BRAND STANDARDS MANUAL
INTRO / TABLE OF CONTENTS
Vision Six Flags has dedicated itself to setting the standard for theme park entertainment. Our 18 theme and water parks across North America are better than ever, offering today’s families and teens a complete one-stop diversified entertainment destination, from industry-leading thrill rides to water attractions, themed areas, children’s areas, parades, concerts and shows, restaurants, games and merchandise outlets. Our licensing agreement with DC Comics and Warner Bros. Consumer Products allows Six Flags the exclusive theme park rights to many of the world’s greatest cartoon characters and super heroes, from Bugs Bunny and his Looney Tunes friends to DC Comics Super Heroes (Batman, Robin, The Green Lantern, Wonder Woman and The Flash), enabling Six Flags to offer our 29 million guests a full character program, including character meet and greets, meals, photograph and autograph opportunities and new retail options. Mission The Six Flags mission is to surround the best rides in the world with entertainment from the fields of music, theater, sports, and television. Characteristics The best way to describe the brand of Six Flags Great America is by using three key words: high-energy, fun, and family-friendly.
Introduction
Table of Contents 9
1.1 1.2
Overview Vision, Mission, Characteristics Table of Contents
2.1 2.2 2.3 2.4
Basic Elements Six Flags Logo Logotypes Incorrect Logo Treatments Typography
3.1 3.2 3.3 3.4
Standard Communications Introduction Letterheads Business Cards Envelopes
Collateral 4.1 Uniform 4.2 Signage 4.3 Media 4.4 Vehicle 4.5 Miscellaneous
LOGO USAGE
The Six Flags brand represents a fun, reliable, and family-friendly company. The six bright green flags flying off of the flagpole in our logo represent the original six flags of our first amusement park, Six Flags Over Texas. They are the most prominent forms in our logo in order to capture our customer’s attention and remind them our brand. The blue spaces in between the six flags and the blue flagpole further emphasize the flags themselves and add contrast to the logo. Finally, the purple abstract shape behind the complete flag is representative of the steep track of a rollercoaster drop. This creates movement and reminds our guests of the fun they experience at Six Flags Great America. The flag and the flag pole breaks out of the abstract shape, suggesting that our company breaks outside of the box and is always expanding in size and on ideas. The new logo design utilizes three colors in the same color family to bring simplicity and a new modern feel to the Six Flags brand.
Artwork Digital files with .eps or .gif extensions should be used for printing materials. Those with .jpg extensions should be used primarily for on-screen viewing. Please consult the Corporate Office for their preferred file format before submitting artwork for productions. Application Sizes The minimum application size for the Six Flags logo is 1.7 inches or 4.318 centimeters. The length is measured from the left side of the purple abstract shape to the right side of the “s” of Six Flags. Six Flags Logo Properties & Limits The Six Flags logo should occupy its own space. Always maintain a generous “clear space” or “x” area equal to the width of the top of the “g” on all sides of the logo. There should also always be one and a half x areas between the bottom of the purple shape and the baseline of “Six Flags”. The left end of the letter “S” should have at least one x area between it and the purple shape. The distance between the baseline of “Six Flags” and the top of “Great America” should always be one half of an x area.
2.1 Six Flags Logo
13
1x min
1x min
1x min
(x)
1x min
.5x
1.5x 1x min
25 pt Raleway Black font with various tracking where needed 1.4516 in
1.7627 in
0.6922 in
0.2556 in 0.6913 in
Smallest possible logo size
0.4587 in 8 pt Raleway Black font with -25 tracking
PANTONE Process Blue CMYK 100, 35.06, 7.17, 0.06 RGB 0, 130, 202
PANTONE 375 CMYK 46.26, 0, 100, 0 RGB 149, 214, 0 Our corporate colors are integral to the visual personality of our brand identity. Whenever possible, the logo should be reproduced in three, Pantone Solid Uncoated colors – Process Blue, 375, and Violet.
PANTONE Violet CMYK 89.34, 100, 1.08, 2.41 RGB 67, 0, 152
2.2 Logotypes
15
When the black and white logo must be used on a white background, the negative spaces between the flags and the flag pole will be the only solid white elements. The black remaining flags should then be given a white stroke with a 0.5 point size to offset the black abstract shape.
If necessary, the symbol of the logo may be dropped so that the text may fit more effectively into advertisements and promotional materials.
