SlideShare a Scribd company logo
1 of 46
Download to read offline
Channel 4
Identity Style Guide
1 Introduction

                             1.1 The Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03

                             2 Off air guidelines

                             2.1.1 Visual Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
                                2.1.2 The logo
                                2.1.3 Logo size
                                2.1.4 Logo position
                                2.1.5 Isolation area
                                2.1.6 Misuse
                                2.1.7 Channel 4 Television
                                2.1.8 Colour
                                2.1.9 Typography
                                2.1.10 C4 Font
                                2.1.11 Size
                                2.1.12 Headline leading
                                2.1.13 Body copy leading
                                2.1.14 Type colour

                             2.2 Print and poster advertising . . . . . . . . . . . . . . . . . . . . . . . . . 21
                                2.2.1 Tone of voice
                                2.2.2 Writing copy
                                2.2.3 Advertising signature
                                2.2.4 Logo position
                                2.2.5 Logo size
                                2.2.6 Typography
                                2.2.7 Text box colour
                                2.2.8 Type position
                                2.2.9 Imagery
                                2.2.10 Poster layout
                                2.2.11 Press layout
                                2.2.12 Sponsorship and third party logos
                                2.2.13 Response advertising
                                2.2.14 Black and white reproduction
                                2.2.15 Media considerations
                                2.2.16 Print and poster advertising examples

                             2.3 Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
                                2.3.1 Using logo on literature
                                2.3.2 Logo position
                                2.3.3 Logo height
                                2.3.4 Margins
                                2.3.5 Stationery and collateral
                                2.3.6 Letters
                                2.3.7 Envelopes




Visual identity guidelines
1 Introduction                              1.1 The guidelines

At its best, the Channel 4                  Whether it is seen on screen      The Identity Style Guide has
identity has always been                    or in print, the logo is          been developed to provide a
about transformation and                    continuously changing. It can     comprehensive understanding
movement. The original,                     adapt its texture and colour to   of the new Channel 4 identity.
animating logo came to be                   the surrounding environment.      It shows how to correctly
seen as the embodiment of an                The new identity reflects         implement the new design
organisation that was                       Channel 4. It is challenging,     elements off air, on air
constantly re-inventing itself              distinctive and innovative.       and online.
and challenging the
expectations of its viewers.                However, the new identity can
                                            only make a positive impact if
The new Channel 4 identity                  it is used consistently and
uses cutting edge technology                correctly.
to push the brand into exciting
new areas.




Visual identity guidelines | Introduction                                                                      3
2 Off air guidelines

The term off air defines
anything produced by
Channel 4 that is not shown
on television. The first section
of the guidelines describes
the broad principles of the off
air identity .

The subsequent sections of
the guidelines – Print and
poster advertising, Literature,
Sub-brands, Programme
support and Consumer
products – describe in more
detail how the brand is
implemented in different
off air areas.




Visual identity guidelines | Using the brand   4
2.1 Visual Style

The visual identity is the
outward expression of
Channel 4. It uniquely and
distinctively sets it apart from
other channels.

The logo is the primary
element of that identity.
However, other component
parts play an important role in
establishing the Channel 4                                                                                                     C4 Headline font placed in
visual style.                                                                                                                  a text box. Text box colour
These elements are:                                                                                                            has been selected from
                                                                                                                               the colour palette.
Colour
Typography
Imagery
Tone of voice




                                                            Aileen:
                                                            Life and Death
                                                            of a Serial Killer
                                                           Tonight 10.00pm




    She killed the
    last man who got                                       In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in
                                                           Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, and
                                                           tonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and the
                                                           brutalising events that shaped her, as she prepares for her own execution. In one final harrowing


    this close                                             interview when she is clearly mad, she screams to be executed. And the next day she is. Is this a sane
                                                           way to treat the insane? Nick Broomfield puts American justice on trial. You be the judge.

                                                           channel4.com/film




           C4 Headline font            Channel 4                       colour chosen from                                                    correct size and
           placed in a text box        commissioned, art                the colour palette                                                position of the logo
                                       directed imagery


    the copy is short and                                   the URL is positioned
    memorable                                               correctly and directs the
                                                            reader to a relevant
                                                            web page




Visual identity guidelines | Off air                                                                                                                                5
2.1.2 The logo                         2.1.3 Logo size

In print, the facia of the logo        The Channel 4 logo has been
is invisible, so that it               designed to reproduce at a
integrates with its                    minimum height of 10 mm.
surroundings. We see its               On the web the minimum size
distinctive shadow overlaying          of the logo is 30 pixels deep.
photographs, illustrations and         There is no maximum
textures. The logo always              reproduction size of the logo.
foregrounds the real stars of
the channel – the shows.               Page 43 of the Identity Style
                                       Guide will give you more
                                       information about sizing the
                                       logo in different formats.




                                                  10 mm




Visual identity guidelines | Off air                                    6
2.1.4 Logo position

Many brands place their logos
in the bottom right position of
the page. However Channel 4
places its logo in a distinctive
centre right position. This is
unique to the channel and is
therefore instantly
recognisable.

Page 39 of the Identity Style
Guide will give you more
instruction about how to
position the logo in many
different formats and
situations.




Visual identity guidelines | Off air   7
2.1.5 Isolation area

The Channel 4 identity                 For example:
should always be surrounded            logo height = 10 mm
by a minimum area of space.            area of isolation = 3 mm
The area of isolation ensures          around all sides of the logo
that headlines, text or other
visual elements do not                 This area of separation is a
encroach on the logo.                  minimum and should be
                                       increased wherever possible.
The area is defined by using a
third of the height of the logo
which is referred to as x.

A margin of clear space
equivalent to 0.3x is drawn
around the logo to create the
invisible boundary of the area
of isolation.




                                                                             0.3x




                                       height = x                     0.3x          0.3x




                                                                             0.3x




Visual identity guidelines | Off air                                                       8
2.1.6 Misuse of the logo

It is important that the
appearance of the logo
remains consistent. The logo
should not be misinterpreted,
modified or added to.

The logo must never be
redrawn, adjusted or modified
in any way. It should only be
reproduced from the artwork
provided.

To illustrate this point some
of the more likely mistakes
are shown.




                                                                                     Books




                                           Do not distort the logo.        Do not place text on the logo.   Do not place the logo in a box.




                                       Do not place the logo in a frame.   Do not add tone to the logo.        Do not outline the logo.




Visual identity guidelines | Off air                                                                                                          9
2.1.7 Channel 4

The ‘four’ in Channel 4 should
always be a numeral. The only
exception to this rule is when
the formal title Channel Four
Television Corporation is used.
Below are the correct titles for
the channel.




Correct titles

Channel 4
Channel Four Television Corporation
Incorrect titles

Channel 4 Television Corporation
Channel Four Television
Channel 4 Television




Visual identity guidelines | Off air   10
2.1.8 Colour

Channel 4 uses a basic colour
palette to avoid using
different versions of the same
colour. Percentage tints can
be used in any of these
colours. Other colours may be
used where appropriate.




Pantone 5275                           C70 M70 K45    R46 G31 B84      Web 33 33 66

Pantone 2602                           C72 M98        R82 G5 B127      Web 66 33 99

Pantone 207                            M100 Y46 K23   R191 G3 B59      Web CC 00 33

Pantone 186                            M96 Y65 K4     R240 G10 B54     Web CC 33 33

Pantone 173                            M76 Y84 K5     R237 G59 B33     Web CC 66 33

Pantone 144                            M59 Y100       R255 G105 B8     Web FF 99 33

Pantone 123                            M22 Y90        R255 G199 B25    Web FF CC 33

Pantone 377                            C52 Y100 K28   R89 G140 B20     Web 66 99 33

Pantone 5545                           C51 Y45 K59    R51 G82 B56      Web 33 66 66

Pantone 549                            C57 K34        R74 G133 B148    Web 33 99 99

Pantone 540                            C100 M60 K65   R5 G23 B54       Web 00 33 66

Pantone Black 6                        C98 M40 K100   R0 G0 B0         Web 00 00 00

Pantone Warm Grey 8                    M12 Y18 K56    R112 G99 B87     Web CC 66 66

Pantone Warm Grey 4                    M6 Y12 K31     R176 G166 B150   Web CC 99 99

Pantone 538                            C4 M1 K10      R219 G224 B227   Web CC CC CC

Pantone 621                            C11 Y9 K2      R219 G238 B222   Web CC FF CC




Visual identity guidelines | Off air                                                  11
2.1.8 Colour

When placed over a
photograph or illustration the
colour of the logo may be
taken from the image.
Alternatively, the logo may be
black or white.




Visual identity guidelines | Off air   12
2.1.9 Typography

For the first time in Channel
4’s history a bespoke
typeface has been designed
to be used throughout the
channel. It is called C4.

C4 is supplied in the Open
Type format and is supported
by pc and mac.

