International Ice Hockey Federation Brand identity and logo usage guidelines

Transcription

1 International Ice Hockey Federation Brand identity and logo usage guidelines Version 2.03 blue-infinity (geneva) sa

2 About this guide This guide presents the new IIHF brand identity, together with all the key elements and rules that build and guard it. The brand identity is a direct expression of the core values that are inherent to the International Ice Hockey Federation. By following the guidelines, you can help ensure that the Federation is always positioned in a consistent and coherent way towards all stakeholders, and that awareness for international ice hockey events is strongly raised. The following pages provide information on the design elements for the IIHF parent brand (logo, color palette, typeface) and how to apply them, as well as the brand architecture and rules that guide the identities for all events organized by the IIHF. While this document offers the basics regarding the proper and improper usage of the new IIHF brand identity, it may not answer all your questions. We strongly encourage you to contact the Marketing Department of IIHF to obtain digital files of the graphic elements in the appropriate size and format, and also to submit your proposed artwork well in advance of production to ensure full compliance with the guidelines. Thomas Freyer Marketing Manager freyer@iihf.com 2005 IIHF/blue-infinity (geneva) sa

3 In this version 2.03 The IIHF Parent brand - Why a new brand identity? - the IIHF Parent logo - the components of the IIHF logo - the exclusion zone The IIHF Secondary brand - the IIHF Emblem - the IIHF Wordmark - the IIHF Combined mark Working with the logo Color palette Color reproduction Corporate type Incorrect usage samples IIHF brand hierarchy About brand hierarchy The branded house approach IIHF sub-branding - the global logo template - the fixed-brand logos - sub-branding rules - incorrect usage samples Poster guidelines Poster guidelines - basic grid - sponsors - image area CDrom with graphic files

4 Why a new brand identity? 04 Responding to the need of an overarching identity, in line with contemporary visual culture and extendable to use throughout all levels of international ice hockey competitions, the IIHF has embarked on a vast re-branding initiative. The branded house approach The new IIHF brand architecture caters for the need to bring coherence in the large array of identities for international ice hockey competitions. All IIHF competition visual identity guidelines are distilled from the overarching IIHF identity, visually presenting the Federation as the governing body in the world of international ice- and in-line hockey. This approach will ensure a recognizable and coherent brand look and feel accross all IIHF competition levels. It will facilitate a greater penetration, and thus build a stronger brand recognition. Both the Federation on a corporate level, and its official competitions on international and regional levels will benefit from this "branded house" approach. Proper understanding and use of this guide will help build and safeguard the IIHF brand. The new IIHF identity builds around the recognizable shape of an ice rink (official international competition dimensions). This distinct shape will be the common visual denominator between all identities of official IIHF ice- (and in-line) hockey competitions in the future. The top division IIHF world championship events in each of the individual playing categories will work with basic guidelines for the creation of their visual identities, ensuring a clear visual relationship with the IIHF family. All other IIHF competitions will have their own fixed identity, which will remain their whollyowned identifying visual throughout the years.

5 The IIHF Parent brand 05 The IIHF logo The IIHF logo as shown on this page is the master logo of the Federation, and represents the most tangible expression of its identity. It is the foundation of the IIHF brand. The IIHF logo is composed of two elements, the Emblem (the upper graphic element) and the Name below it. The relative proportion of these two elements is fixed and can only be modified under very restricted circumstances, detailed further in this document. The construction of the IIHF logo The IIHF logo relates to the different dimensions of the Federation: ice hockey on an international, corporate and competitive level. The inner cartridge of the Emblem (inside the red boder) has the exact width/height proportions of an official IIHF hockey rink (see next page). The red outer frame places the logo on a distinct corporate level and conveys a sense of internationalism. The Name is designed using a round-angled typeface in order to make a visually seamless fit with the Emblem. The word Ice Hockey has been highlighted with a larger font and a different color, in order to put additional emphasis on the sport. The IIHF logo has been registered as the visual expression of the IIHF brand. The -symbol needs to accompany the IIHF Emblem at all times. For color use of the -symbol, please refer to the appropriate section.

