USE OF THIS GUIDE. Sally Mapley England Hockey Player Pathway Manager

Transcription

1 BRAND GUIDELINES

2 USE OF THIS GUIDE The England Hockey Player Pathway uses a wide range of communications to interact with its stakeholder and users. As a Volunteer, Administrator or Coach, every piece of communication produced, whether you re writing a letter to your players or creating a banner to identify a venue as a Development, Academy, or Performance Centre, influences how people view the Player Pathway and what it stands for. These guidelines have been developed, and will continue to be developed, to help us to build and benefit from a clear and strong brand identity. This guide will help us to achieve consistency by detailing the correct way to implement the key brand elements the logos, colour, tone and style for the Player Pathway. Everyone has an important part to play in bringing the England Hockey Player Pathway brand to life by creating a powerful and distinct look that will help to build strong awareness and recognition. If you are unsure of the correct way to use any of the Player Pathway branding, please contact our Marketing Officer Alice.Williams@englandhockey.co.uk who will be able to advise. Sally Mapley England Hockey Player Pathway Manager

3 OUR BRAND LOGO Brand Logo The Shield is used together with its prescribed Namestyle to form the Brand Logo which is subject to the rules of layout, colour and size relationships contained within this guide.

4 PERMITTED FORMATS Primary Logo Permitted Formats There are two permitted formats of the Brand Logo that have been designed for use in various applications. The proportional relationships between the Shield and the Namestyle must be preserved for each logo format and must not be altered. The Brand Logo must always be obtained from original, digital artwork and must not be recreated, rearranged or redrawn. The Primary Logo is the main logo and should be used wherever possible. Landscape Logo The Landscape Logo is the secondary logo and should be used when space does not permit the Primary Logo to be used.

5 CLEARSPACE Clearspace It is essential that our Brand Logo is always easy to see and read wherever it appears. Clearspace is the minimum area surrounding the Brand Logo which must remain clear of any other visual elements or text that may detract from its impact or legibility. The clearspace is an invisible space around the Brand Logo. It is represented by the height of the letter H in the logo. The clearspace prevents the Brand Logo from being lost or overcrowded. Wherever possible, create more clearspace around the Brand Logo than the minimum space specified here. Minimum Size To preserve the legibility of the Brand Logo, it should not be used any smaller than shown here. 13mm

6 CLEARSPACE Clearspace It is essential that our Brand Logo is always easy to see and read wherever it appears. Clearspace is the minimum area surrounding the Brand Logo which must remain clear of any other visual elements or text that may detract from its impact or legibility. The clearspace is an invisible space around the Brand Logo. It is represented by the height of the letter H in the logo. The clearspace prevents the Brand Logo from being lost or overcrowded. Wherever possible, create more clearspace around the Brand Logo than the minimum space specified here. Minimum Size To preserve the legibility of the Brand Logo, it should not be used any smaller than shown here. 13mm

7 PRIMARY COLOUR PALETTE Colour Name 4-colour process CMYK Pantone coated RGB EH Red C0% M44% Y0% K85% Pantone 485C R215 G25 B32 EH Gold C0% M40% Y100% K0% Pantone 137C R250 G166 B26 EHPP Purple C61% M89% Y0% K0% Pantone 2593C R125 G65 B153 EHPP Orange C0% M50% Y100% K0% Pantone Orange 021C R247 G142 B30 EHPP Teal C85% M0% Y40% K0% Pantone 3262C R0 G178 B173 The Colour Palette When printing or manufacturing matrerials, England Hockey Player Pathway colours must remain true to these specifications. Four colour process (CMYK), Pantone (Spot) and RGB for all colour are specified. The Pantone colours are for reproduction on coated (C) paper stock. Colour for all reproduction methods including printing, vinyl, paint, fabrics, embroidery, cotton, plastics, etc must be matched as closely as possible to Pantone coated colours prior to printing or production. All digital media (TV, websites, PowerPoint, projection etc.) should use the RGB values as a guide only. Visually match all digital imagery to Pantone coated colours where possible. Testing is highly recommended to ensure that colour reproduction of any communications piece is acceptable to England Hockey Player Pathway prior to final production.

