SHAW FESTIVAL BRAND MANUAL
THE SHAW FESTIVAL Brand History
The Shaw Festival is the only theatre in the world that specializes in plays by Bernard Shaw, contemporaries and plays about his era (1856- 1950). Located in Niagra-On-The-Lake, the Shaw Festival is on of the town’s main economic generators. With an operating budget of $27 million and annual attencdance of 270,000, the fesitval is also one of the main summer attraction in southern Ontario. The festival was founded in 1964 by a small group of actors, directors, and stage hands, the festival has ballooned into a extremely successful source of culture operating out of 4 main theatres; the Festival Theatre, The Royal Theatre, The Court House Theatre and The Royal George Theatre. PAGE 3
THE SHAW FESTIVAL Brand Identity
The Shaw Festival is a strong Ontario theatre institution and as such a strong brand identity is needed to convey this. In past years a rotating identity was changed annually with the new season. The new identity references the historical and period nature of the festival while still allowing for the edgy and modern aspects of the festival to shine through. The brand is based heavily around the idea of ‘drama’, this is conveyed through the bold use of “Shaw Yellow” which references the historical Playbills of the G.B. Shaw’s era as well as the dramatic black and white accents. The idea of drama is further conveyed through the use of lighting and light sources, most prominant in the logo design, secondary graphics, and use of photography. PAGE 4
THE SHAW FESTIVAL Brand Personality
BOLD EDGY HISTORICAL DRAMATIC SOPHISTICATED
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STANDARD LOGO
SHAW FESTIVAL The Shaw Festival logo has 2 different manifestations. The ‘Standard Logo’ is the basis of the brand and is used when referring to the brand as a whole, separate from the annual festival seasons. The ‘Annual Logo’ is used in association with the annual theatre season including. The ‘Annual Logo’ features the distinct year number which serves both as a visual identifier as well as an abstracted light source casting light onto the logo type. The logo type is meant to evoke ideas of drama and performance as the characters appear to be standing on a well lit stage facing an audience PAGE 10
ANNUAL LOGO
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THE SHAW FESTIVAL Standard Logo Usage
Width
Width
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Width
Width
Logo Safety Area
Width
Width
The Standard Logo must not be placed too close to other graphic elements. To prevent this s a safety area EQUAL TO THE CAP HEIGHT of the logo type must be applied to all sides of the logo when displayed. This area is alterened when using the Annual Logo. PAGE 12
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The logo will always be used on a yellow background. In cases where this is imposible the logo may be displayed on a white or black bacground with the cor-
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risponding colour variation.
NEVER display the logo in any orientation other than the original.
NEVER display black and white logo on the yellow field.
NEVER display the logo ontop of a photograph or any other image.
THE SHAW FESTIVAL Annual Logo Usage Logo Safety Area
Width
Width
09 SHAW FESTIVAL Width
Width
Width
Width
Simialr to the other logo, The Annual Logo must not be placed too close to other graphic elements. To prevent this s a safety area EQUAL TO THE WIDTH OF THE ZERO of the logo type must be applied to all sides of the logo when displayed. PAGE 12
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The logo will always be used on a yellow background. In cases where this is imposible the logo may be displayed on a white or black bacground with the cor-
SHAW FESTIVAL
risponding colour variation.
NEVER display the logo in any orientation other than the original.
NEVER display the year in any other position than the original.
NEVER display the logo ontop of a photograph or any other image.
THE SHAW FESTIVAL Typefaces
ITC SYMBOL STD BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Akkurat Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Akkurat Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
The primary typfece used in The Shaw Festival’s braning is ITC Symbol STD. It was chosen for it’s histrocal characteristics associated with the early 20th century. This typeface works best as a display face used as the primary typeface for show titles and other headlines. The secondary typeface used is Akkurat, it was chosen for it’s strong distinctivness. Akkurat is used for all the body copy, headings and subheadings PAGE 14
THE SHAW FESTIVAL Colour
C:00 M:02 Y:100 K:00
C:00 M:00 Y:00 K:00
C:00 M:00 Y:00 K:100
R:255 G:240 B:00
R:255 G:255 B:255
R:0 G:0 B:0
Pantone Yellow U
Pantone Black U
Pantone Yellow C
Pantone Black C
Pantone DS 1-3 C
Pantone DS Process Black C
Pantone DS 1-3 U
Pantone DS Process Black C
The “Shaw Yellow” is very important to The Shaw Festival Brand and it is important to maintian a consistent colour throughout all media. In addition to the “Shaw Yellow” both black and white will be used.
THE SHAW FESTIVAL Graphics
There are 3 SECONDARY DESIGN GRAPHICS associated with The Shaw Festival branding: the border, the title drop shadow, and the the floating bar. These are to be used in a secondary capacity in realtion to the main logos.
DROP SHADOWED TITLE: All titles using the ITC Symbol font must always be displayed on a yellow background set in white. In addition, a drop shadow will be applied to the title. The drop shadow is meant to give the appearance that the type is floating upon the page and should not look too odd.
BORDER: The drop shadowed border can be used to highlight a title word or
TITLE OF PLAY TITLE OF PLAY TITLE OF PLAY
HIGHLIGHT
specific information. It may also be used as the border for a document such as a poster or borchure.
