channel 4 identity style guide

Channel 4Identity Style Guide

Visual identity guidelines

1 Introduction

1.1 The Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03

2 Off air guidelines

2.1.1 Visual Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 042.1.2 The logo2.1.3 Logo size2.1.4 Logo position2.1.5 Isolation area2.1.6 Misuse2.1.7 Channel 4 Television2.1.8 Colour2.1.9 Typography2.1.10 C4 Font2.1.11 Size2.1.12 Headline leading2.1.13 Body copy leading2.1.14 Type colour

2.2 Print and poster advertising . . . . . . . . . . . . . . . . . . . . . . . . . 212.2.1 Tone of voice2.2.2 Writing copy2.2.3 Advertising signature2.2.4 Logo position2.2.5 Logo size2.2.6 Typography2.2.7 Text box colour2.2.8 Type position2.2.9 Imagery2.2.10 Poster layout2.2.11 Press layout2.2.12 Sponsorship and third party logos2.2.13 Response advertising2.2.14 Black and white reproduction2.2.15 Media considerations2.2.16 Print and poster advertising examples

2.3 Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 422.3.1 Using logo on literature2.3.2 Logo position2.3.3 Logo height2.3.4 Margins2.3.5 Stationery and collateral2.3.6 Letters2.3.7 Envelopes

3Visual identity guidelines | Introduction

At its best, the Channel 4identity has always beenabout transformation andmovement. The original,animating logo came to beseen as the embodiment of anorganisation that wasconstantly re-inventing itselfand challenging theexpectations of its viewers.

The new Channel 4 identityuses cutting edge technologyto push the brand into excitingnew areas.

Whether it is seen on screenor in print, the logo iscontinuously changing. It canadapt its texture and colour tothe surrounding environment.The new identity reflectsChannel 4. It is challenging,distinctive and innovative.

However, the new identity canonly make a positive impact ifit is used consistently andcorrectly.

The Identity Style Guide hasbeen developed to provide acomprehensive understandingof the new Channel 4 identity.It shows how to correctlyimplement the new designelements off air, on air and online.

1 Introduction 1.1 The guidelines

4Visual identity guidelines | Using the brand

The term off air definesanything produced byChannel 4 that is not shownon television. The first sectionof the guidelines describesthe broad principles of the offair identity .

The subsequent sections ofthe guidelines – Print andposter advertising, Literature,Sub-brands, Programmesupport and Consumerproducts – describe in moredetail how the brand isimplemented in different off air areas.

2 Off air guidelines

5Visual identity guidelines | Off air

The visual identity is theoutward expression ofChannel 4. It uniquely anddistinctively sets it apart fromother channels.

The logo is the primaryelement of that identity.However, other componentparts play an important role inestablishing the Channel 4visual style. These elements are:

ColourTypographyImageryTone of voice

2.1 Visual Style

She killed thelast man who gotthis close

Aileen:Life and Deathof a Serial Killer

Tonight 10.00pm

In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, andtonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and thebrutalising events that shaped her, as she prepares for her own execution. In one final harrowinginterview when she is clearly mad, she screams to be executed. And the next day she is. Is this a saneway to treat the insane? Nick Broomfield puts American justice on trial. You be the judge.

channel4.com/film

correct size andposition of the logo

C4 Headline fontplaced in a text box

Channel 4commissioned, artdirected imagery

colour chosen fromthe colour palette

the copy is short andmemorable

the URL is positionedcorrectly and directs thereader to a relevant web page

C4 Headline font placed ina text box. Text box colourhas been selected fromthe colour palette.


In print, the facia of the logois invisible, so that itintegrates with itssurroundings. We see itsdistinctive shadow overlayingphotographs, illustrations andtextures. The logo alwaysforegrounds the real stars ofthe channel – the shows.

The Channel 4 logo has beendesigned to reproduce at aminimum height of 10 mm. On the web the minimum sizeof the logo is 30 pixels deep.There is no maximumreproduction size of the logo.

Page 43 of the Identity StyleGuide will give you moreinformation about sizing thelogo in different formats.

2.1.2 The logo 2.1.3 Logo size

10 mm


Many brands place their logosin the bottom right position ofthe page. However Channel 4places its logo in a distinctivecentre right position. This isunique to the channel and istherefore instantlyrecognisable.

