brand standards - Alamo Drafthouse Cinema

BRAND STANDARDS
TABLE OF CONTENTS
Introduction
3
Primary Logo
4
Condensed Logo
5
Logo Usage
6
Background Control
9
Color Palette
12
Typography
14
Paper System
17
Email Signature
19
Video Branding
20
Social Media
23
Merchandise
28
Poster Housings
29
2
INTRODUCTION
As the Alamo Drafthouse Cinema continues to grow, so does the visibility to our business partners and the public. As a result, it becomes increasingly
important to present a unified, cohesive look across all of our marketing and visual communications. Our design aesthetic looks to vintage and
obscure movie posters, ad mats, and press kits for inspiration. It echoes the fun, rebellious spirit of D.I.Y. film ‘zines from the second half of the
twentieth century. This guide is intended for anyone involved in the creation of visual communication materials for the Alamo Drafthouse Cinema.
The document is broken down into three sections, which are outlined below.
Section 1: The Alamo Drafthouse Cinema Logo
This section covers usage of our most recognizable visual asset — our logo. The Alamo Drafthouse Cinema logo is the cornerstone of our identity and
should always be used in accordance with these guidelines.
Section 2: Brand Standards
Working hand-in-hand with the logo, the Alamo Drafthouse Cinema brand standards provide a framework for building consistent, professional
communication materials through color palette and typography.
Section 3: Visual System
The visual system covers the application of the previous two sections to print, video branding, merchandise, and more.
These sections provide general guidelines and assets for adhering to the Alamo Drafthouse Cinema design standards. However, we encourage you to
contact John Gross at [email protected] with any questions you may have.
3
PRIMARY LOGO
Overview
The Alamo Drafthouse Cinema logo represents our entire company — including the show, merchandising, advertising, and sponsorships.
Be mindful when using the logo. It’s a personal sign-off on our unique ideas, culture, and presentation. The signature consists of the words “ALAMO
DRAFTHOUSE CINEMA” set in a custom logotype and encased within a “marquee” housing. It has multiple variations which are available in a wide
variety of formats suitable for print, on-screen and online applications.
General Usage
The Alamo Drafthouse Cinema logo can be reproduced using one, two, or three colors. It can also be used in certain reverse color applications.
See page seven for further details. Contact John Gross at [email protected] for instructions on how to access the logo files.
The logo should always be used as a complete unit. The words “Alamo Drafthouse Cinema” and its elements should never be used
independently of one another. The following pages provide a complete guide to appropriate usage. The logo should not be utilized in any
other way, without express written permission from the creative office.
4
CONDENSED LOGO
Overview
The Alamo Drafthouse Cinema condensed logo is a secondary mark. It should be used in situations where the full logo doesn’t best reproduce,
such as at small sizes. It is also the preferred online version of the logo, and should be used as the primary avatar for all social media profiles. The
condensed logo should also be used in scenarios where the Alamo Drafthouse Cinema patrons are already familiar with the primary brand. For
instance, the condensed logo should be primarily featured inside the cinema on employee uniforms, advertising, and merchandise.
General Usage
The condensed logo can be reproduced using one, two, or three colors. It can also be used in certain reverse color applications. See page seven for
further details. Contact John Gross at [email protected] for instructions on how to access the logo files.
The logo should always be used as a complete unit. The letter “A” and its elements should never be used independently of one another.
The following pages provide a complete guide to appropriate usage.
5
LOGO USAGE
Clear Space
When placing the logo in a layout, it should never be crowded by other design elements. Regardless of size, the minimum amount of clear space
around all sides of the logo should be the height of the A in the logotype.
Height
Height
Minimum Size
The full logo is designed to be legible at small sizes. But it should never be sized less than 1.375” wide for print applications and 125 pixels wide for
web applications. The condensed logo may be used as small as 0.35” wide for print, and 25 pixels wide for web.
1.375”
100 px
6
0.35”
25 px
LOGO USAGE
Correct Uses
The Alamo Drafthouse Cinema logo can be used in any of the following ways. In situations where the black version of the logo
is utilized, associated neutrals (see page eleven) may be substituted as long as they follow background control rules (see page nine).
