PBS-NC_BrandBook_FINAL DIRECT MAIL.pdf

BRAND BOOK

v.01202022

BRAND GUIDELINES

BRAND MESSAGING

Rally Cry

Vision & Mission

Value Statement

Positioning Statement

Brand Voice & Tone

Brand Personality Traits

Audience Segments

Logo Guidelines

Typography

Color Palette

Graphic Elements

Photo & Video Guidelines

Copy & Tone Examples

BRAND

MESSAGING

RALLY CRY //

We are a collective of educators, visionaries and creators dedicated to opening the hearts and minds of North

Carolinians. We turn wonder into action and bring intense curiosity to all that we do. Each day, we are determined to inspire people and communities across our state through actions that are sincere, purposeful, genuine, and honest.

We are unbiased in our agenda. Unwavering in our commitment. And united in our quest — to spark lifelong learning and enrich people’s lives. As one integrated team of passionate and caring individuals, we will get there.

We are PBS North Carolina.

VISION //

Our Why

To spark lifelong curiosity and wonder, empower our communities, and enrich the lives of all North Carolinians.

MISSION //

How the “Why” comes to life

To provide transformational experiences and trusted content to educate, inform, entertain and inspire the people of North Carolina.

VALUE STATEMENT //

At PBS North Carolina we start with trust and move forward creatively and collaboratively, with purpose, imagination, and open minds.

POSITIONING STATEMENT //

For all those who have a connection to our state, PBS North Carolina is the gateway to learning experiences that spark curiosity and to wondrous, relevant, and inclusive content that inspires people of all ages.

In many ways, we are a brand of contradictions: sensible yet daring; accessible yet distinctive; edgy yet family friendly. What binds us and our audiences together is just that: our ability to create a sense of togetherness and to unite people toward a greater good — the advancement of our state and its people.

BRAND VOICE & TONE //

From web copy and emails to internal positioning statements, PBS NC’s tone will adjust to each platform but, as an organization, we write with one voice: one of sincerity, purpose and curiosity. No matter the context, our word choice, tense and syntax should lend precision, energy and clarity, reinforcing our brand traits.

BRAND PERSONALIT Y TRAITS //

Sincere If you are confidently and believably sincere, you are trusted. PBS North Carolina endlessly strives to be a genuine brand and media organization. We aim to tell stories that lift people up, consistently deliver trusted programming across platforms and offer quality educational experiences in communities and classrooms.

Sub-Traits: Relatable + Reassuring

Purposeful We are driven by a bold and unwavering commitment to enriching North

Carolinians’ lives. Everything we create is in service of our audiences. Our goal is to continue to bring new resources that enchant and delight, stir hearts and minds, close gaps in learning and motivate people to action.

Sub-Traits: Committed + Engaged

Curious We enthusiastically seek new knowledge and ideas within our communities, across our state and around the world. Our curiosity is driven by restless imagination. Like our audiences, we are lifelong learners: we pursue and tell stories that instill wonder and turn viewing into a connected and engaging act.

Sub-Traits: Enthusiastic + Imaginative

We strive to connect with a range of audiences that reflect an inclusive diversity of backgrounds, experiences, mindsets, communities and cultures.

AUDIENCE SEGMENTS //

NC Newcomers Current PBS NC Members

NC Learners

We are constantly researching, learning and evolving our understanding of the diverse individuals who make up our audience segments. Our 3 primary areas of focus are Current Members, NC Newcomers and NC Learners. Each is unique and equally important to the success of our brand.

CURRENT AUDIENCE AND MEMBERS //

BRAND

GUIDELINES

LOGO GUIDELINES //

Official Logo When referencing our larger organization in broadcast, digital and/or print media, use the PBS North Carolina logo with the full state name and “Powered by the UNC System” tagline. There are two versions, a full color logo and a white logo. The full color horizontal version (A) is the preferred logo and should be used whenever possible. The white logo is for use on darker background colors or imagery. The wordmark was custom-made for the logo only. Do not recreate the wordmark in the PBS Sans font.

profiles are always white profiles are always PBS blue

Full Color

A.

White Logo

B.

PBS NC Logo with Tagline When referencing the main channel (previously UNC-TV), use the PBS NC logo with the abbreviation “NC” and the

Powered by the UNC System” tagline. There are two versions, a full color logo and a white logo. Each one has a vertical and horizontal version. The full color horizontal version (A) is the preferred logo and should be used whenever possible. The vertical logo (B) is available for limited, approved use only and is available by request from the creative department. The white logo is for use on darker background colors or imagery.

The wordmark was custom-made for the logo only. Do not recreate the wordmark in the PBS Sans font.

Full Color

White Logo

X

25%

LOGO GUIDELINES //

Minimum Padding To preserve the integrity and visual impact of the logo, always maintain adequate clear space around it It’s an integral part of the design, and ensures the logo can be seen quickly, uncluttered by other logos, symbols, artwork or text.