6 f f Width = 2600 to International Ice Hockey Federation Brand identity and logo usage guidelines Goal Judge Version 2.03 The IIHF Parent brand The logo components Indicated are the Emblem part, and the Name part of the IIHF Parent logo. Rink-equivalent Length = 5600 to min min. 150 Bench Te eam B Players Bench Te eam A Players min. 150 Goal Line, red, 5 cm wide Blue Line, 30 cm wide Center Line, red, 30 cm wide Blue Line, 30 cm wide Goal Line, red, 5 cm wide Goal Crease Center Ice Spot and Circle Goal Crease ff Endzone Face Of Circle and Spot Spot Zone ff Of Face Of Neutral Boardradius 700 to 850 cm Boardradius 700 to 850 cm Crease fe eree Ref All measurements in this diagram are in cm and based on an ice rink size of 6000 cm length and 3000 cm width. Penalty Bench Bench Scorekeepers Penalty Bench 80 cm to 120 cm 160 cm to 200 cm Height Height Protective Glass Protective Glass Te eam B Te eam A m in min Emblem Name 06 Goal Judge

7 C The IIHF logo - the exclusion zone 07 The clear space exclusion zone or white space* around the IIHF logo needs to be respected as indicated, and under all circumstances. Within the clear space, alien (i.e. non-brand related) graphic elements are not permitted. The section on brand implementation shows examples of how brand-related graphic elements may enter in the clear space (see page..). This zone has been defined in order to give the logo the breathing space it needs, and in order to respect the presence and presentation of the IIHF brand when used in conjunction with other brands or non-brand related elements. These rules are valid for use in all media. Clear space and logo placement The clear space rules and if possible in particular the optimum clear space rules should also be applied to identify distances from the edge of support material (paper, cloth etc.). Some of these items are readily designed, and the appropriate design templates should be respected for production. For ease of use, the center of the logo has been indicated as well (crossing of c-axes). Some defined clear space use cases Minimum reproducing the brand as large as possible alone on a size-limited support, e.g. on banners. Inter reproducing the brand in conjunction with other brands and logos e.g. in sponsor listings. Optimum reproducing the brand on IIHF publications (usually template-driven); the IIHF brand expressions are normally placed in the right-hand top corner. C All blue cartridges are 100% of emblem All red cartridges are 50% of emblem Optimum clear space Minimum clear space Inter clear space * Sometimes the term "white space" is used to indicate the breathing space around a logo; white does NOT mean the area needs to be white, just exempt of alien graphic elements.

8 C The IIHF secondary brand 08 The IIHF Emblem The IIHF Emblem or graphic part of the logo visually represents the Federation, and is the core component of the IIHF identity, which can be used alone in order to represent the IIHF brand. Within the clear space, alien (i.e. non-brand related) graphic elements are not permitted. The section on brand implementation shows examples of how brand-related graphic elements may enter the clear space. All blue cartridges are 100% of emblem All red cartridges are 50% of emblem Clear space rules are valid for use in all media. C For ease of use, the center of the emblem has been indicated as well which was designed to be the center of the puck. Clear space and logo placement The clear space rules and if possible in particular the optimum clear space rules should also be applied to identify distances from the edge of support material (paper, cloth etc.). Some of these items are readily designed already, and for production the design templates should be respected. Some defined clear space use cases Minimum reproducing the brand as large as possible alone on a size-limited support, e.g. on banners. Inter reproducing the brand in conjunction with other brands and logos e.g. in sponsor listings. Optimum reproducing the brand on IIHF publications (usually template-driven); the IIHF brand expressions are normally placed in the right-hand top corner. Minimum clear space Optimum clear space Inter clear space

9 The IIHF secondary brand 09 The IIHF Emblem when is use allowed? All public-facing brand expressions should carry the IIHF Emblem (i.e without the Name) to represent the IIHF brand. Some of these expressions are: tv-graphics, jumbo-throne animations, rink boards, match tickets, programme booklets, banners, etc. Use of the IIHF Emblem alone conjunction with the IIHF Wordmark (i.e. IIHF Combined Mark; see page 11) is also allowed on playerand match attributes like sticks, jerseys, etc. All planned use should be submitted to the IIHF Marketing Department for agreement.

