Identity System and Graphics Standard Manual
S P R I N G
2 0 1 8
01 | 01
Index
Introduction
C H 0 1
Who We Were
0 1
Logomark History
02
Brand Positioning
03
Mission Statement
04
Logotype
C H 0 2
Velocity Logotype
05
Clear Space
07
Use of Color
08
Incorrect Use of Logotype
09
Brand Elements Verbal Element A: Tagline Graphic Elements
C H 0 3 10 11
Photography
14
Typography
15
Broadcast
C H 0 4
Logo Animation
17
Transitions
19
Lower 3rd
21
Branding Tag and Close
23
Teaser
24
Menustyle
26
Collateral
28
Posters
29
Billboards
30
Digital
S01 | 01
W H O
W E
W E R E
The network launched nationwide in the United States on June 17, 2002, as Discovery HD Theater; and was the first 24/7 basic cable HD network in the US. With the proliferation of HD simulcast channels, by 2011 HD Theater no longer filled a unique niche. In 2011, Discovery Communications announced that HD Theater would be re-launched as Velocity later in the year. Aimed primarily at an “upscale male� audience, the network focused primarily on automotive-oriented programming and other shows of interest to a primarily male audience. In 2017, Discovery announced that it would contribute Velocity into a joint venture with the digital, live events, and direct-to-consumer businesses of automotive publisher TEN: The Enthusiast Network.
I N T R O D U C T I O N
S01 | 02
L O G O M A R K
H I S T O R Y
The early logos were adopting the traditional rectangular Discovery logo form when the channel was known as Discovery HD. When Discovery split Velocity off into its own channel they eliminated the traditional design for an angular “V” that resembles a hood ornament. The next iteration of this logo changed the type to all caps and added the Discovery brand globe.
INITIAL 1996—1998
FINAL 1998—2002
2002—2005
PRESENT
I N T R O D U C T I O N
S01 | 03
B R A N D
P O S I T I O N I N G
Who am I?
Velocity assembles programming that addresses the com-
What am I Like?
Instructional
petitive, economic, mechanical and emotional aspects of the automotive world
Entertaining
Velocity provides the only broadcast of automotive visual
Enthusiastic
content through major content providers. Traditional Agile
What do I Offer?
How do I Present Myself
Exploring the niches and intricacies within the automotive
Identity:
industry while presenting comprehensive knowledge.
Logo, Photography, Typography
Satisfying people auditory, sensory, and mental interest in
Digital:
cars without the crippling cost of ownership.
Web - website, YouTube, streaming, Twitter, Facebook People: Serious, Discerning, Thrill Seeking
I N T R O D U C T I O N
S01 | 04
M I S S I O N
S T A T E M E N T
Velocity: a vector quantity defined by speed and direction. The mission of Velocity is to bring together a broad spectrum of programming relating to the automotive world that appeals to a wider range of genders and ages. Central to velocity is the narrative and character elements of the programming. As a member of the Discovery family of channels Velocity shapes the theme of personal discovery along the journey. Velocity allows the viewer to discover the perfect curve in the road.
I N T R O D U C T I O N
S02 | 05
L O G O T Y P E
The concept breaks free of scriptedness, elevating the story and personalities and creating authentic and spontaneous feeling content. The rebrand will introduce a relatable experience for both enthusiasts and the uninitiated. The new look will blend the hard edges of the mechanical with the fluidity of the experience of the open road.
L O G O T Y P E
S02 | 06
L O G O T Y P E :
C O L O R
VA R I A T I O N S
The olive color reflects the landscape and ruggedness of the driving experience. The blue grey reflects the feel of the mechanical and metallic elements of the automobile. Both contribute to the brand’s ability to blend the object (automobile) with the setting (nature).
L O G O T Y P E
S02 | 07
C L E A R
S P A C E
X
The “O� signifies searching and discovery. It is the foundational size used to calculate the clear area around the logo.
X
X
X
X
X
X
L O G O T Y P E
S02 | 08
U S E
O F
C O L O R
The color pallete mixes the colors from mechanics and nature. Green and chartreuse signify the organic natural forms such as earth and sky. The blue grey and light grey convey mechanical objects. Mixing the two recreates the feeling of exploring with your car in the landscape.
