tv station brand style guide
In Real Life TV Mission Statement
Our mission is to be a source of educational, relatable, and entertaining content for young adults who seek support as they take on the challenges of adulthood. The purpose is to address the knowledge gap we see today and rectify it though great TV.
brand basics Modes of Content Delivery Customers can access the station via cable, online streaming, and a mobile application. The mobile application can also be used for second screen integration with the TV programming. There will also be social media centered content and short video clips online.
Target Audience 18 to 25 years old United States All genders and races Middle Class Urban and college lifestyles
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Brand Descriptors Friendly Informative Entertaining Current Positive Simple Intuitive Accomplished Productive
Branding & Book Design Myra Lloyd
personality map The dark blue dots represent where irl’s personality falls on the map
friendly
unfriendly
dominant
submissive
*graphic adapted from Design Personas by Aarron Walter
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identity The identity aims to be friendly and simple to show how easy it is to learn the topics the channel covers. Clean lines and rounded edges are key, and the colors pop. The logo is highly adaptable and can be used in full color and black and white. There is an animated example for showing on television.
Main logo
Logo on a color field
Stripped down to black & white
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Drop tagline for second sheet
An example of logo usage on screen
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improper usage The purpose of this brand style guide is to inform the reader of how to replicate the branding properly. It is imperative that the logo is used properly and appropriately. These are some examples and rules of improper logo use.
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Do not understate “real� on colored logos
Do not drop navy on colored logos
Do not swap the color scheme
Do not stray from brand colors
Do not stretch
Do not condense
Do not use tints
Do not tilt
Do not use low resolution files
Do not change the typeface or capitalize text
Do not stylize
Do not distort
in real life
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color palette The colors have been picked to express the brand’s personality of friendliness and simplicity. The main colors are light blue, blue, and navy. These are always used as the default colors. The secondary colors are teal, yellow, red, purple, orange, and green. The secondary colors are to be used sparingly as accents and little pops of color.
PMS 299 C CMYK 80 18 0 0
PMS 300 C CMYK 100 62 7 0
PMS 2955 C CMYK 100 78 36 28
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PMS 116 C CMYK 0 18 100 0
PMS 3265 C CMYK 82 0 42 0
PMS 179 C CMYK 4 91 91 0
PMS 7488 C CMYK 56 0 93 0
PMS 7442 C CMYK 52 84 0 0
PMS 152 C CMYK 5 67 100 0 irl tv 9
icons The icons were constructed to match the look and feel of the brand. Each one features two tints, and the darker one always goes on top. Each one can also shift to white for use on a color field. The rounded edges call back to the main logo, and the colors were handpicked from the brand’s color palette. Each icon represents a different topic category.
Darker shade layers on top
Icons shift to white on a color field Rounded corners
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Talk Show
Clothing
Employment
Life Hacks
Personal Finance
College
Travel
Cooking & Food
DIY
Party
Apartment
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typography These typefaces reflect the simplicity and variety of the station. Three typefaces will be used across the brand: Helvetica Rounded for headlines, Roboto Light for copy and bylines, and Memphis Light for details and captions. TV shows will have signature typographic styles to differentiate them and show the characteristics of the particular show.
Headers Helvetica Rounded Bold
Copy Roboto Light
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ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz !@#$%^&*()_+`~={}|:”<>?[]\;’,./ 1234567890 ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz !@#$%^&*()_+`~={}|:”<>?[]\;’,./ 1234567890
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmno wp q r s t u v w x y z !@#$%^&*()_+`~={}|:”<>?[]\;’,./ 1234567890
Captions Memphis Light
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmno wp q r s t u v w x y z !@#$%^&*()_+`~={}|:”<>?[]\;’,./ 1234567890
Word Processing Georgia Regular
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programming The shows picked for this channel cover things young adults should know comprehensively. Each show has a unique graphic style, which is represented here by the diversity of typography, but each one stays true to the brandâ&#x20AC;&#x2122;s overall style and personality. Each icon represents the category of the programming
college 101 Itâ&#x20AC;&#x2122;s not always on the syllabus
commute Everything from working hard to hardly working
off campus
Five twenty-somethings. One show. This could get interesting.
wallet workshop All the financial skills to make the most out of your new money
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square feet The unofficial apartment renterâ&#x20AC;&#x2122;s guide
beyond the microwave Expanding kitchens one recipe at a time
party punch Become the host with the most or the best of the guests
fashion fix
How to find, mend, and care for your adult wardrobe
hostels and hotels Adventuring made easy
lifehack lab Lab tested so you donâ&#x20AC;&#x2122;t have to
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programming These blurbs sum up what each show is all about. Each one goes in depth into content while also staying simple and direct. The language used to describe the show reflects the attitude and tone of the program.
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college 101
coMmute
We can all agree that college is no cake walk. Whether you’re living in a hall, an apartment, or at home, your college experience is one that you’ll want to get the most out of. We’ll show you many different situations through skits, testimonials, and some how-to informational segments. Topics include, study tips, dorm life, safety, community college, first year experience, and work/study.
