brand guide - cineplexmediafiles.cineplex.com/logos/en/cineplex_brand_guidemay2010.pdfbrand guide....

BRAND GUIDE

1II

TABLE OF CONTENTS

THE CINEPLEX RINGS 1

THE NEW CINEPLEX LOGO 2

BRAND VOICE | COPY TONE & MANNER 3

COLOUR PALETTE 4

FONT | USAGE 5

LOGO | TAGLINE

• USEOFTAGLINE&CINEPLEX‘RINGS’ 6-8

• MASTERBRANDLOGO 9

• CORPORATELOGO 10-11

• CONSUMERLOGO 12-13

• CINEPLEX.COM 14-16

• CINEPLEX.STORE 17

• CINEPLEXMEDIA&CINEPLEXMEDIA.COM 18-19

SUBBRANDTHEATRELOGOS 20-28

SUBBRANDPRODUCTLOGOS 29-30

SUBBRANDTHEATREWORDMARKS 31-32

STANDARDLOGOLOCK 33-37

1III

TABLE OF CONTENTS

EXTERNALSIGNAGECONSIDERATIONS 38

35MMFEATUREPRESENTATION 39

POWERPOINTTEMPLATE 40

LEGALTRADEMARK 41-42

11

The CINEPLEX rings icon represents a symmetrical graphic depiction of the ancient Greek amphitheatre or“Odeon”whichisGreekforthewordtheatre.

These theatres were the place where communities cametogethertobeentertained.

The circular rings stand for entertainment and unity.Theringsarenowaunifyingicon,ready to be applied to multiple properties acting as a connectiveelementforCINEPLEX.

THE CINEPLEX RINGS

12

THE NEW CINEPLEX LOGO

CORPORATE LOGO

MASTERBRAND LOGO

CONSUMER LOGO & TAGLINE

The NEW CINEPLEX logo colour palette of deep rich blue is derived from the traditional CINEPLEXOdeoncolours,evolvedtoarichandelegantMidnightBlue.

The gold for the rings remains the same as the originalCINEPLEXEntertainmentlogo.

Inmostinstancesthe4-colourversionofthelogoshouldbeusedonmaterialswitha4-colour background.Avoidusingglowsorkeylinesaroundthelogoforcontrastagainstbackgrounds.

The space between the baseline of the tagline and the top of the CINEPLEX wordmark squared should be the clearance around the logo in all marketing materials,wherepossible.

13

COPY TONE & MANNER

BRAND VOICE COPY TONE & MANNER

CINEPLEX is your entry point into the social cinematicexperience.

We invite you to Escape into the exciting world ofmovies,entertainmentandpopculture.

Anexperiencethatisaccessibleandaffordable,yet rich with emotion and lasting memories that extendsbeyondthemovie.

TheCINEPLEXbrandisveryfamiliarandpersonal. Ourcopywritingstyle,toneandmannershouldalways beopen,honest,fun,conversationalanddirect.

WhenwritinganyCINEPLEXcopy,itshouldmeetthesetwo criteria:

1. Targetedtoouraudienceinbothtoneandcontent

2. Playfullyconversationalwhilestillshowing our “expertise”

14

COLOUR PALETTE

COLOUR PALETTE & USAGE The CINEPLEX logo primary colours are MidnightBlueandGoldenTicket.Wherepossiblebackground colours should be Midnight Blue primarilyorEmmersionBlacksecondarily, whichlendthemselvestothecinemaexperience. Allothercolourscanbeusedasaccentcolours.

MIDNIGHT BLUEPANTONE2767C

C=100M=78Y=0K=54Digital:091849

GOLDEN TICKETPANTONE 131 C

C=0M=32Y=100K=9Digital:e19617

EMMERSION BLACKSPECIAL

C=50M=50Y=0K=100Digital:0a0017

SILVER SCREENCOOLGREY9

C=0M=1Y=0K=51Digital:919195

REDPANTONE1815C

C=0M=90Y=100K=51Digital:73160c

BLUEPANTONE 5425 C

C=30M=4Y=0K=31Digital:80A1B6

PRIMARY

PRIMARY

SECONDARY

ACCENT

ACCENT

ACCENT

15

THE NEW CINEPLEX LOGO

FONT | USAGE

GILL SANS – Regular uppercasePrimaryheadlinefont. Should be used consistently where possible for clarity andeaseofreading.

