journalismis campaign style guide page 1 · 2017-03-10 · journalism. is. campaign style guide ....

CAMPAIGN STYLE GUIDE PAGE 1

JOURNALISMIS - CAMPAIGN STYLE GUIDE

CAMPAIGN STYLE GUIDEFOR SPONSORS AND THEIR DESIGNERS

TABLE OF CONTENTS PAGE 2


TABLE OF CONTENTS

1.0 ABOUT THE CAMPAIGN .......................................................... 3

Campaign Press Release .................................................................3

Declaration of Principles .................................................................4

2.0 YOUR ROLE IN THE CAMPAIGN ........................................... 5

3.0 USING THE CAMPAIGN ASSETS ........................................... 6A. Print Ads: General Version ..........................................................7

A. Print Ads: Journalist Version .......................................................9

A. Print Ads: Colour Considerations .................................................13

B. Digital Ads .................................................................................14

C. Resizing Ads: General Print Ads ...................................................15

C. Resizing Ads: Journalist Print Ads ................................................16

C. Resizing Ads: Digital Ads .............................................................17

D. Video ........................................................................................18


ABOUT THE CAMPAIGN

1.0 ABOUT THE CAMPAIGN PAGE 3

1.0 ABOUT THE CAMPAIGN

FROM THE OFFICAL CAMPAIGN PRESS RELEASE ON JUNE 12, 2015:

AD CAMPAIGN CHAMPIONS THE BENEFITS OF JOURNALISM

“Professional Journalism is more important than ever”

TORONTO — A coalition of unions, professional

associations and media organizations today launched

an advertising campaign highlighting the value and

benefits of professional journalism.

The June 12 launch of the JournalismIS campaign

at the Ryerson University Rogers Communication

Centre, featured presentation of the newspaper and

video advertisements (journalismis.ca) , which are

scheduled for release beginning on June 13. More

than 100 media industry employees, journalists

and representatives of newspaper publishers and

broadcasters, participated in the campaign launch.

Speakers included prominent newspaper and

broadcast journalists including Chantal Hébert.

The campaign aims to rally the wider community of

journalists and media workers, media corporations

and media consumers to increase awareness,

recognition and support for professional journalism.

“News is the lifeblood of our democracy. As the volume

of information and the range of opinion available

to media consumers increases, the contribution of

professional journalism has become more important

than ever,” said Mary Agnes Welch, former president

of the Canadian Association of Journalists, reporter

for the Winnipeg Free Press, and spokesperson for

the campaign. “Journalists are thoroughly trained

and deeply committed to their profession, and you

see the results every day in news stories that are

interesting, reliable and always striving for the

truth. Our campaign is aimed at initiating a wider

conversation about the value of journalism and what

we all need to do to support a robust journalistic

culture in Canadian society.”

Campaign sponsors include unions representing

journalists and other employees in the media industry,

professional associations, educational institutions,

media corporations and industry associations.

“The breadth of sponsorships and support highlights

a unique characteristic of this campaign,” said the

Lana Payne, Atlantic Regional Director for Unifor,

columnist for The Telegram in St. John’s NFLD, and

MC for the campaign launch. “It involves stakeholders

from right across the media industry and in all forms

of media—traditional and digital—coming together

to recognize the contribution that the principles and

the practitioners of professional journalism make to

sustaining an open, democratic and engaged

Canadian society.”

The journalismIs campaign marks the first phase of

a longer term effort to mobilize the media industry

and the public to support professional journalism in

Canada. “Right now this campaign is about initiating

a public conversation. We believe this is the first step

toward concerted action to preserve and promote our

profession in the future,” commented Ms. Welch.

1.0 ABOUT THE CAMPAIGN — DECLARATION OF PRINCIPLES PAGE 4


DECLARATION OF PRINCIPLESThe campaign promotes 10 overarching principles.

