C G
Brand Style Guide
Common Ground Common Ground Common Ground
Common Ground Common Ground Common Ground Table of Contents
Strategy The 411 The Creative brief Common Ground Profile BET Profile Research Abstract Conclusion Reference
1.0 1.1 1.2 1.3
1.4 2.0 2.1 2.2 2.3
C G
Common Ground Common Ground Common Ground Table of Contents
Process Mood board & Toolbox Logo concepts Media concepts Standards Brand Print Interactive Solutions Print Interactive Motion
3.0 3.1
3.2 3.3 4.0 4.1 4.2 4.3 5.0 5.1 5.2 5.3
C G
The 411: The thought behind the design is just
as it states… Common Ground. The design is here to foster a relationship with what has been lost in the African American community. Moe than just a brand and more than just a trademark, Common Ground is a Lifestyle. Just think… a Fusion between Hip-Hop and Dustys, Redd Fox and Jamie Fox, or the Cosby’s and the Payne’s. Common Ground is about creating a bridge between the generations of the past and the up and coming generation. It’s not a campaign, It’s a movement! 1.1
Common Ground Common Ground Common Ground The Creative Brief 1.2
The Project :The Key objective is to unite Black Entertainment TV (BET) with the non-profit organization Common Ground. The primary goal is to create positive publicity for both entities simultaneously while assisting the local Black Community.
Company Profile: BET’s point of profit is in the networks ratings
used to sell commercials. Through the use of having Popular programming matched with a long historical tradition of focusing on issues in the African American community BET is able to focus on the point of sale, which is clearly based on the sale of commercials and advertising
Audience Profile: BET’s target audience is focused on pop culture youth between 14 and 25 whom are heavily into Hip-Hop music.
Audience Response: The goal is to have the target audience increase their community involvement while strengthening the sprit of family in local areas while becoming more intimate with BET’s programming
1.2
C G
Common Ground Common Ground Common Ground Creative Brief
Communication Strategy: The overall message that we would like to convey is BET
cares about the Black community, The inner city youth, and the future of the Black community. This can be achieved through the use of positive imagery that reinforces these ideas through the use of Internet, TV advertisement, and Interactive displays in key locations. The final project can be seen and measured by an increase in ratings and a over all increase of community involvement in sponsored events.
Competitive Positioning: The primary competition for is MTV, GMC, CMT and VH1.
Currently BET is ranked 3rd in ratings amongst video music programming. To set the BET apart through this project, I plan to take a grass roots approach that is great for publicity and an eye catching experience.
Target Message or Single-Minded Strategic Message: “Common Ground�
This idea is structured around the rebirth of the black community and is meant to advertise as well as promote the project.
Brand, Logo and Project Specifics: Because of the legacy associated with BET, A
C
new logo for Common Ground has been constructed to show creativity in this idea.
G
Common Ground Common Ground Common Ground
Common Ground Profile 1.3 Mission Statment:
The Common Ground Foundation is dedicated to developing youth in
underserved communities to be contributing citizens and strong leaders.
VISION:
Hip-Hop artist, Actor, and Children’s author Lonnie Rashid Lynn, known as “Common,” is the visionary behind the Common Ground Foundation. Our premise is to identify and develop tomorrow’s leaders through programs that promote holistic leadership and education. We are committed to empowering youth to achieve greatness while developing leadership and life skills needed to fulfill their dreams and make an impact on their world.
C G
Common Ground Common Ground Common Ground
Common Ground Profile 1.3
BET Networks is the leading provider of entertainment content for African Americans and consumers of Black culture worldwide. The primary BET channel reaches more than 90 million households in the United States, the United Kingdom, Canada, Middle East, Africa and the Caribbean. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, a leading Internet destination for Black entertainment, music, culture, and news; CENTRIC, a 24-hour entertainment network targeting the 25- to 54-year-old African-American audience; BET Digital Networks - BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Home Entertainment, a collection of BET-branded offerings for the home environment including DVDs and video-on-demand; BET Event Productions, a full-scale event management and production company with festivals and live events spanning the globe; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which oversees the extension of BET Networks programming for global distribution.
