INTRODUCTION SE7EN is a ground breaking new supernatural television channel delving deep into the heart of African Taboo. SE7EN is raw, leading the audience through a mine field of shocking material. Challenging viewers to explore areas such as Voodoo, Black magic, cannibalism and the living dead through cutting edge documentaryâ€™s and shows. SE7EN is finding the possible in the impossible, causing chaos in the calm. A channel that offers an insight into some of the darkest corners of the world, bringing the audience ground breaking television that is aired to cause controversy and gain an awareness to the weird and wonderful ways of African culture.
THE LOGO The logo is the main focal point to SE7EN. It is a challenging symbol and allows the audience to have an insight into what SE7EN has to offer as a television channel. The logo works over black or white giving it maximum flexibility and ease in positioning the logo correctly.
WHITE ON BLACK
BLACK ON WHITE
LOGO SIZE The size of the logo can be reduced to smallest size of 10mm. There is no maximum reproduction size of the logo.
LOGO VARIATIONS As it stands the logo itself is extremely flexible. When it comes to adding style to the identity, the logo can have the addition of glitch imagery in the background. This can be used on print or screen.
LOGO POSITION The position of the logo on print is an important asset to SE7EN in creating a strong identity. The top left corner is where the logo can be placed in different situations to strengthen the brands identity.
7 CHANNEL 7 SEVEN CHANNEL SEVEN
TYPOGRAPHY The typeface for SE7EN is a tweak on NEWS GOTHIC BOLD. With the addition of an extra stroke weight around the outside of the lettering, strengthening the identity and the tone of voice with its bold recognizable typeface.
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏ ÐÑÒÓÔÕÖ×ØÙÚÛÜ ÝÞß !.,&'"/:?@ NEWS GOTHIC BOLD - ADDITIONAL 2PT STROKE WEIGHT ALWAYS UPPER CASE
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÕÖ×ØÙÚÛ ÜÝÞß !.,&"'/:?@ In addition, the subtext is the same typeface without the added weight. This is to be used in sub headings and subtext. ALWAYS UPPER CASE NEWS GOTHIC BOLD - ADDITIONAL 0.5 POINT STROKE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÕÖ×ØÙÚÛÜ ÝÞß !.,&"'/:?@ This typeface is to be used in the corporate areas of the channel for instance typed letters and emails. NEWS GOTHIC REGULAR
THIS IS A HEADLINE
THIS IS NEWS GOTHIC BOLD SET AT 24 POINT WITH A 21 POINT LEADING AND -30 POINT KERNING. THIS IS A SMALL TITLE 13 POINT WEIGHT WITH 10 POINT KERNING This is body copy for regular text. 12 point weight with 13 point leading. Gilicap ectanda mquam, tum loc opopota vivignonihil concesse publicae tem virtem porente depopultis, non prorips, quem, nihil vatam diis vissu inat vis rem nondius convocrum labem tanum consuli erum Romnium enatimilla iae acia red cutem, none pat, Catiena trorbem int vere, tandeatuam terfit L. Iveme nore finatervis pecripse inatin de etoriam etrariteri cre vividem, qui temovide antem, publium
hos, quastrum cludacie terbem libunum adhum hos coenihicaed Cupienaris. Ximanum me nimihici patiam unteme eo, firius sestrum orumus comnerfecris hocchilne ala publicitam itis, mensulium nitam. Ta, perbitum di etrioctus. Vervis, nonosultus consim escere audet at, senam, nori fori factorat demuret quam omnoste ricaudam popublis. Benampoerei cons me ta, ublissum si inatque crimaionsunu viviventem, cultodiciam atabem se horicam
noctoratur quam prissup eropopubi pertiam ia dendacchui plist virmilii te, ex sternimac factum imus, cotesil ibuntel ibultuium id dius publi ste in se ad cam acta, usultor udelis? Nos omactu caperi pubit. t, supere, qua verivit. Iqui pro hacii perisqu ercenat ratus, senduciem. Dandi il invel mo is quia deliam di sequi ut maximpore volorerum fuga.
GLITCHED TYPEFACE The glitch can be used on screen or on print. Motion can be used when on screen but print can remain static. Horizontal lines only to represent the glitch. To be used on program titles only.
The titles perspective can be adjusted within the poster to create a slight illusion giving the image more depth. This effect can be used on print or motion graphics on screen.
TONE OF VOICE SE7EN airs shows that compel its audience as well as to shock and educate the viewers. The writing and design must work together in harmony to express the tone of voice of SE7EN to its full potential. The tone of voice for the channels copy must represent what SE7EN offers to its audience. This should be intelligent, shocking and current to keep a strong following. Sound bites work well for shows aired on SE7EN. They help keep the mystery around certain shows along with having bold tag lines to help the audience engage with the show.
Here are some examples of sound bites for channels aired on SE7EN.
GODS & SPIRIT NOT WHIPS & CHAINS PROGRAMME: THE BOY WHO WOULD BE KING
AND YOU THOUGHT PUBERTY WAS DIFFICULT PROGRAMME: NZAMBI
FEEL MORE ALIVE THEN EVER BEFORE PROGRAMME: CHAKATOUS
TELEVISION FOR ANOTHER DIMENSION
ADVERTISING SIGNATURE The URL should be used when there is relevant & corresponding information on the SE7EN website. The URL position should always be bottom right underneath the titles.
ADVERTISING SIGNATURE Programming information must always be represented in the order of DAY_DATE_MONTH_TIME Abbreviations are allowed in the following combination
FRIDAY 7 AUGUST 21:00 FRI 7 AUGUST 21:00 7 AUGUST 21:00 7 AUG 21:00
IMAGERY SE7EN should always produce original raw imagery that holds its audience. Images should show a bold statement about what the show is about and catch the eye of people who see the posters, billboards and ad shells.