If the black and white logo is appearing on a black background, then the negative spaces between the flags and the flag pole will be the only solid black elements. The white remaining flags should then be given a black stroke with a 0.5 point size to offset the black abstract shape.
Six Flags Logo Use The consistent and correct application of Six Flags logo is essential. Always follow the standards presented in these guidelines. The examples here illustrate some of the unacceptable uses. Six Flags Logo Misuse Never use anything but the approved and provided logo.
Never reproduce the logo in nonapproved colors.
Never stretch or alter the logo’s proportions.
2.3 Incorrect Logo Treatments
17
Never alter the horizontal orientation of the logo.
Never print on top of the logo.
Never place the logo over a busy background.
Six Flags Typeface Typography can work together with other design elements to make communications more readable, consistent, and visually appealing. Six Flags typefaces have been chosen with these purposes in mind. Raleway’s circular, clean, and modern design ensures great legibility and increases Six Flags brand. Raleway - the Six Flags Typeface is approved for the logo and for other applications as well. There are four weights available for this typeface.
Raleway Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Raleway Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
2.4 Typography
19
Raleway Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Raleway Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Various weights are approved for usage as a way to structure information, create a clear hierarchy of messages, and establish distinctive style for corporate-wide communications. Using colored typography can also be an effective tool to highlight text or headlines. Headlines or titles can be set in one weight or a combination of weights of Raleway. Body copy can be composed of a combination of weights and color, but be sure to always use one predominant color. The Six Flags URL should be in a different weight than its surrounding copy to draw the reader’s attention.
STANDARD COMMUNICATIONS
Every day that the park is open, Six Flags makes an impression on thousands of customers, suppliers, future franchisees’, and other important publics. These impressions must always be positive. All Six Flags business stationary must be clear and professional. The pieces should act as a “family” with one another. To create unity and coherance across a wide array of materials, the logo size and appearance of the flag and the park skyline will help visually connect all communications. It is an effective tool that adds color and graphic interest to every piece. The following pages show examples of corporate stationary.
3.1 Introduction
23
Six Flags Stationary Examples There are two types of stationary papers that Six Flags uses: one that features a low opacity image of the flag and one that features a low opacity skyline of the park. Either one may be used for any form of business related letter. The header of each Six Flags letter must always be printed in eight point Raleway Regular font. Raleway is the signature font of Six Flags Great America. The body copy of each letter may be written in any font that the writer chooses.
Dear Ms. Jones:
Dear Ms. Jones:
Ah, business letter format-there are block formats, and indented formats, and modified block formats . . . and who knows what others. To simplify matters, we're demonstrating the block format on this page, one of the two most common formats. For authoritative advice about all the variations, we highly recommend The Gregg Reference Manual, 9th ed. (New York: McGraw-Hill, 2001), a great reference tool for workplace communications. There seems to be no consensus about such fine points as whether to skip a line after your return address and before the date: some guidelines suggest that you do; others do not. Let's hope that your business letter succeeds no matter which choice you make!
Ah, business letter format-there are block formats, and indented formats, and modified block formats . . . and who knows what others. To simplify matters, we're demonstrating the block format on this page, one of the two most common formats. For authoritative advice about all the variations, we highly recommend The Gregg Reference Manual, 9th ed. (New York: McGraw-Hill, 2001), a great reference tool for workplace communications. There seems to be no consensus about such fine points as whether to skip a line after your return address and before the date: some guidelines suggest that you do; others do not. Let's hope that your business letter succeeds no matter which choice you make!
When you use the block form to write a business letter, all the information is typed flush left, with one-inch margins all around. First provide your own address, then skip a line and provide the date, then skip one more line and provide the inside address of the party to whom the letter is addressed. If you are using letterhead that already provides your address, do not retype that information; just begin with the date. For formal letters, avoid abbreviations where possible.
When you use the block form to write a business letter, all the information is typed flush left, with one-inch margins all around. First provide your own address, then skip a line and provide the date, then skip one more line and provide the inside address of the party to whom the letter is addressed. If you are using letterhead that already provides your address, do not retype that information; just begin with the date. For formal letters, avoid abbreviations where possible.
Skip another line before the salutation, which should be followed by a colon. Then write the body of your letter as illustrated here, with no indentation at the beginnings of paragraphs. Skip lines between paragraphs.
