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Be the host.
Use warm, open and accessible language that demonstrates our infectious passion for making our customers feel welcome and special.
Immerse In Entertainment
Welcome to our brand guidelines, where we’ll cover everything you need to know about our brand – from strategy to design. We’re a masterbrand that sits above a collection of cinema concepts. Each cinema concept has its own personality and distinctive assets but with a shared DNA that makes us clearly one Event brand.
The following pages will help guide you through the core brand elements. These will allow you to design and produce communications that not only feel and look on brand, but are flexible enough to enable creative exploration.
Our Brand Narrative - What we live & Breathe
We create worlds of entertainment. But the world of entertainment has changed.
Entertainment has never had to work so hard. We’ve become a nation riddled with attention deficiency.
Got a second to spare? We turn to our phone. Entertainment and instant gratification sits at our fingertips.
This means we demand more.
Bigger, better, faster, more thrilling, more sound, more activity, more sensation, more shock. More. More. More.
We live for this new breed of entertainment.
We exist to fulfil the modern human need for deep, rich, all-encompassing, contagiously compelling entertainment.
Cinema is and always will be our anchor…OUR HEART.
But it’s how we enhance the experience around the movie that will ensure we stand out.
Event implies more than movies, it suggests a bigger experience and an invitation to experience exactly that.
Invite the world in. Invite the world to IMMERSE.
Brand Identity - Who are we?
WHY WE EXIST
To make your day an Event
BRAND IDEA
Immerse
DISTINGUISHING BELIEFS
Empowerment
Step up. Seize the moment. Own the day.
Community
Create your kind of community, Your team. Your mates.
Possibilities
Nothing is impossible. Dream big. Make it so.
PERSONALITY
Memorable
We’re not just in the business of entertainment. We leave a mark, we make an impact.
Playful
It’s our job to entertain, we have fun and don’t take ourselves too seriously.
Welcoming
We play the host and love to serve. We’re authentic, inviting and dependable. Service sits at our core.
Dynamic
We’re dynamic, ever-evolving and we offer something for all. As the world changes, we stay ahead of the curve.
Tone of Voice Principles
We have 5 principles on how to write with the appropriate tone of voice for our brand.
They share similarities with the brand identity and personality.
Each cinema concept has its own specific chart that indicates how much of each principle should be the focus in each sub section.
WELCOMING
MEMORABLE
Create a feeling that lasts.
To be memorable, we need to make an impression. So we’re never vanilla or generic. We find ways
to be provocative, engaging, and unexpected with our language. Change it up.
DYNAMIC
Quicken the pulse.
Be exciting and dynamic. Help build anticipation. Use vibrant, well-paced energetic language. Being flexible and adaptable to all situations.
PLAYFUL
Raise a smile.
Have fun. Whether you’re joking around with kids or serving a side of sharp wit – we bring the humour.
SIMPLICITY
Simple and relevant.
Simplicity and relevance are at the core of everything we do. We get
to the point and we customise for our message,
our concepts and our audiences.
Masterbrand Logo
MINIMUM SIZE:
When using the Event logo, the minimum size for print is 7mm high and 30px high for digital applications.
SPACING:
To measure the clear space needed around the logo we use the height and width of the letter E in the logo.
This is the minimum space needed and where possible, give the logo more space to increase its visibility and legibility.
In the body copy, our brand should always be written as “Event” and must not be written in capitals: “EVENT”.
Do not alter or change the brand mark in any way. Keep the layout exactly as shown in the examples.
THE LOGO SYSTEM is separated into two segments:
- In signage and/or stand alone communications, Event will sit on its own accompanied by cinemas underneath.
- When communicating within or about a specific cinema concept, the Event logo shares space with the cinema concept sub-brand on one line.
Colour Palette
Colour palettes are a selection of swatches that must be used in order to correctly communicate the brand. In the Event brand family, each cinema concept has its own dedicated colour palette. The masterbrand colour palette is a combination of mostly black and white featuring a pop of red.
Event Black
Print coated
PMS: Black 3 C
CMYK: 75, 68, 67, 90
Print uncoated
PMS: BLACK U
CMYK: 0, 0, 0, 100
Digital
RGB: 0, 0, 0
HEX: 00000
Event White
Print
CMYK: 0, 0, 0, 0
Digital
RGB: 255, 255, 255
HEX: FFFFFF
Event Red
Print coated
PMS: 485 C
CMYK: 0, 100, 100, 0
Print uncoated
PMS: 2035 U
CMYK: 0, 86, 100, 0
Digital
RGB: 215, 41, 28
HEX: D7291C
Typography
The masterbrand uses the TT Bluescreens typeface in a bold weight. It’s bold, timeless and neutral.