Minimum padding around the logo is equal to 25% of the height of the logo.

X

25%

Improper Usage When using the logo, take care to not harm its integrity by altering it or exercising your personal creative freedom.

The following are merely a few examples of what wouldn’t be OK.

Do not typeset or recreate the wordmark using the PBS Sans font

Do not rearrange the elements, change the scale of elements, or flip or rotate the elements in the logo

Do not separate profiles, shield, and wordmark

Do not stretch, distort, or otherwise modify the logo

Do not add decorative effects such as emboss or drop shadow to the logo

Do not alter the colors of the logo Do not knock out profiles of the logo

Do not place or embed the logo or shield within a box or carrier shape

Proper Usage When using the logo on photography, the white logo should be used primarily. In instances where there isn’t enough contrast between the background image and the logo, the full color logo should be used.

✔ Approved use of white logo on photography

✔ Approved use of full color logo on photography

Channel Logos As North Carolina’s only statewide public media network, PBS

North Carolina’s 12 stations provide all 100 counties with four full-time, unique broadcast program channels.

Light

Regular

Medium

Bold

Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/

T YPOGRAPHY //

PBS Sans Typography tells a story. The right typeface and used consistency builds character. PBS Sans is our main font.

DO:

Use PBS Sans for all applications whenever possible

Use Arial (Regular and Bold) only on platforms where custom fonts are not available

T YPOGRAPHY //

Headlines

PBS SANS MEDIUM

PBS Sans Medium in Title Case with

20pt kerning should always be used for headlines. Headline should be approximately 3x larger than body copy and 2x larger than subhead copy.

The primary color for headlines should be PBS NC Longleaf Green, or White if knocked out of a color block or image.

Subheads

PBS SANS MEDIUM

PBS Sans Medium in ALL CAPS with

110pt kerning should always be used for subheads. Subheads should be approximately 1.5x larger than body copy and 2x smaller than headline copy.

The primary colors for subheads should be PBS NC Longleaf Green, or White if knocked out of a color block or image.

Subheads can also be followed by two forward slashes in PBS Green-Lite.

Body Copy

PBS SANS L IGHT

PBS Sans Light in sentence case with

20pt kerning should always be used for subheads. Body copy should be approximately 3x smaller than headlines and 2x smaller than subhead copy.

Body copy should be Registration Black in most cases, or White if knocked out of a color block or image.

COLOR PALETTE //

Primary PBS NC Longleaf Green is our signature color and should be prominently placed for brand impact. For a majority of print materials, CMYK color builds are recommended.

PBS Blue and PBS Green-Lite tior sumqui aut et et fugitatur mos deriae dus quisquam, nos es a vellati conseque necab

PBS BLUE

#2638C4

R 38

G 56

B 196

C 100

M 65

Y 0

K 0

PBS GREEN-LITE

#8AB827

R 138

G 184

B 39

C 52

M 8

Y 100

K 0

PBS NC LONGLEAF GREEN

#4D8210

R 77

G 130

B 16

C 41

M 0

Y 88

K 49

COLOR PALETTE //

Secondary Our secondary colors strengthen the PBS NC brand DNA. Each color has been chosen as a complement to our Primary color palette and represents North Carolina beauty.

Secondary colors should never be used as a dominant color on their own, rather as accent colors combined with the primary colors.

Primary colors will be used ~80% of the time, while Secondary colors will be used ~20% of the time, when applicable.

Atlantic

#006980

PMS 2224 C

C 91

M 20

Y 19

K 34

R 0

G 105

B 128

Cardinal

#AF272F

PMS 1805 C

C 0

M 97

Y 78

K 22

R 175

G 39

B 47

Clay

#D45D00

PMS 717 C

C 0

M 69

Y 100

K 2

R 212

G 93

B 0

Sky

#97C7EB

PMS 283 C

C 38

M 10

Y 0

K 0

R 151

G 199

B 235

Mountain

#4A317E

PMS 7680 C

C 90

M 100

Y 20

K 0

R 74

G 49

B 126

GRAPHIC ELEMENTS //

Slashes To create a sense of movement and dimension, we use two forward slashes (//) in various ways.

Examples include after subheads to create emphasis and overlayed on images to create a dynamic visual effect.

Forward slashes after subheads should primarily use PBS Green-Lite. Forward slashes on images should be large, offset, and use both

PBS Longleaf Green and PBS Green-Lite with transparency set to Hard Light.

BRAND

DESIGN

Bar Graphics We take the forward slash into branded bar graphics as well for use in other ways. These can be used as category headlines over imagery in digital and print use when applicable.

These graphics can use primary or secondary colors as needed.

Example Graphic

Example Graphic

Example Graphic

Example Graphic

Example Graphic

Icons & Patterns Icons add personality and character to the brand.

