CREATIVE GUIDE CONTENTS POSITIONING PERSONALITY LOGOS IMAGERY DESIGN MOTION/TOOLKIT EXTENSIONS CREATIVE GUIDE

Transcription

1

2 CONTENTS POSITIONING 3 PERSONALITY 4 LOGOS 5 IMAGERY 6 DESIGN 8 MOTION/TOOLKIT 12 EXTENSIONS 18 2

3 POSITIONING Our brands are an integral part of people s lives. Our fans are inspired by our content and ignited by our talent to live more, to enjoy more and, most importantly, to do more. 3

4 PERSONALITY The SNI brand personality lives and breathes lifestyle. We re real, inspiring, cool, surprising, confident, bold and always doing. 4

5 LOGOS LOGO LOCK-UP When Life Lives Here is locked to the SNI logo, initial upper-case letters are used without a period at the end. This is designed as a position statement about the company of brands. LOGO TRAINS Horizontal and vertical options of the network logo trains can be used in cases where you need to speak to the family of brands with or without the Life Lives Here position statement. 5

6 IMAGERY DO S VIEWERS/DOERS Our viewers are doers. They are real people in real places doing real things. They are active and genuine. The photos must capture the consumer in the moment within their environment using natural lighting. TALENT Use talent in their native environments, looking to camera. 6

7 IMAGERY DONT S TALENT & SET-UPS Avoid situations, poses and effects that are staged or feel fake. DO NOT use stock genre cliches. DO NOT use shots that are posed to camera and contrived. DO NOT use images that are too pristine or overly art directed. DO NOT cut out images from environment. DO NOT use images that look fake or overly enhanced. 7

8 DESIGN GRAPHIC ELEMENTS The graphic package is designed to bring content forward, and create the most immersive experience possible. PHOTOGRAPHIC BLUR EFFECT Video or photographic imagery become graphic elements through the use of a blur effect. See page 9 to set the correct effect. LINE ACTIVATOR The line is an activator. It transitions us from scene to scene. It underlines and brings on key words. It can move horizontally or vertically. 8

9 DESIGN BLUR The blur element is a duplicate of the image used in your design with a heavy gaussian blur applied. After the image is blurred, sample the largest blocks of color to select the best accent color for your design COLOR Use the palette in designs that are not image heavy. For example, this lower third design uses a mixture of the Red and Clay colors: GREY RGB 178, 178, 178 HEX # B2B2B2 CMYK 31, 25, 25, 0 RED RGB 187, 34, 22 HEX # BB2216 CMYK 19, 98, 100, 9 BLUE RGB 60, 109, 169 HEX # 3C6DA9 CMYK 82, 57, 8, 0 TAN RGB 179, 154, 127 GREEN RGB 82, 126, 101 HEX # B39A7F HEX # 527E65 CMYK 31, 37, 52, 2 CMYK 70, 33, 66, 14 CLAY RGB 200, 139, 94 TEAL RGB 0, 163, 154 HEX # C88B5E HEX # 00A39A CMYK 20, 48, 69, 2 CMYK 80, 13, 46, 0 9

10 DESIGN BRAND STATEMENT LIVES = DOING SNI viewers are doers. The verb lives in the brand statement can be swapped out to represent all the ways SNI fans do. In its simplest form as a line of copy, Life lives here. always gets a period. The verb can be left blank so that imagery represents the action. COPY NOTE: SNI viewers are doers. The verb lives, as represented in the brand statement, can be swapped out to illustrate the ways SNI viewers do. The Line Activor can also be used to animate new verbs. 10

11 DESIGN TYPOGRAPHY Use the Gotham typeface and limit the amount of weight variations to bold, medium, book, and light. GOTHAM BOLD GOTHAM MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

12 MOTION/TOOLKIT SNI LOCKUP On your right is the logo animation. You can switch out imagery and reposition logos based on the negative space of the shot you select Toolkit Location: REPLACING THE IMAGES In the folder 01_Edit Image Here, open Image_01 composition and disable the placeholder layer and add your new photo to a new layer. Final rendering should be done from the SNI_Lockup composition inside 02 Render folder. The Life Lives Here lockup is automatically scaled, blurred (Fast Blur set to 3.0) and positioned within the transition animation. 12

13 MOTION/TOOLKIT LOGO ANIMATION The toolkit contains logo animation templates for each Scripps network. The animation is comprised of two build images and a hero image, all of which can be swapped out Toolkit Location: REPLACING THE IMAGES In the folder 02_Place Images, open Shot_01 composition, disable the placeholder layer and add your new photo to a new layer. Repeat this process for Shots 02 and 03. Final rendering should be done from the Cooking_Logo_Toolkit composition inside 03_Render folder. Note: This process is the same for each network template. 13

14 MOTION/TOOLKIT PRESENTER ID Similar to the Logo Animation, simply swap out imagery based on whichever network you are describing. Then update logo, presenter name and title Toolkit Location: REPLACING THE IMAGES In the folder 02 Replace Images, open Shot 01 composition and disable the placeholder layer and add your new photo to a new layer. Repeat this process for Shots 02 and 03. Final rendering should be done from the Presenter_Title composition inside 03 Render folder. EDITING THE TEXT Update the presenter name and title by editing text layers #3 and #4 inside the Edit Title composition. 14

15 MOTION/TOOLKIT LOWER THIRD We have developed a lower third design that has a long and a short version in addition to five different background color options. CHANGING THE COLOR To change the background color of the horizontal title bar, expand the 01 folder, to reveal the 01 Pick Color subfolder. Open the Color Options composition COLOR OPTIONS Toolkit Location: Grey Brown & Green Enable the visibility for the desired color layer. Make sure all unwanted color layers are not visible. This process automatically updates the background color inside the SNI_LowerThird Long_01 composition. EDITING THE TEXT Update the presenter name and title by editing text layers #4 and #10 inside the SNI_LowerThird Long_01 composition. Red Aqua Green Blue Note: The short versions of Lower Thirds use the same animations, but have a shorter horizontal title bar: 15

16 MOTION/TOOLKIT TRANSITION 01 TRANSITION 02 TRANSITION 03 TRANSITIONS Your package contains two unique text transition animations and three unique non-text animations. TRANSITION 04 TRANSITION 05 All enable you to swap out imagery and/or type according to your needs. REPLACING THE IMAGES In the folder 01 Edit Images, open Shot_01 composition and disable the placeholder layer and add your new photo to a new layer. Repeat this process for Shots 02. Final rendering should be done from the Transition_01 composition inside 02 Toolkit Location: Render folder. EDITING THE TEXT To update the transitions with text animations, edit text layers #11 and #15 inside the Transition_01, Transition_04 and Transition_05 compositions. 16

17 MOTION/TOOLKIT BACKGROUND 01 BACKGROUND 02 BACKGROUND 03 BACKGROUNDS These video backgrounds are designed for use with any future presentations you need to create. Use them as plates for logos or any typographic messaging. REPLACING THE IMAGES In the folder 01 Edit Image Here, open Image_01 composition and disable the placeholder layer and add your new photo to a new layer. Toolkit Location: Final rendering should be done from the Background_01 composition inside 02 Render folder. Note: This process is the same for Background_02 and Background_03 compositions. 17

18 EXTENSIONS OOH BANNER DIGITAL INVITE PAGE REHEARSAL BOOK COVER Design for other marketing materials follow the same principles as the video design. Here are some examples. UPFRONT st Table Read Monday, February 8th 18