TiVo Style Guide
TiVo Style Guide
TiVo Style Guide
General Usage
The TiVo logo should never be re-drawn, re-spaced, or
altered in any way. It should never be used as part of
any other symbol or logo type.
All logos must have the (
file provided by TiVo Inc. for consistency.
Logo Violations Tagline Violations
Using the TiVo Logo
If Photoshop is not available, the
logo may be used with a white
outline as shown here.
Preferred usage with white
glow on a dark background.
Preferred usage with white glow
on a patterned background.
Use of the color logo on a light
background does not require the
surrounding glow.
Do not put the logo in a containing shape.
Do not alter the TiVo
logo expression.
Do not use just a
portion of the logo.
Do not alter the shape of the logo.
TiVo, TV Your wa].
Logo
The Series2 logo refers to the type of TiVo Digital Video
Recorder (DVR) platform and therefore should
not be used as a replacement for the TiVo logo.
TiVo Series2 Logo Usage
The Series2 logo should be used as an additional element
to denote an advanced product, but not take priority
over the TiVo logo. The Series2 logo should never be
used alone in advertisements or collateral. When space
is limited the TiVo logo should always take precedence
over the Series2 logo.
Size and Placement
Every effort should be made to display the TiVo logo
and the Series2 logo together. The Series2 logo should
always appear smaller than the body of the TiVo logo
on collateral materials and/or web pages.
TiVo Hardware, Feature and Service Logos
TiVo Style Guide 6
TM
TM
TM
TM TM
TM
TM
TM
TM
TM
TM
TM TM
TM
TM
TM
TM
TM
TM
TM TM
TM
TM
TM
TM
TM
TM
TM TM
TM
TM
TM
TM
TM
TM
TM TM
TM
TM
TM
Monochromatic Logo Usage
When displayed over a dark background the Series2 logo should always be black or white depending on
the darkness of the background. When displayed over solid black the Series2 logo may be shown in one
of the standard TiVo logo colors (see page 8 for Pantone specifications).
TM
TM
TM
TM TM
TM
TM
TM
TM
TM
TM
TM TM
TM
TM
TM
TM
TM
TM
TM TM
TM
TM
TM
When displayed over solid black, the Series2 logo should be
reversed out in white or one of the standard TiVo colors.
When displayed on white, the Series2 logo should be
displayed in black and PMS 1375 or CMYK equivalents.
When displayed over a colored background the Series2 logo
should only be black or white.
Do not use a colored Series2 logo over a colored background.
TM
TM
TM
TM TM
TM
TM
TM
TM
TM
TM
TM TM
TM
TM
TM
1788 c 339 c 1375 c 2715 c
Black c 405 c 451c White
1788 c 339 c 1375 c 2715 c
Black c 405 c 451c White
Nomenclature
When written in text (with no graphics) the mark should
appear without a space between the letters and number.
Example: Series2 NOT Series 2
In text, Series2 should be inserted between TiVo and
Digital Video Recorder.
Example: TiVo Series2 Digital Video Recorder
Example: TiVo Series2 DVR box
TiVoToGo
Logo
The TiVoToGo logo represents a TiVo feature that allows
users to transfer their recorded shows from their TiVo
DVR to their PC or Laptop and play them back using the
TiVo Desktop software. The TiVoToGo logo should never
be used alone in advertisements or collateral. When
space is limited the TiVo logo should always take
precedence over the TiVoToGo logo.
TiVo Hardware, Feature and Service Logos
TiVo Style Guide 7
TiVo Rewards
Logo
The TiVo Rewards logo represents the TiVo referral and
credit card rewards program. TiVo subscribers can earn
TiVo Rewards points by referring friends and family to
activate a new subscription on a TiVo stand-alone unit or
a new TiVo Plus subscription. They can also earn points
through using the TiVo credit card. Points can then be
redeemed for items offered by TiVo on tivo.com. The TiVo
Rewards logo should be used as an additional element
to denote a special program, but not take priority over
the TiVo logo. The TiVo Rewards logo should never be
used alone in advertisements or collateral. When space
is limited the TiVo logo should always take precedence
over the TiVo Rewards logo.
