Basics

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 Welcome to VH1 Music First

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Music.
The channel that exists for one reason alone:

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Over the years, VH1 has been many things to many
people. It was originally launched as an adult mu-
sic companion network for MTV, but, it wandered a
bit along the way. It became a place for music,
stand-up comedy, sitcoms and Gallager.
In a world of specifically targeted cable networks,
VH1 lacked focus.

In 1994, VH1 decided it was important to be about

just one thing...Music.
But not just another music channel. This music
channel would be a place where adults, many
between the ages of 18 and 49, could escape their
hectic lives for a while and connect with every-
thing that is music.

At first you might ask, “Why would adults care

about music? Once they got married, our parents
could care less about music.”
The answer: today’s adults love music.

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They’re different than the previous generation.
They grew up on Rock & Roll and R&B, and music
literally shaped their lives. They may now have a
job, and even families, but there is still room for
music in their lives...for music and the artists they
grew up with, and yes, even some new stuff.

And, they have something that they never lost...

a passion for music. On top of it all, there are
more adults over the age of 25 alive now than
ever before. They buy the majority of products in
the world and buy 60% of all records sold. They
buy more records than teens! That’s why VH1
loves adults.

Adults need a place which helps them stay in

touch with their favorite music and help them
learn about what’s happening today. New or old,
music takes them back to a time when they were
really having a good time.

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 This guide is designed to help you learn who and what VH1 is all about.
It will tell you VH1’s mission as a television channel and about the
promises we’ll need to make to our viewers. It should ultimately help
you better understand your role here at the VH1.

Welcome to VH1, the

channel programmed for
and by people who care
about music.

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 Who we are

identity 1.1 There is only one music channel that can

say they are the Adult Music Channel. That
channel is VH1.

No one else can make that claim.

identity 1.2 There are other music channels out there. One of them is our sister
channel, MTV. But there is a big difference between MTV and VH1 —
and that difference is our viewer.

Music has always been a part of life. When you were growing up, it was
the music that defined the times you remember today. But when you’re
an adult with a full time job, maybe kids and a mortgage, music
competes with the stuff that has to get done — like paying bills, or
getting that report done for the boss.

You love music, but it’s hard to stay in touch with everything that’s
happening. You don’t want to let go. There are tens of millions of adults
in America who want to stay in touch with music. The problem is...
they’ve been neglected.

identity 1.3 That’s where VH1 comes in...

VH1 is the place where adults can connect with the music they love.
From old to new, from Monterey Pop and the Monkees , to Celine Dion
and The Wallflowers , VH1 is the music channel where Mainstream
America finds music and everything that surrounds it.

It’s a place where you can catch a glimpse of music you have never
seen, or haven’t seen in years.

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identity 1.4 It’s a place where music means more than music
videos. It’s music movies. It’s concerts. It’s
classic music television shows. It’s talk shows
and documentaries about music.

It’s a place where you learn more about the

music, and the stories behind it all.

It’s a place where you can get into new music...

the stuff you like to listen to, not your teenage
kids or your nephews. You don’t feel alienated
watching VH1.

Most important, it’s a place where you can have

a good time. A place where you can escape to a
different mood...the way music used to make
you feel.

identity 1.5 We know that adults do care about music

We know it through record sales statistics. They buy 60% of all records
sold. We know it through radio demographics. We know it through focus
group research. We know it through ratings for the Bee Gees Storytell-
ers. We know it watching Jay Leno, The Bodyguard, Waiting to Exhale,
My Best Friend’s Wedding and the music in AT&T commercials. We know
it because Bill Clinton spent an hour in the oval office talking about his
favorite bands.

And most of all, we know it in our guts.

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identity 1.6 So what’s the problem?

In the past, why didn’t the audience find VH1 important? Let’s pause for
a brief historical discussion about music...

The reason there is a VH1 is because there was an MTV. The reason there
was an MTV, is because there was the 1960s. The ‘60’s changed,
fundamentally, the way people viewed popular music. Prior to the
1960s, popular music was generally viewed as a hummable, danceable
disposable fun. (Sure, there were the few “fanatics” who stared deeply
at the work of Louis Armstrong or Duke Ellington or George Gershwin, but
the culture in general did not see popular music as “important”.)

