GUIDELINES FOR THE USE AND REPRODUCTION OF THE BBC NEWS LOGO AND BRAND PERSONALITY

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1 GUIDELINES FOR THE USE AND REPRODUCTION OF THE BBC NEWS LOGO AND BRAND PERSONALITY BBC NEWS is a trademark of the British Broadcasting Corporation

2 INTRODUCTION These guidelines outline some basic rules for reproducing the BBC NEWS branding. In order to gain maximum benefit all brand elements must be applied consistently as even small variations will undermine the impact of the identity. The BBC NEWS brand elements are: Logo Colour Palette Typefaces Brand Personality Style When referring to the brand in text it is important that BBC NEWS is always reproduced in capital letters. Where possible and appropriate, BBC NEWS communications should exhibit the legal trademark statement - BBC NEWS is a trademark of the British Broadcasting Corporation. THE LOGO Two versions of the BBC NEWS logo - horizontal and stack - have been produced to cope with various applications. It is important to employ the right version so that the logo is used effectively within the particular context. The stack logo on a box (3, 4 and 5 below) should not be used in conjunction with the BBC NEWS brand personality. The primary use of the stack logo on a box is for specific content designs, especially those referring to BBC channels or promoting BBC NEWS programmes. Horizontal logo This consists of the BBC logo and word NEWS aligned horizontally. Reproducing the horizontal logo The horizontal logo may be reproduced in two forms. Black on a white (or light coloured background), or white on a black (or dark coloured background). The horizontal logo must never be reproduced in any other colour (except BBC blue when used for livery and stationery). Transparency The BBC letterforms within the blocks must always show the background beneath. Minimum Size The minimum size for reproducing the BBC NEWS horizontal logo in any format is 3.5mm across the width of one BBC block or 23.5mm across the width of the whole logo. Stack logo This consists of the BBC logo and word NEWS stacked vertically in a larger typesize. It can be used on it s own, on positioned on a Red1, black or white box (similar to the BBC channel logos). Reproducing the stack logo The stack logo may be reproduced in five forms. On it s own 1- black on a white (or light coloured background) 2- white on a black (or dark coloured background) On a box 3- white stack logo on a Red1 box 4- white stack logo on a black box 5- black stack logo on a white box The stack logo must never be reproduced in any other colour. continued over

3 Transparency When using stack logo on it s own, the BBC letterforms within the blocks must always show the background beneath. Minimum Size The minimum size for reproducing the BBC NEWS stack logo in any format is 3.5mm across the width of one BBC block or 23mm across the width of the word NEWS. Visibility When placed on a background that varies tonally (such as a photograph or illustration), care must be taken to make sure the area around the logo (or logo on a box) is tonally even and either sufficiently light or sufficiently dark to ensure the logo is clearly legible (see the examples opposite, showing the correct use of the BBC NEWS logo). Exclusion zone The exclusion zone (indicated in blue) is the minimum area surrounding the logo that must remain entirely clear of typography or any other graphic device. Logo integrity In order to maintain the integrity of the logo, the letterforms, specific typestyle and visual relationships must never be altered, distorted or adjusted in any way either digitally or photomechanically. Black White Red 1 R190 G0 B44 C0 M100 Y100 K0 Pantone 179 Red 2 R160 G0 B37 C0 M100 Y100 K20 Pantone 1795 Red 3 R127 G0 B30 C0 M100 Y100 K40 Pantone 1807 COLOUR PALETTE There are 3 BBC NEWS primary colours: Orange R180 G53 B36 C0 M90 Y100 K10 Pantone 173 Black R0 G0 B0 White R225 G255 B255 C0 M0 Y0 K100 C0 M0 Y0 K0 Slate R163 G184 B209 C40 M20 Y10 K20 Pantone 7544 Red 1 R190 G0 B44 C0 M100 Y100 K0 Pantone 179 and 4 BBC NEWS secondary colours: Red 2 R160 G0 B37 C0 M100 Y100 K20 Pantone 1795 Red 3 R127 G0 B30 C0 M100 Y100 K40 Pantone 1807 Orange R180 G53 B36 C0 M90 Y100 K10 Pantone 173 Slate R144 G154 B172 C40 M20 Y10 K20 Pantone 7544 Please note that this colour palette is for print use only. For on-screen use, please use the on-screen palette available from BBC NEWS Television Graphics department ( or internally ). TYPEFACES The primary BBC NEWS typeface is Swiss 721. Headline text should be set in Swiss 721 bold and all in CAPS. The secondary font is Humanist 521. Other styles and sub-families of both fonts can be used with discretion, with the exception of the Rounded versions which should not be used.

4 THE BRAND PERSONALITY The animated on-screen brand personality is presented as a globe surrounded by individual yet related and interlocking translucent layers and a live data stream of information which delivers the days headline and further streams of data which reinforces the BBC NEWS brand. For the purpose of print reproduction, the brand personality is presented as a representation of the final frame of the onscreen sting. It consists of a globe surrounded by individual yet related and interlocking layers and is surrounded by semi-translucent BBC NEWS logo-streams (in place of the live data streams ). The brand personality is supplied as a layered PhotoShop file on CD, available from BBC NEWS Marketing on or internally on The brand personality can be used either on a black or white background. It may be used in its entirety or cropped according to the application, but must always show at least 25% of the globe and include the UK (see examples opposite). In addition, in conjunction with the use of the personality elsewhere within a piece of work, careful, creative use of the logo-streams is permitted (see examples opposite and overleaf). No type or graphics should be placed on the main body of the personality, or closer than one BBC block in relative proportion to the BBC NEWS logo on the personality supplied on CD. It is however, permitted on the area surrounding it which includes the logo streams. Example document cover The brand personality must always be used in conjunction with the BBC NEWS logo, and if the entire personality is displayed, the logo must be positioned with the word NEWS aligned horizontally, the right-hand edge of the third box being aligned vertically with the tail of the personality as provided in the PhotoShop file (see examples opposite). In certain exceptional circumstances variance from this guidelines is possible, where permission has been given by the BBC NEWS Television Graphics department on or internally on Example inside page 1 STYLE Use of the BBC NEWS brand should reinforce the core BBC NEWS values. Therefore all design work must be clean, clear, balanced and uncomplicated. Example inside page 2 Example document backpage

5 APPLYING THE BBC NEWS BRAND ELEMENTS The following examples demonstrate how all the BBC NEWS brand elements can combine to produce a consistent brand across many different applications. Merchandise mugs Merchandise T-shirt Front Rear Merchandise pens Microphone cube Event banner

6 ADVERTISING AND LITERATURE In addition to the recommendations for use of the personality with images and text, further consideration must be taken when it is used in advertising, display and literature. The content and message of the piece has a direct implication to which of the brand elements are used: generic BBC NEWS content the BBC NEWS brand personality, logo, fonts, colours and style should be used specific content the manner of the design is unrestricted, as long as the BBC NEWS logo and the brand fonts, colours and style are used The examples below are for reference only and any design should be developed according to the individual brief. BBC NEWS Programme, TX card, specific style Book cover specific style Display panel generic style Display panel specific style Advert specific style Advert generic style example 1 Advert generic style example 2

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