THE HOME OF
EXCEPTIONAL DRAMA Brand Guidelines 2023
02
Introduction
Hello, we are Hull Truck Theatre. Vision
Mission
Hull Truck Theatre is a pioneering theatre with a unique Northern Voice, locally rooted, global in outlook, inspiring artists, audiences and communities to reach their greatest potential.
We produce and present inspiring theatre that reflects the diversity of a modern Britain. We provide the resources, space and support to grow people and ideas, are an ambassador for our city, a flagship for our region and a welcoming home for our communities. Through our work with schools and local communities we engage with thousands of young people, disabled groups and adults, offering opportunities to participate in the arts, whether as the first step into a career, a way to build confidence and meet new people, or as part of a rounded education.
03
Logo
Logo Straightforward and strong our recognisable logo has been in circulation since 2010. The Hull Truck Theatre logo should always be used in either black or white, depending on which is the most legible, and ideally on a single-colour background.
04
Logo on colour
Logo Examples of logo usage on coloured backgrounds from the brand colour palette.
05
Logo sizing and placement
Sizing and placement Sizing Maintaining adequate space around the logo is critical for consistency and clarity. The clear space is equivalent to that of the height of the letter L within the word Hull from the logo.
Minimum clear space
Our logo should never be smaller than 22mm measuring the height.
Example position on portrait layout 22mm
Placement The logo must always be placed in the top right-hand corner of all documents.
Minimum size
Example position on landscape layout
06
Logo incorrect application
Incorrect application of our logo We care about the integrity of our logo and ensuring consistent appearance in all communications.
Do not stretch or squeeze
Do not recolour
Do not rotate
Do not use a drop shadow
Do not tint or decrease opacity
Do not use colours with low contrast
Do not add an outline
Do not change the typeface
Do not crop
Here are some examples of what not to do.
07
Colour palette
Our colour palette
SPRING/ SUMMER
CORE
A fresh colour palette has been meticulously crafted, drawing inspiration from the dynamic shifts of the seasons and the captivating elements of the surrounding environment. Research into current, future, and anticipated colour trends has been undertaken to ensure lasting relevance and longevity. Our colour palette usage has been broken up into two seasons; Spring/Summer and Autumn/Winter. The core colours are what binds them all together as a collective and can be used in each seasonal palette.
XMAS
AUTUMN/ WINTER
08
Colour palette breakdown
Spring/ Summer The colours from the Spring/Summer and Core palette make up the full range available for usage during the Spring/Summer season.
Sunshine
Sand
CMYK: 12 9 60 0
CMYK: 7 29 72 0
RGB: 234 219 127
RGB: 239 187 90
Hex: #eadb7f
Hex: #efbb5a
Candy Floss
Hot Coral
CMYK: 7 56 34 0
CMYK: 2 90 67 0
RGB: 230 139 142
RGB: 228 52 68
Hex: #e68b8e
Hex: #e43444
Sage
Lawn
CMYK: 38 7 31 0
CMYK: 51 0 60 0
RGB: 172 205 188
RGB: 141 197 133
Hex: #accdbc
Hex: #8dc585
Sky Blue
Denim
CMYK: 29 11 3 0
CMYK: 83 54 0 0
RGB: 191 212 235
RGB: 50 108 180
Hex: #bfd4eb
Hex: #326cb4
09
Colour palette breakdown
Sand
Autumn Leaves
CMYK: 7 29 72 0
CMYK: 0 67 75 0
RGB: 239 187 90
RGB: 238 112 67
Hex: #efbb5a
Hex: #ee7043
Hot Coral
English Violet
CMYK: 2 90 67 0
CMYK: 63 86 28 16
RGB: 228 52 68
RGB: 110 56 105
Hex: #e43444
Hex: #6e3869
Lawn
Green Pine
CMYK: 51 0 60 0
CMYK: 86 29 63 17
RGB: 141 197 133
RGB: 1 118 100
Hex: #8dc585
Hex: #017664
Christmas Cranberry
Denim
Midnight Blue
CMYK: 33 100 68 49
CMYK: 83 54 0 0
CMYK: 100 83 27 9
RGB: 111 19 38
RGB: 50 108 180
RGB: 30 59 114
Hex: #6f1326
Hex: #326cb4
Hex: #1e3b72
Autumn/ Winter The colours from the Autumn/Winter, Core and Christmas palette make up the full range available for usage during the Autumn/ Winter season.
10
Colour palette seasonal colour combinations
Colour combinations Example colour combinations to help showcase how to use the seasonal colour palette. Legibility is key so please ensure high contrast for readability.
