The State Theatre

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a visual program


The state

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The State Curtains Theatre Please

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The State Theatre



Sections:

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Brand Guide Content Section 1

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11 | Company his tory 13 | Miss ion Statement Section 2 17 | Audience profiles 21 | no admiss ion

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Section 3 23 | Logotype 29 | mark Standards Section 4

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39 | Brand extens ion 41 | Signature items Section 5 43 | Brand E xperience 45 | Signage P lanning guide

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Section 6 49 | Photography 53 | Graphic Style



Company

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The State Theatre

Described as a place that etches the senses and imprints memories that last a lifetime, Modesto’s historic State Theatre has witnessed many nostalgic moments with many characters over seventy-two years and now enters its most promising chapter supported by a most impressive and distinguished group of caring and committed citizens dedicated to nurturing and presenting the arts in the Central Valley. Masterfully restored gold leaf murals set the tone of this charming art deco theatre dating back to 1934 when it opened on Christmas Day with “Flirtation Walk,” starring Ruby Keeler and Dick Powell. Designed by one of the most prolific and respected motion picture theatre designers, S. Charles Lee, the State Theatre of Modesto has continued to adapt to the needs of this dynamic community. With only 580 seats, the State Theatre offers a luxuriously intimate cinema and concert experience like no other in the region. Original State Theatre: The Art Deco State Theatre was built in 1934 by S. Charles Lee and is listed on the National Register of Historical Places. After decades as a film house, the State was converted into a community arts center and concert hall. It was remodeled during the 1990's. In June 2005, the new non-profit State Theatre of Modesto, Inc. was created and, for the first time since its opening, the State Theatre has been transformed by a fully comprehensive renovation project.

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The state

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Renovation Proj ect Special features of the State Theatre’s artful renovation project include: restorati on of the decorative signature gold leaf murals of greyhounds and gazelles; completely refurbished seating and stage area; fully updated and comfortably appointed backstage guest artist studios; dramatically renovated art deco lobby highlighting a newly designed lounge and sweeping coved ceilings; carved granite front walk and dramatic exterior featuring black granite, blue and gold mosaic tile and stainless steel; replacement of the vertical and renovation of the horizontal marquee complete with retro neon lights and dynamic LED reader board; installation of a state-of-the-art Meyer Sound System for both film and live performances. Modesto The birthplace of George Lucas, his classic movie American Graffiti and home of the internationally renowned E. & J. Gallo Winery, Modesto is the 15th largest city in California and the seat of Stanislaus County which boasts a population of over 500,000. Water, Wealth, Contentment and Health describes Modesto , known as one of the greatest agricultural areas in the nation which also offers the diversity and facilities of a metropolitan city. Centrally located on Highway 99 and easily accessible throughout California, Modesto rests halfway between San Francisco and Yosemite National Park, nestled in the heart of California Wine Country. The State Theatre will celebrate the diversity of the Central Valley by offering an array of affordable cultural opportunities designed to appeal, and be accessible, to all.

have a seat


Company

H i s t o r y    1 2 | 13

MISSION STATEMENT The mission of The State Theatre is to enrich the quality of life in the Central Valley by providing an inspirational civic gathering place where regional, national and international cultural activities illuminate, educate and entertain. The State Theatre will celebrate the diversity of the Central Valley by offering an array of affordable cultural opportunities designed to appeal, and be accessible, to all.

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The State Theatre will accomplish this mission through programming that: provides a venue for the area's leading pErfoRming arts Organizations // Brings great performances and cinema from around the world to the area // Offers motivating arts education programs for youth.



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Section B Row 02 Seat 106

The State Theatre has a diverse and eclectic group of audience. Our venue attracts people from all over Central Valley and surrounding counties. In order to properly market to them we need to be able to clearly define, understand, and recognize them. Our goal is to attract people of all types. In order to better market to many different types of people, we need to be able to visually recognize them. In the following pages we have selected and displayed ticket stubs that belong to some of the types of people we seat at our theatre. We can clearly see their personality traits by the type of performance or cinema showing they have attended and by the way they treated their ticket stub after they left the box office attendant . Please keep these personality traits in mind when designing marketing collateral.

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ADMIT

ADMIT

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ADMIT

ADMIT

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ADMIT

ADMIT

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A New Performance

After centuries of our perfectly aged image, we needed a 21st century update and the timing was right. The city of Modesto is growing rapidly. Our once little city is attracting daily commuters from cities afar, new families, growing families, business people, large department stores, well– you get the picture. In order to satisfy the many desires our new Modestians demand, we had to modernized our identity. Our new iconic image enforces our theatre venue as the coveted place for all to be. This new modern image tells a different kind of story then before, the story of performance, movement, drama, action, music, liveliness, and excitement. Our image has changed but our values have not. This section introduces our new logotype and what goes into it. We list the proper logo do's, don'ts, display preference, clear space, company colors, and typographical choices. We made it easy to recreate and exact replica of our logotype incase such situation arises. Refer to this section when in doubt.

