Nov 11, 2014
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STYLE GUIDE
CONTENTSBRAND IDENTITY CONCEPT
DESIGN SIGNATURES
TAKE YOU THERE ICON TOOLKITICON COLOR CATEGORIESTALENT IMAGERYENERGITIC PALETTETYPEFACEBLOCK TYPE LAYOUTDOCU FILM TEXTURETEXTURERACK FOCUS & DEPTH OF FIELDALWAYS MOVING ACTIONLOGO SYSTEM
10111213141517181920
2526
28
6
30
HERO LOGO IDICON ID
BRAND IDS
PROMO PACKAGING HIERARCHY
PROMO PACKAGING
BLUE CHIP PROMO
SAMPLE: DEADLIEST CATCHPROMO OPEN PROMO TOP TAGPROMO OPEN / TOP TAG TYPE SPECSENDPAGE + LOGO BUTTONENDPAGE TYPE SPECSSPONSOR BED / BBSAMPLE: GOLD RUSHCREATING SHOW SPECIFIC PROMOFOOTAGE BASED LOGO BUTTONS
SHOW SPECIFIC PROMO TOOLKIT
33343536373842434447
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STYLE GUIDE
OVERVIEWGENERIC PROMO SAMPLEPROMO OPENPROMO TOP TAGPROMO OPEN/ TOP TAG TYPE SPECSLOWER THIRDENDPAGE: SINGLE SHOWENDPAGE: COMBOENDPAGE: TYPE GRIDENDPAGE TYPE SYSTEMENDPAGE: TYPE SPECSTRANSITIONSTEXT INTERSITIALSPONSOR BED / BBBACKGROUNDS
GENERIC PROMO TOOLKIT
106ICON SHOOT GUIDE
TALENT SHOOT GUIDE 91
CONTENTS
495051525354555657586166676870
72737479
8485878889
IPM OVERVIEWIPM PALETTEIPM TYPE SYSTEMIPM TYPE SPECS
BUG OVERVIEWBUG ANIMATIONSTUNE IN BUG TYPE GRIDTUNE IN BUG SHOW TITLE LAYOUTTUNE IN BUG TYPE SPECS
IPM SYSTEM
BUG SYSTEM
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STYLE GUIDE
BRAND IDENTITY OVERVIEW
DISCOVERY ISN’T A BRAND THAT STANDS ON THE SIDELINES. THE BRAND’S INHERENT CURIOSITY MEANS WE JUMP RIGHT IN AND ENJOY THE RIDE THE WORLD GIVES US EVERYDAY. THE CONCEPT FOR THE REFRESHED DISCOVERY BRAND IDENTITY IS “THE RIDE”. EACH SIGNATURE MOTIF OF THE IDENTITY IS DESIGNED TO BE BOLD, AUTHENTIC AND ENERGETIC. FROM THE CLEAN BUT TEXTURED BLOCK TYPOGRAPHY STYLE TO THE LIBRARY OF ICONIC TOOLS THAT ARE TAKEN RIGHT FROM THE WORLDS OF THE SHOWS. THE DESIGN SIGNATURES COMBINE TO CREATE A DISTINCTIVE IDENTITY THAT COULD ONLY BE DISCOVERY.
THIS GUIDE IS HERE TO HELP. TO GIVE YOU INSIGHT INTO THE THINKING BEHIND THE IDENTITY AS WELL AS THE RULES AND GUIDELINES FOR CREATING DAY-TO-DAY COMMUNICATION.
ENJOY THE RIDE
PASSIONATEIMMERSIVE
IN YOUR FACE TALENT
OPTIMISTIC & FUN ENERGETIC PALETTE
TAKE YOU THERE ICONS
THE RIDE
AUTHENTIC
EMOTIONAL
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STYLE GUIDE
The new identity is about immersing the audience in the world of discovery, expressing the pure joy, passion and fun our talent has for the world.
BRAND IDENTITY CONCEPT THE RIDE
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STYLE GUIDE
1. TAKE YOU THERE ICON TOOLKIT
2. IN YOUR FACE TALENT IMAGERY
3. ENERGETIC PALETTE
4. BLOCK TYPE LAYOUTS
5. DOCU FILM TEXTURES
6. RACK FOCUS & DEPTH OF FIELD CUES
7. ALWAYS MOVING ACTION
SIGNATURESDESIGN
A COMBINATION OF SIGNATURE DESIGN MOTIFS HELP TO DISTINGUISH THE IDENTITY
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STYLE GUIDE
TAKE YOU THERE ICON TOOLKIT
Looking like they were taken right from the show’s characters and placed on a branded color background, tools and imagery become hard working symbols for each show. Chosen to evoke the heart of Discovery, the elements become an ownable brand signature. The show’s tone will inform the icons; some will be serious tools, others will have a sense of fun. The background color strongly connects the show’s iconic tools back to the Discovery brand.
Icon images should feel as though they just stepped out of the show.Textures and high speed photography add energy and impact.Unique angles. Designed with type placement in mind.
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STYLE GUIDE
BACKGROUND COLOR
LIGHT BLUE
SOUTH BEACH CLASSICSDEADLIEST CATCHSHARK WEEKMYTHBUSTERSFLYING WILD ALASKA
DARK BLUE
STORM CHASERSPLANET EARTHLIFESWORDS
RED
GOLD RUSH ALASKADESERT CAR KINGSAUCTION KINGSAMERICAN CHOPPERLORD OF FLEAS
GREEN
DUAL SURVIVALMAN VS. WILDHOGS GONE WILDSWAMP BROTHERSSURVIVING THE CUTAMERICAN LOGGERSDIRTY JOBSSONS OF GUNS
ICON COLOR CATEGORIES
The background color strongly connects the show’s iconic tools back to the Discovery brand.
