Tivoli 4

Friday, December 5, 14
If you wanted to see a movie this weekend, no matter where you were in the country, you could find a theater showing these
films
It would probably look something like this.

--large movie theater w/ comfy chairs, cupholders
--These days you might even have the option to eat a full-blown meal with a beer during your movie.
But maybe youre in the mood for a different kind of experience...

--intellectually-stimulating documentary
--indie film
In that case, youd come here, to Tivoli Cinemas in Westport.

--KCs original art house
--showcases independent cinema
Although its existed since 1983, its just been in this location since 1992, in Westport Manor Square on Pennsylvania Avenue.
This is Jerry Harrington. He opened Tivoli Cinemas as a 104-seat store-front movie house and still acts as the owner of the now
3-screen movie theater today. At the Tivoli, the movie is the bright shiny object and theres nothing to get in the way of it.
Because they believe its enough to sit in the dark with like-minded people and share an experience.
SERVE AS KANSAS CITYS HOME FOR

COMMUNITY CINEMA, BRINGING DIFFERENT
AND DIVERSE INTERESTS TOGETHER TO
SHOWCASE TIMELY AND IMPORTANT FILMS,
BELOVED CLASSICS, WORLD CINEMA AND
EMERGENT CREATIVE WORK
MISSION
Tivoli Cinemas mission is to serve as KCs home for COMMUNITY cinema, bringing different and diverse interests together to
showcase TIMELY and IMPORTANT films, beloved classics, world cinema and emergent creative work.
So in addition to independent movies and classics, at the Tivoli youll find documentaries, political-themed movies and art films.
FIERCELY
INDEPENDENT
ESSENCE
To sum up their essence in a nutshell, the Tivoli is fiercely independent.
AUDIENCE
--college-educated urban KC resident, progressive politics, KCUR listeners, over 45 years old
--come once a week
--Tivoli is interested in gaining loyalty, rather than finding new audience
INDEPENDENT
FREE FROM OUTSIDE CONTROL; NOT DEPENDENT
ON ANOTHERS AUTHORITY
ATTRIBUTES
INDEPENDENT: free from outside control; not dependent on anothers authority
PROGRESSIVE
FAVORING OR IMPLEMENTING SOCIAL REFORM OR
NEW, LIBERAL IDEAS
ATTRIBUTES
PROGRESSIVE: favoring social reform or new, liberal ideas
QUALITY
GENERAL EXCELLENCE OF STANDARD OR LEVEL
ATTRIBUTES
QUALITY: general excellence of standard or level
COMPETITORS
Tivoli isnt the only place in town to see indie films...
--Alamo Drafthouse: chain-y mood, strict no-talking policy, assigned seats, waiters
--Glenwood Arts Theater: small, local, similar to Tivoli
--Screenland: unique beer selection, arcade
My goal was to replace this & create a branding system for the Tivoli that is self-aware, that is different on purpose, that draws
the right kind of crowd, that previews the quality of its films.
BRANDMARK
So heres my solution. This is the logo. It is symbolic of three things...
(1) 16:9 aspect in which film is shot
(2) widescreen in movie theaters
(3) Furthermore, on an abstract level, it symbolizes the impression left in ones mind...
...after seeing a particularly emotionally or intellectually moving film.
CINEMA THAT AFFECTS
TAGLINE
At the Tivoli, you can see a movie youll still be thinking about days later, hence the tagline cinema that affects
If youre looking for a predictable, cheesy blockbuster, youve come to the wrong place.
TIVOLI
LOGOTYPE
The bold, independent look of the logotype evokes the sentiment that Tivoli Cinemas is unapologetic about its identity.
TIVOLI
CINEMA
THAT
AFFECTS
SIGNATURE
Its more about the cinema than the theater in which the cinema is shown.
--The signature reflects this idea.
--(The emphasis is clearly on the movies)
--They are what make the brand special
TRADE GOTHIC BOLD NO. 2

TRADE GOTHIC CONDENSED NO. 20
Trade Gothic Medium
TYPOGRAPHY
In regards to typography....
--Trade Gothic Bold No. 2 is used in all caps for titles, headlines and quotes.
--Condensed No. 20 is used in all caps for the logotype and tagline
--Medium is used for body copy
THIS IS A STORY OF BOY MEETS GIRL. THE BOY

