Brand Identity and Graphic Design Guidelines for The Paley Center for Media

The Paley Center for Media's graphic design system consists of two parts: Our basic identity guidelines and our house style guidelines. The identity guidelines provide detailed instruction on how to treat the basic elements of our visual style: lock-up, branded affairs/entities, color palette, and selected typefaces. Our house style expands upon our identity system to include a distinct photography style, gradient background treatments, a supergraphic, window device, and composition grid.

The Principal Brand Identifier

The Paley Center for Media lock-up stands at the center of our graphic design system. The lock-up is our principal brand identifier, and it should be used whenever possible. Because the consistent application of each of these elements is crucial to establishing credibility and recognition in our brand, we request that you follow these guidelines closely and with care.

In order to preserve the power of the brand the Paley Center logo must be correctly implemented. Rules on how to use this logo are fully explained below. The Paley lock-up assets are available as vector EPS, transparent PNG, and flat JPG.

Lock-up Variations and Specifications

The lock-up colors are one-color black, and full reverse against a color or photographic background. White is the generally preferred background for the primary lock-up in one-color black because of the crisp, clean contrast it creates. For dark and photographic backgrounds, the reverse lock-up variation should be applied.

The Paley Center for Media lock-up must be surrounded by a generous field of clear space in every application. This isolates the lock-up from competing elements such as text and graphics and helps ensure its legibility and impact. It is essential that the background provide sufficient contrast with the lock-up artwork to ensure its legibility.

Minimum Size Requirements

The Paley Center for Media lock-up can be reproduced in a range of sizes. However, at smaller sizes the lock-up risks losing its legibility. For this reason a minimum size has been established:

• Paley One-Line lock-up: Must never be scaled smaller than 4’’ in width.
• Paley Three-Line lock-up: Must never be scaled smaller than 2" in width.

Guidelines for Asset Use

Only use the approved digital art files and reference these guidelines often to ensure you treat the lock-up with care and consistency. The following formats are available for the Paley Center lock-up (one-line) and the Paley Center lock-up (three-line stacked):

• Black Vector EPS
• White Vector EPS
• Black Transparent PNG
• White Transparent PNG
• Black on White JPG

Lock-up Misuse

Any misuse of the lock-up, no matter how small, diminishes the effectiveness of The Paley Center for Media lock-up and compromises the credibility of our brand. Under no circumstances should the lock-up ever be altered, added to, or re-created. Please adhere to these restrictions:

1. Never use anything but the approved and provided lock-up.
2. Never attempt to create your own Paley Center lock-up.
3. Never stretch or alter the lock-up's proportions.
4. Never attach anything to the lock-up.
5. Never use the lock-up as part of a sentence or phrase.
6. Never use the lock-up in a crowded space.
7. Never print on top of the lock-up.
8. Never rearrange the elements of the lock-up.
9. Never confine the lock-up in a shape.
10. Never re-typeset the lock-up.
11. Never gradate the lock-up.

The Paley Museum Identifier

The Paley Museum lock-up is our New York building brand identifier, and it should be used whenever an event or program is happening in the five public floors of our William S. Paley Building at the 25 West 52 Street location. These logos are available as vector EPS (black on light background, and white on dark background).