Logo Use Standards & Brand Messaging

Transcription

1 Logo Use Standards & Brand Messaging 2016 WLVT PBS39 The Complete Branding Guide and Logo Use Standards with PBS39 were developed for use by its employees and partners. Visit wlvt.org or call for more information.

2 Welcome! Welcome to the PBS39 family. We believe your organization is part of what makes the Lehigh Valley great. We ve created the enclosed, and online tools to help you tell your story and share our organizations collective impact on the Lehigh Valley. Inside, you ll find ideas and resources to help share your story online, in print, and in the news, including examples of how we ve partnered with other partners to plan community events, create media releases, boost social media posts, and raise awareness across the Lehigh Valley. You ll also find our Logo Use Standards and a guide to downloading the correct PBS39 logo or ready-made ad from We re available to answer questions. Call Jessica Lee, Director of Multimedia Design directly at or jessical@wlvt.org. Thank you for all you do!

3 Logo Use Standards 2016 WLVT PBS39 The Complete Branding Guide and Logo Use Standards with PBS39 were developed for use by its employees and partners. Visit wlvt.org or call for more information.

4 Purpose of Logo Use Standards PBS39 s logo is its most distinguishable mark. Staff and board members put much thought and planning into a logo design. The logo represents PBS39 s connection to the community, and its mission to educate and inspire our community. The logo is one of PBS39 s most valuable assets and should be treated as such. Consistent usage of the logo and accompanying elements, such as typography, color, and layout, is vital to maintaining PBS39 s image and strengthening the community s positive identification with PBS39. When using the PBS39 logo in print, web, social, or on screen, please follow the logo use standards found on the following pages.

5 Approved PBS39 Logos Approved PBS39 Logos: Please use the P-Head PBS39 logo in either color (file name: PBS39_485C) or greyscale (file name: PBS39_K), depending on your needs. Always use approved master artwork provided by PBS39 never recreate artwork yourself. All PBS39- approved logos are available for download at wlvt.org/brand. A. FULL COLOR LOGO: The preferred logo version. (PBS39_logo_CMYK.eps) B. GREYSCALE: The standard B&W representation, to be used on light colored backgrounds. This presentation is also useful for one-color printing jobs. (PBS39_logo_GREY.eps) C. REVERSE LOGO: To be used on PBS39 gray or dark backgrounds. (PBS39_logo_white_rev.eps)

6 Color Palette Approved PBS39 Colors: The PBS39 brand colors were carefully selected to represent the organization. Necessary for professional print jobs, PBS39 s CMYK colors are below. Do not use PBS39 logos in unauthorized colors. If a logo must be used in one color or black and white, use the enclosed greyscale version. PBS39 color palette For PBS39 Dk. Orange use: For PBS39 Grey use: CMYK: CMYK: RGB: RGB: Web: # dc291e Web: # Pantone Solid Coated 485C Pantone Solid Coated 446C For PBS39 Med. Orange use: For PBS39 Yellow use: CMYK: CMYK: RGB: RGB: Web: # f26623 Web: #fdbb3d Pantone Solid Coated 166C Pantone Solid Coated 136C Typography Supporting Fonts Arial Cambria Calibri (Internally PBS Explorer should be used where appropriate)

7 Minimum Size Standards When employing the PBS39 logo, please follow the minimum size standards below. WEB (72dpi) 72 pixels 1.00 inch PRINT (300dpi) 150 pixels 0.50 inches When using the PBS39 logo alongside your organizational logo(s) and other partner logo(s), please present all logos as visually equal, when possible.

8 Logo Protection Area As often as possible, the PBS39 logo and surrounding content should each be surrounded by white space to ensure copy, logos, photographs, and illustrative materials can independently capture reader/user focus. Situations may arise where ample white space isn t feasible. In those instances, position the PBS39 logo with a minimum area of protection as depicted below, based on the cap-width of the PBS39 number mark.

9 Unacceptable Usage Always use the PBS39 logo in scale and with all marks and typography intact. Do not remove any of the graphic elements in the PBS39 logo to use on their own. Never attempt to redraw or rescale the elements of the PBS39 logo, or add other graphics or pictures to the logo. PBS39 Do not use the PBS39 acronym by itself. Use only when referring to PBS39 in a sentence. The PBS P-head (located within the circle) must remain white and/or filled in white at all times. No other color should show through it Do not use the PBS39 brandmark (P-head) by itself. The PBS39 brandmark must not appear without the PBS39 acronym or full name. Never attempt to redraw or rescale the elements of the PBS39 logo or add other graphics or pictures to it. Do not adjust PBS39 colors to match your design or logo. Do not stretch or disproportion the logo. When resizing, hold down the Shift key or Ctrl key, and then pull from the corners.

