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Brand Identity Styleguide


Cooking Channel Branding Style Guide


Cooking Channel Branding Style Guide


Table of Contents Creative Strategy  7 Logo   8 Color Palette  10 Typography   15 Iconography

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Photography   26 Title Card  30 Website   42 Application   46

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Cooking Channel Branding Style Guide


Cooking Channel Branding Style Guide

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Cooking Channel Branding Style Guide 6

Cooking Channel Branding Style Guide


Creative Strategy

Cooking Channel’s brand represents the modern, young, and fresh aspects of the Cooking Channel. The main color, green, gives the brand a clean and healthy look, which is very important in cooking today. The bright colors allow the brand to look more appealing to a younger adult audience. The type is in a san-serif font that looks dynamic and is easily read in a small scale. The overarching ‘C’ around ‘cooking’ serves as both the acronym for the channel and for the overarching theme of a timer. The ‘C’ symbol transforms into different parts of a whole circle that represents a timer. These provide a dynamic and simple iconography for the brand.

something that feeds you and your loved ones. Once the timer is up, people feel a sense of gratification at what they have accomplished. The Cooking Channel brings this gratification directly to their viewers. This is why the timer mark circles all the way around ‘Cooking’. It shows how the Cooking Channel is there for their viewers from start to finish. Food is a powerful thing across age, gender, and culture. This brand shows the love for food in all forms that the Cooking Channel brings to its viewers.

The timer is something everyone is familiar with when it comes to preparing food. It’s used as a way to represent the time spent cooking, whether it’s with your friends, your family, your partner, or by yourself. It is time spent enjoying creating

Cooking Channel Branding Style Guide

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Logo

Color and Scaling

1.5x

White on black

1.5x

x

1.5x Full color logo Black on white

White on 85% opacity on images

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Cooking Channel Branding Style Guide

Spacing around the logo is 1.5x the x-height of “Cooking�


Logo

Misuse

Do not distort the logo

Do not put an outline, glow, or dropshadow on logo

Do not combine logo with other graphic elements

Do not display logo at an angle

Do not display logo in colors outside of the brand

Do not rearrange logo elements

Cooking Channel Branding Style Guide

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Color Palette

CMYK: 46, 2, 100, 0 RGB: 152, 197, 60 HEX: #97C53C Pantone U 382 UP

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CMYK: 0, 0, 75, 0 RGB: 255, 244, 95 HEX: #FFF45F Pantone U 101 UP

Cooking Channel Branding Style Guide

CMYK: 0, 85, 99, 0 RGB: 239, 78, 35 HEX: #EF4E23 Pantone U 7417 UP


Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Typography

Insignia Roman 1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Display type

Chaparral Pro Regular Chaparral Pro Bold

Chaparral Pro Italic

1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!?@#$ %^&*(),./ :”<> abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Body type

Used for subheaders

Used with body type or for folios, subtitles, etc.

Cooking Channel Branding Style Guide

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Typography Cooking Channel uses both of its typefaces whenever possible. Headers are in Insignia Roman and body text is always in Chaparral Pro Regular and justified left. The body text is always black. The headers can be in any of the brand colors except for yellow. The subtitles, footnotes, and captions are in Chaparral Pro Italic. These can be black, green, or red.

Hierarchy Formatting

3.6x 1.8x body size 1x 1.2x body size

1.5x caption size 0.8x

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Header

Header

Cooking Channel is the go to place for cooking. Our network is about positivity and creativity through food. Food is delicious! Food is messy! Food is fun!

Cooking Channel is the go to place for cooking. Our network is about positivity and creativity through food. Food is delicious! Food is messy! Food is fun!

Sections of text are clearly distinguishable without color.

Sections of text are clearly distinguishable in color.

Cooking Channel Branding Style Guide


Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Iconography

Colors and Sizing

Each element used by Cooking Channel comes from the overarching â&#x20AC;&#x2DC;Câ&#x20AC;&#x2122;. The six icons represent the time, motions, and methods of cooking. These elements play off of one another to enhance the brand identity. They are lively, vibrant, and eye-catching. The elements can be displayed in any of the brand colors and can be shown alone or in groups. When the icons are shown together they must be at either 1x or 2x times the size of one another. Icons on top of images must be white

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Elements must be displayed at 1x and 2x times the size of one another.

Cooking Channel Branding Style Guide


Iconography

Misuse

Do not distort the icons.

Do not display icons in colors not associated with the brand.

Do not overlap icons.

Do not display icons in different colors.

Cooking Channel Branding Style Guide

Do not put a glow, stroke, or drop shadow around icons.

Do not display the icons in non-proportional sizes.

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Iconography

Patterns

The iconography can also be displayed in a pattern. The pattern can be shown in six different variations. With these six variations, the inversed green is the most significant and should be used more often than the others.

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Cooking Channel Branding Style Guide


Iconography

Color Variation

Cooking Channel Branding Style Guide

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Cooking Channel Branding Style Guide


Cooking Channel Branding Style Guide


Photography

Composition and Format

As a food centered network, photography is beyond important! Cooking Channel uses bright and vibrant photography that makes users hungry for more. Food photos can be overhead shots or detail shots. Icons can be placed on photos if they effectively enhance the composition and emotion of the image.