8 PLAYER PATHWAY LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed

9 DEVELOPMENT CENTRE LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed The Colour Palette C85% M0% Y40% K0% Pantone 3262C R0 G178 B173 C30% M0% Y18% K0% Pantone 3242C R158 G216 B213

10 ACADEMY CENTRE LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed The Colour Palette C:0 M:50 Y:100 K:0 Pantone Orange 021C R:247 G:142 B:30 C:0 M:27 Y:54 K:0 Pantone 1485C R:253 G:194 B:129

11 REGIONAL PERFORMANCE CENTRE LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed The Colour Palette C:61 M:89 Y:0 K:0 Pantone 2593C R:125 G:65 B:153 C:30 M:43 Y:0 K:0 Pantone 2573C R:178 G:149 B:198

12 FUTURES CUP LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed The Colour Palette C:61 M:89 Y:0 K:0 Pantone 2593C R:125 G:65 B:153 C:30 M:43 Y:0 K:0 Pantone 2573C R:178 G:149 B:198

13 MERCIA LYNX LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed

14 PENNINE PUMAS LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed

15 SAXON TIGERS LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed

16 WESSEX LEOPARDS LOGO VERSIONS Primary Logo Embroidery Greyscale Landscape Logo Full Colour Reversed Greyscale Reversed

17 FUTURES CUP PRIMARY COLOUR PALETTE Mercia Lynx colour palette Colour Name 4-colour process CMYK Pantone coated RGB EH Red C0% M44% Y0% K85% Pantone 485C R215 G25 B32 EH Gold C0% M40% Y100% K0% Pantone 137C R250 G166 B26 EHPP Purple C61% M89% Y0% K0% Pantone 2593C R125 G65 B153 EHPP Orange C0% M50% Y100% K0% Pantone Orange 021C R247 G142 B30 EHPP Teal C85% M0% Y40% K0% Pantone 3262C R0 G178 B173

18 BRAND LOGO INCORRECT USAGE Please take care not to use the Brand Logo incorrectly. Incorrect use can weaken and damage the integrity and impact of the brand. Take care not to do any of the following: Vertical scaling 02 Removing text from the Brand Logo 03 Rotating the Brand Logo 04 Reassembly of the Brand Logo elements 05 Brand Logo on noisy backgrounds 06 Cropping Brand Logo 07 Placing Brand Logo on colours that clash 08 Low contrast backgrounds 09 Logotype font altered england hockey player pathway

19 BRAND LOGO USAGE ON IMAGES Logo Usage The Primary full colour versions of the logo should be used wherever possible. In order to help you to use these versions regardless of the background image, here are some examples. For images where there is an obvious area to accommodate the logo as on the far left image, no background panel is required. In instances where the image has no such clear area as in the three examples on the left, the Primary Logo can be placed within a panel which must either bleed off the top or bottom of the image. This usage guide also applies to colour or textured backgrounds.

20 OUR TYPEFACES - FOR PRINT Aa The Sans The Sans Extra Bold The Sans Bold The Sans The Sans Light Aa The Sans The Sans Extra Bold Italic The Sans Bold Italic The Sans Italic The Sans Light Italic Typeface 1: The Sans The consistent use of these typefaces is important to the integrity of the England Hockey Player Pathway s brand identity. The Sans is the main typeface for all general England Hockey communication from headlines to body and this should be continued into the Player Pathway branding. The Sans Extra Bold Italic and The Sans Bold Italic are used principally for titles and subtitles. The Sans and The Sans Light are used primarily for body text.

21 OUR TYPEFACES - FOR PRINT Aa The Serif The Serif Extra Bold The Serif Bold The Serif The Serif Light Aa The Serif Italic The Serif Extra Bold Italic The Serif Bold Italic The Serif Italic The Serif Light Italic Typeface 2: The Serif The consistent use of these typefaces is important to the integrity of the England Hockey Player Pathway s brand identity. The Serif is an alternative that can be used as a supporting font to add character or differentation, for example quotations, captions and bullet points.

