directtv manual
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BRand Guide to Direct TVTRANSCRIPT
1
Corporate Manual
we’re smart but never overly technical.
we’re genuine, never superfi cial.
2
Corporate Manual
Table of Contents
Introduction
Brand Positioning
–The Brand Basics – Our Mission
Corporate Solution
– Signature Construction – Signature corporate colors – Color System
Company Analysis
Stationary System
External Applications
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050707
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12
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These revised guidelines will help you implement the DIRECTV brand as it is used in collateral and advertising. The goal is more than simply to establish a new look. It is to support a very simple thought which is:
“THERE’S GOOD TV. THERE’S BETTER TV. AND THEN THERE’S DIRECTV.TM”
This is our tagline, theme line, and positioning statement. By any name, it is the sin-
gular set of words that defi nes the ultimate television experience. With these words,
we’ve established a standard we must live up to in every way.
Tone of voice, logo usage, color palette, typography and brand components are all
essential vehicles of the brand—our mission. There are examples of correct usage for
a variety of print, Web, and television applications. The ability with which we bring
these elements together cohesively will enable us to convey the depth of the total
DIRECTV experience.
There are good brand guidelines, and better ones. And then there are the ones you’ll
fi nd here. This is the DIRECTV Brand Book. If you have questions about the DIRECTV
Brand Book, please contact Georgette Daggett at DIRECTV, 310-964-4567 or gda-
[email protected]. If not available, please contact Roger Hyde at DIRECTV, 310-964-
6438 or e-mail [email protected].
IT’S NOT JUST A TYPEFACE
IT’S THE DIRECTV BRAND.
Introduction
4
Why is a brand important?
Good question. Great question, in fact.
Brand Positioning
THE BASICS OF THE BRAND.
Why is a brand important? Good question. Great question,
in fact. For starters, it establishes our personality and differ-
entiates us from lesser offerings, of which there are many. It
provides a road map for the decisions we make today and the
products and services we’ll offer tomorrow. If we don’t protect
our brand, we run the risk of losing focus, becoming invisible,
even growing irrelevant. Fortunately, we’ve got a deep under-
standing of who we are.
IT’S NOT JUST A TYPEFACE
IT’S THE DIRECTV BRAND.
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OUR VISION IS CLEAR
We are committed to delivering the ultimate television experience — proving that the
only way to get the best performance out of your TV is to get DIRECTV.
OUR MISSION IS WITHOUT END
We are transforming the media landscape through exclusive content, unbeatable tech-
nology and incomparable service.
OUR CONTENT IS UNRIVALED
DIRECTV offers thousands of movies per month, exclusive sports packages, superb origi-
nal entertainment, one-of-a-kind interactive features. We offer it all.
OUR TECHNOLOGY IS UNPARALLELED
From satellites to interactive TV, to becoming the unrivaled leader in HD, our technol-
ogy is state-of-the-art and constantly advancing the viewing experience.
OUR SERVICE IS EVERYTHING, IN EVERY WAY
We provide nothing less than the best in every aspect of customer care. Why?
Because we really do care..
Because we provide the best television experience in the world — we’re confi dent but
never arrogant. Because our original entertainment, sports packages and interactive
features offer something you can’t get anywhere else — we’re exclusive but never
unwelcoming. Because our technical achievements are continually state-of-the-art —
we’re smart but never overly technical. When it comes to our customers, we’re serious
about having the best service in the world — we’re genuine, never superfi cial.
At the end of the day, what our brand personality should do for us is this: Our custom-
ers will like us well enough to enjoy spending time with us, and they will want to be
with us for many years to come.
“Everything you’d expect from the best
television experience in the world.”
IT’S NOT JUST A TYPEFACE IT’S THE DIRECTV BRAND.
Mission Statement
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THE BRAND PERSONALITY WE PROJECT INTO THE WORLD IS BASED
ON OUR VISION AND OUR MISSION.
Who We Are
Who We Are Not
• Fun • Bright • Familiar • Great value • Convenient • Sophisticated• Entertaining
• Discount • Cheap • Boring • Aggressive • Arrogant • Childish • Cliché
The DirectTV Signature signifi es our ability to grow
and stimulate a fast paced society that may not
always have the time to catch all of their favorite
shows. With implementation of a wide array of
various media forms coming off tablets, phones, and
other smart devices, our goal is to ensure the best
possible service along with useful tools to help you
enjoy your shows on your own time.
The signature consists of three elements: the sym-
bol, the logotype and the tagline. These elements
validate and reenforce our profi tability and position
as a professional corporation. The new goal is to
market our recording capabilities using the IREC in
the logo and outside on external applications.
Leaving a memorable mark
Increases the DirectTVBRAND.
Corporate Solution
The methodology behind the DirectTv signature as well as foundation for
OUR CORPORATE SOLUTION.
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What the methodology of our signature?
Your being part of the design is the solution.
Leaving a memorable mark
Increases the DirectTVBRAND.
LogoConstruction
CLEAR SPACE
X
TV
TVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVTVSATELLITE TELEVISIONSATELLITE TELEVISIONSATELLITE TELEVISIONXX
X
The minimum amount of space (X) is equal to the width of the “I” in “IREC”
Minimum Size
1/2”
1/4”
The minimum size for the logo is outlined in the fi gures above.
