DM DIGITAL TELEVISION NETWORK

BRAND AND STYLE GUIDELINES

DM DIGITAL TELEVISION NETWORK LIMITED

57-63 Cheetham Hill Road, Manchester, M4 4ET, England, United Kingdom
Tel: +44 (0) 161 833 3774
Fax: +44 (0) 161 839 4345
Brand and Style Guidelines  1
Web: www.dmdigitaltv.co.uk
Experience, exciting, intuitive, creative, dynamic, smart, colourful, rich, engag-
ing, redefining, ground breaking, innovative, engage, fresh, professional, inter-
active, accessible, open, free, compatible, beautiful, functioning, transforming,
enhancing, leading, beautiful. perfectionists, striving, obsessive, fastidious, in-
telligent, trusted, respect, responsible, empowered, absolute, responsive, care-
ful, human, open, attentive, knowledgeable, straightforward, informative, heart,
soul, learn, alive, vivid, demand, loyal, inclusive, beautiful, excite, exclusive, cre-
ative, challenging, new, international, visionary, distinctive, elegant, confident,
different, memorable, strong, simple, imaginative, inspiring, experienced.

Brand and Style Guidelines

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Welcome to DM Digital. You should find the answers to any Introduction 03
questions about our brand identity within this document.If Our logotype 04 -07
you are undertaking a design task please read the “Introduc- Tagline 08
tion” section before you start. “Basic Elements” give you the Our typeface and typographic style 09-10
fundamentals of how to use the DM Digital brand design Our colors 11
elements. On-screen TVC 12
Our brand property 13
Co-branding 14
We hope you find this guide helpful and easy to use.
Trademark and its usage 15
Contact Details 16

Brand and Style Guidelines  3

“DM Digital TV believes that its
viewers should be able to enjoy the
television experience they demand,
when they want it and in the format
that is most appropriate to them at
the time.”
Our logotype
Our logotype is a contemporary, typographic representation of DM
Digital Television Network name and the single most important element
of our visual identity. It represents not just our name but also what our
name stands for.
Using our logotype
It is vital that our logotype is always reproduced from the approved
artwork. Never alter, distort or adjust the letterforms, typestyle or visual
relationships, either digitally or photographically. Our logotype must
always be clearly visible and positioned to carry
or endorse all our communications.
Artwork
Artwork is available in the approved colors, in vector and/or postscript
for- mats, including Illustrator eps, tif and jpg formats for both Mac and
PC.
Brand and Style Guidelines
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Our logotype Safety zone

To ensure maximum standout, we’ve created an exclusion zone around

the logotype, as defined by (1X) which is equivalent to the height of
the logotype’s capital ‘DM’ and indicated opposite in grey. This is the
minimum area around the logotype that must be entirely free of any
other typography or graphics. Apply this formula universally, regard-
less of the size at which the logotype is to be reproduced. In excep-
tional circumstances, it may be necessary to break the exclusion zone
rule, but to do this you must have special approval from a
Head of Marketing of DM Digital Channel. The DM Digital Channel
tagline and URL are allowed to sit within the logo exclusion zone.

1X
Positioning
1X
In order to achieve visual consistency, our logotype should always be
positioned centered or on the right hand axis (top or bottom) of the
design layout, except when used in a co-branded situation.

* based on a 1024 x 768 screen

Brand and Style Guidelines  5

Our logotype Acceptable color treatments
Our logotype needs to appear on a wide range of applications. It can
be applied in a number of acceptable color treatments. The DM Digi-
tal TV Blue (Color Treatment A) is the primary color and first choice
for reproducing our logotype when
appearing in color.

On black and white applications (e.g. newspaper advertising) the

grayscale version should should be used (Color Treatment B), except
on occasions when the logotype is being reproduced at a very small
size. In these instances the black version (Colorway C) should always
be used (to ensure legibility).

A black and white reverse image should only be used in extreme

circumstances (for example in b/w newspaper print where space is
very limited and The DM Digital TV is one of several sponsor logos
placed on a black background). Permission for this use must be ob-
tained specifically from a Head of Marketing at The DM Digital TV
Channel.

