YBCA Brand Identity Guidelines

Version 1 — May 201 6

YBCA Brand Guidelines
Intro

Welcome to the YBCA brand identity guidelines.

Please follow these guidelines as you create
marketing materials, internal and external
communications.

Our identity is more than our logo. It is a design

system made up of a number of core elements
and guiding principles that combine to create
a distinctive look and feel that is immediately
recognizable as YBCA.

This guide will help to familiarize you with the

core brand elements and layout grids to assist
you in designing and producing compelling
communications with a degree of creative
flexibility.

You'll find file names highlighted in red for

assets you should use and templates you
should reference.
YBCA Brand Guidelines
Contents

Brand Voice P. 4—7

Logo P. 8—12
Framing Device P. 13—15
Typography P. 16—18
Color Usage P. 19—21
The Right Angle P. 22—23
Performing Arts P. 24—32
Visual Arts P. 33—38
Seasonal Brochure P. 39—40
Photography Usage P. 41—42
Graphic Usage P. 43
Event Postcards P. 44—45
Stationary P. 46
Title Walls P. 47—48
Web Banners P. 49
Media Slides P. 50
Initiatives P. 51—52
Campaign P. 53
YBCA Brand Guidelines
Voice

PUT TING YBCA INTO WORDS The YBCA brand is bold, soulful, vibrant, and inclusive.
We are deeply committed to fostering dialogue that
leads to positive civic action and social change.
If you’re reading this, chances are you’ll
be writing on behalf of YBCA. Whether
it’s social media content, membership
materials, or marketing copy, having a

Through art in a myriad of forms we invite people in,

consistent voice will help to reinforce
our brand, which will strengthen the

we explore ideas, we offer perspectives,

relationship we have with our community.

and we inspire change.

Here are a few simple guidelines to help
everyone embody the voice of YBCA.

The way we communicate in words is critical to

expressing the YBCA brand, and telling our story
to the world.

4
YBCA Brand Guidelines
Voice

EVOKING OUR BRAND VOICE Imagine you’re at a party...

You start talking with someone who gets you engaged
in a really interesting conversation. This person gives you
their undivided attention, asks interesting questions, has
a definite point of view, but is very open to new ideas.

This person is:

Genuinely smart but not professorial.
Optimistic but not unrealistic.
Clever but not wiseass.
Idealistic, but not self-righteous.

When writing on behalf of YBCA, you are that person.

Our visitors, members, artists and all of San Francisco

are the people you draw into the conversation,
making them feel like they’re a part of something important.

5
YBCA Brand Guidelines
Voice
OUR BRAND PERSONALITY
BOLD
We stand proudly as a San Francisco
institution that’s unafraid to challenge
conventions, and ask hard questions
to incite change.
Our voice reflects this by
taking a point of view.
INCLUSIVE
As a community minded organization,
we invite everyone to be a part of
our journey - to participate, discuss,
collaborate and act.
Our voice reflects this by keeping
things conversational, and talking
like a real person.
6
SOULFUL
We deeply believe in our mission
and bring heart, soul and purpose
to creating experiences that break
through on many levels.
Our voice reflects this by being
genuine, truthful and not being
arrogant.
VIBRANT
We are full of life, energy and
enthusiasm for reinventing what
an art center is and can be.
Our voice reflects this by having
energy and excitement about
what we’re doing.
YBCA Brand Guidelines
Voice
A FEW THINGS TO REMEMBER
GOOD COMMUNICATIONS
→ Speak to a reader’s intelligence
→ Communicate clearly and quickly
→ Are smart without using
complicated words
→ Reward the reader by being
well constructed and clever
→ Give people reasons why they
should believe or care
NOT SO GOOD COMMUNICATIONS
→ Don’t get to the point
→ Use buzzwords and jargon
→ Have too many adjectives
→ Aren’t true to our brand personality
→ Try to be too clever
→ Aren’t focused on one
important message
→ Talk about features without
talking about benefits
7
THE MOST IMPORTANT THING:
DECIDE ON THE MOST
IMPORTANT THING.
Before any writing, get clear on the
single most important thing you need
to communicate. This will help keep
writing clear and focused.
SMALL PORTIONS ARE MORE
EASILY DIGESTED
Longer does not equal better.
Keep it short, use headlines and
subheads to set up ideas.
CONSIDER CONTEXT
Think about how people will encounter
your writing. Is it something printed?
A PDF? On the web? How does that
change how you might present
information?
YBCA Brand Guidelines
Identity

YBCA LOGO
Our logo is the most visible
element of our identity –
a universal signature across
all YBCA communications.
Because the logo is such
a recognizable and highly
visible brand asset, it is vital
that it is always applied
consistently wherever
it appears.

Please do not recreate or modify

the logo, You should use the existing
EPS file or one from an existing
template.

File name: YBCA_Logo.eps Digital

(Core Logo) Minimum size
100px/100px

Print
Minimum size
0.7”/0.7”

8
YBCA Brand Guidelines
Identity

YBCA LOGOTYPE
The logotype or wordmark should always
be used in relarion to our logo, and never
used alone. (see following page)

Please do not recreate the logotype by

typing it, and do not modify the letter-
spacing or linespacing. Use the existing
EPS file or one from an existing
template.

File name: YBCA_Logo.eps

(Logotype)

Digital
Minimum size
50 px wide

Print
Minimum size
0.7”/wide

9
YBCA Brand Guidelines
Identity

LOGO & LOGOTYPE POSITIONING

Our logo is almost always separated from
our logotype, either horizontally or vertically
depending on the content layout.

Primary logo/logotype position: top left/bottom left relationship Secondary logo/logotype position: bottom right/top right relationship Third logo/logotype position: bottom right/bottom left relationship

10
YBCA Brand Guidelines
Identity

LOCK-UP EXCEPTION
There are special cases when the
YBCA logotype needs to appear in close
proximity to our logo as a unified lock-up
(for instance, alongside other logos as
part of sponsorship).

In these instances, the YBCA unified

lock-up as shown below should be used.

File name: YBCA_Logos.ai Example of YBCA full lock-up used alongside partner logos.
(Lock-up)

Please do not recreate the lock-up,

or adjust the spacing and positioning
between the logo and the logotype.
Use the lock-up file above.

11
YBCA Brand Guidelines
Identity

LOGO CLEAR SPACE

To protect the clarity and
visual integrity of the logo,
it is always surrounded by a
minimum amount of clear space.

50% X 50% X

50% X 50% X

The minimum amount of clear space

around the logo can be calculated
by using 50% width of the square
contained in the logo
(shown above as 'X')

12
YBCA Brand Guidelines
Identity

GRAPHIC FRAMING DEVICE

An outlined version of our logo acts
as a flexible graphic device to frame
or contain information.

How to use the framing device at different scales:

1. Open the Illustrator file YBCA_Framing_Device.ai
2. Copy the Editable Stroke shape to InDesign, scale it Typography in the top-right

VISUAL
to how you want it, and copy the width dimension. quadrant should always be
3. Copy the stroke back to Illustrator, and paste the aligned right, and typography
width dimension, set the stroke 8pt should stay within the margin.
4. Finally paste your edited stroke back into Indesign.

