Brand Support Guide - PDF Free Download

Brand Support Guide 6-1-10

Table of Contents Mission Statement 1 Letter From Art Falco 2 Our Brand 3 Our Name (and why) 4 Geographical Name (and why) 5 Logo Usage 6 Logo Rationale 7 Variations 8 Colors 12 Fonts 14 Area of Isolation 16 Incorrect Usage Eamples 17 Variations of Usage 19 Stationery 19 Punctuation & Special Characters 23 Logo & Footer 24 Advertising 25 Street Banners 28 TV Spot 29 Uniforms 30 Sub-Brands 31 Horizontal Version 31 Vertical Version 34 Black Logo Ribbon 38 Miscellaneous 41 Use of Theater vs. Theatre 41 Use of url 42 Contact Information 43

Mission Statement PlayhouseSquare is a not-for-profit performing arts center that presents and produces a wide variety of performing arts programs; it advances arts education and creates a destination that is a superior location for entertainment, business and housing, thereby strengthening the economic vitality of the region. 1

Letter From Art Falco The staff, volunteers and trustees at PlayhouseSquare are committed to bringing our mission statement to life in everything we do. We believe that putting a diverse array of entertaining and engaging performances on our stages ignites more than just energy inside of our beautiful theaters. It provides a unique eperience for audiences to share and remember for a lifetime. We believe in the enlightening and educational eperiences that occur beyond the stage. With programs that provide insight, backstage peeks or a chance to learn from legendary masters of their craft, our focus on arts education creates opportunities for engagement and enrichment that cannot be found anywhere else. We believe in using the arts as an economic engine to generate ecitement, vibrancy and economic vitality for the region and especially Downtown Cleveland. We are committed to these things and take our responsibility seriously. The PlayhouseSquare brand was developed with this in mind. We will work, with great effort, to deliver on this promise and will continue to nurture and grow Cleveland s brightest cultural gem now and for many generations to come. Art J. Falco President and CEO 2

Our Brand Our Brand Who are we, really? Yes, PlayhouseSquare is theater. We don t hide the fact that our roots are in the performing arts and the productions that grace our stages will continue to help define who we are. PlayhouseSquare is far more than just great theater, however. In a broader sense, we are about entertainment in many forms. At the very center of our brand, PlayhouseSquare is focused on being an eciting and energetic destination. Our Personality Lively absolutely. With theaters, restaurants, a hotel, an outdoor plaza and a thriving business and technology community just outside our doors, PlayhouseSquare, midway between Cleveland s university corridor and downtown hub, invigorates the economic engine of the area, drives tourism and strengthens the soul of the city. Progressive always. While never losing sight of the majestic history of our theaters, PlayhouseSquare is at the forefront of revitalizing downtown Cleveland, creating a literal and metaphorical venue for new ideas to flourish. Entertaining the essence of who we are. An eperience no doubt. With multiple performing spaces within one square mile, this is where outstanding performance values meet diverse tastes and surpass visitor epectations to provide an eperience for all ages. The Four Scenes Our organization and the activities that support our mission can be easily highlighted in four categories of purpose: - Stage (Entertainment, performances, audience development) - Fundraising - Area Development (Real estate, hotel, parking, area maintenance and improvements) - Arts Education 3

Our Name (and why) Our Name The official name of our organization is PlayhouseSquare. PlayhouseSquare is a destination that includes several entities. It is a collection of theaters, performing arts spaces and arts education activities, as well as a geographic location. In name, it is like other famous destinations, such as New York s Times Square and London s Trafalgar Square. In Downtown Cleveland, and throughout the region, state and even nation, we are simply known as PlayhouseSquare. Therefore, there is no reason to consider changing a name that already has achieved such a high level of common usage and recognition. By illustrating our name as one word, PlayhouseSquare, we reinforce the power of our brand and name recognition in our market. When you say PlayhouseSquare, it naturally takes on a one-word rhythm. Note: Usage of the word Foundation, as in Playhouse Square Foundation, or the abbreviated PSF should be discontinued and/or replaced by PlayhouseSquare in all eisting materials and copy. Usage of the word Center, as in Playhouse Square Center, or the abbreviated PSC should be discontinued and/or replaced by PlayhouseSquare in all eisting materials and copy. By using capital letters for both the P of Playhouse and the S of Square it ensures that the name PlayhouseSquare is legible while creating a unique identity for the brand. 4

