Demon Media Brand Compendium (06 17) by Jonny Norton

DEMONMEDIA

BRAND COMPENDIUM April 2017 v1

COMPENDIUM

INTRODUCTION Welcome to the Demon Media Brand Compendium. As an ever-growing organisation, these guidelines exist to ensure that all Demon Media branding is used consistently across all internal and external platforms and publications (be they printed or digital), and that our key missions are communicated effectively throughout. All design work should be sent to, or worked on in collaboration with, the Head of Brand and Design and referral to this guide prior to release.

1 | Introduction

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CONTENTS Introduction

Contents

Section 1 | Brand Identity Section 2 | Brand Voice

3-8 9-12

Section 3 | Brand Visuals

13-24

Section 4 | Brand Motion

25-28

Section 5 | Brand Execution

29-36

Help + Contacts

37-38

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Contents | 2

BRAND

IDENTITY Demon Media is De Montfort University’s multi-award winning student media group comprises of 5 ‘strands’: TV, Print, Radio, Technical and Design. Over the past 22 years, we have been giving De Montfort University Students the opportunity to gain valuable media industry and life experience, whatever their level of expertise.

3 | Brand Identity

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BRIEF HISTORY BRAND IDENTITY 1995 Demon FM’s maiden broadcast. 1995

2005 DMU’s ‘The Voice’ re-brands into The Demon and releases it’s 1st issue. Demon FM broadcasts on an FM restricted service licence for the first time (87.7FM). 1999 Demon TV is founded, producing videos for De Montfort Students’ Union. 2006 2009 Demon FM gains it’s 24/7 Ofcom community radio Licence (107.5FM).

2013 The 6th annual Student Radio Association Conference is hosted by Demon FM.

The Demon expands online, creation of The Demon Online and Demon Media website. 2012

Demon Media expands due to demand; Demon Tech and Demon Design are founded. 2016

2017 The 10th annual Student Radio Association Conference is hosted by Demon FM.

PRESENT DEMONMEDIA

Brief history | 4

KEY MISSIONS BRAND IDENTITY Demon Media is all about improving the theoretical and technical expertise of its members whilst providing a professional service to the public. Four key missions lie at the heart of everything we do:

OPEN DOORS

BOOST PORTFOLIOS

Whether itâ&#x20AC;&#x2122;s to fulfil a hobby or provide the stepping stones towards a professional career, we strive to act as the perfect foundation for anyone looking to get their foot into the media industry.

Nowadays in the very competitive sector that is media, employers are looking for more than just a degree. We aim to provide this, giving members experience working on events and projects with real clients.

PUBLIC SERVICE

QUALITY SERVICE

With a 24/7, 365 Ofcom licensed Radio station, a monthly magazine, and hours of on-demand video content online, we are proud of the professional standard of service that we provide to the public.

Whether itâ&#x20AC;&#x2122;s a video project, event coverage or a graphic design piece, we aim to provide the highest quality product for a fair price, even for free if it is to the benefit of our members.

5 | Key missions)

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AUDIENCE BRAND IDENTITY When creating documents for Demon Media our audience needs to be taken into account. The majority of our audience can be categorised into three main groups:

THE PUBLIC As the world of media makes more and more advancements every day, so do we; now, in a 21st-century world the possibilities as to the reach of our content are endless. Because of this, we try to appeal to the mass audience where we can, producing informative and engaging content, articles and products that we would find appealing ourselves. Because of this, and order to support the growth of the Demon Media brand and organisation as a whole, the general public is perhaps the most important of all our audiences.

MEMBERS

STUDENTS/STAFF

A lot of the time our content is created solely for our members and their portfolios. Encouraging members to engage with the content produced by their peers is important for self-reflection and improvement.

As you would guess from a Student Media organisation, a large portion of our audience consists of university students and staff. As such, it is important that content produced is suitable and engaging for this audience.

