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TIVOLI
ALTHOUGH FOR SOME PEOPLE CINEMA MEANS SOMETHING SUPERFICIAL AND GLAMOROUS, IT IS SOMETHING ELSE. I THINK IT IS THE MIRROR OF THE WORLD. JEANNE MOREAU 4
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CONTENTS IN ORDER OF APPEARANCE
BRAND EXPRESSION 14
INTRODUCTION
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MISSION
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ESSENCE
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TARGET AUDIENCE
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ATTRIBUTES
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COMPETITORS
BRAND IDENTITY ELEMENTS 30
DEVELOPMENT
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BRANDMARK
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TAGLINE
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LOGOTYPE
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TYPOGRAPHY
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COLOR
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SIGNATURE
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IMAGERY
BRAND TOUCHPOINTS 48
BUSINESS CARDS
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STATIONERY
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WEBSITE
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BILLBOARD
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VEHICLE
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WEARABLES
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TRAILER
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AT TIVOLI CINEMAS, THE MOVIE IS THE BRIGHT, SHINY OBJECT. And there is nothing to get in the way of it. We don’t have fancy, reclining seats, or waiters that bring beer directly to your theater. We also don’t have bad movies. Only the best films from emergent voices in independent cinema. Way back in 1983 I first opened a 104-seat storefront movie house in Westport. Nine years later we moved one block over to the three-screen theater where we are now. To this day, the Tivoli prides itself on remaining Kansas City’s original art house and showcasing cinema that matters. Because it’s nice to sit quietly in the dark with like-minded people and share an experience.
JERRY HARRINGTON Owner
INTRODUCTION
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MISSION
THE TIVOLI’S MISSION IS TO SERVE AS KANSAS CITY’S HOME FOR COMMUNITY CINEMA, BRINGING DIFFERENT AND DIVERSE INTERESTS TOGETHER TO SHOWCASE TIMELY AND IMPORTANT FILMS, BELOVED CLASSICS, WORLD CINEMA AND EMERGENT CREATIVE WORK.
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FIERCELY
ESSENCE
INDEPENDENT
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AT THE TIVOLI, YOU SIT DOWN AND SHUT UP AND DON’T LOOK AT YOUR PHONE. Otherwise the person next to you will yell at you. Tivoli Cinemas’ current audience consists of, generally speaking, college-educated, urban Kansas City residents—many of which are over 45 years old—with progressive politcs. Several patrons attend a screening once every week. Seeking to reach out and expand the presence of community cinema in Kansas City, films are curated to connect to the issues, values and concerns of the community (this includes, but is not limited to, the film community).
TARGET AUDIENCE
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INDEPENDENT 22
FREE FROM OUTSIDE CONTROL; NOT DEPENDING ON ANOTHER’S AUTHORITY.
ATTRIBUTES
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PROGRESSIVE FAVORING OR IMPLEMENTING SOCIAL REFORM OR NEW, LIBERAL IDEAS 24
ATTRIBUTES
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QUALITY GENERAL EXCELLENCE OF STANDARD OR LEVEL ATTRIBUTES
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COMPETITORS
The Tivoli isn’t the only place in Kansas City that shows independent cinema. Its top competition includes Alamo Drafthouse, which is known for its strict “no talking” policy and assigned seats, as well as its chain-y mood. Glenwood Arts Theater, like the Tivoli, is small and local. Screenland offers a unique beer selection as well as an arcade. To set it apart visually, Tivoli Cinemas brand identity had to be bold, simple, dramatic.
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DEVELOPMENT
TIVOLI CINEMAS NEEDED A BRANDING SYSTEM THAT IS SELF-AWARE, THAT IS DIFFERENT ON PURPOSE, THAT DRAWS THE RIGHT KIND OF CROWD, THAT PREVIEWS THE QUALITY OF ITS FILMS. It was important that more of the target audience understand that the Tivoli exists and what it stands for. However, an overly designed brand identity is exactly what the Tivoli did not need—it just wouldn’t make sense. Rather, something bold, simple—something that reflects an independent, progressive and quality theater.
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The brandmark represents the 16:9 aspect ratio in which films are shot, as well as the widescreen in movie theaters.
BRANDMARK
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FURTHERMORE, ON AN ABSTRACT LEVEL, IT SYMBOLIZES THE IMPRESSION LEFT IN ONE’S MIND AFTER SEEING A PARTICULARLY EMOTIONALLY OR INTELLECTUALLY MOVING FILM.
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CINEMA THAT AFFECTS At the Tivoli, you can see a movie that will stay in your head for a few days afterward. Count on having a meaningful experience regardless of the film you watch, no matter the genre. Movies worth discussing are seen at Tivoli Cinemas. If you want a predictable, cheesy blockbuster you’ve come to the wrong place.