C4 is a clean, modern font and
has been supplied with the
following weights:




C4 Headline Regular
C4 Guides (used to make text boxes)

C4 Text Regular
C4 Text Italic
C4 Medium
C4 Medium Italic
C4 Text Bold
C4 Text Italic

C4 Condensed Regular
C4 Condensed Italic
C4 Condensed Bold
C4 Condensed Bold Italic




Visual identity guidelines | Off air   13
2.1.10 C4 Font

C4 Headline has been
designed to create headlines
in print. It is recommended for
use with large titles and it
should be used extensively
when designing posters.
C4 Headline looks most
effective when it is used at
14pt and above. In print it is
the only type face that should
be placed in a box. Type in
boxes should always be upper
and lower case.




C4Headline

abcdefghijklmnopqrstuvwxyzß朕ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_

C4 Guides (used to make text boxes)



123




Visual identity guidelines | Off air          14
2.1.10 C4 Font

C4 Text Bold has additional
weight and can be used for
emphasis in small titles,
headings and sub-headings.

C4 Italics should be used
within text to give emphasis
to a word or a phrase.




C4Text Bold

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
C4Text Bold Italic

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_




Visual identity guidelines | Off air          15
2.1.10 C4 Font

C4 Text Medium is a slightly
heavier font than C4 Text
Regular. It is most effective
for longer passages of text at
sizes of 14pt upwards.

C4 Italics should be used
within text to give emphasis
to a word or a phrase.




C4Text

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
C4Text Italic

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_




Visual identity guidelines | Off air          16
2.1.10 C4 Font

C4 Text Regular is a light,
clean practical font and is
ideal for body copy in
brochures leaflets, letters and
memos. It looks most
effective when set in 7, 9, 10,
11 and 12pt type.

C4 Italics should be used
within text to give emphasis
to a word or a phrase.




C4 Text

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
C4 Text Italic

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_




Visual identity guidelines | Off air          17
2.1.10 C4 Font

C4 Condensed is a useful font
for on screen or off air usage
when a large amount of text
needs to be set in a small
space. It is available in
regular, regular italic, bold and
bold italic.




C4 Condensed

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
C4 Condensed Bold

abcdefghijklmnopqrstuvwxyzß朕•ABCD
EFGHIJKLMNOPQRSTUVWXYZƌ&012
3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_




Visual identity guidelines | Using the brand   18
2.1.11 Size                            2.1.12 Headline leading          2.1.13 Body copy leading

Type should never appear               Poster headline leading can      Body copy leading can be
below 5pt. There is no                 be determined by the             determined by the following
maximum limit to type size.            following equation.              equation.

C4 Text Regular is most                leading = font size x 1.1        leading = font size x 1.2
suitable for 7, 9, 10, 11 and
12 pt type for body copy.              for example:                     for example:
                                       font size = 10pt                 font size = 10pt
C4 Text Medium is most                 10 x 1.1 = 11pt                  10 x 1.2 = 12pt
suitable for body copy at sizes        leading = 11pt                   leading = 12pt
14 pt upwards
                                       Alternatively the auto leading   Alternatively the auto leading
C4 Text Bold is most suitable          can be set to 10% in             can be set to 20% in
for small titles in body copy.         QuarkXpress document             QuarkXpress document
                                       preferences.                     preferences.
C4 Headline is most suitable
for all text used in posters and
large titles.




                                        This is a headline
                                       This is C4 Medium set at 20 point with 24 point
                                       leading. It is large body text. This is C4 Medium
                                       set at 20 point with 24 point leading.
                                       This is a Small Title            This is C4 Text Bold                This is C4 Text Bold Italic

                                       This is body copy using C4       domine, scire et intellegere,       humanitatem filii tui, per
                                       Text Regular. It is 10 point     utrum sit prius invocare te an      ministerium praedicatoris tui.
                                       type with 12 point leading.      laudare te, et scire te prius sit   Caput. Et quomodo invocabo
                                                                        an invocare te. sed quis te         deum meum, deum et
                                       Magnus es, domine, et            invocat nesciens te? aliud          dominum meum, quoniam
                                       laudabilis valde: magna virtus   enim pro alio potest invocare       utique inme ipsum eum
                                       tua, et sapientiae tuae non      nesciens. an potius invocaris,      invocabo, cum invocabo eum?
                                       est numerus. et laudare te       ut sciaris? quomodo autem           et quis locus est in me,
                                       vult homo, aliqua portio         invocabunt, in quem non             quoveniat in me deus meus?
                                       creaturae tuae, et homo          crediderunt? aut quomodo            quo deus veniat in me, deus,
                                       circumferens mortalitem          credent sine praedicante? et        qui fecit caelum et terram?
                                       suam, circumferens               laudabunt dominum qui               itane, domine deus meus, est
                                       testimonium peccati sui et       requirunt eum. quaerentes           quiquam in me, quod capiat
                                       testimonium, quia superbis       enim inveniunt eum et               te?an vero caelum et terra,
                                       resistis: et tamen laudare te    invenientes laudabunt eum.          quae fecisti et in quibus me
                                       vult homo, aliqua portio         quaeram te, domine, invocans        fecisti, capiuntte? an quia sine
                                       creaturae tuae.tu excitas, ut    te, et invocem te credens in        te non esset quidquid est, fit,
                                       laudare te delectet, quia        te: praedicatus enim es nobis.      ut quidquid est capiat te?
                                       fecisti nos ad te et inquietum   invocat te, domine, fides mea,      quoniam itaque et ego sum,
                                       est cor nostrum, donec           quam dedisti mihi, quam             quid peto, ut venias in me,
                                       requiescat in te. da mihi,       inspirasti mihi per                 quinon essem.




Visual identity guidelines | Off air                                                                                                           19
2.1.14 Type colour

Colour may be used to help
differentiate between types of
information. When placed
over a photograph or
illustration the colour of the
box or type may be taken
from the image. Otherwise,
colours may be chosen from
the Channel 4 colour palette
on page 11 of the Identity
Style Guide.




                                                    Colour from Channel 4
                                       Colour       colour palette
                                       From image
                                                    Colour from Channel 4
                                                    colour palette

                                                    Colour from Channel 4
                                                    colour palette

                                                    Colour from Channel 4
                                                    colour palette

                                                    Colour from Channel 4
                                                    colour palette




Visual identity guidelines | Off air                                        20
2.2 Print and poster
advertising

The following section is a
guide to implementing the
new identity in the medium of
print advertising.

There are four key outdoor
formats and six press formats
that Channel 4 favours. When
working in other formats the
same design principles apply.




Visual identity guidelines | Off Air   21
2.2.1 Tone of voice

At the heart of the Channel 4
visual identity is the belief
that writing and design must
work together.

Channel 4 is innovative,
independent and irreverent.
Therefore, the tone of voice
needs to be bold, surprising
and challenging.

Sound bites work well on
posters and in advertising.
They keep communication
clear and simple. Below are
examples of the headlines
from successful campaigns.



Programme: Dying for Drugs

Drug companies are making a killing
Programme: 4 Music, Mobo Awards

Listen to your television
Programme: Nigella Bites

Nigella sucks
Programme: Six Feet Under

Skin to die for
Programme: Derren Brown plays Russian roulette live

Magic is dead
Programme: Big Brother

View, vote, control




Visual identity guidelines | Off air                  22
2.2.2 Writing copy

The web is written lower case.         No full stops in acronyms or      em dash (—)
Other common technical                 after initials. Captions do not   Sometimes used in place of a
terms are styled as follows:           have full-stops at the end.       colon as punctuation (the
CD-Rom, email, voicemail, hi-                                            work was completed — all
tech, hi-res, 3D, voiceover,           hyphen (-)                        things had been revised).
worldwideweb, website,                 used for words that are broken
dotcom.                                over two lines or for fractions   Ellipses
                                       (two-thirds) or to join two       Three points with a small
Job titles should be written as        words (part-time). Avoid          space either side which
lower case:                            hyphens at the end of lines in    signify a missing word…
creative director, executive           range left copy if at all
producer                               possible.                         To keep the text area as even
                                                                         as possible it is preferable not
It is preferable to use ‘and’          en dash (–)                       to use quotation marks to
within text rather than the            used in place of ‘through’ in     signify the title of a
ampersand (&).                         numbers (10–25) or other          programme, book or film.
                                       measurements of time              These can be signalled by the
                                       (May–June).                       use of italics.




                                       …“”‘’«
                                       »‹›·‚„!?
Visual identity guidelines | Off air
                                       •-–—                                                                 23
2.2.2 Writing copy

The ‘four’ in Channel 4 should         Weights, times, measures and
always be a numeral.                   dates should be stated
                                       numerically.
However, in general one to ten
are to be written out:                 Add an ‘s’ to numerals and
one, two, three, four, five, six,      dates to pluralise them:
seven, eight, nine, ten.               1940s, B-52s

Number 11 onwards should               Four figure numbers don’t
be written in figures:                 have commas. Larger ones do:
He was 12 years old.                   1750 and 50,000

All numbers at the beginning           Decades are written as 80s,
of sentences should be                 90s, 00s. Centuries are
written out:                           written as nineteenth century,
Five years ago.                        twentieth century.