In unique instances the headline font can be more complementarytotheideabeingcommunicated.

TRADEGOTHIC–CondensedNo.18Primarybodycopyfont. Should be used consistently where possible for clarityandeaseofreading.

TRADEGOTHIC–BoldCondensedNo.20Primarysubheadfont. Should be used consistently where possible for clarityandeaseofreading.

HEADLINESABCDEFGHIJKLMNOPQR0123456789

SUBHEADSABCDEFGHIJKLMNOPQR0123456789

Body CopyABCDEFGHIJKLMNOPQR0123456789

16

USE OF THE TAGLINE ‘ESCAPE WITH US’ AND CINEPLEX ‘RINGS’

WITH PRODUCT BRAND LOGOS:

In Theatre Poster

Online

The tagline “ESCAPE WITH US” should be used when the communication objective is to drive consumers to the TheatreortoCINEPLEX.COM.Theuseofproductbrand logos(CINEPLEXorCINEPLEX.COM)withthetaglineis referredtoastheCONSUMERlogo.

The tagline should never be used with the CORPORATE logo (seepage10).TheCORPORATEandCONSUMERlogoshouldneverappearinthesamecommunicationpiece.

PRODUCT BRAND LOGOS:

ThechoiceofaProductBrandlogo(i.e.:CINEPLEXor CINEPLEX.COM)ispredicatedontheprimarymessage withinthecommunication.

EXAMPLE:

Single Brands: If the communication is related to the in-theatreexperience,the‘RingsandTagline’appear withtheCineplexlogo,whichinthisinstanceisthe primarybrand(seeXSCAPEposter).

If the communication is related to the online experience atCINEPLEX.COM,the‘RingsandTagline’appearwith theCINEPLEX.COMlogo,whichinthiscase,istheprimary brand(seePRINTSKIPSCANbanner).

Multiple Brands: If there are multiple brands being communicatedinoneelement,thesubbrands (suchasSilverCity)appearaswordmarksonlywithout therings(seeXSCAPEposter).

LOGO | TAGLINE

1

TAGLINE AND RINGS:

‘ESCAPEWITHUS’andtheCineplex‘Rings’should onlyappearonceinanycommunicationpiece.

The exception to this rule may be if a Sub Brand logo (thatincludestheCineplex‘Rings’)isacriticalelementinthecommunication(i.e.:NewTheatreOpening).

Note: The tagline should never be used in conjunction withasubbrand.

TAGLINE ALONE:

Thetagline‘ESCAPEWITHUSTM’shouldalwaysappearincapitallettersandtrademarkedwhenappropriate.

7

LOGO | TAGLINE

18

LOGO LOCK:

If all sub brands are being used as part of a logo train,astandardlogolockshouldbeused.

LOGO | TAGLINE

1

The masterbrand logo is for use in partnership programs when Cineplex is one of multiple participatingpartners.

The choice of colour selected for the logo should be from the iterations shown on this page that best suitthecreative/communicationpiece.

RefertoCOLOURPALETTE(seepage4)forPantonecoloursandCMYKbreakdowns.Wherepossibleand budget permitting – use spot colours as the primarycolours.

The masterbrand logo should never be printed at lessthan1"wx.5"hsize.

9

4 Colour

Spot colour

KO

4 Colour Reverse

Black and White

LOGO | TAGLINE

MASTERBRAND LOGOBILINGUAL

110

CORPORATE LOGO ENGLISH | FRENCH

LOGO | TAGLINE

4 Colour

Spot colour

KO

4 Colour Reverse

Black and White

The choice of colour selected for the logo should be from the iterations shown on this page that best suit the creative/communicationpiece.