Brand and Style Guidelines

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Our logotype What not to do
Our logotype is one of our most important assets. Altering the logo-
type in any way will undermine the impact of our identity and our
brand, therefore we must use it in a consistent, relevant and unified
way. The opposite examples show incorrect and inconsistent repre-
sen- tations of our logotype. Please ensure that the artwork is used
exactly as supplied and never altered.

• Example A
Do not change the logotype color
• Example B
Do not add drop shadows
• Example C
Do not alter the size or proportions of the typography
• Example D
Do not change the typography
• Example E
Do not stretch
• Example F
Do not outline
• Example G
Do not extrude or add 3D effects

Brand and Style Guidelines  7

Tagline Tagline positioning
Our tagline ' Bringing Asia Closer' helps reinforce our brand vision.

Use of the tagline is encouraged whenever possible, but not required.

When used it should always be treated as a sign-off. Do not use the
tagline as a headline.

The tagline should always be written in Interstate regular, using The

Bringing Asia Closer DM Digital TV Channel Blue on lighter backgrounds (refer to the
‘Our colors’ section) or in white on darker backgrounds. The tagline
should be approximately 150% of the width of the logo and either
centered or flush to the left hand side of the logo. These are available
in CMYK, Pantone, RGB and black and white, and gray scale formats.

Brand and Style Guidelines

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Our typeface Arial Regular
Our corporate typeface (shown opposite) is Helvetica Neue, in weights roman,
medium, bold and heavy. This is a classic sans serif font that is both versatile and
functional. We use Helvetica Neue for all professionally designed and printed ap-
plications and all desktop publishing produced in-house.

Arial
ABCDEFGHIJKLM We use Arial for email, PowerPoint, letters and faxes. This is the default system
font across both Macs and PCs. By using Arial we reduce the risk of data refor-
NOPQRSTUVWXYZ matting between different users, systems and software, whether internally or ex-
ternally.
abcdefghijklmnopq
Verdana
rstuvwxyz01234567 We use Verdana for all online html copy as opposed to Arial as this font is easier
to read online (though not for text as graphics e.g. headlines).
89!@#$%^&*()

DM digital television channel

Brand and Style Guidelines  9

Our typographic style A typographic style has been developed to help create a consistent
visual style for the brand. Our typestyle is clear, simple and always
grounded on clarity and legibility.

Some general rules:

• It is preferred to use upper and lower case instead of all caps in con-
tent or headings.

• Headings and sub-headings should use initial caps.

• Use weight or color (rather than size) for emphasis.

• Keep the number of different type sizes in one application to a mini-

mum.

• Never apply type effects (such as shadows or outlines) to any of our

typefaces.

Brand and Style Guidelines

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Our colors On-screen (e.g. internet ‘hexadecimal’ and Microsoft Powerpoint
‘RGB’) colors are illuminated and/or projected. The accurate and con-
Our colors on screen sistent representation of the DM Digital color palette will therefore
always be dependent on the age, quality and calibration of each indi-
vidual monitor or projector.

The CMYK references for DM Digital TV palette are:

Primary Palette CMYK RGB Lab

100/90/10/0 28/48/126 29/12/48

The DM Digital TV Blue 0/0/100/10 233/213/0 87/-7/86

Brand and Style Guidelines   11

On-screen TVC DM Digital TV has unveiled a new era of affordable and impactful TV
advertising.

DM Digital TV will support you in building and bringing brands to

life with the magic of the TV medium - sound, vision, motion, emo-
tion which creates impactful advertising.

Some general rules:

• If you don’t already have one, DM Digital TV Graphics department
will aid in creating an advert at very affordable costs.

• Once we have an agreement on the proposal, we will put in writing

the contract, which you need to confirm for your airtime booking.

• As a new advertiser with DM Digital TV, a method of payment will

have to be agreed.