                                       12345
                                       67890
Visual identity guidelines | Off air                                    24
2.2.3 Advertising signature

The URL should be used when            Programming information
there is relevant and                  must always be represented
corresponding information on           in the order of
the Channel 4 website. The             day_date_month_time.
URL should always be range             Abbreviations are allowed in
left and can appear either             the following combinations:
broken or unbroken. The break
is for long programme titles.          Monday 3 January 9.00pm
The preferred URL position is          Mon 3 Jan 9.00pm
bottom left. Yet it can move           3 January 9.00pm
up and down the left hand              3 Jan 9.00pm
side of the page to
accommodate imagery.

It must always be the
smallest piece of information
(in size) on the page. However
care must be taken to
maintain the URL’s visibility.




URl construction

channel4.com/programme

channel4.com/
extended programme title
Poster scheduling examples

New series starts Friday 27 March 10.30pm
New series, Wednesdays 9.00pm
A season of programmes starts Tues 26 July
New series, Thursdays from 19 November
Starts Sun 5 Feb 11.00am




Visual identity guidelines | Off air                                  25
2.2.4 Logo position                     2.2.5 Logo size

The logo will retain the centre         48 sheet                       6 sheet
right position in any                   Actual size: 3048 x 6096 mm    Actual size: 1900 x 1300 mm
advertising format. It must             Artwork to be sized as:        Artwork to be sized as:
not be placed in any other              304.8 x 609.6 mm               190 x 130 mm
position.                               Logo height = Poster height    Logo height = Poster height
                                        x 0.333 = 1014 mm              x 0.185 = 352 mm
The size of the logo is fixed           Right margin: 381 mm           Right margin: 70 mm
according to each format.
It should never appear at any           96 sheet                       Mega 6 sheet
other size. All measurements            Actual size: 3048 x 12192 mm   Actual size: 6070 x 3023 mm
are in millimetres.                     Artwork to be sized as:        Artwork to be sized as:
                                        304.8 x 1219.2 mm              607.0 x 302.3 mm
Please note that billboard              Logo height = Poster height    Logo height = Poster height
formats may vary. It is                 x 0.5 = 1524 mm                x 0.185 = 1122 mm
essential that print                    Right margin: 508 mm           Right margin: 100 mm
specifications are obtained for
each poster before the artwork
is produced.


                                100




                                                                70




                                                                                                       381




Mega 6 sheet                           6 sheet                          48 sheet
                                                                                                     508




96 sheet




Visual identity guidelines | Off air                                                                         26
2.2.6 Typography                       2.2.7 Text box colour            2.2.8 Typography position

The font C4 Headline should            Colour may be used to help       To provide more flexibility the
be used for copy on billboard          differentiate between types of   information can move up and
and press ads. The exception           information. When placed         down the left hand margin in
to this rule is the URL which          over a photograph or             order to accommodate the
should be set in C4 Text Bold.         illustration the colour of the   imagery. See examples below.
C4 Headline is the only font           box or type may be taken
that is placed in a box.               from the image. Otherwise,
                                       colours may be chosen from
There should never be more             the Channel 4 colour palette
than three levels of                   on page 11.
typographic hierarchy.
These levels are :

1. headline
2. qualifying statement and
tuning information
3. URL




   Headline                              Headline
   Qualifying statement
   Tuning information




                                                                                                          Headline
                                                                                                           Qualifying statement
                                                                                                           Tuning information




                                                                          Headline
                                         Qualifying statement             Qualifying statement
                                         Tuning information               Tuning information
  channel4.com                          channel4.com                      channel4.com                    channel4.com




   Headline                              Headline
   Qualifying statement
   Tuning information




                                                                                                          Headline
                                                                                                           Qualifying statement
                                                                                                           Tuning information




                                                                          Headline
                                         Qualifying statement             Qualifying statement
                                         Tuning information               Tuning information
 channel4.com                           channel4.com                     channel4.com                     channel4.com




Visual identity guidelines | Off air                                                                                              27
2.2.7 Imagery

Channel 4 should always                The new Channel 4 identity
produce engaging, original,            works best with full frame
memorable and eye-catching             imagery as opposed to
advertising solutions.                 montages of smaller
                                       photographs.
When commissioning artwork,
the most important question            Below are excellent examples
is how are the images to be            of images generated
used? The use of the picture           exclusively for the channel.
dictates the type of
photographer or illustrator
you need to find.




Visual identity guidelines | Off air                                  28
2.2.7 Imagery

The format of the poster/
advertisement will also affect
how the artwork is produced.
If an image is to be used in
different formats, two versions
may be required. Always
consider where the logo and
type will sit in the
composition.




Visual identity guidelines | Off air   29
2.2.8 Poster layout

The poster text is positioned          leading = font size x 1.1
in text boxes. A special font
called C4 Guides has been              for example:
developed to help designers            font size = 10pt
draw the boxes.                        10 x 1.1 = 11pt
                                       leading = 11pt
The leading measurement is
the distance between lines of          Alternatively the auto leading
type. When using C4 Headline           can be set to 10% in
the leading should be set to           QuarkXpress Document
the following equation:                Preferences.




   text box                                                                 text box

    ¶                                                                        ¶
    1How to make1                                            line one        1How to make1
    2the text box2                                           line two
                                                                             2the text box2
    3work well3                                              line three
                                                                             3work well3

1. Write text and insert the numbers one, two and                         2. Change the numbers to the C4 Guides font.
three into the beginnings and ends of lines.

   text box




    1How to make1                                                            How to make
    2the text box2                                                           the text box
    3work well3                                                              work well

3. Create a box with the help of guides.                                  4. Remove the C4 Guides font by highlighting
                                                                          each guide in turn and pressing the space bar.




Visual identity guidelines | Off air                                                                                       30
2.2.8 Poster layout

Below are guidelines which
show you how to make the
boxes when there are one or
two lines of type.




   text box

    ¶
    1Two lines1                                          Two lines
    3of type3                                            of type



1.Write text and insert the numbers. If there are     2. Change the numbers to the C4 Guides font.
two lines insert the number one into the first line   Create a box with the help of guides. Remove the
and number three into the last line.                  C4 Guides font by highlighting each guide in turn
                                                      and pressing the space bar.

   text box

    ¶
    1One line3                                           One line




1.Write text and insert the numbers. If there is      2. Change the numbers to the C4 Guides font.
one line insert the number one at the beginning       Create a box with the help of guides. Remove
and number three at the end of the line.              the C4 Guides font by highlighting each guide in
                                                      turn and pressing the space bar.


Visual identity guidelines | Off air                                                                      31
2.2.8 Poster layout

The poster text is positioned
in text boxes. Below
are guidelines which show
you how to make the boxes
when the type is of varying
point sizes.




   text box                                           text box

    ¶                                                  ¶
    1Typography1                                       1Typography1
    2of differing2                                     2of varying2
    2point sizes2                                      2point sizes2
                                                       3 in the text boxes3
    3in the text boxes3



1.Write text and insert the numbers. If there are   2. Change the numbers to the C4 Guides font.
more than three lines insert the number two into    Adjust the leading of the smaller type until the
all the middle lines.                               guides meet. Ensure that the left hand type aligns
                                                    by adding space to the beginnings of lines.

   text box




    1Typography1                                       Typography
    2of varying2                                       of varying
    2point sizes2                                      point sizes
    3 in the text boxes3                                in the Text Boxes




3.Create a box with the help of the guides.         4. Remove the C4 Guides font by highlighting
                                                    each guide in turn and pressing the space bar.




Visual identity guidelines | Off air                                                                     32
2.2.12 Press layout

The logo will retain the centre        National press full page    The Times tabloid                 Magazine page ad
right position in any                                              Actual size: 200 x 264 mm
advertising format. It must            The Times broadsheet        Logo height: 45 mm                Heat Magazine
not be placed in any other             Actual size: 540 x 343 mm   Right margin: 10 mm               Actual size: 300 x 222 mm
position.                              Logo height: 80 mm                                            Logo height: 48 mm
                                       Right margin: 15 mm         National press horizontal strip   Right margin: 10 mm
The size of the logo is fixed
according to each format.              The Times tabloid           Guardian 7 x 8
It should never appear at any          Actual size: 338 x 264 mm   Actual size: 70 x 341 mm
other size. All measurements           Logo height: 54 mm          Logo height: 35 mm
are in millimetres.                    Right margin: 12 mm         Right margin: 12 mm

Please note that press                 National press half page    National press 10 x 7
formats may vary. It is
essential that print                   The Times broadsheet        The Sun
specifications are obtained for        Actual size: 270 x 343 mm   Actual size: 100 x 264 mm
each advertisement before the          Logo height: 60 mm          Logo height: 33 mm
artwork is produced.                   Right margin: 15 mm         Right margin: 10 mm




Visual identity guidelines | Off air                                                                                             33
2.2.13 Sponsorship
and third party logos

Sometimes there will be a              In general, any additions to
need to include subsidiary             advertising should be kept as
information such as a                  discreet as possible and in no
sponsor’s logo. This is most           way be allowed to obstruct or
likely to occur on posters and         visually dominate the Channel
advertisements. Such                   4 logotype. Strict adherence
information should be                  to the clearspace regulations
positioned at the base of the          must be followed.
layout, ranging right or
occupying the same width as            No two logotypes are the
the Channel 4 logo.                    same shape or dimension, so
                                       it is impossible to give strict
Additional logos may be                size guidelines. However, as a
permissible in cases where it          guide additional logos must
is necessary to reflect the            not exceed the width of the
identity of an external                Channel 4 logo.
sponsor or partner
organisation.




