Arizona Theatre Compagy

Official Websites

• https://atc.org

Brand Guidelines

2015

Brand Summary

Mission

• To inspire, engage and entertain - one moment, one production and one audience at a time [^1].

Core Values

• bold
• confident
• diverse
• excellent
• exciting
• experiential
• forward-thinking
• hip
• live
• modern
• personal
• relevant
• stable
• strong
• urban [^2]

Target Audience

• Patrons, donors, employees, and students in Arizona, with a focus on an ever-growing, ever-changing demographic and those passionate about live theatre experiences [^3].

Personality Traits

• ambitious
• audience-centric
• innovative
• forward-thinking
• stable
• unique
• recognizable
• community leader [^3]

Visual Identity Overview

• The visual identity is minimalistic, modern, and bold, featuring a circular logo with clean sans-serif typography, a three-color palette (PMS Black 7C, PMS Warm Red C, PMS 3252 C), and a distinctive diagonal hatch pattern. Consistent logo usage, clear space, and minimum size requirements are emphasized, with strict rules against color, font, and pattern modifications [^5].

Categories

Brand Voice

• A brand identity is the face of an organization. The elements of a brand identity work together to create personality, attitude and style. Consistent use of the identity builds a unique, recognizable presence – one that embodies a promise to patrons, donors, employees and students as a way to distinguish that promise from alternatives and competitors. A brand identity is a guarantee that must be fulfilled. In essence, it answers the questions “Who are we?”, “What do we do?” and “What sets us apart?”
• Arizona Theatre Company is committed to inspiring our patrons, donors, employees and students one experience at a time, We are an audience-centric organization that offers a unique live experience, Our history demonstrates our committment to stability while our future focuses on an innovative and forward-thinking approach to theatre,
• BOLD CONFIDENT DIVERSE EXCELLENT EXCITING EXPERIENTIAL FORWARD-THINKING HIP LIVE MODERN PERSONAL RELEVANT STABLE STRONG URBAN
• The brand identity is the primary graphic representation of an organization’s brand. It is an embodiment of the brand positioning, attributes, tone and voice and, over time, becomes instantly recognizable to audiences. Whether it is used internally or externally, for marketing or corporate purposes, in color or black and white, the brand identity is an extremely valuable asset and should be treated as such.

Brand Imagery

• This is the preferred configuration of the brand identity when used in main marketing and communication situations (i.e., web, social media, print advertising, etc.).
• NOTE: The word “the” should never appear before “Arizona Theatre Company” Or “ATC”. This includes logo applications, headlines and body copy.
• There may be instances in which a single color application is desired, Noted below are those acceptable uses.
• Using an alternative one-color configuration is acceptable using PMS Black 7C as shown here.
• In some applications, it may be necessary to reverse the brand identity (make it appear white on a solid colored background). This color should be dark enough to ensure adequate contrast and legibility.

Color Palette

• There may be instances in which a single color application is desired, Noted below are those acceptable uses.
• Using an alternative one-color configuration is acceptable using PMS Black 7C as shown here.
• In some applications, it may be necessary to reverse the brand identity (make it appear white on a solid colored background). This color should be dark enough to ensure adequate contrast and legibility.
• The brand identity consists of three colors and should be used throughout all materials, Tints (shades) of these colors are not acceptable, However, traditional black and white may be used,
• PMS stands for Pantone Matching System®, For situations that do not allow PMS colors, color values for CMYK, RGB and HTML are shown here, These values have been taken directly from the Pantone Color Bridge Coated “THE PLUS SERIES” book,
• NOTE: Each season, an additional color palette may be implemented for show­specific marketing collateral, These colors are secondary and should never replace the approved brand color palette,
• 01 Don’t change colors.
• 08 Don’t place on similar color.

Typography

• Each of the over 250,000 fonts in existence today has a unique personality of its own. The fonts selected to represent a brand are chosen for specific reasons and help convey the overall positioning and personality of the organization. Font selection is a key building block in creating a memorable brand.
• Trade Gothic Condensed No. 18 / Trade Gothic Condensed No. 18 Oblique
• Trade Gothic Bold Condensed No.20 / Trade Gothic Condensed No. 20 Oblique
• ARIAL REGULAR / Arial Italic ARIAL BOLD / Arial Bold Italic
• Times New Roman/ Times New Roman Italic
• Times New Roman Bold/ Times New Roman Bold Italic
• The approved brand font is Trade Gothic Condensed. Both the regular and bold versions can be used.
• For headlines, the type should be all capital letters and tracked between 100-300.
• For subheads, the type should be all capital letters and tracked between 20-30.
• For body copy, the type should be sentence case and tracked between 20-30.
• NOTE: Each season, additional fonts may be implemented for show-specific marketing collateral. These fonts are secondary and should never replace the approved brand font.
• NOTE: The web version of Trade Gothic Condensed is the approved font for all web use.
• PRIMARY SYSTEM FONT For situations in which a user has not purchased the primary brand font license, Arial will replace Trade Gothic as the primary system font.
• For headlines and subheads, the type should be all capital letters and tracked at 100.
• All email body copy should be used in Arial 12pt, and email signatures should be created as shown here.
• SECONDARY SYSTEM FONT Times New Roman can be used as a secondary system font for applications such as letterhead body copy.

