Arc style guide
description
Transcript of Arc style guide
DESIGNED BY BRENDON GOUVEIA
BRANDING
Concept
Logo Anatomy
Clear Space & Composition
Logo Sizing
On Screen Logo Placement
Color
Typography
Brand Architecture
Brand Messaging
On Screen VFX
Do’s & Don’ts
03
04
06
07
08
09
10
12
14
16
18
TABLE OF CONTENTS
2 CONCEPT
CONCEPT 3
ARC is an international non-fiction television station that focuses on pushing the boundaries of common knowledge in order to engage curiosity and encourage exploration.
1 SEC TION NAME
LOGO ANATOMY 5
THE LOGO
The mark in the logo takes visual cues from several elements
shown above. They are representative of looking at the world
in a larger context as well as acting as bridge for knowledge
to the general public. The logo’s lowercase letters and rounded
edges make it friendly and approachable while its geometric
structure gives it a more scientific and calculated feel.
6 CLEAR SPACE & COMPOSIT ION
SUBTITLE
7X Clear Space
Without Subtitle
8X Clear Space
With Subtitle
1X
about 4.5X
VERTICAL COMPOSITION
Clear Space1X
CLEAR SPACE & COMPOSIT ION 7
CLE AR SPACE VERTIC AL
The Grid system used for the clear space
is based on a square grid that fits the
width of the logo. Each square (1X) is
1/6 the height/width of the entire grid.
By devising the grid in this way, the
brand can stay consistent in its messag-
ing and labeling. The vertical composi-
tion can be used for channel labeling and
special tag-line labeling.
CLE AR SPACE HORIZONTAL
The horizontal composition is primarily
used at small sizes at the bottom left
hand corner of the television screen.
In large formats it often times becomes
very elongated and visually unappealing.
SUBTITLE
HORIZONTAL COMPOSITION
Clear Space Clear Space
TR
AV
EL
8 Logo sizing
7.5mm
1.9mm
8px
28px12 px
3.2mm
12.3mm 12.3mm
45px45px pends on title
pends on title
SUBTITLE
SUBTITLE
SUBTITLE
SUBTITLE
SMALLEST LOGO SIZE FOR SCREEN
SMALLEST LOGO SIZE FOR PRINT
TR AVEL
TR AVEL
TR AVEL
TR
AV
EL
TR
AV
EL
ON SCREEN LOGO PL ACEMENT 9
10% OF HEIGHT
7% OF HEIGHT
PADDINGLOGO ON SCREEN
The diagram on the left describes how
the logo should be placed on screen.
Seeing how the channel will be viewed
at many different screen resolutions, the
unit of measurement for the placement
has been converted to percent.
Logo Logo With Subtitle
SUBTITLE
10 COLOR
BR AND COLOR
The color palette is compartmentalized
into the four areas of the brand. Blue as
the main channel, purple for the science
channel, green for travel channel, and
orange for the culture channel. Each
color compartment creates a theme and
a unique voice for each member of the
channel series. Included CMYK for Print
and RGB/Hex Code for on screen.
C78 M15 Y58 K1
R42 B197 G134
#299086
ARC PRIMARY COLOR S
ARC CULT URE COLOR S
ARC SCIENCE COLOR S
ARC TR AVEL COLOR S
C0 M48 Y89 K0
R247 B151 G54
#85c555
C45 M98 Y3 K0
R196 B25 G125
#c4197d
C75 M0 Y71 K0
R45 B188 G121
#2db579
C72 M12 Y18 K0
R37 B171 G198
#299086
C6 M30 Y95 K0
R237 B179 G41
#edb329
C45 M98 Y3 K0
R153 B41 G139
#299086
C52 M0 Y88 K0
R133 B197 G85
#299086
T YPOGR APHY 11
Clan Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Clan Book AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Clan News AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Clan Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Clan Black AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Clan Ultra AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
BR AND T YPOGR APHY
Design by Lukasz Dziedzic in 2006,
Clan is a very versatile typeface that
works well both on and off the screen.
It speaks to the humanistic nature of the
arc brand while retaining an element
of maturity and forward thinking. With
6 different weights to choose from, it
provides a variety of tones for display
and body typography.
12 BR AND ARCHITEC TURE
Primary Channel Primary Treatment Primary Channel Secondary Treatment
Science Channel Primary Treatment Science Channel Secondary Treatment
BR AND ARCHITEC TURE 13
Culture Channel Primary Treatment Culture Channel Secondary Treatment
Travel Channel Primary Treatment Travel Channel Secondary Treatment
1 SEC TION NAME
BRAND MESSAGING
The working tag-line for arc is The World
Awaits. The imagery associated with the
tag-line should be open and inviting. The
way the imagery is, but it should explain
itself. The following imagery is an exam-
ple of how this can be interpretted.
THE WORLD AWAITSSTREAM ONLINE AT ARCTV.COM OR TURN TO CHANNEL 217
SEC TION NAME 1
THE WORLD AWAITSSTREAM ONLINE AT ARCTV.COM OR TURN TO CHANNEL 217
16 ON SCREEN VFX
THE GRID
The following grid spotlights areas in
which typographic transitions and
pop-ups can occur. These areas are
flexible and open to interpretation in
how they are utilized. However, in order
to maintain legibility and consistency it’s
very important to avoid deviating to far
from the grid.
ON SCREEN VFX 17
`
CLAN BOLD TITLECLAN NEWS SUBTITLE
Clan Book Title
80% Opaque Gradient
Always use big title
Can be a website
link or other special
spotlight
80% Opaque
Gradient
Image cropping that
works with the title
animation.
Clan Bold
NEXT
Clan Book Title
THEN
Clan Book Title
18 DO’S AND DON’TS
01 IMAGES IN THE LOGO
To maintain legibility please do
not place any video or images
within the logo.
02 DON’T STRETCH THE LOGO!
Stretching the logo makes it
harder to read and will always
look bad.
03 NO ADDITIONAL EFFECTS
Unless professional rendered in
3d please avoid applying unnec-
essary effects like drop shadows
on the logo.
04 DON’T CHANGE THE COLORS
The colors should always
be selected from the palette
provided.
05 DON’T EDIT THE LOGO
To maintain consistency please
do not edit the logo itself unless
it is part of an indent animation.
03
02 05
01 04
DO’S AND DON’TS 19
01 STICK TO BASICS
The primary and most
commonly used treatment.
02 SECONDARY
This treatment is versatile but
not as impactful as treatment
one. Try to use this on more
special occasions.
03 THE SPECIAL TREATMENT
For special broadcasting, feel
free to do some image overlays.
It’s simple and dynamic.
04 SUBTITLES & BRANDS
While its not necessary or even
preferred, it is permitted to
include the title of the channel
alongside the color.
05 IMAGE OVERLAY
There will be many instances
where opportunities to use this
style will arise. Just be careful
no to overdo it!
03
02
01 04
Brendon Gouveia
Massart 2013
Television Brand Manual
DESIGNED BY BRENDON GOUVEIA
BRANDING