C G
Common Ground Common Ground Common Ground Abstract 2.1
If there is to ever be a future, people must learn from the past and strive to never repeat it. The sole purpose of the Common Ground design project is to influence just that. Through the use of new media technology the project is set to tackle issue plaguing tomorrows youth in the Black community across America. Using a vast range of positive images and campaigns the Common Ground project design is set to respond against years and years if negative stereotypical descriptions that have run ramped and have been credited with feeding a poisonous fairytales to at risk youth in the black community. These tales of woe have been passed on to tomorrow’s future. The Common Ground project is to serve as a much needed wake up call. Scientist may refer to this project as something similar to chaos theory, however given the circumstances and dire need for change to come about in some of the dense populated areas in this country’s inner cities. This is no simple task. To bring about such a monumental shift in the ideology Black Entertainment Television is teaming up with Hip-Hop artist and Icon Common’s non-profit organization know as Common Ground. The project promises to use turn around the images associated with Black America through new positive programming, images, music, and learning. This project is not another “rise up and fizzle out” publicity stunt geared at bleeding the black population in America dry. The project is real and will generate resurgence comparable to the Harlem renaissance.
C G
Common Ground Common Ground Common Ground Conclusion 2.2
In closing, the wind behind pushing for the Common
Ground project is of an unspoken words that stretch whispers from beyond the grave of many voices from the past in the African American community. Why not let those voices be heard again and set a new precedence in Black America. Promoting this project is more than just a major win for BET’s public image. It stretches far beyond the original cause from The Common Ground Foundation. It is a process like no other comparable to moving a mountain and creating a movement comparable to the Harlem Renascence.
C G
Common Ground Common Ground Common Ground References 2.3
About BET. (2010, September 12). Retrieved from http://bet.mediaroom.com/ Cummings, K. D., Atkins, T., Alison, R., & Cole, C. (2008) Response to intervention: Investigating the new role of special educators. Teaching Exceptional Children, 40(4), 24-31. Dearing, E., Kreider, H., Simpkins, S., & Weiss, H. B. (2006). Family involvement in school and low-income children’s literacy performance: Longitudinal associations between and within families. Journal of Educational Psychology, 98, 653–664.
Dewey, J. (1902). The School and Society. Chicago: University of Chicago Press. Flesch, R. (1955). Why Johnny Can’t Read: And what you can do about it. New York, NY: Harper & Row Publishers Hollingsworth, L.S. ( 1920). The Psychology of Subnormal Children. New York: Macmillan. Hess, Robert. (1970). Social Class and Ethnic Influences on Socialization”. Michael Manual of Child Psychology. New York
C G
Common Ground Common Ground Common Ground References
Kame’enui, E. J. (1993). Diverse learners and the tyranny of time: Don’t fix blame; fix the leaky roof. The Reading Teacher, 46, 376–383. McGill-Franzen, A., & Allington, R. L. (1993). “Flunk `em or get them classified: The contamination of primary grade accountability data.” Educational Researcher, 22, 1922. Noddings, Nel. (1993). For all its Children. Educational Theory. Volume43/Number 1 Stanovich, K. (1986). Matthew effect in reading: Some consequences of individual differences in the acquisition of literacy. Reading Research Quarterly, 21, 306 407. Slavin, R. E. (2005) Evidence-based reform: Advancing the education of students at risk. Thousand Oaks, CA: Corwin. Shaywitz et al. 1992, Journal of Educational Psychology; Francis et al. 1996, Journal of Educational Psychology). The new us. (2010, September 12). Retrieved from http://www.commonground foundation.org/index.html
C G
C G
The Common Ground Logo
Common Ground Common Ground Common Ground
Common Ground Common Ground Common Ground Logo Design
The Common Ground Logo has two variations: With text and without. The without text version of the logo is preferred for quick and easy recognition although the with text version may be used as circumstances warrant such or when additional space is available. Both variations must maintain the set clear space as designated on the Logo parts page. The Common Ground Logo can be placed on any color back ground provided the color does not drown out the assigned colors of the logo itself. Additional acceptable logo treatments will be addressed in the following pages. In order to convey a strong brand image and maintain consistency, the logo must never be redrawn or changed. Always use original data.
