C4 styleguide1.1 media

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  • 1. Channel 4Identity Style Guide
  • 2. 1 Introduction 1.1 The Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03 2 Off air guidelines 2.1.1 Visual Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04 2.1.2 The logo 2.1.3 Logo size 2.1.4 Logo position 2.1.5 Isolation area 2.1.6 Misuse 2.1.7 Channel 4 Television 2.1.8 Colour 2.1.9 Typography 2.1.10 C4 Font 2.1.11 Size 2.1.12 Headline leading 2.1.13 Body copy leading 2.1.14 Type colour 2.2 Print and poster advertising . . . . . . . . . . . . . . . . . . . . . . . . . 21 2.2.1 Tone of voice 2.2.2 Writing copy 2.2.3 Advertising signature 2.2.4 Logo position 2.2.5 Logo size 2.2.6 Typography 2.2.7 Text box colour 2.2.8 Type position 2.2.9 Imagery 2.2.10 Poster layout 2.2.11 Press layout 2.2.12 Sponsorship and third party logos 2.2.13 Response advertising 2.2.14 Black and white reproduction 2.2.15 Media considerations 2.2.16 Print and poster advertising examples 2.3 Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 2.3.1 Using logo on literature 2.3.2 Logo position 2.3.3 Logo height 2.3.4 Margins 2.3.5 Stationery and collateral 2.3.6 Letters 2.3.7 EnvelopesVisual identity guidelines
  • 3. 1 Introduction 1.1 The guidelinesAt its best, the Channel 4 Whether it is seen on screen The Identity Style Guide hasidentity has always been or in print, the logo is been developed to provide aabout transformation and continuously changing. It can comprehensive understandingmovement. The original, adapt its texture and colour to of the new Channel 4 identity.animating logo came to be the surrounding environment. It shows how to correctlyseen as the embodiment of an The new identity reflects implement the new designorganisation that was Channel 4. It is challenging, elements off air, on airconstantly re-inventing itself distinctive and innovative. and online.and challenging theexpectations of its viewers. However, the new identity can only make a positive impact ifThe new Channel 4 identity it is used consistently anduses cutting edge technology correctly.to push the brand into excitingnew areas.Visual identity guidelines | Introduction 3
  • 4. 2 Off air guidelinesThe term off air definesanything produced byChannel 4 that is not shownon television. The first sectionof the guidelines describesthe broad principles of the offair identity .The subsequent sections ofthe guidelines – Print andposter advertising, Literature,Sub-brands, Programmesupport and Consumerproducts – describe in moredetail how the brand isimplemented in differentoff air areas.Visual identity guidelines | Using the brand 4
  • 5. 2.1 Visual StyleThe visual identity is theoutward expression ofChannel 4. It uniquely anddistinctively sets it apart fromother channels.The logo is the primaryelement of that identity.However, other componentparts play an important role inestablishing the Channel 4 C4 Headline font placed invisual style. a text box. Text box colourThese elements are: has been selected from the colour palette.ColourTypographyImageryTone of voice Aileen: Life and Death of a Serial Killer Tonight 10.00pm She killed the last man who got In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, and tonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and the brutalising events that shaped her, as she prepares for her own execution. In one final harrowing this close interview when she is clearly mad, she screams to be executed. And the next day she is. Is this a sane way to treat the insane? Nick Broomfield puts American justice on trial. You be the judge. channel4.com/film C4 Headline font Channel 4 colour chosen from correct size and placed in a text box commissioned, art the colour palette position of the logo directed imagery the copy is short and the URL is positioned memorable correctly and directs the reader to a relevant web pageVisual identity guidelines | Off air 5
