1Brand and Style Guidelines

DM DIGITAL TELEVISION NETWORK BRAND AND STYLE GUIDELINES

DM DIGITAL TELEVISION NETWORK LIMITED57-63 Cheetham Hill Road, Manchester, M4 4ET, England, United KingdomTel: +44 (0) 161 833 3774 Fax: +44 (0) 161 839 4345 Web: www.dmdigitaltv.co.uk

2Brand and Style Guidelines

Experience, exciting, intuitive, creative, dynamic, smart, colourful, rich, engag-ing, redefining, ground breaking, innovative, engage, fresh, professional, inter-active, accessible, open, free, compatible, beautiful, functioning, transforming, enhancing, leading, beautiful. perfectionists, striving, obsessive, fastidious, in-telligent, trusted, respect, responsible, empowered, absolute, responsive, care-ful, human, open, attentive, knowledgeable, straightforward, informative, heart, soul, learn, alive, vivid, demand, loyal, inclusive, beautiful, excite, exclusive, cre-ative, challenging, new, international, visionary, distinctive, elegant, confident, different, memorable, strong, simple, imaginative, inspiring, experienced.

3Brand and Style Guidelines

Welcome to DM Digital. You should find the answers to any questions about our brand identity within this document.If you are undertaking a design task please read the “Introduc-tion” section before you start. “Basic Elements” give you the fundamentals of how to use the DM Digital brand design elements.

We hope you find this guide helpful and easy to use.

Introduction 03Our logotype 04 -07 Tagline 08 Our typeface and typographic style 09-10Our colors 11On-screen TVC 12Our brand property 13Co-branding 14Trademark and its usage 15Contact Details 16

4Brand and Style Guidelines

“DM Digital TV believes that its viewers should be able to enjoy the television experience they demand, when they want it and in the format that is most appropriate to them at the time.”

Our logotype

Our logotype is a contemporary, typographic representation of DM Digital Television Network name and the single most important element of our visual identity. It represents not just our name but also what our name stands for.

Using our logotype

It is vital that our logotype is always reproduced from the approved artwork. Never alter, distort or adjust the letterforms, typestyle or visual relationships, either digitally or photographically. Our logotype must always be clearly visible and positioned to carryor endorse all our communications.

Artwork

Artwork is available in the approved colors, in vector and/or postscript for- mats, including Illustrator eps, tif and jpg formats for both Mac and PC.

5Brand and Style Guidelines

Our logotype Safety zone

To ensure maximum standout, we’ve created an exclusion zone around the logotype, as defined by (1X) which is equivalent to the height of the logotype’s capital ‘DM’ and indicated opposite in grey. This is the minimum area around the logotype that must be entirely free of any other typography or graphics. Apply this formula universally, regard-less of the size at which the logotype is to be reproduced. In excep-tional circumstances, it may be necessary to break the exclusion zone rule, but to do this you must have special approval from a Head of Marketing of DM Digital Channel. The DM Digital Channel tagline and URL are allowed to sit within the logo exclusion zone.

1 X

1 X

Positioning

In order to achieve visual consistency, our logotype should always be positioned centered or on the right hand axis (top or bottom) of the design layout, except when used in a co-branded situation.

* based on a 1024 x 768 screen

6Brand and Style Guidelines

Our logotype Acceptable color treatments

Our logotype needs to appear on a wide range of applications. It can be applied in a number of acceptable color treatments. The DM Digi-tal TV Blue (Color Treatment A) is the primary color and first choice for reproducing our logotype when appearing in color.

On black and white applications (e.g. newspaper advertising) the grayscale version should should be used (Color Treatment B), except on occasions when the logotype is being reproduced at a very small size. In these instances the black version (Colorway C) should always be used (to ensure legibility).

A black and white reverse image should only be used in extremecircumstances (for example in b/w newspaper print where space is very limited and The DM Digital TV is one of several sponsor logos placed on a black background). Permission for this use must be ob-tained specifically from a Head of Marketing at The DM Digital TV Channel.

7Brand and Style Guidelines

Our logotype What not to do

Our logotype is one of our most important assets. Altering the logo- type in any way will undermine the impact of our identity and our brand, therefore we must use it in a consistent, relevant and unified way. The opposite examples show incorrect and inconsistent repre-sen- tations of our logotype. Please ensure that the artwork is used exactly as supplied and never altered.

• Example A Do not change the logotype color• Example B Do not add drop shadows• Example C Do not alter the size or proportions of the typography• Example D Do not change the typography• Example E Do not stretch• Example F Do not outline• Example G Do not extrude or add 3D effects

8Brand and Style Guidelines

Tagline Tagline positioning

Our tagline ' Bringing Asia Closer' helps reinforce our brand vision.

Use of the tagline is encouraged whenever possible, but not required. When used it should always be treated as a sign-off. Do not use the tagline as a headline.

The tagline should always be written in Interstate regular, using The DM Digital TV Channel Blue on lighter backgrounds (refer to the ‘Our colors’ section) or in white on darker backgrounds. The tagline should be approximately 150% of the width of the logo and either centered or flush to the left hand side of the logo. These are available in CMYK, Pantone, RGB and black and white, and gray scale formats.

Bringing Asia Closer

9Brand and Style Guidelines

Our typeface Arial RegularOur corporate typeface (shown opposite) is Helvetica Neue, in weights roman, medium, bold and heavy. This is a classic sans serif font that is both versatile and functional. We use Helvetica Neue for all professionally designed and printed ap-plications and all desktop publishing produced in-house.

ArialWe use Arial for email, PowerPoint, letters and faxes. This is the default system font across both Macs and PCs. By using Arial we reduce the risk of data refor-matting between different users, systems and software, whether internally or ex-ternally.

