the kentucky center creative style guidelines 2014

BRAND GRAPHICS STYLE GUIDELINES

Effective August 2014

BRAND GRAPHICS STYLE GUIDELINES

1.0 BRANDING OVERVIEW 1.1 Vision, Mission and Values 1.2 Architecture and Positioning Statement

2.0 LOGO 2.1 Primary use 2.2 Secondary use 2.3 Program logos

3.0 DISCOVER YOUR CENTER 3.1 Overview 3.2 Tag line design 3.3 Tag line Use

4.0 COLOR PALETTE 4.1 Overview 4.2 Pantone palette 4.3 CMYK palette

5.0 TYPOGRAPHY 5.1 Overview 5.2 Typeface Intro

6.0 PHOTOGRAPHY 6.1 Overview

BRANDING OVERVIEWThese are our brand guidelines which explain how to use our new visual identity with confidence and clarity.

Our guidelines have been designed to ensure consistency within our brand, helping to create strong recognizable and innovative communications.

The following pages demonstrate the flexibility within The Kentucky Center identity and should be used to inspire and motivate creative expression.

Our unique identity, vibrant color palette and typographic style creates a distinctive framework for our brand which helps us stand out from our competitors.

VALUESINCLUSIVE

We embrace and leverage the diversity of all team members, stakeholders, art forms and audiences.

COLLABORATIVE We know that it takes a well-rehearsed orchestra to play a symphony;

with every member working together and being a pro at playing their part.

INNOVATIVE We set the stage for what’s next.

PASSIONATE We are inspired by our work and find joy in our

efforts and share that passion with all.

CONNECTED We trust and rely on each other; and when we come together we find reasons to celebrate.

LEADERS We are all accountable leaders; instead of looking to others

we first look inward and ask “What more can I do?”

VISIONWe inspire, educate, and entertain; building

lifelong relationships with the arts.

MISSIONTo lead and enrich the artistic, educational and economic vitality of the region by

providing unparalleled programming and cultural events.

THE HIVE OF THE REGION’S

PERFORMING ARTS

dynamic/multi-dimensional, passionate/bold, metropolitan, imaginative, in-the-know, nurturing, hospitable

Enjoyable Programs for AllTicket Trusted Quality

Options A�ordableLocations Accessible, Convenient

Environments Attractive, ComfortableTicket Supportive of the Arts

Feel Like a Welcomed GuestFeel Wowed, Awakened, Broadened, InspiredFeel Pride in Self And City

First-Class Facilities First-Class Customer Service

Exceptional Quality Performing Arts ProgramsComprehensive, Teeming Calendar Of Performing Arts

Iconic Building on Main St.Range of Pricing

Non-Profit InstitutionDeep Outreach/Education

QUALITY CURIOSITY CREATIVITYDIVERSITY INCLUSIVENESS GROWTH

For the curious and inquisitive, The Kentucky Center is the

hive of performing arts where

minds are broadened and spirits are stirred because

there is always something exciting happening in or out of the theatres.

primary target

frame of reference

key brand benefit

key reason to believe

BRAND IDENTITY ARCHITECTURE

BRAND POSITIONING STATEMENT

The Kentucky Center logo is an important asset to our organization and should serve as a foundation for all our visual communications.

To maintain a strong brand image it is important that the logo is always applied consistently wherever it appears. It should never be manipulated or distorted.

It’s color, position, and size are all specified within this document.

LOGOS

The full color logo uses five Pantone spot colors.

This solid logo is in Pantone Black 7C.

Primary Logos

LOGOS

The solid logo can be put into any color necessary for it’s optimal use. However, colors from our palette should be considered first.

This the logotype

Secondary Logos

PROGRAM LOGOS

These logos are specific to each of our institutional programs.

PROGRAM LOGOS

PROGRAM LOGOS

BRANDTAGLINE

“Discover Your Center” is the tag line for The Kentucky Center’s institutional brand which distills the brand architecture into a single expression. It will serve as a foundation for all communication materials and all

patron interface offerings (programming, arts education outreach, guest services and facilities).

