BROADER BALANCED TELEVISION

identity guide

1VISION

mission

audience

programming

MISSION

identity guide 7

SENSE provides a critical perspective

on both sides of today’s issues —

addressing current events, mass

media, politics, and pop culture. We

take pride in our journalistic integrity,

while maintaining a casual disposition

to inform our open-minded audience.

Our philosophy values honesty, insight,

critical analysis, and realistic optimism.

8 SENSE

AUDIENCE

identity guide 9

Young professionals

— Age28–36— Progressive— Tech-savvy— Intellectual,butnotelitist— Well-informedonsocialissues

Baby boomers

— Age45–60—“Sociallyliberal,fiscallyconservative”— Tech-wary— Sophisticated,butnotnecessarily affluent

— Informed,butunawareofsome importantsocialissues

College students

— Age19–23— Liberal— Tech-savvy— Intelligentandeagerformore knowledge

— Widerangeofknowledgeabout socialissues

SENSE is designed for a broad audience of viewers ages 19–60.

Within that range, three specific demographics are targeted.

Although SENSE does

target specific demographics,

more than anything, it’s for

everyone who wants unbiased

information. It is a place to

see whole stories from multiple

perspectives. People are sick

of media conglomerates

shouting in favor “this side” or

“that side.” SENSE is not about

that argument, it is just about

the information.

10 SENSE

daily SENSE keepsviewersinformedaboutcurrentdomesticandinternationalissuesastheyunfold.daybreak news, sense newsday, and final editionaireverydaytocovercurrentevents.

financial SENSE coversglobaleconomicissuesandconditions.Documentary-styleprogrammingprovidestimelessinsightsintotheworldeconomy,whilenewslikefeaturebroadcastskeepouraudienceuptodateoncurrentfinancialissues.

culture SENSE providesaglobalperspectivetoanalyzebothAmericanandworldculture.Inlookingatsocialissues,politics,traditionalpractices,anddailylifedomesticallyandinternationally,wehopetobroadenviewer’sworldview.

media SENSE alwayshasavigilanteyeonthemainstreammedia.Programmingstressesmedialiteracyasatoolforunderstandingtheworld.Acriticaleyeonthemainstreamservestobothdrawattentiontoignoredissues,aswellasscrutinizethestructureandcontentoftoday’spress.

BROADER BALANCED TELEVISION

SENSE programming is segmented into four categories

that reflect the variety of our content and audience.

identity guide 11

culture

daily

media

financial

PROGRAMMING

2IDENTITY

logo

brand equity

standards

identity guide 15

LOGO

Concept

senseisaboutlookingatissuesthroughvariousperspectives,andthelogomarkdisplaysthiswithatiltednletterform,causingtheviewertotakeasecondlookatthelogofromanotherangle.Also,withthenasacentralconnection,these’soneachsiderepresentequalityandbalance.

Geometry

ThelogomarkreflectstherigidgeometryofitsAkzidenzGrotesktypetreatment.A33ºangleisusedconsistentlytotiltthen,andattheallterminalsofthes’s.

Typography

AkzidenzGroteskisusedtocommunicatetheneutralideologyofthesensenetwork.TheSwisssans-serifsareknownas“crystalgoblet”typefacesthattransparentlycommunicatecontent,devoidofartifice.AkzidenzGroteskwasthemodelforMaxMiedinger’sHelvetica.UnlikemoderndayHelvetica,AkzidenzGroteskretainssomeofthequirksandidiosyncrasiesofitsoriginalleadtype.

16 SENSE

BRAND EQUITY

identity guide 17

The SENSE logo is only part of the

identity. In applications, the brand

is communicated primarily through

spatial depth of typography, multiple

“planes” converging, and prominent

use of impactful photography.

Importance of concept

Ratherthanastraightforward,“logo-first”identity,allofsense’screativematerialoriginatesfromaconcept:theconvergenceofmultipleperspectivestoformacomprehensivelookattoday’sissues.Inthelogo,atiltedn connectstwoequalsecomponents.Onscreen,motionanddeepspaceareusedtoshowthelogoformingitselftogether.Inprint,perspective,scale,andspaceusedtodissectthelogointoparts,butkeepingthenintactasaconnection.

18 SENSE

STANDARDS

BROADER BALANCED TELEVISIONBROADER BALANCED TELEVISION

BROADER BALANCED TELEVISION

identity guide 19

Typography

MosttypeissetinBertholdAkzidenzGroteskBold.Thisincludesthenetworktagline,headlines,shortinformationaltext,andmoston-screentext.ThesisSerifisusedforbodycopyoranyotherlong-formlanguageonanysensematerials.Itisalsousedoncompanystationery.AkzidenzGroteskwasselectedforitsneutralityandgeometry(seetypography,p.15).ThesisSerifwasselectedbecauseofitscontemporaryaestheticandhumanistfeeling.

Photography

sense’sgraphicidentityismeanttobekeptverysimple,withmostbrandexecutionsprominentlyfeaturingfull-colorphotography.Photosfeelof-the-momentandoftentouchoncurrenteventsandsocialissues.Overall,thephotographydirectionleanstowardajournalistic/documentaryapproachtosubjectmatter,lighting,andcomposition.

Color

Allsensematerialsincludealltextand/orgraphicsineitherblackorwhite.Thisboldaesthetichasajournalisticqualitythatreflectsthenetwork’sideologythatourmaterialisaboutcontent,ratherthanplayingupavibrantbrandidentity.Asmuchaspossible,thesensebrandisavehiclefortheissuesitdiscusses.

Berthold Akzidenz Grotesk

Berthold Akzidenz Grotesk Bold

ThesisSerif

thesis serif small caps

a

3IMPLEMENTATION

motion

print

online

Network ident

Abrief10-secondidentservesasageneralintroductiontothechannel.Thismotiongraphicfeaturescoloredtumblingplanesthattwisttogethertoformthewordsense.Avoiceoverreads,“Youarewatchingsense.Broaderbalancedtelevision.”

sense Ident 0:10

MOTION

SENSE motion

executions embody the

brand equity in dynamic

media by moving the

logo elements and other

typography through

space to align and form

the complete logotype.

Programming bumpers

Otherinterstitialmotiongraphicsservetobreakupprogramming,whichissegmentedintochunks(seeprogramming,p.10).Eachbumperisthemedtofittheprogrammingsegmentitcorrespondsto.

Featured program commercial

sensepromotestheirownprogrammingdirectlywith30-secondspotsshowcasingthechannel’sbestcontent.Motiongraphicsfortheseadsusessimilarvisuallanguageasthebumpers.BoldAkzindenzGrotesktypemovesinspaceonfullscreenvideofootage.

“Media” bumper 0:10

“Please Vote for Me” commercial 0:30

“Financial” bumper 0:10

“Culture” bumper 0:10

PRINT

Metro ad 1

Metro ad 2

Taking a motion-first approach, SENSE print materials derive

from the video graphics. Space is created with typography in

perspective in front of full-bleed “journalistic” photography.

Metro ads in environment

ONLINE