Geographical Name (and why) Our Geographical Name The geographical region formerly referred to as The Theater District is now, officially, PlayhouseSquare. Businesses located within our neighborhood take pride in the cache that a PlayhouseSquare address provides (think of how a Park Avenue address might conjure up a certain feeling). Visitors typically do not say they are meeting at East 14th and Euclid. They say, Let s meet at PlayhouseSquare. The language is already in place. This change reflects and supports the powerful brand that is solidly established in the name PlayhouseSquare. The governing entity previously known as Cleveland Theater District Development Corporation (CTDDC), will now become the PlayhouseSquare District Development Corporation (PDDC). 5

Logo Usage Use of previous style guides should be discontinued. Also, please discontinue use of any previously designed logo badges. 6

Logo Usage Logo Rationale Logo Rationale The new PlayhouseSquare mark captures our enduring spirit of entertainment and ecitement. The mark is made up of three essential elements, each one representing a key tenet of what makes PlayhouseSquare unique. The eclamation point with Logo star accent Rationale symbolizes the focus on ecitement and innovation by which we measure everything we do at PlayhouseSquare. The swirl that encircles the eclamation point The represents new PlayhouseSquare creativity, energy mark and captures forward our motion our enduring spirit commitment of entertainment to doing more, and ecitement. being more The and mark providing is made more up to of all three who essential come in elements, contact with each us audiences, one representing a businesses, key tenet of visitors, what makes residents, PlayhouseSquare students and donors. unique. The The rich eclamation burgundy square point with gives star a nod accent to our symbolizes history and the architecture focus on ecitement as a dominant and innovation color featured by which throughout we measure our everything theaters. This we do square at PlayhouseSquare. hosts the form The of the swirl P, representing that encircles PlayhouseSquare the eclamation as point a represents true destination creativity, for ecitement energy and and forward entertainment. motion our commitment to doing more, being more and providing more to all who come in contact with us audiences, businesses, While our mark visitors, is new, residents, the qualities students it represents and donors. have The long rich been burgundy a part square of gives a PlayhouseSquare. nod to our history The and new architecture look reinforces as a our dominant commitment color featured to eisting throughout audiences our theaters. and etends This an square invitation hosts to those the form who of have the yet P, representing to eperience PlayhouseSquare all we have to offer. as a true destination for ecitement and entertainment. The PlayhouseSquare logo is a registered trademark. In most instances but not all, the While versions our mark of is the new, logos the should qualities always it represents be used. When have in long doubt, been please a part contact of the PlayhouseSquare. Director of Ticket Sales The new and look Marketing. reinforces our commitment to eisting audiences and etends an invitation to those who have yet to eperience all we have to offer. 7

Logo Usage Variations Large Logo The large logo should be used when space allows. Eamples of usage include signage and large print. Note: This logo is a unit. It may not be broken up into the individual units and used separately. Therefore, the P should never be used outside of or without the surrounding square or without the PlayhouseSquare type. 8

Logo Usage Variations Medium Logo The medium logo should be used when space prohibits use of the large logo. 9

Logo Usage Variations Horizontal Logo The horizontal logo should be used when space permits. PlayhouseSquare.org Horizontal Logo as Web Address This logo should be used instead of the horizontal logo when there is no space for the Web address. 10

Logo Usage Variations Vertical Logo This logo should be rarely used. An eample of usage would be a vertical street banner. 11

Logo Usage Colors PMS 208 C 10 M 97 Y 37 K 43 R 136 G 35 B 69 HTML 882345 Black (If process color is used, a rich 4-color black is preferred) 12

Logo Usage Colors Two-color logo Four-color process logo One-color black logo One-color logo reversed out of black Logo Colors The logo should only be reproduced in these colors. The one-color white logo should always be reversed out of black. Note: For advice on preferred accent colors, please contact Autumn Kiser, Director of Ticket Sales and Marketing. 13

