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Varsity | The Official Mark of Cheerleading

Jul 08, 2015

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Varsity Brand Guidelines

  • B R A N D G U I D E L I N E S 0 5 . 0 8

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    page 02page 07page 14page 16page 18page 20

    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.

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    1 The Varsity Brandmark

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    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

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    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

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    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)

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    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

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    2 Varsity Colors

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    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

    Varsitys 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

  • Varsity_Brand guidelines_05.08 09

    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 dont create new versions or modify any of the approved pairs. (See the Color palette page for complete color specifications)

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    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).

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    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)

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    All color pair_versions (second of three pages)

    2 color positive 2 color reverse (midtone background)

    Black + Purple

    Scarlet Red + Royal Blue

    Bright Gold + Kelly Green

    2 color reverse (dark background)

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    All color pair_versions (third of three pages)

    2 color positive 2 color reverse (midtone background)

    Orange + Royal Blue

    Bright Gold + Maroon

    Bright Gold + Royal Blue

    2 color reverse (dark background)

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    3 Varsity Typography

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    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

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    4 Varsity Advertising Applications

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    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 brandmarks 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.

    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. Pellentesque neque. Nulla luctus

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    5 Varsity Sub brand Applications

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    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

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    6 Varsity Photography

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    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.

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    Photographic style_On-brief examples

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    Photographic style_On-brief examples

  • To be continued...