Brand Guidelines A Visual Companion that makes EqualityTV Fresh
Table of Contents Who We Are Our Mission
Our Vision and Tagline
Core Essence Target Audience
What We Do What Makes Us Different Our Look
EqualityTV Combination Variations
EQTV Combination Variations Wordmark Variations Icon Variations Logo Spacing Our Tagline
Putting It Together
Our Color Palette
Our Fonts
Our Logo Don’ts
How We Communicate Our Name and Tagline
Tone and Messaging Style
Keywords and Words to Use with Caution
Final Thoughts
Introducing EqualityTV The brainchild of Creative Visionaries, LLC., EqualityTV is a new face in the entertainment world. We provide fresh perspectives and a unique voice to alternative communities and issues around the globe. EqualityTV is more than just a multimedia network. We offer a social community where users can watch shows, interact and share opinions and information with the intent to impact and create a positive change in the world. With its new brand, EqualityTV will revolutionize entertainment, pushing the boundaries of traditional media and building a global community that embraces the alternative!
Who We Are We are EqualityTV. We are not traditional media; we are conscious media. We are entertainment with purpose—and that is only the surface. Here are the details:
Our Mission EqualityTV’s mission is so multifaceted that to try and sum it up into one sentence just didn’t do it justice. Instead, our mission statements address the various aspects and purposes of EqualityTV, as a network, a creative outlet, a community hub, etc. Each statement represents one element of EqualityTV, but together they define a strong brand and company purpose.
To broadcast the ‘other sides’ of lifestyle and entertainment that traditional media overlook or under-represent in their shows and films.
To celebrate diversity and equality through unique and creative expression showcasing alternative lifestyles and minority communities.
To open conversations on social issues
by providing an online social platform for anyone to broadcast creative ideas, opinions, and experiences to a global audience.
To create new and exciting programming that entertains and provides fresh insight into unconventional and current topics, global causes, campaigns, cultures, and lifestyles.
To push the boundaries of society to include everyone equally, empowering and embracing the freedom of diversity.
Our Vision There is an underlying purpose to everything our mission entails: to color the world. That small phrase symbolizes so much, from expressing creativity to changing the world. To further expand upon that vision, we included three specific contexts through which EqualityTV’s vision will be achieved.
To color the world as the go-to media network for fresh alternative entertainment with attitude and purpose. as a community hub where everyone can watch, connect, and broadcast ideas. as a positive force in minority communities and around the globe, promoting education, conversation, transformation and change.
Our Tagline EqualityTV is different; we’re proud of that, we embrace it. Our tagline reflects both our own mission as a network and the hopes we have for our viewers and the world: that they would Embrace Alternatives, creating a whole new world.
embracingalternatives
Our Core Essence Our brand’s core values are the essence of our brand; without these principles EqualityTV would cease to exist.
We believe in Equality. All people should be treated equally regardless of gender, age, race, sexuality, culture, religion, or ability. At EQTV, we strive to bring equality into entertainment and media, creating and choosing our programming to include all aspects of humanity—especially those often left out—in a fair and respectful way. To further that, we welcome everyone to watch and participate equally in our community. We treat our users with respect and equality, while holding them to the same standard. We believe equality is essential to a better world; we believe in setting an example.
We celebrate Diversity. The world is filled with variety; every individual is unique. Rather than conform to any one reality, EQTV looks to embrace our differences as positive traits that keep life interesting. Our shows and films are dedicated to highlighting the panorama of experiences and characters reality has to offer. Even our genres are diverse, including comedy, drama, reality shows, news, sports, lifestyle, music, and more! We address a plethora of issues as well, from LGBTQA and women’s rights to environmental sustainability to racial issues to religious and cultural freedom. Although we are not a political network, we are not afraid of exploring social issues that affect the diversity and equality of our world. In fact, we relish the opportunity! We believe different is a good thing; we work to give different a voice!
We support Community. Whether by birth, location, or choice, we become members of communities made up of similar individuals, lifestyles, or beliefs. Those communities are a source of support and knowledge. As part of EQTV’s mission, we want to create a new community—one that is made up of a variety of communities and individuals united by the common goal of a better world. We are inclusive and welcome everyone, promoting a positive space to share experiences, engage in meaningful conversations, educate each other, and enjoy the company of similar (or even not-so-similar) minds.
