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 . 012 Who we are
Actors’ Equity Association is a national labor union of professional actors and stage managers working in live theatre, founded for the purpose of negotiating strong agreements that protect the wages, hours and working conditions of its members; enforcing those agreements; organizing new work opportunities for members and pursuing appropriate legislation on matters affecting their profession.
12 Actors’ Equity Association .013 Our values
Actors’ Equity Association values Association seeks to lead the Actors’ Equity Association can diversity and inclusion and is industry as a voice for the values mean different things to different aggressive and responsive in it has adopted.* people. Following are a few key seeking equity for all its members. points to communicate about Furthermore, Actors’ Equity Equity to our key stakeholders.
Lawmakers & Employers Audience Members Fellow Unions • We are a skilled • Actors’ Equity strives to • We know the business professional workforce of ensure that actors and stage of theatre and the issues talented actors and stage managers are paid fairly, that matter to workers and managers. have access to health care employers. • We have flexible and pension plans, and • We can mobilize our contracts and work rules that its members work in the membership for advocacy designed for nonprofit and safest work environment and have a track record of commercial theatres, large possible. success. and small. • Equity workplaces have • Our agreements provide rules to protect members’ structure to help you health and well-being, Members anticipate your costs and allowing them to give their • We protect you with create a stable long-term all for the audience, night fair pay, safe working business plan. after night. conditions and access to • We are a partner to help health care, retirement advocate for stronger local plans and supplemental and national arts funding workers’ compensation. for nonprofits committed to • You have the strength and paying a living wage. unity of 51,000 members standing together. • You are guaranteed priority access for auditions around the country. • Members never go to work without a contract. That’s *Taken from an excerpt of the Equity rule #1. Constitution Preamble.
About the Brand 13
.015 Voice & Style
Our members are the reason we Quick tip sheet External communications are here. We exist to serve our Page 16 Page 24 members. Diversity & inclusion Equity News The way we speak to and Page 17 Page 25 about them should reflect how important they are. We should Communication policies Broader language strive to ensure that every brand Page 19 Page 26 execution communicates this tone of voice. Industry-specific language Page 20 In this section, you will find guidance on how to communicate in our brand voice and style.
Brand Book & Style Guide Version 1.0 .016 Quick tip sheet
IMPORTANT TIPS The tone of Equity is to be Be conservative with respectful, professional and capitalization: The words actor, upbeat when appropriate, member, union, stage manager avoiding slang, passive voice are all lower-case (except in and negative language. contractual language), and titles On first reference, say “Actors’ like councilor and executive Equity Association.” After that, director are only capitalized right you can abbreviate to “Equity,” before a name. but avoid “AEA.” When in doubt, default to AP Style. The word theater can refer to a theater building, if spelled with an When dealing with issues of ‘er,’ or a home theater system. appropriate language for issues of diversity and inclusion, default The word theatre should always to what the subject in question refer to the art form. Theatre wants. Don’t hesitate to reach companies perform theatre in out to the diversity and inclusion their theaters. office for support.
16 Actors’ Equity Association .017 Diversity & inclusion
While language regarding People-first language Similarly, “people of color” and topics of diversity and inclusion “BIPOC” are umbrella terms, evolve over time, here are People-first language aims to and not synonymous with any Equity’s current policies make personhood the essential particular races. When it is concerning these matters. If characteristic of every person, relevant to refer collectively to you have any questions, please e.g. “People with disabilities” as non-white people, “people of contact the Diversity & Inclusion opposed to “disabled people.” color” is preferred. department at There are exceptions to this, such [email protected]. as the autistic community. Black as a race is capitalized, but white is not.
Self-identification African-American with a hyphen denotes those descended from Always defer to a subject for how Africans who were enslaved in the they identify. When in doubt, it is United States and therefore cannot always appropriate to ask. identify their nation of origin. No hyphen, African American, refers to immigrants from Africa Race/ethnicity to the US by choice, but, as mentioned above, you should Avoid using the word “minority” refer to a person’s nationality (e.g. in a racial context, because this Nigerian-American). is often a euphemism for non- white in America, when globally, Capitalize the proper names of most people are not of European ancestral, national, geographic descent. and religious identities: Indigenous Peoples, Arab, Inuit, Be specific! Asia and Africa are Jewish, Asian, Cree, etc. entire continents, and while at times it may be relevant to refer In the case of people of Latin to a member as Asian-American, American descent, after keep in mind that these regions of defaulting to a specific national the world contain many diverse origin, Latin or Latinx are both countries and cultures within acceptable, gender neutral them. Use a hyphenate to refer to terms. You should default to either a person’s country of origin (e.g. gender neutral option, but Latina Indonesian-American). or Latino is appropriate if that is Adapted from “Sum of Us” Style Guide the subject’s preference.
Voice & Style 17 Gender and sexuality Disability Age
Use gender-neutral language In writing, treat mental disabilities Equity does not list ages of whenever possible. This means the way you would physical people unless it is relevant to the using a singular “they” for an disabilities. content. Language should be unspecified person. (“If a member evenhanded, using words like has any questions, they should When speaking about people “older” or “aging” instead of contact their business rep.”) with disabilities, one should “elderly” or “old.” Equity has no never use the terms referring formal definition for “seniors,” Equity uses the term “actor” for a to “suffering” or “affliction.” and “retirees” doesn’t work as a performer of any gender. Additionally, terms or phrases synonym for older because many that such as “special needs” of our members work long into Avoid defaulting to specific or “differently-abled” are their 70s and 80s. terms like gay or homosexual. patronizing to people with Use LGBTQ to refer to a broad disabilities and should be Federal law protects those community or be specific when avoided. Avoid framing that age forty and up against age relevant: lesbian, gay man, presents a disability as a problem discrimination. bisexual woman, etc. to be solved. Finally, protections against age Transgender is appropriate (when Only refer to someone as having discrimination and insensitive relevant), transgendered is not. a disability if it is directly relevant language apply to children and Transgender (trans is an to the content or the subject asks adolescents as well as adults. acceptable abbreviation upon to be identified as such. second use) is an adjective and not a prefix. It is only relevant Equity also offers Other categories of to say a person is trans if it is accommodations based on representation to note with their consent and directly disability. The language for that relevant. There should always be statement is as follows: Class, religion, immigration status, a space, as in: trans woman, not ancestry, veteran status. transwoman. “If you require any accommodations to allow you Always refer to a trans person as to fully participate in this event, their gender and their name as please email [HYPERLINK EMAIL they express it now, even when FOR PRIMARY CONTACT FOR discussing them pre-transition. EVENT] noting your request no later than [DATE THREE BUSINESS DAYS BEFORE THE EVENT]. Accommodations include, but are not limited to, an American Sign Language Interpreter, real time closed captioning, wheelchair accessibility, gender-neutral restrooms and large print printed materials. We hope to see you there!”
18 Actors’ Equity Association .019 Communication policies
Those representing Equity through written communication should be respectful, upbeat when possible/appropriate and mindful FOR EXAMPLE: of Equity’s mission to protect its • Use active voice, as opposed to passive voice, members across the country. e.g., “The members performed songs at the concert” as opposed to “The songs at the concert were sung by members.”
• Use positive, as opposed to negative language. E.g., speak about the needs of members, rather than faults of employers.
• Avoid slang.
• Only use jargon in contexts when it will be understood by its target audience. Keep in mind that not all parties are familiar with industry- specific language.
• Avoid saying “actors” unless the matter specifically refers to actors. Many of our members are primarily or solely stage managers, so “members,” “theatre artists” and “theatre professionals” are some good substitute terms.
Voice & Style 19 .020 Industry-specific language
Actors’ Equity Association, Equity, AEA Equity titles The preferred usage is “Actors’ Equity Association” Jobs and elected titles should be capitalized if, and – “Equity” is acceptable upon second reference. only if, coming before a name for in-house writing: “AEA” is not acceptable and should be avoided in Executive Director all circumstances. Business Representative Contract Associate If only writing “the union,” union should not be Councilor capitalized. President Actors’ Equity Association’s President Kate Shindle addressed the council. Theatre vs. theater Kate Shindle, Actors’ Equity Association’s president, supported the resolution. The word theater can refer to a theater building, if spelled with an ‘er,’ or a home theater system. (When a title follows a name, it is offset by commas.) The word theatre should always refer to the art form. Theatre companies perform theatre in their theaters. When referring to a member, actor and stage manager should not be capitalized. Note: Actor and stage manager will be capitalized in Equity committees contractual language.
Committee names are only capitalized if it is the The words “center,” “conference,” “room” and formal name of a committee, e.g., “the Equal “council” are capitalized as part of a title, but not Employment Opportunity Committee,” but not when they stand alone. “committees that handle equal employment.” Auditions take place in the Audition Center. The center is located on the 16th floor.
