What s in here? Image Requirements Brand Overview...5. Product Tone of Voice Motion Graphics Logo, Type & Colour...

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2 THIS IS HOW WE

3 What s in here? Brand Overview...5 Tone of Voice...13 Logo, Type & Colour...16 Design Elements Image Requirements Product Motion Graphics...41 Digital & Print...51

4 HEIHEI Brand Guide : Contact The purpose of the HEIHEI Brand Guide is to provide an understanding of the HEIHEI identity. To preserve the integrity of the brand, please adhere to all guidelines specified in this document. The HEIHEI identity was developed by Blacksand. Should you have further queries relating to this guide or the HEIHEI identity, please contact: Executive Creative Director Jens Hertzum jens.hertzum@tvnz.co.nz Design Director Jacob Slack jacob.slack@tvnz.co.nz 4

5 What the HEIHEI is HEIHEI? HEIHEI Brand Guide : What is HEIHEI? HEIHEI is a free platform available as an interactive website and app including video, audio and game content. 5

6 HEIHEI s big promise HEIHEI Brand Guide : Brand Promise HEIHEI is committed to telling engaging and quality local stories that have a positive impact on the lives of children; using technology to spark their creativity and curiosity. 6

7 HEIHEI Brand Guide : Target Audience C mon, join us! HEIHEI s target audience: NZ kids aged 5-9 Media wary parents with kids aged 5-9 7

8 HEIHEI will always be... HEIHEI Brand Guide : Personality Surprising Paint the norm in a new light, be outside the box and grab attention with the unexpected Stimulating Create intrigue, hold their attention, give them rewards and get them coming back for more Diverse Celebrate difference, give them a world of colour and variation to jump into Curious Give them heaps to discover and think about Playful Above all always be entertaining and fun 8

9 Where Kiwi stories grow young imaginations Proposition There s so much to discover in my world and I love discovering my place in it. Emotional Response Spark curiosity in NZ that develops creativity of imagination. Benefit Response Relevant and diverse local stories, showcasing NZ as full of inspiration. Functional Attributes Our jargon filled brand triangular thingy Sparking Curious Kiwis HEIHEI Brand Guide : Brand Positioning Kiwi kids aged 5-9 are increasingly growing up with less of a connection to their NZ identities. Consumer Insight 9

10 How do Kiwi stories grow young imaginations? Ngahautanga (fun) + Imagination Engaging / Auahatanga (creativity) / Curiosity Autonomy Mastery, Interests, Creative, STEAM, Characters, Comedy, Pranks, Lanuages, Song, Music, Dance, Events, Games Hirangatanga (quality) + Excellence Accessible / Innovative / Safe Technology, Interactive, AR / MR / VR / AI, Coding, User-generated topics, Mobile-optimised, Usability, Captions tailored for different platforms, Audio, Events, Keeping safe Tuakiritanga (identity) + Identity Whare Tapa Whā (physical/spiritual/family/mental health) / Kete aronui (basket of knowledge of aroha) / Whakatewhatewha (examine, inquire, explore) Taha tinana (physical health), Taha wairua (spiritual health), Taha whānau (family health), Taha hinengaro (mental health), Emotions and behaviours, Seasons and weather, Taking care of myself, Sport, My body, Cultural identity Kanorautanga (diversity) + Diversity Difference, Uniqueness / Aotearoa, Local / Whanaungatanga (kinship) Te Ao Māori, Cultural diversity, Local stories and history, Friends and whānau, Communities, Outdoor play, World culture, Animals and habitats, Diverse content genres, Connectedness, Ecological sustainability, Caring for our planet 10

11 HEIHEI s Content Categories HEIHEI Brand Guide : HEIHEI Content Pillars MĀTAKI watch TĀKARO play WHAKARONGO listen EKE PANUKU win Home to a mixture of quality new and existing local video content plus some hand-picked international content. Clips of all lengths from 15 seconds to 30+ minutes. Exciting games to play and fun apps to download. Including games with characters from HEIHEI shows, language, safety learning games and VR/AR apps. A space where tamariki can listen to songs, stories, snippets, jokes and more. Heaps voiced by Kiwi kids just like them. Where you can enter competitions and be in the chance to win great kids prizes, show merch and HEIHEI goodies. 11

