Statement of Purpose

For the first two decades of Encore, the concept of corporate branding could be reduced to a basic logo. During those years, Encore changed its logo often. Beginning in 2000, exemplifying Encore’s reputation as a collaborative, expert publisher of arts programs and custom publications, we resisted change. Now, on the verge of our 50th anniversary, the time is right to embrace change.

Responding to our ever-evolving business and world, and incorporating feedback from our staff and partners, the new Encore brand reflects our modern needs, bringing a cohesive look, feel and voice across our consumer products, in business communications, and in the digital space. As friendly, reliable and steady as ever, the new Encore is simply a bolder, more confident version of the old Encore. We are the backbone for arts, culture and community in Greater Seattle and the San Francisco Bay Area.

Brand Goals

We strive to be not the background, but the backbone, for arts, culture and community, i.e. our brand should be memorable, visible and bold.

We endeavor to live up to the brand personality and vision defined in 2016, which means we should be “accessible” (friendlier), “polished” (classier), and “expert” (confident).

We want a consistent look, feel and voice across consumer products, in B2B communications, and in the digital space.

We wish to evolve the brand rather than revolutionize it; to bring to the forefront the inherent vision and personality that is recognized by staff and key constituents, but lacking in our outward communication and presentation.

Wordmark

Encore Wordmark
Standard Wordmark

The standard Encore wordmark, to be reproduced only in black or white. See below for more usage guidelines.

Download RGB— PNG / SVG / AI
Download CMYK— EPS / AI

Spacing

Clear space around the wordmark is defined by the encore “o”.

clearspace sample
Sizing

Minimum size for the black wordmark, as seen below, is 0.4″ (50px) wide. Minimum size for the white wordmark is 0.75″ (80px) wide.

Encore Wordmark
Encore Wordmark
Orientation

The wordmark, as on program covers, may appear vertically. The top of the mark should face the program Spine.

Color

Preferred background color combinations below. Unacceptable combinations are marked with an X. (In short: no white on light backgrounds, no black on dark backgrounds, never color the wordmark.)

Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark
Encore Wordmark with Tagline
Tagline Variant

While not the Primary wordmark, the Tagline Variant is used to establish the brand on most public-facing materials, including sales collateral, business papers and email newsletters. It need not appear more than once per document. Unlike the Primary wordmark, it should only appear on white or reversed on black.

clearspace sample

Note the slight difference from the Primary wordmark in the Tagline Variant’s clearspace definition.

Encore Wordmark with Tagline

The Tagline Variant is for use on either white or black background only.

Download RGB— PNG / SVG / AI
Download CMYK— EPS / AI

Encore Wordmark with Tagline

On black background, the wordmark reverses to white. The tagline remains Encore Red.

Download RGB— PNG / SVG / AI
Download CMYK— EPS / AI

50th Anniversary Wordmark
50th Anniversary Variant

For use only on white (with red accent) or black backgrounds (with warm grey accent). This mark will be utilized solely from August 1, 2019 to July 31, 2020, including on program covers.

Download RGB— PNG / SVG / AI
Download CMYK— EPS / AI

50th Anniversary Wordmark

Download RGB— PNG / SVG / AI
Download CMYK— EPS / AI

Product Variants

For use only on white backgrounds, these Product Variants of the wordmark are to be used only to call out specific Encore product lines in Sales Materials. These variants utilize the same clearspace measurement as the Tagline Variant.

To create new Product Variants:

  1. Begin with a 2.5″ wordmark.
  2. Right justify type in 18pt lowercase Proxima Nova ExtraBold, in Encore Red.
Encore Arts Programs
Encore Stages
Encore Custom Publishing
Encore Spotlight

Color

Primary

Our primary colors are black and white, each of which allow the colors on our covers, in our promotional photography and in our brand illustrations, to enhance the character of the brand. The wordmark and Cover Spine must always appear in black or white. For tints between black and white, use Encore Grey (gray).

75 / 68 / 67 / 90

0 / 0 / 0

#000000

PMS Black

0 / 0 / 0 / 0

255 / 255 / 255

#ffffff

PMS White

Secondary

Encore Red is used as an accent color, most noticeably as the Spine color in sales materials, and the tagline color in alternate wordmarks. It should not be diluted into lighter shades.

7 / 94 / 65 / 31

158 / 48 / 57

#933039

PMS 1807

Tertiary

Encore Gray and its tints are used as a background color for table headings, callout boxes, web buttons and links, et al.

7 / 10 / 22 / 20

190 / 185 / 166

#beb9a6

PMS 7535

90%

80%

70%

60%

50%

40%

30%

20%

10%

Additional colors

For use in sales materials, illustration and other collateral applications.