VerdanaWe use Verdana for all online html copy as opposed to Arial as this font is easier to read online (though not for text as graphics e.g. headlines).

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz01234567 89!@#$%^&*()

DM digital television channel

10Brand and Style Guidelines

Our typographic style A typographic style has been developed to help create a consistent visual style for the brand. Our typestyle is clear, simple and always grounded on clarity and legibility.

Some general rules:

• It is preferred to use upper and lower case instead of all caps in con-tent or headings.

• Headings and sub-headings should use initial caps.

• Use weight or color (rather than size) for emphasis.

• Keep the number of different type sizes in one application to a mini-mum.

• Never apply type effects (such as shadows or outlines) to any of our typefaces.

11Brand and Style Guidelines

Our colorsOur colors on screen

On-screen (e.g. internet ‘hexadecimal’ and Microsoft Powerpoint ‘RGB’) colors are illuminated and/or projected. The accurate and con-sistent representation of the DM Digital color palette will therefore always be dependent on the age, quality and calibration of each indi-vidual monitor or projector.

The CMYK references for DM Digital TV palette are:

The DM Digital TV Blue

Primary Palette CMYK RGB Lab 100/90/10/0 28/48/126 29/12/48

0/0/100/10 233/213/0 87/-7/86

12Brand and Style Guidelines

On-screen TVC DM Digital TV has unveiled a new era of affordable and impactful TV advertising.

DM Digital TV will support you in building and bringing brands to life with the magic of the TV medium - sound, vision, motion, emo-tion which creates impactful advertising.

Some general rules:

• If you don’t already have one, DM Digital TV Graphics department will aid in creating an advert at very affordable costs.

• Once we have an agreement on the proposal, we will put in writing the contract, which you need to confirm for your airtime booking.

• As a new advertiser with DM Digital TV, a method of payment will have to be agreed.

• The TVC file is required in the regular (non-widescreen) version rendered for regular television broadcast (standard defintion) in mpg format.

13Brand and Style Guidelines

Our brand property Rectangle DeviceThe rectangle device is our graphic property through which we express our brand. It has three functions, as listed below, and can be used either photographically or graphically.

DM Doorein Metaye, the original name of the television channel engages audiences from all over the world and relates to the memories or events with a human as-pect.

Digital Today we all live in a digital world and our Television broadcast stimulates your senses digitally.

Tagline Bringing ‘Asia Closer Inspires’ and reveals the depth of possibilities that inspires us to create channel programming to reach a wide set of audiences

The rectangle device should always be a perfect rectangle, reflecting the shape of our logotype.

14Brand and Style Guidelines

Co-branding There are a number of instances whenDM Digital TV will join efforts with other com-panies in a partnership or marketing promotion. There are also instances when another company will endorse or sponsor a DM Digital TV promotion or product (show spon-sorships) or DM Digital TV will likewise sponsor or endorse another brand (official sponser).

With any type of co-branding guidelines become subject to the terms of the participation agreement. It is always important to check with the Head of Marketing for the details of that agreement. Because some co-branding does not share equal partnership, some general guidelines follow:

• DM Digital Channel logo should be bottom centered or in the lower right hand corner when promoting a program or show. The program logo should appear in the top half of the page, generally centered. It can appear in a square window device. When a partner joins this sponsorship, DM Digital TV logo should alway appear in the right hand lower corner (signature or sign-off corner) with the sponsor logos appearing to the left of the logo at an appropriate size.

• For co-branding, DM Digital TV Logo should always have an equal visual impact to the partner(s) logo. For co-promotions which do not include equal partnership, logo propor-tions need to be established according to the terms of the participation agreement. These guidelines should be followed to maintain the integrity and visibility of The DM Digital TV trademark.• Place DM Digital TV logo in the lower right-hand corner of printed items whenever possible.• Never place a partner logo, or any other graphic image, within the safety zone of DM Digital TV Logo.• The DM Digital TV logo should never appear in a size less than the specified minimum requirements.

15Brand and Style Guidelines

Trademark usage The DM Digital TV® logo is a registered trademark of The DM Digi-tal TV Network Channel, Inc., and should be protected as such at all times.

Trademark and copyright protection

The trademark symbol ® must be included whenever The DM Digital TV logo appears as a visual image. Since clear visibility of the trade-mark symbol ® may be questionable on video tape or on-air, it may be omitted. However, a trademark and copyright statement must appear at the end of the programme for the on-air product and at least once per production of video tapes. These statements should also appear on printed materials and other products produced by or for The DM Digital TV Network. The official copyright and trade- mark state-ments, respectively, should read as follows:

© 2010 DM Digital TV Channel, Inc. All rights reserved. OR

© 2010 DM Digital TV Network Limited. All rights reserved. (note: use published year)

16Brand and Style Guidelines

If you have any queries please feel free to contact either our Marketing or Graphics Department who act as DM Digital TV Brand Guardians.

Raman MacHead of Marketing

TV House57-63 Cheetham Hill RoadManchester - M4 4ETEngland, UK

Email: raman.mac@dmdigitaltv.co.ukTel: +44 (0) 161 833 3774

JayHead of Graphics

TV House57-63 Cheetham Hill RoadManchester - M4 4ETEngland, UK

Email: graphics@dmdigitaltv.co.ukTel: +44 (0) 161 833 3774

© Copyright 2010. DM Digital TV Network Ltd. All Rights Reserved.

DM DIGITAL TELEVISION NETWORK LIMITED57-63 Cheetham Hill Road, Manchester, M4 4ET, England, United KingdomTel: +44 (0) 161 833 3774 Fax: +44 (0) 161 839 4345 Web: www.dmdigitaltv.co.uk