10 The IIHF secondary brand 10 The IIHF Wordmark The IIHF Wordmark can be used to represent the IIHF brand, although this is only acceptable in the two following situations: - within a document, where the IIHF Name already appears very evidently in the text, or where the IIHF Parent logo has already been used nearby (e.g. internal presentations and/or publications, within IIHF Stationary sets, IIHF-only information/press packs, low-profile IIHF publications etc.). - in a context where the full IIHF Name can be considered as familiar and known. All cartridges are 100% of the "I" This brand representation may also be used in situations where reproduction areas and/or quality do not allow for the primary logo to be used in an optimal way (e.g. rink boards, television graphics, ball pens, etc.). Minimum clear space Optimum clear space

11 The IIHF secondary brand 11 The IIHF Combined mark A horizontal version of the IIHF brand has been created in order to allow for specific use. This IIHF Combined mark is based on the combination of the IIHF Emblem and the IIHF Wordmark. This official mark could be recreated based on the indications to the right, but this version is also available as a single file in the IIHF Identity (see the cd-rom attached in the back of this guide). This horizontal variation of the IIHF brand may be used in situations where reproduction areas and/or quality do not allow for the primary logo to be used in an optimal way (e.g. rink boards, television graphics, ball pens, etc.). All cartridges are 100% of emblem Optimum clear space Minimum clear space

12 The IIHF primary color palette 12 Together with the different logos that are used to represent the Federation, there is also a color palette which is inseparable from our brand. Pantone tm color values The IIHF primary color palette has been carefully chosen in order to reflect the competitive and corporate aspects of the Federation: red representing emotion, dark blue representing the seriousness, and light blue to represent the ice. The middle blue tone refers to the Federation's heritage, and is used extremely sparcely in order to "respect and guard heritage". IIHF Passion IIHF Force IIHF Victory IIHF Justice IIHF Decision IIHF Heritage The following rules for use apply to the IIHF primary color palette: PMS PMS % PMS 282 (or 15% black in cmyk) PMS 7461 White Black PMS 661 IIHF primary color palette rules - The IIHF red shall never be used in less than a 100% color tint. - Only the dark blue (PMS 282) may be used in different shades in communication material. - The IIHF light blue (PMS 7461) shall only be used when "the ice" needs to be represented; this IIHF color may be used in a gradation to a minimum of 25% color tint. - The middle "heritage" blue (PMS 661) is not to be used anywhere else than in the shaded logo version. Process color values (CMYK) 0/97/100/15 RGB-color values (on-screen) 207/14/3 Hexachromic color values (web) #CF0E03 100/68/0/54 0/36/93 #00245D 78/28/0/0 49/147/209 #3193D1 0/0/0/0 255/255/255 #FFFFFF 0/0/0/100 0/0/0 # /69/0/9 0/73/151 # It may occur that for applications of the logo on/in textiles, the colors of the IIHF primary color palette are not available; in this case the closest possible colors need to be selected; colors that fall out of the IIHF color palettes are to be avoided.

13 The IIHF secondary color palette 13 Apart from the varnish, the IIHF secondary color palette contains the fixed color code used for the IIHF family of competitions. Pantone tm color values A 100% varnish can be used to protect images and textual or graphic elements, but may also be used for special effects, or in case a light tint is needed to identify the IIHF (e.g. the cover of this guide). Never use the color values (or percentages of these) of this tint on logos or text which need to be clear and legible - legibility is always the priority! Rules concerning the IIHF family of competitions color code can be found on page 21 of this guide. Varnish IIHF Men* PMS 282 IIHF Women PMS 215 IIHF U20 PMS 166 IIHF U18 PMS 364 Process color values (CMYK) 0/0/5/10 100/68/0/54 0/100/35/27 0/64/100/0 65/0/100/42 RGB-color values (on-screen) 237/237/231 0/36/93 184/0/77 237/113/0 68/120/11 Hexachromic color values (web) #EDEDE7 #00245D #B8004D #ED7100 #44780B * This tint is the same as IIHF Force, the corporate dark blue.