  • 6. 2.1.2 The logo 2.1.3 Logo sizeIn print, the facia of the logo The Channel 4 logo has beenis invisible, so that it designed to reproduce at aintegrates with its minimum height of 10 mm.surroundings. We see its On the web the minimum sizedistinctive shadow overlaying of the logo is 30 pixels deep.photographs, illustrations and There is no maximumtextures. The logo always reproduction size of the logo.foregrounds the real stars ofthe channel – the shows. Page 43 of the Identity Style Guide will give you more information about sizing the logo in different formats. 10 mmVisual identity guidelines | Off air 6
  • 7. 2.1.4 Logo positionMany brands place their logosin the bottom right position ofthe page. However Channel 4places its logo in a distinctivecentre right position. This isunique to the channel and istherefore instantlyrecognisable.Page 39 of the Identity StyleGuide will give you moreinstruction about how toposition the logo in manydifferent formats andsituations.Visual identity guidelines | Off air 7
  • 8. 2.1.5 Isolation areaThe Channel 4 identity For example:should always be surrounded logo height = 10 mmby a minimum area of space. area of isolation = 3 mmThe area of isolation ensures around all sides of the logothat headlines, text or othervisual elements do not This area of separation is aencroach on the logo. minimum and should be increased wherever possible.The area is defined by using athird of the height of the logowhich is referred to as x.A margin of clear spaceequivalent to 0.3x is drawnaround the logo to create theinvisible boundary of the areaof isolation. 0.3x height = x 0.3x 0.3x 0.3xVisual identity guidelines | Off air 8
  • 9. 2.1.6 Misuse of the logoIt is important that theappearance of the logoremains consistent. The logoshould not be misinterpreted,modified or added to.The logo must never beredrawn, adjusted or modifiedin any way. It should only bereproduced from the artworkprovided.To illustrate this point someof the more likely mistakesare shown. Books Do not distort the logo. Do not place text on the logo. Do not place the logo in a box. Do not place the logo in a frame. Do not add tone to the logo. Do not outline the logo.Visual identity guidelines | Off air 9
  • 10. 2.1.7 Channel 4The ‘four’ in Channel 4 shouldalways be a numeral. The onlyexception to this rule is whenthe formal title Channel FourTelevision Corporation is used.Below are the correct titles forthe channel.Correct titlesChannel 4Channel Four Television CorporationIncorrect titlesChannel 4 Television CorporationChannel Four TelevisionChannel 4 TelevisionVisual identity guidelines | Off air 10
  • 11. 2.1.8 ColourChannel 4 uses a basic colourpalette to avoid usingdifferent versions of the samecolour. Percentage tints canbe used in any of thesecolours. Other colours may beused where appropriate.Pantone 5275 C70 M70 K45 R46 G31 B84 Web 33 33 66Pantone 2602 C72 M98 R82 G5 B127 Web 66 33 99Pantone 207 M100 Y46 K23 R191 G3 B59 Web CC 00 33Pantone 186 M96 Y65 K4 R240 G10 B54 Web CC 33 33Pantone 173 M76 Y84 K5 R237 G59 B33 Web CC 66 33Pantone 144 M59 Y100 R255 G105 B8 Web FF 99 33Pantone 123 M22 Y90 R255 G199 B25 Web FF CC 33Pantone 377 C52 Y100 K28 R89 G140 B20 Web 66 99 33Pantone 5545 C51 Y45 K59 R51 G82 B56 Web 33 66 66Pantone 549 C57 K34 R74 G133 B148 Web 33 99 99Pantone 540 C100 M60 K65 R5 G23 B54 Web 00 33 66Pantone Black 6 C98 M40 K100 R0 G0 B0 Web 00 00 00Pantone Warm Grey 8 M12 Y18 K56 R112 G99 B87 Web CC 66 66Pantone Warm Grey 4 M6 Y12 K31 R176 G166 B150 Web CC 99 99Pantone 538 C4 M1 K10 R219 G224 B227 Web CC CC CCPantone 621 C11 Y9 K2 R219 G238 B222 Web CC FF CCVisual identity guidelines | Off air 11
  • 12. 2.1.8 ColourWhen placed over aphotograph or illustration thecolour of the logo may betaken from the image.Alternatively, the logo may beblack or white.Visual identity guidelines | Off air 12
