Three 3 Identity Style Guide
Three 3 Identity Style Guide 1. Introduction 1.1 The guidelines 2. Visual style 2.1 The logo 2.1.1 Logo size 2.1.2 Logo position 2.1.3 Isolation area 2.1.4 Misuse of the logo 2.1.5 Three 3 2.1.6 Colors 2.1.7 2.2 Typography 2.2.1 Another Line font 2.2.2 Agency FB font 2.2.2.1 Size 2.2.2.2 Type color 3. Print and poster advertising 3.1 Logo position 3.2 Stationary and collateral 3.3 Business card 3.4 Advertising signature 3.5 Imagery 3.6 Sponsorship 3.7 B&W reproduction 3.8 Print and poster advertising examples 4. Descriptions and credits tittles 4.1 Descriptions 4.2 Credits 5. Other use of the logo
1. Introduction Since the begining Three 3 identity has always been about innovation and young spirit. The original, animating logo came to be seen as the embodiment of an organisation that was constantly re-inventing itself and challenging the expectations of its viewers. 1.1 The guidelines Whether it is seen on screen or in print, the logo is always going to be the same. It will continue with the same texture and colour. The new identity reflects Three 3. It is challenging, distinctive and innovative. However, the new identity can only make a positive impact if it is used consistently and correctly.
The Identity Style Guide has been developed to provide a comprehensive understanding of the new Three 3 identity. It shows how to correctly implement the new design elements off air, on air and online.
2. Visual Style The visual identity is the out expression of Three 3. It sets it apart from other channels. The number 3 is the primary element of that identity. However, other component parts play an important role in establishing Three 3’s visual style. These elements are: Word “three” Degraded & Colour Typography
2.1 The logo
2.1.1 Logo size
In print and in screen the facia of the logo is never outlined, so that it integrates with its surroundings.
Three 3 logo has been designed to reproduce at a minimum height of 21 x 15 mm. But there is no maximum reproduction size of the logo.
We see its distinctive degratded from yellow to red and that cube effect.
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21 x 15 mm
75 x 50 mm
2.1.2 Logo position Three 3 logo is not always in the same position. However the most come site to show it it’s on the top left. But also there are other formats where we can see it in the center. In the next section the Identity Style Guide will give you more instruction about how to position the logo in many different formats and situations.
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2.1.3 Isolation area Three 3 identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. The area is defined by using a third of the height of the logo which is referred to as x.
For example: logo sizes = 52 x 35 mm area of isolation = 5 mm around all sides of the logo This area of separation is a minimum and should be increased wherever possible.
A margin of clear space equivalent to 0.5x is drawn around the logo to create the invisible boundary of the area of isolation.
0.5x
0.5x
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0.5x
0.5x
2.1.4 Misuse of the logo It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified or added to. The logo must never be redrawn, adjusted or modified in any way. It should only be reproduced from the artwork provided. To illustrate this point some of the more likely mistakes are shown
do not distort the logo
do not place the text on the logo
do not place the logo in a frame
do not place the logo in box
do not make logo black&white
2.1.5 Three 3 As the first English tv channel in Spain, the “three” should always appear on the logo. In this ways we prevent people call it “tres” (the word in spanish).
Correct use:
Incorrect use:
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2.1.6 Colors Three 3 uses a warm color palette based on yellow, orange and red. These colors merge to create the degraded of the number three of the logo.
M0 Y0 Pantone 103
M10 Y95
R255 G255 B255 R248 G225 B45
Web FF FF FF Web FF CC 33
Pantone 123
M22 Y90
R255 G199 B25
Web FF CC 33
Pantone 144
M59 Y100
R255 G105 B8
Web FF 99 33
Pantone 173
M76 Y84 k5
R237 G59 B33
Web CC 66 33
Pantone 186
M96 Y65 k4
R240 G10 B54
Web CC 33 33
Pantone 201
M0 Y0
R32 G24 B21
Web 33 00 00
2.1.6 Colors When placed over a photograph or illustration the colour of the logo may not change. And the logo never may be black or white. three
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2.2 Tipography For the visual style of Three 3 have been used two diferent typography. Another line, for the logo and Agency FB for all the text. Both of them are supported by pc and mac. Clean, modern font and has been supplied with the following weights:
Font for the logo:
another line
Font for the text:
Agency FB Regular Agency FB Bold
2.2.1 Another Line Font The Another Line font is only used for the word “three” in the logo. It is form of capital letters. Because of that this font it should not be used for the text. And it always going to be on the regular format, not bold.
abcdefghijklmnopqrstu� vwxyzß朕ABCD EFGHIJKLMNOPQRSTU� VWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
2.2.2 Agency FB Font Agency FB is the font choosen for all the texts. In print it is the only type face that should be placed in a box. And Agency FB Bold has additional weight and can be used for emphasis in small titles, headings and sub-headings. Both regular and bold format are recomended to use at 12pt or above. Never less.
abcdefghijklmnopqrstuvwxyzß朕ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ abcdefghijklmnopqrstuvwxyzß朕ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
2.2.2.1 Size Type should never appear below 10pt. There is no maximum limit to type size. Agency FB Regular is most suitable for 10, 11 and 12 pt type for body copy. For the headlines is more suitable at 20 or above and at Agency FB Bold.
