Brand Standards Manual Cincinnati Playhouse in the Park 962 Mt. Adams Circle Cincinnati, OH 45202 513-345-2242 www.cincyplay.com 1
Introduction “A brand isn’t a brand to you until it develops an emotional connection with you.” - Daryl Travis – Emotional Branding
What is a Brand? A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combinations or taglines. Colin Bates, a brand management specialist with 20 years’ experience in brand planning, marketing communications and training, defines a brand as “a collection of perceptions in the mind of the consumer”. A well constructed brand identity should represent the thoughts, feelings, and psychological relationships between a business and a customer.
Why is it important? This manual is a reference for staff members and design professionals, defining the importance of the Cincinnati Playhouse in the Park brand and illustrating how to apply its visual components. It is important to use care in following the correct guidelines set forth in this manual in all printed and electronic materials including directions on how to use our signatures, colors and typefaces.
Table of Contents 1. Brand Identity • Vision, Mission and Values
2. Brand Signature • Logo • Tagline
3. Colors • Brand Colors • Color Variations
4. Spatial Relationships • Safe Are • Size Restrictions • Logo Positioning • Incorrect Usage
5. Logo Elements • Typefaces • Use of Logomark
6. Business Collateral • Stationery • Advertisements
Vision Mission and Values Vision The Cincinnati Playhouse in the Park strives to carry on the tradition of producing creative, entertaining and innovative performances to the stage as well as continuing to develop and nurture the future of the theatrical community.
Mission The Cincinnati Playhouse in the Park is a professional regional theatre committed to producing and presenting for diverse audiences the broadest range of theatre in an inviting theatrical environment. Our mission is accomplished through works of the highest caliber produced on stage in a fiscally responsible manner, and through stimulating educational and outreach programs.
Values The Cincinnati Playhouse in the Park has been offering audiences the finest in professional theatre for nearly 50 years. Nationally known for its excellence and commitment to new works and an artistic home for America’s best actors, directors and designers, the Playhouse always keeps its primary role at center stage — to serve the Tristate by producing the finest in classic and contemporary works: musicals, dramas, comedies and recent hits. Simply put, the Playhouse strives to celebrate the live theatrical event in superlative fashion, in a setting that is second to none
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Brand Signature Logo All elements of the Playhouse logo work together to create a unique image for the organization. This image helps to position The Playhouse among the leaders of the theatrical community and differentiate us from our competitors with a strong, dynamic look that is representative of our mission.
Logotype
Logomark
Logomark
Logotype
**The logo is made up of two parts: the logotype and the logomark. The logomark may be used on its own to accent or reinforce other brand material, but under no circumstances can the logotype be used alone.
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Brand Signature Tagline The Playhouse in the Park tagline both represents the atmosphere of Playhouse and entices the audience to visit the Playhouse to see all that we have to offer. **The top point of the logomark is align with the rest of the type
**The type is perfectly aligned on both sides.
**The crossbar of the H and A mimic the arc of the logomark.
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Colors Brand Colors Playhouse Blue Pantone 2735C c: 100 m: 95 y: 0 k: 3 r: 39 g: 54 b: 145 hex#: 273691
Playhouse Orange Pantone 143C c: 0 m: 35 y: 85 k: 0 r: 251 g: 176 b: 64 hex#: fbb040
Color Variations When using a full color logo, you may only use the preferred two Playhouse colors on a white background, however sometimes this might not be possible. In order to keep consistency with the brand image, the logo may be placed on a background using either the Playhouse blue or 100% black as long as the logotype is white. No other background colors may be used other than the approved Playhouse Blue or 100% black.
White/Blue
Blue/White
**Do not frame the logo in any way. The logo is never to be incased in any shape including but not limited to a square, rectangle, circle or oval.
Black/White
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Logo Color Variations Color Variations (continued) When color printing is not an option, the logo may also be used in black and gray variations.
If the background is greater than 40% gray, the logotype must be white and the logomark must be 30% gray.
100% Black
40% Black
**Do not frame the logo in any way. The logo is never to be incased in any shape including but not limited to a square, rectangle, circle or oval.
If the background is less than 40% gray, the logotype must be 100% black and the logomark must be 50% gray.
30% Black
0% Black
**Do not frame the logo in any way. The logo is never to be incased in any shape including but not limited to a square, rectangle, circle or oval.
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Spatial Relationships Safe Area To keep the integrity and strength of the logo and, a clear space must be kept around the logo. No other elements, such as text or images, should enter the safe area established around the logo. This allows the Playhouse logo to remain successful.
**The safe space around the Playhouse logo is the length of the top cross bar of the ‘E’ in the logo. Nothing can break this perimeter around the Logo and its parts.
Safe Space Length
Size Restrictions The integrity of the logo may also be compromised if reproduced any smaller than 1.25” inches wide in print materials and 100 pixels wide electronically. 1.25” in/100px wide
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Spatial Relationships Logo Positioning In some instances the entire logo may be rotated clockwise on a 90째 angle to fit in a vertical space or for certain design purposes.
90째 Angle
**Under no circumstances may the logo be rotated counter clockwise or more or less than 90째 exactly.
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Spatial Relationships Incorrect Usage DO NOT Stretch out of proportion or distort the logo in anyway.
DO NOT rotate the entire logo on any angle other than exactly 90 degrees clockwise.
DO NOT change the colors of the logo unless it is the approved Playhouse color scheme.
DO NOT put the logo on any other background color except the approved Playhouse background colors.
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Logo Elements Typefaces Typography plays an important role in communicating the overall tone and quality of the brand. Careful use of typography reinforces our image and ensures clarity and harmony in all Playhouse communications. We have selected Futura LT, which helps convey a strong stability to the entire brand, as the primary typeface.
Futura LT Futura LT Light abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Futura LT Condensed abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Futura LT Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Futura LT Heavy abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Futura LT Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 9
Logo Elements Typefaces (continued) In some cases, the Futura LT typeface may not be available or suitable for a particular design or communication. For this reason, we have chosen a few different typefaces that may be used to compliment the brand.
San Serif Typefaces Gill Sans MT Gill Sans MT Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Gill Sans MT Condensed abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Gill Sans MT Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
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Logo Elements Typefaces (continued) San Serif Typefaces Helvetica Helvetica Roman abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Roman abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Black abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
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Logo Elements Typefaces (continued) Serif Typefaces Century Century Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Century Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
Palatino Palatino Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Palatino Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
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Logo Elements Use of Logomark The Playhouse logomark is an essential part of the Playhouse identity. It strongly conveys the creative attitude the Playhouse exudes. The mark can be used as a graphic element to reinforce the Playhouse brand identity by adding visual interest to materials.
The Logomark can be used to accent headlines or blocks of text such as the Playhouse Tagline.
edward stern producing artistic director
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Logo Elements Use of Logomark (continued) Portions of the Logomark can be used to accent backgrounds of printed or electronic materials.
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Business Collateral Stationery
962 Mt. Adams Circle Cincinnati, OH 45202 513-345-2242
962 Mt. Adams Circle Cincinnati, OH 45202
edward stern producing artistic director
edstern@cincyplay.com 513-345-2242 962 Mt. Adams Circle Cincinnati, OH 45202
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Business Collateral Advertisements
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Brand Signature Tagline The Tagline is preferred to be placed on a white background but in some cases, different color backgrounds may be acceptable.
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