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Transcript of SF City FC Brand Identity Guide
2
SAN FRANCISCO CITY FOOTBALL CLUB
BRAND IDENTITY GUIDE
SF City FC Brand Identity Guidelines.indd 2 4/3/2015 11:21:35 AM
3
INTRODUCTION
THE SF CITY BRAND + IDENTITY ..................................................................................................................................................................4
CORE VALUES ...........................................................................................................................................................................................................5
IDENTITY
COLORS
PRIMARY ...................................................................................................................................................................................................6
SECONDARY .......................................................................................................................................................................................... 7
LOGOTYPES
PRIMARY MARK ...................................................................................................................................................................................8
SECONDARY MARK ........................................................................................................................................................................ 10
ALTERNATIVE MARK ........................................................................................................................................................................11
TYPEFACES
PRIMARY TYPEFACE ...................................................................................................................................................................... 12
SECONDARY TYPEFACES .......................................................................................................................................................... 14
WORDMARKS
PRIMARY WORDMARK .................................................................................................................................................................. 18
INTERNAL
STATIONERY + DOCUMENTS ..................................................................................................................................................20
RESOURCES
IDENTITY STANDARDS .....................................................................................................................................................................................22
PROTECTING THE PRIMARY MARK ........................................................................................................................................................23
SAFETY MARGINS................................................................................................................................................................................................24
USING PROPER ARTWORK + COLORS.................................................................................................................................................26
USING LOGOS + WORDMARKS ................................................................................................................................................................. 28
ELECTRONIC FILES + CONTACT INFO + ABOUT SF CITY FC............................................................................................... 29
ACKNOWLEDGEMENTS ..................................................................................................................................................................................30
TABLE OF CONTENTS
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4
SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
THE SF CITY BRAND + IDENTITY
“ELEVATE SAN FRANCISCO
ABOVE ALL ELSE”
With the publication of these guidelines, we introduce San Francisco City Football Club as a brand with an identity
reflective of our spirit and mission. Comprised of a sharpened logo as well as refined colors and typefaces, this brand
identity underscores the Club’s commitment to elevate San Francisco above all else. These enhancements reinforce
our core values and allow the SF City brand opportunity for growth.
It is important to remember that a design does not make a brand - only the audience truly holds that power. As a
supporter owned Club, SF City understands the significance of our community and recognizes that the implementation
of our brand begins with the Supporters. These guidelines are provided to enhance the foundation of our brand and
give the community resources to further strengthen our message. If you have any questions surrounding our branding
or how to apply it, contact us at [email protected] and we will be glad to offer a little help.
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5
INTRODUCTION
CORE VALUES
CITY FOOTBALL
- ELEVATE SAN FRANCISCO ABOVE ALL ELSE -
- NOISY, TRENDY, PROGRESSIVE -
- ATTRACTIVE STYLE OF PLAY -
SUPPORTER OWNED
- BY THE PEOPLE, FOR THE PEOPLE -
- TRANSPARENCY AND INCLUSIVITY -
- CLUB BELONGS TO SAN FRANCISCO -
SF City FC Brand Identity Guidelines.indd 5 4/3/2015 11:21:35 AM
6
SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
PRIMARY COLORS
The official colors of San Francisco City Football Club are Black Iron, California Gold, and City Red. These colors work
together to create a unique and compelling brand expression. As we strive to celebrate San Francisco, inclusion of the
city’s official colors and official motto are key components to our message.
The more consistently we use our colors, the more powerful our brand becomes. A consistent color palette allows for
instant team identification. Correct use of color will enhance the impact of our identity and differentiate our brand from
competitors. This chart shows the proper values for each color system for print, and web use.
CALIFORNIA GOLD
PANTONE 116
BLACK IRON
C:60 M:60 Y:40 K:100
CITY RED
PANTONE 186
GOLD IN PEACE, IRON IN WAR.OFFICIAL MOTTO OF SAN FRANCISCO
NOTE: Whenever possible, use PANTONE colors for print materials. CMYK values can be used when digital printing is necessary.