  • 13. 2.1.9 TypographyFor the first time in Channel4’s history a bespoketypeface has been designedto be used throughout thechannel. It is called C4.C4 is supplied in the OpenType format and is supportedby pc and mac.C4 is a clean, modern font andhas been supplied with thefollowing weights:C4 Headline RegularC4 Guides (used to make text boxes)C4 Text RegularC4 Text ItalicC4 MediumC4 Medium ItalicC4 Text BoldC4 Text ItalicC4 Condensed RegularC4 Condensed ItalicC4 Condensed BoldC4 Condensed Bold ItalicVisual identity guidelines | Off air 13
  • 14. 2.1.10 C4 FontC4 Headline has beendesigned to create headlinesin print. It is recommended foruse with large titles and itshould be used extensivelywhen designing posters.C4 Headline looks mosteffective when it is used at14pt and above. In print it isthe only type face that shouldbe placed in a box. Type inboxes should always be upperand lower case.C4Headlineabcdefghijklmnopqrstuvwxyzß朕ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_C4 Guides (used to make text boxes)123Visual identity guidelines | Off air 14
  • 15. 2.1.10 C4 FontC4 Text Bold has additionalweight and can be used foremphasis in small titles,headings and sub-headings.C4 Italics should be usedwithin text to give emphasisto a word or a phrase.C4Text Boldabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_C4Text Bold Italicabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_Visual identity guidelines | Off air 15
  • 16. 2.1.10 C4 FontC4 Text Medium is a slightlyheavier font than C4 TextRegular. It is most effectivefor longer passages of text atsizes of 14pt upwards.C4 Italics should be usedwithin text to give emphasisto a word or a phrase.C4Textabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_C4Text Italicabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_Visual identity guidelines | Off air 16
  • 17. 2.1.10 C4 FontC4 Text Regular is a light,clean practical font and isideal for body copy inbrochures leaflets, letters andmemos. It looks mosteffective when set in 7, 9, 10,11 and 12pt type.C4 Italics should be usedwithin text to give emphasisto a word or a phrase.C4 Textabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_C4 Text Italicabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_Visual identity guidelines | Off air 17
  • 18. 2.1.10 C4 FontC4 Condensed is a useful fontfor on screen or off air usagewhen a large amount of textneeds to be set in a smallspace. It is available inregular, regular italic, bold andbold italic.C4 Condensedabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_C4 Condensed Boldabcdefghijklmnopqrstuvwxyzß朕•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_Visual identity guidelines | Using the brand 18
  • 19. 2.1.11 Size 2.1.12 Headline leading 2.1.13 Body copy leadingType should never appear Poster headline leading can Body copy leading can bebelow 5pt. There is no be determined by the determined by the followingmaximum limit to type size. following equation. equation.C4 Text Regular is most leading = font size x 1.1 leading = font size x 1.2suitable for 7, 9, 10, 11 and12 pt type for body copy. for example: for example: font size = 10pt font size = 10ptC4 Text Medium is most 10 x 1.1 = 11pt 10 x 1.2 = 12ptsuitable for body copy at sizes leading = 11pt leading = 12pt14 pt upwards Alternatively the auto leading Alternatively the auto leadingC4 Text Bold is most suitable can be set to 10% in can be set to 20% infor small titles in body copy. QuarkXpress document QuarkXpress document preferences. preferences.C4 Headline is most suitablefor all text used in posters andlarge titles. This is a headline This is C4 Medium set at 20 point with 24 point leading. It is large body text. This is C4 Medium set at 20 point with 24 point leading. This is a Small Title This is C4 Text Bold This is C4 Text Bold Italic This is body copy using C4 domine, scire et intellegere, humanitatem filii tui, per Text Regular. It is 10 point utrum sit prius invocare te an ministerium praedicatoris tui. type with 12 point leading. laudare te, et scire te prius sit Caput. Et quomodo invocabo an invocare te. sed quis te deum meum, deum et Magnus es, domine, et invocat nesciens te? aliud dominum meum, quoniam laudabilis valde: magna virtus enim pro