Contact John Gross at [email protected] for any of the below logos, or for specific usage instructions.
Three Color
Red (PMS 200 C): Housing
Gold (PMS 7405 C): Frame
Cream (PMS 7499 C): Lettering
Two Color
Red (PMS 200 C): Housing
Gold (PMS 7405 C): Interior
Two Color
Red (PMS 200 C): Housing
Cream (PMS 7499 C): Interior
Two Color
Red (PMS 200 C): Housing
White (Paper Stock): Interior
Two Color
Black (Black C): Housing
White (Paper Stock): Interior
One Color
Red (PMS 200 C): Housing
One Color
Black (Black C): Housing
One Color (Negative)
Gold (PMS 7405 C): Housing
One Color (Negative)
White (Paper Stock): Housing
7
LOGO USAGE
Incorrect Uses
It’s important to never use the Alamo Drafthouse Cinema logo in any of the following ways.
Any unapproved colors
Used without the housing
Used without the housing and frame
Used without the lettering
Interior gradients and special effects
such as emboss, glows, bevels, etc.
Reversed from photographic
background
Logo used inside another shape
Rotated or Flipped
Never use
Compressed or expanded
8
Never recreate the logo or symbol
as a word.
BACKGROUND CONTROL
Value Range
The preferred backgrounds for our signature are white and black, but in some cases it’s necessary to use the signature over colors or images. In these
cases, it’s extremely important to ensure the visibility of all signature elements. The chart below shows the approved signature colors and which value
ranges work best. As you can see, the Three Color / Red Housing mark is extremely versatile.
0%
10%
Three Color / Red Housing
One Color / Red Housing
One Color / Positive
One Color / Negative
9
20%
30%
40%
50%
60%
70%
80%
90%
100%
BACKGROUND CONTROL
Colors
The preferred backgrounds for our signature are white and black. But in some cases, the signature is used over a color to enhance a particular
design concept, or it is necessary to apply the signature over a colored substrate. In these cases, it’s extremely important to ensure the visibility of
all signature elements. The exhibits show which signatures to use over various colors to ensure maximum visibility. Note that, although the black
signature may be visible on many mid-range backgrounds, it is preferred that white be used in those cases.
Colored Substrates/Surfaces
10
Applied/Printed Colors
BACKGROUND CONTROL
Imagery
The preferred backgrounds for our signature are white or black, and in some cases, a solid color. When appropriate, the signature can be used over
an image to enhance a particular design concept. In these cases, it’s extremely important to ensure the visibility and readability of all signature
elements by using only the three or two color signature options. Background imagery should be scaled back through duotone or opacity, in order
to retain focus on the signature. The signature elements must not be superimposed over background imagery. Background imagery should never
utilize a gradient fade in Alamo Drafthouse materials. The examples show both correct and incorrect usages.
Correct Uses
11
Incorrect Uses
COLOR PALETTE
Primary Colors
The primary colors of the color palette represent the strong, minimal core of the brand. The consistent representation of these core colors help
reinforce the distinctiveness of the Alamo Drafthouse Cinema brand. The Alamo Drafthouse Cinema Signature can only be reproduced in the
primary colors.
PMS 200 C
CMYK: 24, 100, 99, 19
RGB: 163, 30, 34
HEX: #A31E22
PMS 7405 C
CMYK: 15, 19, 76, 0
RGB: 221, 195, 94
HEX: #DDC35E
PMS 7499 C
CMYK: 9, 6, 23, 0
RGB: 231, 228, 200
HEX: #E7E4C8
Neutrals
The following neutrals may be used in the Alamo Drafthouse Cinema color palette. Use neutrals sparingly, selecting only one or two tones if used in
support of the primary palette.
