Styleguide All the music from across the BBC in one place. BBC Music Styleguide 2017 Page: 1

Transcription

1 Styleguide 2017 All the music from across the BBC in one place BBC Music Styleguide 2017 Page: 1

2 Contents Contact... 3 AV Toolkit Assets... 3 Wipe BBC Music Context... 4 Online Openers Logo Strap Audio Sting Enboards Font Colour Social Event Posters PowerPoint Template Tag line BBC Music Awards BBC Music Event Sting BBC Music Cinema Sting BBC Music Awards TV Templates TV UK only Stings TV Openers Menus IPP BBC Music Styleguide 2017 Page: 2

3 Contact Rhion Leadbitter Marketing Manager BBC Music +44 (0) Aimee Brewerton Marketing Executive BBC Music Assets All the assets referenced in this style guide can be downloaded from here: Brand Montage Use: Internal brand awareness Available to download on link above. +44 (0) BBC Music Styleguide 2017 Page: 3

4 BBC Music Context BBC Music Styleguide 2017 Page: 4

5 Introduction BBC Music is a relatively new brand (3 years old), sitting alongside established brands like BBC Sport and BBC News. The ambition is to build the brand so that it is recognised as the home of all BBC Music content from the BBC. The BBC s commitment to music has never been stronger. Over the past two years new music initiatives have been introduced; BBC Music Awards, BBC Music Day, Adele and Bublé at the BBC, which in turn have helped to raise awareness of the brand, drive reputation and help to highlight the huge range of music content available to our audiences across TV, Radio & Digital. I want to be recognised for what we do for BBC Music to be a brand that stands proudly alongside BBC News or BBC Sport. Tony Hall BBC Music Styleguide 2017 Page: 5

6 A brand with two roles ALL THE MUSIC FROM ACROSS THE BBC IN ONE PLACE Role One: Where programmes and specially commissioned events are owned by BBC Music we will put BBC Music at the heart of the content and any promotion & branding. In these cases, the activity will be explicitly branded BBC Music for example BBC Music Day and the BBC Music Awards. Pan BBC Music initiatives which involve multiple networks, channels or the nations will also be packaged in this way (e.g. BBC Music at Celtic Connections & BBC Music at SXSW). BBC Music takes lead role BBC Music Presents in conjunction with Power Brands Presents Presents Role Two: Where programmes and events are already owned or aligned to a specific channel or station BBC Music will present the music power brands (e.g Radio 1, 6 Music, Young Musician of the Year, BBC Proms) as properties of the genre brand. For instance BBC Music presents Radio 1 s Big Weekend). In this role BBC Music is helping to navigate our audience to our content by highlighting the brands that will already be familiar to them. In this role we act as a gateway to all Music content across the BBC. - the glue that joins all station, channel & digital content together. ALL THE MUSIC FROM ACROSS THE BBC IN ONE PLACE. As such, we will support the existing music brands. Importantly, in these instances we refer to BBC Music as BBC Music presents giving the power brands the ownership of the event or programme but establish the power brands are part of a bigger genre brand called BBC Music. Presents Presents BUBLE AT THE Presents FESTIVAL Presents young musician 2017 BBC Music Styleguide 2017 Page: 6

7 Priority Audience Segments <Under 45 s The Casuals More likely to be aged 35+ Sizable group of people: 14m+ Targeting them gives opportunities to particularly appeal to BBC underserved audiences (youth/c2des/ BAME). Entertainment seekers : entertainment around music is very important. More lean back relationship with Music. For them it s more about fun or about fitting a mood. Music Favourites tend to be defined by an artist rather than genre. Casuals are more reliant on traditional and easy routes into music; Some will still be playing and buying CD s from their local supermarket and older 35+ Casuals particularly like to access music via the BBC Red Button. Listening to Music Radio is key: Radio 1 or Radio 2 (daytime) but also listening to commercial radio stations such as Capital (younger casuals) and/or Heart, Magic (older casuals). These are the people who watch The X Factor or Let it Shine on a Saturday evening but will be less aware of music programming on BBC Four. Appetite for music discovery but will not actively seek it out. Radio will be the main place they hear about new music. Radio stations and presenters can act as a pull into music discovery for casuals. Trusted guides do not have to be music experts. Tend to attend few live music events and if they do they tend to be the big events. Casuals are not natural technology explorers; they need guidance, encouragement and clear labelling. Value an easy online music experience such as YouTube. Streaming sites now proving more popular for some younger Casuals with easily accessible, free music playlists but older Casuals would be more likely to use shuffle play on Apple itunes. Younger casuals will be active social media users but will be followers rather than leading their peer group with music. Older casuals won t be using Social Media to actively engage with music brands. BBC Music Styleguide 2017 Page: 7

8 Priority audience segments <Under 45 s The Enthusiasts Spread across the ages but slightly more likely to be male and more well off. Sizable group of people: 15m+ More lean forward/active relationship with Music. Greater importance given to music in their lives than for Casuals. They will actively look out for and consume music across all platforms. More open to music discovery and will be interested in a range of new music from brand new music to music that they have just discovered. Live Music is very important for Enthusiasts with them regularly attending a range of live music events. BBC Music Radio they consume will include both popular & more specialist music genres - BBC stations: Radio 1, 1Xtra, Radio 2, 6 Music, Radio 3. Confident and active in the digital space when sourcing music content; will actively search for information on artists across a range of music sites. More likely to listen to stored music on a digital device and to use on demand streaming services such as Spotify than the average music consumer. Will use the internet to find out about, play or download music event coverage e.g. watching video highlights of a festival or subscribing to an event related podcast. Particularly active on Facebook each day but will regularly use other social media services. BBC Music Styleguide 2017 Page: 8