Equity official meetings Correct Names: Actors’ Equity Association Terms like Council Meeting, Deputy Meeting, General Actors Federal Credit Union Membership Meetings and Annual Membership The Actors Fund Meetings are similarly capitalized when writing out Audition Center full title for in-house writing. Council Room Vincent Beck Room Membership Counter Phillip Loeb Room Clarence Derwent Room Board Room
20 Actors’ Equity Association Councilors’ Office • Michael McCarty Award (2016) Small Conference Room • Richard Seff Award* (2003) Audition Center • Roger Sturtevant Musical Theatre Award* (2005) Patrick Quinn Conference Room • Patrick Quinn Award (2007) Bellamy Board Room • The Paul Robeson Award (1971) – is jointly sponsored by Actors’ Equity Association and Actors’ Equity Foundation Contracts/codes *denotes that award may have more than one recipient per year. Names of Equity contracts/codes (e.g. Production, Off-Broadway, Letter of Agreement) should be REFERENCING AWARDS capitalized. They should be written out in full the first Capitalize “award” when referring to a proper honor. time (e.g. “League of Resident Theatres Agreement”) She received a Tony Award. and can be abbreviated thereafter. Agreement and The Drama Desk Awards are presented annually. contract should only be capitalized in the context of an official name, not on their own, e.g. LORT When a production, composer, actor or anyone has Agreement, “this new agreement includes pay raises won an award: for stage managers.” The award-winning production of Into the Woods will embark on a national tour. Generally, agreement refers to the terms of collective The award-winning actor Alan Cumming has bargaining, while a contract refers to the terms reprised his role in Cabaret. agreed to by an individual member, which may be dictated by an agreement. Equity regions, offices cities & liaison SETA, while a colloquial abbreviation, should not be areas and departments used in writing, in favor of SET Agreement. Names of departments, e.g. communications and governance, are lowercase. Equity awards • CHICAGO 557 West Randolph Street The following awards and their establishment dates Chicago, IL 60661 sponsored by Equity are listed below: • LOS ANGELES • ACCA (Advisory Committee on Chorus 5636 Tujunga Avenue Affairs) Award (2011) North Hollywood, CA 91601 • Alan Eisenberg Award*(2007) • NEW YORK • Extraordinary Excellence in Diversity on 165 West 46th Street Broadway Award* (2007) New York, NY 10036 • Frederick O’Neil Award (2020) • ORLANDO (SATELLITE OFFICE) • Ivy Bethune Award (2003) 1031 Orangewood Blvd. • Kathryn V. Lamkey Award* (2008) Orlando, FL 32821 • Lucy Jordan Award (1992) • Rosetta LeNoire Award (1988) Liaison areas, areas outside of office cities with high • Legacy Robe* (1950) concentration of Equity members, should not be • St. Clair Bayfield Award (1973) referred to as liaison cities. They are as follows: • Joe A. Callaway Award* (1989) Greater Albany • Clarence Derwent Award* (1945) Atlanta
Voice & Style 21 Austin/San Antonio On first reference, spell out Association publications should Boston New York City and Los Angeles; always be italicized: Buffalo/Rochester NYC and LA are acceptable on • About Equity Cincinnati/Louisville second or later reference. • Constitution and By-Laws Cleveland Do not capitalize the phrase • Equity at a Glance Dallas/Fort Worth “liaison area.” • Equity News Denver • Agreement and Rules Detroit Governing Employment in Central Florida Composition titles Midsize Theatres South Florida • Agreement and Rules Houston The following titles are set in italics: Governing Employment Kansas City • Titles and subtitles of Under the Equity/ Las Vegas published books, pamphlets, Production Contract Milwaukee/Madison proceedings, collections, Minneapolis/St. Paul periodicals, newspapers Equity press releases are an Nashville and sections of newspapers exception and should avoid New Orleans published separately italics, even in titles of plays. Philadelphia • Titles of collections of Phoenix/Tucson poetry and long poems Pittsburgh • Titles of plays, musicals and Forms and formal Portland television shows procedures St. Louis • Titles of motion pictures San Diego • Titles of operas, oratorios Capitalize principal words of San Francisco Bay Area and other long musical form titles using the exact and Seattle compositions complete name of the form. Greater Washington, D.C./ • Titles of paintings, The same convention applies to Baltimore drawings, statues and other formal procedures. Quotation works of art marks should not be used. When referencing a specific Membership Application region, capitalize the region itself. The following titles are enclosed ...an application The Western Region’s offices in quotation marks: are in North Hollywood. • Titles of articles and Acronyms may be used on features in periodicals and second or later reference. Add Correct region designations: newspapers; chapter titles the acronym in parentheses after Central Region • Titles of short stories, essays the full title on first reference. Eastern Region and individual selections in Example: Once the Western Region books Producer’s Questionnaire • Titles of dissertations and (PQ) has been used once, Nonspecifically, do not capitalize theses, manuscripts in PQ can be used throughout the word region: collections and lectures and the rest of the document. Equity has three regions. papers read at meetings • Titles of songs and short Avoid the word “Regional,” compositions except for explicit, pre- established cases, such as the job title “Regional Director.”
22 Actors’ Equity Association Entertainment industry abbreviations
Write out entire name on first reference; abbreviate on American Federation of Labor and Congress second or later reference. If writing the organization of Industrial Organizations (AFL-CIO) in 2013. more than once, include the abbreviation in According to the organization’s website, “the AFL- parentheses following the first reference. CIO is an organization of people who work. We help lead a movement for social and economic Actors’ Equity Association was appointed to the justice in America and the world.”
• 4A’s — Associated • BAPP — Bay Area • FIA – International • SAG-AFTRA — Actors & Artistes of Project Policy Federation of Screen Actors Guild/ America • BAT/MBAT — Actors (Federation American Federation • ACCA — Advisory Bay Area Theatre/ Internationale des of Television & Radio Committee for Chorus Modified Bay Area Acteurs) Artists Affairs Theatre • GIAA – Guild of • SDC —Stage • ACTRA — • CAT — Chicago Area Italian American Directors & Association of Theatres Actors Choreographers Canadian Television • CLC — Central Labor • HAT – Hollywood • SET — Short & Radio Council Area Theatre Engagement Touring • ADTI — American • COLA — Cost of • IATSE — International Agreement Dinner Theatre Living Adjustment Alliance of Theatre • SM — Stage Institute • COLT — Chicago Stage Employees Manager • AFL-CIO —American Off-Loop Theatres • LOA — Letter of • SPT — Small Federation of Labor • CORST — Council Agreement Professional Theatre and Congress of Resident Stock • LORT — League of • TCG — Theatre of Industrial Theatres Resident Theatres Communications Organizations • COST — Council of • MSUA — Musical Group • AFM — American Stock Theatres Stock and Unit • TDF — Theatre Federation of • CRB — Central Attractions Development Fund Musicians Regional Board • NATR — National • The League — • AGMA — American • CSA – Casting Association of Talent League of New York Guild of Musical Society of America Reps Theatre Owners & Artists • CTI — Commercial • NEAT — New Producers (Broadway • AGVA — American Theater Institute England Area League) Guild of Variety Artists • DGA — Directors Theatres Agreement • TYA — Theatre for • APATE — Association Guild of America • OAT — Orlando Young Audiences of Puerto Rican Artists • DPE — Department Area Theatre • URTA — University & Technical Engineers of Professional • PLOTYA — Resident Theatre • ASM — Assistant Employees Producers League Association Stage Manager • ECC – Equity Chorus of Theatre for Young • VITA — Volunteer • ATA — American Call Artists Income Tax Theatre Association • EPA – Equity • PSM — Production Assistance • ATPAM — Principal Audition Stage Manager • WCLO — Western Association of • ERB — Eastern • RMTA — Resident Civic Light Opera Theatrical Press Regional Board Music Theatre • WRB — Western Agents & Managers Association Regional Board
Voice & Style 23 .024 External communications
Equity bio Bulk emails Press releases For any theatre who must print the Please see the communications Press releases should, when in biography of Equity, the following department regarding bulk email question, default to AP style. bio is the official one to print: procedures. Formatting-wise, they should ACTORS’ EQUITY open with either New York, ASSOCIATION, founded in All text submitted should be Chicago or Los Angeles. In the 1913, is the U.S. labor union attached to the bulk email case of national union news, that represents more than in a completed form and default to New York. Names 51,000 professional actors adhere to any style guide and titles of quoted unions and stage managers. Equity recommendations. representatives should be bolded. endeavors to advance the Press releases conclude with the careers of its members by Equity bio, followed by contact negotiating wages, improving information and the date. When working conditions and sharing a press release on the providing a wide range of public Equity website, redact the benefits (health and pension contact information. included). Member: AFL- CIO, FIA. ActorsEquity.org #AskIfItsEquity Promotional items The communications department However, certain theatres have strives to promote consistency negotiated other bios with throughout all of its promotional business reps. efforts. To maintain a unified approach, we must ensure that our style, colors, images, typeface and more are the same on all printed and online materials. We also need to ensure that our message is consistent. Please send all promotional artwork, ads, flyers etc. to the communications department for review prior to printing or posting.
