World Theater
World Theater
WORLD THeATeR Brand Identity Guide
ContentS
01 02
Who We Are Our Mission Our Purpose
Identity Logo Typography Brand Colors Patterns Photography
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AppliCation
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AdvertiSing
Stationery Architecture Print Media Digital Media
Print Media Digital Media Vehicles Merchandise
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World Theater Brand Identity Guide
WHO WE ARE
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Identity Brand Position
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OUR MISSION 6
World Theater seeks to preserve the history, heritage, and arts of the world by bringing the world of ceremony and theatrics to America. Our stages across the United States provide a safe place where different cultures can come together to share their ceremonies, rituals, chants, plays, and more with the community.
World Theater Brand Identity Guide
OUR PURPOSE
Like theater, a brand is an expression of character; it has an identity all its own. It grows, develops, and becomes something we are proud to share with the world. Ultimately, it is people who bring our brand to life. Those who unite together to perform, applaud, and support one another are the ones who inspired our brand and give us the passion to grow. The World Theater brand strives to take what you have given to us and share it with the rest of the world. With you, we can illuminate the world as our stage.
Identity Brand Position
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World Theater Brand Identity Guide
IDENTITY
02 Identity Brand Position
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W
Th
World
heater
2.1 Logo
Our Emblem The World Theater emblem is the most immediate representation of our people and our brand. It’s a valuable asset that must be used consistently in the proper, approved forms for complete brand recognizability. Our abstract emblem depicts the symbolic theatrical “comedy” and “tragedy” masked faces pieced together with our unique building block shapes. Both faces of the masks are fit together in opposite directions to create an emblem that can be rotated 180o for versatile use.
a.
b. a. Primary Emblem Orientation – depicts the theatrical “comedy” masked face upright in blue with the “tragedy” masked face rotated in red b. Secondary Emblem Orientation – depicts the theatrical “tragedy” masked face upright in red with the “comedy” masked face rotated in blue
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World Theater Brand Identity Guide
Identity Logo
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The World Theater emblem reflects the complex yet complimentary building blocks of our theater and our community, symbolizing the way we unite together. The many shapes and colors that come together within the masks represent the people within our community. The spherical shapes within the logo reflect the shape of the globe and give off a welcoming tone. With our values translated visually, our emblem represents our brand and the values we stand for.
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World Theater Brand Identity Guide
Identity Brand Position
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2.1 Logo
Our Wordmark As a secondary representation of our brand, our wordmark has two variations that can be used. The primary wordmark representation is our stacked version (a). This version of the wordmark can be seen represented in our signature. The secondary wordmark is our horizontal version (b). This version is to be used appropriately alongside our ancillary elements within our applications.
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World Theater Brand Identity Guide
World Theater
a. Primary Wordmark – Stacked
WORLD Theater b. Secondary Wordmark – Horizontal
Identity Logo
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2.1 Logo
Our Signature In addition to our emblem, our primary signature will be another main source of representation of our brand. The World Theater signature carries the personality and professionalism of the brand. Our signature is made up of our emblem and our primary wordmark. While our emblem can stand alone, our signature should be used most often with representing our brand logo.
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World Theater Brand Identity Guide
Signature
World Theater Emblem
Wordmark
World Theater
Identity Logo
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2.1 Logo
Accepted Colors The primary logo and logo family, should only be displayed in the accepted brand colors. Our primary logos can be displayed in full color on white and tan backgrounds. As for colored backgrounds, our black and white logo should be used. The secondary gray-scale logo* is only to be used in place of our full color logo when printing in 100% gray-scale prints.
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World Theater Brand Identity Guide
World Theater
World World World Theater Theater Theater
World World World World Theater Theater Theater Theater
*This second gray scale is only to be used as last resort for gray-scale printing Identity Logo
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2.1 Logo
Clear Space In order to keep other elements from interfering with the logo’s integrity, there are some set guidelines for the minimum amount of clear space for each logo in the family. For all logos in our logo family, the lowercase “e” in “theater” from our primary signature may be used as a guideline for the minimum amount of clear space.
