Brand Standards Manual

1

Brand Standards Manual

Cincinnati Playhouse in the Park962 Mt. Adams CircleCincinnati, OH 45202513-345-2242www.cincyplay.com

Introduction

“A brand isn’t a brand to you until it develops an emotional connection with you.” - Daryl Travis – Emotional Branding

What is a Brand? A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combinations or taglines.

Colin Bates, a brand management specialist with 20 years’ experience in brand planning, marketing communications and training, defines a brand as “a collection of perceptions in the mind of the consumer”. A well constructed brand identity should represent the thoughts, feelings, and psychological relationships between a business and a customer.

Why is it important? This manual is a reference for staff members and design professionals, defining the importance of the Cincinnati Playhouse in the Park brand and illustrating how to apply its visual components. It is important to use care in following the correct guidelines set forth in this manual in all printed and electronic materials including directions on how to use our signatures, colors and typefaces.

Table of Contents

Brand Identity1. Vision, Mission and Values•

Brand Signature2. Logo•

Tagline•

Colors3. Brand Colors•

Color Variations•

Spatial Relationships4. Safe Are• Size Restrictions• Logo Positioning•

Incorrect Usage•

Logo Elements5. Typefaces•

Use of Logomark•

Business Collateral6. Stationery• Advertisements •

1

Vision The Cincinnati Playhouse in the Park strives to carry on the tradition of producing creative, entertaining and innovative performances to the stage as well as continuing to develop and nurture the future of the theatrical community.

Mission The Cincinnati Playhouse in the Park is a professional regional theatre committed to producing and presenting for diverse audiences the broadest range of theatre in an inviting theatrical environment. Our mission is accomplished through works of the highest caliber produced on stage in a fiscally responsible manner, and through stimulating educational and outreach programs.

Values

The Cincinnati Playhouse in the Park has been offering audiences the finest in professional theatre for nearly 50 years. Nationally known for its excellence and commitment to new works and an artistic home for America’s best actors, directors and designers, the Playhouse always keeps its primary role at center stage — to serve the Tristate by producing the finest in classic and contemporary works: musicals, dramas, comedies and recent hits. Simply put, the Playhouse strives to celebrate the live theatrical event in superlative fashion, in a setting that is second to none

Vision Mission and ValuesVision Mission and Values

2

Logomark

Logotype

Brand Signature

LogoAll elements of the Playhouse logo work together to create a unique image for the organization. This image helps to position The Playhouse among the leaders of the theatrical community and differentiate us from our competitors with a strong, dynamic look that is representative of our mission.

**The logo is made up of two parts: the logotype and the logomark. The logomark may be used on its own to accent or reinforce other brand material, but under no circumstances can the logotype be used alone.

Logomark

Logotype

3

Brand Signature

TaglineThe Playhouse in the Park tagline both represents the atmosphere of Playhouse and entices the audience to visit the Playhouse to see all that we have to offer.

**The type is perfectly aligned on both sides.

**The top point of the logomark is align with the rest of the type

**The crossbar of the H and A mimic the arc of the logomark.

4

Colors

Playhouse Blue Playhouse OrangePantone 2735Cc: 100 m: 95 y: 0 k: 3r: 39 g: 54 b: 145hex#: 273691

Pantone 143Cc: 0 m: 35 y: 85 k: 0r: 251 g: 176 b: 64hex#: fbb040

Blue/White

White/Blue

Black/White

When using a full color logo, you may only use the preferred two Playhouse colors on a white background, however sometimes this might not be possible. In order to keep consistency with the brand image, the logo may be placed on a background using either the Playhouse blue or 100% black as long as the logotype is white. No other background colors may be used other than the approved Playhouse Blue or 100% black.

Brand Colors

Color Variations

**Do not frame the logo in any way. The logo is never to be incased in any shape including but not limited to a square, rectangle, circle or oval.

5

Logo Color Variations

Color Variations (continued)

When color printing is not an option, the logo may also be used in black and gray variations.



If the background is greater than 40% gray, the logotype must be white and the logomark must be 30% gray.

If the background is less than 40% gray, the logotype must be 100% black and the logomark must be 50% gray.

100% Black

40% Black

30% Black

0% Black

6

To keep the integrity and strength of the logo and, a clear space must be kept around the logo. No other elements, such as text or images, should enter the safe area established around the logo. This allows the Playhouse logo to remain successful.

The integrity of the logo may also be compromised if reproduced any smaller than 1.25” inches wide in print materials and 100 pixels wide electronically.

