PARTNER BRAND BOOK NOVEMBER 2012

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1 PARTNER BRAND BOOK NOVEMBER 2012

2 CONTENTS 1.0 INTRODUCTION TAGLINE & RED BALL WRITER S GUIDE LOGO DESIGN COLOUR LOGO CLEARANCE SPACE LOGO SCALE REDUCTION TYPOGRAPHY 21 1

3 1.0 INTRODUCTION WELCOME TO RIGHT TO PLAY This book serves as your guide to Right To Play, both in terms of how you use the brand (logo, colours, design, symbols etc.) and how you communicate Right To Play. Consistency in visual appearance and communication is so important because it drives awareness and loyalty. By applying these guidelines to programs, initiatives and campaigns, you will be building value for the Right To Play brand. Should you have any questions, contact the Right To Play International Communications Department at 2

4 1.1 TAGLINE & RED BALL WHAT IS A TAGLINE? A tagline is a concise and catchy phrase that encapsulates our mission in a few words. WHAT IS OUR TAGLINE? When Children Play, The World Wins. THE RED BALL The Red Ball is a symbol of our organization. The graphic showcases our philosophy LOOK AFTER YOURSELF, LOOK AFTER ONE ANOTHER which has been captured in many different languages. As an icon, it embodies the power of sport to promote health, development and peace. The Red Ball can be used as a graphic element within Right To Play marketing communications. The Red Ball is not a substitute for the Right To Play logo, nor should it ever be shown attached to the logo it exists more as a graphic tool to augment our branding presence. As examples, it can be used on the back of a T-shirt or invitation, where the logo is present elsewhere. The Red Ball is simply another way to instantly show the work that Right To Play does, captured in an icon. Due to its symbolic nature, the Red Ball should never be altered or used with different text within the circle. In cases where a red ball is required to creatively signal Right To Play as an organization, a simple solid red circle (C: 15 M: 100 Y: 100 K: 0, R: 210 G: 35 B: 42, Hex #d2232a, Pantone 1795C) should be used. Please see the following examples as a guide. Keep In Mind: FORMAT Tagline can appear as is or in ALL CAPS. TRANSLATION Tagline can be translated into all languages. PERIODS The tagline should always have a period at the end. MARKETING COMMUNICATIONS BACK OF T-SHIRT 3

5 1.2 WRITER S GUIDE NOTES ON OUR NAME This is a guide to help ensure Right To Play always appears in a consistent fashion. Capitalize the first letter of all three words in Right To Play (not Right to Play ). Right To Play is never translated into other languages. Do NOT abbreviate the organization s name to RTP in any internal or external documents. Do NOT replace words in the organization s name (e.g. Right To Smile, Right To Rally ). 4

6 WHICH LOGO SHOULD I USE AND WHEN? PRIMARY To be considered first for all creative uses within guidelines (see page 7). SECONDARY Use in the case where the Primary Logo is not suitable for the needs of the project (see page 13). TAGLINE LOGO Use for organizational and internal Right To Play communications (see page 15). CHARITY OF CHOICE LOGO Use when Right To Play is the beneficiary of an event (see page 6). PRIMARY Stacked Tri-Colour Logo PRIMARY ALTERNATIVE Horizontal Tri-Colour Logo SECONDARY Stacked Solid Black Logo White (or knocked-out ) version may be considered when used on a dark background (see page 13). SECONDARY ALTERNATIVE Horizontal Solid Black Logo White (or knocked-out ) version may be considered when used on a dark background (see page 14). 5

7 TAGLINE LOGO This version was created to be used for more corporate purposes, such as on stationery and annual reports. Do not use this logo for printing merchandise or advertisements. If you have questions about using this logo, contact CHARITY OF CHOICE LOGO Always use the Tri-Colour Stacked Logo Maintain clearance space around the logo (see page 18). Message above the logo must always be in black and uppercase, in Franklin Gothic Medium. CHARITY OF CHOICE and IN SUPPORT OF can be translated but must be the width of the logo and must be the same font. If the translated version of CHARITY OF CHOICE is too long to fit on one line, it can be stacked. See example. If you have questions or concerns about using this logo, contact 6

8 STACKED TRI-COLOUR LOGO PRIMARY USAGE The preferred way to use the logo is the Stacked Tri-Colour Logo, since it is the most powerful visual element. This logo creates instant visual recognition with its vivid use of colour and bold typography. Please follow the guidelines outlined below. Keep In Mind: COLOURS Never deviate from the standard identity colours. The Right should always appear black; To should always appear yellow; Play should always appear red (see page 17 for colour breakdown). BACKGROUND This logo should appear only on a white background in order for the colours to visually pop. If the background is not white, use the Stacked Solid Black Logo. PHOTOGRAPHY When this logo appears on a photograph, use a semi-transparent bar if the logo doesn t stand out enough (see page 8). MINIMUM SIZE This logo should appear no smaller than 15 mm wide for optimal visual recognition (see page 20). PRINT SPECIFICATIONS (EPS) For printed projects, use the EPS version. WEB SPECIFICATIONS (JPEG) For web projects, use JPEG or PNG. 7

