Crying Out Loud
Visual Identity Guidelines
Mission Statement
Crying Out Loud are pioneering creative producers, nurturing artists
working in contemporary visual theatre often in the fields of circus,
physical theatre and installation. We programme memorable events
for audiences of all ages at festivals, in venues and for site specific
performance in the UK. The Company is a network leader and
advocates for artists and contemporary performance by making
connections, initiating collaborations and creating opportunities in the
UK and Europe.
Crying Out Loud  |  Visual Identity Guidelines
2
Logo
Our logo is central to our visual identity.
It appears on all our marketing and
communications materials, both digitally and
in print.
The logo consists of two parts: the symbol
and the type block. There are some
instances where the symbol may be used
in isolation (see p11). The type block should
never be used in isolation.
If you wish to include our logo as part
of a layout, the design should always be
approved in advance by Crying Out Loud.
Symbol
Type Block
Crying Out Loud  |  Visual Identity Guidelines
3
Logo
Exclusion zone
Wherever our logo is placed amongst other
logos, typography or graphical elements,
and exclusion zone applies. The exclusion
zone is equal to the height of the ‘L’
character from the type block.
Crying Out Loud  |  Visual Identity Guidelines
4
Logo
Alignment and minimum size
Wherever our logo is placed amongst
other logos, it should be scaled and aligned
suitably to them, while complying with the
exclusion zone (p4).
The minimum height for our logo in print is
10mm. The minimum height on screen is
50 pixels.
10mm
Crying Out Loud  |  Visual Identity Guidelines
5
Logo
Page position
Wherever possible, our logo should sit in the
top left- or top right-hand corner of a layout,
within a suitable margin.
Crying Out Loud  |  Visual Identity Guidelines
6
Logo
Colour
Wherever possible, our logo should appear
in the brand orange and blue.
Where this is not possible, the logo can be
used in solid black or solid white against light
and dark backgrounds respectively.
The intention should always be for there to
be maximum contrast between the logo and
the background, so that the logo stands out
as much as possible.
Crying Out Loud  |  Visual Identity Guidelines
PANTONE:158
CMYK:
0 / 61 / 97 / 0
RGB:
213 / 148 / 198
HEX:#d57a24
PANTONE:7688
CMYK:
72 / 29 / 7 / 0
RGB:
99 / 148 / 198
HEX:#6394c6
7
Logo
Responsive colour
Where the logo is being used in conjunction
with a full-bleed photograph as part of a
layout, the colour of the logo can adapt to
harmonise with the photograph.
Responsive
elements
The large circle of the symbol and ‘CRYING
OUT’ from the type block are the elements
of the logo which can change colour, and
the colour used should be the same for both
of these elements. The remaining elements
should remain white or black.
Please note that this is only something
which should be attempted by professional
graphic designers working with the vector
logo files and with appropriate software,
such as Adobe Illustrator. Please do not
attempt to change the colour of bitmap
logo files using Adobe Photoshop or any
other software.
If you wish to include a responsive colour
logo as part of a layout, the design should
always be approved in advance by Crying
Out Loud.
Crying Out Loud  |  Visual Identity Guidelines
Mono
elements
Selected
colour
8
Logo
Responsive colour – examples
Daydream
CRYING OUT LOUD IN PARTNERSHIP WITH SUMMERHALL
RAPHAËLLE BOITEL
L’Oublié(e)
Crying Out Loud  |  Visual Identity Guidelines
SANJA KOSONEN & ELICE ABONCE MUHONEN
Capilotractées
(Hair Hang)
9
Logo
Please do not…
Stretch or compress 1
1
2
Rotate or angle 2
3
4
CRYING OUT
LOUD
Recreate elements 3
Delete or obscure elements 4
Add patterns or texture 5
Add a keyline 6
5
6
7
8
9
10
11
12
Add graphics 7
Add straplines 8
Ignore the exclusion area 9
Make transparent 10
Use the type block in isolation 11
Place in a box 12
Crying Out Loud  |  Visual Identity Guidelines
10
Symbol
In certain situations it is possible to use
the symbol part of the logo in isolation.