9 The BBC Music brand The Inputs (Behind-the-scenes thinking) Universal Insight Music is a deeply personal thing, however it s becoming increasingly impersonal and commercialised formulaic and selected by algorithm. Purpose We exist to fight against the commoditisation of music. Values We believe... In the power of music to entertain and inspire. In sharing our knowledge and learning from yours, it s a two way thing. The Outputs (What people experience) Promise We promise to always put your love of music first. Personality We... Love music as much as you do. Are friendly and open. Know stuff and so we do have an opinion. Are inspiring and we ll challenge you at times. Are never satisfied, there s always more music. In taking risks. In range and choice. That championing British music and new British talent is important. That music can be intimate and epic. That music is important (but we don t take it too seriously). BBC Music Styleguide 2017 Page: 9

10 Logo Master Logo Default version White Logo for use on dark backgrounds BBC Music Styleguide 2017 Page: 10

11 Logo Use Wherever possible the black logo should be used. When used on it s own it MUST be centred. The white version can be used over dark backgrounds. Black logo ALWAYS used with grid. DON T add effects or change the logo in any way! BBC Music Styleguide 2017 Page: 11

12 Animating Logo BBCMUSIC_AnimatingLogo_Colour_0530.mov BBCMUSIC_AnimatingLogo_2308.mov BBC Music Styleguide 2017 Page: 12

13 Audio Sting Audio Sting description - to be supplied. BBC Music Audio Sting is to be used on all trails. Example trail openers opposite. BBC Music Styleguide 2017 Page: 13

14 Font Text on all assets in this guide use Gil sans light in white. Content titles UPPER CASE ATV Upper & Lower case BBC Music Styleguide 2017 Page: 14

15 Colour Secondary The accent gradient draws from the BBC network palette and should be used as an accent. Primary Secondary Accent gradient Available to download. See details of box folder on page 3. R0 G0 B0 C100 Y100 M100 K100 C100 R255 Y100 G255 M100 B255 K100 Colour use example BBC Music Styleguide 2017 Page: 15

16 Events Posters glastonbury_120x80_f2.pdf 1 08/05/ :20 These examples show how colour can be applied flexibly depending on the event being promoted. We recommend using a minimum of three colours from the palette. C M Y CM MY CY CMY K BBC Music Styleguide 2017 Page: 16

17 Tag Line (on screen) All the music from across the BBC in one place Font: Gils Sans Semi Bold Tag height should equal the height of MUSIC from the logo across all media. Tag line should never be broken into 2 or more lines. Kerning = 0 tag height = height of MUSIC exclusion zone All the music from across the BBC in one place All the music from across the BBC in one place Tag line example BBC Music Styleguide 2017 Page: 17

18 TV UK only Stings Use: These stings are scheduled before all music programmes by Media Planning on a weekly basis. Artist Moving Artist Stills Audience Moving Audience Stills Curators Moving Curators Stills BBC Music Styleguide 2017 Page: 18

19 TV Trail Openers Use: All music related TV trails should have a BBC Music TV trail opener at the start e.g BBC Proms, Radio 1 s Big Weekend, Glastonbury. BBC Music Styleguide 2017 Page: 19

20 Menu Use: These are scheduled twice weekly, by media planning and are designed to showcase the breadth of the BBC Music portfolio. BBC Music Styleguide 2017 Page: 20

21 Menu Images Use: Matched with BBC Music content in menus. Crowd Decks Crowd Blue Crowd Festival Kids Red Conductor Crowd Warm DJ Trumpet White Conductor BBC Music Styleguide 2017 Page: 21

22 Trail Menu Use: This should be used to navigate audiences around content relating to one particular event. BBC Music Styleguide 2017 Page: 22

23 In Programme Pointer Use: This is a prompt to push people to download the BBC Music App. The IPP will need to be approved by the channel (BBC Four predominantly) if planned to appear in music programming. BBC Music Styleguide 2017 Page: 23

24 AV Toolkit : Wipe Use: This branded transition can be used to punctuate a film to allow cuts between certain pieces of footage. BBC Music Styleguide 2017 Page: 24

25 AV Toolkit: Online Openers Use: For use at the start of any BBC Music content and on content that sits on third party sites. BBC Music Styleguide 2017 Page: 25

26 AV Toolkit: Strap Use: Flexible device to place on screen during programmes, where the CTA can be adapted. We have a long term ambition to introduce this in shows not currently owned by BBC Music but which present BBC Music content e.g The Graham Norton Show, Football Focus and The One Show. BBC Music Styleguide 2017 Page: 26

27 AV Toolkit Endboards Use: 3 versions available for use at the end of TV trails. Full screen more suited to one CTA. Lower third allows for multiple messages Sound of 2017 Example Full Screen Lower Third BBC Music Styleguide 2017 Page: 27

28 Social Use: Logos and headers are bespoke to each platform and should be created on a bespoke basis. Assets available to download. See details of box folder on page 3. BBC Music Styleguide 2017 Page: 28

29 PowerPoint Template Use: Should be used for all BBC Music presentations. Assets available to download. See details of box folder on page 3. BBC Music Styleguide 2017 Page: 29

30 BBC Music Event Sting Use: At BBC Music events. BBC Music Styleguide 2017 Page: 30

31 BBC Music Cinema Sting Use: Before BBC Music cinema features (only). BBC Music Styleguide 2017 Page: 31

32 BBC Music Awards The glamourous and expressive 2016 BBC Music Awards glitter treatment scaled up and down for a huge variety of media. Using the same brand attributes and design principles, the realtionship with BBC Music is clear. BBC Music Styleguide 2017 Page: 32