12 Our Promise Committed to telling engaging and quality local stories that have a positive impact on the lives of children; using technology to spark their creativity and curiosity. Our Personality Surprising, stimulating, curious, playful, diverse. HEIHEI Brand Guide : Blueprint Our brand is Our Essence Sparking Curious Kiwis Our Distinction Authentic NZ voice Our Authority TVNZ, NZ On Air and partner credentials 12

13 How we say it.

14 What tone of voice will spark curious Kiwis? HEIHEI Brand Guide : Tone & Voice This is how we say it. Surprising HEIHEI is spontaneous Stimulating Always gives you something to think about Curious Fascinated with discovering things Playful Warm, funny, cheerful 14

15 Too cool for school. We're never too clever for our own good & we don t speak down to people. HEIHEI Brand Guide : What to Avoid Don t be boring and never be Overly earnest. We like to have fun first and foremost don t make me yawn! Vapid or superficial. Our warm and genuine personality keeps us from being shallow. Mean. We like having fun, but never at the expense of anyone. Shy... We don t over think things. We go for it! Don t hold back. 15

16 This is our logo

17 HEIHEI Brand Guide : The Logo The Logo This is the primary mark for HEIHEI. It can be used on-air, online and in print. Usage of this logo must adhere to the rules outlined in this document. Where possible you should always use the HEIHEI logo. When referring to HEIHEI in written text, ensure it is written as follows: HEIHEI The following written variations of HEIHEI are incorrect: Hei Hei, HeiHei, heihei, HEI HEI, HEI-HEI. DOWNLOAD LOGO PACK 17

18 Primary Logo - Stacked HEIHEI Brand Guide : The Logo Secondary Logo - Horizontal Clearspace Ensure a minimum space of x is kept clear around the logo at all times. X can be derived from the width of the leg of the H. This rule applies for all variations of the logo. 5mm 100px 10mm 200px The Logo The logo is the best way to show off HEIHEI, try to include it in any visual communication. You can use it on-air, online and in print. Remember to stick to the rules outlined in this document. Minimum Size For maximum legibility, ensure the following logos are not reproduced in sizes any smaller than those listed. App Icon The HEIHEI app logo has been designed to attract attention and stand out on the home screen. 18

19 HEIHEI Brand Guide : Incorrect Logo Use Do not use drop shadows. Do not alter the proportions. Do not put the logo on an angle. Never house within another graphic device. Make sure background colours don't clash. Do not use unapproved colours or gradients. Do not change the logo or turn any of the letter around. Incorrect Logo Use The logo appearance should always be consistent; above are examples of things that don't work. The proportions of the logo should never be altered or distressed. Only colours and styles of the logo specified in this guide should be used. 19

20 HEIHEI Brand Guide : On Air Anchor Points On Air Anchor Points The logo should only appear in these anchor point positions: Centre screen (this is the logo s primary position), lower right for endpacks and when accompanied with messaging or bottom right in the watermark position. 20

21 HEIHEI Brand Guide : Print & Digital Anchor Points Text below Text above Print & Digital Anchor Points The logo should only appear in these anchor point positions: For portrait lockups the logo should be either centre screen (this is the logo s primary position), bottom centred when accompanied with messaging or bottom right. For landscape lockups the logo should be either centre screen (this is the logo s primary position), upper or lower right when accompanied with messaging or bottom right. 21

22 H = 10% of X HERE S SOME EXAMPLES HEIHEI Brand Guide : HEIHEI Shows X HEIHEI Show Logos There are 2 variants of the HEIHEI logo the stack and the long logo, choose the best one to suit your logo. Colour Palette The default is to use the HEIHEI brand colour or white, alternatively you can select the HEIHEI logo colour that best relates to the category and content that it s accompanying. DOWNLOAD LOGO PACK 22

23 HEIHEI Brand Guide : HEIHEI Shows Watch & Play Watch & Play Watch & Play Watch & Play HEHEI Watch & Play link When linking your website or app back to HEIHEI use the HEIHEI Watch & Play link image. Select the best colour variant to work with your website. You must link to either the HEIHEI.NZ homepage or a specific page within the HEIHEI website. DOWNLOAD LOGO PACK 23