9 TEXTURED AND PHOTOGRAPHIC BACKGROUNDS Some designs call for the use of a photo, gradient or textured background that will run behind the logo. This is acceptable, provided the area appearing behind the logo is subdued enough to follow the conventions outlined in this style guide. When the background hinders the visual impact of the logo, use a semi-transparent bar (opacity 90%) to contain the logo. This will ensure the logo stands out. Keep In Mind: CLEARANCE SPACE Maintain proper clearance space surrounding the logo (see page 18). BACKGROUND The background of the image should not have any visual obstructions that can hinder the logo s legibility. COLOUR The colour found in the background image should not visually impede the colours of the logo. 8

10 RIGHT TO PLAY LOGO ON MERCHANDISE WITH YELLOW BACKGROUND This Stacked Bi-Colour Logo was created specifically to be used on yellow backgrounds. Note the logo itself contains no yellow for easy legibility. THIS LOGO IS NOT TO BE USED IN ANY OTHER INSTANCES. YELLOW T-SHIRT YELLOW JACKET YELLOW BANNER 9

11 IMPROPER USES OF THE STACKED TRI-COLOUR LOGO Do not apply different colour combinations. Only exception is Right To Play merchandise on a yellow background (see page 9). Do not angle the logo. Do not use a single-colour application except black and white. Do not stretch or manipulate. Do not alter any single element of the logo. Do not add words to the logo. 10

12 HORIZONTAL TRI-COLOUR LOGO PRIMARY USAGE ALTERNATIVE The Horizontal Tri-Colour Logo is an option for applications that are rectangular in format and/or when vertical space is limited. Keep In Mind: COLOURS Never deviate from the standard identity colours. The Right should always appear black; To should always appear yellow; Play should always appear red (see page 17 for colour breakdown). PHOTOGRAPHY When this logo appears on a photograph, use a semitransparent bar (see page 8). WHEN TO USE This logo should be used only when the Stacked Tri- Colour Logo cannot be used due to space limitations. BACKGROUND This logo should only be used on a white background. MINIMUM SIZE This logo should appear no smaller than 26 mm wide for optimal visual recognition (see page 20). PRINT SPECIFICATIONS (EPS) For printed projects, use the EPS version. WEB SPECIFICATIONS (JPEG) For web projects, use JPEG or PNG. 11

13 IMPROPER USES OF THE HORIZONTAL TRI-COLOUR LOGO Do not add colours to the logo. Do not add embossing to the logo. PLAY Do not change the font. Do not apply a gradient to the logo. Do not add a drop shadow. 12

14 STACKED SOLID BLACK & WHITE LOGO SECONDARY USAGE The Stacked Solid Black & White Logo was created in the event that the Stacked Tri-Colour Logo cannot be used due to limitations in colour printing and/or the logo appearing on a background other than white. This logo features a space between To and Play which is not found in the Stacked Tri-Colour Logo. This space was included to define the individual words as the logo uses one colour. When this logo appears on a dark background, a white (or knocked-out ) version may be used. Keep In Mind: COLOURS Never deviate from all black or all white for this black & white logo. LIGHT COLOURED BACKGROUND This logo should be used when printing on a coloured background. DARK BACKGROUND When the logo appears on a dark coloured background, the Stacked White (or knocked-out ) Logo may be used. MINIMUM SIZE This logo should appear no smaller than 15 mm wide for optimal visual recognition (see page 20). PRINT SPECIFICATIONS (EPS) For printed projects, use the EPS version. WEB SPECIFICATIONS (JPEG) For web projects, use JPEG or PNG. 13

15 HORIZONTAL SOLID BLACK & WHITE LOGO SECONDARY USAGE ALTERNATIVE The Horizontal Solid Black & White Logo is an option for creative projects that are rectangular in format and/or the creative is limited in vertical space. It was also created in case the logo appears on a coloured background. This logo features a space between To and Play which is not found in the Stacked Tri-Colour Logo. This space was included to define the individual words as the logo uses one colour. A white or knocked out version of this logo was created to use on dark backgrounds. Keep In Mind: COLOURS Never deviate from all black or all white for this black & white logo. LIGHT COLOURED BACKGROUND This logo should be used when printing on a coloured background. DARK BACKGROUND When the logo appears on a dark coloured background, the Stacked White (or knockedout ) Logo may be used. MINIMUM SIZE This logo should appear no smaller than 26 mm wide for optimal visual recognition (see page 20). PRINT SPECIFICATIONS (EPS) For printed projects, use the EPS version. WEB SPECIFICATIONS (JPEG) For web projects, use JPEG or PNG. 14

