updated march 2014 - us lacrosse · the us lacrosse logo must always be highly visible and...

US LACROSSE BRAND GUIDELINESUPDATED MARCH 2014

US LACROSSE BRAND GUIDELINES 1

US LACROSSE BRAND OVERVIEW

The US Lacrosse logo is well known throughout the lacrosse community and is identified with the national office and our local chapters. There are many other lacrosse groups that have varying affiliations with US Lacrosse. We appreciate the support but the use of our logo is reserved for official US Lacrosse entities.

The steps we have taken to better manage the use and reproduction of the US Lacrosse brand have been put in place not only to protect our asset but also to protect the equity of our partners’ investments with US Lacrosse.

The official logos and secondary marks of US Lacrosse and the U.S. Men’s and Women’s National Teams are registered trademarks with the United States Patent and Trademark Office. All rights reserved. It is unlawful to use or reproduce these trademarks or copyrights in any manner without the expressed written permission of US Lacrosse.

US Lacrosse requires final approval of all materials – printed, online, and otherwise – in which a US Lacrosse logo is featured.

Any questions regarding the usage of these logos should be directed to:

Brian Logue, Director of Communications, US [email protected] or 410.235.6882 ext. #106

Heather Hughes, Graphic Design Manager, US [email protected] or 410.235.6882 ext. #144

ABOUT US LACROSSEFounded in 1998, US Lacrosse is the national governing body of lacrosse. Through responsive and effective leadership, we provide programs and services to inspire participation while protecting the integrity of the sport.

We envision a future that offers people everywhere the opportunity to discover, learn, participate in, enjoy, and ultimately embrace the shared passion of the lacrosse experience.

WHO WE ARE• More than 425,000 members nationwide• 67 chapters in 43 states• More than 70 full-time staff members• More than 300 volunteers serving on national boards and

committees

• More than 7,000 donors to the US Lacrosse Foundation

While primarily serving the youth level, US Lacrosse, a 501(c)3 nonprofit organization, is committed to providing a leadership role in virtually every aspect of the game.


LOGO PRIMARY MARK ELEMENTS

As the primary visual identifier of US Lacrosse, it is essential that the logo is never altered in any way. In all communications, such as print, broadcast and web applications, as well as all partnership and sponsorship programs, the US Lacrosse logo must always be highly visible and unmistakable. Consistent use of the logo is essential to represent our brand appropriately across all communications channels. The ensuing pages show standards for logo treatments and how they should be applied in various environments.

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1. The US Lacrosse stick should always appear in US Lacrosse blue, unless working with a one-color version. Never alter its position or use it as a graphic element outside of the US Lacrosse logo.

2. The trademark symbol must always be present. It must be US Lacrosse red, unless working with a one-color version.

3. The letter forms should appear in US Lacrosse red, unless working with a one-color version. They should not be used outside of the rest of the logo unless approved by the US Lacrosse Marketing Department.

4. The ball lines should always appear in US Lacrosse blue, unless working with a one-color version. Never alter its position or use it as a graphic element outside of the US Lacrosse logo.

5. The motion lines should always appear in US Lacrosse red, unless working with a one-color version. Never alter its position or use it as a graphic element outside of the US Lacrosse logo.


LOGO SECONDARY MARK ELEMENTS

The US Lacrosse secondary logo was created to be used in situations where the horizontal nature of the primary logo was not a good fit.

As the secondary visual identifier of US Lacrosse, it is essential that the logo is never altered in any way. The secondary mark should only be used in instances where the primary mark does not work. It may never be used without the words “US Lacrosse” in close proximity. In all communications, such as print, broadcast and web applications, as well as all partnership and sponsorship programs, the US Lacrosse logo must always be highly visible and unmistakable.

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1. The US Lacrosse stick, ball, text and motion lines should always appear in white, regardless of whether you are using a one-color version or not. Never alter their position or use any of these parts as a graphic element outside of the US Lacrosse logo.

2. The left half of the stick should always appear in US Lacrosse blue, unless working with a one-color version. It should never appear in white.

3. The right half of the stick should always appear in US Lacrosse red, unless working with a one-color version. It should never appear in white.

4. The keyline is an opaque outline around the USL secondary mark that becomes visible on color or photographic backgrounds.