24 HEIHEI Brand Guide : HEIHEI Shows Clearcut logos Solid white background HEHEI, NZ On Air & TVNZ logo lockups Commissioned HEIHEI games should have the NZ On Air, HEIHEI & TVNZ lock up displayed on the loading screen at the bottom centre of the screen. You can use either the lock up with a solid white background or the clearcut logos version, which must layer over a clean and uncluttered background that allow the logos to be easily read. DOWNLOAD LOGO PACK 24

25 HEIHEI Brand Guide : Colour Palette BRAND WATCH PLAY LISTEN WIN R232 G31 B118 C2 M97 Y24 K0 #e81f76 PANTONE 213C R0 G113 B206 C91 M53 Y0 K0 #0071ce PANTONE 285C R0 G169 B143 C90 M3 Y58 K0 #00a98f PANTONE 3268C R134 G51 B153 C57 M97 Y0 K0 # PANTONE 2593C Colour Palette Please use the supplied colours for all things related to HEIHEI. The primary logo should never be displayed in any other colour or have any patterns, texture or bevels added to it. Do not alter the angle of the gradient or swap the position of the colours. Please use the logo variant (black or white) that contrasts the most with the background. Only put the logo over clean backgrounds that don t clash, interfere or make the logo hard to read. A one colour white version exists for situations where the logo sits over colour, and one colour black for print production only. DARK GREY R74 G74 B274 C66 M59 Y57 K39 #4A4A4A MONOTONE BLACK R225 G225 B225 C0 M0 Y0 K0 #FFFFFF MONOTONE WHITE R0 G0 B0 C0 M0 Y0 K100 #

26 Here s our design toolkit!

27 Typography Rubik is the primary typeface for HEIHEI. HEIHEI Brand Guide : Typography Please ensure this font is used in bold or medium weight for titles, regular weight sentence case for body copy and medium weight all caps for buttons and links for all HEIHEI material. The colour of the titles should change to match the HEIHEI catagory colour it s communicating and body copy should be in black or HEIHEI dark grey on a white background. The font should be white when placed on a HEIHEI colour or dark background. Rubik is a sans-serif typface that is clear and easy to read across all applications. The design features stout proportions with rounded corners and low stroke contrast. The entire five weight family is open-source and available for free on Google Fonts. DOWNLOAD FONT 27

28 HEIHEI s Brand Line Elements link the design to the different categories: Watch blue, Play green, Listen purple, Win orange, Brand magenta. Multiple colours or magenta should be used when talking about brand and the specific colour should be used when talking about a specific category. HEIHEI Brand Guide : Design Elements Brand Line Elements Use the lines to create a sense of fun, colour and excitement but be careful not to over use then or make the patterning too dense. You can also pair the lines up with the related icons to enhance the creative. Make sure the lines always move top to bottom and the angle is always maintained. Do not change or flip the angle of the lines. Background Line Elements DOWNLOAD ELEMENTS PACK One colour example Multi-colour example 28

29 HEIHEI Icons HEIHEI Brand Guide : Design Elements Watch Icons Brand Icons HEIHEI has a collection of iconography. Each set links to the different categories and should be used in conjunction with the line brand elements. Play Icons DOWNLOAD ELEMENTS PACK Listen Icons Win Icons 29

30 HEIHEI Brand Guide : Design Elements Menu Buttons & Category Identifier Badges Badging & Symbols Buttons UI Elements The UI elements follow a curved corner system and round buttons are housed in an egg shape. Icons and button colours are linked to the different categories: Watch blue, Play green, Listen purple, Win orange, Brand magenta. Please contact TVNZ Blacksand for more details or access to the UI elements. 30

31 HEIHEI Brand Guide : Design Elements Sprink Mischievous, playful, erratic, creative, Sprink likes to play tricks on friends and wants to be the leader of the gang even though Sprink isn t that thoughtful. Sprink is energetic and can jump the highest. Sprink has fronds that can form shapes and be used to grab onto things. Grachit Clever, good with technology, inventive, playful but also practical problem-solver. Loves to whizz around and save the day but sometimes Grachit is prone to temper tantrums. Grachit is the smallest and can compress to duck under things. Gratchit is the fastest and can wheel over narrow ledges and has a mouth that can grab things, turn and unlock things. Blem Is the team muscle. A trusted friend, funny, big, heavy and strong. Blem likes to smash things, can nudge things and can carry things in the mouth for friends. Blem burps a lot and sees the best in everyone. The Eggies HEIHEI has a family of characters called the Eggies each one has its own look and personality, which have all been based around a core egg shape. Each character has been designed to show diversity, different traits and skills. They are all great friends with each other and enjoy playing together to achieve something, or not! DOWNLOAD IMAGES 31

