Film4

Official Websites

• https://www.channel4.com/collection/film4
• https://www.channel4.com
• https://www.film4productions.com
• http://www.film4.com

Brand Guidelines

2007

Brand Summary

Mission

• To produce engaging, original, and eye-catching advertising solutions that reflect the cool, edgy nature of the channel and integrate film-related themes into all off-air materials [^1].

Core Values

• originality
• engagement
• consistency
• clarity
• edginess

Target Audience

• Viewers and consumers interested in film and cinema, particularly those attracted to modern, bold, and visually striking media [^2].

Personality Traits

• cool
• edgy
• bold
• modern
• minimalistic

Visual Identity Overview

• The visual identity centers on a bold red color palette, minimalistic and geometric logo design, consistent logo placement and isolation, bespoke modern typography, and strong visual contrast. Imagery and layout are designed to be engaging and original, with clear rules for logo usage and color [^3].

Categories

Brand Imagery

• Film4 should always produce engaging, original and eye-catching advertising solutions. Images and headlines should reflect the cool, edgy nature of the channel.
• However there will be occassions when film stills must be used. On these occassions the ‘four’ from the on-air animations must be integrated into the design, either as a positive or as a negative.
• A library of these shapes has been created for such usage.
• In some situations, the imagery provided by the film companies may not be that stimulating and this can be helped by using a red tint over the top.
• Using dramatic and unusual crops of an image can also make the composition more interesting.

Color Palette

• Where possible the Film4 logo should always appear in Red but in situations where colour cannot be used it can appear as a mono in Black.
• The ‘Film’ and ‘4’ of the logo should always be white and can never be transparent.
• At no time can the logo appear in grey or as a tint of the red.
• Film4 uses red as its core colour and black if the logo must appear as mono.
• No other variants of red can be used for the logo.
• A warm grey can be used for design elements but should never be used for the logo.
• Pantone 186 C0 M100 Y90 K10 R163 G0 B0 Web 99 00 00
• Pantone Black 6 C98 M40 Y0 K100 R0 G0 B0 Web 00 00 00
• Pantone 5315 C0 M0 Y3 K10 R211 G210 B222 Web cc cc cc

Typography

• A bespoke typeface has been designed to be used throughout the channel. It is called Film4.
• Film4 is supplied in the Open Type Format and is therefore supported by pc and mac.
• Film4 is a clean, modern font and has been supplied with the following weights for off-air use:
• Type should never appear below 5pt. There is no maximum limit to type size.
• Headlines should always be set using Film4 Bold and always in caps.
• As they are to appear this way the leading for headlines should be determined by the following equation: leading = font size -5pt
• Body copy should always be set using Film4. As this is a condensed font, body copy requires more leading and should be determined by the folowing equation: leading = font size +3pt
• Headlines should always appear in black, white or red depending on the colour of background they are sitting over.
• Key words or sentences can be picked out in one of these colours. There doesn’t always have be an even split but there are occasions when this will work better.
• Sub headers or tx details look good in Film4 but words can be picked out in Film4 Bold.
• Body copy set using Film4. It is 8pt type with 11pt leading. Being a condensed font the extra points in the leading helps its readability.
• There are four levels of typographic hierarchy: 1. Headline 2. Programme/film title 3. TX information or qualifying statement 4. url or channel details
• Ads can exsist with or without a headline but when set without consider the film title as a headline.
• Headline size can vary depending on the size of the advertisement and the imagery used. However it should be larger than the rest of the copy on the page and always in caps.
• For portrait ads the headline copy can move up and down the left hand margin but for all ads or posters that incorporate the large positive 4s, the headline should follow the angle of this design element.

