Canon Tivoli 2

Friday, October 10, 14
This is Jerry Harrington. In 1983 he opened Tivoli Cinemas, a 104-seat store-front movie house in Westport.
--1992: relocated one block over to 3-screen movie theater here
--still remains KCs original art house
--showcases independent cinema
Serve as Kansas Citys home for community
cinema, bringing diferent and diverse interests
together to showcase timely and important lms,
beloved classics, world cinema and emergent
creative work.
TIVOLIS MISSION. expand presence of community cinema: seeking to reach out to a certain audience; creating a shared experience that connects to issues, values, concerns of the community (including the film
community but not limited to). Jerry (owner) curates films with this in mind.
BRAND ESSENCE
Fiercely independent.
--met w/ Jamie from Tivoli and these were his exact words in describing the essence
independent free from outside control;
not dependent on anothers authority
BRAND ATTRIBUTES
progressive favoring or implementing
social reform or new, liberal ideas
quality general excellence
of standard or level
CURRENT AUDIENCE
Film community
Art community
Older crowd
Urban core
They're interested in developing loyalty rather than gaining a new audience.
college-educated KC (urban) resident with progressive politics. this includes KCUR listeners, over 45 years old, people who come once a week
NAMING EXPLORATIONS
Jerrys founder/owner/curator
Royal ercely independent, ironic
Westport Cinemas local, identiable
Tivoli established, sophisticated, condent
1. Jerry Harrington is founder, owner, and curator and he is the essence of the brand.
2. The Royal conveys that they are their own ruler and dictate the rules; ironic
3. Westport Cinemas would help it feel local and help people make the connection
4. been established for over 30 years
OBJECTIVE/GOAL
Create a branding system for the Tivoli that is
self-aware, that communicates independent on
purpose, that attracts the right crowd, that
previews the quality of the lms.
--same but focuses the attribute of independent
DIRECTION #1
BRANDMARK
--idea is that once you see a movie, youll still be thinking about it for a while and it may lead you down a path of consideration
inside your head
LOGOTYPE
TIVOLI
TAGLINE
cinema that affects
movie doesnt go in and out of your head, but makes an impression
SIGNATURE
TIVOLI
cinema that affects
PATTERN
continuous, nonstop path
IMAGE STYLE
duotone and halftone -- feels like its inside your head
COLORS
R 246 G 56 B 130
C 0 M 90 Y 17 K 0
HEX #F93882
R 122 G 221 B 202
C 46 M 0 Y 28 K 0
HEX #7ADDCA
R 245 G 245 B 245
C 3 M 2 Y 2 K 0
HEX #F5F5F5
R 35 G 31 B 32
C 70 M 68 Y 64 K 74
HEX #231F20
psychedelic, saturated
TYPOGRAPHIC FAMILY
FUTURA MEDIUM ALL CAPS
futura medium lower case
Futura Condensed Medium
Futura
LOYALTY CARD
1 2 3 4 5 6 7 8 9 10
FRIEND OF TIVOLI
punch card
ON-SCREEN MESSAGING
SILENCE YOUR PHONE.
SCREENING CALENDAR
screening calendar gets picked up weekly. people like to have something printed they can take home and hang on the fridge.
--something that can double as a poster
T-SHIRT
DIRECTION #2
BRANDMARK
trademark symbol upside down is bold and independent
LOGOTYPE
tivoli
TAGLINE
FIERCELY INDEPENDENT
brand essence.
SIGNATURE
FIERCELY INDEPENDENT
tivoli
PATTERN
IMAGE STYLE
COLORS
R 35 G 31 B 32
C 70 M 68 Y 64 K 74
HEX #231F20
R 255 G 255 B 255
C 0 M 0 Y 0 K 0
HEX #FFFFFF
TYPOGRAPHIC FAMILY
DIN 1451 STD
din 1451 std
orator std medium
LOYALTY CARD
1 2 3 4 5 6 7 8 9 10
ON-SCREEN MESSAGING
TURN OFF YOUR CELL PHONE.
SCREENING CALENDAR
T-SHIRT
DIRECTION #3
BRANDMARK
--rectangle - 16:9 ratio standard lm ratio
LOGOTYPE
TIVOLI
bold, independent
TAGLINE
CINEMA
THAT
AFFECTS
When you see movies at the Tivoli they stay in your head for a few days
SIGNATURE
TIVOLI
CINEMA
THAT
AFFECTS
PATTERN
lm stills inside the 16:9 ratio placed in the bottom right hand corner
IMAGE STYLE
CINEMA
THAT
AFFECTS
duotone light green & black, logo in corner
COLORS
R 35 G 31 B 32
C 70 M 68 Y 64 K 74
HEX #231F20
R 255 G 255 B 255
C 0 M 0 Y 0 K 0
HEX #FFFFFF
b&w
TYPOGRAPHIC FAMILY
TRADE GOTHIC
BOLD CONDENSED NO. 20
TRADE GOTHIC BOLD NO. 2
TRADE GOTHIC BOLD NO. 2 OBLIQUE
LOYALTY CARD
LOYALTY
1 2 3 4 5 6 7 8 9 10
Loyalty card is called Friend of Tivoli card
quote about friends from Wizard of Oz
ON-SCREEN MESSAGING
TURN OFF YOUR CELL PHONE.
Death personied
SCREENING CALENDAR
T-SHIRT
--branding the lm scene

Canon Tivoli 2

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Friday, October 10, 14

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