Page 39 of the Identity StyleGuide will give you moreinstruction about how toposition the logo in manydifferent formats andsituations.

2.1.4 Logo position


The Channel 4 identity should always be surroundedby a minimum area of space.The area of isolation ensuresthat headlines, text or othervisual elements do notencroach on the logo.

The area is defined by using athird of the height of the logowhich is referred to as x.

A margin of clear spaceequivalent to 0.3x is drawnaround the logo to create theinvisible boundary of the areaof isolation.

For example:logo height = 10 mmarea of isolation = 3 mmaround all sides of the logo

This area of separation is aminimum and should beincreased wherever possible.

2.1.5 Isolation area

0.3x

0.3x

0.3xheight = x

0.3x


It is important that theappearance of the logoremains consistent. The logoshould not be misinterpreted,modified or added to.

The logo must never beredrawn, adjusted or modifiedin any way. It should only bereproduced from the artworkprovided.

To illustrate this point someof the more likely mistakesare shown.

2.1.6 Misuse of the logo

Do not place the logo in a box.Do not distort the logo.

Do not place the logo in a frame.

Do not place text on the logo.

Do not add tone to the logo. Do not outline the logo.

Books


The ‘four’ in Channel 4 shouldalways be a numeral. The onlyexception to this rule is whenthe formal title Channel FourTelevision Corporation is used.Below are the correct titles forthe channel.

2.1.7 Channel 4

Correct titles

Channel 4Channel Four Television CorporationIncorrect titles

Channel 4 Television CorporationChannel Four Television Channel 4 Television


2.1.8 Colour

Channel 4 uses a basic colourpalette to avoid usingdifferent versions of the samecolour. Percentage tints canbe used in any of thesecolours. Other colours may beused where appropriate.

Pantone 207 M100 Y46 K23 R191 G3 B59 Web CC 00 33



Pantone 144 M59 Y100 R255 G105 B8 Web FF 99 33

Pantone 123 M22 Y90 R255 G199 B25 Web FF CC 33

Pantone 377 C52 Y100 K28 R89 G140 B20 Web 66 99 33

Pantone 5545 C51 Y45 K59 R51 G82 B56 Web 33 66 66

Pantone 549 C57 K34 R74 G133 B148 Web 33 99 99

Pantone 540 C100 M60 K65 R5 G23 B54 Web 00 33 66

Pantone Black 6 C98 M40 K100 R0 G0 B0 Web 00 00 00

Pantone Warm Grey 8 M12 Y18 K56 R112 G99 B87 Web CC 66 66

Pantone Warm Grey 4 M6 Y12 K31 R176 G166 B150 Web CC 99 99

Pantone 538 C4 M1 K10 R219 G224 B227 Web CC CC CC

Pantone 621 C11 Y9 K2 R219 G238 B222 Web CC FF CC

Pantone 2602 C72 M98 R82 G5 B127 Web 66 33 99

Pantone 5275 C70 M70 K45 R46 G31 B84 Web 33 33 66


When placed over aphotograph or illustration thecolour of the logo may betaken from the image.Alternatively, the logo may beblack or white.

2.1.8 Colour


For the first time in Channel4’s history a bespoketypeface has been designedto be used throughout thechannel. It is called C4.

C4 is supplied in the OpenType format and is supportedby pc and mac.

C4 is a clean, modern font andhas been supplied with thefollowing weights:

2.1.9 Typography

C4 Headline RegularC4 Guides (used to make text boxes)

C4 Text RegularC4 Text ItalicC4 MediumC4 Medium ItalicC4 Text BoldC4 Text Italic

C4 Condensed RegularC4 Condensed ItalicC4 Condensed BoldC4 Condensed Bold Italic


C4 Headline has beendesigned to create headlinesin print. It is recommended foruse with large titles and itshould be used extensivelywhen designing posters. C4 Headline looks mosteffective when it is used at14pt and above. In print it isthe only type face that shouldbe placed in a box. Type inboxes should always be upperand lower case.