alio potest invocare utique inme ipsum eum tua, et sapientiae tuae non nesciens. an potius invocaris, invocabo, cum invocabo eum? est numerus. et laudare te ut sciaris? quomodo autem et quis locus est in me, vult homo, aliqua portio invocabunt, in quem non quoveniat in me deus meus? creaturae tuae, et homo crediderunt? aut quomodo quo deus veniat in me, deus, circumferens mortalitem credent sine praedicante? et qui fecit caelum et terram? suam, circumferens laudabunt dominum qui itane, domine deus meus, est testimonium peccati sui et requirunt eum. quaerentes quiquam in me, quod capiat testimonium, quia superbis enim inveniunt eum et te?an vero caelum et terra, resistis: et tamen laudare te invenientes laudabunt eum. quae fecisti et in quibus me vult homo, aliqua portio quaeram te, domine, invocans fecisti, capiuntte? an quia sine creaturae tuae.tu excitas, ut te, et invocem te credens in te non esset quidquid est, fit, laudare te delectet, quia te: praedicatus enim es nobis. ut quidquid est capiat te? fecisti nos ad te et inquietum invocat te, domine, fides mea, quoniam itaque et ego sum, est cor nostrum, donec quam dedisti mihi, quam quid peto, ut venias in me, requiescat in te. da mihi, inspirasti mihi per quinon essem.Visual identity guidelines | Off air 19
  • 20. 2.1.14 Type colourColour may be used to helpdifferentiate between types ofinformation. When placedover a photograph orillustration the colour of thebox or type may be takenfrom the image. Otherwise,colours may be chosen fromthe Channel 4 colour paletteon page 11 of the IdentityStyle Guide. Colour from Channel 4 Colour colour palette From image Colour from Channel 4 colour palette Colour from Channel 4 colour palette Colour from Channel 4 colour palette Colour from Channel 4 colour paletteVisual identity guidelines | Off air 20
  • 21. 2.2 Print and posteradvertisingThe following section is aguide to implementing thenew identity in the medium ofprint advertising.There are four key outdoorformats and six press formatsthat Channel 4 favours. Whenworking in other formats thesame design principles apply.Visual identity guidelines | Off Air 21
  • 22. 2.2.1 Tone of voiceAt the heart of the Channel 4visual identity is the beliefthat writing and design mustwork together.Channel 4 is innovative,independent and irreverent.Therefore, the tone of voiceneeds to be bold, surprisingand challenging.Sound bites work well onposters and in advertising.They keep communicationclear and simple. Below areexamples of the headlinesfrom successful campaigns.Programme: Dying for DrugsDrug companies are making a killingProgramme: 4 Music, Mobo AwardsListen to your televisionProgramme: Nigella BitesNigella sucksProgramme: Six Feet UnderSkin to die forProgramme: Derren Brown plays Russian roulette liveMagic is deadProgramme: Big BrotherView, vote, controlVisual identity guidelines | Off air 22
  • 23. 2.2.2 Writing copyThe web is written lower case. No full stops in acronyms or em dash (—)Other common technical after initials. Captions do not Sometimes used in place of aterms are styled as follows: have full-stops at the end. colon as punctuation (theCD-Rom, email, voicemail, hi- work was completed — alltech, hi-res, 3D, voiceover, hyphen (-) things had been revised).worldwideweb, website, used for words that are brokendotcom. over two lines or for fractions Ellipses (two-thirds) or to join two Three points with a smallJob titles should be written as words (part-time). Avoid space either side whichlower case: hyphens at the end of lines in signify a missing word…creative director, executive range left copy if at allproducer possible. To keep the text area as even as possible it is preferable notIt is preferable to use ‘and’ en dash (–) to use quotation marks towithin text rather than the used in place of ‘through’ in signify the title of aampersand (&). numbers (10–25) or other programme, book or film. measurements of time These can be signalled by the (May–June). use of italics. …“”‘’« »‹›·‚„!?Visual identity guidelines | Off air •-–— 23
