time warner entertainment

BRAND MANUAL

INTRODUCTION This manual provides a summary of the primary features and application guidelines for the Time Warner Entertainment’s new graphic identity.

To understand the function and value of Time Warner Entertainment’s identity, it is important to recognize that every organization has a specific public identity formed partly by the look of it’s printed materials, stationary, website and etc. Each element of communication contributes to the overall impression people have of the organization.

When the company has a coordinated visual communication it projects a unified character which works effectively to reinforce all of its activitis. This will help Time Warner Entertainment be more cost-effective in its communication and simplify the decision making process.

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TABLE OF CONTENTS BUILDING THE IDENTITY

04 The Logo14 Colors16 Typography18 Brand Image

28 Business Cards30 Posters32 Website34 Cable box

THE IDENTITY IN CONTEXT

BUILDING THE IDENTITY

THE LOGO

The new identity of Time Warner Entertainment consists of 4 logotypes. Where the main one symbolizes all of the entertainment, while each of the other tree focuses on a specific service of entertainment such as: digital cable, phone, and internet.

By having a specific logo for each branch it is easy for the company to add new services (thus a new logo) and update or change it if necessary. Therefore, not affecting the main identity and way of communicating with the client.

The goal of the new identity is to come across as a more modern, vivid and colorful service. Also to connect with a broad range of clients and create an appeal to the youger crowd that don’t sign up for cable.

Logo in original color

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Logo in white over gradient.

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COLORSThe main color for each logo is created by a gradient. The secondary colors for all of them are black, white or grey. It’s use will depend on the application and what the other colors in the composition are.

The entertainment logo uses canary yellow as it’s primary color. The internet logo uses deep green as it’s primary color. While the digita cable logo uses a bright blue and violet purple is used for the phone logo.

Attention: All gradients used should be applied with the lightest color on top and darkest towards the bottom.

The typography should be shown in grey when using the logo with it’s gradient. Thus, “Time Warner” should be presented in the dark grey and the second line (service) in the light grey. But if the logo is black or white the typography should be the same color.

For use of color:RGB color should be used for computer based materials such as: internet, videos and etc. And CMYK should be used for printed material such as panflets, posters and etc.

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CANARY YELLOW

VIOLET PURPLE

DEEP GREEN

DARK GREY BLACK

LIGHT GREY WHITE

BRIGHT BLUE

Pantone 116 CR:254 G:203 B:0C:0 M:12 Y:100 K:0



R:51 G:51 B:51C:0 M:0 Y:0 K:80

R:35 G:31 B:32C:0 M:0 Y:0 K:100

R:153 G:153 B:153C:0 M:0 Y:0 K:40

R:255 G:255 B:255C:0 M:0 Y:0 K:0







TYPOGRAPHY

One of the key factors in the new identity is the use of a specific type family. FF DIN has been carefully selected as the primary typography for Time Warner Entertainment’s identity. It should be used in headings for printed material and core identity implementation.

DIN was first created in 1936 for the German Institute for Industrial Standards. Then in 1994 Albert Jan-Pool was convinced by Erick Spiekermann to create a new more versatile version of DIN which is known as FF DIN. It is a geometric, technical and industrial font with versatile applications.

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ABCDEFGHIJKLMNOPQRSTUVWXYZ!$%&1234567890abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOOPQRSTUVWXYZ!$%&1234567890abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOOPQRSTUVWXYZ!$%&1234567890abcdefghijklmnopqrstuvwxyz

FF DIN REGULAR

FF DIN BOLD

FF DIN LIGHT ITALIC


WORD BOARD

IMAGE BOARDS

On Demand, Sound, Technology, Innovation, Color, Quality and Customer Service is what this rebranding is about. These are the words that should be associated withTime Warner Entertainment.

Image Style plays a critical role in the development of a vivid and meaningful identity for the Time Warner Entertainment. Please see on the following pages what type of images should be used and associated for each service.

Keep in mind the following aspects:Colorful, Creative, Modern, Tight Crop, Intensive

THE IDENTITY IN CONTEXT The communication materials are often the first (and repeated) contact that people have with Time Warner Entertaiment’s identity. Therefore, it is important to maintain the standards that have been developed.

This includes: consistent use of typography, appropriate use of the logo, color and image guidelines.

On the next pages you will find examples of the main communication pieces and a useful guide for how to use the elements for future applications.


BUSINESS CARDS

Size: 3” x 2”Shown at 100% of actual size

Type Specifications:Name: FF DIN Bold 8 ptInformation: FF DIN Regular 7 pt

Front of Card

Back of Card


POSTERS

This is a series of posters that promote each of the offered services: internet, phone and digital cable.

The main idea for this advertisement was to alter the usual object used for each service. Thus making it bigger and more impacting. Showing that more can be done with Time Warner Entertainment.

WEBSITE


Theese are tree pages of Time Warner Entertaiment’s website.

The first screenshot is of the home page where the banners change according to promotions and specific services.

The second screenshot is a service page that promotes and explains more about the internet Wideband. It is one of the mais features and diferential of Time Warner’s Internet service.

The last screenshot shows a new part of the website that is called “On Demand” where the customer can login into their account and have acess to instant streaming of recent tv shows (according to their plan) and movies. This page can also be accessed from the cable box menu.

CABLE BOX


Diagram of what the new cable box would look like. Less bulk, more style.

Made of a black shiny plastic with a digital “screen” on the front where it shows the channel and program that is in view. The new box has no buttons to create a sleekier and more modern look.

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4:05Friday, May 7

710 FOX HD - GLEE

FERNANDA CORRÊAVisual Communication 2Professor Graham HansonPratt Institute | Spring 2010