BRAND GUIDELINES - visitscotland.org · and enhance their Championships’ prestige, commercial...
Transcript of BRAND GUIDELINES - visitscotland.org · and enhance their Championships’ prestige, commercial...
Contents
1. Introducing the Brand page 3
2. Brand Elements page 4
3. Use of Welcome 2018 Logos page 6
4. Logo Association page 9
5. Applications of Glasgow 2018 Welcome Logo page 10
6. Typography page 11
7. Colour page 12
8. Approval Process page 13
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1. Introducing the Brand
The European Championships of all of our sports have an illustrious history and are the pinnacle of competition on the continent. The sports have recognised that to maintain and enhance their Championships’ prestige, commercial value and broadcast profile they must adapt and innovate. However they also firmly believe that, while working together to benefit from the power of aggregation, they must retain the autonomy, character and spirit of their individual Championships.
To start on this exciting journey to create a new force on the world stage Glasgow and Berlin will host the inaugural European Championships – an exciting new multi-sport event bringing together some of the continent’s leading sports, with Glasgow and Scotland hosting Aquatics, Cycling, Golf, Gymnastics, Rowing and Triathlon, and Berlin hosting Athletics.
Integral to the partnership are two of Europe’s premier sporting cities, Glasgow and Berlin, and the free to air broadcasters across Europe, represented by the European Broadcasting Union.
That ‘sense of unity’, the unification of people, their cultures and their passions all joining together to represent the strength in one and the power of many was central to the creative inspiration for our brand.
Brand Attributes
Our VisionCreate a must watch must attend experience that elevates the Champions of Europe
Our MissionUnited, we celebrate the highest honour in European sport
Core Values – Internal SentimentsUniting / Diverse / Inspiring / Longevity
Personality – Behavioural StyleAmbitious / Accessible / Authentic / Challenging
Essence – What Defines UsThe defining moments that create Champions
TaglineThe Moment.
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A Sense of Unity
By uniting the existing European Championships in the same calendar window, outstanding sporting performances will be showcased and celebrated by a wider audience across multiple cities, venues and events.
This platform recognises the achievement of becoming a European Champion and the honour it bestows.
The Mark of a Champion
Concept Explanation:A true champion has earned the right to wear this symbol.
What makes a champion is not measured by a medal, talent, the most points, the fastest time, or the most records.
It is not even being the best of the best. All of these things are benefits of what makes a true champion.
But the real winners are those who overcome and prevail through adversity. They learn from their mistakes, and no matter what, they never give up on their dreams.
2. Brand Elements
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Master SymbolThe Construction
The master symbol is made up on a grid of 30o. Each of the 5 exterior points come in together from symmetrically opposite sides creating natural leading lines and an overall well balanced master symbol.
Each segment is made up of three tones showing the depth and complexity of the shape.
The Glasgow 2018 welcome logo represents the Championships in an unmistakeable manner; it may not be omitted nor any part of it be edited. No single element of the logo may be used alone and all elements should be scaled proportionally.
The following outlines how you should use the Glasgow 2018 welcome logo.
Application
The colour and proportions of the logotype must not be altered. Consistent usage of the logos helps build recognition. When applying the logos, always use the reproduction artwork supplied. Do not redraw or in any way alter the artwork.
If you have other size requirements, please get in touch with us at [email protected]
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3. Use of Welcome 2018 Logos
Exclusion Zone
Exclusion Zone
minimum 25mm / 94px minimum 35mm / 132px
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BRAND GUIDELINES
On Dark and On Light
Each supplied piece of artwork is available in both an ‘on dark’ and ‘on light’ version. It is crucially important when applying a piece of artwork to any document that the correct version is used, if used incorrectly the quality of appearance and legibility of a mark can be greatly compromised.
When applying to a dark background it is the ‘OD’ (On Dark) file that is to be applied, when applying to a light background it is the ‘OL’ (On Light) file that is to be applied.
Logos should be applied to a solid background and should not be used on images where the logo will not be clear.
OD = On DarkA file ending with ‘OD’ means its application is to be used ‘On Dark’ backgrounds.
OL = On LightA file ending with ‘OL’ means its application is to be used ‘On Light’ backgrounds.
.EPSWhen should an EPS be used?
A file ending with .eps is known as an EPS.
An important note about an EPS is that it is a SVG (Scalable Vector Graphic). This means it can be enlarged without any deterioration of quality.
