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Brand Standards Table of Contents BRAND STANDARDS TABLE OF CONTENTS Introduction 3 Primary Logo 4 Condensed Logo 5 Logo Usage 6 Background Control 9 Color Palette 12 Typography 14 Paper System 17 Email Signature 19 Video Branding 20 Social Media 24 Merchandise 29 Poster Housings 30 Showpage Copy 32 2 INTRODUCTION As the Alamo Drafthouse Cinema continues to grow, so does the visibility to our business partners and the public. As a result, it becomes increasingly important to present a unified, cohesive voice across all of our marketing and visual communications. Our design aesthetic looks to vintage and obscure movie posters, ad mats, and press kits for inspiration. It echoes the fun, rebellious spirit of D.I.Y. film ‘zines from the second half of the twentieth century. This guide is intended for anyone involved in the creation of visual communication materials for the Alamo Drafthouse Cinema. The document is broken down into three sections, which are outlined below. Section 1: The Alamo Drafthouse Cinema Logo This section covers usage of our most recognizable visual asset — our logo. The Alamo Drafthouse Cinema logo is the cornerstone of our identity and should always be used in accordance with these guidelines. Section 2: Brand Standards Working hand-in-hand with the logo, the Alamo Drafthouse Cinema brand standards provide a framework for building consistent, professional communication materials through color palette and typography. Section 3: Communication System The communication system covers the application of the previous two sections to print, video branding, merchandise, and more. These sections provide general guidelines and assets for adhering to the Alamo Drafthouse Cinema design standards. However, we encourage you to contact John Gross at [email protected] with any questions you may have. 3 PRIMARY LOGO Overview The Alamo Drafthouse Cinema logo represents our entire company — including the show, merchandising, advertising, and sponsorships. Be mindful when using the logo. It’s a personal sign-off on our unique ideas, culture, and presentation. The signature consists of the words “ALAMO DRAFTHOUSE CINEMA” set in a custom logotype and encased within a “marquee” housing. It has multiple variations which are available in a wide variety of formats suitable for print, on-screen and online applications. General Usage The Alamo Drafthouse Cinema logo can be reproduced using one, two, or three colors. It can also be used in certain reverse color applications. See page seven for further details. Contact John Gross at [email protected] for instructions on how to access the logo files. The logo should always be used as a complete unit. The words “Alamo Drafthouse Cinema” and its elements should never be used independently of one another. The following pages provide a complete guide to appropriate usage. The logo should not be utilized in any other way, without express written permission from the creative office. 4 CONDENSED LOGO Overview The Alamo Drafthouse Cinema condensed logo is a secondary mark. It should be used in situations where the full logo doesn’t best reproduce, such as at small sizes. It is also the preferred online version of the logo, and should be used as the primary avatar for all social media profiles. The condensed logo should also be used in scenarios where the Alamo Drafthouse Cinema patrons are already familiar with the primary brand. For instance, the condensed logo should be primarily featured inside the cinema on employee uniforms, advertising, and merchandise. General Usage The condensed logo can be reproduced using one, two, or three colors. It can also be used in certain reverse color applications. See page seven for further details. Contact John Gross at [email protected] for instructions on how to access the logo files. The logo should always be used as a complete unit. The letter “A” and its elements should never be used independently of one another. The following pages provide a complete guide to appropriate usage. 5 LOGO USAGE Clear Space When placing the logo in a layout, it should never be crowded by other design elements. Regardless of size, the minimum amount of clear space around all sides of the logo should be the height of the A in the logotype. Height Height Minimum Size The full logo is designed to be legible at small sizes. But it should never be sized less than 1.375” wide for print applications and 125 pixels wide for web applications. The condensed logo may be used as small as 0.35” wide for print, and 25 pixels wide for web. 1.375” 0.35” 25 px 100 px 6 LOGO USAGE Correct Uses The Alamo Drafthouse Cinema logo can be used in any of the following ways. In situations where the black version of the logo is utilized, associated neutrals (see page eleven) may be