Varsity | The Official Mark of Cheerleading

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The Varsity Brandmark Varsity ColorVarsity TypographyVarsity Advertising ApplicationsVarsity Sub brand ApplicationsVarsity Photography

This is a simple brand guidelines book for the new Varsity identity system. It includes basic rules and applications that will be added to overtime.


1 The Varsity Brandmark


Brandmark _overview

The 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 be proprietary to Varsity, and the V-braid logo, which expresses the vitality and energy of our brand as a monogram.

For certain applications these elements (V-braid and logotype) may be de-coupled and used by themselves.

V-braid logo

Logotype

Brandmark


Brandmark _horizontal version

Although the stacked version of the brandmark is preferred, there may be times when a horizontal version is needed. It should be configured as shown below.

V-braid logo

Logotype

Brandmark


Brandmark _black and white versions

1 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)


0.5”

Clear area around brandmark

The brandmark should always be given space to breath. Do not place other elements (type, logos, shapes, etc.) closer than instructed 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 around the Varsity Brandmark.

Minimum size

Our brandmark should always be reproduced with clarity and legibility. To help guide you, we have specified minimum size requirements for print and screen applications.

minimum size for print

50 pixels

minimum size for screen


2 Varsity Colors


Bright Gold Orange Scarlet Red Maroon Purple Royal Blue Columbia Kelly Green Black

Pantone® 000U

CMYK

RGB

031

1000

25318320

Pantone® 000U

CMYK

RGB

083

1000

2122760

Color

Varsity’s palette is inspired by team colors.

Pantone® 000U

CMYK

RGB

610076

6

100100100

Pantone® 000U

CMYK

RGB

551008033

1022746

Pantone® 000U

CMYK

RGB

73100

00

10644

145

Pantone® 000U

CMYK

RGB

10082

10030

3756

112

Pantone® 000U

CMYK

RGB

6022

00

127165215

Pantone® 000U

CMYK

RGB

100388518

010674

Pantone® 000U

CMYK

RGB

86757395

000


Bright Gold Black Scarlet Red Royal Blue Bright Gold Purple

Orange Royal Blue Bright Gold Garnet Orange Black

Bright Gold Kelly Green Columbia Black Bright Gold Royal Blue

Color pairs

Using our Varsity color palette, we have created a fixed system of nine team color combinations to be used with the Varsity Brandmark. The color pairs shown below are the only approved pairs for Varsity. Please don’t create new versions or modify any of the approved pairs. (See the Color palette page for complete color specifications)


Color pairs_Brandmarks

Here 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 Orange and Royal blue pair).


2 color positive 2 color reverse (midtone background)

Black + Columbia

Black + Bright Gold

Black + Orange

2 color reverse (dark background)

All color pair_versions (first of three pages)


All color pair_versions (second of three pages)


Black + Purple

Scarlet Red + Royal Blue

Bright Gold + Kelly Green



All color pair_versions (third of three pages)


Orange + Royal Blue

Bright Gold + Maroon

Bright Gold + Royal Blue



3 Varsity Typography


Typography

The 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” and “slab 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 desktop applications (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.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Sans serif

Corporate 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 Italic

Slab serif

Corporate 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 Italic


4 Varsity Advertising Applications


Advertising

When the Varsity Brandmark appears in advertising it should be positioned on the bottom of the page either on the left, center or right. It should only appear in an approved color, no smaller than the minimum size, and the clear area should be respected. If it appears on a photograph the image should not interfere with the brandmark’s legibility.

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Proin 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, auctor vitae, purus.

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5 Varsity Sub brand Applications


With Varsity sub brands

So 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.

Corporate S BQ extra bold +300 trackingA V A R S I T Y C O M P A N Y


6 Varsity Photography

Varsity_Brand guidelines_05.08 21Varsity_Brand guidelines_05.08

Photographic style_ principles for choosing & art directing

When composing or cropping photography for Varsity you should be mindful of capturing either motion or emotion.

MotionTo capture motion pull back and frame the movement and athleticism of cheer leading.

EmotionTo capture emotion get in close and show the intimate and dramatic details of cheer leading.

Other considerationsGenerally the style should be bold, clean, vibrant, energetic, and dramatic 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 background details & distractions, and focused on the moment, subject or detail or emotion. Sensitivity to composition & “cropping” is essential.

VibrantColor and details should be clean & clear; not muddy, washed out or out of focus.

SpiritedPhotos should express the energy, drive and emotion of Cheer leading, before during and after the event.

DramaticPhotos should express the drama, entertainment and attitude of Cheer leading. Playing with extreme differences in scale is one way to achieve this. Shots should be “wide” or “tight”, closely and interestingly cropped, creating a visual tensionbetween a limited number of elements or subjects.

Varsity_Brand guidelines_05.08

Photographic style_On-brief examples

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Photographic style_On-brief examples

To be continued...

Varsity | The Official Mark of Cheerleading

Design

varsity color palette

varsity logotype

overviewthe varsity

varsity colorsvarsity

varsity brandmarkvarsity

brand expression

simple brand guidelines

color palette page