lyric theatre of oklahoma style guide

Lyric has styLe

Since we first raised our curtains in 1963, Lyric Theatre of Oklahoma has grown to become one of the most respected theatre companies in the country. While it’s easy to credit this distinction to a consistently marvelous show lineup, it’s important not to overlook the role branding has played in our longterm success.

For that reason, we have created for you the brand Style Guide. In here, you will find instruction, advice and information on how to properly use each element of the Lyric brand.

Armed with this guide, you will be able to clearly communicate the Lyric message in resounding Lyric style.

tabLe of contents

Why Create a Brand Style Guide?1Using the Style Guide2Logos Overview3

Lyric at the Plaza Logo8Plaza Logo List9Lyric’s Thelma Gaylord Academy Logo10Academy Logo List11

The Umbrella Logo4Umbrella Logo List5Lyric at the Civic Center Logo6

7 Civic Center Logo List

Copywriting and Content Structure Overview19Copywriting and Content Structure Guidelines20Photography Overview21Lyric Photography/Imagery22

Proper use of Logos12

Proper use of Logos on Apparel and Merchandise14

Improper use of Logos13

Improper use of Logos on Apparel and Merchandise15Typography Overview16

17 Lyric Fonts // Office and Administrative Usage

18 Lyric Fonts // Graphic Designer

Lyric theatre styLe guide

1

Why C

reate a Brand Style G

uide?

Why create a brand styLe guide?

Establishing a strong, coherent graphic framework is one of the most important aspects of brand development. This style guide was created to archive the results of that process and set forth a series of rules that will help preserve the integrity of the Lyric Theatre of Oklahoma’s brand image.

With this guide, you will be able to handle internal marketing efforts and messages with confidence and efficiency. And when you’re entrusting an outside source with brand elements, it holds everybody accountable for quality assurance.

Above all, this style guide forces us to define and hone Lyric’s look-and-feel, leading to cohesive, recognizable brand representation.


2

Using the Style G

uide

using the styLe guide

As complex as Lyric’s brand may seem, this style guide is not meant to serve as a textbook full of technical information that you must read front-to-back to understand.

Instead, think of it simply as a road map. Refer to it when you have questions about brand elements like logo usage, fonts, file types, colors and copy writing tone.

use this styLe guide When

Handling marketing efforts in-house

Approving artwork

Determining photo credits/captions

Writing content for web, social media and blogs

Handing projects or files over to vendors and outside sources

Using spot colors for logos and artwork

Posting Lyric photography onlineSizing or positioning logos

Fulfilling logo requests

Deciding on proper logo usageDesigning/ordering apparel and merchandise

Determining proper font usage and sizing

Referencing logo files and file types


3

Logos O

verview

Logos overvieW

Though it actually represents just a small part of the overall brand platform, the logo is definitely the most recognizable facet. Therefore, it has a much larger set of rules and guidelines to abide by.

Lucky for us, Lyric Theatre of Oklahoma has four such logos to manage and maintain.

The following pages present each of these logos individually, with visual representation and intelligent usage instructions. You will also find easy-to-reference lists of logo-specific file types, and illustrated examples of common logo Do’s and Don’ts.