This should be done in order to add
structure or decoration to a layout, while
simultaneously reinforcing the Crying Out
Loud visual identity.
Symbol
Appropriate uses of the symbol may include
as a watermark or background, as a bullet
point, on social media, or in conjunction with
a dotted line as a device to separate blocks
of copy.
The result should always be considered
and subtle, and over-use should be avoided.
The symbol should also never be used as a
replacement or alternative to the full logo.
When the symbol in used isolation, it can be
appear in the brand colours, solid black or
white (p7) or in a responsive colour (p8).
If you wish to use the symbol as part of
a layout, the design should always be
approved in advance by Crying Out Loud.
Crying Out Loud  |  Visual Identity Guidelines
11
Symbol
Examples
Heading
Heading
Lesti doluptio quid magnia quid quosandae. Dus reperibea
dolore sunto ommossit, consequis arum ipsus.
Dunt apere laute sus nonecumenim ne ne sum quunt.
Tasperi tinctate venda commoluptae. Nem liquas deniaepro
iscitasit aria venducianiae pella quam, acepuda volore
nonsed quatur? Quiditat ariorae dit, cuptibus dolestibus
moluptatem eos simolor ecuptatur am fuga. Feriorem aci
quatur sed quunt et aut quis excest, et a pressequatur
restrum vent fuga. Sus, num reptam nis ad ea plibusdant
fugiame conse pa veliant et voleste pa elendel iquidel
lessitaspidi istorep eriationecab incia id que velis experibus.
cor maximpe velitati blandis explabo raerspe rspernatia
quis quidem nihicie ndistor endendes consed qui acearunt
et, es aut quident quunt est inverum reped que voluptis
dis denit lam evelicia doluptatio et, simolestem. Et hil ide
sumque velest parumqu aestrum illor sit atium ute nit,
eum recaectem hicit, quissin issit, ut officil luptat arum
et ommolup tiorem idit la quo et, am voleste et adiorem
que nuscia consectis et doloreped quam, ommoluptio
estiametur, simintem. Ut aliquodita eumet facerum resequis
et exerunt.
Qui qui re, occusdae nobis dolorum rescia quiberspis
min erro ex et, est et vent, torecusa is aut destionsero
exceatinuste perum faccupi tatibus andanti ncilique quo
omnis dolorem et illat.
It aut explaut id ut endi acia iuntio volupta tendis debis ea
que volupta taquuntio. Sum, es accatem inctendae vendaer
epellit dist, natureped qui cus, etur? Quiaept aturibus, aut
quae ero tem explabore soluptate quae sedipsum eum
hicideb istrumq uuntur aut recti oditas abora doluptat
.Erro modissi magnisci beataturere conet quas di volores
ex es magnatio. Accum rehenis as et arum quae vel ium nis
vercia que pore voloriat excersperum lit magnim etum quam
is sed ulpa impor accumque verori ut rem cuscitis mossum
earumqui tempor arunt laut porum aliquis et et quat labore
nimo verum voleseq uuntet harciis esci bernatquo evendite
vendebi tatemost as dolorrum et aut laccate mporis maxim
et, sequidi gnistio nsequi blabo. Et libusam arcimpore
aut et rerem sitis istio. Ta quam re ea dolorei cationsed
maioribusam assum dolest inciae sunduciet que conse
litior sam fugia velent voluptis sedio et atus di omnis veliam,
ut utaqui dioris dit mo blatus et que molorrumqui sequisit,
volores edissitat aut rem. Ehendam il mil magnissunt.
Elent maiosse quiae. Ipitat qui officim quate quossimint
utenit qui cuptatur a ventem quissit maio. Itatur? Hil molecti
orerunt otatibu saecabo. Upta volorep rorepta pa que
cuscium rehendis nis quas reiusdam comnis sincit a quas as
volo exerchit, qui sam, quam aut faceat quiamenis sumque
et utem. Nam iumquam enient dolut ut eatur molor atiossim
quo molo inciistota quidunt, omnist velitat emposte nulpa
derspitatur, net odignis tiuntota alit eius nis dolorec tatur,
sum fugit et ullacipis quunder umquam, audam re min cus
dignis molupta sequat.
