discovery style guide

© 2011 TROIKADESIGNGROUP INC. DISCOVERY REBRAND 2

STYLE GUIDE

CONTENTSBRAND IDENTITY CONCEPT

DESIGN SIGNATURES

TAKE YOU THERE ICON TOOLKITICON COLOR CATEGORIESTALENT IMAGERYENERGITIC PALETTETYPEFACEBLOCK TYPE LAYOUTDOCU FILM TEXTURETEXTURERACK FOCUS & DEPTH OF FIELDALWAYS MOVING ACTIONLOGO SYSTEM

10111213141517181920

2526

28

6

30

HERO LOGO IDICON ID

BRAND IDS

PROMO PACKAGING HIERARCHY

PROMO PACKAGING

BLUE CHIP PROMO

SAMPLE: DEADLIEST CATCHPROMO OPEN PROMO TOP TAGPROMO OPEN / TOP TAG TYPE SPECSENDPAGE + LOGO BUTTONENDPAGE TYPE SPECSSPONSOR BED / BBSAMPLE: GOLD RUSHCREATING SHOW SPECIFIC PROMOFOOTAGE BASED LOGO BUTTONS

SHOW SPECIFIC PROMO TOOLKIT

33343536373842434447


STYLE GUIDE

OVERVIEWGENERIC PROMO SAMPLEPROMO OPENPROMO TOP TAGPROMO OPEN/ TOP TAG TYPE SPECSLOWER THIRDENDPAGE: SINGLE SHOWENDPAGE: COMBOENDPAGE: TYPE GRIDENDPAGE TYPE SYSTEMENDPAGE: TYPE SPECSTRANSITIONSTEXT INTERSITIALSPONSOR BED / BBBACKGROUNDS

GENERIC PROMO TOOLKIT

106ICON SHOOT GUIDE

TALENT SHOOT GUIDE 91

CONTENTS

495051525354555657586166676870

72737479

8485878889

IPM OVERVIEWIPM PALETTEIPM TYPE SYSTEMIPM TYPE SPECS

BUG OVERVIEWBUG ANIMATIONSTUNE IN BUG TYPE GRIDTUNE IN BUG SHOW TITLE LAYOUTTUNE IN BUG TYPE SPECS

IPM SYSTEM

BUG SYSTEM


STYLE GUIDE

BRAND IDENTITY OVERVIEW

DISCOVERY ISN’T A BRAND THAT STANDS ON THE SIDELINES. THE BRAND’S INHERENT CURIOSITY MEANS WE JUMP RIGHT IN AND ENJOY THE RIDE THE WORLD GIVES US EVERYDAY. THE CONCEPT FOR THE REFRESHED DISCOVERY BRAND IDENTITY IS “THE RIDE”. EACH SIGNATURE MOTIF OF THE IDENTITY IS DESIGNED TO BE BOLD, AUTHENTIC AND ENERGETIC. FROM THE CLEAN BUT TEXTURED BLOCK TYPOGRAPHY STYLE TO THE LIBRARY OF ICONIC TOOLS THAT ARE TAKEN RIGHT FROM THE WORLDS OF THE SHOWS. THE DESIGN SIGNATURES COMBINE TO CREATE A DISTINCTIVE IDENTITY THAT COULD ONLY BE DISCOVERY.

THIS GUIDE IS HERE TO HELP. TO GIVE YOU INSIGHT INTO THE THINKING BEHIND THE IDENTITY AS WELL AS THE RULES AND GUIDELINES FOR CREATING DAY-TO-DAY COMMUNICATION.

ENJOY THE RIDE

PASSIONATEIMMERSIVE

IN YOUR FACE TALENT

OPTIMISTIC & FUN ENERGETIC PALETTE

TAKE YOU THERE ICONS

THE RIDE

AUTHENTIC

EMOTIONAL


STYLE GUIDE

The new identity is about immersing the audience in the world of discovery, expressing the pure joy, passion and fun our talent has for the world.

BRAND IDENTITY CONCEPT THE RIDE


STYLE GUIDE

1. TAKE YOU THERE ICON TOOLKIT

2. IN YOUR FACE TALENT IMAGERY

3. ENERGETIC PALETTE

4. BLOCK TYPE LAYOUTS

5. DOCU FILM TEXTURES

6. RACK FOCUS & DEPTH OF FIELD CUES

7. ALWAYS MOVING ACTION

SIGNATURESDESIGN

A COMBINATION OF SIGNATURE DESIGN MOTIFS HELP TO DISTINGUISH THE IDENTITY


STYLE GUIDE

TAKE YOU THERE ICON TOOLKIT

Looking like they were taken right from the show’s characters and placed on a branded color background, tools and imagery become hard working symbols for each show. Chosen to evoke the heart of Discovery, the elements become an ownable brand signature. The show’s tone will inform the icons; some will be serious tools, others will have a sense of fun. The background color strongly connects the show’s iconic tools back to the Discovery brand.

Icon images should feel as though they just stepped out of the show.Textures and high speed photography add energy and impact.Unique angles. Designed with type placement in mind.


