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Brand Support Guide As of May 2019 Table of Contents

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Brand Support Guide As of May 2019 Table of Contents Brand Support Guide As of May 2019 Table of Contents Mission Statement 1 Our Brand 2 Our Name and Why 3 Our Geographical Name and Why 3 Logo Usage 4 About Our Logo 5 Preferred Primary Logo 6 Primary Logo Variations 7 Primary Logo Color Palette 10 Secondary Logo Variation 14 Secondary Logo Color Palette 15 GE Chandelier Icon Variations 16 GE Chandelier Icon Color Palette 18 Accent Graphic Usage – Retro Sign Mark 19 Accent Graphic Usage – Exclamation Mark 20 Accent Graphic Usage – Stars 21 Accent Graphic Color Palette 22 Fonts 23 Area of Isolation 25 Logo Lockups (Sub-Brands) 28 Incorrect Usage Examples 32 Stationery 34 Punctuation & Special Characters 37 Logo & Footers 38 Use of URL 39 Advertising Templates 40 Quick Reference Color Palettes 51 Logo Options 53 Where to Find... 55 Contact Information 55 1 Mission Statement Playhouse Square 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 residential living, thereby strengthening the economic vitality of the region. 2 Our Brand Our Brand Who are we, really? Yes, Playhouse Square 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. Playhouse Square 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, Playhouse Square is focused on being an exciting and energetic destination. Our Promise We are a progressive destination that promises an entertaining, lively and exciting experience. All the time, every time. For all who visit, regardless of their purpose. Our Personality Lively – absolutely. With theaters, resident companies, restaurants, residences, classrooms, a hotel, an outdoor plaza and a thriving business and technology community, Playhouse Square, 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, Playhouse Square 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 experience – no doubt. With multiple venues within one square mile, this is where outstanding performance values meet diverse tastes and surpass visitor expectations to provide an experience for all ages. The Four “Scenes” Our organization and the activities that support our mission can be easily organized into four categories of purpose: Stage (entertainment, performances, audience development) Fundraising Area Development (real estate, hotel, parking, residential living, dining, area maintenance and improvements) Community Engagement & Education 3 Our Name Our Name The official name of our organization is Playhouse Square. Playhouse Square is a destination that includes several entities. It is a collection of theaters and performance spaces, 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 Cleveland, and throughout the region, state and even the nation, we are known simply as Playhouse Square. Note: In certain rare cases, our name may be abbreviated as PSQ. No other abbreviations are approved. Our Geographical Name Our geographical region – our neighborhood or district – is officially Playhouse Square. Businesses located within our neighborhood take pride in the cache that a “Playhouse Square” address provides. Think of how a Park Avenue address might evoke a certain feeling. Visitors typically do not say they are meeting at “East 14th and Euclid” or even in the “theater district.” They say, “let’s meet at Playhouse Square.” This reflects and supports the powerful brand that is solidly established in the name Playhouse Square. The governing entity previously known as “Cleveland Theater District Development Corporation” (CTDDC) is the Playhouse Square District Development Corporation (PDDC). 4 Logo Usage Use of previous style guides should be discontinued. 5 Logo Usage About Our Logo The Playhouse Square mark captures our enduring spirit of entertainment and excitement. The mark is made up of three essential elements, each one representing a key tenet of what makes Playhouse Square unique. The exclamation point with star accent symbolizes the focus on excitement and innovation by which we measure everything we do at Playhouse Square. The swirl that encircles the exclamation point represents creativity, energy and forward motion – our commitment to doing more, being more and providing more to all who come in contact with us – audiences, businesses, visitors, residents, students and donors. The rich burgundy square gives a nod to our history and architecture as a dominant color featured throughout our theaters. This “square” hosts the form of the P, representing Playhouse Square as a destination for excitement and entertainment. The look reinforces our commitment to existing audiences and extends an invitation to those who have yet to experience all that we have to offer. 