Brand_Standards_Book_FINAL

BRAND STANDARDS GUIDE

HISTORY 

HISTORY 

CONTENTS 

HISTORY2–3 

WHO WE ARE 4–5 

LOGO6–9 

TYPOGRAPHY10 

COLOR11 

GRAPHICS12–13 

ASSETS IN USE 14–22 

HISTORY 

Ark Lodge Cinemas, opened its doors in December 2012 

in Seattle’s Columbia City neighborhood. It is owned 

and operated by the McRae family, who purchased 

the space and renovated it from it’s previous owner 

and incarnation, Columbia City Cinema. Occupying 

a historic building, formerly a Masonic Lodge, and 

boasting a vintage marquee, Ark Lodge Cinemas is 

the antithesis of modern strip mall multiplexes and 

big box theaters. Showing films on three screens, Ark 

Lodge has something for all types of movie fans and 

even diehard cinema buffs. ranging from mainstream 

blockbusters, family animated features, to fiercely 

independent arthouse films and documentaries, and 

horror and campy b-movies of the past. 

2 3

WHO WE ARE 

WHO WE ARE 

POSITIONING 

We believe that quality is what makes an experience an 

experience. Ark Lodge stands out from the competition 

by exposing its patrons to a variety of films, friendly 

staff, affordable prices for locally sourced products, and 

most importantly a comfortable atmosphere. 

ATTRIBUTES 

Friendly Staff 

Variety 

Comfortable 

Affordable 

Quality 

PILLARS 

TIMELESS 

KNOWLEDGEABLE 

INCLUSIVE 

PROMISE 

We are deeply committed to supporting local businesses, 

and to providing a curated experience for every 

member of the family at a reasonable price. We are 

your neighborhood theater, no matter who you are. 

4 5

LOGO 

LOGO 

LOGO SUITE 

LOGO TYPE 

The Ark Lodge logo is a combination mark consisting of 

slightly and tastefully modified type, and an illustrated 

icon representing the lens of the projector/camera and 

the geometry and architecture often associated with 

Masons. We feel this accurately reflects the feel of the 

environment and the spirit of the brand. 

This logo was meant to be used primarily black on 

white, or placed over vibrant color fields with the lens 

filled in white. The logo can also be reversed out white 

on black (for grayscale jobs), or gold on black (for 

CMYK or web implementation), though this should 

only be utilized if no other design solution is suitable. 

HORIZONTAL STACKED 

GRAPHIC MARK ONLY 

For the logo type we chose to use DynaGrotesk LM 

Bold which was created by Czech typographer Fratisek 

Storm at Stormtype Foundry. The spur of the G in the 

logo type was extended slightly beyond the baseline 

to give it a bit more character. See below the side by 

side of the original G and modified G. Other than that 

the logotype was simply tracked and kerned in a considerate 

and careful manner. 

ORIGINAL 

The logo should never be rendered in any color other 

than those mentioned above. 

VERTICAL SINGLE LINE 

TYPE ONLY 

G 

ON BLACK 

MODIFIED 

6 7

LOGO 

LOGO 

MINIMUM SIZE 

1" 

INCORRECT USE 

The minimum size is reflected to the right for all four 

itterations. Also note that the logo can be placed at 

13.25% of the original dimensions constrained to 

achieve these sizes. 

The logo type should always be at least 4pts bigger than 

the point size the body copy is set in as a reference. 

.8886" 

.5357" 

.8886" 

.4491" 

.1639" 

It is important that the dimensions of the logo always 

remain constrained at all times. This means not stretching, 

condensing, or squishing the logo horizontally or 

vertically. If placed over a color field, it is important 

that the white fill in the lens/sphere be in place. The 

logo is also not to be used with off brand color ways, 

with low contrast, as a mask, or deconstructed into 

different pieces. However the lens element can be used 

for signage as we'll explore in the coming pages. 

.5357" 

.7612" 

INCORRECT DIMENSIONS 

CLEAR SPACE 

The Ark Lodge logo should always be afforded a modest 

clear space when implemented in any instance. The 

clear are should be the width of the O found in the 

logo type on all sides. This applies to all of the logo 

variants in all situations. 

INCORRECT COLOR USAGE 

AND MASKING 

8 9

TYPOGRAPHY 

COLOR 

TYPOGRAPHY 

TYPE USAGE 

COLOR 

For the typography we chose the DynaGrotesk 

family for it's large variety of weights and styles for 

the logotype, headline, and subhead. To the right is 

DynaGrotesk LM which is used exclusively for the 

logotype. 

