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Varsity guidelines 05_08 copy

Aug 05, 2015

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1. 123456page 02page 07page 14page 16page 18page 20The Varsity BrandmarkVarsity ColorVarsity TypographyVarsity Advertising ApplicationsVarsity Sub brand ApplicationsVarsity PhotographyVarsity_Brand guidelines_05.08 01Brandmark _overviewThe Varsity brandmark is distinctive, iconic and lies at the heart of our brand expression.It is comprised two elements: the Varsity logotype, which has been specially drawn to beproprietary to Varsity, and the V-braid logo, which expresses the vitality and energy of ourbrand as a monogram.For certain applications these elements (V-braid and logotype) may be de-coupled andused by themselves.Varsity_Brand guidelines_05.08 031 The Varsity BrandmarkBrandmark _black and white versions Color2 Varsity ColorsBrandmark _horizontal versionAlthough the stacked version of the brandmark is preferred, there may be timeswhen a horizontal version is needed. It should be configured as shown below.V-braid logoLogotypeBrandmarkVarsity_Brand guidelines_05.08 05 Varsity_Brand guidelines_05.08 06 Varsity_Brand guidelines_05.08 08 Varsity_Brand guidelines_05.08 09Varsity_Brand guidelines_05.08 10 Varsity_Brand guidelines_05.08 11Varsity_Brand guidelines_05.08 12 Varsity_Brand guidelines_05.08 133 Varsity Typography5 Varsity Sub brand ApplicationsProin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Utvitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctusVarsity_Brand guidelines_05.08 17 Varsity_Brand guidelines_05.08 19Varsity_Brand guidelines_05.08 154 Varsity Advertising ApplicationsVarsity_Brand guidelines_05.08 21 Varsity_Brand guidelines_05.08 Varsity_Brand guidelines_05.08 23B R A N D G U I D E L I N E S 0 5 . 0 8This is a simple brand guidelines bookfor the new Varsity identity system.It includes basic rules and applicationsthat will be added to overtime.To be continued...Varsity_Brand guidelines_05.08 02Varsity_Brand guidelines_05.08 07Varsity_Brand guidelines_05.08 14Varsity_Brand guidelines_05.08 16Varsity_Brand guidelines_05.08 186 Varsity PhotographyVarsity_Brand guidelines_05.08 20V-braid logoLogotypeBright Gold Orange Scarlet Red Maroon Bright Gold Black Scarlet Red Royal Blue Bright Gold PurpleOrange Royal Blue Bright Gold Garnet Orange Black2 color positive 2 color reverse (midtone background)Black + ColumbiaBlack + Bright GoldBlack + Orange2 color reverse (dark background)Bright Gold Kelly Green Columbia Black Bright Gold Royal BluePurple Royal Blue Columbia Kelly Green BlackPantone000UCMYKRGB031100025318320Pantone000UCMYKRGB08310002122760Brandmark0.5Varsitys palette is inspired by team colors.Photographic style_ principles for choosing & art directingWhen composing or cropping photography for Varsity you should bemindful of capturing either motion or emotion.MotionTo capture motion pull back and frame the movement and athleticismof cheer leading.EmotionTo capture emotion get in close and show the intimate and dramaticdetails of cheer leading.Other considerationsGenerally the style should be bold, clean, vibrant, energetic, anddramatic and play with a sense of scale.BoldPhotos should have a distinct perspective and point of view;an extreme angle, a bold detail, a powerful expression or gesture.CleanLess is more. Photos should be clean, uncluttered with backgrounddetails & distractions,and focused on the moment, subject or detail or emotion. Sensitivity tocomposition& cropping is essential.VibrantColor and details should be clean & clear; not muddy, washed out or outof focus.SpiritedPhotos should express the energy, drive and emotion of Cheer leading,before duringand after the event.DramaticPhotos should express the drama, entertainment and attitude of Cheerleading.Playing with extreme differences in scale is one way to achieve this.Shots should bewide or tight, closely and interestingly cropped, creating a visualtensionbetween a limited number of elements or subjects.Photographic style_On-brief examples Photographic style_On-brief examplesColor pairsUsing our Varsity color palette, we have created a fixed system of nine team color combinations to beused with the Varsity Brandmark. The color pairs shown below are the only approved pairs for Varsity.Please dont create new versions or modify any of the approved pairs. (See the Color palette page forcomplete color specifications)With Varsity sub brandsSo as not to distract from the sub brand you should not use the brandmark next to another logo.The simple typographic treatment illustrated here is recommended.Color pairs_BrandmarksHere are how the approved colors look when applied to the brandmark.The Logotype should be black or the darker of the two colors (eg. Royal blue for the Orangeand Royal blue pair).All color pair_versions (first of three pages) All color pair_versions (second of three pages) All color pair_versions (third of three pages)TypographyThe Corporate font family was selected as our primary typeface because of its distinctive character,versatility, and compatibility with the Varsity Brandmark. The Corporate family offers sans serif andslab serif typefaces, and a range of weights ranging from light to extra bold in both Roman and Italic.For instances where the Corporate font is unavailable, i.e., online communications (html) and desktopapplications (Word, PowerPoint, Excel), the use of Helvetica in Regular or Bold is acceptable.Please keep in mind that when purchasing the font you must select either the MAC or the PC version,the two are not interchangeable.AdvertisingWhen the Varsity Brandmark appears in advertising it should be positioned on the bottom of thepage either on the left, center or right. It should only appear in an approved color, no smallerthan the minimum size, and the clear area should be respected. If it appears on a photographthe image should not interfere with the brandmarks legibility.Clear area around brandmarkThe brandmark should always be given space to breath.Do not place other elements (type, logos, shapes, etc.) closer thaninstructed below.As shown, X is the height of the letter V in the Varsity logotype.The clearance zone is equal to one and a half of the X all aroundthe Varsity Brandmark.Minimum sizeOur brandmark should always be reproduced with clarity and legibility.To help guide you, we have specified minimum size requirements for printand screen applications.Varsity_Brand guidelines_05.08 04Corporate S BQ extra bold +300 tracking1 color (positive)1 color (reverse)greyscale (positive)greyscale (reverse) greyscale (reverse on a midtone)1 color (on a tone lighter than 50% black)1 color (on a tone darker than 50% black)minimum size for print50 pixelsminimum size for screenPantone000UCMYKRGB6100766100100100Pantone000UCMYKRGB5510080331022746Pantone000UCMYKRGB731000010644145Pantone000UCMYKRGB10082100303756112Pantone000UCMYKRGB602200127165215Pantone000UCMYKRGB100388518010674Pantone000UCMYKRGB867573950002 color positive 2 color reverse (midtone background)Black + PurpleScarlet Red + Royal BlueBright Gold + Kelly Green2 color reverse (dark background) 2 color positive 2 color reverse (midtone background)Orange + Royal BlueBright Gold + MaroonBright Gold + Royal Blue2 color reverse (dark background)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzSans serifCorporate S BQ LightCorporate S BQ Light ItalicCorporate S BQ RegularCorporate S BQ Regular ItalicCorporate S BQ MediumCorporate S BQ MediumCorporate S BQ BoldCorporate S BQ Bold ItalicCorporate S BQ BoldCorporate S BQ Bold ItalicSlab serifCorporate E BQ LightCorporate E BQ Light ItalicCorporate S BQ RegularCorporate S BQ Regular ItalicCorporate S BQ MediumCorporate S BQ MediumCorporate S BQ BoldCorporate S BQ Bold Italic22Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor.Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctorProin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integereget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus.A VA R S I T Y C OM PA N Y