14 Color reproduction 14 The IIHF brand guidelines also foresee rules for IIHF logo reproduction in single colors, as well as on color backgrounds. Unlike many other brands, the IIHF identity does not carry a negative/inversed color version of its IIHF Parent logo. Again, all exclusion area rules are applicable. Basic color reproduction rules - The flat-color version should be used when reproduction techniques do not allow for detailed reproduction of gradations. - The only single-color versions are: black only, PMS 282 only, and for special occasions varnish only. - The IIHF identity does not carry a two-color version of its Parent logo. - On dark backgrounds, the Name in the primary logo will become white. - On all dark backgrounds, the Emblem will include an extra white frame, which is half the width of the inside white "frame". Flat-color version Black-only (IIHF Decision) PMS 282-only (IIHF Force) These rules apply for all IIHF logos, unless mentioned otherwise. continued on page 15

15 Color reproduction 15 continued Basic color reproduction rules - The basic version of the IIHF Wordmark may only appear in IIHF red, black, white, or if possible in 100% varnish-only (see remarks on page 13 concerning the use of varnish on graphic elements). Although preferably on an official IIHF color, the white version may appear on any color background. - All IIHF logo colors remain unchanged providing that the background does not alter the legibilityof the logo. A maximum background tint-equivalent of 30% black is identified to allow for the logos to remain legible; above this value, the indicated logo components will have to change to white, or will include a supplementary white frame (see page 14). IIHF-red (IIHF Passion) Black-only (IIHF Decision) Varnish-only Varnish-only 30% black

16 Corporate type 16 Primary type For all competition logos, the Arial Rounded MT Bold will be used; this typeface is available from the IIHF Marketing Department, and may only be used for changing date and venue on the competition logo template. This primary type should NOT be used for any other brand expressions. Arial Rounded MT Bold ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz éèëïüöäáß Secondary type For all competition related promotions and official IIHF collateral, the use of Helvetica Neue is highly recommended. Titles are set in Helvetica Neue 45 Light. Paragraph titles and important information is set in Helvetica Neue 65 Medium or 75 Bold. Running texts are set in Helvetica Neue 45 Light. All texts should be inter-letterspaced in order to instill calmness in text fields. Individual letterspacing may be required in order to visually balance title texts. None of the typefaces legally supplied by the IIHF Marketing Department are under any circumstances to be considered property of the receiving party; international copyright laws apply to all material supplied, unless clearly indicated otherwise! Helvetica Neue 45 Light ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz éèëïüöäáß Helvetica Neue 65 Medium ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz éèëïüöäáß Helvetica Neue 75 Bold ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz éèëïüöäáß

17 Incorrect usage examples 17 The examples below are only presented to illustrate incorrect usage of the brand. The only conform brand expressions are available as digital files any other expression is to be considered non-conform.

18 IIHF brand hierarchy IIHF Branded House A branded house approach helps the new IIHF brand identity to establish and confirm itself through all official IIHF competitions: all official IIHF competition logos are based on the IIHF Parent Brand, and thus promote a very tight and coherent brand expression accross the entire family of competitions. World Championship logo template The model to the right and the explanation on the next page clearly show the mechanics of the IIHF World Championship logo template. This template is available as a digital file from which any new logo can be generated easily. The template comes with samples and explanation for use. WORLD CHAMPIONSHIP City1 - City 2 WORLD CHAMPIONSHIP City 1 City 2 18 The competition organizing committee has the freedom to fill/color the clearly defined areas in the template (indicated in light blue). The strictly defined, and fixed elements of the template (i.e logo) help align any design with the IIHF family of competitions. The sample logos to the right have been generated applying the strict guidelines as per the next page WORLD CHAMPIONSHIP AUSTRIA Vienna - Innsbruck 2005 WORLD CHAMPIONSHIP AUSTRIA Vienna Innsbruck

19 IIHF brand hierarchy 19 World Championship logo template The model to the right and the explanation on the previous page clearly show the mechanics of the IIHF World Championship logo template. Superposed graphic elements should optically remain within the indicated limits! Color to be proposed by organizing country Arial Rounded MT Bold Size and placement fixed This template is available as a digital file from which any new logo can be generated easily. The template comes with samples and an explanation for use. The same rules apply for the generation of the horizontal version. The official digital IIHF logo files also include a version that can be used on dark backgrounds. In principle, the rules for the IIHF Parent Brand also apply for all other IIHF logos! x x x x x IIHF logotype will stay in white in all logo applications Use rink as an evident element of the Championship logo; color and fill elements are to be proposed by organizing country -sym bol coloring is free Size and placement fixed Only use when logo is indeed registered Always in black Arial Rounded MT Bold Size and placement fixed x Color to be proposed by organizing country Arial Rounded MT Bold Size and placement fixed Always in black Arial Rounded MT Bold Size and placement fixed Always in 60% black Arial Rounded MT Bold Size and placement fixed

