brand guidelines - club matters sport england€¦ · 3 club matters brand guidelines v1 ct. 2014...

A guide to our identity

Brand guidelines

Club Matters brand guidelines v1 | Oct. 20142

Club Matters brand guidelines

Introduction The Club Matters brand 3

1. The Club Matters logo Logo in more detail 5 Position and exclusion zone 6 Logo versions - Primary 7 Logo usage 8 Partnership 9 Don’ts 11 Logo lock-up 12 Master graphic 14

2. Colour palettes Primary colour palette 16 Secondary colour palette 17 3. Typography Primary typeface – external 19 4. Use of imagery Image introduction 21 Image examples 22 Icons 23

5. Examples Presentation – covers/sections 25 Print material 26 Introduction to the Website 27

6. Contact details 28

Contents


Our brand is a unifying and inspirational emblem for our entire organisation. It represents everything that we are and want to be. It culminates in the brand promise, made up of the sum of all the experiences of those that come into contact with Club Matters.

The brand is the overall impression of Club Matters that people hold in their minds – what they know about us in practical terms, and how they feel about us emotionally.

As such, our brand is key both internally and externally, and these guidelines have been prepared to help maintain it and communicate it through all new collateral.

How to use these guidelinesThese guidelines should be used for all external facing collateral and all formal internal communication channels that use the Club Matters logo. They have been prepared to offer complete and robust advice for all elements of our brand and all known channels.

We are constantly reviewing our brand and how we communicate it, to ensure it is relevant and supports both our current business and our aspirations for the future, but if there is anything that you need that is not included in these pages please contact the Club Matters Marketing.

The Club Matters brand

The Club Matters logo

Section 1


Section 1 – The Club Matters logo

Logo in more detailThe brandmark represents support for people who need help with managing and improving their clubs.

The use of interlocking hexagons expresses the idea of support, foundation and hub. Dynamic use of colours help to reference the spirit of sports - Energy, Community and Well being.

This resulting device is a modern logo that balances a sense of solid reliability along with vibrant energy.

The strapline ‘Supporting Your Sports Club’ is an integral part of the logo, but can be used separately as a sign off where legibility becomes an issue.

Do not change the strapline without the express consent of the Club Matters Marketing Manager.

Our logo


Logo position (minimum)

Preferred positions (top LEFT and bottom RIGHT)

Logo useThe logo should be used on the front of all branded materials, and on the inside of multi-paged documents. In some cases inside pages may omit the logo. There are other versions of the logo where space is an issue, examples of these logos can be found in on page 7. Please contact Marketing Manager for guidance.

Exclusion zoneAn exclusion zone must be created around the logo. No text or elements should appear in this area. When the logo appears on an image background, then no image detail should intersect with this space. Every effort should be made to ensure that the logo is clearly defined on top of the background.

The standard units of measurement used in these guidelines is the hexagon around the word ‘Club’. The position and treatment of the logo must be consistent throughout the whole of each document following the guidelines set within this document.

The logo must be scaled proportionately according to the page size and other considerations.

Only files supplied by Club Matters may be used for the Club Matters logo. Never change the position of any of the logo elements (Brandmark, strapline, Hexagon shape).

Logo position and exclusion zone

Exclusion zone

Illustrative purposes, logo is smaller than minimum size restriction, see page 10 for size guidelines



Logo useThe Club Matters logo comes in full or single colour. It cannot appear smaller than 35mm as the strapline will be illegible. A smaller version without the strapline is available but it cannot be smaller than 25mm.

Approval from the brand team is necessary before the use of the logotype version.

Logos for print (vector)Full colour cmyk colour epsSingle colour black epsSingle colour white eps

Logos for digitalFull colour rgb jpegBlack rgb jpegWhite rgb png

Only files supplied by Club Matters may be used for the Club Matters logo.

Primary logo

– Full colour

– Mono (Also available in white)

Logo versions – Primary

35mm

Logo size presets, minimum sizeSuggested sizes of logo usage within specified paper sizes.

1. A5/A4

2. A6 (minimum size)

1

Small logo

25mm2



Logo useThe Club Matters logo (positive or negative) should preferably be used on a white background.

