The VISUAL IDENTITY Visual Identity 2013 1
introduction What you have here is a complete how-to guide to the Freeview brand. We ve thought long and hard about what we offer our customers and how we can be successful in providing an evolving range of entertainment services. We re also pretty hot on the kind of organisation we want to be. Here you get a first-hand look at what we do, how we want to grow and how to apply all aspects of the Freeview brand on everything from brochures to digital TV receivers. Equally importantly, you see what kind of people we are and what it means to be part of the Freeview team. We re making some promises to Kiwis that we intend to keep. So thanks for taking the time to check it out. If you have any questions or want to find out more about applying our brand, please call Kim Girbin on 09 916 7334. contents 01. Brand overview 4 6 02. The Freeview manifesto 7 03. Logos and logo usage 8 15 04. Colours 16 17 05. Typography 18 19 06. Imagery 20 21 07. Copy 22 08. Legals 23 Visual Identity 2013 2 Visual Identity 2013 3
01. brand overview 01. brand overview Product / service Freeview provides New Zealand s favourite free-to-air digital TV and radio, as well as other content on-demand. Vision Through our attitude, nature and innovation, to be the most accessible entertainment platform for all New Zealanders. Values Progressive We look for innovative ways to deliver our service and ensure that all aspects of our organisation are presented in a modern light. Accessible We re a down-to-earth bunch of people. We re friendly and easy-going, and collaborate with others at every opportunity. Honest We never forget that we re Kiwis providing a service to other Kiwis. We re proud of our integrity. Tone & attitude Friendly & down to earth Upbeat Positive Modern & in-touch with technology Visual Identity 2013 4 Visual Identity 2013 5
01. brand overview 02. THE FREEVIEW MANIFESTO our Essence Our essence is an unspoken, implicit reason for being. It s both a yardstick against which we evaluate actions and decisions and a long-term driver for our business. Freeview s primary offering is delivering free-to-air broadcast entertainment. This will expand to include on-demand content. But in each case, the end benefit delivered by Freeview is the same. Ordinary people all round NZ who are contentedly enjoying their chosen programmes with Freeview. We ve distilled this into a short, defining essence. At our core, Freeview exists to create: Happy Kiwis We promise to make free-to-air TV and radio available to all new zealanders We ll keep finding more ways for you to enjoy your TV and radio entertainment. We ll always talk to you using simple, honest, direct language. If you re ever unhappy with any part of our service, right we ll try our hardest to put things We re only succeeding if you re satisfied with what we do. We ll keep our promises. We ll always be easy to deal with. Do our best to help you find the answers and pass on your feedback We ll never forget that we re Kiwis delivering an important service to other Kiwis Visual Identity 2013 6 Visual Identity 2013 7
03. logos 03. logos the master freeview logo The master logo is the main tool for communicating the Freeview brand. Use this logo whenever you are referring to Freeview. Always use approved digital artwork when incorporating the Freeview logo into communications. Please do NOT re-create or change the logo in any way. freeview logo options Here are some examples for logo usage. If unsure of application, please contact Freeview. Preferred logo versions The red, and the white reversed onto red logo are recommended for use on all communications including Flyers, POS, Billboards, Packaging, Online, TV adverts and any software/epop system in the TV. The red logo must either be used on white, or a light colour. The reversed onto red logo is generally used within TV screen imagery. Logo options The black and reversed onto black logos are for use on product, and on black and white applications such as press ads. Visual Identity 2013 8 Visual Identity 2013 9
03. logos 03. logos the myfreeview logo The MyFreeview logo is used whenever you are communicating about the MyFreeview product. Always use approved digital artwork when incorporating the Freeview logo into communications. Please do NOT re-create or change the logo in any way. myfreeview logo options Here are some examples for logo usage. If unsure of application, please contact Freeview. Preferred logo versions The red, and the white reversed onto red logo are recommended for use on all communications including Flyers, POS, Billboards, Packaging, Online, TV adverts and any software/epop system in the TV. The red logo must either be used on white, or a light colour. The reversed onto red logo is generally used within TV screen imagery. Logo options The black and reversed onto black logos are for use on product, and on black and white applications such as press ads. Visual Identity 2013 10 Visual Identity 2013 11