STYLE GUIDE

BACKGROUND COLOR

LIGHT BLUE

SOUTH BEACH CLASSICSDEADLIEST CATCHSHARK WEEKMYTHBUSTERSFLYING WILD ALASKA

DARK BLUE

STORM CHASERSPLANET EARTHLIFESWORDS

RED

GOLD RUSH ALASKADESERT CAR KINGSAUCTION KINGSAMERICAN CHOPPERLORD OF FLEAS

GREEN

DUAL SURVIVALMAN VS. WILDHOGS GONE WILDSWAMP BROTHERSSURVIVING THE CUTAMERICAN LOGGERSDIRTY JOBSSONS OF GUNS

ICON COLOR CATEGORIES

The background color strongly connects the show’s iconic tools back to the Discovery brand.


STYLE GUIDE

IN YOUR FACE TALENT IMAGERY

Discovery talent are avatars for the audience. The goal with Talent Imagery is to create images that are AUTHENTIC, UP CLOSE AND PERSONAL. The audience should feel they are IN THE ACTION with the talent in the natural show environment.

Talent imagery is immersive, revealing a bit of their world.The angles are unconventional and documentary.


STYLE GUIDE

Graphic elements within a promo can use one of four color options: Hero Light Blue, Dark Blue, Red and Green. White, Black and Grey act as neutrals. Type in most cases is White.

ENERGETIC PALETTE

R: 11 G: 188 B: 228

HERO LIGHT BLUE

WHITE

USED WITH LOGO TYPFACE / PROMO TYPE

USED INNEUTRAL PANELS

ALT LOGO TYPEFACE COLOR

USED IN GRAPHIC BARS

DARK BLUE

DARK GREY

RED

LIGHT GREY

GREEN

BLACK

R: 255 G: 225 B: 225 R: 113 G: 113 B: 113R: 66 G: 66 B: 66 R: 0 G: 0 B: 0

R: 33 G: 80 B: 147 R: 212 G: 0 B: 0 R: 166 G: 206 B: 57


STYLE GUIDE

AVANT GARDE BOLD (NUMERALS)

1234567890 P EP

GOTHAM BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

GOTHAM MEDIUM


GOTHAM BOLD (PRIMARY WEIGHT)


The Gotham family is the main typeface for Discovery with Avant Garde Gothic Bold as a secondary font. Avant Garde Gothic Bold is only used with numbers and P, EP.

TYPEFACE


STYLE GUIDE

BLOCK TYPE LAYOUTS INSPIRATION

The bold honesty of block type layouts fits the authenticity of the Discovery brand. Combined with the clean modern Gotham font the inspiration is a wanted poster for today.


STYLE GUIDE

Big letters, and bold stacked layouts are the signature typestyle for the package. Bars are used to section information and provide frames for marketing information or time.

BLOCK TYPE LAYOUTS


STYLE GUIDE

DOCU FILM TEXTURES

Elements within the package contain texture layers and filmic effects that add to the authentic and cinematic look of the package. Exceptions are made when type is too small and legibility would be compromised.


STYLE GUIDE

RACK FOCUS & DEPTH OF FIELD CUES

Offsetting focus on foreground, midground and background elements creates depth and draws attention to key objects within the frame. Focal play can be applied to both footage and graphic elements within the package.


STYLE GUIDE

ALWAYS MOVING ACTION

Panel animation intermixed with graphics and footage create energetic and dynamic transitions within the package. Panel movement should be inspired and integrated by motion within graphics or live action shots.

example) When a foot comes down in a live action shot, the panel would move vertically down as well. Another example would be when type animates in z space, the panel following would move in z space also.


STYLE GUIDE

LOGO SYSTEM

* LOGO SHOULD MAINLY BE WHITE BUT CAN BE IN GREY (R:66 G:66 B:66) FOR LEGIBILITY OVER FOOTAGE

* LOGO SHOULD ALWAYS BE WHITE OVER GRAPHICS


STYLE GUIDE

LOGO SYSTEM

HERO BLUEThe bar color is dark blue (R: 33 G: 80 B: 147)

WITH URL WITH 1 ICON WITH 2 ICONS

DARK BLUEThe bar color is hero blue (R: 11 G: 188 B: 228)


REDThe bar color is black (R: 0 G: 0 B: 0)


GREENThe bar color is white (R: 255 G: 255 B: 255)



STYLE GUIDE

LOGO SYSTEM

LOGO BUTTON LOOP :02 INTRO + :30 LOOP

HD LOGO BUTTON LOOP :02 INTRO + :30 LOOP

LOGO BUTTON LOOP w/ CHANNEL :02 INTRO + :30 LOOP

HD LOGO BUTTON LOOP w/ CHANNEL :02 INTRO + :30 LOOP

NOTEDelivered as quicktimes. Also :30 static logo loop quicktimes are delivered in each version.


STYLE GUIDE

LOGO SYSTEM HERO LOGO LOOP :10 INTRO + :30 LOOP

HERO HD LOGO LOOP :10 INTRO + :30 LOOP

HERO LOGO LOOP w/ CHANNEL :10 INTRO + :30 LOOP

HERO HD LOGO LOOP w/ CHANNEL :10 INTRO + :30 LOOP

KEYABLE HERO LOGO LOOP :10 INTRO + :30 LOOP

PROJECT FILE: DSC_HeroLogoLoop.aep


STYLE GUIDE

A signature animation that embodies the immersive and cinematic spirit of Discovery. Organic light adds scale and drama while panel animation resembling camera shutter movement aid in tying it back to the package.

HERO LOGO ID (:10 & :05)

HERO ID (:10 & :05)


STYLE GUIDE

An energetic and fun montage of Icons representing the different genres of Discovery. Panel animation adds a dynamic quality while sound design aids in creating an immersive feel.

