United Fray Brandbook - nicegreg.comnicegreg.com/.../2017/04/DC-Fray_brandbook_113016.pdf · United...

United FrayBrandbookNovember 2016

Table of contents

Brand Strategy

05 Vision

06 Mission

07 Manifesto

08 Brand Attributes

09 Approach

10 Positioning

11 Audience

12 Voice & tone

Visual Style Guidelines

15 Name Meaning

19 Logo Extensions

20 Logo Meaning

21 Logo System

22 Clear Space

23 Using the Slash

23 Don’ts

24 Color palette

27 Typography

31 Photography

Remember when we used to have so much fun? When we were rough and tumble? When we laughed until our sides hurt? When we just wanted to play?

Time stood still, for a moment, We were worry-free. We were pumped for the next big thing. We didn’t let the other stuff get in the way.

Let’s recreate those moments, like they happened just last year. Last month. Last week. Yesterday. Let’s play today and always.

Introduction

This book captures the essence of the United Fray brand.

Our brand is how our community sees, talks about and experiences the United Fray lifestyle. It is our promise to our community of players, captains, hosts, guests, sponsors & partners. It is what gives us our competitive edge. It represents our collective vision and aspirations.

Use this guide to inform what we do & say, express how we look & speak, and more importantly, remember why we do it.

Our moments are here. Our time is today. We create our fun, With anyone who will be there with us. We strive to live in the action, On the edges or in the mix, With others who feel the same. We make fun possible. To help each other belong here. To help each other join in. Helping us come together. This is the fray.

BrandStrategy

5United Fray Brandbook 2016

Our VisionThis is what we live for:

Never stop playing.


Our MissionThis is what we work to do:

Make fun possible.


Our ManifestoThese are our values:

POSITIVITY

PLAY.SHOW GRATITUDE

APPRECIATE ALL THAT YOU HAVE. EXPRESS IT OFTEN & GENEROUSLY.

INNOVATE. EMBRACE CHANGE. MAKE THINGS BETTER.

BEING POSITIVE DOESN’T COME FROM DOING WELL; DOING WELL COMES FROM BEING POSITIVE.

BREEDS RESULTS.KNOW THAT

BE CANDID. STAY OPEN TO FEEDBACK. TAKE SMART RISKS. QUESTION ACTIONS THAT ARE NOT

ALIGNED WITH OUR VALUES.

HAVE THE TO SAY WHAT YOU THINK.COURAGE

CREATE COMMUNITYLEVERAGE OUR COLLECTIVE MIGHT. DO GREAT THINGS TOGETHER.

FIND THE FUN IN EACH DAY


Brand AttributesThese are our personality traits that make people want to connect with us:

Fray isbold

approachableeveryday

vibrant

without beingintenseingratiatingcommonplacepsychedelic


ApproachThis is what we do:

Sports.Recreational sports leagues, tournaments, & pick-up games are the backbone of our company. Whether you’re a free agent looking for a team or a captain already in charge, come play with us.

Events.From adventure-seekers to food lovers, everyone is welcome. Make the most of your free time, right now. Make friends here, share experiences and grow closer with those you already have.

Daily.We work hard, we play often. We share experiences. We curate good times and cut through the clutter. We make connections. Come to us for stories of inspiration, the items you want to make time for, and a little bit of fun, everyday.

Travel.We go places together. We wanderlust and explore. We seek out guides to show us the way. We believe everyone could use a change of scenery to gain perspective.

Fitness.We take care of ourselves and each other. We push our limits. We offer support. We show up to be the best versions of ourselves--mind, body & spirit.

Amazing people.Our people make all the difference. From our staff to our members, we belong to a community and we help each other out. Everyone plays a part, but the hosts help lead the way.

Memorable experiences.When it comes to having fun, we mean business. We do everything we can to allow you to step up & play. We innovate our services & experiences, tailored to your interests.

Culture of collaboration.Success is a team effort. Whether it’s our players, venue hosts, sponsors, or other influencers that make our city great, we celebrate the fun & diverse network that we’ve built and make fun possible together.

And this is why we’re successful at getting things done:


PositioningThis is how we fit into your life:

Your partner-in-play helping you have fun daily

We know sometimes it takes a little nudge to get you out of work mode into play mode. Count on us to help you make new memories that will last a lifetime, so you don’t ever

forget how to have fun.

We’re up for anything, in a personalized, light-hearted & familiar way, accessible to

you on your own terms.

We have options for every moment & personality.

There’s no excuse not to enjoy each day.


AudiencesThese are our people:

Sports Junkie.Here for the love of the game. Competitive. Highly active. May or may not have played varsity back in the day. Type A.

New Kid in Town.Just moved into town. Knows no one...yet. Hopes strangers turn into friends. Open to trying new things. A little shy at first. Worth getting to know.

