Logo Composition 1
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Both SUSUtv’s logo (opposite) and its insignia (above) exhibit straightforward composition. Pre-requisite items to retain in the new logo were the green colour and power symbol that been a staple of the icon since 2010. This symbol was redrawn and reproportioned, and now aligned with the centre of a larger exterior circle. Circles are connected to completeness, energy and movement. They have no end. For a station striving for progress and innovation, these are highly appropriate characteristics. This kickstarts the visual grammar of the entire SUSUtv identity.
The circle implies a centre and draws the eye. This focus and clarity is at the heart of the SUSUtv identity. The shape’s recognisability in silhouette allows flexibility for the future. The move to lush green from lime green was prompted by the connotations of each shade. Green is associated with nature, growth, success, harmony and youth - all beneficial for the context of SUSUtv. Yellow, however, has connotations of cowardice, deceit and caution. By contrast, blue is thought to show knowledge, loyalty and inspiration. This is why the move was made towards the latter.
Tech Specs Logomark
Background Gradient Angle: 120 Start: #26cb63 End: #26cb8c Completion: 60% Symbol Fill: #f8f8f8
Logotype
Drop Shadow (Optional) Opacity: 10% Colour: #2f2f2f X-Offset: 0mm Y-Offset: 0mm Blend Mode: Multiply Blur: 1/9 of Logo Width
SUSU Text Typeface: Sofia Pro Semi Bold Tracking: -60 Fill: #2f2f2f
Drop Shadow (Optional): As Above
tv Text Fill: Gradient As Above
Symbol: As Above
Background Gradient: As Above
Drop Shadow (Optional): As Above
Logo Variations
Single-tone versions of the SUSUtv logos exist for use in different situations.
background, alongside other logos or tying into branding of existing series or events.
Using a full-colour logo is always preferable since green is the signifier of the brand. It may be more aesthetically appealing to use a single-tone version sometimes, such as if displayed on a multi-coloured
Only the full-colour version of the logomark features an illuminated symbol. For all other versions, this region is transparent. It is recommended, and simplest to use the existing files supplied.
Correct Use of the Logos
Incorrect Use of the Logos
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(left) Do not distort/rotate the logos. (right) Do not place text on top of or alongside the logos inside the exclusion area. Do not recolour the logos; only use the supplied files.
Do not place the logos in a frame of any kind. Do not add any outline/stroke to the logos. Contrast logo colours for emphasis.
The logotype is SUSUtv’s default logo; use this whenever possible.
The ‘combination’ logo should only be used at very large sizes.
It is not interchangeable with the logomark. This should be treated as an insignia and only used where a symbolic contribution is more impactful, such as when the destination area is small.
Only supplied logo asset files should be used, and these should only be resized - no other alterations should be made. Examples of correct use of the logo are displayed above left.
Set Fonts
Sofia Pro Black
University of Southampton Students’ Union Television Used for display text - headlines and titles - only or for emphasis in body copy.
Sofia Pro Semi Bold
University of Southampton Students’ Union Television Used for titles, subtitles or for emphasis in body copy.
Sofia Pro Medium
University of Southampton Students’ Union Television Used for subtitles.
Sofia Pro Light
University of Southampton Students’ Union Television Used for titles (if displayed at a large size) or body copy.
Complementary Typefaces
Southampton
Southampton
Southampton Back to Black
Southampton
Southampton
Southampton
Anders
FatFrank Heavy
Handletter
Bunya
Horseferry
Southampton
Southampton
Bureau Grotesque One-Three
OCR A Extended
Southampton
Southampton
Eurostile Extended
Ottomat OT
Using fonts other than Sofia Pro is fine, but they must differ significantly from it. For this reason, typefaces such as Gill Sans MT are not to be used. Other sans serif examples which are different enough to be used include Arial, Galano and various grotesque and gothic examples. Other typefaces can only be used as features, and in conjunction with Sofia Pro. This means they can only
be used for series or event names. The rest of the text on the asset or video must still be in Sofia Pro. When pairing fonts, the most successful combinations feature typefaces in two different categories. Since Sofia Pro is sans serif, this means handwritten, mono or serif fonts, for example, will work best with it. It is also strongly advised to use typefaces with upper and lower case and special characters.
