Brand Book

Standards & Guidelines

Brand Book datasatdigital.com

Table of ContentsIntroduction 3 Corporate Identity Brand Attributes Brand Story

Logos 5 Formats Clear Space Proportions & Sizing Color Options Incorrect Usage

Registered Trademarks 9 Product Sub-Brands Using DTS

Typefaces 11 Primary Complementary Substitute

Table of Contents Page 2

Color Palette 13 Primary Secondary

Voice 15 Tone Tagline Brand Phrases

Imagery 17 Digital Art Sound Technology

Templates 19 Stationery Product Presentations Discs Style Guide 25

Brand Book datasatdigital.com

IntroductionCorporate Identity Datasat Digital Entertainment is a dynamic technology company specializing in the development of hardware, software and licensing sound technologies primarily for the cinema industry. With vast experience in conventional analogy sound systems, state-of-the art digital signal processing and ties to satellite communications, Datasat Digital Entertainment is a dynamic company developing solutions for multiple markets transistional to digital.

Brand Attributes : Superior Engineering : High Quality Products : Innovative Technology : Committed to Support : Forward Thinking

Introduction Page 4

Brand StoryA brand story defines the direction of a company. It addresses not only the products and services provided, but the vision, mission and direction of the company so the target markets can gain a better understanding of the brand, as a whole: (TO BE DEVELOPLED - CURRENT OUTLINE)

Committed to Film. HistoryBackgroundLicensing

Committed to Digital. Today and TomorrowHardware and Software ProductsDCI Compliance

Committed to You. Support for Customers, Dealers, ExhibitorsEntering New Markets

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Logos3D Format A brand is represent first and foremost by its logo. The 3D, four-color logo is the primary logo for Datasat Digital Entertainment. The logo is carefully designed and must be used as a complete unit. The connection of the DDE icon and the Datasat corporate name is an es-sential part of the rebranding process.

2D Format Given the need for a black and white logo, specifically within the film industry, the 2D format was developed to allow for brand consistency. The 2D format should never be used when the 3D format works within the medium. The logo must me used as a complete unit. The connection of the DDE icon, the Datasat corporate name must reflect the 3D format at all times.

Logos Page 6

Clear Space RequirementsThe x height of the logo is based on the height of the D in Datasat. No Design elements, type or photos should come any closer to the logo than 1/2 x. The actual dis-tance of x will change depending on how large the logo is scaled.

Proportion & SizingThe icon and company name should always be kept in proper proportion to maintain the integrity of the logo. When scaling the logo, always constrain proporstions so the height and width are scaled together. The logo should NOT appear smaller than 1.2 inches wide in any printed material, or 85 pixels wide on screen.

X

X

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LogosColor Options The primary color options for the Datasat Digital Entertainment logo are 4-color or black & white. Due to the design of the logo the grayscale is not a recommended option.

Logos Page 8

Incorrect Usages : Do not obstruct the logo with any graphic/image.

: Do not add a drop shadow to the logo.

: Do not scale the logo dispropotionaly so it is wider, taller, thinner or thicker.

: Do not change the font or recreate the logo in anyway.

: Do not change the color of the logo other than approved color options.

: Do not put a rule around the logo or a color behind thelogo other than approved color options.

: Do not combine the logo with type to make a new logo.

: Do not combine the logo with any other logos.

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Registered TrademarksProduct Each product within the Datasat line should be branded to match the corporate brand. In some instances there may be product families that require their own branding. Products and technologies should be registered, and once registered added to the list of sub-brands. Sub-BrandsDatasat Digital Entertainment has acquired sub-brands that have been previously registered, including some DTS technologies. These should appear with the appropriate registration or trademark designations:

: Digital Booking System® : DTS Digital Sound® : DTS Access™ : DTS Media Link XD™ : XD20 Media Player™

Registered Trademarks Page 10

Using DTS It is important in rebranding Datasat Digital Entertainment that the brand becomes its own entity. That being said the legacy of DTS is a factor that cannot be over looked. The value the DTS brand carries is important to both industry executives and international markets.

As a part of the rebranding process, Datasat Digital Entertainment has transitioned away from the dual logo that featured the DTS Logo. To compensate, “Formerly DTS Digital Cinema” can be added to marketing materials to help aid in the rebranding.

