CBS6 RICHMOND BRANDING STYLEGUIDE

CBS6 RICHMOND © 2015 CBS6 RICHMOND © 20152 3
TABLE OF CONTENTS
Introduction
Join the circle
The CBS6 brand
Identity logo: The CBS6 brand
Brand colors & font guide
Typography
Layout and grid
Fullscreen templates
Weather & traffic brands
Animation & photography
Set design including:
Monitors / studio sets
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04
06
09
10 - 11
12 - 13
14
15
16 - 36
37 - 49
50 - 89
90 - 92

THISDOCUMENTPROVIDESBRANDANDDESIGNGUIDELINES
FOR NEWS, PROMOTIONAL PACKAGES AND BROADCASTING
CAMPAIGNS BASED ON CONTENT OWNED BY TRIBUNE
AFFILIATE CBS4 NEWS STATIONS.
THERE ISN’T MUCH THAT BEATS THE EXUBERANCE OF
DESIGNING AN IDEA INTO A BRAND AND BREATHING
LIFE INTO ITS EXPRESSION. SO TRIBUNE CREATIVE WEST
WOULD LIKE TO SHARE A BIT OF THIS EXUBERANCE WITH
YOU; IN ORDER TO MEET THE DEMANDS OF THE NEW
CBS6ORGANIZATIONS’ COMMUNICATION GOALS THROUGH
DESIGN, BRAND DEVELOPMENT TO ART DIRECTION AND
ON-AIR VISUAL SOLUTIONS.
END USERS SHOULD STRONGLY ASSOCIATE THESE
INITIATIVES SO IT IS IMPORTANT THAT THESE WORK
TOGETHER TO BUILD AND PROTECT THE NEW CBS6 BRAND.
INTRODUCTION

JOIN THE CIRCLE
LAUNCHING CBS6 RICHMOND WAS A UNIQUE AND RARE
EXPERIENCE. IT ALLOWED TRIBUNE’S WEST COAST
CREATIVE TEAM TO BE TRULY ORIGINAL IN PROVIDING A
COMPLETELY TURN-KEY PRODUCTION PACKAGE. THE TEAM
SET A DRAMATIC COLOR PALETTE OF BLUE AND ORANGE AS
A FOUNDATION, COMBINED WITH ELABORATE 3-D DESIGN
ELEMENTS.
THEDESIGNTEAMFOUNDINSPIRATIONFROMTHEETHOSOF
THE INDY’S MANY ROADWAY CIRCLES, WHICH DOVETAILED
NICELY WITH THE ROUNDED CBS “EYE” LOGO.
THIS PROVIDED THE BASIS FOR A VISUAL ENVIRONMENT
WHICH PROMOTES QUALITY STORYTELLING FEATURES
IN NEWS - AND DROVE THE CREATION OF A TAILORED,
GRAPHICALLY RICH MOTION GRAPHIC ANIMATION SYSTEM
THAT MIXED PHOTOGRAPHY AND ADAPTIVE DESIGN
ELEMENTS. THE RESULTING WORK OFFERS FRESH AND
BEAUTIFULLY DETAILED LOOK THAT INCLUDES A CLEAN
AND VERSATILE LOWERTHIRD SYSTEM WITH A FULL-
FUNCTIONING TICKER SOLUTION.

As WTVR launched as Richmond’s CBS network affiliate and local news presence, entirely original visual branding was
designed and introduced that included graphic and animation design, and an updated studio environment for local
news. The goal was to bring the station an exciting and vibrant on-air presentation, supported by clearly defined brand
guidelines for all design and motion graphic work, keeping quality and clarity as the most important parameter. The
resulting new look brings a distinctive and state-of-the-art visual experience to Richmond’s television viewers, helping
to make the station instantly competitive against competition established for decades.
> CBS6_For Knowledge. For Balance.
> CBS6_For Richmond.
> CBS6_For Evolution not Revolution
> CBS6_For familiarity and consistent presence. For acceptance and allegiance.
> CBS6_For more open and expressive. For fostering less rigid and more flexible
tone, a balanced tone between emotional engagment and continuity.
THE CBS6 BRANDCBS6 Richmond is now live, on-air with an entirely original new design presentation, and is setting a new standard for
local news production in Richmond.

