The American Repertory Theater Brand Book & Guidelines - Groups

The American Repertory Theater
Brand Book & Guidelines

a.r.t. brand book | 2
Mission
Statement
the american repertory theater (a.r.t.) seeks
to expand the boundaries of theater, exploring
the best texts from across cultures and ages. a
resident company of professional artists, teachers,
technicians, and administrators, the a.r.t. provides
a home for outstanding directors, a training
ground for young artists, and a vital cultural
resource for the community.
Under the leadership of diane Paulus, the theater
has developed a new initiative, EXPErIEnCE
tHE a.r.t., that seeks to revolutionize the theater
experience through a sustained commitment
to empowering the audience. this initiative
recognizes that theater is not just a play on the
stage, but also a social occasion for people to
come together and experience community. this
audience-driven vision speaks directly to the
a.r.t.’s core mission—“to expand the boudnaires
of theater.” by expanding its focus to include
the audience’s total theater experience, the
a.r.t. seeks to give audiences a voice, a sense
of ownership, and a feeling of importance in the
theatrical event.

ITC Lubalin Graph
ITC Lubalin Graph Book
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ITC Lubalin Graph Book Oblique
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Gotham
Gotham Light
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Gotham book
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Gotham Bold
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a.r.t. brand book | 3
ITC Lubalin Graph Demi
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ITC Lubalin Graph Demi Oblique
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Gotham Light Italic
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Gotham Book Italic
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Gotham Bold Italic
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Typefaces
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.

a.r.t. brand book | 1
Logo
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.

6 X 9 EnvELoPE
american repertory Theater
64 brattle street, cambridge, massachusetts 02138
americanrepertorytheater.org
annUaL FUnd
x
a.r.t. brand book | 2
x
aMErICan rEPErtory tHEatEr
annUaL FUnd 2009/2010
LoGo LoCk-UP wItH UrL and boX oFFICE InForMatIon
americanrepertorytheater.org
64 brattle Street | 617.547.8300
Logo
PLaCEMEnt & aLIGnMEnt
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.

1 ½ x
x
x
a.r.t. brand book | 3
x
americanrepertorytheater.org
617.547.8300 | tickets from $25
64 brattle St. | Harvard Square
americanrepertorytheater.org
617.547.8300 | obEron
2 arrow St. | Harvard Square
americanrepertorytheater.org
617.547.8300 | tickets from $25
64 brattle St. | Harvard Square
1 ½ x
Box office
Information
the a.r.t. box office information must be included
on every flyer, advertisement, and a.r.t. event
poster (with the exception of posters displayed
inside the Loeb drama Center).
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.
If an ad or flyer is too small for full box office
information, the logo may be used and box office
information should be included in the body copy
of the ad or flyer.

a.r.t. brand book | 4
PantonE ProCESS Cyan PC
C=100 M=0 y=0 k=0
PantonE ProCESS MaGEnta PC
C=0 M=100 y=0 k=0
PantonE ProCESS yELLow PC
C=0 M=0 y=100 k=0
bLaCk
C=0 M=0 y=0 k=100
PantonE 268 PC
C=82 M=100 y=0 k=12
PantonE 1795 PC
C=0 M=94 y=100 k=12
PantonE 376 PC
C=50 M=0 y=100 k=12
Colors
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.

a.r.t. brand book | 5
photography
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.

a.r.t. brand book | 6
Accents
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.

the american repertory theater
abbrev.: the a.r.t.
american repertory theater/moscow art theater school
institute for advanced theater training at harvard university
abbrev.:the a.r.t./mxat institute
credits
photo: marcus stern.
artwork: ray caeser.
pictured: (L-r) amanda Gutowski, jared fine, kerry israeL.
Loeb drama center
not “Loeb mainstage”
Loeb experimental theater
abbrev.: Loeb ex
oberon
not “club oberon” or “oberon”
2010/11 season
season 2010/2011
welcome to the 2010/11 season.
welcome to the american repertory theater’s season 2010/2011.
urL
americanrepertorytheater.org
without “www.”
a.r.t. production titles should be bold and italicized:
the donkey show, sleep no more, cabaret
productions by other institutions may be italicized per convention.
a.r.t. brand book | 7
Style Guide
when referring to the different venues and
entities associated with the a.r.t., use consistent
formatting, spelling, and phrasing as provided
Please contact the Marketing department for the
full style guide for a.r.t. grammar and punctuation
style.

