CN StyleGuide 2010

2

CONTENTS

Identity...3

Clearspace...6

Incorrect Logo Usage...7

Color...8

Typefaces...10

Tagline...13

CHECK it Variations...15

Black and White Patterns...17

Color Patterns...19

Icons...23

Logo Typefaces / CN Bold show icon

EVENT

TYPE HERE

at Time

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

1234567890

Typefaces / Gotham Rounded Book

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

1234567890( ) / ? !

Show

Bug / Special Event

Cards / Menu

START

FINISH

_NEWS

Reality

Sound

Ben 10: Alien Force

Lower Thirds

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

CARTOON NETWORK

Identity

Logo / Horizontal Typefaces / CN Bold show icon

EVENT

TYPE HERE

at Time

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

1234567890

Typefaces / Gotham Rounded Book

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

1234567890( ) / ? !

Show

Bug / Special Event

Cards / Menu

START

FINISH

_NEWS

Reality

Sound

Ben 10: Alien Force

Lower Thirds

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

Identity:

LOGO RULES

The Cartoon Network logo should be used as the flagship mark in print, digital and online applications. The logo always includes the words “Cartoon Network” underneath the “CN” with the trademark notice, as shown below. There should never be an outline or stroke applied to the white square or black square.

This is the correct and complete logo.

The logo will always appear in black and white and will always appear straight on/ forward facing. It will not be skinned with other colors or textures to fit any given show, franchise or season. Instead, it will always be pure black and white, in any application, in any medium.

The logo will never be seen at an angle or rendered dimensionally in CG. It must appear as flat as possible. At most, it will have a shine on it. In consumer or trade applications, the Side By Side Logo will have “CHECK it.” under it. Parameters for that lockup can be found in the Tagline section.

Transparent White Black Light Color / Grayscale Value is K < 50% Dark Color / Grayscale Value is K > 50% Light Color / Grayscale Value is K < 50% Dark Color / Grayscale Value is K > 50% Light Color / Grayscale Value is K < 50% Dark Color / Grayscale Value is K > 50%

Identity:

LOGO ON COLOR

The white square around the “N” is never outlined and is implied by the shape of the black square. Conversely, when the logo is on a black field, the black square is inferred by the white one and not outlined. See the examples below as a guide to treating the logo on different surfaces and colors.

On transparent surfaces, the “N” square must have its white box at all times.

The logo is the same on a white field as the clear surface; however, when the color field is black, the “Cartoon Network” type at the bottom, along with the “TM” need to be reversed out in white.

On color surfaces, the CN logo will be regular with black “Cartoon Network” type on lighter colors, and reversed out when the logo is placed on darker colors.

x 1/4 x 1/4 x 1/4 x 1/4 x 6

Identity:

CLEARSPACE

The Cartoon Network logo should have a lot of impact and never be encroached upon by other elements in a composition. Clearspace frames the logo, allowing it to be separated from other elements such as headlines, copy, character art, etc.

As shown below, clearspace equals 1/4 the height and width of the boxes behind the C and N in the logo.

Identity:

INCORRECT LOGO USAGE

The integrity of the Cartoon Network logo must be maintained at all times. Don’t stretch, squeeze, or otherwise manipulate the logo. Any modification to it diminishes its recognizability and impact. And makes Legal really cranky.

Do not apply an outline or stroke to the white square in the logo.

Do not skew the logo.

Do not create a containing shape for the logo.

Do not apply an outline or stroke to the black square in the logo.

Do not distort the logo.

Do not reverse the colors of the logo.

Do not change the colors of the logo.

Do not create an original interpretation of the logo.

Do not add effects to the logo.

Logo / Horizontal

Typefaces / CN Bold

Logo / 2x7 Colors / CN Primary

show icon

EVENT

TYPE HERE

at Time

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

1234567890

Typefaces / Gotham Rounded Book

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

1234567890( ) / ? !

Show

Bug / Special Event

Cards / Menu

START

FINISH

_NEWS

Reality

Sound

Ben 10: Alien Force

Lower Thirds

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

Logo / 2x7 Colors / CN Primary

show icon

EVENT

TYPE HERE

at Time

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

1234567890

Typefaces / Gotham Rounded Book

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

1234567890( ) / ? !