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STYLE GUIDE
IN YOUR FACE TALENT IMAGERY
Discovery talent are avatars for the audience. The goal with Talent Imagery is to create images that are AUTHENTIC, UP CLOSE AND PERSONAL. The audience should feel they are IN THE ACTION with the talent in the natural show environment.
Talent imagery is immersive, revealing a bit of their world.The angles are unconventional and documentary.
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STYLE GUIDE
Graphic elements within a promo can use one of four color options: Hero Light Blue, Dark Blue, Red and Green. White, Black and Grey act as neutrals. Type in most cases is White.
ENERGETIC PALETTE
R: 11 G: 188 B: 228
HERO LIGHT BLUE
WHITE
USED WITH LOGO TYPFACE / PROMO TYPE
USED INNEUTRAL PANELS
ALT LOGO TYPEFACE COLOR
USED IN GRAPHIC BARS
DARK BLUE
DARK GREY
RED
LIGHT GREY
GREEN
BLACK
R: 255 G: 225 B: 225 R: 113 G: 113 B: 113R: 66 G: 66 B: 66 R: 0 G: 0 B: 0
R: 33 G: 80 B: 147 R: 212 G: 0 B: 0 R: 166 G: 206 B: 57
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STYLE GUIDE
AVANT GARDE BOLD (NUMERALS)
1234567890 P EP
GOTHAM BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
GOTHAM MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
GOTHAM BOLD (PRIMARY WEIGHT)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Gotham family is the main typeface for Discovery with Avant Garde Gothic Bold as a secondary font. Avant Garde Gothic Bold is only used with numbers and P, EP.
TYPEFACE
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STYLE GUIDE
BLOCK TYPE LAYOUTS INSPIRATION
The bold honesty of block type layouts fits the authenticity of the Discovery brand. Combined with the clean modern Gotham font the inspiration is a wanted poster for today.
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STYLE GUIDE
Big letters, and bold stacked layouts are the signature typestyle for the package. Bars are used to section information and provide frames for marketing information or time.
BLOCK TYPE LAYOUTS
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STYLE GUIDE
DOCU FILM TEXTURES
Elements within the package contain texture layers and filmic effects that add to the authentic and cinematic look of the package. Exceptions are made when type is too small and legibility would be compromised.
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STYLE GUIDE
RACK FOCUS & DEPTH OF FIELD CUES
Offsetting focus on foreground, midground and background elements creates depth and draws attention to key objects within the frame. Focal play can be applied to both footage and graphic elements within the package.
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STYLE GUIDE
ALWAYS MOVING ACTION
Panel animation intermixed with graphics and footage create energetic and dynamic transitions within the package. Panel movement should be inspired and integrated by motion within graphics or live action shots.
example) When a foot comes down in a live action shot, the panel would move vertically down as well. Another example would be when type animates in z space, the panel following would move in z space also.
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STYLE GUIDE
LOGO SYSTEM
* LOGO SHOULD MAINLY BE WHITE BUT CAN BE IN GREY (R:66 G:66 B:66) FOR LEGIBILITY OVER FOOTAGE
* LOGO SHOULD ALWAYS BE WHITE OVER GRAPHICS
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STYLE GUIDE
LOGO SYSTEM
HERO BLUEThe bar color is dark blue (R: 33 G: 80 B: 147)
WITH URL WITH 1 ICON WITH 2 ICONS
DARK BLUEThe bar color is hero blue (R: 11 G: 188 B: 228)
WITH URL WITH 1 ICON WITH 2 ICONS
REDThe bar color is black (R: 0 G: 0 B: 0)
WITH URL WITH 1 ICON WITH 2 ICONS
GREENThe bar color is white (R: 255 G: 255 B: 255)
WITH URL WITH 1 ICON WITH 2 ICONS
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STYLE GUIDE
LOGO SYSTEM
LOGO BUTTON LOOP :02 INTRO + :30 LOOP
HD LOGO BUTTON LOOP :02 INTRO + :30 LOOP
LOGO BUTTON LOOP w/ CHANNEL :02 INTRO + :30 LOOP
HD LOGO BUTTON LOOP w/ CHANNEL :02 INTRO + :30 LOOP
NOTEDelivered as quicktimes. Also :30 static logo loop quicktimes are delivered in each version.
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STYLE GUIDE
LOGO SYSTEM HERO LOGO LOOP :10 INTRO + :30 LOOP
HERO HD LOGO LOOP :10 INTRO + :30 LOOP
HERO LOGO LOOP w/ CHANNEL :10 INTRO + :30 LOOP
HERO HD LOGO LOOP w/ CHANNEL :10 INTRO + :30 LOOP
KEYABLE HERO LOGO LOOP :10 INTRO + :30 LOOP
PROJECT FILE: DSC_HeroLogoLoop.aep
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STYLE GUIDE
A signature animation that embodies the immersive and cinematic spirit of Discovery. Organic light adds scale and drama while panel animation resembling camera shutter movement aid in tying it back to the package.
HERO LOGO ID (:10 & :05)
HERO ID (:10 & :05)
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STYLE GUIDE
An energetic and fun montage of Icons representing the different genres of Discovery. Panel animation adds a dynamic quality while sound design aids in creating an immersive feel.
