Table of Contents · 2018. 11. 7. · CDS Branding Guide Graphics & Text for Online& Printing Reg. Charity. 1051485 Status: DRAFT Published Date: 07/11/2018 Version: 0.4 File: CDS

CDS Branding Guide Graphics & Text for Online & Printing

Reg. Charity. 1051485

Status: DRAFT Published Date: 07/11/2018 Version: 0.4

File: CDS Branding Guidelines.docxlast saved: 2018-11-07 21:25 Page: 1 of 11

Table of Contents 1) The CDS Cuckoo .......................................................................................................................... 1

2) The CDS Letterhead ..................................................................................................................... 1

3) Fonts .......................................................................................................................................... 2

4) The CDS logo ............................................................................................................................... 2

5) CDS Masks & Ribbon .................................................................................................................... 2

6) CDS Website Banner .................................................................................................................... 3

7) CDS Email Banner ........................................................................................................................ 3

8) Posters ........................................................................................................................................ 3

9) Queen’s Hall TV Image ................................................................................................................. 5

10) Website Buttons ....................................................................................................................... 5

11) TicketSource Images ................................................................................................................. 6

12) Colours .................................................................................................................................... 6

13) Names, References and Other Text Matters ................................................................................ 7

Appendix A Variations ......................................................................................................................... 7

Appendix B Example Uses ................................................................................................................... 9

Appendix C Obsolescent Files ............................................................................................................. 10

Appendix D Obsolete Files ................................................................................................................. 11

1) The CDS Cuckoo

The new (since May 2017) CDS cuckoo – fits in a 1500x900 pixel space.

Its edges have been cleaned up manually but could still be improved.

(This is iteration 8 of an image based on a digital photo of an old physical implementation!)

Where it’s used: Usually seen as part of the letterhead we also have the CDS cuckoo as a standalone item.

It can be used on or off the top line from letterhead or on an extended line for wider banners.

It may also be reversed or tilted for variation.

Purpose: Almost every Cuckfield group uses some form of Cuckoo – and ours helps remind people where we are from!

2) The CDS Letterhead

The new CDS letterhead – since May 2017 3000x1429 pixels PNG format

Where it’s used: Above the title for posters and programmes, on documents.

Problems: the bird has the limiting resolution, but was not used at full scale as the version used was taken from the new CDS Logo





Related: As well as the original low res version (see below) there is also a letterhead version with the CDS reg’d charity number underneath it as used in this document template.

3) Fonts

Palatino Linotype is always the preferred CDS typeface for the society name.

o Bold and italic can be used when appropriate

The letterhead uses Palatino Linotype Bold,

o Sized so that “Cuckfield” and “Dramatic Society” are the same width.

o The legacy letterhead has horizontal text slightly expanded (by two points) but we no longer do this for our banners and letterheads.

o Book Antiqua is very similar to Palatino Linotype, as is Zapf Calligraphic,

On the website we only use Palatino Linotype in the header image and we do not currently use custom web fonts.

Where it’s used: Letterhead, Some CDS specific headingOther fonts – typically one for a play title and one for body text are used when required, but it is a good design principle not to use too many fonts on a page or poster. Using

4) The CDS logo

The CDS logo since 2014 – the new best copy is 3000x3000 pixels PNG format

This added the gold masks (derived from a photo) and ribbon below the letterhead.

Each masks and the ribbon are also available separately.

Where it’s used: as a square ID logo on social idea, including in rounded forms for Pinterest & Google+ and wherever a CDS icon is needed.

It describes or is symbolic of who we are, what we do and where we are from.

Where it’s NOT used: posters, programmes and other physical media

Related: The Cuckoo Productions logo and many per show logos

Plans: Adopt the newer version across all uses.

o See note following on the masks

5) CDS Masks & Ribbon

The tragedy/comedy masks are used together or separately to emphasise our thespian credentials.

https://en.wikipedia.org/wiki/Palatino





The orginal version came in 2014 based on a 550x370 photo (low res but enough for our needs then). The image of two white papier-mâché masks was split into two, angles and spacing adjusted & turned gold with a ribbon added behind them. Fortunately in 2017 we were able to find a higher resolution copy of the source image, and repeat the process.