  • 24. 2.2.2 Writing copyThe ‘four’ in Channel 4 should Weights, times, measures andalways be a numeral. dates should be stated numerically.However, in general one to tenare to be written out: Add an ‘s’ to numerals andone, two, three, four, five, six, dates to pluralise them:seven, eight, nine, ten. 1940s, B-52sNumber 11 onwards should Four figure numbers don’tbe written in figures: have commas. Larger ones do:He was 12 years old. 1750 and 50,000All numbers at the beginning Decades are written as 80s,of sentences should be 90s, 00s. Centuries arewritten out: written as nineteenth century,Five years ago. twentieth century. 12345 67890Visual identity guidelines | Off air 24
  • 25. 2.2.3 Advertising signatureThe URL should be used when Programming informationthere is relevant and must always be representedcorresponding information on in the order ofthe Channel 4 website. The day_date_month_time.URL should always be range Abbreviations are allowed inleft and can appear either the following combinations:broken or unbroken. The breakis for long programme titles. Monday 3 January 9.00pmThe preferred URL position is Mon 3 Jan 9.00pmbottom left. Yet it can move 3 January 9.00pmup and down the left hand 3 Jan 9.00pmside of the page toaccommodate imagery.It must always be thesmallest piece of information(in size) on the page. Howevercare must be taken tomaintain the URL’s visibility.URl constructionchannel4.com/programmechannel4.com/extended programme titlePoster scheduling examplesNew series starts Friday 27 March 10.30pmNew series, Wednesdays 9.00pmA season of programmes starts Tues 26 JulyNew series, Thursdays from 19 NovemberStarts Sun 5 Feb 11.00amVisual identity guidelines | Off air 25
  • 26. 2.2.4 Logo position 2.2.5 Logo sizeThe logo will retain the centre 48 sheet 6 sheetright position in any Actual size: 3048 x 6096 mm Actual size: 1900 x 1300 mmadvertising format. It must Artwork to be sized as: Artwork to be sized as:not be placed in any other 304.8 x 609.6 mm 190 x 130 mmposition. Logo height = Poster height Logo height = Poster height x 0.333 = 1014 mm x 0.185 = 352 mmThe size of the logo is fixed Right margin: 381 mm Right margin: 70 mmaccording to each format.It should never appear at any 96 sheet Mega 6 sheetother size. All measurements Actual size: 3048 x 12192 mm Actual size: 6070 x 3023 mmare in millimetres. Artwork to be sized as: Artwork to be sized as: 304.8 x 1219.2 mm 607.0 x 302.3 mmPlease note that billboard Logo height = Poster height Logo height = Poster heightformats may vary. It is x 0.5 = 1524 mm x 0.185 = 1122 mmessential that print Right margin: 508 mm Right margin: 100 mmspecifications are obtained foreach poster before the artworkis produced. 100 70 381Mega 6 sheet 6 sheet 48 sheet 50896 sheetVisual identity guidelines | Off air 26
  • 27. 2.2.6 Typography 2.2.7 Text box colour 2.2.8 Typography positionThe font C4 Headline should Colour may be used to help To provide more flexibility thebe used for copy on billboard differentiate between types of information can move up andand press ads. The exception information. When placed down the left hand margin into this rule is the URL which over a photograph or order to accommodate theshould be set in C4 Text Bold. illustration the colour of the imagery. See examples below.C4 Headline is the only font box or type may be takenthat is placed in a box. from the image. Otherwise, colours may be chosen fromThere should never be more the Channel 4 colour palettethan three levels of on page 11.typographic hierarchy.These levels are :1. headline2. qualifying statement andtuning information3. URL Headline Headline Qualifying statement Tuning information Headline Qualifying statement Tuning information Headline Qualifying statement Qualifying statement Tuning information Tuning information channel4.com channel4.com channel4.com channel4.com Headline Headline Qualifying statement Tuning information Headline Qualifying statement Tuning information Headline Qualifying statement Qualifying statement Tuning information Tuning information channel4.com channel4.com channel4.com channel4.comVisual identity guidelines | Off air 27