4I6O4O'O
/
When displayed on white, the TiVoToGo logo should be
displayed in PMS 1375 or CMYK equivalents.
1788 c 339 c 1375 c 2715 c
Black c 405 c 451c White
1788 c 339 c 1375 c 2715 c
Black c 405 c 451c White
When displayed on white, the TiVo Rewards logo should be
displayed in PMS 1375 or CMYK equivalents.
Spot Color
The preferred logo usage is the full color version on a
white background. It is the most effective application of
the symbol. Shown here are the TiVo color designations
and their respective Pantone colors. No other color
combination is to be implemented.
T - PMS 1788 c
i - PMS 339 c
V - PMS 1375 c
o - PMS 2715 c
Smile - White
Body + - Black c
Antennae Highlight - PMS 451 c
Edge Highlight - PMS 405 c
Process Color
The following 4-color process colors provide the closest
match to the original Pantone colors.
RGB Color
When the logo is to appear on-screen, either on TV or
the Web, use the following RGB color values.
T - R-253 / G-43 / B-18
i - R-42 / G-164 / B-117
V - R-255 / G-154 / B-22
o - R-113 / G-112 / B-178
Smile - R-255 / G-255 / B-255
Body + - R-0 / G-0 / B-0
Antennae Highlight - R-194 / G-193 / B-162
Edge Highlight - R-102 / G-95 / B-76
TiVo Logo Colors
TiVo Style Guide 8
1788 c 339 c 1375 c 2715 c
Black c 405 c 451c White
Body
o
V
Edge Highlight
T
Antennae Highlight
i
Smile
T - 0% Cyan 91% Magenta
78% Yellow 0% Black
i - 72% Cyan 0% Magenta
58% Yellow 0% Black
V - 0% Cyan 45% Magenta
98% Yellow 0% Black
o - 58% Cyan 51% Magenta
0% Yellow 0% Black
Body + - Process Black:
60% Cyan 40% Magenta
40% Yellow 100% Black
Edge highlight:
53% Cyan 44% Magenta
57% Yellow 25% Black
Antenna highlight:
13% Cyan 8% Magenta
35% Yellow 25% Black
Smile - White
1788 c 339 c 1375 c 2715 c
Black c 405 c 451c White
1788 c 339 c 1375 c 2715 c
Black c 405 c 451c White
Typography is an important component in TiVos identity
system, and the consistent use of typeface is essential
to creating a recognizable look for TiVo through all
corporate communications.
Helvetica Neue Bold Condensed is the primary typeface
used in headlines of all TiVo marketing materials. It
was chosen for its simplicity, readability, and timeless
qualities. Helvetica Neue Condensed is used for more
extensive body copy. Helvetica Neue Light Condensed
is used for subheads and in some cases for headlines
(e.g. on tivo.com and the TiVo box). It can be as an
accent typeface with Helvetica Condensed Bold
or Helvetica Condensed Regular.
Primary Typeface
Helvetica Neue Bold Condensed (77)
Alphabet sample set in 32-point size.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcfghijklmnopqr
stuvwxyz
0123456789
Secondary Typeface
Helvetica Neue Condensed (57)
Alphabet sample set in 30-point size.
ABCDEFGHIJKLMNO
PQRSUTVWXYZabcfg
hijklmnopqrstuvwxyz
0123456789
Accent Typeface
Helvetica Neue Light Condensed (47)
Alphabet sample set in 30-point size.
ABCDEFGHIJKLMNO
PQRSTUVWXYZabcfg
hijklmnopqrstuvwxyz
0123456789
TiVo Fonts and Typography
TiVo Style Guide 9
The TiVo brand has more brand recognition than ever,
but many people still do not understand what the
product is and what it can do for them. Effective
communication requires a combination of lifestyle
benefits and explanation of unique features.