2.1.10 C4 Font

C4Headline

abcdefghijklmnopqrstuvwxyzßæœ•ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_

C4 Guides (used to make text boxes)

1 2 3


C4 Text Bold has additionalweight and can be used foremphasis in small titles,headings and sub-headings.

C4 Italics should be usedwithin text to give emphasisto a word or a phrase.

2.1.10 C4 Font

C4Text Bold

abcdefghijklmnopqrstuvwxyzßæœ••ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ&0123456789*#@+<=>'"÷±%‰⁄µ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_

C4Text Bold Italic



C4 Text Medium is a slightlyheavier font than C4 TextRegular. It is most effectivefor longer passages of text atsizes of 14pt upwards.


2.1.10 C4 Font

C4Text


C4Text Italic



C4 Text Regular is a light,clean practical font and isideal for body copy inbrochures leaflets, letters andmemos. It looks mosteffective when set in 7, 9, 10,11 and 12pt type.


2.1.10 C4 Font

C4 Text


C4 Text Italic



C4 Condensed is a useful fontfor on screen or off air usagewhen a large amount of textneeds to be set in a smallspace. It is available inregular, regular italic, bold andbold italic.

2.1.10 C4 Font

C4 Condensed


C4 Condensed Bold



Type should never appearbelow 5pt. There is nomaximum limit to type size.

C4 Text Regular is mostsuitable for 7, 9, 10, 11 and12 pt type for body copy.

C4 Text Medium is mostsuitable for body copy at sizes14 pt upwards

C4 Text Bold is most suitablefor small titles in body copy.

C4 Headline is most suitablefor all text used in posters andlarge titles.

Poster headline leading canbe determined by thefollowing equation.

leading = font size x 1.1

for example:font size = 10pt10 x 1.1 = 11ptleading = 11pt

Alternatively the auto leadingcan be set to 10% inQuarkXpress documentpreferences.

Body copy leading can bedetermined by the followingequation.



Alternatively the auto leadingcan be set to 20% inQuarkXpress documentpreferences.

2.1.11 Size 2.1.12 Headline leading 2.1.13 Body copy leading

This is a headlineThis is C4 Medium set at 20 point with 24 pointleading. It is large body text. This is C4 Mediumset at 20 point with 24 point leading. This is a Small Title

This is body copy using C4Text Regular. It is 10 pointtype with 12 point leading.

Magnus es, domine, etlaudabilis valde: magna virtustua, et sapientiae tuae nonest numerus. et laudare tevult homo, aliqua portiocreaturae tuae, et homocircumferens mortalitemsuam, circumferenstestimonium peccati sui ettestimonium, quia superbisresistis: et tamen laudare tevult homo, aliqua portiocreaturae tuae.tu excitas, utlaudare te delectet, quiafecisti nos ad te et inquietumest cor nostrum, donecrequiescat in te. da mihi,

domine, scire et intellegere,utrum sit prius invocare te anlaudare te, et scire te prius sitan invocare te. sed quis teinvocat nesciens te? aliudenim pro alio potest invocarenesciens. an potius invocaris,ut sciaris? quomodo auteminvocabunt, in quem noncrediderunt? aut quomodocredent sine praedicante? etlaudabunt dominum quirequirunt eum. quaerentesenim inveniunt eum etinvenientes laudabunt eum.quaeram te, domine, invocanste, et invocem te credens inte: praedicatus enim es nobis.invocat te, domine, fides mea,quam dedisti mihi, quaminspirasti mihi per

humanitatem filii tui, perministerium praedicatoris tui.Caput. Et quomodo invocabodeum meum, deum etdominum meum, quoniamutique inme ipsum euminvocabo, cum invocabo eum?et quis locus est in me,quoveniat in me deus meus?quo deus veniat in me, deus,qui fecit caelum et terram?itane, domine deus meus, estquiquam in me, quod capiatte?an vero caelum et terra,quae fecisti et in quibus mefecisti, capiuntte? an quia sinete non esset quidquid est, fit,ut quidquid est capiat te?quoniam itaque et ego sum,quid peto, ut venias in me,quinon essem.

This is C4 Text Bold This is C4 Text Bold Italic

20

Colour may be used to helpdifferentiate between types ofinformation. When placedover a photograph orillustration the colour of thebox or type may be takenfrom the image. Otherwise,colours may be chosen fromthe Channel 4 colour paletteon page 11 of the IdentityStyle Guide.