TVsatellite television
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Signature SolutionsIT’S NOT JUST A LOGO
IT’S THE DIRECTV BRAND.
Signature Misuse
Skewed Proportions elicit a negative response and are not allowed
Rotation of Logo is incorrect and unprofessional
A clear and comprehen-sive guide to our logo’s misuse treatments and specifi cations.
Leaving a memorable character
Increases the DirectTVBRAND.
Typography
abcdefghijklmnopqrstuvwx
PT Sans
ABCDEFGHIJKLMNOPQRSTUVWX
abcdefghijklmnopqrstuvwx
ABCDEFGHIJKLMNOPQRSTUVWX
Regular
Bold
Bold Italic
Mundos Sans STD
abcdefghijklmnopqrstuvwx
ABCDEFGHIJKLMNOPQRSTUVWX
abcdefghijklmnopqrstuvwx
ABCDEFGHIJKLMNOPQRSTUVWX
Regular
Bold
Ultra Italic
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To establish a consistent loo and feel across a broad
range of implementation materials, two type families
have been selected for use in all media. They are
called [PT Sans] & [Mundos Sans Std]. Together they
provide for a great deal of versatility. Specimins
of the most commonly used typefaces within these
families are shown. Numerous versions of [PT Sans]
are produced by different manufacturers. All fonts
used should match the samples shown on these
pages. Do not substitute other typefaces in place
of those specifi ed. Never scale, condense, expand or
otherwise modify any existing letter forms. If special
circumstances require the Use of other typefaces,
contact the Design Department for Approval.
Typographic SolutionsIT’S NOT JUST A LOGO
IT’S THE DIRECTV BRAND.
C=0 M=0 Y=0 K =65
Colors infl uence viewers opinions greatly.
Our system ensures a satisfactory. BRAND.
CorporateColors
Signature ColorsSignature ColorsSignature ColorsSignature ColorsSignature Colors
Color TransparencyColor TransparencyColor TransparencyColor TransparencyColor Transparency
C=75 M=5 Y=100 K = 0
C=70 M=16 Y=19 K =18 C=100 M=96 Y=19 K =18
C=23 M=0 Y=93 K =0
60% Tinted 60% Tinted
The DirectTV Brand has developed a comprehen-
sive color system to help establish a consistent
look and feel across a broad range of implementa-
tion materials. This color system consists of [ One
Primary] color pallet. Each of these pallets has
been designed to reinforce specifi c emotive values
associated with our products and services. The
palettes are extremely fl exible, and can be applied
to a variety of ways to unify families of materials,
such as brochures. Try to use these suggested
colors whenever possible.
Corporate SolutionsIT’S NOT JUST A LOGO
IT’S THE DIRECTV BRAND.
The samples shown on these pages and through-
out this manual are approximate matches for the
actual brand colors. Do not use them for color
proofi ng. Use swatches specifi cally provided for
color-matching purposes.
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Comparing to our competition is part of
Satisfactory BRAND.
Company Analysis
Corporate Analyses
Logo
Style &Design
Info & Presentation
Corporate Message
Type
Consistency
Typeface
Focus
Constancy
Presentation
Message
Consistency
Message
Associations
Consistency
Corporate Company Main Competitor REDesigned Brand
Combination
Type/ Graphical
Extremely
Consistent
Combination
Type/ Graphical
Two Variations
San Serif
Two Variations
Gimmicky Presen-
tation
Quality/ Instant HD
Consistent
Bland / unexciting
Worldwide Service
Consistent
Exciting / Environmental
Recordable Television
Consistent / Flexible
Fast Streaming Video
Recordable Television
Consistent / Flexible
Recordable Television
Internet streams
Flexible
On Demand
Streaming / Pay per View
Flexible
Key Words
Environmental
Fast
Recordable
Flexible
Affordable
Time
Meaningful
User Time
Comparability
Family
Community
Engaging
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This competitive anaylsis chart helps spell out how
we as a corporation have grown and are distin-
guishing ourselves as unique compared to compe-
tition. These specifi cations have been documented
in legal proceedings and must be followed in all
aspects of corporate decisions.
Corporate AnalysisIT’S NOT JUST A COMPETITION
IT’S THE DIRECTV BRAND.
Comparing to our competition is part of
our satisfactory BRAND.
Stationary
All Corporate letter heads are reproduced using the
Specifi cations given below, and in approved templates
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Stationary ApplicationIT’S NOT JUST A COMPETITION
IT’S THE DIRECTV BRAND.
Size
8,5 x 11 , Standard Envelope , Standard Business card
Type:
10pt – Typesize / 12 pt - leading Font, Upper case and
Lowercase, right - alignment, normal spacing. One line
space between paragraphs.
Stock:
Pearl White, Smooth fi nish
Going outside is part of visual satisfaction
that is the DIRECTV BRAND.
External Applications
A signature box has a new look with a green power that
pops this application follows brand guidelines while
maintaining direct response from our customers.
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External ApplicationIT’S NOT JUST A COMPETITION
IT’S THE DIRECTV BRAND.
