@timalamo
@drafthouse
6
Clear Space
When placing the logo in a layout, it should never be crowded by other design elements. Regardless of size, ...
7
Correct Uses
The Alamo Drafthouse Cinema logo can be used in any of the following ways. In situations where the black ve...
8
Incorrect Uses
It’s important to never use the Alamo Drafthouse Cinema logo in any of the following ways.
LOGO USAGE
Any...
9
Value Range
The preferred backgrounds for our signature are white and black, but in some cases it’s necessary to use the...
10
Colors
The preferred backgrounds for our signature are white and black. But in some cases, the signature is used over a...
11
Imagery
The preferred backgrounds for our signature are white or black, and in some cases, a solid color. When appropri...
Brand standard slides
MISSION
VISION
PROMISE
PURPOSE
VALUES
PERSPECTIVE
=CULTURE
OUR MISSION:
OUR SECRET
VISION:
BUILD A YOUNG
CINEPHILE AUDIENCE
^
not very
BY MOVIE
LOVERS.
FOR MOVIE
LOVERS.
OUR PROMISE:
OUR PURPOSE:
BE HAPPY AND
MAKE OTHERS
HAPPY
Try to improve.
Build open and honest relationships.
Pursue growth and learning.
Be passionate and determined.
Be creative...
OUR PERSPECTIVE:
MISSION
VISION
PROMISE
PURPOSE
VALUES
PERSPECTIVE
=CULTURE
“We cannot solve a problem by using
the same kind of thinking we used
when we created them.”
- Albert Einstein
“They always say time changes
things, but you actually have to
change them yourself.”
- Andy Warhol
@timalamo
@drafthouse
Arthouse Convergence Presentation: Branding, San Rafael July 2014
Arthouse Convergence Presentation: Branding, San Rafael July 2014
Arthouse Convergence Presentation: Branding, San Rafael July 2014
Arthouse Convergence Presentation: Branding, San Rafael July 2014
Arthouse Convergence Presentation: Branding, San Rafael July 2014
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Arthouse Convergence Presentation: Branding, San Rafael July 2014

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I gave this presentation at the West Coast Arthouse Convergence Regional Conference in San Rafael on July 10, 2014. The topic was "Building Your Brand." The program description was as follows:
"Building a cohesive brand for your theater that incorporates the unique qualities of your community can be daunting. How do you ensure consistency? What should be the message behind your brand? What does a “brand” even mean? Join us as we explore the national, regional and local branding that our cinemas deploy as we root ourselves in our communities."

Not sure why there are boxes around the logos in the SlideShare version. Ironic that in a show about brand, I violate brand standards with said boxes. They don't appear on the presentation version...

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Arthouse Convergence Presentation: Branding, San Rafael July 2014

  1. 1. @timalamo @drafthouse
  2. 2. 6 Clear Space When placing the logo in a layout, it should never be crowded by other design elements. Regardless of size, the minimum amount of clear space around all sides of the logo should be the height of the A in the logotype. Minimum Size The full logo is designed to be legible at small sizes. But it should never be sized less than 1.375” wide for print applications and 125 pixels wide for web applications. The condensed logo may be used as small as 0.35” wide for print, and 25 pixels wide for web. LOGO USAGE Height 1.375” 100 px 0.35” 25 px Height
  3. 3. 7 Correct Uses The Alamo Drafthouse Cinema logo can be used in any of the following ways. In situations where the black version of the logo is utilized, associated neutrals (see page eleven) may be substituted as long as they follow background control rules (see page nine). Contact John Gross at john.gross@drafthouse.com for any of the below logos, or for specific usage instructions. LOGO USAGE Three Color Red (PMS 200 C): Housing Gold (PMS 7405 C): Frame Cream (PMS 7499 C): Lettering One Color Black (Black C): Housing Two Color Red (PMS 200 C): Housing Cream (PMS 7499 C): Interior Two Color Red (PMS 200 C): Housing White (Paper Stock): Interior Two Color Black (Black C): Housing White (Paper Stock): Interior Two Color Red (PMS 200 C): Housing Gold (PMS 7405 C): Interior One Color (Negative) White (Paper Stock): Housing One Color (Negative) Gold (PMS 7405 C): Housing One Color Red (PMS 200 C): Housing
  4. 4. 8 Incorrect Uses It’s important to never use the Alamo Drafthouse Cinema logo in any of the following ways. LOGO USAGE Any unapproved colors Compressed or expanded Used without the housing and frame Rotated or Flipped Never use as a word. Never recreate the logo or symbol Used without the lettering Interior gradients and special effects such as emboss, glows, bevels, etc. Logo used inside another shapeReversed from photographic background Used without the housing
  5. 5. 9 Value Range The preferred backgrounds for our signature are white and black, but in some cases it’s necessary to use the signature over colors or images. In these cases, it’s extremely important to ensure the visibility of all signature elements. The chart below shows the approved signature colors and which value ranges work best. As you can see, the Three Color / Red Housing mark is extremely versatile. BACKGROUND CONTROL 0% 50%10% 60%20% 70%30% 80%40% 90% 100% One Color / Positive One Color / Negative Three Color / Red Housing One Color / Red Housing
  6. 6. 10 Colors The preferred backgrounds for our signature are white and black. But in some cases, the signature is used over a color to enhance a particular design concept, or it is necessary to apply the signature over a colored substrate. In these cases, it’s extremely important to ensure the visibility of all signature elements. The exhibits show which signatures to use over various colors to ensure maximum visibility. Note that, although the black signature may be visible on many mid-range backgrounds, it is preferred that white be used in those cases. BACKGROUND CONTROL Colored Substrates/Surfaces Applied/Printed Colors
  7. 7. 11 Imagery The preferred backgrounds for our signature are white or black, and in some cases, a solid color. When appropriate, the signature can be used over an image to enhance a particular design concept. In these cases, it’s extremely important to ensure the visibility and readability of all signature elements by using only the three or two color signature options. Background imagery should be scaled back through duotone or opacity, in order to retain focus on the signature. The signature elements must not be superimposed over background imagery. Background imagery should never utilize a gradient fade in Alamo Drafthouse materials. The examples show both correct and incorrect usages. Correct Uses Incorrect Uses BACKGROUND CONTROL
  8. 8. Brand standard slides
  9. 9. MISSION VISION PROMISE PURPOSE VALUES PERSPECTIVE =CULTURE
  10. 10. OUR MISSION:
  11. 11. OUR SECRET VISION: BUILD A YOUNG CINEPHILE AUDIENCE ^ not very
  12. 12. BY MOVIE LOVERS. FOR MOVIE LOVERS. OUR PROMISE:
  13. 13. OUR PURPOSE: BE HAPPY AND MAKE OTHERS HAPPY
  14. 14. Try to improve. Build open and honest relationships. Pursue growth and learning. Be passionate and determined. Be creative. Be happy and try to make others happy. Support local businesses and charities. Be an active member of the community. Be humble. OUR VALUES:
  15. 15. OUR PERSPECTIVE:
  16. 16. MISSION VISION PROMISE PURPOSE VALUES PERSPECTIVE =CULTURE
  17. 17. “We cannot solve a problem by using the same kind of thinking we used when we created them.” - Albert Einstein
  18. 18. “They always say time changes things, but you actually have to change them yourself.” - Andy Warhol
  19. 19. @timalamo @drafthouse

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