24 Actors’ Equity Association .025 Equity News
Content within Equity News Within every issue, the Equity Names should follow the same style and Liaison Hotline listing will be For Equity News articles, include usage set forth within the Actors’ printed. person’s first and last name on Equity Association’s established first reference. On second, or style guide. The allowed The President’s Column will later, mention, use the last name difference is that the publication run in each issue; content and only (no courtesy titles). On first will contain a separate typeface, length is at the discretion of the reference, specify that they are size and certain design elements Association’s president. a member, or councilor (and in pertinent to each publication and what capacity), when relevant. at the discretion of the editor and the communications department. “I will be attending tonight’s performance,” said Equity The publication has four issues member Chris Williams. per year. Equity News is to be Williams soon realized that printed the following months: he wouldn’t make the show’s January 7 p.m. curtain. April July “We’re really happy with October how negotiations turned out,” said Eastern Principal Councilor Theodore Bikel, “We got most of what we asked for.”
In Memoriam An “In Memoriam,” column, containing a list of recently deceased members, is to be printed in each issue of the magazine.
Voice & Style 25 .026 Broader language
URLs, email addresses, Numbers The decimal and any following websites, Equity web Spell out numbers one through zeroes should be omitted if all pages and hashtags nine, use numerals for 10 and amounts in the same statement above. All numbers should be are whole dollars. URLs should be entirely spelled out if at the beginning of The $20 late fee must be lowercase and by default a sentence. paid. include www. or https:// when appropriate. Numbers of four digits or higher should contain commas every PAGES OF A BOOK Email addresses should be three digits. When used as a reference, page all lower case, or just the first numbers should not be spelled out. letter capitalized if it begins a Uta Hagen, Respect for Acting, sentence. DIMENSIONS Wiley Publishing, p. 45 Numbers that describe depth, When referring to the names of height, length, width and weight When used in text, page numbers websites outside of URLs, default should be expressed as numerals. should be spelled out. to how the website stylizes itself He is 6 feet 1 inch tall. The Dance Captain is (e.g. BroadwayWorld). When in described on page thirty of doubt, capitalize it. About Equity. FRACTIONS Equity’s member portal should be Quantities consisting of both lowercase. whole numbers and fractions are PERCENT expressed in numerals. Use numerals with percentages. Hashtags should be A percent symbol is acceptable written in camel case on all references. (e.g., #EveryoneOnStage, MONEY The union agreed to their #AskIfItsEquity) When referring to dollars as a 20% proposal. word, always use lowercase. Use Membership grew 5.2% in figures and the $ in all references. one year. For specified amounts, the word takes a singular verb. For amounts more than $1 million, TEMPERATURES use the $ and numerals up to two Use numerals for all temperatures decimal points. Include commas except for “zero.” in numbers 1,000 and over. 65° F, 30.5° C, zero F We are conducting a million- Temperatures are in the 30s. dollar campaign. The ticket cost is $112. The actor asked for $1,500. We passed the goal of $9.5 million. 26 Actors’ Equity Association Spell out “minus” to indicate When using a time zone, Do not include ordinals like “th” temperatures below zero. intialisms are acceptable on or “nd” in dates. The low for tomorrow is all references. Do not include expected to be minus 10. Daylight or Standard. When writing a date numerically, • Central Time – CT the format is mm/dd/yyyy, as in, • Eastern Time – ET 03/07/2020. PHONE NUMBERS • Pacific Time – PT Phone numbers should be written with hyphens, as in 305-555- 9685. For extensions, add a If writing out a time zone, only the Other punctuation comma, “ext.” and the extension, region is capitalized. A postscript should be written as P.S. as in 305-555-9685, ext. 2. Orlando is located in the Eastern time zone. Equity does not use Oxford/ Numerals should also serial commas, e.g., “Triple- accompany decimals, grade threats need to be able to act, point averages, statistics, times DATES dance and sing.” The only and votes. When writing a complete date, exception is in cases where the month is abbreviated. If omitting a comma could lead to Avoid redundancy: Do not use writing a date without the year, confusion or misinterpretation. parenthesis to repeat a number, spell out the name of the month. except in contracts or other legal Feb. 20, 2015 documents. February 20
Note: Writing a specific day, TIME/TIME ZONES such as Friday, is not necessary Use numerals with lowercase (unless truly needed), as it creates a.m. and p.m. Do not use zeroes redundancy. If writing about a if the time being referenced is on specific date, structure like: the hour. Monday, March 9, 2015
Never use a.m. with “morning” or Abbreviate following months: p.m. with “afternoon or evening.” • Jan. • Feb. Never use “o’clock” with a.m. or p.m. • Aug. • Sept. “From” and “to” must be used • Oct. together if not using a dash to • Nov. indicate a span of time. • Dec. NO: From 11:30 – 1:30 YES: From 12:30 p.m. to 2 When writing a date in a p.m., or from 12:30 to 2 p.m. sentence, if the phrase contains YES: From 12:30 – 2 p.m. only a month and a year, there is YES: From 11 a.m. to 12 p.m. no need to separate the year with YES: ten o’clock commas. If a sentence contains YES: From noon to 3:30 p.m. a month, day and year, separate the month and year by commas.
Voice & Style 27
.029 Brand Logos
Our logo is the face Primary lockup Color variations Logo sizes of the union and its Page 30 Page 35 Page 40 members and is one of our most valuable Icon meaning Scalable system Clear space assets. We must always Page 31 Page 36 Page 41 ensure proper usage in the live theatre Icon-only lockup Horizontal lockup Background control community and beyond. Page 32 Page 37 Page 42
Lockup assembly #EquityStrong lockup Logo placement Page 33 Page 38 Page 43
Service marks Ask If It’s Equity Common logo Page 34 lockup usage errors Page 39 Page 47
Brand Book & Style Guide Version 1.0 .030 Primary lockup
The brand logo identifies the Actors’ Equity Association brand as a whole. Use this logo to represent the entire organization, members and merchandise, as well as signify Equity theatres. The communications department must approve all requesets to use or alter the logo in any way.
30 Actors’ Equity Association .031 Icon meaning
The icon design is independent of the organization name and year established. Instead, the icon is simply the logo’s mark – the two masks traditionally associated with the theatrical modes of tragedy and comedy.
The Actors’ Equity Association icon is used very rarely; established examples include social media icons and article end marks in publications such as Equity News. Any other uses must be cleared with the communications department.
Brand Logos 31 .032 Icon-only lockup
When using the Equity icon a pen, or for profile avatars like alone, ensure that the Equity on social media accounts and brand name or Equity Blue color other digital applications. is visible near or in relationship The icon is not intended to be with the icon. This will help used as a replacement for reinforce brand recognition. punctuation and should not be modified in any way, including The Equity icon is recommended but not limited to removing for primarily small scales – for rectangular negative or clear example, merchandise items like space around the icon.
.75” or 50 px
MINIMUM SIZE SPECIAL COLOR USAGE At small sizes, ensure that the negative space on the mark do When the icon is used as a standalone element, it will not close in. The minimum height is .75” for print and 50 px for accommodate any acceptable combination of the Equity digital applications. colors. Avoid making the icon black – in very rare cases, only the communications department may make an exemption to this guideline. All other uses of the icon-only lockup are not authorized.
32 Actors’ Equity Association .033 Lockup assembly
Below the icon of the two masks are the first two lines of the organization’s name, “Actors’ Equity.” The third and final line of text in the logo states “Association 1913” - the remainder of the organization’s name and the year it was founded.
ALIGNMENT TYPEFACE ICON HEIGHT The wordmark is centered justified The Equity primary and horizontal The icon should be used at the with only the apostrophe in “Actors’” lockups utilize the typeface, Futura PT. standard size of greater than .75” hanging outside the alignment. The height for continuity and readability of masks icon is center aligned above the the design. wordmark.
MINIMUM SIZE This version is not intended for extremely 1” or 50 px small sizes. The minimum height is 1” for print applications and 50 px for digital applications. For uses below the minimum height, use the alternate, horizontal lockup logo.
Brand Logos 33 .034 Service marks
The lockup of the brand logo does not require a service mark, such as a Trademark or Registered mark. Simply use the logo without a service mark. The primary lockup is acceptable for normal, day-to-day use.
34 Actors’ Equity Association .035 Color variations
The full, two-color version is Two-Color, Dark Two-Color, Light the preferred way to use the Actors’ Equity Association logo. However, each brand logo lockup has several color variations for use on different background types, tones and colors. When in doubt, use the most legible version of the logo for the available background. For printed executions, special care should be given to ensure logo legibility on the final media or material used. Icon: Equity Blue Icon: Equity Blue Wordmark: Equity Black Wordmark: Equity White
Single Color, Dark Single Color, Light
Icon: Equity Blue Icon: Equity White Wordmark: Equity Blue Wordmark: Equity White
Brand Logos 35 .036 Scalable system
The Equity identity system is designed for flexibility, Primary lockup consistency and brand recognition.
When using the icon-only mark, ensure that the Equity brand name is visible near or in relationship with the icon. This will help Equity reinforce the brand recognition across multiple touchpoints.
