The document provides guidelines for using the Alamo Drafthouse Cinema logo. It specifies that the minimum clear space around the logo should be the height of the A in the logotype. The full logo should never be sized less than 1.375” wide for print or 125 pixels wide for web, while the condensed logo may be as small as 0.35” or 25 pixels. It then shows correct uses of the logo in various color combinations and formats, as well as incorrect uses to avoid. Further sections provide details on using the logo over different value ranges, colors, and imagery.

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@drafthouse

6. 6
Clear Space
When placing the logo in a layout, it should never be crowded by other design elements. Regardless of size, the minimum amount of clear space
around all sides of the logo should be the height of the A in the logotype.
Minimum Size
The full logo is designed to be legible at small sizes. But it should never be sized less than 1.375” wide for print applications and 125 pixels wide for
web applications. The condensed logo may be used as small as 0.35” wide for print, and 25 pixels wide for web.
LOGO USAGE
Height
1.375”
100 px
0.35”
25 px
Height

7. 7
Correct Uses
The Alamo Drafthouse Cinema logo can be used in any of the following ways. In situations where the black version of the logo
is utilized, associated neutrals (see page eleven) may be substituted as long as they follow background control rules (see page nine).
Contact John Gross at john.gross@drafthouse.com for any of the below logos, or for specific usage instructions.
LOGO USAGE
Three Color
Red (PMS 200 C): Housing
Gold (PMS 7405 C): Frame
Cream (PMS 7499 C): Lettering
One Color
Black (Black C): Housing
Two Color
Red (PMS 200 C): Housing
Cream (PMS 7499 C): Interior
Two Color
Red (PMS 200 C): Housing
White (Paper Stock): Interior
Two Color
Black (Black C): Housing
White (Paper Stock): Interior
Two Color
Red (PMS 200 C): Housing
Gold (PMS 7405 C): Interior
One Color (Negative)
White (Paper Stock): Housing
One Color (Negative)
Gold (PMS 7405 C): Housing
One Color
Red (PMS 200 C): Housing

8. 8
Incorrect Uses
It’s important to never use the Alamo Drafthouse Cinema logo in any of the following ways.
LOGO USAGE
Any unapproved colors
Compressed or expanded
Used without the housing and frame
Rotated or Flipped
Never use as a word.
Never recreate the logo or symbol
Used without the lettering
Interior gradients and special effects
such as emboss, glows, bevels, etc.
Logo used inside another shapeReversed from photographic
background
Used without the housing

9. 9
Value Range
The preferred backgrounds for our signature are white and black, but in some cases it’s necessary to use the signature over colors or images. In these
cases, it’s extremely important to ensure the visibility of all signature elements. The chart below shows the approved signature colors and which value
ranges work best. As you can see, the Three Color / Red Housing mark is extremely versatile.
BACKGROUND CONTROL
0% 50%10% 60%20% 70%30% 80%40% 90% 100%
One Color / Positive
One Color / Negative
Three Color / Red Housing
One Color / Red Housing

10. 10
Colors
The preferred backgrounds for our signature are white and black. But in some cases, the signature is used over a color to enhance a particular
design concept, or it is necessary to apply the signature over a colored substrate. In these cases, it’s extremely important to ensure the visibility of
all signature elements. The exhibits show which signatures to use over various colors to ensure maximum visibility. Note that, although the black
signature may be visible on many mid-range backgrounds, it is preferred that white be used in those cases.
BACKGROUND CONTROL
Colored Substrates/Surfaces Applied/Printed Colors

11. 11
Imagery
The preferred backgrounds for our signature are white or black, and in some cases, a solid color. When appropriate, the signature can be used over
an image to enhance a particular design concept. In these cases, it’s extremely important to ensure the visibility and readability of all signature
elements by using only the three or two color signature options. Background imagery should be scaled back through duotone or opacity, in order
to retain focus on the signature. The signature elements must not be superimposed over background imagery. Background imagery should never
utilize a gradient fade in Alamo Drafthouse materials. The examples show both correct and incorrect usages.
Correct Uses Incorrect Uses
BACKGROUND CONTROL

12. Brand standard slides

13. MISSION
VISION
PROMISE
PURPOSE
VALUES
PERSPECTIVE
=CULTURE

14. OUR MISSION:

15. OUR SECRET
VISION:
BUILD A YOUNG
CINEPHILE AUDIENCE
^
not very

16. BY MOVIE
LOVERS.
FOR MOVIE
LOVERS.
OUR PROMISE:

18. OUR PURPOSE:
BE HAPPY AND
MAKE OTHERS
HAPPY

19. Try to improve.
Build open and honest relationships.
Pursue growth and learning.
Be passionate and determined.
Be creative.
Be happy and try to make others happy.
Support local businesses and charities.
Be an active member of the community.
Be humble.
OUR VALUES:

20. OUR PERSPECTIVE:

21. MISSION
VISION
PROMISE
PURPOSE
VALUES
PERSPECTIVE
=CULTURE

22. “We cannot solve a problem by using
the same kind of thinking we used
when we created them.”
- Albert Einstein

23. “They always say time changes
things, but you actually have to
change them yourself.”
- Andy Warhol

24. @timalamo
@drafthouse