Spring/Summer colour combinations
COLOUR CONNECTION
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Autumn/Winter colour combinations
COLOUR CONNECTION
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COLOUR CONNECTION Christmas
11
Typography
Typography The font used within our design and the typeface on our communications is how the voice of our theatre looks. It creates a visual connection to our brand personality and reinforces and emphasises the messages we share. Inter has been selected as the brand font for Hull Truck Theatre and is readily available to download here: https://fonts.google.com/ specimen/Inter
Inter AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 ?!&@£* Light
The quick brown fox jumps over the lazy dog
Light Italic
The quick brown fox jumps over the lazy dog
Regular
The quick brown fox jumps over the lazy dog
Italic
The quick brown fox jumps over the lazy dog
SemiBold
The quick brown fox jumps over the lazy dog
SemiBold Italic
The quick brown fox jumps over the lazy dog
Bold
The quick brown fox jumps over the lazy dog
Bold Italic
The quick brown fox jumps over the lazy dog
Black
The quick brown fox jumps over the lazy dog
Black Italic
The quick brown fox jumps over the lazy dog
12
Typography – emailing and Canva
Typography (emailing and Canva) Where it’s not possible to use our brands main typeface, the system font Arial should be used in its place. Arial has been selected for it’s likeness. This will occur when writing emails, for usage in Canva. and will be used in our email signatures to ensure everything is displayed correctly on external computers and devices. When drafting your email, always use 11pt for your text sizing. If you don’t have Arial Black available, please use Bold.
Arial AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 ?!&@£* Regular
The quick brown fox jumps over the lazy dog
Italic
The quick brown fox jumps over the lazy dog
Bold
The quick brown fox jumps over the lazy dog
Bold Italic
The quick brown fox jumps over the lazy dog
Black
The quick brown fox jumps over the lazy dog
13
Tone of voice
Tone of voice Our tone of voice is how we convey our unique personality in our written communications. If used correctly, our distinctive tone of voice can become as recognisable as our logo, colours or design choice and will help reinforce the other aspects of our brand. The theatre’s tone of voice is friendly, accessible, clear and professional.
Hello theatre lover. FRIENDLY
ACCESSIBLE
CLEAR
Checklist: ✔ Are we demonstrating that we’re an inclusive and friendly organisation? ✔ Is the language used accessible, yet professional?
PROFESSIONAL
14
Accessibility checklist
Accessibility checklist
All communications that come from Hull Truck Theatre need to use accessible language and nothing complex.
Always review whether colour contrast or point size are legible.
Ensure that large format/ plain text versions of marketing materials are available should audiences request it.
15
Imagery
Imagery A picture says a thousand words.
DO:
DON’T:
And the pictures and images we use should aim to capture the essence and spirit of our brand and most importantly be inspiring and creative.
• Use high resolution imagery – both online and offline, we don’t want fuzzy edges!
• Share any supplied imagery which doesn’t confirm to our guidelines – no additional logos overlapping images or dodgy title treatments!
Our images should reflect our core values of Inclusion, Innovation and Integrity. They should be clear, colourful, bold and diverse and appropriately represent the artists we welcome on stage and the audiences and communities we welcome into our spaces.
• Where Hull Truck Theatre productions are concerned, always use images which have been commissioned and approved by the Comms team.
• Use any imagery that you feel is unsuitable and not adhering to our value (i.e. featuring nudity or bad language)
• Use an eclectic and diverse range of imagery – no posting the same picture repeatedly…
• Use clip art or an inappropriate image just for the sake of it – there’s always a work around!
• Ask if you can’t find something appropriate – chances are that someone in the Comms team may have a really good suggestion for an alternative.
• Use an image which doesn’t accurately reflect the content of your communications
• Ensure that appropriate permission has been granted If we’re using any imagery featuring participants and children.
16
Social Media
Social media We all have a responsibility to help protect the interests of Hull Truck Theatre – and this includes online.
Hull Truck Theatre’s social media channels are primarily used to:
Only members of the Communications team should have access to Hull Truck Theatre’s official channels to draft and authorise posts before they’re shared publicly.
• Promote upcoming artistic programme
• Share news • Highlight achievements across the organisation i.e. Creative learning • Encourage donations to charity • Share important information • Share entertaining content • Inform followers about opportunities at Hull Truck Theatre See social media guidelines document for more details about application.
17
The brand in practice
We always want to look our best which is why we have a brand guidelines in place to ensure that we’re always recognisable and consistent. Although we may run standalone campaigns throughout the year (i.e. fundraising) the brand should always be appropriately represented. This includes, but is not limited to the following channels:
AUTUMN WINTER
The brand in practice
Season Brochure Season Sep – Brochure Jan 23 Sep 23 – Jan 24 Highlights include: Pop Music p6 Highlights: Pinocchio Pop Musicp8 p6 Great Adventures Pinocchio p8 Princessp12 & The Frog Betterp10 Days p17 Box Office 01482 323638 hulltruck.co.uk
Autumn/Winter season brochure
• Website
HULL TRUCK THEATRE PRESENTS
An uplifting comedydrama about love, loss, and hope… with an infectious Pop playlist at its heart.
BY ANNA JORDAN DIRECTED BY MARK BABYCH
THUR 5 – SAT 28 OCT
Show poster
“Absolutely incredible! What a night! I definitely got my steps in after dancing along all night.”
• E-marketing • Social media • Posters and flyers • Season guide • Corporate presentations • Banners
Theatre Goer — Disco Inferno
Social assets
Get in touch Please get in touch with our communications team if you have any questions regarding the content of this document at marketing@hulltruck.co.uk
www.hulltruck.co.uk