The Paley Center for Media represents a bold step into the future for our organization and our brand. In addition to our name change, we are putting into motion a truly unique and compelling visual brand identity. The following document was developed to assist you in reproducing and applying this one-of-a-kind graphic design system. It consists of two parts: Our basic identity guidelines and our house style guidelines.

The identity guidelines provide detailed instruction on how to treat the basic elements of our visual style: signature, color palette, and selected typefaces.

Our house style expands upon our identity system to include a distinct photography style, gradient background treatments, a supergraphic, window device and composition grid.

Because the consistent application of each of these elements is crucial to establishing credibility and recognition in our brand, we request that you follow these guidelines closely and with care. However, as you will see, this visual system was designed to allow significant creative flexibility in the generation of our branded materials.

In order to preserve the power of the 'brand' the Paley Center logo must be correctly implemented. Rules on how to use this logo are fully explained below. If you would like more information about usage, email the Creative Services Department.

Primary Signature
Secondary Signature
Typefaces
Color Palette
Branded Entities for Industry Programs
Supergraphic

Primary Signature

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The Paley Center for Media signature stands at the center of our graphic design system. This unique piece of artwork was drawn specifically for our brand, and it must be reproduced and applied with consistency in all of our brand communications.

Consisting of two circular wordmarks, the signature is a modern and highly stylized representation of who we are. 

The signature is our principal brand identifier, and it should be used whenever possible.

As any misuse of the signature, no matter how small, is detrimental to the success of our brand, it must never be altered, cropped, have effects applied to it (such as drop shadows, distortions or blurs), added to or re-created. Only use approved digital art files.

Secondary Signature

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The secondary signature was created for applications with limited vertical space, such as banners. As with our primary signature, this variation is a unique piece of artwork that must be treated with consistency and care.

Because this variation is a secondary identifier  it is essential that it be only used when the primary signature cannot be properly reproduced or applied.

The secondary signature should never be used in conjunction with the primary signature.

Never alter, crop, apply effects (such as drop shadows, distortions or blurs), add to or re-create this artwork under any circumstances.

Clear Space

The Paley Center for Media signature must be surrounded by a generous field of clear space in every application. This isolates the signature from competing elements such as text and graphics and helps ensure its legibility and impact.

As shown in the exhibit, the absolute minimum amount of clear space that can surround the preferred signature is equal to the height of the “E” in the outer wordmark.

The clear space minimum for the secondary signature is equal to the height of the “A” in media. 

At least this amount of clear space must be applied in every application.

Signature Color Variations: The preferred signature colors are one-color black, and full reverse against a color or photographic background. The signature can also appear in any color from the color palette. However, these variations are part of a single-color treatment that includes text and the window graphic device.

Minimum Size: The Paley Center for Media signature can be reproduced in a range of sizes. However, at smaller sizes the signature risks losing its legibility. For this reason a minimum size has been established. As shown in the exhibit, the primary signature must never be scaled smaller than 0.75’’ in width. The secondary signature must be never be scaled smaller than 1’’ in width.

Background Control:
The Paley Center for Media signature can be applied against a variety of backgrounds. In every instance, it is essential that the background provide sufficient contrast with the signature artwork to ensure its legibility.  White is the generally preferred background for the primary signature in one-color black because of the crisp, clean contrast it creates. For dark and photographic backgrounds, the reverse signature variation should be applied.

Signature Misuse: Any misuse of the signature, no matter how small, diminishes the effectiveness of The Paley Center for Media signature and  compromises the credibility of our brand. Under no circumstances should the signature ever be altered, added to or re-created. Only use the approved digital art files and reference these guidelines often to ensure you treat the signature with care and consistency:

Never use anything but the approved and provided signatures.
Never attempt to create you own the Paley Center signatures.
Never stretch or alter the signature's proportions.
Never attach anything to the signature.
Never use the signature as part of a sentence or phrase.
Never use the signature in a crowded space.
Never print on top of the signature.
Never rearrange the elements of the signature.
Never confine the signature in a shape.
Never re-typeset the signature.
Never gradate the signature.

Primary Typeface

As seen in our signature, typography is another central element of our identity. The consistent use of our selected typefaces not only references the brand, but also adds to a cohesive look and feel in all of our materials.

Fedra Sans Std complements the design of our signature. Its highly modern letterforms establish a distinct look and feel in our verbal
applications. It is intended for primary text applications on all communication materials.

Typography should never have effects applied to it such as distortions or blurs.

Go to www.typotheque.com for purchasing licensed copies.

Secondary Typeface

Fedra Serif B is the natural extension to our primary typeface. Although its designs are contemporary and fresh, its stylized serifs suggest
a classic look.

Highly readable even at smaller sizes, Fedra Serif B is intended for all secondary text applications such as body copy and captions. Fedra Serif B is also recommended on more formal communications such as letters and other correspondence.

Typography should never have effects applied to it such as distortions or blurs.

Go to www.typotheque.com for purchasing licensed copies.

Color Palette

The consistent use of standard colors will help in the recognition of the Paley Center visual communications. A color palette has been specifically developed to contain five colors that allows for diversity of the Paley Center look and feel. A guiding principle of communications is quality and consistency, while allowing for design flexibility. The Paley Center color palette allows for that flexibility while still delivering a consistent message.

The Paley Center color palette has been chosen so that when printed in four-color process the Pantone® equivalent is very similar. Four-color process printing, known as CMYK, uses up to four component colors to make a match of a standard Pantone® color. These components are 'C' for 'Cyan', 'M' for 'Magenta', 'Y' for 'Yellow' and 'K' for Key or Black. Four-color process printing will generally produce a less vivid color than the standard Pantone® spot color.