In the 1960s, that changed. The generation known as the “Baby Boom”
looked at the post modern stew of musical styles that came to be known
as “Rock” and “Rhythm & Blues” and generally agreed that it was one of
the most important achievements of the century—if not THE most
important.

identity 1.7 Rock became, in a very real sense, a new secular religion.
Out of the energy of The Beatles came the new Beatitudes. Dylan was
deified. Clapton was God. Joni Mitchell became the goddess/spokes-
woman for an entire generation. Singer/songwriters replaced the “hack”
tin pan alley tunesmiths and became pop priests. They wrote personal
epistles to their flocks and released them, sometimes almost instanta-
neously, on vinyl...
“Tin soldiers and Nixon’s coming...”
They chronicled important events in the new pop/rock culture...
“By the time we got to Woodstock, we were half-a-million strong...”
Their words were analyzed and discussed like holy texts...
“I am the Egg Man, they are the Egg Men, I am the Walrus”
Songs served as the signposts on the path to understanding...
“You can’t always get what you want, but if you try sometimes...”
Songs gave solace in times of need...
“Oh, I’ve seen fire and I’ve seen rain”
Songs discussed and defined morality...
“What’s goin’ on?”

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identity 1.8 Music became one of the major ways that people recognized each other and
where they stood in the world. Styles of music came to define people the way
religious affiliation had before. Were you a Folkie? A Metal Head? Did you like
Soul? Funk? Fusion? Each sub-genre was a sect with ecstatic worshippers
massing to view their latest messiahs.

MTV caught the tale end of this “religi-fication” of music and translated its
style and some of its substance into television—something that had never
been done before. The bratty demand “I want my MTV” may have been
annoying, but it didn’t seem ridiculous (the way, say, “I want my Big Band
Jazz” would have.) After all, this is a nation founded on rebellion and religious
freedom.

identity 1.9 MTV was rock, and rock was a religion.

identity 1.10 And MTV begat VH1.

In 1985, VH1 was founded as an adult contemporary music channel. Ideally,

VH1 should have spoken to the deeper needs—the musical passion—of the
“MTV graduates.”

In fact, VH1 should have come before MTV as a music channel.

As the “MTV Graduates” matured, and as baby boomers gradually came to

understand and discover the value of music television, VH1 should have
become the great central “church” of the somewhat diluted but still vital
religion of popular music.

identity 1.11 But VH1 had no soul . Worse yet...VH1 knew not who it was.

Deprived of a “cutting edge” by its big sister/mama MTV, VH1 settled for a
butter-knife blade. That didn’t cut it. It was soft. It underestimated its target
audience.

Floundering, it started getting addicted to non-music ratings grabbers like

Gallagher and Stand-up comedy. Viewers might enjoy watching watermelons
get smashed, but on a music channel?...who cared?!

The intensity, the fervor, the irreverent reverence, that made VH1 possible,
was completely missing from the channel that ought to be carrying on that
grand tradition begun in the ‘60’s.

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learning 1.1 So, what can we learn from this?...

VH1 can be the music channel for adults.

Since adults really do care about music, VH1 can legitimately be the
music channel for adult viewers who want to stay in touch with their
music. But, we must stay focused on providing music. We must have a
passion for music...WE NEED TO GET RELIGION.
What Does “Getting Religion” at VH1 Mean?

Well, to begin with it would mean doing more of some of the great music
shows we’ve already got—such as “Storytellers,” “VH1 Honors,” “Pop-
up Video ,” and “Legends .” Beyond that, we should start measuring
ourselves against a higher standard than we’ve used in the past.

learning 1.2 Each of us has our own list of people we can agree “have religion” when
it comes to music. That indefinable passion that guides everything
musical thing he/she does. People with a passion for music, like Eric
Clapton or k.d. lang or Paul Simon or R.E.M.

