Brand Standards Manual 962 Mt. Adams Circle Cincinnati, OH 45202 513.345.2242 www.cincyplay.com
Table of Contents Introduction ....................................................................................................................... 5 Brand Identity ................................................................................................................... 9 • Vision, Mission and Values ......................................................................................... 11
Brand Signature .............................................................................................................. 13 • Logo ........................................................................................................................ 15 • Tagline ...................................................................................................................... 17
Color Principles ............................................................................................................... 21 • Brand Colors ............................................................................................................ 22 • Color Variations ........................................................................................................ 23
Spatial Relationships ...................................................................................................... 31 • Size Restrictions ........................................................................................................ 33 • Safe Area ................................................................................................................. 35 • Logo Positioning ........................................................................................................ 39
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Table of Contents Logo Elements ................................................................................................................. 41 • Typefaces ................................................................................................................. 43 • Use of Logomark ....................................................................................................... 47
Incorrect Usage ............................................................................................................... 57 • Logo ......................................................................................................................... 59 • Logomark .................................................................................................................. 61 • Tagline ...................................................................................................................... 63
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Introduction
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“A brand isn’t a brand to you until it develops an emotional connection with you.” Daryl Travis – Emotional Branding
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What is a brand? A brand is the identity of a specific product, service, or business. A brand can be expressed in many forms, including a name, symbol, color combination or tagline.
Why is brand identity important? 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.
What is the purpose for this manual? This manual is a guide 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 guidelines set forth in this manual in all printed and electronic materials.
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Brand Identity
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Vision The Cincinnati Playhouse in the Park strives to produce 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. Simply put, the Playhouse strives to celebrate the live theatrical event in superlative fashion, in a setting that is second to none.
Values The Cincinnati Playhouse in the Park focuses on bringing QUALITY productions and programs to the stage as well as providing LEADERSHIP in the theatrical community.
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Brand Signature
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Logotype
Logomark
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Logo The elements of The Playhouse logo work together to create a unique image for the organization. This image helps to position The Playhouse as a leader of the theatrical community and differentiate us from our competitors with a strong, dynamic look that is representative of our mission. The logo is made up of two parts: the Logotype and the Logomark. Logomark
The Logomark strongly conveys the attitude the Playhouse exudes. It may be used on its own to accent or reinforce other brand material. Logotype
Under no circumstances can the logotype be used alone.
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Tagline The Playhouse in the Park tagline entices the audience to visit the Playhouse while still representing The Playhouse brand with the Logomark accent. The top point of the logomark is align with the left edge of the type
The type is justified on both sides.
The crossbar of the H and A mimic the arc of the logomark.
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Tagline The Playhouse in the Park tagline is preferred in the vertical design, but if a horizontal design is required, use one of the following designs.
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Color Principle
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Brand Colors
Playhouse Blue Pantone 2735C c: 100 m: 95 y: 0 k: 3 r: 39 g: 54 b: 145 hex#: 273691
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Playhouse Orange Pantone 143C c: 0 m: 35 y: 85 k: 0 r: 251 g: 176 b: 64 hex#: fbb040
Color Variations The preferred Playhouse logo uses The Playhouse Blue Logotype on a white background. As an alternative, the logo may be placed on a background of The Playhouse Blue or 100% black, as long as the logotype is white. No other background colors may be used. The Logomark can never be any other color than The Playhouse Orange.
White/Blue/Orange *preferred logo
Blue/White/Orange
Do not frame the logo in any way. The logo is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
Black/White/Orange
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Color Variations (continued) When color printing is not an option, the logo may be displayed in black and gray variations.
If the background is 40% gray or greater, the logotype must be white and the logomark must be 20% gray.
100% Black
40% Black
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Do not frame the logo in any way. The logo is never to be encased 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
Do not frame the logo in any way. The logo is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
0% Black
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Color Variations (continued)
Do not frame the tagline in any way. The tagline is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
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The Tagline is preferred to be placed on a white background but certain background colors may be acceptable. The tagline may be placed on a background of The Playhouse Blue or 100% black, as long as the type is white. No other background colors may be used. The Logomark can never be any other color than The Playhouse Orange.
Do not frame the tagline in any way. The tagline is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
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Color Variations (continued) When color printing is not an option, the tagline may be displayed in black and gray variations.
If the background is 40% gray or greater, the tagline must be white and the logomark must be 20% gray.
100% Black Do not frame the tagline in any way. The tagline is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
40% Black
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If the background is less than 40% gray, the tagline must be 100% black and the logomark must be 50% gray.