22 OUR TYPEFACES IN USE- FOR PRINT HEADER TITLE 1 SUB TITLE 1 This is an example of an introductory paragraph usingthe Sans Bold in EH Gold on white. Body text can either be set in The Sans or The Sans Light on a white background. This text is in The Sans. The Sans Bold can be used in body text for highlighting key information. The Serif Italic can be used for quotations to differentiate them from the body text. HEADER TITLE 1 SUB TITLE 1 This is an example of an introductory paragraph usingthe Sans Bold in EH Gold on white. Body text can either be set in The Sans or The Sans Light on a white background. This text is in The Sans. The Sans Bold can be used in body text for highlighting key information. The Serif Italic can be used for quotations to differentiate them from the body text. Typeface 2: The Sans The Sans and The Serif are designed to work together as a family, sharing many characteristics such as x-height, proportions and stroke contrast. Header Title: The Sans Extra Bold Italic Subtitle: The Sans Bold Italic Intro Paragraph: The Sans Bold Body Text: The Sans or The Sans Light Quotations: The Serif Bold Italic Picture Caption: The Serif or The Serif Italic Text Colour Options If you are talking about Player Pathway in general, then EH Red and Gold should be used as shown above. If not, text colour options for Sub Title and Quotation text is dependent on your Player Pathway Centre or Futures Cup team. Please refer to earlier in the guide to find the relevent colour information.

23 TONE OF VOICE Conversational text and other guidelines for Player Pathway communications One easy way to make copy sound more informal and welcolming, is to abbreviate to make it sound more conversational in style. For example it is becomes it s, and we will becomes we ll. This should apply to all our communications copy outside of official documments or other communcations where conversational tone is not appropriate. Writing dates and numbers: Dates should be written without the th/st/nd/rd in the following order Monday 7 September. Numbers are written as a word up to the number ten, and from 11 onwards are written as digits. Correct: Here s our match report from England Hockey Player Pathway s match on Sunday 9 March, where we won by one goal over Argentina.

24 PHOTOGRAPHY SELECTION Choosing the Right Image The use of photography is an important communication tool for the England Hockey Player Pathway, which can complement tone of voice. Think of the values and personality that you could reflect and you ll realise that you can clearly demonstrate focus, inspiration, teamwork and pride among others if you pick the right image. So think about the message being conveyed and pick an appropriate, quality image. The look of the photography should be contemporary, crisp and confident. Never cliched. It should aim to tell a story and add relevance to the message being conveyed. Always look at interesting angles and crisp to make the image more effective. It should always endeavour to look real through the people shown and what they are engaged in. More like a snapshot of a moment in time than something that has been set up. The composition of the photography we use should be varied to keep our audience engaged. Hockey photography risks looking very samey if we choose an action shot every time.

25 PHOTOGRAPHY DON TS Things to Avoid Please take care not to use images as shown in the examples. Poor choice of images can weaken and damage the integrity and impact of the brand. Take care not to do any of the following: 01 Poor Lighting 02 Low resolution/grainy images 03 Poor logo composition 04 Noisy background no clear focus

26 BRAND EXAMPLES - POWERPOINT TEMPLATES Powerpoint Templates The brand elements when creating an England Hockey Player Pathway Powerpoint presentation are the Brand Logo, subgraphic, colour palette, typogrpahy, imagery and tone of voice. TITLE IN EH RED, ARIAL BOLD ITALIC CAPITALS 40 PT MAX In order to create consistent presentations a template has been made available which you should use accordingly based on the Player Pathway Brand. If you are talking about the England Hockey Player Pathway generically, you should use the Primary template with a white background with the red subgraphic as shown in version 01. When talking about more specific elements of the Player Pathway for example Wessex Leopards, then the Brand colours should replace the EH Red for title text and subgraphic. TITLE IN EH RED - ARIAL BOLD ITALIC CAPS 26PT All text within the Powerpoint must be Arial This is a test, so please use this as an example This is a test, so please use this as an example This is a test, so please use this as an example This is a test, so please use this as an example This is a test, so please use this as an example All text within the Powerpoint should be in Arial.

27 BRAND EXAMPLES - STATIONARY A4 Letter Template All text must be in Arial, size 10pt with 6pt para spacing. If you are sending out information regarding a certain area of the England Hockey Player Pathway, please use the duel logo lockup shown in the example on the left. If you are sending out information about the England Hockey Player Pathway in a generic way, please use the stand alone England Hockey Player Pathway on it s own.

28 CONTACT If you have any questions please contact: Alice Williams Marketing Officer England Hockey Direct: +44 (0)