Documente Academic
Documente Profesional
Documente Cultură
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
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.
B System
3.1 / Movement
OREGON BALLET / Brand Book Logo Systems 07 OREGON BALLET / Brand Book Logo Systems 08
B System
3.2 / Storytelling
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.
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.