You have been supplied with CMYK .eps files. The CMYK colour mode (four colour process - Cyan, Magenta, Yellow, Black) is the colour mode used across all printed material.
When creating any printed file, whether a paper document, brochure or event graphics, all placed artwork should use the .eps files supplied.
.PNGWhen should a PNG be used?
A file ending with .png is known as a PNG.
A PNG file is a cross-platform file format that retains colour closest to its truest value when used in digital applications (RGB).
The RBG colour mode is an additive colour mode in which red, green and blue light are added together in various ways to reproduce a broad array of colours.
Being on-screen it gives much brighter and more vibrant results compared to CMYK.
You have been supplied with RGB .png files. When creating any digital design, whether a website banner, animation or any social media template, all placed artwork should be .png version.
The .png files are also best to use across Microsoft programmes (Word, Powerpoint and similar).
Usage File FormatsEPS v. PNG files
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Proud Supporter
Please note, if you require any other file types, please get in touch with us at [email protected]
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Please note, if you require any other file types, please get in touch with us at [email protected]
4. Logo Association
Clear visual separation is required between the Glasgow 2018 welcome logo and your logo.
At all times, it is best to ensure that your logo and the Glasgow 2018 welcome logo are the same size.
YOUR LOGOLogo width or height must not exceed the
boundary line at any point.
YOUR LOGOYOUR LOGO
YOUR LOGO
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Stationary, Promotional Items - Exceptions
For stationary (e.g. letterhead and compliment slips) and some other applications, care should be taken to avoid confusion about the author. For example, when used for a letter it may be deemed that Glasgow 2018 is jointly responsible for the content of the letter.
In these cases your logo should be more prominent than the Glasgow 2018 welcome logo.
In order to preserve the integrity of the Glasgow 2018 brand logo and keep it relevant and exclusive to the European Championships, the positioning of the logo may vary as shown in the examples provided. Please also note that logos are not allowed to appear together, implying a composite mark, and a suitable distance must be given between the logos.
5. Application of the Glasgow 2018 Welcome Logo
YOUR LOGO YOUR LOGO
YOUR LOGO
YOUR LOGO
6. Typography
Primary Typeface
Titillium
Ambitious. Accessible. Authentic.Challenging.
United, we celebrate the highest honour in European Sport.To us, ‘Championships’ means being part of something amazing; a family of like-minded individuals and organisations who share the common belief that being unified gives us new opportunities to touch the lives of millions.
Typography Primary Typeface - Titillium
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BRAND ELEMENTS | Typography
Typography Secondary Typeface - Verdana
ABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz () & ? !0123456789.,:;-_*’/
Verdana Regular - On Dark
Verdana Regular - On Dark
Verdana Regular - On Light
ApplicationWhen the use of Titillium is not possible, the font Verdana Regular should be used in European Championships communications. For headers Verdana Bold should be used and body copy should always be Verdana Regular.
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Secondary Typeface
VerdanaAlthough Titillium is the Glasgow 2018 primary typeface, not everyone has access to this font. Therefore, the font Verdana regular is our secondary font and is used on occasions when the use of Titillium is not possible. For headers, Verdana Bold is used whilst body copy is always Verdana regular.
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7. Colour
Background Colour
The European Championships core colour palette consists of six primary colours each with three tones along with two background colours (On Light and On Dark).
On Dark Pantone 2765 C R-28 G-14 B-82 C-100 M-100 Y-10 K-55 #1C0E52
On Light Pantone Cool Gray 2 R-225 G-226 B-224 C-5 M-3 Y-5 K-11 #D5D6D2
Primary Colours
Below are the six primary brand colours: Courage
Pantone Pro. Cyan CR-0 G-159 B-218C-100 M
-0 Y-0 K-0#009FDA
Mid-Tone
R-0 G-147 B-211C-100 M
-0 Y-0 K-10#0093D3
Dark-ToneR-0 G-130 B-185C-100 M
-0 Y-0 K-25#0082B9
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pionships Inspiration Guide Copyright© 2016.
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ary Palette
Fortitude
Pantone Pro. Yellow C
R-249 G-227 B-0C-0 M
-0 Y-100 K-0#F9E300
Mid-Tone
R-230 G-210 B-5C-0 M
-0 Y-100 K-10#E6D205
Dark-ToneR-215 G-197 B-8C-0 M
-0 Y-100 K-18#D7C508
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pionships Inspiration Guide Copyright© 2016.