As well as the “logo” layout we have a copy with the masks vertically offset and the ribbon can be used either as in the logo, or as a separate additional gold coloured item.

The ribbon is slightly rotated and has its aspect ratio adjusted to thin it in when used in the logo or with the pair of masks aligned horizontally.

On the CDS Sail Flag the ribbon is used as a spacing element, and masks are in their vertical alignment.

6) CDS Website Banner

CDS-New-Banner.png 1260x192 – original is ~ 40kB

The width is chosen to allow cropping on either side in narrow views in web browsers

Where it’s used: as banner on top of website!

Related: The email newsletter banner and it’s variations

Plans: Update to use Bold header as in new logo

This is probably our weakest current item, particularly in the use of the masks at top right, and so we are considering updates and alternatives!

7) CDS Email Banner

1077 x 210 – original is ~ 50kB

CDS Newsletter banner4.png

The width is chosen to allow cropping on either side in narrow views in web browsers

It’s used on various newsletter emails – sometimes with extra text in the upper left. See variations in the appendix below.

8) Posters

Remember when designing that posters it may be used at A3 or larger as well as A4 and at A5 or A6

size for a flyer.

o It may be sensible to produce different variants for full size poster and flyer – since the latter

will be smaller and can skip some details with further information on its back.

o Versions of the poster may also be used on the web and in emails or social media.

https://www.dropbox.com/s/12rei2qo2deqm7f/CDS%20New%20Banner.png?dl=0





Landscape Overlay

o While our typical poster and flyer is in portrait format we will usually also need an

A3 landscape overlay for use on the Correx sheets for lamppost use and on the

swing boards.

o The landscape version should not include the CDS name, logo or website address.

See the example on the right shown on top of the backing template.

Read the CDS artwork guidance document (or printer’s guides),

o Especially if you are not sure about the impact of terms such as the optimum resolution in

pixels, bleed and trim margins, and the issues of colour reproduction, and output in PDF/A

format and embedding fonts. This is especially important for commercial printing.

o The artwork guide also advises on suitable software (and why MS Publisher or LibreDraw is

better than Word or PowerPoint and when Paint.net may be easier than GIMP if you don’t

have access to Adobe Creative Suite.)

o You will usually want to produce files in various resolutions in PNG (uncompressed), JPG

(possibly versions compressed at different levels), and PDF.

o Software that allows easy tweaking or updates to objects in layers makes adjustments much

simpler. Support for easy changes (by you or another person) is very worthwhile as our

experience is that designs usually have about a dozen more iterations than you think!

Obviously designs should include:

The CDS name as “Cuckfield Dramatic Society” – usually in the form of the letterhead, sometimes

followed by presents in a smaller font This usually goes at the top or bottom.

o The square CDS logo (letterhead above masks & ribbon) should usually not be used.

Title of Show – and a subtitle if required

Author Names (commercial rights often require this to be in a certain size relative to the title font)

The name of the Author(s) will appear on a separate line on which no other name appears,

immediately following the title of the Work and will appear in size of type not less than fifty percent

(50%) of the size of the title type.Dates for the Show – Day of week and year are optional

Where to buy or get more details

o Tell people how they can buy easily – online, phone number, and in shops

o Web Address: use cdsweb.co.uk - the www is no longer needed neither is http:// or https://

o As an alternative to the address you can say “search for Cuckfield Drama”

o Naming Marcus Grimes optional

o Also mentioning no booking fee for online booking is good to encourage impulse buys

o A quick link to TicketSource can be made as cdsweb.co.uk/book

Rights: A line referring to the licensing or amateur status of the production is sometime required by

the rights holder.

o All programmes, publicity, and advertising in connection with performances of the Work, in

all media (including print and electronic), shall carry a programme note as follows (unless an

additional or different notice is specified in writing by Samuel French) in not less than 12-

point type: “This amateur production of “xxxxxxxxxxxx” is presented by special arrangement

with SAMUEL FRENCH, LTD.”