C G
C G
C G
Examples
Common Ground Common Ground Common Ground with text
C G
without text
C G
Common Ground Common Ground Common Ground Logo Parts
The common ground logo consists of 2 main parts: The Symbol The Type Primary Color pallet (symbol) (text) C: C=100 M= 100 Y=100 K=0 C1: C=0 M=0 Y=0 K=65 G: C=19 M=100 Y=100 K=12 C2:C=0 M=0 Y=0 K=100 C3:C=0 M=0 Y=0 K=33 Type Face C: Wide Latin C
x1
C x1
x1
G
x1
x4 x2
CommonGround Ground Common Common Ground
x1
Type Face Common Ground: Times G: Papyrus G
x1
x1 x1
x6
x1
x1
G
x1 x1
C G
Common Ground Common Ground Common Ground Unacceptable Treatments
Do not replace logo colors with any other colors. Do not change the size ratio of the logo text or change any of the logo fonts. Do not change the spacing of the logo or text Do not allow the logo to become pixilated or distorted in any way. Always use original materials. Never copy and paste the logo from a secondary source.
G
C C G
G
Common Ground Common Ground Common Ground Common Ground Common Ground Common Ground Common Ground Common Ground Common Ground
C C C G
G
G
C G
Common Ground Common Ground Common Ground Images
Artistic images and photos are essential in developing a new interest within the Black community when working towards a resurgence with generational ties. Much like the Harlem renaissance, powerful positive images are a must when reaching out to the people who call their community home Artistic works should be centered on Afro centric themes. All images should be presented in such a way that it invokes a passion that can move its viewer toward creating a better tomorrow. Director Robert Townsend said it best‌ “He who controls images, controls peopleâ€?
C G
Common Ground Common Ground Common Ground Images Samples
C G
Common Ground Common Ground Common Ground Logo Use Example
To maximize the usefulness of the Common Ground Brand name, it should be displayed in a manner that is larger than life. Taking over a stadium for an even is not to far fetch when creating a movement through the use of new media. Having a brand that is attached to large events will create a momentum that can propel itself once started. Fads come and go, but Icons last forever.
C G
Common Ground Common Ground Common Ground Iconic Samples
C G
Common Ground Common Ground Common Ground Fonts General Guidelines
Main headlines across all media utilize Times. Subheads associated with Common Ground are in Papyrus. The logo text is Also in Times. This font may additionally be used for extra headlines, and small amounts of body copy, particularly in print ads. The main body copy however, remains Book Antiqua for anything longer than a paragraph. In the event that condensed headlines are required, Book Antiqua is to be used alongside Times. In some cases, a script font may be desired. If this is the case, the font Snell Roundhand should be used.
Main Headlines: Times abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Condensed Additional Headlines: Times abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Subheads: Papyrus abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Main Body Copy: Book Antiqua abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Logo Text, Additional Headlines, Short Body Copy: Times abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Optional Script: Snell Round Hand abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
C G
Common Ground Common Ground Common Ground Motion Video Online
Online video should be created at 600px x 400px. When showing the final logo animation, the size and positioning of the final logo should be: 55px from the left. 495px wide. 50px from the right. 110px from the top. 160px tall. 130px from the bottom. The call-to-action (“Get up get out and get something at www. BET.com/ commonground�) should be positioned directly under the logo on the same baseline as the bottom of the logo icon and should be spaced according to the logo size. The beginning of the call-to-action must be directly under the first logo text, and the end of the call-to-action must be directly under the end of the logo.
C G
Common Ground Common Ground Common Ground
Get up, Get out, and Get something www.BET.com/CommonGround
C G