BRAND IDENTITY GUIDELINES FOR SUSF CLUBS SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 1

Transcription

1 BRAND IDENTITY GUIDELINES FOR SUSF CLUBS SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 1

2 INTRODUCTION The Sydney Uni Sport & Fitness (SUSF) brand identity has been created to help reposition SUSF to appeal to a wider audience, both on campus to staff and students, as well as off campus to the general public. The SUSF brand identity shapes how people perceive us and symbolises who we are and what we stand for. You have an important role to play in building recognition of the new identity by ensuring it is applied correctly. This manual provides detailed guidelines and standards for using the brand. Please ensure the guidelines are followed when producing materials that use the brand. Please also ensure that any third parties who are producing materials on your behalf are given access to and follow the guidelines and standards. If you need any further clarification, please contact SUSF Marketing on SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 1

3 THE MASTER BRAND SHIELD AND LOGOTYPE There are 2 versions of the SUSF brand, horizontal and vertical. Where space permits the horizontal version of the brand should always be used. However the vertical version can be used if it is more suitable for the allocated space. The relative positions, proportions and design of each of the elements and components that form the SUSF brand must never be altered, distorted or re-drawn in any way. No attempt may be made to typeset the SUSF Logotype in another typeface. Reproduction of the SUSF brand must always be made from approved master artwork. Electronic master artwork files are available from SUSF. The SUSF logo must always be reproduced in one of the permissible colour variations, in positive or negative application, see following pages. Horizontal Version Vertical Version SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 2

4 CLEAR SPACE AND MINIMUM SIZE Clear Space A minimum clear space around the logo is measured in units of, being the space between the logotype and shield in the horizontal and vertical version The minimum clear space around the SUSF logo should be 2, as indicated below. Minimum Size The SUSF logo has been designed to be reproduced at almost any size from one set of master artworks. It can be increased infinitely from the master artwork. However, there are restrictions on minimum size, due to reproduction capabilities. If the logo is reduced smaller than the recommended minimum sizes shown below, elements may start to fill in or break up, affecting legibility. 6mm 8mm SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 3

5 PRIMARY & SECONDARY COLOURS SUSF Primary Colours The two primary identity colours are: SUSF Dark Blue and SUSF Gold. The logo should always be produced in Pantone colours where possible. Below are the percentages equivalent in four colour process colours. Pantone colours Process colours SUSF Dark Blue Pantone 295 SUSF Gold Pantone 123 SUSF Dark Blue 100C 55M 40K SUSF Gold 25M 95Y SUSF Secondary Colours The two secondary identity colours are: SUSF Mid Blue and SUSF Grey. These colours have been chosen to compliment the primary colours and should also be produced as Pantone colours where possible. Pantone colours Process colours SUSF Mid Blue Pantone 285 SUSF Grey Pantone 429 SUSF Mid Blue 90C 45M SUSF Grey 5C 35K SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 4

6 CORRECT USE OF COLOURS The SUSF logo should always be produced in SUSF dark blue and SUSF gold where possible. For one colour applications SUSF dark blue or black should be used. If the logo is produced in one colour and the background is either white or yellow no keyline is required around the crest. A keyline is only required if the crest appears on the same colour background. The logo can be produced on any solid colour background. If the background is a pale colour the logotype should be SUSF dark blue or black. If the background is a dark colour the logotype can be reversed out in white. SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 5

7 INCORRECT USE OF THE BRAND The size, space and position of the crest and logotype in relation to each other should never be altered. The brand should never be produced in any other colours other than SUSF dark blue and SUSF gold. The logotype should never be typeset in another font. A keyline around the crest should not appear when the logo is produced in one colour on a white background. The logotype should never appear without the crest. If the background is a pale colour the logotype should never be reversed. If the background is a dark colour the logotype should not be SUSF dark blue or black. If the logo is appearing on a picture make sure it is clearly legible. SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 6

8 CLUB MASTER BRANDS Each sports club will have its own individual brand. With this brand as with the master brand, the size, space and position of the crest and logotype in relation to each other should never be altered. Reproduction of the SUSF club brand must always be made from approved master artwork. Electronic master artwork files are available - please just request them from SUSF Marketing. The SUSF club brands must always be reproduced in one of the permissible colour variations, in positive or negative application. Master Parent Brand Sample Club Brands SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 7

9 MASTER FONTS The parent master brand comprises a shield device and type. This type has been specifically drawn as a unique logotype and therefore is not to be redrawn or substituted. The secondary font used in all other applications, subheads, address blocks, literature etc is Avenir. Wherever possible standard design templates must be followed for all usages. Copyright laws dictate this font must be purchased for individual use. There are heavy penalties for copying this font if detected. Details with regard to purchasing it may be had from SUSF marketing. Avenir AVENIR LIGHT Aa Bb Cc Dd Sydney Uni Sport & Fitness AVENIR BOOK Aa Bb Cc Dd Sydney Uni Sport & Fitness AVENIR BOLD Aa Bb Cc Dd Sydney Uni Sport & Fitness When it is not possible to use Avenir, ie websites, use an equivalent font - Arial or Helvetica. SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 8

10 CLUB BRANDED CLOTHING Each Sports Club will have the opportunity to promote its own identity under the parent brand. While maintaining fixed logotype relationships the brand may appear in several ways and in several positions depending on the clothing item. Clothing may be minimally branded, or alternatively heavily branded - its the choice of each club. NOTE: All final clothing designs must be submitted to SUSF Marketing for final brand usage approval. Suggested clothing variations Clubs may choose to use their logo on clothing (see example 1). Alternatively, clubs may wish to highlight the sport they are associated with in text (ie SWIMMING ), however this must appear in caps and set in the Avenir Bold typeface (see example 2). Sponsorship logos may also appear on the clothing (see example 3). Clubs may wish to use their traditional logo but the SUSF logo still needs to be featured somewhere on the uniform SWIMMING SPONSOR LOGO SPONSOR LOGO SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 9

11 CLUB BRANDED CLOTHING CONTINUED MASTER BRAND LION Individual clubs may wish to use the master brand lion on clothing. SWIMMING SPONSOR LOGO NOTE: All final clothing designs must be submitted to SUSF Marketing for final brand usage approval. LION S MAINE DEVICE With SUSF approval, the usage of the lion mane device is permitted on club clothing. SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 10

12 CLUB WEBSITES Clubs are permitted to use their current logos (with the exception of lion graphics) to cobrand with the new master parent brand. If the club does not have its own logo or wishes to drop it entirely, it may do so (as shown below). WEB HEADER - EAMPLE 1 Use of club logo only. Suggested look. WEB HEADER - EAMPLE 2 Use of current club name (Avenir typeface) and cobranded with master parent brand. Suggested look. SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 11

13 CLUB STATIONERY For brand consistency, SUSF Club stationery also falls within the branding guidelines. Depending on the individual club, the new brand may be visually prominent or not. The primary layout (Option A) uses the new club brand with Part of Sydney Uni Sport & Fitness in the address panel (as shown). If your club has its own logo already (Option B) you may choose to use it as show with the master parent brand appearing bottom right. Option A Option B SUSF BRAND IDENTITY GUIDELINES FOR CLUBS 12