Skip another line before the salutation, which should be followed by a colon. Then write the body of your letter as illustrated here, with no indentation at the beginnings of paragraphs. Skip lines between paragraphs.
After writing the body of the letter, type the closing, followed by a comma, leave 3 blank lines, then type your name and title (if applicable), all flush left. Sign the letter in the blank space above your typed name. Now doesn't that look professional?
After writing the body of the letter, type the closing, followed by a comma, leave 3 blank lines, then type your name and title (if applicable), all flush left. Sign the letter in the blank space above your typed name. Now doesn't that look professional?
Sincerely,
Sincerely,
John Doe Administrative Assistant
John Doe Administrative Assistant
3.2 Letterhead
25
0.19 in
The space between the top of the Six Flags logo and the top of the stationary paper should always be 0.19 inches. The space between the top of the address and the top of the stationary paper should always be 0.24 inches.
0.24 in
Six Flags Business Card Example There is one standard Six Flags business card design. It features the Six Flags logo on the front and a smaller version of the Six Flags skyline on the back. It is the standard size for business cards, which is 3.5� x 2�. The employee name on each Six Flags business card must be printed in ten point Raleway Bold font, the job title of the employee in eight point Raleway Italic font, and the remaining text in eight point Raleway Regular font.
3.5 in
Hank Salemi
1 Great America Parkway, Gurnee, IL 60031
hsalemi@sfga.com
Tel: (847) 849-5566 Fax: (847) 384-9675
Park President
3.3 Business Cards
2 in
27
0.07 in
0.4 in
Hank Salemi
1 Great America Parkway, Gurnee, IL 60031
hsalemi@sfga.com
Tel: (847) 849-5566 Fax: (847) 384-9675
Park President
The space between the top of the Six Flags logo and the top of the stationary business card should always be 0.07 inches. The space between the bottom of the purple shape in the Six Flags logo and the top of the employee name should always be 0.4 inches.
Six Flags Envelope Examples There are two different Six Flags envelope designs. One features the Six Flags flag and another features the Six Flags skyline. They are both the standard size for envelopes, which is 9.5� x 4.13�. The address underneath the Six Flags logo must always be printed in six point Raleway Regular font.
0.07 in 0.11 in
1 Great America Parkway Gurnee, IL 60031
3.4 Envelopes
29
0.07 in 0.11 in
1 Great America Parkway Gurnee, IL 60031
The space between the top of the Six Flags logo and the top of the envelope should always be 0.07 inches. The space between the bottom of the purple shape in the Six Flags logo and the top of the address should always be 0.11 inches.
COLLATERAL
Shirts Six Flags staff shirts are to be worn by all employees and management. Logo on Shirt Must be applied on left chest. The logo dimensions are 5 inches by 2 inches. The word “staff” must appear on the back of the shirt so that the employee is easily identified by customers. Hoodie/Hat Six Flags staff hoodies and hats may be worn by all Six Flags employees and management at any time. Logo on Hoodie/Hat Must be applied on the center of the chest on the hoodies and on the center of the front of the hat. The logo dimensions are 5 inches by 2 inches on both articles of clothing. The word “staff” must appear on the front of the hoodie so that the employee is easily identified by customers. It is not necessary for the hat to display the word “staff” because an employee will always be wearing either a shirt or hoodie with the word “staff” on it.
4.1 Uniform
33
Six Flags Sign Standard advertisement for the summer season of Six Flags Great America. Fright Fest Sign Standard advertisement for the season of Fright Fest at Six Flags Great America,
4.2 Signage
35
Website Depicted is the home page of the Six Flags Great America website. iPhone App Six Flags has a free app that contains some of the same content as the website, but varies in layout.
4.3 Media
37
Golf Cart Six Flags Great America has custom made golf carts for staff members to use to navigate the park quickly.
4.4 Vehicle
39
Bag Six Flags restaurants offer take away bags for customers who did not finish their food and want to save their leftovers for later. Ticket Standard Six Flags Great America tickets can be printed in a vertical or horizontal layout format. Map (pictured next page) The Six Flags Map covers the entire layout of the park, including Hurricane Harbor. On the back side of the map is the map information.