16 TAGLINE LOGO This logo version was created to be used for corporate purposes such as stationery and annual reports. It is made up of two components: the Horizontal Tri-Colour Logo and the tagline. As our official corporate logo, it should be used judiciously. If you have specific questions around the usage of this logo version, please contact Keep In Mind: COLOURS Never deviate from the standard identity colours. The Right should always appear black; To should always appear yellow; Play should always appear red (see page 17 for colour breakdown). HORIZONTAL TREATMENT The Tagline should never be used with the Stacked Tri-Colour Logo. TAGLINE The Tagline is always typeset in upper case and in the Right To Play Primary Typeface: Franklin Gothic Bold. TRANSLATION The tagline can only be translated independent of the logo. The Tagline Logo must appear in English. MINIMUM SIZE This logo should not appear smaller than 37 mm in width for optimal visual recognition (see page 20). PRINT SPECIFICATIONS (EPS) For printed projects, use the EPS version. WEB SPECIFICATIONS (JPEG) For web projects, use JPEG or PNG. 15

17 IMPROPER USES OF TAGLINE LOGO WHEN CHILDREN PLAY, THE WORLD WINS. Do not change the size of the tagline. Do not use the red ball with the tagline logo. Do not alter any element of the logo. 16

18 1.4 COLOUR COLOUR GUIDELINES The Right To Play colour palette must be used in all communications. No other colours should be added to the palette. The colours should be used only at 100%. Do not use percentages or screen values of the brand colours. Below are specifics on how and when to use the colours. If you have specfic questions around the colour guidelines, please contact The Right To Play creative should have a balance of all colours and should be bright and optimistic. RED BLACK YELLOW PRINT C: 15 M: 100 Y: 100 K: 0 WEB R: 210 G: 35 B: 42 WEB Hex: #d2232a PANTONE 1795C PRINT C: 0 M: 0 Y: 0 K: 100 WEB R: 0 G: 0 B: 0 WEB Hex: # PANTONE PROCESS BLACK C PRINT C: 0 M: 40 Y: 100 K: 0 WEB R: 250 G: 166 B: 26 WEB Hex: #faa61a PANTONE 7409C Keep In Mind: PRINTING Only use the Pantone colours (instead of CMYK) if it is the most cost efficient option for printing. Our preferred option for printing is CMYK. 17

19 1.5 LOGO CLEARANCE SPACE LOGO CLEARANCE SPACE Clearance space is an important factor in the legibility of the logo. It is essential to maintain a minimum clearance space of 25% around the logo. The clearance space is determined by measuring the logo s height and dividing this amount into four equal spaces. This 25% space should surround the logo. No elements should enter the area. LOGO CLEARANCE SPACE RIGHT TO PLAY STACKED TRI-COLOUR LOGO FOR ALL LOGOS Use the top portion of the R to determine the clearance space as shown on the right. Apply the same method for the Stacked Solid Black & White Logo and the Horizontal Solid Black Logo. LOGO CLEARANCE SPACE HORIZONTAL TRI-COLOUR LOGO 18

20 1.5 LOGO CLEARANCE SPACE LOGO CLEARANCE SPACE TAGLINE LOGO Maintain clearance space by using the top portion of the R in Right To Play. No elements should enter the area. Use the top portion of the R to determine the clearance space. 19

21 1.6 LOGO SCALE REDUCTION HOW SMALL CAN YOU MAKE THE LOGO? To enhance the legibility of the logo, it must not appear too small. The logo must be reproduced from master electronic artwork. See below for the minimum reproduction width for each version of the logo. 15 mm wide x 8.3 mm high 43 pixels x 23 pixels 26 mm wide x 3.4 mm high 74 pixels x 10 pixels 15 mm wide x 8.3 mm high 43 pixels x 23 pixels 26 mm wide x 3.3 mm high 74 pixels x 9 pixels 37 mm wide x 7.3 mm high 105 pixels x 21 pixels 20

22 1.7 TYPOGRAPHY Aa PRIMARY TYPEFACE: FRANKLIN GOTHIC When to use: Headlines and body copy in print and online material, such as banner ads, PowerPoint, signage, merchandise, s and websites. Attributes: Sans serif, clean, crisp, simple, modern, easy to read, geometric. Alternative: Arial (only to be used when Franklin Gothic is not available, or for online materials since it is more common on a wide range of computer systems). FRANKLIN GOTHIC BOOK REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRANKLIN GOTHIC BOOK ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRANKLIN GOTHIC MEDIUM REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRANKLIN GOTHIC MEDIUM ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 21

23 1.7 TYPOGRAPHY Aa SECONDARY TYPEFACE (BODY COPY FONT): GEORGIA When to use: Body copy for more formal materials like gala invitations, annual reports, awards and plaques and government communications. Attributes: Serif, classic, soft, round, elegant, stable. GEORGIA REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GEORGIA ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GEORGIA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GEORGIA BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 22

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