Following are some clear and simple explanations that
provide guidelines for how to talk about and write about
the TiVo box and service. The language is intended to
cover both the hardware and service to some extent.
Language is an important component of the brand and
the use of clear, approachable language is imperative in
explaining the product. Please refer to these examples
when developing copy for your TiVo advertising and
collateral.
Product Category
Digital Video Recorder (DVR)
TiVo provides a product that is both a box you purchase
at retail or at tivo.com and a service. TiVo fits into the
category Digital Video Recorder or DVR.
The TiVo service includes many new and unique
features that exceed what basic DVRs in the category
provide, additionally partner companies now offer
DVD recorders with TiVo service. Therefore the term
DVR can be limiting in some contexts in which case
the use of box as a generic term to reference TiVo
is acceptable.
For example:
Buy a TiVo box for as low as $XX.XX
Box provides a more conversational way to express
the product that communicates what is purchased
without limiting the feature description or product
comparison to basic DVR features.
What is TiVo?
TiVo service automatically finds and digitally records
your favorite TV shows every time they air, even if
the network schedule changes, without the hassles
of videotape.
You decide whats on when. Pause, rewind, instant
replay, slo-motion live TV. Plus, never miss an episode
again with automatic, digital recordings of your favorite
showsno tapes, no timers, no worries.
Main Why-to-Buys
Never miss your favorite shows. Your TiVo box automati-
cally finds and digitally records every episode, even if
the schedule changes.
Pause live TV - handle all of lifes interruptions without
missing your favorite shows.
Fast-forward through the boring stuff and just watch
what you want.
Get more from your existing channel lineup, no matter
how many channels you have, and enjoy what youre
already paying for.
Automatically find and record shows by actor, director,
sports team and keyword
Record your favorite shows from anywhere you have
Internet access with Online Scheduling.
Take your favorite shows with you on your laptop or burn
your favorites to DVD.
Title Area
TiVo Style Guide 10
TiVo Messaging
What does it do?
Only TiVo service gives you the freedom to watch your
favorite shows any time, anywhere. Get every episode
of a series automatically. Record by actor, sports team,
even keyword. Control live TV with pause, rewind,
slo-mo and instant replay. Plus transfer recordings to
your laptop, burn DVDs, and schedule recordings from
the web. And only TiVos Home Media features let you
watch slideshows of your digital photos on your TV,
and listen to your digital music collection on your
stereo system.
What do you get for the fee?
The TiVo service is the brain behind easy-to-use TiVo
features like WishList
recordings. Its always working to automatically find
and record the entertainment you want to watch, and
to find you related programming you might like to see.
Get the TiVo service working for you:
WishList searches - Works like a search engine to
find programs that match your interests. Search by
title, actor, director, sports team, even keyword
Season Pass recordings - Gets you every episode
of all your favorite shows (minus the repeats). TiVo
tracks the channel, time, date of every program so
you dont have to.
TiVo Online Scheduling - Only TiVo lets you schedule
recordings from any Internet-connected computer,
so your show will be waiting for you when you
get home.
TiVoToGo transfers - Only TiVo lets you transfer
recordings to your computer or burn them to DVD
so you can take them anywhere.
Now Playing List - TiVo neatly labels and groups all of
your recorded programs on-screen for instant playback.
Program Guide - Scan TV listings and schedule
recordings with easy, on-screen guide up to two
weeks in advance.
Digital Music & Photos* - Listen to your digital music
collection through your TV sound system or view your
photo slideshow on your TV.
* Home network and broadband access required.
TiVo Messaging
TiVo Style Guide 11
What you need:
1. TiVo DVR and TV The TiVo box and service work
with cable, satellite antenna and even combinations.
2. Phone line After you get set up, your TiVo box
connects to your existing phone line or broadband
connection to obtain programming and software
updates. Your TiVo box will never interfere with
your phone service or Internet connection.
3. TiVo Service The TiVo service is what makes your
TiVo box so smart. Simply choose a subscription plan:
Monthly* or Prepaid*
Multi-Service Discounts are available for eligible second
(or third or fourth) TiVo boxes*.