RefertoCOLOURPALETTE(seepg.4)forPantonecolours andCMYKbreakdowns.Wherepossibleandbudgetpermitting–usespotcoloursastheprimarycolours.

The tagline ESCAPE WITH US should never be used with the corporatelogo.

The corporate logo should never be printed at less than 1"wx.5"h.

111

CORPORATE LOGO BILINGUAL

LOGO | TAGLINE

4 Colour

Spot colour

KO

4 Colour Reverse

Black and White

The choice of colour selected for the logo should be from the iterations shown on this page that best suit thecreative/communicationpiece.

RefertoCOLOURPALETTE(seepage4)forPantonecoloursandCMYKbreakdowns.Wherepossible and budget permitting – use spot colours as the primarycolours.

The tagline ESCAPE WITH US should never be used withthecorporatelogo.

The corporate logo should never be printed at less than1"wx.5"hsize.

112

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

CONSUMER LOGO ENGLISH | FRENCH WITH TAGLINE

LOGO | TAGLINE

The choice of colour selected for the logo should be from the iterations shown on this page that best suit thecreativeapplication.

RefertoCOLOURPALETTE(seepage4)forPantone coloursandCMYKbreakdowns.Wherepossibleandbudgetpermitting–usespotcoloursastheprimarycolours.

The consumer logo should never be printed at less than 1"wx.5"h.

113

CONSUMER LOGO BILINGUAL WITH TAGLINE

4 Colour

Spot colour

KO

4 Colour Reverse

Black and White

LOGO | TAGLINE



The consumer logo should never be printed at less than1"wx.5"hsize.

114



TheCINEPLEX.COMbilinguallogoshouldneverbe printedatlessthan1"wx.5"hsize.4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

LOGO | TAGLINE

CINEPLEX.COM LOGO BILINGUAL WITHOUT TAGLINE

115

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

LOGO | TAGLINE

CINEPLEX.COM LOGOENGLISH | FRENCH WITH TAGLINE



TheCINEPLEX.COMEnglishandFrenchlogoshould neverbeprintedatlessthan1"wx.5"hsize.

116

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

LOGO | TAGLINE

CINEPLEX.COM LOGOBILINGUAL WITH TAGLINE



TheCINEPLEX.COMbilinguallogoshouldneverbe printedatlessthan1"wx.5"hsize.

117



The CINEPLEX STORE logo should never be printed at lessthan1"wx.5"h.

LOGO | TAGLINE

CINEPLEX STORE ENGLISH ONLY

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

118

CINEPLEX MEDIAENGLISH | FRENCH

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

LOGO | TAGLINE

TheCINEPLEXMEDIAandCINEPLEXMEDIA.COMlogosare corporate logos to be used in CINEPLEX Media and CINEPLEX Digital Media communications only and should never be usedwiththeconsumertagline.



The CINEPLEX MEDIA logo should never be printed at less than1"wx.5"h.

119

CINEPLEXMEDIA.COMBILINGUAL

LOGO | TAGLINE

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

The choice of colour selected for the logo should be from the iterations shown on this page that bestsuitthecreativeapplication.

RefertoCOLOURPALETTE(seepage4)forPantonecoloursandCMYKbreakdowns.Wherepossibleand budget permitting – use spot colours as the primarycolours.

TheCINEPLEXMEDIA.COMlogoshouldneverbeprintedatlessthan1"wx.5"hsize.

120

SUB BRAND THEATRE LOGOS


Many of the CINEPLEX theatre sub brand logos have evolved toreflecttheNEWbrandinginitiativeandcolourpalette.These logos are connected to the CINEPLEX masterbrand by theappearanceoftheRINGS.TheRINGSaretheiconthatbind all of the sub brands together for a more cohesive and cleanappearance.