We encourage and facilitate Creativity. Creativity is defined as the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc. We couldn’t have said it better ourselves! EQTV is dedicated to creating and supporting fresh, colorful, and unconventional expression including shows, films, and music. Additionally, we encourage our users to express themselves, creating their own shows and films to broadcast globally through our network. We support upcoming artists and expression by promoting their work through our network and community, even producing user-created shows. We believe creativity inspires culture; we aim to inspire equality, diversity, and community!
Our Target Audience At EqualityTV, we welcome everyone—and we mean Everyone! With our broad vision and multi-faceted mission, we aim to attract:
Visionaries.
The people who desire and are not afraid to create change. The people hungry for equality and a different world. People with a voice.
Those who love to be entertained;
those who love to
express themselves, create shows, and watch shows.
Everyone and anyone
(ages 16 and up) who appreciates diversity, who sees that reality is complex and wants to see entertainment for the ‘other sides’.
People who believe in: LGBTQA Issues & Rights Women’s Issues & Rights Human Rights Race, Religion, & Culture Diversity Disabilities (physical & mental) & Mental Health Economics & Social Justice Globalization / Politics / Current Events Climate Change / Sustainability Animal Rights
We only ask that our viewers and users respect our values (Equality, Diversity, Community, and Creativity) and our purpose by participating within our user agreement’s guidelines.
What We Do EqualityTV is a global multimedia network, online broadcasting platform, and social community. We promote creative & innovative content that is both entertaining and purposeful to fulfill our ultimate intention of coloring the world while embracing alternatives!
Our Network EqualityTV offers transformative shows, webisodes, films, music, and discussions that everyone can enjoy on a global scale. From lifestyle to music, reality to comedy, movies to documentaries, fashion to sports, we have it all—with a twist. EqualityTV is THE go to Network for all the information and entertainment you need to start Embracing Alternatives.
Our Platform EqualityTV wants everyone to get their chance to make a difference and change the world with their ideas. Our platform offers a social soapbox for the alternative lifestyle communities and individuals to broadcast themselves in the name of equality. Together we can make equality go viral!
Our Community The social community of EqualityTV is a place where people of all backgrounds and all interests are welcome. Engage with other individuals, open-minded groups, businesses, or charities and find out about the latest events happening in your area. Our interactive social network will always be changing, pushing boundaries for social issues.
What Makes Us Different EqualityTV is an alternative all to its’ own, being not only a community resource for alternative lifestyles, but also a community that encourages inclusivity of all people. EqualityTV creates a stand-alone industry committed to change and discussion. Unlike larger LGBQTA and Special Interest news outlets, EqualityTV strives to offer entertainment, news, issues and special features for a broader audience.
EqualityTV focuses on people not politics.
Equality means more than lifestyle rights—it means working together to create a better and safer world for every being no matter where they are. EqualityTV’s web shows and features are all created to get people talking about what matters most; whether it be gender rights, environmentalism, world issues, religious and racial discrimination, terrorism or ageism, EqualityTV wants to be the driving force behind open dialogue for all issues.
EqualityTV broadcasts the other sides of lifestyle and entertainment. Along with the shows everyone is addicted to, EqualityTV features independent directors, artists, and community members. Everyone has a say and everyone deserves a voice. Each person is a building block of the whole network, which is representative of the whole world. EqualityTV offers the ability to create and upload personal shows and features, promoting new ideas for change.
EqualityTV is online, all the time. We don’t stop and we never stay the same. EqualityTV makes sure to provide the latest news and thoughts around the globe. We are the go-to media network for fresh alternative news and entertainment, so we keep it updated regularly. Our users can be assured EqualityTV will be in the know when issues happen.
EqualityTV is global and local.
We want all people to get to know one another and start that vital dialogue to create and maintain change. Our social network is about more than local information; it’s about making connections and learning from and about each other in a respectful platform.
Our Look This is our logo. It expresses our values in the aesthetic form: fresh, fun and friendly from the colors used; current, informal and declarative by the font while maintaining an exciting and positive atmosphere by the combination of it all. To keep that sensation, we have set some guidelines for whenever and wherever our logo is being used. Come have a look!
