logo guidelines. - Blip Press

Identity Guidelines

Introduction 

These guidelines have been created to help standardize 

the Blip graphic identity. The pages that follow explain the 

essential elements of the identity system and demonstrate 

their correct use across a broad sampling of applications 

and media. 

The proper implementation of the graphic identity program 

will further the goal of conveying a consistent, unified sense 

of who Blip is and what it does. 

2

Table of Contents 

2. Introduction 

Basic elements 

5. Wordmark 

6. Alternate version for smaller sizes 

7. Clear space 

8. Primary logo color 

9. Secondary logo and background colors 

10. Primary typography 

11. Secondary typography 

12. Supporting typography 

13. Tagline 

14. Tagline use 

15. Logo and tagline lockup 

16. Misuse of the logo 

Stationery 

18. Business card 

19. Letterhead 

20. Envelope 

21. Mailing label 

22. Press release 

23. One pager 

24. Note card 

25. Sticker 

26. Email signature 

Digital applications 

28. Web specifications (buttons, fonts, colors) 

29. Destination site identification 

30. Destination site grid 

31. Destination site header 

32. Destination site subscription pages 

33. Player identification 

34. Watermark 

35. Endcap 

36. Advertisement, shout-out, off site subscriptions 

37. Audience favorite 

38. Presence on ROKU, Google TV, Sony TV 

39. Branding O&O sites 

40. Presence on YouTube 

41. Social media - Facebook, Twitter 

42. Blip blog 

43. Email newsletter 

44. iPad, iPhone, Android apps 

3D 

46. Logo on the reception desk 

47. Reception desk measurements 

48. Merchandise (mugs, hats etc.)

Basic Elements

Wordmark 

The Blip logo consists of specially 

designed and spaced letterforms. 

Each element has been carefully 

drawn and spaced to create a unified 

whole. Always use the supplied 

artwork for reproduction. Do not 

attempt to redraw or recreate the 

Blip logo using computer fonts. 

5

Alternate Version 

for Smaller Sizes 

An alternate version of the logo has 

been developed for instances where 

the logo needs to appear in small 

sizes, such as on an iPhone app. Use 

this version for all situations where 

the logo is smaller than 0.4 inches 

high. Do not attempt to recreate 

this version. Always use the original 

artwork provided. 

Basic logo 

Logo for small sizes 

1 inch high and bigger 

0.4 inch high 

0.39 inch high 

0.175 inch high 

6

Clear Space 

The Blip logo should be displayed 

prominently and clearly to maximize 

its impact. Allow it to breathe by preserving 

a minimum clear space area 

around all four sides. The minimum 

clear space is equal to the “L” height 

(marked as “x” on the diagram on the 

right) around the entire logo. This 

applies both to the logo as well as to 

the logo and tagline lockup. 

Use the clear space area between the 

logo and any other graphic elements 

such as type, images, or other logos 

to ensure that the Blip logo retains a 

strong presence wherever it appears. 

Where possible, allow even more 

space around the logo. 

x 

x 

x 

x 

x 

7

Primary Logo Color 

Color is a critical element in creating 

a memorable impression. The primary 

Blip brand color is bright red. It can 

help convey an energetic and optimistic 

character for all Blip communication 

materials, both web/TV (RGB and web 

safe values) and print (Pantone and 

CMYK values). 

The approved CMYK, RGB and 

Websafe values are listed below. 

When changing from Pantone to 

CMYK, RGB or Websafe color values, 

use these formulations. 

When color printing is not available, 

as in newspapers or on fax, the black 

and white version of the logo should 

be used. 

Pantone 485C 

C=0, M=100, Y=100, K=0 

R=255, G=25, B=25 

HEX=FF0000 

Blip_color_positive Blip_color_negative 

Blip_b&w_positive Blip_b&w_negative 

8

Secondary Logo and 

Background Colors 

Due to its simplicity and 

recognizability, the Blip logo can 

function in any color. The open 

color palette allows for a dynamic 

range of possibilities. This flexibility 

requires careful treatment and 

attention to the logo as well as to 

the contrast with the background. 

However, all main Blip communication 

channels (destination website, 

stationary, newsletter, and so forth) 

should use the primary Blip red for 

the logo (for specs see Color page). 

9

Primary Typography 

Berthold Akzidenz Grotesk has been 

designated as the primary typeface 

for Blip. This sans-serif typeface 

should be used on all main Blip 

communication materials such as 

stationery, headlines in advertising, 

titles in brochures, or signage. It 

can also be used on the web by 

employing cufon code. Examples 

of proper use are shown in the 

following pages. 

