Brand guidelines. Version 1.1

Transcription

1 Brand guidelines Version 1.1

2 Contents WCL Branding 3 CONSIDERATIONS 5 ColourS 6 FonTS 7 TaglinE 8 Logo Anatomy 9 Examples correct Logo use 10 Examples Incorrect Logo use 11 Logo variations 12 Sub-brandS 12 Stationary 14 Sample AdS 15 2

3 WCL Branding About the logo: Proudly Canadian This is a timeless version of a proudly Canadian logo. Supported by prominent text, strategically placed on top of a line acting as a wrestling mat, or the foundation upon which the sport is built. Symbolizing the rebirth of the sport, or the rising of a new era, as the maple leaf resides above the text and illuminates the silhouettes of the wrestlers in front. With a modern edge to its simplicity, this logo evokes promise for the future, and a level of podium prominence that comes with being a top performer. Its use of negative space further adds modern detail, giving perspective and depth, making effective use of space and colour to ensure easy application to various surfaces or materials. The greater triangle outline of this logo integrates with the brand pyramid outlined in this guide. Its ability to visually connect with the deeper meaning behind the brand enhances the brand promise and gives it an enduring relevance to the brand elements behind the logo. Key Words: Foundational, Simple, Pride, Balance, Rebirth Traditional - Modern Scale: 25/75 Epic Epic Ep Branding and design by Epic Design. ( for Wrestling Canada Lutte,

4 WCL Branding Brand Essence: A timeless unity of pride, progress and professionalism * Working Brand Story: Wrestling Canada Lutte takes the form of myself, a persevering athlete: Wrestling is my passion. Wrestling for Canada is an honour and something I am personally committed to. I always take note of what those around me are doing, how they succeed, how they interact, and I learn from them. I had notable success early on, and between hardships, have celebrated consistent wins on the international stage. Being an athlete takes perseverance and dedication the hardships encourage me to continue to elevate my skills and strategy. I am looking to better myself by uniting with my peers and balancing the historical with the modern, to bring the sport to a new level. The future of the sport of wrestling is strong, and I will continue to contribute with passion and pride, and evolve just as any other athlete would to keep Canada a visionary leader in the sport. * This is not to be used as a tagline it serves as a guideline for visual brand development. 4

5 considerations Vision Statement: Wrestling Canada s vision is to be a leading national sport organization in Canada. Mission: Working in collaboration with our partners, Wrestling Canada supports the development and growth of wrestling in Canada. We provide athletes, coaches, officials, volunteers and staff with the programs and services they need to succeed from playground to podium. Values: Leadership / Excellence / Integrity / Unity Brand Pyramid: Below are some keywords that helped guide the brand development, in hierarchical order. The words that resonated with the organization the strongest were Strength, Pride, Passion, which later became our tagline. These words each overlap and contribute to Timeless Unity which is one of the key points we are striving for in the branding. Since wrestling is such a historical sport, we wanted to maintain a nod to the past, but bring the look and feel that would connect not only with today s audience, but would remain relevant for many years to come. Unity Timeless Pride Excellence Passion Strength Strength Timeless Unity Pride Education Community Passion 5

6 Colours Canadian Red CMYK: 0, 100, 85, 18 White CMYK: 0, 0, 0, 0 RBG: 200, 20, 43 RBG: 255, 255, 255 Pantone: 187 C Pantone: Not needed Hex: C7142A Charcoal CMYK: RBG: Pantone: 10, 0, 0, 85 64, 74, C Gradient NOTE: The red maple leaf featured in the logo is a gradient swatch, not a solid colour. Hex: 42494E 6

7 Fonts These two were selected because they have a bold, sporty feel to them and reflect pride and professionalism. Whitney was chosen as a body copy font because it is legible, clean, pairs well with the other fonts, and has a large family of weights to choose from. NOTE: CalsCaps and ASCHE should only appear in all-caps. Primary Fonts Whitney CalsCaps Asche Business Cards Names: CalsCaps Weight: Regular Case: All Caps Colour: Canadian Red Sample: ABCDE ABCDE Job Title: Whitney Weight: Light Italic Case: Title Case Colour: Charcoal Sample: ABCDE abcde Details: Whitney Weight: Light Case: Lower case Colour: Charcoal Sample: abcde abcde Category: Whitney Weight: Medium Case: Title Case (abbrev.) Colour: Charcoal Sample: ABCDE abcde Print Styles Titles: CalsCaps Weight: Regular Case: All Caps Colour: Canadian Red Sample: ABCDE ABCDE Body: Whitney Weight: Regular Colour: 95% Black Sample: ABCDE abcde WEB address Font: CalsCaps Weight: Regular Case: All Caps Colour: Canadian Red Sample: ABCDE ABCDE Tracking: 50 In keeping with the minimal and clean design of WCL s branding, the website is to be spelled out without the preceding www. wrestling.ca 7