4

Pantone 284C

08

01 02

04

06

03

05

07

nuMber usage

01 Four Color Primary

02 Two Color Option One

03 Two Color Option Two

04 One Color Option One

05 One Color Option Two

06 Grayscale

07 Black

08 Reversed

The U

mbrella L

ogo

Pantone 2685C

Pantone 647C

Pantone 382C

100% Black

80% Black

50% Black

30% Black

spot coLors for one and tWo coLor Logos


5

PNG Four Color Lyric-Logo-Umbrella-4C-LR.png

Low-Resolution Transparent BG

Two Color 2 Lyric-Logo-Umbrella-2C2-LR.png

One Color 2 Lyric-Logo-Umbrella-1C2-LR.png

Black Lyric-Logo-Umbrella-K-LR.png

Two Color 1 Lyric-Logo-Umbrella-2C1-LR.png

One Color 1 Lyric-Logo-Umbrella-1C1-LR.png

Grayscale Lyric-Logo-Umbrella-GS-LR.png

Reversed Lyric-Logo-Umbrella-REV-LR.png

coLorfiLe type fiLe naMe

JPG Four Color Lyric-Logo-Umbrella-4C-LR.jpg

Low-Resolution White BG

Two Color 2 Lyric-Logo-Umbrella-2C2-LR.jpg

One Color 2 Lyric-Logo-Umbrella-1C2-LR.jpg

Black Lyric-Logo-Umbrella-K-LR.jpg

Two Color 1 Lyric-Logo-Umbrella-2C1-LR.jpg

One Color 1 Lyric-Logo-Umbrella-1C1-LR.jpg

Grayscale Lyric-Logo-Umbrella-GS-LR.jpg

JPG Four Color Lyric-Logo-Umbrella-4C-HR.jpg

Two Color 2 Lyric-Logo-Umbrella-2C2-HR.jpg

One Color 2 Lyric-Logo-Umbrella-1C2-HR.jpg

Black Lyric-Logo-Umbrella-K-HR.jpg

High-Resolution White BG

Two Color 1 Lyric-Logo-Umbrella-2C1-HR.jpg

One Color 1 Lyric-Logo-Umbrella-1C1-HR.jpg

Grayscale Lyric-Logo-Umbrella-GS-HR.jpg


Vector EPS Four Color Lyric-Logo-Umbrella-4C.eps

Two Color 2 Lyric-Logo-Umbrella-2C2.eps

One Color 2 Lyric-Logo-Umbrella-1C2.eps

Black Lyric-Logo-Umbrella-K.eps

Two Color 1 Lyric-Logo-Umbrella-2C1.eps

One Color 1 Lyric-Logo-Umbrella-1C1.eps

Grayscale Lyric-Logo-Umbrella-GS.eps

Reversed Lyric-Logo-Umbrella-REV.eps

PNG Four Color Lyric-Logo-Umbrella-4C-HR.png

Two Color 2 Lyric-Logo-Umbrella-2C2-HR.png

One Color 2 Lyric-Logo-Umbrella-1C2-HR.png

Black Lyric-Logo-Umbrella-K-HR.png

High-Resolution Transparent BG

Two Color 1 Lyric-Logo-Umbrella-2C1-HR.png

One Color 1 Lyric-Logo-Umbrella-1C1-HR.png

Grayscale Lyric-Logo-Umbrella-GS-HR.png

Reversed Lyric-Logo-Umbrella-REV-HR.png

Lyric theatre uMbreLLa // Logo options

Um

brella Logo L

ist

use for print

use for Web


6

01

02 03

04 05

06

Lyric at the Civic C

enter Logo

nuMber usage


02 Two Color

03 One Color

04 Grayscale

05 Black

06 Reversed

Pantone 296C

Pantone 300C


100% Black

80% Black

50% Black

30% Black


7

PNG Four Color Lyric-Logo-Civic-4C-LR.png


Black Lyric-Logo-Civic-K-LR.png

Two Color Lyric-Logo-Civic-2C-LR.png

One Color Lyric-Logo-Civic-1C-LR.png

Grayscale Lyric-Logo-Civic-GS-LR.png

Reversed Lyric-Logo-Civic-REV-LR.png


JPG Four Color Lyric-Logo-Civic-4C-LR.jpg


Black Lyric-Logo-Civic-K-LR.jpg

Two Color Lyric-Logo-Civic-2C-LR.jpg

One Color Lyric-Logo-Civic-1C-LR.jpg

Grayscale Lyric-Logo-Civic-GS-LR.jpg

JPG Four Color Lyric-Logo-Civic-4C-HR.jpg

One Color Lyric-Logo-Civic-1C-HR.jpg

Black Lyric-Logo-Civic-K-HR.jpg


Two Color Lyric-Logo-Civic-2C-HR.jpg

Grayscale Lyric-Logo-Civic-GS-HR.jpg


Vector EPS Four Color Lyric-Logo-Civic-4C.eps

Black Lyric-Logo-Civic-K.eps

Two Color Lyric-Logo-Civic-2C.eps

One Color Lyric-Logo-Civic-1C.eps

Grayscale Lyric-Logo-Civic-GS.eps

Reversed Lyric-Logo-Civic-REV.eps

PNG Four Color Lyric-Logo-Civic-4C-HR.png