IDENTITY LOGO: THE CBS6 LOGOSTATION LOGO (MASTER LOGO)
We refer to the CBS6 master logo as CBS’s eye along with the golden 6. This device holds strongly together the entire
CBS6 brand portfolio and, as an icon, it quickly expresses everything that is CBS6. It is our most valuable asset.
The initial CBS6 logo is a trademark of the CBS6 brand. The copyright of this logo belongs to Tribune’s CBS6.
The CBS6 logo contains two elements: The eye and the “6.”
The bottom font for “NEWS” has the font family LOCKED, GOTHAM.
Logo must be reproduced from original files provided by Tribune West Creative.
Always appears in its horizontal layout.
Not be used as a pattern or as a design feature
The minimum size for the CBS6 BOX is 10mm wide.
> PRINCIPLES
> DESIGN GUIDELINES

BRAND COLORS & FONT GUIDESTATION LOGO (MASTER LOGO)
The CBS6 logo must be only reproduced in silver for the CBS mark and orange gold for the number 6. The logo must
be clear and legible. Use the most visible color version against any background.
The colors stay in a Silver and Orange Gold spectrum in RGB and on page 13 are the ranges:
The first and third blue hues represent the bright and dark base colors for the branding package design.
The second blue type is the primary color of the CBS6 branding spectrum for designing various elements.
The golden orange is the complimentary colors for the CBS6 brand, it is the color for the “6”.
The hot orange is a darker shade; mostly used over lighter backgrounds.
FOR ALL PRINTS, IT IS IMPORANT TO USE PANTONE COLORS.
YOU CAN IMPORT THE ADOBE KULER SWATCH GUIDE INSIDE ANY ADOBE APPLICATIONS.
> COLORS IN RGB
> PRINT COLORS
for Print for News

TYPOGRAPHYUNIVERSAL RULE: ALL HEADLINES AND LOWERTHIRD INFORMATION MUST BE IN CAPS LOCK.
> Font Families used GOTHAM
> CHARACTER NOT TO USE
This is a list of characters NOT TO BE USED! When naming story slugs (producers) or naming graphic files
(designers) that will live in Artbox Using any of these characters will cause our graphic workflow to malfunction.
PLEASE ADHERE TO THIS LIST:
/ & [ “ ) | { ! ; ] * > # } ‘ ( @ ? < $ ~
*HOWEVER YOU CAN USE THE FOLLOWING: _ (UNDERSCORE)
ULTRA
BLACK
BOLD
REGULAR
LIGHT
CBS4 NEWS BREAKING NEWS TONIGHT AT TEN
ABCDEFGHIJKLMNOPQRSTUVWXYZ - 1234567890
abcdefghijklmnopqrstuvwxyz
LAYOUT AND GRIDBASED ON GOLDEN TEMPLATE SYSTEM
The premise of the system is ideally suited to rapid visual composition, and it would work equally well when
integrated into a production of new templates within the rebranding package. These design layout sheets are
delivered digitally in both PDF and layered PSD files.
There are two variants:
1- This broadcasting Grid is an effort to provide DATA DRIVEN templates by the commonly used FULL HD
dimensions1920x1080withintheHDwidthof1920x1080pixels.ThismeansallDATAshould uncompromisingly
be in the HD safe, as well as all location identifying text for all video or live boxes.
2- The 12-column grid is divided into portions that are 115 pixels wide.
> PURPOSE
> DIMENSIONS

FULLSCREEN TEMPLATESDESIGNERS & PRODUCERS/WRITERS/REPORTERS
Use the Naming Convention when saving all final graphics to VizRT or attaching to an order.
When searching VizRT use the naming convention, EXAMPLES below.
After the “pre-title” the name /title of the graphic should appear next. By using “pre-titles” this will cut down on
the search, this will be especially helpful as the system gets fuller.
THE CORRECT CATEGORY NEEDS TO BE SELECTED BY THE PRODUCER/WRITERS WHEN ORDERING OR
THEIMAGESWILLBEPLACEDINTHEWRONGTEMPLATEANDITWILLNOTWORK.ALSOWHENSEARCHING
IN ARTBOX USE THE DESIGN NAMING CONVENTION THAT IS HI-LIGHTED IN RED (Left List).
EXAMPLE: LOWER MEDICAL OR FS OBAMA OR OTS GAS PUMP OR SPORTS CHICLET DODGERS
> DESIGNERS
> PRODUCERS/WRITERS
> DESIGN NAMING CONVENTION > TEMPLATE NAMING CONVENTION
N BULLETS IMAGE
XBANNER LOGO
XBULLETS
XFSS
XFULL SCREEN
IMAGE
XHEADSHOTS
XLOGOLOWER
XOTS
XMAP
XPLASMAHOR
XPLASMAVER
X QUAD MONITOR
XSPORTS ACTION
XSPORTS
HEADSHOT
COMING UP
FS 5 BULLET IMG OR SQZ
FS 5 BULLET IMG OR SQZ
CONT
FS HD INFO
FS LOTTERY
FS QUOTE
FS WEATHER IN 17
FULL SCREEN IMAGE
HEADSHOTS
HRZ MONITOR
LOWER 3RD
OTS
QUAD MONITOR
SPORT 2 PLAYER
SPORT PLAYER BULLET
SPORT PLYR QT
SPORT PROMO
SPORT STATS
TRAFFIC CAm
VIDEO BOX
LOWERTHIRD & TICKER APP.CBS6 BUG/INGET/REPLACEABLE IMAGE+VIDEO/TICKER
(R+L) LIVE BAR
(R+L) LOCATION BAR
CBS6 LOGO
SOCIAL MEDIA ICONS
TIME & TEMP ICONS
2ND LINE+COMING UP (BOLD)ONE LINE
TICKER CHANGING TITLE
TICKER SPONSOR
REPLACEABLE IMAGE
WITH CUSTOM TEXT

