Brand Overview illustration

Brand Elements

Welcome to the Current Time Brand Identity website. Here you can find all visual elements that make our brand unique, and how to properly adhere to its use. Establishing and implementing consistent and effective brand identity standards is crucial to building trust and credibility with our audience.

1. Brandmark

1.1 Brandmark Composition

The primary brandmark consists of two elements: 1. The Avatar (arrow and circle) and 2. The Logotype (НАСТОЯЩЕЕ ВРЕМЯ).

CurrentTime Brandmark

1.2 Primary Brandmark

The official version of the brandmark is white on plum, although an inverted version (plum on white) is also within brand. The avatar is positioned on the left, the logotype on the right. A black and white version is also acceptable in certain use cases.

CurrentTime Primary Brandmark
CurrentTime Primary Brandmark (inverted)
CurrentTime Primary Brandmark (black & white)

1.3 Primary Brandmark – English Version

The official version of the English Brandmark shares the same standards as the Russian version. It is white on plum, although an inverted version (plum on white) is also within brand. The avatar is positioned on the left, the logotype on the right. A black and white version is also acceptable in certain use cases.

CurrentTime - English Brandmark
CurrentTime - English Brandmark (inverted)
CurrentTime - English Brandmark (black & white)

1.4 Brandmark - Stacked Version

The stacked brandmark is a compact alternative to the primary brandmark and must be used when the length space is less than 13 mm / 37px. It has a smaller logotype (font size) in proportion to the avatar to keep the width compact.

CurrentTime - Stacked Brandmark
CurrentTime - Stacked Brandmark (inverted)
Download Brandmark Packages
  • Primary brandmark
  • Primary stacked brandmark
  • English brandmark
  • English stacked brandmark

1.5 Brandmark – Safety Area

In order to be visible and legible, the brandmark must be placed with the appropriate amount of white space around it. This safety area is defined by the size of the "cursor“ (part of the avatar).

CurrentTime brandmark safety area

1.6 Avatar

CurrentTime - Avatar
CurrentTime - Avatar (inverted)

An avatar can be used where there is insufficient space to use the primary or compact brandmark. It must be accompanied by the program/service name in the text for context/reference. The Avatar can be used in the following cases:

  1. Social media profile
  2. Mobile apps
  3. On-air logo bug (as part of the animation)
CurrentTime - Avatar
CurrentTime - Avatar
Avatar Files
What's Inside?
  • Avatar Primary
  • Avater Inverted

1.7 Brandmark Minimum size

A definition of a minimum size ensures the legibility of the brandmark. For digital purposes we suggest the minimum sizes below:

CurrentTime - Minimum Brandmark size
CurrentTime - Minimum Avatar size

2. Color Palette

Color is an essential element to strong branding. It distinguishes, defines and characterizes brand identity.

2.1 Primary Colors

The primary palette consists of two colors: Plum and White.

They are used for all main brand/corporate use cases, such as marketing collateral, print, digital and environmental design products.

Current Time Plum is the core of our brand identity and should appear whenever possible to immediately identify our brand.

Plum HEX #2D1996 RGB 45, 25, 150 CMYK 100, 100, 15, 0 PANTONE 2738 C
White HEX #FFFFFF RGB 255, 255, 255 CMYK 0, 0, 0, 0 PANTONE WHITE

2.2 Secondary Colors

The secondary colors consist of Pool, Midnight, Raspberry and Heather. This palette is used in the news graphics and specifies the news identity. They can also be used as a compliment to Current Time Plum in marketing collateral, print, digital and environmental design products.

Pool HEX #0ECAE3 RGB 14, 202, 227 CMYK 80, 0, 15, 0 PANTONE 2199 C
Midnight HEX #102C44 RGB 16, 44, 68 CMYK 100, 60, 10, 70 PANTONE 534 C
Raspberry HEX #FF0055 RGB 255, 0, 85 CMYK 0, 100, 60, 0 PANTONE 1925 C
Heather HEX #DEE5EC RGB 222, 229, 236 CMYK 9, 3, 3, 10 PANTONE 427 C

3. Typography

The correct use of typography helps to unify and strengthen brand identity. By using the styles within the font family, it provides unified contrast and hierarchy to content. Roboto Condensed is Current Time's official font. It is to be used when producing materials for Current Time's on-air channel, website, print collateral, advertisements, environmental design, etc. It is used in upper case only (except in running lower third crawl text and the URL "currenttime.tv"). There are three styles available for use: bold, regular and light.

Font Roboto
Font Roboto