03. logo usage 03. logo usage freeview or myfreeview? Freeview is the brand name given to products that allow you to watch free-to-air digital television and radio service. logo usage rules In order for the Freeview logo to be clearly seen, clearspace around it is essential. The minimum space required is shown below. MyFreeview is the brand name given to products that allow you to watch, record and replay live digital television and radio service. is for watching programmes is for watching and recording programmes Logo clearspace should be no less than the width of the Freeview r in the logo. This width will differ depending on the size the logo is reproduced. General features UHF aerial Satellite dish Freeview MyFreeview Freeview MyFreeview Crystal clear digital quality pictures and sound More TV channels than analogue TV One-off set up cost then no monthly fees 8-day on screen programme guide Selected content in High Definition 10mm 12mm Record an entire series at the touch of a button Record a show while watching another Pause live TV The Freeview logo suite should not be reproduced smaller than their individual minimum sizes. Record in High Definition Record two channels Visual Identity 2013 12 Visual Identity 2013 13
03. logo usage time 03. logo usage best practise examples: advertising best practise examples: product, packaging, mailers. These examples are applicable to either the Freeview or MyFreeview logos. Keep watching all your favourite Your completely FREE channels GUIDE to watching Packaging Usage Product Usage The Freeview logo can be applied either as a wrap or directly onto packaging. Please make the wrap to suit your packaging size. The Going Digital logo is optional, but when used it must be on a solid white background. Please contact Going Digital if you require a copy of this logo. The logo size will depend on the product size and space available. Use your own brand s logo size as a guide. in the South Island SEE INSIDE FOR HOW TO GET your favourite channels With Freeview, you can watch TV One and Two, TV3, Prime, Maori TV plus a whole lot more free-to-air TV and radio channels without monthly payments or contracts. All you need is a one-off purchase of a digital receiver from just $79, plus either a satellite dish or UHF aerial. Ask at your local electrical store today. WHAT EQUIPMENT you need and how easy it is to get watching Option A Wrap showing Freeview and Going Digital logos. Please use correct red colour values as referenced on page 5. WHAT OTHER VIEWERS are saying Channels will vary by service and region. FRV0066 Freeview Brochure 16pg V7.indd 1 14/02/13 3:34 PM Brochure cover - example of using reversed logo on a red background, inside TV screen. FRV0058 Content campaign TV guide_new house_v3.indd 1 31/01/13 3:32 PM Freeview HD Receiver Freeview HD Receiver Press ad - example of red logo used on white background. MyFreeview HD Receiver Fre The Freeview UHF high definition receiver is designed to provide stunning 1080p HD output to your HDTV. Use the USB port to connect a USB HDD and play video, music or image files - or browse the internet and check your emails. $199.00 Free The Freeview UHF high definition receiver is designed to provide stunning 1080p HD output to your HDTV. Use the USB port to connect a USB HDD and play video, music or image files - or browse thefreeview internethigh and check yourreceiver emails. is designed to provide The My definition MyFr stunning 1080p HD output to your HDTV. Use the USB port to $199.00 $499.00 connect a USB HDD and play video, music or image files - or browse the internet and check your emails. MyFreeview HD Receiver MyFre The My Freeview high definition receiver is designed to provide stunning 1080p HD output to your HDTV. Use the USB port to connect a USB HDD and play video, music or image files - or browse the internet and check your emails. $499.00 Your F Your F Option B Packaging showing Freeview and Going Digital logos Flyer/Mailer usage example Full HD LCD TV Built in Freeview This LCD TV features a Full High Definition 1080 LCD panel as well as HyperReal Engine picture processor for precise images.the versatile ConnectShare USB input allows convenient playback of a wide range of digital content. Freeview visual identity guidelines 2012 The Freeview UHF high definition receiver is designed to provide stunning 1080p HD output to your HDTV. Use the USB port to connect a USB HDD and play video, music or image files - or $799.00 Freeview I HD Receiver $199.00 $499.00 version three Freeview visual identity guidelines 2012 Online - example of red logo used on white background (in a curved holding device) version three The My Freeview high definition receiver is designed to provide stunning 1080p HD output to your HDTV. Use the USB port to connect a USB HDD and play video, music or image files - or MyFreeview I HD Receiver Your Favourite Appliance Store Visual Identity 2013 14 Visual Identity 2013 15
04. colours 04. colours colours - core palette The colour palette plays a crucial role in communicating the Freeview brand. The primary brand colour is Pantone 485 (red). This colour should be used in all Freeview communications. colours - secondary palette These colours can be used as accents on type or graphic icons. They should only be used sparingly. Wherever possible, the Pantone red should be used. In situations where this is not possible, the following CMYK and RGB/Web colour options should be used as substitutes. RGB values must be used for web and other onscreen applications as well as internally produced Microsoft applications (Word, Excel and PowerPoint) Other core Freeview brand colours are white (used for backgrounds and Freeview Dark Red Dark Blue Dark Teal type) and the beige gradient (used for wallpapers and backgrounds) CMYK: 25c 100m 100y 23k CMYK: 