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Audience | 6

ARCHITECTURE BRAND IDENTITY As the years have gone by, Demon Media has grown to become a large organisation spanning over a variety of mediums, able to cater to the needs of many different interests and talents. It is important that our strand and subteam structure is known and communicated clearly.

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DEMONFM

THE

DEMON

DEMONTV

DEMONDESIGN

DEMONTECH

DEMONNEWS

DEMONSPORT

7 | Architecture)

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BRAND

VOICE

A clear, concise and friendly tone gives content and publications a professional quality, building trust with potential audiences and clients. This section exists to ensure that the writing style of all Demon publications (minus news and articles) remains consistant and reflective of the Demon Media brand.

9 | Brand Voice

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OUR NAME BRAND VOICE To ensure that the overarching Demon name (a play on the words De Montfort), strand names and strand subteam names are used consistently over all branding, publications and communications, below are examples of their correct usages and capitalisation. Demon Media Demon FM Demon TV The Demon Demon Design Demon Tech Demon News Demon Sport

(Capital D, single space between ‘Demon’ and ‘Media’, capital M) (Capital D, single space between ‘Demon’ and ‘FM’, capital F, capital M) (Capital D, single space between ‘Demon’ and ‘TV’, capital T, capital V) (Capital T, single space between ‘The’ and ‘Demon’, capital D) (Capital D, single space between ‘Demon’ and ‘Design’, capital D) (Capital D, single space between ‘Demon’ and ‘Tech’, capital T) (Capital D, single space between ‘Demon’ and ‘News’, capital N) (Capital D, single space between ‘Demon’ and ‘Sport’, capital S)

Where appropriate, the ‘Demon Media’ name may be shortened to simply ‘Demon’.

COPY TONE BRAND VOICE Below is some guidance/examples of the tone in which our texts and copy should be written: LESS IS MORE.

DO Hi there!

DONT We warmly welcome you, it’s nice to have you here.

DO It’s time! DO Please don’t try to enter after 11pm.

DONT It is time. DONT You cannot enter after 11pm.

DO Unfortunately, you have been unsuccessful this time.

DONT You have been rejected for this position.

Long, convoluted text can get confusing and be less striking. Keep things minimal. BE FRIENDLY! An Informal tone of voice is more accommodating and relatable, always abbreviate where possible. BE HAPPY! Positivity can go a long way! Be inviting and excitable, omit caveats, and focus on what the audience can gain. DEMONMEDIA

Our name | Copy tone | 10

GOOD EXAMPLES BRAND VOICE Here are some examples of a good brand voice being used across our branding and services:

11 | Good examples)

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BRAND

VISUALS

Now that we have covered what our brand means, we can delve into how it should be used. Without the specifications that follow, we would not be able to create a cohesive and powerful brand. This section should be refered to when producing all print publications, static assets to maintain a consistant brand and reinforced identity across all platforms, documentation and social media.

13 | Brand Visuals

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PRIMARY LOGO BRAND VISUALS The Demon Media logo is the figurehead of our brand, built fit for a 21st century media organisation and to reflect our key values and missions. It should be used consistently to invoke brand awareness.

DEMONMEDIA DEMONMEDIA TOP - Demon Media Logo (Horizontal, Light Background) BOTTOM - Demon Media Logo (Horizontal, Dark Background) These are our primary logos for use on Light and Dark backgrounds respectively. As this variation of the logo (Horizontal) is the primary it should be used wherever possible; however, it is more suited to wider layouts such as titles, banners and headers.

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#CF2222 C12 M96 Y92 K2

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R207 G34 B34

#121212 C79 M70 Y61 K88

R18 G18 B18

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

For reference, here are the colours used in the primary version of the logo. For a more expanded colour palette see page 21.