The design principles outlined above apply

to small printed formats, such as postcards,
flyers, print ads, and brochure covers.
The '8pt rule' ensures that multiple printed
ARTS
materials feature the same line thickness
for visual consistency.

On larger formats such as posters or signage,

the above 8pt rule doesn't apply, and you can
simply scale up the framing device using the
scale tool in InDesign.

The width of the margin
(the space between the black
line and the typography)
should be 1.5x thickness of
the frame (a)
SAMARA GOLDEN:
A TRAP IN SOFT DIVISION
TAKE THIS HAMMER:
ART + MEDIA ACTIVISM
a
FROM THE BAY AREA
Margin = 1.5x a

Typography in the bottom-left

quadrant should always be aligned
left, and typography should stay
within the margin.

13
YBCA Brand Guidelines
Identity
MANIPULATING THE FRAMING DEVICE
Scaling the framing device can
be done two ways: either by
changing the width, or by changing
the height. It should always have
symmetrical balance.
14
Point 1
Scaling the width:
When you want to scale the width of
the framing device, select the three
points illustrated in the example and
drag all three points at the same
time to the right.
When changing the width, you Point 2
must have all three points selected
together. Avoid changing the width
one point at a time.
Point 3
Scaling the height:
When you want to scale the height
of the framing device, select the
three points illustrated in the exam-
ple and drag all three points down.
Point 1
When changing the height, you
must have all three points selected
together. Avoid changing the width
one point at a time.
Point 2 Point 3
YBCA Brand Guidelines
Identity
FRAMING DEVICE DESIGN EXAMPLES
You can use the framing device
in full, flip it and/or crop it.
15
You can crop imagery
(either duotone or full color)
inside the framing device using
the file YBCA_Framing_Device.ai
(Imagery Device)
ARTS-AS-ACTIVISM
RESIDENCY
YBCA Brand Guidelines
Identity

BRAND TYPEFACE FAMILY PRESSURA Bold

Typography is an important aspect abcdefghijklmnopqrstuvwxyz
of our brand identity. Our typographic
style contributes to our distinctive ABCDEFGHIJKLMNOPQRSTUVWXYZ
simple, modern aesthetic. The typography
usage examples on the following pages 0123456789 — &*#@?!/+(.,:;)
should be used as guidance to ensure
all of our communications appear
consistent.

Pressura Bold is used for signage, PRESSURA Regular

abcdefghijklmnopqrstuvwxyz
some headers and contributors names.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Pressura Regular is used for all practical
info (dates and location) and body copy.

Pressura Mono is used for credits and

captions.
0123456789 — &*#@?!/+(.,:;)

PRESSURA Mono
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

TITLE TYPEFACE GIORGIO SANS BLACK

Giorgio Sans Black is used for Visual and ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 —
Performing Arts titling, Initiatives titling
and campaign messaging.

&*#@?!/+(.,:;)

16
YBCA Brand Guidelines
Identity
TYPESET TING PRESSURA
General typographic styling:
YBCA typography is always left
aligned. This provides the eye with a
constant starting point for each line,
and makes text easier to read.
When setting ranged-left typogra-
phy, it’s important to take the time
to balance the ragged edge of the
text as effectively as possible.
This improves the legibility and
neatness of the block of text.
Double spaces after periods
should be avoided.
Hyphenations should generally
be avoided unless necessary
and always avoid two consecutive
hyphenations.
Leading refers to the space
between lines of type.
Tracking is the adjustment of
groups of letters in a block of text.
17
When setting headers in all uppercase,
the leading (line spacing) should be
15% larger than the type size.
To calculate this, multiply the type
size by 1.15. Round up or down to the
nearest half point.
Pressura Regular 11.5pt/13pt (Tracking 70)
MARCH
10—13 2016
YBCA THEATER
#BILLTJONES
Dates and venue are set
in Pressura regular caps,
with only the first line aligned
to the grid.
Website urls and hashtags
are set in Pressura regular caps
Always use the longest em-dash
(—) between numbers for dates
in Pressura regular caps.
When setting body copy, the leading
(line spacing) should be 15% larger
than the type size. To calculate this,
multiply the type size by 1.15. Round up
or down to the nearest half point.
Pressura Regular 9.5pt/11 pt (Tracking 40)
At the exhibition “Nuggets” at Lora that both exalt and satirize the originals.
Reynolds Gallery, and the concurrent “The only advantage the artist has over
“Boombox Retrospective 1999–2015” at industry is his fingerprints,” Sachs said
The Contemporary Austin, Sachs looks at during a recent talk at the show’s open-
the mysterious, nearly totemic power that ing at Lora Reynolds Gallery. “I could never
certain commercial objects hold in the make anything as perfect as an iPad and
contemporary imagination, and then Apple could never make anything as shitty
turns them on their heads, making lo-fi and flawed as any of this great stuff.”
recreations in epoxy, wood, and ceramic,
Pressura Regular 12pt/14pt (Tracking 40)
At the exhibition “Nuggets” at Lora Reynolds Gallery, and the
concurrent “Boombox Retrospective 1999–2015” at The Contemporary
Austin, Sachs looks at the mysterious, nearly totemic power that
certain commercial objects hold in the contemporary imagination,
and then turns them on their heads, making lo-fi recreations in
epoxy, wood, and ceramic, that both exalt and satirize the originals.
Pressura Regular 16pt/18.5pt (Tracking 40)
At the exhibition “Nuggets” at Lora Reynolds
Gallery, and the concurrent “Boombox Retrospective
1999–2015” at The Contemporary Austin, Sachs
looks at the mysterious, nearly totemic power that
certain commercial objects hold in the contemporary
imagination, and then turns them on their heads.
YBCA Brand Guidelines
Identity

TYPESET TING GIORGIO Typesetting for Giorgio Sans Black

Type size x 0.77 = Leading
General typographic styling:
YBCA typography is always left
aligned. This provides the eye with a
constant starting point for each line,
and makes text easier to read.
Type size/Leading
BILL T. JONES /
ARNIE ZANE COMPANY
When setting ranged-left typogra- 40pt/30.8pt
phy, it’s important to take the time Kerning: 20pt
to balance the ragged edge of the Don't use original Above is a custom glyph
text as effectively as possible. Giorgio glyphs (here is of the forward slash.
This improves the legibility and a slash) that are going Please use the InDesign file
neatness of the block of text. over the baseline YBCA_fowardslash.Indd
(letter height)

TAKE
Double spaces after periods
should be avoided.
Type size/Leading
Hyphenations should generally 135pt/104pt
be avoided unless necessary Kerning: 20pt
and never use two consecutive
hyphenations.

THIS
Leading refers to the space
between lines of type.

Tracking is the adjustment of

groups of letters in a block of text.

HAMMER
18
YBCA Brand Guidelines
Identity

LOGO COLOR
The logo color is flexible but clarity is always
maintained by the use of contrasting colors.
We like to be inspired by our events therefore
we allow the content to lead the color.