PMS Black C
CMYK: 0, 13, 49, 98
RGB: 38, 28, 2
HEX: #261C02
12
Warm Gray 9 C
CMYK: 0, 1, 0, 51
RGB: 145, 145, 149
HEX: #919195
Warm Gray 7 C
CMYK: 0, 0, 0, 37
RGB: 173, 175, 178
HEX: #ADAFB2
Warm Gray 5 C
CMYK: 0, 0, 0, 29
RGB: 190, 192, 194
HEX: #BEC0C2
Warm Gray 3 C
CMYK: 0, 0, 0, 17
RGB: 216, 217, 218
HEX: #D8D9DA
Paper Stock
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
HEX: #FFFFFF
COLOR PALETTE
The Alamo Drafthouse Cinema color palettes have been compiled into PMS, CMYK and RGB swatch libraries that can be loaded into Adobe
Design programs such as Photoshop, Illustrator and InDesign. This saves time and eliminates error when working with the color palette for both
print (PMS & CMYK) and web (RGB) formats.
These libraries have been exported as .ase (Adobe Swatch Exchange) files. Detailed instruction on how to load these pre-built palettes into your design
application of choice are below. Contact John Gross at [email protected] for instructions on how to access the swatch libraries.
Loading Swatches in Photoshop
To import custom swatches from a file in Photoshop, click on the swatches panel menu and choose “Load Swatches...” You will be prompted to select
a file from your computer or network. Select your choice of Drafthouse_CMYK.ase or Drafthouse_RGB.ase files and press the “load” button. The
color palette of choice will load in the swatches menu for your use.
Loading Swatches in Illustrator
To import custom swatches from a file in Illustrator, click on the swatches panel menu and choose “Open Swatch Library.” Then, open “Other
Library...” You will be prompted to select a file from your computer or network. Select your choice of Drafthouse_CMYK.ase or Drafthouse_RGB.
ase files and press the “Open” button. The color palette of choice will load in the swatches menu for your use.
Loading Swatches in InDesign
To import custom swatches from a file in InDesign, click on the swatches panel menu and choose “Load Swatches...” You will be prompted to
select a file from your computer or network. Select your choice of Drafthouse_CMYK.ase or Drafthouse_RGB.ase files and press the “Open” button.
The color palette of choice will load in the swatches menu for your use.
13
TYPOGRAPHY
Primary Headline
The primary Alamo Drafthouse Cinema headline typeface is FUTURA STD. It is available in several weights for maximum flexibility. Use
FUTURA STD Bold in capitalization as the standard weight and style in all primary print design headlines. Contact John Gross at john.gross@
drafthouse.com for instructions on how to access the typeface.
FUTURA STD Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
FUTURA STD Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
FUTURA STD Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
FUTURA STD Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
14
TYPOGRAPHY
Secondary Headline
The secondary Alamo Drafthouse Cinema headline typeface is SHELDON. It suggests a “hand written” style. Use SHELDON in capitalization
as the standard weight and style in place of FUTURA STD as a headline when needed. FUTURA STD and SHELDON are not used together as
headlines under any circumstances. Contact John Gross at [email protected] for instructions on how to access the typeface.
SHELDON fly
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
SHELDON feather
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
SHELDON
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
15
TYPOGRAPHY
Primary Body
The primary Alamo Drafthouse Cinema body typeface is Adobe Garamond Pro. It should be used as the standard body copy typeface. It is not used as a
headline typeface under any circumstances. Contact John Gross at [email protected] for instructions on how to access the typeface.
Adobe Garamond Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Adobe Garamond Pro Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Adobe Garamond Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
16
PAPER SYSTEM
The Alamo Drafthouse Cinema paper system is simple, elegant, and easy to use in every scenario from printing on letterhead to sending an electronic
document via email.
Business Card
The business card is a custom size, measuring 3.05” x 1.65”. It is 3/2 (3 colors
on the front, 2 colors on the back) and should be offset printed on a natural
white, uncoated cover with a minimum weight of 130 lb. It is die-cut to maintain
perfectly rounded corners, and the gold must be printed with gold foil. FUTURA
STD Book must be used for all text on the cards, left-aligned and set in size 7 pt.,
with a leading of 9 pt. The employee’s name and title are the only exceptions. The
name is set in bold, all caps, at size 8 pt. The title is set in book at the standard 7 pt.