LOGO COLOR PALETTE

CMYK: 100.72.0.32

RGB: 0.61.126

HEX: 003D7E

PANTONE: 281C

CMYK: 0.100.81.4

RGB: 227.24.34

HEX: E31937

PANTONE: 186C

CMYK: 0.28.100.0

RGB: 254.188.17

HEX: FEBC11

PANTONE: 130C

CMYK: 0.0.0.24

RGB: 201.202.204

HEX: C9CACC

PANTONE: 4C

PRIMARY COLORSThe US Lacrosse red and blue are used in both the primary and secondary mark, as well as the National Teams logo and other brand marks for programs and services, chapters and events.

ACCENT COLORSWhile neither is used in the primary or secondary mark, the US Lacrosse silver is used in the National Teams logo,and both the gray and gold are used as accent colors for text and graphics in print and web pieces.

BLUE

GOLD

RED

SILVER

The colors found in the US Lacrosse primary and secondary marks are part of the US Lacrosse color palette. These colors are mandatory when reproducing the US Lacrosse logo. Refer to the color values at right to ensure their correct reproduction. Black, white and grayscale are also acceptable colors for US Lacrosee branding.


LOGO ALTERNATE COLOR OPTIONS

Only in special approved situations or when full-color printing is not available may the US Lacrosse logo be reproduced in grayscale or one-color.

Partners, sponsors and internal teams must receive approval from the USL Marketing Department before reproducing any of the US Lacrosse brand marks in one-color.

BLACK AND WHITE SECONDARY MARK

ONE-COLOR SECONDARY MARK

INCORRECT USESECONDARY MARK

stick, ball, and text elements must always be white

shown on dark background

ONE-COLOR PRIMARY MARK

ALL WHITEPRIMARY MARK

suitable for dark backgrounds

BLACK AND WHITEPRIMARY MARK


LOGO USEAGE: SIZE, CLEARANCE SPACE AND BACKGROUNDS

To protect the integrity of the US Lacrosse brand, it is essential to follow the guidelines regarding clearance space, minimum size and scaling. These guides ensure that the USL logo remains clear, legible and consistent. Similar methods of measuring should be applied to all other US Lacrosse brand marks.

CLEARANCE SPACEThe primary mark presentation is enhanced by maintaining a clear area void of all imagery and text surrounding the logo. It can be measured by the placement of the US Lacrosse ball. BACKGROUND TREATMENT

When an application calls for a solid background, one of the colors from the US Lacrosse color palette must be selected - preferably the full-color version.

The US Lacrosse logo can also appear against photographic and pattern backgrounds. In these instances, the logo must be positioned against areas that offer sufficient contrast for the logo’s legibility. If none of the colors from the color palette suffice, a drop shadow may be added to one of the logos in order to make it legible.

MINIMUM SIZETo insure legibility and brand consistency, a US Lacrosse logo must never be reduced any smaller than .375 in height.

0.375 in


LOGO DO’S AND DON’TS

Under no circumstances should the proportions, orientatoin or colors of the brand be altered, modified, or manipulated in any way. Prohibited modifications include, but are not limited to outlines, borders, shadows, textures, animations, distortions, tilting, color alterations, tint/gradient changes, re-combinations of components, and orientation changes. Beyond these restrictions, the safest and best way to maintain our brand is to minimize alterations. The Do’s and Don’ts listed here apply to all US Lacrosse brand marks - not just the primary mark as shown.

DO’S

DON’TS

use the logo as is use approved one-color versions

scale the logo appropriately

place the logo on approved, legible background color fields

use the type without the rest of the elements

outline the logo in any color alter the colors in any way other than approved one-color versions

place the full-color version on a dark background

inappropriately scale or shear the logo

place the logo on photos that don’t compete

place the logo on a busy pattern or photo

use a drop shadow when appropriate


U.S. NATIONAL TEAMS PRIMARY MARK

These guidelines show the correct treatment of the logos for the U.S. National Teams Program. The proper implementation of the visual identity for the national teams program is essential for promoting the program and protecting its brand. The National Teams logo may only be used for editorial purposes with the exception of official sponsors of the U.S. National Teams Program.