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learning 1.3 So, begin by imagining what each of the those
people would think about:

learning 1.4 Our programming, our promotions, our ads,

our style. If it is possible to imagine that our
“passion list” of musicians would give a
thumbs up to what we’re presenting, we’re
probably on the right track.

learning 1.5 In feeling and appearance, VH1 would no

longer feel like light, frothy place to spend 6
minutes. It would look like a place where
adults, who love music, live.

learning 1.6 Which, by definition, would mean that VH1

would feel like a place where kids (teenagers)
were not especially welcome.

learning 1.7 Getting Religion at VH1 Means...

learning 1.8 VH1 will take music as seriously as its tens of

millions of viewers do.
learning 1.9
VH1 will be a source of musical information
and true substance, presented in a way that
the aficionado would approve and the
neophyte would understand.

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learning 1.10 VH1 will also be the source of the practical
information—on concerts, CDs, sound
equipment, etc.—that adults need to make
decisions.

learning 1.11 VH1 will develop genres of music

programming that aren’t just video clips.

learning 1.12 VH1 will find ways to support genres of music

other than slick pop-rock. Music that maybe it
doesn’t even play—such as world music, folk,
jazz, blues, reggae. (This could correspond to
sidebar boxes in magazines—interesting
tidbits of information as opposed to full-sized
shows.)

learning 1.13
VH1 will not be embarrassed about music’s
romantic side or embarrassing side, but it will
believe that adults are interested in MUSIC.

learning 1.14 VH1 will let on that it knows the difference

between a Peter Gabriel and a Michael Bolton.
We might still play Michael Bolton, but the
viewer would know that VH1 knows the
difference.

learning 1.15 VH1 will have the power to take certain types
of musical artists from obscurity (Jewel, The
Wallflowers, Paula Cole, etc.) to stardom.

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learning 1.16 VH1 will create stars among the VH1
personnel, both behind and in front of
the camera.

learning 1.16
VH1 will create live events and products
(CD’s, books) off-channel that viewers could
count on for quality.

learning 1.17 VH1 will both reflect and lead the culture.

learning 1.18
VH1 will make people over 25 proud of
listening to music again. It will re-establish
listening to music as an adult perogative for
the first time in years.
learning 1.19
At VH1
Music Is Our Religion

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promises 1.1 This is a State of Mind
VH1–Music Is Our Religion
Now that we have a direction that works for VH1, what do we do? The
major issue confronting VH1 is this question from it’s viewers and it’s
potential viewers: “Why?”

“Why should I bother to watch VH1? it’s been ten different things over
the last several years. I’ve liked a couple of things on the channel, but
really, why should I use VH1 regularly?”

In usage of our identity, off-air promotion, on-air graphics, advertising,

programming, press relations and any other way we communicate with
the world, we have to answer that question.

promises 1.2
VH1 has to prove it deserves the attention of
it’s audience.

Prove (if you hadn’t noticed) is the operative word. Not say. Not tell. Not
shout. Not beat it into their heads.

Prove. Persuade. Seduce. Cajole. Prove that it’s worth their time, and
the audience will give you the time.

promises 1.3 How Do We Prove It? Start With a Promise

What good is a promise if you break it? It’s no good.

We must promise and deliver to the viewer a channel with a clear

meaning...a clear position in their lives.

Once you break that promise, the audience will know that we are selling
them a load of bull, and the audience goes away. Why should the
viewers give us their time when we’ve promised them one thing, then
delivered something else?

promises 1.4 VH1 needs to promise the audience we will

deliver what we stand for.
As a VH1 employee, you must make a promise to the viewer and keep it.
Sounds a bit heavy handed, right? Well, it’s the only way to build a
loyal, trusting audience. You must promise that you will make good on
all of the promises which make up VH1, and never sell our audience
something less, or something else.

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 There are five promises that clearly define who and what VH1 is all
about. Everything you do should be measured against one or more of
these promises.

promises 1.5 VH1. We put music first.

1 VH1 is now the only network on television that can say it puts music
first. That’s a powerful position to be in. Without making an assault on
our sister network (remember, they’re going after a different audience),
we need to prove to our viewers that VH1 will never let them down with
a non-music experience. We must never let the audience forget that VH1
is the ONLY place they can turn to for guaranteed music.

“Music is our religion” is a stronger way of saying Music First.

“Music First” is what we keep saying to the world.

