CBSSports_style_guide

Branding Guidelines and Graphic Standards

Table of Contents Brand Overview

Logo Usage

Logo Configuration

Logo Proportions

Logo Placement

Clear Space

Minimum Size

Color Specifications

Monochromatic Logo

Reverse Treatment

Improper Logo Usage

CBSSports.com Typography

Stationary/ E-mail Signature

Co-Branding

Public Relations

Editorial PowerPoint Presentation

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CBSSports.com - Branding Guidelines and Graphic Standards | 2

Brand Overview

These brand guidelines were developed to provide the foundation for consistent application of the CBSSports.com brand across all media including:• Web• Advertising/Marketing• Collateral/Sales• Promotions• Public Relations Consistently expressing the CBSSports.com visual identity builds a strong brand awareness, allowing the brand to become the market leader. Please follow these guidelines for the most effective expression of the CBSSports.com brand.

The CBSSports.com logo should be used on all off-platform and off-site communication, including but not limited to:• Print• TV• Online (excluding CBSSports.com)• Sales Decks • Collateral

The CBSSports logo (without .com) should be used for all on-site elements throughout CBSSports.com.

The following legal disclaimers must be included when the CBSSports.com logo is used. See usage examples below:

• Print: TM & © 2008 CBS Broadcasting Inc. All Rights Reserved.

• Online: © MMVII, CBS Interactive Inc. All Rights Reserved. CBS Sports is a registered trademark of CBS Broadcasting Inc. SportsLine is a registered service mark of SportsLine.com, Inc. CBS “eye device” is a registered trademark of CBS Broadcasting Inc.

Logo Usage


Disclaimer


The CBSSports.com logo is made up of both a symbol (CBS “eye”) and type. These two elements should appear as shown in all corporate materials, including but not limited to web, advertising materials, collateral/sales materials, promotional materials and public relations assets.

On Platform - Online usage

Off Platform - TV, Print etc

CBSSports.com

Logo Configuration

The CBSSports.com logo has been developed as a balanced whole and at no time may the shape, configurations or proportions be altered. The correct proportions are shown here. Consistent use of the logo helps maintain the integrity of the brand and ensures greater brand recognition.

Logo Proportions

The CBSSports.com logo must always stand alone and may not be combined with any other graphic elements. It may not be less prominent than the most prominent third-party logo/trademark appearing in the same area.

Placement

Off-Platform BrandingAll off-platform branding that promotes CBSSports.com must be branded as CBSSports.com. This includes, but is not limited to, the following:

• Video: Segments on AOL, TiVo, etc.

• Mobile: On carrier decks

• Email: Email headers


To preserve the integrity of the logo and ensure maximum impact in environments where it appears with other elements, clear space must be maintained on all sides of the logo. The minimum clear space required is relative to the size of the logo. It is equal to the X-height of the CBS “eye” as indicated here.

x-height

x-height

x-height

x-height

1x 1x1x 1x

1x1x

1x 1x

1x 1x

1x 1x

1x 1x

1x 1x

Clear Space


Minimum size

When the logo is reduced, there is a point at which it becomes ineffective. By establishing a minimum size for the logo it is ensured that the logo is always prominent and readable.

CBSSports.comThis logo should never be reproduced smaller then 1.5 inches across for the stacked logo and 2 inches across for the horizontal logo.

CBSSportsThis logo should never be reproduced smaller then 1 inches across for the stacked logo and 1.5 inches across for the horizontal logo.

1’ 1.5’

2’1.5’


Color Specifications

CBS Sports YellowAcceptable for Process PrintingCMYK: C=0 M=25 Y=100 K=0

Preferred for Spot PrintingPantone 116 Coated for coated stockPantone 109 Uncoated for uncoated stock

Preferred for Electronic ApplicationsRGB: R=255 G=193 B=14

CBS Sports BlueAcceptable for Process PrintingCMYK: C=100 M=70 Y=0 K=30

Preferred for Spot PrintingPantone 287 Coated for coated stockPantone 287 Uncoated for uncoated stock

Preferred for Electronic ApplicationsRGB: R=0 G=74 B=142

The CBSSports.com logo utilizes 287c spot colors. This full-color version is the preferred usage for all printed materials and/or promotional items. Pantone Matching System (PMS) colors are specified here for those purposes. When 4-color offset printing is used for printed materials, the logo may be reproduced in the 4-color equivalents of the Pantone colors. RGB values are provided for onscreen usage.

Monochromatic LogoWhen using the CBSSports.com spot color or 4-color equivalent is not an option on printed materials, a monochromatic version of the logo may be used.

Primary Color Secondary Color

Monochromatic

Color


Reverse Treatment

If necessary, the entire CBSSports.com logotype may appear as a reversed white logo on black or dark-colored background, or as a reversed two-color logo on a black, CBSSports.com blue, or dark gray background. For the reverse two-color logo, the logotype should appear in CBSSports.com yellow (see Color Specifications section on page 7 ) .

When reversing the logotype, be sure to maintain sufficient contrast. Generally, do not place the reversed version on a background that is less than 50 percent in value, and do not use the positive version on a background that is greater than 50 percent in value. Use your design judgment to determine which treatment will result in the greatest legibility.

Avoid complicated backgrounds that compete with the CBSSports.com logotype or reduce their legibility. If the CBSSports.com is superimposed on or dropped out of a photograph, it should always be placed on an area that has consistent background and sufficient contrast.