N AT U R A L
MECHANICAL
OLIVE GREEN
CHARTREUSE
S L AT E
PA L E G R E Y
WHITE
#807833
#ede856
#63707a
#99aab5
#ffffff
R–128 G–120 B–51
R–237 G–232 B–87
R–99 G–112 B–122
R–153 G–171 B–181
R–255 G–255 B–255
C – 4 8 M – 4 0 Y– 9 7 K– 1 8
C – 1 0 M – 0 Y– 8 0 K– 0 T
C – 6 4 M – 4 8 Y– 4 1 K– 1 2
C – 4 2 M – 2 5 Y– 2 3 K– 0
C – 0 M – 0 Y– 0 K– 0
L O G O T Y P E
S02 | 09
I N C O R R E C T
U S E
NEVER
NEVER
ST R E TC H O R B E N D T H E LO G O.
S TA C K T H E L O G O A B O V E T H E L O G O T Y P E
NEVER
NEVER
C H A N G E T H E CO LO R S O F T H E LO G O FO R M TO S O M E T H I N G OT H E R
R O TAT E T H E L O G O
THAN THE BRAND COLORS.
NEVER
NEVER
B R E A K A P A R T T H E T Y P O G R A P H Y A N D S TA C K I T.
A DJ U ST T H E K E A R N I N G O F T H E L E T T E R FO R M A N D D O N OT C H A N G E T H E C L E A R S PAC E B E T W E E N T H E LO G O A N D T Y P E .
L O G O T Y P E
S03 | 10
T A G L I N E
MAKE FIND LOVE MAP DREAM SHAPE SHARE CREATE
THE THE THE THE THE THE THE THE
JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY
The tagline uses an initial interchangable descriptive word to express the variety of ways to explore. “Shape the Journey” signifies the never ending search that gets us out into the world looking for the perfect road.
B R A N D
E L E M E N T S
S03 | 11
B R A N D
E L E M E N T S
The “O� graphic serves to define space and give a sense of direction. The texture is weathered metal showcasing irregularity in material created by the weathering from the journey.
B R A N D
E L E M E N T S
S03 | 12
B R A N D
E L E M E N T S
The quarter circle that creates the fluid portion of the logo has been extracted and divided into two. The corner mark is used as spatial depth. The curved line makes up the visual path through the space.
QUARTER CIRCLE | CURVE ROUNDED OUTSIDE SEGMENT OF THE QUARTER C I R C L E . U S E D A S A N AV I G AT I O N A L D E V I C E T O CONVEY THE JOURNEY
QUARTER CIRCLE | RIGHT EDGE 9 0 D E G R E E B E N D U S E D TO ACC E N T A R E AS O F E M P A H S I S A N D C R E AT E T E X T U R E . U T I L I Z E D A S A M A S K T O R E V E A L C O N T E N T.
B R A N D
E L E M E N T S
S03 | 13
P A T T E R N S
/
T E X T U R E S
The variations of typography of the tagline active words form the background pattern. Variations in size form the depth of space. The activated curved line creates pattern and texture as well.
B R A N D
E L E M E N T S
S03 | 14
P H O T O G R A P H Y
Images should focus on host personalities and leading figures. The figures should be cropped out from the frame allowing for graphics to flow in front and behind the subject. The images must hang off of one side of the frame and should never be floating detached from the image frame.
B R A N D
E L E M E N T S
S03 | 15
T Y P O G R A P H Y :
T I T L E S
GOTHAM TIME | GOTHAM MEDIUM
TIME ZONE | GOTHAM LIGHT
95 PT
34 PT
Gotham is a geometric typeface with a crisp modern look. Gotham’s letterforms are inspired by the form of architectural signage.
T I T L E | G OT H A M B L AC K 98 PT 105 LEADING 30 TRACKING
Brand Elements
S03 | 16
T Y P O G R A P H Y :
B O D Y
Gotham Book 12/18 should be used when dense body text is required. The paragraphs should not be indented but instead use a line space as a paragraph delineation.