CMYK
C: .....................60M: ....................60Y:......................40K: ................... 100
CMYK
C: ........................0M: ..................... 16Y:.................... 100K: ........................0
CMYK
C: ........................0M: .................. 100Y:....................... 81K: ........................4
Pantone Formula GuideWarm Red ............................... 73.90Rub. Red .................................. 24.60Black ............................................... 1.50
Pantone Formula GuideYellow ......................................... 97.00Warm Red .........................................3
RGB
R: ........................0G:........................0B: ........................0
RGB
R: .................. 255G:................... 210B: ........................0
RGB
R: ...................227G:.....................24B: ..................... 55
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7
IDENTITY
Secondary colors are intended to be used as highlight/shading/alternative options for approved variations of the SFCFC logos.
SECONDARY COLORS
GOLD SHADE
PANTONE 118
GOLD ACCENT
PANTONE 121
WHITE
IRON ACCENT
PANTONE 425
RED SHADE
PANTONE 1807
RED ACCENT
PANTONE 710
CMYK
C: ........................0M: .......................0Y:.........................0K: ......................77
CMYK
C: ........................0M: ...................... 11Y:......................69K: ........................0
CMYK
C: ........................0M: .................... 79Y:...................... 58K: ........................0
RGB
R: .....................95G:.....................96B: .....................98
RGB
R: .................. 255G:.................. 222B: ................... 108
RGB
R: ................... 241G:.....................93B: .....................94
CMYK
C: ........................0M: .......................0Y:.........................0K: ........................0
CMYK
C: ........................0M: ..................... 18Y:.................... 100K: ..................... 27
CMYK
C: ........................0M: .................. 100Y:......................96K: .....................28
RGB
R: .................. 255G:.................. 255B: .................. 255
RGB
R: ................... 196G:................... 160B: ........................6
RGB
R: .....................181G:...................... 18B: ..................... 27
SF City FC Brand Identity Guidelines.indd 7 4/3/2015 11:21:36 AM
8
SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
PRIMARY MARK
“THE SHIELD”
San Francisco City Football Club’s vision of inclusivity and mission to elevate San Francisco through the platform of
soccer is best exemplified by our Shield.
The beautiful game means something different to everyone, something special. Instead of aiming to capture and
exemplify all of the unique interests of the SF soccer community, our visual identity instead focuses on the one
commonality we all share -- a love and respect for our beautiful City.
The Shield of SF City FC is the visual identity of the San Francisco soccer community, designed to unite the region
together behind one flag as we strengthen the game and its positive impact in our community.
NOTES FOR DESIGNERS:
The use of the shield logomark may only be permitted by an authorized representative of San Francisco City Football Club. In
general, the shield logo is not to be used at sizes less than 1” in height. Use good judgment to ensure legibility. A mark that is too
small doesn’t serve any communicative function. A “safety margin” around the logo should be incorporated into any design using
this mark. Specifics of the safety margin are described on page 24 of this brand identity guide. It is very important that designers
or desktop publishers do not attempt to construct the logo themselves. Do not reproduce by scanning a previously printed version.
Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.
SF City FC Brand Identity Guidelines.indd 8 4/3/2015 11:21:36 AM
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SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
This mark is a subtle variation
of the primary mark, featuring
“SF CITY” instead of “S.F.C.F.C.”.
This mark may be used in place
of the primary mark. The same
rules of proper usage, correct
colors, and safety margins apply
to this secondary mark.
SECONDARY MARK
SF City FC Brand Identity Guidelines.indd 10 4/3/2015 11:21:36 AM
11
IDENTITY
This alternative mark is to be
used only with permission from
an authorized representative of
San Francisco City Football Club.
The intended purpose of this
alternative mark is primarily for
use in artistic circumstances
where “S.F.C.F.C.” or “SF CITY” is
already written boldly, and this
mark is to be placed near those
letters. Special circumstances
may allow for this alternative
mark to be used in other ways.
Please seek proper approval
before using this mark.
ALTERNATIVE MARK
SF City FC Brand Identity Guidelines.indd 11 4/3/2015 11:21:36 AM
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SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
TYPEFACE - PRIMARY
URBAN ATHLETICA - ROOST
A custom made typeface designed solely for exclusive use of San Francisco City Football Club by David Roost in 2015.
SF City prides itself on a style of play described as “City Football”. This typeface is a representation of that style --
athletic and modern with an urban feel. Designed for maximum impact in the least amount of space, this typeface still
maintains readability. Each letter stands tall and bold, reminiscent of city skyscrapers casting a shadow on themselves
in the California sun.
