SHAWFESTIVAL

BRAND MANUAL

Brand History

THE SHAW FESTIVAL

The Shaw Festival is the only theatre in the world that specializes in plays

by Bernard Shaw, contemporaries and plays about his era (1856- 1950).

Located in Niagra-On-The-Lake, the Shaw Festival is on of the town’s main

economic generators. With an operating budget of $27 million and annual

attencdance of 270,000, the fesitval is also one of the main summer at-

traction in southern Ontario. The festival was founded in 1964 by a small

group of actors, directors, and stage hands, the festival has ballooned into

a extremely successful source of culture operating out of 4 main theatres;

the Festival Theatre, The Royal Theatre, The Court House Theatre and The

Royal George Theatre.

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Brand Identity

THE SHAW FESTIVAL

The Shaw Festival is a strong Ontario theatre institution and as such a strong

brand identity is needed to convey this. In past years a rotating identity was

changed annually with the new season. The new identity references the

historical and period nature of the festival while still allowing for the edgy

and modern aspects of the festival to shine through. The brand is based

heavily around the idea of ‘drama’, this is conveyed through the bold use of

“Shaw Yellow” which references the historical Playbills of the G.B. Shaw’s

era as well as the dramatic black and white accents. The idea of drama is

further conveyed through the use of lighting and light sources, most promi-

nant in the logo design, secondary graphics, and use of photography. PAGE 4

Brand Personality

THE SHAW FESTIVAL

BOLD

EDGY

HISTORICAL

DRAMATIC

SOPHISTICATEDPAGE 7

ID

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STANDARD LOGO

SHAWFESTIVAL

The Shaw Festival logo has 2 different manifestations. The ‘Standard Logo’ is the basis of the brand and is used when

referring to the brand as a whole, separate from the annual festival seasons. The ‘Annual Logo’ is used in association

with the annual theatre season including. The ‘Annual Logo’ features the distinct year number which serves both as a

visual identifier as well as an abstracted light source casting light onto the logo type. The logo type is meant to evoke

ideas of drama and performance as the characters appear to be standing on a well lit stage facing an audience

ID

STANDARD LOGO

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ANNUAL LOGO

09SHAWFESTIVAL

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Standard Logo Usage

THE SHAW FESTIVAL

The Standard Logo must not be placed too close to other graphic elements. To prevent

this s a safety area EQUAL TO THE CAP HEIGHT of the logo type must be applied to all

sides of the logo when displayed. This area is alterened when using the Annual Logo.

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Logo Safety Area

Width Width

Width Width

Wid

th

Wid

th

SHAWFESTIVAL

The logo will always be used on a yellow

background. In cases where this is im-

posible the logo may be displayed on a

white or black bacground with the cor-

risponding colour variation.

NEVER display the logo in anyorientation other than the original.

NEVER display black and white logoon the yellow field.

NEVER display the logo ontop of a photograph or any other image.

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Annual Logo Usage

THE SHAW FESTIVAL

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09SHAWFESTIVAL

WidthWidth

Logo Safety Area

WidthWidth

Width

Width

Simialr to the other logo, The Annual Logo must not be placed too close to other graphic el-

ements. To prevent this s a safety area EQUAL TO THE WIDTH OF THE ZERO of the logo type

must be applied to all sides of the logo when displayed.

The logo will always be used on a yellow

background. In cases where this is im-

posible the logo may be displayed on a

white or black bacground with the cor-

risponding colour variation.

NEVER display the logo in anyorientation other than the original.

NEVER display the year in any other position than the original.

NEVER display the logo ontop of a photograph or any other image.

SHAWFESTIVAL

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Typefaces

THE SHAW FESTIVAL

ITC SYMBOL STD BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

Akkurat Bold

Akkurat Regular

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The primary typfece used in The Shaw Festival’s braning is ITC Symbol STD. It was chosen for it’s histrocal

characteristics associated with the early 20th century. This typeface works best as a display face used as

the primary typeface for show titles and other headlines. The secondary typeface used is Akkurat, it was

chosen for it’s strong distinctivness. Akkurat is used for all the body copy, headings and subheadings

Typefaces

The “Shaw Yellow” is very important to The Shaw Festival Brand and it is important to maintian a consis-

tent colour throughout all media. In addition to the “Shaw Yellow” both black and white will be used.

