Branding Guidelines. April

Transcription

1 Branding Guidelines April 2015 HOW WE CO-ORDINATE OUR MES SAGE

2 Contents SECTION 1 Introducing the Table Tennis England brand 1.1 Welcome to our brand 1.2 Our vision, values and strategy 1.3 Tone of voice SECTION 2 Using the Table Tennis England logos 2.1 The logos 2.2 The colour palette 2.3 The logos colour and mono versions 2.4 The logos white-out versions 2.5 Logo exclusion area main logo 2.6 Logo exclusion area landscape logo 2.7 Minimum logo sizes 2.8 Examples of incorrect logo usage SECTION 3 Other elements that create the brand 3.1 Typography 3.2 Examples of printed material brochures and folders 3.3 Examples of printed material handbooks and programmes 3.4 Examples of printed material posters and postcards 3.5 Exhibitions and displays pop-up displays and banners 3.6 Stationery Letterhead, continuation sheet and compliment slip 3.7 Stationery Business card SECTION 4 Who to ask for advice when using the brand 4.1 Contact information

3 SECTION 1 Introducing the Table Tennis England brand

4 Welcome to our brand SECTION 1.1 AN INTRODUCTION This document provides a guide as to how to work with Table Tennis England s brand identity. To maintain the integrity of the brand and achieve a consistent and professional image, these guidelines should be followed accurately. We hope that you find them informative and easy to follow. For any advice relating to the Table Tennis England brand identity or to request artwork files, please contact marketing@tabletennisengland.co.uk or call

5 Our vision, values and strategy SECTION 1.2 WHAT DO WE DO? Table Tennis England exists to create an increasing number of outstanding and exciting opportunities for everyone to enjoy and achieve in table tennis. Our vision Our values Our strategy Table Tennis England aspires to be widely recognised as a world leading National Governing Body, delivering a diverse and dynamic sport that transforms lives, connects communities, achieves excellence and inspires medal-winning performances. Respect Ambition Inclusion Teamwork Focus Excellence Our strategy is based on four pillars that underpin the whole purpose of Table Tennis England. Our four P s are: 1. Participation 2. Places 3. People 4. Performance Each pillar supports the structure if one is weak, the others will wobble.

6 Tone of voice SECTION 1.3 HOW WE COMMUNICATE OUR MES SAGE Table Tennis England is the national governing body of the sport and therefore needs to come across as professional, open, competent and honest. As a rule of thumb, it should speak seriously and not be drawn into cheeky, frivolous or controversial language. It should never speak with a lack of respect. However, that is not to say it should be stuffy and come across as high-handed, unapproachable or arrogant. It should avoid corporate speak and always communicate in plain, succinct English. Personal views should not be aired on Table Tennis England-owned platforms. There is scope for being more chatty on our social media platforms, where the tone should be informal, though not too over-friendly, and avoiding language which may offend.

7 SECTION 2 Using the Table Tennis England logos

8 The logos SECTION 2.1 MAIN AND LANDSCAPE VERSIONS The elements of the logos have been carefully chosen and proportioned to convey the values of Table Tennis England. Only official files of the logo artworks should be used. Please see Section 4.1 for details of where these files can be obtained. The Table Tennis England logo is available in two forms, as shown below. Both versions consist of the logotype, and the flick symbol. The two versions have been drawn to ensure that the logo is flexible for different applications. The main logo is the default version to be used in most instances. The landscape logo is an alternative to be used in applications that make the main version unsuitable (such as wide banners, etc). The main logo The Flick symbol The landscape logo The logotype

9 The colour palette SECTION 2.2 The logo is created from two colours... red and black. Logo artwork is available in colour version (pantone or CMYK), and in mono. RED Pantone CMYK values RGB values HEX code Pantone 186 C 0% R 227 #e31937 M 100% G 25 Y 81% B 55 K 4% BLACK Pantone CMYK values RGB values HEX code Use process black C 0% M 0% R 0 G Y 0% B 0 K 100%

10 The logos colour and mono versions SECTION 2.3 For full colour applications, the CMYK or pantone files should always be used. These logos should only appear on a white background. For mono applications, greyscale versions of the logos should be used. These logos should only appear on a white background.

11 The logos white-out versions SECTION 2.4 The logos can also be reversed out of a dark, solid background. For these applications, white-out versions of the logos have been produced. The logos must not be reversed out of a busy, competing background such as a photo see Section 2.8. When available, the white-out versions of the logo must be displayed on the red or black, solid background. However, for third party applications where the palette may be limited, it may be used white-out of an alternative solid colour. See Section 3 for examples of branded materials which have been produced.