The Urban Athletica - Roost typeface fits best when placed snugly next to each other. This typeface is to be used
sparingly, selectively and strategically. Posters, digital graphics, and advertisements are examples where this typeface
may be used as a headline, where all other text on the artwork should utilize other approved typefaces. This typeface
is reserved for specific purposes and care needs to be taken to not use this typeface in excess.
SF City FC Brand Identity Guidelines.indd 12 4/3/2015 11:21:36 AM
13
IDENTITY
x x x x x x x
x xx
}
x
COLOR VARIATIONS
KERNING
SKEWING/SHEARING
Urban Athletica - Roost may be skewed/sheared vertically at an upward 15 degree angle when appropriate. This is suggestive of the rapid growth of SF City and desire to further expand the San Francisco soccer community. Urban Athletica - Roost is not meant to be transformed in any other way, other than scaled larger or smaller with correct 1:1 (horizontal:vertical) proportions.
Proper kerning is essential to using Urban Athletica- Roost in a permissible way. Use the guide above as a reference to ensure proper space between letters when using this typeface.
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SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
TYPEFACE - SECONDARY
NEVIS
Nevis is a strong, angular typeface and is ideal for headings & buttons. It’s assertive and bold, but manages to retain a friendly tone, and looks especially good when used in all caps
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
(.,:;’”?!$&@\/#*%) 1234567890
Aa
SF City FC Brand Identity Guidelines.indd 14 4/3/2015 11:21:36 AM
15
IDENTITY
LEAGUE GOTHIC
League Gothic is a newly designed revival of an old American classic, Alternate Gothic #1. It was originally designed by Morris Fuller Benton, an influential American typeface designer, for the American Type Founders Company in 1903.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
(.,:;’”?!$&@\/#*%) 1234567890
AaTYPEFACE - SECONDARY
SF City FC Brand Identity Guidelines.indd 15 4/3/2015 11:21:36 AM
16
SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
TYPEFACE - SECONDARY
CHALET PARIS 1960
Precision, elegance and history. Originally designed by acclaimed clothing designer René Albert Chalet for use in his early advertising campaigns, Chalet appropriately echoes the attitude of its creator: function with flair. Modest and
unpretentious, yet bold and daring.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
(.,:;’”?!$&@\/#*%) 1234567890
Aa
SF City FC Brand Identity Guidelines.indd 16 4/3/2015 11:21:36 AM
17
IDENTITY
CHALET LONDON 1960
A slightly more bold variant to the Chalet Paris 1960 typeface.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;’”?!$&@\/#*%) 1234567890
AaTYPEFACE - SECONDARY
SF City FC Brand Identity Guidelines.indd 17 4/3/2015 11:21:37 AM
18
SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
WORDMARK
The wordmark contains the team name “SF CITY” in addition to “FOOTBALL CLUB”. This mark is still secondary to
“The Shield” primary mark. This wordmark is primarily intended for alternative uses. This wordmark is not intended
to replace the primary mark, but to serve as a supplement for creative opportunities where artistically appropriate.
The wordmark may be used in collaboration with “The Shield” primary mark, or more fittingly with the alternative mark
which does not have “SF CITY” or “S.F.C.F.C.” written in the logo itself. It may also be used for applications where the
logo is seen outside of the context of athletics. The wordmark is only to be used with the permission of an authorized
representative of San Francisco City Football Club.
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SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
Each stationery component, from business cards to letterhead and envelopes, represents SF City and works to strengthen the visual identity of the organization.
STATIONERY + DOCUMENTS
San FranciSco cityFootball Club
Gold in peace. iron in war. | www.SFcityFc.com
San FranciSco cityFootball Club
Gold in peace. iron in war. | www.SFcityFc.com
619.884.7838 | www.sfcityfc.com
san francisco city football club
steven KenyonVice President, community deVeloPment
LETTERHEAD – 8.5 X 11” BUSINESS CARD - 3.5 X 2”
#10 ENVELOPE - 9.5 X 4.125”
SF City FC Brand Identity Guidelines.indd 20 4/3/2015 11:21:37 AM
21
IDENTITY
STATIONERY + DOCUMENTS
San FranciSco cityFootball Club
Gold in peace. iron in war. | www.SFcityFc.com
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Nec interdum congue ut ante, fermentum vitae lacinia nunc tempus litora fringilla. Mollis commodo. Vehicula ut vitae sem, morbi vitae, pulvinar voluptatibus phasellus. Nulla eros elit mau-ris ligula, sapien placerat. Wisi tristique non accumsan id. Etiam scelerisque nobis sed torquent et. lacinia elit imperdiet.
