3 8 ° 5 4S' T1 Y

9.L2E" GNU I D E 7 7 ° 0 2 ' 1 6 . 8 " W 3 8 ° 5 4 ' 1 9. 2 " N ST YLEGUIDE 7 7 ° 02' 16.8" W

N AT I O N A L G EO G R A P H I C BRAND GUIDE OUR BRAND 1

E X P L O R AT I O N T R A N S L AT I O N :

MAPPING Images can reveal and transition by “expanding” their bounds.

In motion this can feel soft or hard-edged and it allows different
content to blend together smoothly.

01 02 03
An image mattes in, selectively cropped The boundary expands... Until the bigger picture is revealed

THE GRID
Our base unit is based on the National
Geographic mark

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D B E H AV I O R 16
BR AND INGREDIENTS
6 8 9. 3 7 5 k W 6 8 9. 7 5 0 k W 690.000 kW
LOGO

THE YELLOW ICON OUR LOCKUP

We’re breaking the yellow icon out of the lockup and Stable, strong, confident. Our anchor in off-air
allowing it a life of its own. At times it can even stand in as and cross-channel advertising and marketing
short-hand for the brand. expressions.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 22
LOGO
O N A I R / A N I M AT E D

S TAT I C H O R I Z O N TA L S TAT I C L O C K U P

O U R TA G L I N E C O M B O L O G O + TA G

Using our Yellow Icon with the tagline is an option In cases when the logo and tagline need to be applied
where the full National Geographic logo is clearly together you can use any of these combo structures.
visible elsewhere in the context of a specific creative Please note that there is one structure especially built for
execution (i.e. on the channel where the on air on air and animated applications, while for static or print
bug is present). This option is a nod to our viewer’s uses you will find horizontal or vertical alternatives.
intelligence and they will appreciate the daring,
modern approach.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 23
LOGO
Primary Configuration: 2-Line Flush

Alternate Configuration: 1-Line Flush Alternate Configuration: 2-Line Centered Do not use any alternate weights, spacing or Alternate Configuration: Centered
Used in special cases with horiztonal space or type tracking.
technical limitations.

FURTHER

Do not create new combo structures.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 24
LOGO
NG Yellow Icon / Black Text NG Yellow Icon / White Text NG Icon / Tagline Black Text NG Icon / Tagline White Text

NG Yellow Icon / GreyText NG Yellow Icon / White Text NG Icon / Tagline Grey Text NG Icon / Tagline Grey Text

All Black (Single Color Printing) All White (Single Color Printing) All Black (Single Color Printing) All White (Single Color Printing)

All Black Over Yellow All White Over Yellow All Black Over Yellow All White Over Yellow

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 25
COLOR

I M A G E R Y & F O O TA G E B L ACK YELLOW

As a content-forward brand, we’re treating images as palette R :0 G:0 B:0 R :255 G:219 B:0
elements. The setting, texture and cinematography of each show C:75 M:68 Y:67 K:90 C:0 M:13 Y:100 K:0
play a crucial role. Image selection is critical component to Our negative space is black in order to maintain a Used sparingly as accent in The Index and the icon.
maintaining a premium feel, so why not let it shine through? cinematic feel. We bring new imagery to light by diving
further into the dark

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 26
IMAGE
PUTTING US THERE
Getting us right up to the front line. In
the thick of the action. The vantage
point that only we can get because
we’re the only ones there.

HUMAN ELEMENT
Always maintaining a human element
helps us avoid the trap of strict beauty
shots. Every shot should reflect some
human element but close crops of
triumph and struggle, the day-to- FURTHER
day life of our explorers. We can
empathize. Sweeping negative space, the potential, the
vastness yet to be explored. Nature towers
over man.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 27
LIVING PORTRAITS

Taking the time to shoot, edit, and animate over premium imagery An added win would be some human element, establishing us not • HUMAN ELEMENT
is a win not just for specific deliverables on-air, but for National just as an observer, but as a explorer. This human element should
• N E G AT I V E S PAC E
Geographic as a whole. Ideally these shots have lots of negative be fairly nondescript as to not distract from the shot. Shots from
space, showcase beautiful scenery, and are locked off like a living behind, at a distance, or abstracted work best. • UNCLUTTERED
portrait. • LO C K E D O F F / S TAT I C

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 28
IMAGE SELEC TION

F O OTA G E T I E R S

S h ot C o nte nt To p i c a l G e n e ri c

Whenever possible, and especially with tentpole shows (Origins, Mars, If you don’t have a suitable piece of footage that was shot, pull a shot In scenarios where you don’t have show footage or topical footage
etc.), use shot, show-specific footage. from the footage library that is topical (an ice storm, science lab, aren’t an option, pick a generic shot that best fits the spirit of the promo
Alaskan mountains) to the promo you’re cutting. you’re cutting.