Blip.tv is the place to discover 

the best in original web series, 

from professional and up-and- 

coming producers. 

Berthold Akzidenz Grotesk Light 

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890&@#$%*:;.,!? 

Berthold Akzidenz Grotesk Regular/Italic 

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&@#$%*:;.,!? 


Berthold Akzidenz Grotesk Medium 

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&@#$%*:;.,! 

Berthold Akzidenz Grotesk Medium 


10

Secondary 

Typography 

Due to its good legibility, Myriad 

typeface should be used for 

all running text on the web (for 

example, on the destination site). 

Example of running text on web 

Blip.tv enables advertisers to associate brands with the targeted, highly engaged 

audiences of web series. We offer a wide range of ad sizes and placements, and 

our custom solutions can include RSS feeds, DVR reminders, content downloads 

and the syndication and distribution of multiple videos. We are constantly 

pushing our technologies with innovative new ideas. 

Myriad Regular/Italic 



Myriad Bold 


11

Supporting 

Typography 

Two standard fonts have been 

designated as supporting typefaces 

for use whenever the primary and 

secondary typeface is not available: a 

sans serif for web materials and a serif 

for print materials. Arial should be used 

as the typestyle for all running text 

on web and digital platforms when the 

use of Cufons is not possible. Times 

New Roman should be used for all 

running text on letterhead, press release, 

or other printed materials. Examples for 

use are shown on the right. 

Web supporting typeface Print supporting typeface 

This is a body text in Arial 

Regular. Arial is a web safe 

font, and it should be used 

for the running text in Blip 

web materials, such as the 

destination site and email 

newsletters. Text can be 

emphasized in Arial Italic. 

This is a body text in Times 

New Roman. Times New 

Roman should be used for 

the running text in Blip 

print materials, such as the 

content of letters on Blip 

stationery. Text can be 

emphasized in Times New 

Roman Italic. 

Arial Regular/Italic 



Arial Bold 


Times New Roman Regular/Italic 



Times New Roman Bold 


12

Tagline 

The Blip tagline should appear on 

Blip communications whenever 

possible to help position the brand’s 

offerings. The tagline has been set 

in Berthold Akzidenz Grotesk Medium 

and has been carefully letterspaced. 

Always use the provided artwork; do 

not attempt to recreate the tagline 

from computer typefaces. 

Two line tagline / limited use 

Discover the best 

in original web series. 

The two-line version of the tagline 

should only be used in instances 

where space is limited and there is 

no room for the primary, single-line 

version. 

Discover the best in original web series. 

13

Tagline Use 

Even though the logo and the tagline 

appear together, they should not be 

locked into a single unit. Instead, they 

should be treated as two separate 

graphic elements (see examples on 

the right). 


June 22, 2010 

Addressee’s Name 

Company Name 

Address 

City, State Zip 

Dear Mr. Smith, 

Ilit el ilis nos diam dit iriurer si. 

Ommy nonum eui tet iriurercip essequat doluptatum ad et lore er sumsandreet ad et, vel eugiam nibh erat 

iure duisi. Irilit vulluptatem aut alis nissequat la at. Sandre ver sequam, quiscil laorem nisl elenim dolorti 

onsequi exeriurem zzriurem alit, con henibh elit estrud ex eugait aut num dolum nosto dio od et adit wisl 

eu feugiat alissit ulputpa tueriuscilit laorerat adiat ate molorpe riureri urercil eugiat ver iurem digna 

feumsandre modit velenis cilisi blan henisl inisit dolenim vendiam, si tat, vel exerci blaorpe riusto 

ercidunt wis num dolor iriurero ent nosto eniam zzrit iliquat velit adigniam dolortio delisi. 

Dolorer ostrud dolor iriustrud tem iustrud eugiam ipsusci tis dolor suscip eros nim delisci te facil ing et 

luptat ad magna feugait prat lorperci tat volobor alit, quate tat acilla feu faccum init vulput il elisci bla 

facillaore ex ea feugiam, conulla ndiatue dolobore ea augiatummy nonulputat, consed eugiam, verostie 

mod esectet vullam incipsum dolorero eugueri liquat. 

Adipis nulpute ver sisi eumsandit dolutpatummy nit at. Ut autpatie commolore dolendio et, sectem ing 

exerosto enit iliquat, qui eugue delit amconsed molor am ing eugait eui ex euguer sit lut wissequatem 

dolut vullaore tat. Ut praesto od tet at vel dolut acipit lumsan utat praesectet eum nisl inisl dolorper sum 

vero ero conulput lortisi. Onsequi psumsan e feu faccum dit lorem ipisit wisit delendre do do eugiat nim 

alit dolorperat alit aliquatin velit am amet, si. 