Primary logo | 14

VARIANT LOGOS BRAND VISUALS Whether itâ&#x20AC;&#x2122;s on video, documentation, online, or in our magazine, our logo is adaptable to any situation. These are the approved logo variables:

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LEFT - Demon Media Logo (Vertical, Light Background) CENTRE- Demon Media Logo (Vertical, Dark Background) RIGHT - Demon Media Logo (Vertical Filled, Colour) These icon-style logos are to be used in smaller spaces, where an icon would be more preferable than a logo. This can be seen in our leaflets, watermarks, social media images and other smaller branding assets. Similarly to the logos, the icons come in a range of styles, enabling more diverse use on various background colours and photos.

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LEFT - Demon Media Logo (Horizontal, Black) RIGHT - Demon Media Logo (Horizontal, White) Each version of the logo also comes with Black and White greyscale variants. When using our logo on coloured backgrounds or photographs it is always best to use a greyscale variant to prevent colour clashing and protect itâ&#x20AC;&#x2122;s integrity.

15 | Variant logos

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STRAND LOGOS BRAND VISUALS To reflect the individuality of our strand’s output, each has it’s own set of logos and unique colour scheme, whilst retaining cohesiveness with the larger brand. Each one is still highly adaptable and has multiple variants, and as such should be used exactly the same. Horizontal, Light BG

Horizontal, Dark BG

Vertical, Light BG

DEMON

DEMONFM

DEMONTV

DEMON

THE

TV THE

DEMON

DEMONDESIGN

DEMON

DEMONTECH

DEMON

DEMONNEWS

DEMON

DEMONSPORT

DEMON

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DESIGN

TECH

NEWS

SPORT

Vertical Filled, Colour

DESIGN

TECH

NEWS

SPORT

Strand logos | 16

LOGO SPACING BRAND VISUALS It is important to not violate the space around the logo. Allowing the logo to stand out by itself will ensure that the Demon Media brand is easily identifiable. As it will be used in varying sizes, the logos must always be used within the proportional framework outlined here:

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LOGO SPACING The minimum clear space around each side of the logo should be that of X for both the horizontal and vertical versions respectively.

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X DEMONMEDIA DEMONMEDIA

DEMONMEDIA 17 | Logo spacing

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LOGO SIZING All of our logos have been designed to be increased or reduced in size as needed. There is no minimum or maximum size, as long as the logo remains easily recognisable.

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LOGO DON’TS BRAND VISUALS To maintain it’s integrity and consistency, the Demon Media logo and that of it’s strands and subteams should always be used in their approved formats and variants. They should never be modified. Here are some examples of what not to do with our logos:

DEMONMEDIA DON’T squish, stretch or rotate the logos.

DEMONMEDIA DON’T overlap anything on top of the logos.

DEMONMEDIA DON’T add a drop shadow or any other form of stylisation to the logos.

DEMONMEDIA DON’T use a black solid logo on anything but a light background. DEMONMEDIA

DON’T use an older version of the logos.

DEMONMEDIA DON’T crop or misshape the logos.

DEMONMEDIA DON’T recolour the logos other than to an approved colour (see page 21)

DEMONMEDIA DON’T use a white solid logo on anything but a dark background.

Logo don’ts | 18

BASIC LAYOUT BRAND VISUALS Layout and placement can be dependant completely on the project. As a general rule, the best placement for the logo should be either the top or bottom right hand corner of the document. For print layouts, a standard 3mm bleed should be utilised to prevent cut-off during printing. 3mm

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3mm 3mm

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3mm 3mm

3mm

STYLISED BACKGROUNDS The Demon media stylised icon background pattern should be included over most Demon Media branding to elude to the different aspects of work we do. It should span the entire width/ height of the element it’s placed on, such as a page or shape.

3mm

LOGO HEADERS BRAND VISUALS SPECIAL TITLES In some cases an appropriate title or partner logo may accompany the Demon Media logo. DEMON

FM 19 | Basic layout

THE

AFTERNOON

SHOW

This should be placed to the right side of either Vertical version of a logo and be separated by a 1pt wide line, adhering to the safe-area guidelines outlined on page 17. The justification of the title’s text must always align towards the separator line. DEMONMEDIA

TYPOGRAPHY

BRAND VISUALS

Demon Media uses DinDisplay Pro as its primary font family. It should be used in all materials produced to maintain a consistency in our messaging and reinforce brand awareness.