  • 28. 2.2.7 ImageryChannel 4 should always The new Channel 4 identityproduce engaging, original, works best with full framememorable and eye-catching imagery as opposed toadvertising solutions. montages of smaller photographs.When commissioning artwork,the most important question Below are excellent examplesis how are the images to be of images generatedused? The use of the picture exclusively for the channel.dictates the type ofphotographer or illustratoryou need to find.Visual identity guidelines | Off air 28
  • 29. 2.2.7 ImageryThe format of the poster/advertisement will also affecthow the artwork is produced.If an image is to be used indifferent formats, two versionsmay be required. Alwaysconsider where the logo andtype will sit in thecomposition.Visual identity guidelines | Off air 29
  • 30. 2.2.8 Poster layoutThe poster text is positioned leading = font size x 1.1in text boxes. A special fontcalled C4 Guides has been for example:developed to help designers font size = 10ptdraw the boxes. 10 x 1.1 = 11pt leading = 11ptThe leading measurement isthe distance between lines of Alternatively the auto leadingtype. When using C4 Headline can be set to 10% inthe leading should be set to QuarkXpress Documentthe following equation: Preferences. text box text box ¶ ¶ 1How to make1 line one 1How to make1 2the text box2 line two 2the text box2 3work well3 line three 3work well31. Write text and insert the numbers one, two and 2. Change the numbers to the C4 Guides font.three into the beginnings and ends of lines. text box 1How to make1 How to make 2the text box2 the text box 3work well3 work well3. Create a box with the help of guides. 4. Remove the C4 Guides font by highlighting each guide in turn and pressing the space bar.Visual identity guidelines | Off air 30
  • 31. 2.2.8 Poster layoutBelow are guidelines whichshow you how to make theboxes when there are one ortwo lines of type. text box ¶ 1Two lines1 Two lines 3of type3 of type1.Write text and insert the numbers. If there are 2. Change the numbers to the C4 Guides font.two lines insert the number one into the first line Create a box with the help of guides. Remove theand number three into the last line. C4 Guides font by highlighting each guide in turn and pressing the space bar. text box ¶ 1One line3 One line1.Write text and insert the numbers. If there is 2. Change the numbers to the C4 Guides font.one line insert the number one at the beginning Create a box with the help of guides. Removeand number three at the end of the line. the C4 Guides font by highlighting each guide in turn and pressing the space bar.Visual identity guidelines | Off air 31
  • 32. 2.2.8 Poster layoutThe poster text is positionedin text boxes. Beloware guidelines which showyou how to make the boxeswhen the type is of varyingpoint sizes. text box text box ¶ ¶ 1Typography1 1Typography1 2of differing2 2of varying2 2point sizes2 2point sizes2 3 in the text boxes3 3in the text boxes31.Write text and insert the numbers. If there are 2. Change the numbers to the C4 Guides font.more than three lines insert the number two into Adjust the leading of the smaller type until theall the middle lines. guides meet. Ensure that the left hand type aligns by adding space to the beginnings of lines. text box 1Typography1 Typography 2of varying2 of varying 2point sizes2 point sizes 3 in the text boxes3 in the Text Boxes3.Create a box with the help of the guides. 4. Remove the C4 Guides font by highlighting each guide in turn and pressing the space bar.Visual identity guidelines | Off air 32