ICON ID (:10 & :05)


STYLE GUIDE

BLUE CHIP PROMOSDistinctive editorials and audio with integrated brand signatures.

SHOW SPECIFIC PROMOImmersive icons connect shows to the brand.

GENERIC PROMOGraphic centered for versatility

PROMO PACKAGING HIERARCHY


STYLE GUIDE

BLUE CHIP PROMOS

Signatures of the package can translate into blue chip promos through the adaptation of typography, texture, and animation. The Discovery logo animation can also be customized for the promo by adjusting background color and animation tonality.


STYLE GUIDE

BLUE CHIP PROMO TYPE SYSTEM

SHOW LOGOSHOW LOGO SHOULD FIT THE BOUNDARY BOX.

TUNE-IN INFORMATIONTYPE SHOULD FIT THE BOUNDARY BOX. THE BOUNDARY BOX CAN GET BIGGER OR SMALLER DEPENDING ON THE INFORMATION.

SPONSOR LOGOSPONSOR LOGO SHOULD BE CENTERED IN THE BOUNDARY BOX.

LINELINE COLOR SHOULD REFLECT THE COLOR OF THE SHOW LOGO.


STYLE GUIDE

SHOW SPECIFIC SAMPLE DEADLIEST CATCH


STYLE GUIDE

DISCOVERY LOGO OPEN :03

PROMO OPEN


STYLE GUIDE

TOP TAG V1 :03

TOP TAG V2 :03

TOP TAG V3 :02

PROMO TOP TAG


STYLE GUIDE

TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 223 pxKERNING: -63OPACITY: 100%RGB: 255, 255, 255

TUNE-IN DAYNEXTFONT: GOTHAM BOLDSIZE: 136 pxKERNING: 0OPACITY: 66%RGB: 255, 255, 255

DAYFONT: GOTHAM BOLDSIZE: 223 pxKERNING: -63OPACITY: 100%RGB: 255, 255, 255

ONE LINE

TWO LINE

PROMO OPEN/ TOP TAG TYPE SPECS


STYLE GUIDE

1 SHOW TOOLKIT + LOGO BUTTON :07

ENDPAGE + LOGO BUTTON


STYLE GUIDE

NOTEType specs are based on 1920 x 1080 px After Effects file.

SHOW TITLEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255

ENDPAGE INTRO TYPE SPECS


STYLE GUIDE

TUNE-INHOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255

PFONT: AVANT GARDE BOLDSIZE: 164 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255

EPFONT: AVANT GARDE BOLDSIZE: 83 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255


MARKETING INFOFONT: GOTHAM MEDIUMSIZE: 49 pxKERNING: 35OPACITY: 100%RGB: 255, 255, 255

TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 79 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255

FULL HOUR

TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255

MINUTESFONT: AVANT GARDE BOLDSIZE: 114 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255


EPFONT: AVANT GARDE BOLDSIZE: 48 pxKERNING: 7OPACITY: 100%RGB: 255, 255, 255





ENDPAGE TUNE IN TYPE SPECS

HALF HOUR


STYLE GUIDE



TUNE-INFONT: GOTHAM BOLDSIZE: 63 pxKERNING: -50OPACITY: 100RGB: 255, 255, 255

NEXT



STYLE GUIDE


TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255





TUNE-IN DATE/DAYFONT: GOTHAM BOLDSIZE: 58 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255

WITH DATE - SHORT

WITH DATE - LONGWhen the tune-in day and/or month is long to fit in one bar, create as an animated sequence. Tune-in type should not get any smaller than Gotham 58 px.


STYLE GUIDE

SPONSOR BED

SPONSOR BED :10

SPONSOR BED/BB :10


STYLE GUIDE

SHOW SPECIFIC SAMPLE GOLD RUSH


STYLE GUIDE

CREATING SHOW SPECIFIC PROMOS

Designate a Backdrop Color for Show• Choose a color and texture indigenous and iconic for the show. If there is not an obvious choice, look at existing imagery and environment within show for reference. Also consider the tone of the show you are shooting for, is it light show or a serious one?

The Background color category below shows existing color choices for genres of shows.

Colors can be brought in through simple textured walls and seamlesses or through physical objects, such as drapes or panels.

* more extensive descriptions on icon backdrop color and texture can be found in the icon shoot guide at the end of this book

BACKGROUND COLORLIGHT BLUE

SOUTH BEACH CLASSICSDEADLIEST CATCHSHARK WEEKMYTHBUSTERSFLYING WILD ALASKA

DARK BLUE

STORM CHASERSPLANET EARTHLIFESWORDS

RED

GOLD RUSH ALASKADESERT CAR KINGSAUCTION KINGSAMERICAN CHOPPERLORD OF FLEAS

GREEN

DUAL SURVIVALMAN VS. WILDHOGS GONE WILDSWAMP BROTHERSSURVIVING THE CUTAMERICAN LOGGERSDIRTY JOBSSONS OF GUNS


STYLE GUIDE


Choose Icons• An icon should seem like they are taken right from the show and placed within the promo. The show’s tone will inform the icons; some may be serious, others will have a sense of fun. Choose icons that are instantly recognizable yet create insider metaphors for the show. Also, select icons that provide opportunities for dynamic movement within the editorial of the promo.

Decide Which Icons Go Where• Icons may be used in Promo Opens and Toptags and Endtag intros. Toptags work best with compositions that have a lot of negative space on the upper left side. Endtag intros are more flexible because type can be bold and may cover the entire frame.