6 Logo Usage Preferred Primary Logo This is the preferred version of our logo. Use with primary logo color palette. 7 Logo Usage Primary Logo Variations Primary Vertical Logo Use for out-of-market ads and communications, or when name of organization is required. Use with primary logo color palette. 8 Logo Usage Primary Logo Variations Primary Horizontal Logo Use for out-of-market ads and communications, or when name of organization is required. Use with primary logo color palette. 9 Logo Usage Primary Logo Variations Very Vertical Stack Use for out-of-market ads and communications, or when name of organization is required. Use with primary logo color palette. 10 Logo Usage Primary Logo Color Palette One-color Pantone 208 logo Four-color process logo One-color black logo Primary Logo Color Palette The primary logo should be reproduced in these colors. 11 Logo Usage Primary Logo Color Palette 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 Reversed-Out Logo Reversed-Out Logo When reproducing our primary logo on a background other than white, reverse out the logo so that it appears in all white on the background as shown in the examples. Do not fill in the P with any color other than the background color. 13 Logo Usage Reversed-Out Logo Reversed-Out Logo – Secondary Option This reversed-out option may be used for digital ads and signage. 14 Logo Usage Secondary Logo Ligature – The P Secondary Logo Ligature – The P Playhouse Square or playhousesquare.org must appear prominently on the page or item when using this version. Use with secondary logo color palette. 15 Logo Usage Secondary Logo Color Palette Black PMS 208 (If process color is used, C 10 M 97 Y 37 K 43 a “rich” 4-color black is preferred) R 136 G 35 B 69 HTML 882345 PMS 2755 PMS 877 – metallic C 100 M 97 Y 0 K 30 (If PMS 877 metallic cannot be used, R 36 G 38 B 111 please use black tinted to 40%) HTML 24266F Gold C 18 M 37 Y 100 K 1 R 210 G 159 B 42 HTML D4A017 16 Logo Usage GE Chandelier Icon Variations GE Chandelier Icon Variations Primary Icon The GE Chandelier icon may be used as an accent graphic to reinforce the brand. The icon may not be used in place of our logo. Use with GE Chandelier icon color palette. 17 Logo Usage GE Chandelier Icon Variations “Half Chandelier” bleeds off right side of page GE Chandelier Icon Variations Secondary Icons The GE Chandelier icon may be used as an accent graphic to reinforce the brand. The arms may be shortened as shown on this page when space does not permit the longer arms to be used. The half GE Chandelier icon may be used on when the icon bleeds off the page. The icon may not be used in place of our logo. Use with GE Chandelier icon color palette. 18 Logo Usage GE Chandelier Icon Color Palette Gold C 18 M 37 Y 100 K 1 Gold Watermark R 210 G 159 B 42 (Please use gold tinted to 20%) HTML D4A017 PMS 208 C 10 M 97 Y 37 K 43 PMS 208 Watermark R 136 G 35 B 69 (Please use 208 tinted to 20%) HTML 882345 PMS 877 – metallic (If PMS 877 metallic cannot be used, PMS 877 Watermark please use black tinted to 40%) (Please use 877 tinted to 20%) 19 Logo Usage Accent Graphic – Retro Sign Mark Accent Graphic – Retro Sign Mark The retro sign mark may be used on promotion materials including collateral and signage. Note that use of the GE Chandelier icon is preferred. The retro sign mark may not be used in place of our logo. Use with Accent Graphic – Retro Sign Mark color palette. Accent Graphic Usage Exclamation Mark Accent Graphic Usage 20 Logo Usage Accent Graphic – ExclamationExclamation Mark Mark Accent Graphic Usage Exclamation Mark Accent Graphic – Exclamation Mark Accent graphics reinforce the look and feel of the brand. The exclamation mark can be used as an accent on most promotional materials including Accent Graphic – Exclamationcollateral, Mark print ads, and signage. The exclamation mark may beNote used: Theas an accent accent graphics on most are promotional not meant materials to be used including as a replacement for the primary or collateral, print ads and signage.secondary logos. They should never be used on stationery or other formal materials.
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