It ad dolore molestrud tem eu faci bla faccum irillutpatem do dolutpat. Ut lore doluptat ipsuscin ulla 

commy nos eros acipsusci ero dit aliquat utem quam, quipit alit iusto odio dion henit luptat aut il estio eu 

facipit, quat, summy nis dolortionum venis ad essi. 

Dina Kaplan 

Co–Founder 


636 Broadway, 3rd Floor 

New York, NY 10012 

917.699.6961 dina@blip.tv 

www.blip.com 

14

Logo and Tagline 

Lockup / Limited Use 

This special configuration of the Blip 

logo and tagline should be used only 

in non–Blip environments. In all other 

cases, use the tagline separated from 

the logo, as shown on page 13. 

Because of the difference in visibility 

conditions between print and web 

applications, two different sizes have 

been specified for the smallest use. 

On the web, do not reduce the 

configuration below 0.4 inches high. 

In print, the configuration’s height 

should be above 0.25 inches. 

Always use the original artwork 

provided. Do not attempt to recreate 

with computer fonts. 

Smallest size for web 

> 0.4 inch (30 pixels) high 

Smallest size for print 

> 0.25 inch high 

½ x 

x x 

x x 

x 

x 

15

Misuse of the Logo 

1. Do not distort the logo 

2. Do not place the logo into a shape 

3. Do not outline the logo 

4. Do not use drop shadow 

5. Do not use a pattern in the logo 

6. Do not use the logo in gradient color 

7. Do not use the logo in perspective 

8. Do not mask an image with the logo 

9. Do not reposition the dot in the logo 

10. Do not use a second color in the logo 

11. Do not recreate the logo with computer fonts 

12. Do not add elements to the logo 

1. 

4. 

7. 

10. 

2. 

5. 

8. 

11. 

3. 

6. 

9. 

12. 

16

Stationery 

17

Business Card 

Format 

3.5” x 2” 

Colors 

PMS 485 

Cool Gray 10 

Type 

Name: 

Berthold Akzidenz Grotesk Bold 

Size: 9 pt 

Title & Address: 

Berthold Akzidenz Grotesk Regular 

Size: 7 pt (6.5 pt for numbers, @ sign) 

Leading: 8.5 pt 

Paper 

Neenah Classic Crest Solar White 

Smooth Finish 100lb cover 

Shown here at 100% 

.25” 

.25” 

Dina Kaplan 

Co–Founder 



dina@blip.com 917.699.6961 

2” 

Center 


.625” 

.375” 

.375” 

18

Letterhead 

Format 

8.5” x 11” 

Colors 

PMS 485 

Cool Gray 10 

Type 

Address: 

Akzidenz Grotesk Regular 

Size: 7 pt (6.5 pt for numbers) 

Body Text: 

Times Roman 

Size: 10 pt 

Leading: 14 pt 

Paper 

Neenah Classic Cotton Solar 

White no. 10 square flap 24lb 


.5” 

1.75” 

.5” 

1” .75” 


June 22, 2010 

Addressee’s Name 

Company Name 

Address 

City, State Zip 

Dear Mr. Smith, 

Ilit el ilis nos diam dit iriurer si. 

Ommy nonum eui tet iriurercip essequat doluptatum ad et lore er sumsandreet ad et, vel eugiam nibh erat 

iure duisi. Irilit vulluptatem aut alis nissequat la at. Sandre ver sequam, quiscil laorem nisl elenim dolorti 

onsequi exeriurem zzriurem alit, con henibh elit estrud ex eugait aut num dolum nosto dio od et adit wisl 

eu feugiat alissit ulputpa tueriuscilit laorerat adiat ate molorpe riureri urercil eugiat ver iurem digna 

feumsandre modit velenis cilisi blan henisl inisit dolenim vendiam, si tat, vel exerci blaorpe riusto 

ercidunt wis num dolor iriurero ent nosto eniam zzrit iliquat velit adigniam dolortio delisi. 

Dolorer ostrud dolor iriustrud tem iustrud eugiam ipsusci tis dolor suscip eros nim delisci te facil ing et 

luptat ad magna feugait prat lorperci tat volobor alit, quate tat acilla feu faccum init vulput il elisci bla 

facillaore ex ea feugiam, conulla ndiatue dolobore ea augiatummy nonulputat, consed eugiam, verostie 

mod esectet vullam incipsum dolorero eugueri liquat. 