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Wisi nec ullamcorper in varius vestibulum, per ut duis vel varius aliquam, luctus neque diam ac, morbi nec mauris erat maecenas commodo nunc. lacinia mi. lorem sapien nec nulla non quam, vitae elit sit, sollicitudin augue dolor enim. Donec est habitant aliquet, donec occaecat dui maecenas eget, congue mus volutpat, lacus tristique donec ac feugiat sagittis. orci purus suscipit integer pede, nec amet viverra odio vel euismod risus. Quis nullam dictum tincidunt blandit mauris, nibh lectus sed est, dapibus eu imperdiet magna, dictum pellentesque orci massa per donec quis. Suspendisse odio. Volutpat semper, eros libero in rutrum morbi, velit blandit. Nec et velit at curabitur ligula commodo, phasellus felis, mauris arcu primis consequat bibendum quisque, egestas purus et nibh wisi posuere ullamcorper, ac proin augue. ut est convallis ridiculus, venenatis nec rerum curabitur eget metus, tellus suscipit quam sit lorem dui, quisque quisque ullamcorper. Diam donec. Eget montes integer libero libero urna, etiam nunc et id egestas eget. Habitant suscipit euismod, velit libero nibh et, urna a auctor, ut donec ut dolor nulla.
Volutpat sollicitudin amet curabitur, arcu sed fusce facilisis per non ac, libero in pulvinar wisi nibh amet. tincidunt sodales. Pede viverra lectus, magna vel, quisque leo velit nec sed odio. Eget donec vel. Cum vitae libero, in mi nibh at nullam, maecenas tellus sed egestas tempus. ante sodales nibh ligula nulla, sit quam quis eros. Nec interdum congue ut ante, fermentum vitae lacinia nunc tempus litora fringilla. Mollis commodo. Vehicula ut vitae sem, morbi vitae, pulvinar voluptatibus phasellus. Nulla eros elit mau-ris ligula, sapien placerat. Wisi tristique non accumsan id. Etiam scelerisque nobis sed torquent
San FranciSco cityFootball Club
Gold in peace. iron in war. | www.SFcityFc.com
For immediate releaSeaPril 24tH, 2015
media contact:
Charles Wollin ................. 415-259-7189 [email protected]
Jacques Pelham ......... 415-713-4317 ............... [email protected]
San FranciSco, caliF.
preSS releaSe headline placeholderSubHEaDliNE PlaCEHolDEr
lorem ipsum dolor sit amet, nullam vel, proin at id euismod urna, fermentum pellentesque id dignissim numquam metus. Massa et eleifend, vel libero suspendisse gravida morbi, quam odio dignissim nibh. aenean eu. Est felis vestibulum id, aliquam magna hac, suspendisse ac nisl nisl, nec velit inceptos duis ac suspendisse, eum turpis neque tellus arcu fermentum imperdiet. Elit volutpat pellentesque, ullamcorper cursus pede dui etiam faucibus per, libero eget, id ullam-corper. lacinia imperdiet. Sed tincidunt elementum, mi neque. Massa interdum porta maecenas sed justo vel, fermentum elit, lacinia in congue nam, suspendisse sit lorem pellentesque. Velit leo in a viverra quam, id eu quis quia, nunc nec arcu, velit maecenas tincidunt vel pede non ipsum, luctus ratione et hymenaeos aenean enim.
Nec interdum congue ut ante, fermentum vitae lacinia nunc tempus litora fringilla. Mollis commodo. Vehicula ut vitae sem, morbi vitae, pulvinar voluptatibus phasellus. Nulla eros elit mau-ris ligula, sapien placerat. Wisi tristique non accumsan id. Etiam scelerisque nobis sed torquent et. lacinia elit imperdiet.
