thunder bay symphony orchestra · 2018. 9. 24. · thunder bay symphony orchestra visual identity...

Thunder Bay Symphony Orchestra | Visual Identity and Brand Guidelines

Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelinesVersion 1.1Effective August 20, 2018

Thunder BaySymphonyorcheSTra

Paul HaasMusic Director


table of contents

Introduction to the TBSO brand Page 2

The TBSO logo history 3

The official TBSO logo 4

Logo variations 5

Logo use and misuse 6

Logo with logotype 7

Fonts and font families 8

Font usage 9

Colours 10

Stationery 11

Grids and layout 12

Advertising and promotional materials 13

Contact information back

1Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines


Introduction to the TBSO brand

The Thunder Bay Symphony Orchestra (TBSO) was established in 1960 and incorporated in 1962. Its

organizational vision states:

“The TBSO promotes the appreciation of the rich traditional heritage of symphonic music, while of-

fering imaginative programming including Canadian compositions and artists. The TBSO seeks to be

relevant to the diverse population of Thunder Bay and Northwestern Ontario through the presenta-

tion of live symphonic educational and community concerts, and special events that are embraced

by the whole community.”

A recent addition to that vision tightens the focus further: the TBSO will 1) educate, 2) multi-culturally

engage new and existing audiences, and 3) enrich audiences through a classical voice unique to its

region and its people.

The intrinsic aspirations of the TBSO brand are to be:

• Programmatically imaginative

• Educational

• Multi-culturally and regionally-relevant

• Exciting and unique

However, the TBSO has other brand dimensions, some of which are unintentional. Over the years the

orchestra has incurred debt, which has tarnished the brand. It has also been seen by a few as elitist,

and by others as a smaller version of big city orchestras.

The facts speak more clearly. Thunder Bay is the smallest city in Canada to have a fully-professional

orchestra. Its music reaches over 20,000 people a year, over 6,000 of whom are students engaged

in TBSO educational programs in the region. The TBSO is a small but powerful economic engine. It

brings in over $1.2 million a year in grants and fundraising, which supports a matching payroll of $1.2

million, most of which is spent locally. The TBSO is also an important part of Northwestern

Ontario’s cultural reputation, an asset that attracts new people and new businesses to the region.

Most importantly, the music speaks for itself. The Thunder Bay Symphony Orchestra has never

sounded better. Its programming is innovative and unique. Its players are motivated, talented and

brilliant. Its audiences are growing and enthusiastic. It is a musical experience, par excellence.

Thunder Bay Symphony Orchestra Visual Identity &BrandGuidelines

2


The TBSO logo history

The previous official TBSO logo was adopted by the organization in 1977 (shown below).

Though not unique at the time (it was derived from another orchestra’s logo), it has been a bold,

easy-to-read identifier for the orchestra. There have been very few, if any, design standards applied

to its use, though it has seen a number of slight variations over the years, the one shown above

being the most recent. No official colour was ever assigned; it appeared most commonly in black on

white, or white on black.

In 2017, the TBSO management began addressing the orchestra’s visual identity—at the same time

the Board was renewing its strategic vision. Both Board and management decided that the time had

come to modernize the organization’s visual identity, to bring it in line with the TBSO’s goals and its

unique place in Canadian culture.

The Board and management understood that the old logo no longer represented the TBSO brand,

which has been growing stronger over the past 6 decades.

What was needed was a striking new image that reflected the TBSO’s unique cultural assets.

3


Previous TBSO logo


The official TBSO logo

The logo was adopted by the TBSO Board of Directors on March 19, 2018.

The logo is unique to the Thunder Bay Symphony Orchestra, there are no similar orchestra logos. The

obvious and primary elements are the flowing ribbon, and the abstracted letters: T-B-S-O.

The logo is a simple representation of the aurora borealis, or northern lights. The colours represent

the blue, blue skies over sunny Northwestern Ontario, and the deep blue waters of Lake Superior—

the largest surface area of fresh water in the world.

Unlike the previous logo, this logo is not a literal expression of the letters T-B-S-O. As an abstraction,

it requires a bit of reflection to see the letters, adding to its interest and memorability.

4



Logo variations

The preferred version is the full colour logo (shown top left), which must be used whenever and

wherever practicable. However, there may be technical situations when that is not possible.

In black and white publications the fully shaded (middle left) version is to be used. For black and

white applications that require a ‘reverse’ logo, that is a white logo on a dark background , the

shaded (lower left) version is preferred. In those cases when the shaded versions cannot be used, the

flat versions (top right, middle right and lower right) may be used.

The full colour version (top left) may also be used as a ‘reverse’ logo on a dark background.

5



Logo use and misuse

The safe zone around the logo must be no smaller than the thickness of the ‘ribbon’. That includes

the placement of the logotype (see next page).

The logo must not be altered, added to, or distorted. Some examples shown.

Stretch Compress Outer Glow

Rotate Fade Colour Change

Drop Shadow Gradient Reflect

6



Logo with logotype

The logo must appear with the logotype in one of two ways: with type below or type to the right.

In most applications the logo/logotype will also include the name of the Music Director, as shown.

7





pauL haaS muSIc dIrecTor


paul haas music director


Fonts and font families

The official TBSO fonts and font families. All fonts can be sourced from Google Drive / Google Docs.

