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6

Clear Space

When placing the logo in a layout, it should never be crowded by other design elements. Regardless of size, the minimum amount of clear space around all sides of the logo should be the height of the A in the logotype.

Minimum Size

The full logo is designed to be legible at small sizes. But it should never be sized less than 1.375” wide for print applications and 125 pixels wide for web applications. The condensed logo may be used as small as 0.35” wide for print, and 25 pixels wide for web.

LOGO USAGE

Height

1.375”

100 px

0.35”

25 px

Height

7

Correct Uses

The Alamo Drafthouse Cinema logo can be used in any of the following ways. In situations where the black version of the logo is utilized, associated neutrals (see page eleven) may be substituted as long as they follow background control rules (see page nine). Contact John Gross at john.gross@drafthouse.com for any of the below logos, or for specific usage instructions.

LOGO USAGE

Three Color Red (PMS 200 C): Housing Gold (PMS 7405 C): Frame Cream (PMS 7499 C): Lettering

One Color Black (Black C): Housing

Two Color Red (PMS 200 C): Housing Cream (PMS 7499 C): Interior

Two Color Red (PMS 200 C): Housing White (Paper Stock): Interior

Two Color Black (Black C): Housing White (Paper Stock): Interior

Two Color Red (PMS 200 C): Housing Gold (PMS 7405 C): Interior

One Color (Negative) White (Paper Stock): Housing

One Color (Negative) Gold (PMS 7405 C): Housing

One Color Red (PMS 200 C): Housing

8

Incorrect Uses

It’s important to never use the Alamo Drafthouse Cinema logo in any of the following ways.

LOGO USAGE

Any unapproved colors

Compressed or expanded

Used without the housing and frame

Rotated or Flipped

Never use as a word.

Never recreate the logo or symbol

Used without the lettering

Interior gradients and special effects such as emboss, glows, bevels, etc.

Logo used inside another shapeReversed from photographic background

Used without the housing

9

Value Range

The preferred backgrounds for our signature are white and black, but in some cases it’s necessary to use the signature over colors or images. In these cases, it’s extremely important to ensure the visibility of all signature elements. The chart below shows the approved signature colors and which value ranges work best. As you can see, the Three Color / Red Housing mark is extremely versatile.

BACKGROUND CONTROL

0% 50%10% 60%20% 70%30% 80%40% 90% 100%

One Color / Positive

One Color / Negative

Three Color / Red Housing

One Color / Red Housing

10

Colors

The preferred backgrounds for our signature are white and black. But in some cases, the signature is used over a color to enhance a particular design concept, or it is necessary to apply the signature over a colored substrate. In these cases, it’s extremely important to ensure the visibility of all signature elements. The exhibits show which signatures to use over various colors to ensure maximum visibility. Note that, although the black signature may be visible on many mid-range backgrounds, it is preferred that white be used in those cases.

BACKGROUND CONTROL

Colored Substrates/Surfaces Applied/Printed Colors

11

Imagery

The preferred backgrounds for our signature are white or black, and in some cases, a solid color. When appropriate, the signature can be used over an image to enhance a particular design concept. In these cases, it’s extremely important to ensure the visibility and readability of all signature elements by using only the three or two color signature options. Background imagery should be scaled back through duotone or opacity, in order to retain focus on the signature. The signature elements must not be superimposed over background imagery. Background imagery should never utilize a gradient fade in Alamo Drafthouse materials. The examples show both correct and incorrect usages.

Correct Uses Incorrect Uses

BACKGROUND CONTROL

Brand standard slides

MISSIONVISION

PROMISEPURPOSEVALUES

PERSPECTIVE=CULTURE

OUR MISSION:

OUR SECRETVISION:

BUILD A YOUNGCINEPHILE AUDIENCE

^not very

BY MOVIE LOVERS.

FOR MOVIE LOVERS.

OUR PROMISE:

OUR PURPOSE:BE HAPPY AND MAKE OTHERS

HAPPY

Try to improve.Build open and honest relationships.

Pursue growth and learning.Be passionate and determined.

Be creative.Be happy and try to make others happy.Support local businesses and charities.Be an active member of the community.

Be humble.

OUR VALUES:

OUR PERSPECTIVE:

MISSIONVISION

PROMISEPURPOSEVALUES

PERSPECTIVE=CULTURE

“We cannot solve a problem by using the same kind of thinking we used

when we created them.”

- Albert Einstein

“They always say time changes things, but you actually have to

change them yourself.”

- Andy Warhol

@timalamo@drafthouse