Show

Bug / Special Event

Cards / Menu

START

FINISH

_NEWS

Reality

Sound

Ben 10: Alien Force

Lower Thirds

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

Sym-Bionic Titan

PREmIERES

SUNDAY

September 26th at 8pm

CARTOON NETWORK

Color

Cartoon Network is recognizable by its hallmark black and white.

The black and white is accompanied by three vivid colors that are richer tones of magenta, yellow and cyan.

Magenta 0C 100M 10Y 0K PMS 213 C 237R 0G 128B (#ED0080) Black 40C 30M 30Y 100K Pantone Process Black 0R 0G 0B (#000000) White 0C 0M 0Y 0K 255R 255G 255B (#FFFFFF) Yellow 0C 3M 100Y 0K PMS 107 C 255R 234G 0B (#FFEA00) Cyan 100C 15M 0Y 0K PMS 299 C 0R 155G 223B (#009BDF)

Color:

GRADIENTS

To give the colors a hint of dimension, we created a set of gradients to be used as part of the overall brand color scheme. The gradients are linear and are made with two values — the three colors outlined on the previous page and their darker hues. The values for the darker hues are outlined at the bottom.

Darker Magenta 32C 100M 17Y 1K PMS Rub. Red C 178R 8G 121B (#B20879) Darker Yellow 13C 21M 100Y 0K PMS 116 C 226R 119G 19B (#E2BF13) Darker Cyan 95C 72M 3Y 0K PMS 3005 C 23R 87G 163B (#1757A3) original color darker hue linear gradient

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CARTOON NETWORK

Typefaces

Cartoon Network uses two typefaces for all print, digital and on-air needs. For large display type, please use CN BOLD, the new proprietary typeface designed for Cartoon Network. The CN Bold typeface should be used with the default tracking set to zero and the CAPS LOCK button on. For all type that is not a headline or call-to-action the designer should use Gotham Rounded Book set at -40 tracking — for instance, this is Gotham Rounded Book.

Gotham Rounded Book

ABCDEFGHIJKLMNOP

QRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890()/

*Always set to -40 tracking

CN Bold

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

1234567890

*Always set to 0 tracking and ALL CAPS

Additionally, a set of glyphs inside the CN Bold typeface include commonly-used words such as “Premiere,” which have already been typeset.

CN Bold Glyphs

Typefaces:

RULES

Body copy is always set in Gotham Rounded Book (with the tracking set at -40) and show titles will be set in either Gotham Rounded Book (Title Case) or CN BOLD (CAPS) depending on their hierarchy in the messaging. Top priority will always be CN Bold and second priority will always be set in Gotham Rounded Book.

CN Bold is reserved for top-priority display copy. It is important to limit CN Bold to this use so that it retains its impact, whereas Gotham Rounded Book is the transparent, legible type.

HEADLINE TYPE

Show Title

CN Bold is available for distribution, however Gotham Rounded will need to be licensed from Hoefler & Frere-Jones at Typography.com.

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Typefaces:

EXAMPLES

The following is an example of correct and incorrect type usage. Whatever type is designated as #1 priority should be set in CN Bold, with the #2 set on Gotham Rounded Book.

Correct

THIS IS MORE IMPORTANT

Than this

This is less important

THAN THIS

Incorrect

THIS IS LESS IMPORTANT

Than this

This is more important

THAN THIS

CHECK Category Type HereIcon or

Web

Sound

Point

Word

Yourself

News

Point

Word

Yourself

CHECK Category Type HereIcon or

Web

Sound

Point

Word

Yourself

News

Point

Word

Yourself

When speaking to consumers in any way (a print campaign, on a spot, in a launch campaign) that is promotional, use “CHECK it.”

DON’T USE IT:

In navigation (menus), on printed materials that aren’t going to consumers or the trade (ie, business cards), in conversations with your significant other.

CARTOON NETWORK

Tagline

“CHECK it.” is the network tagline. It’s an invitation, a call to action and of course, a reference to our visual heritage. It is also annoying and boastful when used inappropriately or too much. Here, then, are guidelines on how to use “CHECK it.”:

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Tagline:

RULES

HOW TO USE IT:

In print, “CHECK it.” appears under the network Side By Side Logo centered underneath as illustrated on the previous page whenever a piece is intended for consumer or trade. “CHECK it.” should be used with a trademark notice, as shown. On TV, “CHECK it.” appears on its own page, after an animation of the logo, and for not more than 2 seconds. This sequence will always be accompanied by a rendition of the 4-note network mnemonic.