DinDisplay Pro Black DinDisplay Pro Black Italic DinDisplay Pro Bold DinDisplay Pro Bold Italic DinDisplay Pro Medium DinDisplay Pro Medium Italic DinDisplay Pro DinDisplay Pro DinDisplay Pro Light DinDisplay Pro Light Italic DinDisplay Pro Thin DinDisplay Pro Thin Italic DinDisplay Pro ExtraThin DinDisplay Pro ExtraThin Italic USE IN GRAPHICS Less is more, especially on short-form branding such as posters, banners and flyers. In many cases, a big, bold sentence or statement can be just as striking as a photograph or image. This philosophy is present over all of our branding. See Section 5 (Brand Execution) for examples.

DOCUMENT TYPE SIZE To keep all typography, titles, and layout consistent throughout all internal documentation, a simple layout has been devised. This includes: a main heading, space for a sub-heading (descriptor or introductory paragraph), section title and body text, and details about minimum spacing, weight and size. Colour palettes can be found on page 21.

22pt

14pt

HEADING Subtext

TITLE Lorem ipsum dolor sit amet, consectetur adipiscing elit.

20pt 15pt 15pt

KERNING Kerning needs to be considered when placing text. As standard, there should be no editing with the pre-set tracking in the font unless extra space is needed. In this case, the kerning should be set to a maximum of -40.

HE HE 0pt

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40pt

-40pt

Typography | 20

COLOUR PALETTE BRAND VISUALS DEMON MEDIA

#CF2222 C12 M96 Y92 K2

DEMON FM

#CF2222 C12 M96 Y92 K2

DEMON TV

R144 G207 B34

#0592D6 C78 M29 Y0 K0

DEMON DESIGN

R207 G34 B34

#90CF22 C51 M0 Y96 K0

THE DEMON

R207 G34 B34

R5 G146 B214

#FF6C00 C0 M68 Y94 K0

R255 G108 B0

21 | Colour palette)

#121212 #921D13 C12 M96 Y92 K40

R146 G29 B19

#921D13 C27 M98 Y99 K29

R146 G29 B19

#668720 C65 R102 M27 G135 Y100 B32 K12 #136792 C88 M51 Y23 K7

R19 G103 B146

#A34D0F C26 R163 G77 M73 Y100 B15 K21

#121212 C79 M70 Y61 K88

R18 G18 B18

#1C1010 C68 M76 Y61 K88

R28 G16 B16

#171C10 C77 M63 Y74 K83

R23 G28 B16

#10171B C88 M72 Y59 K82

R16 G23 B27

#1C1710 C69 M67 Y68 K86

R28 G23 B16

#828282 C49 M38 Y38 K19

R130 G130 B130

#828282 C49 M38 Y38 K19

R130 G130 B130

#828282 C49 M38 Y38 K19

R130 G130 B130

#828282 C49 M38 Y38 K19

R130 G130 B130

#828282 C49 M38 Y38 K19

R130 G130 B130

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

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DEMON TECH

#4F688C C75 M54 Y26 K10

DEMON NEWS

R79 G104 B140

#B01548 C22 M99 Y51 K14

DEMON SPORT

R176 G21 B72

#5ABB47 C66 M0 Y88 K0

R90 G187 B71

#35455E C84 M66 Y40 K32

R53 G69 B94

#791130 C31 R121 M100 G17 B48 Y58 K44 #437F34 C77 M27 Y96 K12

R67 G127 B55

#10141C C92 M80 Y56 K81

R16 G20 B28

#1c1014 C71 M78 Y56 K86

R28 G16 B20

#121B10 C81 M63 Y74 K84

R18 G27 B16

#828282 C49 M38 Y38 K19

R130 G130 B130

#828282 C49 M38 Y38 K19

R130 G130 B130

#828282 C49 M38 Y38 K19

R130 G130 B130

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

#FFFFFF C0 M0 Y0 K0

R255 G255 B255

Consistent use of the Demon Media brand colors will ensure consistency of the brand across all mediums.