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The state

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Logotype Debut Presenting our new logotype. This logotype is an exact manifestation of our theatre's personality: modern, iconic, dynamic, historic, fun, and memorable – just like our performances. Our iconic new image is immediately identifiable when glimpsed at across our busy streets. This exciting logo solution took architectural features of the historical State Theatre and mixed it with stage performances. The three striped "E" represents our famous three striped tower (iconic of The State Theatre) while also representing rows of theatre seating. The dynamic variation of our performances and cinema we offer are articulated through the staggered treatment of letter forms in the logo lockup. This mark should always be present in signage, advertising, direct mail, packaging, online news letters, and social networking sites associated with The State Theatre.


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Height = 1 x

1 x

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Anatomy of the Stellar Mark Pantone 0185 C:0 M:92 Y:76 k:0 R:224 G:0 B:52

Our star needs room to breath. In order to remain legible and consistent keep

Pantone black 3 C:40 M:53 Y:59 k:89 R:56 G:44 B:36

the height of the letter E. All other measurements are frac-

the proper space surrounding the logotype clear. This space is established by the x height of the letters "E" found within the mark. 1 X = tions of this x. Never set the logotype smaller 1 inch of height and always make sure that the main logotype is dominant when in use. The mark should always be presented in the approved Pantone color. If the Pantone color matching system is not available, use the appropriate color conversions. Logotype may be converted to black in appropriate situations. Please take all precautions to ensure proper measurements are always kept consistent.

1"

NO SHORTER T HAN 1" IN HIG H

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In a ppro ved RE D OR BLACK ONLY

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Inappropriate Logo Performance Presenting to the left are ways that our logotype should never perform. Our design team meticulously crafted, developed, and worked hard to get our new image to perfection (it's won many outstanding performance awards actually). Keep it recognizable and worthy of a standing ovation at all times. Never do the following listed steps. N ever: 01  Add drop shadow effects 02  alter the letter forms 03  Outline the type 04  create three dimensional effects 05  Alter the surrounding space 06  Stretch or transform


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Alternative Logotype Cast Pantone Cool Gray 7 C:23 M:17 Y:13 k:41 R:139 G:141 B:122

Our re-branding mission included an identity system that identified each kind

Pantone 0368 C:89 M:0 Y:7 k:0 R:0 G:175 B:216

result is a cleaver typographical solution that is consistent with our new

Pantone 1225 C:0 M:17 Y:68 k:0 R:255 G:203 B:79 Pantone 5787 C:10 M:3 Y:29 k:8 R:202 G:205 B:163

of entertainment offered at our venue. This mark had to be a secondary logotype that could perform on its own as well as with the leading brand mark. The image and enhances the value of our brand. These alternative logotypes should be used in direct mail or advertising collateral to target frequent selected entertainment guest. Each mark has a personality of its own has the ability to create a its own mood through color, supporting graphics and composition. Use the appropriate Pantone Color Matching System colors approved. If the Pantone color matching system is not available, use the appropriate color conversions listed here.

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Our Typographic Publicity Playing a prominent role in our re-branding strategy is typography. Type is clothing that dresses words (like costumes dress an actor), giving them character, emphasis, and subtle, but distinct personality that the reader often senses subconsciously. Our type choices reinforce the message our brand new image is demanding. Our identity system logotypes derived from Verlag Black. Originally envisioned as a riff on the Guggenheim’s iconic Art Deco lettering, Verlag developed into its own family of versatile typefaces in order to suit the needs of a modern identity program. We paired our logotype with a "superfamily," Thesis, for our official company typeface. Thesis font family includes both serif and sans serif styles. The family was conceived as a versatile typographic system of ambitious scope. Typographic consistency is necessary for long-lasting items, including all company signage, advertising, packaging, stationary, and web content. This consistency is important as our guest will relate these type faces to our brand standards. Other complimentary type faces maybe adapted and combined for short-term branding materials that will be faced-out from season to season. This is allowed in order to show some sensitivity to current typographic fashions. Always keep our brand image reflected in the typography.