EqualityTV Combination The full EqualityTV Combination logo should be used whenever possible, either horizontal or vertical.
Vertical
Full Color
Color Variations
Horizontal
Flat Color
Greyscale
One Color
EQTV Combination The abbreviated EQTV Combination logo can be used when space is a concern or in places where the full name is given or understood.
Vertical
Full Color
Color Variations
Text Only
Flat Color
Greyscale
One Color
Wordmark Version The wordmark version can be used when space is a concern or when you want to use the icon in a different position. Just make sure the icon is far enough away from the text to not look like some weird combination.
Color Variations Full Color
Flat Color
Greyscale
One Color
Icon Version The Icon version can be used in pretty much any situation, but shouldn’t repeat too much (i.e if you are using the icon really large on a page, you should probably use the just text version of the logo to avoid too much repetition). If the icon is used on its own, the name of the company should be somewhere, in text or on the page.
Flat Color
Full Color
Color Variations
Greyscale
One Color
Logo Spacing We would like our logo to stand out, which means that it needs some breathing room when surrounded by other elements! Use the height of ‘TV’ as a general guideline to the minimal amount of space for either our EqualityTV, EQTV or wordmark logo. For our icon, use one of the colored dashes that is part of it.
Our Tagline Ideally, the tagline should be somewhere on the page, relative to the logo. It does not always have to be combined with the logo, but if possible, that would be absolutely fantastic.
These are the alternative colors used for the tagline, if something simple is needed.
Greyscale Options
embracingalternatives
Color Options
embracingalternatives
These are the main colors used for the tagline.
embracingalternatives embracingalternatives embracingalternatives
Putting It Together The general rule is that the tagline has to be readable (if it is smaller than 1.75 in, which is the business card version, then it is too small!). Below are some examples to show ideal tagline placements.
One way to place the tagline is inbetween the ‘q’ and the ‘y’ of equality. This is ideal if the logo is huge and the tagline would still be readable in that small negative space.
If the first method is not legible, the tagline can be placed below the logo, starting at the ‘q’ and ending at point of the ‘v’.
For the best placement method concerning the EQTV logo combination, if the tagline is the same as the width of the logo overall, that would be great.
A similar rule (to the rule above) would apply for just the icon of the logo as well.
Don’t like centered taglines? If the logo is for a big banner or something similar, the tagline can be enlarged to fit a bit over half the height of the icon logo.
Our Color Palette Our logo is quite vibrant — the colours below just prove it! We still want to keep a standard colour scheme though, so the following colors are the ones to go to when creating your document.
Primary Colors
PANTONE Black C:0 M:0 Y:0 K:100 HEX #212121 R:35 G:31 B:32
PANTONE Black 80%
PANTONE Black 50%
PANTONE Black 20%
PANTONE 717 PC C:6 M:51 Y:94 K:0 HEX #EA902D R:234 G:144 B:45
PANTONE Warm Red PC C:4 M:71 Y:88 K:0 HEX #E96D37 R:234 G:144 B:45
PANTONE 375 PC C:40 M:0 Y:83 K:0 HEX #A0CF67 R:160 G:207 B:103
PANTONE 3265 PC C:67 M:0 Y:43 K:0 HEX #4CA798 R:68 G:189 B:168
Secondary Colors
PANTONE 1788 PC C:0 M:82 Y:80 K:0 HEX #F1563F R:241 G:86 B:63
PANTONE 7495 PC C:53 M:16 Y:95 K:1 HEX #87AB44 R:135 G:171 B:68
PANTONE 7475 PC C:69 M:15 Y:44 K:0 HEX #4CA798 R:76 G:167 B:155
Our Fonts Our brand not only has official colors, but official fonts too. Below are the fonts that should be used in all our materials.
Aa
Grandesign Neue Serif (For headlines, pull quotes, highlights, etc) This is the main font and it is primarily used on the logo. We chose it because it looks relatively modern but also has an endearing quality about it that relates to the values of the company.
abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
Trebuchet MS (For body text, both print and online) For easy readability, Trebuchet was chosen for any instances in which there is body text.
abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
Arial (Alternative font) In case Trebuchet MS is not available, Arial can be used for the body text instead.
abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Our Logo Don’ts We like to keep our brand’s integrity by leaving the logo the way it is. Here are a few rules to follow:
equalityTV equalityTV equalityTV equalityTV equalityTV Do not change the colors.