This is the head line This is Agency FB set at 18 point leading. It is large body text. This is Agency FB set at 18 point leading. It is large body text. This is a Small Title This is body copy using Agency FB Regular. It is 12 point. This is body copy using Agency FB Bold. It is 12 point.
2.2.2.2 Type color Color may be used to help differentiate between types of information. Colours may be chosen from Tree 3 colour palette of the Identity Style Guide.
Color from Three 3 color palette Color from Three 3 color palette Color from Three 3 color palette
Color from Three 3 color palette Color from Three 3 color palette
3. Print and poster advertising The following section is a guide to implementing the new identity in the print advertising and all the office paper printed. All printed leaflets, brochures and books produced by Three 3.
3.1 Logo position The logo position is top centre This is fixed and it should never appear in any other position. There are some special ocasion where it is in other position. The logo should sit rangeright against the determined margin. These are recommended logo sizes. In special circumstances the logo size may need to be increased.
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three
A4
A3
3.1 Logo position
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three
A4 Lanscape
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Brochure
Envelope
3.2 Stationary and collateral
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ﾃ］gela Aguinaco Vleutenseweng 155 Utrecht
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3.3 Busness card
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Angela Aguinaco Martin Director Manager 620 405 402
885 x 55 mm
3.4 Advertising signature The URL should be used when there is relevant and corresponding information on Three 3 website. The URL should always be range left and can appear either broken or unbroken. The break is for long programme titles. The preferred URL position is bottom left. Yet it can move up and down the left hand side of the page to accommodate imagery.
Programming information must always be represented in the order of day_date_month_time
It must always be the smallest piece of information (in size) on the page. However care must be taken to maintain the URLâ&#x20AC;&#x2122;s visibility.
URl construction
three3.com/programme three3.com/extended programme title Poster scheduling examples
New series starts Friday 27 March 10.30pm New series, Wednesdays 9.00pm A season of programmes starts Tues 26 July New series, Thursdays from 19 November Starts Sun 5 Feb 11.00am
3.5 Imagery Three 3 should always produce engaging, original, memorable and eye-catching advertising solutions. When commissioning artwork, the most important question is how are the images to be used? The use of the picture dictates the type of photographer or illustrator you need to find.
The new Three 3 identity works best with full frame imagery as opposed to montages of smaller photographs. Below are excellent examples of images generated exclusively for the channel.
3.5 Imagery The format of the poster/ advertisement will also affect how the artwork is produced. If an image is to be used in different formats, two versions may be required. Always consider where the logo and type will sit in the composition.
3.6 Sponsorship Sometimes there will be a need to include subsidiary information such as a sponsorâ&#x20AC;&#x2122;s logo. This is most likely to occur on posters and advertisements. Such information should be positioned at the base of the layout, ranging right or occupying the same width as Three 3 logo.
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3.7 Black and white reproduction Even when the image on screen and printed are black and white, the logo of Three 3 should still be on color.
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3.8 Print and poster advertising examples Billboard Agency FB Bold is used extensively in posters and press ads. Below the programme title and scheduling information are placed in a box.
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Breaking Bad New serie coming soon to Thursday nights
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Orange is the new black Sunday nights
4 Descriptions and credits on screen The following section is a guide to implementing the new identity in the television screen. print. It shows where the descriptions and credits tittle appeare.
4.1 Descriptions Description texts should always be on the left corner of the screen. It may uses Agency FB Bold font and inside a yellow box. The color is from the palette of the Identity Style Guide.
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You are watching “Orange is the new black” Next on Three 3: “The daily show”
00:30
4.2 Credits Credits tittle should appeare inside a yellow box with 90% of transparency. Also the text should start from the bottom to the top. All of the at Agency FB Regular font.
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Credits:
5. Other use of logo There are other ocasions that the logo is not printed in a common stuff. There are T-shirts, disc and other kind of feature where the logo is shown. Letâ&#x20AC;&#x2122;s see some examples.