2.1.14 Type colour

Visual identity guidelines | Off air

ColourFrom image

Colour from Channel 4colour palette





21Visual identity guidelines | Off Air

The following section is aguide to implementing thenew identity in the medium ofprint advertising.

There are four key outdoorformats and six press formatsthat Channel 4 favours. Whenworking in other formats thesame design principles apply.

2.2 Print and posteradvertising


At the heart of the Channel 4visual identity is the beliefthat writing and design mustwork together.

Channel 4 is innovative,independent and irreverent.Therefore, the tone of voiceneeds to be bold, surprisingand challenging.

Sound bites work well onposters and in advertising.They keep communicationclear and simple. Below areexamples of the headlinesfrom successful campaigns.

2.2.1 Tone of voice

Programme: Dying for Drugs

Drug companies are making a killingProgramme: 4 Music, Mobo Awards

Listen to your televisionProgramme: Nigella Bites

Nigella sucksProgramme: Six Feet Under

Skin to die forProgramme: Derren Brown plays Russian roulette live

Magic is deadProgramme: Big Brother

View, vote, control

2.2.2 Writing copy


The web is written lower case.Other common technicalterms are styled as follows:CD-Rom, email, voicemail, hi-tech, hi-res, 3D, voiceover,worldwideweb, website,dotcom.

Job titles should be written aslower case:creative director, executiveproducer

It is preferable to use ‘and’within text rather than theampersand (&).

No full stops in acronyms orafter initials. Captions do nothave full-stops at the end.

hyphen (-) used for words that are brokenover two lines or for fractions(two-thirds) or to join twowords (part-time). Avoidhyphens at the end of lines inrange left copy if at allpossible.

en dash (–) used in place of ‘through’ innumbers (10–25) or othermeasurements of time (May–June).

em dash (—)Sometimes used in place of acolon as punctuation (thework was completed — allthings had been revised).

EllipsesThree points with a smallspace either side whichsignify a missing word…

To keep the text area as evenas possible it is preferable notto use quotation marks tosignify the title of aprogramme, book or film.These can be signalled by theuse of italics.

…“”‘’«»‹›·‚„!?•-–—


The ‘four’ in Channel 4 shouldalways be a numeral.

However, in general one to tenare to be written out:one, two, three, four, five, six,seven, eight, nine, ten.

Number 11 onwards shouldbe written in figures:He was 12 years old.

All numbers at the beginningof sentences should bewritten out:Five years ago.

Weights, times, measures anddates should be statednumerically.

Add an ‘s’ to numerals anddates to pluralise them:1940s, B-52s

Four figure numbers don’thave commas. Larger ones do: 1750 and 50,000

Decades are written as 80s,90s, 00s. Centuries arewritten as nineteenth century,twentieth century.

2.2.2 Writing copy

1234567890


The URL should be used whenthere is relevant andcorresponding information onthe Channel 4 website. TheURL should always be rangeleft and can appear eitherbroken or unbroken. The breakis for long programme titles.The preferred URL position isbottom left. Yet it can moveup and down the left handside of the page toaccommodate imagery.

It must always be thesmallest piece of information(in size) on the page. Howevercare must be taken tomaintain the URL’s visibility.

Programming informationmust always be representedin the order ofday_date_month_time.Abbreviations are allowed inthe following combinations:

Monday 3 January 9.00pmMon 3 Jan 9.00pm3 January 9.00pm3 Jan 9.00pm

2.2.3 Advertising signature

URl construction

channel4.com/programme

channel4.com/extended programme title

Poster scheduling examples

New series starts Friday 27 March 10.30pmNew series, Wednesdays 9.00pmA season of programmes starts Tues 26 JulyNew series, Thursdays from 19 NovemberStarts Sun 5 Feb 11.00am

508


The logo will retain the centreright position in anyadvertising format. It mustnot be placed in any otherposition.

The size of the logo is fixedaccording to each format. It should never appear at anyother size. All measurementsare in millimetres.

Please note that billboardformats may vary. It isessential that printspecifications are obtained foreach poster before the artworkis produced.