C127A4
8C26CB
6326CB
268ECB
26CBB6
26CB8C
26CB63
93E53D
FFFF27
FF9327
F8F8F8 2F2F2F
Culture
Documentaries
Entertainment
E4F1F9
Nightlife
Originals
EBE4F9
C4AEEC
8A5CD8
6326CB
FFF7A6
FFBC78
FF83DC
Sport
FF2727
There is still plenty of choice for designers to be able to achieve the desired look, whilst still staying within the established station identity.
Expanding the Palette
E4F9FF
77DFFF
E4F9EB
A8EFBB
77DF9E
AEECFF
26CBFF
News
When encompassing an entire television station and the breadth of content SUSUtv exhibits, this is not realistic. Each sub-brand and series is restricted, as shown by the genre swatches opposite.
A full grid of permitted colours is available.
Music
26CB63
FFAEAE
AED5EC
77B8DF
268ECB
E4F9F6
AEECE4
77DFD1
26CBB6
The SUSUtv brand is focused on light colours but sometimes it is necessary or better to contrast this with darker shades (see below). To expand the palette in this way, two extra colours can be found by taking the key colour (in this case #FF9327) and locating points 20% and 40% of the way between this and the palette off-black (#2F2F2F). Extra colours beyond this and the genre swatches should not be necessary and are not used. AC6B2A D57F28
FF9327 FF9327
FFFCD8
FFF7A6
FFBC78
FFE4E4
FFAEAE
FFBC78
FF5D5D
FF2727
Colour Palette
FFF7A6
Design Language
The design language of SUSUtv is reflective of the rest of its identity; straightforward, uncluttered and accessible.
- for example a rectangle with a semi-circle at each end. Only two shapes may be combined at a time however.
The message of each asset should be instantly clear.
Repetition of shapes can also be a powerful tool. Opacity values are usually multiples of 20%. Simplicity and confidence of design are key mindsets when creating assets.
SUSUtv design is very geometric and obeys grid systems. In this way, simple shapes (rarely more than five-sided) can be effective visual tools. Occasionally it may be beneficial to combine these
Shapes are not normally shown inside one another but overlap can be visually pleasing.
Imagery
The SUSUtv brand supports high-quality photography and illustration. All imagery must be displayed at appropriate sizes; there should be a clear focal point in each image, from posters to single frames in a video.
If photography is used, its resolution at its final scale should not be lower than that of the document it forms part of. For digital materials, this usually requires 72 pixels per inch (ppi) but 300ppi for print assets.
Imagery does not have to cover an entire canvas, but the message should be instantly obvious to a viewer. This complements the clarity and direct attitude of all other aspects of SUSUtv’s identity.
Vector graphics are great if you choose illustrations. The combination of photography and illustration can also be effective. Frames can be a beneficial tool to draw attention to iconography on an asset.
Writing Copy Date
Time
Monday 1 January 2018 Mon 1 Jan 01/01/2018
13:48 1:48pm
Job titles should be capitalised, eg Director of Creative Production.
Use an en dash (–) for time measurements (2015–18, Tuesday–Wednesday).
Use ‘and’ instead of ‘&’ unless in a title.
Use an em dash (—) in place of a colon.
Do not use full stops in acronyms or after initials. Captions and titles do not have full stops at the end. Use italics rather than quotation marks to denote the title of shows, films, books etc.
Other more common terms are stylised as website, 3D, email, voiceover etc.
Use a hyphen (-) for words broken over two lines, for fractions (four-fifths) and to join words (well-balanced).
Numbers one to ten are written out, but 11 onwards are written in numerals. All numbers starting sentences are written out (Twelve years ago this week). To pluralise numbers, add an s (1950s).
Logo Space b
y
a
x
Simplicity is at the heart of the SUSUtv brand, so clear space and clarity of design is key. The logos must be given room to breathe. The free space that must be allowed around the logo is always a third of its height. To put it into mathematical terms, as laid out above, x = a/3; y = b/3 This is always the case for the logotype, but at sizes above 100 x 100mm, the logomark boundary can be reduced to a sixth if necessary.
When aligning the logotype, bear in mind that several letters break outside the grid. When aligning horizontally, use the top left curve of the first ‘S’ and the right of the ‘v’ as the boundaries. When aligning vertically, use either of the ‘U’s. Within the SUSUtv brand, it is usual to centre-align but other options are perfectly acceptable if they better match the logo’s destination. Left-alignment is preferable to right. Boundaries must still be preserved at the edge of the canvas.