All numbers (phone, cell, fax, etc.) must appear on the same line. Underneath, the
following lines can be utilized for digital communications such as email and
Twitter accounts. The physical address always appears right-aligned on the topright of the card.
If you require new or updated cards, contact John Gross at
[email protected].
17
612A E. 6th St.
Austin, TX 78701
YOUR NAME
Your Title
p: 123-456-7890 c: 123-456-7890
[email protected]
twitter: @yourtwitterhandle
PAPER SYSTEM
Envelopes & Letterhead
The envelopes and letterhead are 4/0 (4 colors on the front, blank on
the back) and should be offset printed on a natural white, uncoated
text with a minimum weight of 100 lb.
A template of the letterhead exists in both InDesign and Word forms.
It is highly recommended you utilize the font Adobe Garamond Pro,
regular at 11 pt. whenever possible. However, if you can not access the
font, please use Arial, book at 11 pt.
Date: January 01, 2011
To: Name Here
1717 W. 6th St, Ste. 351
Austin, TX 78703
512-476-1320
www.drafthouse.com
Fr: Name Here
Re: Franchising
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Contact John Gross at [email protected] if you require
either physical printed materials or digital templates.
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que pligeni mporruptatur restibea aut faccupta non ped que acea idendae dolores sitatiis
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1717 West 6th Street
Suite 351
Austin, TX 78703
18
EMAIL SIGNATURE
Overview
The Alamo Drafthouse Cinema email signature is an essential part of our digital communications. Everyone with a @drafthouse.com email address
should have a signature formatted to our correct usage rules. As outlined below, you are required to list your name, title, Alamo Drafthouse Cinema,
at least one contact number, drafthouse.com, and one of our notable press quotes in your email. However, you are not required to include your
cellular or fax numbers. If you don’t have a title, you may disregard that line as well
Your email signature should be replicated with the font Arial at size 8 pt. This is a universal system font which translates seamlessly between users.
Always left-align your signature block, and be sure any contact number is noted with an “o” (office), “c” (cell), or “f ” (fax). The URL for our website
should be hyperlinked, but never include “http://www.”, “http://”, or “www.” before the address.
To be consistent in the use of our brand, do not modify the layout, add logos, additional links, or create a unique style. Examples of correct and
incorrect email signature usage are shown below. For specific questions concerning your signature, how to integrate it into your email client, or for a
list of current press quotes, contact John Gross at [email protected].
Correct Use
Correct Use
Incorrect Use
Your Name
Your Title
Alamo Drafthouse Cinema
555 555 5555 o
555 555 5555 c
555 555 5555 f
drafthouse.com
-“Coolest Movie Theater in the World”
-Wired.com
Your Name
Your Title
Alamo Drafthouse Cinema
555 555 5555 c
drafthouse.com
-“Best Theater in America”
-Entertainment Weekly
Your First Name
555 555 5555
[email protected]
www.drafthouse.com
19
Incorrect Use
Your Name
Your Title
Alamo Drafthouse
http://www.drafthouse.com
Best Theater in America
Coolest Movie Theater in the World
VIDEO BRANDING
1920 pixels
Correct Uses
The white condensed logo must
appear in the bottom-right corner
of all video blogs.
To replicate the effect, duplicate
the logo onto two layers. On
the top layer, select a Soft Light
effect and set the transparency to
75%. On the bottom layer, set the
transparency to 15%. This base
enables the logo to reproduce on a
variety of backgrounds.
Any video posted on an official
Alamo Drafthouse Cinema
channel must be approved by
our office. Contact John Gross at
[email protected] for
approval, or if you require a video
branding template.
20
1080 pixels
125
pixels
80
pixels
On a 1920x1080 video (example above)
the logo is 125 pixels tall, placed 100 pixels
horizontally from the right edge and 80 pixels
vertically from the bottom edge.