Horizontal lockup
Icon-only
36 Actors’ Equity Association .037 Horizontal lockup
Designed specifically to be The primary lockup, a vertical- vertically efficient, the horizontal oriented logo, is generally lockup is perfect for shorter preferred to the horizontal areas, and areas where the left lockup. Use the primary lockup aligned lockup would fit better, on physical products and in such as on the Equity website or print over the horizontal lockup other digital platforms. whenever possible.
LOCKUP ASSEMBLY The icon and wordmark are vertically justified. The three-line wordmark is center justified with each other, with the apostrophe in “Actors’” hanging outside the right of the boundary. The icon and wordmark are separated the distance equal to the apostrophe hanging outside the right boundary.
MAXIMUM SIZE TYPEFACE This version is not intended for extremely The horizontal lockup utilizes the tall or large sizes. The maximum height typeface, Futura PT. should be no more than 1.5” or 100 px, and is generally used on the Equity website or digital platforms that cannot accommodate the primary lockup in its vertical orientation.
1.5” or 100 px
Brand Logos 37 .038 #EquityStrong lockup
The #EquityStrong lockup is the logo of choice for the ongoing .25” or 50 px campaign, #EquityStrong. The 1” or 50 px campaign’s purpose is internal, to spread awareness to union members of the work the union is doing and promote the idea of solidarity. ICON HEIGHT MINIMUM SIZE The hashtag icon should be used at This lockup is not intended for The #EquityStrong lockup consists the standard size of greater than .25” extremely small sizes - avoid using the of the hashtag mark (#), followed height or 50 px for continuity and #EquityStrong lockup in small sizes by the wordmark, “Equity readability of the design. whenever possible. The minimum height Strong.” The word “Equity” is is 1” for print applications and 50 px written in a script typeface at a TYPEFACE for digital applications. slant and in the standard Equity The #EquityStrong lockup utilizes the Blue. Below, the word “Strong” type, Futura PT Bold, and the brush is written in black, all caps and typeface, Bellatiez Reguler, which can bold serif typeface. be found on DaFontFree.io.
2-COLOR SINGLE COLOR ALIGNMENT The standard, 2-color #EquityStrong If the #EquityStrong Logo must be The hashtag icon is centered aligned lockup is in the standard Equity Blue placed on a dark background, then the with the first line of copy “Equity” in and black colors. This two-color logo may be used in all white as the script typeface. The first line of the logo version is the preferred way to use the single-color lockup. If color options are center aligns above the remainder of the #EquityStrong logo and should be used limited, the inverse may also be used – wordmark, stating “Strong.” whenever possible. an all-black or all-blue lockup may be used on a light background.
Single Color, Dark Single Color, Light Single Color, Dark
Icon: Equity Blue Icon: Equity White Icon: Equity Black Wordmark: Equity Blue Wordmark: Equity White Wordmark: Equity Black
38 Actors’ Equity Association .039 Ask If It’s Equity lockup
The Ask If It’s Equity lockup (Ask logo) is the logo of choice for the ongoing campaign, Ask If It’s 1” or 50 px Equity. The campaign’s purpose is to raise awareness of the live theatre shows that are under Equity contract and to encourage patrons to support Equity shows. ICON HEIGHT MINIMUM SIZE The ticket icon should be used at the This lockup is not intended for extremely The standard Ask logo consists minimum standard size of greater than small sizes - avoid using the Ask logo of the wordmark “Ask If It’s 1” height for continuity and readability in small sizes whenever possible. The Equity” followed by the tagline of the design. minimum height is 1” for print applications “Fair Pay. Safer Theaters.” and and 50 px for digital applications. the icon, a pair of tickets with three stars. The typeface of the TYPEFACE ALIGNMENT wordmark without the tagline is The Ask logo utilizes the typeface, The ticket icon is placed at the right of in all lowercase letters to contrast Wallman Love Bold, with customization the wordmark “Ask If It’s Equity” and the and complement the standard, all of the apostrophe and Futura Condensed tagline “Fair Pay. Safer Theaters.” The caps Equity logo. Extra bold in the tagline. wordmark is center justified with the tagline.
COLOR VARIATIONS 2-COLOR SINGLE COLOR The primary, 2-color Ask logo is in the If the Ask logo must be placed on a dark standard Equity Blue and black colors. background, then the logo may be used This two-color version is the preferred in all white as the single-color lockup. If way to use the Ask logo and should be color options are limited, the inverse may used whenever possible. also be used – an all-black or all-blue lockup used on a light background.
Single Color, Dark Single Color, Light Single Color, Dark
Icon: Equity Blue Icon: Equity White Icon: Equity Black Wordmark: Equity Blue Wordmark: Equity White Wordmark: Equity Black
Brand Logos 39 .040 Logo sizes
Maintaining optimal and minimal logo sizing is vital to the legibility of the mark and the 1” or 50 px overall brand recognition.
The execution will often dictate the right logo size. To maximize legibility, try to use the largest size (within reason) for each logo version .75” or 50 px listed. In some circumstances, it may be acceptable to use the minimum size.
Never reproduce Equity logos smaller than the minimum sizes 1” or 50 px listed on the page.
1” or 50 px
.75” or 50 px
40 Actors’ Equity Association .041 Clear space
Clear space, also known as negative space or white space, is the area that surrounded the logo that is completely clear of any other graphical element. Clear space helps the logo stand out from the rest of the elements in the layout and ensure legibility even at small sizes.
As a general rule, the more clear space around the logo, the better.
At a minimum whenever possible, there should be a clear space equal to the width of the mask icon on all four sizes of the logo. Using the element from the logo as a unit of measurement ensures enough clear space at any size.
ALTERNATE LOGO VERSIONS ICON HEIGHT All versions of the brand logo include a mask icon element. Each version of the logo uses its own icon size to determine clear space. For more information on minimum height requirements, see the Logo Sizes section.
Brand Logos 41 .042 Background control
Contrast is the most important The Equity Blue version of the primary consideration when putting Equity lockup may be used on any solid-color logos on a background. Equity background. Use the dark or light logos should not only be legible, version to achieve maximum contrast. but they should make a bold statement when used. If there isn’t sufficient contrast between the logo and the background, the brand is weakened.
The logo may be placed on photographs, textures and patterns as long as there is enough contrast for the logo to be bold and visible. If an image is too busy for the logo to remain legible, do not add logos onto the image.
The single-color light version of the logo may be used on any dark photographic background. Do not use any two-color logo versions on photographs.
LOGOS ON PHOTOS The Equity Blue version of the logo may be used on any light photographic backgrounds. Do not use any two-color logo versions on photographs (e.g. the standard #EquityStrong logo). If the image is too busy, do not use logos on the photo.
42 Actors’ Equity Association .043 Logo placement
The location of logo placement PREFERRED communicates our brand’s visual Align the logo to the primary grid style. In this section, you will find line (the spine). The primary lockup high-level guidance on how the looks best when left-aligned. logo should be positioned on a Lioremped exerum inis sitistiore, iderunt eatur, volor as eiciend electot variety of touchpoints and media. atquiatur sitaera voles et porunt. Rum et voluptio. Luptas mosaessi nus, totatum haruptatur sed quam quam sincide ndemporem derit, saperes sit aut fugiate sunt que et fugiamet autectem. Officides aut odigenis nem nim re od quamet prae et voluptas doluptas provide lluptat.
Odi assunt. Ris mossunt int ped quatium am vel et, autem fugit venderr uptatis Generally, we should avoid quosapient volorep tatesto volecabore voloreic tem nem qui dolendis ut fuga. Nem expedigent. centering the Equity logo. We Ruptae quame porecta quidem faccum rem ipsum quam eos verum enissi optin re nusapel litatem poreiumque volendae. Cae sitatur simil et es por sed typically favor a left-aligned et unt idessim agniet officae. Es que re niscien ihillenis doluptius mos etus at aditam di aut latur? layout with the logo aligned to the primary grid line (i.e. the spine).
Exceptions to this rule will inevitably surface. When in doubt, check with one of our team members.
ON THE PAGE Place the logo left-aligned on the primary grid line. If this space is not available, the logo belongs in the top or bottom left page corners.
Specific stationery layouts may be provided by the communications department upon request. ALTERNATE OPTIONS Align the primary lockup to the left corners. If the layout dictates a right-aligned mark, use the icon- only lockup. Try to avoid center alignment of all Equity logos. Reserve the horizontal lockup for digital platforms instead of print or physical products whenever possible. Brand Logos 43 As signage When used on buildings, signage should follow the same left- aligned placement of the logo on other touchpoints. Each situation is unique. To achieve consistency between offices, we recommend aligning the sign placement to a significant building feature, like a large window or doorway.
If manufactured signs are required, place the logo on the sign asymmetrically (either horizontally or vertically).
Modifying the colors in the primary lockup or icon-only lockup requires prior approval from Equity (for example, modifying the logo or icon to accommodate cause-related colors such as the rainbow flag for Pride). When in doubt, contact a member of our team for guidance and approval.
44 Actors’ Equity Association ON MERCHANDISE Branded merchandise like t-shirts, polo shirts, hats and coffee mugs should all follow a left-aligned logo placement if possible. Also look for unique and uncommon imprint areas to utilize. Areas like t-shirt sleeves are rarely used and can make a striking visual statement.