These can be read in full

and downloaded for printing

and sharing from the official

journalismis.ca website.

essential to democracy. A strong and independent media is the cornerstone of a healthy

democracy. Journalists hold offi cials accountable to the people

they are elected to represent, and they help citizens and

communities to be informed.

relentless.Professional journalists follow the

story—events and their impacts—long

after the headline right to the end.

creating a forum for public debate. Journalism seeks out controversial issues

and accurately reports confl icting points

of view, to help foster an informed

public debate.

a watchdog over the powerful. Journalism asks the hard questions. It plays a vital role as a watchdog

over those in positions of power and infl uence.

getting answers. Journalists make it their business to

go out and ask the questions and get

the answers that citizens want.

an independant voice.In a world of competing interests,

journalists are committed to the

principle of independence, and the

pursuit of accuracy and fairness.

*This statement of principles was drawn from several sources, including the Canadian Association of Journalists (CAJ),

the Pew Research Journalism Project, and the American Press Institute.

committed to telling the truth.It’s about uncovering

and reporting the truth.

storytelling with a purpose.Journalism seeks the information that

is most important to citizens and

communities, and continually strives

to present it in ways that are

interesting and relevant.

committed to the public interest.The fi rst allegiance of journalists is to

citizens and pursuing stories for the

broader public.

With a few keystrokes you can sample thousands of opinions, afl oat in a sea of information. But as the volume increases, the accuracy and reliability of professional journalism is essential.

Professional journalists are committed to balanced, independent and non-partisan reporting. They cut through the spin to give you the information and perspective you need.

With today’s information overload, gathering and sorting the facts, weighing and interpreting events, and following the story from beginning to end is more important than ever.

telling the whole story. Explaining the context, balancing

diverse points of view and presenting

the complete picture are challenging

goals, but essential ingredients of

telling the whole story.


ABOUT THE CAMPAIGN

2.0 YOUR ROLE IN THE CAMPAIGN PAGE 5

2.0 YOUR ROLE IN THE CAMPAIGN

The campaign aims to rally the wider community of journalists and others working in the media—media corporations and media consumers— to increase awareness, recognition, and support for professional journalism.

As a partner in this campaign, there are a number of things that you can do

to help promote and support professional journalism in Canada.

PROMOTE IT!There are 10 principles in the

JournalismIS declaration.

Download and share the poster

from journalismis.ca

PUBLISH IT!In this style guide there are

instructions on how to use print

and digital ad templates to publish

your own ads through your

channels.

We encourage you to add

engagement to the campaign by

inserting your own journalist into

the print ad.

SHARE IT!We invite you and your journalists

to use the hashtag to Tweet/

Instagram/Facebook to build

momentum for the industry.

We encourage you to post about:

• Your work in the industry

• The principles that resonate

with you (see the declaration

poster)

• Your own principles to define

what it means to you to be

a professional, Canadian

journalist

• Great stories, columns,

photographs and videos that

deserve recognition

essential to democracy. A strong and independent media is the cornerstone of a healthy

democracy. Journalists hold offi cials accountable to the people

they are elected to represent, and they help citizens and

communities to be informed.

relentless.Professional journalists follow the

story—events and their impacts—long

after the headline right to the end.

creating a forum for public debate. Journalism seeks out controversial issues

and accurately reports confl icting points

of view, to help foster an informed

public debate.

a watchdog over the powerful. Journalism asks the hard questions. It plays a vital role as a watchdog

over those in positions of power and infl uence.

getting answers. Journalists make it their business to

go out and ask the questions and get

the answers that citizens want.

an independant voice.In a world of competing interests,

journalists are committed to the

principle of independence, and the

pursuit of accuracy and fairness.

*This statement of principles was drawn from several sources, including the Canadian Association of Journalists (CAJ),

the Pew Research Journalism Project, and the American Press Institute.

committed to telling the truth.It’s about uncovering

and reporting the truth.

storytelling with a purpose.Journalism seeks the information that

is most important to citizens and

communities, and continually strives

to present it in ways that are

interesting and relevant.

committed to the public interest.The fi rst allegiance of journalists is to

citizens and pursuing stories for the

broader public.

