MADISON BALLET Graphic Standards for Madison Ballet Brittney Leemon Fall 2015
Table of Contents Introduction - 3 Glossary - 4 Logo - 5 Use of Space - 6 Use of Color - 7 Typography - 8 Business Card - 9 Letterhead - 10 Envelop - 11 Sweatshirt - 12 Poster - 13 Print Ad - 14 2
Introduction The organization I have chosen to rebrand is my former employer, Madison Ballet, located in my hometown of Madison, WI. The mission of Madison Ballet is to promote appreciation and access to ballet by providing training and performing opportunities through professionally produced productions and educational initiatives. In support of the mission statement, the artistic vision of Madison Ballet outlines the framework of the educational programs and productions of Madison Ballet. Madison Ballet s artistic vision focuses on three areas: education, performing opportunities and teaching/choreographing opportunities. Madison Ballet was originally founded in 1981 as The Wisconsin Dance Ensemble by Tibor Zana and was primarily responsible for producing the annual Christmas performance of The Nutcracker. After a name change in 1999, a new artistic director in 2000, and the addition of a classical dance school (School of Madison Ballet) in 2005, the company has since provided South Central Wisconsin with quality education and performances unique to any other in the state. Today Madison Ballet is the second-largest dance organization in Wisconsin and is one of the few companies in the state that melds professional-caliber performances, a classical ballet school, and frequent community outreach. Each year the ballet puts on three main-stage productions at the Overture Center for the Arts in Downtown Madison in October, December, and March. In-between productions, the company also produces two repertory performances in January and April, as well as tours the state doing outreach for the rest of the year. The School of Madison Ballet is one of the Madison-area s only dance centers that focuses solely on classical ballet instruction from birth to adult, and offers the Wisconsin s only boys ballet class. For more information on Madison Ballet, please visit www.madisonballet.org. 3
Glossary Bleed- a color or image that meets with the edge of the printed space CMYK- a printing method using four colors to represent the entire spectrum Kerning- the spacing between letter or character in a piece of text to be printed Outline- the outside edge of a vector graphic Sans Serif- a style of typeface that means without feet. Usual sans serif typefaces include Arial, Helvetica, AvantGard, and Verdana Scale- When a design can be applied to larger or smaller situations without changing the quality or visual appearance Supporting Copy- Any text that corresponds to a particular headline; also called body copy Typeface- a set of characters with similar appearance and design Visual Match Standard- the process of promoting a brand through the same visual elements White Space- the empty and breathable space around an object or character 4
Logo With countless ballet company logos featuring ballerinas in tutus, Madison Ballet s new logo separates it from the crowd and features the iconic, easily identifiable Pointe shoe in outline against a colored block. In an effort to modernize the logo, the graphic outline purposely bleeds out of the rectangle into the surrounding white space adding visual interest and appeal. The original logo with the full name is designed to be used in formal publications, while the shortened logo can be used in the Madison area (where they are known as MB) or when space is tight. MADISON BALLET M B M B 5
Use of Space Madison Ballet s logo should always feature the Pointe shoe graphic on the left hand side and should be accompanied by the text on the right. While this logo pairs well with other text and images, it is important to keep a fourth of an inch of white space around the logo at all times. This will help maintain high readability and avoid visual clutter, especially to the right of the Madison Ballet text. As displayed below, position the logo equally on the top and bottom edges as well as on the side edges. The actual measurement may change depending on the size and scale of the document, as will the logo itself. 1/4 1/4 1/4 MADISON 1/4 BALLET 6