Logo Usage Fonts Body Copy Font Trade Gothic Medium Trade Gothic Oblique Trade Gothic Bold No. 2 Trade Gothic Bold No. 2 Oblique Size: 8 to 10 point with auto leading (space between the lines of type set by the software program). Mac Font to be selected Mac Font style to be selected Trade Gothic LT Std Regular Trade Gothic LT Std Oblique Trade Gothic LT Std Bold No. 2 Trade Gothic LT Std Bold Oblique PC Default Font to be selected Trade Gothic LT Std Trade Gothic LT Std Trade Gothic LT Std Trade Gothic LT Std PC Font style to be selected Normal, Regular or nothing Italic Bold Bold italic or Bold and Italic Eamples 8 point Magna commy nostin henim zzrilis ciliquissisi bla faccummy non hent pratum quat, verit nos do dolobor tincidu ipsummodo conullum ipit irit wisim vullan hendre magna auguerosto od tio dolor sustrud duipit acinibh. 9 point Magna commy nostin henim zzrilis ciliquissisi bla faccummy non hent pratum quat, verit nos do dolobor tincidu ipsummodo conullum ipit irit wisim vullan hendre magna auguerosto od tio dolor sustrud duipit acinibh. 10 point Magna commy nostin henim zzrilis ciliquissisi bla faccummy non hent pratum quat, verit nos do dolobor tincidu ipsummodo conullum ipit irit wisim vullan hendre magna augueto od tio dolor sustrud duipit acinibh. 14

Logo Usage Fonts Headline Font Trade Gothic Condensed No. 18 Trade Gothic Condensed No. 18 Oblique Trade Gothic Bold Condensed No. 20 Trade Gothic Bold Condensed No. 18 Oblique Title case or uppercase and letters spaced (kerned) appropriately. Size: 14 point and above Mac Font to be selected Mac Font style to be selected Trade Gothic LT Std Condensed No. 18 Trade Gothic LT Std Condensed No. 18 Oblique Trade Gothic LT Std Bold Condensed No. 20 Trade Gothic LT Std Bold Condensed No. 20 Oblique PC Default Font to be selected Trade Gothic LT Std Cn Trade Gothic LT Std Cn Trade Gothic LT Std Cn Trade Gothic LT Std Cn PC Font style to be selected Normal, Regular or nothing Italic Bold Bold italic or Bold and Italic Accent Font Trade Gothic Etended Trade Gothic Bold Etended Trade Gothic Etended should not be used in headlines, subheads or body copy. It can be used as an accent font for things such as page numbers or page headers. Mac Font to be selected Trade Gothic LT Std Trade Gothic LT Std PC Default Font to be selected Trade Gothic LT Std Etended Trade Gothic LT Std Etended Mac Font style to be selected Etended Bold Etended PC Font style to be selected Normal, Regular or nothing Bold All Other Usage Arial is an acceptable substitute for Trade Gothic in the body of letters and e-mails. 15

Logo Usage Area of Isolation Area of Isolation.5.5.5 Area of Isolation.5.5.5.5.5 Area of Isolation.5.5.5.5 Area of Isolation.5.5.5 playhousesquare.org.5 Contact information is allowed inside the area of isolation and is incorporated with it. Area of Isolation Nothing should violate the area of isolation with the eception of PlayhouseSquare contact information. If contact information is added, the area of isolation would include that information. 16

Incorrect Usage Eamples Theaters Never violate the area of isolation. Never add any marking signatures. Never permit insufficient contrast for proper identification. Never distort, redraw or redefine the logo s controlled shape. Never skew or italicize the logo. Never permit any conflicting or cluttered backgrounds. Never alter the proportions of the logo. Never use colors other than PMS 208, black or white. Never enclose the logo in a shape. Never enclose the logo in a border. 17

Incorrect Usage Eamples Never insert anything between the graphic and PlayhouseSquare. Never reverse the position of the graphic and the words. Type should never be used without the mark. Mark should never be used without the type. 18

