Brand Identity Styleguide
Cooking Channel Branding Style Guide
Cooking Channel Branding Style Guide
Table of Contents Creative Strategy 7 Logo 8 Color Palette 10 Typography 15 Iconography
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Photography 26 Title Card 30 Website 42 Application 46
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Cooking Channel Branding Style Guide
Cooking Channel Branding Style Guide
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Cooking Channel Branding Style Guide 6
Cooking Channel Branding Style Guide
Creative Strategy
Cooking Channel’s brand represents the modern, young, and fresh aspects of the Cooking Channel. The main color, green, gives the brand a clean and healthy look, which is very important in cooking today. The bright colors allow the brand to look more appealing to a younger adult audience. The type is in a san-serif font that looks dynamic and is easily read in a small scale. The overarching ‘C’ around ‘cooking’ serves as both the acronym for the channel and for the overarching theme of a timer. The ‘C’ symbol transforms into different parts of a whole circle that represents a timer. These provide a dynamic and simple iconography for the brand.
something that feeds you and your loved ones. Once the timer is up, people feel a sense of gratification at what they have accomplished. The Cooking Channel brings this gratification directly to their viewers. This is why the timer mark circles all the way around ‘Cooking’. It shows how the Cooking Channel is there for their viewers from start to finish. Food is a powerful thing across age, gender, and culture. This brand shows the love for food in all forms that the Cooking Channel brings to its viewers.
The timer is something everyone is familiar with when it comes to preparing food. It’s used as a way to represent the time spent cooking, whether it’s with your friends, your family, your partner, or by yourself. It is time spent enjoying creating
Cooking Channel Branding Style Guide
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Logo
Color and Scaling
1.5x
White on black
1.5x
x
1.5x Full color logo Black on white
White on 85% opacity on images
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Cooking Channel Branding Style Guide
Spacing around the logo is 1.5x the x-height of “Cooking�
Logo
Misuse
Do not distort the logo
Do not put an outline, glow, or dropshadow on logo
Do not combine logo with other graphic elements
Do not display logo at an angle
Do not display logo in colors outside of the brand
Do not rearrange logo elements
Cooking Channel Branding Style Guide
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Color Palette
CMYK: 46, 2, 100, 0 RGB: 152, 197, 60 HEX: #97C53C Pantone U 382 UP
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CMYK: 0, 0, 75, 0 RGB: 255, 244, 95 HEX: #FFF45F Pantone U 101 UP
Cooking Channel Branding Style Guide
CMYK: 0, 85, 99, 0 RGB: 239, 78, 35 HEX: #EF4E23 Pantone U 7417 UP
Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
Cooking Channel Branding Style Guide
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Typography
Insignia Roman 1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Display type
Chaparral Pro Regular Chaparral Pro Bold
Chaparral Pro Italic
1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Body type
Used for subheaders
Used with body type or for folios, subtitles, etc.
Cooking Channel Branding Style Guide
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Typography Cooking Channel uses both of its typefaces whenever possible. Headers are in Insignia Roman and body text is always in Chaparral Pro Regular and justified left. The body text is always black. The headers can be in any of the brand colors except for yellow. The subtitles, footnotes, and captions are in Chaparral Pro Italic. These can be black, green, or red.
Hierarchy Formatting
3.6x 1.8x body size 1x 1.2x body size
1.5x caption size 0.8x
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Header
Header
Cooking Channel is the go to place for cooking. Our network is about positivity and creativity through food. Food is delicious! Food is messy! Food is fun!
Cooking Channel is the go to place for cooking. Our network is about positivity and creativity through food. Food is delicious! Food is messy! Food is fun!
Sections of text are clearly distinguishable without color.
Sections of text are clearly distinguishable in color.
Cooking Channel Branding Style Guide
Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
Cooking Channel Branding Style Guide
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Iconography
Colors and Sizing
Each element used by Cooking Channel comes from the overarching â&#x20AC;&#x2DC;Câ&#x20AC;&#x2122;. The six icons represent the time, motions, and methods of cooking. These elements play off of one another to enhance the brand identity. They are lively, vibrant, and eye-catching. The elements can be displayed in any of the brand colors and can be shown alone or in groups. When the icons are shown together they must be at either 1x or 2x times the size of one another. Icons on top of images must be white
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Elements must be displayed at 1x and 2x times the size of one another.
Cooking Channel Branding Style Guide
Iconography
Misuse
Do not distort the icons.
Do not display icons in colors not associated with the brand.
Do not overlap icons.
Do not display icons in different colors.
Cooking Channel Branding Style Guide
Do not put a glow, stroke, or drop shadow around icons.
Do not display the icons in non-proportional sizes.
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Iconography
Patterns
The iconography can also be displayed in a pattern. The pattern can be shown in six different variations. With these six variations, the inversed green is the most significant and should be used more often than the others.