Shoot Icons or Select Icons from Existing Icon Toolkit • More indepth explanation on Shooting Icons can be found in the Icon Shoot Guide at the end of this book.


STYLE GUIDE

Create Logo Resolve Shot • The logo resolve may be placed on top of footage of a environment plate from the icon shoot. Guidelines for choosing logo resolve shots can be found on pg 38.


Select or Shoot Endtag Talent • More indepth explanation on Shooting Icons can be found in the Icon Shoot Guide at the end of this book.


STYLE GUIDE

MYTHBUSTERS

MYTHBUSTERS

FLYING WILD ALASKA

GOLD RUSH

CARFELLAS

DEADLIEST CATCH

FOOTAGE BASED LOGO BUTTONS

A Footage based logo plate allows the promo to end with a more immersive feel. This backplate shot can be chosen from an existingepisode of a show or planned for while shooting on location.

Choose an icon for the Show• Choose a shot that contains an iconic representation for the show or show episode. Overlap between the logo and the object will create a stronger sense of immersion. ex) canon exploding and shooting a canon ball over the logo for mythbusters, Excavator for Gold Rush. Airplane flying over Discovery Logo for FLying Wild Alaska.

Panoramic Framing for the Logo• Choose a panoramic shot that contains a fair amount of negative space for the logo. Avoid messy or complicated shots that hinder legibility.

Locked Shot• For ease of use in post production, select a locked off shot.

Duration• Backplate Shot should hold for more than :02

Logo Color• White is the recommended color for Discovery Logos but Grey maybe used for legibility purposes.


STYLE GUIDE

A generic show package utilizes the essential graphic signatures for situations where there are no talent images or show icons. Show promo packages can be created in one of four color options. Hero Blue, Dark Blue, Red or Green. Choose a color that fits the tone and iconic elements of the show.

PROJECT FILE:DSC_Gen_Pr_LightBlue.aep

PROJECT FILE:DSC_Gen_Pr_Red.aep

PROJECT FILE:DSC_Gen_Pr_DarkBlue.aep

PROJECT FILE:DSC_Gen_Pr_Green.aep

GENERIC PROMO OVERVIEW


STYLE GUIDE

GENERIC PROMO SAMPLE SONS OF GUNS


STYLE GUIDE

DISCOVERY LOGO OPEN :03

PROMO OPEN


STYLE GUIDE

TOP TAG V1 :03

TOP TAG V2 :03

TOP TAG V3 :02

PROMO TOP TAG


STYLE GUIDE


TUNE-IN DAYNEXTFONT: GOTHAM BOLDSIZE: 136 pxKERNING: 0OPACITY: 66%RGB: 255, 255, 255

DAYFONT: GOTHAM BOLDSIZE: 223 pxKERNING: -63OPACITY: 100%RGB: 255, 255, 255

ONE LINE

TWO LINE

PROMO OPEN/ TOP TAG TYPE SPECS



STYLE GUIDE

SEQUENCE :10 LOOP

BAR COLORBar colors in promo follow the designated color of the promo. Type system is same as the IPM system. For type specs, go to pg 78.

RGB: 56 / 138 / 190

RGB: 179 / 3 / 0

RGB: 33 / 80 / 147

RGB: 95 / 167 /21

LOWER THIRD


STYLE GUIDE

1 SHOW TOOLKIT + LOGO BUTTON :07

ENDPAGE SINGLE SHOW


STYLE GUIDE

COMBO TOOLKIT + LOGO BUTTON :05

COMBO TOOLKIT + LOGO BUTTON :09

ENDPAGE COMBO SHOW


STYLE GUIDE

SHOW TITLE

TIMECENTER TIME INSIDE THE BOX

MAINTAIN EQUAL LEADINGBETWEEN TYPE SECTIONSAND BARS

BOTTOM OF THE SHOW TITLE SHOULD LINE UP AT THE TITLE BASELINE

MARKETING INFO/ TUNE-IN MARKETING INFO AND TUNE-IN DAY / TIME TYPE SHOULD BE CENTERED

ENDPAGE TYPE GRID


STYLE GUIDE

When possible, try to keep keywords at a larger scale.Kern tighter on long words to maintain a larger size and wideron short words. Show titles should fit the width of the show title box.

ENDPAGE TYPE SYSTEM

SHOW TITLE LAYOUT


STYLE GUIDE

ENDPAGE TYPE SYSTEM

SHOW TITLE LAYOUT SAMPLES


STYLE GUIDE

After changing the show title, center the tune-in block vertically.

ENDPAGE TYPE SYSTEM

TUNE-IN TYPE POSITION


STYLE GUIDE

MARKETING INFO

SHOW TITLE


FONT: GOTHAM BOLDSIZE: 323 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255

FONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 100%RGB: 255, 255, 255

ENDPAGE INTRO TYPE SPECS


STYLE GUIDE

TUNE-INHOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255





TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 79 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255

FULL HOUR

TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255



EPFONT: AVANT GARDE BOLDSIZE: 48 pxKERNING: 7OPACITY: 100%RGB: 255, 255, 255






HALF HOUR


STYLE GUIDE



TUNE-INFONT: GOTHAM BOLDSIZE: 63 pxKERNING: -50OPACITY: 100RGB: 255, 255, 255

NEXT



STYLE GUIDE


TUNE-IN HOURFONT: AVANT GARDE BOLDSIZE: 378 pxKERNING: -40OPACITY: 100RGB: 255, 255, 255





TUNE-IN DATE/DAYFONT: GOTHAM BOLDSIZE: 58 pxKERNING: -40OPACITY: 100%RGB: 255, 255, 255

WITH DATE - SHORT

WITH DATE - LONGWhen the tune-in day and/or month is long to fit in one bar, create as an animated sequence. Tune-in type should not get any smaller than Gotham 58 px.


