TABLE OF CONTENTS

What is a brand? ................................................... 2

BRAND PRINCIPLES

Who is PONES INC.? .................................... 3Mission & Using the brand ............................ 4 Using the PONES INC. brand ........................ 5Brand Tone .................................................... 6

BRAND ELEMENTS

Logo ..................................................................... 7Tagline ................................................................... 8 Spatial Relationships ............................................ 9Logo usage Guidelines ....................................... 10Mistreatment ...................................................... 11Color Variations ................................................... 12Color Palette ........................................................ 13Typeface ............................................................. 14Splatters .............................................................. 15Photography ....................................................... 16

BRAND APPLICATIONS

Business Card .............................................17Letterhead ...................................................18Envelope ......................................................19Promotional Advertising ..................................... 20Web .................................................................... 21Stencil ................................................................. 22

BRAND CONTACT

1

2

WHAT IS A BRAND?

“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.” –Scott Bedbury, Marketing Executive behind Nike’s “Just Do It” campaign

3

WHO IS PONES INC.?

PONES INC.

• Moves audiences through participatory performance art

• Inspires reactions by focusing on relevant concepts

• Promotes change in the community by inviting artists and audience members to participate in our performances and expand their impact on the community

4

MISSION STATEMENT

PONES INC. is a non-profit performance art group dedicated to creating original work that blends various disciplines and focuses on community, collaboration, site-specific performance and educational outreach. The company explores theatre for social change through its combination of dance and theatre in its signature style of pedestrian-influenced movement.

5

USING THE PONES INC. BRAND

The PONES INC. brand identity is one of a kind. There are no other organizations that create change in the community the way PONES INC. does. Any time the visual brand identity is used, it represents PONES INC. and should adhere to the guidelines in this manual.

6

BRAND TONE

The voice of PONES INC. is young, free-spirited, and strong. PONES INC. is a unique arts organization that is passionate about its activities. This personality is displayed throughout the PONES INC. brand identity, through the use of grunge textures, splatters, bold typefaces, and strong contrasts.

7

PONES INC. LOGO

The PONES INC. logo is a visual representation of the impact that the organization has on PONES INC. audience members. The splatters within the logo cannot be re-created. Much like PONES INC. performances, they are one of a kind.

8

TAGLINE

The tagline represents the PONES INC. mission, and is expressed through the words: MOVE. REACT. CHANGE. The tagline should always be displayed in all capital letters.

MOVE. REACT. CHANGE.

9

SPATIAL RELATIONSHIPS

SIZE RESTRICTIONS

The logo safespace should never be presented smaller than 1.29 X 1.30 in inches.

SAFE AREA

When placing the logo in any application, treat the logo as if it is a complete circle, and measure the safe area from the outside edge of the actual or implied circle.

The minimum safe space around the logo is the width of the “O” in “PONES”, regardless of the size at which the logo is presented.

1.30 in

1.29 in

10

LOGO USAGE GUIDELINES

The logo is an original mark created for PONES INC. The logo should not be re-created or altered in any way.

The guidelines stated throughout this manual must be applied when using the PONES INC. visual brand identity. This includes: color, minimum size, safe space, and approved applications. The CD included with this manual includes all print materials that express the PONES INC. brand identity.

11

2 3 4

5

6

MISTREATMENT

SIZE RESTRICTIONS1. Do not attempt to recreate the logo.

2. Do not change the logo’s orientation.

3. Do not stretch or skew the logo.

4. Do not apply effects (drop shadow, bevel, etc.) to the logo.

5. Do not change the logo color, except as described on page #12 of this manual.

6. Do not crop the logo in any way.

7. Do not surround the logo with any shape.

8. Do not place on patterns.

9. The logo should be presented on a background that provides enough contrast toidentify the logo clearly.

7 8

9

12

COLOR VARIATIONS

-Default LogoIn most circumstances the logo should appear in PONES INC. black

-ReversedIn circumstances where the background must be dark and there is not enough contrast to identify the logo clearly, use the PONES INC. white logo..

INC

REVERSED

DEFAULT

13

COLOR PALETTE

PONES INC. black is the primary color for the brand. This color should be applied to all applications within the PONES INC. brand.BLACK: PMS:------- CMYK 0,0,0,100 RGB 0,0,0 Hexadecimal #000000

White is a secondary color for the PONES INC. brand. This color should be used as an accent in applications.White: PMS:------- CMYK 0,0,0,0 RGB 255,255,255 Hexadecimal #FFFFFF

Blue is an accent color for the PONES INC. brand. This color should be applied as an accent in applications.Blue: PMS:------- CMYK 70,15,0,0 RGB 41,171,226 Hexadecimal #29ABE2

Gray is another accent color that should be used in applications.Gray: PMS:------- CMYK 69,63,62,58 RGB 51,51,51 Hexadecimal #333333

CMYK- 70, 15, 0, 0

HEXADECIMAL- #2BAADD PMS: 2995 M

RGB- 43, 170, 221

CMYK- 69, 63, 62, 58

HEXADECIMAL- #333333PMS: 432 M

RGB- 51, 51, 51

CMYK- 0, 0, 0, 100

HEXADECIMAL- #000000PMS: Black 6C 2X

RGB- 0, 0, 0

CMYK- 0, 0, 0, 0

HEXADECIMAL- #FFFFFFPMS: White/Paper

RGB- 255, 255, 255

14

TYPEFACES

The typefaces of PONES INC. include: Knockout, League Gothic, and Helvetica Neue.