The five colors may be used as solid colors only. These colors accent the primary logo, and when printing in one color only, black is the preferred color. The color palette allows for RGB color variations for electronic presentation materials.

Full Color Palette
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Primary Colors:

Color is a key element of our visual identity. The Paley Center for Media relies on a mix of vibrant and energetic colors in addition to black, white and gray to provide a range of design possibilities.

These colors can be applied to a variety of graphic elements, including backgrounds, text, rules, charts, graphs and the logo in specific
applications.

Keep in mind that a single-color treatment (using the same color for the logo, text and window device against a white background) is
one of our key design concepts. This promotes a clean and consistent look and feel.

Using a number of colors in a layout, such as using color text against a background of a different color, should always be avoided. As special projects arise new colors may be incorporated into the existing palette, ensuring that the new color is consistent with the overall value of the identity of the Paley Center.

Paley Green
Pantone® 382
C 28% M 0% Y 92% K 0% :: R 195% G 217% B 64% :: Hex #C3D940

Paley Orange
Pantone® 144
C 0% M 52% Y 100% K 0% :: R 233% G 131% B 0% :: Hex #E98300

Paley Magenta
Pantone® 214
C 0% M 100% Y 24% K 4% :: R 201% G 0% B 98% :: Hex #C90062

Paley Cyan
Pantone® Process Cyan
C 100% M 0% Y 0% K 0% :: R 0% G 159% B 218% :: Hex #009FDA

Paley Purple
Pantone® 2725
C 76% M 70% Y 0% K 0% :: R 100% G 89% B 196% :: Hex #6459C4

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Gradient Colors:

The gradients, contain the full spectrum of colors, are distinctive background color treatments. As shown in the examples, each gradient is a progression of three dedicated colors that progress from the upper-right corner of a layout.

This suggests a source of illumination, the wide scope of media and conceptually references the spectrum of offerings found at the Paley Center for Media.

The orientation of the gradients will need to be adjusted for applications with non-standard dimensions, such as those that are taller than they are wide. In these instances, it is necessary to stretch the gradient to form a rectangle. In doing so, the angle of the gradient should remain a 45 degree angle.

The gradients can be used as background applications. When used, the signature should always appear in reverse, along with text and other visuals such as the window. Additionally, the gradients can be applied over black-and-white photography for a stylized look and feel.

These gradients are specially graded with the main Color Palette and should NEVER be recreated. Never use gradients other than the three examples shown. Contact the Creative Services Department regarding appropriate usage:

Primary Logo on Red-Orange Gradient: paley_cir_logo_red
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Primary Logo on Blue-Green Gradient: paley_cir_logo_blu
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Primary Logo on Purple-Blue Gradient: paley_cir_logo_prp
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Branded Entities for Industry Programs

The Paley Center has developed Industry Programs that have lock-ups using the Paley Center Logo as a cornerstone and signatures created in the Paley Center typeface. Alternate signature variations were created for the International Council and the Media Council, independent entities within The Paley Center for Media.

These identities are dedicated to their organizations and must not be used for any other purpose.

Their signatures should never be used in conjunction with The Paley Center for Media’s primary or secondary signatures.

They must always appear in black or reverse.

Never alter, crop, apply effects (such as distortions or blurs), add to or re-create this artwork under any circumstances. Contact the Creative Services Department regarding appropriate usage:

International Council Lock-up:

The International Council was formed in 1995 with the primary objectives of fostering a sense of community among the chief executives of internal media and communications companies; to discuss global issuesnot limited to communications; and to expand the Paley Center's central mission of collecting, preserving, and making available the best of television and radio.

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With these objectives in mind an identity was created that incorporated The Paley Center logotype with that of the International Council. This, when used in conjunction with the event motif creates the International Council Identity. This lock-up is a piece of art and should never be recreated from typesetting.

Media Council Lock-up:

The Paley Center Media Council was created to bring together the top executives and leading thinkers in the global media industry to discuss a wide range of critical issues that will define the media and its role in society for generations to come. It takes a leadership position in the thoughtful analysis of critical ussues related to the media and its associated businesses.

With these objectives in mind an identity was created that incorporated The Paley Center logotype with that of the Media Council. This lock-up is a piece of art and should never be recreated from typesetting.

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Supergraphic

The supergraphic references our primary signature by setting text in a circular design treatment. When scaled to large sizes and cropped dynamically, the supergraphic becomes a compelling, yet subtle, background feature that helps round out our visual style.

The language that composes the supergraphic is dedicated and should never be altered. The supergraphic is not to appear in its entirety. It is intended to be enlarged, cropped, and positioned as a secondary background element. It must never be used as the central visual device in a layout.

As with the signature, the supergraphic is a unique piece of artwork that must not be altered, have effects applied to it (such as drop shadows, distortioni, or blurs), or re-created in any way.

The supergraphic always appears in one of three color ways: atop colorfields and gradients as 10% Black with a muliply filter, white at 15% opacity, or printed as a spot varnish. The only exception is when the supergraphic appears as a watermark; in this instance, the supergraphic may appear in front of a white background.

The supergraphic works best when applied on the left of an application field. This helps to lead the viewer into information.

The primary signature must never appear against or too close to the supergraphic. They are too similar in form, and become confusing.

The secondary signature, text and branded affair wordmarks can appear against the supergraphic providing it does not hamper their legibility. Never apply the supergraphic over photography. 

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Logo © The Paley Center : Last revised on September 2007