32 How we show off our content.

33 Specifications Where it gets used HEIHEI Brand Guide : Image Guide Promo Endpacks Adshel/ Posters Hero carousel image Digital & Social Elements Hero Imagery Every piece of HEIHEI content requires at least one hero image. These will be used across the HEIHEI apps and marketing elements. Please provide this to TVNZ as a PNG clear-cut and saved with transparency or as a JPG at a minimum 2000px high by 1000px wide. 33

34 Delivery Specifications HEIHEI Brand Guide : Image Guide Show Tile Audio Tile Competition Tile Game Tile Show Tiles Every piece of HEIHEI content requires a tile that is displayed on the app promoting and linking through to the content. The tiles must have a clear and easily readable logo along with engaging imagery that will tempt the users to trial your content. Please download the PSD template in the link below to create your tile and submit your layered PSD to TVNZ for approval. PSD Naming convention Showname_Series_Showtile.psd Video Files You must submit your video files to taa.vaili@tvnz.co.nz Please make sure they are exported in the TVNZ HD Delivery format. Video File Naming convention Platform_SeriesTitle_Series_EpNumber / e.g. HEIHEI_ BarefootBandits _S1_Ep1.mxf VIEW VIDEO REQUIREMENTS Additional Assets A logo in either vector AI, EPS or PDF format or a HD 1920x1080 transparent PNG, A generic background in HD 1920x1080 Characters or hero image as a PNG clear-cut and saved with transparency or as a JPG at a minimum 2000px high by 1000px wide. Social elements (see the next page) DOWNLOAD SHOW TEMPLATES 34

35 HEIHEI Social To make HEIHEI a successful online community, we need your help to share and capture the fun and energy behind each show. To post content on our social channels contact Zinzi.Scott-Falanitule@tvnz.co.nz. #NZHEIHEI Use this on all original content pertaining to HEIHEI Content Suggestions Still images of your characters / presenters for Meet the Stars of HEIHEI Requirements jpeg / png (transparent background) format named w/ specific details Character names supplied Episode number & details if appropriate HEIHEI Brand Guide : Digital & facebook.com/nzheihei BTS videos of your presenters / show / team 15 seconds or less OR 30 secs OR GIFs of your characters / presenters / team Gif or mp4 format File Requirements Video files H.264 / MPEG-4 format, resolution at least 720p, 2.3 GB max le size Facebook video carousel: 1:1 square aspect ratio, H.264 / MPEG-4 format, resolution at least 720p, 2.3 GB max le size <15 sec clips provided in Instagram Story format: Minimum Video Width in Pixels : 500 Aspect Ratio Tolerance : 1% Maximum Video Ratio : 9:16 Maximum Video Duration in Seconds : 15 FILE UPLOAD Video Interviews with your characters / presenters Share animatics Trailers for upcoming series / promotions Clips of recent episodes Fun Q&As with cast and crew Show-specific character vignettes Coordinated messages from influencers and stars of HEIHEI Content (images and video) targeted at kids specifically and parents specifically 15 seconds or less OR 1 minute 15 seconds or less OR 30 secs OR 1 minute Appropriate end tags 30 secs - 1 minute 1 min - 3 mins 30 secs - 1 minute 30 secs - 1 minute 35

36 Where to find us.

37 HEIHEI Brand Guide : Product Product Overview HEIHEI is available on both Android and ios on both mobile and tablet along with the website HEIHEI.NZ. 37

38 HEIHEI Brand Guide : Product Homepage Our homepage is bright, colourful and fun. It s the place to find your favourite characters and content. The platform homepage has three layers across all devices. The first is the main navigation (displayed top and bottom on mobile), the second is it s crafted character belt and third the curated content belts. 38

39 HEIHEI Brand Guide : Product Content Page The content page houses all of the show or game assets. The colour of the page or section links with the content category. 39