With a few keystrokes you can sample thousands of opinions, afl oat in a sea of information. But as the volume increases, the accuracy and reliability of professional journalism is essential.

Professional journalists are committed to balanced, independent and non-partisan reporting. They cut through the spin to give you the information and perspective you need.

With today’s information overload, gathering and sorting the facts, weighing and interpreting events, and following the story from beginning to end is more important than ever.

telling the whole story. Explaining the context, balancing

diverse points of view and presenting

the complete picture are challenging

goals, but essential ingredients of

telling the whole story. With a few keystrokes you can sample thousands of opinions, afl oat in a sea of information.

But as the volume increases, the accuracy and reliability of professional journalism is essential.

Gathering and sorting the facts, weighing and interpreting events, and following the story

from beginning to end is more important than ever.

committed to telling the truth.

With a few keystrokes you can sample thousands of opinions, afl oat in a sea of information.





Teri PecoskieMultimedia journalist for the Hamilton Spectator. Her Keeping Score series linked standardized test scores with social and economic outcomes.




JOURNALISMIS - CAMPAIGN STYLE GUIDE 3.0 USING THE CAMPAIGN ASSETS PAGE 6

The remainder of the information in this document is written for a designer with the basic knowledge of Adobe Photoshop and InDesign.

There are a number of assets that your organization can use to be a part of

this campaign. This section will outline how to use the given files from the

“JournalismIS Campaign Design” folder to effectively make them your own

while maintaining the appropriate level of campaign consistency.

3.0 USING THE CAMPAIGN ASSETS

A. PRINT ADSThis section outlines the two

different types of campaign ads for

print: GENERAL vs. JOURNALIST.

No matter which type of print ad

you choose, there is a selection of

10 principles that you can publish.

The GENERAL ads allow you to

choose a principle and include

your organization’s logo on

the ad. (Available in colour and

black+white)

The JOURNALIST ads allow more

customization in that you can

choose a principle, photograph

your journalist (following the

given instructions), and add their

face to the ad. Space has also been

allocated to include your logo

and journalist's byline and brief

description—this allows you to

align the principle with the work

of the journalist. (Available in

colour and black+white)

B. DIGITAL ADSThere are three sizes of digital

ads that have been created for this

campaign (skyscraper, medium

rectangle, and leaderboard).

For each size, there is a selection

of 10 principles that you can

publish on your site(s).

C. RESIZING ADSOnly standard letter size have

been created as templates for

the print ads. Your publication

may require different size of ad

to fit your layout. For this reason,

all of the raw art files (InDesign

and Photoshop files) have been

provided for a designer on your

team to manipulate as needed—as

long as they follow the campaign

design rules outlined in this

section of the guidelines.

D. VIDEOA campaign video is also available

for you to publish and share

through your channels.

3.0 USING THE CAMPAIGN ASSETS — A. PRINT ADS: GENERAL VERSION PAGE 7


A. PRINT ADS: GENERAL VERSIONWorking files can be found in the “JournalismIS Campaign Design / Print Ads / General...” folder.

Some customization is required for these ads. Please read on to learn how to customize your

general print ad with one of the 10 provided principles. (Also available in black+white.)










creating a forum for public debate.





an independent voice.





relentless.










committed to the public interest.





getting answers.





a watchdog over the powerful.





storytelling with a purpose.





essential to democracy.

3.0 USING THE CAMPAIGN ASSETS — A. PRINT ADS: GENERAL VERSION PAGE 8


A. PRINT ADS: GENERAL VERSIONHOW TO ADD YOUR LOGO

Step 1: Locate the “journalismis-general.indd” file from the “Print Ads” folder.

(File path: ...Print Ads / General / RAW...)

Step 2: Find the page with the principle you’d like to publish—either in colour

or in black+white (Figure 1). Delete all other pages from the pages panel.

DO NOT delete or alter any master pages.