**The safe space around the Playhouse logo is the length of the top cross bar of the ‘E’ in the logo. Nothing can break this perimeter around the Logo and its parts.

Spatial Relationships

Safe Area

Size Restrictions

Safe Space Length

1.25” in/100px wide

7


Logo Positioning

90° Angle

In some instances the entire logo may be rotated clockwise on a 90° angle to fit in a vertical space or for certain design purposes.

**Under no circumstances may the logo be rotated counter clockwise or more or less than 90° exactly.

8


Incorrect Usage

DO NOT Stretch out of proportion or distort the logo in anyway.

DO NOT change the colors of the logo unless it is the approved Playhouse color scheme.

DO NOT put the logo on any other background color except the approved Playhouse background colors.

DO NOT rotate the entire logo on any angle other than exactly 90 degrees clockwise.

9

Logo Elements

Typefaces

Futura LTFutura LT LightabcdefghijklmnopqrstuvwxyzabcdeFghijkLmnopqrsTuvwxyz0123456789

Futura LT Condensed

abcdefghijklmnopqrstuvwxyz

abCdeFghijkLmnopqrsTuvwxyz

0123456789

Futura LT RegularabcdefghijklmnopqrstuvwxyzAbCdefghIjklmNoPqrstuvwxyz0123456789

Futura LT HeavyabcdefghijklmnopqrstuvwxyzABCDEFgHIjkLMNOPqRSTUVWxyz0123456789

Futura LT BoldabcdefghijklmnopqrstuvwxyzaBcDeFghijkLmNopqrsTUvwxyz0123456789

Typography plays an important role in communicating the overall tone and quality of the brand. Careful use of typography reinforces our image and en-sures clarity and harmony in all Playhouse communications. We have selected Futura LT, which helps convey a strong stability to the entire brand, as the primary typeface.

10

Typefaces (continued)

Logo Elements

In some cases, the Futura LT typeface may not be available or suitable for a particular design or communication. For this reason, we have chosen a few different typefaces that may be used to compliment the brand.

Gill Sans MT Regular


abcdefGhijklMnopqRSTuvwxyz

0123456789

Gill Sans MT Condensed


abCdefGhijklMnopqrSTuvwxyz

0123456789

Gill Sans MT BoldabcdefghijklmnopqrstuvwxyzaBcdefGhijklMnopqrSTuvwxyz0123456789

San Serif Typefaces

gill Sans MT

11

Helvetica Roman


abcdefgHijklmnopqRstuvwxyz

0123456789

Helvetica Roman


abcdefgHijklmnopqRstuvwxyz

0123456789

Helvetica Bold


aBcdefgHijklmnopqrstuvwxyz

0123456789

Helvetica BlackabcdefghijklmnopqrstuvwxyzaBcdefgHijklmnopqrstuvwxyz0123456789


Logo Elements

San Serif Typefaces

Helvetica

12


Logo Elements

Serif Typefaces

Century

Palatino

Century RegularabcdefghijklmnopqrstuvwxyzabCdefghijklmnopqRstuvwxyz0123456789

Century BoldabcdefghijklmnopqrstuvwxyzaBCdefghijklmnopqrstuvwxyz0123456789

Palatino RegularabcdefghijklmnopqrstuvwxyzabcdefghijklmnoPqRstuvwxyz0123456789

Palatino BoldabcdefghijklmnopqrstuvwxyzaBcdefghijklmnoPqrstuvwxyz0123456789

13

Use of Logomark

Logo Elements

The Playhouse logomark is an essential part of the Playhouse identity. It strongly conveys the creative attitude the Playhouse exudes. The mark can be used as a graphic element to reinforce the Playhouse brand identity by adding visual interest to materials.

producing artistic directoredward stern

The Logomark can be used to accent headlines or blocks of text such as the Playhouse Tagline.

14

Use of Logomark (continued)

Logo Elements

Portions of the Logomark can be used to accent backgrounds of printed or electronic materials.

15

Stationery

Business Collateral

962 Mt. Adams CircleCincinnati, OH 45202

513-345-2242


producing artistic director


[email protected]

edward stern

16

Advertisements

Business Collateral

17

Brand Signature

TaglineThe Tagline is preferred to be placed on a white background but in some cases, different color backgrounds may be acceptable.

Brand Standards Manual

Documents

park brand

brand planning

brand isnt

constructed brand identity

playhouse logo work

brand management specialist

values brand signature2

valuesthe cincinnati