File name: YBCA_Logo.eps File name: YBCA_Logo.eps

DO (White on Black Logo) (Black on White Logo)

The YBCA letters are
always 'transparent' on
a colored background.
Pick two contrasting colors
for maximum impact and
legibility, usually a darker
color for the logo on a
lighter background.
In some instances, it's
OK to use a lighter or white
logo on a darker color and
a black logo on a lighter
color.
When using a black logo When using a white logo
on imagery, use the solid on imagery, use the solid
logo with white logo with black
typography. typography.

DON'T

Don't use two clashing
colors that create visual
'vibration' and have legibil-
ity issues.
Don't use two neutral colors
together. If you pick a
neutral color, pick a
secondary vivid color for
contrast.
Don't use a lighter tint of Don't place a black logo on Don't place a white
the same background color. a very contrasting logo on a pale image.
image. This reduces the This reduces the legibility
legibility of the logo. of the logo.

19
YBCA Brand Guidelines
Identity

BACKGROUNDS AND TYPOGRAPHY COLOR

While the YBCA brand identity is often
colorful — particularly in the design of posters,
postcards, and brochure covers — it is important
to exercice restraint when designing multi-page
marketing materials. By default, use black typography
on white (or very pale colored) page backgrounds.
Accent colors should be used in small amounts to
highlight key pages and messages.

When designing printed materials such as Color can be applied as a full page Color typography can highlight Color typography can help to
brochures and playbills, interior page accent colors color background, such as an titles and sections. differentiate sections and/or
are borrowed from the main cover visual color palette. introduction page or to highlight a event themes.
special page or section.

DO

File name: BTJ_Poster_Template.indd File name: Spring_Template.indd PS_Brochure_Template.indd

20
YBCA Brand Guidelines
Identity

BACKGROUNDS AND TYPOGRAPHY COLOR

An overuse of bold color can be
visually overwhelming, and lead to
legibility issues when used heavily.

Even if your cover art has two vibrant
colors, avoid juxtapoing pages with
the cover colors, as shown below.
DON'T
On the inside of playbills and brochures,
avoid color typography on a color
background (unless it is a pale pastel
color.) This will avoid legibility issues.
Text should be black on a light color, and
white on a dark color.
Avoid multiplying a color panel on top
of an image. Color should be used
flat, to maintain consistency across
the identity.
When you need to highlight a specific
event or text, avoid using inset
colored colored boxes. Instead look to
highlight the text using color.
DON'T DO

21
YBCA Brand Guidelines
Graphic System

THE RIGHT ANGLE

All YBCA posters and covers are
constructed in a simple and highly
recognizable graphic framing
system that we refer to as the
Right Angle.

The Right Angle is a device for

arranging images, text, and color,
to create dynamic and recognizable
communications.

Most importantly, the Right Angle

allows our logo to point, and connect
with, the content.
VISUAL
The following pages explain the
different possible uses of the Right
Angle, and the underlying grid.
CONTENT

VISUAL
CONTENT

22
YBCA Brand Guidelines
Graphic System

BILL T. JONES
THE RIGHT ANGLE ARNIE ZANE COMPANY
LAYOUT VARIATIONS
ANALOGY
For all Performing Arts and Film
DORA:TRAMONTANE APRIL 28
8PM
communications, the Right Angle PAMELA Z
and logo occupy the top-left corner, APRIL 29
8PM
and the visual content is placed in THERESA
the lower right corner. WONG

MARCH EDWARD
10 —13 2016 SCHOCKER
YBCA THEATER & THE
YBCA.ORG/ANALOGY
CROSSING
#BILLTJONES ENSEMBLE

APRIL 30
8PM
LUCIANO
CHESSA

YBCA FORUM
& GRAND
LOBBY
#NEWFREQFEST2016

Photo © Eric Politzer

For all Visual Arts communications,
the Right Angle and logo occupy the
lower right corner, and the visual
content is placed in the upper left
corner.

23
YBCA Brand Guidelines
Performing Arts
A square, 50% of the size of the

ARTIST NAME
square contained in the logo,
PERFORMING ARTS is used as a spacer for margins Keep the artist/company name
and alignments. and the performance name the
AND FILM GRID Cover margin / 6mm same type size. Whatever size you

For the Performing Arts materials

and marketing, the logo is
always placed at the top
ON TWO LINES choose, it should be contained
inside the magenta zones.

All headlines are set in Giorgio in

caps and should follow the kerning

PERFORMANCE
left corner, pointing down and leading as specified on page 8.
to content.

NAME ON THREE
LINES
Always center the first line of the DATES ON
dates paragraph vertically in the TWO LINES
format, and align first line to grid. VENUE
Dates are listed as full month,
WEBSITE URL
dates, and year without commas. #HASHTAG

MARCH 9—11 2016

The height of the logotype

is equal to the height of the
square contained in the logo.
This ratio should not be altered
on brochure covers or
marketing posters.
24
YBCA Brand Guidelines File name: BTJ_Playbill_Template.indd
Performing Arts

PLAYBILL COVER

BILL T. JONES One element of the title (either

the artist or name or title of

ARNIE ZANE COMPANY performance) should match the

color of the logo.

ANALOGY
DORA:TRAMONTANE
Print Specs
Saddle stitch bound brochure
Dimension/ 6.5" x 9.5"
Stock/ Soporset Opaque Text Offset
Weight/ 100T (cover), 80T (Inside)
Colors/ Pantone + CMYK

MARCH
Dates, venues, urls, hashtags, 10—13 2016
wordmark should match the color YBCA THEATER
of the logo.
#BILLTJONES

The YBCA logotype should always

match the color of the logo.

25
YBCA Brand Guidelines Playbill cover (hypothetical)
Performing Arts

BILL T. JONES
ARNIE ZANE COMPANY
ANALOGY
DORA:TRAMONTANE
MARCH
10—13 2016
YBCA THEATER
#BILLTJONES

Use of imagery:
When there is no suitable vertical
photograph, you can crop a
photograph in a square format
and have the titles on a color
background.

26
YBCA Brand Guidelines File name: GC_CoverPlaybill_Template.indd
Performing Arts

GRISHA COLEMAN Use of imagery:

When an image has a large
uncluttered space at the top,

echo::system — you can place the artist and

performance names together, to

treadmill dreamtime reinforce the logo "pointing in"

at content.

running in place When specifically requested

by the artist, you can make an
exception to our all-uppercase titling
style, and typeset the title of the
performance in lower case, such as
this example.

APRIL
15—17 2016
YBCA FORUM
YBCA.ORG
#ECHOSYSTEM

27
YBCA Brand Guidelines File name: BTJ_Playbill_Template.indd
Performing Arts
Playbill Typesetting (1)

For general typographic styling,

see page 8.

