CLUB PLAYBOOK - ECNL

ECNL BRAND PLAYBOOK01

1CLUB PLAYBOOKALL RIGHTS RESERVED BY ELITE CLUBS NATIONAL LEAGUE 2020

ALL RIGHTS RESERVED BY ELITE CLUBS NATIONAL LEAGUE 2020

TABLE OF CONTENTS

BRAND EQUITYWe Are The ECNLTone of Voice

DESIGN ASSETSColor LogoConference Badge Regional League Badge

GIRL’S DIVISIONColorColor UsageRegional League Badge

HOW TO USE BRAND GUIDELINES

These brand guidelines are a tool to aid in bringing the ECNL to life internally, online and in market. Through following visual guidelines, we can ensure the ECNL will appear consistently across all touch-points. The primary goal of this guide is to ensure clarity, accuracy and uniformity of all materials, reinforcing a unified brand presence to our audience.

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BOY’S DIVISIONColorColor UsageRegional League Badge

USAGEUsage RulesCo-BrandingJersey Patches

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THE ECNL BRAND PLAYBOOK

ECNL BRAND PLAYBOOK

ALL RIGHTS RESERVED BY ELITE CLUBS NATIONAL LEAGUE 2020 3

THE ECNL IDENTITYThe ECNL’s new identity was created to inspire excellence and growth in a new generation of players, and to represent the leadership, collaborative spirit and innovation that define the ECNL as the standard-bearer of excellence in youth sports.

• The strong and modern player icon at the center of the badge symbolizes the player’s position at the center of every ECNL program.

• The motion and upward focus of the icon represent the league’s innovative programs and philosophy to constantly change and improve the sport.

• The classic badge shape reflects the league’s strength and history of leadership transforming youth soccer.

• The unique color schemes highlights the modernization of the league, with tailored programming and structure for each gender, but both united under one identity.

• The new league identity captures the symmetry of excellence and humility, exclusivity and accessibility, and freedom and community that is necessary to lead the sport forward

ECNL BRAND PLAYBOOK

ALL RIGHTS RESERVED BY ELITE CLUBS NATIONAL LEAGUE 2020 4

APPROVED CLUB LOGO USAGEThere are three categories of logos that are approved for use by clubs participating in the ECNL: (i) ECNL Primary Logo; (ii) ECNL Regional League Badge; and (iii) Conference Badges. The usage guidelines and requirements for each category are described within this document.

Clubs may only use the logos that reflect the level of competition in which they participate.

1. PRIMARY LOGO AND REGIONAL LEAGUE BADGE - COMPETITION LEVEL INDICATOR. Use of these logos in the colors Composure and Field Vision are limited, and must be solely for promoting the club’s general level of participation in the ECNL - either in ECNL Club Competition, ECNL Regional League Competition, or both levels.

• Clubs in the ECNL Club Competition may use the Primary Logo as indicated below.

• Clubs in the ECNL Regional League may use the Regional League Badge as indicated below.

Primary Logo and Regional League Badge may be used in the colors Composure and Field Vision as indicated only on the following applications:

• Club website home pages• Social media identifiers

Logos in the colors Composure or Field Vision may not be used in any other manner by clubs.

2. BOYS AND GIRLS DIVISION LOGOS AND COLORS – MARKETING AND PROMOTIONThe Boys and Girls Division Logos, using the gender specific colors, are the only logos that may be used for club marketing and promotion of the specific gender programs in which the club participates.

• These logos and colors may be used in applications as varied as presentation documents, social media posts, printed or digital flyers, video, etc.

• Clubs may not use the colors Composure or Field Vision on any logos for marketing and promotion of specific gender programs and competitions.

3. CONFERENCE BADGES Conference Badges may be used by clubs in the ECNL Club Competition when referring to conference competition in which they participate.

Conference Badges should be used in the color designated for the conference by the ECNL. They may not be used in alternative colors.

4. FIELD SIGNAGE AND ACCESSORIESApproved vendors will be designated by ECNL for purchase of field signage, tents, and other field accessories, with approved application of selected ECNL logos.

Clubs must use approved vendors in order to use any ECNL logos on field signage, tents, and other field accessories.

ECNL BRAND PLAYBOOK


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We Are The ECNLTone of Voice

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BRANDEQUITY

FOR INTERNAL USE ONLY. ALL RIGHTS RESERVED BY ELITE CLUBS NATIONAL LEAGUE 2020

ECNL BRAND PLAYBOOK


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The Elite Clubs National League was founded by daring to do things differently. The league and its history are embedded with grit, collaboration and tenacity; all things learned from the beautiful game. The ECNL protects and propels the integrity of the game and everyone impacted by it by facilitating the perfect symmetry of excellence and humility, exclusivity and accessibility, freedom and community. Challenging everyone to rise to their best creates game-changers that live well, long after cleats are unlaced. We will never rest on our laurels. We will lead, set our eyes on new horizons, and pursue them relentlessly. Born out of the belief in a better way. Continued in the ever-evolving pursuit of excellence.

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TONE OF VOICE THIS IS WHO WE ARE THIS IS HOW WE TALK

WE ARE VISIONARIES. INSPIRATIONAL

EMPOWERING

ADVENTUROUS

CONFIDENTWE ARE INTENSE.

WE ARE INNOVATIVE.

WE ARE LEADERS.

We are bold and ambitious. We dream of a better future and execute it with wisdom.

Our intensity rises from passion for our players, coaches, clubs, and the game.That passion drives us to challenge the status quo, and unapologetically pursue excellence.

We are continuously creating better processes to deliver better experiences for the people we serve.

We foster an elite community through competition, education, and collaboration.

We speak with compelling originality and authenticity. We invite others to dream big.

We speak in an honorable and constructive tone that encourages others to achieve.