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Colour palette cont. | 22

PHOTO/VIDEO BRAND VISUALS Photos and Video used as a part of our branding assets should convey our core values, energy, and enthusiasm that Demon is known for. Some examples of shots that do this well can be found below: IN-SITU SHOTS Team members should be shown insitu working or learning on a task/ project, preferably near hardware or software that conveys what they are doing. Subjects must be smiling, or have a look of concentration, celebration or enjoyment.

LOCATIONS Wider shots of locations such as studios or sets should be well and evenly lit with soft lighting and correctly white balanced. All locations such as studios or sets should be tidied/organised before shooting. Final photographs should be vibrant and present the space in a welcoming light.

OBJECTS/EQUIPMENT When taking close up photographs or video of objects such as media equipment or hardware, it should be made sure that the subject is well lit with soft, even lighting. Where possible, the equipment should be cleaned and inspected for any damage before shooting.

As a general rule, all photographs and footage should be free of grain and distortion, be in focus, vibrant and eye catching. The photographic rule of thirds should be taken into account where possible to achieve pleasing and professional standard shots. 23 | Photo/video)

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BRAND

MOTION

Nowadays as audiences are moving towards more interactive, visual mediums, brands have had to evolve. Demon Media is no different. This section outlines all motion design utilised within the Demon Media brand, be it video or any other interactive medium. They are general rules used that should be used in conjunction with our main visual style outlined in Section 3 (Brand Visuals).

25 | Brand Motion

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GENERAL RULES BRAND MOTION Our motion design should be sharp, fluid, and energetic to convey our key values and the aforementioned static visual style of Demon Media. Below are general rules that should be followed when creating motion assets to ensure their compatibility and cohesiveness with the brand. COMPOSITION AND FILE-TYPE All motion assets created should be produced with a frame rate of 60fps. The composition size can be adjusted depending on the type of graphic being created. As a rule of thumb, all assets should be exported as a lossless .mov file to ensure their compatibility for future use.

SAFE AREAS Most importantly, all moving assets should remain within the bounds of the Action-safe Area (see opposite) to ensure that unwanted cut-off does occurs when resizing or converting files.

3.5%

As standard, the Action Safe Area should remain to 5% the width of the intended resolution and 3.5% the height.

EASING AND CURVES To give movement of text and other assets a more energetic, fluid motion, custom bezier keyframe interpolation should be used where possible set to the following:

80%

Outgoing Velocity: 80% Incoming Velocity: 80% 80%

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General rules | 26

TEMPLATE USAGE BRAND MOTION To aid with production, a variety of editable template compositions and assets have been created that can be altered or used as examples. TITLE TEMPLATE Titles should be limited to 3 lines (or less) of white (#FFFFF) capitalised text and can be resized anywhere within the Action-safe area to create video titles, subtitles and other miscellaneous on-screen text graphics. The colour of the text box’s background should be changed to the primary colour of the strand that the video is being produced by.

LOWER THIRD TEMPLATE Lower thirds should always remain a constant size. They can move anywhere on a horizontal plain but should always touch the bottom of the inner Action-safe area. They should consist of a white (#FFFFF) capitalised title and a lower-case white (#FFFFF) subtitle. Similarly to the title template, the colour of the TITLE text box should be changed to the primary colour of the strand that the video is being produced by, and the colour of the SUBTITLE box to that of the strand’s background colour.