Optional

Time – especially important if there is a matinee

Location – Not everyone who sees the poster will know we usually perform in the Queen’s Hall

Parking info – or a reference to it

Ticket Prices – and discounts – people are attracted by a bargain

http://cdsweb.co.uk/





o If booking fees or other costs are unavoidable (e.g. if using the TicketSource phone booking

number) these should be identified on the poster so before people know before they incur the

cost of a call. (This is not necessary if we use the CDS answerphone to take messages.)

Brief Outline

o Especially useful if people will not have heard of the show

o Could be a quote, a one line teaser or a short list of features

QR Code for mobile phones: (this one is the cdsweb.co.uk version) native dimensions

are 330x330 pixels but it will scale cleanly although it should be tested at the target print

size.

Extra Graphics – The CDS bird or masks can be used where appropriate. Separate images for

Comedy and Tragedy Masks and in the original white (see below) are also available to use as space

fillers or to catch the eye.

Social Media Logos – Facebook & twitter Logos can be included if needed –

(make sure we use the right logos and quality)

Hearing Loop Logo – for Queen’s Hall shows

o Some explanatory text can also be added if required.

o This version is 1222 x 1529 pixels

o But we have one at 4887 x 6114 pixels

9) Queen’s Hall TV Image

The Queen Hall TV (above the leaflet rack) displays a set of images to visitors.

The image needs to be a jpg sized 960x720. File size limit if any is unknown.

We can supply a jpg image to Cuckfield Museum who manage the system.

A good white border should be allowed, as in the examples here

10) Website Buttons

These are in red and white in a particular style and are either 25 or 29 pixels high.

We have a saved library of buttons – mainly in PNG format (preferred) – but also some as GIFs – which we

used as the basis for simple animations on the website.

http://www.cdsweb.co.uk/audience/ticket-sales#phone

http://www.cdsweb.co.uk/audience/ticket-sales#phone

http://www.cdsweb.co.uk/contact/contact-us#phone





We use a site called GRsites to create the buttons – you can’t save them or use advanced features – but we can download a copy of a design – and modify a past example for to create a set

http://www.grsites.com/generate/viewresult/2/2000/2001/?result_id=15852489

The shape is rounded with no outline or shadow, red colour is ee1111, white eeeeee, the corner rounded by 5

pixels, Text in centred, and in 20 point “Regular 1” Bold font. (it appears to be Arial). I found it necessary to move text down by two pixels to make it look nice.

11) TicketSource Images

a) Images can be used on TicketSource in three main ways.

All can be JPG or BMP image and have a maximum file size of 500kb.

i) The Online Box Office – can have a header (our old banner) & footer (not set)

These can be any width, but they may get cut off on narrow screens

The maximum height dimension for header and footer images is 200 pixels.

ii) Each Event on sale in the Box Office

A thumbnail - should be square and is scaled 80x80. This is used as a large icon alongside each

events when shown in a list

A Poster image – this is scaled to a width of 200 pixels. This is shown next to a full description of an

event when the customer selects that item by its title.

ii) E-Tickets – The pdf ticket printed by or for the customer can have optional header and footer images

Each image can be up to 1600x400 pixels

We currently use this 1600x400 image of the letterhead on a larger

background as header (the bounding box has been added for illustration here)

And this is the usual CDS ticket footer:

The resulting e-ticket printed on A4 looks like this:

Plans: Update the box office designs

o The banner used as a box office header is still the old website one – and due for an upgrade

o The colour scheme may also be updated – perhaps to to be closer to the website

12) Colours

a) These have evolved rather than being planned!

i) The black on white Letterhead and Cuckoo and the gold masks/ribbon addition to form the logo are our

key colours.

http://www.grsites.com/generate/viewresult/2/2000/2001/?result_id=15852489

https://www.ticketsource.co.uk/cuckfielddramaticsociety

https://www.ticketsource.co.uk/cuckfielddramaticsociety/events





ii) On a black background we can reverse the monochrome elements as per the crew T-shirts

Note that the masks retain a white background for the eyes and mouths.

iii) The website changed from white or grey text on black background with red highlights to

black on white text in 2016. We retained the red buttons and red highlight colour.

iv) The chief themes are black and white, with bright red as the highlight colour.

A royal blue is used as a secondary highlight colour and to distinguish Cuckoo Productions.