ICON ID (:10 & :05)
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STYLE GUIDE
BLUE CHIP PROMOSDistinctive editorials and audio with integrated brand signatures.
SHOW SPECIFIC PROMOImmersive icons connect shows to the brand.
GENERIC PROMOGraphic centered for versatility
PROMO PACKAGING HIERARCHY
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STYLE GUIDE
BLUE CHIP PROMOS
Signatures of the package can translate into blue chip promos through the adaptation of typography, texture, and animation. The Discovery logo animation can also be customized for the promo by adjusting background color and animation tonality.
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STYLE GUIDE
BLUE CHIP PROMO TYPE SYSTEM
SHOW LOGOSHOW LOGO SHOULD FIT THE BOUNDARY BOX.
TUNE-IN INFORMATIONTYPE SHOULD FIT THE BOUNDARY BOX. THE BOUNDARY BOX CAN GET BIGGER OR SMALLER DEPENDING ON THE INFORMATION.
SPONSOR LOGOSPONSOR LOGO SHOULD BE CENTERED IN THE BOUNDARY BOX.
LINELINE COLOR SHOULD REFLECT THE COLOR OF THE SHOW LOGO.
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STYLE GUIDE
SHOW SPECIFIC SAMPLE DEADLIEST CATCH
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STYLE GUIDE
DISCOVERY LOGO OPEN :03
PROMO OPEN
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STYLE GUIDE
TOP TAG V1 :03
TOP TAG V2 :03
TOP TAG V3 :02
PROMO TOP TAG
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STYLE GUIDE
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 223 pxKERNING: -63OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYNEXTFONT: GOTHAM BOLDSIZE: 136 pxKERNING: 0OPACITY: 66%RGB: 255, 255, 255
DAYFONT: GOTHAM BOLDSIZE: 223 pxKERNING: -63OPACITY: 100%RGB: 255, 255, 255
ONE LINE
TWO LINE
PROMO OPEN/ TOP TAG TYPE SPECS
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STYLE GUIDE
1 SHOW TOOLKIT + LOGO BUTTON :07
ENDPAGE + LOGO BUTTON
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STYLE GUIDE
NOTEType specs are based on 1920 x 1080 px After Effects file.
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
ENDPAGE INTRO TYPE SPECS
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TUNE-INHOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 164 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255
EPFONT: AVANT GARDE BOLDSIZE: 83 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 79 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255
FULL HOUR
TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
MINUTESFONT: AVANT GARDE BOLDSIZE: 114 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 94 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
EPFONT: AVANT GARDE BOLDSIZE: 48 pxKERNING: 7OPACITY: 100%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 79 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
NOTEType specs are based on 1920 x 1080 px After Effects file.
ENDPAGE TUNE IN TYPE SPECS
HALF HOUR
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STYLE GUIDE
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-INFONT: GOTHAM BOLDSIZE: 63 pxKERNING: -50OPACITY: 100RGB: 255, 255, 255
NEXT
ENDPAGE TUNE IN TYPE SPECS
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STYLE GUIDE
ENDPAGE TUNE IN TYPE SPECS
TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 164 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255
EPFONT: AVANT GARDE BOLDSIZE: 83 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DATE/DAYFONT: GOTHAM BOLDSIZE: 58 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
WITH DATE - SHORT
WITH DATE - LONGWhen the tune-in day and/or month is long to fit in one bar, create as an animated sequence. Tune-in type should not get any smaller than Gotham 58 px.
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STYLE GUIDE
SPONSOR BED
SPONSOR BED :10
SPONSOR BED/BB :10
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STYLE GUIDE
SHOW SPECIFIC SAMPLE GOLD RUSH
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STYLE GUIDE
CREATING SHOW SPECIFIC PROMOS
Designate a Backdrop Color for Show• Choose a color and texture indigenous and iconic for the show. If there is not an obvious choice, look at existing imagery and environment within show for reference. Also consider the tone of the show you are shooting for, is it light show or a serious one?
The Background color category below shows existing color choices for genres of shows.
Colors can be brought in through simple textured walls and seamlesses or through physical objects, such as drapes or panels.
* more extensive descriptions on icon backdrop color and texture can be found in the icon shoot guide at the end of this book
BACKGROUND COLORLIGHT BLUE
SOUTH BEACH CLASSICSDEADLIEST CATCHSHARK WEEKMYTHBUSTERSFLYING WILD ALASKA
DARK BLUE
STORM CHASERSPLANET EARTHLIFESWORDS
RED
GOLD RUSH ALASKADESERT CAR KINGSAUCTION KINGSAMERICAN CHOPPERLORD OF FLEAS
GREEN
DUAL SURVIVALMAN VS. WILDHOGS GONE WILDSWAMP BROTHERSSURVIVING THE CUTAMERICAN LOGGERSDIRTY JOBSSONS OF GUNS
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STYLE GUIDE
CREATING SHOW SPECIFIC PROMOS
Choose Icons• An icon should seem like they are taken right from the show and placed within the promo. The show’s tone will inform the icons; some may be serious, others will have a sense of fun. Choose icons that are instantly recognizable yet create insider metaphors for the show. Also, select icons that provide opportunities for dynamic movement within the editorial of the promo.
Decide Which Icons Go Where• Icons may be used in Promo Opens and Toptags and Endtag intros. Toptags work best with compositions that have a lot of negative space on the upper left side. Endtag intros are more flexible because type can be bold and may cover the entire frame.
Shoot Icons or Select Icons from Existing Icon Toolkit • More indepth explanation on Shooting Icons can be found in the Icon Shoot Guide at the end of this book.
