MARKETING & CORPORATE IDENTITY (CI) BIBLE
This webpage is for marketing purposes only.
CONFIDENTIAL
| Type | Format | Use |
|---|---|---|
| Vector | .AI, .EPS, .SVG | Print, Large Scale, Signage |
| Raster | .PNG (transparent) | Digital, overlays |
| .JPG (hi-res, web-res) | Online banners, social |
Variants:
Full colour (primary)
Navy and Black-and-White
Horizontal and Vertical lockups
Title treatments with tagline options:
“A Story of Hope. A Story of Love. A Story of Home.”
1.2 FONT SPECIFICATIONS
Download Fonts: Link
Primary Font: Cervo
Headings, large-scale type (add glow effect for emphasis)
Subtext in smaller Cervo weight
Use off-white or gold where design-wise appropriate
Recommended Font Sizes:
Headline: 60–72pt
Subheadline: 36–48pt
Body: 14–18pt
Licensing Status: Confirm font usage licensing in your territory
Fallback Font: Helvetica Neue or Open Sans (depending on platform)
1.3 COLOUR PALETTE
| Category | Name | Swatch | HEX | RGB | CMYK | Pantone Approx. |
|---|---|---|---|---|---|---|
| Primary | Navy 1 | #234072 | 35, 64, 114 | 69, 44, 0, 55 | PMS 534 C | |
| Primary | Navy 2 | #131930 | 19, 25, 48 | 88, 78, 0, 81 | PMS 296 C | |
| Primary | Gold | #c0a060 | 192, 160, 96 | 0, 17, 50, 25 | PMS 7408 C | |
| Primary | Cream | #fbf8d0 | 251, 248, 208 | 0, 1, 17, 0 | PMS 7499 C | |
| Accent | Mauve | #635872 | 99, 88, 114 | 13, 23, 0, 55 | PMS 7448 C | |
| Accent | Rose | #e38b7d | 227, 139, 125 | 0, 39, 45, 11 | PMS 709 C | |
| Accent | Sage | #95cbbe | 149, 203, 190 | 27, 0, 11, 20 | PMS 7472 C | |
| Accent | Earth Brown | #9f8468 | 159, 132, 104 | 0, 17, 35, 38 | PMS 465 C | |
| Accent | Blue-Gray | #4a708b | 74, 112, 139 | 47, 19, 0, 45 | PMS 652 C | |
| Accent | Warm Pink | #82536e | 130, 83, 110 | 0, 36, 15, 49 | PMS 7432 C |
1.4 TONE OF VOICE GUIDE
Style: Lyrical, poetic, contemporary yet grounded in tradition
Voice: Rich, emotional, human
Avoid slang, trendy idioms, clichés
Taglines:
“A Story of Hope. A Story of Love. A Story of Home.”
“Experience the magic of music and storytelling.”
Sample Copy:
“Weaving song into soul—our story begins in Africa. Come feel the calling.”
Forbidden Terms: “Broadway-bound”” “World-class” (unless substantiated), “Epic” (overused)
1.5 SHOW COPY & BLURBS
Longform Show Description
Grace, an African princess fleeing a devastating war in her homeland, arrives penniless in the freezing, grimy docklands of an American city.
The underworld of this city is ruled ruthlessly by the evil gang lord Ivan, who, after an unexpected encounter, has set his sights on Grace—her spectacular beauty has dazzled him!
But another has already captured her heart...
The street smart Rafael, a young construction worker with bold ambitions, is determined to win her love. But will his dreams lead only to tragedy…
Forced to adapt to a very different world, Grace becomes friends with Rafael’s feisty and reckless twin sister Isabella. Together they must survive and keep their dreams alive until Grace can find a way to return to her beloved homeland…
Logline: A Story of Hope. A Story of Love. A Story of Home.
