[GR604] TLC: Visual Standards Guide [Student Project]

Visual Standards Guide

Visual Standards Guide

Our mission is to connect communities of curious minds and create lifelong learning possibilities

Keywords:

Growth: Becoming Brighter

1. The process of developing or maturing physically, mentally, or spiritually; 2. Progressive development; 3. Development from a simpler to a more complex stage

Potential: Full of Possibilities

1. The chance or possibility that something will develop and become real; 2. Latent qualities or abilities that may be developed and can lead to future success or usefulness; 3. The innate ability in every person to live and perform in alignment with their highest self

Interactive: Building Connections

1. Allowing a two-way flow of information, ideas, and messages; 2. Involving the actions or input of a user

Exploration: Searching for Knowledge

1. The activity of searching and finding out information about something; 2. The action of traveling in or through an unfamiliar area in order to learn about it

Table of Contents

Section .01

New Identity Introduction

From Channel to Company

The Learning Channel emerges from a rebranding initiative as The (new-but-familiar) Learning Company…

The Learning Channel is rebranding itself to focus on connecting, creating, and exploring as ways of learning. Far from its days as a television channel, the brand wants to get people out of their comfort zone and immersed in learning. The Learning Channel wants its audience to know that lessons and mistakes are both moments of learning. Getting dirty and making mistakes in the learning process is half of the fun! The other half comes from sharing that new knowledge and new adventure with their community.

Removed from the television, The Learning Channel found the opportunity to re-envision itself and expand beyond an antiquated medium. The brand will move into this new age with an updated name as the new, but familiar, The Learning Company.

OCTOBER 1980

Appalachian Community Service Network (ACSN) broadcast free programming directly to public cable

1985 TO 1991

The Learning Channel aired for six years, geared toward an inquisitive and narrow audience with generally modest ratings

JANUARY 1, 1984

ACSN shortened the network name to The Learning Channel

1992

Discovery shortened the name of the channel to TLC, but maintains “The Learning Channel” below the logo

MARCH

1998

The Discovery Channel removed “The Learning Channel” from the logo

EARLY 2008

TLC launched a new imaging campaign that shifts the focus to personal stories

2022

The Learning Channel rebrands itself as The Learning Company

27, 2006

TLC launched a rebrand campaign that wanted to shift away from decorating shows and reality programming

Introducing the New Logo

The new logo takes the shape of an arrow within an asterisk. The space between the arrow and the asterisk to follow seamlessly beside the lines of the arrow. The edges of the asterisk rays are slightly rounded to create a softer, more welcoming appearance. Symbol was then rotated to give the mark forward momentum. The final logotype was hand drawn with soft serifs that mirror the curve at the tip of the asterisk rays…

Section .02

Logo Anatomy

Logo Structure

Every space and angle is specific to create a mark that is uniquely The Learning Company…

SYMBOL LOGOTYPE

Alternate Versions

There are three versions of the logo that can be used depending on the size and background…

VERTICAL LOGO SYMBOL

BLEED OFF A CORNER AT LEAST 50% OF SYMBOL VISIBLE

Backgrounds

The colored version of the logo should only be applied to white backgrounds. The white or black version can be used on colored backgrounds that have at leat 35% contrast…

SYMBOL

HORIZONTAL LOGO

What Not to Do

Changing The Learning Company’s logo changes who the brand is to its audience. Use the following guide to ensure The Learning Company is presented correctly…

