Champion Style Sheet by Champion Media Group

Corporate Identity

CMG119 | April 2016

Brand Description Champion Media Group is a multimedia company that celebrates the art of publishing. It is extraordinary, caring, informative and honest; a unique mix of qualities for this type of business. The Champion continues to be inspired by the idea of creating a series of quality print and digital publications that embrace the community it serves. It offers its readers an up-to-date source of reliable and fully accessible news, views and interviews. And embraces the needs of people of all ages and cultures that seek an authorative source of trustworthy information across all platforms.

Brand Positioning Each Champion product should ensure that a clear purpose is defined together with a firm understanding of who the target audience is. Champion newspapers clearly seek to inform and entertain an adult audience (15+) with specific focus upon news and advertising content that primarily tagets young adults, families and senior readers with moderate to good disposable incomes. The Champion brand seeks to be extraordinary in every aspect of its business â&#x20AC;Ś from design concept and production, through news gathering and reporting to the delivery of the final product either in print or digitally.

Brand Essence As an extraordinary multimedia company, the Champion must vigilantly remain true to the high standards it sets itself in everything it undertakes.

Brand Character

House Style

Tone of Voice (Brand Character) describes the character of the brand.

We must remember that in our multicultural world, English may not be our It is this character that gives our audience audience’s first language, so we should avoid complex sentence structures and (readers, advertisers etc.) an emotional ambiguous terms. connection to the Champion brand. In order to develop a Champion house Brand character must be expressed consistently and should be reflected in all style for written communication the following guidelines should be used to aspects of the brand. promote consistent, clear messaging that This starts with the way we answer the is ‘on character’: telephone to the choice of words and Narrative Voice: use of imagery in our advertising and promotion. To create a tone that is warm and welcoming we always write using the Our presentation should always be clear first person ‘we’ / ‘our’ and refer to our and uncluttered so that the correct level of recognition by our audience is assured. audience in the second person ‘you’ / ‘your’. We avoid the impersonal third There are strong visible cues, evident person ‘they’ / ‘their’. in all of our design and image criterea, Active vs Passive Voice: which reveal a great deal about the nature of the Champion brand: To keep our communication as clear and concise as possible we write using • Extravagant … but not wasteful the active rather than passive voice. For • Extrovert … but not bombastic example: ‘Enjoy swimming with dolphins at sunset’ (active) is preferable to • Adventurous … but not frivolous ‘Swimming with dolphins can be enjoyed • Vibrant … but not ostentatious at sunset’ (passive) • Welcoming … but not exclusive Tense: • Always honest and trustworthy We write in the present tense unless use of the past tense is necessary. Punctuation: In general we avoid the use of exclamation marks, and we never use more than one!! When using bullet points we do not put full stops at the end of the sentence. Numbers: Except for reasons of space, we spell out numbers one to nine using the alphabet. From 10 upwards we use numerals. The exception is data tables where we use numerals.

House Style

Writing for the web

Units of Measure: We use imperial rather than metric measures, for example: mile rather than kilometre, gallon rather than litre, and where it makes sense to do so we prefer to use the abbreviated form.

Writing for the web is very different to writing for printed materials. Users do not usually have the time to read all the information on the webpage; they usually scan the page and pick out words and phrases relevant to their interest.

When using the abbreviation there is no space between number and abbreviation, e.g. 140kg. In general, day, hour, minutes and seconds are not abbreviated. Headlines and Capitalisation: We avoid using all upper case because it can appear that we are ‘shouting’. For headlines we use title case: ‘Enjoy swimming with Dolphins at sunset’ In body copy we use sentence case where capitals are reserved for names and proper nouns only. Use of Dates: We express dates as: day, month, year: 18th August 2011 or 18/08/11. Within a sentence we write the date in full. In data tables we use the numeric abbreviation. For the web we do not use ‘th’ ‘nd’ ‘rd’ or ‘st’. For example: 18 August 2011 Spelling: We use standard English not American spelling. Italics: We avoid using italics which we reserve to distinguish foreign or latin names/ terms. Underlining: We avoid underlining text, particularly online as this suggests a hyperlink.

Websites are all about content, users visit a website to find information. Given this, the way we write for the web directly affects the website’s usability and how effectively visitors are able to collect information from it. Below are some guidelines that should be followed when writing content for Champion websites. Write in Simple English Start with an overview of what you want to say. Present important information first, and then support that information with detail. This is an effective technique, as users can quickly digest the main messages. It is important to use words which the user will understand and be familiar with. Remember: • Be clear and concise – don’t use 20 words when five will do. • Talk directly about the subject • Choose familiar or commonly used words • Ensure one or two syllable words make up the bulk of the paragraph • When the topic is complicated, break up the information into sections, bullet points, pages or paragraphs to make it easy to read on-screen. Use lists and headings to break up the text. Avoid:

Bold:

• Unnecessary information and instructions

Using a bold font is a good way of focusing attention on a keyword or phrase, but should be used sparingly.

• Unnecessarily complicated words. For example, use ‘make’ instead of ‘manufacture’

• Foreign words. For example, use ‘forever’ instead of ‘ad infinitum’ • Using jargon unless it is appropriate • Long, uniform blocks of text Hyperlinks

Rewritten: The Imperial Club rooms are located on the floors 11-15 of the East Tower. Guests have upgraded hotel room amenities as well as access to a dedicated lounge located on floor 12.