Step 3: Locate the grey placeholder box beside the campaign sponsor logos and

place an .eps or high resolution, transparent background,

black+white version of your organization’s logo (Figure 2). Be sure to

“Fit Content Proportionately” then scale as needed to suit the given

space relative to the other logos. Guides have been included for reference

(Figure 3). Remove the grey colour fill when your logo is in place.

Step 4: Export the ad for your publishing purposes.






Add your black+white

logo here.

Figure 1: Choose your principle

from the pages panel.

Figure 2: Locate the grey placeholder box for your high

resolution, transparent background, black+white logo.

Figure 3: Fit and scale your logo to match the size

and placement of the other logos in the template.

REMEMBER: DO NOT save over the original template file. Always SAVE AS to ensure you can go back

and access the original master template files.

JOURNALISMIS-GENERAL.INDD

3.0 USING THE CAMPAIGN ASSETS — A. PRINT ADS: JOURNALIST VERSION PAGE 9


A. PRINT ADS: JOURNALIST VERSIONRaw files for the journalist print ads can be found in the “JournalismIS Campaign Design / Print Ads / Journalist...” folder.

Customization is required for these ads. Please read on to learn how to customize your

journalist print ad with one of the 10 provided principles. (Also available in black+white)











Matthew Van DongenJournalist for the Hamilton Spectator covering City Hall.creating a forum

for public debate.





an independent voice.






Matthew Van DongenJournalist for the Hamilton Spectator covering City Hall.relentless.











Matthew Van DongenJournalist for the Hamilton Spectator covering City Hall.committed to

the public interest.





getting answers.






Matthew Van DongenJournalist for the Hamilton Spectator covering City Hall.a watchdog

over the powerful.





storytelling with a purpose.






Matthew Van DongenJournalist for the Hamilton Spectator covering City Hall.essential

to democracy.



A. PRINT ADS: JOURNALIST VERSIONPART 1: PHOTOGRAPHIC DIRECTION HOW TO TAKE A PHOTO OF YOUR JOURNALIST FOR THE ADTo maintain consistency across campaign materials all journalists participating

in the ads MUST have their photo taken following the guides below. Please share

these instructions with your photographer in advance so that they can prepare

for the shoot.

Framing: Shoulders up, do not cut off top of

the head or shoulders; eyes should

align at around one-third of the

portrait; nose should be centered.

Perspective: Straight-on.

Depth-of-field: Shallow.

Focus: Eyes.

Lighting: Uniform, high-key, diffuse.

Background: White or light.

Expression: Closed mouth, serious, intense eyes,

looking directly into lens.

Clothing: Similar to skin tone.

File: 300dpi High resolution image

(min. 3000 x 4000 px). If your photo

is smaller, please size up the image to

meet this minimum requirement.



A. PRINT ADS: JOURNALIST VERSIONPART 2: PHOTOSHOP TEMPLATE FILE HOW TO ADD YOUR JOURNALIST’S PHOTO TO THE ADStep 1: After you have shot your journalist, locate and open “journalist-sample.psb” file in

Photoshop. (File path: ...Print Ads / Journalist / RAW / Links...)

Step 2: Navigate to the Layers panel and double click on the Smart Object thumbnail (Figure 4). This

will open up another photoshop file called “Layer 0.psb” with the sample photo in it.

Step 3: Add your journalist’s photo to a new layer on top of the sample photo (Figure 5). Use

the sample photo as well as the photoshop guides to align the eyes, nose and face for

consistency (Figure 6).

Step 4: Now use your keyboard shortcut to Save (Cmd/Ctrl + S) then close the window.

Step 5: Return to the “journalist-sample.psb” file and your journalist should now be visible in this

file in place of the sample journalist. The appropriate effects will automatically applied.

NOTE: If you feel the image is too light or too dark compared with the original sample photo,

you may adjust the Brightness/Contrast levels in the layers palette. DO NOT delete or alter

any other filters on the layers of this file. Save As and rename the .psb file with your journalist’s

name. (i.e.: journalist-name.psb)

Step 6: Save a Copy of your updated “journalist-name.psb” file as a .tiff (no layers) and save it to

the same links folder. (File path: ...Print Ads / Journalist Version / Links)

Figure 4: From “journalist-sample.psb”

open the Smart Object.