Ritium rerum laborro remoluptae rempore endel ipsaper aepere, si ommod utati volupis tionsedite sam non evenihi taspedisti ande simaxim vel molupiet harum laci dis de ventia inctem es si cum et et molupturis venda dolupta eture, soluptas aut facesed moloritati odipsamus ad que repre percide liciist, issequatiae sam quo toresequi quiaspiet faciat quatian ienimi, totassimod millupta doloreh entios dolores torerup taspers pienduntio et reribus maio consequae qui aut laut qui quat volupta sima nis eumquam nes ma nus volupta tquatem aligenda simus enditiscit adi doluptatior a exerate deribus, optatur eicipsam simusam antius dolorpo riorisc imagnam ipsa id quatqui squunt aut quosa volore optatasperum nectur resequi quidebit qui amenihi tatiand ioriore provid excea de pro ex et plitibus re non re, quaeperibero blaborr ovidellab incipiet latio. Pa volupta tionsequibus si idestinum fuga. Ut latet ma quia aliquas pelignis rem alis nem dusametur? Lorendi ssinullamus ipsam, qui blaboreribus aut lique percil mossusae quam, omnimaximi, alisin re repudam usapiti umquam, etur, ulpa sed etus nonsequo incto inveliquis aut erro volute nem ventem inum que volo quuntiis mo eosam re, comniatia inumet quia nimi, sam faccabo. Ucimolu ptiume nis excero corem escium illiqui delitib uscimpo repero dis adiore cus, saperibus doloribusa nobisci muscilitati ut esti am doluptas et lit re nus. Et licid qui nienestias dolorio sapicti scipis resti te secte si ditaspe ditior aut iuriori atquatiate consent minventi sit es ipiendunt aut dolectur molum sintium repel ipsam faceria spitiam eture latatis eosa cus, omnitatqui ius molo expliciis untisto quidele nihiliscius que sequo blaccae. Axim unt aut volest eosae re explignit odi temolorum el es aciure vid eaquiassitia volores adi ant, ulla comnimusanto tet ut volupta quis dolorio iundisc iliqui nihillaut vollo tem eatiur? Turem hictecto moluptatur aceped qui sunditia sed que debis entur, quam enisqui tem facerer natatio vero vit lam evenda volupta eriantumet ea con re vel in consequiae niminum fuga. Nam quid molorum fuga. Itat eum, corrovit duntur? Quis mo temperf erisit veleseque raeriorrum laboriam cone liquunde pero quo derum ad mi, siminusciae. Et rerum int licat optae endis abo. Utate volupti usciduciae etum cor maximetur asint ipiduciis audis maio. Ut exerat omnia il is am, quid quodit volor milisserio eos soluptatent impere liquam, quae volor atatem volorpo rrovide nditatur, omnis doluptur andanias voloruntia conseque nobissum, sam enihit odignis rem. Dolore, eostent quas aute pe ati doluptatia dusciis
non nobitat ibusanda velenihic tectus inum experferum hiliat aut adi cus core nestiis re consequatia voloreh enihicid etur? Ximaxime platem cum quatium sitaecus esed magnis minum simpor aut officia epelest volorep eratini modias iumque quide mossum que ipisque ea dici nime voluptam litaquos et aciducipsam, quis a nim facea venis magnatius dolor rescit fugia eic to blam nus, sit aut incid qui ut fugitatus doles excerit quid modias perovit ioreribus, corpore rnatet eos ererate mporat. Et et volorer rumquis modiciis cuptas am sim repro te omnisci enducit acepudi officiur sandebissi blataes remUcit qui rat. Osseque cum haribus ium con comnitat est eum eatis re cuptasp itaquundist, velitatur simaiorum hicium deruntis experi tem dit voluptium untis rendesto te venimus inullat aborporiae consed minvel et quo tem est velendit hiciur asse remporae aborem quam acesend undisimus, cum expe as debis dolent, ad qui nos ea voluptae sunt, conse ea deles doluptate num que