BRAND BOOK

FALL 2019
OREGON BALLET / Brand Book Table of Contents x

Table of
1.0 / Contents

01. Mission
02. Strategy
03. Logo Systems
04. Typography
05. Deliverables
OREGON BALLET / Brand Book Mission 02

1.0 / Misson

Oregon Ballet is committed to sharing our passion for the expressive power of ballet, inspir-
ing an enduring appreciation of dance, and connecting in meaningful ways to our communi-
ty through excellence in performance and storytelling.
OREGON BALLET / Brand Book Strategy 03 OREGON BALLET / Brand Book Logo Systems 04

2.0 / Strategy 3.0 / Primary Logo

Audience / Invididuals of all ages with a love of dance, theatre and the arts. However, in an
effort to preserve the arts and the longevity of Oregon Ballet as a company, our new tar-
get audience is millennials who are interested in arts, culture and design but may not have
previously considered dance.

Objective / Attract a millennial audience by 1. curating seasons that are mature and com-
plex in themes, and that combines the old traditions of ballet with the newness of con-
temporary dance, and 2. utilizing extensive outdoor advertising compaigns that are rich in
contemporary design and intellectual content.

Our logo is simple and The rigidity of Founders

clean, existing beautiful- Grotesk sans-serif con-
ly on its own or quietly trasted by the graceful
accompanying visu- elegance of Self Modern
al-heavy advertisements serif provide a balance
and other deliverables. similar to the practice of
ballet itself.


OREGON BALLET / Brand Book Logo Systems 05 OREGON BALLET / Brand Book Logo Systems 06

B System
3.1 / Movement

The Movement system These B’s are intended

is intended for umbrella to represent motion in a
branding that does not way that also evokes a
speak to one individual sense of artistic expres-
show, but rather the sion and mediums.
company as a whole.

OREGON BALLET / Brand Book Logo Systems 07 OREGON BALLET / Brand Book Logo Systems 08

B System
3.2 / Storytelling

The storytelling system For example, a letter B

utilizes B’s as containers containing an oncoming
that hold thematic con- train represents the
tent relative to a given ballet adaption of Leo
show in the season. Tolstoy’s Anna Karenina.

OREGON BALLET / Brand Book Typography 09 OREGON BALLET / Brand Book Typography 10

4.0 / Typography

Oregon Ballet campaign advertising is type-heavy, so type choices need to be made with
intention. Founders Grotesk, while a bit rounded, is sturdy and slightly harsh. Self Modern, FOUNDER’S GROTESK REG
Founders Grotesk Reg
on the other hand, is tall, sweeping and elegant. When combined, the two typefaces create
a pleasing sense of contrast. This contrast is intended to evoke the brutality of ballet as an
art practive vs the grace of performance.

SELF MODERN REG

Self Modern Reg

Self Modern Italic

Founders Grotesk When advertising indi-

makes up most headers vidual shows, these rules
and always body copy. are sometimes bent for
Self Modern is saved for expressive purposes de-
accents such as dates pending on the purpose.
and other fine details.
OREGON BALLET / Brand Book Deliverables 11 OREGON BALLET / Brand Book Table of Contents x

Table of
5.0 / Deliverables 1.0 / Contents

Deliverables are primarily made up of outdoor campaign advertising such as posters and Oregon Ballet Theatre is committed to sharing our passion for the expressive power of bal-
urban wall treatments. The reason for this being that in order to attract a new audience that let, inspiring an enduring appreciation of dance, and connecting in meaningful ways to our
otherwise would not research the company, we need to come to them. In addition to an out- community through excellence in performance, training and educational programs.
door campaign, deliverables consist of a website and event materials such as show tickets.

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Brand Book OREGON Brand Book OREGON
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