Each piece of merchandise carries unique limitations, of which your vendor can inform you. Use the images here as general guidance.
APPAREL Left align the logo when possible. Use the icon for centering or if brand subtlety is desired or if the merchandise has limited imprint space. Refer to the “Logo sizing” section for more size usage tips for using the Equity brand on apparel.
Brand Logos 45 ON THE WEB On the Equity website, the horizonal lockup logo will be placed in the upper left-hand corner of the navigation bar. Do not center the logo on screen, even on small screens.
On social media When used as social media avatars (i.e. the organization’s profile image), the icon-only lockup should be used with the appropriate amount of clear space on all sides (see “Clear space” section for more details). The primary lockup is too small and unreadable. As a result, all social media avatars should utilize the mask icon, which is also approved for both circular and square avatar shapes of all sizes.
The layout of these avatars should not be altered in any way.
ICON AVATAR DEVICE ICON This is the preferred avatar for use If the Equity website is saved as a on all platforms. All approved color bookmark on the home screen of combinations may be used. some mobile devices, this graphic will be displayed.
46 Actors’ Equity Association .047 Common logo usage errors
There are many ways to While this isn’t a comprehensive incorrectly use the logo and list of errors, the examples shown misrepresent the established there are the most common or branding of Actors’ Equity egregious errors. Association. Avoid making changes to the logo.
Do not change the logo’s orientation or Do not place the logo on busy Do not scale the logo out of proportion rotate the logo from its original position. backgrounds or photographs. (i.e. skewing the original design).
Do not add extra effects to the logo. Do not change the logo colors to Do not make alterations, additions or This includes but is not limited to anything other than the standard or substitutions to the layout, colors or effects related to lighting, such as drop single-color Equity versions. words contained in the logo. shadows, outer/inner glow, beveling and embossing and opacity.
Brand Logos 47
.049 Brand Colors
Actors’ Equity Association Primary color palette Using tints is bright and colorful like its Page 50 Page 53 members, which can be seen through the organization’s Web colors Approved pairings colors. The colors we’ve chosen Page 51 Page 54 for our brand are key in brand recognition. Using black & white Color formats for print & digital Page 52 Page 55 As such, it is vital that our colors are reproduced faithfully and combined in the right way. This section covers these guidelines in detail.
Any color outside of those outlined within this section will be considered unauthorized.
Brand Book & Style Guide Version 1.0 .050 Primary color palette
These are the core colors used in the logo and through Actors’ Equity Association marketing and publications.
EQUITY BLUE EQUITY YELLOW
PMS 2935 PMS 1235 CMYK 100 63 0 2 CMYK 0 25 94 0 RGB 0 87 183 RGB 255 184 28 Hex #0669AA Hex #FFB81C Tint 100% Tint 100%
EQUITY BROWN*
SECONDARY COLOR PMS 1545 Equity Brown should NOT be used CMYK 0, 68, 100, 67 outside the primary and horizontal RGB 101, 56, 24 lockups. It absolutely should not be used Hex #653818 any where else. Tint 100%
50 Actors’ Equity Association .051 Web colors
These are the core colors used on the main Equity website.
Hex #0669AA
Hex #10243F
Hex #000000
Hex #45A6F3
Hex #FFB81C
Hex #959595
Brand Colors 51 .052 Using black & white
Black and white are vital TIP components to the brand palette. When using True White for publications, When possible, use the true note that there is no Pantone color; instead black and true white in favor it is recommended to use the CMYK values of subdued tones. Create high when using Adobe InDesign. contrast when both black and white are used.
TRUE BLACK TRUE WHITE
PMS Black 6 CMYK 0 0 0 100 CMYK 0 0 0 0 RGB 0 0 0 RGB 255 255 255 Hex #000000 Hex #FFFFFF Tint 100% Tint 100%
52 Actors’ Equity Association .053 Using tints
We prefer the use of Equity brand colors unedited, but some situations require the use of color tints, especially on the web. (For example, when the cursor is hovering over a button, the tint typically changes to confirm the action.) 100% 100% If necessary, use a 20% tint step system, keeping legibility in mind. Any tint below 60% used as a background will require dark text.
80% 80%
60% 60%
40% 40%
20% 20%
Brand Colors 53 .054 Approved pairings
The colors from the primary color palette and black and white may be used in combination. When possible, aim for legibility with a COLOR COMBINATIONS bold contrast, especially when setting typography. Using bright, contrasting colors will ensure accessible execution so that everyone is able to read what Equity writes and makes. MEMBERS MEMBERS
Background: Equity Blue Background: Equity Blue Icon: True White Icon: True White Copy: Equity Yellow Copy: True White
MEMBERS MEMBERS MEMBERS MEMBERS
Background: Equity Yellow Background: Equity Yellow Background: Equity Yellow Background: Equity White Icon: Equity Blue Icon: True White Icon: Equity Blue Icon: Equity Blue Copy: Equity Blue Copy: Equity Blue Copy: True Black Copy: Equity Blue
MEMBERS MEMBERS MEMBERS MEMBERS
Background: True White Background: True White Background: True Black Background: True Black Icon: Equity Blue Icon: Equity Blue Icon: True White Icon: True White Copy: Equity Yellow Copy: True Black Copy: True White Copy: Equity Yellow
54 Actors’ Equity Association .055 Color formats for print & digital
For colors to display properly in PRINT FORMATS WEB/DIGITAL FORMATS print materials, use PMS (Pantone Matching System) and/or CMYK Cyan Red color formats.
For colors to display properly Magenta Green online or for digital use, use RGB and/or Hex color formats. Yellow Blue
Black (Key)
CMYK RGB Code Fomat: 100, 63, 0, 2 Code Format: 0, 87, 183
Numbers correspond with the percentage Numbers represent the amount of Red, of ink of each color to render the final color. Green and Blue to render the color.
Remember: Colors on the screen won’t Remember: These colors are on a brighter match the colors when printed! color spectrum than CMYK colors and all monitors will look different based on brightness and contrast settings.
PANTONE MATCHING SYSTEM (PMS) HEXADECIMAL (HEX) Code Format: PMS 2935 Code Format: 0669AA (Equity Blue) (Equity Blue)
Pantone colors have their own Hex is another way to label RGB reference numbers, different than using a 6-code digit. Every 2 digits CMYK and RGB codes. corresponds with red, green and blue.
Using Pantone codes make it easy for Using Hex codes makes it easy for designers, clients and printers to ensure identifying and rendering colors when the final print product looks as intended. designing with HTML and CSS on websites and digital platforms. Hex codes are used to ensure the final product looks as intended on the screen.
Brand Colors 55
.057 Typography
Typography (the way letters, Primary typeface Common errors numbers and symbols are put Page 58 Page 63 together) is another key element for establishing a unified brand Acceptable alternate typefaces Downloading & installing fonts for Actors’ Equity Association Page 59 Page 64 while balancing legibility and visual interest. Usages Installing fonts Page 61 Page 65 This section covers approved typefaces, the way we use Tips of type typography to communicate Page 62 clearly and usage tips.
Any typeface not referenced in this section will be considered unauthorized for use.
Brand Book & Style Guide Version 1.0 .058 Primary typeface
Equity primarily uses the Futura When Futura PT is not available, More specifics on typography PT typeface on print materials. or it is unclear if the recipient of usage can be found in the Futura PT should be used for a communication can access “Usages” section. every brand execution whenever the font (e.g. emails and word possible. However, in usages documents), Arial or Trebuchet such as on the website, Futura PT MS are acceptable alternatives. may not be compatible with all operating systems or devices.
FUTURA PT The Futura PT font family and Headlines and subheadlines Use contrast between heavy and two its font styles – Heavy, Book are generally written in ALL lighter weights to communication – are used primarily for print CAPS. It is acceptable to mix the relevant importance and headlines, subheadlines and Heavy style within headlines to hierarchy of information. body copy. While Futura PT is place emphasis on key words; a variable-weight typeface, we otherwise, headlines are styled typically stay within these two with the Book font style. Stick to weights. Futura PT fonts for print materials.
Book a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Heavy a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
58 Actors’ Equity Association .059 Acceptable alternate typefaces
ARIAL The Arial typeface may ONLY be used in print in the Equity News cover masthead and the subheadlines for the following Equity News sections: Equity Directory, Equity News Contents and Equity News publication team. It is to not be used elsewhere in other official print marketing and brand materials.
The Arial typeface is to be primarily used on the Equity website and other digital platforms to consistently display across all operating systems and platforms.
Bold a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Black a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Typography 59 AVENIR The Avenir typeface and six of its body copy, captions and photo the body style is set as Book. font styles – Book, Book Oblique, attributions in print publications. It is Heavy, Black, Light and Light acceptable to mix the six font styles Avoid using this font on the Oblique – are used primarily for for emphasis; however, generally website and digital platforms.
Book a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Book Oblique a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Heavy a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Black a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Light a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Light Oblique a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
60 Actors’ Equity Association .061 Usages
No circumstance allows usage of Comic Sans or Papyrus typefaces. Instead, follow the usage guidelines for typefaces below.