TOM HANSEN OF MARGATE, NEW JERSEY, GREW
UP BELIEVING THAT HED NEVER TRULY BE HA
PY UNTIL THE DAY HE MET THE ONE. THIS BE
LIEF STEMMED FROM EARLY EXPOSURE TO SAD
BRITISH POP MUSIC AND A TOTAL MIS-READING OF THE MOVIE THE GRADUATE. [DUSTIN
HOFFMAN ON TV: ELAINE! ELAINE!] THE GIRL
SUMMER FINN OF SHINNECOCK, MICHIGAN, DI
NOT SHARE THIS BELIEF. SINCE THE DISINTEGRATION OF HER PARENTS MARRIAGE, SHED
ONLY LOVED TWO THINGS. THE FIRST WAS HER
The sturdy, simple form of the Trade Gothic typographic family reflects the bold, independent attitude of Tivoli Cinemas.
BLACK
WHITE
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
COLOR
Just as the theater doesnt need any fancy attractions, its brand identity doesnt need any bright/flashy colors.
CINEMA THAT AFFECTS
The black and white color palette let the cinematography used throughout the branding stand out and allows for the emphasis to
be on the movies.
IMAGERY
All imagery used are film stills.

--These may come from any timely and important films, world cinema and emergent creative work as stated in the mission
statement.
(any films that have been or would be shown at the Tivoli)
PATTERN
When shown in a pattern, the imagery is cropped to the 16:9 ratio of the brandmark.
--The logo itself may be included as part of the pattern.
--This shows off the wide range of quality cinema the Tivoli has to offer.
BUSINESS CARDS
Business cards are personalized for each employee, with a still from his or her favorite movie on the side w their contact info.
--These may spark conversation upon meeting someone
--The last scene in Fight Club always stuck with me
STATIONERY
The back of the letterhead features the pattern of imagery, including the brandmark within in
--The glowing rectangle can be seen through the paper on the front, symbolic of the impression the films may leave in your
mind.
STATIONERY
The white envelope allows the black letterhead to stand out, while the brandmark feels significant upon opening because of its
positioning.
WEBSITE
The website organizes all information regarding the Tivoli and its films within the 4 categories displayed along the top.
MOBILE WEBSITE
The home screen prioritizes the movies currently showing, since the main reason visiting the site is to check showtimes.
BILLBOARD
To quickly grab drivers attention, dramatic scenery from a Tivoli film is all it takes.
--The tagline paired w the brandmark make it immediately recognizable as a part of Tivoli Cinemas brand.
VEHICLE
To be used for business-related ventures (traveling to film fests, etc) the white VW van is a unique form of transportation that
inevitably attracts attn on the road
--Tagline w/ brandmark may be ambiguous to some & hopefully spark a new interest
--familiar to those who know Tivoli
WEARABLES
T-shirts include a visually interesting film still on the front, along w/ a quote from the film on the back
WEARABLES
While the meaning or reference might not be immediately obvious as it is when its paired w/ the info on the back...
WEARABLES
the cinematography alone makes for a unique fashion statement.
TRAILER
Im going to leave you with a trailer promoting the Tivoli, which is essentially this brand expressed through motion and sound
--features clips from modern independent cinema and beloved classics
--Along w contemporary background music, a famous quote from director Ingmar Bergman is presented between scenes one
line at a time to remind us why we love movies.

Tivoli 4

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Friday, December 5, 14

It would probably look something like this.

But maybe youre in the mood for a different kind of experience...

In that case, youd come here, to Tivoli Cinemas in Westport.

SERVE AS KANSAS CITYS HOME FOR

To sum up their essence in a nutshell, the Tivoli is fiercely independent.

INDEPENDENT: free from outside control; not dependent on anothers authority

PROGRESSIVE: favoring social reform or new, liberal ideas

QUALITY: general excellence of standard or level

Tivoli isnt the only place in town to see indie films...

--Glenwood Arts Theater: small, local, similar to Tivoli

--Screenland: unique beer selection, arcade

So heres my solution. This is the logo. It is symbolic of three things...

(1) 16:9 aspect in which film is shot

(2) widescreen in movie theaters

...after seeing a particularly emotionally or intellectually moving film.

CINEMA THAT AFFECTS

TRADE GOTHIC BOLD NO. 2

THIS IS A STORY OF BOY MEETS GIRL. THE BOY

R: 255 G: 255 B: 255

CINEMA THAT AFFECTS

All imagery used are film stills.

the cinematography alone makes for a unique fashion statement.

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