Black Lyric-Logo-Civic-K-HR.png


Two Color Lyric-Logo-Civic-2C-HR.png

One Color Lyric-Logo-Civic-1C-HR.png

Grayscale Lyric-Logo-Civic-GS-HR.png

Reversed Lyric-Logo-Civic-REV-HR.png

Lyric theatre at the civic center // Logo options

Civic C

enter Logo L

ist

use for print

use for Web


8

01

Lyric at the Plaza Logo

02 03

04 05

06

nuMber usage


02 Two Color Secondary

03 One Color Secondary

04 Grayscale

05 Black

06 Reversed

Pantone 1815C

Pantone 1797C


100% Black

80% Black

50% Black

30% Black


9

PNG Four Color Lyric-Logo-Plaza-4C-LR.png


Black Lyric-Logo-Plaza-K-LR.png

Two Color Lyric-Logo-Plaza-2C-LR.png

One Color Lyric-Logo-Plaza-1C-LR.png

Grayscale Lyric-Logo-Plaza-GS-LR.png

Reversed Lyric-Logo-Plaza-REV-LR.png


JPG Four Color Lyric-Logo-Plaza-4C-LR.jpg


Black Lyric-Logo-Plaza-K-LR.jpg

Two Color Lyric-Logo-Plaza-2C-LR.jpg

One Color Lyric-Logo-Plaza-1C-LR.jpg

Grayscale Lyric-Logo-Plaza-GS-LR.jpg

JPG Four Color Lyric-Logo-Plaza-4C-HR.jpg

One Color Lyric-Logo-Plaza-1C-HR.jpg

Black Lyric-Logo-Plaza-K-HR.jpg


Two Color Lyric-Logo-Plaza-2C-HR.jpg

Grayscale Lyric-Logo-Plaza-GS-HR.jpg


Vector EPS Four Color Lyric-Logo-Plaza-4C.eps

Black Lyric-Logo-Plaza-K.eps

Two Color Lyric-Logo-Plaza-2C.eps

One Color Lyric-Logo-Plaza-1C.eps

Grayscale Lyric-Logo-Plaza-GS.eps

Reversed Lyric-Logo-Plaza-REV.eps

PNG Four Color Lyric-Logo-Plaza-4C-HR.png

Black Lyric-Logo-Plaza-K-HR.png


Two Color Lyric-Logo-Plaza-2C-HR.png

One Color Lyric-Logo-Plaza-1C-HR.png

Grayscale Lyric-Logo-Plaza-GS-HR.png

Reversed Lyric-Logo-Plaza-REV-HR.png

Lyric theatre at the pLaza // Logo options

Plaza Logo L

ist

use for print

use for Web


10

01

Lyric Thelm

a Gaylord A

cademy L

ogo

02 03

04 05

06

nuMber usage


02 Two Color Secondary

03 One Color Secondary

04 Grayscale

05 Black

06 Reversed

Pantone 3035C

Pantone 356C


100% Black

80% Black

50% Black

30% Black


11


JPG Four Color Lyric-Logo-Academy-4C-LR.jpg


One Color Lyric-Logo-Academy-1C-LR.jpg

Black Lyric-Logo-Academy-K-LR.jpg

Two Color Lyric-Logo-Academy-2C-LR.jpg

Grayscale Lyric-Logo-Academy-GS-LR.jpg


PNG Four Color Lyric-Logo-Academy-4C-LR.jpg

One Color Lyric-Logo-Academy-1C-LR.jpg

Black Lyric-Logo-Academy-K-LR.jpg

Two Color Lyric-Logo-Academy-2C-LR.jpg

Grayscale Lyric-Logo-Academy-GS-LR.jpg

Reversed Lyric-Logo-Academy-REV-LR.jpg

theLMa gayLord acadeMy Logo options


coLorsfiLe type fiLe naMe

Vector EPS Four Color Lyric-Logo-Academy-4C.jpg

JPG Four Color Lyric-Logo-Academy-4C-HR.jpg

One Color Lyric-Logo-Academy-1C.jpg

One Color Lyric-Logo-Academy-4C-HR.jpg

Black Lyric-Logo-Academy-K.jpg

Black Lyric-Logo-Academy-4C-HR.jpg

Two Color Lyric-Logo-Academy-2C.jpg

Two Color Lyric-Logo-Academy-4C-HR.jpg

Grayscale Lyric-Logo-Academy-GS.jpg

Grayscale Lyric-Logo-Academy-4C-HR.jpg

Reversed Lyric-Logo-Academy-REV.jpg


PNG Four Color Lyric-Logo-Academy-4C-HR.png

One Color Lyric-Logo-Academy-1C-HR.png

Black Lyric-Logo-Academy-K-HR.png

Two Color Lyric-Logo-Academy-2C-HR.png

Grayscale Lyric-Logo-Academy-GS-HR.png

Reversed Lyric-Logo-Academy-REV-HR.png

Academ

y Logo L

ist

use for print

use for Web


12

Proper use of L

ogos