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TheSerif The serif extra light for Headlines

A a B b C c D d E e F f G g H h I i J j K k L l M m N n O o P p Q q R r S s T t U u V v W w X x Y y Z z 1 2 3 4 5 6 7 8 9 0

TheSans The sans extra light for body copy the sans bold for secondary headlines

A J S 1

a B b C c D d E e F f G g H h I i j K k L l M m N n O o P p Q q R r s T t U u V v W w X x Y y Z z 2 3 4 5 6 7 8 9 0

TheSans Mono The sans mono extra light & the sans mono bold for numbers, side notes, and page markers

A J S 1

a j s 2

B K T 3

b k t 4

C L U 5

c l u 6

D M V 7

d m v 8

E N W 9

e F f G g H h I i n O o P p Q q R r w X x Y y Z z 0

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Brand

Extension

Products Of dramatic Quality

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The State Theatre is more then a venue where quality entertainment takes place. It is an experience with memories our guest can take with them. We are introducing a line of museum quality products specifically made for our Theatre with our brand image elegantly conveyed and displayed. These items are available and sold exclusively at The State Theatre Store, our online shop, and through our catalog. All part of our brand extension experience. The State Theatre Store features a well-edited selection of products highlighting the latest in materials, production, and design concepts from around the world. We have created a place for people to gather before or after our featured shows and discover innovative, fun, and functional gifts, personal accessories, and home items intended to improve everyday living.

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Brand

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Seasonal Catalog Production All products must be approved by The State Theatre's curators. Items are introduced every year but our signature items must remain intact. Refer to these items when working with vendors and designers. Signature Items: »  The State Theatre history book »  Theatre seats Coffee mug »  Moleskine Journal sets »  Selected Performance compact disks »  The State Theatre tote bag

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Brand

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Setting Our Scene

Our brand sets a very specific scene in down town Modesto. The streets are lined with flag poles and billboards of seasonal events that interlock with our

brand in unison. This gives people a sense of being part of The State Theatre before they even step into our establishment. We give the public a peak of the many sensations they will experience once they come in and take part of a live

show, sing along at a concert with their favorite performer, laugh at a comedy

stand-up routine, enjoy the tunes of a musical, or travel the world of foreign cinema. To maintain this brand experience

follow the guide standards for signage, information graphics, and environmental display found in this section.

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Panel/wall/exhibition

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Street flag


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06 Pantone 0368 C:89 M:0 Y:7 k:0 R:0 G:175 B:216

For signage display, follow the basic guidelines found here. City minimum

height requirements for environmental display is set in meters. Indoor signage

can be adjusted to project specifications but should follow our brand guidelines for consistency. Pattern use can be set in

any company color and should accompany any flag pole and column sign display so that the front panels focuses on the event and back a pattern.

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01 The State Theatre logo wraps around building corner. 02 Flag panels display our extended

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logotypes and patterns. 03 Patterns on building awnings and architectural features. 04 Theatre logo on backlight panel. 05 Performance LOVE on premises wall.

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West Building


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East Building

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Graphic

Staging Graphic Elements

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When using photography in any collateral that is associated with The State Theatre, chose from the collection of photography provided through our marketing department. No stock photography is allowed. If the design that is being developed calls for a photographic style much broader than what is available in our image library, or when looking for photography to feature guest performers, contact our inhouse photographer who can accommodate these needs by filling out the Photographic Image Request form also available through our marketing department. Our photographic style depends on black and white images that convey a night life setting. The only exception to this is when promoting live shows and cinema for kids to adolescence. The following pages are examples of photographic styles available in our image gallery. Reference this section to keep our image consistent. Graphic elements that make a presence can be used in addition to The State Theatre logotype. Our theatre building is composed of six main areas. By taking the concept of our theatre building we have devided the logotype into six main components. Use any of the six parts from the logo in addition to the main logotype in posters and panels. Be creative and eplore the posibilities.

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Graphic

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Use company approved colors

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Grid development from floor plan 1


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Branding Graphic Elements Creating our brand signature is as simple as using any of the graphic elements presented here. Keep it simple and use only one component or a combination of two maximum from each program. These elements can also be used to dictate the grid for any design.

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Element 1 in use

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The Closing Credits

State

Dimensions:  8 x 8 in. (20.32 x 20.32 cm) Text Stock:  Neenah, 100 lb. Solar White Cover Stock: Skin Curious Collection, 100 lb. Red/Black Binding:  Prong fasteners Principal Type:  Thesis font family FOUNDRY: LucasFonts SCHOOL:  Academy of Art University CLASS:  Identity 1 INSTRUCTOR:  Michael Sainato DESIGNER:  Fred Carriedo

C o p y r i gh t

2009



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The State Theatre

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