“CHECK it.” only ever appears in CN BOLD & Gotham Rounded Bold. However, it is only offered for use as a VECTOR OBJECT to consistently preserve the size and spatial relationships of the letters and words to each other. PLEASE DO NOT

RETYPE OR RECREATE “CHECK it.” IN ANY WAY.

“CHECK it.” is never spoken aloud with the logo animation. “CHECK it.” is never all caps.

“CHECK it.” is always white on black or black on white. “CHECK it.” is always a wink, rarely the headline.

WHEN TO USE IT:

For the first year, we will use “CHECK it.” under the network logo in all consumer or trade print. For the first year, we will tag individual show launch material with a CN logo animation into a “CHECK it.” page, with no VO supporting “CHECK it.”

“CHECK it.” will not be used in bumps, menus or lower thirds. Anything navigational will not have “CHECK it.”

Variations on “CHECK it.” can be used to define certain parts of the air (ie, “CHECK list”) but if they have not been done so already, they need to be cleared by SVP CD and VP Brand Development and likely cleared through Legal from a trademark perspective.

CHECK Category Type HereIcon or

Web

Sound

Point

Word

Yourself

News

Point

Word

Yourself

Web

Sound

Point

Word

Yourself

News

Point

Word

Yourself

CHECK Category Type HereIcon or

Web

Sound

Point

Word

Yourself

News

Point

Word

Yourself

Web

Sound

Point

Word

Yourself

News

Point

Word

Yourself

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CARTOON NETWORK

Variations on “CHECK it.”

The verb “CHECK” can be used in a variety of ways. When using “CHECK” in a word combination, the letters are always set in CN Bold. When using “CHECK” in a word combination (e.g., Check Point, Check Mate, etc.), use CN bold (tracking set to 0) for only the word CHECK. The secondary word is placed one letter space apart and set in Gotham Rounded Book in Title Case (with tracking set to -40).

The word to the right of “CHECK” extends the black rectangular

enclosure and is set apart by a single letter space. These “CHECK” words tie into the preexisting on-air system as seen below. (These are examples only for design. Please follow the previously outlined process for final name clearance.)

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CARTOON NETWORK

Patterns

An important part of the Cartoon Network brand is the supporting patterns. They help tie different designed pieces to the network as well as offer up a way to

unify different properties together under the Cartoon Network brand, providing a common link.

There are two sets of patterns - Black and White Patterns and Color Patterns. The Black and White Patterns are the go-to option. These are loose interpretations of the original black and white checkerboard and root all applications to that visual conceit.

PRIMARY PATTERNS

(choose one from these first) SECONDARY ACCENT PATTERNS(only choose one of these)

IMPLIED SOURCE PATTERN (very limited internal use)

PRIMARY PATTERNS

(choose one from these first) SECONDARY ACCENT PATTERNS(only choose one of these)

IMPLIED SOURCE PATTERN (very limited internal use)

CARTOON NETWORK

Black and White Patterns

Cartoon Network’s brand is identified by modified checkerboard patterns. There are a limited set of approved patterns - 3 Primary Patterns and 5 Secondary Accent Patterns for use with graphics. The patterns help to ground the black and white foundation of the brand and reinforce the grid. The Primary Patterns have inverses of themselves, so they can appear as mainly white or mainly black. The Secondary Accent Patterns are more equally balanced. Patterns should be used in moderation - ideally you should never use more than one Primary Pattern with one Secondary Accent Pattern per application.

Primary Patterns

FINN JACOBSON

CFO

Animation Young Adults & Kids Media

P. 404-885-9876 F. 404-885-0111 [email protected] 1050 Techwood Dr., NW Atlanta, GA 30318 FINN JACOBSON CFO

Animation Young Adults & Kids Media

P. 404-885-9876 F. 404-885-0111 [email protected] 1050 Techwood Dr., NW Atlanta, GA 30318 Cartoon Network ROCKS! 18

Black and White Patterns:

APPLICATION

Primary Patterns can be used to lay graphics into or as backgrounds. Let the

pattern grid inform where where you crop the pattern and where you place graphic elements — such as the logo, icons and CHECK marks.

Secondary Accent Patterns should be used as accents only. Never lay copy or graphics onto them.

Correct

The Patterns complement the composition to create an elegant business card. The grid on the back of the card provides places for accent patterns to sit.

Incorrect

Using a Secondary Accent Pattern as a background for type or characters to sit on makes the piece hard to read and the layering of elements confusing.