48 sheetActual size: 3048 x 6096 mmArtwork to be sized as:304.8 x 609.6 mmLogo height = Poster height x 0.333 = 1014 mmRight margin: 381 mm

96 sheetActual size: 3048 x 12192 mmArtwork to be sized as:304.8 x 1219.2 mmLogo height = Poster height x 0.5 = 1524 mmRight margin: 508 mm

6 sheetActual size: 1900 x 1300 mmArtwork to be sized as:190 x 130 mmLogo height = Poster heightx 0.185 = 352 mmRight margin: 70 mm

Mega 6 sheetActual size: 6070 x 3023 mmArtwork to be sized as:607.0 x 302.3 mmLogo height = Poster height x 0.185 = 1122 mmRight margin: 100 mm

2.2.4 Logo position 2.2.5 Logo size

381

100

70

Mega 6 sheet 6 sheet 48 sheet

96 sheet

HeadlineQualifying statementTuning information


The font C4 Headline shouldbe used for copy on billboardand press ads. The exceptionto this rule is the URL whichshould be set in C4 Text Bold.C4 Headline is the only fontthat is placed in a box.

There should never be morethan three levels oftypographic hierarchy. These levels are :

1. headline 2. qualifying statement andtuning information3. URL

Colour may be used to helpdifferentiate between types ofinformation. When placedover a photograph orillustration the colour of thebox or type may be takenfrom the image. Otherwise,colours may be chosen fromthe Channel 4 colour paletteon page 11.

To provide more flexibility theinformation can move up anddown the left hand margin inorder to accommodate theimagery. See examples below.

2.2.6 Typography 2.2.7 Text box colour 2.2.8 Typography position

channel4.com

Headline

Qualifying statementTuning information

channel4.com


channel4.com


channel4.com


Headline

Qualifying statementTuning information

channel4.com



channel4.com channel4.com channel4.com


Channel 4 should alwaysproduce engaging, original,memorable and eye-catchingadvertising solutions.

When commissioning artwork,the most important questionis how are the images to beused? The use of the picturedictates the type ofphotographer or illustratoryou need to find.

The new Channel 4 identityworks best with full frameimagery as opposed tomontages of smallerphotographs.

Below are excellent examplesof images generatedexclusively for the channel.

2.2.7 Imagery


The format of the poster/advertisement will also affecthow the artwork is produced.If an image is to be used indifferent formats, two versionsmay be required. Alwaysconsider where the logo andtype will sit in thecomposition.

2.2.7 Imagery


The poster text is positionedin text boxes. A special fontcalled C4 Guides has beendeveloped to help designersdraw the boxes.

The leading measurement isthe distance between lines oftype. When using C4 Headlinethe leading should be set tothe following equation:



Alternatively the auto leadingcan be set to 10% inQuarkXpress DocumentPreferences.

2.2.8 Poster layout

¶1How to make1 2the text box23work well3

¶1How to make12the text box23work well3

1. Write text and insert the numbers one, two andthree into the beginnings and ends of lines.

line one

line two

line three

text box

3. Create a box with the help of guides. 4. Remove the C4 Guides font by highlightingeach guide in turn and pressing the space bar.

text box

text box

2. Change the numbers to the C4 Guides font.

How to makethe text boxwork well

1How to make12the text box23work well3

¶1One line3


Below are guidelines whichshow you how to make theboxes when there are one ortwo lines of type.

2.2.8 Poster layout

¶1Two lines1 3of type3

1.Write text and insert the numbers. If there aretwo lines insert the number one into the first lineand number three into the last line.

text box

2. Change the numbers to the C4 Guides font.Create a box with the help of guides. Remove theC4 Guides font by highlighting each guide in turnand pressing the space bar.

1.Write text and insert the numbers. If there isone line insert the number one at the beginningand number three at the end of the line.

text box

2. Change the numbers to the C4 Guides font.Create a box with the help of guides. Removethe C4 Guides font by highlighting each guide inturn and pressing the space bar.

Two lines of type

One line


The poster text is positionedin text boxes. Below are guidelines which showyou how to make the boxeswhen the type is of varyingpoint sizes.