When the header runs on two lines,

only align first line to grid.
Type size/Leading
16pt/12.5pt
Kerning: 20pt

Author is set in Pressura bold caps

Title is set in Pressura regular caps
Type size/9.5pt
Kerning: 70pt

All typography is aligned to

a baseline grid of 11pt
(except headers and excerpts)
with a 2 column grid for text.
Spreads margin/12mm
2 columns, Gutter/12mm

Excerpt is set in Pressura Regular,

only align first line to grid.
Type size/15pt
Kerning: 40pt

Body copy
Type size/9.5pt
Kerning: 40pt

A bold line acts as a divider

between text columns
Stroke/3pt

All photos are aligned on the

baseline grid.

Photo captions are set in

Pressura Mono Regular,
only align first line to grid.
Type size/Leading
6pt/8pt
Kerning: 10pt

28
YBCA Brand Guidelines File name: BTJ_Playbill_Template.indd
Performing Arts
Playbill Typesetting (2)

Pull quote set in Giorgio,

only align first line to grid. WE ARE PART OF EACH OTHER AND PART
Type size/Leading OF SOMETHING BIGGER THAN OUR OWN
16pt/12.5pt EGOS. AN ARTIST SHOULD... BRING INTO
Kerning: 20pt
THE WORLD SOME VISION. DANCERS
Stroke: 3pt
SHOULD ASK, “WHAT IS THEIR WORK
IN THE SERVICE OF?“
BILL T. JONES
Author is set in Pressura Bold in Caps COFOUNDER & ARTISTIC DIRECTOR
Title is set in Pressura Regular in Caps
Type size/9.5pt
Kerning: 70pt

Framed pull quotes should appear

on solid background or photography.
Avoid placing pull quotes within para-
graphs of typography as a 'text wrap'.

Photo by Paul B Goode

12 13

29
YBCA Brand Guidelines Lightbox poster shown here at 13%
Performing Arts File name: BTJ_Poster_Template.indd

PERFORMING ARTS POSTER + POSTCARD

A note on image file-size:

When used in full size for
lightbox posters, photographs need to
be 35in x 26in of size at a minimum of
150 dpi resolution and saved as Tiff in
CMYK.

Postcard shown here at 50%

File name: BTJ_Postcard_Template.indd

BILL T. JONES
ARNIE ZANE COMPANY
ANALOGY
DORA:TRAMONTANE

Printer logo is placed inside the

MARCH
margin at the bottom right corner.
10—13 2016
YBCA
Its color can change and accompany
THEATER the chosen color palette.
YBCA.ORG/ANALOGY
#BILLTJONES
Size: 1.35"

Photographer credit runs horizontally

left aligned with the event title and
bottom aligned with the logotype in
Pressura Mono Regular.
Type size: 9pt
30
YBCA Brand Guidelines Lightbox poster shown here at 13%
Performing Arts File name: NF_Poster_Template.indd

MUSIC FESTIVAL POSTER

APRIL 28
8PM
PAMELA Z

APRIL 29
For a group show or performance 8PM
that does not have representative THERESA
imagery, it can be a good WONG
opportunity to create a graphic
visual. Either through the use of EDWARD
typography and colors or adding SCHOCKER
a graphic pattern or illustration & THE
that relates to the content. In this CROSSING
instance, for New Frequencies Fest,
ENSEMBLE
sound waves.

When the artists are listed as part

APRIL 30
of an events calendar (with dates 8PM
and hours), their names are placed LUCIANO
on the left in the frame and typeset CHESSA
in Pressura, as shown.
YBCA FORUM
& GRAND
LOBBY
#NEWFREQFEST2016

31
YBCA Brand Guidelines Lightbox poster shown here at 13%
Performing Arts File name: GC_Poster_Template.indd

FILM FESTIVAL POSTER

When the artists are not listed as

part of an events calendar, their
names are listed on the image.
See also the artwork for "Take This
Hammer" on page 33, for reference.

32
YBCA Brand Guidelines
Visual Arts

ARTIST NAME
For the Visual Arts materials,
VISUAL ARTS GRID size, alignment and orientation
of the headers in Giorgio depends
on content. There are no strict

ON TWO LINES
rules for how they should appear,
only that they should always be
contained inside the magenta zones.

See design examples on the

following pages.

DATES ON
TWO LINES
VENUE
WEBSITE URL
#HASHTAG

SHOW NAME
ON TWO LINES
For the Visual Arts materials
and marketing, the logo is
always placed in the bottom
right corner, pointing up.

33
YBCA Brand Guidelines File name: SG_Brochure_Template.indd
Visual Arts

SOLO SHOW BROCHURE COVER

For a solo or group show
without a photograph, be
especially creative with
typography, color and
background to create
an image that reflects
the show's attitude and tone.

Print Specs
Roll Fold Leaflet (2 folds)
Dimension/ 6.5" x 9.5"
Stock/ Soporset Opaque Text Offset
Weight/ 80 lb
Colors/ Pantone + CMYK

MARCH 11 —
MAY 29 2016
DOWNSTAIRS
GALLERIES
YBCA.ORG/
SAMARA-GOLDEN
#SAMARAGOLDEN

If you want a metallic or vivid

color that cannot be well-translated
into CMYK, pick a Pantone (brochure
only)

When the logo is directly pointing

out at one header, they should be
the same color.

34
YBCA Brand Guidelines
Visual Arts
When space allows, always have the
programs on the back cover
in the left column as shown.
The baseline grid and typesettings
are the same as specified for the
Performing Arts playbills (See P.6)
Baseline grid: 11pt
Spreads margin/12mm
2 columns, Gutter/12mm
Body copy
Type size/9.5pt
Kerning: 40pt
Samara Golden, Thank you, 2014. Made in L.A. 2014,
installation view at the Hammer Museum, Los Angeles.
Photo by Brian Forrest.
Samara Golden, Mass Murder, 2014
Night Gallery 2014, installation view of Blue Room
in Mass Murder. Courtesy the artist and Night Gallery.
35
File name: SG_Brochure_Template.indd
PROGRAMS
OPENING NIGHT PARTY
FRIDAY, MARCH 11, 7—10PM
GRAND LOBBY & DOWNSTAIRS GALLERIES
$12 advance / $15 at the door
Free for members & YBCA:You
Celebrate the openings of Take This
Hammer: Art + Media Activism from the
Bay Area and Samara Golden: A Trap in
Soft Division. Enjoy a signature cocktail
inspired by Samara Golden’s installation,
meet artists and activists involved in
Take This Hammer, and watch the Great
Tortilla Conspiracy as they screen print
onto tortillas to create edible works of art.
VISITING ARTISTS
AND SCHOLARS LECTURE SERIES
TUESDAY, MARCH 29, 7 PM
SAN FRANCISCO ART INSTITUTE
LECTURE HALL
800 Chestnut Street,
San Francisco, CA 94133
Free & open to the public
A lecture by artist Samara Golden is
co-sponsored by the San Francisco Art
Institute (SFAI) and YBCA, and presented
as part of the Visiting Artists and Scholars
Lecture Series (VAS). The VAS provides
a forum for engagement and dialogue
with major figures in international
contemporary art and culture. Through
lectures, screenings, and performances,
the series creates intimate connections
between SFAI and the public, and invites
individuals to contribute to the spirit of
curiosity that drives the SFAI community.
Yerba Buena Center for the Arts (YBCA)
is one of the nation’s most innovative
contemporary arts centers. Founded
in 1993, YBCA’s mission is to generate
culture that moves people. Through
powerful art experiences, thoughtful
and provocative content, and deep
opportunities for participation, YBCA
is committed to creating an inclusive
culture that awakens personal and
societal transformation. YBCA presents
a wide variety of programming year-round,
including performing arts, visual arts,
film/video, and civic engagement. YBCA
venues include the Forum, Screening
Room, Galleries, and the Yerba Buena
Center for the Arts Theater. For tickets
and information, call 415.978.ARTS (2787).
701 MISSION ST
SAN FRANCISCO
CA 94103
YBCA.ORG
YBCA Exhibitions 2015-2016 are made
possible, in part, by Mike Wilkins
and Sheila Duignan, Meridee Moore and
Kevin King, and the Creative Ventures
Council. YBCA Programs 2015-2016 are
made possible, in part, by The James
YBCA Credits set in Pressura
Irvine Foundation. Additional Funding Mono, only align first line to grid.
for YBCA Programs 2015-2016: National Type size/Leading
Endowment for the Arts, Adobe, Gaia Fund,
Grosvenor, Abundance Foundation, and 8pt/9.5pt
members of Yerba Buena Center for the Kerning: 10pt
Arts. Free First Tuesdays underwritten
by Directors Forum Members. Yerba Buena
Center for the Arts is grateful to the
City of San Francisco for its ongoing
support.
Design by Manual
 Equal width
YBCA Brand Guidelines File name: TTH_Cover_Template.indd
Visual Arts

