Introduction. Contents. Branding 5 Logo Guidelines 6-7 Typography 8 Color Palette 9
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1 Style Guide
2 Introduction Contents Introduction is an iconic American brand that ran as a popular weekly news magazine from 1936 to 1972, monthly until 2002 and now lives on as special editions and online, at.com. Time Inc. founder, Henry Luce s mission was to see life; to see the world; to eyewitness great events and in doing so create The Show-Book of the World. Luce achieved his goal, as soon became a leader in the photojournalism space and its photographers were present for many of the 20th century s defining moments. Contents Branding 5 Logo Guidelines 6-7 Typography 8 Color Palette 9 Legal & Approval Information 11 Packaging 12 Window Box Visuals Swing Tickets Visuals Header Card Visuals 20 Backing Card Visuals 21 The Picture Collection is home to more than 20 million rare and classic photographs of which only 3% appeared in print. The Collection includes: iconic photographs of major 20th century historical figures such as the Kennedys, Marilyn Monroe and Winston Churchill; historic moments like the moon landing, World War II and the Civil Rights movement; and incredible images of the world around us, ranging from shots taken in outer space to the world s natural wonders. Those taking the photographs became industry greats, with the Collection including the works of Alfred Eisenstaedt, Margaret Bourke-White, Andreas Feininger, John Dominis, and Gordon Parks, to name a few. continues to enthrall vast audiences online with over 4.49m followers on Twitter, 1m followers on Pinterest, almost 900k on Instagram and approaching 1 million likes on Facebook. We welcome you to continuing telling the story of. Creative Direction 22 The Covers Architecture & Travel Emotion Moments in History Photography Product Visuals 70 Stationery & Gifting Homewares & Toiletries Apparel & Accessories
3 Branding The logo, with its white text on red background, is iconic and instantly recognizable across the world. The following section will demonstrate how to apply the logo to packaging, swing tickets, marketing and products. 5
4 Branding Branding Logo Guidelines The guidelines below demonstrate how the logo should be applied to packaging, swing tickets and marketing. Changes to the logo for creative are approved on a case by case basis. Protected area The protected area is a margin surrounding the logo. It provides a clear graphic buffer zone to separate the logo from all other elements. No graphic element may intrude upon the protected area around the logo. The protected area is based on the measurement X. X is defined by the width of the letter I in the word. Placement Logo can appear on either a white background or on top of an image as long as legibility is maintained. Logo should be placed top left (fig. 1) to replicate the magazine style with an equal border to the top and left. If printed large enough (and print production allows) the logo can be positioned without a border (fig. 2) as long as its proportions are maintained. Fig. 2 Fig. 1 Restrictions Logo should not be recolored, rotated, distorted or placed on a colored background. RED For print use PMS 485 C CMYK: 0/96/100/0 For digital display use RGB: 213/43/30 For web use Hex Code: #D52B1E Trademark should be written in all uppercase letters to distinguish it from surrounding text, so that it will be immediately recognised as a trademark. The logo should not be used in sentences or be used to form a new word such as style. Do not write Life with upper lower case - Always use all caps. 6 7
5 Branding Branding Typography Color Palette Created by Adobe in 1957, Folio became a popular newspaper font in America. We recommend the use of Folio with, as it is the perfect accompaniment to s iconic photography. This color palette has been developed to give the brand a fresh and bold look in keeping with a modern lifestyle brand. These colors are used throughout the creative in this style guide. Folio Std Light Usage: Body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() RED 485C White Black C Folio Std Medium Usage: Body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() 427C 430C 432C Folio Std Bold Usage: Headings and highlights within body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() 7741C 2296C 7689C Folio Std Extra Bold Usage: Headings and highlights within body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() 5473C 7694C 2226C 122C 7413C 493C Folio Std Bold Condensed Usage: Titles and subtitles. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() 2046C 7659C 229C 8 9
