Branding
The important elements to be used in all promotional areas of the series
Each part of The Identity's branding plays a major role in how the show would be presented to the public and the types of moods, content and overall style that they would be able to draw from this. The series' brand is made up of fonts, a logo, colour schemes, and their application through promotional materials, the opening titles and this website. Allowing for unique, eye-catching appearances, and continuity and structure across all platforms.
The Identity's Branding
Fonts
The selected fonts for The Identity's package, opening titles and promotional materials are variations of the fonts Lulo Clean and DIN Next. A paired combination of clean, modern, simplistic text that best represents the series' style and tones.
Colours
Opening Titles: Black
R: 0 G: 10 B: 16
Opacity: 100%
Package: Dark Grey
R: 40 G: 47 B: 54
Opacity: 100%
Package: White
R: 255 G: 255 B: 255
Opacity: 100%
Lulo Clean in bold is the most commonly used font across all platforms, mostly used for key information such as cast names, headings, and most importantly, the logo. All in caps, and very sharp yet rounded, this font allows for clear writing, a stand-out appearance and a modern and serious look that suits the series and its uses.
Sizes
Opening titles cast & production names: 60pt
Package contents headings: 40pt
Package contents subheadings: 10pt
Package page headings: 18pt
Package page subheadings: 12pt
Colours
Opening Titles: Black
R: 0 G: 10 B: 16
Opacity: 100%
Sizes
Opening titles cast & production names: 60pt
Lulo Clean regular is a lighter version of the its bold variation, which allows for stylistic contrast when using the two fonts together. For example putting a cast member's first name in regular, and their surname in bold in the series' opening titles.
Sizes
Promotional posters: 14pt
Promotional billboard: 50pt
Promotional bus advertisement: 24pt & 48pt
Package page text: 15pt
DIN Next Light is used for descriptive writing across the promotional and package platforms. This allows for variation from the use of Lulo Clean, and as a font that works in upper and lower case forms, it is most suitable as a font that provides larger or more descriptive pieces of information. The similar mix of rounded and sharp suits the above fonts as well as the series very well, with a less intense appearance.
Colours
Promotional Posters/Billboard/Bus Ad: White
R: 255 G: 255 B: 255
Promotional Bus Ad: Blue
R: 85 G: 120 B: 160
Package: Lighter Black
R: 40 G: 47 B: 54
Opacity: 100%
Package: White
R: 255 G: 255 B: 255
Opacity: 100%
The bold style of DIN Next is used in the promotional materials platform of the series, to make certain text such as taglines and schedule information stand out more so than the rest of the text that it features in, without distracting from the uses of Lulo Clean.
Colours
Promotional Posters/Billboard/Bus Ad: White
R: 255 G: 255 B: 255
Promotional Posters: Blue
R: 85 G: 120 B: 160
Sizes
Promotional posters: 14pt & 36pt
Promotional billboard: 40pt
Promotional bus advertisement: 24pt & 48pt
The italic style of DIN Next is used mostly for quotes within the package platform, to clearly and conventionally indicate that the text has come from a different source. This also adds variety to the font styles.
Colours
Package: Lighter Black
R: 40 G: 47 B: 54
Opacity: 100%
Package: White
R: 255 G: 255 B: 255
Opacity: 100%
Sizes
Package page text: 15pt
The series logo consists of simple text without gimmicks, fitting with the conventions of both AMC and BBC's television series logos. Alongside having a modern, serious and cold feel that visually represents the dramatic themes of the series. The logo was created with the Lulo Clean Bold font and has a simplistic layout and colourings, creating a unique, stand-out logo for all elements of the series. Appearing as a main feature of the package home page, all promotional materials, and the opening titles of the series.
The Logo
White Variation
Dark Grey Variation
Colours
Promotional Posters/Billboard/Bus Ad: White
R: 255 G: 255 B: 255
Opacity: 85% (Posters) 95% (Billboard) 90% (Bus Ad)
Opening Titles: Black
R: 0 G: 10 B: 16
Opacity: 85%
Package: Lighter Black
R: 40 G: 47 B: 54
Opacity: 100%
Package: White
R: 255 G: 255 B: 255
Opacity: 100%
Sizes
Promotional posters: 12.47 x 2.82 pixels
Promotional billboard: 25.58 x 6.17 pixels
Promotional bus advertisement:
14.53 x 1.42 & 16.33 x 3.10 pixels
Promotional AMC website images: 2.64 x 3.02 pixels
Opening titles cast & production names: 69 & 100pt
Package home page: 600 x 172 pixels
Colour Schemes
The overall colours of the series' package, opening titles and promotional materials are mostly dark colours such as greys and blacks, contrasting whites, and blue toned colours to give a more eye catching addition of colour to the palette, along with one yellow colour from the AMC logo on promotions and a faded cream from the promotional BBC website layout. Using these specific colour types in areas of the series allows for consistency within The Identity's visuals.
