Persona - Brand Manual by Zach Kelly

B R A N D M A N UA L

PERSONA

ÂŠ 2012 by persona

PO Box NÂş. 1236 Big Rapids, MI 49307

P R E FAC E

CO NTE NTS

C H A P TE R

Profile................................................................................... 04–11 Identity................................................................................. 12–39 Business............................................................................... 40–47 Print....................................................................................... 48–57 Digital.................................................................................... 58–67 Membership....................................................................... 68–75 Environmental.................................................................... 76–91 Process................................................................................. 92–105

P RO F I LE

Who We Are....................................................................... 6–7 Mission................................................................................ 8–9 Target Audience............................................................... 10–11

P RO F I LE

W H O W E AR E

WHO WE ARE

Persona is a non-profit local community theatre group that hosts a variety of local plays and theatrical performances in Big Rapids, allowing the public to volunteers as stars, actors, and talent. From its start, Persona has had a positive impact and success on the area. People enjoy watching the plays that are put on, and enjoy seeing their friends and family do things that they didnâ&#x20AC;&#x2122;t know they could do. Since 1981 Persona provides the community the chance to be a star or work behind the scenes of any production they put on. The group gives people a positive way to have fun together, and audience members enjoy the show. Each play is completely different from the other, and is for all ages & audiences. With this, appeal for Persona can be marketed towards a wide demographic.

P E R SO NA i s a pos itive way to have fu n

P E R SO NA b r i n g s e veryo n e tog eth er

P RO F I LE

M I S S I O N STATE M E NT

MISSION

At Persona, we strive to provide the community with the best possible performances we can. By engaging the area with a fun and interactive form of art, a special culture is brought to the town, that isnâ&#x20AC;&#x2122;t found in many other places. Our top priority is uniting and bringing everyone together for a unique theatrical experience, while showing and revealing hidden talents to even our closest of friends.

P RO F I LE

AU D I E N C E

Theatre is an all ages activity with appeal to everyone. With each performance, there are many different kinds of â&#x20AC;&#x153;masksâ&#x20AC;? for someone to put on. Whether a person stars in a play or works behind the scenes, Persona has a place for just about every type of person and interest in theatre... and a chance for an interest to develop into a passion.

P E R SO NA i s fo r e veryo n e o f any ag e

I D E NTIT Y SYSTE M

Description........................................................................ 14–15 Primary Logo..................................................................... 16 Logotype............................................................................. 17 Secondary Logo............................................................... 18 Logo Extensions.............................................................. 19 Variations............................................................................ 20–21 Color Palettes.................................................................. 22–25 Typefaces............................................................................ 26–27 Avatar................................................................................... 28–29 Space Requirements...................................................... 30–31 Minimum Sizes.................................................................. 32 Icons..................................................................................... 33 Mistreatment.................................................................... 34–35 Photography...................................................................... 36–37 Backgrounds...................................................................... 38–39

I D E NTIT Y

D EVE LO P M E NT

PERSONA

Persona is defined as the aspect of someoneâ&#x20AC;&#x2122;s character that is presented to and perceived by others, or essentially, a mask. Our volunteer actors reveal their hidden mask, or hidden talent every performance on stage, thus taking off their everyday mask, and putting on their theatrical mask. Persona is communicated through an image depicting two faces in one person: their on-stage and everyday character. The actors starring in each play are from the community and are recognized for who they are everyday by their friends and family. Two different faces in one head, symbolizes the concept of two characters, roles, or masks in one person. These two roles, on stage and everyday, interact with each other in an infinite loop and essentially become a single person.

Clear MEMORABLE current Balanced Inviting UNIâ&#x2C6;&#x2018;UE

I D E NTIT Y

P R I MARY LO GO

P R I M A RY LO G O

The primary Persona logo is used on most general applications, including print, web and various environmental graphics. The logo consists of two parts: the head and the logotype. Each can be separated and used independently of each other. The primary logo is one color and typically set in pantone 432, pantone 125, or white depending on the application.

1. Primary 432 2. Primary 432 40%

Secondary 125

I D E NTIT Y

LO GOT YP E

LO G OT Y P E

The Persona logotype is to be used in narrow, horizontal applications, where the primary logo may not fit well with the proper spacing. It may also be used when the primary or secondary logos have already been used, to prevent repetition.

Primary 432

Primary 432 40%

Primary 125

I D E NTIT Y

S ECO N DARY LO GO

S ECO N DA RY LO G O

The secondary logo should be used on applications where the name is not needed, and the mark is being used as an icon. Instances may occur in the creation of new graphics, such as the downtown posters, Persona = Love, or on name tags. The cover of a print application must be the primary, NOT the secondary logo shown below.

1. Primary 432 2. Primary 432 40%

Secondary 125

I D E NTIT Y

LO GO E XTE N S I O N

LO G O E X TE N S I O N

The Persona primary extension is to be used with end-user materials for production; such as, tickets, programs, and the mobile program application. The primary extension can be displayed in pantone 432, pantone 125, or white depending on context. It is NOT to be used on any other application without approval.

1. Primary 432 2. Primary 432 40%

Secondary 125

I D E NTIT Y

VAR IATI O N

G R E Y S CA LE VA R I ATI O N

It is acceptable to adjust the color of each mark to suit your design or layoutâ&#x20AC;&#x2122;s needs appropriately. 100%k is able to be used in any situation where the background color or image is lighter than the mark itself. The reversed out mark is appropriate for laying it over darker colors, such as the primary color pantone 432.

100% black marks are allowed to be used in any situation where the background color is lighter than the mark. Pantone 432 is preferred.

The piece may be printed, faxed, or converted to the grey scale mark if need be.

I D E NTIT Y

VAR IATI O N

CO LO R VA R I ATI O N

Reversing any Persona logo out (i.e. white on a darker background) is perfectly acceptable. Reversing out is important in maintaining consistency between logo applications.

On pantone 432 overlaid images, the logo must be reversed out in white for maximum readability. On pantone 125 overlaid images, the logo must be displayed in pantone 432 for proper contrast.

I D E NTIT Y

CO LO R PALET TE

P R I M A RY CO LO R S

The primary color palette for Persona is meant to convey a sense of quality and elegance, while being modern and exciting. The use of tints creates a dynamic color scheme that is economical and adaptable to a wide variety of applications.

