Brand Book & Style Guide Version 1.0 Welcome! Here is all you need to know about the Actors’ Equity Association (Equity) brand. The following pages are full of implementation, but this guide guidelines, rules and handy will help refine your approach tips that we hope help you and serves as the home base communicate our values, - the foundation - for those realize our vision of fighting for decisions. theatre workers and reinforce our brand to the world. Welcome to the Actors’ Equity Association brand book and It is impossible to predict every style guide! situation, brand execution or PHOTO CREDITS Mill Playhouse in Millburn, NJ; left to Front Cover - From left to right - right: Angel Lin (Charlotte), Dee Hoty At top: Erin Willis (seated) and Ian (Madame), Ashley Blanchet (Ella), Table of Coulter-Buford in Trav’lin - The and Rose Hemingway (Gabrielle); 1930s Harlem Musical at the photo by Jerry Dalia. Page 49 - Arvada Center in Arvada, CO. Anything Goes. Photo by Joan Contents At center: Winnie Y. Lok. At bottom: Marcus. Courtesy of the Roundabout Equity members at the New York Theatre Company Archives. Page 57 - Pride Parade. Centered: The cast of Director Freddie Ashley and assistant Once on the This Island receives the stage manager J. Paige Howe 2018 ACCA Award for Outstanding with Equity stage manager Libby Broadway Chorus.. At top right: Mickle work on the Actor’s Express Center Repertory Company’s production of Angels in America The Sister’s Matsumoto, with Carina in Atlanta, GA. Photo by Ashley Lastimosa, Keiko Shimosato Carreiro, Earles-Bennett. Page 67 - A group Melissa Locsin, in Walnut Creek, CA. of volunteers phone-banking to rally Photo by www.mellophoto.com. member support during a campaign. At right bottom, Ali Stroker performs Page 68 - At top: Rashaan James the National Anthem during the II, Sid Solomon, Melissa Robinette, opening ceremony of the US Open Doug Shapiro, Kirsten Wyatt and Tennis Championship at Billie Jean Mike Giordano at the IBEW Local King National Tennis Center. 3 strike. Bottom left: Equity members Page 5 - Chasing Rainbows: The at Wisconsin’s LaborFest join in Road to Oz at Paper Mill Playhouse solidarity with members of other in Millburn, NJ; The cast of Chasing theatre unions. Bottom right: 44 Rainbows: The Road to Oz; photo by Plays for 44 Presidents. Produced Jerry Dalia. Page 6 - Top row (left to September 2012 at Forward Theater right): Kyle Selig, Grey Henson, Josh Company in Madison, WI. Directed Daniel and Stephanie Bissonnette. by Jen Uphoff Gray. Scenic Design by Bottom row (left to right): TyNia René Charles Jennings Trieloff III. Lighting Brandon, Kamille Upshaw, Andrea Design by Greg Hoffman. Costume Burns, Erika Henningsen and Stephen Design by Monica Kilkus. Photo by Bogardus. Page 11 - Members Zane Williams. Cast (L-R): Marcella marched on July 15 in the 2018 Kearns, Matt Daniels, Patrick Sims, Disability Pride NYC Parade. Georgina McKee, Jonathan West. Page 15 - Equity members Ian Page 69 - At top: Vanessa Coakley. Hoch and Meredith Long from the At bottom: Members gather in person production of Mandatory Merriment and virtually for the New Member at Southern Rep in New Orleans, LA. Orientation. Page 71 - Photo Page 29 - Equity members in the courtesy The Actors Fund. Page 77 - 31st annual AIDS Walk Kansas City. Kansas City-area Equity members Page 42 - At top: Eddie George participate in a Day of Action with and Tamiko Robinson Steele in the Greater Kansas City AFL-CIO on A Raisin in the Sun at Nashville the Missouri Right-to-Work (for Less!) Repertory Theatre in Nashville, TN. campaign. Page 91 - Justin Prescott, Photo by Shane Burkeen. At bottom: center, with Kathy Valentine, Charlotte Equity’s Chicago office.Page 44 Caffey and Jane Wiedlin, of the Go- - At top right: James Keaton-Cohen Go’s at the Legacy Robe ceremony (left) and David S. Cohen at the for Head Over Heels on Broadway. Portland, Oregon Pride Parade. Page 93 - Broadway Under the Middle right: The audition studio at Stars with Transcendence Theatre Equity’s Chicago office. At bottom Company in Sonoma, CA. Photo by left: Equity members at the Portland, Rebecca Jane Call. Back Cover - Oregon Pride Parade. At bottom right: At left: David O’Brien with his dog Business Representative Kathleen Jake. Top center: The Cast of MJ: The Munroe bestows a plaque upon Tom Musical resumes its developmental Key, Artistic Director of Theatrical work after Equity’s successful “Not a Originally Published October 2020 Outfit.Page 45 - At top: A keychain Lab Rat” campaign. Middle center: Updated October 2020 celebrating Swing Day. Second from See caption from page 47. Bottom Version 1.0 top: Erin Brooks and her baby. Bottom center: The Equity liaison chairs Designed by Cassy Loseke, Controlled Chaos Consulting left: Mary Jo McConnell. Bottom right: conference. Photo by Karen