Variations of Usage Stationery Autumn Kiser Director of Ticket Sales and Marketing 1501 Euclid Avenue Suite 200 Cleveland, Ohio 44115-2197 tel 216-348-5270 fa 216-771-0217 autumn@playhousesquare.org Standard Autumn Kiser Director of Ticket Sales and Marketing playhousesquare.org 1501 Euclid Avenue Suite 200 Cleveland, Ohio 44115-2197 800-456-2361 tel 216-348-5270 fa 216-771-0217 autumn@playhousesquare.org Standard + Toll Free Autumn Kiser Director of Ticket Sales and Marketing 1501 Euclid Avenue Suite 200 Cleveland, Ohio 44115-2197 800-456-2361 tel 216-348-5270 cell 440-457-9879 fa 216-771-0217 autumn@playhousesquare.org Standard + Toll Free + Cell Business Cards 19

Variations of Usage Stationery Letterhead (Back) 1501 Euclid Avenue Suite 200 Cleveland, Ohio 44115-2197 tel 216-771-4444 fa 216-771-0217 playhousesquare.org (Front) 20

Variations of Usage Stationery Letterhead (with sample copy) XYZ Company 123 Main Street Cleveland, Ohio 43422 30 April 2008 Dear Mr. Smith, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec viverra, nulla at ornare consectetuer, nibh orci lacinia justo, ut hendrerit nibh velit in tellus. Mauris porttitor diam sit amet sapien. Cras ac felis. Suspendisse tortor. Donec ornare consectetuer turpis. Sed scelerisque condimentum enim. Aliquam sollicitudin felis et nisi. Ut iaculis, pede ac dictum lobortis, ipsum leo interdum massa, quis rhoncus massa neque eget ipsum. Integer mattis, sapien quis vestibulum mollis, est eros fermentum pede, et ullamcorper libero purus a orci. Phasellus eget libero. Nullam venenatis est vitae dolor. Donec mattis, lectus id vestibulum Cras ac orci. Morbi eget arcu et mi tincidunt tincidunt. In condimentum, felis nec porta varius, enim magna gravida velit, vitae semper odio mauris eget tellus. Mauris pretium interdum lectus. Quisque odio. Phasellus bibendum ultricies risus. Praesent et dolor. Etiam ut est at nulla ulla mcorper ultrices. Aliquam erat volutpat. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Duis nec orci. Curabitur arcu. Duis vel quam. Aenean sit amet tellus. Aenean nec dui. Curabitur ornare. Nullam sapien. In sollicitudin nunc nec libero. In hac habitasse platea dictumst. Etiam pede lectus, luctus in, commodo sed, semper quis, ipsum. Integer tempor. Sincerely, XXXX 1501 Euclid Avenue Suite 200 Cleveland, Ohio 44115-2197 tel 216-771-4444 fa 216-771-0217 playhousesquare.org 21

Variations of Usage Stationery Envelope (#10) 1501 Euclid Avenue Suite 200 Cleveland, Ohio 44115-2197 Mailing Label 1501 Euclid Avenue Suite 200 Cleveland, Ohio 44115-2197 22

Variations of Usage Punctuation & Special Characters Phone Number Phone numbers should be represented with hyphens not periods. 216-348-5270 NOT 216.348.5270 Web Address Web address should never include www. playhousesquare.org NOT www.playhousesquare.org The domain and subdomain should always be lowercase. playhousesquare.org/discovery NOT PlayhouseSquare.org/Discovery Custom Bullets Custom bullets that resemble the angled burgundy square of the logo should be used to separate information when it is placed on a single line or list format. Call 216-241-6000 playhousesquare.org Item One Item Two Item Three Oo The custom bullet should be either burgundy or black. It is composed of a square, tilted 24. The tilted square should be small enough to fit within a lower case o set in Trade Gothic Medium within the copy it is being used in. The bullet should be centered vertically between the top and bottom of the letter forms. 23

Variations of Usage Logo & Footer Call 216-241-6000 playhousesquare.org Call 216-241-6000 playhousesquare.org Call 216-241-6000 Group Sales 216-664-6050 playhousesquare.org Logo & Footers When placing footer information, phone numbers are listed first, followed by the Web address. Information is separated by custom bullets and centered below the logo. When space is limited, information may be stacked and centered below the logo without bullets. All footer information should be set in Trade Gothic Medium, 8 to 10 points. Call to action and descriptor words can be added when needed, but should be limited to one or two short words, such as Call and Group Sales. 24