White Cø Mø Yø Kø #ffffff

Pantone 432 C67 M45 Y27 K70 #243444

Pantone 125 C8 M31 Y100 K19 #c39519

I D E NTIT Y

CO LO R PALET TE

S ECO N DA RY CO LO R S

The secondary color palette consists of tints and more variation of choices. Tints of pantone 432 are an essential part of the identity from brochures to the website and iPhone application. Pantone 432 at 40% is used as an accent to the full tint in many instances. In addition, 20%, 60%, and 80% are used for sectioning of different elements in various applications.

Pantone 467 C11 M17 Y44 Kø #e0cd9b

Pantone Cool Grey 4 (Pantone 432 20%) C25 M18 Y15 Kø #bfc2c9

Pantone Cool Grey 7 (Pantone 432 40%) C27 M18 Y11 K28 #8e96a1

Pantone Cool Grey 9 (Pantone 432 40%) C64 M50 Y39 K11 #676f7d

Pantone 445 (Pantone 432 40%) C76 M62 Y46 K28 #454f5e

Black 100%K Cø Mø Yø K100 #000000

I D E NTIT Y

T YP E FAC E S P EC S

P R I M A RY

The Persona identity uses House Industries Neutraface Font Family as the primary typeface. It has a variety of weights available and uses three of them.

Neutraface BOLD Bold is typically used for titles, headings, and various names. It is not to be used in long passages of text.

Neutraface DEMI Demi is used for emphasis, whether it is italic or heavier. It is also used when large sections of text are on dark backgrounds to compensate for trapping.

Neutraface BOOK Book is used on traditional applications, most typically when text is written on a white background.

S ECO N DA RY

Small point sizes of text (below 7pt) need compensation due to Neutraface’s low x-height especially in E’s and A’s. Use Neutraface 2 as a substitute.

Neutraface BOLD Neutraface DEMI Neutraface BOOK

WEB

Due to regulations, Neutraface and Neutraface 2 cannot be used as a webfont. Use Google’s Open Sans as a substitute.

Open Sans REGULAR Open Sans SEMIBOLD Open Sans BOLD

SEE the

differences & similarities between

NEUTRA 2 & NEUTRA?

I D E NTIT Y

AVATA R

The avatar is used for digital media where appropriate, such as a television commercial used to promote and create awareness for Persona as the organization grows in the future. It utilizes the primary logo in pantone 432, dark blue, or white.

The avatar is focused on the revealing of the "second persona."

P R I MARY LO GO AVATAR

The head is divided into two halves by a figurative infinity sign or symbol.

Loops again to create the mask, to completely reveal it.

I D E NTIT Y

C LE A R S PAC E

The Persona logo system requires a minimum amount of space surrounding it to ensure consistency among all materials upon which it is applied. Moderating the amount of clear space around the logo is important in maintaining the proper aesthetic and professionalism to the brand.

The space between the mark and logotype is (�').

S PAC E R EQ U I R E M E NTS

∑

At a minimum, all sides should be padded with (�'): left and right/ top and bottom. ∑

∑

∑´

∑

The height of the letterforms defines (�') for the logotype. At a minimum, all sides should be padded with (�').

∑ ∑´

∑ ∑

(�') is half of 50% of the figure. Or 25% of the figure width.

∑

From nose-to-nose and chin to the top of the head. At a minimum, all sides should be padded with (�').

∑

∑´

The space between the mark and logotype is (�').

∑´

2∑

∑

The identity extension uses the same system of measurements as the primary. ∑

∑

∑´

∑

I D E NTIT Y

S IZE LI M ITATI O N S

S I Z E LI M ITATI O N S

To maintain the integrity of the Persona identity system, all logos may not be scaled below the listed sizes. The primary logo must not be scaled below 0.6" tall. This size ensures readability and proper stroke width of the division. The logotype may be scaled down quite farâ&#x20AC;&#x201D;5pt or 0.06" is the minimum to accommodate for the low x-height E and A. The secondary logo may be scaled to 0.45", roughly 0.5". This ensures a stroke width for the division of the two halves.

Primary Logo 0.6"

0.06" or 5pt

Logotype

Secondary Logo

0.3"

Primary Extension 0.6"

I D E NTIT Y

I CO N S ET

U S I N G I CO N S

The Persona identity system contains a set of icons that have individual meanings and specific uses. The icons, when used in part with the secondary logo, must match in both color and size relationship to maintain consistency across the piece. Icons can be used as pantone 432 or 125 on white or reversed out over a darker color or overlaid photograph. Shown below is the general purpose Persona icon set.

1. Quote Icon 2. Calendar Icon

3. Cast Icon 4. Blog Icon

5. Crew Icon 6. Ticket Icon

7. Tech Icon 8. Coupon Icon

9. Audience Icon 10. Program Icon

I D E NTIT Y

M I STR E ATM E NT

D O N â&#x20AC;&#x2122; T D O TH E S E

In an effort to maintain a professional, consistent, and welldesigned identity, do not alter any Persona logo in any improper way. The examples here on page 34 and 37 are not acceptable uses of the identity. Do not do things like rotating, physical reversing, stretching (improper scaling), outlining, faulty color usage, and substituting typefaces to any of the logo variations.

1. Reverse 2. Squish

1. Re-Proportion 2. Rotate

1. Use Papyrus 2. Stretch

PERSONA

1. Two color 2. Use Comic Sans

PERSONA 1. Bevel & Emboss 2. Outline/Stroke

1. Wrong weight 2. Underline

1. Pixelate 2. Rearrange

I D E NTIT Y

P H OTOG R AP HY

P H OTO D I R EC TI O N

The photography used in current and future Persona materials should be consistent and follow all guidelines. In general, colors should be natural, and not over saturated and bright. All photos and other images should show audiences, cast, crew, or friends having the time of their lives because they are having so much fun performing or working together. If people are in the photo, be sure they are smiling or acting. This pushes the easy going and relaxed atmosphere that Persona has. In addition, a variety of ages should also be represented, to show the range of different volunteers the organization has. It is also best if the photo is color corrected to have a subtle yellow and slightly desaturated tinting. This provides the right motifs and feeling Persona needs.