Visual identity guidelines | Off air                                     34
2.2.14 Response advertising

When creating response
advertising large amounts of
information need to be
delivered to the reader.

Boxes may be used to contain
the information. The logos of
external sponsors may also
be contained within the boxes.




Visual identity guidelines | Off air   35
2.2.15 Black
and white reproduction

When full colour reproduction
is not possible, monochrome
printing of the logotype is
acceptable. The logo can also
be reversed white out of solid
black or a background tone of
sufficient contrast.

When the logo is placed over
a black and white image, extra
care must be taken to ensure
that it is legible.




Visual identity guidelines | Off air   36
2.2.16 Media considerations

Particular media will have a           The fact that the reader         The reputation of prestigious     best with clear and concise
stronger appeal to some                physically holds the paper       magazines can help to             messages. Billboard ads reach
groups than others. Therefore,         means that they pay close        enhance the message of an         a lot of people, many of whom
it is important to understand          attention to its contents.       advertisement.                    see them repeatedly on
what an advertisement needs            There is a substantial choice                                      regular routes of travel.
to say, to whom it is speaking,        of ad sizes and positions.       Magazine ads have a long life
and in what time scale should                                           span compared to                  It is hard to reach a specific
it be delivered? Each media            However, the cheap paper and     newspapers. However this can      audience with billboard
has advantages and                     crude printing process means     mean that the ad is out of        advertising. The format can be
disadvantages which need to            that the quality of              date before it is seen. This is   creatively inhibiting because
be considered when planning            photographic images is low.      exacerbated by the need to        of unusual proportions and
an advertisement.                                                       supply the artwork weeks          the need to be ‘snappy’.
                                       Magazine advertisements          before the magazine is
Newspapers deliver timely,             offer better quality image       published.
current messages. It can be            reproduction. They target very
predicted when the ad will be          specific audiences. Research     Outdoor billboard advertising
viewed. The quick turnaround           has revealed that people pay     attracts a lot of attention
of the ad means that it can be         close attention to magazine      because of its size and
very topical.                          advertisements.                  location. This medium works




Visual identity guidelines | Off air                                                                                                       37
2.2.17 Print and poster
advertising examples

Factual Insert
The headline and programme
title are set in C4 Headline
and placed within a box. The
programme scheduling is set
in C4 Text Bold and body
copy is set in C4 Text.




                                        Aileen:
                                        Life and Death
                                        of a Serial Killer
                                       Tonight 10.00pm




    She killed the
    last man who got                   In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in
                                       Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, and
                                       tonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and the
                                       brutalising events that shaped her, as she prepares for her own execution. In one final harrowing


    this close                         interview when she is clearly mad, she screams to be executed. And the next day she is. Is this a sane
                                       way to treat the insane? Nick Broomfield puts American justice on trial. You be the judge.

                                       channel4.com/film




Visual identity guidelines | Off air                                                                                                            38
2.2.17 Print and poster
advertising examples

Billboard
C4 Headline is used
extensively in posters and
press ads. Below the
programme title and
scheduling information are
placed in a box.




     Green Wing
     New comedy coming soon to Friday nights




Visual identity guidelines | Off air           39
2.2.17 Print and poster
advertising examples

Text only posters
Sometimes a pure
typographic solution can
make a more powerful
statement.




Visual identity guidelines | Using the brand   40
2.2.17 Print and poster
advertising examples

Press ad
This ad was made from a
collage of unusual materials.
However it still adheres to the
Channel 4 guidelines.




Visual identity guidelines | Off air   41
2.3 Literature

The term literature describes
the printed leaflets, brochures
and books produced by
Channel 4.




Visual identity guidelines | Off air   42
2.3.1 Using the logo                   2.3.2 Logo position            2.3.3 Logo height
on literature

Below are the dimensions of            The logo position is right     A3 Portrait     54 mm
some of the most common                centre. This is fixed and it   A4 Portrait     40 mm
literature formats. All                should never appear in any     A4 Landscape    42 mm
measurements are in                    other position.                Brochure        44 mm
millimetres.                                                          210 Squared     38 mm
                                       The logo should sit range-     A5 Portrait     34 mm
A3 Portrait            420 x 297       right against the determined   A5 Landscape    34 mm
A4 Portrait            297 x 210       margin.
A4 Landscape           210 x 297
Brochure               235 x 297       These are recommended logo
210 Squared            210 x 210       sizes. In special
A5 Portrait            210 x 148       circumstances the logo size
A5 Landscape           148 x 210       may need to be increased.




A3 Portrait                                           A4 Portrait                     A4 Landscape




Brochure                                    210 x 210                        A5 Portrait             A5 Landscape


Visual identity guidelines | Off air                                                                                43
2.3.4 Margins

Each format has a set of               A4 Landscape             A5 Portrait
recommended margins within             top     16.933 mm        top     16.943 mm
which the text and logo must           bottom 19.5 mm           bottom 19.49 mm
be contained. Below are the            left    14 mm            left    8 mm
margins for each format.               right   14 mm            right   8 mm

A3 Portrait                            Brochure                 A5 Landscape
top     25.426 mm                      top     21.26 mm         top     12.62 mm
bottom 26.223 mm                       bottom 21.8 mm           bottom 12.708 mm
left    16 mm                          left    12 mm            left    12 mm
right   16 mm                          right   12 mm            right   12 mm

A4 Portrait                            210 Squared
top     22 mm                          top    12.7 mm
bottom 21 mm                           bottom 12.7 mm
left    10 mm                          left   12.7 mm
right   10 mm                          right  12.7 mm




A3 Portrait                                       A4 Portrait                  A4 Landscape




Brochure                                   210 Squared                A5 Portrait             A5 Landscape


Visual identity guidelines | Off air                                                                         44
2.3.5 Stationery and
collateral




Visual identity guidelines | Off air   45
2.3.6 Letters                                                      2.3.7 Envelopes
                                       Channel 4
Templates have been created            124 Horseferry Road         Envelopes marked with the
for letters. They allow the            London                      Channel 4 logo are available
                                       SW1P 2TX
following information to be                                        in the following sizes:
                                       Telephone: 020 7396 4444
included at the top of the             Textphone: 020 7306 8691
letterhead.                            channel4.com                C4 landscape
                                       Direct Tel: 020 7306 0000   C4 portrait
Letters can be folded for use          Direct Fax: 020 7306 0000   C5 landscape
                                       aname@channel4.co.uk
with DL window envelopes.                                          DL landscape
                                       Name of Addressee
                                       Title of Addressee
                                       Name of Company
                                       Street Address 1
                                       Street Address 2
                                       City
                                       Post Code

                                       Day Month Year




Visual identity guidelines | Off air                                                              46

More Related Content

What's hot

Business power point templates steps plan layout diagram sales ppt slides
Business power point templates steps plan layout diagram sales ppt slidesBusiness power point templates steps plan layout diagram sales ppt slides
Business power point templates steps plan layout diagram sales ppt slidesSlideTeam.net
 
Pratik kishore jain_i_1_mm_ver_1.2pdf
Pratik kishore jain_i_1_mm_ver_1.2pdfPratik kishore jain_i_1_mm_ver_1.2pdf
Pratik kishore jain_i_1_mm_ver_1.2pdfpratikjain1988
 
Ryan Bierl Mae377 Project04
Ryan Bierl Mae377 Project04Ryan Bierl Mae377 Project04
Ryan Bierl Mae377 Project04rrbierl
 
Music Magazine Analysis
Music Magazine AnalysisMusic Magazine Analysis
Music Magazine Analysisriwajk
 
Magazine deconstruction
Magazine deconstructionMagazine deconstruction
Magazine deconstructionaq111082
 

What's hot (7)

Evaluation question 2
Evaluation question 2Evaluation question 2
Evaluation question 2
 
Business power point templates steps plan layout diagram sales ppt slides
Business power point templates steps plan layout diagram sales ppt slidesBusiness power point templates steps plan layout diagram sales ppt slides
Business power point templates steps plan layout diagram sales ppt slides
 
Pratik kishore jain_i_1_mm_ver_1.2pdf
Pratik kishore jain_i_1_mm_ver_1.2pdfPratik kishore jain_i_1_mm_ver_1.2pdf
Pratik kishore jain_i_1_mm_ver_1.2pdf
 
Ryan Bierl Mae377 Project04
Ryan Bierl Mae377 Project04Ryan Bierl Mae377 Project04
Ryan Bierl Mae377 Project04
 
Music Magazine Analysis
Music Magazine AnalysisMusic Magazine Analysis
Music Magazine Analysis
 
EVALQ2
EVALQ2EVALQ2
EVALQ2
 
Magazine deconstruction
Magazine deconstructionMagazine deconstruction
Magazine deconstruction
 

Similar to C4 styleguide

Matthew ewing evaluation q1
Matthew ewing  evaluation q1Matthew ewing  evaluation q1
Matthew ewing evaluation q1mewing27
 