The Reveler.Ready to party. Along for the ride. Excited for a night out or a daytime adventure. Not interested in keeping score, but knows the rules to most drinking games. Eats, drinks & stays merry.

The Sophisticate.Enjoys a good time with good conversation over good drinks. Known for having refined tastes. Picky. Worth the effort to please.


Voice & ToneThis is how we talk:

Encouraging.Positivity is one of our core values. We know meeting new people and trying new things can be scary or intimidating. We inspire people to be brave and outgoing.

+ We say, “All skills levels welcome. No experience necessary. Give it a shot.”

- We don’t say, “Wanted: experienced players only.”

Honest.It’s important for us to be accountable for our actions. We do what we say, and we say what we do. But sometimes, we can’t follow through on our promises. Sometimes, stuff happens. We own it.

+ We say, “Sorry, folks. Weather isn’t cooperating today. We’ll have to cancel the event. Stay tuned. We’ll make it up to you. Promise.”

- We don’t say, “Due to technical difficulties, the event has been postponed until further notice.”

Helpful.Quality service is the reason we stand out from our competition. People come to us for a great experience. We’re here to serve them.

+ We say, “Tell me more about what you’re looking for--let’s find the right fit.”

- We don’t say, “We have limited options.”


Visual StyleGuidelines

14Brandbook 2016

Logo &AdaptableDesign System

A brand is more than just a logo. And a logo is more than just a mark or symbol. A logo must work with other design elements to seamlessly adapt across colors, dimensions and use cases. This is called a logo system.

We’ve created a logo system that is flexible enough to be broken apart or used in totality, depending on the design need.

15Brandbook 2016

Name Meaning“United Fray” evolved from “United Social Sports,” originating in Washington, D.C. As our brand expands into a federated network of cities, we will continue to stand united. “Fray” encapsulates our energy, activity and playful competition. Somewhat of an oxymoron, “United Fray” is a blend of togetherness and individuality; of calm and chaos; of peacefulness and quarrels; of work and play. We embrace this paradox--it’s what makes life playful.

As we grow and expand our geographic presence, the city name should always be capitalized and abbreviated, without punctuation, using whatever common abbreviation the locals use, when typed out. When spoken, use the shortest or most common name for the city.=

+ We type “DC Fray”, “JAX Fray”, or “PHX Fray”, etc.

- We don’t type “D.C. Fray”, “Washington D.C. Fray”, “Jacksonville Fray” or “Jax Fray”, or “Phoenix Fray”, etc.

+ We say “DC Fray”, “Jacksonville Fray” or “Jax Fray”, or “Phoenix Fray”, etc.

- We don’t say “Washington D.C. Fray” or “Washington Fray”, “J-A-X Fray”, or “PHX Fray”, etc.

Logo: Positive

Logo: Negative


Logo ExtensionsTo be as flexible as possible with the brand. The Fray logo can be used in a variety of ways.

PRIMARY LOCKUP

LOGOTYPE

SECONDARY LOGOTYPE

SECONDARY LOGOTYPE

MARK - DIVIDING ELEMENT


Logo MeaningThe Fray mark is inspired by the forward slash. The oblique stroke ( / ) represents inclusivity and endless possibilities. Something that can be and/or. The connection between things that would otherwise be separate. Something that can serve multiple functions or purposes. Something with tension or connection. Something that needs a break.

S O C C E R

B A S K E T B A L L

B O C C E

B O W L I N G

C O R N H O L E

D O D G E B A L L


Logo SystemIn order to maintain consistency and order within the Fray brand, there are five sub-brands. Each color creates visual distinction between the different lines of business.

S P O R T S

E V E N T S

D A I LY

T R AV E L

F I T N E S S


Clear SpaceOur logomark must have space to breathe, with rules of spacing and margins. It should not be cramped or overshadowed by other visual distractions. The logo clearspace equals the x-height of the letter ‘F’ around all edges of the logo, which should be free from other graphics and interference.

Size ParametersThe Fray logo may be resized, as necessary. However, it should follow these minimum size requirements to ensure that it is still readable, even when scaled to smaller dimensions.

Minimum print size

To maintain the integrity of the primary lockup in print, a minimum width of 1 inch in width has been set. The height should be proportional.

Minimum digital size

To maintain the integrity of the primary lockup in print, a minimum width of 50 pixels has been set. The height should be proportional.

1 in 50 px


80%

Using the slashIn order to maintain brand integrity, the forward slash must always be used at the same angle. The angle of the slash can also be repurposed thorughout branding collateral as a decorative element.

The width of the large slash is equal the width of a letter form from the Fray logotype. The small slash is 80% of the height of the large slash.


