Brand guidelines. July 2014 NEXT

Transcription

1 Brand guidelines July 2014

2 The purpose of these guidelines is to help Kick It Out present their brand communications consistently and with impact. Kick It Out s brand is the organisations most valuable and recognisable asset and therefore every communication, whether print or digital, to be clearly recognised as a piece of Kick It Out collateral. These guidelines are not intended to restrict you, they should give greater freedom to concentrate on the content delivery. Kick It Out brand guidelines 1

3 Meet the new Kick It Out logo What does it represent? The new logo is derived from the previous Kick It Out logo. While retaining the original corner angle from the Let s Kick Racism... logo, the grass shape has been evolved into a full football pitch shape that is tilted on a 3D landscape. The angle of the pitch makes the logo more dynamic, energetic and eciting. The logotype and strapline are set in caps, which when interacting with the pitch graphic creates a bold and confident representation of the Kick It Out organisation. The simplicity of the logo makes it timeless; it doesn t replicate any current trends in logo design and as such should stand the test of time. What is the brand personality? Dynamic, strong, confident, authentic, bold, active, striking, fresh and modern. What is the brand tone? Serious, welcoming and authoritative Kick It Out brand guidelines 2

4 The logo is pretty versatile, take a look It can sit on light backgrounds It can sit on dark backgrounds It can also be black. Although it is much better to be reproduced full colour wherever possible It can also be white out. Although it is much better to be reproduced full colour wherever possible Kick It Out brand guidelines 3

5 One logo, but with important format differences It is important to make sure you re using the right logo file depending on what the logo is being applied to. Here is an overview of the formats and when to use which. CMYK This means I m suitable for use on printed materials. I come as an EPS / JPG. I come in 300dpi only The reason I only come in 300dpi is because it ensures that when I m printed I look crisp and high res. RGB This means I m suitable for digital and on screen use. I come as an EPS / JPG / PNG. I come in 72dpi and 300dpi. You should use 72dpi files for online applications as these are optimised for web. 300dpi files are better suited for TV and high definition applications. PMS spot colour This means I m created with Pantone colours. Because of this it means I don t have a gradient of green on the pitch. I come as an EPS. I should only be used when the production method can only use Spot PMS colours. For eample on the printing of flags or other promotional Kick It Out items. On screen and printed from a CMYK printer my colour looks misleading. Kick It Out brand guidelines 4

6 Best of all, the logo can also be animated This means it can be used at the start and end of promotional videos or any other screen applications which may be appropriate. Kick It Out brand guidelines 5

7 CONTENTS Obeying the rules is a must! These rules are really important to make sure the logo is always used properly and consistently. The eclusion zone for the logo 2 the cap height of the strapline. Ensure this is the minimum clear space around the logo at all times. The minimum size for the logo is 40mm. Never use the logo smaller than this size. Do not: ipsum dolor sit am Lorem ipsumlorem dolor sit amet, consectet Lorem ipsum doloradipiscing sit amet, consectetur adipiscing elit. Pellentesq elit. Pellentesque vel quam adipiscing elit. Pellentesque vel quam libero, pulvinar egestas m libero, pulvinar egestas metus. libero, pulvinar egestas metus. tur Lorem ipsum dolor sit amet, consectetur r sit amet, consecte Lorem ipsum dolo adipiscing elit. Pellentesque gvel quam entesque vel quam adipiscin elit. Pell metus. libero, pulvinar egestas metus. stas ege inar libero, pulv Change the colours of the logo Distort the logo Redraw, rotate or change the font Crowd the logo Crop the logo Add effects to the logo Place on a similar colour Place over the busy part of an image Kick It Out brand guidelines 6

8 The logo looks best positioned consistently Please make sure that the logo is positioned in the right place at the right size on these formats. This helps present the brand in a consistent manner, aligning all your collateral together. A4 portrait The logo can sit in the any of the four corners of the page, however it will look at its best in the top left hand corner. The clearance is 1.5 the eclusion zone detailed on the previous page. A4 landscape logo width clearance A4 landscape 62mm 11.5mm A4 portrait 62mm 11.5mm A5 landscape 44mm 6.5mm A5 portrait 44mm 6.5mm mm 62mm 11.5mm Remember the logo should never be smaller that 40mm Co-branding When using the logo along side other logos please make sure the size balances with them and isn t be used smaller than 40mm wide. Kick It Out brand guidelines 7

9 Showing your true colours Colour consistency is really important if your audience are going to be able to recognise your communications instantly. KIO black 0/0/0/0 KIO grey 0/0/0/65 KIO green 75/0/100/0 KIO yellow 0/10/100/0 KIO logo gradient 95/0/100/15 75/0/100/15 CMYK RGB KIO black 0/0/0 KIO grey 120/120/120 KIO green 52/178/51 KIO yellow 254/209/0 KIO logo gradient 0/130/70 52/178/51 PMS KIO black PMS Black KIO grey PMS 424 KIO green PMS 361 KIO yellow PMS 109 Kick It Out brand guidelines 8

10 Seeing is believing, so make sure the logo is visible When working online it is crucial that you obey the accessibility chart so that they meet AA standards set by W3C in making web content accessible to people with disabilities. For more information on this please read Note: to be able to use the KIO green online safely the darker green from the gradient is used KIO black # KIO grey # KIO green # KIO yellow #FED100 HEX codes Colour accessibility matri on white on black on grey white black colour on colour on on colour on colour KIO green KIO yellow KIO black yes n/a yes yes n/a yes yes KIO grey yes yes n/a yes yes no 18pt+ KIO green yes yes no yes yes n/a no KIO yellow no yes 18pt+ no yes no n/a Kick It Out brand guidelines 9

11 You re just my type Kick It Out use three fonts in their corporate collateral. Bebas Neue, PMC Caecillia and ITC Franklin Gothic. The logotype within Kick It Out s new marque is derived from Bebas Neue. As a general rule Bebas Neue is used for headlines, with PMC Caecillia supporting in the form of subheadlines and pull quotes. ITC Franklin Gothic is used for body copy as it is a clean and legible font which facilitates more characters per line (which is great for content heavy documents). Corporate font suite BEBAS NEUE abcdefghijklmnopqrstuvwyz PMC Caecillia bold italic abcdefghijklmnopqrstuvwyz Online font suite BEBAS NEUE abcdefghijklmnopqrstuvwyz Droid Sans abcdefghijklmnopqrstuvwyz PMC Caecillia light italic abcdefghijklmnopqrstuvwyz ITC Franklin Gothic abcdefghijklmnopqrstuvwyz Kick It Out brand guidelines 10

12 For additional information or assistance contact: RICHARD BATES Media and Communications MANAGER t: th Floor South 1-5 Clerkenwell Road London EC1M 5PA kickitout.org