C:00 M:02 Y:100 K:00

R:255 G:240 B:00

Pantone Yellow U

Pantone Yellow C

Pantone DS 1-3 C

Pantone DS 1-3 U

C:00 M:00 Y:00 K:00

R:255 G:255 B:255

C:00 M:00 Y:00 K:100

R:0 G:0 B:0

Pantone Black U

Pantone Black C

Pantone DS Process Black C

Pantone DS Process Black C

Colour

THE SHAW FESTIVAL

Graphics

THE SHAW FESTIVAL

There are 3 SECONDARY DESIGN GRAPHICS associated with The Shaw Festival

branding: the border, the title drop shadow, and the the floating bar. These are

to be used in a secondary capacity in realtion to the main logos.

Graphics

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BORDER:

The drop shadowed border can be used to highlight a title word or

specific information. It may also be used as the border for a document

such as a poster or borchure.

FLOATING BAR:

The floating bar is designed to be used as a secondary element. It may be used as title presentation exhib-

ited at the top of the previous page. It may also be used to divide space on a page. In all cases the bar must

cross the format horizontally and bleed off each edge. A drop shadow similar to the ones placed on the title

and border must also be added to the bar. If type is placed on the bar it must be Akkurat in “Shaw Yellow”.

DROP SHADOWED TITLE:

All titles using the ITC Symbol font must always be displayed on a yellow background

set in white. In addition, a drop shadow will be applied to the title. The drop shadow is

meant to give the appearance that the type is floating upon the page and should not

look too odd.

TITLE OF PLAY TITLE OF PLAYTITLE OF PLAY

HIGHLIGHT POSTERTITLE

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Photography

THE SHAW FESTIVAL

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Photographs are a large part of The Shaw Festival’s branding. Photographs allow the public to get a taste

of what to expect at the fine performances the festival puts on, as well as displaying the actors, set de-

sign, and costuming. Wherever possible, only black and white photography will be used. The Photographs

must have a large range of greytones with distinct blacks and whites. The content of the photographs

will always be of the plays themselves, preferably capturing a dramatic moment in the the play.

Photography

09SHAWFESTIVAL

Shaw Festival Theatre10 Queen's Parade

Niagara-on-the-lake,Ontario L0S 1J0, Canada

tel. 905-468-3804fax. 905-468-2172

www.shawfest.com09

SHAWFESTIVAL

The theories of Michel Foucault have been invaluable to the �eld of visual studies. His

concepts of power/knowledge and the panopticon have helped structure our perceptions of the

relationship between modern society and visual culture. Recently, the development and

popularization of reality television has provided a new lens from which to look at these

concepts of power. Reality shows like What Not To Wear are based on the concept of personal

improvement. In this program friends and family nominate someone whom they feel does not

dress appropriately for a bodily makeover. Then, a host of experts coaches this person on dress,

hair, and cosmetics. A camera crew documents every moment of the persons shocking

transformation. By using Foucault’s concepts of power/knowledge, biopower and panopticism,

reality television shows such as What Not To Wear can be seen as agents of social power

structures through their creation and fostering of self-regulating subjects.

To understand the ways in which What Not To Wear serves as an agent of power

structures we must �rst understand Foucault’s theory of power/knowledge. In Foucault’s

understanding, modern society is structured around the basis of power relationships. In

Monarchies or Feudal systems of social structure, citizens’ behavior was regulated through

coercion. For example, the public execution of a criminal allows citizens to witness the

consequences of disobedience and deter further crimes. However, a modern society functions on

the concept of self-regulation, this is the belief that, through various social techniques and

pressures, regulation is internalized so that citizens willingly follow laws, cultural and social

norms, and practices. In modern society, power in the form totalitarian sovereignty is replaced

by power manifested in the development and maintenance of a society that produces

self-regulating citizens.

Foucault’s theory of power/knowledge also relies on the inter-relationship between

knowledge and power. In this concept, power is able to produce knowledge, for example people

in positions of power are able to determine which information is valued. Knowledge is also able

to induce power by insuring that those with knowledge have power over those without, for

example teachers over students, doctors over patients, etc.

Thank you for your interest,

Dear Customer,

Creative Director 09SHAWFESTIVAL

09SHAWFESTIVAL

Louis FishaufArtistic Director

Shaw Festival Theatre

10 Queen's Parade

Niagara-on-the-lake,

Ontario L0S 1J0, Canada

tel. 905-468-3804

fax. 905-468-2172

email. lfishauf@shawfest.com

09SHAWFESTIVALShaw Festival Theatre10 Queen's ParadeNiagara-on-the-lake,Ontario L0S 1J0, Canadatel. 905-468-3804fax. 905-468-2172www.shawfest.com

