ARK LODGE CINEMAS Brand Guide Guidelines lines
CONTENTS 1 2 3 4-5 6-11 12 13 14 15 16-17 18-30
CONTENTS OUR HISTORY OUR PURPOSE, Positioning and PROMISE OUR CHARACTER LOGO MARK ColorS Typography PHOTOGRAPHY TEXTURES AND PATTERNS CUSTOMER JOURNEY APPLICATION
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OUR HISTORY Ark Lodge Cinemas, opened its doors in December 2012 in Seattle’s Columbia City neighborhood. It is owned and operated by the McRae family, who purchased the space and renovated it from it’s previous owner and incarnation, Columbia City Cinema. Occupying a historic building, formerly a Masonic Lodge, and boasting a vintage marquee, Ark Lodge Cinemas is the antithesis of modern strip mall multiplexes and big box theaters. Showing films on three screens, Ark Lodge has something for all types of movie fans and even diehard cinema buffs, ranging from mainstream blockbusters, family animated features, to fiercely independent arthouse films and documentaries, and horror and campy b-movies of the past.
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OUR PURPOSE Ark Lodge is a classic, independently owned movie theater that adds charm to the intimacy of the Columbia City neighborhood. We strive to bring people together around great stories and a love of movies.
OUR POSITION We believe that quality is what makes an experience an experience. Ark Lodge stands out from the competition by exposing its patrons to a variety of films, friendly staff, affordable prices for locally sourced products, and most importantly a comfortable atmosphere.
OUR PROMISE We are deeply committed to supporting local businesses, and to providing a curated experience for every member of the family at a reasonable price. We are your neighborhood theater, no matter who you are.
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WE ARE knowledgeable curated, insightful, experienced
Inclusive communal, independent, creative Timeless nostalgic, classic, romantic
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LOGO Our logo is meant to capture the balance of classic and modern that runs throgh our brand. The type is stable, contained, and straight forward while the mark is abstract and more eccentric. The shape speaks to the idea of projection and defines a space that resembles a theater. It also contans a subtle nod to the Freemason history of the buidling -– the mark can also be seen as pyramidal. Lastly, the mark was also chosen for it’s flexibility. As illustrated it can accomodate variation and even be used as a wayfinding element.
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CLEAR SPACE ARKLODGE CINEMAS
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VARIATIONS
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Imagery placed in larger area
In cases where the mark is integrated with type (see Ticket on p.25), symmetrical variations are acceptable
Color accent in smaller area
Word mark can stand alone
RESTRICTIONS Do not use drop shadows, strokes or other visual effects.
Do not stretch, condense or change the dimentions.
Do not crop.
Do not change the stroke weight.
ARK
LODGE Do not skew or bend the identity. Do not rotate the graphic.
Do not reverse the order of text and graphic.
CINEMAS Do not alter or replace the typefaces of the identity.
Do not use colors other than specified in this document.
Do not rearrange the placement of the type within the identity.
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COLORS CMYK (0,0,0,90) RGB (65, 64, 66) HEX #414042
CMYK (60,30,40,0) RGB (114, 152, 151) HEX #729897
CMYK (0,1,5,5) RGB (242, 237, 228) HEX #FLEDE4
CMYK (0,0,0,10) RGB (230, 231, 232) HEX #E6E7E8
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Same values, blend mode: Multiply
TYPOGRAPHY HEADLINE VINCENT / Tracking 25 or 50 depending on scale
SUBHEAD VINCENT / Tracking 25 or 50 depending on scale
Body copy lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim. ROCKWELL REGULAR
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PHOTOGRAPHY
BLACK & WHITE WITH TEXTURE OVERLAY
CROPPED
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SHAPE MASKS
TEXTURES PATTERNS DIAGONAL THICK & THIN LINES
VARIATION OF LOGO MARK
CROPPED CIRCLES
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CUSTOMER JOURNEY
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AWA W RENESS WA
CONSIDERATION A ATION
Inc. in search result Media Print ad Newspaper listing Word of mouth Groupon/e-commerce Seeing theater in person Social media mentions Events listing
Reviews Social media Blogs Website
PURCHASE
RETENTION
ADVOCACY
Website Groupon/e-commerce Fandango
Newsletter Passport Social media
Social media sharing Branded Merhcandise Word of mouth Blogging
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APPLICATION In addition to a love of movies, our customers share our value of community. Collateral materials help to create a consistent experience through brand voice. However, we aim to promote more than just Ark Loge. Our Cinema Passport, which encourages customers to patronize local businesses is a good example of how our brand intersects with our values.
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E V E NT S P OS TE R ( PR I N T AD ) 19
CINE M A PA SS PO R T - C OV E R 20
CINE M A PA S SPO R T - I N S I D E S PR E AD 21
BUS INE S S CAR D 22
T ICK E T
P OP C OR N BAG 23
PA P E R CUP - C O L D D R I N K S 24
PA P E R CUP - H O T D R I N K S 25
H OOD IE 26
T- S H IR T
BEA NIE
TOT E BAG 27
GIFT CA R D 28
BOX OFFICE PRICES
ADULTS
CHILDREN
SENIORS
BEFORE 3PM
AFTER 3PM
8 00
11 00 8 00 8
00
B OX OFFICE PR I C E S S I G N 29
W E B S IT E ( D E S K TO P / M O B I L E ) 30
INT E R ACT IV E AD 31
END CREDITS
CREATED BY YASU FUKADA & NATHANIEL BERGSTEIN
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ARK LODGE CINEMAS Brand Guide Guidelines lines