Print Email Website Futura PT is the preferred font for Arial is also the preferred font for Futura is the preferred typeface print materials. The font maintains email usage, due to the clarity for the Equity website. The clarity and simplicity in its design. and common accessibility among typeface maintains clarity and More sparingly, Arial and Avenir computer operating systems. simplicity. may be used as a secondary typeface in print materials. In cases where devices or operating systems do not support Futura, the website will automatically default to displaying the following fonts in the font family in order of availability: Arial, Trebuchet MS, sans-serif. In cases where Futura does not display on other digital platforms, utilize Arial instead.
When using Futura in page headlines, use ALL CAPS at 33 px.
When using the website font in subheadlines, use ALL CAPS at 18 px.
When using Futura in the main body, use sentence-style capitalization at 14 px.
Typography 61 .062 Tips of type
When constructing layouts – whether digital or print Note: Refer to the Equity News publication section for – these tips will generally help you stay on brand. specific print styles which may slightly vary from these tips.
01 – Stay left-aligned, rag right 04 – Align x-heights or baselines
Since most people read from left to right, align the When placing text close together, align the type accordingly. The ragged right means that it baselines (the line that the bottom of the lowercase x is NOT justified, which keeps paragraphs of copy sits on) or the x-heights (the top of the lowercase x). legible and clear. This helps line everything up visually.
02 – Watch the rag 05 – Give it space
When setting paragraphs of text, be careful of unintentionally creating a recognizable shape in Negative or clear space, the space around elements the rag (the irregular or uneven vertical margin of a is super important. Copy and elements need to block of type). To avoid this, consider tweaking the “breath.” If informational elements belong together, language, resizing the container, using hard enters group them closer together. Group wisely, not or sparingly using hyphens. cramming too many things in a single space.
03 – Skip weights & double size 06 – Keep line length reasonable
Contrast creates great design. When in doubt, skip The reader can get lost in long lines of text because a weight when pairing two weights (ex. skipping they’re harder to read. Short lines can also be from light weight – over regular weight – to a ignored, so it’s best to keep lines between 45 bold weight), and double the size between two and 70 characters long, depending on the size of text elements (ex. doubling the typeface size of a the font. This will ensure legibility as the font sizes headline to 20 pts over a subheadline at 10 pts). increase or decrease.
07 – Watch unnecessary hyphenation
Try to avoid single-word lines at the ends of paragraphs (orphans), single-line word lines at the end of pages (widows) and overusing hyphens. Equity paragraph styles are NOT hyphenated, except in cases to avoid recognizable shapes in the rag.
62 Actors’ Equity Association .063 Common errors
This is not a comprehensive list of errors; instead, these reflect the most common or egregious errors.
Using Comic Sans and Papyrus Big no no! should be a crime! Don’t do it. Saperum quati conqa Even if you’re tempted. Just don’t. volo malo
Do not use unauthorized fonts or typefaces. The only Do not stretch, squish or otherwise modify exception is stylized merchandise or illustrations on typography from its original form. Use the a case-by-case basis. appropriate weight instead.
Not s o good, is it ? No stroke for me! Nusci deliqui dipicatiis rehenis si uta quiAgnisini odis remporrummendisimus ladoluptinvero natum qui aut rerupta dolor aceatur?
Be reasonable with tracking, kerning and leading to Do not use stroke (an outline) on typography. Also keep things legible. avoid using drop shadow at all costs.
It andus. Inullau tatibusci tempo We’re slipping! reptate sende mi, ium que explique lit liquates quis volentiant. Fuga. Nem il mintibus volumquid quisqui aepror re ime comnim
Do not use centered or centered justified alignment Do not change the angle on typography. Equity for multi-line text. There are very few exceptions. typography should always read up.
Typography 63 .064 Downloading fonts
Futura PT Arial Avenir Futura PT is available to activate Most Windows and Apple Avenir is available for free in Adobe Creative Cloud with a computers will come automatically download on DaFontFree.io. subscription. This font will install installed with the Arial font family. on all computers with Adobe However, if you need to install it Creative Cloud access and does on your local computer, you may Note: Must install this font on local not need to be install on local download it from various sources, computer and each individual computer computer. It is also available via including Fonts.com, for a small in order to use this font. Fonts.com for a small fee (starting fee (starting around $35 – the around $30). price increases dramatically for server-level rights).
64 Actors’ Equity Association .065 Installing fonts
If you need to install missing fonts If you are using the Adobe on your local computer, you may Creative Cloud, you may not need need help from an administrator. to manually download and install all the fonts on your computer For Windows computers, locally. Instead, use the Adobe Microsoft provides installation Creative Cloud app or visit the instructions on their support page. Adobe Creative Cloud website to activate fonts to your Adobe Visit Apple’s support page to account. Further instructions on learn how to install fonts on a activating and deactivating fonts Mac computer. on the Cloud can be found on the Adobe website.
Typography 65
.067 Photography
The saying goes: a picture is worth a thousand Overall tone & style words. Sometimes a photograph is more effective Page 68 and impactful than the written or spoken word. Assessing & attributing images Photographs should be treated as an essential part Page 69 of our brand executions.
In this section, you will find guidance on Equity’s overall photographic tone and style and how to assess and use photography images. Standardizing these facets of photography will ensure a consistent look and feel.
Brand Book & Style Guide Version 1.0 .068 Overall tone & style
Equity focuses on using original photography featuring real members to avoid using stock Photos should generally try to images as much as possible. Using original photography helps Equity maintain authenticity depict the following moods and and advocate for its members. feelings:
When Actors’ Equity Association uses • Solidarity/unity photography of its members, the images are • Pride in the union warm, real and active. The images should capture • Empowerment members performing their craft or involved in their • Positive energy/energetic communities or union. • Strong Images should not be heavily edited or stylized (ex. non-Equity Blue duotones, overly lightened or darkened, etc.), with images appearing closely to its natural color. Photographs should typically be full bleed and high resolution. Duotone images are only approved in Equity Blue on the main Equity website and rarely elsewhere.
68 Actors’ Equity Association .069 Assessing & attributing images
There may be instances of purchasing images from stock photography libraries or commissioning Assess the image by answering photos from a photographer. In those cases, use the following questions to assess if the images are the following questions: appropriate for Actors’ Equity Association usage. • Does the image feel warm and real? • Does the image feel authentic to the Equity brand? • Does the image feel unique and not like a stock photo? • Does the image depict one or more of its members in action? • Is the image in full color and free of treatment (i.e. not in duotone* or overly lightened or darkened)? If the answer was “yes” to all these questions, then the photography commission or stock shot can be used on behalf of Actors’ Equity Association.
PHOTOGRAPHY USAGE & ATTRIBUTION All photos not originally owned by Equity must be accompanied with a photo attribution, citing the photographer and/or theatre that owns its rights. Whenever possible, the names of Equity members who appear in photos should also be rightfully identified with the photo as members.
*A NOTABLE EXCEPTION Duotone images, such as the one to the left, are reserved for the Equity website and must be edited using Equity Blue. Photography 69
.071 Other Imagery
Sometimes photographs are not Illustrations Presentations enough. Instead, illustrations and Page 72 Page 74 videos may be used to introduce narrative elements to visual Videos File types - raster vs. vector content for print or digital use. Page 73 Page 75 These elements are also common.
This section will guide you on how to best use illustrations, videos and presentations and help you understand the most effective file types for all usages.
Brand Book & Style Guide Version 1.0 .072 Illustrations
The illustration style and color palette play a big role in establishing a modern, clean, strong, colorful and energetic mood and feel.
Consistency in style is important. When using illustrations, they should all reflect a similar artistic sensibility. Keeping this sensibility consistent across projects helps shore up brand consistency.
72 Actors’ Equity Association .073 Videos
Design Elements Resolution & Aspect Ratios Video File Format Equity videos are meant to Videos should ideally be saved in The following are the acceptable be upbeat, inspirational and the standard aspect ratio of 16:9 YouTube video file formats: authentic. The single color, white and saved in 1080p resolution. •.MOV version of the Actors’ Equity •.MPEG4 Association logo should always For videos to be uploaded to •.MP4 be set to the bottom, right-hand YouTube, use the recommended •.AVI side of the video frame whenever resolution and aspect ratio •.WMV possible. information provided directly •.MPEGPS from YouTube. For the default •.FLV Please note that in some cases, 16:9 aspect ratio, encode at •3GPP such as on YouTube, the Equity these resolutions: •WebM icon is automatically added as •2160p 3840x2160 •DNxHR a watermark when uploaded to •1440p 2560x1440 •ProRes the site. For videos not intended •1080p 1920x1080* •CineForm for use on YouTube, you will likely •720p 1280x720 •HEVC (h265) need to include the Equity icon •480p 854x480 to maintain consistently-branded •360p 640x360 Equity videos. •240p 426x240 *This is the most common format for YouTube videos.
SLATES Full frame slates with video information may appear at the beginning of the video. A slate may be used at the end of the video, too, to standardize the look of Equity-produced videos.