World Theater
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World Theater Brand Identity Guide
World Theater
WORLD Theater
Identity Logo
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2.1 Logo
Accepted Logo Orientations Along with our primary emblem, there are other accepted orientations of the logo family that can applied as a recognizable brand attribute. There are two acceptable orientations of the emblem (below) that can be used when the emblem stands alone. The primary orientation should used be most often to display a more uplifting connotation with the “comedy” mask being the most prominent. The secondary orientation should only be displayed with appropriate context either with accompaniment of the primary orientation, or in special circumstance. There are two alternate versions of the signature and two alternate versions of the wordmark (right). These orientations are to be used in appropriate context with other accompanied design elements.
Primary Emblem Orientation
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World Theater Brand Identity Guide
Secondary Emblem Orientation
a.
b.
c.
d.
World
Theater
WORLD Theater
World
Theater
World
Theater
a. Primary Rotated Signature b. Secondary Rotated Signature c. Rotated Wordmark Horizontal d. Rotated Wordmark Stacked
Identity Logo
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World Theater Brand Identity Guide
The World IS Our Stage Identity Brand Position
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2.1 Logo
Our Locations As part of the World Theater corporation, we have eight locations across the United States: Atlanta, GA Philadelphia, PA San Francisco, CA Chicago, IL San Diego, CA Houston, TX Minneapolis, MN Phoenix, AZ Our locations are ever expanding in our efforts to bring together the people across the nations for the love of theater.
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World Theater Brand Identity Guide
World
World
atlanta
san diego
Theater
Theater
World
World
philadelphia
houston
Theater
World Theater san francisco
World Theater
chicago
Theater
World Theater minneapolis
World Theater phoenix
Identity Logo
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2.1 Logo Misuse
The World Theater logo family has been carefully designed to represent our brand, therefore should not be altered in ways other than those approved. We ask that the guidelines stated in this manual be followed to assure proper representation.
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World Theater Brand Identity Guide
World
Theate
r
DO NOT adjust the orientation of any of the logos to anything other than the accepted orientations.
DO NOT change any of the colors that are not approved brand colors.
World
World
Theater DO NOT stretch the logo out of proportion.
World Theater
DO NOT add any drop shadow to any of the logos.
World Theater
DO NOT place any of the logos in a holding shape.
Theater DO NOT add any effects to any of the logos.
World Theater
DO NOT overlap any of the elements.
World Theater
DO NOT put outlines around any of the logo elements.
Identity Logo
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2.2 TypefaCeS Dazzle Unicase
The primary typeface for the brand is Dazzle Unicase. With its elegant tight-set font with lower-case letter-forms, Dazzle Unicase was the perfect choice to pair with the World Theater emblem. Not only does the name Dazzle fit so appropriately with our brand tonality, the roundness of the letters reflect well with the geometric shapes of the emblem, creating a mark that is unified across all forms. Dazzle is the typeface used for the brand’s logotype, and should be used for large text such as headlines and headings. Our primary typeface includes lower case and upper case letters of the same x-height. Most of the letters appear the same, others vary. The varying letters include: C, E, J, Q, S, and W. These letters require specific usage to adhere to the brand tonality. Only use the upper case version of the letters C, J, Q, S, and W. Only use the lower case version of the letter E.
C E J Q S W c e j q s w 34
World Theater Brand Identity Guide
Upper Case
Lower Case
abCdefghi J k l M n o p Qr StuvWxyz 1 23 4 5 678 9 0 Identity Brand Position
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2.2 TypefaCeS Jubilat
The secondary typeface for the brand is Jubilat. As the secondary typeface, the font needs to be easily legible for body copy and compliment the primary typeface. The slab-serif font Jubilat was the perfect choice to pair with Dazzle Unicase. Jubilat is used for the brand’s subheads for the locational logos. Jubilat should also be used where it is impractical to use Dazzle Unicase, such as body copy and other areas with smaller text. Jubilat should also be used for secondary hierarchy text such as subheadings and captions.