Variations of Usage Advertising Template Ad Upcoming Shows 9th Annual All-City Musical DREAMGIRLS CMSD students perform May 30-June 1 CHRIS BOTTI WITH NYEE MOSES Gifted trumpeter and vocalist perform May 7 KEYBANK BROADWAY SERIES JERSEY BOYS The story of Frankie Valli & The Four Seasons June 17 JERSEY BOYS GALA See the show, mingle with the cast & more June 21 (Call 216-348-5268) The KeyBank Broadway Series at Playhouse Square invites you to use your stimulus check from the government on stimulating entertainment. Eight amazing shows are coming, and fleible subscription packages start at just $75! Take Uncle Sam up on his offer and subscribe now before the great seats are gone. And more! Packages start at just $75 INGENUITY Cleveland s art + technology festival July 25-27 US BANK STAR PERFORMANCE SERIES Mamma Mia! The smash musical with ABBA hits August 5-10 CINEMA AT THE SQUARE Classic films in the Palace Theater June 31- August 17 JERSEY BOYS SUMMER CAMP Teens learn from the cast & crew July 7-11 (Call 216-348-7909) Call 216-241-6000 Group Sales 216-664-6050 playhousesquare.org Smart Seats offer thousands of $10 tickets. So take a chance. See something new. Leave smarter for the eperience. SMART ENTERTAINMENT AT A SMART PRICE. 25

Variations of Usage Advertising Template Ad Upcoming Shows 9th Annual All-City Musical DREAMGIRLS CMSD students perform May 30-June 1 CHRIS BOTTI WITH NYEE MOSES Gifted trumpeter and vocalist perform May 7 KEYBANK BROADWAY SERIES JERSEY BOYS The story of Frankie Valli & The Four Seasons June 17 JERSEY BOYS GALA See the show, mingle with the cast & more June 21 (Call 216-348-5268) INGENUITY Cleveland s art + technology festival July 25-27 US BANK STAR PERFORMANCE SERIES Mamma Mia! The smash musical with ABBA hits August 5-10 CINEMA AT THE SQUARE Classic films in the Palace Theater June 31- August 17 JERSEY BOYS SUMMER CAMP Teens learn from the cast & crew July 7-11 (Call 216-348-7909) Smart Seats offer thousands of $10 tickets. So take a chance. See something new. Leave smarter for the eperience. Call 216-241-6000 Group Sales 216-664-6050 playhousesquare.org SMART ENTERTAINMENT AT A SMART PRICE. 26

Variations of Usage Advertising Template Ad Template Ad Filming forfilming DVD this for Saturday DVD this Saturday Filming forfilming DVD this for Saturday DVD this Saturday JOHN CAPARULO JOHN CAPARULO JOHN CAPARULO JOHN CAPARULO May 3, 8pm May 3, 8pm May 3, 8pm May 3, 8pm 40th Anniversery Concert Concert 40th Anniversery 40th Anniversery 40th Anniversery Concert Concert ENGELBERT ENGELBERT HUMPERDINCK HUMPERDINCK ENGELBERT ENGELBERT HUMPERDINCK HUMPERDINCK May 7, 8pm May 7, 8pm May 7, 8pm May 7, 8pm DANCECleveland presents presents DANCECleveland DANCECleveland DANCECleveland presents presents LEINE &LEINE ROEBANA & ROEBANA LEINE &LEINE ROEBANA & ROEBANA (NETHERLANDS) (NETHERLANDS) May 10, 8pm May 10, 8pm KIDS IN KIDS THE HALL IN THE HALL May 31, 8pm May 31, 8pm CHRIS BOTTI CHRIS BOTTI NYEE MOSES NYEE MOSES (NETHERLANDS) (NETHERLANDS) May 10, 8pm May 10, 8pm KIDS IN KIDS THE HALL IN THE HALL May 31, 8pm May 31, 8pm CHRIS BOTTI CHRIS BOTTI NYEE MOSES NYEE MOSES July 17, 7:30pm July 17, 7:30pm July 17, 7:30pm July 17, 7:30pm On sale May On 9! sale May 9! On 9! sale May 9! On sale May JOHNNY JOHNNY MATHIS MATHIS JOHNNY JOHNNY MATHIS MATHIS NovemberNovember 6-7, 7:30pm 6-7, 7:30pm NovemberNovember 6-7, 7:30pm 6-7, 7:30pm Tickets 216-241-6000 Tickets 216-241-6000 Group Sales Group 216-664-6050 Sales 216-664-6050 playhousesquare.org playhousesquare.org Tickets 216-241-6000 Tickets 216-241-6000 Group Sales Group 216-664-6050 Sales 216-664-6050 playhousesquare.org playhousesquare.org 27