1.6 POSTER & FLYER TEMPLATES
Download Posters:
Generic Poster: Link
Design Requirements:
Include bleed and trim
Allocate space for venue and sponsor logos
Fonts must match CI specs
1.7 SOCIAL MEDIA TOOLKIT
Banners: Link
Specs for Reels & Covers:
Instagram Reels: 1080 px x 1920 px canvas, image at 1080 x 1350
Facebook Covers: 940 px x 788 px
Instagram Statics: 1080 px x 1350 px
Always place CUH logo on the bottom right
Post Types & Layouts:
Carousel Posts: Bold heading, swipe for info
Announcement Posts: Big heading, glow effect, gold/cream text options
BTS & Rehearsals: Use black-and-white images inside a Polaroid frame with projections as backgrounds. Use #BTS and #BehindTheScenes
Hashtags: (5 Only)
#CallingUsHome #CUHIC #StoryOfHome #LiveMusicAfrica #OnStage #Hope #Love
Social Profiles:
1.8 IMAGE & VIDEO ASSET ARCHIVE
Production Photos: Link
Projection Images: Link
Logos, Fonts, Posters: Full Asset Folder
Live Video Caption Guidelines:
Song lyrics must be synced, sentence case
Tag all performers
Credits for music and photography must follow CI format
Example Description:
War has broken out, and GRACE must flee. ‘Tomorrow’ is a moving farewell to the life she leaves behind…
“On the far side of that horizon is the blind side of my future...”
‘Tomorrow’ (Act I, Scene 2: Dockside Departure) Sung by GRACE (@devonecia_swartz at @artscapetheatre, 2023) 🎥 by @dandybeard Music & Lyrics: Alice Gillham Copyright © 2014–2025 Sony Music Publishing Germany, Gallissas Theatre & Media Agency (Berlin)
1.9 PRESS & PR
Press Room: Link
Launch, Tour, and Review Templates:
To be created locally per territory, not globally prescribed
Lead Creative Bios:
Alice Gillham – Composer/Writer/Lyricist/Arranger
Formats: Short, Medium, Long
Press Materials:
Headshots with overlays
Approved pull quotes (pending)
Previous press links/screenshots
1.10 MERCH & PRINT COLLATERAL
Merchandise (Optional):
T-shirts, tote bags, mugs (if in circulation)
Print Collateral:
Business card template
Programme/Playbill
Ticket design template
Sponsor logo positioning guide
1.11 TECHNICAL PRINT STANDARDS
| Item | Recommended DPI | Colour Profile | File Format |
|---|---|---|---|
| Posters | 300 DPI | CMYK | .PDF / .TIFF / .EPS |
| Flyers | 300 DPI | CMYK | .PDF / .JPG |
| Social Media | 72 DPI | RGB | .PNG / .JPG |
| Large Banners | 150 DPI | CMYK | .PDF / .AI |
MASTER ASSET REPOSITORY:
Access All Files Here
This document is the definitive CI & marketing reference for all producers licensing Calling Us Home: Narrated In Concert.
No deviation from branding is permitted without written approval from Shy Music.Final Approval Requirements
All marketing, publicity, sponsorship, and promotional materials, including but not limited to digital content, print collateral, press releases, social media posts, paid advertisements, video content, and in‑venue displays, must be submitted to Shy Music (Pty) Ltd for review and approval prior to any form of publication, posting, distribution, or public release. This requirement applies to both current and future content related to the content.
Submission Deadline: All materials must be sent to Shy Music’s production manager, Dian Harcovecchio, via email a minimum of 2 working days before the intended release time. Materials submitted later than this will not be eligible for same‑day approval and must have their release rescheduled accordingly.
Approval Format: No material may be released until Shy Music has provided formal written approval. This approval will be issued exclusively in the form of a confirmation email sent from Shy Music’s authorized representative. Verbal, implied, or assumed approvals will not be considered valid under any circumstances.
Brand Integrity: No alterations to the Calling Us Home Corporate Identity (CI), official images, photography, artwork, or branding, including logo placement, color palette, typography, or sponsor integration, may be made without Shy Music’s prior written approval.
Right to Amend or Withdraw: Shy Music retains the sole right to request changes, alterations, or complete withdrawal of any proposed material if it does not comply with the following:
The official Calling Us Home CI and brand guidelines
The agreed visual identity and messaging framework
Any relevant sponsorship, partnership, or licensing agreements
Breach Consequences: Failure to comply with this clause will be considered a material breach of the agreement. In such cases, Shy Music reserves the right to demand the immediate removal of the content from all platforms and, if necessary, take legal or contractual action to protect the brand, production, and associated partnerships.