Logo Usage

• Where possible the Film4 logo should always appear in Red but in situations where colour cannot be used it can appear as a mono in Black.
• The ‘Film’ and ‘4’ of the logo should always be white and can never be transparent.
• At no time can the logo appear in grey or as a tint of the red.
• The Film4 logo has been designed to reproduce at a minimum height of 8mm. There is no maximum reproduction size.
• The logo should always be used with a white keyline.
• The keyline weight cannot be altered from the logo provided and therefore should always be 33% (one third) of the line width of the white ‘4’.
• On a white background the keyline will become invisible.
• Where possible, in print, the Film4 logo should always appear in the bottom right-hand position of the page.
• It should be placed NO closer than 10mm from the trimmed edge.
• The Film4 logo should always be surrounded by a minimum 5mm area of space. The area is a minimum and should be increased wherever possible.
• The area of isolation ensures that text or other visual elements do not encroach on the logo.
• The logo should not be misinterpreted, modified or added to in any way.
• It must never be re-drawn or adjusted and should only be reproduced from the artwork provided.
• Do not use the logo without the box
• Do not use a different red
• Do not use grey
• Do not distort the logo
• Do not outline the logo
• Do not use a tint of the Film4 red
• Do not use without the keyline
• Do not place text on the logo
• Film4 uses red as its core colour and black if the logo must appear as mono.
• No other variants of red can be used for the logo.
• A warm grey can be used for design elements but should never be used for the logo.
• Pantone 186 C0 M100 Y90 K10 R163 G0 B0 Web 99 00 00
• Pantone Black 6 C98 M40 Y0 K100 R0 G0 B0 Web 00 00 00
• Pantone 5315 C0 M0 Y3 K10 R211 G210 B222 Web cc cc cc
• When used in a billing block the logo will have to appear extremely small. In this instance only, the alternative logo should be used to increase the legibility and presence of the mark.
• This version of the Film4 logo must not be used in any other situation other than billing blocks.
• Both mono and 4 colour versions are supplied in positive and negative.
• The logo should retain the lower right postion in any off-air advertising format.
• The logo should be placed equidistant from the bottom and right-hand edges. These margins should be a tenth of the width of the advert.
• When advertising is placed on left-hand pages in a magazine it may be necessary to nudge the logo to avoid the fold.
• The size of the logo is determined by the size of the advertisement.
• The logo size is calculated as a fifth of the total height (y). logo height = 15% poster height
• The logo needs to be smaller to avoid clashing with type. logo height = 12% poster height
• When positioning the logo on 48 or 96 sheet billboards, the right-hand margin must be increased to avoid being trimmed off after posting. It is essential that print specifications are obtained before the artwork is produced so that sufficient margin for error is worked in.
• When full colour repro is not possible, monochrome printing of the logotype is acceptable.The black logo with a white keyline must be used at ALL times and can never be reversed out.
• When the logo and type are placed over a black and white image, extra care must be taken to ensure legibility. Darkening panels may help this.

Tone And Messaging

• Film4 should always produce engaging, original and eye-catching advertising solutions. Images and headlines should reflect the cool, edgy nature of the channel.