Applications

THE SHAW FESTIVAL

09SHAWFESTIVAL

Shaw Festival Theatre

10 Queen's Parade

Niagara-on-the-lake,

Ontario L0S 1J0, Canada

tel. 905-468-3804

fax. 905-468-2172

www.shawfest.com

09SHAW

FESTIVAL

THE DEVIL’S DESCIPLE

STARRING ANTHONY HOPKINSTHE FESTIVAL THEATRE

$ 30.00

SAT MAR 4 2009 8:00PM SEC: 12 ROW:8 SEAT: 22

9183233400234232

09SHAW

FESTIVALTHE DEVIL’S DESCIPLE

STARRING ANTHONY HOPKINS

THE FESTIVAL THEATRE

$ 30.00SAT MAR 4 2009 8:00PM SEC: 12 ROW:8 SEAT: 22

9183233400234232

EASY VIRTUE

FESTIVAL THEATREwww.shawfest.com

09SHAWFESTIVAL

MARCH 12 - APRIL 14

SAINT JOAN

COURT HOUSE THEATREwww.shawfest.com

09SHAWFESTIVAL

MARCH 12 - APRIL 14

Posters

THE SHAW FESTIVAL

Posters

THE DEVIL’SDISCIPLE

ROYAL GEORGE THEATREwww.shawfest.com

09SHAWFESTIVAL

MARCH 12 - APRIL 14

SEASON PROGRAM

09SHAWFESTIVAL

Website

THE SHAW FESTIVAL

TICKETS

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OCTOBER

09SHAWFESTIVAL

TICKETS

My Account My Cart Log In

Contact Us Sitemap Credits Privacy Policy © Shaw Festival Theatre 10 Queen's Parade, Box 774, Niagara-on-the-Lake, Ontario, Canada L0S 1J0

DECEMBERNOVEMBERSEPTEMBERAUGUSTJULYJUNEMAYAPRILMARCHFEBRUARYJANUARY

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Pygmalion

It Is, It Isn’t

Wakefield

Through the Archway

About the Town

NOW PLAYING

Easy Virtue

09 SEASON ABOUT THE SHAW MEMBERSHIP TOURS EDUCATION NEWS SHOP

A committee of actors meets to discuss the refurbishment of Garrick Haven, a home for retired thespians. While the stage manager dutifully arrives on time, the rest of the group make their entrances more dramati-cally and the agenda is quickly forgotten as it’s clear that everyone would really rather talk about  themselves. With duelling divas, well-loved stories of past glories and the  appearance of a Great Dane, the meeting quickly falls into comic chaos. The final jewel in the Tonight at 8:30 crown.

EASY VIRTUE

DECEMBERNOVEMBERSEPTEMBERAUGUSTJULYJUNE OCTOBERMAYAPRILMARCHFEBRUARY

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

OCTOBER

09SHAWFESTIVAL

TICKETS

My Account My Cart Log In

Contact Us Sitemap Credits Privacy Policy © Shaw Festival Theatre 10 Queen's Parade, Box 774, Niagara-on-the-Lake, Ontario, Canada L0S 1J0

DECEMBERNOVEMBERSEPTEMBERAUGUSTJULYJUNEMAYAPRILMARCHFEBRUARYJANUARY

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

EASY VIRTUESHOW TIMES: 7:00 pm / 9:00 pm /  11:00 pmTHE ROYAL THEATRE: 383 Lourne St. Niagra-On-The-Lake

PYGMALIONSHOW TIMES: 7:00 pm / 9:00 pm /  11:00 pmFESTIVAL THEATRE: 300 Lourne St. Niagra-On-The-Lake

Pygmalion

It Is, It Isn’t

Wakefield

Through the Archway

About the Town

NOW PLAYING

Easy Virtue

Theatres

09 SEASON ABOUT THE SHAW

Ensemble The Academy History Volunteers Jobs Contact

MEMBERSHIP TOURS EDUCATION NEWS SHOP

A committee of actors meets to discuss the refurbishment of Garrick Haven, a home for retired thespians. While the stage manager dutifully arrives on time, the rest of the group make their entrances more dramati-cally and the agenda is quickly forgotten as it’s clear that everyone would really rather talk about  themselves. With duelling divas, well-loved stories of past glories and the  appearance of a Great Dane, the meeting quickly falls into comic chaos. The final jewel in the Tonight at 8:30 crown.

EASY VIRTUEA committee of actors meets to discuss the refurbishment of Garrick Haven, a home for retired thespians. While the stage manager dutifully arrives on time, the rest of the group make their entrances more dramati-cally and the agenda is quickly forgotten as it’s clear that everyone would really rather talk about  themselves. With duelling divas, well-loved stories of past glories and the  appearance of a Great Dane, the meeting quickly falls into comic chaos. The final jewel in the Tonight at 8:30 crown.

Website

K.M.F. Perchinig