Matthew Ewing Evaluation Q.1
Matthew Ewing Evaluation Q.1Matthew Ewing Evaluation Q.1
Matthew Ewing Evaluation Q.1mewing27
 
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart Beto Lima Branding
 
Print Advert Codes and Conventions
Print Advert Codes and ConventionsPrint Advert Codes and Conventions
Print Advert Codes and Conventionssophiemoran
 
Print Advert Comparison
Print Advert ComparisonPrint Advert Comparison
Print Advert Comparisonsophiemoran
 
EC visual identity guidelines Feb2012
EC visual identity guidelines Feb2012EC visual identity guidelines Feb2012
EC visual identity guidelines Feb2012Joel Devalez
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013zaidiqbal1996
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013thomasmcd6
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013DizzyJP
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013copelandadam
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013zaidiqbal1996
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013zaidiqbal1996
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013sharyar786
 
Ig1 l2 btec assignment 2012 to 2013
Ig1 l2 btec assignment 2012 to 2013Ig1 l2 btec assignment 2012 to 2013
Ig1 l2 btec assignment 2012 to 2013Stuart_Preston
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013thomasmcd6
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013slater953
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013cameron1996
 
Evaluation
Evaluation Evaluation
Evaluation AQ092064
 

Similar to C4 styleguide (19)

Matthew ewing evaluation q1
Matthew ewing  evaluation q1Matthew ewing  evaluation q1
Matthew ewing evaluation q1
 
Matthew Ewing Evaluation Q.1
Matthew Ewing Evaluation Q.1Matthew Ewing Evaluation Q.1
Matthew Ewing Evaluation Q.1
 
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
 
Walmart brand guidelines
Walmart brand guidelinesWalmart brand guidelines
Walmart brand guidelines
 
Print Advert Codes and Conventions
Print Advert Codes and ConventionsPrint Advert Codes and Conventions
Print Advert Codes and Conventions
 
Print Advert Comparison
Print Advert ComparisonPrint Advert Comparison
Print Advert Comparison
 
EC visual identity guidelines Feb2012
EC visual identity guidelines Feb2012EC visual identity guidelines Feb2012
EC visual identity guidelines Feb2012
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec assignment 2012 to 2013
Ig1 l2 btec assignment 2012 to 2013Ig1 l2 btec assignment 2012 to 2013
Ig1 l2 btec assignment 2012 to 2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013Ig1 l2 btec_assignment_2012_to_2013
Ig1 l2 btec_assignment_2012_to_2013
 
Evaluation
Evaluation Evaluation
Evaluation
 

More from krowland

Q1a a2 g322 exam section a
Q1a a2 g322 exam section aQ1a a2 g322 exam section a
Q1a a2 g322 exam section akrowland
 
1 b a2 g322 exam section a
1 b a2 g322 exam section a1 b a2 g322 exam section a
1 b a2 g322 exam section akrowland
 
Q1a creativity
Q1a creativityQ1a creativity
Q1a creativitykrowland
 
Year 9 – short film chracterisation & symbolism essay
Year 9 – short film   chracterisation & symbolism essayYear 9 – short film   chracterisation & symbolism essay
Year 9 – short film chracterisation & symbolism essaykrowland
 
Year 9 – short film characterisation essay
Year 9 – short film characterisation essayYear 9 – short film characterisation essay
Year 9 – short film characterisation essaykrowland
 
Lp9 representation
Lp9 representationLp9 representation
Lp9 representationkrowland
 
Lp8 symbols essay
Lp8 symbols essayLp8 symbols essay
Lp8 symbols essaykrowland
 
Lp7 symbolism
Lp7 symbolismLp7 symbolism
Lp7 symbolismkrowland
 
Lp6 character
Lp6 characterLp6 character
Lp6 characterkrowland
 
Lp5 location setting
Lp5 location settingLp5 location setting
Lp5 location settingkrowland
 
Lp4 mise en scene
Lp4 mise en sceneLp4 mise en scene
Lp4 mise en scenekrowland
 
Lp2 camera
Lp2 cameraLp2 camera
Lp2 camerakrowland
 
Lp1 narrative
Lp1 narrativeLp1 narrative
Lp1 narrativekrowland
 
Lp10 making meaning
Lp10 making meaningLp10 making meaning
Lp10 making meaningkrowland
 
Txtengglanglit
TxtengglanglitTxtengglanglit
Txtengglanglitkrowland
 
Shirky vid questions
Shirky vid questionsShirky vid questions
Shirky vid questionskrowland
 
We media and citizen journalism
We media and citizen journalismWe media and citizen journalism
We media and citizen journalismkrowland
 

More from krowland (20)

AT
ATAT
AT
 
Q1a a2 g322 exam section a
Q1a a2 g322 exam section aQ1a a2 g322 exam section a
Q1a a2 g322 exam section a
 
Lp1 q1a
Lp1 q1aLp1 q1a
Lp1 q1a
 
1 b a2 g322 exam section a
1 b a2 g322 exam section a1 b a2 g322 exam section a
1 b a2 g322 exam section a
 
Q1a creativity
Q1a creativityQ1a creativity
Q1a creativity
 
Year 9 – short film chracterisation & symbolism essay
Year 9 – short film   chracterisation & symbolism essayYear 9 – short film   chracterisation & symbolism essay
Year 9 – short film chracterisation & symbolism essay
 
Year 9 – short film characterisation essay
Year 9 – short film characterisation essayYear 9 – short film characterisation essay
Year 9 – short film characterisation essay
 
Lp9 representation
Lp9 representationLp9 representation
Lp9 representation
 
Lp8 symbols essay
Lp8 symbols essayLp8 symbols essay
Lp8 symbols essay
 
Lp7 symbolism
Lp7 symbolismLp7 symbolism
Lp7 symbolism
 
Lp6 character
Lp6 characterLp6 character
Lp6 character
 
Lp5 location setting
Lp5 location settingLp5 location setting
Lp5 location setting
 
Lp4 mise en scene
Lp4 mise en sceneLp4 mise en scene
Lp4 mise en scene
 
Lp3 sound
Lp3 soundLp3 sound
Lp3 sound
 
Lp2 camera
Lp2 cameraLp2 camera
Lp2 camera
 
Lp1 narrative
Lp1 narrativeLp1 narrative
Lp1 narrative
 
Lp10 making meaning
Lp10 making meaningLp10 making meaning
Lp10 making meaning
 
Txtengglanglit
TxtengglanglitTxtengglanglit
Txtengglanglit
 
Shirky vid questions
Shirky vid questionsShirky vid questions
Shirky vid questions
 
We media and citizen journalism
We media and citizen journalismWe media and citizen journalism
We media and citizen journalism
 

Recently uploaded

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 

Recently uploaded (19)

