A Presentation by
T H EME AND VISUALG UID E
I N THE KN OW I NF O R M ATI V E IS:
I NSI G HTF U L I N D EP TH I NSP I R ATI O N A L I NTER ESTI N G
IS:
I N Q UI SI TI VE
INQ UISITI VE
IS:
I NQ UI SI T V
INQ UISIT V FOR DISCERNING MINDS WHO DEMAND MORE FROM THEIR TV, AND FOR ACTIVE BRAINS THAT DON’T WANT A SCREEN SLOWING THEM DOWN. THIS IS YOUR WINDOW TO INQUISITV.
I N VEN T V C R EAT V IS:
I M AG I N AT V P ERC EP T V I NQ UI SI T V
INQ UISIT V
INQUI SI T V
THE INQUISITV SLOGAN, OR MONIKER, IS A COMPOSITE PHRASE CREATED TO DISTINGUISH KCTS9 PROGRAMMING CONTENT INTO A CATEGORY OF ITS OWN. THE NEW PHRASE IS DERIVATIVE OF THE WORD “INQUISITIVE” AND SHOULD BE READ AND PRONOUNCED SIMILARLY, WITH THE GRAPHIC “TV” LETTERING SUFFIX SERVING AS A VISUAL NOD TO TELEVISION. We’d like to avoid using Inquisitv or any of the variations on this theme in places where the word “television” or “TV” might normally be used.
I N Q UI S I T V
INQUISITV AS A VISUAL EXPRESSION
I MAG IN ATIVE
I MAG IN ATIVE
I M AG I N AT I V E
IN V EN TI VE
IN Q U ISIT IV E
INQUISI T V
INQUISIT V
IN Q U ISIT I V E
INQUISIT V
The INQUIZITV idea can also be derived from the animation of the KCTS9 mark into a speech balloon. This gives the mark added relevance and a recognizeable mark to help promote it.
I N QUI SIT V
>
>
INQUISITIVE VIEWERS WANT TO KNOW THINGS. I N QU I S I T V
Key to the idea of INQUIZITV is the use of interesting questions and answers that can promote and add interest to the upcoming programs and events from KCTS9. The graphic “9” naturally transitions into quotation marks, and adds an essential component to the design system.
01 PROMOTIONAL INTERSTITIAL
HOW MUCH DOES THE AVERAGE CUMULUS CLOUD WEIGH?
I N Q U IS I T V
1.2 MILLION POUNDS, ABOUT THE SAME AS 80 ELEPHANTS.
INQUISIT V
This example is an easy and compelling way to generate interest and promote upcoming KCTS9 programs. The “9” graphic and copy work together and are indicative of the inquisitive kinds of programs available on this network.
I N Q UI S I T V
INQUISITV AS A BRAND MARK
01 COLOR OPTIONS
The main colors for INQUISITV are navy background with white, blue and green type. This color combination highlights the double meaning of the word without overstating it. Also shown are variations of the mark in situations where colors are limited.
MAIN: NAVY/WHITE/BLUE/GREEN
GREEN/BLUE
GREEN/WHITE
INQUISIT V
I N Q U ISIT V
INQUIS IT V NAVY/WHITE
NAVY/GREEN
INQUISIT V
INQUIS IT V BLUE/WHITE
BLUE/NAVY
INQUISIT V
INQUISIT V WHITE/BLACK
BLACK/WHITE
INQUISIT V
INQUISIT V
02 FONT OPTIONS
The INQUIZITV mark is intended to be thin and refined. This is especially clear when it is presented as a large graphic. There can be times when the INQUISITV mark will be reduced to small sizes where readability and clarity can become an issue. In those cases, it is perfectly acceptable to change the Futura Fonts from Futura Light/Futura Demi to Futura Book/Futura Bold.
MAIN: FUTURA LIGHT/FUTURA DEMI
ALTERNATE: FUTURA BOOK/FUTURA BOLD
INQUISIT V Futura Light
I N QUI S I T V
Futura Demi
INQUISIT V
I NQ UI S I T V Futura Book
I N Q UI SI T V
Futura Bold
I N QUISIT V
I N Q UI S I T V
IMPLEMENTING THE GRAPHICS AND THEMES
01 PROMO GRID
For producing KCTS9 promos and graphics, a consistent brand and look can be maintained easily by using the grid below. The grid is developed to give the brand ample room to breath creatively, but also adheres to best practices of producing readable TV graphics.
Action Safe Title Safe
Center Cut Safe
02 PROMO GRID OPTIONS
03 SINGLE SHOW PROMO OPTIONS
Here are some examples of how to use the graphics for promoting a single show or series.
REEL NW REEL NW 9pm
REEL NW
FRIDAY
FIX: The Story of an Addicted City
FIX: The Story of an Addicted City
HOLY ROLLERS: The True Story of NEXT Card Counting Christians FRIDAY
9pm
INQUISIT V
REEL NW HOLY ROLLERS: The True Story of Card Counting Christians
NEXT
FRIDAY
9pm
Individual frames can slide vertically and/or horizontally to transition from one promo to another.
UP NEXT
UP NEXT
REEL NW
UP NEXT TONIGHT’S FEATURE PRESENTATION
HOLY ROLLERS: The True Story of Card Counting Christians
TONIGHT’S FEATURE PRESENTATION
The frames can slide vertically and open new windows for promos.
TONIGHT’S FEATURE PRESENTATION
The typography and logos within the main window are free to adhere to the individual show’s graphics and color guidelines and not necessarily those of KCTS9.
04 SINGLE SHOW PROMO OPTIONS
Here are more examples of how to use the graphics for promoting a single show or series.
HOW DOES VANCOUVER, BC HANDLE ITS DRUG PROBLEM?