However, on other backgrounds for example an image or a coloured background ,the reversed version of the logo might be more appropriate.

These are the following file types and colour variations which are available:




Club Matters logo – full colour on light imagery

Club Matters logo – white on dark imagery

Logo usage



Connection to Sport EnglandClub Matters is supported by Sport England, therefore this relationship is designed to create a clear connection between the two organisations. This flexible system ensures brand hierarchy and allows both logos to be shown in a clear and professional way.

Sport England logo size is determined1 by the width of the word ‘Club Matters’. Minimum size still applies (See page 7)

PositionWhen possible it is best to left aligned as indicated by blue keyline2.




Determine SE/Lottery logo size

Partnership1 2



Small logoSE logo size is determined by half the the height of the white hexagon3 , this logo is used in places where space is limited or the level of ownership of the printed material is reduced such as materials produced by other organisations.

PositionPreferably to the right of Club Matters logo4, and using the outter hexagon as the baseline axis (as shown by the dashed blue line).




3

4

Partnership



Do not distort or stretch the logo

Do not change the colourways of the logo

Don’ts

Do not separate or move any of the logo elements

Logo useWhen choosing the correct logo for your application please consider output/file size and background colour.

There are various versions of the logo to choose from, the first choice would be the positive version which can be used on front covers, powerpoint presentations, html emails and stationery items. Only use the negative version over a dark background.

It is imperative that when using the logo, its proportions or colour remain unchanged.

Scaling the logoSizes are offered for logo usage on standard paper sizes on page 7. For non-standard sizes please choose the most appropriate size example relationship from the guidelines and scale accordingly.

The logo must always be scaled proportionately, never stretched or skewed.

Always use the appropriate logo file for the artwork, noting that bitmap files may not be scaled beyond 125%.

There is no maximum size for the Club Matters logo, but when working in large dimensions care should be taken to ensure that the exclusion zone is maintained at all times.



Logo useThe Club Matters and Sport England logo lock-up can be used where both organisations share equal ownership and endorsement responsibilities.

Approval from the brand team is necessary before the use of the logotype version.




Primary logo

– Full colour

– Mono (Also available in white)

Logo lock-up

Small logo

Illustrative purposes, logo is smaller than minimum size restriction, see page 13 for size guidelines



– Main logo, full colour

– Small logo, full colour

35mm

50mm

Logo size presets, minimum sizeDue to the minimum size of the Club Matters logo, the lock-up logo cannot appear any smaller5 than 35mm wide. A smaller version6 is available, but it cannot be smaller than 55mm.

Suggested sizes of logo usage within specified paper sizes:

1. A5/A4

2. A6 (minimum size)

5

6

Logo lock-up



Graphic backgroundThe master graphic uses elements/echos of the hexagon shape to add a sense of activity and energy to pages and documents where imagery is not relevant.

The background can be scaled, cropped into and composed in new arrangements to best fit the content within a page.

There are two types of graphic, one is composed of hexagons in combinations of outlines and solids. The other is made up of gradients within the hexagons to create a texture. Type 1 is best suited for emphasis of something while Type 2 is useful for covering large areas. These two styles can be used together to add more vibrancy if need be.

The gradients are made up of the Club Matters colours. Whilst there are no fix rules on colour combinations (page16), it is important that they compliment each other, if unsure please use the ones created in this document as a guide.

Type 1:Combination of outlined and solid hexagons

Type 1:Gradients within hexagons to create texture

Master graphic


Emphasis or containment

area of image/icons

Colour palettes

Section 2


Section 2 – Colour palettes

Primary colour paletteAdopting the colours from Sport England, the primary colour palette should be used on all core communications.

Because of this diversity of colour it is best to chose colours that reflect the tone of the document. They help with information hierarchy and add some personality to your document. Care must be taken not to use too many colours per application.