PR E M I U M S H OWS

AC Q U I R E D S H OWS

PR E FE R R E D AS N E E D E D

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 29
TYPEFACE
All type within the index must be set in Verlag. Be careful not
to use sentence-case, track too tightly, too widely or use any
other typeface within the Index.

Tracking can vary per headline to accomodate title-safety.

At minimum, tracking should be set to 140, if your title still
extending beyond title-safety, split into two lines.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 30
TYPE USES
Verlag must be mainly used for all needs

Except long paragraphs and bodycopy

Verlag must be never used in sentence case

NHG must be used only for

long paragraphs and body copy, and
in sentence case.

Urls must be always applied in caps, except when title

of the show requires capitalization (i.e.: natgeotv.com/
MakeMarsHome.com). In that case sentence is allowed
(in NHG)

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 31
TYPESETTING
ALL NEW
All type within the index must be set in Verlag. Be careful not VERLAG BOOK
to use sentence-case, track too tightly, too widely or use any TRACKING: 140
other typeface within the Index.

Tracking can vary per headline to accomodate title-safety.

At minimum, tracking should be set to 140, if your title still
extending beyond title-safety, split into two lines. COSMOS VERLAG BOOK
TRACKING: 250

8PM VERLAG BOLD

TRACKING: 250

ALL NEW A l l N ew ALL

COSMOS Cosmos COSMOS

8PM 8pm 8PM

A L L N E W ALL

C O S M O S COSMOS
8 P M 8PM

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 32
TYPE AND THE INDEX

Type is equally spaced between tick-marks.

All type within the index must be set in Verlag. Be careful not
A LL N E W
to use sentence-case, track too tightly, too widely or use any
other typeface within the Index.

COSMOS
All the rest of the Verlag styles (Black, and Light) are allowed to Tick marks share the same
be used in off air keyarts only for specific headline treatments. border width as the yellow icon.
But the BOOK and BOLD versions are considered the
preferred styles and they should be always considered as

8PM
.5X X .5X Index tick-marks must have a minimum of half
the default in order to keep the branding tone elevated.
All the variables should respect the same tracking and ( .5X ) of the width of the headline word they are
capitalization rules. surrounding. Spacing can expand to any width (2X,
3X etc.), as long as at least one yellow tick-mark is
visible on-screen.

Tracking Too Closely Tick-Mark Placement

Index tick-marks set closer than .5 the width of the headline word are make Avoid uneven spacing between tick-marks.
The Index feel too densely packed, and could read as the letter "I".

A LL N E W A LL N E W

.25X
COSMOS X .25X
COSMOS
8PM 8PM Avoid vertically
aligned tick-
marks between
Index lines

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 33
T YPE OVER
LIG HT BACKG RO U N DS

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 34
BACKG RO U N D
Naturally some instances will arise where the lightness of the background interferes
with legibility of type. In these shots, a gentle color correction to help darken the shot
will resolve the issue.

COLOR CORREC TION

P re - C o l o r C o rre cti o n Po st C o l o r C o rre cti o n E x tre m e C a s e s

As contingency, in special cases where color correction doesn’t solve the issue,
typography in black may be used.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 35
SHOW LOGOS: ON-AIR

The marketing strategy will define when a tentpole show

will be promoted with its own logo. Not all the tenpole shows
will necessarily have their own logo used in marketing. All
the non tentpole shows will be marketed using Verlag.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 36
SHOW LOGOS: ON-AIR

SHOW LOGO
Isolated Show Title Holds on
isolated Show Logo for a beat for
emphasis before fading in tune-in
information. We then slide laterally
to reveal the National Geographic
Logo.

GT Reserved for Global Tentpole only

VERL AG
Standard
(2 Beat Sequence)
All shows within this tier use the
standard endpage animation
sequence, and must use Verlag for
show titles.