HD FULLSCREEN
LOWERTHIRD REGULAR_TWO LINES_DOUBLE INGET
HD FULLSCREEN GUIDES AND LAYOUT GRID SYSTEM
COUNTDOWN UPPER BANNER_DOUBLE LINE
CBS6 BUG LOCATION
FLIPPING TIME & TEMP WITH TEMP ICONS
HD TITLE SAFE
HD ACTION SAFE
L3RD ELEMENTS ALIGN TO THE GRID
LOWERTHIRD_PRIME MAIN STORY LINE
LOWERTHIRD REGULAR_DOUBLE LINE
LOWERTHIRD_PRIME MAIN DOUBLE LINE
LOWERTHIRD REGULAR_DOUBLE LINE_COMING UP
PROMOTE COMING UP STORY WHILE ROLLING ANY STORY
MAIN STORY LINE
HOT CHANGES INCLUDE FROM ONE LINE TO DOUBLE LINE AND REVERSE.COUNTDOWN TOP LEFT INGET
2ND LINE IS USED ONLY FOR SOCIAL MEDIA & EMAIL
ADDRESSES FOR BOTH ANCHORS AND REPORTERS
COMING UP LINE HERE
RIGHT LIVE BAR
RIGHT LOCATION BARLEFT LOCATION BAR
LEFT LIVE BAR

TAB APPLICATION_EXCLUSIVE_ORANGE TAB TAB APPLICATION_LOCATION_BLUE TAB
LOWERTHIRD SPECIAL_BREAKING NEWS_RED TAB REPLACABLE IMAGE+CUSTOMIZED SINGLE/DOUBLE LINE TITLE
*YOU CANNOT USE A DOUBLE LINE IN A ONE LINE LOWERTHIRD
*YOU CANNOT USE BREAKING NEWS TAB WITH OTHERS TABS
*YOU CANNOT USE A TAB FOR STORY INFORMATION
*ALL TYPES MUST BE IN CAPS LOCK
ANIMATING BACKGROUND VIZRT NATIVE
ANIMATING VIZ BACKGROUND

VIZ TEMPLATE BOXES
TRIPLE BOXDOUBLE BOX/PLAIN
QUADBOXTRIPLE BOX_LEADING MIDDLE BOX
DOUBLE BOXES, TRIPLE BOXES & QUAD BOXES
TRIPLE BOX_STUDIO LIVE_VIDEO BOXTRIPLE BOX_VIDEO BOX
QUAD BOX_LIVE EVENT_STACKEDQUAD BOX_LIVE_STACKED

LIVE MAP & STUDIO BOXES
DBX_Sm_LgDBX_LIVE REPLACEABLE MAP IMAGE
*ALL BOXES HAVE TWO INPUTS THAT CAN BE SIMULTANEOUSLY FLIPPED:
1- NAME OF ANCHOR
2- LOCATION OF ANCHOR
*LIVE BAR + LOCATION BAR ALIGNES WITH BOXES TEMPLATES
HEADSHOT SINGLE VERTICAL *DO NOT USE HORIZONTAL LAYOUT FOR MUG SHOTS
HEADSHOT FULLSCREENS
*DO NOT USE HORIZONTAL LAYOUT FOR IMAGES HEADSHOT DOUBLE VERTICAL

TRIPLE HEADSHOT QUAD HEADSHOT
*YOU CAN USE THE LOWERTHIRD ON ALL HEADSHOT TEMPLATES
*UPPER CASE TEXT FOR HEADLINE TITLES AND HEADSHOT NAMES
*LOWER CASE TEXT FOR SUBTITLES
HEADLINE QUOTE_IMAGE_DESCRIPTION QUOTE_NO IMAGE
FS QUOTES & BULLETSPOINTS
HEADLINE QUOTE_IMAGE_NO DESCRIPTION_NO TITLE HEADLINE QUOTE_NO IMAGE_NO DESCRIPTION_NO TITLE

