in creating and giving the experience of contemporary arts.
Come join us and dare to be bold at The Substation 45 Armenian Street Singapore 179936 +65 6377 7535
However, the ride through a play, a music event, or an exhibition by The Substation is far beyond ordinary. Limitations are stripped off, boundaries are crossed, and every flaw is accepted for embracing arts as it is is what The Substation believes in.
For more enquiries on how to be bold, visit our website www.substation.org
Put your trust in us and see it for yourself!
EXPRESS YOURSELF
BEYOND ORDINARY Just like every other arts centre, The Substation is dedicated in creating and giving the experience of contemporary arts.
However, the ride through a play, a music event, or an exhibition by The Substation is far beyond ordinary. Limitations are stripped off, boundaries are crossed, and every flaw is accepted for embracing arts as it is is what The Substation believes in. Put your trust in us and see it for yourself!
Come join us and express yourself at The Substation 45 Armenian Street Singapore 179936 +65 6377 7535
For more enquiries on how to express yourself, visit our website www.substation.org
Poster variations to promote The Substation as a whole.
Come join us and engage with us at The Substation 45 Armenian Street Singapore 179936 +65 6377 7535
For more enquiries on how to engage with us, visit our website www.substation.org
TOUCHPOINTS
POSTERS COURSES
EVENTS
PLAYWRITING WORKSHOP: FROM PAGE TO STAGE
MOVING IMAGES FIRST TAKE: SHORT FILMS 6.14
p f s
Have you ever wanted to write a play but didn’t know where to start? Have you written a play in the past but don’t know what to do with it? Would you like to write a play and have it performed all around the world? Then this playwriting workshop is for you!
It doesn’t matter if you’ve written a play before or would like to try it for the first time, there will be something for everyone in this exciting workshop.
Every Wednesday, 18 June 2014 – 16 July 2014 8pm – 10pm The Substation Classroom $250 for 5 lessons To register or for additional information, call 9825 0765 or email dean.lundquist@gmail.com
First Take, usually happening every first Monday of the month at The Substation, is a popular screening of new local short films and is followed by a Q&A with the filmmakers. A platform for new filmmakers and anyone who is interested in filmmaking to meet,
Monday, 2 June 2014 8pm Lasalle College of the Arts Catch new local short films that were F208, Block F, Level 2 submitted to The Substation Moving Admission is Free Images’ monthly event – First Take! exchange ideas and show their work. Everyone can participate!
CORE PROGRAMMES
SEPTFEST 2014: THE SUBSTATION BIRTHDAY PARTY
Septfest is a month-long celebration of art, culture and community, held annually to mark The Substation’s anniversary. We’re commemorating our 23rd year with exhibitions and performances from our Open Call programme, screenings for the 6th Singapore Indie Doc Fest, and
numerous other events that underline the diversity and experimentation at The Substation. Join us in the celebration!
From 30 Aug – 29 Sept 2014 12pm – 8pm The Substation 45 Armenian Street, Singapore 179936 For more enquiries, call Admin at 6337 7535 or email at admin@substation.sg
Poster variations to promote The Substation’s events, core programmes and courses.
TOUCHPOINTS
BROCHURE
A brochure to inform consumers of the services that The Substation offers.
TOUCHPOINTS
WEBSITE
s s A HOME FOR THE ARTS
The Substation’s website opening page
TOUCHPOINTS
WEBSITE
s s A HOME FOR THE ARTS
The Substation’s website opening page variation
TOUCHPOINTS
WEBSITE
s s A HOME FOR THE ARTS
The Substation’s website opening page variation
TOUCHPOINTS
WEBSITE
The Substation’s website opening page super imposed
TOUCHPOINTS
WEBSITE
SEARCH
ABOUT US
CORE PROGRAMMES
COURSES
EVENTS
FACILITIES
SUPPORT US
MOVING IMAGES FIRST TAKE: SHORT FILMS 6.14 Catch new local short films on Monday, 2 June 2014 8pm Lasalle College of the Arts F208, Block F, Level 2 Admission is Free
The Substation’s website index page
CONTACT
TOUCHPOINTS
WEBSITE
SEARCH
ABOUT US
CORE PROGRAMMES
COURSES
EVENTS
FACILITIES
SUPPORT US
SEPTFEST 2014: THE SUBSTATION BIRTHDAY PARTY Celebrate our birthday with us for a month long! From 30 Aug – 29 Sept 2014 12pm – 8pm The Substation 45 Armenian Street, Singapore 179936 For more enquiries, call Admin at 6337 7535 or email at admin@substation.sg
The Substation’s website index page variation
CONTACT
TOUCHPOINTS
WEBSITE
SEARCH
SEPTFEST 2014: THE SUBSTATION BIRTHDAY PARTY Celebrate our birthday with us for a month long! From 30 Aug – 29 Sept 2014 12pm – 8pm The Substation 45 Armenian Street, Singapore 179936 For more enquiries, call Admin at 6337 7535 or email at admin@substation.sg
The Substation was founded in 1990, and is Singapore’s first independent contemporary arts centre. Just like every other arts centre, The Substation is dedicated in creating and giving the experience of contemporary arts.
JOIN OUR MAILING LIST EMAIL ADDRESS
SUBSCRIBE
However, the ride through a play, a music event, or an exhibition by The Substation is far beyond ordinary. Limitations are stripped off, boundaries are crossed, and every flaw is accepted for embracing arts as it is is what The Substation believes in. Click around and see it for yourself!
The Substation’s website index page variation scrolled down
SUPPORT US Do you like what we do? Click here to find out how you can support us!
TOUCHPOINTS
WEBSITE
The Substation’s website index page super imposed
TOUCHPOINTS
WEBSITE
SEARCH
ABOUT US
f
CORE PROGRAMMES
The Substation’s website events page
COURSES
EVENTS
FACILITIES
SUPPORT US
CONTACT
TOUCHPOINTS
WEBSITE
f
SEARCH
MOVING IMAGES FIRST TAKE: SHORT FILMS 6.14
The Substation’s website events page scrolled down
TOUCHPOINTS
WEBSITE
SEARCH
MOVING IMAGES FIRST TAKE: SHORT FILMS 6.14 Presented by The Substation
First Take Monday 2 June 2014, 8pm LASALLE College of the Arts, F208, Block F, Level 2 (Staircase near Lowercase Café) Admission: Free First Take, usually happening every first Monday of the month at The Substation, is a popular screening of new local short films and is followed by a Q&A with the filmmakers. A platform for new filmmakers and anyone who is interested in filmmaking to meet, exchange ideas and show their work. Everyone can participate! SUBMISSIONS ARE WELCOME ALL YEAR ROUND! For more information or to screen your work at First Take, please visit our website at www.substation.org or contact Aishah Abu Bakar, Programme Manager of Moving Images at 6337 7535 / aishah@substation.org.
The Substation’s website events page scrolled down evern further
JOIN OUR MAILING LIST EMAIL ADDRESS
SUBSCRIBE
SUPPORT US Do you like what we do? Click here to find out how you can support us!
TOUCHPOINTS
WEBSITE
The Substation’s website events page super imposed
TOUCHPOINTS
WEBSITE
The Substation’s website events page super imposed
TOUCHPOINTS
MERCHANDISE
The Substation’s T-shirt design
TOUCHPOINTS
MERCHANDISE
The Substation’s tote bag design
s s s END
45 Armenian Street Singapore 179936 +65 6377 7535 www.substation.org