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promises 1.6 2. VH1. Where music means more than videos.
Ask anybody what “music television” means, and the first word out of
their mouths will be “videos”. that’s because MTV defined the form
years ago and no one has succeeded in redefining it. VH1 is more than a
“video radio station.” It’s a television network that plays music video
clips and much more.

Having proclaimed that “music is our religion,” we must prove it by

finding innovative ways to present music television so it becomes an
article of faith. It is our quest. it’s the Grail.

We must create a mix of programming in which videos is only one part. It

must continue with shows like “Legends”, “Midnight Special”, The Ru
Paul Show, and “Storytellers”. And find others as well.

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promises 1.7 3. VH1 keeps you connected with your favorite music.
VH1 must prove to the audience that we present “Music from your
life”...ranging from the classics to the current hits. Anything from KC and
the Sunshine Band to the latest Wallflowers clip can appear on VH1.

Another way VH1 can prove that it keeps the audience connected to
music is through proactive ideas like “60 Second Album Review”, as
well as basic information like concert tours, albums release dates,
reunions, etc. Adults will appreciate a channel that makes it easier to
find out about what music is around, either live or recorded and how
they can find it.

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promises 1.8 4. VH1 tells the stories behind the music.

4 Stories are the heart and soul of the religion of music. They are what
set us apart from the world of kids. Kids care about sheer energy.
Adults want to know the subtext behind it all...they’re smarter and
more seasoned.

This is where VH1 can have a field day. There are dozens of ways
to prove VH1’s dedication to music through stories:
• Stories can mean artists being storytellers.
• Stories can be the legends of music.
• Stories can be viewers telling their experiences with music.
• Stories can be artists telling the behind the scenes tales
of making music.
• Stories can be about the videos themselves
• Stories can be about music our viewers don’t like. If we do a show
on Hip Hop from the point of view of why our audience hates it,
they’ll relate to it and maybe even open their eyes and ears to this
“kids” music.
• Stories can be about music that isn’t on VH1—anything from
Tony Bennet singing a Billy Holiday song on his new album,
to B. B. King’s birthday. In this way VH1 would come to “own” all
of music, not just the small slice that is available to programming.

5. VH1. No kids allowed.

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promises 1.9
A rule of thumb in the battle for audience attention and loyalty:
Have an enemy.

VH1 should prove it is the music channel for adults by not being the
music channel for kids...and when we say kids, we mean teenagers This
will sharpen our point of difference in the cluttered cable world.

“Music is our religion” should be approached with the measured

confidence of an experienced adult, not the wild eyed fanaticism of a
kid. No Kids Allowed will say that we are adults and have other things in
our lives—work, family, ambition—besides music. Our pace, our self-
assurance, our attention to detail, will make VH1 a place that kids just
don’t feel invited to. The cooler ones can come, though. (we’ll never
throw them out.)

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audience 1.1 Next, know who you’re talking to
You have to really know the audience. You can’t just put stuff into the
world without intimately knowing who it is you’re talking to.

Within the walls at the channel you might hear this standard line:
“VH1 targets an audience of adults from 18 - 49 years of age. Our core
audience is adults, 25 - 34.”

audience 1.2 What the does that really mean?

Technically, it means that we are a music channel for adults, and the
bulk of our audience is made up of people between the ages of 25 to 44.
It’s Ad Sales and Research mumbo-jumbo for defining our audience for
the advertisers.

audience 1.3 So, why should you give a damn who we’re talking to?
As a VH1 employee, you need to understand what these numbers
represent. Not from a research standpoint, but from a human standpoint.
You need to know who these people are, how they live and what would
attract them to an adult music channel.

Our target audience could be you. On the other hand, you might not be
the person we’re targeting. In many cases a new VH1 employee is at the
younger end of the target demographic. In any case, you need to
understand what appeals to the VH1 audience to ensure that everything
that you do at the channel works to attract those individuals.

audience 1.4 The VH1 Target

Our channel talks to a wide range of people. There are people from all
walks of life across America who enjoy the programming on VH1. No one
network can provide programming which will suit all of the people, all of
the time.