It is essential that the National Teams logo is never altered in any way. In all communications, such as print, broadcast and web applications, as well as all partnership and sponsorship programs, the national teams mark must always be highly visible and unmistakable.

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1. The U.S. National Teams shield must always appear in the US Lacrosse blue, red and silver as shown above, unless working with a one-color version of the logo. It may not be recolored or altered in any way. Never alter its position or size, or use it as a graphic element outside of the USA logo.

2. The “USA” text should always appear in US Lacrosse red (or white on high contract backgrounds), unless working with a one-color version of the logo. Never alter its position or size, or use the USA text as a graphic element outside of the USA logo.

3. Never alter the pattern of the stars, ball and motion lines. They must always appear the same size and color as shown above.

4. The space between the shield and the text must remain equal to the width of one stripe of the shield. The space between the shild and “USA” must not be altered in way.

5. The logo as a whole must appear in the placement as show above unless using the stacked secondary version of the National Teams logo. The secondary mark should only be used when space does not allow for the primary version.

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U.S. NATIONAL TEAMS SECONDARY MARK

The U.S. National Teams secondary mark was created to be used in situations where the horizontal nature of the primary logo was not a good fit.

As the secondary visual identifier of the U.S. National Teams Program, it is essential that the logo is never altered in any way. The secondary mark should only be used when space does not allow for the primary.

It is essential that the National Teams logo is never altered in any way. In all communications, such as print, broadcast and web applications, as well as all partnership and sponsorship programs, the national teams mark must always be highly visible and unmistakable.

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1. The “USA” text should always appear in US Lacrosse red (or white on high contract backgrounds), unless working with a one-color version of the logo. Never alter its position or size, or use the USA text as a stand-alone element.

2. The space between the shield and the text must remain equal to the width of one stripe of the shield. The space between the shild and “USA” must not be altered in way.

3. The U.S. National Teams shield must always appear in the US Lacrosse blue, red and silver as shown above, unless working with a one-color version of the logo. It may not be recolored or altered in any way. Never alter its position or size, or use it as a graphic element outside of the USA logo.

4. Never alter the pattern of the stars, ball and motion lines. They must always appear the same size and color as shown above.

5. The logo as a whole must appear in the placement as show above unless using the horizontal primary version of the National Teams logo.


U.S. NATIONAL TEAMS ALTERNATE COLOR OPTIONS

Only in special approved situations or when full-color printing is not available may the U.S. National Teams logo be reproduced in grayscale or one-color.

Partners, sponsors and internal teams must receive approval from the USL Marketing Department before reproducing any of the US Lacrosse brand marks in one-color.

BLACK OR ONE-COLOR PRIMARY MARK

ONE-COLOR SECONDARY MARK

ALL WHITEPRIMARY MARK


COLOR WITH WHITE USAPRIMARY MARK

suitable for high-contrast backgrounds

COLOR WITH WHITE USASECONDARY MARKsuitable for high-contrast

backgrounds

ALL WHITESECONDARY MARK


BLACK AND WHITESECONDARY MARK


U.S. NATIONAL TEAMS LOGO USEAGE

To protect the integrity of the US Lacrosse brand, it is essential to follow the guidelines regarding clearance space, minimum size and scaling. These guides ensure that the U.S. National Teams logo remains clear, legible and consistent. Similar methods of measuring should be applied to all other US Lacrosse brand marks.

CLEARANCE SPACEThe Team USA mark presentation is enhanced by maintaining a clear area void of all imagery and text surrounding the logo. It can be measured by the placement of the ball from the shield.

BACKGROUND TREATMENTWhen an application calls for a solid background, one of the colors from the Team USA color options must be selected - preferably the full-color version, followed by the white “USA” version.

The Team USA mark can also appear against photographic and pattern backgrounds. In these instances, the logo must be positioned against areas that offer sufficient contrast for the logo’s legibility. If none of the colors from the color palette suffice, a drop shadow may be added to one of the logos in order to make it legible.

MINIMUM SIZETo insure legibility and brand consistency, a Team USA mark must never be reduced any smaller than .375 in along it’s smallest side.