Variations of Usage Street Banners playhousesquare.org 28

Variations of Usage TV Spot TV Spots For tagging television spots with the PlayhouseSquare brand, please note that all rules outlined in the style guide apply. For specific questions, please contact Autumn Kiser, Director of Ticket Sales and Marketing, at 216-348-5270. 29

Variations of Usage Uniforms Uniform color Stitch color Stitch color First Choice Second Choice Black White No other option Khaki Burgundy Black Denim Burgundy White Navy White No other option White Burgundy Black Burgundy White No other option 30

Sub-Brands Horizontal Version Visual center of sub-brand logo AREA development.5.5 AREA development Sub-Brand Pairing (Horizontal Version) When the PlayhouseSquare logo is paired with a sub-brand logo, the PlayhouseSquare logo should always be in black. The X distance should be used with the above formula to create the pairing of the sub-brand logo. The vertical rule should always be present, separating the two brand names. Note: If no logo eists for the sub-brand, its name should be set in Trade Gothic Bold Condensed #20 in all caps. 31

Sub-Brands Horizontal Version Visual center of sub-brand logo.5.5 Sub-Brand Pairing (Horizontal Version) When the PlayhouseSquare logo is paired with a sub-brand logo, the PlayhouseSquare logo should always be in black. The X distance should be used with the above formula to create the pairing of the sub-brand logo. The vertical rule should always be present, separating the two brand names. 32

Sub-Brands Vertical Version AREA development Visual baseline of sub-brand logo AREA development Sub-Brand Pairing (Vertical Version) When the PlayhouseSquare logo is paired with a sub-brand logo, the PlayhouseSquare logo should always be in black. The X distance should be used with the above formula to create the pairing of the sub-brand logo. The horizontal rule should always be present, separating the two brand names. Note: If no logo eists for the sub-brand, its name should be set in Trade Gothic Bold Condensed #20 in all caps. 34

Sub-Brands Vertical Version Visual baseline of sub-brand logo Sub-Brand Pairing (Vertical Version) When the PlayhouseSquare logo is paired with a sub-brand logo, the PlayhouseSquare logo should always be in black. The X distance should be used with the above formula to create the pairing of the sub-brand logo. The horizontal rule should always be present, separating the two brand names. 35

Sub-Brands Vertical Version 37

Sub-Brands Black Logo Ribbon.5in. Black Logo Ribbon Use the black logo ribbon to create an area for the logo on pre-eisting promotional materials. Logo must always be white, reversed out of black. 38

Sub-Brands Black Logo Ribbon Eample not at 100% 39

Sub Brands Black Logo Ribbon Eample not at 100% 40

Miscellaneous Use of Theater vs. Theatre Official Representation of the Word Theater vs. Theatre At PlayhouseSquare, we wish to honor the age old English traditions of historical theater. When referring to the proper names of our theaters, the word should be spelled with re as in: Palace Theatre State Theatre Allen Theatre When using the word as a noun or location, it should be spelled with er as in: We are going to the theater tonight. Which theater is the Lion King in? An eample using both spellings: The theaters at PlayhouseSquare include two on East 14th the East 14th Street Theatre and the Hanna Theatre. 41

Miscellaneous Use of url playhousesquare.org Web Address Stacked Below Logo This is the preferred way to present the Web address with the logo. The Web address should be set in Trade Gothic Medium. PlayhouseSquare.org Horizontal Logo as Web Address Use this version if space prohibits the preferred way to present the logo and Web address. 42

Contact Info Autumn Kiser Director of Ticket Sales and Marketing tel 216-348-5270 autumn@playhousesquare.org Steve Citerin Assistant Director of Marketing tel 216-348-5278 citerin@playhousesquare.org Cindi Szymanski Communications Manager tel 216-348-5258 cindi@playhousesquare.org 43