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Cooking Channel Branding Style Guide


Photography

Misuse

Photo is dark and dreary, subject is not clear

Photos can not be in black and white

Photos can not be too dark

Icon placement can not distract from the photo

Photos can not have color filters

Photo can not be distorted

Cooking Channel Branding Style Guide

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Cooking Channel Branding Style Guide


Cooking Channel Branding Style Guide

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Title Card

Layout and Composition

Cooking Channel’s title cards are bright and lively. They use moving symbols to keep the viewers attention while watching television. The format for the show titles comes in two forms: a one line version for short names and a two line version for longer names. Each card also has room for an optional tagline at the bottom right corner for phrases like “season premier” or “network premier”.

Cake Hunters

The cards come in four color variations: red on white, white on red, red on white, and green on white. Yellow is not used for the title cards.

Tuesdays 8/7c

Basic layout for a one-line title card.

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Cooking Channel Branding Style Guide


Title Card

Layout Examples

Cake Hunters Tuesday 8/7c

Season Premier

Beach Bites with Katie Lee Tuesday 8/7c

Cake Hunters Tuesdays 8/7c

Season Premier

Beach Bites with Katie Lee

Basica layout for a two-line title card.

Tuesday 8/7c

Cooking Channel Branding Style Guide

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Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Title Card

Grid Layout

Time aligned left to 470px left

Do not let title go further past 1450px left

Center title at 960px left

Cake Hunters Tuesday 8/7c

Time centered between 540px and 360px up.

Season Premier Basica layout for a two-line title card. 34

Cooking Channel Branding Style Guide

Title baseline at 540px up

Optional tagline at 90px up


Title Card

Grid Layout contâ&#x20AC;&#x2122;d Time and title aligned left to 490px left

Beach Bites with Katie Lee Tuesday 8/7c

Do not let title go further past 1430px left

Titleâ&#x20AC;&#x2122;s mean line at 720px up

Title baseline at 540px up

Time centered between 540px and 360px up.

Optional tagline at 90px up

Basica layout for a one-line title card. Cooking Channel Branding Style Guide

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Title Card

Typography Treatment

Everything on the title card should be in Insignia Roman except for the date line. These titles should be centered on the screen. For longer titles, the words should be stacked with the bottom line being the longest. The two line titles are aligned left. Do not edit the tracking on the title cards.

160px

120px

Beach Bites with Katie Lee

75px

Tuesdays 8/7c

50px

Season Premier

120px

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Cake Hunters

Cooking Channel Branding Style Guide


Title Card

Transition Format and timing

Title card transitions are controlled by the iconâ&#x20AC;&#x2122;s motion. Each transition will be 0.5 seconds and will start with the icons spinning faster. The background color will then drop away to the right or downwards first, with the icons slightly staggered behind.

Cake Hunters

Cake Hunters

Tuesdays 8/7c

Tuesdays 8/7c

Cake Hunters Cake Hunters Tuesdays 8/7c

Cooking Channel Branding Style Guide

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Cooking Channel Branding Style Guide


Cooking Channel Branding Style Guide

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Website Cooking Channel’s website offers an easy way for viewers to get engaged with the shows. The website has a border on each side with a white background pattern that changes pattern on each page. Images are shown either has horizontal rectangles or as squares. Headers are in green and body text is in black. The icons can be used as ways to highlight certain areas of text.

Shows

Chefs & Hosts

Recipes

Videos

search recipes, shows, & chefs

On TV On Now

Everyday Italian 6:30pm | 5:30c

Up Next

Emeril’s Florida 7pm | 6c

See Full Schedule

Latest from our Blog Liven Up Your Weeknight Dinners with Easy To Make

Make Perfect Pad Thai in 20 Minutes Flat 10 April 2017

Pan-Asian Recipes

Watch Full Episodes

Carnival Eats s4e2

Tia Mowry at Home s2e4

Super Easy Summer Sweets

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Cooking Channel Branding Style Guide

See More

Dinner at Tiffani’s s1e5 See More

Grilled Cheese Greatness 10 April 2017

Margharetta Pizza Mayhem 10 April 2017

Search


Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Application

Guidelines and Layout

All stationery and paper products feature a clean front with a pattern on the back or inside section of the product. The pattern used is only in green. The headers, adresses, etc. should be displayed in orange. For other physical branding (cups, aprons, bags, etc), the object can be either white, or one of the brand colors. The white merchandise has the Cooking Channel logo in the center, and can feature green accents if applicable. The colored merchandise can have any inversed version of the brand pattern.

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Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Header Title

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Optional Subtitle to the Header

Cooking Channel Branding Style Guide


Header Title

Optional Subtitle to the Header

Cooking Channel Branding Style Guide

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Cooking Channel Branding Style Guide


Cooking Channel Branding Style Guide

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Cooking Channel Brand Style Guide  

Brand book for a redesign of the Cooking Channel tv network. This has no affiliation with the actual brand.

Cooking Channel Brand Style Guide  

Brand book for a redesign of the Cooking Channel tv network. This has no affiliation with the actual brand.

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