If we do a credible job targeting a 25 to 34 core viewership, the success

will resonate to both the higher and lower ends of the overall 18 to 49
year old target.

audience 1.5 What’s the bullseye? The 32 year old.

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audience 1.6 VH1 is targeting Mainstream America.
Television attracts people who live in everything from mobile homes to
mansions. VH1 has been successful over the past few years attracting an
audience who is more educated, affluent and established in their lives
and careers. It’s this type of audience which has allowed us to attract
advertisers from BMW to The Gap, from Slim Fast to American Express.
Though we work to attract as many people as possible to the channel, we
never want to loose our established audience base and the audience that
helps us land blue-chip advertisers.

It’s important to remember that it’s our audience that separates us

from MTV. Where MTV serves an audience from 12 to 25 years of age,
VH1 picks up from there, serving an adult audience from 18 to 49
years of age.

audience 1.7 On a side note...

It’s natural for any network to unintentionally pick-up viewers beyond
its target audience. MTV will often attract older adults through a
specific program, while VH1 picks up some younger viewers from time to
time...that’s the nature of the beast. It’s up to you to keep a picture in
your mind who VH1 is working to attract, then work to speak directly to
that viewer.

audience 1.8 Who are these people?

Everyone’s lives feel a little insane — jobs, family responsibilities,
worrying about what the future holds, etc. There’s not enough time for
increasingly complex lives. This is especially true for VH1 viewers.
Music may have been more of a focus earlier in their lives, but it’s not
really a priority now. Watching TV is a way to just check out of their
busy lives for awhile...to find a refuge for awhile.

audience 1.9 Television is easy entertainment in a crazy world.

VH1 viewers like watching television; surfing their way through the
channels. That’s usually when they check out VH1, along with some of
their other favorites like NBC, ABC, Fox, TNT, MTV, Nick at Night,
Comedy Central and E!.

Overall, television viewers are satisfied with VH1, but in a limited role
— with a few exceptions, it’s mostly been a place to go when they have
nothing to watch. Your job is to make VH1 a destination, not just another
channel to surf to.

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audience 1.10 Who is the VH1 Viewer? Are you the person we’re looking to attract?
See how closely you match the average VH1 viewer:
32 years old
Earning $40,000 per year
Attended college
Working full time
Married
Live in a city or suburb, not in a rural area
35% has a child

Take a moment to forget who you are, and get inside the head of the
people we want to watch to VH1.

audience 1.11 Anne is a 33 year old married woman from Denver. She’s really busy,
but feels she’s doing a pretty good job juggling it all — her two kids,
her job as a teacher, getting the grocery shopping done and the dinner
on the table, etc. When she and her husband get a chance to actually go
out, it’s usually to family occasions — birthdays and holiday BBQ’s.
Maybe they get to the movies every so often, when they can get a baby-
sitter. She likes watching TV, especially since it means she’s usually
sitting down to relax after the kids are in bed. She likes Must See TV on
Thursday nights, movies and has a few cable channels she checks out
when she’s flipping around, including VH1.

audience 1.12 Bob is a 39 year old married man from Oakland. When he’s not working
in the MIS department of a large retail chain, he’s watching his young
daughter, keeping up with the yard and other work around the house. He
loves to relax by listening to his stereo (he’s finally replaced his record
collection with CD’s) or watching TV, usually at night or on the
weekends. He’s a big sports fan and thinking about buying one of those
18” satellite dishes so he can see his beloved Miami Dolphins this year.
He checks out VH1 while he’s flipping through the channels.

audience 1.13 Cathy is a 26 year old single woman from Boston, pursuing her new
goal of starting a catering business by attending culinary school two
nights a week. During the day she works at a teller at a large bank. On
the weekends, she gets together with friends, going out to a couple
neighborhood bars. Sometimes she visits her parents in Worchester,
about 90 minutes away. She loves music, sometimes goes dancing,
works out at the health club, and plunks down the money for an
occasional concert ticket. She watches TV when she’s not at school
during the week and on the weekends.