Don’tsThe integrity of the Fray wordmark must be respected at all times and should not be altered in any way. DO NOT link elements including names, logos or symbols to the Fray lockup.

DO NOT attempt to recreate the

logo with the original assets

DO NOT add extraneous

effects, l ike drop shadows,

outl ines or bevels

DO NOT posit ion wordmark over

crucial photographic detai ls such

as faces or products

DO NOT alter the scale or

posit ion of the slash when

accompanied by the logotype.

DO NOT change the

orientation of the logo

DO NOT alter or

substitute the color

DO NOT stretch, distort or scale

the logo disproportionately

DO NOT place logo on

backgrounds that are too busy or

have insuffic ient contrast

Brandbook 201624

Color Palette

Our color palette gives us a voice and personality that elicits an emotional reaction. The Fray color palette evokes a vibrant, bold, approachable, and everyday sensibility. The primary black and white is the foundation to the expansive primary and secondary palette. Secondary and tertiary colors are designed to emphasize how wide-ranging Fray’s offerings are. Having a definitive color for each segment helps map out each line of work.


Secondary PaletteThe secondary palette consists of three main Colors. Each color represents a specific segment of the company.

Sports

Travel

Events

Fitness

Daily

PMS: NEUTRAL BLACK C

HEX: #221f1f

RGB: 34 31 32

CMYK: 70 67 64 74

PMS: WHITE

HEX: #FFFFFF

RGB: 255 255 255

CMYK: 0 0 0 0

Primary PaletteThe primary color palette is designed to be minimal and contrast with bold imagery or bright colors pulled from the secondary and tertiary color options.

PMS: 1797 C

HEX: #E34543

RGB: 227 69 67

CMYK: 5 88 77 1

PMS: 360 C

HEX: #5CB746

RGB: 93 182 71

CMYK: 67 2 100 0

PMS: 338 C

HEX: #78C8A5

RGB: 120 200 165

CMYK: 53 0 45 0

PMS: 338 C

HEX: #78C8A5

RGB: 120 200 165

CMYK: 53 0 45 0

PMS: 7459 C

HEX: #1C86AE

RGB: 28 134 174

CMYK: 82 36 19 1


TertiaryTertiary colors are useful in web as they can be used to add emphasis in infographics or actionable items.

HEX: #3F58A7

HEX: #B7D55A

HEX: #499692

HEX: #EE8C2A

HEX: #8B8E8F

HEX: #194686

Typography

Consistent use of a font system for both web and print will help unify and amplify the Fray brand.

Brandbook 201627


A B C D E F G H I J K LM N O P Q R S T UV W X Y Z

a b c d e f g h i j k lm n o p q r s t uv w x y z

1 2 3 4 5 67 8 9 0

TypographyCover Sans is a humanist geometric typeface with an orthogonal structure, which provides stability when composing a text. Open shapes and low x-height give this font balance and makes it an air-breathing typeface.

Cover Sans

Designers: Jorge Cisterna

Design date: 2016

Publisher: Latinotype


A B C D E F G H I J K LM N O P Q R S T UV W X Y Z

A B C D E FG H I J K LM N O P Q R S T UV W X Y Z

A B C D E FG H I J K LM N O P Q R ST UV W X Y Z

Font FamilyCover Sans is a stable and strong condensed font that works well for print and digital. The strong personality of its alternative characters gives the font a modern and elegant style, which makes it ideal for use on annual reports as well as on business logotypes. The extended family offers just about every case you can imagine.

Bold

Regular

Light


ABCDEFGHIJKLMNOPQRSTUVWXYZ

A B C D E FG H I J K LM N O P Q R S T UV W X Y Z

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Bold italic

Regular italic

Light italic

Font FamilyCover Sans is a stable and strong condensed font that works well for print and digital. The strong personality of its alternative characters gives the font a modern and elegant style, which makes it ideal for use on annual reports as well as on business logotypes. The extended family offers just about every case you can imagine.

Brandbook 201631

Photography

In addition to words, imagery helps Fray maintain a consistent voice and tone in its marketing collateral.


Photography examples


Photography Rules

Photo CreditCredit all photos if required by a licensing agreement. If a photo credit is required, preferred placement is in the lower right. The font size for print publications should be no larger than 11pt. If a photo credit cannot be included inside or near the photo, place within a Works Cited page or within the footer of a website.

• Show candid moments in time.

• Focus on the details, with or without people.

• Embrace shots that are posed but not staged.

• Show diverse people & activities that reflect our personality: bold, approachable, everyday, vibrant.

• Show the first-person perspective, like getting the highlights reel of someone’s personal memory & nostalgia.

• Share moments of connection and positivity.

• Use photography with rich, colorful tones that complement our color palette.

• Use selective focus.

Photo credit can go here

Photo credit can go here


Never stop playing

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