Design Expression
Logo
Primary Logo
Our logo is the primary identifier of our brand.
Our primary logo is red and black on a single line. Use this version of the logo on light backgrounds.
Use the red and white version on dark backgrounds.
Use the white version of the logo on dark multi-colored backgrounds and images.
Secondary Logos
This two-line version is acceptable for use in cases in which the primary logo is too long, rendering the text too small to read.
The logo package includes an all-black and all-white version.
This bug is acceptable for use as a brand mark as needed. It shouldn't be used unless accompanied somewhere on the piece by the primary or two-line version.
Typography
Primary Typeface
ITC Avant Garde Gothic is our primary typeface. It should be used for headlines at varying weights based on size.
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Usage
Avant Garde should be used primarily in all-caps. Larger headings should use lighter weights. Smaller headings should use a heavier weight. Line height on all-caps headlines should be set to 1. Letter spacing should be set to 0. On occasion, large, lightweight applications of the typeface may be set to -1px.
Alternates
If Avant Garde is not available, Futura may be used as an alternate. If Avant Garde or Futura are not available, Arial or Helvetica should be used.
Secondary Typeface
Neue Haas Unica is our supporting typeface. We license Neue Haas Unica through Adobe Fonts, accessible here. For users that do not have access to Adobe Creative Cloud on their device, use Arial or Helvetica.
This typeface is available on our brand Canva. To gain access to our internal accounts, please contact Marketing.
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Usage
Neue Haas Unica is the body font. It can be also used as a medium to small headline in support of Avant Garde.
Alternates
Arial or Helvetica may be used as an alternative to Neue Haas Unica.
Accent Typeface
Cardo
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Houston, This Is Your Theatre!
Usage
Neue Haas Unica is the body font. It can be also used as a medium to small headline in support of Avant Garde.
Alternates
Arial or Helvetica may be used as an alternative to Neue Haas Unica.
Color Palette
Primary Palette
The key color for the Alley brand is Alley Red. It is most boldly represented in the red carpeting and seating in the theatre.
Alley Red is primarily accompanied by white and black.
Our three signature colors are best used in a minimalist expression with a lot of white space, focused on typography and/or imagery.
- Alley Red
- CMYK:
- RGB:
- Hex:
- Pantone:
- Black
- CMYK:
- RGB:
- Hex:
- Pantone:
- White
- CMYK:
- RGB:
- Hex:
- Pantone:
Extended Palette
For instances that call for extended depth of tone, we may employ the Extended Palette. This palette includes two variations on Alley Red as well as three neutral shades reflective of the croncrete Brutalist architecture of our building.
- White 2
- CMYK:
- RGB:
- Hex: #fffdf7
- Pantone:
- White 3
- CMYK:
- RGB:
- Hex: #f5f3ed
- Pantone:
- White 4
- CMYK:
- RGB:
- Hex: #dcd7cc
- Pantone:
- Black 2
- CMYK:
- RGB:
- Hex: #140e01
- Pantone:
- Alley Red 2
- CMYK:
- RGB:
- Hex: #9b0c22
- Pantone:
- Alley Red 3
- CMYK:
- RGB:
- Hex: #680817
- Pantone:
- Alley Red 4
- CMYK:
- RGB:
- Hex: #34040c
- Pantone:
Color Balance
It is important to maintain the primary palette as the anchor of the scheme. Only use the supplementary shades as accents and supports.
Icons
Icon Pack
This icon pack was developed to support communication about common organizational activities.