simporissin res magnissitati ditassi aut et ea dolo veruptat ratiaest mollessi ratiam qui berioss imporpores unt et qui dolorepedic tem quamusd antiae nulpa di tem ex et parchil magnimpos et illacipsus voluptat volut prorestin nonse od quo tem vollacc ullias aut pra ex es cuptae pa doluptus, ute solupti ne volorep ererovit modis dit maximos andae. Velici ius modio to con pore evelita nonse officaepuda nos dollacim aut volupid qui dellent. Atinciis alit quatus disiti reperovit parum es dipsand ionsenihit harunt, quiae velles as destio. Ovit repe paruptaqui inullorumqui rehenis et inulla corectatur atiis dolorum est ut abo. Lorrum net alique verroratur sae verunda doluptamus, si beaquam quis eniendant, occuptias esto te plicilibus pa doles dest quias ium quuntem soluptatati aut denihic illaborit reium conecea quo quissitiis audi blam erit fugia quia volupti samet volorum aut essequae sim eum inci volorionsent fugiamus et ut et vit, cullessi berit aut inum etur sunt. Ihit dolori berfero berovit aut eos eosseni mporum fuga. Nequid maximus sitas reiunt pereperspid ut in et eos ipsa as ut arcitium rerro blate voluptae omnisqui ut ent il expe la ea voluptio tem aliq-
B R A N D
E L E M E N T S
S04 | 17
I N T R O
L O G O
A N I M A T I O N
B R O A D C A S T
S04 | 18
L O G O
+
L O G O T Y P E
R E V E A L
The fluid lines of the journey in the landscape come together to first reveal the geometric shapes of the logo and then charge them to bond together. The logotype slides out from behind the logo.
B R O A D C A S T
S04 | 19
T R A N S I T I O N :
M E N U
T O
F O O T A G E
The transition uses shearing surfaces enchancing the sense of speed. The use of multiple strips reinforces the idea of people moving together as one.
B R O A D C A S T
S04 | 20
T R A N S I T I O N :
S L A S H
B R O A D C A S T
S04 | 21
L O W E R
T H I R D :
U P
N E X T
B R O A D C A S T
S04 | 22
L O W E R
T H I R D :
L A T E R
I N
T H E
W E E K
B R O A D C A S T
S04 | 23
T A G L I N E
+
L O G O
L O C K U P
The tagline lockup features layered typography. This emphasizes that the channel offers diverse programming that focuses on giving the viewer a multitude of experiences involving automobiles. This is the journey that is taken together and shared on Velocity.
B R O A D C A S T
S04 | 24
T E A S E R :
D O U B L E
C O N T E N T
Slide reveal teaser indicates upcoming content in succession over ongoing footage. The yellow line slides over to reveal the image and type content. The last reveal may be used as a lead-in to the next footage.
B R O A D C A S T
S04 | 25
T E A S E R :
S I N G L E
C O N T E N T
Single slide reveal teaser is used to indicate upcoming show programming. The yellow vertical line slides over to reveal the image and type content.
B R O A D C A S T
S04 | 26
M E N U
+
T A G L I N E
B R O A D C A S T
S04 | 27
M E N U
+
T A G L I N E
+
L O G O
T R A N S I T I O N
B R O A D C A S T
S04 | 28
P R I N T :
B U S I N E S S
C A R D S
B R O A D C A S T
S04 | 29
P O S T E R S
S HAPE S HAPE S HAPE
MAKE
CR EAT E
D IS COVE R
T HE J O U RN E Y
I G N I TE
S HARE
THE JOU RNEY
DR E AM
DRE AM
T H E J O UR NE Y
DRI V E
C RA F T
B R O A D C A S T
S04 | 30
B I L L B O A R D
B R O A D C A S T
S04 | 31
P O S T E R S :
R E A L
W O R L D
B R O A D C A S T
S04 | 32
T A X I
T O P
B R O A D C A S T
S04 | 33
D I G I T A L :
M O B I L E
B R O A D C A S T
S04 | 34
D I G I T A L :
T A B L E T
B R O A D C A S T
S04 | 35
W E B S I T E :
H O M E
P A G E
B R O A D C A S T
S04 | 36
W E B S I T E :
S H O W
P A G E
B R O A D C A S T
T H A N K
Y O U