Maintaining a clean and uncluttered space around the logo maximizes the visual impact of this key brand element. Setting a minimum width of one inch helps to ensure the logo is always legible and has maximum impact.

Maintain a minimum of one inch width from star point to ‘C’

Do scale appropriately to avoid distorting the logo.

↓

Do maintain a level baseline for the logo. Keeping a professionaly clean look, respectful of the Lyric brand, is top priority.

proper use of Logos

do:

1”

1”

MiniMuM

MiniMuM


13

Improper use of L

ogos

Do not separate the star mark from the logotype unless authorized to do so by the Director of Marketing.

Do not rotate, skew, redraw, re-proportion, crop, or otherwise alter or distort the logo or its elements in any way.

Do not reproduce the logo in colors other than those suggested in this document.

Do not place the logo on a pattern or background that makes it difficult to read.

Do not combine the logo with any other element—such as logos, words, graphics or slogans— that might seem to create a hybrid mark.

iMproper use of Logos

New Show!

OF OKLAHOMA

don’t:


14

proper use of Logos on appareL and Merchandise

Keep the logo on a level baseline when applying to merchandise or apparel.

When printing on a color that effects readability of a primary or secondary logo, use a provided reversed-out or black logo.

EX: Reversed-out Academy logo on a green shirt.

When printing one or two colors on apparel or merchandise, use provided one or two color logos.

EX: Plaza logo with two color Plaza logo.

Proper U

se of Logos on A

pparel and Merchandise

do:


15

iMproper use of Logos on appareL and Merchandise

Do not rotate, skew, re-proportion or otherwise alter or distort the logo or its elements in any way when applying to merchandise or apparel.

Do not place a primary logo on a shirt with a primary color.

EX: Primary Academy logo on a primary green color shirt

Do not place the logo from one lyric division on another division’s color.

EX: Plaza logo on Civic color

Improper U

se of Logos on A

pparel and Merchandise

don’t:


16

typography overvieW

Having a unified typographic style is one of the most fundamental, yet overlooked, elements of a solid and consistent brand.

The more a brand adheres to it’s typographic standards, the more credible and recognizable its brand style becomes.

To help establish Lyric Theatre of Oklahoma as a consistent and credible brand, three “families” of typestyles have been chosen to ensure a universal look across internal documents, design applications and online communication.

Typography Overview


17

Lyric fonts // office and adMinistrative usage

Lyric Fonts // Office and A

dministrative U

sage

proper use of fonts together

A Chorus Line

The ultimate “Singular Sensation,” A Chorus Line, will dance its way onto the Civic Center

Music Hall stage this summer. Thousands will audition, 24 get to the stage, but in the

end only eight will get the opportunity to do what they’ve always wanted – to have the

chance to dance.

roCky horror show is Back and ready to rock

Back by popular demand in a brand new production, get ready for the most famous B-movie

rock ‘n’ roll musical ever! Follow squeaky-clean sweethearts Brad and Janet on an adventure

they’ll never forget, with the scandalous Frank’n’Furter, rippling Rocky and vivacious Magenta.

