SCOTTISH SWIMMING Visual Identity Guidelines 05 February 2015

Transcription

1 SCOTTISH SWIMMING Visual Identity Guidelines 05 February 2015

2 SCOTTISH SWIMMING VISUAL IDENTITY GUIDELINES This guide is a tool designed to help us project the values and vision behind the Scottish Swimming brand. It is important that it is followed carefully, to ensure a recognisable visual language and consistency of communication. Everything we do and produce needs to reflect Scottish Swimming clearly and consistently. Thank you! 02

3 SCOTTISH SWIMMING MASTER LOGO The Scottish Swimming logo has been designed to provide a highly visual and modern marque for the organisation. These guidelines should be referred to with any application of the new Scottish Swimming branding. 03

4 LOGO COLOUR VARIATIONS The following simple colour variations should be used according to the background colour they appear on. PREFERRED VERSION POSITIVE PREFERRED VERSION REVERSED ALT VERSION MONO 04

5 MASTER LOGO SCALING The Master Logo should always be legible when scaled at various sizes, in both print and digital application. In this case, the minimum size the Scottish Swimming logo should be scaled to is 40mm in width. 40mm 05

6 SCOTTISH SWIMMING MASTER LOGO The SS monogram and wordmark can appear separately, but when both elements do appear together, they should be positioned as shown [TOP]. Wherever possible, the logo should be placed at the top-left in layouts, adhering to clear space rules, shown later on in these guidelines. Because of the distinctive nature of both the monogram and logotype they can also appear as shown [BELOW] to suit the required shape. The bottom-left variation is more suitable for centre-aligned layouts. 06

7 MASTER LOGO CLEAR SPACE The Master Logo should always have a minimum exclusion zone surrounding it, in order to allow optimum visibility wherever it is used. In this case, the minimum exclusion zone is equal to the width of the tt ligature, as shown. This exclusion area should always be considered with any application of the new logo. 07

8 APPLICATION The Scottish Swimming master logo is left-aligned, and in application it should appear top-left, wherever possible, placed according to an appropriate border, as shown. Using the same border, the Scottish Swimming URL should appear bottom-left, with any sponsor logo appearing bottom-right. Any sponsor logo should not exceed 2/3 of the area of the Scottish Swimming logo [please see diagram, below]. Blue squares show 2/3 of the area of the Scottish Swimming logo [top] 08

9 COLOUR PALETTE The restrained, simple colour palette is a key component of the Scottish Swimming identity and should be used to reinforce any messaging that is required. The main brand colours NAVY and CYAN should be used accordingly. Colour values for both print (spot and process) and digital use have been supplied. SCOTTISH SWIMMING NAVY pms 275 c 100 r 34 html # m 100 g 22 y 38 b 70 k % 90% 80% 70% 60% 50% 40% 30% 20% 10% SCOTTISH SWIMMING CYAN pms Process Cyan c 100 r 0 html #009FE3 m 0 g 159 y 0 b 227 k 0 SECONDARY PALETTE(S) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% For sub-brands, eg disciplines, strong, bright colours with a similar intensity to the main CYAN colour, should be picked. The colour wheel below, (which shows primary, secondary and tertiary colours) gives an indication of the sorts of colours available to choose from. SECONDARY PALETTE html #F7A600 html #E50051 html #12A19A html #AFCB08 html #7062A8 html #E6007E 09

10 TYPOGRAPHY The Scottish Swimming logotype is based on GT Haptik Medium, to give a clean, dynamic feel to the identity and complement the geometric monogram. The typeface should be used, sparingly, for titles and messaging. For body text, Akzidenz-Grotesk should be used, in flush left / ragged right paragraph styles, utilising the shown weights to achieve a clear typographic hierarchy. When Akzidenz-Grotesk is unavailable, Arial should be used as a substitute. Body text should go no lower than 10pt. GT HAPTIK MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ &@?!/+(.,:) AKZIDENZ-GROTESK ROMAN abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ &@?!/+(.,:) AKZIDENZ-GROTESK BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ &@?!/+(.,:) AKZIDENZ-GROTESK LIGHT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ &@?!/+(.,:) ARIAL REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ &@?!/+(.,:) ARIAL BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ &@?!/+(.,:) 10

11 PHOTOGRAPHY Photography is a key element in Scottish Swimming s communications, and like every other part of the brand, it should project our values and vision. When selecting photography for top-level communication, please bear in mind the following factors: Clarity Composition Colour Focus The examples shown on this page all portray the sort of positive image we want to communicate and complement our visual identity aesthetically. 11

12 DISCIPLINES The various disciplines are represented as sub-brands of Scottish Swimming, with specific colours chosen for the monogram and the name of the discipline. Communications for specific disciplines should incorporate these sub-brand colours to aid recognition and identification. 12

13 RIPPLES The Scottish Swimming monogram logo is based upon the ripple design shown opposite. Elements of this ripple design can be used where appropriate to create on-brand visual interest, and can be used with transparency over photography. This sort of effect is more applicable to top-level graphic design executions, and should be used sparingly. x x 13

14 RULES FOR SUCCESS When using the logo, please: Always use the correct colours Always use the elements in the correct composition Always protect the exclusion zone Always ensure contrast against the background X DON T ROTATE X DON T ADD A STRAPLINE X DON T REARRANGE ELEMENTS FILE FORMATS When reproducing the logo, please use the appropriate file type for the application. In general terms, physical items (including print) should be created with vector files, while on-screen applications should use raster formats such as JPG or GIF. X DON T USE THE WRONG VERSION X DON T USE ANOTHER TYPEFACE X NEVER STRETCH OR DISTORT Physical / print items Signs Vector EPS Merchandise / Kit Vector EPS Print / Stationery Vector EPS Screen Online PowerPoint E-Templates JPG / GIF JPG JPG X DON T INTRODUCE NEW COLOURS X DON T USE SPECIAL EFFECTS X DON T CROWD THE LOGO 14

15 SCOTTISH SWIMMING VISUAL IDENTITY GUIDELINES The success of our brand relies on how consistently we deliver it. This booklet sets out the guidelines we would like you to follow in your communications. It is not a rule book, more of a way for us to consistently deliver our brand promise. The most up-to-date version of this guide is available from marketing@scottishswimming.com Please get in touch with any questions you might have. SCOTTISH SWIMMING MARKETING TEAM National Swimming Academy University of Stirling Stirling FK9 4LA Tel Fax marketing@scottishswimming.com scottishswimming.com

16 Touch 2015