Leading
Leading is the space between lines of copy and should be 120% of the headline type size. Round this figure up or down to the nearest half a point accordingly.
Tracking
Tracking is the space between individual letters and should be set at +150. For body copy and smaller text, please use Helvetica Regular as the standard typeface.
TT BLUESCREENS BOLD
HELVETICA REGULAR
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Master Brand Assets
Brand assets are graphic elements, motion pieces and other items used in visually communicating out brand.
The masterbrand patterns are comprised of bold and simple stripes that strike a distinct balance between the black and the white.
Artwork Guidelines
Digital banners with supplied artwork
There are two different approaches that can be taken to supplied artwork banners, depending on the size and format of the banner. Across these different approaches, we should ensure that our brand still feels consistent.
While the specific headlines will change, the order of messaging in banners should always read:
- MAIN HEADLINE
- EVENT LOGO
- CALL TO ACTION
- MORE INFORMATION
Where a banner is communicating across various cinema concepts, it should use the Masterbrand.
When a banner is communicating about a single cinema concept, it should use the relevant cinema concept visual language.
NB: When applying studio artwork, please refer to the relevant studio guidelines and ensure you don’t alter the artwork.
Approach 1 - Hero format
- Where we have a hero, larger format digital banner (such as a website banner), we can apply a more flexible design approach to the banner.
- The positioning of messaging, logo and call to action stays consistent.
- The patterns and typographic layouts used can vary, as well as the cinema concept visual language changes.
Approach 2 - Small Format
- Where we have restricted space in digital banners, we apply a more simplified system to maintain consistency and legibility.
- The structure of the banner remains consistent.
- The studio artwork, cinema concept visual language (colour, logo, type and patterns) and messaging change.
- We use simple patterns only in small format such as these.
Digital banners offer-led
There are two different approaches that can be taken to offer-led banners, depending on the size and format of the banner. Across these different approaches, we should ensure that our brand still feels consistent.
For offer-led banners we can introduce offer-led elements, such as those shown in the below examples
While the specific headlines will change, the order of messaging should always read:
- MAIN HEADLINE
- EVENT LOGO
- CALL TO ACTION
In offer-led digital banners we are communicating across various cinema concepts, so we use the Masterbrand.
Approach 1 - Hero Format
- Where we have a hero, larger format digital banner (such as a website banner) we can apply a more flexible design approach to the banner.
- The positioning of messaging, logo and call to action stays consistent.
- We can use different Masterbrand elements to bring our messaging to life, and offer-led elements can be placed on top.
Approach 2 - Small Format
- Where we have restricted space in digital banners, we apply a more simplified system to maintain consistency and legibility.
- The structure of the banner remains consistent.
- The offer-led elements change.
- We use simple patterns only in small format such as these.
Examples
The Event masterbrand should be used tastefully in printed applications in order to retain the premium feel of the brand. Printed applications to avoid are flyers and pull-up banners.
Use the Masterbrand assets and patterns to create interesting and engaging applications that suit the brand personality.
Masterbrand applications should be simple and bold. They should showcase a mixture black and white using the pattern tastefully and if possible, feature a pop of red.
Cinema Concepts
Your everyday favourite. The original Event Cinema experience you know and love. Original delivers everything you enjoy about cinema, making it a great value escape from the everyday. Welcome back.
Relax, unwind and indulge yourself with the first class cinema experience. Exclusive lounge access, in-seat service and fully reclining seats are just the beginning. Get the star treatment.
Enjoyment to the max. Up-size your ticket with V-Max – our biggest screens, and our widest choice of seating. Some experiences are best big. Go Large.
See it with Style. An intimate cinema with a boutique vibe. Designer boutique recliners with footrest, service at your seat and the best cinema sound and picture.
An experience dedicated to kids 8 years and younger. Event Junior features a playground designed in collaboration with children, complete with a slide, a netted climbing gym, digital interactive games and other play equipment.
Plunge into Epicness. Be shaken to the core by the 4DX cinema experience. Motion. Atmospheric. Multi sensory stimulation. Get ready for the cinema experience that puts you at the heart of the action. Buckle up.