I D E NTIT Y

BAC KG RO U N DS

ST Y LE D I R EC TI O N

If photography is going to be used as a background image, it must be overlain with either pantone 432 or 125 at 82% opacity. This ensures a dark enough shade to be consistent with the other materials in the system. If the background is gold, the logo must appear as the primary blue. If the background is the primary blue, the logo and text must appear as white. To create a background, first convert the image to black and white by desaturating it. Apply the overlay and adjust the contrast of the image for the appropriate result.

BUSINESS SYSTE M

Business System.............................................................. 42–43 Letterhead......................................................................... 44 Envelope............................................................................. 45 Business Cards................................................................. 46–47

B U S I N E S S SYSTE M

OVE RVI EW

B U S I N E S S SYSTE M

The Persona business system is the backbone of the identityâ&#x20AC;&#x2122;s visual appeal. It is simple, yet sophisticated in typography and color choices. The system, as a whole, was designed to be economical for printing and distribution, yet carry the fun, modern, and exciting connotation across each entity.

PERSONA.ORG

WEBSITE

Barbara Pillsbury March 10, 2011 RE: Auditions for Moon Over Buffalo Dear Mr. Morgan,

info@PERSONA.ORG

Thank you for your interest in joining Persona's next performance. We had a number of actors try-out for the role which you did, and the competition was quite intense. While you acted good during auditions, and read your section with great personality, unfortunately at this time we were unable to find an appropriate spot in Moon Over Buffalo for your skills. We are sorry for any inconveinence that this news may have caused you. With the increase of actors trying out for each role, the process has become much more competative than it has been in the past few years of Persona Theatre. We hope and welcome you to try out for our next play this summer, The King and I. This play will have multiple roles, and is one of our biggest annual productions. We hope for your attendance and wish you the best of luck if you audtition at a later date.

PHONE

231. 592 . 8499

L O C AT I O N

BIG RAPIDS, MI 49307

MAIL

PO BOX N O 12 3 6

Sincerely,

Barbara Pillsbury Production Coordinator

PO Box Nº . 1236 Big Rapids, MI 49307

Stanley Gamble 623 Willow Avenue Big Rapids, MI 49307

BARBARA PILLSBURY • hidden persona • P R O D U C T I O N C O O R D I N AT O R

www. persona .org

231 592 8499

barb@ persona.org

PO Box Nº . 1236 Big Rapids, MI 49307

B U S I N E S S SYSTE M

S P ECI F I CATI O N S

LET T E R H E A D

By locating the contact information in the left-hand margin, it opens up a full 11" length for the body of a business letter. The design is different from a traditional letterhead, but is not unusable. The contact details are still readable for both left and right-handed people when the page is comfortably rotated. The final size is 8.5" Ă&#x2014; 11" and able to be put through and printed on a traditional ink jet or laser printer.

2.75"

1.25"

1.75"

info@PERSONA.ORG

Average Quality: Hammermill 28# Digital Text

PERSONA.ORG

WEBSITE

High Quality: French Smart White 100# Text

Barbara Pillsbury March 10, 2011 RE: Auditions for Moon Over Buffalo Dear Mr. Morgan, Thank you for your interest in joining Persona's next performance. We had a number of actors try-out for the role which you did, and the competition was quite intense. While you acted good during auditions, and read your section with great personality, unfortunately at this time we were unable to find an appropriate spot in Moon Over Buffalo for your skills. We are sorry for any inconveinence that this news may have caused you. With the increase of actors trying out for each role, the process has become much more competative than it has been in the past few years of Persona Theatre. We hope and welcome you to try out for our next play this summer, The King and I. This play will have multiple roles, and is one of our biggest annual productions. We hope for your attendance and wish you the best of luck if you audtition at a later date.

PHONE

231. 592 . 8499

L O C AT I O N

BIG RAPIDS, MI 49307

MAIL

PO BOX N O 12 3 6

Sincerely,

Barbara Pillsbury Production Coordinator

B U S I N E S S SYSTE M

S P ECI F I CATI O N S

E N V E LO P E

The the wallet flap envelope was designed with easy digital variable data in mind. If need be, the envelopes could run through a laser printer quickly and easily to have both the return address and logotype applied as well as an address. The envelope is sealed with a 0.75" round Persona sticker with the secondary logo printed in pantone 432 at 100% and 40%.

0.5"

PO Box Nยบ . 1236 Big Rapids, MI 49307

Stanley Gamble 623 Willow Avenue Big Rapids, MI 49307

The seal on the backside of the envelopes can be printed cost effectively and easily.

0.75"

B U S I N E S S SYSTE M

S P ECI F I CATI O N S

B U S I N E S S CA R D

The business card layout is dynamic and can be customized for each volunteer or employee. The layout allows for varying lengths of names and titles, while maintaining a unique layout. A person’s title is written in pantone 432 40% to symbolize their hidden persona or role, as it is more subtle.

High Quality: French Smart White 100# Text Average Quality: Hammermill 28# Digital Text

CAROL CHE S EBR OUGH • hidden persona • ORIGINAL CHOREOGRAPHER

www. persona .org

231 592 8499

carol@ persona.org

PO Box Nº . 1236 Big Rapids, MI 49307

Names are written in white 11pt Neutraface Bold +100. Titles are in Pantone 432 40%, 6.5pt Neutraface Bold + 125.

Persona cards can also be created to save money.

BARBARA PILLS BURY • hidden persona • P R O D U C T I O N C O O R D I N AT O R

www. persona .org

231 592 8499

barb@ persona.org

PO Box Nº . 1236 Big Rapids, MI 49307

0.85"

PERS ONA • bringing theatrical arts to Big Rapids since 1981 • C O M M U N I T Y T H E AT R E

0. 4" www. persona .org

231 592 8499

info@ persona.org

PO Box Nº . 1236 Big Rapids, MI 49307

0.3"

1.15"

0.3"

1.25"

P R I NT

Guidelines.......................................................................... 50–51 Informational Brochure................................................ 52–53 Membership Brochure.................................................. 54–55 Seasonal Calendar.......................................................... 56–57

P R I NT

G U I D E LI N E S

F R O N T COV E R STA N DA R D S

Persona print materials, such as brochures, booklets, and handouts, have a standard to follow on the front and back cover to maintain consistency from piece to piece. The front cover of the printed item must be either a gold or dark blue stylized image. See page 41 for more information. Gold is for membership pieces, and blue is for general materials. The primary Persona logo must be placed directly in the center of the front cover at 1.5" wide, with the title of the brochure centered 0.6" from the bottom of the page. See examples below.