STYLE GUIDE

V1 15 FRAME

V2 10 FRAME

TRANSITIONS


STYLE GUIDE

INTERSTITIAL 1

ANIMATION SAMPLE

INTERSTITIAL 2

INTERSTITIAL 4 INTERSTITIAL 5

INTERSTITIAL 3

INTERSTITIAL 6

There are six versions of interstitials in the After Effects file. These layouts are references and may be altered for various type layout needs.

TEXT INTERSTITIALS


STYLE GUIDE

SPONSOR BED :10

SPONSOR BED/BB :10

SPONSOR BED


STYLE GUIDE

KEEP SPONSOR LOGO WITHIN BOUNDRY BOX

LOGO BACKPLATE

USE BACKPLATE ONLY WHEN THE LOGO IS SAME TONE AS THE BACKGROUND

SPONSOR BED GRID


STYLE GUIDE

PROJECT FILE:DSC_BG_LightBlue.mov

PROJECT FILE:DSC_BG_Red.mov

PROJECT FILE:DSC_BG_DarkBlue.mov

PROJECT FILE:DSC_BG_Green.mov

LIGHT BLUE :30

RED :30

DARK BLUE :30

GREEN :30

BACKGROUNDS


STYLE GUIDE

PROJECT FILE:DSC_IPM_HD.aepDSC_IPM_SD.aep

HD_DSC_IPM_w_Still.psdHD_DSC_IPM_w_Talent.psdHD_DSC_IPM_w_Video.psd

SD_DSC_IPM_w_Still.psdSD_DSC_IPM_w_Talent.psdSD_DSC_IPM_w_Video.psd

IPM OVERVIEW


STYLE GUIDE

TYPE COLOR: WHITERGB: 255, 255, 255

BAR COLOR: REDRGB: 179, 3, 0

IPM PALETTE


STYLE GUIDE

SHOW TITLE Show titles should fit as a block of text within the IPM title safe area. Bottom of the show title should line up at the title baseline.

TITLE BASELINE

MARKETING INFO/ TUNE-IN Marketing info and tune-in day / time type should be centered.

OPACITY BREAKDOWN• Show Title Type - 80%• Marketing Info Bar - 100%• Marketing Info Type - 100%• Tune-In Day and Time Type - 80%• Discovery Bug - 100%

MARKETING BARThe bar lines up to the top of the “D”.

IPM TYPE SYSTEMGRID


STYLE GUIDE

IPM TYPE SYSTEMSHOW TITLE LAYOUT• Show titles should fit as a block of text within the IPM title safe area.• Kern tighter on long words to maintain a larger size and wider on short words. • Pick a keyword and make it big. Subtitles or discriptive words should be in small size. • For impact, stack the show title whenever possible but if all the words have similar number of character, think of a way to break up the size. For example, instead of stacking “HOGS GONE WILD” into 3 lines, make it two lines. “HOGS” is the keyword, so make it bigger than the others. • The smallest recommend typs size is 28 px Gotham Bold which will allow for up to 16 characters per line.


STYLE GUIDE

IPM TYPE SYSTEMSHOW TITLE LAYOUT SAMPLES


STYLE GUIDE

• Up to 4 characters - Type should fit the height of the tune-in day box. This is when the type is at its biggest size.

• 5-10 characters - Type should fit the width of the tune-in day box and line up at the top of the box.

IPM TYPE SYSTEM

TUNE-IN DAY

• Up to 16 characters - Marketing bar can hold up to 16 characters. Type should be centered inside the marketing bar.

MARKETING INFO

• 2 Line - Tune-in date and day becomes two line and each line can hold up to 12 characters. Tune-in date and day should be left justified.

TUNE-IN DAY & DATE


STYLE GUIDE

IPM TYPE SYSTEM

• Up to 21 characters per line

• Center Justified

• Highlight information- Gotham Bold is used to highlight certain information while Gotham Book is used for other text.

• Up to 35 characters per line

• Left Justified

LOG ON / BUY

SPONSOR

NOTE: For type specs, go to pg 67.


STYLE GUIDE


WEEKDAY FULL HOUR

NEXT WEEKDAY HALF HOUR

TUNE-IN TIMEHOURFONT: AVANT GARDE BOLDSIZE: 59 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255






MARKETING INFOFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255

TUNE-IN DAYWEEKDAYFONT: GOTHAM BOLDSIZE: 57 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255