The entire Encode font family comes in a variety of weights: Thin, Ultra Light, Light, Regular,

Medium, Semi Bold, Bold, Extra Bold and Black. There are no Encode italics. Italics can be created by

skewing type 7º or substituting the italics from the Fira Sans font family.

8


Encode Sans Regular

aBcdeFGhIJKLmnopQrSTuVWXyZ

abcdefghijklmnopqrstuvwxyz

1234567890

Encode Sans Condensed Regular (primary font)

ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890

Encode Sans Compressed Regular



1234567890

Lora Regular (serif)



1234567890

Prata Regular (optional: serif headlnes)



1234567890

Great Vibes

ABCDEFGHIJKLMNOPQRST UVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890


Font usage

The following examples show a few of the possible applications of the TBSO fonts:

Gala PerformanceGLORIOUS BRAHMSAn Incredible Evening of the Master’s Classics

Join Conductor Paul Haas and the entire TBSO onstage at the Thunder Bay Community

Auditorium for this one time celebration of the life and compositions of the great

Johannes Brahms.

Gala Performance

GLORIOUS BRAHMSAn Incredible Evening of the Master’s ClassicsJoin Conductor Paul Haas and the entire TBSO onstage at the Thunder Bay Community

Auditorium for this one time celebration of the life and compositions of the great

Johannes Brahms.

Gala PerformanceGLORIOUS BRAHMSAn Incredible Evening of the Master’s Classics

Join Conductor Paul Haas and the entire TBSO onstage at the Thunder Bay

Community Auditorium for this one time celebration of the life and

compositions of the great Johannes Brahms.

The recommended font for most body copy text is Encode Sans Condensed Light. The samples

above show a very mixed use of fonts. A more restrained approach is recommended, for example

using Encode Sans Semi Bold for headlines, and Encode Condensed Regular for body copy.

9



ColoursThere are 12 colours in the TBSO Visual Identity system. Other than black or white, no other colours

may be used. Colours may be used as overlays at 100%, 85% and 65%.

10


Colour TBSO Simply Cyan TBSO Superior Blue TBSO Deep Sky CMYK 100/0/0/0 80/39/0/0 73/58/0/0 RGB 0/174/239 33/133/199 86/111/181 HEX #00AEEF #2185C7 #566FB5 Pantone® 299 C 7689 C 7456 C

Colour TBSO Sunrise TBSO Fresh Lawn TBSO Forest Moss CMYK 0/33/100/0 46/11/83/4 50/20/100/32 RGB 252/179/22 144/177/86 103/125/42 HEX #FCB316 #90B156 #677D2A Pantone® 7549 C 2303 C 3508 C

Colour TBSO Orange Soda TBSO Rose of Sharon TBSO Hot Wine CMYK 2/65/97/0 11/87/38/0 0/86/100/52 RGB 238/120/39 217/72/112 136/38/2 HEX #EE7827 #D94870 #882602 Pantone® 151 C 205 C 7623 C

Colour TBSO Brass Band TBSO Grapesicle TBSO Granite Grey CMYK 30/41/100/6 40/75/0/18 60/44/44/10 RGB 177/130/46 137/78/141 109/121/124 HEX #B18C2E #89E8D #6D797C Pantone® 1255 C 258 C 424 C

COOL FRESH WARM HARD

Simply Cyan Sunrise Orange Soda Brass Band

Superior Blue Fresh Lawn Rose of Sharon Grapesicle

Deep Sky Forest Moss Hot Wine Granite Grey

MORNING MIDDAY NIGHT



Stationery

Examples shown. All address blocks set in 8 pt. Encode Sans Compressed Regular.

11

P.O. Box 00000Thunder Bay, ONP0S TAL




Building Name000 Street Address

P.O. Box 00000Thunder Bay, ON

P0S TAL

[email protected]: 807.000.0000

fax: 807.000.0000First LastnameTitle

Building Name000 Street Address

P.O. Box 00000Thunder Bay, ON

P0S TAL

[email protected]. 807.000.0000o. 807.000.0000


tbso.ca



Grids and layout

There is no set grid layout for the TBSO VI system. However, grids must be built using the logo–

logotype as a structural reference, as shown in this example. Layouts are always asymmetrical.

12

THUNDER BAYSYMPHONYORCHESTRA

Paul Haas Music Director


Advertising and promotional materials

Black background for formal, white background for performance. Simple imagery. Stacked type.

Official TBSO colours may be used as overlay

panels (at 100% of 85% and 65% opacity). Formal

designs must use rectangles, light designs may use

irregular polygons (shown).

Headline text must always be set with very tight

leading, with butting but not overlapping type.

Any of the official fonts may be used in this way,

with exception of Great Vibes script.

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THEWIREDCONCERTClassics onsteroids!Paul Haas conducts the electrified TBSO, featuring Paul Fowler on technical effects.

PUBLIC ARTS FUNDERS SEASON SPONSOR CONCERT SPONSOR

Thurs., Feb. 21, 7:30THUNDER BAY COMMUNITY AUDITORIUMTickets online: TBSO.CA, or call 684.4444

Investing in a long term future

A case for support

Thunder BaySymphony orcheSTra

paul haasmusic director




To request more information contact

TBSO Office

Confederation College960 William Street

P.O. Box 29192 Thunder Bay, ON

P7B 6P9

[email protected]. 807.474.2283

tbso.ca

thunder bay symphony orchestra · 2018. 9. 24. · thunder bay symphony orchestra visual identity...

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