∑

PRSRT STD U.S. POSTAGE

1.5"

∑2

PAID

º . 1236 s, MI 49307

BIG RAPIDS, MI NON-PROFIT

Stanley Gamble 623 Willow Avenue Big Rapids, MI 49307

2011– 2012 CAL E N DAR OF EV E N TS

∑2 0.85"

∑

P R I NT

G U I D E LI N E S

BAC K COV E R STA N DA R D S

The back cover of any brochure, booklet, handout, or other various printed piece must follow these standards to remain consistent with the rest of the Persona brand. The reverse must be white, with the Persona credo directly centered both horizontally and vertically. See below for more information. The contact information block must also appear as centered 0.5" from the bottom of the page. See examples below. The credo is always 2.5" by 0.6" on every document.

∑

∑2

0.6"

∑2 0.5"

2.5"

∑

PRSRT STD U.S. POSTAGE

PAID

PO Box Nº . 1236 Big Rapids, MI 49307

BIG RAPIDS, MI NON-PROFIT

Stanley Gamble 623 Willow Avenue Big Rapids, MI 49307

P R I NT

B ROC H U R E S

I N FO R M ATI O N A L

The Persona informational brochure is meant to be available from year to year. The piece details some of the more exciting and interesting aspects of what is available to prospective volunteers, rather than simply what Persona is. The brochure is a 8"×5" panel roll fold, that unfolds to 32"×5" when flat. The imagery and graphics indicate the fun and relaxed atmosphere that the group has, and the impact that it may have on a person.

CAPTIVATI N G th e au d i e n ce with h i d d e n tale nts

E N R I C H I N G TH E CO M M U N IT Y with the

M AG I C O F TH E ATR E

H E S ITATI O N

www. persona .org

chan g e s i nto fu el fo r th e atr i cal pa s s i o n

231 592 8499

M ECOSTA CO U NT Y TH E ATRE G RO U P

info@ persona.org

PO Box Nº. 1236 Big Rapids, MI 49307

Side 1 (outside and roll panels)

EN GAG I N G T H E EN T I R E CO M M U N I T Y Persona is your opportunity to participate in live theatre as either an actor on stage, behind the stage, or become captivated as an audience member.

Theatre is an all-ages activity that enriches people’s lives by immersing people in art. Persona holds auditions a few months prior to each performance.

We encourage those curious and passionate about theatre to get involved in a unique experience which isn’t offered in many other places.

Auditions are completely open to all ages of the community and in a very relaxed and atmosphere that encourages fun and energy.

I N VO LV E M E NT LE A D S TO LOVI N G IT Many people are often hesitant to star in a play. Sadly this doubt sometimes gets in the way of fulfilling a dream. Persona gives people the chance to try out different roles each play, or warm up to theatre before jumping in all the way.

TA K E O F F YO U R M A S K

Persona is just like a family. With every production it grows and becomes closer. With a fun, exciting, and relaxed atmosphere, performing soon turns into an addiction for natural thespians to even the most introverted of people.

Persona not only gives actors their moment in the spotlight, but also a chance for the audience to become fully engaged. We like to call it the two-inone concept. When these “two faces” continuously interact with each other and essentially become a single entity, uncovering your hidden talent is what makes Persona unique.

P E R FO R M I N G i s s er i o u s ly fu n & ad d i cti n g

Side 2 (inside)

Actors show off talent by revealing off their “second personas” to audiences.

AC TIN G

Building costumes, sets, props, and lights cannot be overlooked!

BAC K STAGE

During each performance, volunteer actors from the local community reveal their second “persona” to the audience. Their everyday character, or “mask”, is taken off, and their on-stage “persona” comes to life. We love to have new talent each show! For more, check out www.pe rson a .org

The tech team ensures a smooth production from start to finish.

TEC H N ICA L

Audiences experience the magic of theatre by seeing their friends on stage.

AU D IEN C E

& ad d i cti n g

TA KE O F F YO U R M A S K Persona not only gives actors their moment in the spotlight, but also a chance for the audience to Digital close up - fully secondary become engaged. We like to call it the two-inconcept. these “two faces” continuously colors andone part of theWhen icon set interact with each other and essentially become a create sub-sections on the final single entity, uncovering your hidden talent is what panel of the brochure. makes Persona unique.

Actors show off talent by revealing off their “second personas” to audiences.

ACT ING

Building costumes, sets, props, and lights cannot be overlooked!

BACK STAG E

The tech team ensures a smooth production from start to finish.

T EC H N I CA L

Audiences experience the magic of theatre by seeing their friends on stage.

AU D I EN C E

P R I NT

B ROC H U R E S

MEMBERSHIP

The membership brochure serves dual purposes. It stands as a main print source in membership applications and for general information. It can also act as part of the membership drive, as a major source of information. The brochure is 5"×8" tri-fold, with the third panel being a mail in form at 5"×3.5" to apply for membership. This is the main brochure to supply information about membership and its benefits. An icon system denotes what benefits come with which package.

Side 1 (outside panels)

E N R I C H I N G TH E CO M M U N IT Y with the

M AG I C O F T H E AT R E

MEMBERS HI P and

BEN EFI TS www. persona .org

231 592 8499

info@ persona.org

PO Box Nº. 1236 Big Rapids, MI 49307

Side 2 (inside panels, benefits and form)

B ECO M E S O M E T H I N G G R E AT E R

MEMBERS HI P

Persona is your opportunity to participate in theatre as either an actor on stage, behind the scenes, or become an audience member. We encourage those curious and passionate about theatre to become involved in a completely unique experience that isn’t found in many other places.

Persona has five types of members that are based on your donation amount, each having its own unique benefits to you.

During its life, Persona has brought a certain culture, that was lacking before, to the Mecosta community and continues to support the arts in local schools.