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 

C4 styleguide

  • 2. 1 Introduction 1.1 The Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03 2 Off air guidelines 2.1.1 Visual Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04 2.1.2 The logo 2.1.3 Logo size 2.1.4 Logo position 2.1.5 Isolation area 2.1.6 Misuse 2.1.7 Channel 4 Television 2.1.8 Colour 2.1.9 Typography 2.1.10 C4 Font 2.1.11 Size 2.1.12 Headline leading 2.1.13 Body copy leading 2.1.14 Type colour 2.2 Print and poster advertising . . . . . . . . . . . . . . . . . . . . . . . . . 21 2.2.1 Tone of voice 2.2.2 Writing copy 2.2.3 Advertising signature 2.2.4 Logo position 2.2.5 Logo size 2.2.6 Typography 2.2.7 Text box colour 2.2.8 Type position 2.2.9 Imagery 2.2.10 Poster layout 2.2.11 Press layout 2.2.12 Sponsorship and third party logos 2.2.13 Response advertising 2.2.14 Black and white reproduction 2.2.15 Media considerations 2.2.16 Print and poster advertising examples 2.3 Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 2.3.1 Using logo on literature 2.3.2 Logo position 2.3.3 Logo height 2.3.4 Margins 2.3.5 Stationery and collateral 2.3.6 Letters 2.3.7 Envelopes Visual identity guidelines
  • 3. 1 Introduction 1.1 The guidelines At its best, the Channel 4 Whether it is seen on screen The Identity Style Guide has identity has always been or in print, the logo is been developed to provide a about transformation and continuously changing. It can comprehensive understanding movement. The original, adapt its texture and colour to of the new Channel 4 identity. animating logo came to be the surrounding environment. It shows how to correctly seen as the embodiment of an The new identity reflects implement the new design organisation that was Channel 4. It is challenging, elements off air, on air constantly re-inventing itself distinctive and innovative. and online. and challenging the expectations of its viewers. However, the new identity can only make a positive impact if The new Channel 4 identity it is used consistently and uses cutting edge technology correctly. to push the brand into exciting new areas. Visual identity guidelines | Introduction 3
  • 4. 2 Off air guidelines The term off air defines anything produced by Channel 4 that is not shown on television. The first section of the guidelines describes the broad principles of the off air identity . The subsequent sections of the guidelines – Print and poster advertising, Literature, Sub-brands, Programme support and Consumer products – describe in more detail how the brand is implemented in different off air areas. Visual identity guidelines | Using the brand 4
  • 5. 2.1 Visual Style The visual identity is the outward expression of Channel 4. It uniquely and distinctively sets it apart from other channels. The logo is the primary element of that identity. However, other component parts play an important role in establishing the Channel 4 C4 Headline font placed in visual style. a text box. Text box colour These elements are: has been selected from the colour palette. Colour Typography Imagery Tone of voice Aileen: Life and Death of a Serial Killer Tonight 10.00pm She killed the last man who got In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, and tonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and the brutalising events that shaped her, as she prepares for her own execution. In one final harrowing this close interview when she is clearly mad, she screams to be executed. And the next day she is. Is this a sane way to treat the insane? Nick Broomfield puts American justice on trial. You be the judge. channel4.com/film C4 Headline font Channel 4 colour chosen from correct size and placed in a text box commissioned, art the colour palette position of the logo directed imagery the copy is short and the URL is positioned memorable correctly and directs the reader to a relevant web page Visual identity guidelines | Off air 5
  • 6. 2.1.2 The logo 2.1.3 Logo size In print, the facia of the logo The Channel 4 logo has been is invisible, so that it designed to reproduce at a integrates with its minimum height of 10 mm. surroundings. We see its On the web the minimum size distinctive shadow overlaying of the logo is 30 pixels deep. photographs, illustrations and There is no maximum textures. The logo always reproduction size of the logo. foregrounds the real stars of the channel – the shows. Page 43 of the Identity Style Guide will give you more information about sizing the logo in different formats. 10 mm Visual identity guidelines | Off air 6
  • 7. 2.1.4 Logo position Many brands place their logos in the bottom right position of the page. However Channel 4 places its logo in a distinctive centre right position. This is unique to the channel and is therefore instantly recognisable. Page 39 of the Identity Style Guide will give you more instruction about how to position the logo in many different formats and situations. Visual identity guidelines | Off air 7
  • 8. 2.1.5 Isolation area The Channel 4 identity For example: should always be surrounded logo height = 10 mm by a minimum area of space. area of isolation = 3 mm The area of isolation ensures around all sides of the logo that headlines, text or other visual elements do not This area of separation is a encroach on the logo. minimum and should be increased wherever possible. The area is defined by using a third of the height of the logo which is referred to as x. A margin of clear space equivalent to 0.3x is drawn around the logo to create the invisible boundary of the area of isolation. 0.3x height = x 0.3x 0.3x 0.3x Visual identity guidelines | Off air 8
  • 9. 2.1.6 Misuse of the logo It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified or added to. The logo must never be redrawn, adjusted or modified in any way. It should only be reproduced from the artwork provided. To illustrate this point some of the more likely mistakes are shown. Books Do not distort the logo. Do not place text on the logo. Do not place the logo in a box. Do not place the logo in a frame. Do not add tone to the logo. Do not outline the logo. Visual identity guidelines | Off air 9
  • 10. 2.1.7 Channel 4 The ‘four’ in Channel 4 should always be a numeral. The only exception to this rule is when the formal title Channel Four Television Corporation is used. Below are the correct titles for the channel. Correct titles Channel 4 Channel Four Television Corporation Incorrect titles Channel 4 Television Corporation Channel Four Television Channel 4 Television Visual identity guidelines | Off air 10
  • 11. 2.1.8 Colour Channel 4 uses a basic colour palette to avoid using different versions of the same colour. Percentage tints can be used in any of these colours. Other colours may be used where appropriate. Pantone 5275 C70 M70 K45 R46 G31 B84 Web 33 33 66 Pantone 2602 C72 M98 R82 G5 B127 Web 66 33 99 Pantone 207 M100 Y46 K23 R191 G3 B59 Web CC 00 33 Pantone 186 M96 Y65 K4 R240 G10 B54 Web CC 33 33 Pantone 173 M76 Y84 K5 R237 G59 B33 Web CC 66 33 Pantone 144 M59 Y100 R255 G105 B8 Web FF 99 33 Pantone 123 M22 Y90 R255 G199 B25 Web FF CC 33 Pantone 377 C52 Y100 K28 R89 G140 B20 Web 66 99 33 Pantone 5545 C51 Y45 K59 R51 G82 B56 Web 33 66 66 Pantone 549 C57 K34 R74 G133 B148 Web 33 99 99 Pantone 540 C100 M60 K65 R5 G23 B54 Web 00 33 66 Pantone Black 6 C98 M40 K100 R0 G0 B0 Web 00 00 00 Pantone Warm Grey 8 M12 Y18 K56 R112 G99 B87 Web CC 66 66 Pantone Warm Grey 4 M6 Y12 K31 R176 G166 B150 Web CC 99 99 Pantone 538 C4 M1 K10 R219 G224 B227 Web CC CC CC Pantone 621 C11 Y9 K2 R219 G238 B222 Web CC FF CC Visual identity guidelines | Off air 11
  • 12. 2.1.8 Colour When placed over a photograph or illustration the colour of the logo may be taken from the image. Alternatively, the logo may be black or white. Visual identity guidelines | Off air 12
  • 13. 2.1.9 Typography For the first time in Channel 4’s history a bespoke typeface has been designed to be used throughout the channel. It is called C4. C4 is supplied in the Open Type format and is supported by pc and mac. C4 is a clean, modern font and has been supplied with the following weights: C4 Headline Regular C4 Guides (used to make text boxes) C4 Text Regular C4 Text Italic C4 Medium C4 Medium Italic C4 Text Bold C4 Text Italic C4 Condensed Regular C4 Condensed Italic C4 Condensed Bold C4 Condensed Bold Italic Visual identity guidelines | Off air 13
  • 14. 2.1.10 C4 Font C4 Headline has been designed to create headlines in print. It is recommended for use with large titles and it should be used extensively when designing posters. C4 Headline looks most effective when it is used at 14pt and above. In print it is the only type face that should be placed in a box. Type in boxes should always be upper and lower case. C4Headline abcdefghijklmnopqrstuvwxyzß朕ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ C4 Guides (used to make text boxes) 123 Visual identity guidelines | Off air 14
  • 15. 2.1.10 C4 Font C4 Text Bold has additional weight and can be used for emphasis in small titles, headings and sub-headings. C4 Italics should be used within text to give emphasis to a word or a phrase. C4Text Bold abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ C4Text Bold Italic abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ Visual identity guidelines | Off air 15
  • 16. 2.1.10 C4 Font C4 Text Medium is a slightly heavier font than C4 Text Regular. It is most effective for longer passages of text at sizes of 14pt upwards. C4 Italics should be used within text to give emphasis to a word or a phrase. C4Text abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ C4Text Italic abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ Visual identity guidelines | Off air 16
  • 17. 2.1.10 C4 Font C4 Text Regular is a light, clean practical font and is ideal for body copy in brochures leaflets, letters and memos. It looks most effective when set in 7, 9, 10, 11 and 12pt type. C4 Italics should be used within text to give emphasis to a word or a phrase. C4 Text abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ C4 Text Italic abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ Visual identity guidelines | Off air 17
  • 18. 2.1.10 C4 Font C4 Condensed is a useful font for on screen or off air usage when a large amount of text needs to be set in a small space. It is available in regular, regular italic, bold and bold italic. C4 Condensed abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ C4 Condensed Bold abcdefghijklmnopqrstuvwxyzß朕•ABCD EFGHIJKLMNOPQRSTUVWXYZÆŒ&012 3456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ Visual identity guidelines | Using the brand 18