0.375 in

0.375 in

white text with drop shadow white text primary mark


TEAM USA PRIMARY DO’S AND DON’TS

Under no circumstances should the proportions, orientation or colors of the brand be altered, modified, or manipulated in any way. Prohibited modifications include, but are not limited to outlines, borders, shadows, textures, animations, distortions, tilting, color alterations, tint/gradient changes, re-combinations of components, and orientation changes. Beyond these restrictions, the safest and best way to maintain our brand is to minimize alterations. The Do’s and Don’ts listed here apply to all US Lacrosse brand marks.

DO’S

DON’TS

use the logo as is use approved one-color versions use the logo with white “USA” text when necessary

place the logo on approved, legible background colors

use the USA text without the shield or the shield without the text

outline the logo in any coloralter the colors in any way other than approved one-color versions

change the size of either the

shield or the “USA” in relation to one another

change the orientation or spacing of the logo


alter the spacing between the “USA” text and the shield

place the logo on photos that don’t compete

place the logo on a busy background or photo without a drop shadow or white USA text



TEAM USA SECONDARY DO’S AND DON’TS

Under no circumstances should the proportions, orientation or colors of the brand be altered, modified, or manipulated in any way. Prohibited modifications include, but are not limited to outlines, borders, shadows, textures, animations, distortions, tilting, color alterations, tint/gradient changes, re-combinations of components, and orientation changes. Beyond these restrictions, the safest and best way to maintain our brand is to minimize alterations. The Do’s and Don’ts listed here apply to all US Lacrosse brand marks.

DO’S DON’TS

use the logo as is use approved one-color versions

use the logo with white “USA” text when

necessary

place the logo on approved, legible background colors

use the USA shield without the text or vice

versa outline the logo in any color

alter the spacing between the “USA” text and the shield

alter the colors in any way other than

approved color versions

change the orientation or spacing of the logo

change the size of either the

shield or “USA” in relation

to one another


place the logo on photos that don’t

compete

place the logo on a busy background or photo without a drop shadow

or white USA text



CORRECT: INCORRECT:US Lacrosse U.S. Lacrosse, USA LacrosseU.S. National Teams US National TeamsU.S. National Teams Program US National Teams ProgramTeam USA Team U.S.A., USA TeamU.S. Men’s National Team(s)* USA Men’s National Team, US Men’s National Team, U.S. National Men’s TeamU.S. men’s national team(s)** USA Men’s National Team, US Men’s National Team, U.S. National Men’s TeamU.S. Women’s National Team(s)* USA Women’s National Team, US Women’s National Team, U.S. National Women’s TeamU.S. women’s national team(s)** USA Women’s National Team, US Women’s National Team, U.S. National Women’s TeamU.S. Men’s National Senior Team* U.S. National Men’s Senior Team, US Men’s National Senior TeamU.S. men’s national senior team** U.S. National Men’s Senior Team, US Men’s National Senior TeamU.S. Women’s National Senior Team* U.S. National Women’s Senior Team, US Women’s National Senior TeamU.S. women’s national senior team** U.S. National Women’s Senior Team, US Women’s National Senior TeamU.S. Men’s National Under-19 Team* U.S. National Men’s Under-19 Team, US Men’s National Under-19 TeamU.S. men’s national under-19 team** U.S. National Men’s Under-19 Team, US Men’s National Under-19 TeamU.S. Women’s National Under-19 Team* U.S. National Women’s Under-19 Team, US Women’s National Under-19 TeamU.S. women’s national under-19 team** U.S. National Women’s Under-19 Team, US Women’s National Under-19 TeamU.S. Men’s National U19 Team* U.S. National Men’s U19 Team, US Men’s National U19 Team, U.S. Men’s National U-19 TeamU.S. men’s national U19 team** U.S. National Men’s U19 Team, US Men’s National U19 Team, U.S. Men’s National U-19 TeamU.S. Women’s National U19 Team* U.S. National Women’s U19 Team, US Women’s National U-19 Team, U.S. Women’s National U19 TeamU.S. women’s national u19 team** U.S. National Women’s U19 Team, US Women’s National U-19 Team, U.S. Women’s National U19 Team

* first reference ** subsequent referencesblue indicates what is incorrect

US LACROSSE TERMINOLOGY

updated march 2014 - us lacrosse · the us lacrosse logo must always be highly visible and...

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