These graphics can be used in moderation across print and digital collateral.

Icons can be used to create subtle background patterns across brand materials.

The examples shown to the right reflect the overall graphic style of the icons/patterns, but are not a comprehensive collection.

PHOTO & VIDEO GUIDELINES //

Quality Please use the following guidelines when selecting or shooting footage or photography for use in PBS North

Carolina materials.

Quality: PBS North Carolina uses high-quality photography and video assets to elevate our brand and enhance the experience of our statewide viewing audience, reinforcing our commitment to meeting them where they are with the absolute best viewing experience. Images and footage should be optimized for all media; avoid using low resolution images and footage. Special consideration may be taken when showing archival images or footage. Our image specifications are as follows:

Print Images: 300 dpi @ 100%

Large format posters: 150 dpi @ 100%

Display/screen images: 72 dpi @ 100%

Video: TBD

Third-Party Content: Much our content is provided by outside sources. Whenever possible, third-party content should be reviewed against PBS North Carolina standards of quality and personality we hold for our own materials.

Visuals The PBS North Carolina brand is purposeful, sincere, and curious.

This personality should be reflected in our use of imagery and footage.

Our mission is to provide transformational experiences, and the images we use should be directly tied to that. Consider why an image is being selected. What is the story being told? Does it bring value to the viewer by being included?

Does it add to the story and support the message?

ex: The Finding Your Roots image is directly tied to the

“Grow Curious” headline and also ties back to the “Grow

Together” fundraising campaign.

Our photography and video should feature the state and residents of North Carolina in an honest and proud manner.

Our vision of enriching the lives of all North Carolinians is intentional. At PBS North Carolina, our photography should accurately represent the diverse fabric of our state and viewers. This diversity includes but is not limited to race, ethnicity, gender, age and abilities. The diversity of our state geography should also be considered. PBS NC covers all

100 counties in North Carolina, and our brand photography should be wide ranging. We intentionally show more than popular NC landmarks, as we embrace the variety of geographic locations our state has to offer.

Use of Stock Footage or Imagery: When possible, we avoid using stock images or footage. However, when stock photography is used, we should avoid use of imagery that feels staged, artificial or overly posed. Any scenic photography representing North Carolina must have been captured in-state.

ex: The coastal image shown below is of Bald Head Island, NC

The vision of PBS North Carolina is to spark lifelong curiosity among our viewers, and our imagery plays a key role in achieving this. The photography and video we choose to share should engage, intrigue and capture the attention of viewers in a way that is dynamic and unique. Whether we’re showing a science lesson to young learners, footage of historical events or sharing a documentary on the mysteries of the universe, our imagery and footage should strive to inspire awe and wonder.

COPY AND TONE EXAMPLE //

The brand personality traits of PBS North Carolina should be prominent throughout the copy and tone of all brand materials. The copy to the right is just one example of how the trait sincere is incorporated into messaging.

“For the past year, North Carolinians relied on PBS North

Carolina; that’s why we strive to be good neighbors, providing continuous COVID updates, At-Home Learning resources for students, parents and teachers across the state, and programs to enlighten and entertain. Everything we do has always been possible with the steadfast support of our local viewers, and we’re committed to never letting them down. We need your support so that we can be the best neighbors possible for another year.”

Why The first fundraising platform is declarative, specific and clear;

it refers to meaningful services (“COVID updates, At Home

Learning resources”) on which viewers depend and positions us as a trusted, reassuring resource. It states our conviction and ends with a direct, clearly motivated ask: “we need your support so that we can.”

The brand personality traits of PBS North Carolina should be prominent throughout the copy and tone of all brand materials. The copy to the right is just one example of how the trait purposeful is incorporated into messaging.

“Rooted in You

From Asheville to Oak Island, PBS North Carolina represents our people, stories and culture, with local programming produced for and about North Carolinians. Whether you drink craft beer or Cheerwine, love the Blue Devils or the Blue Ridge, it’s our state and we are your PBS North Carolina.”

Why The first ad’s “Rooted In You” headline offers an inclusive message. The body copy is in the active voice (“PBS North

Carolina represents”), encourages diverse viewership and conveys belonging, lending the ad purpose and cohesion.

The brand personality traits of PBS North Carolina should be prominent throughout the copy and tone of all brand materials. The copy to the right is just one example of how the trait curious is incorporated into messaging.

“PBS North Carolina presents The Key Ingredient with Sheri

Castle. Join the award-winning cookbook author as she connects with farmers, chefs and home cooks across North

Carolina, exploring versatile, local ingredients and delicious, practical recipes.”

Why The first copy uses an engaging verb, “exploring,” and describes the subject of exploration in encouraging terms (“versatile,”

“local,” “delicious,” “practical”). We should write enthusiastically about discovery.