BRAND GUIDELINES
CONTENTS About Us. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Introducing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The Big Idea. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 How We Look . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 How We Say Things. . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Print Ads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Brochure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Print Collateral. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Environmental Graphics. . . . . . . . . . . . . . . . . . . . . . . . . 28
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ABOUT US HISTORY
THE AUDIENCE:
The Egyptian theater is a 520-seat single-screen movie theater on Pine and Broadway built in 1915 as a Masonic temple. Through the 60’s and 70’s, the Masons used it to host professional wrestling matches.
The Egyptian is a neighborhood theater, primarily serving the Capitol Hill community, but also the larger Seattle community, especially during the Film Festival which brings large crowds to the theater. Visitors can expect quality independent films in an art-house setting. Viewers choose the Egyptian in order to see new releases of Independent films as well as unique classics and cult favorites. The Egyptian offers films not shown at other theaters in town.
In 1980 Dan Ireland and Darryl McDonald (who founded the Seattle International Film Festival, or SIFF, in 1976) turned it into a movie theater and added the Egyptian theme, following a tradition of Egyptian-themed theaters in the US. They ran it as a single-run theater until 1989, when Landmark Theatres began renting the theater. Landmark occupied the theater for 24 years, showing foreign films, documentaries and restored classics. Seattle Central Community College bought the building in 1992 and continued rentingit to Landmark until 2014 when SIFF took over the lease. SIFF continues to use the theater to show Independent films throughout the year, as well as hosting events and screenings during the Film Festival.
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REPUTATION The Egyptian is upheld as a local gem, known for its quality, independent film programming and events. Visitors enjoy the nostalgic atmosphere, and charming, funky building. The theater is appreciated as an authentic Seattle classic, and a welcome alternative to large corporate theaters. Staff is known to be friendly and welcoming.
FEATURES
OBJECTIVES:
The Egyptian features one screen with stadium seating, surrounded by pillars with intricate Egyptian-themed paintings on them. When SIFF took over the theater, they updated it with digital projectors, surround sound and ADAcompliant assisted listening devices. The theater also houses Cafe Cairo which offers beer and wine as well as standard theater concessions.
In addition to satisfying loyal customers, the theater could strengthen business by reaching out to younger audiences by showing them the superior experience of viewing films in theaters on large screens, as opposed to streaming on laptops at home. The theater should educate Seattle audiences about independent film to draw viewers away from more commercial theaters.
BIG CHALLENGES: Streaming movies presents a challenge to independent film since audiences can forego theaters in lieu of watching films at home. Single-screen theater limits amount of screenings and films shown at any one time. No IMAX or 3D is available for the audience that seeks these features. Historic building presents a few issues such as uncomfortable seats and awkward bathrooms (urinals are visible from the hallway when the doors are open).
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INTRODUCING... Based in Seattle’s Capitol Hill neighborhood, the Egyptian preserves the area’s historic legacy of arts & culture, by screening films and hosting local events in a classic, local atmosphere. For Seattleites, the Egyptian is the venue that offers local events and screenings of curated films before they show at other theaters, in an historic building with a casual, friendly atmosphere. We believe in celebrating the art of film, that’s why we offer a curated selection of films not always shown at other local theaters, presented by a friendly staff in an unique historic building in Capitol Hill
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ETERNALLY COOL
THE BIG IDEA ETERNALLY COOL A creative concept is an overarching “Big Idea” that captures audience interest, influences their emotional response and inspires them to take action. “Eternally Cool” is a unifying theme that can be used across all campaign messages, marketing materials and media channels. Our concept emphasizes the iconic and historic presence of the Egyptian in Seattle’s inclusive Capitol Hill neighborhood. Using jewel tones, layering, patterns, and treated photography, we can convey the rich history and warmth that the Egyptian offers audiences.
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HOW WE LOOK: LOGO The primary logo for the brand, our wordmark, should sign off anything that we create.
The secondary logo for the brand, our logomark, can be used as a stand-alone element when visual weight is required. The combination mark and logomark should always be used independently of each other, but can be paired with a tagline for relevant contexts. Taglines and lockups should be sourced from these files and not constructed from scratch. The logomark can be used in any brand color as a solitary element.
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MINIMUM CLEAR SPACE
MINIMUM CLEAR SPACE
MINIMUM SIZE
MINIMUM SIZE
1” wide
0.5” wide
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HOW WE LOOK: LOGO CORRECT
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Do not use the logomark in outline form
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Do not stack or stretch the wordmark or logomark.
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Do not create horizontal lock-ups with the wordmark.
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Do not rotate the logomark or wordmark.
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Do not put a drop shadow or textures over the mark.
INCORRECT
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HOW WE LOOK: COLOR In addition to the three Egyptian primary colors of blue, teal, and purple, a secondary color palette has been introduced to allow for more variety.
GRADIENTS
These colors are reflected in the logo and any other digital or print media produced by the Egyptian brand. Any of the primary colors may be used as background colors. It is critical that the typography be in high contrast to the background color for accessibility.
Purple to teal
Secondary colors should never dominate or overpower the primary palette. These color options are to be used judiciously and should play a supporting role to the primary colors. Tints of all primary, supporting and neutral colors can be used where areas of lighter color are needed. Gradients are only acceptable in two options: Purple to teal, or white to teal (monochrome).