“Discover Your Center” will be working with The Kentucky Center logo to enhance The Center core brand, much like an umbrella positioning. These standards will guide usage of The Kentucky Center logo mark as

well as usage of “Discover Your Center,” including advertising, internal and external brand materials.

Discover Your Center uses Alternate Gothic No.2 type font.

The logotype is used in advertising, posters, banners, etc.

“DISCOVER YOUR CENTER” USAGEDiscover Your Center will be used in all Kentucky Center advertising, whether promoting the overall Center or specific programming. It’s placement within the advertising will vary depending on the type of message

A dancer’s leap that defies gravity. Music you can feel in your soul. Dialogue that inspires

and challenges your perspective. The Kentucky Center welcomes you to experience the thrill

of live performances by world-class artists. It sends that same excitement throughout the

Commonwealth with arts and educational programs such as the Governor’s School for the Arts,

ArtsReach and more. Come feel the energy.

TICKET SERVICE 502.584.7777 | MEMBER TICKETS 502.566.5144 | kentuckycenter.org

Learn more about Membership at kentuckycenter.org/Individual/Membership

COLOROur brand’s underpinned with a color palette designed to be fresh, modern and distinctive.

Different combinations of colors can dramatically change the tone and appearance of a document so it is important that our color pallet is applied consistently across our materials.

PANTONE COLOR PALETTE

These colors should be considered for use first, especially with our logos.

These are our spot colors. These can be recreated digitally, but for print use the CMYK alternates if you are

unable to use spot color for a more consistent color.

RBG 128 224 211HEX # 8 0 E 0 D 3

RBG 66 20 95HEX # 4 2 1 4 5 F

PANTONE 3245

PANTONE 192RBG 225 14 73HEX # E 1 0 E 4 9

PANTONE 137

PANTONE 2627

RBG 255 161 0HEX # F F A 1 0 0

PANTONE WARM GRAY 6RBG 165 57 1 4 9HEX # A 5 9 D 9 5

PANTONE BLACK 7RBG 54 53 52 HEX # 3 6 3 5 3 4

CMYK PALETTECMYK is for use in process printing. When primary palette’s spot colors are not used, here is a list of acceptable process alternates.

PANTONE PROCESS P 130-3 CMYK 39 0 23 0



PANTONE PROCESS P 95-8CMYK 75 100 0 49



TYPOTYPOGRAPHY

GRAPHY

Whitney and Whitney Condensed is our corporate typeface. It should be used in all instances where typography is required. It is a simple, clean and legible typeface that compliments our logo.

GRAPHYGRAPHY

We use Whitney and Whitney condensed typefaces in a variety of weights as our insitiutional typeface. Whitney Light and Whitney Condensed Light should be used for most applications. Heavier weights should be used for headings and where deemed appropriate. Franklin, Arial or Helvetica (condensed if available) can be used as a suitable substitute for the Whitney typeface.

Typography shouldn’t be overlooked as a key element within our toolkit.

TYPOGRAPHY

WHITNEYAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789





This is the typeface of the DYC tagline. This font should be used sparingly and only for signage and headers.

ALTERNATE GOTHIC NO. 2

WHITNEY CONDENSEDAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789






Photos of Kentucky Center are critical for bringing the Discover Your Center positioning to life. The brand tonality is achieved through the photos so careful attention should be paid to selecting photos which will

be used with the brand theme-line. In addition to portraying the brand adjectives, photos may need to be adjusted for color/contrast so that “Discover Your Center” is readable when placed over them. Be cautious

when selecting photos that will run adjacent to the main image/DYC in print advertising so that their background colors, lighting and overall composition work well together to form an appealing montage.

kentuckycenter.org501 West Main Stret Louisville, Kentucky

the kentucky center creative style guidelines 2014

Documents

brand guidelines

kentucky center identity

strong brand image

unique identity

primary use

new visual identity

vibrant color palette

pantone palette