Brand Elements

1.1 Brandmark Composition

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

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.

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.

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.

Download Brandmark Packages

Download files

PDF	AI
EPS	PNG

Which file to choose?

• Primary brandmark
• Primary stacked brandmark

Download files

PDF	AI
EPS	PNG

Which file to choose?

• English brandmark
• English stacked brandmark

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Need to use our graphic elements and not sure which file to use? No problem, here is a little info to help.

For print

If the project you are creating is to be printed (poster, stationary, magazine, brochure, textile, billboard, etc.) then you will want to use a file in CMYK color format. This four-color format mixes Cyan, Magenta, Yellow, and Key (black) inks during the print process to create a range of colors.

• Choose: Color mode: CMYK, Download Package: AI or EPS

For Web

If the project you are creating is for web/ digital use (website, mobile applications, tv, etc.) then you will want to use a file in RGB color format. RGB is an additive color model of combining red, green, and blue to create a variety of colors. *PNGs are raster graphic files, so cannot be enlarged without losing resolution. If you need a larger image than the PNG to be used for web, either open the PDF or AI file in your vector graphics editor.

• Choose: Color mode: RGB, File Types: AI, PDF, or PNG

In the download packages you will find four main file types:

AI ― Adobe Illustrator vector

An AI document is a vector file type, which can be resized and enlarged infinitely without loosing resolution, unlike pixel-based graphics. A vector file is a raw source of the graphic, created out of outlined shapes and vector paths. AI files are compatible with the Adobe Illustrator program only and can be found in CMYK and RGB color modes.
Best use: In Adobe Illustrator, to scale or enlarge vector art without loss of resolution. CMYK should be used for print layouts, and RGB for creating web graphics.

PDF ― Adobe Illustrator vector

Although PDFs are most widely used for presenting and exchanging documents (since they don’t require specific software or hardware to display), PDFs also maintain line and vector art so that items can be resized and enlarged without loss of quality if opened in a vector graphics editor.
Best use: To preview files, to scale or enlarge vector art in vector graphic editor. CMYK should be used for print layouts, and RGB for creating web graphics.

PNG ― Transparent bitmaps

A PNG is a raster graphic file type (pixel-based) and therefore looses quality if you scale to enlarge it. PNGs can preserve high resolution if used at its original size or scaled smaller. Unlike other raster graphic file types, PNGs support alpha transparent backgrounds, which enable elements to be overlaid on top of colored backgrounds or images without a white bounding box.
Best use: RGB Web elements with a transparent background (icons, logos on top of images, etc.) or which don’t require enlarging the element from its original size.

EPS ― Vector files

An EPS document is a vector file type, similar to AI, which is not only compatible with Adobe Illustrator, but with other vector graphic editors (Corel Draw, Adobe InDesign, Adobe Acrobat, etc.). There it has ultimate flexibility for increasing size, while maintaining resolution.
Best use:In a vector graphic editor, to scale or enlarge vector art without loss of resolution. CMYK should be used for print layouts, and RGB for creating web graphics.

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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).

1.6 Avatar

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)

Avatar Files

Download files

PDF	AI
EPS	PNG

Which file to choose?

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:

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.

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.