8 TaglinE - Strength: Physical training, and mental & physical strength to overpower opponents - Pride: In the legacy of wrestling - Past, Present, Future, and in being Canadian. - Passion: For the sport, competition, and the Canadian wrestling organization. The tagline must be shown in both English and French, unless the audience is purely French or English only, or on the website, in which case we have an all-french and all-english version. Stylized - english There are two distinct versions of the WCL tagline, a stylized version and a corporate version. The stylized version, featuring a raw, painted aesthetic, is to be used as the primary version on external communications. As the tagline is white, please ensure this version is only used on a dark background. This tagline comes in both a stacked and horizontal version - horizontal version is preferred. Stylized tagline - stacked Stylized tagline - horizontal Stylized - french Stylized tagline - stacked Stylized tagline - horizontal 8

9 Tagline Corporate - english The corporate version is to be used only when the stylized is an inappropriate choice, or as part of official corporate communications. This tagline has a coloured and white version, both of which can be used with or without the web address. Corporate tagline - colour Corporate tagline - reverse Corporate - french Corporate tagline - colour Corporate tagline - reverse Alternate corporate tagline usage: If the tagline is being displayed in a layout with the WCL logo, the top line of the maple leaf can be taken off so we are not over-using the leaf graphic. 9

10 Tagline Bilingual Stylized Stylized tagline - stacked Note: Only one bilingual stylised version is available Bilingual Corporate Corporate tagline - colour Corporate tagline - reverse 10

11 Logo Anatomy PRIMARY LOGO Primary Logo - Colour Primary Logo - Reverse Primary Logo - Black & White Fonts Wrestling Lutte Name: CalsCaps Weight: Regular Case: All Caps Colour: Charcoal Sample: ABCDE ABCDE Canada Name: Asche Weight: Regular Case: All Caps Colour: Charcoal Sample: ABCDE abcde Clear Space Size Restrictions width W = The width of the W in WRESTLING Ensure this is the minimum clear space surrounding the outermost points of the logo. Minimum Size: Screen: width = 54 px Print: width = 0.75 inch 11

12 Examples correct Logo use Colour logo used on colour image - note placement on clean area of image, with minimum spacing observed Reverse logo on colour image If there is no clear space to put the logo, it can be placed inside a white box with a subtle light grey gradient towards the outer edges. 12

13 Examples Incorrect Logo use Squashed Rotated Stretched Too Small Cut off Background colours too similar - use alternate version Background too busy - use clean background or see previous page for boxed logo example. Minimum clear space surrounding logo not observed Logo tiled in background. 13

14 Logo variations The primary version of the logo should be used wherever possible, but for instances such as on clothing and uniforms, the following variations may be used. Icon (For uniforms) Word Mark Nationality Mark Horizontal wordmark - for use on merchandise only Abbrev. Nationality Mark (For uniforms) Sub-brands All sub-brand logos available in colour, black and white and reverse. Hall of Fame WCL Hall of Fame - colour WCL Hall of Fame - black only 14

15 Championships Junior Senior Cadet Primary Junior Senior Secondary Junior Senior Primary Cadet Secondary Cadet Sanctioned by Primary Sanctioned by WCL Secondary Sanctioned by WCL Wrestling OfficialS WCL Wrestling Official Logo NOTE: all logos are available as full colour CMYK, reverse and black-only files. 15

16 Stationary Letterhead & Business card # Canotek Rd. Ottawa, ON K1J 9E6 Tel: ext 3 Fax: wrestling.ca /wrestlingcanada TAMARA MEDWIDSKY Executive Director / Directrice Administrative # Canotek Rd. Ottawa, ON K1J 9E6 Tel: ext 3 Cel: Fax: tamara@wrestling.ca can@fila-wrestling.com Skype: tamara_wrestling 16

17 Patterns A variety of patterns that connect back to ancient Roman mosaics. This will allow us to add texture and interest to otherwise solid colour blocks. They can be separated out and become borders, or faded, like the background of this document. The ongoing, repetitive patterns also evoke timeless unity in their design and connectivity. A maple leaf within the pattern may be used as well. 17