POSTER TITLE
FLOATING BAR: The floating bar is designed to be used as a secondary element. It may be used as title presentation exhibited at the top of the previous page. It may also be used to divide space on a page. In all cases the bar must cross the format horizontally and bleed off each edge. A drop shadow similar to the ones placed on the title and border must also be added to the bar. If type is placed on the bar it must be Akkurat in “Shaw Yellow�.
PAGE 14
THE SHAW FESTIVAL Photography
Photographs are a large part of The Shaw Festival’s branding. Photographs allow the public to get a taste of what to expect at the fine performances the festival puts on, as well as displaying the actors, set design, and costuming. Wherever possible, only black and white photography will be used. The Photographs must have a large range of greytones with distinct blacks and whites. The content of the photographs will always be of the plays themselves, preferably capturing a dramatic moment in the the play. PAGE 14
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Shaw Festival Theatre 10 Queen's Parade Niagara-on-the-lake, Ontario L0S 1J0, Canada tel. 905-468-3804 fax. 905-468-2172 www.shawfest.com
Dear Customer, studies. His The theories of Michel Foucault have been invaluable to the field of visual ns of the perceptio our structure helped have n panoptico the and owledge concepts of power/kn and ent developm the relationship between modern society and visual culture. Recently, to look at these popularization of reality television has provided a new lens from which concept of personal the on based are Wear To Not What like shows Reality power. of concepts they feel does not whom someone nominate improvement. In this program friends and family person on dress, this coaches experts of host a Then, r. makeove bodily a dress appropriately for shocking hair, and cosmetics. A camera crew documents every moment of the persons and panopticism, transformation. By using Foucault’s concepts of power/knowledge, biopower power social of agents as seen be can Wear To Not What as such shows reality television subjects. lating structures through their creation and fostering of self-regu power To understand the ways in which What Not To Wear serves as an agent of s Foucault’ In owledge. power/kn of theory s structures we must first understand Foucault’ In ips. relationsh power of basis the around structured is society modern understanding, regulated through Monarchies or Feudal systems of social structure, citizens’ behavior was to witness the citizens allows criminal a of execution public coercion. For example, the society functions on consequences of disobedience and deter further crimes. However, a modern s and technique social various through that, belief the concept of self-regulation, this is the and social cultural laws, follow willingly citizens that so ed internaliz is n pressures, regulatio ty is replaced norms, and practices. In modern society, power in the form totalitarian sovereign produces that society a of nce maintena and ent developm by power manifested in the self-regulating citizens. between Foucault’s theory of power/knowledge also relies on the inter-relationship e, for example people knowledge and power. In this concept, power is able to produce knowledg Knowledge is also able in positions of power are able to determine which information is valued. those without, for to induce power by insuring that those with knowledge have power over example teachers over students, doctors over patients, etc.
Thank you for your interest,
Creative Director
0 9 SHAW FESTIVAL 09
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SHAW FESTIVA Louis Fishauf Artistic Director
atre Shaw Festival The 10 Queen's Parade e, lak Niagara-on-theCanada Ontario L0S 1J0, tel. 905-468-3804 fax. 905-468-2172 hawfest.com email. lfishauf@s
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THE SHAW FESTIVAL Applications
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THE SHAW FESTIVAL Posters
EASY VIRTUE
SAINT JOAN
MARCH 12 - APRIL 14
MARCH 12 - APRIL 14
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FESTIVAL THEATRE www.shawfest.com
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COURT HOUSE THEATRE www.shawfest.com
THE DEVIL’S DISCIPLE MARCH 12 - APRIL 14
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ROYAL GEORGE THEATRE www.shawfest.com
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EASY VIRTUE A committee of actors meets to discuss the refurbishment of Garrick Haven, a home for retired thespians. While the stage manager dutifully arrives on time, the rest of the group make their entrances more dramatically and the agenda is quickly forgotten as it’s clear that everyone would really rather talk about themselves. With duelling divas, well-loved stories of past glories and the appearance of a Great Dane, the meeting quickly falls into comic chaos. The final jewel in the Tonight at 8:30 crown.
Easy Virtue Pygmalion It Is, It Isn’t Wakefield Through the Archway
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EASY VIRTUE A committee of actors meets to discuss the refurbishment of Garrick Haven, a home for retired thespians. While the stage manager dutifully arrives on time, the rest of the group make their entrances more dramatically and the agenda is quickly forgotten as it’s clear that everyone would really rather talk about themselves. With duelling divas, well-loved stories of past glories and the appearance of a Great Dane, the meeting quickly falls into comic chaos. The final jewel in the Tonight at 8:30 crown.
Easy Virtue Pygmalion It Is, It Isn’t Wakefield Through the Archway
About the Town
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EASY VIRTUE SHOW TIMES: 7:00 pm / 9:00 pm / 11:00 pm THE ROYAL THEATRE: 383 Lourne St. Niagra-On-The-Lake
PYGMALION SHOW TIMES: 7:00 pm / 9:00 pm / 11:00 pm FESTIVAL THEATRE: 300 Lourne St. Niagra-On-The-Lake
K.M.F. Perchinig