The document discusses the style elements that Channel 4 consistently uses for documentary advertisements, including in magazines. It provides examples of Channel 4's double page spreads and notes elements like the logo placement, use of color, imagery and typography. The document aims to help the reader understand Channel 4's advertising style so they can create their own advertisement for a documentary about village life targeted at a Channel 4 audience.

1. We are researching channel 4 documentary advertisements.
This includes posters and double page spreads from a
listings magazines focussing on documentary. We are doing
this so we can follow the style and create our own for our
documentary which we are making on village life which is
also targeted at a channel 4 audience.

2. We have found that channel 4 follow certain elements when creating
double page spreads for magazines. They are consistent in order to create
an image and identity for their channel.
The visual style is important so it becomes unique and so it can be
recognised separately from other channels.
The primary element is the logo, this is initially how we as an audience
recognise that it Is a channel 4 production.
Other important elements which channel 4 use are:
• Colour
• Type of voice
• Imagery
• Typography

3. Here is an example of a double page spread from channel 4, as they
each have the same elements, all channel 4 spreads will be similar to Headline is again
this. placed in a text box
The URL directs the Logo is
Titles are short
The headline font reader to a relevant positioned
and memorable
web page and is correctly and
is always placed in
positioned in a is the correct
a text box for C4. size.
particular way.

4. The Logo
The channel 4 logo is designed to be reproduced/used at a minimum height of
10mm. On the web the minimum size of the logo is 30 pixels deep. There is no
maximum size at which it can be reproduced.
The facia of the logo on a print is invisible so it mixes with the background and
surroundings. Many brands place their logos in the bottom right position of the
page. However Channel 4 places its logo in a distinctive centre right position.
This is unique to the channel and is therefore instantly recognisable.

5. Isolation Area
The channel 4 identity should always be surrounded by a minimum space. This area of
isolation ensures that headlines, text or any other visual elements do not over power or
distract the logo.
For example:
logo height = 10 mm
area of isolation = 3 mm
around all sides of the logo
This area of separation is a
minimum and should be
increased wherever possible.
A margin of clear space
equivalent to 0.3x is drawn
around the logo to create the
invisible boundary of the area
of isolation.

6. The ‘four’ in Channel 4 should
always be a numeral. The only
exception to this rule is when
the formal title Channel Four
Television Corporation is used.
Below are the correct titles for
the channel.

7. Colour
When placed over a
photograph or illustration the
colour of the logo may be
taken from the image.
Alternatively, the logo may be
black or white.
Here are some examples:

8. Fonts
FACTUAL PROGRAMMES AND PROGRAMMES FOR THE DEAF
• Standard Definition: Arial Narrow font, size 30 linear or 34
anamorphic, with a ghost box enclosing each line of text
separately; no outline.
• Text should be limited to a maximum 42 characters per line.

9. What are we doing?
For our double page spread we have decided to use a
photograph which we have taken especially for the
purpose of this task. It will be of Charlie who is
participating in and presenting our documentary, he
will be stood with a sign or stone introducing the village
which we have used and been getting involved with.
We will then choose fonts and colours which
compliment the image.