ANGELS donate $500+ and receive 4 Season tickets, VIP seating, Dress

Check out www.p ers o n a .org /membership for more and to join!

PA R T I E S

If you are interested in Persona, but still hesitant about auditioning for a performance, how about becoming a member? Your help plays a very important part in our future, by allowing us to continue to enrich the community with the magic of theatre. Donating members receive various incentives and discounts on tickets as well as coupons for discounts at fine establishments around Big Rapids.

WELCOME TO T HE FA MI LY

Rehearsals, Cast Parties, Name on show programs

L E T ’S SWE E T E N T H E D E A L

PROGRAMS

DISCOUNTS

STARS donate $250+ receive 4 season tickets

Dairy Queen

Biggby Coffee

Fabinelli’s

The Old Pioneer Store & Emporium

Blodgett Landing

Fairman Apparel

Pepper’s Café

Buffalo Wild Wings

Mr. Karl’s

Pizzeria Vivo

* P erson a i s n ot respon si bl e for t h e reject i on of an y di scou n t

TECH IE $12 0+

UNDER STUDY $30+

STAR $2 50+

SUPPORTING ROLE $60+

NONE

NAME

TECHIES donate $120-$249 and receive 4 season tickets

SUPPORTING ROLES donate $60-$119 and receive 2 season tickets

7-10 Bar & Grill

ANGEL $500+

DISCOUNTS

CO U P O N D I S CO U N TS *

1. Mail this form with a check to: P O B ox N º . 1 2 3 6 , B ig Ra pi ds, M I 4 9 3 0 7 2. Fill out an application in person at any performance 3. Apply online at: w w w. p erso n a .o rg /m e m be rsh i p

DISCOUNTS

UNDERSTUDIES donate $30-$59 and receive 1 season ticket

DISCOUNTS

ADDR E SS

C IT Y

PH ONE

STATE

ZIP

ERSHIP

has five types of members that are based on your donation each having its own unique benefits to you.

ut www.persona.org/membership for more and to join!

Digital close up - TheDress application donate $500+ and receive 4 Season tickets, VIP seating, form directs a person’s next steps. s, Cast Parties, Name on show programs

W E LCO M E TO TH E FA M ILY 1. Mail this form with a check to: PO Box Nº . 1236, Big Rapids, MI 49307

PA R T I E S

PROGRAMS

DISCOUNTS

onate $250+ receive 4 season tickets

2. Fill out an application in person at any performance 3. Apply online at: w w w. perso na.org /membersh ip A N G E L $500+

TECHI E $1 2 0+

U N D E R STU DY $30+

STA R $2 50+

SU P P ORTI N G ROL E $6 0+

N ON E

DISCOUNTS

NAME

S donate $120-$249 and receive 4 season tickets

DISCOUNTS

TING ROLES donate $60-$119 and receive 2 season tickets

DISCOUNTS

TUDIES donate $30-$59 and receive 1 season ticket

A D D R E SS

STATE

CI T Y

P HON E

ZI P

P R I NT

B ROC H U R E S

CA LE N DA R

The Persona seasonal calender is designed to be either a direct mail piece or a stand alone brochure. The calendar delivers all of the upcoming performance dates, locations, and a brief informational section. The calendar is 6"×4.25" folded and sealed with a wafer seal when used as a direct mail piece. When open, the calendar is 12"×4.25", and has 4 main panels that can be easily updated every season.

Side 1 ( front and mail details) PRSRT STD U.S. POSTAGE

PAID

PO Box Nº. 1236 Big Rapids, MI 49307

BIG RAPIDS, MI NON-PROFIT

Stanley Gamble 623 Willow Avenue Big Rapids, MI 49307

2011–2012 CALENDAR OF EVENTS

Side 2 (inside calendar and more information)

As Persona celebrates its 30th anniversary season, we are happy to invite you to our 2011–2012 performances! Visit www.p e rsona .org or call 231 591 8499 to learn more.

N OVE M B E R 17–19 at 7:30pm 20 at 2:30pm

A C H R I STM A S CA R O L

F E B RUARY 22–25 at 6:00pm

FO R E V E R P L A I D

Crossroads Charter Academy Auditorium One of our favorite classic Christmas stories about grumpy old Scrooge, three ghosts, and Tiny Tim, who wishes, “God bless us, every one!”

Dinner Theatre at The Gate The Plaids, a singing quartet, are killed in a car accident and upon returning to Earth for a final show, perform some of the greatest hits from the 1950’s.

APRIL 12–14 at 7:30pm 15 at 2:30pm

M O O N OV E R B U F FA LO

JULY 28–30 at 6:00pm 31 at 2:30pm

TH E K I N G A N D I

Crossroads Charter Academy Auditorium A raucous farce about a dysfunctional theatre group putting on a play in Buffalo with the possibility of the Frank Capra coming to select two cast members for his movie.

Big Rapids High School Auditorium The wonderful musical of a teacher who brings Western ways to Siam, and in turn learns how much the Eastern world has to offer.

Digital close up - The calendar allows for multiple dates and times if necessary.

As Persona celebrates its 30th anniversary season, we are happy to invite you to our 2011–2012 performances! Visit www.persona.org or call 231 591 8499 to learn more.

NOVEMBER 17–19 at 7:30pm 20 at 2:30pm

A C H R I ST M A S CA R O L

FEBRUARY 22–25 at 6:00pm

FO R E V E R P L A I D

Crossroads Charter Academy Auditorium

One of our favorite classic Christmas stories about grumpy old Scrooge, three ghosts, and Tiny Tim, who wishes, “God bless us, every one!”

Dinner Theatre at The Gate The Plaids, a singing quartet, are killed in a car accident an upon returning to Earth for a final show, perform some of the greatest hits from the 1950’s.

D I G ITA L

Website............................................................................... 60–63 iPhone App......................................................................... 64–65 Social Media...................................................................... 66–67

D I G ITAL

W E B S ITE

W E B S IT E

The website is based on hosting direct information and targeting users who are interested in knowing what Persona has to offer. People are able to become members on the site by donating through PayPal, access a current calendar, sift through Persona's blog, and view ticket information. In addition, users can learn about Persona as a whole.

