HARTFORD, CONNECTICUT

W E B S T E R

W E B S T E R

WEBSTER THEATRE DESIGN STANDARDS

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logo low down

a look behind stage

who’s showing up

type and colors

verbal, merch and extras

Our line up of typographic, color, and verbal standards for the theatre, follow these guidelines and the show will run as smooth as possible.

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A LOOK BEHIND STAGE _07

SAME GREAT MUSIC JUST NEW DESIGNEven the oldest of venues require a make-over once in a whileThat’s why we’ve gone ahead to redesign this logo.

Moderne Deco architecture representation

Colours representational of origin

Gridded to represent The Webster entrance

Slight tilt for modern day venue feel W E B S T E R

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BACK IN THE DAY

T H E W E B ST E R T H E AT R E F O R SA L E I N 1 96 6

“After seventy years, you would think this theatre would have given up and finally kicked the bucket but it’s still rock’n that good Hartford beat.”

- K E I T H L E V E E , T H E B R O N T I S B A N D

the webster theatre opened in 1937 in

the southern end of Hartford, Connecticut.

Soon after the television was invented, the

attendance began steadily decreasing. In

1974 the theatre was sold and reintroduced

as a family film theatre, which unfortunately

was short lived and turned in to a showcase

for adult films. In 1986, the original founders

of the Webster revived the theatre with over

$50,000 to restore the carpeting, paint and to

purchase a new screen. Which at the time,

was the largest screen in the state at almost

17 x 34 inches. Unfortunately the attendance

was still not enough to keep the very poor

Webster alive as a movie theatre, and was

shortly thereafter closed and put up on the

market again. Many Hartford residents had

little hope for the Webster to ever redeem it’s

self as the theatre it had once hoped to be.

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HISTORY SEQUENCE Our theatre has a long line of history to it. We’ve showcased family films through XXX films, and we now feature some of today’s best rock music.

2001

2007

1997

1994

2002

INCUBUS NIRVANA MODEST MOUSE NIGHTWISHTHE MARS VOLTA

TOP PERFORMERS

1ST CLOSINGGRAND OPENING XXX FILMS

FAMILY FILMS 2RENOVATIONS ALT. ROCK

FAMILY FILMS

2ND CLOSING

19741965

1982 1985 1988 1992

19801937

THE LOGO LOW DOWN _15

KEEP THE HARMONY

Allow appropriate room (x) around logo

X value represents the height of type

Keep dimensions at the same X ratio

Logo to be stationary at a 355º angle

W E B S T E R x

x

x

x

x

It shouldn’t be too difficult to keep this logo in tact, leave it on the 355º angle and always have adequate spacing around him.

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NO SCREWING UP

Don’t extend or retract any parts of the logo

Don’t change the font or weight of the word Webster

Don’t crop the logo or hide any side of it

Don’t rotate the logo any other way than original

Nothing says “what a shitty venue” like a logo that’s gone sour. Stick to these few guidlines and our logo will be lookin good as hell.

W E B S T E R

WE B S T E RW E B S T E R

W E B S T E R

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WHO’S SHOWING UP _21

THE CROWD

Experienced Concert Attendee

Metal Moshpit Extraordinaire

Just here for her boyfriend

Diehard Sex Pistols Enthusiast

Frequent Drug User

State College Attending Bro

Religious Fanatic

The Straight-Edged Parent

1.

2.

3.

4.

5.

6.

Everyone’s different, and The Webster provides the perfect place to shine your individuality, it’s a plethera of music loving fans.

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7.

8.

1 2 3 4 5 6

TYPE AND COLOURS _25

TYPOGRAPHY_ 01 We have two type faces, Neutra Face and Caecillia. Don’t drift off into any of Neutra’s drafting or numeral weights.

01. NEUTRA TEXT TF _Neutra Text TF Light

_Neutra Text TF Book

_Neutra Text TF Demi

_Neutra Text TF Book AaA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

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_PMN Caecillia Light

_PMN Caecillia Roman

_PMN Caecillia Bold

_PMN Caecillia Heavy

02. PMN CAECILLIA

AaA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

TYPOGRAPHY_ 02Careful when you use Caecillia Heavy weight, it’s not needed too often, only if something is in need of some extra weight.

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THE NEW COLOURS Inspired by the Moderne deco movement, these colours demonstrate a new exciting look to our vintage venue.

C 73 M 70 Y 60 K 68 PMS 447u

PMS 1087u

PMS 1797u

PMS 158u

PMS 156u

PMS 1215u

C 31 M 92 Y 100 K 42

C 19 M 86 Y 78 K 02

C 16 M 60 Y 78 K 09

C 00 M 35 Y 84 K 00

C 02 M 20 Y 67 K 00

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VERBAL, MERCH & EXTRAS _33

THE MERCH STAND Shirts, hats hoodies and thongs all for sale at the merch stand in front.People are going to want to show off that they went to The Webster.

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WHAT WE’RE SAYIN’A Professional look while having a damn good time. We’re here trying to have a blast too, so no need for fancy words, but keep it classy.

Speak to a friend, not a customer

Keep sentences short

Throw in quotes from famous musicians

Speak as the musician for forceful reminders

Speak as the crowd for friendly reminders

Abbreviate type to sound casual

Use words to keep everyone havin’ a good time

Swear, but only when appropriate

Enjoy the Show

Everyone out there better be havin’ good time!

How’s everyone doin’ tonight?

Hey, please keep the volume down outside

Listen buddy, you’re ruining the show, why don’t you get the hell out of here

Hell yeah! Rock on!

“If it’s illegal to rock and roll, throw my ass in jail” - Kurt Cobain

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EQUIPMENT VANS

THE ENCOREGood night everybody, we’ll see you at the next show. Keep this as a guideline for the design of our Webster Theatre.