Month day, year
american repertory Theater
64 brattle street, cambridge, massachusetts 02138
617•495 •2668 tel
617•495 •1705 fax
617•547 •8300 tickets
www.americanrepertorytheater.org
john doe
addy 1
addy 2
City State zip
dear Mr. doe:
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lute facillam, commy nonsectem iriliquisit amet ad molore digniam conseni scilla feu feui
blandre doloboreet in hent ad modignim ip euguero do dolesse tionsequip er sectet vel
ut aliquip eros num veliquat. duip et wissi. Gueriustrud et, sendre mincipit acillan dignim
nos exerat. Consecte tat, quismod olestrud dolenim dolore diam illaore feugait enim enibh
et aliquip eriurerci tissit adipit utat. duisi bla faccum duiscidunt wis digna alissequat,
sequisit, senisi.
Unt ilis num veniam, suscillaore min henibh ero dunt wis acilisit praese vel dolenim ing et
acipisim veliqui tatet, voloborer si. Lobortio eu feum illandrem zzrit dolobore tatue tate
dolor sum irillandrem iure minim vel dignim ent lore venim in verat dolorer acil ullutem
venim inciliquat. rud magnis adiat lutat dolent alit alit velesto et dolum nibh et nit luptatet,
sustrud dipit la core et nostinis nisse vel do doloreraesse volobortie modolut loborpe
rostrud tatet, sequisim dolessi.
riurer susci tat laoreetum vullumm odiamet ver auguerostrud tio commolore delent wissiscing
ese del ero odolestiscin et laortisi ting el ulput amconsequat.
Landit vendip et aliscidunt ulputat iscipsum dolorem niscili quamet ip eummy nonsed
tio ea facil dolessim exer si tat augue te et lorperit, quat ute tat, commy niatie dolore
exeraessi.
duisit nonulputatet lut praessi.
Sincerely,
Everyone
the american repertory theater
a.r.t. brand book | 8
Month day, year
john doe
addy 1
addy 2
City State zip
dear Mr. doe:
Ipisit in ut am, cor aliqui tat. Ut et lutem nulputem do enismod
modolobor sim nulput lute facillam, commy nonsectem iriliquisit et
aliquip eriurerci tissit adipit utat. duisi bla faccum duiscidunt wis
digna alissequat, sequisit, senisi.
Unt ilis num veniam, suscillaore min henibh ero dunt wis acilisit
praese vel dolenim ing et acipisim veliqui tatet, dolorer acil ullutem
dolum nibh et nit luptatet, sustrud dipit la core et nostinis nisse vel
do doloreraesse volobortie modolut loborpe rostrud tatet, sequisim
dolessi.
riurer susci tat laoreetum vullumm odiamet ver auguerostrud tio
commolore delent wissiscing ese del ero odolestiscin et laortisi ting
el ulput amconsequat.
Landit vendip et aliscidunt ulputat iscipsum dolorem niscili quamet
ip eummy nonsed tio ea facil dolessim exer si tat augue te et lorperit,
quat ute tat, commy niatie dolore exeraessi.
duisit nonulputatet lut praessi.
Sincerely,
Everyone
the american repertory theater
American Repertory Theater
64 brattle street, cambridge, massachusetts 02138
617 •495 •2668 TEL
617 •495 •1705 FAX
617 •547 •8300 TICKETS
www.americanrepertorytheater.org
Letters
when creating documents for use on letterhead,
use the following specifications:
top Margin: 1 ¾”
Left Margin: 1”
right Margin: 1”
bottom Margin: 1”
Font: Gotham Light, 10 pt.
the date should be three return lines from the top
margin.

a.r.t. brand book | 9
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.