Figure 5: From the “Layer 0.psb” add

your journalist’s photo to a new layer on

top of the sample journalist’s photo

Figure 6: Align your journalist’s photo with the

old sample photo and with the photoshop guides.

Add your

journalist

photo here.

JOURNALIST-SAMPLE.PSB LAYER 0.PSB YOUR JOURNALIST’S PHOTO

REMEMBER: DO NOT save over the original

template file. Always SAVE AS to ensure you can go

back and access the original master template files.



A. PRINT ADS: JOURNALIST VERSIONPART 3: INDESIGN TEMPLATE FILE HOW TO ADD A JOURNALIST’S PHOTO & DESCRIPTION Step 1: Locate the “journalismis-journalist.indd” file.

(File path: ...Print Ads / Journalist / RAW...)

Step 2: Find the page with the principle you’d like to publish—either in colour or

in black+white (Figure 7). Delete all other pages. DO NOT delete or alter any

master pages or layers in this file.

Step 3: Click on the journalist sample photo on the page and navigate to the

Links panel.

Step 4: Right click on the selected link in the panel and click “Relink” (Figure 8).

Step 5: In the dialog box, locate your new “journalist-name.tiff” and click

“Open” to replace the sample image file with your journalist photo.

Step 6: Navigate back to the page layout. Double click on the sample journalist

blurb (Figure 9) and replace with your journalist’s byline and a short

description about him or her. If possible, relate it to the principle you

have chosen. There is space for about 100-140 characters. DO NOT exceed

the given space.

Step 7: Now you are ready to save/export the ad for your publishing purposes.







Add your journalist’s

byline and brief

description here.

Add your journalist

.tiff photo here.

Figure 7: From the pages

panel, choose the ad with

your principle.

Figure 8: From the Links panel, relink the selected

image with your newly exported journalist’s photo

Figure 9: From the page layout area,

replace the sample journalist’s blurb with

your journalist’s byline and brief description.

JOURNALISMIS-JOURNALIST.INDD

REMEMBER: DO NOT save over the original

template file. Always SAVE AS to ensure you can go

back and access the original master template files.

Add your

black+white

logo here.

3.0 USING THE CAMPAIGN ASSETS — A. PRINT ADS: ALL VERSIONS PAGE 13


A. PRINT ADS: ALL VERSIONSPANTONE COLOUR CONSIDERATIONSIn the print ads, CMYK colour values have been used however where

colour matching is possible, please optimize print to match the two main

campaign PANTONE swatches:

MAGNETIC MAGENTAPANTONE:

233 U

FRESH GREENPANTONE:

382 U

C: 13

M: 96

Y: 2

K: 0

R: 211

G: 39

B: 141

C: 46

M: 4

Y: 100

K: 0

R: 152

G: 194

B: 30

3.0 USING THE CAMPAIGN ASSETS — B. DIGITAL ADS PAGE 14


SIZE 3: LEADERBOARD 728 X 90

B. DIGITAL ADSDigital Ad files can be found in the “JournalismIS Campaign Design / Digital Ads...” folder.

No customization is required for these ads. You simply select the ad with the appropriate

principle and publish it on your site(s).

SIZE 1: SKYSCRAPER 160 X 600

SIZE 2: MEDIUM RECTANGLE 300 X 250




To create custom digital ad sizes, please refer to

the “Resizing Digital Ads” guidelines on page 16.

3.0 USING THE CAMPAIGN ASSETS — C. RESIzING ADS: GENERAL PRINT ADS PAGE 15


C. RESIZING ADS: GENERAL PRINT ADSThese types of ads can be scaled up AND down (from the template 8.5” x 11”) to fit

your publication need. All general print ads must contain:

• wordmark

• hashtag & web URL (black on green)

• principle of your choice (if space allows)

• sponsor logos (if space allows)

• standard campaign description (if space allows)

Please begin with the template indesign file “journalismis-general.indd“ and

follow the guidelines outlined below.