• The TVC file is required in the regular (non-widescreen) version

rendered for regular television broadcast (standard defintion) in mpg
format.

Brand and Style Guidelines

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Our brand property Rectangle Device
The rectangle device is our graphic property through which we express our brand.
It has three functions, as listed below, and can be used either photographically or
graphically.

DM
Doorein Metaye, the original name of the television channel engages audiences
from all over the world and relates to the memories or events with a human as-
pect.

Digital
Today we all live in a digital world and our Television broadcast stimulates your
senses digitally.

Tagline
Bringing ‘Asia Closer Inspires’ and reveals the depth of possibilities that inspires
us to create channel programming to reach a wide set of audiences

The rectangle device should always be a perfect rectangle, reflecting the shape of
our logotype.

Brand and Style Guidelines   13

Co-branding There are a number of instances whenDM Digital TV will join efforts with other com-
panies in a partnership or marketing promotion. There are also instances when another
company will endorse or sponsor a DM Digital TV promotion or product (show spon-
sorships) or DM Digital TV will likewise sponsor or endorse another brand (official
sponser).

With any type of co-branding guidelines become subject to the terms of the participation
agreement. It is always important to check with the Head of Marketing for the details
of that agreement. Because some co-branding does not share equal partnership, some
general guidelines follow:

• DM Digital Channel logo should be bottom centered or in the lower right hand corner
when promoting a program or show. The program logo should appear in the top half of
the page, generally centered. It can appear in a square window device. When a partner
joins this sponsorship, DM Digital TV logo should alway appear in the right hand lower
corner (signature or sign-off corner) with the sponsor logos appearing to the left of the
logo at an appropriate size.

• For co-branding, DM Digital TV Logo should always have an equal visual impact to the
partner(s) logo. For co-promotions which do not include equal partnership, logo propor-
tions need to be established according to the terms of the participation agreement. These
guidelines should be followed to maintain the integrity and visibility of The DM Digital
TV trademark.
• Place DM Digital TV logo in the lower right-hand corner of printed items whenever
possible.
• Never place a partner logo, or any other graphic image, within the safety zone of DM
Digital TV Logo.
• The DM Digital TV logo should never appear in a size less than the specified minimum
requirements.

Brand and Style Guidelines

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Trademark usage The DM Digital TV® logo is a registered trademark of The DM Digi-
tal TV Network Channel, Inc., and should be protected as such at all
times.

Trademark and copyright protection

The trademark symbol ® must be included whenever The DM Digital

TV logo appears as a visual image. Since clear visibility of the trade-
mark symbol ® may be questionable on video tape or on-air, it may be
omitted. However, a trademark and copyright statement must appear
at the end of the programme for the on-air product and at least once
per production of video tapes. These statements should also appear
on printed materials and other products produced by or for The DM
Digital TV Network. The official copyright and trade- mark state-
ments, respectively, should read as follows:

© 2010 DM Digital TV Channel, Inc. All rights reserved.

OR
© 2010 DM Digital TV Network Limited. All rights reserved.
(note: use published year)

Brand and Style Guidelines   15

 If you have any queries please feel free to contact Raman Mac
either our Marketing or Graphics Department Head of Marketing
who act as DM Digital TV Brand Guardians.
TV House
57-63 Cheetham Hill Road
Manchester - M4 4ET
England, UK

Email: raman.mac@dmdigitaltv.co.uk
Tel: +44 (0) 161 833 3774

Graphics

TV House
57-63 Cheetham Hill Road
Manchester - M4 4ET
England, UK

Email: graphics@dmdigitaltv.co.uk
Tel: +44 (0) 161 833 3774

DM DIGITAL TELEVISION NETWORK LIMITED

57-63 Cheetham Hill Road, Manchester, M4 4ET, England, United Kingdom
Tel: +44 (0) 161 833 3774 Brand and Style Guidelines
Fax: +44 (0) 161 839 4345 © Copyright 2010. DM Digital TV Network Ltd. All Rights Reserved.   16
Web: www.dmdigitaltv.co.uk