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Cooking Channel Branding Style Guide
Iconography
Color Variation
Cooking Channel Branding Style Guide
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Cooking Channel Branding Style Guide
Cooking Channel Branding Style Guide
Photography
Composition and Format
As a food centered network, photography is beyond important! Cooking Channel uses bright and vibrant photography that makes users hungry for more. Food photos can be overhead shots or detail shots. Icons can be placed on photos if they effectively enhance the composition and emotion of the image.
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Cooking Channel Branding Style Guide
Photography
Misuse
Photo is dark and dreary, subject is not clear
Photos can not be in black and white
Photos can not be too dark
Icon placement can not distract from the photo
Photos can not have color filters
Photo can not be distorted
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Cooking Channel Branding Style Guide
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Title Card
Layout and Composition
Cooking Channel’s title cards are bright and lively. They use moving symbols to keep the viewers attention while watching television. The format for the show titles comes in two forms: a one line version for short names and a two line version for longer names. Each card also has room for an optional tagline at the bottom right corner for phrases like “season premier” or “network premier”.
Cake Hunters
The cards come in four color variations: red on white, white on red, red on white, and green on white. Yellow is not used for the title cards.
Tuesdays 8/7c
Basic layout for a one-line title card.
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Cooking Channel Branding Style Guide
Title Card
Layout Examples
Cake Hunters Tuesday 8/7c
Season Premier
Beach Bites with Katie Lee Tuesday 8/7c
Cake Hunters Tuesdays 8/7c
Season Premier
Beach Bites with Katie Lee
Basica layout for a two-line title card.
Tuesday 8/7c
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Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
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Title Card
Grid Layout
Time aligned left to 470px left
Do not let title go further past 1450px left
Center title at 960px left
Cake Hunters Tuesday 8/7c
Time centered between 540px and 360px up.
Season Premier Basica layout for a two-line title card. 34
Cooking Channel Branding Style Guide
Title baseline at 540px up
Optional tagline at 90px up
Title Card
Grid Layout contâ&#x20AC;&#x2122;d Time and title aligned left to 490px left
Beach Bites with Katie Lee Tuesday 8/7c
Do not let title go further past 1430px left
Titleâ&#x20AC;&#x2122;s mean line at 720px up
Title baseline at 540px up
Time centered between 540px and 360px up.
Optional tagline at 90px up
Basica layout for a one-line title card. Cooking Channel Branding Style Guide
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Title Card
Typography Treatment
Everything on the title card should be in Insignia Roman except for the date line. These titles should be centered on the screen. For longer titles, the words should be stacked with the bottom line being the longest. The two line titles are aligned left. Do not edit the tracking on the title cards.
160px
120px
Beach Bites with Katie Lee
75px
Tuesdays 8/7c
50px
Season Premier
120px
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Cake Hunters
Cooking Channel Branding Style Guide
Title Card
Transition Format and timing
Title card transitions are controlled by the iconâ&#x20AC;&#x2122;s motion. Each transition will be 0.5 seconds and will start with the icons spinning faster. The background color will then drop away to the right or downwards first, with the icons slightly staggered behind.
Cake Hunters
Cake Hunters
Tuesdays 8/7c
Tuesdays 8/7c
Cake Hunters Cake Hunters Tuesdays 8/7c
Cooking Channel Branding Style Guide
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Cooking Channel Branding Style Guide
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Website Cooking Channel’s website offers an easy way for viewers to get engaged with the shows. The website has a border on each side with a white background pattern that changes pattern on each page. Images are shown either has horizontal rectangles or as squares. Headers are in green and body text is in black. The icons can be used as ways to highlight certain areas of text.
Shows
Chefs & Hosts
Recipes
Videos
search recipes, shows, & chefs
On TV On Now
Everyday Italian 6:30pm | 5:30c
Up Next
Emeril’s Florida 7pm | 6c
See Full Schedule
Latest from our Blog Liven Up Your Weeknight Dinners with Easy To Make
Make Perfect Pad Thai in 20 Minutes Flat 10 April 2017
Pan-Asian Recipes
Watch Full Episodes
Carnival Eats s4e2
Tia Mowry at Home s2e4
Super Easy Summer Sweets
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Cooking Channel Branding Style Guide
See More
Dinner at Tiffani’s s1e5 See More
Grilled Cheese Greatness 10 April 2017
Margharetta Pizza Mayhem 10 April 2017
Search
Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Application
Guidelines and Layout
All stationery and paper products feature a clean front with a pattern on the back or inside section of the product. The pattern used is only in green. The headers, adresses, etc. should be displayed in orange. For other physical branding (cups, aprons, bags, etc), the object can be either white, or one of the brand colors. The white merchandise has the Cooking Channel logo in the center, and can feature green accents if applicable. The colored merchandise can have any inversed version of the brand pattern.
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Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
Cooking Channel Branding Style Guide
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Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
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Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
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Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
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Header Title
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Optional Subtitle to the Header
Cooking Channel Branding Style Guide
Header Title
Optional Subtitle to the Header
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