DTS Digital Cinema will always remain a part of the brand story, but it is important to build the value of the Datasat Digital Entertainment brand within the industry.

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TypefacesFrutiger Frutiger is the primary sans serif type family as it is contemporary and approachable. It was the primary font used for DTS. Maintaining this consistent look and feel will allow for a smooth transition in rebranding to Datasat Digital Entertainment.

Arial The secondary type family is Arial. Like Frutiger, Arial was the secondary type family used with the DTS Brand. When Frutiger is not available, for example in PowerPoint or web applications, it is acceptable that Arial and/or Arial Black be used in its place.

Minion ProThis serif type family should be used for any long form copy (product sheets, manuals, etc.) It should be used to compliment Frutiger or Arial. It should not be used in headlines.

ArialArial ItalicArial BoldArial Black

Furtiger Light Frutiger RomanFrutiger BoldFrutiger Italic

Minion ProMinion Pro ItalicMinion Pro Bold

Typefaces Page 12

Internal Product Fonts This internal fonts used exclusively on hardware prod-ucts and any collateral promoting these products:

General Rules : Always use an approved typeface.

: Headlines may range from 14 point to 72 point.

: Body copy can be set at 9 point to 14 point, but 9 point is standard for long form copy.

: Do not condense or extend any of the typefaces.

: Formatted documents do not require two spaces at the end of a sentence.

SURROUND - AP20

Swiss721BT - Audio ProcessorNP Naipol Regular - Dirac Live

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Color PalettePrimaryThe primary color palette for Datasat Digital Entertainment is taken directly from the corporate logo. The palette supports an easy transition away from DTS and towards Datasat Digital Entertainment.Datasat Red

CMYK: 0/91/76/6Pantone: 186RGB: 225/58/62Hex: E13A3E

Datasat Black

CMYK: 0/0/0/100Pantone: BlackRGB: 0/0/0Hex: #000000

Datasat White

CMYK: 0/0/0/0Pantone: WhiteRGB: 255/255/255Hex: #ffffff

Datasat Gray

CMYK: 66/42/38/24Pantone: 7544RGB: 83/108/117Hex: 536C75

Color Palette Page 14

SecondaryThe secondary color palette consists of complimentary colors - silver and blue. These offer more flexibility in the range of color possibilities and help build out the brand.

Datasat Silver

CMYK: 34/14/11/32Pantone: 7544EC

RGB: 123/144/156Hex: a6b3b3

Datasat Blue

CMYK: 94/82/16/20Pantone: 2758 RGB:39/61/119

Hex: 002d75

Palette Rules

: Ensure brand consistency by using color codes within the palette

: Pantone or CMYK colors should always be used on printed materials.

: RGB and Hex codes are digital equivelents of the original pantone colors.

VoiceTone The tone of the brand reflects both product and services offered. Superior, quality, high-end, “Cadillac” technical, innovative, creative, flexible and dynamic all define the tone of the Datasat Digital Entertainment brand.

Guidelines Given the nature of the product line, some corporate material is technical in nature. These technical documents, such as product sheets and manuals, should be written to industry standards. They should include limited sales copy and focus on product spec.

PerceptionPerception is reality when it comes to branding. Datasat Digital Entertainment’s vision to be innovative, progressive and dy-namic within the 35mm, digital cinema and satellite communications must be evident.

Technical

Superior

Innovative

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Voice Page 16

TaglineDeveloped for show west the “Committed” line is the corporate tagline and should be used on all branding materials.

Brand PhrasesProduct taglines, campaign directions, and show matras all become a part of the brand.

: AP20 Tagline -

: ShowEast 2009 Mantra -

: 2010 Campaign Direction -

: ShoWest 2010 Mantra -

Committed to Film.Committed to Digital.

Committed to You.

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ImageryDigital ArtIn keeping with not only the company name, but also the technical nature of the industry and product, digital stock photography has been selected to represent the brand.

Imagery Page 18

Sound TechnologyA secondary serious of imagery has also been selected to further represent the specific expertise in both analog and digital sound. These photos should compliment the primary series of images - digital art.

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