20 IIHF brand hierarchy 20 European Champions Cup logos The two categories within this official IIHF competition have fixed logos. The women's category clearly aligns with IIHF women's competitions through use of the corresponding color from the IIHF family color coding system. World Championship Division logos All IIHF official competitions on Division- and Group level have each a fixed logo design. The only elements that will change in these logos are the year as well as the textual reference to the host country/city. The IIHF will supply all logos for any competition within the category. These logos will be ready to work with, and do not need modification by a third party. The clear space rules for the IIHF Parent brand also apply to these championship logos, as well as the rules for logo use on colored backgrounds. Other official logos IIHF also supplies fixed logos, without mention of year nor venue for specific occasions. These logos are available as digital files in all approved/standard application formats. All rules for the IIHF Parent brand also apply to these logos. Digital files supplied by parties other than the IIHF Marketing Department are to be considered non-conform! WORLD U20 CHAMPIONSHIP WORLD WOMEN CHAMPIONSHIP WORLD U18 CHAMPIONSHIP

21 The IIHF family color palette 21 The IIHF has developed a color coding system for its various competitions. Apart from in the logo, the colors can be used to create clearly branded surroundings and decorative hints to the respective events the color code is also meant to help create dynamism and enthousiasm around a championship. Pantone tm color values The following rules for use apply to the IIHF family color palette: IIHF family color palette rules - These secondary colors shall only be used as support colors, - may be used in shades (%) of the color while avoiding to go too light and thus give a weak impression of the sport, - entire logos shall never be reproduced in its single PMS (or cmyk-equivalent) color code. These family colors are supplementary to the existing IIHF color palettes on pages 12 and 13 of this guide (IIHF Force is a color which already comes from the primary palette!). IIHF Men* IIHF Women PMS 282 PMS 215 Process color values (CMYK) 100/68/0/54 0/100/35/27 RGB-color values (on-screen) 0/36/93 184/0/77 IIHF Under 20 PMS 166 0/64/100/0 237/113/0 IIHF Under 18 PMS /0/100/42 68/120/11 In all cases: only use the official logo files supplied by the IIHF Marketing Department. Hexachromic color values (web) It may occur that for applications of the logo on/in textiles, the colors of the IIHF family color palette are not available; in this case the closest possible colors need to be selected; colors that fall out of the IIHF color palettes are to be avoided. #00245D #B8004D #ED7100 * This tint is the same as IIHF Force, the corporate dark blue. #44780B

22 Correct and incorrect usage 22 The examples on the bottom row illustrate incorrect usage of the brand. The only conform brand expressions are available as digital files any other expression is to be considered non-conform.

23 Mini logo versions 23 In certain situations, the logos for IIHF competitions need to be reproduced on rather small surfaces so-called mini versions. Apart from avoiding logo versions with gradations, there are a few rules that will facilitate the creation of IIHF-approved logos: - Never use the emblem part of any IIHF competition logo alone. - For these needs only, the obligatory accompanying text may be retyped in a different setting and only as per the examples shown. - Size of emblem and text are to be chosen based on the space available. - Make sure the emblem prints out well, and is still recognizable and legible. - Minimal mentions are and, and are to be placed vertically to the right of the logo. This option should be used on as few occasions as possible RUSSIA 2005 WORLD CHAMPIONSHIP AUSTRIA 2009 SWITZERLAND 2007 RUSSIA Application of a mini logo on an official IIHF pin 2007 RUSSIA Color versions and applications on background tints as defined in this guide are also applicable to these logo versions WORLD CHAMPIONSHIP AUSTRIA 2005 WORLD CHAMPIONSHIP NEW ZEALAND Application of a mini logo on a ballpoint