(See Color Specifications section on page 7 for proper color usage)

Approved reversed logotype

Approved reversed logotype

Incorrect: insufficient contrast Incorrect: insufficient contrast

Incorrect: background color


Improper Usage

The CBSSports.com logo has been carefully designed to reflect the brand personality of CBSSports.com and it should always appear in its original form with sufficient clear space surrounding it. The CBSSports.com type is a custom design and does not belong to any standard font family. Do not reset the CBSSports.com type or alter it in any way. Do not alter the overall shape of the CBS “eye”. To ensure the impact and preserve the integrity of the logo, any deviation from the established standard usage is prohibited. The following examples show improper usage of the CBSSports.com logo.

Incorrect: color treatment

Incorrect: distortion of logotype Incorrect: partial logotype

Incorrect: reproduction qualityIncorrect: drop shadow

Incorrect: busy background

Incorrect: containment of logotype

Incorrect: special effect / Outer Glow Incorrect: outer glow

Incorrect: cannot be at an angle

Incorrect: alteration of the logotype


CBSSports.com Typography

Typopgraphy is an important component in the identity system of CBSSports.com, and the consistent use of typeface is essential in creating a recognizable look for CBSSports.com throughout all corporate communications.

Arial bold is the primary typeface used in headlines and subheads of all CBSSports.com marketing materials. It was chosen for it’s simplicity, readability, and timeless qualities. Arial Regular is used for more extensive bold copy or as an accent to Arial Bold.

Arial Regular Alphabet sample set in 26-point size.

ABCDEFGHIJKLMNOPQRSTVWXYZabcfghijklmnopqrstuvwxyz0123456789

Arial Bold Alphabet sample set in 26-point size.

ABCDEFGHIJKLMNOPQRSTVWXYZabcfghijklmnopqrstuvwxyz0123456789


Stationary


Stationary

2200 West Cypress Creek Road. Fort Lauderdale, Florida 33309 Phone 954.444.7777 ext 4446 | Mobile 954.444.7777

2200 West Cypress Creek Road. Fort Lauderdale, Florida 33309 Phone 954.444.7777 ext 4446 | Mobile 954.444.7777

John Smith | Art Director2200 West Cypress Creek Road.Fort Lauderdale, Florida 33309Phone 954.444.7777 ext 4446Mobile 954.444.7777Email [email protected]


Signature: When setting up your email signature, please use Arial 10 point font for all the copy and make sure the CBSSports.com is bolded

(Your Name)(Title)

CBSSports.com2200 W. Cypress Creek Rd.Fort Lauderdale , FL 33309(954) 489 - 7777 (P)(954) 202 - 7777 (F)(yourname)@cbs.com

Email Signature / VoiceMail

Voicemail:Hi. You have reached the voicemail of (enter your name), (enter your title) with CBSSports.com. I am either away from my desk or on the other line. Please leave your name, phone number and a detailed message and I will call you back as soon as I can.

All CBSSports.com employees should follow the examples below when setting up email signature and voicemails.


Co-Branding


Online: Co-Branding

With online co-branded ads, the partner logo must be 30% smaller than the CBSSports.com logo found within the ad. The partner logo will be placed in the lower corner of the ad. Spacing requirements, as described in the Usage Guidelines section, must be respected (refer to page 4).

Presented by

Partner Logo

Presented by

Partner Logo

Presented by

Partner Logo

Leaderboard ad (728 x 90)

IMU ad (300 X 250) Skyscraper (160 x 600)


Print: Co-Branded

With co-branded print ads, the partner logo must be 30% smaller than the CBSSports.com logo found within the ad. The partner logo will be placed in the lower corner of the ad. Spacing requirements, as described in the Usage Guidelines section, must be respected (refer to page 4).

Presented by

Partner Logo


Public Relations


Public Relations

The CBSSports.com Communications department will ensure that the CBSSports.com brand identity and specifications meet the highest professional standards and reflect corporate values at all times when creating press releases and other media communication.

• All press/media communication must go through the CBSSports.com Communications department. Please contact Alex Riethmiller, Director, Communications and Media Relations at 954-489-4000 ext. 7535 or [email protected] for more information. Unless previously approved, no CBSSports.com employee is authorized to speak to the press about CBSSports.com.

• CBSSports.com Communications will provide internal and external advice and issue guidelines on all press releases.

• CBSSports.com Communications will maintain effective communication links with other work areas to improve understanding of the importance of the CBSSports.com brand, its development, protection and relationship with product brands.

• All promotional and non-promotional media must be signed oxff by the CBSSports.com Communications department to ensure that corporate brand values are maintained at all times.


Editorial


Editorial

CBSSports.com should not be written or referred to as a possessive noun. See below for usage guidelines:

Print:

• Correct Usage: John Smith of CBSSports.com says the Yankees will win it all• Incorrect Usage: CBSSports.com’s John Smith says the Yankees will win it all

TV/Radio: • Correct Usage: We’re joined by Fantasy guru John Smith of CBSSports.com• Incorrect Usage: We’re joined by CBSSports.com’s Fantasy guru John Smith

CBSSports.com Columnists should follow the format below for bylines:

John Smith CBSSports.com Senior Writer


PowerPoint Templates



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