13) Names, References and Other Text Matters

a) Use the full society name – Cuckfield Dramatic Society at least once in any writing. This helps to remind

people where we are and what we are! Thereafter you can use CDS. (Note – this doesn’t apply if the society

name is implicit – e.g. on our website.) The letterhead can be used to include the name.

b) URL and emails: We are in the process of replacing CuckfieldDramaticSociety.com with cdsweb.co.uk. It

should be possible to use cdsweb.co.uk in all places but we have publicised its use in URLs first.

i) URLs should all use www.cdsweb.co.uk or cdsweb.co.uk where space is at a premium.

ii) The primary public email for CDS is [email protected]

c) We are Registered Charity No. 1051485. Mentioning this in a footnote can be useful in persuading people to display a poster.

d) Our object (mission statement if you like) is part of the constitution: “…to educate, entertain and involve the local community, and to educate the youth of our community in drama and the performing arts.”

Appendix A Variations

1) Logo Variations

a. Cuckoo Productions – (historic use only)

The Cuckoo Productions logo indicates its relationship to CDS – and usually includes the notes to emphasise the musical element. CP

Logo Dots.png or 677x677 CP Logo no dots.png

There is also a CP letterhead.png – usually without the notes.

b. Masks History

The gold masks were derived from this JPG image, 550x376 which processed via a

negative image, a gold tone added and the two masks separated.

I have now found a much larger version – 2293x1571

c. Social Logo Variations

Many sites or forums use a basic square logo to identify a user or group.

Resolutions vary – but the full size 677x677 or pre-scaled sized 300x300 usually scales to suit.

However some platforms round off the logo, or may have other restrictions and it is better in these cases to create a customised version.

i. Pinterest & Google – uses a round logo – we enlarged the canvas and use transparent circle mask to avoid clipping the corners. The version here has a red

background where as CDS logo Pinterest Round.png (780x780) has a

transparent background.

http://www.cdsweb.co.uk/

http://cdsweb.co.uk/

mailto:[email protected]

http://images.huffingtonpost.com/2014-11-11-Comedy__Tragedy_Unfinished.VX280012JPG.JPG

/





ii. CDS logo for VCF.jpg – this is a highly compressed version at 300x300 pixels

for use in the CDS vcf (address book file) downloadable from

www.cdsweb.co.uk/cds.vcf - open it to add email, phone and web details to your contacts list.

iii. CDS News Editor – “Eddy Jenkins” uses this overlaid profile picture on Facebook.

– Eddy may be replaced by the person named Cuckfield Drama – but as yet they

have far fewer friends. (The CDS page is facebook.com/CuckfieldDramaticSociety and has followers not friends. Only people can post to groups – whereas news and events can be posted as CuckfieldDramaticSociety onto a page.)

iv. Favicon – used by browsers in tab headings and bookmarks - this is only 16x16 but is still

recognisable as the CDS icon!

d. Show Logo Variations

Are based on the standard logo

They are often used on the website at 100x100 or 150x150 in newsletters, and at 80x80 on . Production at least 300x300 is best – although 677x677 is the natural size.

Design Elements

The show logo should use some simple element of the show or its main poster to link to the

production

But keeping the Cuckoo on a Line, and at least Masks and Ribbon make the image easily

identifiable as a CDS show

We now usually replace the CDS name with the show name – as show logos are typically

used where the society name is implicit, or the show name is more important.

o Keep text large – as this image is designed to be used at smaller scales

o You can use the show font or the CDS font

One or both masks should be replaced or decorated with an appropriate face, or if that is not

possible some other suitable image.

The Cuckoo on a Line should be retained, but

o it can be repositioned (up or down)

o and the number of horizontal lines under the title can be reduced or even removed

The masks can also be slightly shifted up to down

o Or even scaled slightly smaller

o The ribbon can be removed if needed

Comedies should usually keep the laughing mask to suggest the production’s tone!

http://www.cdsweb.co.uk/cds.vcf

https://www.facebook.com/CuckfieldDramaticSociety

https://www.facebook.com/CuckfieldDramaticSociety





For more examples see www.cdsweb.co.uk/productions/past-productions where

e. Other Logo Variations

These are based on the standard logo and we have versions for our objectives, education, entertainment and involving the local community.