The sub brand theatre logos with rings should neverbeprintedatlessthan1"wx.5"h.Referto thefollowingpages.

121

CINEPLEX ODEON HORIZONTAL | BILINGUAL

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO




122


CINEPLEX ODEON VERTICAL | BILINGUAL

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO



123

SILVERCITY ENGLISH | FRENCH

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO




124

GALAXYBILINGUAL

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO




125


COLOSSUSBILINGUAL

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO



126

COLISEUM ENGLISH | FRENCH


4 Colour

4 Colour Reverse

Black and White

Spot colour

KO



127


CINEMACITYENGLISH ONLY

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO



128

SCOTIABANK THEATREENGLISH | FRENCH

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO



Refer to COLOUR PALETTE below for Pantone colours andCMYKbreakdowns.Wherepossibleandbudgetpermitting–usespotcoloursastheprimarycolours.

SCOTIABANK REDPANTONE485C

C=0M=95Y=100K=0Digital: cc3333

SCOTIABANK GOLDPANTONE 131 C

C=0M=32Y=100K=9Digital:e19617

MIDNIGHT BLUEPANTONE2767C

C=100M=78Y=0K=54Digital:091849

PRIMARY

PRIMARY

SECONDARY

129

VIP THEATRE | SERVICES

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

SUB BRAND PRODUCT LOGOS

The choice of colour selected for the logo should be from the iterations shownonthispagethatbestsuitthecreativeapplication.

RefertoCOLOURPALETTE(seepage4)forPantonecoloursand CMYKbreakdowns.Wherepossibleandbudgetpermitting–use spotcoloursastheprimarycolours.

The VIP theatre and services logos should never be printed at lessthan1"wx.5"h.

The Cineplex sub brand theatre logo to be used when100%VIPCinemasarelaunched.

Used to designate the VIP Service area withinanexistingtheatrecomplex.

VIP THEATRE LOGO VIP SERVICES LOGO

130

XSCAPEENGLISH ONLY

XSCAPE CLEAN LOGO

4 Colour

4 Colour Reverse

Black and White

Spot colour

KO

SUB BRAND PRODUCT LOGOS

The choice of colour selected for the logo should be from the iterations shown on this page that best suitthecreativeapplication.


The XSCAPE logo should never be printed at less than1"wx.5"h.

Note:Forlogouseont-shirts,clothing,etc.

ULTRA AVX CORE LOGO: PRIMARY LOGO IN 3 COLOUR SPECIAL

UltraAVXCoreLogo_3COL.eps

ULTRA AVX “RINGS” TAGLINE LOGO: PRIMARY LOGO IN 3 COLOUR SPECIAL

UltraAVX_TaglineLogo_3COL.eps

ULTRA AVX TAGLINE LOGO: PRIMARY LOGO IN 3 COLOUR SPECIAL

UltraAVX_RingsTagLogo_3COL.eps

ULTRAAVX “RINGS” TAGLINE LOGO - CROPPED: PRIMARY LOGO IN 3 COLOUR SPECIAL

UltraAVX_RingsTagLogoCROP_3COL.eps

ULTRA AVX / CINEPLEX / AV EXPERIENCE TAGLINE LOGO: PRIMARY LOGO IN 3 COLOUR SPECIAL

UltraAVX_CineplexTagLogo_3COL.eps

ULTRA AVX LOGO PRINTS:• 100% PANTONE COOL GREY 9C• 100% PANTONE 2767C• 100% PANTONE 131C

PANTONECOOL GREY 9C

PANTONE 2767C PANTONE 131C


PANTONECOOL GREY 9C



PANTONECOOL GREY 9C



PANTONECOOL GREY 9C


CINEPLEX “RINGS” PRINT:• 25% PANTONE COOL GREY 9C

25% PANTONECOOL GREY 9C

AUDIO VISUAL EXPERIENCE




® Cineplex Entertainment LP or used under license.

