CN StyleGuide 2010

CARTOON NETWORK Style Guide

Cartoon Network / Style Guide

CONTENTS Identity.....................................................................................................3 Clearspace................................................................................................6 Incorrect Logo Usage. . . . . . . . . . . . . . . . ...................................................... . . . . . . . . . . .7 Color.. .. .. .. .. .. . . . . . . . . . . . . . . . . . . . . . . . . . . ....................................................... . . . . . . . . . . 8 Typefaces................................................................................................10 Tagline....................................................................................................13 CHECK it Variations. . . . . . . . . . . . . . . . . . . ...................................................... . . . . . . . . . .1 5 Black and White Patterns. . . . . . . . . . . ...................................................... . . . . . . . . . .1 7 Color Patterns. . . . . . . . . . . . . . . . . . . . . . . . . . . ...................................................... . . . . . . . . .1 9 Icons. .. .. .. .. .. .. . . . . . . . . . . . . . . . . . . . . . . . . . ....................................................... . . . . . . . . 23 Legal Guidelines. . . . . . . . . . . . . . . . . . . . . . . ....................................................... . . . . . . . . 25

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Logo / 2x7

Colors / CN Prim

CARTOON NETWORK Identity

Logo

Typefaces / CN Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 3

Sym-Bionic Titan

Typefaces / Goth

abcdef ABCDE OPQRS 123456

Sho


Logo / 2x7

Colors / CN Prim

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. Logo / Horizontal

This is the correct and complete logo. Typefaces / CN Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

Typefaces / Goth

abcdef ABCDE OPQRS 123456 The logo will never be seen at an angle or rendered dimensionally in CG. It must 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.

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. 4

Sym-Bionic Titan

Sho


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.

Transparent

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. White

Black

Light Color / Grayscale Value is K < 50%



Dark Color / Grayscale Value is K > 50%



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.

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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.

1/4 x

1/4 x

x

1/4 x

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1/4 x


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 apply an outline or stroke to the black square in the logo.

Do not change the colors of the logo.

Do not skew the logo.

Do not distort the logo.

Do not create an original interpretation of the logo.

Do not create a containing shape for the logo.

Do not reverse the colors of the logo.

Do not add effects to the logo.

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CARTOON NETWORK Color

Cartoon Network is Colors recognizable by its hallmark black and white. / CN Primary

Colors / CN Primary

Black 40C 30M 30Y 100K Pantone Process Black 0R 0G 0B (#000000)

White 0C 0M 0Y 0K 255R 255G 255B (#FFFFFF)

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)

KLM WXYZ 8

Yellow 0C 3M 100Y 0K PMS 107 C 255R 234G 0B (#FFEA00)

Cyan 100C 15M 0Y 0K PMS 299 C 0R 155G 223B (#009BDF)

Typefaces / Gotham Rounded Book

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890( ) / ? ! Typefaces / Gotham Rounded Book


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.

original color

darker hue Darker Magenta 32C 100M 17Y 1K PMS Rub. Red C 178R 8G 121B (#B20879)

linear gradient

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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)


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 callto-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

c de f g n o p q s

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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

(0 Tracking, All Caps)

(-40 Tracking)

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 12


CARTOON NETWORK Tagline

CHECK Category

Icon or Type Here

“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.”:

CHECK Category

Icon or Type Here

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

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

Web

ourself 13

Point

Point

Word Yourself

Word


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. 14

Category Cartoon Network / Style Guide

Sound News CARTOON NETWORK Variations on “CHECK it.”

und

Web

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).

ews

Yourself Point

Web

elf

Icon or Type Here

Word Yourself

Yourself Point

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 Icon or for design. Please follow the previously CHECK Category Type Here outlined process for final name clearance.)

Word

CHECK Category

Icon or Type Here

Point Word

Sound News Sound Web News

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Yourself Web

Yourself

Yourself Point

Yourself Point


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

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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. IMPLIED SOURCE PATTERN (very limited internal use)

IMPLIED SOURCE PATTERN (very limited internal use)

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PRIMARY PATTERNS (choose one from these first)

SECONDARY ACCENT PATTERNS (only choose one of these)

Primary PATTERNS Patterns PRIMARY (choose of these first)first) (choose one1 from these

SecondaryACCENT AccentPATTERNS Patterns SECONDARY 1 orone 2 ofof these) (only(choose choose these)


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.

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

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

ROCKS! 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

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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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Step One Choose A Color Pattern. Only One Color Pattern Style. If the designer needs additional length or width, the color pattern can be extended by adding a second color pattern square and turning this additional square 90 degrees in order to create a non-repeating 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 solving 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.

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Absence of Checkerboard Elements If the final solution for the cropped pattern with CN element (logo in this case) does not have sufficient visual presence of checkerboard elements, the designer can fix this easily.

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 placement for the checker element.

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.

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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:

Examples of lifestyle 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. 24


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:

Legal Line

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.

Short Form

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

(if space limited)

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.

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THANKS!

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

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CN StyleGuide 2010

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