10 Logo Cheat Sheet FOR WEB RGB Best used with tools, such as: Microsoft Word, PowerPoint, Excel File type to use:.jpg Online use, such as websites, social media avatars, signatures. File type to use.png FILE TYPE TIPS.JPG Used with basic software tools, such as: Microsoft Word, Excel, PowerPoint. Also used for social media and web. This file type is easily ed..png Social media and web use with a transparent background. Low file size for optimal web browser loading time..eps Vector file for very large to very small production needs. FOR PRINT CMYK Best used for digital (full-color) printing projects. CMYK vector files are used for large and small print projects and are the preferred file format of most vendors. File types provided:.eps.pdf.jpg GREYSCALE Best used for black and white pieces. File types provided:.eps.pdf.jpg Pantone Matching System (PMS) Pantone Matching System is a professional grade color swatch used to print individual colors for 100% accuracy. PMS colors are most often used for larger printing presses and for reference to your vendors for color matching. PMS-U Pantone Uncoated colors are used for softer, non-glossy paper stock. PMS-C Pantone coated colors are used for coated and glossy paper stock..pdf Considered today s version of Camera Ready Art. This is mostly used for print production and easy electronic distribution.

11 Recognition and Messaging Including your partnership with the PBS39 in your press releases, feature articles, and newsletters can be as easy as naming PBS39 as a partner and dropping in our mission and logo. Logos are available at wlvt.org/brand for download; each file is named according to its size and recommended use (print or online). Our Mission: PBS39 educates, inspires, informs and entertains, while stimulating and disseminating the exchange of ideas for community enrichment. You may also choose to include details about how PBS39 s involvement is boosting the project or program. We re always happy to provide quotes for press releases and can jointly craft messaging. Be sure to add Gerard Longo, PBS39 PR and Marketing Coordinator to your media contact list so we can share your press releases with our Facebook and Twitter followers. In addition, when typing or referring to the PBS39 name in text format, there is no space between PBS and 39 (PBS39). When using our call letters along with PBS39 please write WLVT PBS39. When referring to PBS39 s location at SteelStacks, please use PPL Public Media Center at PBS39. Address: 839 Sesame Street, Bethlehem, PA Phone: Fax: Website: wlvt.org

12 Social Media Tipsheet These tips were created as best social media practices for those engaging with PBS39 brand on our digital channels. PBS39 Brand Guidelines Keep It On-Brand PBS39 digital channels may not be used to offer personal opinions or product endorsements. Additionally, PBS39 digital channels may only be used to promote outside interests if they directly pertain to PBS39, a partner organization, or a related program. What s in a Name? When associating with PBS39 on or offline, please refer to the station as PBS39. This will ensure brand consistency and eliminate confusion with other PBS entities. All marketing and communications materials related to PBS39 should be branded as such, not as PBS, Lehigh Valley PBS, or other variations. Spelling, Grammar & Punctuation Please ensure that all content pertaining to the PBS39 is quality checked for proper spelling, grammar, and punctuation. Tag us! Be sure to tag PBS39 social media handles in related posts so we can share them. Handles are as follows: General Best Practices Give Us More Posts with links and/or attached media (photo, video, etc.) are far more likely to engage viewers than a standard text status posting. These content options are explained in further detail below. Call To Action Use engaging information to explain why it is important for social content consumers to take an action. Examples from our Facebook page are below:

13 Social Media Tipsheet Link Up It is important to provide engaged viewers with the ability to take action. Make sure you link to the content you want people to see. *Note on Facebook links: Once a link preview window pops up on your Facebook post, you can delete the actual text URL to make the post appear neater. On your personal profile, Facebook will automatically do this for you. On business pages (like PBS39 s), the text link must be deleted manually. Know the Channel Different social networks have different strengths and weaknesses. For example: Facebook: Supports longer-form content and visuals. Video and photo direct uploads a plus. Has tricky algorithms that make it difficult for some content to be seen. Twitter: Supports quick updates, calls to action and direct interaction. Better to post more frequently, as content has a shorter shelf life. Pinterest: Supports the exchange of visual and creative ideas. Less supportive of direct call-to-action content. Instagram: A very popular image and photo sharing network, especially with Millennials. Linking to content is impossible on individual posts, and uploads cannot occur from a desktop or laptop. YouTube: Supports video content. Doesn t always play nice with Facebook (See below). It is important to know these strengths and weaknesses, and to account for them properly. This will help you create a successful campaign with engaging content. *Video on Facebook vs. YouTube: When possible, upload videos directly to Facebook, rather than posting YouTube-hosted links to Facebook. Facebook s algorithms make it difficult for video content from a third-party website to be seen. You are more likely to receive views and engagement if the video is directly posted to Facebook. Of course, absolutely still post videos to YouTube and build a following there, as well. Add a Local Flavor A majority of PBS39 s supporters and partners are from the Lehigh Valley and the surrounding area. Keep this audience in mind when engaging with PBS39 on digital channels. Keep It Original To keep viewers engaged, keep giving them something timely and new. Even for repeat events (i.e.; regular programming), dig a little deeper and give some details without spoilers on today s episode.