Visual Style

• Where possible the Film4 logo should always appear in Red but in situations where colour cannot be used it can appear as a mono in Black.
• The ‘Film’ and ‘4’ of the logo should always be white and can never be transparent.
• At no time can the logo appear in grey or as a tint of the red.
• The Film4 logo has been designed to reproduce at a minimum height of 8mm. There is no maximum reproduction size.
• The logo should always be used with a white keyline.
• The keyline weight cannot be altered from the logo provided and therefore should always be 33% (one third) of the line width of the white ‘4’.
• On a white background the keyline will become invisible.
• Where possible, in print, the Film4 logo should always appear in the bottom right-hand position of the page.
• It should be placed NO closer than 10mm from the trimmed edge.
• The Film4 logo should always be surrounded by a minimum 5mm area of space. The area is a minimum and should be increased wherever possible.
• The area of isolation ensures that text or other visual elements do not encroach on the logo.
• The logo should not be misinterpreted, modified or added to in any way.
• It must never be re-drawn or adjusted and should only be reproduced from the artwork provided.
• Do not use the logo without the box
• Do not use a different red
• Do not use grey
• Do not distort the logo
• Do not outline the logo
• Do not use a tint of the Film4 red
• Do not use without the keyline
• Do not place text on the logo
• Film4 uses red as its core colour and black if the logo must appear as mono.
• No other variants of red can be used for the logo.
• A warm grey can be used for design elements but should never be used for the logo.
• Pantone 186 C0 M100 Y90 K10 R163 G0 B0 Web 99 00 00
• Pantone Black 6 C98 M40 Y0 K100 R0 G0 B0 Web 00 00 00
• Pantone 5315 C0 M0 Y3 K10 R211 G210 B222 Web cc cc cc
• When used in a billing block the logo will have to appear extremely small. In this instance only, the alternative logo should be used to increase the legibility and presence of the mark.
• This version of the Film4 logo must not be used in any other situation other than billing blocks.
• Both mono and 4 colour versions are supplied in positive and negative.
• The ‘four’ in Film4 should always be a numeral and both the word and letter must sit together without a letter break.
• A bespoke typeface has been designed to be used throughout the channel. It is called Film4.
• Film4 is supplied in the Open Type Format and is therefore supported by pc and mac.
• Film4 is a clean, modern font and has been supplied with the following weights for off-air use:
• Type should never appear below 5pt. There is no maximum limit to type size.
• Headlines should always be set using Film4 Bold and always in caps.
• As they are to appear this way the leading for headlines should be determined by the following equation: leading = font size -5pt
• Body copy should always be set using Film4. As this is a condensed font, body copy requires more leading and should be determined by the folowing equation: leading = font size +3pt
• Headlines should always appear in black, white or red depending on the colour of background they are sitting over.
• Key words or sentences can be picked out in one of these colours. There doesn’t always have be an even split but there are occasions when this will work better.
• The logo should retain the lower right postion in any off-air advertising format.
• The logo should be placed equidistant from the bottom and right-hand edges. These margins should be a tenth of the width of the advert.
• Body text/tx details are left aligned at an equal distance in from the left-hand edge.
• When advertising is placed on left-hand pages in a magazine it may be necessary to nudge the logo to avoid the fold.
• The size of the logo is determined by the size of the advertisement.
• The logo size is calculated as a fifth of the total height (y). logo height = 15% poster height
• The logo needs to be smaller to avoid clashing with type. logo height = 12% poster height
• When positioning the logo on 48 or 96 sheet billboards, the right-hand margin must be increased to avoid being trimmed off after posting. It is essential that print specifications are obtained before the artwork is produced so that sufficient margin for error is worked in.
• There are four levels of typographic hierarchy: 1. Headline 2. Programme/film title 3. TX information or qualifying statement 4. url or channel details
• Ads can exsist with or without a headline but when set without consider the film title as a headline.
• Headline size can vary depending on the size of the advertisement and the imagery used. However it should be larger than the rest of the copy on the page and always in caps.
• For portrait ads the headline copy can move up and down the left hand margin but for all ads or posters that incorporate the large positive 4s, the headline should follow the angle of this design element.
• Film4 should always produce engaging, original and eye-catching advertising solutions. Images and headlines should reflect the cool, edgy nature of the channel.
• However there will be occassions when film stills must be used. On these occassions the ‘four’ from the on-air animations must be integrated into the design, either as a positive or as a negative.
• A library of these shapes has been created for such usage.
• In some situations, the imagery provided by the film companies may not be that stimulating and this can be helped by using a red tint over the top.
• Using dramatic and unusual crops of an image can also make the composition more interesting.
• When full colour repro is not possible, monochrome printing of the logotype is acceptable.The black logo with a white keyline must be used at ALL times and can never be reversed out.
• When the logo and type are placed over a black and white image, extra care must be taken to ensure legibility. Darkening panels may help this.

Layout And Composition

• Where possible, in print, the Film4 logo should always appear in the bottom right-hand position of the page.
• It should be placed NO closer than 10mm from the trimmed edge.
• The Film4 logo should always be surrounded by a minimum 5mm area of space. The area is a minimum and should be increased wherever possible.
• The area of isolation ensures that text or other visual elements do not encroach on the logo.
• The logo should retain the lower right postion in any off-air advertising format.
• The logo should be placed equidistant from the bottom and right-hand edges. These margins should be a tenth of the width of the advert.
• Body text/tx details are left aligned at an equal distance in from the left-hand edge.
• When advertising is placed on left-hand pages in a magazine it may be necessary to nudge the logo to avoid the fold.
• The size of the logo is determined by the size of the advertisement.
• The logo size is calculated as a fifth of the total height (y). logo height = 15% poster height
• The logo needs to be smaller to avoid clashing with type. logo height = 12% poster height
• When positioning the logo on 48 or 96 sheet billboards, the right-hand margin must be increased to avoid being trimmed off after posting. It is essential that print specifications are obtained before the artwork is produced so that sufficient margin for error is worked in.
• There are four levels of typographic hierarchy: 1. Headline 2. Programme/film title 3. TX information or qualifying statement 4. url or channel details
• Ads can exsist with or without a headline but when set without consider the film title as a headline.
• Headline size can vary depending on the size of the advertisement and the imagery used. However it should be larger than the rest of the copy on the page and always in caps.
• For portrait ads the headline copy can move up and down the left hand margin but for all ads or posters that incorporate the large positive 4s, the headline should follow the angle of this design element.

Additional Properties