30% Black
Do not frame the tagline in any way. The tagline is never to be encased in any shape including, but not limited to, a square, rectangle, circle or oval.
0% Black
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Spatial Relationships
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Size Restrictions To maintain the integrity of the logo, the minimum size allowed is 1.25 inches wide in print materials and 100 pixels wide in electronic materials. 1.25 in/100px wide
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Safe Area To maintain the integrity and strength of the logo, a clear space must be provided around the logo. No other elements, such as text or images, should enter the safe area established around the logo. Safe Space Height
The safe space around The Playhouse logo is equal to the length of the top bar of the ‘E’ in the logo.
The safe space around The Playhouse logo extends at the bottom of the logo to create a rectangular safe space. This space can utilize text or images that pertain directly with The Playhouse. Any other images or text must be kept outside the rectangular safe space.
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Safe Area (continued) The address of The Playhouse breaks the extended rectangle safe space but does not encroach on the inner safe space.
962 Mt. Adams Circle Cincinnati, OH 45202 513.345.2242
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962 Mt. Adams Circle Cincinnati, OH 45202 513.345.2242
The address of The Playhouse can not break the inner safe space.
Images or text not directly pertaining to The Playhouse can break the rectangular safe space.
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90째 Angle
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Logo Positioning The entire logo may be rotated clockwise on a 90째 angle to fit in a vertical space.
Under no circumstances may the logo be rotated counter clockwise or rotated more or less than 90째 exactly.
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Logo Elements
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Typefaces Typography plays an important role in communicating the 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 as the primary typeface.
Futura LT Futura LT Light
Futura LT Heavy
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
Futura LT Condensed
Futura LT Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
Futura LT Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
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Typefaces (continued) If the Futura LT typeface is not available or suitable for a particular design or communication, two different typefaces may be used that compliment the brand.
San Serif Typefaces
A san serif typeface may be used to replace Futura if unavailable or other design choices.
Gill Sans MT
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Gill Sans MT Regular
Gill Sans MT Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
Gill Sans MT Condensed
Gill Sans MT Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
Serif Typeface A serif typeface may be used for body copy or other design choices.
Century Century Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Century Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
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Use of Logomark The Playhouse Logomark is an essential part of the Playhouse identity. It can be used alone as a graphic element or portions of the Logomark can be used to add visual interest in printed or electronic materials such as a footer or side on a document or advertisement. Only theses specific portions may be used.
The edge of the cut off area should always align with a point on the logomark.
The tail portion of the. logomark should never be cut off.
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Use of Logomark (continued)
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The Logomark may be rotated to fit a portion of the Logomark in a vertical space. The Logomark can only be rotated with the body of the star rising upward. Only theses specific portions may be used.
When rotating the Logomark, the two points of the top arm of the body of the star should align vertically.
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Use of Logomark (continued)
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The Logomark can be flipped horizontally to right justify the portion of the Logomark that has been rotated with the body of the star rising upward. Only theses specific portions may be used.
When rotating the Logomark, the end of the tail and the bottom point of the body of the star should align vertically.
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Example
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Example
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Example
edward stern producing artistic director
edstern@cincyplay.com 513-345-2242 962 Mt. Adams Circle Cincinnati, OH 45202
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Use of Logomark (continued) The Logomark can be used to accent headlines or blocks of text.
The point where the top of the logomark and the tail meet must be aligned with the top of the text.
edward stern
x
x-height
x The space between the text and the star is equal to ½ the x height of the text that is being accented. The bottom point of the star must be aligned to the x-height line.
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Incorrect Usage
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Logo
DO NOT recreate the logo.
DO NOT stretch or distort the logo in anyway.
DO NOT rotate the entire logo on any angle other than exactly 90 degrees clockwise.
DO NOT outline or place any effects on any part of logo.
DO NOT change the colors of the logo other than those discussed on pages 23-25.
DO NOT put the logo on any other background color other than those discussed on pages 23-25.
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Logomark
DO NOT recreate the Logomark.
DO NOT stretch or distort the Logomark in anyway.
DO NOT rotate the Logomark on any angle other than those discussed on 48-51.
DO NOT outline or place any effects on the Logomark.
DO NOT change the color of the Logomark.
DO NOT crop the Logomark in any way other than those discussed on pages 46-51.
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Tagline
DO NOT use a different typeface other than Futura.
DO NOT stretch or distort the Tagline in anyway.
DO NOT rotate the Tagline on any angle.
DO NOT outline or place any effects on the Tagline.
DO NOT change the color of the other than those discussed on pages 27-29.
DO NOT change the arrangement of the type in the Tagline other than those discussed on pages 18-19.
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