Use of Color The official colors of Madison Ballet are MB Blue, School of Madison Ballet (SMB) Purple, MB Black, and MB White. The blue captures the cool and classic essence of Madison Ballet, and the School of Madison Ballet purple is regal yet fun. MB black and MB white complete the color scheme by adding extra dimension and allowing the company to reduce printing costs when necessary. These colors should be applied to all collateral and should not be changed in order to maintain consistency. Through proper implementation, the colors will help reinforce the public image of Madison Ballet and increase audience recognition. Use the color chips below to provide printers and suppliers of Madison Ballet materials and signage with a visual match standard. Madison Ballet Blue SMB Purple C 72 - M 33 - Y 19 - K 0 C 82 - M 39 - Y 39 - K 33 Madison Ballet Black Madison Ballet White C 0 - M 0 - Y 0 - K 100 C 0 - M 0 - Y 0 - K 0 7
Typography The official typeface of Madison Ballet is Josefin Sans. It is a sleek, sans serif font that captures both the traditional and modern aspects of the company. The main logo makes use of the font in uppercase format, with M and B weighted to draw the eye. Proper kerning is used between the text to align the image and the type for visual appeal. These words must always be printed in this typeface and alignment. All non-logo printed materials and signage should be typeset in Joesefin Sans Regular in its various weights and sizes. If the type proves to be too light, InaiMathi Regular may be used for supporting copy. Josefin Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Josefin Sans Semi-Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Josefin Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 8
Business Card Madison Ballet business cards are the standard card size of 2 x 3 1/2 inches, as shown below. The back of the card features the MB original logo in white against a black background. The front of the card features the shortened MB logo, with the name and job title following and justified center. Please follow the guide lines found below for printing, and use MB Black and White. 1/8 1/8 3/16 3/16 MADISON BALLET 1/16 1/16 M B Brittney Leemon Marketing Manager 1 6/16 3/4 3/16 Madison Ballet 160 Westgate Mall Madison, WI 53711 9
Letterhead All Madison Ballet stationary is printed on 8 1/2 by 11 inch paper, and captures the elegance of the company. The logo is set off of the upper right hand side and has two lines running horizontally and vertically to separate the letterhead and right hand margin from the body of text. The typing format is flushed left, ragged right with an extra line of space between paragraphs. 1/8" 7/8" 1/8" 1/8" MADISON 1 1/2" BALLET 160 WESTGATE MALL, MADISON WI 53711 5/16" 10
Envelope Madison Ballet uses the standard No. 10 Envelope that measures 4 1/8 by 9 1/2 inches. The design is simplistic and does not include an opposite side to cut back on printing costs. While the receiving address should be printed as marked below, many volunteers are assigned to postage duty and will be given printed address labels for the individual to place on the envelop. As long as it is accepted by the US Postal Service, the address label can go anywhere in the middle of the envelope (as seen below). 1/8" 1 1/4" 4" 1/8" 1 1/8" M B Madison Ballet 160 Westgate Mall Madison, WI 53711 1 3/4" Beyonce Knowles 1 Queen Bey Lane Los Angeles, CA 90004 11
Sweatshirt Due to the high number of students attending the School of Madison Ballet, the school has many SWAG materials that can be purchased. These items range from the main stage production T-shirts, to hats, to water bottles. However, the most popular amongst high school girls is the heathered grey sweatshirt that blends the perfect amount of comfy with cute. The measurements will change based on size of sweatshirt, but a standard adult small is 27 inches tall and 20 inches wide. 2" 2" 4" 5" 12
Poster Below is an 11 x 17 poster for the annual production of The Nutcracker, taking place at the Overture Center for the Arts on December 12-27th. This is meant to be a continuing ad campaign that engages the viewer with bright colors, a catchy slogan, and could be used in a variety of Nutcracker themed posters with missing mice, sugar plums, or ballerinas. MISSING SOMETHING? MADISON BALLET S THE NUTCRACKER December 12th-27th, 2015 Overture Center Hall MADISON BALLET madisonballet.org Tickets 608.278.7990 13
Print Ad Below is a 4.75 X 5.479 print ad, that will take up approximately 1/4 of a magazine page. It is a more condensed version of the full sized poster on page 13. MISSING SOMETHING? MADISON BALLET S THE NUTCRACKER December 12th-27th, 2015 Overture Center Hall M B madisonballet.org Tickets 608.278.7990 14