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World Theater Brand Identity Guide
Black
Bold Italic
AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk
Light
AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk
Extra Light Italic
AaBbCcDdEeFfGgHhIiJjKk
Semibold
Medium Italic
Regular
Book Italic
Identity Typefaces
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2.3 Brand ColorS Full Color
Our primary color, Theater Red, was inspired by the bright royal red that is often associated with theater and is usually depicted with stage curtains and auditorium chairs. It’s accompanied color, Stage Brown, was added as the color palette’s darkest accent color. Our secondary colors, Blue, Gold, Tan, and Cream, complete the palette with a range of colors that fit well together and add more personality throughout the brand.
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World Theater Brand Identity Guide
Theater Red
Stage BroWn
Pantone 484 C CMYK | 8, 91, 91, 33 RGB | 152, 50, 34 Hex | 983222
Pantone 449 C CMYK | 32, 36, 73, 77 RGB | 76, 71, 38 Hex | 4C4726
Blue
Gold
Tan
Cream
Pantone 290 C CMYK | 24, 1, 1, 0 RGB | 194, 222, 234 Hex | C2DEEA
Pantone 1245 C CMYK | 7, 35, 100, 13 RGB | 197, 146, 23 Hex | D7A900
Pantone 467 C CMYK | 3, 12, 34, 10 RGB | 210, 194, 149 Hex | D2C295
Pantone 454 C (50% Tint) CMYK | 7, 4, 22, 8 RGB | 208, 209, 180 Hex | D0D1B4
Identity Brand Colors
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2.3 Brand ColorS Gray–Scale
Along with our brand colors, we have designated gray-scale colors. Our five gray-scale shades include 100% black and 100% white with three shades in between that are different percentages of black.
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World Theater Brand Identity Guide
BlaCk - 100%
BlaCk - 85%
Pantone Black 6 C CMYK | 0, 0, 0, 100 RGB | 0, 0, 0 Hex | 000000
Pantone 425 C CMYK | 0, 0, 0, 68 RGB | 82, 82, 82 Hex | 525252
BlaCk - 60%
BlaCk - 23%
White
Pantone 425 U CMYK | 0, 0, 0, 51 RGB | 125, 125, 125 Hex | 7D7D7D
Pantone Cool Gray 2 C CMYK | 0, 0, 0, 20 RGB | 204, 204, 204 Hex | CCCCCC
Pantone 629 U CMYK | 0, 0, 0, 0 RGB | 255, 255, 255 Hex | FFFFFF
Identity Brand Colors
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World Theater Brand Identity Guide
Identity Brand Position
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2.4 PatternS
Ancillary Element The World Theater pattern is another one of our signature elements. Our pattern, like our emblem, was designed as a symbolic representation of the way the people of our community come together to share and unify the cultures of the world. Our pattern displays an intricate array of shapes and colors that conform together to create something unique and beautiful. Our primary pattern holds all of our brand colors and truly captures the values of our brand. Our primary pattern is to be used independently, or with minimal accompaniment given its bold presence. Our secondary patterns hold the same shapes as our primary pattern, but they are solely the outlines. These secondary patterns are to be used along with our photography as accompaniment within our applications.
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World Theater Brand Identity Guide
Primary Pattern
Identity Patterns
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Secondary Pattern - Gold Outline
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World Theater Brand Identity Guide
Secondary Pattern - Red Outline
Identity Patterns
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2.5 Photography
Subject Matter and Usage The photography used for all digital and print materials should reflect the values of the World Theater brand. Photographs should be of high quality and should convey the unity of the people who perform and support the many cultures within our community. The primary subject matter of our photography should portray the performers. We want to emphasize the happiness, diversity, culture, and connection of our performers. All photographs of performers should be natural and candid photos, whether during performances or natural interaction. Secondary subject matter of our photography includes our supporters, patrons, and our theaters themselves. The same rules apply for natural and candid photos. Each photo can include any range of colors, but we ask you to use the preset “luminosity” effect over a 50% opacity of our Theater Red approved brand color. This allows for any subject matter to be cohesive with our brand and represent our signature brand color.