9pm TONIGHT
9pm TONIGHT
REEL NW FIX: The Story of an Addicted City
The INQUISITV bubble can be used to promote an upcoming episode or show.
Then it can transition to a simple series of windows that descend to reveal the promo information.
8pm FRIDAY
NEW EPISODE
Sometimes just a simple animation of the promo windows can be enough to get the message across. This approach to promos can also be used for eyeliners.
CHECK, PLEASE! On the Road
CHECK, PLEASE! On the Road
NEW EPISODE
NEW EPISODE
05 EYELINER PROMO OPTIONS
Here are a couple examples of how to use KCTS9 branded eyeliners to promote upcoming shows.
?
WHAT’S UP
NEXT
The INQUISITV bubble can be used to promote an upcoming episode or show.
REEL NW
REEL NW
FEATURE PRESENTATION
FIX: The Story of an Addicted City
It can transition to a simple series of windows to reveal the promo information.
10pm TONIGHT
10pm TONIGHT
VICIOUS
The INQUISITV bubble can also be used as a window to promote an upcoming episode or show.
Add a simple series of windows for the promo information.
06 EVENING LINEUP PROMO OPTIONS
TONIGHT
TONIGHT
TONIGHT
7pm WASHINGTON WEEK with Gwen Ifill
8pm DOC MARTIN
9pm REEL NW FIX: The Story of an Addicted City
Complex animations using the grid can be used to add interest for an evening lineup promotion.
Feature each show individually by increasing its window size within the viewing frame and reducing the size of the other shows.
7pm
WASHINGTON WEEK with Gwen Ifill WHAT’S ON
?
TONIGHT
8pm
DOC MARTIN
IN QU ISIT V
9pm
REEL NW
A simple way to brand promos is to use the INQUISITV Bubble over scenes of Western Washington.
IN QUIS IT V
FIX: The Story of an Addicted City
This allows for simple reveals of the evening lineup and connects it to the local viewers.
TONIGHT 7:00 WASHINGTON WEEK with Gwen Ifill 7:30 CHARLIE ROSE - The Week 8:00 DOC MARTIN
Another way to use the brand is to use the INQUISITV Bubble over the branded colors.
This can transition to a simple layout of the evening lineup that features windows of the upcoming shows.
INQ UISIT V
07 SAMPLE WEBSITE AND EMAIL TEMPLATE This look can also be applied to the headers of promotional email blasts. The website can be used to view and promote programming on KCTS9. Here is a sample of how it could look.
AUG 1, 2014
I N Q U I SI T V
TV SCHEDULE EVENTS SHOP EMAIL SIGN-UP
DONATE ATE NOW A
INQ UI SI T V
HOME
PROGRAMS
EDUCATION
ABOUT
SUPPORT KCTS 9
?
TICKET INFO >>
AN EVENING WITH KEN BURNS
Ken Burns is coming to Seattle! Preview his newest documentary, The Roosevelts
SEP 3 Screening Event
TOP PICKS
Read this message online
KEN BURNS EVENT
LIFE & ARTS
Sept 3
Blog
DYING SEA STARS Update
CHECK PLEASE, NW Thursday 7:30pm
TV SCHEDULE
EVENTS
DONATE
I N Q UI S I T V
INQUISITV COLOR BREAKDOWNS AND FONTS
01 COLOR BREAKDOWNS
The branded colors are bright, fun and unique to the Pacific Northwest. The navy color serves as a base for the brand and is highlighted by using the bright green and blue colors to call attention to and promote programming on KCTS9.
KCTS9 Navy
KCTS9 Green
KCTS9 Blue
KCTS9 White
RGB
33 - 51 - 66
RGB
195 - 217 - 57
RGB
99 - 201 - 215
RGB
255 - 255 - 255
HEX
213442
HEX
c3d93a
HEX
60c9d6
HEX
ffffff
Web Safe 21 - 33 - 42
Web Safe C3 - D9 - 39
Web Safe 63 - C9 - D7
Web Safe FF - FF - FF
CMYK
86 - 69 - 51 - 50
CMYK
28 - 0 - 95 - 0
CMYK
56 - 0 - 16 - 0
CMYK
0-0-0-0
Pantone
303
Pantone
382
Pantone
3105
Pantone
-
100% Shades of the branded colors are acceptable to use as a way of keeping the brand fresh and interesting. The colors don’t always have to appear flat. Highlights and shading are a good way to make the brand more versatile.
80%
60%
40%
20%
10%
02 THE FONTS AND TYPE SYSTEM
Using the Futura font family is key to maintaining consistency within the KCTS9 brand. In order to add further meaning to the font selections, these variations within the Futura font can create more consistency and understanding of the brand.
Futura Medium
Futura Demi Bold/Futura Bold
The Time
The main font to feature air times of upcoming shows is Futura Demi Bold. This font is good for clarity and readability. Futura Bold can also be used in unison to add emphasis and urgency to the air time.
THE SHOW
The Episode
The Futura Medium font can be used for subheads and episode titles. This font allows the main title of the show to be the hero and supports it by adding more descriptive information that’s still easy to read and doesn’t compete too hard for attention.
Futura Demi Bold
The Futura Demi Bold font is a solid, readable and consistent typeface that is versatile enough to cover a wide variety of programming titles and promotions. It is easy to read in both large and small type sizes.
Futura Light
THE MARK
The Futura Light font is the main font used for the INQUISITV mark. When the size of the mark is small enough to impact its readablility, then convert the font to Futura Book. The will increase the thickness of the letterforms subtly and effectively.
Futura Bold Oblique
THE PROMO
The Futura Bold Oblique font adds fun and urgency when promoting shows and upcoming events. This font is effective as the voice or personality of INQUISITV. It’s intended to be used when building a conversation with KCTS9 viewers.
THANK YOU