GT GP GS

USAGE BY TIER

STANDARD (VERLAG) SHOW LOGO

Global Tentpole shows can use all both options, Global

GLOBAL TENTPOLE
Priority may use Standard, or the slightly more special
GLOBAL PRIORITY / SUPPORT Isolated Show Title animation, and Global Support
programming always uses the standard animation.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 37
U S I N G C O M PAT I B L E LO G O S T R U C T U R E S

Index Compatibility Tall Logos

Because the index sets the framework for all on-air messaging, show For tall or vertically stacked logos, leaving them unformatted will
logos must work within this linear format. Logos show should be result in logos being scaled too small to fit within the index, or so tall
horizontal , and not exceed 2X the height of the yellow tick marks. that they will violate the top and bottom index lines

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 38
S H O W LO G O S : O N - A I R N AV I G AT I O N
LINEUPS
Show titles must always be set in Verlag regardless
of priority when used in Lineups and Bumpers.

Show Logos should not be used in lineups.

SNIPES
Show logos may be used in Custom Show
Snipes. If the snipe is sequential (NNL), all
titles should be in Verlag.

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 39
SHOW LOGOS: PRINT
Standard (Verlag) Show Logo

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D I N G R E D I E N TS 40
BR AND VOLUME
2 9 9, 7 9 2 ,4 5 8 M / S 2 9 9, 7 9 2 ,4 5 9 M / S 2 9 9, 7 9 2 ,4 6 0 M / S
GUIDELINES
A BAL ANCING ACT

The entire system is built with three elements: Imagery, Message and Brand Volume.
Giving priority to one effects how the others are used, but each working in a careful
balance is the beauty of this system.

Because this system is a balance, cutting promos is more about having a goal over having a set
of rules. These goals can vary not just on a macro level (promo to promo), but also on a micro
level (shot to shot). Knowing when and where to give priority is where that balance comes into
play.

This means that there is no one way to cut a promo. This also means if you invest some time
and balance all the tools this system offers you, the results can be truly stunning.

ACHIEVING BAL ANCE ON T WO LEVEL S

Macro helps determine which of the three toolkits to start with, Micro is where you can mix and match
within that toolkit.

Macro Micro
• Promo Goal • Image Importance IMAGE MESSAGE BRAND
• Show Appropriate • Title Card Message
• Channel Variety • Brand Presence

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D VO LU M E 42
IMAGE PRIORITY
SHOWCA SING PREMIUM IMAGERY

In some instances, showcasing photography is your priority. Taking the time to shoot, Considerations
edit, and animate over premium imagery is a win not just for your promo, but for National • Curated Imagery
Geographic as a whole. This means not using the first shot you come across, but creating • Index serves the shot
buckets of imagery so you can use the best shot available to achieve that careful balance • Less brand presence / Mapping
we’re striving for. Image priority means using the Low Volume Toolkit.
Example
Macro - This is a promo for Origins, where showcasing the high production value
photography is the priority.

Micro - In this shot, a man falls overboard so I won’t distract from the importance of the
shot with unnecessary use of the graphics. IMAGE MESSAGE BRAND

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D VO LU M E 43
MESSAGE PRIORITY
PROMO SERVES THE SCRIPT

In some instances, your message is the most important takeaway. Using title cards is a Considerations
great way to help achieve this goal. In our system this means writing concise, clear title • Intentional writing
cards that fit within the Index. When using the metric-forward Index, this means taking • Crafted Index details
more time to populate the bottom line with information. This added texture and context • Choosing appropriate image plates
helps the index feel like a responsive, living line. Message priority means using the
Medium Volume Toolkit. Example
Macro - This is a promo for Life Below Zero where I have a script I want to
punctuate, so I’ll use the Index for title cards and added graphic texture.

Micro - In this moment, I have some important messaging so I will choose a less
busy image, with lots of negative space to make my title card legible. IMAGE MESSAGE BRAND

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D VO LU M E 44
BR AND PRIORITY
A G R A P H I C S TAT E M E N T

Giving the Brand priority makes for a graphics-forward promo, which is especially helpful Considerations
when you have less than ideal photography, or you are promoting a show on another • More use of Mapping
channel. Using the Mapping technique helps in several ways. It increases the amount of • Graphics-forward promo overall
brand presence by reinforcing the shape of the frame. It’s also a functional tool that helps • Less emphasis on footage
us transition from shot to shot, and can create a space for title cards to live. Brand priority
means using the High Volume Toolkit. Example
Macro - This is a cross-channel episodic for Wicked Tuna, and I want to showcase the
branding of the channel.

Micro - In this shot, I want to insert some brand presence so I use Mapping to transition
to a graphic plate for my title card to live over. IMAGE MESSAGE BRAND

N AT I O N A L G EO G R A P H I C BRAND GUIDE B R A N D VO LU M E 45