12 Logo exclusion area SECTION 2.5 MAIN LOGO The main logo should always appear on an uncluttered background and away from other graphic elements which may be distracting. For this reason, an area around the logos has been defined, into which no other elements should encroach. EDGE OF EXCLUSION AREA Logo positioning Whenever possible, the logo should always be displayed in the top right-hand area of a layout. x x x The area around the logo is defined by x, the height of the letter T in the logo. x x

13 Logo exclusion area SECTION 2.6 LANDSCAPE LOGO The landscape logo should always appear on an uncluttered background and away from other graphic elements which may be distracting. For this reason, an area around the logos has been defined, in which no other elements should appear. EDGE OF EXCLUSION AREA x x x x x The area around the logo is defined by x, the height of the letter T in the logo.

14 Minimum logo sizes SECTION 2.7 To ensure that Table Tennis England logos remain legible, it is necessary to specify minimum sizes for the two versions of the logo. The logos should not be reproduced smaller than the dimensions shown below. The main logo The landscape logo 13mm minimum The minimum width for printing the main version of the logo is 13mm. 20mm minimum The minimum width for printing the landscape version of the logo is 20mm, or 236 pixels.

15 Examples of incorrect logo usage SECTION 2.8 Never resize any of our logo elements... it must always be scaled as a whole. Never remove the flick symbol or alter any of the elements in the logo, including the font. The logo must not be altered by the addition of graphic distortions such as outlines, drop shadows or 3D effects, and the logo should not be displayed as a tint. Graphic elements must not be added to the logo... the exclusion area around the logo should be respected (see Sections 2.5 and 2.6). The colour version of the logo must not be displayed on any background other than white. The white-out versions of the logo should be displayed on a black or red, solid background. However, for third party applications where the palette may be limited, a white-out version may be used out of another solid colour. The logo must not be reversed out of a busy, competing background such as a photograph, illustration or video imagery. If the logo needs to be displayed over a busy background, then it must be displayed either in a white block, or white-out of a red or black block. See Sections 3.2 to 3.5 for examples. Official supplier

16 SECTION 3 Other elements that create the brand

17 Typography SECTION 3.1 OUR FAMILY OF FONTS In order to achieve consistency and build recognition across the range of Table Tennis England communications, the typeface Century Gothic should be used for all primary uses such as stationery items, signage and other printed promotional material. Digital applications For digital media (such as for s) where Century Gothic may not be available, the typeface Calibri has been chosen. Calibri ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrst uvwxyz Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Bold italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

18 Examples of printed material SECTION 3.2 BROCHURES AND FOLDERS Over the next few pages, you will find examples of marketing materials that have been produced, including brochures, posters, document covers and banners, to show the flexibility of the Table Tennis England brand. Logo positioning When the logo is used in a layout, it should always appear in the top-right hand corner. Folder cover

19 Examples of printed material SECTION 3.3 HANDBOOKS AND PROGRAMMES Handbook cover Directory cover Programme cover

20 Examples of printed material SECTION 3.4 POSTERS AND POSTCARDS Autograph card Posters

21 Exhibitions and displays SECTION 3.5 POP-UP DISPLAYS, PULL-UP BANNERS AN D WALL BA NNERS Pull-up banner Pop-up display Wall banners

22 Stationery SECTION 3.6 LETTERHEAD, CONTINUATION SHEET AND COMPLIMEN T SLIP The design for the Table Tennis England set of stationery is shown below. Any re-printing of letterheads, continuation sheets, compliment slips or business cards must be from the original print files. Please see Section 4.1 for details of where these files can be obtained. Digital communications For digital media (such as s) the typeface Calibri should be used. Compliment slip Letterhead Continuation sheet

23 Stationery SECTION 3.7 BUSINESS CARDS The design for the Table Tennis England set of business cards is shown below. Any re-printing of letterheads, continuation sheets, compliment slips or business cards must be from the original print files. Please see Section 4.1 for details of where these files can be obtained. Business card front Business card back

24 SECTION 4 Who to ask for advice when using the brand

25 Contact information SECTION 4.1 Advice For any advice relating to the Table Tennis England brand, please contact: Tel: Artwork files To ensure that the integrity of the Table Tennis England brand is maintained, and that reproduction of the logo is clear and crisp, only the official artwork files should be used. These are available from: Tel:

26 Contact information Table Tennis England Bradwell Road Loughton Lodge Milton Keynes MK8 9LA Tel: Facebook: /TableTennisEngland