IdentityGuidelinesThe Paley Center for Media Creative Servicescreatives@paleycenter.org

IntroductionThe Paley Center for Media representsa bold step into the future for ourorganization and our brand. In addi-tion to our name change, we areputting into motion a truly uniqueand compelling visual brand identity.

The following document was devel-oped to assist you in reproducing and applying this one-of-a-kind graphicdesign system. It consists of two parts: Our basic identity guidelines and our house style guidelines.

The identity guidelines providedetailed instruction on how to treat the basic elements of our visualstyle: signature, color palette, andselected typefaces.

Our house style expands upon our identity system to include a distinct photography style, gradient back-ground treatments, a supergraphic, window device and composition grid.

Because the consistent applicationof each of these elements is crucialto establishing credibility andrecognition in our brand, we request that you follow these guidelines closely and with care. However, as you will see, this visual system was designed to allow significantcreative flexibility in the generation of our branded materials.

Our SignatureThe Paley Center for Media signature stands at the center of our graphic design system. This unique piece of artwork was drawn specificallyfor our brand, and it must be reproducedand applied with consistency in all of our brandcommunications.

Consisting of two circular wordmarks,the signature is a modern and highly stylized representation of who we are.

The signature is our principal brand identifier,and it should be used whenever possible.

As any misuse of the signature, no matter how small, is detrimental to the success of our brand, it must never be altered, cropped, have e!ectsapplied to it (such as drop shadows, distortions or blurs), added to or re-created. Only useapproved digital art files.

CircularWordmark

Secondary SignatureThe secondary signature was created forapplications with limited vertical space, such asbanners. As with our primary signature, thisvariation is a unique piece of artwork that mustbe treated with consistency and care.

Because this variation is a secondary identifier it is essential that it be only used when the primary signature cannot be properlyreproduced or applied.

The secondary signature should never be usedin conjunction with the primary signature.

Never alter, crop, apply e!ects (such as drop shadows, distortions or blurs), add to orre-create this artwork under any circumstances. Horizontal wordmark

Other Signatures Branded EntitiesAlternate signature variations were createdfor the International Council and the Media Council, independent entities within The Paley Center for Media.

These identities are dedicated to theirorganizations and must not be used for anyother purpose.

Their signatures should never be used inconjunction with The Paley Center for Media’s primary or secondary signatures.

They must always appear in black or reverse.

Never alter, crop, apply e!ects (such as drop shadows, distortions or blurs), add to orre-create this artwork under any circumstances.

Circular Wordmark Entities Wordmark

Circular Wordmark Entities Wordmark

Multiple-line BrandedA!air Wordmark

Other Signatures Branded A!airsThe branded a!air wordmarks seen here weretreated for specific events, programs and series hosted and produced by The Paley Centerfor Media.

These examples demonstrate the text treatment that should be used in the design of identitiesfor similar initiatives.

Words that appear in these signatures alternatebetween heavy and light type. Heavy type isset in Fedra Sans Bold Small Caps, while lighttype is set in Fedra Sans Light Small Caps (at thesame size). Wordmarks can either appear inblack, reverse, or in any one of The Paley Centerfor Media’s colors when used in an applicationwith a single color treatment as shownon pages 26-27.

For branded a!airs with three or more wordswhere is it possible for the name to become toolong to work well in some applications, it isacceptable to split the wordmark onto multiple lines. When this occours, one word must beused per line, and the wordmark must remaina left aligned. These identities should maintaina consistent treatment across applications.

Branded A!air Wordmark

Branded A!air Wordmark

Single-line Branded A!air Wordmark

This text treatment should only be used in the creation of identities for reoccurring events, programs and important publications. No other text should not follow this type style. Forexample, a Media as Lens event title wouldnot have this text treatment.

These signature treatments can appear with any other type of signature.

Clear SpaceThe Paley Center for Media signature must be surrounded by a generous field of clear spacein every application. This isolates the signature from competing elements such as textand graphics and helps ensure its legibilityand impact.

As shown in the exhibit, the absolute minimum amount of clear space that can surround thepreferred signature is equal to the height of the

“E” in the outer wordmark.

The clear space minimum for the secondary signature is equal to the height of the

“A” in media.

At least this amount of clear space must be applied in every application.

Preferred signature

Alternate signature

Signature Color VariationsThe preferred signature colors are one-color black, and full reverse against a color or photo-graphic background.

The signature can also appear in any color from the color palette. However, these variations are part of a single-color treatment that includes text and the window graphic device (please refer to pages 26-27).

