CHARGERS ROWING CLUB

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2 BRAND GUIDELINES THE PUDDLE ONONDAGA GREEN COLOR PALETTE TYPOGRAPHY LOGO USAGE STATIONARY MARKETING

3 BRAND GUIDELINES To foster a great experience for anyone who interacts with the, novice and expert alike, these guidelines have been created to ensure consistency over just about every instance of patron contact. From the moment a person becomes aware of our existence it is our duty to create a strong emotional connection with the organization. That s why it important to communicate the brand clearly and consistently across everything we say and do. The core design elements are the essential visual elements of our brand the Puddle logo, typefaces, color palettes, imagery, and graphics are the starting point for any communication. 3

4 THE PUDDLE The fluid and concentric motion born from the tip of the blade as it moves through the water. The deciding force between first and last. A brutally honest display of fitness. The Puddle is the natural phenomena that propels our vessels forward and symbolically remains a force that is forever moving together. The Puddle floats as the primary mark of the brand. It has two components (1) the Puddle icon and (2) the word-mark that appears directly below it. The Puddle is most frequently displayed in blue. The logo art should never be altered in anyway, but used always as supplied. 4

5 ONONDAGA GREEN Without water there can be no rowing. Water is as much a part of rowing s identity as the boats, oars and rowers that use it are. This on the water requires a close relationship is formed with your surroundings. On a good day you may be rowing on glass, on a bad day there s a chance you might not make it back to the dock. Recognition of this inseperable balance between rowing and water, is what brings us Onondaga Green. Tthe result of the process that involves extracting and averaging the colors of Onondaga s waters from hundreds of photographs this gives us a shade visually consistent with environment we call home. The official color of the is Onondaga Green. EXAMPLE OF SAMPLING PROCESS ONONDAGA GREEN COLOR CODES - HEX RGB 02, 89, 48 - CMYK 73, 66, 67, 84 PUDDLE IN ONONDAGA GREEN BLADE SHELL IN ONONDAGA GREEN 5

6 COLOR PALETTE Complimenting the Onondaga Green we have a primary array of colors to be used across all assets. PRIMARY COLORS SECONDARY COLORS # , 89, 48 90, 38, 97, 36 PMS 554 C #BE , 32, 39 17, 100, 99, 8 PMS 200 C #F2F2F2 242, 242, 242 4, 3, 3, 0 PMS TPX #F1CB15 243, 203, 21 6, 17, 100, 0 PMS 7405 C #87C7ED 135, 199, , 7, 0, 0 PMS 2905 C # , 64, 65 0, 0, 0, 90 PMS TPX #A2A2A2 162, 162, , 31, 32, 0 PMS TPX Colors are to be used proportionally with respect to their percentage on the wheel below, with Onondaga Green acting as the backbone of the color communication plan. Both the blue and cream colors are reflections of colors surrounding the boathouse enviroinment and waterfront. The red and yellows give nod to the competitive nature of the sport and balance out the spectrum. The gray are for necessary use. PANTONE MATCHING SYSTEM (PMS) COLORS SHOULD BE USED WHEN WORKING WITH VENDORS 6

7 TYPOGRAPHY PRIMARY TITLES, HEADLINES AND SECTIONS 123 SIT AT ATTENTION, LISTEN FOR CALL Gotham HTF Bold LOGO TYPE SECONDARY HEADERS, PULL QUOTES AND CATEGORIES SUNDAY the 21 st is the annual speed order and community races Tisa OT Medium Italic TIERCIARY TITLES, SUB-HEADERS AND LABELS Starting sequenctial will be called by the OFFICIAL at 10:05am Gotham HTF Medium TRADE GOTHIC LT Std - Bold Extended PRINT BODY TEXT AND OTHER BODY COPY Gotham Rounded Light Italic Lineups are on the board, warm up and meet me in 10 on the dock, Mercury Text Roman G3 WEBSITE BODY TEXT AND OTHER BODY COPY Lineups are on the board, warm up and meet me in 10 on the dock, Helvetica Regular FORMATTING When writing the name in text always write it in the following way: ATTRIBUTION The following copyright notice must be included on all materials. Place it at the end of documents or at the bottom of the web page Rowing Club. All rights reserved. SHORT-HAND: LONG-HAND: PARAGRAPH: Rowing Rowing 7

8 LOGO USAGE Consistency is absolutely necessary to the success of the brand communication, do use the logo as it has been laid out in this guide. Do not make any changes, alterations, or add any effects to the logo, icon, or type. PROPORTIONS & CLEAR SPACE X X X.25X.5X WORDMARK USE LIGHT BACKGROUND, SET IN GREY The wordmark exists to be used independently of the full Logotype. It should only be used on unpatterned, solid backgrounds with high legibility. DARK BACKGROUND, SET IN WHITE 8

9 APPROVED ICON COLORS: DO-NOT RULES Do not set in colors other than brand colors Do not emboss of bevel Do not use gradients Do not warp or transform from original proportions Do not use patterns Do not use drop-shadow Do not warp or pixelate icon Do not outline or add artistic effect 9

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11 DIANNE PROSSNER Member of Board of Directors

12 DIANNE PROSSNER Member of Board of Directors

13 DIANNE PROSSNER Member of Board of Directors

14 THE PUDDLE DECAL 2 IN 2 IN Giving members and patrons a way to show their support is an important part of creating brand awareness. The Puddle decal serves as a friendly badge that proudly supports the Chargers! 14

15 10 Eyck Road, Liverpool, NY

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