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| Print Tools » Style Guides » RedEye |
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Chicago Tribune | chicagotribune.com | RedEye | metromix | Hoy | Subscriber Advantage | CTMG |
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| » MINIMUM SIZE |
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|-- 1/4" --| |
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- The minimum width for producing the logo is 1/4 ”.
- The logo should always be legible.
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| » SPACING AROUND LOGO |
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- The surrounding white space is an integral part of the logo design.
- Keep the area around the logo clean and uncluttered.
- The clear space should be equal to the depth of the logo at whatever size it’s used.
- Do not place any other, logotype, graphic, text, photograph or illustration in the minimum clear space area
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| » COLOR |
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| COLOR VALUES: |
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| C:0 M:100 Y:100 K:10 (4-C Commercial) |
| C:0 M:100 Y:100 K:0 (Newsprint) |
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| PMS:1797 |
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| R:215 G:25 B:32 |
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| Web safe: #FF0000 |
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- The color version of the logo should be used whenever possible.
- When the RedEye logo is part of a 4-color print job, the CMYK (Cyan, Magenta, Yellow, Black) breakout is to be used. Please note that there are different mixes for newsprint and commercial stock.
- 1, 2 and 3 color print jobs will require the Pantone Matching System (PMS) blue number for either coated or uncoated paper stock.
- When used online, only web safe colors are acceptable, no variations can be used.
- If the red is unacceptable for design, aesthetic reasons or printing limitations, use the black and white logo or reversed logo.
- The RedEye logo can appear on black or other background colors, and on photographic backgrounds, as long as the legibility of the logo is not diminished. When used against a red background, there must be an amble drop shadow or glow added to make the logo distinguishable.
- When printing is limited to one color or screening is unavailable, the gradient dot of the “I” can be removed
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| » ADDITIONAL GUIDELINES |
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- Use of the logo should not degrade the logo or meaning behind it.
- Only RedEye approved fonts and symbol should be used in any brand representation.
- The RedEye logo is an illustration and must be used as an image. It cannot be recreated, stretched, altered, or manipulated in any way. It can only be used in proportion to the way it appears above.
- The RedEye logo never appears as part of a sentence or phrase – Unless RedEye is a presenting sponsor (i.e., RedEye presents St. Patrick’s Day at the Celtic Crossing).
- Use of the logo should not imply an editorial endorsement of a product or an event. For example: “recommended by RedEye” is not acceptable, whereas “sponsored by RedEye” is acceptable.
- When used in text or a headline, RedEye must appear as one word, capitalizing the “R” and the “E”.
- NOTE: All of the guidelines and rules for the use of the logo apply to all other media.
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| RedEye - To the Point Campaign |
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Strategy
The brand campaign for RedEye is designed to quickly communicate the essence of the RedEye newspaper: need-to-know information in a convenient, easy-to-read format. The RedEye campaign DOES NOT stand for aggressive, “shock jock” style humor. Instead, the campaign draws its attitude from brevity. Terseness has its own unique attitude and personality. Short, smart headlines capture the essence of the idea while also respecting the time and attention of the on-the-go RedEye reader. The terse advertising style mirrors the “need to know” format of the RedEye. RedEye communications should hold up the brand pillars of “quick” and “smart.” Think quick-witted comedian as opposed to shock jock. The tagline “to the point” summarizes the campaign, and mirrors the RedEye product. Just as the RedEye newspaper shuns long-winded articles, the RedEye brand campaign steers clear of long-winded headlines and body copy. It takes skill and intelligence to summarize a complicated news issue and distill it down to the finer points. All RedEye communications should strive for the same, top-line communication. Simply put, the RedEye brand does not mess around – it gets right “to the point.”
Tagline
Using the tagline “to the point.” The RedEye tagline should be used on all branded communications and merchandise, including small space ads and web banners. The tagline helps to solidify the brand positioning and unify all brand messaging. Instances where the tagline is optional:
- When the RedEye logo is used in conjunction with a group of other logos, as in an event sponsorship advertisement
- RedEye logo is so small that the type becomes unreadable, and/or when the promotional merchandise does not accommodate type.
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| » CREATIVE EXECUTION |
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Headlines
Keep headlines as simple and short as possible. One thought per line. Take a complex idea and make it as simple as possible (almost to the point of absurdity). Think in terms of answering the basic questions: who, what, when, where and why.
Graphic look
-- Red line at top of page with ragged edge.
-- Newspaper Logo Field should mimic newspaper stock.
-- Press “Treadmarks” along the top edge.
-- Fonts: Helvetica Neue (T1) 87 Heavy & Medium Condensed
-- Kerning: -20 but can be adjusted for individual letters
Body Copy
Use quick terse sentences - almost bullet-point structure. Communicate the need to know information as quickly and easily as possible. Avoid long, elegant, fl owing sentences with lots of description. Go for the “meat” of the communication.
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| » TAGLINE/URL GUIDELINES |
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Tagline
Keep the area below the tagline clear – that “open space” helps the logo stand out. The tagline may changed to white or black when necessary.
Guidelines for Web site URL
When attached to logo, run the url vertically along the right side of the logo in all uppercase letters. Do not combine with “FREE. DAILY.” messaging.
When not attached to logo, justify left with
headline in bottom left corner of ad.
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| LAST UPDATED: 6.17.07 |
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