ROGERS CUP BRAND GUIDELINES. Tuesday May 30, 2017

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1 ROGERS CUP BRAND GUIDELINES Tuesday May 30, 2017

2 THIS IS ROGERS CUP PRESENTED BY NATIONAL BANK This is where, for 135 years, fans and athletes alike gather to celebrate the game they love: tennis. This is where the biggest stars in tennis come to play, and where thousands of fans in Toronto and Montreal come to watch them. This is where grass-roots thrive on a hard court. This is the home of three-set upsets. This is where the Davids get to square off with the Goliaths, knowing anything can happen. This is where growth and inspiration are fostered, in a uniquely Canadian environment that welcomes all. This is a place where family and friends can truly revel in their passion and experience the game like never before. It s a weeklong festival where fans can come together to laugh, cheer, and celebrate. It s a place where champions and memories are made. This is not just tennis. This is not just a tournament. This is Rogers Cup. Welcome. 2

3 Our Brand Promise WE WILL CONNECT CANADIAN TENNIS FANS WITH THE SPORT THEY LOVE BY BRINGING THEM CLOSER TO THE GAME THAN ANY OTHER TOURNAMENT. 3

4 OUR DNA A big part of recognizing what makes Rogers Cup presented by National Bank unique is understanding the elements that make up who we are, what we stand for and what we promise to deliver. WORLD CLASS UNIQUELY CANADIAN INTIMATE SETTING FESTIVAL FUN We attract the biggest stars in tennis As the ultimate destination for tennis We make everyone feel welcome and The Rogers Cup experience doesn t and provide fans with innovative in Canada, we are proud to welcome delight our guests with exciting events just end when the match does. Our experiences and exciting ways to visitors to both Toronto and Montreal that bring them up close and personal off-court entertainment, shopping, connect with their favourite sport. and show them just how friendly with the game and its players. and dining bring friends and family Canadians can be. together in celebration. 4

5 GUIDELINE OVERVIEW WHY ARE THESE GUIDELINES IMPORTANT? We ve put together this guide so you can get to know us a little better. In the following pages, you ll learn more about what makes us a strong, recognizable brand, everything from our logo and colours to our typography and voice. You ll also learn what you can do to keep all those elements consistent when communicating on behalf of Rogers Cup, helping us to strengthen and build our brand even more. HOW TO USE THESE GUIDELINES? These guidelines are meant to set up the framework for all Rogers Cup communication. Our logos, colours, typography and photography are our most important brand assets. This guideline will showcase how to properly apply these assets in a manner that will maintain a consistant look and feel that will uphold the integrity, authenticity and enhancement of the overall Rogers Cup brand. If you are ever in doubt when using Rogers Cup assets, you can always refer to the guideline summary at the back of the guidelines. The questions listed act as a checklist to help ensure everything is on track. 5

6 OUR LOGO

7 LOGO OVERVIEW The Rogers Cup logo is the primary visual identifier of our brand. Not only is it iconic in the landscape of international tennis, it represents the foundation of what our brand equity is based on: our name, our colours, our Nation and our love of tennis. Breakdown C:0 M:0 Y:0 K:100 C:0 M:95 Y:100 K:0 C:0 M:100 Y:100 K:0 C:93 M:13 Y:0 K:82 R:39 G:37 B:31 R:218 G:41 B:28 R:228 G:28 B:35 R:0 G:50 B:77 Pantone Process Black C Pantone 485 C Pantone NBK001 Pantone NBK002 7

8 ENGLISH PRIMARY LOGO LOCKED FULL-COLOUR & FULL-COLOUR FLAT The Rogers Cup presented by National Bank logo can be used in these colour variations. The full-colour logo is the primary version and should be used whenever possible, especially over dark backgrounds. The logo should always appear on clean, solid backgrounds and should be highly visible and recognizable. When writing out the name of the tournament, the initial use on the page/document must appear in full as Rogers Cup presented by National Bank, and following that on the same page it can be written as Rogers Cup. The name must always appear on the same line (i.e. any line breaks between Rogers and Cup as well as National and Bank should be avoided). Full-colour over white Full-colour over black Full-colour alternate over red 8

9 ENGLISH PRIMARY LOGO LOCKED ONE-COLOUR In certain circumstances it may be required to use the simplified version of the Rogers Cup logo. These logos consist of a single colour (white or black). These one-colour logos will require approval from the Rogers Cup marketing team before use. One-colour black over white One-colour white over black One-colour white over red 9

10 CLEAR SPACE & MINIMUM SIZE PRIMARY LOGO CLEAR SPACE Clear space Always surround the Rogers Cup logo with the minimum specified distance of clear space. This clear space isolates the logo from competing elements such as other logos, graphic elements or copy. The minimum amount of clear space is designated by the size of the ball in the Rogers Cup logo at the same size that the logo is being used. Follow these clear space guidelines when using the horizontal and unlocked versions of the Rogers Cup logo. MINIMUM SIZE The Rogers Cup locked logo should only be scaled down to wide. When the logo is unlocked, the minimum size should be no less than 1 wide. NOTE: When using the unlocked version at the minimum size, you must use the supplied minimum size logo which has been modified to allow graphic details to be seen at that size. Minimum size lockup = wide Minimum size unlocked = 1 wide Minimum size of the National Bank logo must be no smaller than high. 10

11 INCORRECT LOGO USAGE The examples on the right show improper ways of using the Rogers Cup logo. As our primary brand identifier, it is important to not alter or use the logo in any way that is not specifically described in these brand guidelines. DO NOT add a stroke. DO NOT change the colour. DO NOT add a gradient. DO NOT crop the logo. DO NOT stretch or skew. DO NOT remove any elements. DO NOT rotate. DO NOT use the logo against non solid backgrounds. DO NOT use the incorrect logo against images. In this case, the all white version should be used. 11

12 FRENCH PRIMARY LOGO LOCKED FULL-COLOUR & FULL-COLOUR FLAT The Rogers Cup presented by National Bank logo can be used in these colour variations. The full-colour logo is the primary version and should be used whenever possible, especially over dark backgrounds. The logo should always appear on clean, solid backgrounds and should be highly visible and recognizable. When writing out the name of the tournament, the initial use on the page/document must appear in full as Coupe Rogers présentée par Banque Nationale, and following that on the same page it can be written as Coupe Rogers. The name must always appear on the same line (i.e. any line breaks between Coupe and Rogers as well as Banque and Nationale should be avoided). Full-colour over white Full-colour over black Full-colour alternate over red 12

13 FRENCH PRIMARY LOGO LOCKED ONE-COLOUR In certain circumstances it may be required to use the simplified version of the Rogers Cup logo. These logos consist of a single colour (white or black). These one-colour logos will require approval from the Rogers Cup marketing team before use. One-colour black over white One-colour white over black One-colour white over red 13

14 SINGLE PARTNER LOGO LOCKUP When using a single partner logo in advertising and collateral, a logo lockup should be used. The visual height is based on the height of the Primary Rogers Cup lockup. The partner logo must not exceed the bounding box to ensure that the Rogers Cup logo is prominent. The Rogers Cup logo should always appear to the left of the partner logo. PARTNER LOGO TO BE PLACED WITHIN THIS BOUNDING BOX OFFICIAL PARTNER 14