Paley Green Paley Orange Paley Magenta Paley Cyan Paley Purple

1-color Black Reverse

Minimum SizeThe Paley Center for Media signature can be re-produced in a range of sizes. However, at smaller sizes the signature risks losing its legibility. For this reason a minimum size has been established.

As shown in the exhibit, the primary signature must never be scaled smaller than 0.75’’ in width.

The secondary signature must be never be scaled smaller than 1’’ in width.

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Color PaletteColor is a key element of our visual identity. The Paley Center for Media relies on a mix ofvibrant and energetic colors in addition toblack, white and gray to provide a range ofdesign possibilities.

These colors can be applied to a variety ofgraphic elements, including backgrounds, text, rules, charts, graphs and the logo in specificapplications.

Keep in mind that a single-color treatment(using the same color for the logo, text andwindow device against a white background) is one of our key design concepts. This promotesa clean and consistent look and feel.

Using a number of colors in a layout, such as us-ing color text against a background of a di!erent color, should always be avoided.

The colors throughout this manual have not been evalu-ated by Pantone, Inc. for accuracy and may not match the PANTONE color standards. PANTONE® is a registered trademark of Pantone, Inc.

Paley Black C0 M0 Y0 K100 R39 G36 B37

Paley White C0 M0 Y0 K0 R255 G255 B255

Paley Green PANTONE 382C C28 M0 Y92 K0 R192 G210 B0

Paley Orange PANTONE 144C C0 M52 Y100 K0 R212 G127 B0

Paley Magenta PANTONE 214C C0 M100 Y24 K4 R177 G0 B97

Paley Cyan PANTONE C100 M0 Y0 K0 R0 G156 B214 Process Cyan C

Paley Purple PANTONE 2725c C76 M70 Y0 K0 R92 G84 B194

Paley Gray PANTONE C38 M29 Y20 K58 R111 G113 B117 Cool Gray 10C

Primary TypefaceAs seen in our signature, typography is anothercentral element of our identity. The consistent use of our selected typefaces not only references the brand, but also adds to a cohesive look and feel in all of our materials.

Fedra Sans Std complements the design of our signature. Its highly modern letterformsestablish a distinct look and feel in our verbalapplications. It is intended for primary textapplications on all communication materials.

Typography should never have e!ects applied to it such as drop shadows, distortions or blurs.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

Secondary TypefaceFedra Serif B is the natural extension to ourprimary typeface. Although its designs are con-temporary and fresh, its stylized serifs suggesta classic look.

Highly readable even at smaller sizes, Fedra Serif Bis intended for all secondary text applicationssuch as body copy and captions. Fedra Serif B isalso recommended on more formal communica-tions such as letters and other correspondence.

Typography should never have e!ects applied toit such as drop shadows, distortions or blurs.

Background ControlThe Paley Center for Media signature can beapplied against a variety of backgrounds. In every instance, it is essential that the backgroundprovide su"cient contrast with the signature artwork to ensure its legibility.

White is the generally preferred background for the primary signature in one-color black because of the crisp, clean contrast it creates.

For dark and photographic backgrounds, thereverse signature variation should be applied.

Signature MisuseAny misuse of the signature, no matter how small, diminishes the e!ectiveness of The Paley Center for Media signature and compromisesthe credibility of our brand.

Under no circumstances should the signature ever be altered, added to or re-created.

Only use the approved digital art files andreference these guidelines often to ensure you treat the signature with care and consistency.

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GradientsThe gradients are distinctive background color treatments. As shown in the exhibits, each gradi-ent is a progression of three dedicated colors that progress from the upper-right corner of a layout.

This suggests a source of illumination, the wide scope of media and conceptually references the spectrum of o!erings found at the Paley Center for Media.

The orientation of the gradients will need to be adjusted for applications with non-standarddimensions, such as those that are taller than they are wide. In these instances, it is necessary to stretch the gradient to form a rectangle.In doing so, the angle of the gradient shouldmaintain a 45 degree angle.

The gradients can be used as background applica-tions. When used, the signature should always appear in reverse, along with text and othervisuals such as the window.

Additionally, the gradients can be applied over black-and-white photography for a stylized look and feel. Never apply the gradients over color photography.

Photography (both color and black-and-white) should never sit on top of a gradient.

Never use gradients other than the threeexamples shown.

Examples of irregularly propor-tioned gradients fields, each ata 45 degree angle