4. Program source The TiVo box works with cable,
digital cable, satellite, antenna or combinations.
* 1-year TiVo service commitment required. Early termination fees and other
restrictions apply. See tivo.com/privacy for details. No early termination fee
applies if canceled within 30 days. Multi-Service Discount now available for
additional subscriptions.
What are Home Media
Features?
The TiVo service is the brain behind easy-to-use TiVo
features like WishList searches and Season Pass
recordings. Its always working to automatically find
and record the entertainment you want to watch, and
to find you related programming you might like to see.
We just enhanced the TiVo service with new features
including Universal Swivel Search, Online Scheduling,
Digital Music, Digital Photos, Multi-Room Viewing and
TiVoToGo transfers. These features are included in the
service price.
What are TiVoToGo transfers?
TiVoToGo transfers allow TiVo service subscribers to
transfer recordings from their TiVo DVRs to their personal
computers, enabling them to watch those recording
anywhere. In addition, with the purchase of Sonic
Solutions MyDVD Studio, Studio Deluxe, or Studio
Deluxe Suite, customers can burn transferred shows
to DVD for viewing with any DVD player. TiVoToGo
transfers are a TiVo service exclusive. This unique
functionality is included with the monthly service fee
and is only available on TiVo stand-alone products.
Purchase of additional equipment may be required
for full functionality.
How to talk about Home
Media features:
Use your home network to share Digital Photos in full
glory on your TV screen. Its great for showing off photos
of the kids, or for setting the mood at your next theme
party. You can also organize and play your entire Digital
Music collection through your home entertainment
system. With two or more TiVo
brand digital video recorder (i.e., a DVR from TiVo
Inc.) rather than a generic video recording device.
2. Use the generic name after the trademark. Because a
trademark identifies the source of a good, a trademark
is a proper adjective which modifies a nounthe
generic term. A generic term should be used immedi-
ately after the first or most prominent use of the
trademark. Thereafter, the generic term should be
used with the trademark often enough to make it
obvious that the trademark is not a generic name for
the product or service. A list of recommended generic
terms for each of our company trademarks are listed
below in these guidelines. Other generic terms may
be used instead. Limited exceptions are noted below.
Example:
Trademark Generic Name*
TiVo
service
Season Pass
feature
*Do not capitalize the generic name.
3. Trademarks are singular. Because a trademark is an
adjective, it should never be used in the plural form.
Instead, when necessary, the generic noun can be
used as a plural.
Example:
Correct: I want two TiVo
DVRs.
Incorrect: I want two TiVos.
4. Trademarks are never verbs. It is never permissible
to use any of our trademarks as verbs.
Example:
Correct: I want to record Desperate
Housewives on the TiVo
DVR.
Incorrect: I want to TiVo Desperate Housewives.
5. Trademarks are never possessive.
Example:
Correct: The TiVo
remote control
Incorrect: TiVos remote control
Legal
TiVo Style Guide 13
6. TiVo may be used to refer to the company, TiVo
Inc., rather than a brand of product or service. If
TiVo is being used to refer to our company, rather
than the brand of a product or service, then the rules
for proper use of trademarks do not apply. Unlike
trademarks, company names are proper nouns; they
can be used in the possessive form and should not
be followed by a generic term. Neither the nor
the symbol should accompany references to TiVo
as a company.
Example:
Correct: TiVo is now offering its customers
more choices than ever.
Incorrect: TiVo
is now offering its customers
more choices than ever.
7. Apply the banner/ headline exception correctly.
When our TiVo mark is used in small spaces that
constrain text size (such as a banner or headline)
a shorthand reference to TiVo
alonewhich
does not include a generic term immediately after
the trademarkmay be used, if a more expanded
version is set forth in nearby text (including by
hyperlink).
For example, the banner or headline may say
Now Showing: Movies on TiVo
so long as nearby
text includes the appropriate generic term next to
our trademark, such as: Download Amazon Unbox
videos directly on your TiVo
box.