4.5 Miscellaneous
Six Flags Great America GENERAL ADMISSION VALID AT GREAT AMERICA IN GURNEE, ILLINOIS ONLY
2016 Season
2016 Season
Six Flags Great America GENERAL ADMISSION VALID AT GREAT AMERICA IN GURNEE, ILLINOIS ONLY THIS TICKET NOT FOR RESALE NO REFUNDS, NO EXCHANGES
THIS TICKET NOT FOR RESALE NO REFUNDS, NO EXCHANGES
Void if stub is detached
Consignment Ticket
Consignment Ticket
41
4.5 Miscellaneous cont.
43
ATTRACTIONS Columbia Carousel Sky Trek Tower SHOPPING Carousel Plaza Gifts Flags DINING Cotton Candy Factory Carousel Coke Kiosk ENTERTAINMENT Pictorium
ATTRACTIONS The Dark Knight Coaster Superman: The Ultimate Flight Condor Rue Le Dodge SHOPPING Heroes Sweet Treats Bugs Bunny & Co. Looney Tunes DINING Primo’s Pizzeria Antoine’s Go Fresh Cafe
ATTRACTIONS Roaring Rapids The Jester’s Wild Ride Big Easy Balloons King Chaos DINING Johnny Rocket’s Hurricane Jane’s GAMES Mardi Gras Games ENTERTAINMENT Mardi Gras Stage
ATTRACTIONS Vertical Velocity Yankee Clipper Whirligig Batman: The Ride East River Crawler SHOPPING Antique Photo Emporium Yankee Engraver Yankee Market DINING Funnel Cakes Express Angelo’s Pasta & Pizza Jack’s Snacks Captain Salty’s Snacks
ATTRACTIONS Logger’s Run Camp Cartoon Bedrock Boulder Roller Scooby Doo’s Mystery Machine Yogi’s Yahoo River Rocky Road Rescue Spacely’s Sprocket Rockets Little Dipper Winner’s Circle Go-Karts SHOPPING Cartoon Cabin DINING Maw & Paw’s Trail Grub Mooseburger Lodge Claimjumper’s Chicken Sno Mixer GAMES Logger Games ENTERTAINMENT Wilderness Theatre Snowshoe Tap House & Claim Jumper’s
ATTRACTIONS Justice League: Battle for Metropolis SHOPPING Gift Shop
ATTRACTIONS Goliath X-Flight Buccaneer Battle Demon Revolution American Eagle Scenic Railway Fiddler’s Fling Kidzopolis Zoomnets Up, Up & Away Krazy Kups Krazy Kars Bouncer Dare Devil Dive SHOPPING X Gear Thrillseekers S.F. Kidz Leather Xcessories DINING Totally Kickin’ Chicken Johnny Rockets Funnel Cake Foundry Totally Kickin’ Chicken Demon’s Funnel Cake & Snacks Cotton Candy Factory Sticky Fingers Goliath Snacks Kidzopolis Snacks X Flight Snacks
DINING cont. Primo’s Pizzeria Go Fresh Cafe County Fair Grill JB’s Barbeque Express Taphouse Andre’s Hand-Dipped Corn Dogs Cold Stone Creamery Blue Ribbon Turkey Legs Chop Six GAMES County Fair Games Gallery ENTERTAINMENT Kidzopolis Stage
ATTRACTIONS Hometown Park Lady Bugs Red Baron Tot’s Livery Triple Plau Scenic Railway Hometown Fun Machine Whizzer The Orbit SHOPPING Trudy’s Sweet Shoppe DINING Hometown Funnel Cake Strutters Primo’s Pizzeria Six Below Trolley Treats GAMES Three Point Shoot Out ENTERTAINMENT Grand Music Hall
ATTRACTIONS Viper Chubasco Ricochet Giant Drop Raging Bull River Rocker SHOPPING El Mercado DINING Fiesta Fries Cantina Waterin’ Hole Cold Stone Creamery The Oasis JB’s Barbeque & Sports Bar GAMES Southwest Games ENTERTAINMENT Mission Stage Southwest Courtyard Stage
ATTRACTIONS Riptide Bay Castaway Creek Hurricane Bay Atomic Slide Complex Tornado Bahama Mama and Bubba Tubba Skull Island Wahoo Racer Hurricane Mountain SHOPPING Hurricane Hank’s Island Traders DINING Pink Flamingo Cafe Paradise Pizza Saltwater Sal’s 5 O’Clock Phil’s Six Below