Headers in print should be set in Knockout HTF46 Flyweight.Headers on the web should be set in Helvetica Neue Bold.

Navigation on the web should be set in League Gothic Regular.

Body copy in any application should be set in Helvetica Neue Regular.

If in any instance these typefaces are not available, Helvetica or Arial are approved substitutes.

ABCDEFGHIJKLMNOPQRSTUVWXYZArial

abcdefghijklmnopqrstuvwxyz0123456789!@#$%^&**(){}”’;:,./?<>

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue

abcdefghijklmnopqrstuvwxyz0123456789!@#$%^&**(){}”’;:,./?<>

ABCDEFGHIJKLMNOPQRSTUVWXYZKNOCKOUT

0123456789!@#$%^&**(){}”’;:,./?<>

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Legaue Gothic

0123456789!@#$%^&**(){}”’;:,./?<>

15

SPLATTERS

The splatters used in the PONES INC. visual identity are unique and cannot be re-created. The splatters should not overlap text. Be cautious of splatter placement around images, as seen in examples to the right.

16

PHOTOGRAPHY

When using photography as a design element in applications it should represent the organization in a clear manner. Photos shown to the right are a few examples that fit the PONES INC. brand identity.

17

BUSINESS CARD

Size – 3.5’ x 2’

Front

Logo – uniformly safe spaces scaled to the size of 1.7 ‘ x 1.7’ inches.

Name Title Text: Knockout size=36 pt

Other Text: Helvetica Neue size=8 pt

LINDSEY JONESlindseyjones@ponesinc.comco-founder

513-828-9952www.ponesinc.com44 east 6th street cincinnati, ohio 45202||

MOVE. REACT. CHANGE.

2”

3.5 “

1.7 ”

1.7 “

18

LETTERHEAD

All formal documents composed by PONES INC. should be presented on this letterhead template. This letterhead template is available on the CD provided and can be used in Microsoft® Word.

Letterhead= (8.5’ X 11’)

Logo –uniformly scaled to the size ofContact Information

Text –Helvetica Neue size= 12

May 19th, 2011

Attn: John Smith467 5th StreetCincinnati, Oh 45202

Dear John Smith,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam facilisis enim eu nibh sollicitudin suscipit. Nullam non erat tortor, et lobortis nibh. Sed iaculis, turpis aliquet aliquam, sapien nibh varius lectus, eget molestie lorem justo vel mauris.

Maecenas sapien quam, vulputate ut iaculis eget, congue vel lacus. Aenean vel volutlibero. Curabitur a felis vel neque pharetra semper eu at est. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas vel est id nulla dapibus eleifend. Nam ultricies consectetur dui, ut ornare nisl eleifend consectetur. Integer ac arcu vitae turpis pretium convallis at porttitor dolor. Pellentesque quis erat massa. Vivamus quis dui etlorem rutrum posuere non ac leo. Donec elementum suscipit sem vitae adipiscing.Integer ullamcorper gravida nunc. Aliquam vitae nibh in lectus fermentum tristique sed ac nisl. Donec mattis, libero et viverra molestie, orci dui vehicula massa, vel porttitor dui dolor vitae nunc. Aenean feugiat libero eget nunc accumsan a viverra elit mattis. Vestibulum ac elit eu sem rhoncus venenatis. Sed pretium est sit amet libero hendrerit faucibus. Cras auctor mattis nibh fermentum suscipit. Fusce hendrerit dolor vehicula enim eleifend faucibus. Proin ac sem lectus. Etiam nec dolor at elit pharetra pellentesq

Suspendisse elementum gravida lorem nec volutpat. In convallis turpis non arcu molultrices. Nunc tincidunt ligula a est ultrices rutrum. Donec magna orci, ullamcorper idcongue sed, hendrerit ut massa. Fusce fringilla nisl ut eros mollis a posuere sem conv Mauris ac lectus nulla, a faucibus elit. Curabitur neque nisl, vulputate eget ornare ac, commodo eu odio. Praesent mattis interdum tempor. Aenean iaculis nunc nec

Best Regards

Lindsey JonesPones Inc513-828-9952www.ponesinc.com

44 east 6th street | cincinnati, ohio 45202 | www.ponesinc.com

8.5 “

11 “

19

ENVELOPE

Envelope size= (4.125’ x 9.5’)

Logo –uniformly scaled to the size of 1.7’ x 1.7’

Contact Information Text –Helvetica Neue size= 12 pt

9.5 “

4.125 “

www.ponesinc.com

44 east 6th streetcincinnati, ohio 45202

20

PROMOTION ADVERTISING

Promotion and advertising materials should follow the guidelines stated throughout this manual. This includes consistent use of splatter elements, color palette, typography, and photography.

A few examples to the right of Posters and Postcard.

21

WEB

These examples show the current Pones Inc. website, which was designed to reflect the brand identity. Future revisions and additions to this website should be consistent with this look and feel.

22

STENCIL

The Pones Inc. stencil allows the organization’s “mark” to be deployed in the community and used as part of an interactive experience. The stencil should never be used without proper permission, or without proper consent by PONES INC.