Use of imagery: 3.9 ART COLLECTIVE

DOUBLE RIGHT ANGLE When you have a lot of text, such as INDIRA ALLEGRA When Giorgio point size is 10pt
a list of artists in a group show, or less, you can open up the leading
FOR HEAVY TEXT INSTANCES and would like to avoid text running
ANTI-EVICTION
MAPPING PROJECT an additional 10% for better
over an image, you can reduce the BAY AREA SOCIETY legibility. (For an artist list for
image size and create a second FOR ART & ACTIVISM example)
Right Angle to contain typography. CAT BROOKS WITH
BLACK LIVES MATTER
ANTI POLICE-TERROR
The widths of both Right Angles PROJECT
should be the same. CULTURESTRIKE
DIGNIDAD REBELDE
LESLIE DREYER
THE GUANTANAMO
BAY MUSEUM OF ART
AND HISTORY
JEREMY MENDE
Print Specs TUCKER NICHOLS
Accordion Fold Leaflet (3 folds) OREE ORIGINOL
Dimension/ 6.5" x 9.5" PERSIA FEATURING
Stock/ Soporset Opaque Text Offset DADDIE$ PLA$TIK
Weight/ 80 lb PITCH INTERACTIVE
Colors/ Pantones + CMYK ADRIENNE SKYE ROBERTS
FAVIANNA RODRIGUEZ
RUBY MOUNTAIN
STAMEN
CURATED BY
CHRISTIAN L. FROCK MARCH 11 —
AUGUST 14 201 6
DOWNSTAIRS
GALLERIES
YBCA.ORG
#TAKETHISHAMMER

For a group show that has more

content (images, essays, programs)
you might need to add an additional
page.
ART + MEDIA ACTIVISM
FROM THE BAY AREA
36
YBCA Brand Guidelines Back cover Front cover
Visual Arts

3.9 ART COLLECTIVE

INDIRA ALLEGRA
Yerba Buena Center for the Arts (YBCA)
is one of the nation’s most innovative ANTI-EVICTION
MAPPING PROJECT
contemporary arts centers. Founded
in 1993, YBCA’s mission is to generate BAY AREA SOCIETY
FOR ART & ACTIVISM
culture that moves people. Through
powerful art experiences, thoughtful CAT BROOKS WITH
BLACK LIVES MATTER
and provocative content, and deep ANTI POLICE-TERROR
opportunities for participation, YBCA PROJECT
is committed to creating an inclusive CULTURESTRIKE
culture that awakens personal and DIGNIDAD REBELDE
societal transformation. YBCA presents
a wide variety of programming year-round, LESLIE DREYER
including performing arts, visual arts, THE GUANTANAMO
film/video, and civic engagement. YBCA BAY MUSEUM OF ART
AND HISTORY
venues include the Forum, Screening
Room, Galleries, and the Yerba Buena JEREMY MENDE
Center for the Arts Theater. For tickets TUCKER NICHOLS
and information, call 415.978.ARTS (2787). OREE ORIGINOL
PERSIA FEATURING
DADDIE$ PLA$TIK
PITCH INTERACTIVE
701 MISSION ST
SAN FRANCISCO ADRIENNE SKYE ROBERTS
CA 94103 FAVIANNA RODRIGUEZ
YBCA.ORG RUBY MOUNTAIN
STAMEN
YBCA Exhibitions 2015-2016 are made
CURATED BY
possible, in part, by Mike Wilkins
CHRISTIAN L. FROCK MARCH 11 —
and Sheila Duignan, Meridee Moore and AUGUST 14 201 6
Kevin King, and the Creative Ventures DOWNSTAIRS
Council. YBCA Programs 2015-2016 are
made possible, in part, by The James
GALLERIES
Irvine Foundation. Additional Funding
for YBCA Programs 2015-2016: National YBCA.ORG
Endowment for the Arts,Adobe, Gaia Fund, #TAKETHISHAMMER
Grosvenor, Abundance Foundation,and
members of Yerba Buena Center for the
Arts. Free First Tuesdays underwritten
by Directors Forum Members.Yerba Buena
Center for the Arts is grateful to the
City of San Francisco for its ongoing
support.

For Visual Arts back covers,

you can mirror the Right Angle
shape that is on the front.

ART + MEDIA ACTIVISM

Design by Manual
Edited by Lindsey Westbrook
Editorial coordination by Susie Kantor

Cover Image: Jeremy Mende,

The Liberator Cycle (detail), 2014.
Courtesy the artist.
FROM THE BAY AREA
37
YBCA Brand Guidelines Lightbox poster shown here at 13%
Visual Arts Ocean_Poster_Template.indd 1 2 3

CREDITS ON POSTERS

1
Long credit +
Partner logo
Type size/Leading
25 pt/30pt
Kerning: 40pt

2
Long credit only
Type size/Leading
25 pt/30pt
Kerning: 40pt

3
Partner logo only

38
YBCA Brand Guidelines File name: Spring_Template.indd
Visual Arts

VISUAL ARTS
SEASONAL BROCHURES For alignments and margins PERFORMING ARTS
please refer to page 2 and 11. FILM & VIDEO
CIVIC ENGAGEMENT
Programs are set
in Pressura regular caps.
Type size/Leading
11.5 pt/13pt
Kerning: 70pt

Print Specs
Roll Fold Leaflet (2 folds) with die-cut flap
Dimension/ 6.5" x 9.5"
Short cover/ 4.8661" x 7.8661"
Stock/ Soporset Opaque Text Offset
Weight/ 80 lb
Colors/ Pantone + CMYK Die-cut short cover

SPRING
Only have white or black
text (season + year) on Season & year on two lines
a color. right aligned. Always use
this typesetting:
Type size/Leading
92 pt/71pt

2016
Kerning: 20pt

For the seasonal brochures

the logo is always placed in
the bottom right corner.