On a 1280x720 video the logo is 75 pixels tall,
placed 70 pixels horizontally from the right edge
and 60 pixels vertically from the bottom edge.
100
pixels
VIDEO BRANDING
YouTube & Vimeo Channels
Videos uploaded to YouTube and Vimeo
must be branded correctly. The conventions
below must be followed.
1. “Alamo[YourCity]” should be used as
your public account name.
2. Name all videos in Title Case, with the
first letter of every word capitalized. Use
hyphens, with a space on either side, to
separate when needed. You must include
a year when naming a reoccurring event.
Example: Fantastic Fest 2010 - We Are
What We Are
3. Tag the video with unique key terms, and
always provide a link to drafthouse.com
in the description.
4. Anamorphic or 4:3 videos placed in a
16:9 window should have the watermark
placed within the image, not within a
letterbox or pillarbox.
Contact John Gross at john.gross@
drafthouse.com with any video questions.
21
VIDEO BRANDING
Onscreen Stingers
When creating onscreen stingers for use in Alamo Drafthouse theaters, the following criteria must be met. All stingers must be approved
by the Alamo Drafthouse creative department before they appear onscreen. Contact John Gross at [email protected] with any
video questions.
1. Source materials should be of highest resolution possible. Blu-ray is ideal, and if available, mandatory.
2. Frame size must be 1920 pixels wide x 1080 pixels tall. Even if the aspect ratio is less than that, the final output must be these dimensions.
3. Frame rate must be 23.976 or 24 frames per second.
4. Frame rates and aspect ratios must be consistent throughout the entire piece.
5. All titles must appear within title safe areas.
6. Stingers should be no longer than 30 seconds with a 5 second grace period. Stingers longer than 30-35 seconds require special approval.
7. When delivering an exported file, use the “DNxHD .mov” codec or the “.tiff” sequence with accompanying .wav audio for DCP creation.
8. Use the following naming convention for exported files: type_location-title_trl (example: AD-AUS-VERTIGO_TRL).
22
SOCIAL MEDIA
Franchises are highly encouraged to create and maintain their own social media streams (Facebook, Twitter, etc.), as it’s important to maintain a
dialog with area customers. In doing so, you’ll learn what works and what doesn’t in your city. You can directly cater to your followers by putting a local
spin on the show and creating one-of-a-kind presentations found nowhere else. Franchises should reward their avid followers at least once a month
with exclusive deals such as food tastings, merchandise, and special screenings.
Local streams will exist in conjunction with the social media communications disseminated from the main office regarding national news,
promotions, and updates. Please follow the best practices detailed below for voice, naming, language, frequency, and content. If you have any
questions regarding social media usages, please contact John Gross at [email protected].
Voice
The voice of the Alamo Drafthouse Cinema can be heard through the style, tone, and manner of our communications. Expressed in everything from
the written word to public presence, our voice is honest, straightforward, and confident — but never boastful. The voice should be consistent and
constant, as it is the heartbeat of our online presence.
Naming
“Alamo[YourCity]” should be used as your public account name for all social media streams. Do not put any spaces or underscores between words.
Also, capitalize the first letter of each word. Example: AlamoLubbock or AlamoKC
Language
Language used in social media should be positive and upbeat. Always use proper English, and keep it free of R-rated profanity or any unnecessary
web speak (i.e. OMG, LOL, LMFAO). Use ALL CAPS for movie titles. Limit using ALL CAPS for other rare instances, such as cancellations or lastminute updates on events, tickets, or times. If you do use ALL CAPS, please begin the message with them, then switch to sentence case with the
announcement. Example: UPDATE: Bill Murray announced that he’ll be at the 7 pm screening of MEATBALLS at the Ritz
23
SOCIAL MEDIA
Frequency
You should post on your social media streams at least once a day. If you’re promoting a specific event or special, you should post about it no more
than three times in one week. If you repeat posts about the same topic, please reword the message, or post about it in a new and interesting way. It’s
important to get the word out to your followers, but it’s even more vital not to overwhelm them with repeat messages and shameless self-promotions.