Do not change the text or font.
Do not skew, rotate or stretch.
Do not move or rearrange elements.
Do not use patterns or colors that interefere with the logo.
How We Communicate We are communicators. That is what we do with every program EqualityTV broadcasts or supports—we communicate ideas, opinions, and realities. We should also be Brand Ambassadors, communicating our brand clearly and consistently at all times. Everything we make, do, or say should reflect our brand. We should utilize our brand elements and messaging to create strong communication that reinforces our mission and values.
Our Name EqualityTV: This is our full name. We love it because it easily reinforces our values and communicates our purpose. We should try to use our full name at least once and whenever possible on any communication.
EQTV: This is basically our nickname. We can use this when we are short on space or in more informal communications, such as blogs or emails. It should always be used in combination with our full name, making sure EqualityTV appears at least once somewhere on the design or in the copy.
Our Tagline Embracing Alternatives is our motto; we live and act by it. It quickly and elegantly iterates our goals and our purpose. We should use our tagline on all communication, whether in combination with our logo or on its own.
Our Tone and Messaging Style We are all about flare, excitement, honesty, and positivity. We are unapologetic in our attitude, focusing on openness and inclusivity. We are fresh and current, so we can be informal and friendly. As entertainment, we should be fun and exciting, unique and creative. We are free to use slang and cool language when communicating with our viewers, whether through advertisements, online, through social media, or in person. We are strong and declarative. We can be bold and push boundaries, but never be outright offensive, negative or demeaning to anyone. We must treat every topic and viewer with respect. We are not afraid to tackle the taboo in the name of equality and education. We realize that our opinions and/or programs may be unintentionally offensive or make certain people uncomfortable with their topics. That is just part of our job: helping the world step out of its comfort zone and expand its horizons. Above all, we are conscious. We are conscious of our tone, our humor, our message, and our purpose. We are conscious of how we are perceived and speak deliberately.
Word Cloud transformative
excitement conscious
creative declarative flare current friendly honesty
exciting freshstrong
unique
unapologetic positivity
informal empowering
Our Keywords These keywords are important to draw from when communicating anything related to our brand. They are not mandatory; they are simply suggestions for words to use when describing us.
Conscious Media / Lifestyle & Entertainment
Larger-than-life
Attitude (positive yet strong, unapologetic attitude)
Pushing boundaries (of conventional entertainment)
Alternative / Off-beat / Unconventional
Colorful / Exciting / Bold
Fresh / current / relevant / conscious / innovative
Perspectives / viewpoints / panorama
Different / diversity
Relativity (reality is relative.)
Empower/empowering/empowerment
Inclusive / welcoming / open
Honest / Educational / Realistic
Change / Transformation
Words to use with Caution Words are important. Just as we have words that fit our brand, we have words that compete with or misconstrue our brand. We should tread carefully when using these words or phrases to ensure they are in a context that meshes with our overall brand.
[insert specific community/ issue/cause] Entertainment/ Television (Although we completely support and encourage many minority communities, we do not limit ourselves to any one community. We should avoid pigeonholing EqualityTV into any one cause. We are about all things alternative. This applies to all the individual issues we tackle, such as women’s rights, religion, race, disabilities, etc. This does not mean, however, that we cannot fully support or promote any one issue/cause that we see fit.)
Political / Activist (We may be political in our opinions and our users may be political, but we are not a political network and are open to any political views that fit our values. Also, while we may promote and encourage activism and our users may be activists, we are also entertainment and are open to many activist issues, not just one cause.)
Final Thoughts We’re here to bring an alternative lifestyle, and it all starts with you. By displaying our brand, you are associating yourself with the idea of a culture that is rich with diversity and positivity! So remember, here are some pointers to maintain the EqualityTV’s spirit:
Be positive with yourself and others! Don’t be afraid to voice your opinion, but keep it respectful. Respect others’ opinions too! Always refer to EqualityTV as a platform for alternative media. Use our mission statement and values to help explain who we are and what we do.
www.equalitytv.com Š 2012 EqualityTV | All Rights Reserved Presented by U2R1 | www.u2r1.ws