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STYLE GUIDE
Create Logo Resolve Shot • The logo resolve may be placed on top of footage of a environment plate from the icon shoot. Guidelines for choosing logo resolve shots can be found on pg 38.
CREATING SHOW SPECIFIC PROMOS
Select or Shoot Endtag Talent • More indepth explanation on Shooting Icons can be found in the Icon Shoot Guide at the end of this book.
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STYLE GUIDE
MYTHBUSTERS
MYTHBUSTERS
FLYING WILD ALASKA
GOLD RUSH
CARFELLAS
DEADLIEST CATCH
FOOTAGE BASED LOGO BUTTONS
A Footage based logo plate allows the promo to end with a more immersive feel. This backplate shot can be chosen from an existingepisode of a show or planned for while shooting on location.
Choose an icon for the Show• Choose a shot that contains an iconic representation for the show or show episode. Overlap between the logo and the object will create a stronger sense of immersion. ex) canon exploding and shooting a canon ball over the logo for mythbusters, Excavator for Gold Rush. Airplane flying over Discovery Logo for FLying Wild Alaska.
Panoramic Framing for the Logo• Choose a panoramic shot that contains a fair amount of negative space for the logo. Avoid messy or complicated shots that hinder legibility.
Locked Shot• For ease of use in post production, select a locked off shot.
Duration• Backplate Shot should hold for more than :02
Logo Color• White is the recommended color for Discovery Logos but Grey maybe used for legibility purposes.
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STYLE GUIDE
A generic show package utilizes the essential graphic signatures for situations where there are no talent images or show icons. Show promo packages can be created in one of four color options. Hero Blue, Dark Blue, Red or Green. Choose a color that fits the tone and iconic elements of the show.
PROJECT FILE:DSC_Gen_Pr_LightBlue.aep
PROJECT FILE:DSC_Gen_Pr_Red.aep
PROJECT FILE:DSC_Gen_Pr_DarkBlue.aep
PROJECT FILE:DSC_Gen_Pr_Green.aep
GENERIC PROMO OVERVIEW
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STYLE GUIDE
GENERIC PROMO SAMPLE SONS OF GUNS
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DISCOVERY LOGO OPEN :03
PROMO OPEN
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STYLE GUIDE
TOP TAG V1 :03
TOP TAG V2 :03
TOP TAG V3 :02
PROMO TOP TAG
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STYLE GUIDE
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 223 pxKERNING: -63OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYNEXTFONT: GOTHAM BOLDSIZE: 136 pxKERNING: 0OPACITY: 66%RGB: 255, 255, 255
DAYFONT: GOTHAM BOLDSIZE: 223 pxKERNING: -63OPACITY: 100%RGB: 255, 255, 255
ONE LINE
TWO LINE
PROMO OPEN/ TOP TAG TYPE SPECS
NOTEType specs are based on 1920 x 1080 px After Effects file.
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STYLE GUIDE
SEQUENCE :10 LOOP
BAR COLORBar colors in promo follow the designated color of the promo. Type system is same as the IPM system. For type specs, go to pg 78.
RGB: 56 / 138 / 190
RGB: 179 / 3 / 0
RGB: 33 / 80 / 147
RGB: 95 / 167 /21
LOWER THIRD
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1 SHOW TOOLKIT + LOGO BUTTON :07
ENDPAGE SINGLE SHOW
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COMBO TOOLKIT + LOGO BUTTON :05
COMBO TOOLKIT + LOGO BUTTON :09
ENDPAGE COMBO SHOW
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STYLE GUIDE
SHOW TITLE
TIMECENTER TIME INSIDE THE BOX
MAINTAIN EQUAL LEADINGBETWEEN TYPE SECTIONSAND BARS
BOTTOM OF THE SHOW TITLE SHOULD LINE UP AT THE TITLE BASELINE
MARKETING INFO/ TUNE-IN MARKETING INFO AND TUNE-IN DAY / TIME TYPE SHOULD BE CENTERED
ENDPAGE TYPE GRID
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STYLE GUIDE
When possible, try to keep keywords at a larger scale.Kern tighter on long words to maintain a larger size and wideron short words. Show titles should fit the width of the show title box.
ENDPAGE TYPE SYSTEM
SHOW TITLE LAYOUT
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STYLE GUIDE
ENDPAGE TYPE SYSTEM
SHOW TITLE LAYOUT SAMPLES
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After changing the show title, center the tune-in block vertically.
ENDPAGE TYPE SYSTEM
TUNE-IN TYPE POSITION
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MARKETING INFO
SHOW TITLE
NOTEType specs are based on 1920 x 1080 px After Effects file.
FONT: GOTHAM BOLDSIZE: 323 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
FONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
ENDPAGE INTRO TYPE SPECS
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TUNE-INHOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 164 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255
EPFONT: AVANT GARDE BOLDSIZE: 83 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 79 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255
FULL HOUR
TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
MINUTESFONT: AVANT GARDE BOLDSIZE: 114 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 94 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
EPFONT: AVANT GARDE BOLDSIZE: 48 pxKERNING: 7OPACITY: 100%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 79 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
NOTEType specs are based on 1920 x 1080 px After Effects file.
ENDPAGE TUNE IN TYPE SPECS
HALF HOUR
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STYLE GUIDE
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-INFONT: GOTHAM BOLDSIZE: 63 pxKERNING: -50OPACITY: 100RGB: 255, 255, 255
NEXT
ENDPAGE TUNE IN TYPE SPECS
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STYLE GUIDE
ENDPAGE TUNE IN TYPE SPECS
TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 164 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255
EPFONT: AVANT GARDE BOLDSIZE: 83 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DATE/DAYFONT: GOTHAM BOLDSIZE: 58 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255
WITH DATE - SHORT
WITH DATE - LONGWhen the tune-in day and/or month is long to fit in one bar, create as an animated sequence. Tune-in type should not get any smaller than Gotham 58 px.
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STYLE GUIDE
V1 15 FRAME
V2 10 FRAME
TRANSITIONS
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STYLE GUIDE
INTERSTITIAL 1
ANIMATION SAMPLE
INTERSTITIAL 2
INTERSTITIAL 4 INTERSTITIAL 5
INTERSTITIAL 3
INTERSTITIAL 6
There are six versions of interstitials in the After Effects file. These layouts are references and may be altered for various type layout needs.
TEXT INTERSTITIALS
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STYLE GUIDE
SPONSOR BED :10
SPONSOR BED/BB :10
SPONSOR BED
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STYLE GUIDE
KEEP SPONSOR LOGO WITHIN BOUNDRY BOX
LOGO BACKPLATE
USE BACKPLATE ONLY WHEN THE LOGO IS SAME TONE AS THE BACKGROUND
SPONSOR BED GRID
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STYLE GUIDE
PROJECT FILE:DSC_BG_LightBlue.mov
PROJECT FILE:DSC_BG_Red.mov
PROJECT FILE:DSC_BG_DarkBlue.mov
PROJECT FILE:DSC_BG_Green.mov
LIGHT BLUE :30
RED :30
DARK BLUE :30
GREEN :30
BACKGROUNDS
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STYLE GUIDE
PROJECT FILE:DSC_IPM_HD.aepDSC_IPM_SD.aep
HD_DSC_IPM_w_Still.psdHD_DSC_IPM_w_Talent.psdHD_DSC_IPM_w_Video.psd
SD_DSC_IPM_w_Still.psdSD_DSC_IPM_w_Talent.psdSD_DSC_IPM_w_Video.psd
IPM OVERVIEW
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STYLE GUIDE
TYPE COLOR: WHITERGB: 255, 255, 255
BAR COLOR: REDRGB: 179, 3, 0
IPM PALETTE
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STYLE GUIDE
SHOW TITLE Show titles should fit as a block of text within the IPM title safe area. Bottom of the show title should line up at the title baseline.
TITLE BASELINE
MARKETING INFO/ TUNE-IN Marketing info and tune-in day / time type should be centered.
OPACITY BREAKDOWN• Show Title Type - 80%• Marketing Info Bar - 100%• Marketing Info Type - 100%• Tune-In Day and Time Type - 80%• Discovery Bug - 100%
MARKETING BARThe bar lines up to the top of the “D”.
IPM TYPE SYSTEMGRID
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STYLE GUIDE
IPM TYPE SYSTEMSHOW TITLE LAYOUT• Show titles should fit as a block of text within the IPM title safe area.• Kern tighter on long words to maintain a larger size and wider on short words. • Pick a keyword and make it big. Subtitles or discriptive words should be in small size. • For impact, stack the show title whenever possible but if all the words have similar number of character, think of a way to break up the size. For example, instead of stacking “HOGS GONE WILD” into 3 lines, make it two lines. “HOGS” is the keyword, so make it bigger than the others. • The smallest recommend typs size is 28 px Gotham Bold which will allow for up to 16 characters per line.
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STYLE GUIDE
IPM TYPE SYSTEMSHOW TITLE LAYOUT SAMPLES
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STYLE GUIDE
• Up to 4 characters - Type should fit the height of the tune-in day box. This is when the type is at its biggest size.
• 5-10 characters - Type should fit the width of the tune-in day box and line up at the top of the box.
IPM TYPE SYSTEM
TUNE-IN DAY
• Up to 16 characters - Marketing bar can hold up to 16 characters. Type should be centered inside the marketing bar.
MARKETING INFO
• 2 Line - Tune-in date and day becomes two line and each line can hold up to 12 characters. Tune-in date and day should be left justified.
TUNE-IN DAY & DATE
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STYLE GUIDE
IPM TYPE SYSTEM
• Up to 21 characters per line
• Center Justified
• Highlight information- Gotham Bold is used to highlight certain information while Gotham Book is used for other text.
• Up to 35 characters per line
• Left Justified
LOG ON / BUY
SPONSOR
NOTE: For type specs, go to pg 67.
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STYLE GUIDE
NOTEType specs are based on 1920 x 1080 px After Effects file.
WEEKDAY FULL HOUR
NEXT WEEKDAY HALF HOUR
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 59 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 59 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
MINUTESFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYWEEKDAYFONT: GOTHAM BOLDSIZE: 57 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYNEXT WEEKDAYFONT: GOTHAM BOLDSIZE: 33 pxKERNING: -32OPACITY: 80%RGB: 255, 255, 255
IPM TYPE SPECS
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STYLE GUIDE
NOTEType specs are based on 1920 x 1080 px After Effects file.
TONIGHT FULL HOUR
TOMORROW HALF HOUR
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 59 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 59 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
MINUTESFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYTONIGHTFONT: GOTHAM BOLDSIZE: 36 pxKERNING: -32OPACITY: 80%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYTOMORROWFONT: GOTHAM BOLDSIZE: 25 pxKERNING: -32OPACITY: 80%RGB: 255, 255, 255
IPM TYPE SPECS
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STYLE GUIDE
DATE - SHORT
DATE - LONG
TUNE-IN DATEAPRIL 24FONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 59 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 59 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
MINUTESFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 27 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYSUNDAYFONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
TUNE-IN DAYWEDNESDAYFONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255
TUNE-IN DATEDECEMBER 30FONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255
IPM TYPE SPECS
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STYLE GUIDE
NOW/NEXT/LATER
QR CODE V1
QR CODE V2
NOTEType specs are based on 1920 x 1080 px After Effects file.
NOW/NEXT/LATERFONT: GOTHAM BOLDSIZE: 57 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
SUB COPYFONT: GOTHAM BOLDSIZE: 20 pxKERNING: -15LEADING: 21 pxOPACITY: 80%RGB: 255, 255, 255
DISCOVERY CODEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%KERNING: -15RGB: 255, 255, 255
SCAN HEREFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
DISCOVERY CODEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%KERNING: -15RGB: 255, 255, 255
SCAN HEREFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
IPM TYPE SPECS
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SPONSOR
BUY
LOG ON
SPONSOR COPYFONT: GOTHAM BOLDSIZE: 28 pxKERNING: -41LEADING: 30 pxOPACITY: 80%RGB: 255, 255, 255
BUY FONT: GOTHAM BOLDSIZE: 24 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
COPYNON-HIGHLIGHTEDFONT: GOTHAM BOOKSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255
COPYHIGHLIGHTEDFONT: GOTHAM BOLDSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255
COPYHIGHLIGHTEDFONT: GOTHAM BOLDSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255
LOG ONFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255
COPYNON-HIGHLIGHTEDFONT: GOTHAM BOOKSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255
IPM TYPE SPECS
NOTEType specs are based on 1920 x 1080 px After Effects file.
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STYLE GUIDE
PROJECT FILE:DSC_HD_Bug.aepDSC_SD_Bug.aep
BUG OVERVIEW
HD BUG
TUNE IN BUG (WATERMARK) TUNE IN BUG SD
SD BUG
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STYLE GUIDE
BUG ANIMATION HD
DISCOVERY TO D
BROADCAST IN HIGH-DEFINITION
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STYLE GUIDE
BUG ANIMATION SD
AVAILABLE IN HD
DISCOVERY TO D
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STYLE GUIDE
TUNE-IN DAYNext weekday / weekday and date becomes two line. Time gets bigger to match the height of the two line tune-in day.
TITLE BASELINEBottom of the show title should line up at the title baseline.
MARKETING INFO/ TUNE-IN Marketing info and tune-in day / time type should be centered.
TUNE IN BUG TYPE GRID
SHOW TITLE Show titles should fill the width of the show title box.
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STYLE GUIDE
TUNE IN BUG SHOW TITLE LAYOUTWhen possible, try to keep keywords at a larger scale.Kern tighter on long words to maintain a larger size and wideron short words. Show titles should fit the width of the show title box.
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STYLE GUIDE
WEEKDAY FULL HOUR
NEXT WEEKDAY HALF HOUR
NOTEType specs are based on 1920 x 1080 px After Effects file.
BUG TYPE SPECS
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 40 pxKERNING: -25OPACITY: 60%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 18 pxKERNING: -50OPACITY: 60%RGB: 255, 255, 255
TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 55 pxKERNING: -25OPACITY: 60%RGB: 255, 255, 255
MINUTESFONT: AVANT GARDE BOLDSIZE: 25 pxKERNING: -50OPACITY: 60%RGB: 255, 255, 255
PFONT: AVANT GARDE BOLDSIZE: 24 pxKERNING: -50OPACITY: 60%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 60%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -25OPACITY: 60%RGB: 255, 255, 255
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 37 pxKERNING: -65OPACITY: 60%RGB: 255, 255, 255
SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 60%RGB: 255, 255, 255
MARKETING INFOFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -25OPACITY: 60%RGB: 255, 255, 255
TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -65LEADING: 20 pxOPACITY: 60%RGB: 255, 255, 255
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NOTEType specs are based on 1920 x 1080 px After Effects file.
HI-DEFINITIONFONT: GOTHAM BOLDSIZE: 34 pxKERNING: -27OPACITY: 80%RGB: 255, 255, 255
BROADCAST INFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255
BROADCAST IN HD
BUG TYPE SPECS
NEW EPISODENEWFONT: GOTHAM BOLDSIZE: 66 pxOPACITY: 60%RGB: 255, 255, 255
EPISODEFONT: GOTHAM BOLDSIZE: 37 pxKERNING: -25OPACITY: 60%RGB: 255, 255, 255
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93OVERVIEW
94GOAL
104SHOOT CHECK LIST
95SINGLE TALENT SHOTS
96GROUP TALENT SHOTS
97LOCATION
98ACTION
99FRAMING
100WARDROBE AND PROPS
101CAMERA LENS / SPEED / MOVEMENT
102LIGHTING
COLOR PROCESSING103
CONTENTS
PORTRAITUREIMMERSIVE
VIGNETTESLINKED WITH ENVIRONMENT
UP CLOSE AND PERSONAL
AUTHENTIC
EMOTIONAL
UNIQUE PERSPECTIVE
IN THE ACTION
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Discovery talent are avatars for our audience. We want to create a signature talent image that is AUTHENTIC, UP CLOSE AND PERSONAL. The audience should feel they are IN THE ACTION with the talent in the natural show environment.
GOAL
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STYLE GUIDE
PROMO ENDTAG SCHEMATIC
Talent imagery is used specifically within a promo endtag along with tune in information. The schematic shows the main area where talent is featured and where negative space should be kept for tune-in.
• Talent should be either left or right of the frame.• Talent Safe Areas are important to ensure tune-in legibility.• Talent may have movement as long as there is no interference with the tune-in. • Needs to hold for at least :04
TALENT SAFE AREATUNE-INLEFT
TALENT SAFE AREA TUNE-INRIGHT
SINGLE TALENT SHOTS
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STYLE GUIDE
PROMO ENDTAG SCHEMATIC
• Talent should be either left or right of the frame.• Talent Safe Areas are important to ensure tune-in legibility.• Talent may have movement as long as there is no interference with the tune-in. • Needs to hold for at least :04
TUNE-INLEFT
TALENT SAFE AREA TUNE-INRIGHT
Group scenarios will be developed to express immersion, texture, active angles and lensing while capturing relationships between the talent. We recommend that imagery be limited to the key talent in order to retain the closeup and personal quality.
GROUP TALENT SHOTS
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STYLE GUIDE
Choose An Authentic Location• Choose a location indigenous and iconic for the show. If this is not an option create an environment that brings a sense of location or authentic texture into the image.
Keep the background simple• To ensure promo type legibility, avoid complicated or messy backdrops
Maintain Space for Depth of Field• Provide enough distance behind talent for environment to fall out of focus
LOCATION
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STYLE GUIDE
Action Should be Iconic• Think of poster moments for the show
Eye Contact• At the end of every action Talent should ALWAYS MAKE EYE CONTACT WITH AUDIENCE
Simple Yet Dynamic• Simple movements can include turning, lifting head and making eye contact with audience while, more dynamic shots could include: moving into frame (Mike Roe coming out of tight spot), clapping (Mythbusters clapping with glee), big arm movements, etc.
* IMAGES FOR DYNAMIC ACTION REF ONLY. DO NOT REFER FOR FRAMING
ACTION
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STYLE GUIDE
Create a Dynamic Angle• Use diagonal compositions and foreshortening of body towards camera rather than framing straight to camera
Maintain Negative Space• Negative space should be protected for Promo info * refer back to promo endtag schematic for specifics
Lead Eye to Promo Info• Composition of talent should lead audience’s eye to promo info
Limit Group to Key Talent• For group scenarios we recommend limiting it to the key talent in order to maintain our closeup framing
FRAMING
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STYLE GUIDE
* IMAGES FOR WARDROBE REF ONLY NOT FOR FRAMING
Wardrobe / Props Should be Authentic• Wardrobe and props should appear authentic and indigenous to show environment
Aid Story Telling• All details should aid in telling the story of the show
Use Accent Colors• If there is a wardrobe or prop item iconic to the show, use saturated colors to pop that particular item. This will provide a focal point and link footage back to graphics
WARDROBE AND PROPS
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STYLE GUIDE
35-50mm Lens• Audience should be able to feel like they are in the scene with the talent and so a 35-55mm lens (on 35mm film) would feel most natural. When choosing a red or other digital camera, lenses should adjust accordingly
Shallow Depth Of Field• Create a shallow depth of field and allow the environment to fall back
Avoid Distortion• Avoid lenses that create distortion or distance the viewer from the subject.
30 fps (Base)• To integrate with graphics, base speed should be set at 30fps
60 fps• (Optional) Use a higher frame rate when motion is minimal (Such as turning or lifting the head)
Locked Camera• Camera should be locked to allow flexibility in post-production
CAMERA LENS / SPEED / MOVEMENT
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STYLE GUIDE
* IMAGES ARE TOO PROCESSED AND HARSHLY LIT
*NATURAL SEEMING LIGHT SOURCE
Emulate Natural Light• Lighting should appear natural within the scene environment. Use Techniques that enhance the feeling of immersion and authenticity
Avoid A Processed Look• Use techniques that enhance the feeling of immersion and authenticity (ie. avoid strobes or gelled light that create a processed aesthestic)
LIGHTING
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STYLE GUIDE
De-Saturate While Maintaining Flesh Tones• To create a cinematic feel, overall color should be slightly de-saturated while maintaining a natural flesh tone
Emphasize Accent Colors• Saturation on wardrobe or prop accent colors should be emphasized
COLOR PROCESSING
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STYLE GUIDE
WHEN DEVELOPING A TALENT SHOT LIST ALWAYS
CONSIDER THE FOLLOWING:
- Is it a single or group shot?
- Does your framing maintain negative space for tune-in?
- What is an authentic location for the talent?
- What actions can be subtle yet impactful?
- Is the framing immersive and dynamic?
- Are wardrobe & props authentic and iconic?
- Are you using the camera lens, speed and movement to enhance feeling of immersion?
- Does the lighting seem part of their natural environment?- Have you desaturated the image and popped accent colors in post?
- Does the shot immerse you in the world of our talent avatars?
CHECK LIST
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STYLE GUIDE
107OVERVIEW
108GOAL
109CONTEXT WITHIN PROMO
110BACKDROP COLOR AND TEXTURE
111COMPOSITION AND FRAMING
112ACTION
113CAMERA LENS / SPEED / MOVEMENT
114LIGHTING
115COLOR PROCESSING
116SHOOT CHECK LIST
CONTENTS
IMMERSIVE
ENERGETIC
TACTILE AND TEXTURAL
COLORFUL ACCENTS
UNIQUE PERSPECTIVE
ICONIC STORYTELLING
DYNAMIC ACTION
CINEMATIC
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STYLE GUIDE
Capture images that look like they were taken right from the show’s characters and placed on a branded color background. The show’s tone will inform the icons; some will be serious tools, others will have a sense of fun.Icons should be hard working symbols for each show and through a tightly directed aesthetic become ownable brand signatures for the Discovery Brand.
