Table of contents. Bursts BRAND art Headlines... 6
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1 STYLE GUIDE UPDATED FEBRUARY 27, 2015 Table of contents CAMPAIGN art Photographic... 1 Bursts Campaign Art Photographic Examples BRAND art BRAND ART Examples Headlines Logos... 7 BASE INFORMATION... 8 Copyright... 9 Introduction There are two kinds of campaign art for these campaigns... The Photographic and Brand campaigns. Included are guides and rules for both campaigns.
2 CAMPAIGN art Photographic CAMPAIGN ARt PHOTOGRAPHIC Photographic campaign art consists of these art elements: yellow background, orange burst, character-photo, quote headline, logo with strapline, copyright, theatre (optional), URL and social icons. Character photo should be centered in vertical layouts. For horizontal layouts, photo should be left or right justified (preference is left justification). Various croppings of photo are acceptable in different layouts. (Note: character mask shouldn t be cropped to a point where it s not identifiable as an animal head.) See for maximum acceptable cropping area of characters (varies per character). For vertical layouts, quote headline should be centered within the page below the photo. Photographic overlap is acceptable (see example layouts on pages 3-4). Copyright should be vertical on left (see additional notes on copyright on page 10). LK YELLOW LK ORANGE (BURST) LK RICH BLACK CMYK: C:1 M:19 Y:100 K:0 RGB: R: 253, G: 204, B: 9 PANTONE: PMS 116 C HTML COLOR CODE: fdcc09 (primary background color) CMYK: C:6 M:75 Y:100 K:0 RGB: R: 229, G: 101, B: 38 PANTONE: PMS 152 C HTML COLOR CODE: e56526 (accents like bursts behind characters) CMYK: C:60, M:60, Y:60, K:100 RGB: R: 4, G: 0, B: 0 PANTONE: PMS Black C HTML COLOR CODE: (lion head, logos, headlines and body type) PAGE 1
3 BURSTS BURSTS Photographic campaign art needs to have a burst behind it. There is no set size for bursts. Burst size is dependent on character. Bursts need to be just large enough to accent character but not overdominate the background. Bursts that are too small/subtle do not accent the character and become lost. Bursts that are too large lose a lot of the primary color (yellow), resulting in an appearance that is too dark overall. With pieces that have more than one photograph, there should only be one accent behind a single character in the layout (see bus wrap examples on page 3). PAGE 2
4 CAMPAIGN art Photographic EXamples PAGE 3
5 BRAND ART BRAND ART Brand campaign art consists of these art elements: yellow background, lion head icon, quote headline, logo with strapline, copyright, theatre (optional), phone (optional), URL and social icons. Lion head icon should be aligned to the left with a cropping on the left and top (lion s left ear should never be cropped off). See for ideal cropping area of lion head. For vertical layouts, quote headline should be centered within the page below lion head icon. Copyright should be vertical on left (see additional notes on page 9). Copyright should be 100% black at 60% opacity. See page 8 for acceptable logo/strapline and call-to-action. LK YELLOW LK RICH BLACK CMYK: C:1 M:19 Y:100 K:0 RGB: R: 253, G: 204, B: 9 PANTONE: PMS 116 C HTML COLOR CODE: fdcc09 (primary background color) CMYK: C:60, M:60, Y:60, K:100 RGB: R: 4, G: 0, B: 0 PANTONE: PMS Black C HTML COLOR CODE: (lion head, logos, headlines and body type) PAGE 4
6 BRAND art EXamples PAGE 5
7 Headlines THE THE NEW NEW YORK TIMES THERE IS SIMPLY NOTHING ELSE LIKE IT. THERE IS SIMPLY NOTHING ELSE LIKE IT. THERE IS SIMPLY NOTHING ELSE LIKE IT. QUOTE Headline Quote headline and attribution are all caps. Quote headline is Futura STD Light (All Caps) with -25 tracking. Quote headline orientation is dependent on overall layout shape and size. On moving outdoor pieces (buses, taxis, etc.), the font should be given extra weight by adding a stroke to the type. The scale of the stroke is relative to the size of the piece. ATTRIBUTION Attribution is Gotham Black (All Caps). Attribution should align with quote headline type on right, inside quotation marks. The size of the attribution is dependent upon the space allotted in the ad. If possible, the scale of the attribution should roughly run the width of like it in the quote.. PAGE 6
8 LOGOS LOGOS There are three acceptable versions of the logo, including a one-line, two-line and three-line version. The strapline below the logo is The Award-Winning Best Musical. The strapline The Award-Winning Best Musical can be removed, if needed. The color of the entire logo is a rich black (C:60, M:60, Y:60, K:100). PAGE 7
9 BASE INFORMATION Orientation The base information lock-up is dependent upon the size and shape of the ad space. Wherever possible, the call-to-action should sit centered below the logo and strapline. When the call-to-action includes the theatre address and the phone number, information should be separated by a. in circumstances where the call-to-action has to run on one line, the right-hand side should justify with the edge of the title treatment. Order The order of the information should be theatre address, phone number, URL and the social media icons: Facebook, Twitter and Instagram in circles. Font Call-to-action should be in the font: Futura Std. URL (lionking.com) is always lowercase. Spacing lionking.com Social media logos should be vertically centered with the URL. PAGE 8
10 Copyright Orientation Disney copyright should always run vertically. Disney copyright should always appear on left unless it becomes obscured by imagery. Font Futura STD, Book. Color The copyright color is black (C:0, M:0, Y:0, K:100) with an opacity of 60%. Size For outdoor layouts, the Disney copyright should be the height of The Award-Winning Best Musical strapline. For print layouts, the Disney copyright should not be less than 5.5pts. Disney Disney PAGE 9
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