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White to teal (monochrome)
PRIMARY COLORS
SECONDARY COLORS
Purple DS 168-1 C 255 C C: 55, M: 96, Y: 0, K: 32 R: 146, G:39, B: 143 #91268F
Light Purple DS 168-6 257-C C: 19, M:34, Y: 0, K: 0 R: 202, G: 172, B: 210 #CAACD2
Dark Teal DS 246-2 C 326-C C: 85, M: 0, Y: 38, K: 0 R: 0, G: 167, B: 157 #00A79D
Light Teal DS 246-5 C 325-C C: 54, M: 0, Y: 22, K: 0 R: 111, G: 202, B: 199 #6FCAC7
Dark Blue DS 197-1 C 249-C C:96, M:90, Y:4, K:0 R: 48, G:64, B: 148 #304094
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HOW WE LOOK: TYPE Typography is an important element in a strong visual brand. To maintain a uniform look in all communications, Berhold Akzidenz Grotesk is the preferred and official font for the Egyptian It should be used for both headlines and text. Poiret One is for special headlines, and should be used sparingly.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Poiret One
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Berthold Akzidenz Grotesk
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Berthold Akzidenz Grotesk
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HOW WE LOOK: IMAGERY Imagery should be consistent with Egyptian’s brand. Photography should present topics in the most compelling, effective, and dynamic way. The best way to do this is to show people who are featured in Egyptian’s film selections. To achieve a more dynamic composition, crop the photo so that the subject is left or right of center. Select photos that show the subject in profile or with direct eye contact. When using photos for promotional materials, add depth and interest by creating an offset look following the steps provided.
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Recommended cropping
Convert to grayscale and copy onto an additional layer
Bottom layer: change to brand color blue. Use blending mode Hard Light
Top layer: change to brand color purple. Use blending mode Multiply. Move top layer over in direction of subject’s gaze to create offset.
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HOW WE LOOK: PATTERN Graphic patterns should be used to convey Egyptian’s brand in a dynamic way. Use the provided brand patterns only in the blue or light teal brand colors. The pattern can be applied to contrasting brand colors, or applied to photography that has been modified to fit the brand standards (see the “Imagery” section of this guide). Mirroring the pattern is acceptable. Do not apply the pattern to type. Scaling the pattern is acceptable to add interest and variety. Cropping the pattern is also acceptable. Applying the pattern to imagery
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Example of pattern in blue
Example of pattern in light teal on blue background
Example of mirroring the pattern with a scale shift
Example of mirroring and cropping the pattern with a scale shift
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HOW WE SAY THINGS Egyptian’s voice is expressed through a number of media channels. Attributes of Egyptian’s voice are: •
Recognizable and simple
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Classic but not outdated
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Irreverent but not uncomfortable
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Appealing but not mainstream
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Confident but almost boastful
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Edgy but not arrogant
Attributes of Egyptian’s tone are:
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Engaging but written in easy-to understand wording.
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Informational for features, programs, events and membership
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Easy to digest for any reader
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Not overly-complicated but evokes friendliness and community
Get more out of life. See a f*cked up movie. 206.324.9996 | 805 E. Pine St., Seattle
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PRINT ADS
Real is good. Interesting is better. 206.324.9996 | 805 E. Pine St., Seattle
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We want to make sure our emotional connection to our community is clear. The live area for the ad should have margins of no smaller than .25� for consistency. All copy should always be left aligned, right ragged in sentence case. Type should always be in a contrasting brand color for legibility.
If your dream only includes you, it’s too small. 206.324.9996 | 805 E. Pine St., Seattle
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BROCHURE
WINTER 2018 Get more out of life. See a f*cked up movie.
Seasonal feature brochure for print
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FEATURES
The Killing of a Sacred Deer
I Am Not Your Negro
Starring Collin Farrell and Nicole Kidman, the latest film from Yorgas Lanthimos, is a thriller brimming with unsettling humor and creeping dread, steeped in Greek tragedy, existential horror, and riveting suspense. The Killing of a Sacred Deer firmly cements Lanthimos in the pantheon of world-class auteurs and marks him as a cinematic provocatuer without precedent.
2016 American documentary by Raoul Peck, based on James Baldwin’s unfinished manuscript, Remember This House. Narrated by actor Samuel L. Jackson, the film explores the history of racism in the United States through Baldwin’s reminiscences of civil rights leaders Medgar Evers, Malcolm X, and Martin Luther King, Jr, as well as his personal observations of American history.
Example of reader spread for seasonal brochure
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26 Tuesday, December 19, 2018 9:30 PM
$14.00
12192017: 867400
Back of general admission ticket Seating is guaranteed until 10 minutes prior to screening. No late seating.
THE SHAPE OF WATER Egyptian INV#5178072
$14.00
S HAP 1 2 1 9 C E GY 1 2 / 1 9 / 2 0 1 8 9 :3 0 P M Regul a r P r i ce
Egyptian Year Round Presents
Children under six years old will not be admitted except to Films4Families.
No refunds or exchanges. No babes in arms.
EGY
PRINT COLLATERAL
12192017: 867400
Front of general admission ticket
Films & Events
206.324.9996 805 E. Pine St Seattle, 98122
Front of business card
Back of business card
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ENVIRONMENTAL GRAPHICS
Wall graphics in theater lobby
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