Pantone 5565C31 M0 Y24 K48R139 G174 B162HEX #89a79e

Pantone 103C0 M0 Y100 K19R219 G197 B0HEX #c7ac00

Pantone 2955C100 M55 Y10 K48R0 G63 B105HEX #0003a69

Pantone 2655C56 M51 Y0 K0R126 G129 B190HEX #9379D0

Pantone 450C76 M65 Y94 K0R103 G101 B47HEX #524b26

Pantone 326C94 M0 Y43 K0R0 G177 B176HEX #00b1ac9

Pantone 215C0 M94 Y34 K28R133 G0 B80HEX #ab1355

Pantone 511C83 M100 Y69 K0R98 G26 B75HEX #5f294f

Pantone 452C24 M19 Y38 K0R197 G193 B157HEX #b6b28e

Pantone 291C47 M12 Y0 K0R164 G215 B244HEX #9eceeb

Pantone 144C0 M58 Y100 K0R240 G129 B0HEX #ef8200

Pantone Coated

Primary colour palette


Secondary colour paletteThe secondary colour palette are gradients produced by the resulting effecte of colours chosen from the primary palette (page 16).

It is useful where images are scarce or when a flash of energy is needed such as charts, diagrams or signage. Combined with the hexagon shapes shown in page 14, it is an integral part of the brand expression.

The examples shown on the right have been created through careful selection of colour combinations to achieve a pleasing tone.

Whilst there are no rules on colour combinations please consult the brand manager when creating new colour gradients for the best possible result.

Secondary colour palette

Pantone 2955C100 M55 Y10 K48R0 G63 B105HEX #0003a69



Pantone 144C0 M58 Y100 K0R240 G129 B0HEX #ef8200

Pantone 326C94 M0 Y43 K0R0 G177 B176HEX #00b1ac9

Pantone 215 (70% tint)

Pantone 103C0 M0 Y100 K19R219 G197 B0HEX #c7ac00

Section 2 – Colour palettes

Typography

Section 3


Section 3 – Typography

Primary typefaceThe main font family used for all professional produced materials is Effra. This font family comes in a range of styles and weights as demonstrated.

The various weights are available to help create hierarchy in a typical document.

Primary typeface – external

Effraabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Effra LightEffra RegularEffra MediumEffra BoldEffra Heavy

Effra Light ItalicEffra ItalicEffra MediumEffra BoldEffra Heavy

Aa

Use of imagery

Section 4


Section 4 – Use of imagery

Use of imagery with the brandImagery is an important aspect of the overall impact of the brand identity. Our identity uses two types of photography – brand driven images, point and shoot or ‘reportage’.

Brand imagery is focused on activity. The subject matter is as diverse as there are different codes of sports. They should promote the idea of performance, resource, teamwork, positivity etc.

Point and shoot can be a good way of reporting events, but users should adopt a common sense approach to image selection. Avoid using images which are blurry, out of focus, low res (screen or print), inappropriate content etc.

Key considerations when using imagery:

1. Its origination: All brand imagery should be Club Matters commissioned projects. Please contact Club Matters Communications ([email protected]) for dispensation to use any other imagery.

1.1 images that show people’s faces require a model release.

Composition and subject matter

2. Imagery should either:

2.1 Emphasise activity

2.2 Have a sense of energy

2.3 Have good lighting

3. Size, treatment and positionImages may be used in these ways:

3.1 full bleed or cropped in to emphasise the sport.

4. Have the correct tone for the message; either aspirational, professional, positive, community, teamwork, fun.

Image introduction

Brand imagery

Point and shoot (reportage)


Image examples Brand level

Point and shoot (reportage)



Icons


StyleSome examples shown here to help with creating new icons. These visual shorthands are useful where space is limited, helps to reinforce the message and useful for accessibility.

Examples

Section 5


Section 5 – Examples

Presentation templatesPlease contact the Club Matters Marketing Manager for a version of the digital templates.

Club Matters material - Using primary Club Matters logo

Shared ownership material- Using lock-up logo

Presentation – covers/sections

A basic guide to sports facility management

A basic guide to fund raising


Newsletters, Reporting, ProposalsPlease contact the Club Matters Marketing Manager for a version of the digital templates.

Print material

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The Club Matters website is currently being developed, the example shown here is for mock up purposes of the brand. Please consult the marketing manager for further information.

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Head of Brand CommunicationsKate Dale

D +44 (0) 20 7273 1789M +44 (0) 7795 127972E [email protected]

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brand guidelines - club matters sport england€¦ · 3 club matters brand guidelines v1 ct. 2014...

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