It all starts with 3 simple rules
01
The yellow
icon is
our logo
It has power.
02
We
center
type
To make messaging clear.
03
There are
no other
rules
That’s it.
Manifesto A
National Geographic
enjoys universal recognition of its brandmark. The yellow icon represents a brand synonymous with exploration, knowledge, education, conservation, and storytelling. In a media age exploding with options, the time is right to simplify our destination.
National Geographic is the yellow icon.
Ownership of a graphic icon can be a powerful visual shorthand that transcends language. It can also appear more personal, but it is only a handful of global brands that can make that leap.
We believe National Geographic to be one of those brands.
A brandmark that is instantly recognizable, always centered, and easily scaled is a brandmark that can go anywhere. The yellow icon as a stand-alone brandmark perfectly captures the spirit of the National Geographic brand.
Featuring our brandmark does not exclude other opportunities to highlight “National Geographic.” We can use opening graphics, lower thirds, subtext, and even voice-over to reinforce our destination.
One Strange Rock | Critics
Gordon Ramsay | Tune-In
Genius: Picasso | Tease
Wayfaring
A traditional end page where we “stack” our messaging (subtext, show title, tune-in, logo) allows us to be efficient in a short-form environment. But it can easily be dismissed due to expectation habits. A sequenced end page can often provide more vitality.
However, a structure where we further forego expectations by rearranging our messaging, can provide a jolt to the viewer’s attention. If we even permit ourselves to omit or repeat certain elements, we can infuse our promotion with surprise.
Additional Navigation
Manifesto B
National Geographic
aims for modularity and flexibility in our promotion. We also aim for freedom of expression and the ability to surprise in our storytelling. In shorter windows, we are free to break convention.
Our content can tell our story.
Language
Visually, we embrace “negative space” as an opportunity for the imagination to take hold. We encourage a similar approach in our use of language. Often, it is the information that is unspoken that allows the viewer to engage.
One Strange Rock | Image
I am attracted
to ellipsis
to the unsaid,
to suggestion,
to eloquent
deliberate silence.
L O U I S E G L U C K
Adaptability
A center-axis philosophy allows us to seamlessly transition across platforms. Messaging that works in a vertical Instagram Stories format can also easily transition to a large-scale outdoor format.
It allows us to design more efficiently.
It also allows us to promote a more unified product, be it our trademark yellow icon in a brand effort, or custom artwork in a series-specific effort.
One Strange Rock | Device Tease
National Geographic
is dedicated to the discovery of truth. It is dedicated to finding the meanings, the principles, and the answers that define our universe. The pursuit of knowledge is at the core of the National Geographic mission.
Messaging is centered.
Premium
A center-axis approach can also seamlessly crossover to more traditional “trailer-style” promotion efforts. Premium scripted offerings such as The Right Stuff, The Hot Zone, Valley of The Boom, and the Genius franchise often necessitate an editorial approach akin to feature-film marketing. Displaying our messaging and title art along a clearly-defined center-axis, like many high-profile movies do, allows us to compete on a bigger stage.
Genius: Aretha | Trailer
Music
Music and sound can allow us to celebrate our brand identity in compelling and surprising ways. We seek out music that is friendly, contemporary, and genre-bending. We also seek out music that is life and lifestyle-affirming.
On a more specific level, we seek out music with clear syncopation that can motivate our design aesthetic. A clearly-defined beat structure can also provide messaging opportunities via repetition or sequencing. When available, a well-featured vocal lyric can also provide an opportunity for enhanced mood and messaging.
Iconography
Embracing the yellow icon as our logo can also open up other opportunities to become more visual. Specifically, it can allow us to shorthand some of our messaging in fun and surprising ways. The yellow icon can be easily morphed into other icons of geography, science, exploration etc. It can also easily morph into social platform cues. It allows us to project a more fun-loving and youth-friendly identity.
Iconography Loop
Our Place in the Universe
To distinguish our channel subset within the larger National Geographic galaxy, it may be obligatory to pair a wordmark with our brandmark.
Additionally, there may be off-channel applications where it might be advisable to incorporate a wordmark.
In these instances, we suggest abbreviating National Geographic to Nat Geo. It’s another opportunity to employ visual shorthand to appear more contemporary.
Logo Animation A
Logo Animation B
Logo Animation C
Manifesto C
Our North Star
In true National Geographic character, we see this process as an exploration. We also recognize that the explorative process is a journey, not only of discovery—but sometimes of dead ends.
We don’t pretend to have all of the answers, or even some of them, but we do hope that we’ve provided a “North Star” to guide us.
Or perhaps, better yet, two polestars!
Magnetically aligned.
And we would welcome the opportunity to journey together with you, to seek and find the answers with you as a team, over time, so that we may arrive at a higher destination