ULTRA AVX CORE LOGO: PRIMARY LOGO IN GRAYSCALE

UltraAVXCoreLogo_Gray.eps

ULTRA AVX “RINGS” TAGLINE LOGO: PRIMARY LOGO IN GRAYSCALE

UltraAVX_TaglineLogo_Gray.eps

ULTRA AVX TAGLINE LOGO: PRIMARY LOGO IN GRAYSCALE

UltraAVX_RingsTagLogo_Gray.eps

ULTRAAVX “RINGS” TAGLINE LOGO - CROPPED: PRIMARY LOGO IN GRAYSCALE

UltraAVX_RingsTagLogoCROP_Gray.eps

ULTRA AVX / CINEPLEX / AV EXPERIENCE TAGLINE LOGO: PRIMARY LOGO IN GRAYSCALE

UltraAVX_CineplexTagLogo_Gray.eps

ULTRA AVX LOGO PRINTS:

• GRAYSCALE

BLACK


• GRAYSCALE

BLACK


• GRAYSCALE

BLACK


• GRAYSCALE

BLACK






ULTRA AVX CORE LOGO: PRIMARY LOGO IN BLACK

UltraAVXCoreLogo_Black.eps

ULTRA AVX “RINGS” TAGLINE LOGO: PRIMARY LOGO IN BLACK

UltraAVX_TaglineLogo_Black.eps

ULTRA AVX TAGLINE LOGO: PRIMARY LOGO IN BLACK

UltraAVX_RingsTagLogo_Black.eps

ULTRAAVX “RINGS” TAGLINE LOGO - CROPPED: PRIMARY LOGO IN BLACK

UltraAVX_RingsTagLogoCROP_Black.eps

ULTRA AVX / CINEPLEX / AV EXPERIENCE TAGLINE LOGO: PRIMARY LOGO IN BLACK

UltraAVX_CineplexTagLogo_Black.eps


• BLACK

BLACK


• BLACK

BLACK


• BLACK

BLACK


• BLACK

BLACK




AUDIO VISUAL EXPERIENCEAUDIO VISUAL EXPERIENCE


ULTRA AVX CORE LOGO: PRIMARY LOGO IN WHITE

UltraAVXCoreLogo_White.eps

ULTRA AVX “RINGS” TAGLINE LOGO: PRIMARY LOGO IN WHITE

UltraAVX_TaglineLogo_White.eps

ULTRA AVX TAGLINE LOGO: PRIMARY LOGO IN WHITE

UltraAVX_RingsTagLogo_White.eps

ULTRAAVX “RINGS” TAGLINE LOGO - CROPPED: PRIMARY LOGO IN WHITE

UltraAVX_RingsTagLogoCROP_White.eps

ULTRA AVX / CINEPLEX / AV EXPERIENCE TAGLINE LOGO: PRIMARY LOGO IN WHITE

UltraAVX_CineplexTagLogo_White.eps


• WHITE

WHITE


• WHITE

WHITE


• WHITE

WHITE


• WHITE

WHITE




AUDIO VISUAL EXPERIENCEAUDIO VISUAL EXPERIENCE


131

If there are multiple brands being communicated in oneelement,thesubbrandsappearaswordmarksonly,withouttherings.


A sub brand logo theatre wordmark should never be printedatlessthan1"wx.5"h.

SUB BRAND THEATRE WORDMARKS

4 Colour/Spot colour Black and White KO

SUB BRAND THEATRE WORDMARKS | ENGLISH

132

4 Colour/Spot colour Black and White KO

SUB BRAND THEATRE WORDMARKS

SUB BRAND THEATRE WORDMARKS | FRENCH

If there are multiple brands being communicated in oneelement,thesubbrandsappearaswordmarksonly,withouttherings.


A sub brand logo theatre wordmark should never be printedatlessthan1"wx.5"h.

1

The standard logo lock is recommended for use in all NationalOOH(OutOfHome)consumermaterials,tocreateawarenessofalltheCINEPLEXEntertainmentfamily.