Ovition sequae et officit odi cus a vent alita dolorita quibus
cus voluptatur re, cones vel moluptaquos mosam latiur, offic
totaquae cullaborum et am qui vellic tem fuga. Quiduciunt.
Ehenducillor magniendae voluptae plicae voluptio volupie
nditioribus debitint porrum fuga. Sapicim usdanda
ersperatur aute eossi de pellor sunt lam que voluptis evel
iuntur, nesti sam, saperum veri volore, consequi dollicate
erunturiossi nem fuga. Ita nihicae. Erit aliqui tem reserum
con conserum sus, sita pore nobis magnimi, que latiaestiore
vid magniti officiae. Ditia volori officietur?
Uptat quodipsae nonseri busdam vererumquat
experemporem res vella illam ratibus mos eria non nem num
eossimi nusciis alibus ex eruptatis magnientiam hil incillore
ipis que nis rate none quundant eat fugit officil itature
rferenis utatur?
Beratur, officit verum quid ma quia dolore nullacc ullorum
imusa praercitatur ad quibus ra a ex eaqui assunt acerrov
itatias que nobisciliae nonsedi coribus ma quam iunt,
volorenihil ilit fugitas voluptae et voloratur? Qui con est,
tectis doluptae odis as nos eium ex eost, senis nim sapella
boreper spelit utem et omnitib usdamusa debit volorum
duntore num re veliquam esequis delignatque erum, ulluptat
voluptam facia nihit pa coraturem iunt ut faceatem es nus
nullore volendam earum alit ex eic to estruntianda sunt
doluptatum vit ium aute consequ untibusam hicaborem
debit maximet fuga. Temqui nos molume ra dolume et quas
ne alist, tet alis apelici lloratus atiore dolum consero cum
renitis corume eiciassit, sequidebis cus abori occae autem
ipicia volesti berion platatem rem quos re peribea volorum
ant as ut doluptati quam volupta vendit lis aut esequist offic
te pro ent arcimped ma quam enditis aut as que non planis
velic te quibus untiorem. Ferum atempel igenemp eribus.
Entore, necus volorer ferferibus autasi consequos ex etur
aut quisquatur, ea cus re verio. Itaturescia denis sit et opta
volupta speratur? Quia coreped que velesci nossequunt
exceperis voluptusam, quo doluptati ut offictur adi cus dit
autate dolo quaerum eat laci iderio. Nam conem debit entur,
quam ideritat.
Crying Out Loud  |  Visual Identity Guidelines
Heading
Lesti doluptio quid magnia quid quosandae. Dus reperibea
dolore sunto ommossit, consequis arum ipsus.
Dunt apere laute sus nonecumenim ne ne sum quunt.
Tasperi tinctate venda commoluptae. Nem liquas deniaepro
iscitasit aria venducianiae pella quam, acepuda volore
nonsed quatur? Quiditat ariorae dit, cuptibus dolestibus
moluptatem eos simolor ecuptatur am fuga. Feriorem aci
quatur sed quunt et aut quis excest, et a pressequatur
restrum vent fuga. Sus, num reptam nis ad ea plibusdant
fugiame conse pa veliant et voleste pa elendel iquidel
lessitaspidi istorep eriationecab incia id que velis experibus.
Qui qui re, occusdae nobis dolorum rescia quiberspis
min erro ex et, est et vent, torecusa is aut destionsero
exceatinuste perum faccupi tatibus andanti ncilique quo
omnis dolorem et illat.
It aut explaut id ut endi acia iuntio volupta tendis debis ea
que volupta taquuntio. Sum, es accatem inctendae vendaer
epellit dist, natureped qui cus, etur? Quiaept aturibus, aut
quae ero tem explabore soluptate quae sedipsum eum
hicideb istrumq uuntur aut recti oditas abora doluptat.
