The American Repertory Theater

📋 1 Guidelines

🔗 Connections

Sector

Arts culture

Region

Usa

Guideline Year

2011

Language

English

Tags

Cultural Theater

Official Websites

Brand Guidelines

2011

Brand Summary

Mission
  • The American Repertory Theater seeks to expand the boundaries of theater, exploring the best texts from across cultures and ages, providing a home for outstanding directors, a training ground for young artists, and a vital cultural resource for the community. The EXPErIEnCE tHE a.r.t. initiative aims to revolutionize the theater experience by empowering the audience and making theater a social occasion for community engagement [^1].
Core Values
  • expanding boundaries
  • empowering audiences
  • community engagement
  • artistic excellence
  • diversity
Target Audience
  • Diverse audiences, including community members, professional artists, young artists, and those seeking innovative theater experiences [^2].
Personality Traits
  • energetic
  • bold
  • explosive
  • modern
  • inclusive
  • dynamic
Visual Identity Overview
  • The visual identity is bold, modern, and energetic, featuring sharp contrasts, bright colors (cyan, magenta, yellow), and strong typographic elements. The logo and materials use clean layouts, dynamic photography, and a preference for explosive, angular designs rather than soft shades and round edges [^3].

Categories

Brand Imagery
  • The A.R.T. mission to engage diverse audiences is reflected in our photography. When creating institutional collateral, choose photos that are lit dynamically, radiate energy, and focus on audience involvement.
  • Bleed photos to the edge of the document or fade to black or to the color of the negative space. Avoid modular layouts and allow text to flow into the action of the photo.
Color Palette
  • The A.R.T. color palette is bold, bright, and engaging. For institutional materials, including Marketing, Development, and Box Office materials, 100% Cyan, Magenta, and Yellow should be the primary colors.
  • PANTONE PROCESS CYAN PC C=l00 M=0 Y=0 K=0
  • PANTONE PROCESS MAGENTA PC C=0 M=100 Y=0 K=0
  • PANTONE 268 PC C=82 M=100 Y=0 K=12
  • PANTONE PROCESS YELLOW PC C=0 M=o Y=100 K=0
  • PANTONE 1795 PC C=0 M=94 Y=100 K=l2
  • BLACK C=0 M=0 Y=0 K=l00
  • PANTONE 376 PC C=50 M=o Y=100 K=l2
  • the yellow exclamation bubble is a component of our design appropriate for “SPrEad tHE word” and “joIn tHE MovEMEnt” messages. of our palette colors, yellow is our preferred accent color.
Typography
  • ITC Lubalin Graph
  • ITC Lubalin Graph Book ABCdefGhIjkLMnopqRSTuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • ITC Lubalin Graph Book Oblique aBCdefGhIjkLmnOpqrsTuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • ITC Lubalin Graph Demi abCDefGhIjkLmnopqrsTuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • ITC Lubalin Graph Demi Oblique abCDefGhIjkLmnOpqrsTuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • Gotham
  • Gotham Light abcdefGhijkLmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • Gotham book abCdEFGHIjkLMnoPqrStUvwXyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • Gotham Bold aBcdefGhijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • Gotham Light Italic abcdefGhIjkLmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • Gotham Book Italic aBcdefGhIjklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • Gotham Bold Italic aBcdefGhIjklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz.!@#$%•
  • the institutional typefaces are Lubalin Graph and Gotham. Lubalin is a slab serif ideal for headings and accents. do not use Lubalin for more than two lines of text. Consider increasing tracking up to 25 if printing in smaller sizes.
  • Gotham is our default body copy. different weights can be used for emphasis, but use Gotham bold (not Gotham Medium) for boldfacing.
  • our web-safe font is arial.
  • For printed materials and correspondence, use Gotham. For emails, use arial.
  • Show-specific fonts may be used for corresponding shows only.
  • Please contact the marketing department for these typefaces.
  • Font: Gotham Light, 10 pt.
Logo Usage
  • the a.r.t. logo emphasizes our commitment to theater as a total experience.
  • the logo should be placed on materials for any production or event of which the a.r.t. is a part, including a.r.t.-produced shows at obEron, Institute materials, and collaborations with other institutions.
  • the logo should be used in black, black with magenta “EXPErIEnCE,” white, or white with magenta “EXPErIEnCE.” do not use more than two colors in the logo, and do not mix colors within “EXPErIEnCE” or “the a.r.t.”
  • If the logo is being used on a non-white background, use the logo in an EPS format in order to allow the background color to show through. the EPS format is scalable; it will not decrease in resolution when enlarged.