  • 19. 2.1.11 Size 2.1.12 Headline leading 2.1.13 Body copy leading Type should never appear Poster headline leading can Body copy leading can be below 5pt. There is no be determined by the determined by the following maximum limit to type size. following equation. equation. C4 Text Regular is most leading = font size x 1.1 leading = font size x 1.2 suitable for 7, 9, 10, 11 and 12 pt type for body copy. for example: for example: font size = 10pt font size = 10pt C4 Text Medium is most 10 x 1.1 = 11pt 10 x 1.2 = 12pt suitable for body copy at sizes leading = 11pt leading = 12pt 14 pt upwards Alternatively the auto leading Alternatively the auto leading C4 Text Bold is most suitable can be set to 10% in can be set to 20% in for small titles in body copy. QuarkXpress document QuarkXpress document preferences. preferences. C4 Headline is most suitable for all text used in posters and large titles. This is a headline This is C4 Medium set at 20 point with 24 point leading. It is large body text. This is C4 Medium set at 20 point with 24 point leading. This is a Small Title This is C4 Text Bold This is C4 Text Bold Italic This is body copy using C4 domine, scire et intellegere, humanitatem filii tui, per Text Regular. It is 10 point utrum sit prius invocare te an ministerium praedicatoris tui. type with 12 point leading. laudare te, et scire te prius sit Caput. Et quomodo invocabo an invocare te. sed quis te deum meum, deum et Magnus es, domine, et invocat nesciens te? aliud dominum meum, quoniam laudabilis valde: magna virtus enim pro alio potest invocare utique inme ipsum eum tua, et sapientiae tuae non nesciens. an potius invocaris, invocabo, cum invocabo eum? est numerus. et laudare te ut sciaris? quomodo autem et quis locus est in me, vult homo, aliqua portio invocabunt, in quem non quoveniat in me deus meus? creaturae tuae, et homo crediderunt? aut quomodo quo deus veniat in me, deus, circumferens mortalitem credent sine praedicante? et qui fecit caelum et terram? suam, circumferens laudabunt dominum qui itane, domine deus meus, est testimonium peccati sui et requirunt eum. quaerentes quiquam in me, quod capiat testimonium, quia superbis enim inveniunt eum et te?an vero caelum et terra, resistis: et tamen laudare te invenientes laudabunt eum. quae fecisti et in quibus me vult homo, aliqua portio quaeram te, domine, invocans fecisti, capiuntte? an quia sine creaturae tuae.tu excitas, ut te, et invocem te credens in te non esset quidquid est, fit, laudare te delectet, quia te: praedicatus enim es nobis. ut quidquid est capiat te? fecisti nos ad te et inquietum invocat te, domine, fides mea, quoniam itaque et ego sum, est cor nostrum, donec quam dedisti mihi, quam quid peto, ut venias in me, requiescat in te. da mihi, inspirasti mihi per quinon essem. Visual identity guidelines | Off air 19
  • 20. 2.1.14 Type colour Colour may be used to help differentiate between types of information. When placed over a photograph or illustration the colour of the box or type may be taken from the image. Otherwise, colours may be chosen from the Channel 4 colour palette on page 11 of the Identity Style Guide. Colour from Channel 4 Colour colour palette From image Colour from Channel 4 colour palette Colour from Channel 4 colour palette Colour from Channel 4 colour palette Colour from Channel 4 colour palette Visual identity guidelines | Off air 20
  • 21. 2.2 Print and poster advertising The following section is a guide to implementing the new identity in the medium of print advertising. There are four key outdoor formats and six press formats that Channel 4 favours. When working in other formats the same design principles apply. Visual identity guidelines | Off Air 21
  • 22. 2.2.1 Tone of voice At the heart of the Channel 4 visual identity is the belief that writing and design must work together. Channel 4 is innovative, independent and irreverent. Therefore, the tone of voice needs to be bold, surprising and challenging. Sound bites work well on posters and in advertising. They keep communication clear and simple. Below are examples of the headlines from successful campaigns. Programme: Dying for Drugs Drug companies are making a killing Programme: 4 Music, Mobo Awards Listen to your television Programme: Nigella Bites Nigella sucks Programme: Six Feet Under Skin to die for Programme: Derren Brown plays Russian roulette live Magic is dead Programme: Big Brother View, vote, control Visual identity guidelines | Off air 22
  • 23. 2.2.2 Writing copy The web is written lower case. No full stops in acronyms or em dash (—) Other common technical after initials. Captions do not Sometimes used in place of a terms are styled as follows: have full-stops at the end. colon as punctuation (the CD-Rom, email, voicemail, hi- work was completed — all tech, hi-res, 3D, voiceover, hyphen (-) things had been revised). worldwideweb, website, used for words that are broken dotcom. over two lines or for fractions Ellipses (two-thirds) or to join two Three points with a small Job titles should be written as words (part-time). Avoid space either side which lower case: hyphens at the end of lines in signify a missing word… creative director, executive range left copy if at all producer possible. To keep the text area as even as possible it is preferable not It is preferable to use ‘and’ en dash (–) to use quotation marks to within text rather than the used in place of ‘through’ in signify the title of a ampersand (&). numbers (10–25) or other programme, book or film. measurements of time These can be signalled by the (May–June). use of italics. …“”‘’« »‹›·‚„!? Visual identity guidelines | Off air •-–— 23
  • 24. 2.2.2 Writing copy The ‘four’ in Channel 4 should Weights, times, measures and always be a numeral. dates should be stated numerically. However, in general one to ten are to be written out: Add an ‘s’ to numerals and one, two, three, four, five, six, dates to pluralise them: seven, eight, nine, ten. 1940s, B-52s Number 11 onwards should Four figure numbers don’t be written in figures: have commas. Larger ones do: He was 12 years old. 1750 and 50,000 All numbers at the beginning Decades are written as 80s, of sentences should be 90s, 00s. Centuries are written out: written as nineteenth century, Five years ago. twentieth century. 12345 67890 Visual identity guidelines | Off air 24
  • 25. 2.2.3 Advertising signature The URL should be used when Programming information there is relevant and must always be represented corresponding information on in the order of the Channel 4 website. The day_date_month_time. URL should always be range Abbreviations are allowed in left and can appear either the following combinations: broken or unbroken. The break is for long programme titles. Monday 3 January 9.00pm The preferred URL position is Mon 3 Jan 9.00pm bottom left. Yet it can move 3 January 9.00pm up and down the left hand 3 Jan 9.00pm side of the page to accommodate imagery. It must always be the smallest piece of information (in size) on the page. However care must be taken to maintain the URL’s visibility. URl construction channel4.com/programme channel4.com/ extended programme title Poster scheduling examples New series starts Friday 27 March 10.30pm New series, Wednesdays 9.00pm A season of programmes starts Tues 26 July New series, Thursdays from 19 November Starts Sun 5 Feb 11.00am Visual identity guidelines | Off air 25
  • 26. 2.2.4 Logo position 2.2.5 Logo size The logo will retain the centre 48 sheet 6 sheet right position in any Actual size: 3048 x 6096 mm Actual size: 1900 x 1300 mm advertising format. It must Artwork to be sized as: Artwork to be sized as: not be placed in any other 304.8 x 609.6 mm 190 x 130 mm position. Logo height = Poster height Logo height = Poster height x 0.333 = 1014 mm x 0.185 = 352 mm The size of the logo is fixed Right margin: 381 mm Right margin: 70 mm according to each format. It should never appear at any 96 sheet Mega 6 sheet other size. All measurements Actual size: 3048 x 12192 mm Actual size: 6070 x 3023 mm are in millimetres. Artwork to be sized as: Artwork to be sized as: 304.8 x 1219.2 mm 607.0 x 302.3 mm Please note that billboard Logo height = Poster height Logo height = Poster height formats may vary. It is x 0.5 = 1524 mm x 0.185 = 1122 mm essential that print Right margin: 508 mm Right margin: 100 mm specifications are obtained for each poster before the artwork is produced. 100 70 381 Mega 6 sheet 6 sheet 48 sheet 508 96 sheet Visual identity guidelines | Off air 26
  • 27. 2.2.6 Typography 2.2.7 Text box colour 2.2.8 Typography position The font C4 Headline should Colour may be used to help To provide more flexibility the be used for copy on billboard differentiate between types of information can move up and and press ads. The exception information. When placed down the left hand margin in to this rule is the URL which over a photograph or order to accommodate the should be set in C4 Text Bold. illustration the colour of the imagery. See examples below. C4 Headline is the only font box or type may be taken that is placed in a box. from the image. Otherwise, colours may be chosen from There should never be more the Channel 4 colour palette than three levels of on page 11. typographic hierarchy. These levels are : 1. headline 2. qualifying statement and tuning information 3. URL Headline Headline Qualifying statement Tuning information Headline Qualifying statement Tuning information Headline Qualifying statement Qualifying statement Tuning information Tuning information channel4.com channel4.com channel4.com channel4.com Headline Headline Qualifying statement Tuning information Headline Qualifying statement Tuning information Headline Qualifying statement Qualifying statement Tuning information Tuning information channel4.com channel4.com channel4.com channel4.com Visual identity guidelines | Off air 27
  • 28. 2.2.7 Imagery Channel 4 should always The new Channel 4 identity produce engaging, original, works best with full frame memorable and eye-catching imagery as opposed to advertising solutions. montages of smaller photographs. When commissioning artwork, the most important question Below are excellent examples is how are the images to be of images generated used? The use of the picture exclusively for the channel. dictates the type of photographer or illustrator you need to find. Visual identity guidelines | Off air 28
  • 29. 2.2.7 Imagery The format of the poster/ advertisement will also affect how the artwork is produced. If an image is to be used in different formats, two versions may be required. Always consider where the logo and type will sit in the composition. Visual identity guidelines | Off air 29