Legal
TiVo Style Guide 14
on
Announcing
Download Amazon Unbox videos directly to your TiVo box.
Sign up by April 30 and get
$
15
in free movies and TV shows!
(See details.) Shop Amazon.com
on
Now Showing: Movies on TiVo
box.
Shop Amazon.com
Similarly, a banner or headline may say:
Get TiVo
,
What is TiVo
?,
Buy TiVo
, etc.
as long as that the proximate text includes the same
trademark followed by a generic term, such as
You can now purchase a TiVo
DVR.
In the shorthand usage, use the notice; then
again use the notice after the first appearance
of TiVo in the nearby text that provides the fuller
context. Whenever possible, use the TiVo logo with
the notice when using TiVo in a shorthand
manner for banners and headlines. In television
advertising, a shorthand reference to TiVo alone
can be used if: (a) the images on the screen make
it obvious that the trademark is being used in
reference to TiVo products, services or features,
and (b) the appropriate generic name is used with
the trademark in the advertisement.
For example, TiVo finds and records your favorite
programs is permissible if the image of the screen
shows the TiVo software interface and elsewhere in
the advertisement reference is made to the TiVo DVR
or TiVo service.
8. Give trademark attributions where appropriate.
When needed to clarify who owns the trademarks, a
notice of ownership should also be given, such as the
following.
Example:
TiVo and the TiVo logo [or other company trademarks
mentioned] are trademarks or registered trademarks
of TiVo Inc. or its subsidiaries worldwide.
Note: Additional copyright language should be added
after the trademark attribution language, if the
material created has been created by TiVo:
Example: 2008 TiVo Inc. All rights reserved.
Required Legal Text
This language should be used on all documents that
describe the TiVo service:
TiVo
guide or magazine
TiVo, TV your way.
feature or button
Overtime Scheduler
feature or button
Primetime Anytime
search or feature
Season Pass
feature or recordings
Registered Sound Trademark (no designation or noun required for sounds)
Ascending sound
Descending sound
Registered Trademarked Logos
The following logos are registered trademarks of TiVo
Inc. A registered trademark designation () must appear
with all logos in all materials and must be large enough
to be legible.
Legal
TiVo Style Guide 15
Instant Replay
Jump
TiVo Remote Button Artwork April 14, 2000 TiVo Proprietary and Confidential
TiVo Remote Button Artwork April 14, 2000 TiVo Proprietary and Confidential
TiVo Logo
TiVo Remote Button Artwork April 14, 2000 TiVo Proprietary and Confidential
TiVo Remote Button Artwork April 14, 2000 TiVo Proprietary and Confidential
Thumbs Down
Thumbs Up
Trademarks
The following are trademarks of TiVo Inc. and should be printed with the appropriate (TM) mark
on first text appearance in all materials.
Trademarks and Recommended Generic Terms (to be included after the trademarks):
Trademarks Recommended Generic Term
My TiVo Gets Me
(promotional slogan; no noun required)
PowerIIWatch
panel, viewers, data
Series2
DVR or model
Series3
DVR or model
StopIIWatch
service, data
Swivel
search
Thumbs Down
control, feature, or button
Thumbs Up
control, feature, or button
TiVoToGo
transfers, feature, or recordings
TiVo Verified
product, accessory
TrickPlay
feature or recordings
Youve got a life. TiVo gets it.
(promotional slogan; no noun required)
Sound Trademarks (no designation or noun required for sounds)
Alert sound mark
Select sound mark
Speedup1 sound mark
Speedup2 sound mark
Speedup3 sound mark
Thumbsup sound mark
TiVo sound mark
Trademarked Logos
The following logos are trademarks of TiVo Inc.. The
trademark designation (TM) should appear with all
logos in all materials.
Legal
TiVo Style Guide 16
Series3 Logo
Series2 Logo
TiVo HD Logo
TM
TM
TM
TM TM
TM
TM
TM
4I6O4O'O
/
TiVoToGo Logo
TiVo Rewards Logo
TiVo Verified Logo