Lyric Theatre of Oklahoma is ready to seduce you with outrageously campy excitement so

sharpen those stilettos for the rockiest ride of your life! Don’t Dream It… Be It!

introducing Lyric’s 2012 show Lineup

If you thought 2011 was a banner year for Lyric Theatre of Oklahoma, you ain’t seen nothing

yet. Kicking off with the raucous XANADU on January 25, Lyric’s upcoming nine-show season

is packed with all the campy, irreverent, sexy and playful musical bliss the world can handle

in one 12-month period.

A B C 1 2 3a b c 1 2 3

MyriAd pro // bold all caps or TiTle case

generaL usage headLine font

A B C d e F G h i J k L M n o p Q r s T u V w X y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + = { } | [ ] \ < > ? , . /

Myriad Pro // Regular

generaL usage body copy font

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + = { } | [ ] \ < > ? , . /

These fonts are to be used by all employees of Lyric, in the way presented in this document, in all instances involving general office and administrative communication. This includes email messages, press releases, memos, newsletters, forms, flyers and other standard materials printed in-house.

Font size for headlines in body content is not to exceed 12pt, and may only be as low as 10pt.

Headlines for body content should be Title Case except when containing a show title. In which case, the show title is to be in ALL CAPS.

Body copy font size should always be 1pt smaller than the headline.

Larger font sizes are permissible for headlines outside of body content, but must be approved by the Director of Marketing.


18

These fonts are reserved for use in custom-designed marketing and promotional materials only. These materials include banners, posters, ads, brochures, booklets, websites, HTML emails, and any case where Lyric is being promoted through the use of design.

These fonts are to only be used by graphic designers. Any use of these fonts must meet the approval of the Director of Marketing.

Lyric fonts // graphic designer

proper use of fonts together

a christMas caroL

Enjoy a spectacular new Lyric Theatre of Oklahoma holiday tradition with the production of Charles Dickens’ classic, A Christmas Carol. Capture the magic and joy of Christmas as the ghosts of Past, Present and Future lead the miserly Ebenezer Scrooge on a powerful journey of transformation and redemption. Michael Baron, director of A Christmas Carol at the famous Ford’s Theatre in Washington, D.C., directs this new production with over 20 Christmas yuletide favorites. Brimming with joyous song and dance, lavish scenery, authentic costumes, theatrical magic and lots of snow, Lyric’s new annual holiday production celebrates the timeless Spirit of Christmas. This is a beloved family holiday treat you won’t want to miss!

a b c 1 2 3A B C 1 2 3

trade gothic boLd condensed no. 20 // all caps

graphic designer headLine font

a b c d e f g h i J K L M n o p Q r s t u v W X y za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + = { } | [ ] \ < > ? , . /

Georgia

graphic designer body copy font

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 !@#$ %^& * ( ) _+ = { }|[ ] \<>?, ./

Lyric Fonts // Graphic D

esigner

Font size for headlines in body content is not to exceed 12pt, and may only be as low as 10pt.

Headlines for body content should be in ALL CAPS.

Body copy font size should always be 1pt smaller than the headline.

Larger font sizes are permissible for headlines outside of body content, but must be approved by the Director of Marketing.


19

Copyw

riting and Content Structure O

verview

copyWriting and content structure overvieW

This may be surprising to some, but establishing and maintaining brand continuity is not a responsibility that rests solely on the shoulders of the graphic designer.

Copywriters, content curators and PR folks have as much to do with brand cohesiveness as anybody. Sometimes more.

From content structure to email signatures to the nuances of displaying domain names, the words Lyric uses to describe and represent itself are a vital part of the brand platform.


