WELCOME
WELCOME
Design Guide Overview
This designguide consists of seven champters, each touching upon different elements of the temporary communication and design strategy for Malmö Stadsteater, fra 2018 to 2020.
The strategy is constantly in the making, being challenged, tweaked and updated. So will this designguide function as a work in progress document where updated files will be uploaded and new facets of the strategy be presented.
1. Communication
In the communication chapter you will find the over all communication strategy and guidelines. How do we communicate about the Theatre, the locations, stages and different kinds of plays and events.
2. Identity Elements
Under the umbrella of ‘Identity Elements’ you will find photostyle, typography guidelines, illustration style, quotes and logotypes. Their exact use are described further in later chapters.
3. Rebus
Here’s a description of how to create the rebuses, what they consist of and when to use what kind of rebus.
4. Inside / Outside
The museum works with an inside / outside logic when displaying information and theatre related content. This logic is described in this chapter.
5. Plays / Brand
In this chapter we explain how to differentiate the communication according to either On Brand communication or On Play communication.
6. Plays
When it comes to Theatre plays and events, there are multiple categories of plays and events as well as other events. Guest plays, family plays, children plays and taster events. This chapter explains how to differentiate the communication in order to reach target audiences as well as creating clear cut between the the categories.
7. Printed Matter
Alongside the campaign material, standart printed matter such as businesscards and letterheads is used during the temporary design period. Here you’ll find an overview of the designs and downloadable templates.
COMMUNICATION
COMMUNICATION
Narrativ
From Hipp, Intiman, Unga Teateren and Studion to MST
Tone of Voice
We know that you might not know and it’s okay.
PRINCIPLES
PRINCIPLES
Communication Principles
The over all communication principle is that there is a difference between where MST communicate and about what.
Communicating inside or outside the theatre.
Communicating about the theatre (MST as a brand) or about a play.
Basically there are four categories derived from this model:
Inside the theatre about the theatre: Way-finding, staff and interior
Outside the theatre about the theatre: Banners, Signage to theatre, Campagne for theatre.
Outside the theatre about a play: Posters, folders, advertisements in newspapers and magazines, Eurosize posters etc.
Inside the theatre about a play: Play Program, Lobby Screens, Social Media.
Play Categories
These six categories all uses the same grid and rebus logic. However they utilise the grid and rebus slightly differently and with different effects and colours.
Plays setup by Malmö Stadsteater
Guest plays by traveling theaters, other theaters
Family plays, Christmas plays, school plays
Children’s plays
Youth plays (Studio)
Taster events, Hipp Night, Hipp Family, concert
IDENTITY ELEMENTS
IDENTITY ELEMENTS
Typography
A3 all text posters
A3 rebus posters
A4 and A5 booklets, large headlines
A4 and A5 booklets, headlines
A4 and A5 booklets, body copy
Logotype
Main logotype. Two lines centered
Secondary Logo. One line. Used on long formats such as banners, windows and others.
Photostyles
In the temporary identity we use four kind of photos:
1. Portraits of ensemble
2. Body parts and hand gestures
3. Object photos and
4. Stage photos.
Portraits, objects and body parts are generally used to create curiosity, while stage photos are used to create a carve for more.
Portraits
Naked, expressionless black and white portraits of the ensemble.
Body parts
Pictures of expressive body parts and hand gestures.
Objects
Simple, Clean photos of objects that either plays an essential role in the play or represent the theme.
Stage Photos
Pictures from the stage showing key moments from the play. Gives people a taste of the stage design, costumes and drama on stage, as well as helping them remember when looking back in old programs or pictures online.
Video
Video is used mainly on Social Media platforms and on malmostadsteater.se. They are generally seen more as ‘live posters and portraits’ to keep the clear visual language and in the same time take advantage of the digital medias to give life to the communication. Theatre is live, the actors come alive.
Quotes
Quotes are used side by side with images. They point to important parts of the manuscript and highlight the themes of the play. They are used to woke curiosity in the audience, and give away small parts of the play.
Highlights and doodles
PLAYS
PLAYS
About
6 categories of plays
These six categories all uses the same grid and rebus logic. However they utilise the grid and rebus slightly differently and with different effects and colours.
Dramas / plays setup by Malmö Stadsteater
Guest Drama / plays by traveling theaters, other theaters
Family plays, Christmas plays, school plays
Children’s plays
Youth plays (Studio)
Taster events, Hipp Night, Hipp Family, concerts
These six categories all uses the same grid and rebus logic. However they utilise the grid and rebus slightly differently and with different effects and colours.
PRINTED MATTER
PRINTED MATTER
POSTERS
It all started when…
The following is placeholder text known as “lorem ipsum,” which is scrambled Latin used by designers to mimic real copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. In sit amet felis malesuada, feugiat purus eget, varius mi.
Donec ac fringilla turpis. Maecenas non leo laoreet, condimentum lorem nec, vulputate massa. Aliquam bibendum, turpis eu mattis iaculis, ex lorem mollis sem, ut sollicitudin risus orci quis tellus. Aliquam bibendum, turpis eu mattis iaculis, ex lorem mollis sem, ut sollicitudin risus orci quis tellus. Quisque congue porttitor ullamcorper.
SÄSONGSFOLDER
Business cards
BILLET
dsdadsadsad
SÄSONGÖPPNING
fdljflsdkjfsd
PLAY PROGRAMS
A0 POSTERS
dfsdsfdsfdsfs
BANNERS
dfsfdasfdfadsfdasf
WEB
WEB
About
It all started when…
The following is placeholder text known as “lorem ipsum,” which is scrambled Latin used by designers to mimic real copy. Donec ac fringilla turpis. Sed a ligula quis sapien lacinia egestas.
Nulla lectus ante, consequat et ex eget, feugiat tincidunt metus. Vivamus sit amet semper lacus, in mollis libero. In sit amet felis malesuada, feugiat purus eget, varius mi. Nulla lectus ante, consequat et ex eget, feugiat tincidunt metus. Quisque congue porttitor ullamcorper. In sit amet felis malesuada, feugiat purus eget, varius mi. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae.