DESIGNED BY BRENDON GOUVEIA

BRANDING

Concept

Logo Anatomy

Clear Space & Composition

Logo Sizing

On Screen Logo Placement

Color

Typography

Brand Architecture

Brand Messaging

On Screen VFX

Do’s & Don’ts

03

04

06

07

08

09

10

12

14

16

18

TABLE OF CONTENTS

2 CONCEPT

CONCEPT 3

ARC is an international non-fiction television station that focuses on pushing the boundaries of common knowledge in order to engage curiosity and encourage exploration.

1 SEC TION NAME

LOGO ANATOMY 5

THE LOGO

The mark in the logo takes visual cues from several elements

shown above. They are representative of looking at the world

in a larger context as well as acting as bridge for knowledge

to the general public. The logo’s lowercase letters and rounded

edges make it friendly and approachable while its geometric

structure gives it a more scientific and calculated feel.

6 CLEAR SPACE & COMPOSIT ION

SUBTITLE

7X Clear Space

Without Subtitle

8X Clear Space

With Subtitle

1X

about 4.5X

VERTICAL COMPOSITION

Clear Space1X

CLEAR SPACE & COMPOSIT ION 7

CLE AR SPACE VERTIC AL

The Grid system used for the clear space

is based on a square grid that fits the

width of the logo. Each square (1X) is

1/6 the height/width of the entire grid.

By devising the grid in this way, the

brand can stay consistent in its messag-

ing and labeling. The vertical composi-

tion can be used for channel labeling and

special tag-line labeling.

CLE AR SPACE HORIZONTAL

The horizontal composition is primarily

used at small sizes at the bottom left

hand corner of the television screen.

In large formats it often times becomes

very elongated and visually unappealing.

SUBTITLE

HORIZONTAL COMPOSITION

Clear Space Clear Space

TR

AV

EL

8 Logo sizing

7.5mm

1.9mm

8px

28px12 px

3.2mm

12.3mm 12.3mm

45px45px pends on title

pends on title

SUBTITLE

SUBTITLE

SUBTITLE

SUBTITLE

SMALLEST LOGO SIZE FOR SCREEN

SMALLEST LOGO SIZE FOR PRINT

TR AVEL

TR AVEL

TR AVEL

TR

AV

EL

TR

AV

EL

ON SCREEN LOGO PL ACEMENT 9

10% OF HEIGHT

7% OF HEIGHT

PADDINGLOGO ON SCREEN

The diagram on the left describes how

the logo should be placed on screen.

Seeing how the channel will be viewed

at many different screen resolutions, the

unit of measurement for the placement

has been converted to percent.

Logo Logo With Subtitle

SUBTITLE

10 COLOR

BR AND COLOR

The color palette is compartmentalized

into the four areas of the brand. Blue as

the main channel, purple for the science

channel, green for travel channel, and

orange for the culture channel. Each

color compartment creates a theme and

a unique voice for each member of the

channel series. Included CMYK for Print

and RGB/Hex Code for on screen.

C78 M15 Y58 K1

R42 B197 G134

#299086

ARC PRIMARY COLOR S

ARC CULT URE COLOR S

ARC SCIENCE COLOR S

ARC TR AVEL COLOR S

C0 M48 Y89 K0

R247 B151 G54

#85c555

C45 M98 Y3 K0

R196 B25 G125

#c4197d

C75 M0 Y71 K0

R45 B188 G121

#2db579

C72 M12 Y18 K0

R37 B171 G198

#299086

C6 M30 Y95 K0

R237 B179 G41

#edb329

C45 M98 Y3 K0

R153 B41 G139

#299086

C52 M0 Y88 K0

R133 B197 G85

#299086

T YPOGR APHY 11

Clan Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890

Clan Book AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890

Clan News AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890

Clan Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890

Clan Black AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890

Clan Ultra AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890

BR AND T YPOGR APHY

Design by Lukasz Dziedzic in 2006,

Clan is a very versatile typeface that

works well both on and off the screen.

It speaks to the humanistic nature of the

arc brand while retaining an element

of maturity and forward thinking. With

6 different weights to choose from, it

provides a variety of tones for display

and body typography.

12 BR AND ARCHITEC TURE

Primary Channel Primary Treatment Primary Channel Secondary Treatment

Science Channel Primary Treatment Science Channel Secondary Treatment

BR AND ARCHITEC TURE 13

Culture Channel Primary Treatment Culture Channel Secondary Treatment

Travel Channel Primary Treatment Travel Channel Secondary Treatment

1 SEC TION NAME

BRAND MESSAGING

The working tag-line for arc is The World

Awaits. The imagery associated with the

tag-line should be open and inviting. The

way the imagery is, but it should explain

itself. The following imagery is an exam-

ple of how this can be interpretted.

THE WORLD AWAITSSTREAM ONLINE AT ARCTV.COM OR TURN TO CHANNEL 217

SEC TION NAME 1

THE WORLD AWAITSSTREAM ONLINE AT ARCTV.COM OR TURN TO CHANNEL 217

16 ON SCREEN VFX

THE GRID

The following grid spotlights areas in

which typographic transitions and

pop-ups can occur. These areas are

flexible and open to interpretation in

how they are utilized. However, in order

to maintain legibility and consistency it’s

very important to avoid deviating to far

from the grid.

ON SCREEN VFX 17

`

CLAN BOLD TITLECLAN NEWS SUBTITLE

Clan Book Title

80% Opaque Gradient

Always use big title

Can be a website

link or other special

spotlight

80% Opaque

Gradient

Image cropping that

works with the title

animation.

Clan Bold

NEXT

Clan Book Title

THEN

Clan Book Title

18 DO’S AND DON’TS

01 IMAGES IN THE LOGO

To maintain legibility please do

not place any video or images

within the logo.

02 DON’T STRETCH THE LOGO!

Stretching the logo makes it

harder to read and will always

look bad.

03 NO ADDITIONAL EFFECTS

Unless professional rendered in

3d please avoid applying unnec-

essary effects like drop shadows

on the logo.

04 DON’T CHANGE THE COLORS

The colors should always

be selected from the palette

provided.

05 DON’T EDIT THE LOGO

To maintain consistency please

do not edit the logo itself unless

it is part of an indent animation.

03

02 05

01 04

DO’S AND DON’TS 19

01 STICK TO BASICS

The primary and most

commonly used treatment.

02 SECONDARY

This treatment is versatile but

not as impactful as treatment

one. Try to use this on more

special occasions.

03 THE SPECIAL TREATMENT

For special broadcasting, feel

free to do some image overlays.

It’s simple and dynamic.

04 SUBTITLES & BRANDS

While its not necessary or even

preferred, it is permitted to

include the title of the channel

alongside the color.

05 IMAGE OVERLAY

There will be many instances

where opportunities to use this

style will arise. Just be careful

no to overdo it!

03

02

01 04

Brendon Gouveia

Massart 2013

Television Brand Manual

DESIGNED BY BRENDON GOUVEIA

BRANDING