Volutpat semper, eros libero in rutrum morbi, velit blandit. Nec et velit at curabitur ligula commodo, phasellus felis, mauris arcu primis consequat bibendum quisque, egestas purus et nibh wisi posuere ullamcorper, ac proin augue. ut est convallis ridiculus, venenatis nec rerum curabitur eget metus, tellus suscipit quam sit lorem dui, quisque quisque ullamcorper. Diam donec. Eget montes integer libero libero urna, etiam nunc et id egestas eget. Habitant suscipit euismod, velit libero nibh et, urna a auctor, ut donec ut dolor nulla.
Volutpat sollicitudin amet curabitur, arcu sed fusce facilisis per non ac, libero in pulvinar wisi nibh amet. tincidunt sodales. Pede viverra lectus, magna vel, quisque leo velit nec sed odio. Eget donec vel. Cum vitae libero, in mi nibh at nullam, maecenas tellus sed egestas tempus.
LETTERHEAD – IN USE - REGULAR STATIONARY (PAGE 1) NOTE ON LETTERHEAD:
Pay attention to use correct margins
on letterhead. This will help deliver
a consistent message across all
communications.
NOTE ON PRESS RELEASES
Use internal guide shown below as a
standard for all press releases.
SUBSEQUENT PAGES
For all pages after page one, use the
subsequent page letterhead, shown in
the bottom left corner of this page.
ALLOW 3 3/8”MARGIN FROMTOP OF PAGE
ALLOW 1.5”MARGIN
FROMBOTTOM OF
PAGE
SUBSEQUENT PAGES USES1” MARGIN ALL AROUND
1” MARGIN 1” MARGIN
LETTERHEAD - SUBSEQUENT PAGES (PAGE 2+)
LETTERHEAD – IN USE - PRESS RELEASE FORMAT
SF City FC Brand Identity Guidelines.indd 21 4/3/2015 11:21:38 AM
22
SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
Specific usage standards have been established for application of the identity, providing a quality control system to
ensure that each individual component is used correctly. Visual parameters have been established with examples of
logo proportions and “correct” and “incorrect” usage.
These standards should be adhered to whenever possible in order to maintain the integrity of the identity program.
By following these guidelines in all of our communications, we each contribute to growing San Francisco City Football
Club’s reputation for excellence. For reproduction, use only the digital artwork supplied at: sfcityfc.com/branding
The examples on the following pages illustrate some of the most common application errors along with additional
guidelines for proper reproduction. Adhering to these guidelines will ensure proper reproduction and application of
the identity.
IDENTITY STANDARDS
SF City FC Brand Identity Guidelines.indd 22 4/3/2015 11:21:38 AM
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RESOURCES
PROTECTING THE PRIMARY MARK
PROPER USES
Consistent proper use of the primary mark is key to enhancing our identity. While there are variations of the primary mark which may be used under appropriate circumstances, “The Shield” is our preferred mark for most purposes.
Versions have been created for print screen displays, as well as for dark backgrounds or simple one-color printing. Please take care to utilize “The Shield” the way it was intended.
All files can be downloaded at: www.sfcityfc.com/branding
Proper use on white or light background.File: SFCFC 2015 - Lightfield.eps
Proper use for grayscale printing.File: SFCFC 2015 - Grayscale.eps
Proper use on dark or black background.File: SFCFC 2015 - Darkfield.eps
One Color imprinting or silk screening(Light ink on a dark background).
File: SFCFC 2015 - One Color - Darkfield.eps
Proper use on photographs.File: SFCFC 2015 - Darkfield.eps
One Color Imprinting or Silk Screening(Dark Ink on a Light Background)
File: SFCFC 2015 - One Color - Lightfield.eps
SFCFC Primary Markto be used when printing in grayscale (black and white).SFCFC Primary Mark To be used when One Color Imprinting orSilk Screening When using a Light Ink on a Dark Background SFCFC Primary Mark To be used when One Color Imprinting or
Silk Screening When using a Dark Ink on a Light Background
SF City FC Brand Identity Guidelines.indd 23 4/3/2015 11:21:39 AM
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SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
SAFETY MARGIN
The SF City official marks shall always have a dedicated space to further enhance visual recognition of our brand. A
safety margin has been created around the marks to ensure proper representation. The safety margin is the protected
area around the mark that ensures no other graphic elements interfere with its clarity and integrity. The depth of the
protected area on each mark is equivalent to the height of “X”. The height of “X” can be found by observing the height
of the distance as pointed out by the red arrows below.