• DO scale up proportionately

(ie: 2x or 3x the template size)

• DO remove the standard

campaign description and shrink

down the wordmark to optimize

for half size layouts

• DO NOT change the size or

position of your logo compared

to the other sponsor logos

• All logos must be in black+white

• DO NOT change the composition

of the key elements (ie: stacked

wordmark should always bleed off

of the top and left edge of the ad)

• DO NOT change the colour of any

ad elements (Use the black+white

template for 1-colour ads)

• DO NOT add your own principle to

the ad

• DO NOT cut off the wordmark

• Ensure the principle should is

always aligned with the baseline of

the “ISM”

DO’S DON’TS







whatever you want it to be.






your logo






3.0 USING THE CAMPAIGN ASSETS — C. RESIzING ADS: JOURNALIST PRINT ADS PAGE 16


Journalist print ads can ONLY be scaled up (from the template 8.5” x 11”) to fit

your publication need. All journalist print ads must contain:

• wordmark

• hashtag & web URL (black on green)

• principle of your choice + journalist photo, byline, and brief description

• standard campaign description (if space allows)

Please begin with the template indesign file “journalismis-journalist.indd” and

follow the guidelines outlined below. (If you wish to scale down, please revert to

the “general” version of the ad with no journalist’s face.)

C. RESIZING ADS: JOURNALIST PRINT ADS



• DO NOT add new elements

to the ad, this will break the

consistency of the ad roll out

• DO NOT scale down. All of the necessary

elements will not fit on a smaller sized

layout and will decrease the integrity of

the campaign

• If a smaller ad size is required, please

use the general print ad template

• DO NOT skew or change the colour of

the wordmark.

• DO NOT change the photo layout

• If legibility is an issue over the

journalist’s face, adjust the

brightness/contrast of your

journalist’s photo)

DO’S DON’TS















your logo







Please also refer to the General Print Ad

guidelines for more DO’s and DON’Ts

for these types of ads

3.0 USING THE CAMPAIGN ASSETS — C. RESIzING ADS: DIGITAL ADS PAGE 17


Digital ads can be resized (from the three template sizes) to fit your publication need.

All digital ads must contain:

• wordmark

• hashtag

• web URL

• principle of your choice (if space allows)

Please begin with one of the three template indesign files “journalismis-digital-160x600.indd”,

“journalismis-digital-300x250.indd”, or “journalismis-digital-728x90.indd” and follow the

guidelines outlined below.

C. RESIZING ADS: DIGITAL ADS



• DO NOT add new elements

to the ad, this will break the

consistency of the ad roll out

• DO NOT use the one-line

wordmark on ads that are

proportionately tall. (The one-

line wordmark should ONLY be

used in rare instances where

space does not allow for the

standard stacked wordmark

• DO NOT add a journalist photo to a

digital ad this will break consistency

of the campaign roll out

DO’S DON’TS












Please also refer to the General Print Ad

guidelines for more DO’s and DON’Ts

for these types of ads





3.0 USING THE CAMPAIGN ASSETS — D. VIDEO PAGE 18


D. VIDEOThe campaign video is available to view and embed directly to your site from the campaign website: journalismis.ca

We encourage you to embed the video

to your website.

If you wish to access the broadcast

quality version of the video to publish

through your channels please contact:

Randy Kitt

[email protected]

T: +1-416-529-5152

VIDEO SPECIFICATIONS

ONLINE QUALITY FILE1080p HD H.264 .mp4 file

( < ~250MB )

BROADCAST QUALITY FILE1080p HD Apple ProRes HQ .mov file

( ~1GB )

3.0 USING THE CAMPAIGN ASSETS — D. VIDEO PAGE 19


STYLEGUIDE INQUIRIES CONTACT:Randy Kitt

[email protected]

T: +1-416-529-5152

journalismis campaign style guide page 1 · 2017-03-10 · journalism. is. campaign style guide ....

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