27 | Template usage

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RAW LOGOS Each raw logo animation is a 32-bit, lossless graphic with Alpha channel. They can be used in a variety of different scenarios where a logo in/out transition is needed. Safe areas also need to be taken into account when placing the logos; much like static logos, they must always be used within the proportional framework as outlined below:

X LOGO SPACING The minimum clear space around each side of the logo should be that of X for both the horizontal and vertical versions respectively.

BACKGROUND LOOPS The Demon Media stylised backgrounds have also been converted for use in motion assets. These 40 second loops should be used as backgrounds to titles, logos and graphics and should span the entire height/width of the area they are covering. When used as on overlay over images or video, an opacity of 70% should be applied.

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Template usage cont. | 28

BRAND

EXECUTION Establishing a strong first impression is very important when reflecting a cohesive, strong brand. This section contains examples of a correct execution of our branding across a wide spectrum of platforms including; advertising/print, collateral materials and assets for our various online platforms.

29 | Brand Execution

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SOCIAL MEDIA BRAND EXECUTION

GENERAL RULES FOR SOCIAL MEDIA Social media concerns all items shared online on social media sites including page branding, teaser graphics and watermarks. DO Take into account the â&#x20AC;&#x2DC;Brand Voiceâ&#x20AC;&#x2122; outlined in section 2. DO Use photography to enhance graphics- apply a 70% opacity where an overlay or watermark is used. DO Export all social media graphics in a <100kb .jpeg format to prevent loss in quality. DO Make graphics with an aspect ratio of 1:1 where possible, as this is easier to view on mobile devices.

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Social media | 30

APPAREL BRAND EXECUTION General Shirt

Technical Operator Shirt

31 | Apparel

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PRINT MATERIAL BRAND EXECUTION

GENERAL RULES FOR PRINT MATERIAL Print material refers to all assets intended for print such as leaflets, magazines and posters. DO leave a 3mm bleed on all assets intended for print. DO export assets in a 300dpi, CMYK format to achieve a high quality print. DONT use grainy, blurry or distorted photographs in graphics intended for print. DEMONMEDIA

Print material | 32

ADVERTISEMENT BRAND EXECUTION

GENERAL GUIDELINES FOR ADVERTISEMENT Advertisement encompasses all largescale print material such as roll up banners and signage. All digital signage is also included. DO Take into account the ‘Brand Voice’ outlined in section 2. DO Make sure logo is dominant, well placed and visible. DO Include social media outlets, website links and links to content.

33 | Advertisement

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COLLATERAL BRAND EXECUTION

GENERAL GUIDELINES FOR COLLATERAL ITEMS Collateral concerns all merchandising, branded items and ‘freebies’. DO Use either a white, red or black background. DO Use appropriate logo variant for background. DO Make sure logo is well placed and visible.

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Collateral | 34

VIDEO BRAND EXECUTION GENERAL GUIDELINES FOR VIDEO When working with video, please refer closely to the photography/video guidelines outlined in Section 3 (Brand Visuals) and the motion guidelines laid out in Section 4 (Brand Motion). DO ensure that graphics with transparent backgrounds are exported as 32-bit graphic with an alpha channel. DO Make sure that live loops adhere to the placement rules dictated in Section 4 (Brand Motion). As a general rule, all video created with the intention of use on social media should have an aspect ratio of 1:1 to ensure a positive viewing experience on any device.

35 | Video

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HELP AND

CONTACTS Thank you for taking the time to read our brand compendium. We know you will put as much love, time, and energy into Demon Media as our hundreds of members have done over the past 22 years. If youâ&#x20AC;&#x2122;d like any extra support, our Head of Brand and Design can provide information and guidance regarding our brand compendium or any other aspect of our brand. If you need to send anything for approval or would like some help with anything to do with Demon Media design, please get in touch. If they are unavailable please contact the current DSU Video President Media and Communications.

Head of Brand and Design brandanddesign@demon-media.co.uk

DSU VP Media and Comms mediaandcomms@dmu.ac.uk

37 | Help and Contacts

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