100c 80m 50y CMYK: 100c 30m 50y RGB: 157r 26g 22b RGB: 31r 68g 101b RGB: 0r 126g 132b These gradient colours can be used as alternative background colours. Freeview Red White Beige Gradient Orange gradient Blue gradient Teal gradient Pantone 485 RGB: 255r 255g 255b A gradient which goes from Orange: Blue: Teal: CMYK: 100m 100y dark beige through to a medium CMYK: 5c 45m 80y CMYK: 60c 25m 30k CMYK: 70c 40y 5k RGB: 227r 6g 19b and then lighter beige. RGB: 237r 157g 65b RGB: 86r 130g 169b RGB: 44r 175g 165b Dark Beige: Light Orange: Light Blue: Light Blue: CMYK: 15c 15m 30y CMYK: 10m 30y CMYK: 30c 8m 10k CMYK: 20c 10y RGB: 224r 213g 63b RGB: 255r 233g 192b RGB: 175r 201g 225b RGB: 214r 236g 234b Medium Beige: CMYK: 15c 35m 60y 25k RGB: 180r 143g 95b Light Beige: CMYK: 100m 100y RGB: 237r 27g 36b Visual Identity 2013 16 Visual Identity 2013 17
05. typography 05. typography typography: primary font (external use) Typography plays an important part in the Freeview Brand. Various fonts are used for different types of communications. Gotham is the primary typeface for all external communications. It is used for all body copy and standard headlines. typography: secondary fonts (external use) To add charactor and variation to communications, there is a range of secondary fonts that can be used. These fonts should be used thoughtfully and should never be used for smaller body copy. The brochure cover on page 14 is a good example of mixing these fonts to create a more informal and conversational typographic tone. Gotham Black Gotham Black Italic Use this weight for headlines. Gotham Bold Use this weight for headlines, or subheads. Gotham Book Use this weight for body copy. Gotham Light Use this weight for body copy and small captions. Sanchez Bold Sanchez Bold Italic Use this font for headings, subheadings, intro copy or quotes. Bebas Neue Use this font for headings, subheadings or quotes. Cider Script Use this font for headings, subheadings or quotes. typography: primary font (Internal use) Century Gothic is the primary typeface for all internal communications, including emails. Century Gothic Bold Century Gothic Regular Visual Identity 2013 18 Visual Identity 2013 19
06. imagery 06. wallpapers imagery Imagery such as that used in Freeview advertising reflects the fun, accessible and progressive brand values. Below are examples of existing Freeview images. Copies of these images (and others that appear on the Freeview website and TVCs) can be requested from Freeview. wallpapers These wallpapers can be used as backgrounds for various communications. Only approved wallpapers can be used, in Freeview beige. Secondary palette colours can be used but only with approval from Freeview. Visual Identity 2013 20 Visual Identity 2013 21
07. copy 08. legals advertising and packaging copy pointers legals Key features of Freeview services: Freeview Satellite Crystal clear, digital quality pictures and sound More TV channels than analogue One-off set up cost then no monthly fees 8-day on screen TV guide MyFreeview Satellite Record an entire series at the touch of a button Record and watch Pause live TV Create your own TV schedule Freeview HD Crystal clear, digital quality pictures and sound The added bonus of some of your favourite programmes in high definition More TV channels than analogue One-off set up cost then no monthly fees 8-day on screen TV guide Record two channels MyFreeview HD Record an entire series at the touch of a button Record and watch Pause live TV Create your own TV schedule Record in high definition Record two channels Benefits of Freeview Digital quality pictures and sound More TV channels than analogue 8-day onscreen TV Guide (The Freeview Guide) One-off set up cost then no monthly fees or contracts Freeview lets you continue to watch free TV when New Zealand goes digital Benefits of Freeview approved products Freeview approved products are rigorously tested to ensure that they: Are easy to install Automatically scan for new channels when they launch Have the ability to access interactive TV content as it becomes available Have access to the 8-day Freeview on-screen TV Guide Are capable of receiving over-the-air software upgrades Come with a warranty/service guarantee and support Have a parental control feature Terms and Conditions A one-off purchase is required for a digital receiver and if required, a UHF aerial or satellite dish No monthly fees or contracts Channel line up may differ by region and/or service registered trademarks: The following trademarks (wordmarks and logos) are owned by Freeview Limited: > Freeview > Freeview Satellite > Freeview HD > MyFreeview Satellite > MyFreeview HD Use of these trademarks is subject to the approval of Freeview Limited and the adherence to the guidelines set out in this document. Do not recreate or alter any of the Freeview logos or word marks. Do not proceed to print, circulate or upload any material before it is signed off by Freeview. Please be aware that an installer can state in the body copy of their advertising material that they install Freeview, however only Freeview Accredited partners can use the Freeview trademarked logos in their promotional material. Visual Identity 2013 22 Visual Identity 2013 23
For further information and enquiries regarding the Freeview identity, please contact: Kim Girbin, Marketing Manager 09 916 7334 kim.girbin@freeviewnz.tv Visual Identity 2013 24