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World Theater Brand Identity Guide
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World Theater Brand Identity Guide
APPLICATION
03 Identity Brand Position
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3.1 Stationery Letterhead
The World Theater letterhead is set on standard A4 paper. Our primary signature sits boldly in the top header with our main location, phone number, and website easily found on the right. The receiver’s information and body copy has been placed in the center of the letterhead, leaving plenty of white space to serve as breathing room for the reader. Our copy is set in our secondary typeface Jubilat Light with the appropriate leading. Our signature pattern peeks out at the footer as a recognizable embellishment.
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World Theater Brand Identity Guide
World Theater
8119 Adams Street Chicago, IL 60201 9 01 . 5 5 5.1 2 3 4 connect@worldtheater.com
December 2, 2021 Doris Alexander 4500 Benedict Avenue Atlanta, Georgia 30307 Dear Ms. Alexander, World Theater would like to personally thank you for your recent donation to our Atlanta theater! With your help, we were able to renovate our stage for our performers and expand our audience seating
World Theater
In honor of your generosity, we would like to have a seat in our main orchestra section named after you! This seat will include a name plaque on the backing of the chair and will be available to you whenever you would like to visit our theater. All you have to do is call us and let us know you are coming.
8119 Adams Street Chicago, IL 60201 9 01 . 555.12 34 connect@worldtheater.com
We would like to thank you again for you generous donations. We value you as a wonderful part of our community and we look forward to seeing you at the theater.
Sincerely, Cateline Amaro
President & Founder
Formatted
Blank
Application Stationery
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9 1/2”
World Theater
8119 Adams Street Chicago, IL 60201
4 1/8”
World Theater
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World Theater Brand Identity Guide
connect@worldtheater.com worldtheater.com 901 . 5 5 5.1 2 34
World Theater
connect@worldtheater.com worldtheater.com 901 . 555.1 23 4
3.1 Stationery Envelope
Our mailing envelopes are designed for the standard #10 envelope. Simply set with our main location address on the front and further contact information on the back.
Application Stationery
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3.1 Stationery Business Cards
Business cards give a first impression of our brand, so we made ours stand out. Our brand business cards come packaged with a die-cut sleeve with our wordmark prominently displayed on the front. As the card is pulled out of it’s sleeve, you see our iconic emblem roll from one face to the other, portraying the full effects of our emblem. On the other side of the card is employee information accompanied by our signature pattern.
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World Theater Brand Identity Guide
World Theater Our business card tucked inside its sleeve
Sydney BeCker Artistic Director
sbecker@worldtheater.com worldtheater.com 901 . 555.1234
Front
Back
Application Stationery
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World Theater
World Theater
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World Theater Brand Identity Guide
World Theater
World Theater
Application Stationery
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World Theater Brand Identity Guide
3.1 Stationery
Mailing Packaging Label Beyond mailing letters, World Theater also mails ticketing and merchandise options. Most orders will be packaged in our kraft envelopes and sealed with our “Better Together” campaign sticker.
Application Stationery
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3.2 ArChiteCture Graphic Signage
All of our theater locations will include our primary signature on the front face of the building. Exterior and interior signage will also include promotional banners, posters, and other signage. Interior wayfinding will include our primary typeface and brand colors.
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World Theater Brand Identity Guide
Identity Brand Position
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Identity Brand Position
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World Theater Brand Identity Guide
3.3 Printed Media Tickets
Tickets will incorporate designs from the affiliated campaign media, creating a recognizable ticket stub for our guests to keep and collect.
Application Printed Media
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3.3 Printed Media Program Pamphlet
Each month, World Theater provides an informational pamphlet of all of the upcoming performances for that month. Provided in the pamphlet is ticketing information, dates and times, descriptions of the performances, cast and production information, and more.