Adipis nulpute ver sisi eumsandit dolutpatummy nit at. Ut autpatie commolore dolendio et, sectem ing 

exerosto enit iliquat, qui eugue delit amconsed molor am ing eugait eui ex euguer sit lut wissequatem 

dolut vullaore tat. Ut praesto od tet at vel dolut acipit lumsan utat praesectet eum nisl inisl dolorper sum 

vero ero conulput lortisi. Onsequi psumsan e feu faccum dit lorem ipisit wisit delendre do do eugiat nim 

alit dolorperat alit aliquatin velit am amet, si. 

It ad dolore molestrud tem eu faci bla faccum irillutpatem do dolutpat. Ut lore doluptat ipsuscin ulla 

commy nos eros acipsusci ero dit aliquat utem quam, quipit alit iusto odio dion henit luptat aut il estio eu 

facipit, quat, summy nis dolortionum venis ad essi. 

Sincerely, 

Your name 

636 Broadway 

3rd Floor 


www.blip.com 

1.25” 

19

Envelope 

Format 

No. 10 Envelope 

9.5” x 4.125” 

Square Flap 

Colors 

PMS 485 

Cool Gray 10 

Type 




Paper 

Neenah Classic Cotton Solar 

White no. 10 square flap 24lb 


Blip.tv 

No. 10 Envelopes (9.5” x 4.125”) 

2c/0 PMS 485, Cool Gray 10 

Address Typeface: Akzidenz Grotesk Regular 7pt (6.5pt for numbers), 9pt leading 

Tagline Typeface: Akzidenz Grotesk Bold 9pt 

Paper: Neenah Classic Cotton Solar White no. 10 square ap 24lb or similar 

.375” 

.375” 

1.6875” 

.375” 



Center 


20

Mailing Label 

Format 

3” x 6” 

Colors 

PMS 485 

Cool Gray 10 

Type 




Paper 

Neenah Classic Crest Solar 

White Label Stock 70T 


.375” 

.375” 



.375” 

21

.75” 

1.25” 

.75” 

Press Release 

First page Last page 

1” 2.75” .8” .75” 


1.175” 

Berthold Akzidenz 

Grotesk Bold 

21/25pt 


Grotesk Medium 

14/18pt 

Times New 

Roman 12/14pt 


Grotesk Medium 

9/11pt 


Grotesk Regular 

9/11pt 

.5” 

.75” 

22

One Pager 


4” 

.75” 


Grotesk Bold 14 pt 


Grotesk Regular 

12/15pt 

.75” 

.75” .8” 

2.75” 

.75” 

1” 

1.75” 

1.75” 

23

Note Card 

Format 

3.75” x 5.25” 

Color 

PMS 485 

Paper 

Neenah Classic Crest Solar White 

Smooth Finish 130lb DTC 


.75” 

.30” 

.25” 

24

Sticker 

Format 

2.75” diameter 

Die cut circle 

Colors 

PMS 485 

Paper 

Coated Label Stock 70T 


Center 

2.75” 1” 

Design A (Positive Print) Design B (Reverse Print) 

25

Email Signature 

Colors 

Red: 

R=255, G=25, B=25 

HEX=FF0000 

Gray: 

R=102, G=102, B=102 

HEX=666666 

Type 

Name: 

Arial Bold, 11 pt, Grey 

Address: 

Arial Regular, 11 pt, Grey 

Tagline: 

Arial Bold, 11 pt, Red 


40 px 

26

Digital Applications 

27

Web Specifications 

This page is created as a cheat sheet 

for all Blip digital applications. Please 

follow all the specified rules to ensure 

a consistent look across the various 

platforms. 

Blip favicon 

16 px 

16 px 

Colors 

Shades of gray 

Blip red 

FF0000 

Blip background red 

EE0000 

Blip gradient red 

FF0000 - AA0000 

Blip link and background 

blue 000066 

Blip gradient blue 

000033 - 3366CC 

Blip gradient gray 

CCCCCC - 666666 

000000 

Blip body text gray 

333333 

Blip title gray 

666666 

999999 

CCCCCC 

Blip background gray 

EEEEEE 

Blip large color areas 

Blip background red EE0000 

Blip gradient red FF0000 - AA0000 

Blip link and background blue 000066 

Blip background gray EEEEEE 

Typography 

Title 1 Akzidenz 

Bold 16pt, blue 

Title 2 Akzidenz Bold 

13pt gray 666666 

This is a body text in Myriad 

Roman 12/15pt gray 333333. 

The text can be emphasized 

in Myriad Italic. Blue 000066 

indicates a link inside the text. 