  • do not drop-shadow, outline, or rotate the logo. when in danger of clashing with colors in the existing photography or design of the piece, use the logo in black or white.
  • Please contact the marketing department for the a.r.t. logo files.
Visual Style
  • the institutional typefaces are Lubalin Graph and Gotham. Lubalin is a slab serif ideal for headings and accents. do not use Lubalin for more than two lines of text. Consider increasing tracking up to 25 if printing in smaller sizes.
  • Gotham is our default body copy. different weights can be used for emphasis, but use Gotham bold (not Gotham Medium) for boldfacing.
  • our web-safe font is arial.
  • For printed materials and correspondence, use Gotham. For emails, use arial.
  • Show-specific fonts may be used for corresponding shows only.
  • the logo should be used in black, black with magenta “EXPErIEnCE,” white, or white with magenta “EXPErIEnCE.” do not use more than two colors in the logo, and do not mix colors within “EXPErIEnCE” or “the a.r.t.”
  • If the logo is being used on a non-white background, use the logo in an EPS format in order to allow the background color to show through. the EPS format is scalable; it will not decrease in resolution when enlarged.
  • do not drop-shadow, outline, or rotate the logo. when in danger of clashing with colors in the existing photography or design of the piece, use the logo in black or white.
  • On posters, advertisements, and other one-page collateral, place the logo in the bottom left corner, at least .25" from the edge.
  • Place the logo to the left of or below any accompanying text.
  • If placed below, align text with the “E” and “I” in “EXPERIENCE,” rather than the left edge of the “a” in “a.r.t,”
  • If placed to the left, align text with the bottom of the logo. Place accompanying text at least one x-height away from the logo. One x-height is equal to the height of the “E” in “EXPERIENCE.”
  • Do not obscure, adapt, or skew the logo in any way. In all instances, the logo must be accompanied by the full name of the theater or the URL and box office information.
  • The A.R.T. color palette is bold, bright, and engaging. For institutional materials, including Marketing, Development, and Box Office materials, 100% Cyan, Magenta, and Yellow should be the primary colors.
  • PANTONE PROCESS CYAN PC C=l00 M=0 Y=0 K=0
  • PANTONE PROCESS MAGENTA PC C=0 M=100 Y=0 K=0
  • PANTONE 268 PC C=82 M=100 Y=0 K=12
  • PANTONE PROCESS YELLOW PC C=0 M=o Y=100 K=0
  • PANTONE 1795 PC C=0 M=94 Y=100 K=l2
  • BLACK C=0 M=0 Y=0 K=l00
  • PANTONE 376 PC C=50 M=o Y=100 K=l2
  • When creating institutional collateral, choose photos that are lit dynamically, radiate energy, and focus on audience involvement.
  • Bleed photos to the edge of the document or fade to black or to the color of the negative space. Avoid modular layouts and allow text to flow into the action of the photo.
  • the yellow exclamation bubble is a component of our design appropriate for “SPrEad tHE word” and “joIn tHE MovEMEnt” messages. of our palette colors, yellow is our preferred accent color.
  • In general, our designs are explosive, energetic, full of sharp contrasts and angles, rather than soft shades and round edges.
Layout And Composition
  • On posters, advertisements, and other one-page collateral, place the logo in the bottom left corner, at least .25" from the edge.
  • Place the logo to the left of or below any accompanying text.
  • If placed below, align text with the “E” and “I” in “EXPERIENCE,” rather than the left edge of the “a” in “a.r.t,”
  • If placed to the left, align text with the bottom of the logo. Place accompanying text at least one x-height away from the logo. One x-height is equal to the height of the “E” in “EXPERIENCE.”
  • Do not obscure, adapt, or skew the logo in any way. In all instances, the logo must be accompanied by the full name of the theater or the URL and box office information.
  • The box office box should be placed in the bottom left corner and the background color may be changed to accommodate particular show/ad creative. The box office information should be no smaller than 14 pt. on an 11" x 17" show poster, and no smaller than 7 pt. on any advertisement.
  • The margins of the box should be created as shown at left.
Stationery
  • the a.r.t. letterset includes the following: business Cards 6” x 9” Envelopes 10” x 13” Envelopes business reply Envelopes Monarch Envelopes #10 Envelopes #10 Envelopes for the a.r.t./MXat Institute #10 return Envelopes ticket Envelopes Fax Cover Sheet digital Letterhead for Letter Monarch Letterhead regular (8½” x 11”) Letterhead regular (8½” x 11”) for the a.r.t./MXat Institute 4” x 3 ⅓” Mailing Label 9 ¼” x 3 ⅞” Landscape notecard 9” x 12” Pocket Folder Please contact the Communications Manager to order or access these materials.
🐛 Report