Logo Usage

• This is the preferred configuration of the brand identity when used in main marketing and communication situations (i.e., web, social media, print advertising, etc.).
• NOTE: The word “the” should never appear before “Arizona Theatre Company” Or “ATC”. This includes logo applications, headlines and body copy.
• There may be instances in which a single color application is desired, Noted below are those acceptable uses.
• Using an alternative one-color configuration is acceptable using PMS Black 7C as shown here.
• In some applications, it may be necessary to reverse the brand identity (make it appear white on a solid colored background). This color should be dark enough to ensure adequate contrast and legibility.

Tone And Messaging

• A brand identity is the face of an organization. The elements of a brand identity work together to create personality, attitude and style. Consistent use of the identity builds a unique, recognizable presence – one that embodies a promise to patrons, donors, employees and students as a way to distinguish that promise from alternatives and competitors. A brand identity is a guarantee that must be fulfilled. In essence, it answers the questions “Who are we?”, “What do we do?” and “What sets us apart?”
• Arizona Theatre Company is the preeminent professional theatre company in Arizona -a distinction that our brand must live up to at every touch point Founded in 1967, ATC has a long and rich history of presenting Broadway-quality productions in two cities: Tucson and Phoenix, By proclamation, we are recognized as the State Theatre, We are the only LORT theatre company to produce in two cities, ATC not only excels on the stage but behind and beyond the stage as well, We design and build our own sets, We create from our own costume shop, Our education programs reach over 10,000 students each year, Our audiences and donors are among the most passionate and dedicated in Arizona,
• Arizona Theatre Company selects a variety of productions each year and our patrons respond by continuing to renew subscriptions and purchase single tickets, We are ambitious in our production selection in order to bring relevant and diverse content to appeal to our ever-growing, ever­changing patron demographic, ATC is also a community leader by championing civic engagement, community pride and economic development We take our role in not only the arts community but the Arizona entertainment community as a whole very seriously,
• Arizona Theatre Company is committed to inspiring our patrons, donors, employees and students one experience at a time, We are an audience-centric organization that offers a unique live experience, Our history demonstrates our committment to stability while our future focuses on an innovative and forward-thinking approach to theatre,
• The brand identity is the cornerstone of all communication efforts, and it is essential that its integrity be protected, Use of the brand identity carries with it the responsibility to uphold Arizona Theatre Company’s mission and goals, It benefits everyone involved when the brand identity is applied with consistency and purpose to convey one clear message, These guidelines demonstrate what is and is not acceptable when applying Arizona Theatre Company’s brand identity, Exceptions to these guidelines must be approved in advance by Arizona Theatre Company marketing staff.
• Throughout the manual, seasonal brand applications are mentioned but not detailed, Each Arizona Theatre Company season has a distinct design aesthetic in which different but complementary fonts, colors, styles, etc, may be used, The design is established at the beginning of each season and is carried throughout in all show-related materials, Application of Arizona Theatre Company’s brand identity within any seasonal design aesthetic should still follow the guidelines as outlined in this manual.
• If questions arise or as further clarification is needed, please contact Arizona Theatre Company marketing staff.
• TO INSPIRE, ENGAGE AND ENTERTAIN -ONE MOMENT, ONE PRODUCTION AND ONE AUDIENCE AT A TIME.
• BOLD
• CONFIDENT
• DIVERSE
• EXCELLENT
• EXCITING
• EXPERIENTIAL
• FORWARD-THINKING
• HIP
• LIVE
• MODERN
• PERSONAL
• RELEVANT
• STABLE
• STRONG
• URBAN
• The brand identity is the primary graphic representation of an organization’s brand. It is an embodiment of the brand positioning, attributes, tone and voice and, over time, becomes instantly recognizable to audiences. Whether it is used internally or externally, for marketing or corporate purposes, in color or black and white, the brand identity is an extremely valuable asset and should be treated as such.

Brand Values

• BOLD
• CONFIDENT
• DIVERSE
• EXCELLENT
• EXCITING
• EXPERIENTIAL
• FORWARD-THINKING
• HIP
• LIVE
• MODERN
• PERSONAL
• RELEVANT
• STABLE
• STRONG
• URBAN

Visual Style

• This is the preferred configuration of the brand identity when used in main marketing and communication situations (i.e., web, social media, print advertising, etc.).
• NOTE: The word “the” should never appear before “Arizona Theatre Company” Or “ATC”. This includes logo applications, headlines and body copy.
• There may be instances in which a single color application is desired, Noted below are those acceptable uses.
• Using an alternative one-color configuration is acceptable using PMS Black 7C as shown here.
• In some applications, it may be necessary to reverse the brand identity (make it appear white on a solid colored background). This color should be dark enough to ensure adequate contrast and legibility.