Follow the guidelines on page

18 for the use of the logo
on top of imagery and
use the following assets:
File name: YBCA_Logo.eps
(White on Black Logo)
(Black on White Logo)

39
 YBCA Brand Guidelines File name: Spring_Template.indd
Visual Arts

ER FOR THIS SEASON

PUBLIC SQUARE
WE WALK HERE
THROUGH MAY 2
SAMARA GOLDEN:
A TRAP IN SOFT DIVISION
COMING UP NEXT
NEW FILIPINO CINEMA
RT OF When the header runs on two lines,
APRIL 16 YBCA, Bessie Carmichael Elementary
School, and Bindlestiff Studio have has
THROUGH MAY 29

Known for her dreamlike, uncanny,

JUNE 9—JULY 3

ON only align first line to grid. Held twice annually, our Public Squares
are designed to gather our community
around key questions of our time.
Featuring provocative performances,
partnered with Tenderloin Safe Passage,
826 Valencia, Precita Eyes, Epiphany Dance
Productions, Walk SF, and housing organi-
zations to create a visual arts safety
immersive environments, Samara Golden
attempts to stage what she calls the sixth
dimension—a place where the future,
present, and past exist simultaneously.
This highly anticipated film series is
back for a fifth year. Co-curated by YBCA’s
Joel Shephard and Philbert Ortiz Dy, New
Filipino Cinema is the west coast’s biggest
installations, and artwork by members campaign that has been installed along This new commission is her largest showcase of independent cinema from the
Titles (first line), dates, body copy, of our community think tanks, our April walking routes to and from school, marking installation to date. Philippines. See 12 groundbreaking films,
aCenter
photos for
andthe Arts
captions was
(first line) are event tackles questions of labor and a “safe passage” for youth and families to shown in their original language with
all aligned on a 11pt baseline grid. ecology. follow in the Tenderloin neighborhood. English subtitles. Film packages will be
serve the diverse local available.
that surrounds us. In this spirit,
pans the realms
A bold ofa divider
line acts as art, civic
between text columns
nt, andStroke/3pt
public life. Our mission
ate culture that moves
cause it’s the responsibility
anizations to spur and support
etal movements. YBCA is not We Walk Here, Mr.Vargas’ 3rd Grade Class.
Samara Golden: A Trap in Soft Division, 2016,
installation view, Yerba Buena Center for the Arts. Honor Thy Father. Courtesy of Reality Entertainment.
s where creativity, people, Photo by Tommy Lau.
Courtesy of the artist and Night Gallery. Photo by TK.

eas collide to create change. Photo by Tommy Lau.

MEKLIT TAKE THIS HAMMER: THE OCEAN

l of you to join us. All artists,
nd makers. Model citizens,
citizens, and senior citizens.
will take the imagination and
f all of us to create a more
nd inclusive future.
e of upcoming
bca.org
NEW FREQUENCIES
FEST 2016
APRIL 28—30
Now in it’s third year, this renowned music
festival celebrates artists who are blurring
the lines between performing arts, visual
arts, and music. Featuring Pamela Z,
Edward Schocker, Theresa Wong, and
Luciano Chessa, New Frequencies Fest
always pushes the envelope of sound.
THIS WAS MADE HERE:
A DIASPORIC ODYSSEY
MAY 19—21
Meklit marries American jazz and tradi-
tional Ethiopian rhythms to create music
that transcends culture and dialect,
accessible to anyone who enjoys music
that makes you move! This performance
teases the senses, exploring themes as
wide as migration, love, hip-hop, and
intimacies of everyday life.
ART + MEDIA ACTIVISM
FROM THE BAY AREA
THROUGH AUGUST 14
Who is an activist? What role does art
play in social change? Guest curated by
Christian L. Frock, this exhibition and its
related programs explore the possibilities
through the recent work of artists,
activists, and technologists.
AFTER NATURE
JUNE 17—AUGUST 28
Curated by Alaina Claire Feldman for
Independent Curators International
(ICI), the touring exhibition The Ocean
After Nature explores the ocean as
a constructed site that reflects the
ecological, cultural, political, and
economic impact of a contemporary
globalized world through the works
of 22 artists and collectives.

Photo captions are set in

Pressura Mono Regular,
Take This Hammer: Art + Media Activism from the Bay
only align first line to grid. Area, 2016, installation view, Yerba Buena Center
Ursula Biemann, film still from Subatlantic, 2015.
for the Arts. Photo by John Foster Cartwright.
Courtesy of the artist.
Pamela Z. Courtesy of Ars Electronica. Photo by Rubra. Photo by Rus Anson.

40
YBCA Brand Guidelines
Visual Arts
PHOTOGRAPHIC POSTERS
There are a number of ways imagery
can be used in posters, brochure
covers, and postcards.
How we use imagery depends on
the quality of imagery. The quality
of an image isn't referring to just the
image pixel resolution, but the visual
qualities within the image itself.
Shown on this page are four
examples of how imagery can be
scaled and placed in acceptable
ways.
Please see the following page
for examples of what makes a
compelling image for a poster.
41
1. Large scale images
Posters have the greatest impact
when a large portrait-oriented image
is used. This our preferred approach.
In order for this to work successfully
the image resolution and quality
needs to be sufficient.
For portrait images, the image size
needs to be 35 in x 26 in of size at a
minimum of 150 dpi resolution and
saved as Tiff in CMYK.
The artist name or title of exhibition
can either be placed over the image
(if the artist allows) or placed out-
side of the image in the Right Angle.
Evaluate on a case-by-case basis,
and always keep legibility in mind
when placing type over an image.
2. Smaller scale images
When the image size for a poster is
not large enough to be used at a full
scale a smaller scale image can be
placed within the rectangular panel
formed by the right angle, either
horizontal, square or portrait
oriented.
3. Special YBCA initiatives
You can crop YBCA lifestyle imagery
inside the framing device using the
file YBCA_Framing_Device.ai
(Imagery Device)
This approach should only be used
for internal YBCA initiatives—such
as members events, talks, artist in
residencies—and not for visual arts
program or performances.
4. Multi-image collage
For Public Square we use a visual
array of images in a unique grid
format to highlight the eclectic and
varying nature of the event and to
A DAY OF
DIALOGUE,
INVESTIGATIONS
OF LABOR AND
convey a sense of community.
ART AND
INSPIRATION
ECOLOGY
APRIL 16 2016
This approach should only be used
for Public Square communications
and not for Visual Arts program or
performances.
YBCA Brand Guidelines IDEAL NOT IDEAL
Visual Arts
This image works because it's a stunning This image works because it draws This image doesn't work as a poster because This image doesn't work because it is not
portrait with an arresting presence, your attention to one focal point, it's too distant, and there's not much visual fully focussed, it has digital camera lens
USE OF PHOTOGRAPHY shot professionally with an uncluterred and is visually compelling and clear. interest. distortions, and the subject is too small in
background. the image.
FOR POSTERS

When evaluating the qualities of

an image to be used in a poster or
lead communication, consider the
following:

• Does the image represent the

theme of the show or performance?