EDITED IMAGERY To strengthen the identity of SE7EN, images can be edited in certain ways to bring depth to the images. For instance glitches and scan lines can be added to certain images on print or in motion to bring a strong identity to SE7EN
ON AIR On air, SE7EN must keep the identity of the brand as strong as it does off air. The glitches are used to gain awareness to what the audience is watching. The glitch is a bold statement for SE7EN and represents chaos in the ordinary. When advertising shows that are to be aired on SE7EN, the ident must work around certain factors that stay the same within the channel.
SE7EN uses a strong angle throughout its advertisements to keep the identity apparent for its audience. Over the space of 7 seconds, this is how the screen would work. Finishing off with a harsh angle that separates the text and image.
NOW & NEXT
When screening what will be shown after a show, the same rules apply for the angling of the glitch. This rises from the bottom right and fills the screen partially. A white glitch box then appearers which includes the shows for NOW NEXT & LATER. The glitches are all in motion with lines of colour or white extruding from the box.
The ident is an important asset yo SE7ENâ€™s visualy identity. It reflects the idea of the channel being unpredictable and damaged. In this case, the discoverery of a television within a shrine glitching with the SE7EN logo onscreen is a powerful message about the channel and gives the audience a taste of what is in store. The Ident style of the TV shrine can be applied to various different Idents within SE7EN using different imagery and odd situations. For example the shrine glitching in an empty room or an old hut would be strong variants. The soundtrack over the ident works well in strengthening the idea of SE7EN and should stay consistent throughout.
OUTDOOR ADVERTISEMENT Outdoor advertisement plays a big role in raising awareness to SE7EN. This can be done in a range of ways and different advertising campaigns.
TYPOGRAPHIC Sometimes words can create a more vivid image to what your trying to portray then an image can. In this instance a SE7EN typographic billboard campaign says more about the shows on SE7EN then certain images can. The shocking truth about some tribes can really spark controversy within the audience, which is just what SE7EN intends to do.
TYPE & IMAGE
Programme advertisement for SE7EN can be done in various ways to promote the shows. Here is an example of an ad for NZAMBI, a show based on the Haitian zombie epidemic . The use of text and image together works well in promoting the show and is visually pleasing.
GUERRILLA ADVERTISEMENT Guerrilla advertising can play a big role in the launch of SE7EN. Billboards and blank sides of buildings can work as the canvas to promote the channel. The glitch plays a strong part in verifying the identity of SE7EN. The side of this building is a great example of how SE7EN can raise awareness and develop a niche audience awareness.
ONLINE People are very accustom today with channels hosting websites to stream there shows online. SE7EN is no exception, The site has been created to host its wide range of shows to an online audience that may not be able to catch the shows aired on television.
SE7EN-TV.COM HOME PAGE SITE GUIDES
ADVERTISING SPACE RECOMMENDED SHOWS
With the help of FLASH, SE7EN is able to interact with its online audience in various ways. Before entering the homepage, a SE7EN logo glitch appears on a blank black screen, the Glitch is in motion. This helps bring the identity together between online and TV.
STATIONERY & COLLATERAL The distribution of post is still important for keeping the SE7EN identity recognizable between other channels. The envelope should include the SE7EN logo in different variants to keep them fresh and unique.
124 ELLISON RD 020 3312 7777
124 ELLISON RD 020 3312 7777
124 ELLISON RD 020 3312 7777
124 ELLISON RD 020 3312 7777
This template is to be followed for any letterheads that are sent by post. The logo can change though the variants of other glitches. The footer can also change, and can show different colour glitches to keep the letters fresh and unique.
SE7EN 124 ELLISON ROA D LONDON SW1T 4TX TELEPHONE: 020 3312 7777 SE7EN-TV. C OM
NAME OF ADDRESSEE TITLE OF ADDRESSEE N A M E O F C O M PA N Y STREET ADDRESS 1 STREET ADDRESS 2 CITY POST CODE DAY / M O N T H / Y E A R
DEAR Mulint. Unculis? P. Effre, praet? Nost vocrena, no. Seris hoculiam ex sedo, senatque acchuis, veri furenatiena, nes con Etrum num furis ad Catque niciam diusultia confec ius, nu simus, virmis verfectum pubitiae acere etrider feciam dinprivis ficaed nonsu sunterum ipsenatrit, nicae aur ium que omandaciam molin vessimovest dinguli potiendam acrurente a vit. Ex note, querbis, qui tam int ad rebus ad is cre, que patis int, quam, cupio, que pulocchum Romnesil hore pessus, diem no. Nihilia ctabis, noximus, deo, viliam pervivatus; nostrum co hocri, deris. Odit. Iptissa conoccionsus conte adhum ut furorae con senteri sil hor hoc, que adessendet con re es C. Hilinintiam ni faciem egerri sces videt ingulicips, que mendit aurevis concum sedo, quam tam prae in alestil iusquemquita re publiame tam menteme renatimendam pero unterris, cre alared con rem dii publiciora? Eviventiam. Imovest? inclem potiquosuli, cla redeorum moeniam, C. At vid furibus at, opteati fecupio, quod Cat. Forachum iam fatribus int. Num pora abemquosto consus ciam norudem probse hos cotaberi sinatum incerum invehebus, quideffre viribuliisto Catesil iconsul isquid num patebatra pons bonsimis compons unterte, vivis in nonsusquis res forum pubi pre nius actorum in Etra re iaceris Catquam pulicie natium st L. Ducies erum iam, opopublinum iam moltuis tes ca; in talesse, su caedelis, opublictus et; etior quam Yours sincerely