  • 33. 2.2.12 Press layoutThe logo will retain the centre National press full page The Times tabloid Magazine page adright position in any Actual size: 200 x 264 mmadvertising format. It must The Times broadsheet Logo height: 45 mm Heat Magazinenot be placed in any other Actual size: 540 x 343 mm Right margin: 10 mm Actual size: 300 x 222 mmposition. Logo height: 80 mm Logo height: 48 mm Right margin: 15 mm National press horizontal strip Right margin: 10 mmThe size of the logo is fixedaccording to each format. The Times tabloid Guardian 7 x 8It should never appear at any Actual size: 338 x 264 mm Actual size: 70 x 341 mmother size. All measurements Logo height: 54 mm Logo height: 35 mmare in millimetres. Right margin: 12 mm Right margin: 12 mmPlease note that press National press half page National press 10 x 7formats may vary. It isessential that print The Times broadsheet The Sunspecifications are obtained for Actual size: 270 x 343 mm Actual size: 100 x 264 mmeach advertisement before the Logo height: 60 mm Logo height: 33 mmartwork is produced. Right margin: 15 mm Right margin: 10 mmVisual identity guidelines | Off air 33
  • 34. 2.2.13 Sponsorshipand third party logosSometimes there will be a In general, any additions toneed to include subsidiary advertising should be kept asinformation such as a discreet as possible and in nosponsor’s logo. This is most way be allowed to obstruct orlikely to occur on posters and visually dominate the Channeladvertisements. Such 4 logotype. Strict adherenceinformation should be to the clearspace regulationspositioned at the base of the must be followed.layout, ranging right oroccupying the same width as No two logotypes are thethe Channel 4 logo. same shape or dimension, so it is impossible to give strictAdditional logos may be size guidelines. However, as apermissible in cases where it guide additional logos mustis necessary to reflect the not exceed the width of theidentity of an external Channel 4 logo.sponsor or partnerorganisation.Visual identity guidelines | Off air 34
  • 35. 2.2.14 Response advertisingWhen creating responseadvertising large amounts ofinformation need to bedelivered to the reader.Boxes may be used to containthe information. The logos ofexternal sponsors may alsobe contained within the boxes.Visual identity guidelines | Off air 35
  • 36. 2.2.15 Blackand white reproductionWhen full colour reproductionis not possible, monochromeprinting of the logotype isacceptable. The logo can alsobe reversed white out of solidblack or a background tone ofsufficient contrast.When the logo is placed overa black and white image, extracare must be taken to ensurethat it is legible.Visual identity guidelines | Off air 36
  • 37. 2.2.16 Media considerationsParticular media will have a The fact that the reader The reputation of prestigious best with clear and concisestronger appeal to some physically holds the paper magazines can help to messages. Billboard ads reachgroups than others. Therefore, means that they pay close enhance the message of an a lot of people, many of whomit is important to understand attention to its contents. advertisement. see them repeatedly onwhat an advertisement needs There is a substantial choice regular routes of travel.to say, to whom it is speaking, of ad sizes and positions. Magazine ads have a long lifeand in what time scale should span compared to It is hard to reach a specificit be delivered? Each media However, the cheap paper and newspapers. However this can audience with billboardhas advantages and crude printing process means mean that the ad is out of advertising. The format can bedisadvantages which need to that the quality of date before it is seen. This is creatively inhibiting becausebe considered when planning photographic images is low. exacerbated by the need to of unusual proportions andan advertisement. supply the artwork weeks the need to be ‘snappy’. Magazine advertisements before the magazine isNewspapers deliver timely, offer better quality image published.current messages. It can be reproduction. They target verypredicted when the ad will be specific audiences. Research Outdoor billboard advertisingviewed. The quick turnaround has revealed that people pay attracts a lot of attentionof the ad means that it can be close attention to magazine because of its size andvery topical. advertisements. location. This medium worksVisual identity guidelines | Off air 37