HEADLINE QUOTE_NO IMAGE ON THE PHONE_COMMUNICATION ICONS
QUADBX_HORIZONTAL
*YOU CAN USE THE LOWERTHIRD ON ALL QUOTES AND BULLETSPOINTS TEMPLATES
FINANCE GAS PRICE
ADDITIONAL FULLSCREENS
LOTTERY_3 LINES LOTTERY_MEGA MILLION/POWERBALL

LEFT SIDE DOUBLE LINE ON EMPTY LEFT SIDE DOUBLE LINE
OVER THE SHOULDER (OTS)
RIGHT SIDE DOUBLE LINE ON EMPTY RIGHT SIDE DOUBLE LINE
*ALL TEXT FIELDS HAVE THE “HIDE ON EMPTY” OPTIONS.
PLASMA
LEFT_HORIZONTAL PLASMA_WITH
SINGLE LINE SAMPLE
DOUBLE LINE SAMPLE

SPORTS GRAPHICS
SIDE-BY-SIDE TEAM STATS_W/REPLACEABLE TEAM LOGOS
PROMO MAJOR LEAGUE PROMO MAJOR LEAGUE_LOGO
SIDE-BY-SIDE PLAYER STATS_W/REPLACEABLE TEAM LOGOS SIDE-BY-SIDE TEAM STATS_W/REPLACEABLE TEAM LOGOS
SIDE-BY-SIDE PLAYER STATS_W/REPLACEABLE TEAM LOGOS
NBA TEAM STANDINGS
NFL TEAM STANDINGS

BULLETPOINTS & QUOTE/BIO
PLAYER STATS
PLAYER STATS_QUOTE
PLAYER STATISTICS & SCOREBOARDS
PLAYER STATS_BULLET POINTS
NFL SCOREBOARD (TWO LINES W/OPTION FOR FOUR)
SPORTS BACKGROUNDS
MLS/SOCCER BACKGROUND
NHL/ICE HOCKEY BACKGROUND MLB/BASEBALL BACKGROUND
NBA/BASKETBALL BACKGROUND

CBS6 RICHMOND © 201536
WEATHER GRAPHIC ICONS SETALL WEATHER APPLICATIONS (SEVERE WEATHER TICKER, FULLSCREENS & ONLINE WEB APPS.)
SPORTS TICKER
CBS6 PACKAGE INCLUDES SPORTS RESULTS FOR BOTH LOWER THIRD AND TICKER APPLICATIONS

WEATHER_SEVERE WEATHER_TRAFFIC TICKER APPLICATION
2L TICKER_COUNTY_TRAFFIC STATUS 2L TICKER_COUNTY_NO CRAWL_3HRS FORECAST
2L TICKER_THE WEATHER AUTHORITY TICKER OVERTURE 2L TICKER_COUNTY_CRAWL_3HRS FORECAST_WX ICONS
TICKER SPONSOR
TICKER LOGO
WEATHER & TRAFFIC BRANDSTHE WEATHER AUTHORITY & THE TRAFFIC AUTHORITY LOGOS

WEATHER GRAPHICS
TEMPERATURE_LOW HIGHLIGHT TEMPERATURE
WEATHER TOUCH SCREEN MENU TEMPERATURE HIGHS & LOWS2L TICKER_THE WEATHER AUTHORITY_CITY TEMP. HIGHLIGHT
2L TICKER_WEATHER MAP INGET (WSI SYSTEM) 2L TICKER_TRAFFIC / SCHOOL CLOSING_COUNTY_CRAWL
WEATHER_SEVERE WEATHER_TRAFFIC TICKER APPLICATION
2L TICKER_THE TRAFFIC AUTHORITY TICKER OVERTURE

WEATHER GRAPHICS
TONIGHT FS_SUNSET / SUNRISE
WEATHER HEADLINE FS WEATHER HEADLINE FS_SUBLINE_SOURCE INFO (ORANGE)
TONIGHT FS_LOCATION / CURRENT TEMPERATURE
TOP BANNERS (THE WEATHER AUTHORITY / THE TRAFFIC AUTHORITY)
RUSH HOUR BANNER / SUB_TRAFFIC SPONSOR LOGO
TOP BANNER HEADLINE / SUB_WEATHER SPONSOR LOGO TOP BANNER HEADLINE / SUB_TRAFFIC SPONSOR LOGO