These are Involve.png (644x644), EDUCATE.png (610x610) & ENTERTAIN.png (624x624) and a

bonus Inform.png (644x644)

2) Banner Variations

We have occasionally overprinted some text on the website banner – but not since the site update in 2016.

More use common are a variety of mailshot or newsletter banners for use in MailChimp – chiefly self-

explanatory.

Appendix B Example Uses

3) The CDS Business Card

a. This gives prominence to the (old) logo and the CDS answerphone and web

address.

b. Note that the logo is not surrounded by a bounding box.

c. The boxoffice email reflects its expected primary use for ticket enquiries.

4) The CDS Sail Flag

a. This drove creation of the new higher resolution images.

b. Prominence is given to the letterhead but to make best use of the pillar box shape two

large but offset masks are placed below.

c. Facebook and twitter symbols add some colour and a route to more contacting CDS.

d. The text includes the website URL as well as the text “search for Cuckfield Drama” which

re-enforces our location and purpose as well as indicating how to find us on social media or the web.

http://www.cdsweb.co.uk/productions/past-productions





5) Photobooth Sign 2016

a. Based on the old letterhead the masks (with ribbon) are added in above in

miniature.

b. The specific information Photobooth and Free are in a jaunty contrasting font.

6) Swingboard Top (historic use)

a. This image was used to provide a common top half for a pair of A3

posters filling the CDS swingboard.

b. Note that it uses the old domainname.

7) Correx A2 Template and Swing Board Backing

a. We use the Correx backing sheets to present the routine CDS information

of the letterhead and URL with space for a landscape A3 sized laminated sheet stuck on top for each show. Example with a show overlay on right.

b. We have about 32 Correx sheets for use on lampposts or tied to fencing pins

(They are actually slightly wider than A2 to allow for the laminating pouch)

c. We also have two swing boards (both double sided) with the backing

as here on the right. The aspect ratio of the template is slightly taller and the larger space includes different default information as right:

But an A3 landscape laminated sheet can be overlaid in the same way.

Appendix C Obsolescent Files

1) The CDS Letterhead

The old CDS letterhead - best copy is 301x677 pixels PNG format

Problems: quality – was derived from a jpg copy

Has been replaced by the updated letterhead

Apart from the resolution the old letterhead can be recognised by the two lines underneath the text,

and the slightly spaced out lettering (about 2 points)

The bird can be recognised by lack of any white triangle gap between in and the line it sits on.

Related: There is also a version with the CDS reg’d charity number underneath it.

2) The Old CDS logo

The CDS logo since 2014 – current best copy is 677x677 pixels PNG format

This added the gold masks (derived from a photo) and ribbon below the letterhead.

Each masks and the ribbon are also available separately.

Where it’s used: as a square ID logo on social media, including in rounded forms

for Pinterest & Google+ and wherever a CDS icon is needed

Related: The Cuckoo Productions logo and many per show logos

https://www.dropbox.com/s/acakfwozj9urp5c/letterhead.png?dl=0

https://www.dropbox.com/s/7g9784teanlq9ih/CDS%20logo.png?dl=0





Appendix D Obsolete Files

3) Previous Website Banner 2014-16

a. This was an update of the older version below and made thinner in height (so as to take up less real estate on each page). Note that the cuckoo and

masks were changed – and that the masks in this version are the same origin as those in the square logo.

b. (The website used black background with grey or white text with red links was still in use at this

time.)

c. This is a crop of a larger version used for a while on Facebook

d. Note the different Cuckoo.

e. Versions of the banner is still used on TicketSource where it currently still remains – see

www.ticketsource.co.uk/cuckfielddramaticsociety

f. Were also previously used in Email Newsletters, and on and bit.ly/cds-nl-apr16

4) Previous Website Banner 2013-14

5) Wood Planks (used on sides of website until 2016)

https://www.ticketsource.co.uk/cuckfielddramaticsociety

http://bit.ly/cds-nl-apr16

Documents

Table of Contents · 2018. 11. 7. · CDS Branding Guide Graphics & Text for Online& Printing Reg. Charity. 1051485 Status: DRAFT Published Date: 07/11/2018 Version: 0.4 File: CDS