Home Page

D I G ITAL

W E B S ITE

I N S I D E TH E S ITE

The inside of the site uses a similar structure of sectioning information to create hierarchy. The header remains consistent, yet changing in content each page. The calendar and membership use a view on click type of display, where in order to view information about a current play the user must click on the tab to view so. The blog is used for various information and updates and is a way for people to keep up with Persona, even in the off season.

Blog and News Updates

Membership and Benefits

Calendar of Events and Tickets and detail (below)

About Persona and graphic detail image (below)

D I G ITAL

i P H O N E AP P

iPHONE

The iPhone application is a digital program for each performance. By providing attendees with the option to either download the mobile program or pick up the paper version, the user feels more involved in the entire performance. Not only is the digital version convenient, it is also eco-friendly and will save an average of 3 sheets of paper per person. The application allows for the same content as the printed program, and allows for dynamic changes for different shows. The main content is text-based and easy to update while utilizing the same menu system. There is an extra spot on the menu screen for a section that may not always occur in the program, but can be added if needed.

Icon system utilized in the Persona Program application.

Easy editing of sections and content depending on the needs of the performance.

D I G ITAL

SOCIAL M E D IA

FAC E B O O K

The Persona Facebook page will allow people from the greater Big Rapids area connect to the group. Facebook is a growing platform for businesses and non-profits, allowing direct connections to people and customers they are involved with. By utilizing the Facebook page, Persona will be able to continuously update followers and receive feedback on what they are currently doing.

Persona Facebook Page

Facebook is available for users on mobile devices as well, increasing Persona's awareness reach even further.

MEMBERSHIP

Direct Mail Brochure..................................................... 70–71 Email Campaign............................................................... 72–73 Membership Cards......................................................... 74–75

MEMBERSHIP

B ROC H U R E S

D I R EC T M A I L

The Persona membership drive direct mail piece is an important part at the beginning of the season. The 6"×4.25" folded/wafer sealed postcard is sent to the previous season's list of members, in hopes to get them excited about the upcoming season and donating again. The 12"×4.25" flat postcard details information on what Persona has and invites them to the website for more information.

Side 1 ( front and mail details) PRSRT STD U.S. POSTAGE

PAID

PO Box Nº. 1236 Big Rapids, MI 49307

BIG RAPIDS, MI NON-PROFIT

Stanley Gamble 623 Willow Avenue Big Rapids, MI 49307

M EM BERS H IP S

Side 2 (inside details and more information)

B ECO ME SO ME T HI N G GREATER Persona is your opportunity to participate in theatre as either an actor on stage, tech, behind the scenes, or become an audience member.

Your donations and support contribute greatly to Persona, and are a big part of what has made it possible to continue for the past 30 years.

We encourage those curious and passionate about theatre to become involved in a completely unique experience that isn’t found in many other places.

YO UR ME MB E RSHI P HAS I TS B E N E FI TS

Persona members receive a wide range of perks: from coupons in Big Rapids to free season tickets.

FOR MORE INFORMATION visit www.p e rsona .org/membership, call 231 592 8499 Monday–Friday 9–5pm, o r p i c k u p Pers o n a’s Me m b e rshi p Benefi t s b roc hure at the next p er for ma nce

INVOLVEM ENT LEADS TO LOVING IT

s either an actor on stage, tech,

atre to become involved in a other places.

members receive a wide range from coupons in Big Rapids to on tickets.

99 Mondayâ&#x20AC;&#x201C;Friday 9â&#x20AC;&#x201C;5pm,

re at t h e n ext per fo rma n ce

Your donations and support contribute greatly to Persona, and are a big part of what has made it possible to continue for the past 30 years.

Digital close up - a variation of Persona = Love, as the more a person is involved in theatre, the more they love it.

I N VO LV EMEN T L EADS TO LOVIN G IT

MEMBERSHIP

E MAI L CAM PAI G N

E M A I L CA M PA I G N

In addition to a direct mail piece, a more economical option to gain more members is to send an email blast to all previous and prospective people. The email will contain similar information to the direct mail piece: information regarding what Persona has to offer, as well as information about becoming a member and linking to the website. The email will utilize MailChimp, a free online software tool designed to make campaigns quick, easy, and fun.

The membership blast utilizes MailChimp to easily send out mass emails.

Primary membership drive email digital sample.

MEMBERSHIP

M E M B E R S H I P CAR D S

MEMBERSHIP CA R D S

Each member to persona will receive a golden plastic card with their name printed on it. This provides a member with the feeling of ownership and separation from a normal attendee. The card is renewable through donation in the next season. In renewal cases a member will receive a sticker indicating the current season, which can be applied to the back of the card. Each card comes with a Persona card holder, stating "Welcome to the Family" on the inside.

Side 1 ( front/date/ID)

A M Y, B R I D G ET TE , & JACO B B U S E P E R S O N A M E M B E R since 2 0 0 9 ID Nยบ . 201307

Side 2 ( Persona credo and renew sticker area)

P E R S O N A has been E N R I C H I N G TH E CO M M U N IT Y with the M AG I C O F TH E ATR E since 19 81

CALL 231 592 8499 to renew your membership!

Expires 1 year after donation

Members receive their new cards in a custom card holder.

ENVIRONMENTAL

Downtown Banners......................................................... 78–79 Warehouse......................................................................... 80 Truck..................................................................................... 81 Magnets............................................................................... 82 Tomato Stress Balls........................................................ 83 Name Tags.......................................................................... 84–85 Tickets................................................................................. 86–87 Play Program..................................................................... 88–89 Floor Plan........................................................................... 90–91

E NVI RO N M E NTAL

AWAR E N E S S

BA N N E R S

The downtown banners create awareness by focusing on what Persona has to offer the community. Rather than saying “Join Us,” or “We are Community Theatre,” they provides statements that lead to more curiosity and self discovery of what Persona is. If read correctly, the yellow banner reads: Persona IS falling in love with something AND satisfying your curiosity. Find out more AT www.persona.org.

PERSO NA

P ERSONA

your moment in the spotlight

falling in love with something

your chance to be involved

satisfying your curiosity

www.persona.org

Digital Banners

Each banner is set up with a Persona = Heart banner side by side on the post.