DO NOT CHANGE THE PROPORTIONS Li ENVIRONMENT + EDUCATION

DO NOT ROTATE THE SYMBOL Li ENVIRONMENT + EDUCATION

DO NOT CHANGE THE SPACING IN THE SYMBOL Li ENVIRONMENT + EDUCATION

DO NOT ADD A STROKE OR BORDER Li ENVIRONMENT + EDUCATION

DO NOT CHANGE THE COLOR OF THE SYMBOL Li

ENVIRONMENT + EDUCATION

DO NOT USE THE LOGOTYPE WITHOUT THE SYMBOL Li

ENVIRONMENT + EDUCATION

DO NOT CHANGE THE COLOR OF THE SYMBOL PARTS Li

ENVIRONMENT + EDUCATION

DO NOT ROTATE THE LOGO Li

ENVIRONMENT + EDUCATION

DO NOT SWITCH THE COLORS OF THE LOGO

Li ENVIRONMENT + EDUCATION

DO NOT USE A FONT INSTEAD OF THE LOGOTYPE

Li ENVIRONMENT + EDUCATION

DO NOT USE AN OUTLINE OF THE LOGO Li ENVIRONMENT + EDUCATION

DO NOT CHANGE THE PROPORTIONS Li ENVIRONMENT + EDUCATION

Section .03

Colors

Main ID Colors

The Learning Company presents itself with a carefully chosen shade of orange…

Secondary Color

The Learning Company’s deep blue color should only be used for text and backgrounds…

HEX: F36C36 C: 0 M: 72 Y: 87 K: 0 R: 243 G: 108 B: 54

PMS: ORANGE 021 U

HEX: 101820 C: 50 M: 25 Y: 0 K: 87 R: 16 G: 24 B: 32

PMS: PROCESS BLACK U

HEX: 1D174D

C: 100 M: 100 Y: 32 K: 40 R: 29 G: 23 B: 77

PMS: 1 01-16 U

Alternate Colors

Sometimes more colors are needed. When choosing new colors for brand communications, embrace The Learning Company’s commitment to exploration and possibilities. Find deep, rich colors by looking to the stars…

HEX: 1D174D

C: 100 M: 100 Y: 32 K: 40 R: 29 G: 23 B: 77 PMS: 1 01-16 U

HEX: 1D174D C: 100 M: 100 Y: 32 K: 40 R: 29 G: 23 B: 77 PMS: 1 01-16 U

HEX: 1D174D

C: 100 M: 100 Y: 32 K: 40 R: 29 G: 23 B: 77 PMS: 1 01-16 U

HEX: 1D174D C: 100 M: 100 Y: 32 K: 40 R: 29 G: 23 B: 77 PMS: 1 01-16 U

Section .04

Typography

Type Specifications

The Learning Company uses typefaces that fit the voice and tone of the brand…

P22 Mackinac Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Bilo Regular 18/24

P22 Mackinac Pro Book 9/13

BILO LIGHT ALL CAPS 7/10 +100 TRACKING

BILO MEDIUM ALL CAPS 7/10 +50 TRACKING

P22 Mackinac Pro Book 7/10

Section .05

Photography

Photography Style

Photography shows a view inside The Learning Company universe. The following guide will ensure all photography shows the right view…

A Note About Diversity

The Learning Company is for all people regardless of race, gender, weight, religion, or any other demographic traits. Ensure all photography reflects The Learning Company’s commitment to diversity.

ASAchieving The Learning Company Glow

To create The Learning Company Glow simply cover a photograph with a box of our signature orange color, then apply the “Multiply” Effect and set the opacity to 25%. All photographs should be treated this way.

ASWhat Not to Do

There are a few limits on what type of photographycan be used. Ensure all images follow these guidelines.

Section .06

New Brand Universe

Possible Brand Extensions

The Learning Company has a wealth of opportunities to extend the brand beyond the television…

ENV-01

ENV-03 SER-02 EXP-01 EXP-02 PRO-01

PRO-03 PRO-04 COB-02

COB-01 EDU-01

EDU-03 EVE-04

ENV-02

Connect Explore Create

EVE-01 EVE-02 EVE-03 EXP-03

PRO-02 SER-01

ENV-01 PUZZLE PLAYGROUND/OBSTACLE COURSE ENVIRONMENT

MUSEUM ENVIRONMENT ENV-02

COMMUNITY SPACE ENVIRONMENT ENV-03

NATURE SUMMER CAMPS EXPERIENCE EXP-01

ELEMENTARY AFTER SCHOOL PROGRAM EXPERIENCE EXP-02

VR ADVENTURES EXPERIENCE EXP-03

COMMUNITY RESOURCES SERVICE SER-02

MASTERCLASS CO-BRANDING COB-01 DISCORD SERVER CO-BRANDING COB-02

PRIVATE SCHOOLS EDUCATION EDU-01

COMMUNITY CLASSES EDUCATION EDU-02 PODCAST EDUCATION EDU-03

COMPETITIONS EVENT EVE-01

CONVENTION EVENT EVE-02

TRAVELING LIVING WORLD EXHIBITS EVENT EVE-03

FIELD TRIPS EVENT EVE-04

PUZZLE PLAYGROUND/OBSTACLE COURSE

The Puzzle Playground/Obstacle Course reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a playground for children and adults with life size engineering puzzles and various obstacle courses.