To the right is DynaGrotesk DE which is the primary 

typeface to be used for headlines. 

DynaGrotesk LM Bold 

ABCDEFGHIJKLMN 

OPQRSTUVWXYZ 

1234567890 

DynaGrotesk DE Bold 


OPQRSTUVWXYZ 

1234567890 

Correct Use: 

• All headlines and subheads should be set as 

uppercase 

• Kern headers and subheads as needed 

• Text color should be applied sparingly and only 

in brand oriented colors 

• Body copy can be set left justified or flush left 

ragged right as needed, justified is preferred 

Incorrect Use: 

• Never set the body copy as uppercase 

• Do not shear or distort the type for any reason 

• Never apply a stroke to the type 

• Set type color in low contrast color that will impair 

readability 

For the color palette .we wanted to capture the classic 

yet exciting nature of the brand and the theatre itself. 

Red and gold are very often associated with film, and 

we wanted to stay true to that but also increase the 

vibrancy to reflect the relevance and forward thinking 

nature of Ark Lodge. White and black can also be 

utilized as needed. Tints can be used but should be 

applied sparingly. 

MAIN COLORS 

To the right is DynaGrotesk RXC which is the primary 

typeface to be used for subheads or headlines that 

require a condensed typeface. 

DynaGrotesk RXC Bold 


OPQRSTUVWXYZ 

1234567890 

SECONDARY COLORS 

CMYK: 0, 90, 95, 0 

RGB: 239, 65, 41 

PANTONE 172c 

CMYK: 0, 15, 90, 0 

RGB: 255, 213, 48 

PANTONE 115c 

To the right is John Sans Medium Regular which is the 

primary typeface to be used for all body copy. 

John Sans Med Regular 

abcdefghijklmn 

opqrstuvwxyz 

1234567890 

CMYK: 0, 34, 81, 13 

RGB: 222, 158, 65 

PANTONE 110c 

CMYK: 40, 30, 30, 100 

SUGGESTED RICH BLACK CMYK BUILD 

10 11

GRAPHIC ELEMENTS 

PHOTO TREATMENT 

GRAPHIC ELEMENTS 

The brand colored rays emanating from a focal point 

with be a common graphic element to draw attention 

to said focal point. The lens element from the logomark 

can also have a numeral placed inside to denote the 

theatre number or other information. This signage 

treatment can be seen in the Assets in Use section, 

specifically on the ticket and environmental graphics. 

Very slight distressing can also be applied to amplify 

the character of the manufactured elements. 

RAYS AND DISTRESSING 

PHOTO TREATMENT 

When photography needs to be stylized, we suggest 

either treating it as a duotone, or contrasting the image 

and creating a high DPI bitmap image. All colors utilized 

in either style should be on brand. Continuous 

tone photos may also be utilized but sparingly. 

BITMAPPING 

LOGAN 

4:00 pm 7:00pm 

R 

LENS AND NUMERAL 

HIDDEN FIGURES 

DUOTONE 

LA LA LAND 

3:00 pm 9:00pm 1:00 pm 8:00pm 

PG 

PG 

12 13

ASSETS IN USE 

ASSETS IN USE 

ASSETS IN USE 

POSTER 

Here are an assortment of examples of assets being 

utilized accross print, environment, and screen according 

to the brand standards. From food packaging, to 

website, to wall adornment and signage, the visual 

system we have devised is flexible and can see satisfactory 

usage in nearly any situation. 

For all instances of implementation, color application 

should follow the previously covered guidelines. 

Applied paint or vinyl should be the closest possible 

equivalent of the Pantone calls in the color section. 

Signage should also adhere to the guidelines mentioned 

previously. 

It should be noted while these examples reflect options 

for implementation, they are not meant to limit what 

the working designer can create for Ark Lodge. The 

possibilities are without limit. 

14 15

ASSETS IN USE 

ASSETS IN USE 

ENVIRONMENTAL GRAPHICS 

ENVIRONMENTAL GRAPHICS 

A FRAME SIGN 

16 17

SECTION 

SECTION 

PRINT AD 

WEB AD 

18 19

ASSETS IN USE 

ASSETS IN USE 

WEBSITE (DESKTOP) 

ENAMEL PINS 

WEBSITE (MOBILE) 

20 21

ASSETS IN USE 

ASSETS IN USE 

TICKETS 

POPCORN BAG 

THANK YOU 

22 23

THE WAY MOVIES WERE MEANT TO BE SEEN

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