substituted as long as they follow background control rules (see page nine). Contact John Gross at [email protected] for any of the below logos, or for specific usage instructions. Three Color Red (PMS 200 C): Housing Gold (PMS 7405 C): Frame Cream (PMS 7499 C): Lettering Two Color Two Color Two Color Two Color Red (PMS 200 C): Housing Red (PMS 200 C): Housing Red (PMS 200 C): Housing Black (Black C): Housing Gold (PMS 7405 C): Interior Cream (PMS 7499 C): Interior White (Paper Stock): Interior White (Paper Stock): Interior One Color One Color One Color (Negative) One Color (Negative) Red (PMS 200 C): Housing Black (Black C): Housing Gold (PMS 7405 C): Housing White (Paper Stock): Housing 7 LOGO USAGE Incorrect Uses It’s important to never use the Alamo Drafthouse Cinema logo in any of the following ways. Any unapproved colors Used without the housing Used without the housing and frame Used without the lettering Interior gradients and special effects Reversed from photographic Logo used inside another shape Rotated or Flipped such as emboss, glows, bevels, etc. background Never use as a word. Compressed or expanded Never recreate the logo or symbol 8 BACKGROUND CONTROL Value Range The preferred backgrounds for our signature are white and black, but in some cases it’s necessary to use the signature over colors or images. In these cases, it’s extremely important to ensure the visibility of all signature elements. The chart below shows the approved signature colors and which value ranges work best. As you can see, the Three Color / Red Housing mark is extremely versatile. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Three Color / Red Housing One Color / Red Housing One Color / Positive One Color / Negative 9 BACKGROUND CONTROL Colors The preferred backgrounds for our signature are white and black. But in some cases, the signature is used over a color to enhance a particular design concept, or it is necessary to apply the signature over a colored substrate. In these cases, it’s extremely important to ensure the visibility of all signature elements. The exhibits show which signatures to use over various colors to ensure maximum visibility. Note that, although the black signature may be visible on many mid-range backgrounds, it is preferred that white be used in those cases. Colored Substrates/Surfaces Applied/Printed Colors 10 BACKGROUND CONTROL Imagery The preferred backgrounds for our signature are white or black, and in some cases, a solid color. When appropriate, the signature can be used over an image to enhance a particular design concept. In these cases, it’s extremely important to ensure the visibility and readability of all signature elements by using only the three or two color signature options. Background imagery should be scaled back through duotone or opacity, in order to retain focus on the signature. The signature elements must not be superimposed over background imagery. Background imagery should never utilize a gradient fade in Alamo Drafthouse materials. The examples show both correct and incorrect usages. Correct Uses Incorrect Uses 11 COLOR PALETTE Primary Colors The primary colors of the color palette represent the strong, minimal core of the brand. The consistent representation of these core colors help reinforce the distinctiveness of the Alamo Drafthouse Cinema brand. The Alamo Drafthouse Cinema Signature can only be reproduced in the primary colors. PMS 200 C PMS 7405 C PMS 7499 C CMYK: 24, 100, 99, 19 CMYK: 15, 19, 76, 0 CMYK: 9, 6, 23, 0 RGB: 163, 30, 34 RGB: 221, 195, 94 RGB: 231, 228, 200 HEX: #A31E22 HEX: #DDC35E HEX: #E7E4C8 Neutrals The following neutrals may be used in the Alamo Drafthouse Cinema color palette. Use neutrals sparingly, selecting only one or two tones if used in support of the primary palette. PMS Black C Warm Gray 9 C Warm Gray 7 C Warm Gray 5 C Warm Gray 3 C Paper Stock CMYK: 0, 13, 49, 98 CMYK: 0, 1, 0, 51 CMYK: 0, 0, 0, 37 CMYK: 0, 0, 0, 29 CMYK: 0, 0, 0, 17 CMYK: 0, 0, 0, 0 RGB: 38, 28, 2 RGB: 145, 145, 149 RGB: 173, 175, 178 RGB: 190, 192, 194 RGB: 216, 217, 218 RGB: 255, 255, 255 HEX: #261C02 HEX: #919195 HEX: #ADAFB2 HEX: #BEC0C2 HEX: #D8D9DA HEX: #FFFFFF 12 COLOR PALETTE The Alamo Drafthouse Cinema color palettes have been compiled into PMS, CMYK and RGB swatch libraries that can be loaded into Adobe Design programs such as Photoshop, Illustrator and InDesign. This saves time and eliminates error when working with the color palette for both print (PMS & CMYK) and web (RGB) formats. These libraries have been exported as .ase (Adobe Swatch Exchange) files. Detailed instruction on how to load these pre-built palettes into your design application of choice are below. Contact John Gross at [email protected] for instructions on how to access the swatch libraries.
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