  • 30. 2.2.8 Poster layout The poster text is positioned leading = font size x 1.1 in text boxes. A special font called C4 Guides has been for example: developed to help designers font size = 10pt draw the boxes. 10 x 1.1 = 11pt leading = 11pt The leading measurement is the distance between lines of Alternatively the auto leading type. When using C4 Headline can be set to 10% in the leading should be set to QuarkXpress Document the following equation: Preferences. text box text box ¶ ¶ 1How to make1 line one 1How to make1 2the text box2 line two 2the text box2 3work well3 line three 3work well3 1. Write text and insert the numbers one, two and 2. Change the numbers to the C4 Guides font. three into the beginnings and ends of lines. text box 1How to make1 How to make 2the text box2 the text box 3work well3 work well 3. Create a box with the help of guides. 4. Remove the C4 Guides font by highlighting each guide in turn and pressing the space bar. Visual identity guidelines | Off air 30
  • 31. 2.2.8 Poster layout Below are guidelines which show you how to make the boxes when there are one or two lines of type. text box ¶ 1Two lines1 Two lines 3of type3 of type 1.Write text and insert the numbers. If there are 2. Change the numbers to the C4 Guides font. two lines insert the number one into the first line Create a box with the help of guides. Remove the and number three into the last line. C4 Guides font by highlighting each guide in turn and pressing the space bar. text box ¶ 1One line3 One line 1.Write text and insert the numbers. If there is 2. Change the numbers to the C4 Guides font. one line insert the number one at the beginning Create a box with the help of guides. Remove and number three at the end of the line. the C4 Guides font by highlighting each guide in turn and pressing the space bar. Visual identity guidelines | Off air 31
  • 32. 2.2.8 Poster layout The poster text is positioned in text boxes. Below are guidelines which show you how to make the boxes when the type is of varying point sizes. text box text box ¶ ¶ 1Typography1 1Typography1 2of differing2 2of varying2 2point sizes2 2point sizes2 3 in the text boxes3 3in the text boxes3 1.Write text and insert the numbers. If there are 2. Change the numbers to the C4 Guides font. more than three lines insert the number two into Adjust the leading of the smaller type until the all the middle lines. guides meet. Ensure that the left hand type aligns by adding space to the beginnings of lines. text box 1Typography1 Typography 2of varying2 of varying 2point sizes2 point sizes 3 in the text boxes3 in the Text Boxes 3.Create a box with the help of the guides. 4. Remove the C4 Guides font by highlighting each guide in turn and pressing the space bar. Visual identity guidelines | Off air 32
  • 33. 2.2.12 Press layout The logo will retain the centre National press full page The Times tabloid Magazine page ad right position in any Actual size: 200 x 264 mm advertising format. It must The Times broadsheet Logo height: 45 mm Heat Magazine not be placed in any other Actual size: 540 x 343 mm Right margin: 10 mm Actual size: 300 x 222 mm position. Logo height: 80 mm Logo height: 48 mm Right margin: 15 mm National press horizontal strip Right margin: 10 mm The size of the logo is fixed according to each format. The Times tabloid Guardian 7 x 8 It should never appear at any Actual size: 338 x 264 mm Actual size: 70 x 341 mm other size. All measurements Logo height: 54 mm Logo height: 35 mm are in millimetres. Right margin: 12 mm Right margin: 12 mm Please note that press National press half page National press 10 x 7 formats may vary. It is essential that print The Times broadsheet The Sun specifications are obtained for Actual size: 270 x 343 mm Actual size: 100 x 264 mm each advertisement before the Logo height: 60 mm Logo height: 33 mm artwork is produced. Right margin: 15 mm Right margin: 10 mm Visual identity guidelines | Off air 33
  • 34. 2.2.13 Sponsorship and third party logos Sometimes there will be a In general, any additions to need to include subsidiary advertising should be kept as information such as a discreet as possible and in no sponsor’s logo. This is most way be allowed to obstruct or likely to occur on posters and visually dominate the Channel advertisements. Such 4 logotype. Strict adherence information should be to the clearspace regulations positioned at the base of the must be followed. layout, ranging right or occupying the same width as No two logotypes are the the Channel 4 logo. same shape or dimension, so it is impossible to give strict Additional logos may be size guidelines. However, as a permissible in cases where it guide additional logos must is necessary to reflect the not exceed the width of the identity of an external Channel 4 logo. sponsor or partner organisation. Visual identity guidelines | Off air 34
  • 35. 2.2.14 Response advertising When creating response advertising large amounts of information need to be delivered to the reader. Boxes may be used to contain the information. The logos of external sponsors may also be contained within the boxes. Visual identity guidelines | Off air 35
  • 36. 2.2.15 Black and white reproduction When full colour reproduction is not possible, monochrome printing of the logotype is acceptable. The logo can also be reversed white out of solid black or a background tone of sufficient contrast. When the logo is placed over a black and white image, extra care must be taken to ensure that it is legible. Visual identity guidelines | Off air 36
  • 37. 2.2.16 Media considerations Particular media will have a The fact that the reader The reputation of prestigious best with clear and concise stronger appeal to some physically holds the paper magazines can help to messages. Billboard ads reach groups than others. Therefore, means that they pay close enhance the message of an a lot of people, many of whom it is important to understand attention to its contents. advertisement. see them repeatedly on what an advertisement needs There is a substantial choice regular routes of travel. to say, to whom it is speaking, of ad sizes and positions. Magazine ads have a long life and in what time scale should span compared to It is hard to reach a specific it be delivered? Each media However, the cheap paper and newspapers. However this can audience with billboard has advantages and crude printing process means mean that the ad is out of advertising. The format can be disadvantages which need to that the quality of date before it is seen. This is creatively inhibiting because be considered when planning photographic images is low. exacerbated by the need to of unusual proportions and an advertisement. supply the artwork weeks the need to be ‘snappy’. Magazine advertisements before the magazine is Newspapers deliver timely, offer better quality image published. current messages. It can be reproduction. They target very predicted when the ad will be specific audiences. Research Outdoor billboard advertising viewed. The quick turnaround has revealed that people pay attracts a lot of attention of the ad means that it can be close attention to magazine because of its size and very topical. advertisements. location. This medium works Visual identity guidelines | Off air 37
  • 38. 2.2.17 Print and poster advertising examples Factual Insert The headline and programme title are set in C4 Headline and placed within a box. The programme scheduling is set in C4 Text Bold and body copy is set in C4 Text. Aileen: Life and Death of a Serial Killer Tonight 10.00pm She killed the last man who got In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, and tonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and the brutalising events that shaped her, as she prepares for her own execution. In one final harrowing this close interview when she is clearly mad, she screams to be executed. And the next day she is. Is this a sane way to treat the insane? Nick Broomfield puts American justice on trial. You be the judge. channel4.com/film Visual identity guidelines | Off air 38
  • 39. 2.2.17 Print and poster advertising examples Billboard C4 Headline is used extensively in posters and press ads. Below the programme title and scheduling information are placed in a box. Green Wing New comedy coming soon to Friday nights Visual identity guidelines | Off air 39
  • 40. 2.2.17 Print and poster advertising examples Text only posters Sometimes a pure typographic solution can make a more powerful statement. Visual identity guidelines | Using the brand 40
  • 41. 2.2.17 Print and poster advertising examples Press ad This ad was made from a collage of unusual materials. However it still adheres to the Channel 4 guidelines. Visual identity guidelines | Off air 41
  • 42. 2.3 Literature The term literature describes the printed leaflets, brochures and books produced by Channel 4. Visual identity guidelines | Off air 42
  • 43. 2.3.1 Using the logo 2.3.2 Logo position 2.3.3 Logo height on literature Below are the dimensions of The logo position is right A3 Portrait 54 mm some of the most common centre. This is fixed and it A4 Portrait 40 mm literature formats. All should never appear in any A4 Landscape 42 mm measurements are in other position. Brochure 44 mm millimetres. 210 Squared 38 mm The logo should sit range- A5 Portrait 34 mm A3 Portrait 420 x 297 right against the determined A5 Landscape 34 mm A4 Portrait 297 x 210 margin. A4 Landscape 210 x 297 Brochure 235 x 297 These are recommended logo 210 Squared 210 x 210 sizes. In special A5 Portrait 210 x 148 circumstances the logo size A5 Landscape 148 x 210 may need to be increased. A3 Portrait A4 Portrait A4 Landscape Brochure 210 x 210 A5 Portrait A5 Landscape Visual identity guidelines | Off air 43
  • 44. 2.3.4 Margins Each format has a set of A4 Landscape A5 Portrait recommended margins within top 16.933 mm top 16.943 mm which the text and logo must bottom 19.5 mm bottom 19.49 mm be contained. Below are the left 14 mm left 8 mm margins for each format. right 14 mm right 8 mm A3 Portrait Brochure A5 Landscape top 25.426 mm top 21.26 mm top 12.62 mm bottom 26.223 mm bottom 21.8 mm bottom 12.708 mm left 16 mm left 12 mm left 12 mm right 16 mm right 12 mm right 12 mm A4 Portrait 210 Squared top 22 mm top 12.7 mm bottom 21 mm bottom 12.7 mm left 10 mm left 12.7 mm right 10 mm right 12.7 mm A3 Portrait A4 Portrait A4 Landscape Brochure 210 Squared A5 Portrait A5 Landscape Visual identity guidelines | Off air 44
  • 45. 2.3.5 Stationery and collateral Visual identity guidelines | Off air 45
  • 46. 2.3.6 Letters 2.3.7 Envelopes Channel 4 Templates have been created 124 Horseferry Road Envelopes marked with the for letters. They allow the London Channel 4 logo are available SW1P 2TX following information to be in the following sizes: Telephone: 020 7396 4444 included at the top of the Textphone: 020 7306 8691 letterhead. channel4.com C4 landscape Direct Tel: 020 7306 0000 C4 portrait Letters can be folded for use Direct Fax: 020 7306 0000 C5 landscape aname@channel4.co.uk with DL window envelopes. DL landscape Name of Addressee Title of Addressee Name of Company Street Address 1 Street Address 2 City Post Code Day Month Year Visual identity guidelines | Off air 46