OCtober 2021 World
Theater
Kola Ogunmola
Oct. 1 - 9
Akiko Amendola
A ceremonial performance native to central Africa.
YotSya Kaidan
Oct. 10 - 16
Jamie TSai
A lively Japanese art form performance of the katana.
Dand RaSaka
Oct. 17 - 23
Raj Kuthrapali
Ceremonial performance native to traditional Hinduim.
Kola Ognumola
Oct. 24 - 30
Akiko Amendola
A ceremonial performance native to central Africa.
EntranCe & TiCket Information
OCtober 2021 Kola Ogunmola Program
World Theater Brand Identity Guide
World Gold Member $25
Maxim imaiorum siminci lignim doluptam que quates nusam ut volupta tempor re lautemporum incte eatem facipsam alignam, core doles eratur? Ommoditat et aute reptasperia sunt peritiusam, te que est volorrum exeriatem in es etur? Quis atae nos et erchil magnam lauditatus sunt vellabor aut velitior October 2021 Program | 1
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Season Pass Holder $30
Senior & Military $25 Children 12 & Under $15
An informational pamphlet about this month performances.
Front Cover
General Admission $40
Introductory Spread
Identity Brand Position
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World Theater Brand Identity Guide
Application Printed Media
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3.4 Digital Media Website
The World Theater website displays information in a clear, easy to navigate fashion, while also achieving a high level of visual appeal that follows our brand identity.
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World Theater Brand Identity Guide
Application Website
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World Theater Brand Identity Guide
Identity Brand Position
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Better Together
Campaign
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World Theater Brand Identity Guide
3.4 Digital Media Social Media
Our presence on social media must be very prominent to keep up with the expanding technological culture around us. Our posts will involve updates on upcoming events as well as posts from our “Better Together” campaign.
We are better Together
World World Theater Theater
Strength LieS in Unity
World World Theater Theater
Mobile ads for our “Better Together” campaign.
Application Digital Media
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World Theater Brand Identity Guide
ADVERTISING
04 Identity Brand Position
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4.1 Print Media Billboard
As a part of our “Better Together” campaign, we are creating advertisements targeted towards our diverse audience to encourage them to come to our theater and join our community.
...With You! BeCauSe every Seat MatterS World Theater
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World Theater Brand Identity Guide
World Theater
The ShoW MuSt Go On...
Identity Brand Position
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World Theater Brand Identity Guide
4.1 Print Media Print Ads
Our ad design is prominently photography based, embellished with our pattern and signature Theater Red. Our vertical typography is another key factor in our brand recognizability.
Theater
YOTSUYA KAIDAN
World
AUGUST 2022
DAND RASAKA
Theater
APRIL 2022
KOLA OGUNMOLA
MARCH 2022
World
World Theater
Advertisement Print Media
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4.2 D igital Media Mobile Ads
Our current “Better Together” media campaign is focused across our social media platforms to share our inclusive brand and invite our audience to join our community. In addition to specialized campaigns, there are simple and direct ads that are used for brand awareness.
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World Theater Brand Identity Guide
We are better Together
World World Theater Theater
Strength LieS in Unity
World World Theater Theater
World World Theater Theater
BeCauSe Every Seat MatterS
Posts from our “Better Together” media campaign (above) Brand awareness banner ads (left)
Advertisement Digital Media
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4.3 VehiCleS
Equipment Truck For our performers and production crew, we have several equipment trucks on hand at our locations for easy transportation. While on the move, our trucks have branded advertisement for awareness and publicity for our theater.
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World Theater Brand Identity Guide
Identity Brand Position
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4.4 MerChandiSe Miscellaneous
Within our theaters and on our website store, there are various merchandise items available for purchase. These items are sold year round along with specialty items that coordinate with each showcase and campaign.
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World Theater Brand Identity Guide
Identity Brand Position
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World Theater Brand Identity Guide
Identity Brand Position
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Savannah Sanderson Visual Identity Systems Fall 2021
WORLD THeATeR Brand Identity Guide