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recap 1.1 Put on your music goggles and put yourself in the shoes of the VH1
viewer. Know what music “stuff” appeals to mainstream adult America.

recap 1.2 We aren’t selling anything here, we’re communicating . Talk to the
audience like you’d talk to a friend....like real people.

recap 1.3 Know the promises like the back of your hand. Memorize them. Recite
them. Sing them in the shower.

recap 1.4 Prove the promises to the viewer. Make sure that everything you do
reinforces and speaks to what VH1 is all about.

recap 1.5 Everything you do should work to re-define music on television as we

know it today. We’re not trying to be a music channel that looks like, or
competes with our sister channel. This is a music channel for today’s
adult population.

recap 1.6 Test your work against our “passion list” of artists (like Eric Clapton or
k.d. lang or Paul Simon or R.E.M.). Would they approve of what you’re
doing? Give your work some “Rock & Roll” attitude.

recap 1.7 Be entertaining! VH1 needs credible and have solid content, but
please...HAVE FUN!

recap 1.8 Forget about the past at VH1, and look forward to what VH1 can be: a
fun place for adults to escape and connect with anything and everything
that is music.

Put the
recap 1.9

Music First.
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The VH1 look
These four items define
our network
Simply using these four items, logo, color
palette, typeface and illustration will maintain
a consistent vision across programming,
advertising, promotions off-air and on-air
graphics. These are the foundation only. It’s
now up to you to breathe life into the system,
to create wonderful work.

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1
The VH1 Music First mark This is the core of our corporate identity. In order to focus our vision
and provide the promise of the network, the VH1 Music First mark must
be handled in every instance as to maintain its integrity. It is the
primary focus of our identity, no other messages or elements should be
allowed to sit on top of the mark, or intersect with it. Treat it as king.

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2 The VH1 Music First
color palette
This color palette is another part of our focus in communications. The
primary color of the network is blue. Think “Blue Suede Shoes”, “Blue
Velvet”, “Blue Moon”, or Blue Note. It has been chosen as the primary
color for its musical references, and to distinguish us from our sister
networks, MTV, Nickelodeon, TV Land, and competitive networks, ABC,
NBC or E!

PMS 286 PMS 299 PMS 305

White PMS 130 PMS 360

Black Red 032 PMS 253

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3 Corporate Typeface The voice of VH1 needs to remain consistent. It’s important that the
audience knows when VH1 is speaking to them, not an advertiser or
special program. We can acheive this by using the corporate typeface,
JS Weasel. This doesn’t mean that other typefaces cannot be used for
program identities. JS Weasel should be used whenever VH1 is speaking,
chyron information, dates and places of concerts or programs, all
corporate communications on-air and off-air.

JSWeasel N55
ABCDEFGHIJKLMNOPQRSTUVWXYZ

a b c d ef ghi j k l mnop q r s t uv w xy z

1234567890.,!?”“’’:;/

JSWeasel Ni56
A B C D E F G H I J K L M N O P Q R S T UV W X YZ
ab c de f g hi j k l m no p q r st u v w xy z
1234567890.,!?”“’’:;/

JSWeasel NC57
ABCDEFGHIJKLMNOPQRSTUV W XYZ
abcdefghijklmnopqrstu v w xy z
1234567890.,!?”“’’:;/

JSWeasel NCI58
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdef ghijklmnopqrstuv w x y z
1234567890.,!?”“’’:;/

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 A family of type has been created so as to provide you with a variety of
styles. JS Weasel was designed to work both on-air and off-air. While it
might be tempting, JS Weasel should never be distorted by condensing or
expanding in the computer.

JSWeasel B65
A B C D E F G H I J K L M N O P Q R S T UV W X Y Z

ab cdefghijklmnopqrstuvwx y z

1234567890.,!?”“’’:;/

JSWeasel Bi66
ABCDEFGHIJKLMNOPQRSTUV WXYZ

a b c de f g hi j k l m n op q r st u v w x y z

1234567890.,!?”“’’:;/

JSWeasel BC67
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrs tuv wxyz
1234567890.,!?”“’’:;/

JSWeasel BCI68
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
a b c d ef g h i j k l m n o p q r s t u v w x y z
1234567890.,!?”“’’:;/

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4
Imagery and illustration If we want to promote a proprietary look to all of our product, on-air and
off-air, we need to specifically look at our imagery. Still photos of our
artists are one of our primary communications. As these images are not
used only on VH1, but can also be found on other networks, MTV, BET,
we don’t maintain a proprietary look.