LOWER THIRD Information like name and title should always be used in the lower third (also known as the super) to act as a video caption. Information in the lower third may change throughout the video.
Other Imagery 73 .074 Presentations
To keep presentation styles Zoom consistent in PowerPoint or for Avoid adding images or logos on Zoom calls, it is recommended the upper right-hand corner, as to set up each slide without copy Zoom defaults to use this space or images around the outer 10% for placing the video window(s) of each side. Each slide should over slide content. This is a contain the standard or single- feature that can also be turned color Equity logo or icon in the off using Zoom’s meeting options. same location (preferably the bottom right corner). Equity also uses a presentation graphic for use before virtual events begin. The graphic informs attendees the virtual event will soon start.
DANGER ZONES IN Avoid adding content here for Zoom PRESENTATION DESIGN calls. This is the default spot for the presenter’s live video feed.
PRESS CALL WITH DR. DAVID MICHAELS
The transparent red areas indicate the This is the preferred location for Equity outer 10% space (ie. the danger zone). branding on presentations. Avoid Avoid adding content in these spaces. adding anything other than Equity branding here.
74 Actors’ Equity Association .075 File types - raster vs. vector
The files provided with this guide RASTER FILES VECTOR FILES generally fall into two types: Raster files are comprised of a Vector files create their shapes by raster and vector files. While grid of pixels. These types of mathematical equations between both can be used for most files always have a set resolution anchor points. Since they are applications, typically one is and size. Once you increase the crafted by ratios, and not a grid more suited, depending on the size past its predetermined size, of colored squares, vector images usage intent. the quality decreases. You’ve can be infinitely scaled. probably seen this before: images begin to appear pixelated if Graphics, like the brand logo, Tip: If you’d like a complete explanation they’re pushed too far. are typically created as vector and summary on how file formats files. Illustrations, iconography work and scenarios for best use, visit Graphics, like the brand logo, and many of our simple shapes 99Designs.com’s blog, “Image file can be exported in raster and graphic elements are created formats: when to use each file type.” versions. Photographs are always as vector files. raster files. The limitations of vector files lie FILE TYPES AT A GLANCE Raster files are typically used in their strengths: because each for web graphics and digital relationship is an equation, executions. When used in print complex items, gradients, FILE WEB/ FORMAT PRINT DIGITAL applications, you must ensure photographs often make vector JPG that the file exceeds the minimum file sizes too large. Raster images • • DPI (dots per inch) of 150 DPI – are more efficient in PDF • • preferably at 300 DPI – or risk a those situations. low-quality print. EPS • • Vector files are typically used PNG • • Typically, raster files end with for printing or producing the .jpg, .png, .gif, and .psd. They are logo or other graphics in most TIFF • easy to open and apply. forms. If you’re ever asked for a GIF • high-resolution logo file, send a vector file. SVG • PSD* Typically, vector files end with .ai, • • .eps and .svg. Without special AI* • • design programs, these files are difficult to open. *Software specific file format. PSD = Photoshop Document AI = Adobe Illustrator Artwork
Other Imagery 75
.077 Equity News Publication
Equity News is a Equity News Main article styles How I Got My Equity publication used to color palettes Page 83 Card styles inform and entertain Page 78 Page 87 Equity members on member and organizational activities Cover Theatre Spotlight Postcards from and news. Every Page 79 styles Liaison Areas styles member receives a Page 85 Page 88 copy of the publication via email or post. Leadership column Equity Across the Memoriam styles styles Nation styles Page 89 Page 82 Page 86
Brand Book & Style Guide Version 1.0 .078 Equity News color palettes
These are the secondary colors used ONLY in Equity News, the Actors’ Equity Association publication. These colors are to be used sparingly and only for the Equity Works and postcards section in the publication.
POSTCARD LIGHT POSTCARD RED POSTCARD IVORY BLUE
PMS 290 PMS 485 PMS 7401 CMYK 25 1 0 0 CMYK 0 95 100 0 CMYK 0 4 38 0 RGB 185 217 235 RGB 218 41 28 RGB 245 225 164 Hex #b9d9eb Hex #da291c Hex #f5e1a4 Tint 100% Tint 100% Tint 12%
78 Actors’ Equity Association .079 Cover
The cover of the magazine- style publication, Equity News, maintains a few consistent design elements, identified below. ISSUE INFORMATION The only copy changed in the masthead with each new issue. CONTENT COLORS MASTHEAD Colors change based on cover images selected for the issue.
MASTHEAD The Equity News masthead must stay centered at the top of the page, in its Arial typeface and should not be moved from this set location for any reason. “Equity” in the masthead is set at 153 pts. “News” in the masthead is at 43 pts.
Information in the masthead, such as the season, volume and issue numbers, are the only text that should be revised between issues. Season, volume and issue information should be center justified between the letters “q” and “u” in “Equity”.
The color of the masthead may be changed to complement the cover design, but is most used in all True White, Equity Blue or True Black.
COVER IMAGE COVER STORY TEASER Features members in action or illustrations. COVER STORY HEADLINE
Equity News Publication 79 COVER STORY TEASER When possible, left or right align COVER IMAGE Featured on each issue’s the headline and subheadline. As covered in the Photography cover is the cover story Center alignment is acceptable section of this guide, cover teaser. The headline contains when a left or right alignment images should focus on a shortened version of the feels unbalanced or doesn’t member images, or utilize article title and a subheadline work with the chosen cover relevant and colorful providing a summary of the image if, for example, the image illustrations. The image should article’s topical contents. is too busy and obstructs the be sized to span the entire readability of the text. height and width of the page Headlines should be in all without stretching the image, caps, contain a drop shadow In some cases, the subheadline “bleeding” off the page. for added emphasis and sized needs extra visual support to between 62-68 pts. Sizing will be readable – which can be be dependent on the image in achieved by adding a solid or the background. slightly transparent banner strip for contrast and extra “pop.” Subheadlines describing the Try to use the banner sparingly article’s contents should also be and instead pick cover images in all caps and sized at 22 pts. with space for the headline and subheadline to exist.
80 Actors’ Equity Association BACK COVER Content may change on the back cover, according to Equity priorities at the time. Previous issues have contained stories, briefs and Equity advertisements or reminders. In special circumstances, the front cover image may span the width of the front and back cover spread for greater visual impact.
Every back cover of all issues MAILER SPACE will contain space for mailing The Mailer Space stays the same from purposes and postal office issue to issue and is kept clear for usage - such as the return delivery addresses. The only thing that address and space for member changes is the color of the bar around delivery addresses. Text th mailer space to match the color used information stays the same - only in the Masthead (except for white). the color of the outer box may be changed to match the color of the masthead.
Equity News Publication 81 .082 Leadership column styles
HEADLINE SUBHEADLINE BODY COPY Family Futura PT Family Futura PT Family Avenir Style Heavy Style Book Style Book Size 26 pt Size 20 pt Size 9 pt Leading 11.5 pt Leading 20 pt Leading (10.8 pt) Tracking 0 Tracking 0 Tracking -20 Case All Caps Case All Caps Case Normal Alignment Left – if on left panel Alignment Left – if on left panel Alignment Left Justify Right – if on right panel Right – if on right panel First Line Indent .25 in First Line Indent 0 First Line Indent 0 Align to Grid All Lines Align to Grid None Align to Grid None Color PMS Black 6 Color PMS 2935 Color PMS Black 6
FRONT OF HOUSE STRIPES LEADERSHIP NAME Leadership columns always have the Almost all the same as Body Copy, except 2-stripe design across the top of the preceded with em dash & right aligned. pages with “Front of House” in Equity HEADSHOT Yellow type inside a solid white block.