Content
The greatest misconception about business social media streams is that they’re simply free methods of online advertising. While this is true, to a
degree, their primary usage should be to serve as the voice of the company. Promote the Alamo Drafthouse Cinema lifestyle, such as sharing film
facts, discussing beers, or sharing classic video game secrets. Interact with your users — educate and entertain them. Always lean towards inventive or
alternative ways of communicating, while keeping it simple and avoiding obvious or trendy content. This will keep them interested in revisiting your
streams. Once they’re engaged, they’ll be more open to embrace the occasional in-house promotion. The following pages provide both correct and
incorrect examples and serve as a guide for accepted content.
24
SOCIAL MEDIA
Correct Examples
On-brand, on-point post
presented in an honest, matterof-fact tone that lets the content
speak for itself.
25
Quick, compelling quote to sell
a movie that could benefit from
extra promotion.
Photo tells a joke with a message
that complements the content,
rather than distracts.
Alternative content that is
specifically NOT selling a show,
but still engaging to followers.
SOCIAL MEDIA
Incorrect Examples
Inane, cliche-ridden attempt
at engaging dialogue that is
inconsequential to begin with.
26
Nonsensical text and phony
enthusiasm. Never ask a question
such as, “How cool is X?” or
“Who likes X?”
Pandering questions that fail to
incite actual dialogue.
Gratuitous use of exclamation
marks and misinformed hash
tags. Never ask a question such
as, “Who loves X?”
SOCIAL MEDIA
Profile Image: Primary
As stated on page five, the condensed logo should be used
as the primary image for all social media profiles. Any of the
approved color combinations for the logo can be used. Venue
and event photography should be posted in albums within
sites, but not used as the primary profile image.
Profile Image: Secondary
Facebook cover images and Twitter header images must
coincide with brand standards.
Twitter Header Image
Primary Image
The Facebook cover image should be 851 pixels wide by
315 pixels tall. Always provide space on the bottom left for
the profile photo to overlap the cover image. Cover images
should display specialty programming or brand initiatives in
your market. Images should be changed two or three times a
month, and when relevant, link to a show page or blog with
more information.
The Twitter header image should be 1252 pixels wide by
626 pixels tall. It should display your market’s landmarks,
such as an Alamo Drafthouse sign or an example of Alamo
branding. Once established, Twitter headers should change
no more than once a year.
27
Facebook Cover Image
MERCHANDISE
Correct Uses
Merchandise is an important facet of the Alamo Drafthouse Cinema. It provides an additional revenue stream and also allows our patrons to
celebrate our brand outside of the cinema.
Items chosen as Alamo Drafthouse Cinema merchandise should be of the utmost quality. They should represent our culture, style, and timelessness.
Below are examples of acceptable merchandise options. Again, all logo usage and background control rules should be expressly followed as detailed
on pages five through eleven.
Final designs must be submitted to the Alamo Creative Department for approval before any promotional products are produced. Please use the
Promotional Material Approval form when a design is ready. Contact John Gross at [email protected] for further information.
28
POSTER HOUSINGS
Correct Uses
The Alamo Drafthouse Cinema logo, primary
or condensed, should be utilized on all poster
housings. These poster housings are custom
designed and meant to frame provided posters for
online and print use. This provides an immediate
visual connection between our brand and the
unique blend of presented and produced events
we cultivate. These housings differentiate movies
presented as an Alamo Drafthouse Cinema
experience from standard movies.
29
DIGITAL POSTERS
When choosing digital posters for display, the
following criteria must be met.
1. Posters should be high-resolution and sized to
approximately 1080 pixels wide by 1600 pixels
tall at 72 DPI.
2. Posters should not contain watermarks,
incorrect scaling, or overly pixellated imagery.
3. Posters should be original studio theatrical
one-sheets or approved Alamo Drafthouse
posters and not artist interpretations
or re-imaginings. Mondo posters are not
to be used under any circumstances.
If you have questions, contact John Gross
at [email protected] for
further information.
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