E NVI RO N M E NTAL

AWAR E N E S S

WA R E H O U S E

The Persona warehouse serves a variety of purposes for the organization. Primarily, it is used for storing building props for both previous shows and upcoming performances. It is also used as a primary practice facility before moving to the full venue. Applying the Persona brand to the building creates a good sense of ownership and awareness in the nearby community.

The logo is applied to the warehouse using paint.

E NVI RO N M E NTAL

AWAR E N E S S

TR U C K

A moving truck is essential to transfer props, sets, costumes, lighting, and etc. from the warehouse to the appropriate venue before a show.

A 2008 Izuzu i-290 light duty delivery truck is ideal for moving equipment around.

E NVI RO N M E NTAL

G IVE AWAYS

M AG N ET S

Refrigerator magnets are a simple and economical giveaway item. Not only do the magnets create awareness for the season or Persona in general, they are also great at holding up a child's A+ test while reminding you of the next show. Each rectangle magnet measures 3.5"Ă&#x2014;2" and the round magnet is 2" in diameter.

Above: Seasonal Magnet with calendar Right: Digital views of nonseasonal magnets www. persona .org

www. persona .org

231 592 8499

info@ persona.org

E NVI RO N M E NTAL

G IVE AWAYS

STR E S S BA LL TO M ATO E S

Tomatoes are an iconic item to throw on stage when a play is not good. Luckily Persona always performs well! Instead, while people enjoy a Persona performance, they can squeeze their anticipation and excitement away instead of throwing the tomatoes on stage.

Tomato stress balls are a fun and unique giveaway that will stand out on a kitchen counter top.

Stress balls are fun for all ages.

E NVI RO N M E NTAL

P E R FO R MAN C E S

N A M E TAG S

Name tags are an important part of any public event that Persona may hold. They give the public a name to recognize someone by and feel more comfortable to approach them. By using motifs from the business card, the name tags carry the Hidden Persona title identifier, but is not obvious, as tag serves a more utilitarian and less of a novelty purpose.

Each name tag measures 3"Ă&#x2014;1.5"

L INDA RINEHART COSTUME DESIGNER

Pantone 432 coats the front while white and 432 40% create the logo and title.

BARBARA PIL LSBURY P R O D U C T I O N C O O R D I N AT O R

Close up of magnetic name tag and brushed metal texture.

E NVI RO N M E NTAL

P E R FO R MAN C E S

TI C K ET S

The Persona tickets are gold as they are handed direct to the community, just like memberships and other brochures. The bottom 3/4” tears off as a stub for the theatre to keep, and the barcode is optional if the technology is acquired to scan them. If not, the required validation information is on every stub, including a seat/row number, ticket number, and print number. There is also a light security pattern printed on the stub.

Each ticket measures 3.75"×2"

JOI N U S Ask about Persona memberships after the performance or online

Pantone 125 is on the front with 5–100%K on both sides.

FOREVER PLAID

at www.persona.org and receive free season tickets!* no refunds, exchanges, or resale * Free tickets available only with donation

feb 26 –29, 2012 6 : 0 0 pm at the gate ADmIssIOn - m students $5

adults $12

PERsOnA ticket nº .

058

2011–2012

VALID OnLy On sPEcIFIED DAtE RAngE

The bottom tears off as a stub for Persona to record.

E NVI RO N M E NTAL

P E R FO R MAN C E S

PROGRAM TE M P L ATE S

The program is handed out before each show and includes cast, crew list, playbill, members, and credits for songs/scripts. The program is a 2–3, 11"×8.5", page booklet printed single color duplex, single folded, and saddle-stiched twice for binding. At the Ferris Copy Center, this type of booklet costs on average 15¢ + $14 for setting up the folder and saddle stitching machine. A run of 500 programs would cost just below $100 and is a much more dynamic and engaging piece than a single page program.

The booklet is set up using an imposition technique, making it a simple fold per sheet.

WHO’S WHO

S U P P O RTI N G R O LE S

Bill Kerwin (Narrator)

Marge & Bill Buck

A Persona veteran having been in too many shows to highlight here since he began in 1982. His favorites include (Capt Vonlrapp in Sound of Music, the King in the King & I and John Adams in 1776) He & wife Ginny have shared the stage countless times and are a vital part of Persona. Their contribution to arts for the community of Big Rapids shows their dedication to all of us. Chris LaMar (Frances) Persona audiences may have seen Chris in the recent Riverdays Disney Review but for the 4 years before that his theatre experience was in Abu Dhabi where he was teaching music. Roles there included Lumiere in “Beauty & the Beast” and Billy Crockett in “Anything Goes”. These days, along with his wife Jeana, he is a parent to his 2-month old daughter, Terra Hope. Ed Mallett (Smudge) Although probably best known locally as a world class euphonium player & founder of the fall concert series Tuba Bach, Ed also played major roles in Persona musicals: Harold Hill (Music Man) Marryin’ Sam (Lil Abner) & Trevor Graydon (Thoroughly Mod. Millie). After juggling rehearsals for this show with his duties as co-chair of Festival of the Arts, Ed is looking forward to being home w/ wife (Adrianna), sons (Gordon & Noah) & 3 dogs. J Bruce Morgan (Sparky) Bruce performed in many Persona shows, recently, playing Monsier D’Arque in Beauty & the Beast and Ken in “Rumors”. A professor in the Michigan College of Optometry, Bruce shares his interest in theatre with his wife, Mary, who provided scenic design for this & other Persona’s shows. He is grateful to her & his children Anna (14) & James (12) for putting up with his absence during rehearsal. Andrew Sackett (Jinx) Andrew new to Big Rapids & Persona but not to musicals. At Berrien Springs High School he played Nicely, Nicely in “Guys & Dolls”, Albert in “Bye Bye Birdie”, & the Scarecrow in “Wizard of Oz”. He was cast as Jesus in “Jesus Christ Superstar” with Twin City Players in Stevensville, but a broken leg prevented him from completing it. After one year at Hillsdale College he has chosen the role of sales consultant at Trimarco Automotive.

