Key Art
Core Assets
Key Art Core Assets
The “key art core assets” are the foundation for building out campaigns. The term key art is used to describe the source art for brand, theatricals, originals, and non-originals. These high resolution assets are used to build out various formats — including OOH, platform, O&O, digital display, and social media. See individual sections for guidance.
Specs & Deliverables
The following deliverables must be provided when delivering key art:
Key Art Call Sheet
Provide usage information on all images and fonts used in the artwork.
Note: Extending backgrounds using Generative Fill is permitted, but any other use of AI must be vetted through legal.
Key Art Assets (layered INDD at 50% scale)
Please see the Photoshop files linked to the InDesign template for dimensions, resolution, and bleed details.
- Vertical 27"x40"
- Horizontal 48"x14"
- Square 30"x30"
Social Media Key Art Assets (format: JPG and PSD)
Please use the latest templates sized for Retina 4K.
- 1:1 Facebook & lnstagram (use square 30"x30" format)
- 4:5 lnstagram
- 9:16 lnstagram Story
- 16:9 Twitter
Key Art Title Treatment
Please provide the color version in Adobe Illustrator format for vector-based title treatments, or a layered Photoshop file for bitmap-based title treatments. Preferably in RGB.
If there are both vertical and horizontal versions of the key art title treatment available, please provide both.
For Originals Key Art Core Assets Delivery
Contact: KADelivery@wbd.com and ask to be added to the Dropbox folder.
Guidelines
Key art design combines fixed and fluid elements to engage viewers with a variety of programming.
Originals
The attribution (Max Original or HBO Original) appears above the title treatment.
Color
- Attribution: Use obsidian black, pure white, or the title treatment color. Available in vector.
- HBO Max logo: Use the title treatment color.
- Genre indicator and tune-in date: Use the brand attribution color, such as pure white (see above). However, use the tagline color when the title treatment and HBO Max logo are in white (see The Last of Us).
Color FAQs
- Can the title treatment, tagline, and other elements be in the same color? Please avoid this. Use the same color for the title treatment and the HBO Max logo, but choose a different color for the tagline. This creates a visual brand connection between the content (series, movie) and the product (HBO Max).
- Can more than two colors be used? It's best to stick to two colors; otherwise, the design becomes too busy.
- When the title treatment includes multiple colors, which color should be chosen? Select the color that is best suited for the art.
Spacing
- The distance between the attribution and the title treatment should be equal to the cap height of "ORIGINAL."
Tune-In and HBO Max Logo Lockup
- Visually centered to the key art and placed at the bottom. However, this lockup can be moved up or down as needed but must always stay below the title treatment.
Key Art Elements
Color Contrast
The color for attribution, title treatment, HBO Max logo, and tune-in should be ADA compliant.
The dark red does not meet accessibility standards because of poor contrast.
Attribution Ratio
Maintain the attribution-to-HBO Max logo ratio
Don't scale the attribution.
Title Treatment
Scale the title treatment to be visually balanced with the attribution.
Avoid scaling that hinders the readability of taglines or pedigrees.
Maintain space between the title treatment and tune-in lockup for readability. The recommended minimum distance is 1.5x the tune-in date height.
Do not clutter the tune-in lockup.
Continuity
Continuity tune-ins are built into the template, and can be found in the HBO Max layers in both Photoshop and InDesign. To locate these layers, see below.
Premiere (New Season and tune-in date)
Genre (New Season)
Day / Time
New Market. "NOW STREAMING” is for use in new markets only. Do not use it in established markets (i.e., U.S.).
HBO Max Logo Only
Genre Indicator
Key art can have a genre indicator or none at all.