WEATHER GRAPHICS
WEATHER FS_THREE DAY FORECAST
WEATHER HALF SCREEN_BUS STOP FORECASTTODAY HALF SCREEN_WIND ADVISORY
WEATHER FS_SEVEN DAY FORECAST
WEATHER GRAPHICS
THREE HOUR GAME NIGHT FORECAST
TODAY HALF SCREEN_CURRENT TEMPERATURE TODAY HALF SCREEN_SUNSET / SUNRISE
WEEKEND GAME NIGHT FORECAST WEATHER HALF SCREEN_BUS STOP 2-HOUR FORECAST

WEATHER GRAPHICS
WEATHER HALF SCREEN_BULLETPOINTS
WEATHER FULLSCREEN_BULLETPOINTS
WEATHER HALF SCREEN_BULLETPOINTS W/ICONS WEATHER HALF SCREEN_RECORD SNOWFALL
WEATHER HALF SCREEN_RAIN ACCUMULATIONWEATHER HALF SCREEN_HOURLY FORECAST WEATHER HALF SCREEN_RECORD TEMPERATURES
WEATHER HALF SCREEN_BELOW ZERO RECORDS

SOCIAL MEDIA GRAPHIC (INSIDE WEATHER & TRAFFIC AUTHORITY)
TWITTER
FACEBOOK INSTAGRAM
TRAFFIC GRAPHICS
TRAFFIC FS_CURRENT HIGHWAY SPEED (NO LOGO)
TRAFFIC FS_ACTIVE ROUTE TRAFFIC FS_CURRENT HIGHWAY SPEED
TRAFFIC FS_CURRENT INNER HIGHWAY SPEED
IMAGE+DATA INFORMATION INCLUDES TITLE/SUBTITLE/VIEWER’S
PROFILE PICTURE & NAME/DATE/NUMBER OF LIKES

ANIMATION & PHOTOGRAPHY
SHOW OPENS

EARLY MORNING
THIS MORNING
EARLY MORNING 4:30AM
EARLY MORNING 5AM

EARLY MORNING 5:30AM
NEWS AT NOON
NEWS AT 5PM
NEWS AT 5:30PM

NEWS AT 6PM
NEWS AT 7PM
NEWS AT 11PM
BREAKING NEWS

BREAKING WEATHER (RAIN)
BREAKING WEATHER (SNOW)
FINAL SCORE FRIDAY
REDSKINS IN RICHMOND

SPECIAL REPORT
SEGMENT OPENS STORYBOARD & REPLACEABLE IMAGES
SEGMENT TITLE
FOOTAGE A
FRAME 0105
AFTER EFFECTS_FOOTAGE A REPLACEABLE (_REPLACE
FOOTAGE_Seg - Open ) FRAME 0029

A LIST SEGMENT OPEN CAUGHT ON CAMERA SEGMENT OPEN

CONSUMER ALERT SEGMENT OPEN HEALTH ALERT SEGMENT OPEN

SEVERE WEATHER AUTHORITY SEGMENT OPEN SPORTS SEGMENT OPEN

THE TRAFFIC AUTHORITY SEGMENT OPEN THE WEATHER AUTHORITY SEGMENT OPEN

TODAY’S BIG STORIES SEGMENT OPEN WORKING FOR YOU SEGMENT OPEN

WORKING FOR YOU SEGMENT OPEN FRANCHISE OPEN
FRANCHISE TITLE

CBS TRANSITION CBS TRANSITION

CIRCLE TRANSITION CIRCLE TRANSITION

CBS4 LOGO CIRCLE TRANSITION STINGERS

HAPPENING NOW / BREAKING NEWS STINGERS STINGERS

STINGERS STINGERS

STINGERS TOPICAL PROMO
FIRST TRANSITION IN
TOPICAL LOWERTHIRD TRIGGERING THE HEADLINE TITLE
TOPICAL OPEN
TRANSITION OVER VIDEO
80PTS
GOTHAM BLACK
60PTS , GOTHAM BOLD 60PTS , GOTHAM BOOK
60PTS
GOTHAM BLACK

TRANSITION TITLE
ENDPLATE_DAY/TIME & BUG
SECOND TRANSITION OVER VIDEO
TITLE OVER TRANSITION OUT
BRANDING BILLBOARD PLASMA LOOP

SET DESIGNMONITORS/STUDIO SETS/PLASMA/LOOPING BACKGROUNDS
The CBS6 set received an updated design on all three main panels and four columns. In addition, TCW
offered a new weather set design to compliment the updated main news desk.
SET PLASMA
WEATHER SETDESK LED CBS6 NEWS BRAND LOOP
MAIN NEWS SET

SET PLASMA
MAIN WEATHER SET

CBS6 RICHMOND BRANDING STYLEGUIDE

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