7 / 35 / 100 / 13

197 / 146 / 23

#c59217

PMS 1245

90%

80%

70%

60%

50%

40%

30%

20%

10%

71 / 90 / 9 / 37

83 / 46 / 96

#532e60

PMS 525

90%

80%

70%

60%

50%

40%

30%

20%

10%

100 / 52 / 2 / 12

0 / 84 / 159

#00549f

PMS 2945

90%

80%

70%

60%

50%

40%

30%

20%

10%

84 / 0 / 54 / 0

0 / 181 / 136

#00b588

PMS 339

90%

80%

70%

60%

50%

40%

30%

20%

10%

Download ASE Swatch Libraries— CMYK / RGB

Typography

Title

Roboto Condensed Light is used sparingly for major headings, page titles and as display type. Its size should typically be 3 more times that of the Body Copy, and should always be black or white.

Roboto Condensed Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “ ” ‘ ’ ?!@#$%^&*()[]

Heading

Roboto Black is to be used for any paragraph headings, table headings, etc. Sizing must be greater than or equal to Body Copy but less than half of Title. Headings should primarily be in black, with red used as a highlight for elements like dates.

Roboto Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “ ” ‘ ’ ?!@#$%^&*()[]

Body

Roboto Light is the primary typeface for all copy, accompanied by its Roboto Light Italic for emphasis and Roboto Medium for bold text. Set body copy at a size between 8pt and 12pt, always in black or white.

Roboto Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “ ” ‘ ’ ?!@#$%^&*()[]

Roboto Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “ ” ‘ ’ ?!@#$%^&*()[]

Roboto Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “ ” ‘ ’ ?!@#$%^&*()[]

Download Google Fonts— Roboto / Roboto Condensed

Composition

Compositional Grids

Gridded InDesign templates are available in an array of commonly used sizes and page orientations. These templates utilize a 12-column grid for body copy.

The compositional grid is built from the boundaries of the layout itself. See below for examples of grid construction and execution examples.

When to use Spine vs. when to use Standard?

For layouts with the Spine, note that it should ONLY be on the left side of a layout, and should always be .25″ wide, except in layouts with a width less than 4″. In those cases, the Spine should be .125″.

spineless grid
spineless grid
Compositional Grid Construction

The compositional grid is built from the boundaries of the layout itself, in the following standardized arrangements. (Letter-sized, portrait orientation shown below for Standard layouts.)

compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
compositional grid build
Compositional Grid Usage

Placement of objects in the grid do not and should not match the sizes used to generate the grid. Photography and color blocking should bleed left to right and/or top to bottom across the page. (Illustrative elements may float within the compositional grid.)

Tribute Onesheet Publication Services
Pride Sales Onesheet Ad Sales Calendar
Program Covers

The program cover, in both Standard and Digest sizes, is the most visible instance of the Encore brand. It is also where the Encore brand personality traits of Expert and Genuine shine through. The Spine element, established here and integrated (if in a slightly different form) throughout the brand, announces Encore as the backbone of the arts experience, enhancing and enriching the live performance before and afterward without taking focus away from the art, artists and organizations themselves.

SLA cover
PMT cover
SOP cover
SRT cover
PNB cover
SCT covers

Download InDesign Templates—

Program Masthead and Folio

The program masthead is an ideal place to build upon the Encore brand. It is a space we could use to either further unify the programs across organizations, emphasize our history with individual organizations, spotlight local artists and illustrators through commissioned work, or add some of our own brand personality via illustration, allusions to web content, behind-the-scenes staff photography, et al.

Photography

Photography usage needs to rely heavily on collaboration with our publishing partners. In all use cases, our emphasis should be on people/faces to demystify the reasons to support us, our partners, the arts, etc, with a ratio along the lines of:

  • covers alone 10%
  • people / lifestyle 40%
  • people with programs 20%
  • stage performance 30%

We plan to source these images from our arts partners. When this library of content will not serve us, we may use stock images. As budget allows, we will do our best to build up our library of photographs with original/commissioned work.

Illustration

Illustration guidelines are in progress, but for now here are some key places where we might best utilize illustration:

  • Program Masthead
  • Website(s)
  • Sales Materials
  • Social Media
  • Editorial Content (in print with Stages, online with Encore Spotlight)

Tone of Voice

For both consumer and business audiences, the Encore tone of voice is a crucial part of the Encore brand, especially to communicate our “accessible” and “genuine” nature, but also to put our expertise front and center.

In both B2B and B2C realms, Encore is friendly and familiar without resorting to casual or flowery language, as well as authoritative and bold, though never to the point of rudeness nor closemindedness.

Encore’s tone of voice permeates all business- and consumer-facing materials, but is especially the focus of these example elements:

  • expository copy of B2C materials
  • sales campaigns (emails, social, etc)
  • media kit
  • website (non-editorial)
  • social media
  • editorial content (stages, website)

Addressing Missing Pieces

The Marketing team has gone to great lengths to provide commonly used collateral for any existing needs for branded content, but there are bound to be new opportunities that arise and require new materials to support them.

From premade templates to the compositional grid construction guidelines, most future materials can be created quickly and easily to play within the existing brand guidelines. But, there will surely be instances where the guidelines do not or cannot fully address future needs.

At that stage, please bring to the Marketing team your request, at which point it will be assessed. If, upon review, it is determined that an update to these Brand Guidelines is required, that change will be made and all staff will be notified of the update.