• Does the image have a strong focal

point or focus of interest?

• Can you understand the image

from a distance? (or at a smaller
scale)

• Does the image have enough

contrast with the color that is
chosen for the Right Angle?

The image works because the installation This image works beacuse of its vertical This image doesn't work because it was This image doesn't work because there are
features vivid colors that draw you in. It is orientation, clarity of subjects and bright shot on a device that doesn't capture too many figues in the image, the lighting
shot from an interesting perspective and is accent of color. high enough quality imagery and has an lacks clarity, and the background structure
detailed but still easily readable as a room. unappealing color palette. is distracting.

42
YBCA Brand Guidelines
Visual Arts

GRAPHIC/TYPOGRAPHIC POSTERS

On some occasions, our posters will not

be able to feature a photographic image.
This would apply when the exhibition or
performance is a new commission and
not yet created (Samara Golden),
a group show, or when there simply
isn't compelling or suitable imagery Visual Arts
to represent the show.
APRIL 28
8PM
In these instances, we can create a PAMELA Z
graphic poster using colors, typography, APRIL 29
8PM
geometry, or patterns. THERESA
WONG

When creating a graphic poster, the Right EDWARD

SCHOCKER
Angle frame still applies. The graphic & THE
CROSSING
treatment should only appear in the ENSEMBLE
upper left corner, or bottom left corner, APRIL 30
following the master poster template. 8PM
LUCIANO
CHESSA

When creating graphic posters, the YBCA FORUM

& GRAND
intention is for the graphics to be inspired LOBBY
by the artist, the work, or the show #NEWFREQFEST2016

theme. Think creatively and conceptually.

Graphics can be quite abstract and can
subtly hint at, or reference the theme.

In the spirit of our brand identity, graphic

approaches should lean towards simplicity
and minimalism. Use pure flat colors,
lines, geometry, and strong typographic
compositions.
Don't use Photoshop effects, drop-
shadows, or pictorial illustrations. The
poster graphics should not attempt to
depict or illustrate anything figuratively,
or be confused and mistaken with the
artists' work.
This graphic poster for a Samara Golden show is
inspired by the artist's work. Pale pastel colors,
which are often featured in her work, make up the
color palette. A soft color gradient alludes to the
hazy neon light often featured in her work. The
typography is placed in a unique vertical, mirrored
format to reference the mirrored nature of the
specific work she was creating for YBCA. The color
gold is chosen to subtly reference the artist's name.
Notice the color gradient subtly creates the Right
Angle in our graphic system.
This poster for a group artist show takes cues
from the subtitle of the show 'Time, Space
and Scale' and created an abstract geometric
composition that hints at the idea of empty spaces
or rooms, while subtly referencing the geometry of
one of the artist's work.
This poster for New Frequencies Fest was chosen
to be graphic as the images supplied by the artists
were not compelling or of a high quality. Since the
festival included multiple artists and performances,
choosing one image to represent the show would
not have been representative of the content of the
festival
The feeling of soundwaves and 'frequencies' was
conveyed through the creation of a wave-form
pattern.

43
YBCA Brand Guidelines
Visual Arts

EVENT POSTCARDS
Exhibition titles (back) Please do not move or alter vertical bar, logotype,
Type size/Leading address and prepaid stamp artwork. You may
13pt/10pt change the color. Please use the Indesign template.
Kerning: 20pt

File name: Event_Postcard_Template.indd

OPENING NIGHT PARTY

SAMARA GOLDEN:
A TRAP IN SOFT DIVISION
The baseline grid and typesettings
on postcards are slightly different
TAKE THIS HAMMER:
ART + MEDIA ACTIVISM
Baseline grid: 9pt FROM THE BAY AREA
Margin/0.25 pt
FRIDAY, MARCH 11, 2016, 7—10PM
Grand Lobby & Downstairs Galleries
$12 in advance / $15 at the door
Free for YBCA Members & YBCA:You
Exhibition titles (front)
Join us for a party to celebrate the opening of two new
When dates are written on exhibitions at YBCA! Samara Golden: A Trap in Soft Division,
one line, commas can be a new commission by Los Angeles based artist Samara
used to separate day, date, Golden, and Take This Hammer: Art + Media Activism
from the Bay Area, an exhibition of recent work by
and time. artists, activists, and technologists addressing
Type size/Leading the most pressing issues of our time.
18pt/14pt Come see the new shows, drink cocktails inspired by
Samara Golden’s installation, meet artists and activists
involved in Take This Hammer, and watch the Great
Tortilla Conspiracy as they screen print onto tortillas
URL is set in to create works of art you can eat.
Pressura regular
Type size/Leading
8pt/9pt

Body copy (back)

Type size/Leading
8pt/9pt
Kerning: 40pt

44
YBCA Brand Guidelines
Visual Arts

Color considerations/
Pick maximum 3 colors:
1. For the background
2. For the typography and logos
3. For the framing device

45
YBCA Brand Guidelines
In-house Materials
File name:
Word_Letterhead_Template.doc
STATIONERY

Logos and typography are always Stationery items are shown here at 80%
printed 100% black on a series of pastel
tinted papers.

The papers are from the 'Pop Tone' range

of papers from French Paper Co.

Pop Tone French Paper

Banana Split

Spearmint

Pink Lemonade
File name:
Business_Cards_Template.indd

Berrylicious

46
YBCA Brand Guidelines
Art Programs

DOWNSTAIRS GALLERIES TITLE WALL

The vinyl typography and colors

should reflect the brochure and
poster covers.

Samara Golden Title Wall

A TRAP IN
SOFT DIVISION

SAMARA
GOLDEN
Dates
MARCH 11 — MAY 29 Type size: 210pt
Kerning: 70pt
The Los Angeles artist Samara Golden creates dreamlike, immersive
environments that attempt to stage what she describes as the
sixth dimension, a place where the future, present, and past exist
simultaneously. Golden says that her works “gesture toward materializing
the impossible” through a shared experience between artist and audience.
Permeated with raw emotion, her installations use mirrors, video, sound,
and handmade sculptures to create a hypnotic, hallucinatory space that
Intro Text
draws the viewer in completely.

Newly commissioned by YBCA, A Trap in Soft Division is the artist’s

Type size/Leading
70pt/78pt
largest installation to date. This new project explores isolation in the
contemporary era, questioning the status of human connection when
we are paradoxically both more in touch and more removed from one
another than ever before. Coalescing numerous individual scenes into
one cinematic space, the work’s narrative strategy is open, allowing the
viewer to navigate multiple vantage points at once. This effect summons a
conflicting range of feelings, from comfort to fear. Psychologically stirring
Kerning: 40pt
and complex, Golden’s monumental installation stages a transformative
encounter with a vast unknown.