ENVIRONMENT

NATURE SUMMER CAMPS

The Nature Summer Camps reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making opportunities for adults to spend time learning in and from their environment.

EXPERIENCE

STEAM MUSEUM

The STEAM Museum reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a space where people can interact with exhibits and learn from hands-on activities.

ENVIRONMENT

GAMES/TOYS

The Games and Toys reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making learning fun and collaborative for all ages.

PRODUCT

COMPETITIONS

The Competitions underscores our commitment to connecting curious minds and creating lifelong learning possibilities by giving adults an event where they can show off their knowledge and skills in a lively group setting.

EVENT

THE LEARNING COMPANY SCHOOL

The Learning Company School reinforces our mission of connecting curious minds and creating lifelong learning possibilities by implementing a curriculum that aligns with the exploratory and creative nature of The Learning Company.

EDUCATIONAL OPPORTUNITY

MASTERCLASS

The Masterclass Co-branding Opportunity reinforces our mission of connecting curious minds and creating lifelong learning possibilities by expanding the course library of Masterclass into hands-on in-person lessons.

CO-BRANDING OPPORTUNITY

ELEMENTARY AFTER SCHOOL PROGRAM

The Elementary After School Program reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving students a place to gather and continue learning after the classroom.

EXPERIENCE

APPALACHIA SCHOLARSHIP FOUNDATION

The Appalachia Scholarship Foundation underscores our commitment to connecting curious minds and creating lifelong learning possibilities by opening doors for people in underserved communities.

SERVICE

CURIOSITY NOTEBOOK

The Curiosity Notebook reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving the customer an easy way to track the subjects that capture their attention.

PRODUCT COMMUNITY CLASSES

The Community Classes reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making classes on varying topics available in underserved communities.

EDUCATIONAL OPPORTUNITY

COMMUNITY RESOURCES FOR HOME LEARNING

The Community Resources for Home Learning underscores our commitment to connecting curious minds and creating lifelong learning possibilities by providing people with the resources to make learning possible in their own homes.

SERVICE TRAVELING LIVING WORLD EXHIBITS

The Traveling Living World Exhibits reinforce our mission of connecting curious minds and creating lifelong learning possibilities by offering interactive exhibits that travel around to reach any community.

EVENT

COMMUNITY SPACE

The Community Space reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a place where people can gather and organize their own groups.

ENVIRONMENT

CONVENTION

The Convention reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving public officials the training and resources needed to improve education in their region.

EVENT

PODCAST

The Podcast reinforces our mission of connecting curious minds and creating lifelong learning possibilities by sharing research about a topic on a free platform so that people can learn from others at their own pace.

EDUCATIONAL OPPORTUNITY

VR ADVENTURES

The VR Adventures reinforce our mission of connecting curious minds and creating lifelong learning possibilities by establishing virtual worlds people can explore in groups so that they can experience learning in ways that are not physically possible.

EXPERIENCE

FIELD TRIPS

The Field Trips reinforce our mission of connecting curious minds and creating lifelong learning possibilities by arranging educational field trips around the world so that people can adventure into learning together.

EVENT

CO-LEARNING APP

The Co-Learning App reinforces our mission of connecting curious minds and creating lifelong learning possibilities by creating a space for people to collaborate from a distance so that they can engage in learning with a community.

PRODUCT

SUBSCRIPTION BOX CHALLENGES

The Subscription Box Challenges reinforce our mission of connecting curious minds and creating lifelong learning possibilities by setting up an engaging group learning experience so that friends and families can grow their knowledge together.

PRODUCT

DISCORD SERVER

The Discord Server reinforce our mission of connecting curious minds and creating lifelong learning possibilities by moderating a series of channels for educational discussions so that people can share information and connect with people with the same interests.

CO-BRANDING OPPORTUNITY