24 Poster guidelines The IIHF brand is also built through collateral expressions. In order to build the brand in a more coherent and managed way, the IIHF has decided to publish simple, primary rules for posters, publications, etc. These rules also include guidelines for the application of sponsor logos. The basic elements of these guidelines are: - the IIHF crease line stretching from left to right - image- and white areas - logo size and placement - text placement, style and basic sizes. In addition to these graphic elements, there are logos, imagery, sportive feel etc. that help make a publication fit into the IIHF family. top margin: 6% of poster height title: Helvetica Neue 45 Light, capitals max. 5% of poster height title interline: max. 6% of poster height competition level: Helvetica Neue 75 Bold max. caps height = 2% of poster height space height: 5% of poster height venue + date: Helvetica Neue 75 Bold max. caps height = 2% of poster height interline = type size + 10% (e.g. 24 pt on 26.4 pt) left margin: 6% of poster width 2006 IIHF WORLD CHAMPIONSHIP Division - Group Venue 1 Venue 2 (if applicable) Begin date - end date 24 Primary poster guidelines There is a template available for standard DINand US-formats. On this template, the logo position and dimension are integrated within the IIHF crease line, which is in fixed relation to the width of the page. The signature part is placed in the bottom quarter of the poster. The right hand top of the crease line is aligned with the upper limit of the 30% height of the poster. This is fixed in order to create a calm space in which all IIHF- and third party brand-references are placed. The space above the crease line may always be filled with image or color; the space below must remain white! The crease line itself is filled with the code color of the competition; if the poster is done for a non-color coded event, then any appropriate color may be used. optional ticket information: Helvetica Neue 75 Bold max. height 1x left margin square 6% of poster height 2% of poster height Tickethotline or left margin: 6% of poster width Sponsor zone Please refer to the sponsor zone rules (page 26) emblem: 10% of poster width 30% poster height right margin: 6% of poster width crease line

25 Poster guidelines continued 25 Logo placement The IIHF official logo is fixed in a certain place on the poster/publication crease line. This placement is clearly indicated in the poster template (digital file available), and should not be altered. 25% of emblem height As a rough but general rule consider that any logo should have at least 25% of its emblem sitting left above the poster/publication crease line, and that the middle of its emblem should be located below the middle of the poster/ publication crease line. Tight application of the below rules confirm this general rule. Division level and other competition logos All other logos are placed on the poster/ publication with the right-hand top of the color crease line aligned with the top of the poster/ publication crease line. World Championship logo Since the World Championship logos do not have an internal crease line, these logos need to be placed on the poster/publication crease line in the same place a Division level competition logo would be (see above). Corporate IIHF logo IIHF logo the IIHF emblem is placed on the poster/publication crease line with the righthand top of the bottom blue aligned with the bottom of the poster/publication crease line.

26 Official Main Sponsor Official Sponsor Official Partner Governed by International Ice Hockey Federation Brand identity and logo usage guidelines Version 2.03 Poster guidelines continued Sponsor logos The bottom part of the poster is dedicated to the organizers and sponsors of the event this is the so-called signature part of the poster. emblem: 10% of poster width 26 The dimensions of the sponsor logos, as well as their placement, are very well defined. The poster template shown has the maximum amount of sponsors officially allowed per category; in the case that there are less sponsors, the logos will not become bigger! 30% poster height Official main sponsor and Goverened by These two logos each fit in a space as high as 2% of the poster height. 2% of poster height 2% of poster height 2% of poster height 2% of poster height Skoda SIMPLY CLEVER Official sponsors These logos fit in a space 71% of the Official main sponsor logo space (= 141% the size of the Official suppliers logo space). left margin: 6% of poster width right margin: 6% of poster width Official suppliers The official supplier logos fit in a space 71% the size of the Official sponsors logo space. The third party section is generated following the poster margin and other indications. Official main sponsor Official sponsors Governed by The horizontal version of the IIHF logo should always appear as the Governed by authority, and the web address stays on every poster. Both elements are embedded in the electronic template. Official suppliers

27 Poster guidelines continued 27 Image area The image area the entire zone in grey on the image to the right can be used by the organizing committee to brand the event. In the majority of cases, a large picture will be used (see below sample). The most important issue stays the legibility of the texts; for indications on placement, and maximum type sizes please reefer to page IIHF WORLD CHAMPIONSHIP First venue Second venue Start date - End date Tickethotline or