TAGLINE
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LOGOTYPE
TIVOLI The bold, independent look of the logotype evokes the sentiment that Tivoli Cinemas is unapologetic about its indentity. The tracking is set to -5.
TIVOLI
CINEMA THAT AFFECTS
TIVOLI
CINEMA THAT AFFECTS
It’s more about the cinema than the theater in which the cinema is shown. In the signature, the emphasis is clearly on the movies rather than the Tivoli. The movies are what make the brand special. The staging area should be the equivalent of the brandmark’s width.
SIGNATURE
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TYPOGRAPHY
Trade Gothic Medium Used for body copy
TRADE GOTHIC BOLD NO. 2 Used in all caps for titles, headlines and quotes
TRADE GOTHIC BOLD CONDENSED NO. 20 Used in all caps for logotype and tagline
The sturdy, simple form of the Trade Gothic typographic family reflects the bold, independent attitude of Tivoli Cinemas.
TH TOM UP PY LIE BR OF MA ME NO GR ON LON
HIS IS A STORY OF BOY MEETS GIRL. THE M HANSEN OF MARGATE, NEW JERSEY, G P BELIEVING THAT HE’D NEVER TRULY BE UNTIL THE DAY HE MET ‘THE ONE.’ THIS EF STEMMED FROM EARLY EXPOSURE TO RITISH POP MUSIC AND A TOTAL MIS-READ THE MOVIE ‘THE GRADUATE.’ [DUSTIN H AN ON TV: “ELAINE! ELAINE!”] THE GIRL, ER FINN OF SHINNECOCK, MICHIGAN, DID OT SHARE THIS BELIEF. SINCE THE DISINT RATION OF HER PARENTS’ MARRIAGE, SHE NLY LOVED TWO THINGS. THE FIRST WAS H NG DARK HAIR. THE SECOND WAS HOW E
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BLACK R: 35 G: 31 B: 32 C: 70 M: 68 Y: 64 K:74 HEX #231F20
WHITE
COLOR
R: 255 G: 255 B: 255 C: 0
M: 0
Y: 0
K:0
HEX #FFFFFF
The black and white color palette let the cinematography used throughout the branding stand out and allows for all the emphasis to be on the movies. Just as the Tivoli doesn’t need any fancy attractions, its brand identity doesn’t need any bright colors.
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IMAGERY
All imagery used are film stills. These may come from “timely and important films, beloved classics, world cinema and emergent creative work,� as stated in the mission statement.
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When shown in a pattern, the imagery is cropped to the 16:9 ratio of the brandmark.
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BUSINESS CARDS
Business cards are personalized for each Tivoli employee, with a still from his or her favorite movie on the side with contact information. These may spark conversation upon meeting someone new. “The last scene in Fight Club always stuck with me...�
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STATIONERY
The back of the letterhead features the pattern of imagery, including the brandmark within it. The glowing rectangle can be seen through the paper on the front, symbolic of the impression the films may leave in your mind.
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STATIONERY
The white envelope allows the black letterhead to stand out, while the brandmark feels significant upon opening.
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WEBSITE
The website organizes all information regarding the Tivoli and its films within the four categories displayed along the top. The home page prioritizes the movies currently showing, since the main reason for visiting the site is to check showtimes.
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BILLBOARD
To quickly grab drivers’ attention, dramatic scenery from a Tivoli film is all it takes. The tagline paired with the brandmark make it immediately recognizable as part of Tivoli Cinemas’ brand.
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VEHICLE
To be used for business-related ventures (traveling to film festivals, for example), the white Volkswagen van is a unique form of transportation that grabs attention on the road. The tagline combined with the brandmark may be ambiguous to some—and hopefully sparks a new interest—but familiar to those who know the Tivoli.
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WEARABLES
T-shirts include an interesting film still on the front, along with a quote from the film on the back. While the meaning or reference might not be immediately obvious as it is when paired with the information on the back, the cinematography alone makes for a unique fashion statement.
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The brand is expressed through motion and sound in a Tivoli Cinemas trailer, which features clips from modern independent cinema and beloved classics. Along with dark, contemporary background music (Phantogram’s “Running from the Cops [instrumental]”), a famous quote from director Ingmar Bergman is presented between scenes, one line at a time: FILM AS DREAM, FILM AS MUSIC. NO ART PASSES OUR CONSCIOUSNESS IN THE WAY FILM DOES, AND GOES DIRECTLY TO OUR FEELINGS, DEEP DOWN INTO THE DARK ROOMS OF OUR SOULS. Watch at: tessacanon.com/#/tivoli.
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BRAND CONCEPT BY TESSA CANON PROFESSOR MICHAEL KIDWELL NOV 2014 DESIGN SYSTEMS
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