TUNE-IN DAYNEXT WEEKDAYFONT: GOTHAM BOLDSIZE: 33 pxKERNING: -32OPACITY: 80%RGB: 255, 255, 255

IPM TYPE SPECS


STYLE GUIDE


TONIGHT FULL HOUR

TOMORROW HALF HOUR








TUNE-IN DAYTONIGHTFONT: GOTHAM BOLDSIZE: 36 pxKERNING: -32OPACITY: 80%RGB: 255, 255, 255



TUNE-IN DAYTOMORROWFONT: GOTHAM BOLDSIZE: 25 pxKERNING: -32OPACITY: 80%RGB: 255, 255, 255

IPM TYPE SPECS


STYLE GUIDE

DATE - SHORT

DATE - LONG

TUNE-IN DATEAPRIL 24FONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255








TUNE-IN DAYSUNDAYFONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255



TUNE-IN DAYWEDNESDAYFONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255

TUNE-IN DATEDECEMBER 30FONT: GOTHAM BOLDSIZE: 25 pxKERNING: -45OPACITY: 80%RGB: 255, 255, 255

IPM TYPE SPECS


STYLE GUIDE

NOW/NEXT/LATER

QR CODE V1

QR CODE V2


NOW/NEXT/LATERFONT: GOTHAM BOLDSIZE: 57 pxKERNING: -20OPACITY: 80%RGB: 255, 255, 255



SUB COPYFONT: GOTHAM BOLDSIZE: 20 pxKERNING: -15LEADING: 21 pxOPACITY: 80%RGB: 255, 255, 255

DISCOVERY CODEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%KERNING: -15RGB: 255, 255, 255

SCAN HEREFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255

DISCOVERY CODEFONT: GOTHAM BOLDSIZE: FIT TO BOXOPACITY: 80%KERNING: -15RGB: 255, 255, 255

SCAN HEREFONT: GOTHAM BOLDSIZE: 23 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255

IPM TYPE SPECS


STYLE GUIDE

SPONSOR

BUY

LOG ON

SPONSOR COPYFONT: GOTHAM BOLDSIZE: 28 pxKERNING: -41LEADING: 30 pxOPACITY: 80%RGB: 255, 255, 255

BUY FONT: GOTHAM BOLDSIZE: 24 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255

COPYNON-HIGHLIGHTEDFONT: GOTHAM BOOKSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255

COPYHIGHLIGHTEDFONT: GOTHAM BOLDSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255

COPYHIGHLIGHTEDFONT: GOTHAM BOLDSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255

LOG ONFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -16OPACITY: 100%RGB: 255, 255, 255

COPYNON-HIGHLIGHTEDFONT: GOTHAM BOOKSIZE: 27KERNING: -14LEADING: 29 pxOPACITY: 80%RGB: 255, 255, 255

IPM TYPE SPECS



STYLE GUIDE

PROJECT FILE:DSC_HD_Bug.aepDSC_SD_Bug.aep

BUG OVERVIEW

HD BUG

TUNE IN BUG (WATERMARK) TUNE IN BUG SD

SD BUG


STYLE GUIDE

BUG ANIMATION HD

DISCOVERY TO D

BROADCAST IN HIGH-DEFINITION


STYLE GUIDE

BUG ANIMATION SD

AVAILABLE IN HD

DISCOVERY TO D


STYLE GUIDE

TUNE-IN DAYNext weekday / weekday and date becomes two line. Time gets bigger to match the height of the two line tune-in day.

TITLE BASELINEBottom of the show title should line up at the title baseline.

MARKETING INFO/ TUNE-IN Marketing info and tune-in day / time type should be centered.

TUNE IN BUG TYPE GRID

SHOW TITLE Show titles should fill the width of the show title box.


STYLE GUIDE

TUNE IN BUG SHOW TITLE LAYOUTWhen possible, try to keep keywords at a larger scale.Kern tighter on long words to maintain a larger size and wideron short words. Show titles should fit the width of the show title box.


STYLE GUIDE

WEEKDAY FULL HOUR

NEXT WEEKDAY HALF HOUR


BUG TYPE SPECS











TUNE-IN DAYFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -65LEADING: 20 pxOPACITY: 60%RGB: 255, 255, 255


STYLE GUIDE


HI-DEFINITIONFONT: GOTHAM BOLDSIZE: 34 pxKERNING: -27OPACITY: 80%RGB: 255, 255, 255

BROADCAST INFONT: GOTHAM BOLDSIZE: 24 pxKERNING: -25OPACITY: 100%RGB: 255, 255, 255

BROADCAST IN HD

BUG TYPE SPECS

NEW EPISODENEWFONT: GOTHAM BOLDSIZE: 66 pxOPACITY: 60%RGB: 255, 255, 255

EPISODEFONT: GOTHAM BOLDSIZE: 37 pxKERNING: -25OPACITY: 60%RGB: 255, 255, 255


STYLE GUIDE

93OVERVIEW

94GOAL

104SHOOT CHECK LIST

95SINGLE TALENT SHOTS

96GROUP TALENT SHOTS

97LOCATION

98ACTION

99FRAMING

100WARDROBE AND PROPS

101CAMERA LENS / SPEED / MOVEMENT

102LIGHTING

COLOR PROCESSING103

CONTENTS

PORTRAITUREIMMERSIVE

VIGNETTESLINKED WITH ENVIRONMENT

UP CLOSE AND PERSONAL

AUTHENTIC

EMOTIONAL

UNIQUE PERSPECTIVE

IN THE ACTION


STYLE GUIDE

Discovery talent are avatars for our audience. We want to create a signature talent image that is AUTHENTIC, UP CLOSE AND PERSONAL. The audience should feel they are IN THE ACTION with the talent in the natural show environment.

GOAL


STYLE GUIDE

PROMO ENDTAG SCHEMATIC

Talent imagery is used specifically within a promo endtag along with tune in information. The schematic shows the main area where talent is featured and where negative space should be kept for tune-in.