This exhibition is curated by Ceci Moss, Assistant Curator o f Visual Arts.

YBCA Exhibitions 2015-2016 are made possible, in part, by Mike Wilkins and Sheila Duignan, Meridee Moore and
Kevin King, and the Creative Ventures Council. YBCA Programs 2015-2016 are made possible, in part, by The James
Sponsor Text
Type size/Leading
Irvine Foundation. Additional Funding for YBCA Programs 2015-2016: National Endowment for the Arts, Adobe, Gaia
Fund, Grosvenor, Abundance Foundation, and members of Yerba Buena Center for the Arts. Free First Tuesdays
underwritten by Directors Forum Members. Yerba Buena Center for the Arts is grateful to the City of San Francisco
for its ongoing support.

48pt/53pt
Kerning:40pt

47
YBCA Brand Guidelines
Art Programs

UPSTAIRS GALLERIES EVERGREEN TITLE WALL

Main Title
Type size/Leading
990pt/762pt
Kerning: 20pt
The artists, activists, and technologists featured in Take This Hammer:
Art + Media Activism from the Bay Area respond to the most pressing
issues of our time through a variety of tactics anchored in visual art,

Intro Text Sub-Title

performance, and digital media. Each of the works engages different
approaches, ranging from overt political demonstrations to subtler
gestures aimed at making visible the unseen personal stories at the heart
of the issues. Several works demonstrate the ways that artists leverage
digital media to engage with an expanded public online, while others
draw from Internet resources to bear witness. Some works are built from
spectacle, some from data. Viewed collectively, these works demonstrate
Type size/Leading Type size/Leading
70pt/78pt 496pt/385pt
a spectrum of strategies for activism, political engagement, and
participation in civic life. In presenting this range of expression—and in
considering the possibilities for even more—Take This Hammer endeavors
to complicate conventional narratives around activism and the role of
art in social change.

A full color publication featuring new essays by Jeff Chang, Christian L.

Kerning: 40pt Kerning: 20pt
Frock, and Rebecca Solnit accompanies the exhibition. The exhibition title
is borrowed from the 1963 documentary film, Take This Hammer, featuring
the novelist and social critic James Baldwin. It is screened daily for free
in the Grand Lobby, along with additional film selections and a timeline
compiled by the Bay Area Society for Art & Activism. An expanded series
of public programs present opportunities to develop skills and critical
thinking around civic engagement. For the full program schedule, please
Sponsor Text Artist Names
Type size/Leading Type size/Leading
visit www.ybca.org

This exhibition is curated by Christian L. Frock.

YBCA Exhibitions 2015-2016 are made possible, in part, by Mike Wilkins and Sheila Duignan, Meridee Moore and
Kevin King, and the Creative Ventures Council. YBCA Programs 2015-2016 are made possible, in part, by The
James Irvine Foundation. Additional Funding for YBCA Programs 2015-2016: National Endowment for the Arts,
Adobe, Gaia Fund, Grosvenor, Abundance Foundation, and members of Yerba Buena Center for the Arts. Free First
48pt/53pt 205pt/158pt
Kerning:40pt Kerning: 20pt
Tuesdays underwritten by Directors Forum Members. Yerba Buena Center for the Arts is grateful to the City of San
Francisco for its ongoing support.

Dates
Type size: 210pt
Kerning: 70pt

48
YBCA Programs Guidelines
Art Programs
WEB BANNERS
The height of the logotype
is equal to the height of the square
contained in the logo. Keep
this rule in mind for all web
banner layouts.
Logo and logotype sizes for web
banners should be evaluated on a
case-by-case basis and based on
the size of the ad. In some cases the
logotype can be omitted if it would
otherwise be too small to read.
49
Always have all typographic
elements contained and aligned
inside a margin.
Sometimes, it makes more
sense to create an animated GIF
file, where you can alternate
cleaner layouts and images.
In most cases, you'll have to break
the rules of the graphic system of
the brochure covers and posters
(Logo pointing out at titles, right
angle etc.) to make the best use of
the space in various formats.
ART + MEDIA
ACTIVISM
FROM THE
BAY AREA
YBCA Brand Guidelines
Art Programs

MEDIA SLIDES Four wind screens Video title page Film screening promotional slides
File name: FWScreens_Template.indd File name: Video_Title_Template.indd File name: PromoSlides_Template.indd

Giorgio Sans Black is used for

Visual and Performing Arts titling,
Initiatives titling, campaign
messaging, and artist names.

Pressura Regular is used for all

practical info (dates and location)
artist titles and body copy.

Supers should always be placed in

the bottom left corner of the screen.

Match the color of the shows when

relevant, otherwise keep it minimal;
black background and white text.

50
YBCA Brand Guidelines
Initiatives

INITIATIVES SUB-BRANDS

File name: YBCA_PS_Logo.eps File name: YBCA_YAW_Logo.eps

For Print: For Print:

C0 M100 Y100 K0 Pantone 2728 U
For Screen: For Screen:
R237 G28 B36 R79 G99 B184

File name: YBCA_Fellows_Logo.eps File name: YBCA_100_Logo.eps

For Print: For Print:

PMS 172U Pantone 3405 U
For Screen: For Screen:
R255 G104 B82 R0 G181 B124

51
YBCA Brand Guidelines Lightbox poster shown here at 13%
Campaign File name: Campaign_Poster_Template.indd

When setting the left-aligned

CAMPAIGN 2016 campaign lines, take the time to
balance the ragged edge of the
text as effectively as possible.
This improves the legibility and
neatness of the block of text.

The longest word (Here "Responsible")

dictates how big the type size can go.
See Typesetting Giorgio on page 8.

You can use the campaign poster

template and just resize it, if
you need to make a playbill ad.

You can pick any of these color

combinations to create new ads.

PMS PMS PMS PMS PMS PMS PMS PMS PMS PMS
196 7482 2707 1788 353 7461 7461 7461 7461 527

C0 C95 C21 C0 C98 C0 C98 C98 C65

M23 M0 M4 M88 M24 M0 M24 M24 M90
Y5 Y90 Y0 Y80 Y1 Y100 Y1 Y1 Y0
K0 K0 K0 K0 K3 K0 K3 K3 K0

52
YBCA Brand Guidelines
Campaign

CAMPAIGN 2016 DESIGN EXAMPLES

Bus Exterior

When designing assets to be viewed from a

CENTER FOR
distance or in motion, we want the copy to
be as large as possible, so we eliminate the
frame to allow for font increase.

THE ART OF CENTER

FOR THE
DRAWING ART OF
DOING
PERSPECTIVES SOMETHING
ABOUT IT
Billboard Street Pole Banners

CENTER FOR THE ART

OF EXPRESSING OPTIMISM
AGAINST UNFATHOMABLE ODDS
53 Wavy Wall
YBCA Brand Guidelines
Contact information

YBCA Chief of Marketing — Jen Martindale

YBCA Project Manager — Emily Reynolds
Design — manualcreative.com