6 Legal & Approval Information Personality/Celebrity Images: Licensee acknowledges that they indemnify against all claims of publicity that may arise out of use of an image, chooses to use such images at their own discretion, and assumes all possible risk. Illustrations: The Picture Collection owns the photos of illustrations/graphic, but not the originals themselves. Therefore, Licensee acknowledges that they indemnify against all claims that may arise from such use, chooses to use these images at their own discretion, assumes all possible risk. Sculptures /Landmarks/Painting: The Picture Collection owns the photos of Sculptures. Landmarks, and Paintings, but not the originals themselves. Therefore, Licensee acknowledges that they indemnify against all claims that may arise from such use, chooses to use these images at their own discretion, assumes all possible risk. Legal Notices 2016 Time Inc. used with permission or 2016 Time Inc. rights reserved or is a registered trademark of Time Inc. 11
7 Packaging In keeping with the iconic styling of the magazine, packaging should be clean and minimal. The logo position, typography, use of imagery and red panels, all help to convey the look and feel of the magazine. Image placement and the inclusion of text should be given careful consideration as to not overpower the photographs. 12
8 Packaging Packaging Window Box Visual Window Box Flat Window Box Visual Option 1 Window Box Flat Option 1 _PKG_WINDOW_01.ai 14 15
9 Packaging Packaging Window Box Visual Window Box Flat Window Box Visual Option 2 Window Box Flat Option 2 _PKG_WINDOW_01.ai 16 17
10 Packaging Packaging Swing Tickets Swing Tickets _PKG_SWING_01.ai _PKG_SWING_03.ai _PKG_SWING_02.ai _PKG_SWING_BCK.ai 18 19
11 Packaging Packaging Header Card Backing Card Header Card Featuring Architecture & Travel Imagery Header Card Featuring Architecture & Travel Imagery _PKG_HCARD.ai _PKG_BCARD.ai 20 21
12 Creative Direction The images in the following sections are examples of possible creative and have been designed for reference purposes. All creative is subject to approval on a case by case basis. Disapproval can depend on a number of factors including the photographer, the subject of the photograph or the execution. The following themes are not representative of the whole Picture Collection and licensees are welcome to explore the many other varied topics. Creative Direction The Covers
13 Creative Direction Creative Direction C_AOP_02.ai C_PLC_02.ai C_AOP_01A.ai C_AOP_01D.ai 24 25
14 Creative Direction Creative Direction C_PLC_01.ai C_PLC_03.ai C_AOP_01C.ai C_AOP_01B.ai 26 27
15 Creative Direction Creative Direction C_AOP_03A.ai C_PLC_04.ai C_AOP_03B.ai 28 29
16 Creative Direction Architecture & Travel
17 Creative Direction Creative Direction AT_PLC_03A.ai AT_PLC_01.ai AT_AOP_02A.ai AT_AOP_01B.ai 32 33
18 Creative Direction Creative Direction AT_PLC_02.ai AT_PLC_04.ai AT_PLC_03A.ai AT_AOP_01A.ai AT_AOP_02B.ai 34 35
19 Creative Direction Emotion
20 Creative Direction Creative Direction E_AOP_02A.ai E_PLC_01.ai E_AOP_04.ai 38 39
21 Creative Direction Creative Direction E_PLC_03.ai E_AOP_02B.ai E_AOP_03.ai E_PLC_02.ai 40 41
22 Creative Direction Creative Direction E_AOP_01A.ai E_PLC_04.ai E_AOP_01B.ai 42 E_AOP_01C.ai 43
23 Creative Direction Moments in History
24 Creative Direction Creative Direction MIH_AOP_02A.ai MIH_PLC_02.ai MIH_AOP_02B.ai MIH_AOP_02C.ai 46 47
25 Creative Direction Creative Direction MIH_PLC_04.ai MIH_PLC_01.ai MIH_PLC_07.ai 48 49
26 Creative Direction Creative Direction MIH_AOP_01A.ai MIH_PLC_06.ai MIH_AOP_01B.ai 50 51
27 Creative Direction Creative Direction MIH_PLC_03A.ai MIH_PLC_05A.ai MIH_PLC_03B.ai MIH_PLC_05B.ai 52 53
28 Photography
29 Photography Photography Covers > jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg 56 57
30 Photography jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg 58 59
31 Photography Photography Moments in History > jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg 60 61
32 Photography Photography Emotion > jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg 62 63
33 Photography Photography jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg 64 65
34 Photography Photography jpg jpg jpg jpg jpg jpg jpg Architecture & Travel > jpg jpg jpg jpg jpg jpg jpg 66 67
35 Photography Photography jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg jpg 68 69
36 Product Visuals
37 Product Visuals Product Visuals Stationery & Gifting Mobile Phone Cases Ceramic Travel Mug Notebook & Stationery Set Laptop Bag Tablet Cases Leather Bound Notebooks Pencil Case Greeting Cards USB Stick Giftwrap 72 Magazine Rack 73
38 Product Visuals Product Visuals Homewares & Toiletries Ceramic Cup & Saucer Storage Tin Scatter Cushions Tea Towels Stacked Ceramic Mug Set Wall Clock Wash Bag Toiletries Stool / Table 74 75
39 Product Visuals Product Visuals Apparel & Accessories Instant Print Camera & Case Compact Mirror Umbrella T-Shirt Leather Purse T-Shirt Silk Scarf Leather Wallet Necklace Boxers Overnight Bag 76 77
40 is a registered trademark of Time Inc.
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