The inclusion of CinemaCity in the logo lock depends on whether the communicated benefit is available at aCinemaCitylocation.CinemaCityneverappearsin theFrenchlogolock.


The standard sub brand logo lock should never be printed atlessthan3"wide.

NOTE: : The rings should never appear on any sub brands ifthemasterbrandwithringsandtaglineispresent.

33

STANDARD SUB BRAND LOGO LOCK

STANDARD LOGO LOCK

134

STANDARD LOGO LOCKSTANDARD LOGO LOCK WITHOUT CINEMACITY | ENGLISH

4 Colour

Spot colour

Black and White

KO


The inclusion of CinemaCity in the logo lock depends on whether the communicated benefit is available at a CinemaCitylocation.CinemaCityneverappearsintheFrenchlogolock.


The standard sub brand logo lock should never be printedatlessthan3"wide.

135

STANDARD LOGO LOCKSTANDARD LOGO LOCK | FRENCH

4 Colour

Spot colour

Black and White

KO


The choice of colour selected for the logo should be from

the iterations shown on this page that best suit the creativeapplication.


136

STANDARD LOGO LOCKSTANDARD LOGO LOCK W/CINEMACITY | ENGLISH

4 Colour

Spot colour

Black and White

KO


The inclusion of CinemaCity in the logo lock depends on whether the communicated benefit is available at aCinemaCitylocation.CinemaCityneverappearsin theFrenchlogolock.



137

STANDARD LOGO LOCKSTANDARD LOGO LOCK | BILINGUAL

4 Colour

Spot colour

Black and White

KO


The choice of colour selected for the logo should be from

the iterations shown on this page that best suit the creativeapplication.


138

USE OF CINEMAS

The addition of the word CINEMAS is limited to GALAXY exterior signage and any Theatre pylonsigntoensurethetheatresubbrand(s) isrecognizableasacinemaenvironment.

Note: Pantone 1245C is used for the rings for exterior backlit signage

When SilverCity exterior signage is applied to aredbackground,thegoldpantonecolourmust be adjusted to:

Yellow100 Magenta30

In very restricted spaces – such as theatre entrances –ahorizontalsettingoftheCINEPLEXENTERTAINMENTlogointypecanbeusedforlegibility.Thissignage isbasedontheCustomCineplexfont,derivedfrom CopperplateBold.Thiswordmark/artworkcanbe repurposedforsmallextendedhorizontalspaces.

Thesizeandletterspacingcanbere-setto accommodatevaryingsmallspaces,thewiderthe spacethegreatertheletterspacing.

EXTERNAL SIGNAGE CONSIDERATIONS

139

35MM FEATUREPRESENTATION

The:23secspotshouldonlyappearin-theatreatthe end of the trailers and paid advertising prior totheFeaturePresentation.

The :15 sec spot is a broadcast spot and should beusedwithanymediapurchaseoron-line.

35MM FEATURE PRESENTATION

140

POWERPOINT TEMPLATE

TITLE AND CONTENT PAGE

Bilingual

Bilingual

Generic

English

English

141

CORPORATE LOGO

REFERENCE

Corporate logo – English:®CineplexEntertainmentLPorusedunderlicense.

Corporate logo – French:®CineplexDivertissementLPouutilisationsouslicence.

Corporate logo – Bilingual:®Cineplex Entertainment LP or used under license/ouutilisationsouslicence.

LEGAL TRADEMARK

142

CONSUMER LOGO

Consumer logo with tagline – English:TTM/®CineplexEntertainmentLPorusedunderlicense.

Consumer logo with tagline – FrenchMC/®CineplexDivertissementLPouutilisationsouslicence.

Consumer logo with tagline – Bilingual:TM/MC®Cineplex Entertainment LP or used under license/ouutilisationsouslicence.

LEGAL TRADEMARK

REFERENCE:

brand guide - cineplexmediafiles.cineplex.com/logos/en/cineplex_brand_guidemay2010.pdfbrand guide....

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