CARTOON NETWORK

Color Patterns

If you’re representing the brand without using shows or characters, you may find you need a way to inject color. This is your way. There are 6 color accents for use with design elements. The color accents provide a grid upon which the designer can arrange graphic elements — such as the logo and the icons. See the following pages for examples of color accents in use.

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tended by adding a second color pattern square and turning this additional square 90 degrees in order to create a non-re-peating pattern with more visual interest.

Step Two

Combine the Color Pattern Squares. Every designer should add an additional pattern square only as a last resort to solv-ing the problem. Once the color pattern field is of ideal size, the designer should scan the area for an ideal cropping.

Step Three

Crop the Color Pattern Field.

Using the grid of the pattern as a guide, the designer must crop an area of the pattern that is relevant to the application.

Step Four

Place Graphic Element(s) in Pattern Grid. Again, using the grid of the pattern as a guide, the designer must place the graphic element in the pattern grid so that it snaps to the grid lines of the pattern. Done.

Step One

Choose a Checker Element.

The amount of checker elements should always be appropriate for the project. In this case, a simple grouping of 2-4 checks will be perfect so as not to create an optical distraction in the composition. If the composition was larger, the designer could place additional checker elements and create larger groupings of checks that can be placed in the pattern grid.

Step Two

Identify a single grid-square place. Using the grid of the pattern as a guide, the designer can identify a smart place-ment for the checker eleplace-ment.

Step Three

Place Checker Element in Pattern Grid. The designed piece is now successful. It follows the grid of the pattern until the end, is visually exciting and incorporates the checker elemtents into the final composition.

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Color Patterns:

APPLICATION

Again, use the pattern grid to inform where you crop the pattern and where you place graphic elements — such as the logo, icons and CHECK marks.

When the logo is placed on the pattern grid, there cannot be any interference between the “Cartoon Network” type and any graphics on the pattern.

If there is graphic interference such as this, reposition the logo on the pattern grid or create a solid field of color beneath the logo for the type to sit on.

CARTOON NETWORK

Icons

Icons were made for two purposes:

1. For the audience to use as a way to create their own unique identity. 2. For us to use as shorthand and code on- and off-air in our conversation with the audience.

There are show-based icons and lifestyle icons. Examples of show-based icons:

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Icons:

RULES

Here are the parameters surrounding icons:

1. If there is already an icon made signifying something, you MUST use that icon. No new icons can be introduced when there is an existing one signifying the same thing. If a particular icon doesn’t exist for a show, use a secondary B&W pattern as a substitute.

2. You cannot just create an icon and use it. New icons must be vetted through our Icon Editor, who is reachable at [email protected]. Successful icon design is subjective, so having an editor that is tasked with managing them is the most sure way of guaranteeing consistency.

3. Icons only appear in black and white. They are never in color.

4. If using 5 or more pictographic icons, you must use one pattern icon to break up the composition.

5. On Air - only one icon will signify the show in the endpage design. Multiple icons can exist in on-air animation, but not in a design that rests in something static. Most icons used on-air will signify shows.

6. Off Air - an icon can never be the primary representative of a show. Use it only as an accent.

7. In consumer and trade applications, the icons are NOT a substitute for

representing individual shows. Avoid using only icons to define the brand. Try to use images from the shows themselves and use the icons as punctuation.

8. Show icons should have priority in a design, but there may be instances, such as a branded environment, where lifestyle icons are appropriate. Please use no more than 1 lifestyle icon for every 3 show icons.

CARTOON NETWORK

Legal Guidelines

We consider the protection of our properties to be of great importance and we carefully monitor the use of trademark and copyright notices. To facilitate your correct usage, here are some general guidelines:

The following trademark and copyright notice must be included on all finished products, advertising, promotional materials and websites:

If space limitations require a modification to the legal notice, please contact Brand Assurance for further instructions.

When a property appears multiple times on product, packaging, or advertising, one legal notice is sufficient.

CARTOON NETWORK, the logo, PROPERTY NAME, and all related characters and elements are trademarks of and © 2010 (insert correct year) Cartoon Network. A Time Warner Company. All rights reserved.

™ & © 2010 (insert correct year) Cartoon Network. Legal Line

Short Form (if space limited)

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THANKS!

And have fun.

If you have any questions about the brand guidelines, please contact design@ cartoonnetwork.com