Howell. Questions? [email protected] DeAnne Stewart. Page 47 - Rodgers At right: Kate Shindle, Lin-Manuel + Hammerstein’s Cinderella at Paper Miranda and Christine Toy Johnson. © 2020 Actors’ Equity Association INTRODUCTION BRAND LOGOS BRAND COLORS OTHER IMAGERY Intent of this guide Primary lockup Primary color palette Illustrations Page 6 Page 30 Page 50 Page 72 Definition of a brand Icon meaning Web colors Videos Page 7 Page 31 Page 51 Page 73 How this guide helps Icon-only lockup Using black & white Presentations Page 8 Page 32 Page 52 Page 74 Using our brand Lockup assembly Using tints File types - materials Page 33 Page 53 raster vs. vector Page 9 Page 75 Service marks Approved pairings Page 34 Page 54 ABOUT EQUITY EQUITY NEWS Color variations Color formats for Who we are PUBLICATION Page 12 Page 35 print & digital Page 55 Equity News Our values Scalable system color palettes Page 13 Page 36 Page 78 TYPOGRAPHY Horizontal lockup Cover Primary typeface Page 37 Page 79 VOICE & STYLE Page 58 Quick tip sheet #EquityStrong lockup Leadership column Acceptable alternate Page 16 Page 38 styles typefaces Page 82 Page 59 Diversity & inclusion Ask If It’s Equity lockup Page 17 Page 39 Main article styles Usages Page 83 Page 61 Communication policies Logo sizes Page 19 Page 40 Theatre Spotlight styles Tips of type Page 85 Page 62 Industry-specific Clear space language Page 41 Equity Across the Common errors Page 20 Nation styles Page 63 Background control Page 86 External communications Page 42 Downloading fonts Page 24 How I Got My Equity Page 64 Logo placement Card styles Equity News Page 43 Page 87 Page 25 Installing fonts Page 65 Common logo Postcards from Liaison Broader language usage errors Areas styles Page 26 Page 47 Page 88 PHOTOGRAPHY Overall tone & style Memoriam styles Page 68 Page 89 Assessing & attributing images IN CLOSING Page 69 Approvals Page 92 Contacts Page 93 .005 Introduction Within this section, you will learn Intent of this guide How this guide helps who we are, what we stand for Page 6 Page 8 and what to expect in this brand book and style guide. Definition of a brand Using a brand materials Page 7 Page 9 Brand Book & Style Guide Version 1.0 .006 Intent of this guide This brand and style guide is intended to help staff, members and other key stakeholders understand and use our shared identity. When the Equity brand and mission is communicated in a consistent way, the union’s core mission and messages will be enhanced. 6 Actors’ Equity Association .007 Definition of a brand A brand is the personality that identifies an organization, including a name, term, symbol or design. It represents the relationships between key stakeholders, such as members, staff, employers and leadership. Introduction 7 .008 How this guide helps Promoting a consistent, positive brand identity and maintaining it consistently across our various For more information on communications tools builds trust and confidence in the overall branding and brand books, mission. visit Classy.org. Organizations with brand consistency are viewed as more dependable by stakeholders, and brands that execute consistently are three to four times more likely to experience brand visibility. This document covers the proper usage of Equity’s brand - including logo, colors, fonts, images - leaving space and flexibility to communicate to a variety of audiences and stakeholders. 8 Actors’ Equity Association .009 Using our brand materials When it comes to our brand The approval process for and our reputation, we are very materials and implementations protective. We hold ourselves to of our brand will vary. Please incredibly high standards, and contact an authorized Equity we expect the same wherever our representative (usually your point brand is represented. of contact) with questions. You must have specific permission We reserve the right to and authorization to use any of disapprove or deny any use our brand materials, including or uses of our logo, our brand any resources, graphics or visual visuals or other brand elements at elements found within this guide any time, for any reason. and its accompanying files. Simply being in possession of these materials does not imply or imbue permission in any way. Introduction 9 10 Actors’ Equity Association . 011 About Equity Actors’ Equity Association is more than a labor Who we are union, representing more than actors and stage Page 12 managers in the live theatre. We represent the belief that the art of theatre is an essential cultural and Our values economic component of our society. Page 13 Within this section, you will learn who we are, the stakeholders we serve and the values we stand for. We are the sum of the shows performed, audiences entertained and miles traveled. After this section, we hope you’ll understand us better. Brand Book & Style Guide Version 1.0 .