• Talent should be either left or right of the frame.• Talent Safe Areas are important to ensure tune-in legibility.• Talent may have movement as long as there is no interference with the tune-in. • Needs to hold for at least :04

TALENT SAFE AREATUNE-INLEFT

TALENT SAFE AREA TUNE-INRIGHT

SINGLE TALENT SHOTS


STYLE GUIDE

PROMO ENDTAG SCHEMATIC

• Talent should be either left or right of the frame.• Talent Safe Areas are important to ensure tune-in legibility.• Talent may have movement as long as there is no interference with the tune-in. • Needs to hold for at least :04

TUNE-INLEFT

TALENT SAFE AREA TUNE-INRIGHT

Group scenarios will be developed to express immersion, texture, active angles and lensing while capturing relationships between the talent. We recommend that imagery be limited to the key talent in order to retain the closeup and personal quality.

GROUP TALENT SHOTS


STYLE GUIDE

Choose An Authentic Location• Choose a location indigenous and iconic for the show. If this is not an option create an environment that brings a sense of location or authentic texture into the image.

Keep the background simple• To ensure promo type legibility, avoid complicated or messy backdrops

Maintain Space for Depth of Field• Provide enough distance behind talent for environment to fall out of focus

LOCATION


STYLE GUIDE

Action Should be Iconic• Think of poster moments for the show

Eye Contact• At the end of every action Talent should ALWAYS MAKE EYE CONTACT WITH AUDIENCE

Simple Yet Dynamic• Simple movements can include turning, lifting head and making eye contact with audience while, more dynamic shots could include: moving into frame (Mike Roe coming out of tight spot), clapping (Mythbusters clapping with glee), big arm movements, etc.

* IMAGES FOR DYNAMIC ACTION REF ONLY. DO NOT REFER FOR FRAMING

ACTION


STYLE GUIDE

Create a Dynamic Angle• Use diagonal compositions and foreshortening of body towards camera rather than framing straight to camera

Maintain Negative Space• Negative space should be protected for Promo info * refer back to promo endtag schematic for specifics

Lead Eye to Promo Info• Composition of talent should lead audience’s eye to promo info

Limit Group to Key Talent• For group scenarios we recommend limiting it to the key talent in order to maintain our closeup framing

FRAMING


STYLE GUIDE

* IMAGES FOR WARDROBE REF ONLY NOT FOR FRAMING

Wardrobe / Props Should be Authentic• Wardrobe and props should appear authentic and indigenous to show environment

Aid Story Telling• All details should aid in telling the story of the show

Use Accent Colors• If there is a wardrobe or prop item iconic to the show, use saturated colors to pop that particular item. This will provide a focal point and link footage back to graphics

WARDROBE AND PROPS


STYLE GUIDE

35-50mm Lens• Audience should be able to feel like they are in the scene with the talent and so a 35-55mm lens (on 35mm film) would feel most natural. When choosing a red or other digital camera, lenses should adjust accordingly

Shallow Depth Of Field• Create a shallow depth of field and allow the environment to fall back

Avoid Distortion• Avoid lenses that create distortion or distance the viewer from the subject.

30 fps (Base)• To integrate with graphics, base speed should be set at 30fps

60 fps• (Optional) Use a higher frame rate when motion is minimal (Such as turning or lifting the head)

Locked Camera• Camera should be locked to allow flexibility in post-production

CAMERA LENS / SPEED / MOVEMENT


STYLE GUIDE

* IMAGES ARE TOO PROCESSED AND HARSHLY LIT

*NATURAL SEEMING LIGHT SOURCE

Emulate Natural Light• Lighting should appear natural within the scene environment. Use Techniques that enhance the feeling of immersion and authenticity

Avoid A Processed Look• Use techniques that enhance the feeling of immersion and authenticity (ie. avoid strobes or gelled light that create a processed aesthestic)

LIGHTING


STYLE GUIDE

De-Saturate While Maintaining Flesh Tones• To create a cinematic feel, overall color should be slightly de-saturated while maintaining a natural flesh tone

Emphasize Accent Colors• Saturation on wardrobe or prop accent colors should be emphasized

COLOR PROCESSING


STYLE GUIDE

WHEN DEVELOPING A TALENT SHOT LIST ALWAYS

CONSIDER THE FOLLOWING:

- Is it a single or group shot?

- Does your framing maintain negative space for tune-in?

- What is an authentic location for the talent?

- What actions can be subtle yet impactful?

- Is the framing immersive and dynamic?

- Are wardrobe & props authentic and iconic?

- Are you using the camera lens, speed and movement to enhance feeling of immersion?

- Does the lighting seem part of their natural environment?- Have you desaturated the image and popped accent colors in post?

- Does the shot immerse you in the world of our talent avatars?

CHECK LIST


STYLE GUIDE

107OVERVIEW

108GOAL

109CONTEXT WITHIN PROMO

110BACKDROP COLOR AND TEXTURE

111COMPOSITION AND FRAMING

112ACTION

113CAMERA LENS / SPEED / MOVEMENT

114LIGHTING

115COLOR PROCESSING

116SHOOT CHECK LIST

CONTENTS

IMMERSIVE

ENERGETIC

TACTILE AND TEXTURAL

COLORFUL ACCENTS

UNIQUE PERSPECTIVE

ICONIC STORYTELLING

DYNAMIC ACTION

CINEMATIC


STYLE GUIDE

Capture images that look like they were taken right from the show’s characters and placed on a branded color background. The show’s tone will inform the icons; some will be serious tools, others will have a sense of fun.Icons should be hard working symbols for each show and through a tightly directed aesthetic become ownable brand signatures for the Discovery Brand.