x x
xx
x
SF City FC Brand Identity Guidelines.indd 24 4/3/2015 11:21:40 AM
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RESOURCES
EXAMPLESSafety margin used incorrectly Safety margin used correctly
x
x
x
x
x
x
x
x
x
x
SAFETY MARGIN
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SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
USING PROPER ARTWORK + COLORS
For reproduction, use only the digital artwork provided through the SF City website. The examples on the following pages illustrate some of the most common application errors. Please do not change the logo to unapproved colors or reconfigure/redesign the logo. Adhering to these guidelines will ensure proper reproduction and application of the identity. All official logos, colors, brand identity guidelines can be found at: sfcityfc.com/branding
Do not skew, distort, rotate, stretch, warp, or change proportions of the Primary Mark in any way.
The Primary Mark should not be used in any other color combinations other than those specifically called out in this identity guide, this also includes changing the colors of the mark to approved colors, but using them in a non approved way. This also includes the use of gradients, patterns, and other designs within the mark itself.
Do not use background colors or photos with little contrast, instead use the outlined version. Also, so not place the identity marks on busy photographic backgrounds.
The Primary Mark should not beused as a repeated element inclosed patterns.
CORRECT INCORRECT
CORRECT INCORRECT
CORRECT INCORRECT
CORRECT INCORRECT
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RESOURCES
The Primary Mark should not appear against any distracting textures or repeated patterns.
The Primary Mark should not be outlined in any other way other than those specifically called out in this identity guide. This also prohibits unapproved “blending options” such as beveled edges, inner glows, etc.
The Primary Mark should not be used as an outline.
Do not crop the Primary Mark in any way.
Do not add additional elements to the Primary Mark.
CORRECT INCORRECT
CORRECT INCORRECT
CORRECT INCORRECT
CORRECT INCORRECT
CORRECT INCORRECT
USING PROPER ARTWORK + COLORS
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SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE
These logos and wordmarks are owned marks of San Francisco City Football Club Organization.
Any individual, organization or company wishing to use San Francisco City Football Club’s logos and trademarks must
obtain the right to do so in writing from the organization. All uses of San Francisco City Football Club’s logos and
trademarks shall be regulated by the appointed leadership of the organization.
All images, logos, designs and other marks in this brand identity guide are owned by San Francisco City Football Club.
By accessing and using any of the images, logos, designs or marks, you are agreeing not to reproduce or otherwise use
any of the images, logos, designs or marks, except in accordance with the terms of your contract with the organization
or as otherwise expressly permitted by an authorized representative of San Francisco City Football Club.
USING LOGOS + WORDMARKS
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RESOURCES
ELECTRONIC FILES
The entire San Francisco City Football Club Brand Identity Guide as well as the collection of corresponding logos,
wordmarks and typefaces, are available on the team’s website shown at the bottom of this page. These files are
available for viewing and downloading.
All content in this printed manual can be requested on a CD or sent electronically as well. The files utilize Pantone,
CMYK and RGB color spaces.
SFCITYFC.COM/BRANDING
CONTACT INFO
San Francisco City Football Club
www.sfcityfc.com
@sfcityfc
ABOUT SF CITY FC
San Francisco City Football Club is a non-profit, supporter owned club competing at the 4th tier of the US Soccer
Federation pyramid. For 2015, SF City’s first team will compete in the US Club Soccer NorCal Premier League, a
regional semi-professional league formed in 2012.
With hundreds of members and multiple teams at the adult and youth levels, SF City maintains a democratically
elected board and offers members a legitimate stake in the operations of the Club.
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THE ENTIRE SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE AS WELL AS THE COLLECTION
OF CORRESPONDING LOGOS, WORDMARKS, AND TYPEFACES, WAS CREATED SOLELY BY DAVID ROOST (DAVID
ROOST CREATIVE) IN APRIL 2015. ADDITIONAL ASSISTANCE PROVIDED BY STEVEN KENYON. THE ORIGINAL
VERSION OF “THE SHIELD” LOGO WAS CREATED BY DRISCOLL REID IN 2001.
ACKNOWLEDGEMENTS
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