Imperial Club facilities include: Never use ‘click here’ - this is an awkward • A large VIP lounge where guests can phrase that can make it difficult for some check-in to the hotel room people to navigate the site. Instead, use text that describes the link destination. • Continental breakfast The more descriptive the link the better. • All day snacks and refreshments For example (underlined text to indicate • Cocktail hour in the late afternoon/ highlighted hyperlink): evening Original: • Laptop stations To view our terms and conditions please click here. • Complimentary internet access Rewritten: View our terms and conditions here. Lists Lists are an excellent way to break up text. Use bulleted lists to create more white space and bring important points to the reader’s attention. The white space surrounding lists makes the content stand out on the page. Use numbered lists for steps in a procedure.

For example: Original: Located on the 11th - 15th floor of the East Tower, guests will have upgraded hotel room amenities as well as access to a dedicated lounge located on the 12th floor with sweeping views of the Arabian Gulf, The Palm Jumeirah and Aquaventure. Imperial Club facilities include a large VIP lounge (513sq.m), where guests can check-in to the hotel room, enjoy a continental breakfast, all day snacks and refreshments, cocktail hour in the late afternoon/evening, as well as laptop stations with complimentary internet access, a small library and a selection of newspapers. There is also a terrace with a smoking section.

• A small library • A selection of newspapers • An open terrace with a smoking section • Sweeping views of the Arabian Gulf, The Palm Jumeirah and Aquaventure

Logo Design The current Champion logo should display the running ‘i’ with a distinctive cut-out of the preceeding ‘p’ and sebsequent ‘o’.

We do not use any previous design than those described here. 1 Main logo in monotone 2 Clear Space

The signatures are always surrounded by an area of clear space which remains free of other elements, such as type and imagery. The clear space is determined by the ‘X’ height.

X X

The X-height is defined by the width of the ‘a’ in Champion. 3 Minimum Size

3 20mm

Logo Palette 1 Preferred colour BLUE CMYK 100c 60m 0y 0k Pantone® 2935 HEX #075da6 2 Accepted alternatives BLACK CMYK 0c 0m 0y 100k Pantone® Black HEX #000000 WHITE CMYK 0c 0m 0y 0k Pantone® — HEX #ffffff

Process 100C 60M

Pantone® 2935

Web Safe 075da8

Logo Misuse

1 No tint or opacity should be used on the main logotype.

2 Do not use any colour for the logotype other than that specified in the logo palette.

3 Elements of the main logotype should never be altered.

4 The logo should never be skewed or sheared.

5 The logo should never be rotated.

6 The logo should never be presented in outlines.

7 The logos should never be presented on a patterned background or a background of a similar colour unless the logotype is presented in reverse.

8 Do not squash or stretch the logo.

Typography Work Sans Do not mix other typefaces with the primary font. Exception: Where symbols or dingbats are required.

This is the primary font that is to be used in all Champion collaterals that are in a print or web environment. It is a very neat, organised and legible font that can be used for both body text and headlines. Work Sans should be primarily used for headings and titles as well as for body copy. Mixing weights for emphasis etc. is totally acceptable.

Work Sans hairline AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans thin (web weight: 100) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans extra light (200) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans light (300) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans regular (400) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans medium (500) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans semi bold (600) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans bold (700) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans extra bold (800) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{} Work Sans black/ultra bold (900) AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 ±!@£$%^&*()_+-=§`~<>,.;:’”[]{}

Web Style Guide This guide acts as a technical reference for all the design elements that make up Champion branded websites. It ensures a consistent design and provides the common CSS and HTML used. Typography

This is an h1 Heading This is an h2 Heading This is an h3 Heading This is an h4 Heading This is an h5 Heading This is an h6 Heading

This is some lead body copy. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. This is some body copy. Donec id elit non mi porta gravida at eget metus. This is a hyperlink. Donec ullamcorper nulla non metus auctor fringilla. This is some bold text. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. This is some italicised text. Sed posuere consectetur est at lobortis. This is an unordered list •

Lorem ipsum dolor sit amet · Phasellus iaculis neque · Vestibulum laoreet porttitor sem

•

Consectetur adipiscing elit

This is an ordered list 1. Cras mattis consectetur purus sit amet fermentum 2. Praesent commodo cursus magna, vel scelerisque 3. Nullam quis risus eget urna mollis ornare 4. Donec id elit non mi porta gravida at eget metus

This is some fine print. Praesent commodo cursus magna, vel scelerisque nisl consectetur et.

This is a blockquote. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. This is a blockquote source attribution

Description List

This is a horizontal description list.

Bibendum Malesuada Euismod

Vestibulum id ligula porta felis euismod semper eget lacinia odio sem nec elit. Donec id elit non mi porta gravida at eget metus.

Pellentesque Fermentum Mattis

Etiam porta sem malesuada magna mollis euismod.

Tables #

Column One

Column Two

Column Three

Dapibus

Nullam

Aenean leo quam. Pellentesque quam venenatis vestibulum.

Euismod

Vestibulum

Maecenas sed diam eget risus blandit sit amet non magna.

Elit

Purus

Nullam id dolor id nibh ultricies vehicula ut id elit.

Buttons

Default Button

Primary Button

Inverse Button

Disabled Button

Company Data The following is the official method of presenting company information â&#x20AC;Ś Champion Media Group Clare House, 166 Lord Street, Southport, PR9 0QA United Kingdom Telephone: 01704 392 392 Websites:

www.champnews.com www.championmediagroup.com www.champtest.com www.linedancerweb.com www.linedancerlite.com www.crystalbootawards.com

Champion Media Group, Champion Newspapers, Champion Distribution, Champion Creative, Linedancer, Linedancerweb and Crystal Boot Awards are trading styles of Waypride Limited, a company registered in England and Wales at the above address, company registration no. 2889999.

Information prepared by Mike Rose 18th April 2016 | CMG119