Reinhold & Nell Hill

Art & Marcy Nelson

Carol Carlson

Maggie & Phil Keating

Kelly & Todd Price

Suzette & Joe Compton

Doris & Joe Lanz

Mary & Mike Ryan

Paul & Gail DesNoyers

Gerald Lintemuth

Beverly Sengeland

Pat Frentz

Ed & Adriana Mallett

Phil & Mary Stich

Bob & Mikki Garrels

John & Mary Milan

Cynthian Ann Warner

Sue & Dick Boitons

Rosemarye Kruszynski

Joan Travioli

Susan Burns

Jo Miller

Linda Burnes

U N D E R ST U D I E S

Schott Cohen

Marguerite Norrod

Geraldine Chapoton

Jan Elliott

Ray Pointer

Coleen Dice

Betty Godbold

Marian Ritter

Arlyce Fuller

Patrick Herdegen

Ann Schwartz

Shirley Hamelund

Berneta Kelsch

Laura Thebo

Carole Jones

Kathy McFarlane

Marjorie Brink

Rexine McDermaid

Kristy & Leon Motz

Ruth Carter

Carol Moore

Elaine Pickles

Mary & Tom Davis

Marlene Payne

Beverley Proefrock

Chuck & Diane Franklin

Margery Poole

Lorraine Schneider

Ron & Sara Ham

Phyllis Shcneeman

David & Debra Szot

Tom & Barb Johnson

Georgia Spelman June White

Marilyn Bomar

John McCoy

Margaret Campeau

Therese Mohnke

Netty Cove

Robert & Sylvia Palmer

JoAnne Franck

Betty Pontz

Boyd & Joyce Halstead

Marilyn Robinson

Ellen Hill

Rod & Judy Shroyer

The program is a template that is quick and easy to edit with the proper formatting.

E NVI RO N M E NTAL

M O B I LE S ETU P

E V E NT S ET U P

The Event Setup can be used at expos or in the lobby after a performance. The banners are 6'x3' retractables, and feature similar style to the Big Rapids downtown banners. The graphics are used to transform a space into the Persona brand for people to have a full experience. The banners and wall graphics can be used in any space where space will accommodate them appropriately.

Banners are retractable and easy to transport.

EVENT S ET U P

ENTR ANCE TECH

NOTE: AU DITORIU M BU ILT INTO SCHOOL , NOT EXTERNAL STAG E & PIT STAG E CU RTAIN INTERIOR ACOUSTIC WALL EXTERIOR WALL ACOUSTIC CEILING PAN EL

BACKSTAG E

PROCES S

Mood Boards.................................................................. 94–95 Research.......................................................................... 96 Naming.............................................................................. 97 Logo Development....................................................... 98–99 Thumbnails...................................................................... 100–101 Website Process........................................................... 102–104 Critique............................................................................ 105

P ROC E S S

M O O D B OA R D S

Mood boards were great for developing quick visual inspiration for the brand. By utilizing a mood from various aesthetics around the Big Rapids area and online, a reference was created in three categories: Image, Type, and Color.

My primary color palette was inspired by a plaid womenâ&#x20AC;&#x2122;s coat I found at T.J. Maxx.

I N S P I R ATI O N

I like the colors of linens and other nautical type things. There is a quality about them that is just fantastic. The simplicity inspired some of the brand.

I wanted type to be big and bold, yet sophisticated with little touches. I love hand painted signage and things.

P ROC E S S

R E S E ARC H

RESEARCH

Understanding the brand led to a clear definition of what needed to be developed. Research played a vital part in understanding who and what the brand was, and what it needed to become. In every step of the design process, I referred back to the initial research to keep all aspects of the project on task and focused. Initial research focused on background information for STAGE-M and its history. Discovering what was available to work with and what needed improvement was a key concept in developing a new brand for Persona.

I began research by reading and taking notes on designing for brand identities.

There was also an informal interview with some long-term members of STAGE-M, in which I scribbled down these things.

P ROC E S S

NAM I N G

NAMING

Naming was an important exercise, and was quite a struggle for me. From the beginning, I was stuck on concrete names with words like Theatre, Community, Acting, and other theatre related words. These led to dead ends, and left no room for expansion. By choosing a more abstract name such as Persona, it allowed for a deeper meaning that could adapt to a variety of situations while still remaining clear and concise.

A list of 100+ different names was created and refined to conclude with the name Persona.

P ROC E S S

D EVE LO P M E NT

LO G O

The logo was very important, as it became the face of the new brand. It needed to be clear, concise, and memorable. Many different iterations variations, and considerations were made to be refined before the final was created. Communicating the concept behind the logo is key to the Persona brand, however the mark needs to speak for itself through its imagery and applications.

Over 100 thumbnails, and many digital iterations and roughs were created before the final Persona logo.

Refinement on the computer was a big part of the logo design process. I sat here for many hours each night.

10 0

P ROC E S S

I M P LE M E NTATI O N

Creating well-crafted peripheral components to Persona was essential to extending the brand. While in the creation process of each item, the goals, realistic limitations, and aesthetics of Persona needed to be kept in my mind.

I prefer to list out concepts and ideas, with content accordingly, before visual thumbnails.

Quite a few thumbnails for the downtown posters were drawn... They had to be just right.

AD D ITI O NAL TH U M B NAI L S

101

More thinking & less doing were the objectives of the application design process.

Letterhead ideas.

Various posters, magnets, program thumbnails.

10 2

P ROC E S S

W E B S ITE

S ITE M A P

Utilizing a sitemap allowed me to organize the website, content, and delivery of information before moving into development. Thinking about user navigation and information hierarchy is a key part of creating a well-designed user experience.

TI CKE T I N FO R MATI O N CALEN DAR CO NTACT I N FO R MATI O N

HOME

AB O UT

D O NATE FO R M M EM B ERS H I P E XTER NAL (PAYPAL)

B LO G

N E WS , U PDATES , N OTES

P ROC E S S

W E B S ITE

WIREFRAMES

Wireframes helped me manage the appropriate content on each page before getting into visuals. Having a clear organization and structure before prototyping a website makes implementation that much easier and faster.

Some wireframe samples that helped me maintain certain things from page to page and know what to change.

Home

About

103

Calendar

Image from one of Personaâ&#x20AC;&#x2122;s Plays

Membership Blog

Image from one of Personaâ&#x20AC;&#x2122;s Plays