  • 38. 2.2.17 Print and posteradvertising examplesFactual InsertThe headline and programmetitle are set in C4 Headlineand placed within a box. Theprogramme scheduling is setin C4 Text Bold and bodycopy is set in C4 Text. Aileen: Life and Death of a Serial Killer Tonight 10.00pm She killed the last man who got In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, and tonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and the brutalising events that shaped her, as she prepares for her own execution. In one final harrowing this close interview when she is clearly mad, she screams to be executed. And the next day she is. Is this a sane way to treat the insane? Nick Broomfield puts American justice on trial. You be the judge. channel4.com/filmVisual identity guidelines | Off air 38
  • 39. 2.2.17 Print and posteradvertising examplesBillboardC4 Headline is usedextensively in posters andpress ads. Below theprogramme title andscheduling information areplaced in a box. Green Wing New comedy coming soon to Friday nightsVisual identity guidelines | Off air 39
  • 40. 2.2.17 Print and posteradvertising examplesText only postersSometimes a puretypographic solution canmake a more powerfulstatement.Visual identity guidelines | Using the brand 40
  • 41. 2.2.17 Print and posteradvertising examplesPress adThis ad was made from acollage of unusual materials.However it still adheres to theChannel 4 guidelines.Visual identity guidelines | Off air 41
  • 42. 2.3 LiteratureThe term literature describesthe printed leaflets, brochuresand books produced byChannel 4.Visual identity guidelines | Off air 42
  • 43. 2.3.1 Using the logo 2.3.2 Logo position 2.3.3 Logo heighton literatureBelow are the dimensions of The logo position is right A3 Portrait 54 mmsome of the most common centre. This is fixed and it A4 Portrait 40 mmliterature formats. All should never appear in any A4 Landscape 42 mmmeasurements are in other position. Brochure 44 mmmillimetres. 210 Squared 38 mm The logo should sit range- A5 Portrait 34 mmA3 Portrait 420 x 297 right against the determined A5 Landscape 34 mmA4 Portrait 297 x 210 margin.A4 Landscape 210 x 297Brochure 235 x 297 These are recommended logo210 Squared 210 x 210 sizes. In specialA5 Portrait 210 x 148 circumstances the logo sizeA5 Landscape 148 x 210 may need to be increased.A3 Portrait A4 Portrait A4 LandscapeBrochure 210 x 210 A5 Portrait A5 LandscapeVisual identity guidelines | Off air 43
  • 44. 2.3.4 MarginsEach format has a set of A4 Landscape A5 Portraitrecommended margins within top 16.933 mm top 16.943 mmwhich the text and logo must bottom 19.5 mm bottom 19.49 mmbe contained. Below are the left 14 mm left 8 mmmargins for each format. right 14 mm right 8 mmA3 Portrait Brochure A5 Landscapetop 25.426 mm top 21.26 mm top 12.62 mmbottom 26.223 mm bottom 21.8 mm bottom 12.708 mmleft 16 mm left 12 mm left 12 mmright 16 mm right 12 mm right 12 mmA4 Portrait 210 Squaredtop 22 mm top 12.7 mmbottom 21 mm bottom 12.7 mmleft 10 mm left 12.7 mmright 10 mm right 12.7 mmA3 Portrait A4 Portrait A4 LandscapeBrochure 210 Squared A5 Portrait A5 LandscapeVisual identity guidelines | Off air 44
  • 45. 2.3.5 Stationery andcollateralVisual identity guidelines | Off air 45
  • 46. 2.3.6 Letters 2.3.7 Envelopes Channel 4Templates have been created 124 Horseferry Road Envelopes marked with thefor letters. They allow the London Channel 4 logo are available SW1P 2TXfollowing information to be in the following sizes: Telephone: 020 7396 4444included at the top of the Textphone: 020 7306 8691letterhead. channel4.com C4 landscape Direct Tel: 020 7306 0000 C4 portraitLetters can be folded for use Direct Fax: 020 7306 0000 C5 landscape aname@channel4.co.ukwith DL window envelopes. DL landscape Name of Addressee Title of Addressee Name of Company Street Address 1 Street Address 2 City Post Code Day Month YearVisual identity guidelines | Off air 46