GOAL
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STYLE GUIDE
Icon imagery is used throughout a promo to instigate movement of graphics. (Refer to existing show specific promo samples) Shown below are main uses for icons and where negative space should be kept for tune-in.
• Safe Areas are important to ensure tune-in legibility.• Imagery may overlap with type as long as there is no interference with the promo info. • Most icons are on screen for :02-:03 but should be shot with heads and tails
OPEN (:02-:03) *note that DAY or tail-end of words can be overlapped with imagery
TOP OF ENDTAG (:02)
*note that words can be overlapped with imagery as long as word can be recognized PROMO TYPE AREA
ENDTAG RESOLVE LEFT (:02 - :03) *Negative space must be maintained
PROMO TUNE-INSAFE AREA
ENDTAG RESOLVE RIGHT (:02 - :03) *Negative space must be maintained
PROMO TUNE-INSAFE AREA
CONTEXT WITHIN PROMO
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STYLE GUIDE
Designate a Color and Backdrop Texture for Show• Choose a color and texture indigenous and iconic for the show. If there is not an obvious choice, look at existing imagery and environment within show for reference. Also consider the tone of the show you are shooting for, is it light show or a serious one?
Find opportunities to Create Texture • Texture creates a sense of physical space and hints at environments. If possible, create big blocks of color through surfaces that might actually be found inside the show environment. (ie. blue painted wood for Deadliest Catch hints at the deck of a ship)
Right Amount of Texture • The challenge is to create texture that is ambient and natural based on the show. If it is too heavy handed, the shot will lose its branded look, if it is too simple, it will look stark and lose its authentic feel.
Backdrops are based on the brand color palette and can be achievedin various ways. Colors can be brought in through simple textured walls and seamlesses or through physical objects, such as drapes or panels.
BACKDROP COLOR AND TEXTURE
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STYLE GUIDE
Create a Framework for Dynamic Action• Composition should allow for easy read of action.
Create Depth and Space• Provide enough space for camera falloff and create depth by letting the backdrop fall off. Having mid ground elements also aid in creating depth.
Provide Negative Space & Lead Eye to Promo Info• Composition of frame should have enough negative space to accomodate various promo applications and lead audience’s eye to promo info
COMPOSITION & FRAMING
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STYLE GUIDE
Create a Simple Yet Dynamic Action• The bulk of icons will be used in promos for about two to three seconds. Keep it to one simple move that will bring the most dynamic result.
Maintain Negative Space• The action can reveal cross frame but should always resolve with a negative space to accomodate promo information. * refer back to promo endtag schematic for specifics
Lead Eye to Promo Info• Action should lead audience’s eye to promo graphics.
ACTION
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STYLE GUIDE
20-50mm Lens• A 20-50mm lens (on 35mm film) is recommended. When choosing a red or other digital camera, lenses should adjust accordingly.
Shallow Depth Of Field• Create a shallow depth of field and allow the environment to fall back.
Avoid Distortion• Avoid lenses that create distortion or distance the viewer from the subject.
60 fps (Base)• 60 fps was used to intensify and focus the action.
120+ fps• (Optional) Use a higher frame rate when motion is minimal. (Such as dropping or throwing small objects)
Stable Camera Movement• Camera movement should be minimal for maximum flexibility in post-production. When a dolly or track movement is necessary, make sure the resolve movements are stable.
CAMERA LENS / SPEED / MOVEMENT
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STYLE GUIDE
Emulate Natural Light• Lighting should appear natural within the scene environment. Use techniques that enhance the feeling of immersion and authenticity.
Maintain Chroma in the Backdrop• Intense light or lack of light will change the integrity of the backdrop color. This can be fixed to a certain extent in post but maintain chroma and mid value tones as much as possible.
Create Vignettes (Fall Off of Light to Shadow)• Focus light around the main objects and allow light to fall of to darkness at the edges. This will aid in the legibility of promo information.
Avoid A Processed Look• Use techniques that enhance the feeling of immersion and authenticity (ie. avoid strobes or gelled light that create a processed aesthestic)
LIGHTING
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STYLE GUIDE
Maintain Overall Impression of the Designated Show Color• Other colors may be brought into the scene as long as the IMPRESSION OF COLOR is still intact. Be mindful of your biggest color space.
Use Accent Colors that are Natural to the Show• Accent colors bring energy and liven up the scene. Try complementary colors or neutrals that are natural to the show for best results.
COLOR PROCESSING
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STYLE GUIDE
WHEN DEVELOPING A ICON SHOT LIST ALWAYS
CONSIDER THE FOLLOWING:
- Is it a strong symbol for the show?
- Will it provide dynamic and easy to read action?
- What would be a suitable backdrop color and texture in evoking a sense of authenticity and space?
- What actions can be simple yet impactful?
- Is the framing immersive and dynamic?
- Is your negative space intact?
- Are you using the camera lens, speed and movement to enhance the feeling of immersion?
- Does the lighting seem part of their natural environment?- Does the lighting maintain the chroma and value needed for the brand look?- Does the accent color create a focal point for the icon and is the color inherent to the show?
- Does the shot immerse you in the show?
CHECK LIST
THANK YOU