Heading
Lesti doluptio quid magnia quid quosandae. Dus reperibea
dolore sunto ommossit, consequis arum ipsus.
Dunt apere laute sus nonecumenim ne ne sum quunt.
Tasperi tinctate venda commoluptae. Nem liquas deniaepro
iscitasit aria venducianiae pella quam, acepuda volore
nonsed quatur? Quiditat ariorae dit, cuptibus dolestibus
moluptatem eos simolor ecuptatur am fuga. Feriorem aci
quatur sed quunt et aut quis excest, et a pressequatur
restrum vent fuga. Sus, num reptam nis ad ea plibusdant
fugiame conse pa veliant et voleste pa elendel iquidel
lessitaspidi istorep eriationecab incia id que velis experibus.
Qui qui re, occusdae nobis dolorum rescia quiberspis
min erro ex et, est et vent, torecusa is aut destionsero
exceatinuste perum faccupi tatibus andanti ncilique quo
omnis dolorem et illat.
It aut explaut id ut endi acia iuntio volupta tendis debis ea
que volupta taquuntio. Sum, es accatem inctendae vendaer
epellit dist, natureped qui cus, etur? Quiaept aturibus, aut
quae ero tem explabore soluptate quae sedipsum eum
hicideb istrumq uuntur aut recti oditas abora doluptat.
Heading
Lesti doluptio quid magnia quid quosandae. Dus reperibea
dolore sunto ommossit, consequis arum ipsus.
Dunt apere laute sus nonecumenim ne ne sum quunt.
Tasperi tinctate venda commoluptae. Nem liquas deniaepro
iscitasit aria venducianiae pella quam, acepuda volore
nonsed quatur? Quiditat ariorae dit, cuptibus dolestibus
moluptatem eos simolor ecuptatur am fuga. Feriorem aci
quatur sed quunt et aut quis excest, et a pressequatur
restrum vent fuga. Sus, num reptam nis ad ea plibusdant
fugiame conse pa veliant et voleste pa elendel iquidel
lessitaspidi istorep eriationecab incia id que velis experibus.
Qui qui re, occusdae nobis dolorum rescia quiberspis
min erro ex et, est et vent, torecusa is aut destionsero
exceatinuste perum faccupi tatibus andanti ncilique quo
omnis dolorem et illat.
It aut explaut id ut endi acia iuntio volupta tendis debis ea
que volupta taquuntio. Sum, es accatem inctendae vendaer
epellit dist, natureped qui cus, etur? Quiaept aturibus, aut
quae ero tem explabore soluptate quae sedipsum eum
hicideb istrumq uuntur aut recti oditas abora doluptat.
12
Type
Primary Face
Our primary typeface is Acronym.
For headings, please use Acronym Bold.
Wherever possible, a tracking value of -20
should be applied.
For italicised words in headings, please use
Acronym Bold Italic.
For body copy, please use Acronym Light.
Wherever possible, a tracking value of 0
should be applied.
For italicised words in body copy, please use
Acronym Light Italic.
For bold words in body copy, please use
Acronym Bold.
Crying Out Loud  |  Visual Identity Guidelines
Acronym Bold
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Acronym Bold Italic
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Acronym Light
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9
Acronym Light Italic
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9
13
Type
Alternative Face
Where Acronym is not available, Helvetica
may be used as an alternative.
For headings, please use Helvetica Bold.
Wherever possible, a tracking value of -20
should be applied.
For italicised words in headings, please use
Helvetica Bold Oblique.
For body copy, please use Helvetica Light.
Wherever possible, a tracking value of 0
should be applied.
For italicised words in body copy, please use
Helvetica Light Oblique.
For bold words in body copy, please use
Helvetica Bold.
Crying Out Loud  |  Visual Identity Guidelines
Helvetica Bold
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Helvetica Bold Oblique
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Helvetica Light
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Helvetica Light Oblique
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
14