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To keep our original promise, Music First, we created a library of
illustration to replace the stock photos of artists. Think of the great variety
of illustration used in Rolling Stone magazine, or the history of album
covers. Using these illustrations in place of stock imagery, on-air and
off-air, lets our audience know they are at VH1 not any other network.

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Examples

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Imagery and illustration

Full screen background

Line art screen background

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1/2 screen background

Circle image screen background

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On-air Program Identities Special program identities are an opportunity to reinforce and prove our
promise, Music First. The only ground rules are inclusion of the VH1
mark, technical viability and a communication reference to music
visuals. Once again, think about the great album covers from the last
four decades, the label on a 45rpm disk, or posters promoting
Woodstock, the Monterey Jazz Festival or American Bandstand.

These are examples only.

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Logo, JS Weasel and Illustration used in program identity

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Logo, JS Weasel and Illustration used in advertising

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Promotional stationery system

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Logo on product

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Logo, JS Weasel and Illustration used in packaging

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Logo, JS Weasel and Illustration used in outdoor advertising

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On-air Network bug 1 The VH1 “bug” must be positioned in the lower right corner of
the screen

2 The bug will be generated by NOC

3 The bug utilizes an opacity level of 70% the mark is embossed,

the words “Music First” are not (please consult with On-air
graphics before using the mark in this instance).

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On-air Program Identities bugs

Note: Chyron information should always remain clear of bottom lower 1/3 of screen.

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General Chyron, Identifier Once again, JS Weasel operates as the voice of VH1 in these instances.

Jewel

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General Chyron Once again, JS Weasel operates as the voice of VH1 in these instances.
Video Identifier

Maple Syrup
Jewel
1997
A+M Records
Director: Betty Smith

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Detail
Specifications

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Paper Specifications These paper stocks are suggested for any off-air printing needs.
Consistent usage of paper adds to a tactile identification of VH1 product,
and is economically smart.

Uncoated Paper Coated Paper Stationery Paper

(in descending cost) (in descending cost) Letterhead
1. Mohawk Superfine 1. Appleton Utopia Premium 1. Strathmore Writing
Ultrawhite all colors and weights Ultimate White
Smooth 24 lb. Wove
2. Appleton Utopia One
2. Mohawk Satin all colors and weights Mailing Label
Cool White 2. Strathmore Writing
3. Appleton Utopia Two Ultimate White
3. Mohawk Opaque all colors and weights label stock
White
Smooth 4. Appleton Utopia Three #10 envelope
all colors and weights 3. Strathmore Writing
Ultimate White
24 lb. Wove
square flap envelope

Business Card
4. Strathmore Writing
Cover Bristol
Ultimate White
cover 88lb. Pasted

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 Executive Stationery Paper Mohawk
Letterhead 1 800 THE MILL
1. Strathmore Pure Cotton
Ultimate White
24 lb. Wove
Appleton
1 888 4 UTOPIA
Mailing Label
2. Strathmore Writing Strathmore
Ultimate White 1 800 423 7313
label stock

#10 envelope
3. Strathmore Pure Cotton
Ultimate White
24 lb. Wove
square flap envelope

Business Card
4. Strathmore Writing
Cover Bristol
Ultimate White
cover 88lb. Pasted

Business Card Envelope

4. Strathmore Pure Cotton
Ultimate White
24 lb. Wove

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Incorrect Usage The VH1 Music First mark must be maintained and protected, so as to
not devalue the equity of the mark. While the only hard-line rule
regarding the mark is to treat it with integrity and maintain its value,
these are some examples of incorrect usage.

yyyy
;;;;
;;;;
yyyy
;;;;
yyyy
;;;;
yyyy
;;;;
yyyy
Do not place the mark on top of patterns

Modification of the VH1 Mark

Do not take the mark apart

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 Dimensional Changes

Do not distort the mark Do not change the color

Color changes within the VH1 Mark

Do not outline the mark Do not overlay anything on top of the mark

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