82 Actors’ Equity Association .083 Main article styles
HEADLINE BYLINE BODY COPY Family Futura PT Family Futura PT Family Avenir Style Book Font Style Heavy Style Book Size 26 pt Size 8 pt Size 9 pt Leading 26 pt Leading (9.6 pt) Leading (10.8 pt) Tracking -10 Tracking 0 Tracking -20 Case All Caps Case All Caps Case Normal Alignment Left Alignment Left Alignment Left Justify First Line Indent 0 First Line Indent 0 First Line Indent .25 in Align to Grid None Align to Grid None Align to Grid All Lines Color PMS Black 6 Color PMS Black 6 Color PMS Black 6
EMPHASIZED HEADLINE COPY BODY SUBHEADLINE All the same as Headline, except Family Futura PT Heavy style and alternate color usage Style Book between article headlines: Equity Blue - Size 16 pt PMS 2935 and Equity Yellow - Leading 16 pt PMS 1235. Tracking 0 Case All Caps Alignment Left Justify First Line Indent 0 BYLINE Align to Grid None Color Equity Blue - PMS 2935 or Equity Yellow - PMS 1235
PHOTO ATTRIBUTION Family Avenir Style Heavy Size 6 pt Leading [7.2 pt] Tracking 0 Case Normal Alignment Right First Line Indent 0 Align to Grid None Color [True White]
Equity News Publication 83 CAPTIONS PULL QUOTE ATTRIBUTION PULL QUOTE Family Avenir Family Futura PT Family Futura PT Style Book Style Book Style Book Size 9 pt Size 12 pt Size 16 pt Leading (10.8 pt) Leading 12 pt Leading 19 pt Tracking 0 Tracking 0 Tracking 0 Case Normal Case All Caps Case All Caps Alignment Right Alignment Right Alignment Left First Line Indent 0 First Line Indent 0 First Line Indent 0 Align to Grid None Space Before .5 in Space Before .5 in Color PMS Black 6 Align to Grid None Align to Grid None Color Equity Blue - Color Equity Blue - MEETING DETAILS PMS 2935 or PMS 2935 or Family Avenir Equity Yellow - Equity Yellow - Style Heavy PMS 1235 PMS 1235 Size 9 pt Leading 11.4 pt EMPHASIZED PULL QUOTE WHITE BODY COPY & CAPTIONS Tracking -10 All the same as Pull Quote, except The same as their standard counterparts, Case Normal Heavy style and alternate color usage: except 1 pt larger with True White on a Alignment Center Equity Blue - PMS 2935 and Equity blue background and True Black on a First Line Indent 0 Yellow - PMS 1235. yellow background. Align to Grid All Lines PULL QUOTE Color PMS Black 6 BODY HEADSHOT SUBHEADLINE PULL QUOTE MEETING DETAILS ATTRIBUTION
84 Actors’ Equity Association .085 Theatre Spotlight styles
Body Copy, Caption and Photo Attributions are the same as the Main Article section’s style. Never emphasize the headline – instead use Main Article section’s headline style in PMS Black 6 (True Black).
THEATRE NAME
THEATRE SPOTLIGHT STRIP The Theatre Spotlight page always has a short Equity Blue or Equity Yellow stripe extending from the left of the page to flush right of the first column. Inside the stripe is “Theatre” in True White with “Spotlight” below, tabbed in and in the same color as the stripe.
BODY COPY
CAPTION
PHOTO
PHOTO ATTRIBUTION
Equity News Publication 85 .086 Equity Across the Nation styles
Caption and Photo Attributions SUBHEADLINE QUESTION HEADLINE are the same as Main Article Family Futura PT Family Futura PT section’s style. Never emphasize Style Book Style Book the headline – instead use Main Size 16 pt Size 10 pt Article section’s headline style in Leading (19.2 pt) Leading (12 pt) PMS Black 6. Body Copy’s in this Tracking 0 Tracking 0 section is difference from Main Case All Caps Case All Caps Article’s because there is no First Alignment Left Alignment Left Justify Line Indent. First Line Indent 0 First Line Indent 0 Align to Grid None Align to Grid All Lines Color PMS Black 6 Color Equity Yellow - EQUITY ACROSS THE NATION STRIP PMS 1235 The Equity Across the Nation page always has a short Equity Yellow stripe extending off the right column. Inside the stripe is “Equity Across” in True White with “The Nation” below, tabbed in and in the same color as the stripe.
CONTRIBUTION THANKS The contribution thanks is the same style as Body Copy, except italics.
SUBHEADLINE
QUESTION HEADLINE
MASK ICON The mask icon inside a solid Equity Yellow box to indicate subsections within Equity Across the Nation.
86 Actors’ Equity Association .087 How I Got My Equity Card styles
MEMBER NAME ANNIVERSARY YEAR HOW I GOT MY EQUITY CARD STRIP Family Futura PT Family Futura PT The How I Got My Equity Card Style Heavy Style Book (HIGMEC) page always has a short Size 20 pt Size 16 pt Equity Blue stripe extending off the right Leading 26 pt Leading (19.2 pt) column. Inside the stripe is “How I Got Tracking 20 Tracking 0 My” in True White with “Equity Card” Case All Caps Case All Caps below, tabbed in and in the same color Alignment Left Alignment Left as the stripe. First Line Indent 0 First Line Indent 0 Align to Grid None Align to Grid None Color Equity Blue - Color PMS Black 6 PMS 2935 or Equity Yellow - PMS 1235
MEMBER HEADSHOT
MEMBER NAME ANNIVERSARY YEAR
EQUITY CARD ILLUSTRATION The HIGMEC page always contains the Equity card illustration in watermark in the background.
Equity News Publication 87 .088 Postcards from Liaison Areas styles
Body Copy for Postcards from CITY NAME GREETINGS Liaison Areas is the same style as Family Futura PT Family Futura PT the Body Copy in other articles, Style Book Style Heavy except left alignment. Size 20 pt Size 13 pt Leading 24 pt Leading (15.6 pt) Tracking 0 Tracking 0 Case All Caps Case All Caps Alignment Left Alignment Center First Line Indent 0 First Line Indent 0 Align to Grid None Align to Grid None Color Postcard Red - Color PMS Black 6 PMS 485 POSTCARDS STRIP The Postcards page always has a short Equity Blue stripe extending off the right column with “Liaison Areas” inside in True White. “Postcards from” appears in the line above, outside the stripe.
CITY NAME
STAMP ILLUSTRATIONS Stamp designs are placed on the Postcards page. The location and number of stamps will vary.
POSTCARD FLAIR Postcard images contain an outline in a candy-stripe red, white and blue style and a solid Equity Blue or Postcard red background. The multi- colored candy stripe also runs across the bottom of the Postcards page.
LOCATION BACKGROUND COLOR GREETINGS The Postcards page background is always Postcard Ivory - PMS 7401.
88 Actors’ Equity Association .089 Memoriam styles
MEMORIAM NAME QUOTE BODY LIST Family Futura PT Family Avenir Family Avenir Style Book Style Book Oblique Style Book Size 20 pt Size 10 pt Size 6 pt Leading 24 pt Leading 12 pt Leading 9 pt Tracking 0 Tracking 0 Tracking 0 Case All Caps Case Normal Case All Caps Alignment Left Alignment Right Alignment Left First Line Indent 0 First Line Indent 0 First Line Indent 0 Align to Grid None Align to Grid None Align to Grid None Color Equity Blue - Color PMS Black 6 Color PMS Black 6 PMS 2935 or Equity Yellow - QUOTE BODY PMS 1235 This block of text features a quote, usually from a play or musical.
QUOTE ATTRIBUTION Styles are all the same as Quote Body, except an em dash precedes the attribution, and attribution copy is not italicized. ALPHABETICAL LIST
BACKGROUND COLOR The Memoriam list always contains a light blue background in Postcard Blue - PMS 290. MEMORIAM NAME
HEADSHOT
Equity News Publication 89
.091 In Closing
We are coming to the end of this Approvals guide, which signifies the time to Page 92 begin using this guide in Equity brand-related decisions is now. Contacts Page 93 In this section, you will find details on our approval process and the points of contact within the communications department.
Brand Book & Style Guide Version 1.0 .092 Approvals
As previously stated, this guide Outside approvals may be is not a comprehensive list of submitted electronically by Questions prevent rules. The creative journey is full emailing the concept to the Equity mishaps. If you have of changes. New approaches, communications department, new trends and changes in [email protected]. a question about the technology will inevitably have use of Equity brand an effect on the Equity brand. If you are a vendor working materials, please do on an Equity brand execution, That said, please follow any provide an electronic or not hesitate to ask! guidelines within when making physical proof before any item is brand executions. Anything printed, published or otherwise outside of these guidelines must executed. These proofs can be approved by an authorized be submitted to your point of representative from Actors’ contact within Equity. Equity Association.
92 Actors’ Equity Association .093 Contacts
STOP & EXAMINE Are you working on a presentation, report or other materials to be distributed to the public or share with Equity members? If so, you likely need to add Equity branding!
If you need assistance adding Communications Department Equity branding to your materials, please contact the communications [email protected] department. (212) 869-8530 If you’ve already added Equity branding to your document, please share your material(s) with the communications department for quick review. If your material(s) does not follow Equity guidelines, the communications department will help you with changes to meet brand standards as outlined in this Brand Book and Style Guide.
In Closing 93 Eastern Region Central Region NEW YORK CITY - NATIONAL HEADQUARTERS CHICAGO 165 West 46th Street 557 West Randolph Street New York, NY 10036 Chicago, IL 60661 Phone: 212-869-8530 Phone: 312-641-0393 Fax: 212-719-9815 Fax: 312-641-6365 Rehearsal/performance-related emergencies: 866-270-4232 Rehearsal/performance-related emergencies: 312-307-2781 NYC Audition Hotline: 877-232-1913, ext. 831 Chicago Audition Hotline: 877-232-1913, ext. 815
ORLANDO Western Region 10319 Orangewood Blvd LOS ANGELES Orlando, Florida 32821 5636 Tujunga Ave Phone: 407-345-8600 North Hollywood, CA 91601 Fax: 407-345-1522 Phone: 323-978-8080 Orlando Audition Hotline: 877-232-1913, ext. 821 Fax: 323-978-8081 Rehearsal/performance-related emergencies: 818-414-8525 LA Audition Hotline: 877-232-1913, ext. 826
© 2020 Actors’ Equity Association