2.2.8 Poster layout

¶1Typography1 2of differing22point sizes23in the text boxes3

1.Write text and insert the numbers. If there aremore than three lines insert the number two intoall the middle lines.

text box

¶1Typography12of varying22point sizes23 in the text boxes3

2. Change the numbers to the C4 Guides font.Adjust the leading of the smaller type until theguides meet. Ensure that the left hand type alignsby adding space to the beginnings of lines.

text box

3.Create a box with the help of the guides.

text box

4. Remove the C4 Guides font by highlightingeach guide in turn and pressing the space bar.

Typographyof varyingpoint sizesin the Text Boxes

1Typography12of varying22point sizes23 in the text boxes3


The logo will retain the centreright position in anyadvertising format. It mustnot be placed in any otherposition.

The size of the logo is fixedaccording to each format. It should never appear at anyother size. All measurementsare in millimetres.

Please note that pressformats may vary. It isessential that printspecifications are obtained foreach advertisement before theartwork is produced.

National press full page

The Times broadsheet Actual size: 540 x 343 mmLogo height: 80 mmRight margin: 15 mm

The Times tabloid Actual size: 338 x 264 mmLogo height: 54 mmRight margin: 12 mm

National press half page

The Times broadsheet Actual size: 270 x 343 mmLogo height: 60 mmRight margin: 15 mm

The Times tabloidActual size: 200 x 264 mmLogo height: 45 mmRight margin: 10 mm

National press horizontal strip

Guardian 7 x 8Actual size: 70 x 341 mmLogo height: 35 mmRight margin: 12 mm

National press 10 x 7

The Sun Actual size: 100 x 264 mmLogo height: 33 mmRight margin: 10 mm

Magazine page ad

Heat Magazine Actual size: 300 x 222 mmLogo height: 48 mmRight margin: 10 mm

2.2.12 Press layout


Sometimes there will be aneed to include subsidiaryinformation such as asponsor’s logo. This is mostlikely to occur on posters andadvertisements. Suchinformation should bepositioned at the base of thelayout, ranging right oroccupying the same width asthe Channel 4 logo.

Additional logos may bepermissible in cases where itis necessary to reflect theidentity of an externalsponsor or partnerorganisation.

In general, any additions toadvertising should be kept asdiscreet as possible and in noway be allowed to obstruct orvisually dominate the Channel4 logotype. Strict adherenceto the clearspace regulationsmust be followed.

No two logotypes are thesame shape or dimension, soit is impossible to give strictsize guidelines. However, as aguide additional logos mustnot exceed the width of theChannel 4 logo.

2.2.13 Sponsorship and third party logos


When creating responseadvertising large amounts ofinformation need to bedelivered to the reader.

Boxes may be used to containthe information. The logos ofexternal sponsors may alsobe contained within the boxes.

2.2.14 Response advertising


When full colour reproductionis not possible, monochromeprinting of the logotype isacceptable. The logo can alsobe reversed white out of solidblack or a background tone ofsufficient contrast.

When the logo is placed overa black and white image, extracare must be taken to ensurethat it is legible.

2.2.15 Black and white reproduction


Particular media will have astronger appeal to somegroups than others. Therefore,it is important to understandwhat an advertisement needsto say, to whom it is speaking,and in what time scale shouldit be delivered? Each mediahas advantages anddisadvantages which need tobe considered when planningan advertisement.

Newspapers deliver timely,current messages. It can bepredicted when the ad will beviewed. The quick turnaroundof the ad means that it can bevery topical.

The fact that the readerphysically holds the papermeans that they pay closeattention to its contents.There is a substantial choiceof ad sizes and positions.

However, the cheap paper andcrude printing process meansthat the quality ofphotographic images is low.

Magazine advertisementsoffer better quality imagereproduction. They target veryspecific audiences. Researchhas revealed that people payclose attention to magazineadvertisements.

The reputation of prestigiousmagazines can help toenhance the message of anadvertisement.

Magazine ads have a long lifespan compared tonewspapers. However this canmean that the ad is out ofdate before it is seen. This isexacerbated by the need tosupply the artwork weeksbefore the magazine ispublished.

Outdoor billboard advertisingattracts a lot of attentionbecause of its size andlocation. This medium works

best with clear and concisemessages. Billboard ads reacha lot of people, many of whomsee them repeatedly onregular routes of travel.

