cn styleguide 2010

8/16/2019 CN StyleGuide 2010

http://slidepdf.com/reader/full/cn-styleguide-2010 1/26

CARTOON NETWORK

Style Guide



Cartoon Network / Style Guide

2

CONTENTS

Identity.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Clearspace... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Incorrect Logo Usage... ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Color. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Typefaces... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Tagline... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

CHECK it Variations... ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Black and White Patterns...........................................................................17Color Patterns.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Icons.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

Legal Guidelines...... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25



Logo


3

CARTOON NETWORKIdentity




4

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 anyapplication, 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 Valueis K < 50%

Dark Color / Grayscale Valueis K > 50%






5

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 whitefield as the clear surface; however,when the color field is black, the“Cartoon Network” type at thebottom, along with the “TM” needto be reversed out in white.

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



x

1/4 x

1/4 x

1/4 x

1/4 x


6

Identity: CLEARSPACE

Clearspace requirements:

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.




7

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 stroketo the white square in the logo.

Do not skew the logo.

Do not create a containing shapefor the logo.

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

Do not distort the logo.

Do not reverse the colors of thelogo.

Do not change the colors ofthe logo.

Do not create an originalinterpretation of the logo.

Do not add effects to thelogo.




8

CARTOON NETWORKColor

Cartoon Network is recognizable by its hallmark black and white.

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

Magenta0C 100M 10Y 0KPMS 213 C

237R 0G 128B(#ED0080)

Black40C 30M 30Y 100KPantone Process Black0R 0G 0B(#000000)

White0C 0M 0Y 0K255R 255G 255B(#FFFFFF)

Yellow0C 3M 100Y 0KPMS 107 C

255R 234G 0B(#FFEA00)

Cyan100C 15M 0Y 0KPMS 299 C

0R 155G 223B(#009BDF)




9

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 Magenta32C 100M 17Y 1KPMS Rub. Red C178R 8G 121B(#B20879)

Darker Yellow13C 21M 100Y 0KPMS 116 C226R 119G 19B(#E2BF13)

Darker Cyan95C 72M 3Y 0KPMS 3005 C23R 87G 163B(#1757A3)

original color

darker hue

linear gradient




10

CARTOON NETWORKTypefaces

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

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

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

c d e f g n o p q s




11

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 (0 Tracking, All Caps)

Show Title (-40 Tracking)

CN Bold is available for distribution, however Gotham Rounded will need to be

licensed from Hoefler & Frere-Jones at Typography.com.




12

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 IMPORTANTThan this

This is less important THAN THIS

Incorrect

THIS IS LESS IMPORTANT

Than this

This is more important

THAN THIS




13

USE IT:

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 NETWORKTagline

“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.”:




14

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 navigationalwill 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 Icon or

Type Here

Sound

Point

Word

Point

Word

Web


15

CARTOON NETWORKVariations 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.)




16

CARTOON NETWORKPatterns

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. TheBlack 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.

Both types of patterns are explained more in depth on the following pages.




17

CARTOON NETWORKBlack 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(choose 1 of these first)

Secondary Accent Patterns(choose 1 or 2 of these)



FINN JACOBSONCFO Animation Young Adults & Kids Media

P. 404-885-9876

F. 404-885-0111

[email protected]

1050 Techwood Dr., NW

Atlanta, GA 30318

FINN JACOBSONCFO 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 compositionto create an elegant business card. The gridon the back of the card provides placesfor accent patterns to sit.

Incorrect

Using a Secondary Accent Pattern as abackground for type or characters to siton makes the piece hard to read and the

layering of elements confusing.




19

CARTOON NETWORKColor 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.




20

Step One

Choose A Color Pattern.Only One Color Pattern Style.

If the designer needs additional lengthor width, the color pattern can be ex-tended by adding a second color pattern

square and turning this additional square90 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 additionalpattern square only as a last resort to solv-ing the problem. Once the color patternfield is of ideal size, the designer shouldscan 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 thepattern that is relevant to the application.

Step Four

Place Graphic Element(s) in Pattern Grid.

Again, using the grid of the pattern as aguide, the designer must place the graphicelement in the pattern grid so that it snapsto the grid lines of the pattern. Done.




22

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 placedon the pattern grid, therecannot be any interference

between the “CartoonNetwork” type and anygraphics on the pattern.

If there is graphic interferencesuch as this, reposition thelogo on the pattern grid

or create a solid field of colorbeneath the logo for thetype to sit on.




23

CARTOON NETWORKIcons

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:

Examples of lifestyle icons:




24

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 ourIcon 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 forrepresenting 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.




25

CARTOON NETWORKLegal 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)




THANKS!And have fun.

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

cartoonnetwork.com

cn styleguide 2010

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