20

shoW titLes

When referencing a Lyric show, do not use italicize, underline or us quotes to denote the show title. Instead, use all CAPS. EX: “Get swept up in the excitement of the Ed Sullivan Show and the hip-thrusting rock and roll star visiting this small town in BYE BYE BIRDIE.”

eMaiL signatures

Standard and show-specific email signatures will be provided between shows, after a show’s first production, and at various other times during the year. As a part of Lyric’s overall branding experience, these are meant to be standard and uniform. Other than inserting your personal contact information, they are not to be altered in any way (i.e. do not change fonts, colors or sizes). If you are unsure how to set up your signature, help can be provided.

dispLaying the Lyric doMain

Lyric’s web address should always appear as LyricTheatreOKC.com, as opposed to the all-lowercase lyrictheatreokc.com. Using capital letters makes it easier for the reader to identify what the URL spells out.

aLWays theatre, never theater

Use the word “theatre” in all Lyric publications, stories and posts when referring to the performing art of theatre, musical theatre or Plaza Theatre. This is an exception to the Associated Press Stylebook’s recommended usage of theatre/theater. EX 1: “Theatre students and performers gathered on opening night in the lobby of the Plaza Theatre.” EX 2: “His theatre career started when he was just 9 years old.” Use “theater” only when it is part of the proper name of a performing arts company or venue. EX: Chicago Shakespeare Theater.

no “the”

When written, Lyric should always appear as “Lyric Theatre of Oklahoma” or “Lyric”. It should never be “the Lyric”.

Lyric theatre of oKLahoMa, first. Lyric, second.

When writing body copy or content, always use “Lyric Theatre of Oklahoma” on first reference. Each time thereafter, simply refer to our company as “Lyric”. Ex: “Lyric Theatre of Oklahoma has been producing musicals since 1963. In Lyric’s 50 year history, it has become Oklahoma’s leading professional theatre company.” This rule is to be carried out through the entirety of a story, document or post. In a case where a document contains multiple sections or chapters (this style guide, for example), this rule resets at the beginning of section chapter. When copying and pasting content, it’s important to check for and fix any inconsistencies with this rule.

When referring to a Lyric production being held at the Civic Center or Plaza Theatre, “Lyric at the Civic Center” and “Lyric at the Plaza” are acceptable in all references. It is recommended, however, that a reference to “Lyric Theatre of Oklahoma” be made prior to any references to “Lyric at the Civic Center” or “Lyric at the Plaza.”

Lyric at the

Copyw

riting and Content Structure G

uide

First reference to the Thelma Gaylord Academy should be written as “Lyric Theatre of Oklahoma’s Thelma Gaylord Academy.” Subsequently, it can be referred to as “Lyric’s Thelma Gaylord Academy.”

theLMa gayLord acadeMy


21

photography overvieW

As a practitioner of the performing arts, photography plays a vital role in Lyric Theatre of Oklahoma overall brand platform.

Because we rely heavily on photography to promote the grandeur and professionalism of our shows, sets and performers, Lyric’s photographic standards mustn’t be overlooked.

This section includes guidelines for cropping performer headshots, using point-and-shoot and camera phone photography, following equity rules, and attaching photo credits.

Photography Overview


22

cropping headshots

When cropping headshots, avoid cropping too tightly and try to maintain a consistent photo and head size throughout.

↓

photography froM point and shoot or caMera phone

Acceptable for use on personal blogs and social sites, such as Facebook and Twitter. When speaking as Lyric, avoid photos where noise, clarity and composition have affected the photo in a way that it would be perceived as low quality.

Lyric Photography/Imagery


23

For photos with three or fewer individuals, you must credit the actors, photographer, and name of production.*

* Include Lyric, Year and Show Title * Include Lyric, Year and Show Title

More than three individuaLs

For photos with more than three individuals, you must only credit the photographer and production.*

using professionaL photography

three or Less individuaLs

When using professional production photos, Actors Equity Association (AEA) guidelines must be followed.

Matthew Montelongo and Lexi Windsor in Lyric’s 2011 production of BOEING BOEING, photo by Wendy Mutz

Lyric’s 2011 production of RAGTIME, photo by Wendy Mutz

Lyric Photography/Imagery

lyric theatre of oklahoma style guide

Documents

lyric style

brand style guide

lyric brand

style guide forces

style guideusing

brand elements

lyrics brand

lyric message