Getting and keeping a job can be one of the most stressful things in life. We want to lift that burden and arm you with the knowledge you’ll need to help you get to where you want to be. Topics include volunteer experience, resume building and formatting, talking about what you learned in college, selling yourself at an interview, the job search process, negotiating a raise, corporate culture, start-ups, and deciphering dress codes.
off campus
wallet workshop
This show will have hosts from different stages of young adult life who answer questions and tell stories about life.This show is more relaxed than the other content on the channel because it is more centered around humanity and the stages of young adulthood as told by charismatic young adults. There will also be sketches with the hosts and humorous segments.
Confused about taxes? Still figuring out how to budget? Do you want to start charitable giving, but unsure how to allocate the funds? What about your 401k and investment opportunities? What about saving and banking? Loans and insurance? We’ll show you the ropes and help guide you through informational segments, skits & sketches, and interactive advice sharing through the app and twitter.
square feet
beyond the microwave
This show will cover all aspects of apartment living. There will be how to segments and also stories. Some episodes will cover which small pet is right for you, how to do things like shampoo a rug, roommate best practices, the communal fridge, landlords, neighbors, decorating a small space, picking the right apartment for you, urban gardening, and safety.
This show will feature hosted segments on TV as well as under a minute time lapse videos on our social media and app. While users are watching, they can look at the app to see the ingredients list and save it. There will also be content like cooking for one, grocery shopping without a car, how to do simple tasks in the kitchen, check freshness, equipment, and safety.
party punch
fashion fix
This show is all about parties, planning, atmosphere, and fun. It will show viewers how to prepare and plan events like apartment warming get togethers. Some of the topics include how much dip should I make for 7-12 people and what do 23 maybes mean on Facebook. There will also be stories about crazy parties with animated portrayal.
This focuses on fashion for both men and women. Topics include how to build a work wardrobe, building a capsule wardrobe, shopping on a budget, save vs splurge pieces, closet staples, basic mending and fixes, color coordinating, fashion rules and breaking them, knockoffs and copycat pieces, care and instruction, donation, etc. It will also feature male and female outfit inspiration that users can submit via social media.
hostels and hotels
lifehack lab
This show will be focused on travel, but through the lens of being new to planning trips and travelling on the cheap. There will be content relating to backpacking through Europe, planning your first trip abroad, roadtripping, things millennials canâ&#x20AC;&#x2122;t miss in each country, cultural differences to be aware of, study abroad, best destinations for an inexperienced traveler, and food.
This show will be all about introducing and testing lifehacks, food hacks, clothing hacks, etc. It will be scientist and laboratory themed. It can be like mythbusters where we take a hack and see if it holds water. It can also be us coming up with new hacks as the world changes around us.
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titlecards The title cards will play between shows to announce future programming. They keep with the iconic and friendly style of the brand. Each titlecard has icons that match the show being featured.
Title card for life hack lab on irl
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Title card for college 101 on irl
Title card for commute on irl
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mobile app The mobile app embodies the brand. Its primary use is for showcasing short form content and interaction with the television through an internet connection. There are also articles on basic tasks and information sorted by category. Videos and articles can be favorited and saved on one page.
Loading screen 20 irl tv
Clips menu
Actual size
App Icon
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irl tv
Video player
Categories irl tv 21
stationery The business stationeryâ&#x20AC;&#x2122;s design reflects the simple and friendly attributes of the brand. Four colors will be used on business cards, but light blue is the default color for letterhead, memos, and envelopes.
myra lloyd creative director
dacota messer accountant
in real life television 2121 market street philadelphia, pa 19103 www.irltv.com
in real life television 2121 market street philadelphia, pa 19103 www.irltv.com
t 215.475.2358 x6972 c 895.300.1224 e lloydm@irltv.com
t 215.475.2358 x0222 c 570.865.4201 e messerd@irltv.com
dove lloyd production assistant in real life television 2121 market street philadelphia, pa 19103 www.irltv.com t 215.475.2358 x0305 c 865.399.1264 e lloydd@irltv.com
The coloration of the back matches color on the front
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Second sheet with a stripped down version of the logo
Letterhead with contact details and web address
in real life television 2121 market street philadelphia, pa 19103 t 215.475.2358 â&#x20AC;˘ e info@irltv.com â&#x20AC;˘ w www.irltv.com
Back of #10 commercial envelope
Front of #10 commercial envelope
in real life television 2121 market street philadelphia, pa 19103 www.irltv.com
advertising Advertising for the channel will feature both photography and illustration in the simple rounded style. The ads will be concentrated in metropolitan areas and near apartment complexes. Drawing people in with eye catching and engaging ads is the main focus of the campaign.
Bus shelter poster advertisement 24 irl tv
Billboard poster advertisement
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in real life television 2121 market street philadelphia, pa 19103 www.irltv.com