Hover State Title 1 

Hover State Title 2 

Hover state link in the text 

Blip buttons 

Blip gradient blue 

Blip gradient gray 

Web conversions 

16pt = 22px | 1.4em | 140% 

13pt = 17px | 1.05em | 105% 

11pt = 15px | 0.95em | 95% 

28

Destination Site 

Identification 

29

Destination Site Grid 

The entire destination site should be 

built based on a 6 column grid. This 

will result in a sense of order and 

a clean site layout. Elements can 

spread over one or multiple column 

widths as long as the main structure 

is preserved. 

30


Header 

When creating the destination site 

header, place all the elements within 

the specified six column grid, as 

shown below. 

31


Footer 

The Blip logo should be used on the 

destination site footer as an identifier. 

It should appear on the far right 

side, to the right of the copyright 

information. The logo should be 40 

px wide in 50% black, as shown. 

32


Subscription Pages 

For subscription pages, in addition to 

the already-specified rules, follow the 

examples on this page. 

33

Player Identification 

When using the Blip logo on players, 

make sure to use the small-sizes 

version of the logo. To allow flexibility 

and coherence with the rest of the 

player toolbar, the Blip logo can 

be used in any color on any color 

background (for more details on color 

use, see page 9 of these guidelines). 

The logo will also appear on the 

left of the info overlay bar that 

showcases the name of the video 

playing. In both cases it will act as a 

link to the Blip homepage. 

34

Watermark 

In instances when branding the 

player is not possible, a logo 

watermark can be used instead. The 

watermark should be placed in the 

bottom left corner of the screen. It 

should be white in 50% opacity. 

35

Endcap 

For branding the endcap, use the 

white Blip logo in 50% transparency, 

40 pixels wide. Make sure to stay 

inside the grid and to align visual 

elements (such as next episode and 

recommended shows) whenever 

possible. 

36

Advertisements, 

Shout Outs, Off-Site 

Subscriptions 

To ensure strong visual impact for 

subscription advertisements, use 

the white logo on the red gradient 

background and a blue subscribe 

button. The logo area could be 

animated to showcase a show’s 

posters before the logo appears. 

All new show shout outs should be 

branded with the Blip logo. In these 

cases, the logo can be any color that 

harmonizes with the design. 

A special “subscribe to Blip” button 

for off-site presence has also 

been designed. This button should 

never be used on the Blip website 

or on Blip-related platforms. It is 

meant to be used as a tool to bring 

subscriptions from other websites like 

O&O sites. 

Off-site subscribe button 

Subscribe advertisement 

Shout outs 

37

Audience Favorite 

In the “Audience Favorite” section of 

the site, use the red radial gradient 

background with white type to 

announce popular, trending, and new 

shows (see the example on the right). 

38

Presence on Roku, 

Google TV, Sony TV 

etc. 

On streaming platforms such as 

Roku, GoogleTV or SonyTV, some 

limitations may appear. If possible, 

use the white Blip logo on a red 

gradient for identification, as shown 

here on Roku. If the logo needs to be 

shown on a black background (as on 

GoogleTV and SonyTV), use the red 

Blip logo. 

Roku 

Sony TV 

Google TV 

39

Branding O&O Sites 

Two options are available for branding 

O&O sites. The first, preferred option 

includes a band on top of the site, 

which is also a link to the Blip website. 

The second option should be used 

only in instances where the O&O site 

does not want to use the top band. In 

this case, the Blip logo is moved to the 

footer of the site and also functions as 

a link to the Blip website. 

Top band 

Bottom band 

40

Presence on 

YouTube 

41

Social Media 

Blip on Facebook 

Blip on Twitter 

42

Blip Blog 

43

Email Newsletter 

Type 

Titles: 

Arial Bold 

18/22 pt, 000000 

Body text: 

Arial Regular 

14/18 pt, 666666 


35px 

20px 

25px 100px 

145px 

44

iPad, iPhone, 

Android Apps 

The Blip logo easily translates into an 

app button. Use the white logo on a 

red gradient ground for all handheld 

gadgets (iPhone, iPad, Android, etc.). 

Some automatic shading may be 

added by the device company. 

45

3D Applications 

46

Reception desk 

47

Reception desk 

The Blip logo on the reception desk 

should be made of letters cut from 

¾” solid aluminum with a horizontal, 

lightly brushed finish. The centering 

of the letters is optical: the negative 

spaces of letters b and p are aligned 

with the vertical center of the panel. 

The letters should be mounted to 

project ¼” from the surface. The 

front panel should be covered with 

red laminate (Wilsonart 1511-60 

Mandarin Red). 

Front panel 

Vertical center 

10” 

12.5” 

¼” 

¾” 

28” 

48

Merchandise 

49

Blip 



www.blip.com 

50

logo guidelines. - Blip Press

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