BRANDING
TA B L E O F C O N T E N T S
Concept
03
Logo Anatomy
04
Clear Space & Composition
06
Logo Sizing
07
On Screen Logo Placement
08
Color
09
Typography
10
Brand Architecture
12
Brand Messaging
14
On Screen VFX
16
Do’s & Don’ts
18
2 CONCEPT
ARC is an international non-fiction television station that focuses on pushing the boundaries of common knowledge in order to engage curiosity and encourage exploration.
CONCEPT 3
1 SEC TION NAME
THE LOGO The mark in the logo takes visual cues from several elements shown above. They are representative of looking at the world in a larger context as well as acting as bridge for knowledge to the general public. The logo’s lowercase letters and rounded edges make it friendly and approachable while its geometric structure gives it a more scientific and calculated feel.
L O G O A N AT O M Y 5
VERTIC AL CO MP OS ITIO N
1X
Clear Space
about 4.5X
7X Clear Space Without Subtitle
1X
SUBTITLE 8X Clear Space With Subtitle
6 C L E A R S PA C E & C O M P O S I T I O N
HO RI ZO N TAL COM P OS ITIO N
Clear Space
Clear Space
SUBTITLE C L E A R S PAC E V E R T I C A L
C L E A R S PAC E H O R I Z O N TA L
The Grid system used for the clear space is based on a square grid that fits the width of the logo. Each square (1X) is 1/6 the height/width of the entire grid. By devising the grid in this way, the brand can stay consistent in its messaging and labeling. The vertical composition can be used for channel labeling and special tag-line labeling.
The horizontal composition is primarily used at small sizes at the bottom left hand corner of the television screen. In large formats it often times becomes very elongated and visually unappealing.
C L E A R S PA C E & C O M P O S I T I O N 7
SMALLEST LOGO SIZE FOR SCREEN
45px
pends on title
45px
28px
SUB TIT LE SUBTITLE
8px
SMALLEST LOGO SIZE FOR PRINT T R AV E L
12.3mm
pends on title
12.3mm
7.5mm
S U B T IT L E SUBTITLE
8 L o g o sizin g
1.9mm
3.2mm
12 px
LOGO ON SCREEN
PA D D IN G
The diagram on the left describes how the logo should be placed on screen. Seeing how the channel will be viewed at many different screen resolutions, the unit of measurement for the placement has been converted to percent.
10 % O F H E I G H T
SUBTITLE
7% OF HEIGHT
Logo
Logo With Subtitle T R AV E L T TR R AV AV E EL L
ON SCREEN LOGO PL ACEMENT 9
BR AND COLOR
ARC PRIMARY COLOR S
C78 M15 Y58 K1 R42 B197 G134 #299086
C72 M12 Y18 K0 R37 B171 G198 #299086
C45 M98 Y3 K0 R196 B25 G125 #c4197d
C45 M98 Y3 K0 R153 B41 G139 #299086
C75 M0 Y71 K0 R45 B188 G121 #2db579
C52 M0 Y88 K0 R133 B197 G85 #299086
C0 M48 Y89 K0 R247 B151 G54 #85c555
C6 M30 Y95 K0 R237 B179 G41 #edb329
ARC SCIENCE COLORS
A R C T R AV E L C O L O R S
A R C C U LT U R E C O L O R S
10 C O L O R
The color palette is compartmentalized into the four areas of the brand. Blue as the main channel, purple for the science channel, green for travel channel, and orange for the culture channel. Each color compartment creates a theme and a unique voice for each member of the channel series. Included CMYK for Print and RGB/Hex Code for on screen.
Clan Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Clan Book AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Clan News AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
BR AND T YPOGR APHY Design by Lukasz Dziedzic in 2006, Clan is a very versatile typeface that works well both on and off the screen. It speaks to the humanistic nature of the arc brand while retaining an element of maturity and forward thinking. With 6 different weights to choose from, it provides a variety of tones for display and body typography.
Clan Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Clan Black AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Clan Ultra AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
T Y P O G R A P H Y 11
Primary Channel Primary Treatment
Primary Channel Secondary Treatment
Science Channel Primary Treatment
Science Channel Secondary Treatment
12 B R A N D A R C H I T E C T U R E
Travel Channel Primary Treatment
Travel Channel Secondary Treatment
Culture Channel Primary Treatment
Culture Channel Secondary Treatment
B R A N D A R C H I T E C T U R E 13
THE WORL
S T RE AM ONLINE AT A RC T V.CO
BRAND MESSAGING The working tag-line for arc is The World Awaits. The imagery associated with the tag-line should be open and inviting. The way the imagery is, but it should explain itself. The following imagery is an example of how this can be interpretted. 1 SEC TION NAME
LD AWAITS
OM OR T URN TO CH A NNEL 217
SEC TION NAME 1
THE GRID The following grid spotlights areas in which typographic transitions and pop-ups can occur. These areas are flexible and open to interpretation in how they are utilized. However, in order to maintain legibility and consistency it’s very important to avoid deviating to far from the grid.
16 O N S C R E E N V F X
80% Opaque Gradient
C L A N N E WS SU BT IT LE
CLAN BO L D T I TLE
Always use big title
C la n Book T i tl e
Can be a website link or other special
`
spotlight
80% Opaque Gradient NEXT
Clan Book Title THEN
Clan Bold
Clan Book Title Image cropping that works with the title animation.
O N S C R E E N V F X 17
01
04 01 IMAGES IN THE LOGO To maintain legibility please do not place any video or images within the logo. 02 DON’T STRETCH THE LOGO!
02
05
Stretching the logo makes it harder to read and will always look bad. 03 NO ADDITIONAL EFFECTS Unless professional rendered in 3d please avoid applying unnecessary effects like drop shadows on the logo.
03
04 DON’T CHANGE THE COLORS The colors should always be selected from the palette provided. 05 DON’T EDIT THE LOGO To maintain consistency please do not edit the logo itself unless it is part of an indent animation.
18 D O ’ S A N D D O N ’ T S
01
04 01 STICK TO BASICS The primary and most commonly used treatment. 02 SECONDARY
02
This treatment is versatile but not as impactful as treatment one. Try to use this on more special occasions. 03 THE SPECIAL TREATMENT For special broadcasting, feel free to do some image overlays. It’s simple and dynamic. 04 SUBTITLES & BRANDS
03
While its not necessary or even preferred, it is permitted to include the title of the channel alongside the color. 05 IMAGE OVERLAY There will be many instances where opportunities to use this style will arise. Just be careful no to overdo it!
D O ’ S A N D D O N ’ T S 19
Brendon Gouveia Massart 2013 Television Brand Manual
D E SIG N E D BY BR END ON G O U V EI A