GOAL


STYLE GUIDE

Icon imagery is used throughout a promo to instigate movement of graphics. (Refer to existing show specific promo samples) Shown below are main uses for icons and where negative space should be kept for tune-in.

• Safe Areas are important to ensure tune-in legibility.• Imagery may overlap with type as long as there is no interference with the promo info. • Most icons are on screen for :02-:03 but should be shot with heads and tails

OPEN (:02-:03) *note that DAY or tail-end of words can be overlapped with imagery

TOP OF ENDTAG (:02)

*note that words can be overlapped with imagery as long as word can be recognized PROMO TYPE AREA

ENDTAG RESOLVE LEFT (:02 - :03) *Negative space must be maintained

PROMO TUNE-INSAFE AREA

ENDTAG RESOLVE RIGHT (:02 - :03) *Negative space must be maintained

PROMO TUNE-INSAFE AREA

CONTEXT WITHIN PROMO


STYLE GUIDE

Designate a Color and Backdrop Texture for Show• Choose a color and texture indigenous and iconic for the show. If there is not an obvious choice, look at existing imagery and environment within show for reference. Also consider the tone of the show you are shooting for, is it light show or a serious one?

Find opportunities to Create Texture • Texture creates a sense of physical space and hints at environments. If possible, create big blocks of color through surfaces that might actually be found inside the show environment. (ie. blue painted wood for Deadliest Catch hints at the deck of a ship)

Right Amount of Texture • The challenge is to create texture that is ambient and natural based on the show. If it is too heavy handed, the shot will lose its branded look, if it is too simple, it will look stark and lose its authentic feel.

Backdrops are based on the brand color palette and can be achievedin various ways. Colors can be brought in through simple textured walls and seamlesses or through physical objects, such as drapes or panels.

BACKDROP COLOR AND TEXTURE


STYLE GUIDE

Create a Framework for Dynamic Action• Composition should allow for easy read of action.

Create Depth and Space• Provide enough space for camera falloff and create depth by letting the backdrop fall off. Having mid ground elements also aid in creating depth.

Provide Negative Space & Lead Eye to Promo Info• Composition of frame should have enough negative space to accomodate various promo applications and lead audience’s eye to promo info

COMPOSITION & FRAMING


STYLE GUIDE

Create a Simple Yet Dynamic Action• The bulk of icons will be used in promos for about two to three seconds. Keep it to one simple move that will bring the most dynamic result.

Maintain Negative Space• The action can reveal cross frame but should always resolve with a negative space to accomodate promo information. * refer back to promo endtag schematic for specifics

Lead Eye to Promo Info• Action should lead audience’s eye to promo graphics.

ACTION


STYLE GUIDE

20-50mm Lens• A 20-50mm lens (on 35mm film) is recommended. When choosing a red or other digital camera, lenses should adjust accordingly.

Shallow Depth Of Field• Create a shallow depth of field and allow the environment to fall back.

Avoid Distortion• Avoid lenses that create distortion or distance the viewer from the subject.

60 fps (Base)• 60 fps was used to intensify and focus the action.

120+ fps• (Optional) Use a higher frame rate when motion is minimal. (Such as dropping or throwing small objects)

Stable Camera Movement• Camera movement should be minimal for maximum flexibility in post-production. When a dolly or track movement is necessary, make sure the resolve movements are stable.

CAMERA LENS / SPEED / MOVEMENT


STYLE GUIDE

Emulate Natural Light• Lighting should appear natural within the scene environment. Use techniques that enhance the feeling of immersion and authenticity.

Maintain Chroma in the Backdrop• Intense light or lack of light will change the integrity of the backdrop color. This can be fixed to a certain extent in post but maintain chroma and mid value tones as much as possible.

Create Vignettes (Fall Off of Light to Shadow)• Focus light around the main objects and allow light to fall of to darkness at the edges. This will aid in the legibility of promo information.

Avoid A Processed Look• Use techniques that enhance the feeling of immersion and authenticity (ie. avoid strobes or gelled light that create a processed aesthestic)

LIGHTING


STYLE GUIDE

Maintain Overall Impression of the Designated Show Color• Other colors may be brought into the scene as long as the IMPRESSION OF COLOR is still intact. Be mindful of your biggest color space.

Use Accent Colors that are Natural to the Show• Accent colors bring energy and liven up the scene. Try complementary colors or neutrals that are natural to the show for best results.

COLOR PROCESSING


STYLE GUIDE

WHEN DEVELOPING A ICON SHOT LIST ALWAYS

CONSIDER THE FOLLOWING:

- Is it a strong symbol for the show?

- Will it provide dynamic and easy to read action?

- What would be a suitable backdrop color and texture in evoking a sense of authenticity and space?

- What actions can be simple yet impactful?

- Is the framing immersive and dynamic?

- Is your negative space intact?

- Are you using the camera lens, speed and movement to enhance the feeling of immersion?

- Does the lighting seem part of their natural environment?- Does the lighting maintain the chroma and value needed for the brand look?- Does the accent color create a focal point for the icon and is the color inherent to the show?

- Does the shot immerse you in the show?

CHECK LIST

THANK YOU

discovery style guide

Documents

hard working symbols

check listwhen developing

gotham medium size

gotham bold size

lead audiences eye

sponsor bedsponsor bed

top tag v3

higher frame rate