Examples:
- NEW SEASON
- NEW EPISODES
- FINAL SEASON
- NEW SERIES
- NEW DOCUSERIES
- NEW FILM
- NEW LIMITED SERIES
- NEW REALITY SERIES
- NEW DATING SERIES
- NEW DOCUMENTARY
- X-PART DOCUMENTARY
- X-PART DOCUSERIES
- DOCUMENTARY SHORT
- NEW COMEDY SPECIAL
- NEW CONCERT SPECIAL
Tune-In
When abbreviating months, use the following:
- JAN
- FEB
- AUG
- SEPT
- OCT
- NOV
- DEC
Always spell out regardless of genre indicator used:
- MARCH
- APRIL
- MAY
- JUNE
- JULY
Do not add a zero before single-digit dates. Example: OCT 5, not OCT 05
Spell out the days of the week:
- MONDAY
- TUESDAY
- WEDNESDAY
- THURSDAY
- FRIDAY
- SATURDAY
- SUNDAY
For continuity tune-ins, use the plural day of the week: MONDAYS, etc.
Legal
Legal lines should only be included on 27"x40" files and omitted from social and 48"x14" files. Current templates reflect this, so please do not add legal language if it is not already in the template.
technical setup
Adobe Creative Cloud applications: InDesign, Photoshop, Illustrator.
All Text
- Live type built in InDesign (title treatments, taglines, critics’ quotes, tune-in, credit blocks, legal lines)
- Warner Bros. Discovery uses Monotype for all its font needs. For seamless artwork delivery, it is crucial to use Monotype fonts (live or outlined) throughout a project. If a Monotype font is not used, please alert your WBD project contact, as early as possible, on how to proceed.
Need a Monotype account? Please reach out to fontserveradmins@warnermedia.com. Only individual email addresses. No distribution lists, please.
Special Type Treatments
- AI, EPS, or PSD/PSB files with layers
- Include imported alpha channels and clipping paths
- For Illustrator outline type, include separate layer with live text (layer turned off) and MUST include font files.
Vector-Based Type
- Special type treatments should be placed in an InDesign layout for Concept + Design Studio (C+DS) to edit, as needed.
Please include all font details included in the final deliverables. This information will be used to confirm correct font application from the WBD Monotype library.
- All fonts in every instance should be from the WBD Monotype library.
- Avoid all usage of free fonts.
- Do not send font files.
- Avoid hand-drawn taglines.
- Avoid hand-drawn title treatments as they are not ideal for localization in our international markets. If hand-drawn type is absolutely necessary, be sure to include the entire hand-drawn alphabet and special characters. Also provide documentation stating permission for use of the customized hand-drawn font.
For any Monotype requests or questions, please contact: fontserveradmins@warnermedia.com.
If color is crucial and you would like to submit a color proof, it should adhere to Forga 39, GRACoL or SWOP color standards (Forga39 is preferred). The proofing equipment used should be regularly calibrated for color accuracy. An Epson contract proof on Matte coated paper is the preferred choice.
General Requirements
- Provide fully layered RGB PSD/PSB files. Please see the Photoshop files linked to the InDesign templates for dimensions, resolution, and bleed details.
- Please ensure that the artwork fully extends into the bleed area. This is essential for resizing and repurposing for platform, OOH, digital banners, etc.
- All color adjustments and effects MUST extend to the edge of the bleed area
- Large format OOH layouts (bus shelters, billboards, kiosks) must be built to vendor specifications in InDesign. Please include fully layered PSD/PSB files.
Vector Art
- Illustrator Al or EPS format (AI is preferred)
Photoshop Files
- Photoshop PSD/PSB files should be fully layered
- Images and vector graphics should be placed as smart objects
- Include any necessary alpha channels and clipping paths
- ALL layers should be properly labeled including layer sets
Photoshop Files
- Photoshop TIFF: include alpha channels, clipping paths, and smart objects
- When your PSD is flattened, the size should be no more than 200MB
- PSD layers should be properly labeled within folders (see example)
Special Effects & Filters
- Include all Photoshop layers (not flattened)
- Indicate third-party plug-ins used (filters and all layers should be properly labeled)
Platform key art is the first visual encounter with our movies or series. The clickable image launches content on our products and entices customers to explore our extensive content library.
The provided template helps create and optimize key art for various platforms, and keeps up to date with changes in UI and beyond.
The guidelines aim to standardize global expectations for key art deliverables and assist teams in creating art that enhances our streaming products and services.
For guidance on platform art, please email:
EMEA