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ary Palette
Desire
Pantone 485CR-213 G-43 B-30C-0 M
-96 Y-100 K-0#D52B1E
Mid-Tone
R-198 G-42 B-27C-0 M
-96 Y-100 K-10#C62A1B
Dark-ToneR-173 G-39 B-21C-0 M
-96 Y-100 K-25#AD2715
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pionships Inspiration Guide Copyright© 2016.
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ary Palette
Belief
Pantone 151CR-255 G-121 B-0C-0 M
-64 Y-100 K-0#FF7900
Mid-Tone
R-220 G-111 B-24C-0 M
-64 Y-100 K-10#DC6F18
Dark-ToneR-202 G-103 B-21C-0 M
-64 Y-100 K-20#CA6715
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pionships Inspiration Guide Copyright© 2016.
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ary Palette
Devotion
Pantone Rub.Red CR-202 G-0 B-93C-0 M
-100 Y-18 K-20#CA005D
Mid-Tone
R-186 G-11 B-87C-0 M
-100 Y-18 K-30#BA0B57
Dark-ToneR-167 G-11 B-78C-0 M
-100 Y-18 K-42#A70B4E
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Determination
Pantone 368 CR-105 G-190 B-40C-70 M
-0 Y-100 K-0#69BE28
Mid-Tone
R-101 G-168 B-44C-70 M
-0 Y-100 K-10#65A82C
Dark-ToneR-91 G-151 B-40C-70 M
-0 Y-100 K-23#5B9728
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ary Palette
Pantone Pro. Cyan C
Pantone 368C
Pantone 485C
Pantone Rub. Red C
Pantone Pro. Yellow CR-249 G-227 B-0C-0 M-0 Y-100 K-0#F9E300
Mid-ToneR-230 G-210 B-5C-0 M-0 Y-100 K-10#E6D205
Dark-ToneR-215 G-197 B-8C-0 M-0 Y-100 K-18#D7C508
R-202 G-0 B-93C-0 M-100 Y-18 K-20#CA005D
Mid-ToneR-186 G-11 B-87C-0 M-100 Y-18 K-30#BA0B57
Dark-ToneR-167 G-11 B-78C-0 M-100 Y-18 K-42#A70B4E
R-105 G-190 B-40C-70 M-0 Y-100 K-0#69BE28
Mid-ToneR-101 G-168 B-44C-70 M-0 Y-100 K-10#65A82C
Dark-ToneR-91 G-151 B-40C-70 M-0 Y-100 K-23#5B9728
R-213 G-43 B-30C-0 M-96 Y-100 K-0#D52B1E
Mid-ToneR-198 G-42 B-27C-0 M-96 Y-100 K-10#C62A1B
Dark-ToneR-173 G-39 B-21C-0 M-96 Y-100 K-25#AD2715
R-0 G-159 B-218C-100 M-0 Y-0 K-0#009FDA
Mid-ToneR-0 G-147 B-211C-100 M-0 Y-0 K-10#0093D3
Dark-ToneR-0 G-130 B-185C-100 M-0 Y-0 K-25#0082B9
Pantone 151R-255 G-121 B-0C-0 M-64 Y-100 K-0#FF7900
Mid-ToneR-220 G-111 B-24C-0 M-64 Y-100 K-10#DC6F18
Dark-ToneR-202 G-103 B-21C-0 M-64 Y-100 K-20#CA6715
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Send artwork to [email protected] for approval
Request reviewed by Glasgow 2018 team
ApprovalApproved Declined
8. Approval Process
Glasgow 2018 has established a process to ensure timely sign off on brand approvals. This process must be followed every time you wish to use the Glasgow 2018 welcome brand assets.
Please note there is a five working day SLA on brand approvals. If a request requires extra levels of sign off which will require additional time (8 working days in total) you will be notified by Marketing. To ensure deadlines are achievable please submit your request as early as possible.
Questions concerning usage of the Glasgow 2018 assets should be referred to [email protected]
If your files are too large to be sent via email (>10Mb) please send artwork via WeTransfer to [email protected]
Glasgow 2018 advises of decline and provides changes required
Make amendments and re-submits to Glasgow 2018. Process and SLA
as above
Glasgow 2018 advises of approval via return email
Contact usIf you have any queries on anything contained within this guidance or if you would like to request permission to use the 2018 Brand for any potentially permitted purpose, please contact: [email protected]
Glasgow 2018 European Championships 32 Albion Street Glasgow G1 1LH Scotland, UK
Official Supporter