We communicate with optimism and energy, reflective of the ambition and creativity we provide in the market.

We speak with strong and persistent language that drives clarity and expresses our investment in and passion for people.

THESE ARE OUR CHARACTER TRAITS. THESE ARE OUR TONE OF VOICE PRINCIPLES.


7FOR INTERNAL USE ONLY. ALL RIGHTS RESERVED BY ELITE CLUBS NATIONAL LEAGUE 2020


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Color Primary LogoConference BadgeRegional League Badge

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DESIGNASSETS

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COMPOSURE FIELD VISION COPASIDELINE CHALK

PRIMARY PALETTE

Pantone 2217 C

RGB: 0, 53, 57CMYK: 95, 60, 62, 53HEX#: 003539

Pantone 2232 C

RGB: 115, 182, 187CMYK: 55, 12, 26, 0HEX#: 73B6BB

Pantone Black 6 C

RGB: 0 0 0CMYK: 0 0 0 100HEX#: 000000

RGB: 255 255 255CMYK: 0 0 0 0 HEX#: ffffff

COLOR

ECNL COLORS

ECNL BRAND PLAYBOOK

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LOGO

PRIMARY LOGOPRIMARY LOGO

PRIMARY ECNL ON COPAPRIMARY ECNL ON SIDELINE CHALK PRIMARY ECNL ON FIELD VISION



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CONFERENCEBADGE

ECNL BRAND PLAYBOOK


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REGIONALLEAGUE BADGE

REGIONAL LEAGUE ON SIDELINE CHALK REGIONAL LEAGUE ON COPA REGIONAL LEAGUE ON FIELD VISION

REGIONAL LEAGUE BADGE

ECNL BRAND PLAYBOOK

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GIRL’S DIVISION

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ColorColor UsageRegional League Badge

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GIRL’S DIVISION

COLOR

GOAL SIDE PENALTY KICK (PK)

Pantone 2357 C

RGB: 69, 0, 55CMYK: 50, 96, 23, 65HEX#: 450037

Pantone Bright Red C

RGB: 237, 32, 36CMYK: 0, 99, 100, 0HEX#: ED2024


Pantone 2217 C

RGB: 0, 53, 57CMYK: 95, 60, 62, 53HEX#: 003539

Pantone 2232 C

RGB: 115, 182, 187CMYK: 55, 12, 26, 0HEX#: 73B6BB

Pantone Black 6 C

RGB: 0 0 0CMYK: 0 0 0 100HEX#: 000000


PRIMARY PALETTE

SECONDARY PALETTE



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GIRL’S DIVISION

COLOR USAGE



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GIRL’S DIVISION

GIRL’S REGIONAL LEAGUE BADGE

GIRLS REGIONAL LEAGUE ON SIDELINE CHALK GIRLS REGIONAL LEAGUE ON COPA GIRLS REGIONAL LEAGUE ON FIELD VISION

ECNL GIRLS REGIONAL LEAGUE BADGE

ECNL BRAND PLAYBOOK

BOY’S DIVISION

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ColorColor UsageRegional League Badge

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COLORBOY’S DIVISION

PRIMARY PALETTE

SET PIECE COUNTER ATTACK

Pantone 2370 CRGB: 45, 46, 136CMYK: 100, 100, 3, 4HEX#: 2D2E88

Pantone 388 CRGB: 223, 227, 28CMYK: 16, 0, 100, 0 HEX#: DFE31C


Pantone 2217 C

RGB: 0, 53, 57CMYK: 95, 60, 62, 53HEX#: 003539

Pantone 2232 C

RGB: 115, 182, 187CMYK: 55, 12, 26, 0HEX#: 73B6BB

Pantone Black 6 C

RGB: 0 0 0CMYK: 0 0 0 100HEX#: 000000


SECONDARY PALETTE



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COLOR USAGEBOY’S DIVISION



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REGIONALLEAGUE BADGE

BOY’S DIVISION

ECNL BRAND PLAYBOOK

BOYS REGIONAL LEAGUE ON SIDELINE CHALK BOYS REGIONAL LEAGUE ON COPA BOYS REGIONAL LEAGUE ON FIELD VISION

ECNL BOYS REGIONAL LEAGUE BADGE


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Usage RulesCo-BrandingJersey Patches

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USAGE05


ECNL BRAND PLAYBOOK

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LOGO

USAGE RULES


MINIMUM CLEAR SPACE

MINIMUM SIZE

1”.75”

CLEAR SPACE

Maintaining clear space around the logo is vital to enable brand recognition and legibility. To create the necessary clear space, use the width of the “E” at the final size to ensure a consistent space.

MINIMUM SIZE

Minimum size guidelines should be used to ensure readability of the logo across all applications.

.75”

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The ECNL Primary Logo or Regional League Badge should always appear on the left hand side of the co-branding lockup. The ECNL Primary logo or Regional League badge should be the same size as the locked up club or league logo.

CO-BRANDING

REGIONAL LEAGUE AND LEAGUE LOCKUP

REGIONAL LEAGUE AND CLUB LOCKUP

ECNL PRIMARY AND CLUB LOCKUP

ECNL BRAND PLAYBOOK

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JERSEY PATCHES

The patches are applied to jerseys of the teams participating in each level of ECNL programming.

They may be applied in one of three areas:

• Left Sleeve• Upper Back• Lower Back

Clubs may apply this logo to jerseys only, and to no other apparel.

ECNL PRIMARY LOGO PATCH

REGIONAL LEAGUE BADGE PATCH

ECNL BRAND PLAYBOOK


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BRAND PLAYBOOK

All rights reserved by Elite Clubs National League 2020.Created by Hyperquake, LLC.

CLUB PLAYBOOK - ECNL

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