It is hard to reach a specificaudience with billboardadvertising. The format can becreatively inhibiting becauseof unusual proportions andthe need to be ‘snappy’.

2.2.16 Media considerations


Factual InsertThe headline and programmetitle are set in C4 Headlineand placed within a box. Theprogramme scheduling is setin C4 Text Bold and bodycopy is set in C4 Text.

2.2.17 Print and posteradvertising examples

She killed thelast man who gotthis close

Aileen:Life and Deathof a Serial Killer

Tonight 10.00pm

In 1992 Aileen Wournos, a hitchhiking hooker was convicted of murdering seven men in Florida and sentenced to death. She’s already the subject of an Oscar-winning film ‘Monster’, andtonight Nick Broomfield gets up close to the real monster. He uncovers her abusive childhood and thebrutalising events that shaped her, as she prepares for her own execution. In one final harrowinginterview when she is clearly mad, she screams to be executed. And the next day she is. Is this a saneway to treat the insane? Nick Broomfield puts American justice on trial. You be the judge.

channel4.com/film


BillboardC4 Headline is usedextensively in posters andpress ads. Below theprogramme title andscheduling information areplaced in a box.


Green WingNew comedy coming soon to Friday nights


Text only postersSometimes a puretypographic solution canmake a more powerfulstatement.



Press ad This ad was made from acollage of unusual materials.However it still adheres to theChannel 4 guidelines.



The term literature describesthe printed leaflets, brochuresand books produced byChannel 4.

2.3 Literature


Below are the dimensions ofsome of the most commonliterature formats. Allmeasurements are inmillimetres.

A3 Portrait 420 x 297A4 Portrait 297 x 210A4 Landscape 210 x 297Brochure 235 x 297 210 Squared 210 x 210 A5 Portrait 210 x 148A5 Landscape 148 x 210

The logo position is rightcentre. This is fixed and itshould never appear in anyother position.

The logo should sit range-right against the determinedmargin.

These are recommended logosizes. In specialcircumstances the logo sizemay need to be increased.

A3 Portrait 54 mmA4 Portrait 40 mm A4 Landscape 42 mmBrochure 44 mm210 Squared 38 mmA5 Portrait 34 mmA5 Landscape 34 mm

2.3.1 Using the logo on literature

2.3.2 Logo position 2.3.3 Logo height

A3 Portrait A4 Portrait A4 Landscape

Brochure A5 Portrait A5 Landscape210 x 210


Each format has a set ofrecommended margins withinwhich the text and logo mustbe contained. Below are themargins for each format.

A3 Portraittop 25.426 mmbottom 26.223 mmleft 16 mmright 16 mm

A4 Portraittop 22 mmbottom 21 mmleft 10 mmright 10 mm

A4 Landscapetop 16.933 mmbottom 19.5 mmleft 14 mmright 14 mm

Brochuretop 21.26 mmbottom 21.8 mmleft 12 mmright 12 mm

210 Squaredtop 12.7 mmbottom 12.7 mmleft 12.7 mm right 12.7 mm

A5 Portraittop 16.943 mmbottom 19.49 mmleft 8 mmright 8 mm

A5 Landscapetop 12.62 mmbottom 12.708 mmleft 12 mmright 12 mm

2.3.4 Margins

A3 Portrait A4 Portrait A4 Landscape

Brochure A5 Portrait A5 Landscape210 Squared


2.3.5 Stationery andcollateral


Templates have been createdfor letters. They allow thefollowing information to beincluded at the top of theletterhead.

Letters can be folded for usewith DL window envelopes.

Channel 4124 Horseferry RoadLondon SW1P 2TX

Telephone: 020 7396 4444Textphone: 020 7306 8691channel4.com

Direct Tel: 020 7306 0000Direct Fax: 020 7306 [email protected]

Name of AddresseeTitle of Addressee Name of CompanyStreet Address 1Street Address 2CityPost Code

Day Month Year

Envelopes marked with theChannel 4 logo are availablein the following sizes:

C4 landscapeC4 portraitC5 landscapeDL landscape

2.3.6 Letters 2.3.7 Envelopes

channel 4 identity style guide

Documents