40 HEIHEI Brand Guide : Product WATCH PLAY LISTEN WIN Mobile The HEIHEI app is available on both IOS and Android mobile platforms. For mobile the main menu has been moved to the bottom of the screen for easy access for little fingers and the top nav reserved for the logo and search. 40

41 How we move.

42 Elastic Logo Sting HEIHEI Brand Guide : Motion Graphics Blob Logo Sting Logo Stings We have five different five second logo stings available, choose your favourite or use them all! Seesaw Logo Sting Bounce Logo Sting Sketch Logo Sting 42

43 Colour Explosion HEIHEI Brand Guide : Motion Graphics Wreaking Blem Ident 3 Idents We have three 10 second story based idents available, choose your favourite or use them all! 43

44 HEIHEI Brand Guide : Motion Graphics DOWNLOAD ASSETS Credits Commissioned shows must include the 5 second NZ On Air logo at the start of every programme. Programmes over 2 minutes must use the HEIHEI end credit After Effects template or place the NZ On Air, TVNZ, HEIHEI sting onto the end of their current credits. 44

45 HEIHEI Brand Guide : Motion Graphics Watermark Popup text Popup Brand Popup Show Watermarks & Popups DOWNLOAD WATERMARK We have a solid brand colour and transparent watermark for HEIHEI along with Brand, Text and Show based popups. 45

46 HEIHEI Brand Guide : Motion Graphics Full Frame Keys Keys can be produced using the After Effects template available from Blacksand. The multi-colour or magenta keys should be used when talking about the brand and the specific category colours should be used to match the content of the promo. 46

47 HEIHEI Brand Guide : Motion Graphics Full Frame Keys Over Footage Keys can be produced using the After Effects template available from Blacksand. The multi-colour or magenta keys should be used when talking about the brand and the specific category colours should be used to match the content of the promo. 47

48 HEIHEI Brand Guide : Motion Graphics Listen Play Watch Brand Baselines Promo baselines can be produced using the After Effects template available from Blacksand. The multi-colour or magenta keys should be used when talking about the brand and the specific category colours should be used to match the content of the promo. 48

49 HEIHEI Brand Guide : Motion Graphics Message Slate The Message Slate can be produced using the After Effects template available from Blacksand. This should be used for any generic full frame messaging. 49

50 HEIHEI Brand Guide : Motion Graphics Brand Logo Resolve Watch endpack with footage Watch endpack with image Play endpack with image Win endpack with image Listen endpack with image Endpacks Endpacks can be produced using the After Effects template available from Blacksand. There are two variants to choose from - an image based endpack (preferred) and a programme footage endpack. Endpacks can also resolve to one of the five HEIHEI stings. The multi-colour or magenta endpack should be used when talking about the brand and the specific category colours should be used to match the content of the promo. 50

51 Digital & print.

52 HEIHEI Brand Guide : Digital & Print Banner Ads Banner ad HTML5 templates. MRec 300x250, Half-Page 300x600, Leaderboard 728x90, Mobile Banners 320x50, Skyscraper 160x600, Masthead 970x250 and RichMedia video banner formats. 52

53 HEIHEI Brand Guide : Digital & Print Social Platforms HEIHEI is all about being social and engaging with Fans. Facebook, Twitter, Instagram and YouTube are the main platforms we use. The profile image should always have the HEIHEI logo in white and magenta. The cover image should promote new shows or feature the channel idents. Facebook can either use stills or the motion cover image template. Please contact the Blacksand team at blacksandgfx@tvnz.co.nz for Photoshop and After Effects templates. 53

54 Social Posts Have some fun with the HEIHEI social posts. Make them standout with our vibrant brand imagery and characters. Follow all the brand guidelines for text, colour and imagery. To get social templates or graphics made please contact the Blacksand team at tvnz.co.nz. HEIHEI Brand Guide : Digital & @NZHEIHEI 54

55 HEIHEI Brand Guide : Digital & Print EDM Example of HEIHEI customised branded EDM template. 55

56 HEIHEI Brand Guide : Digital & Print Adshels/Posters Examples of poster layouts using the HEIHEI brand and show lockups. 56

57 HEIHEI Brand Guide : Digital & Print Billboards Examples of billboards using the HEIHEI brand and show lockups. 57

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