UMKC ATHLETICS BRANDING GUIDELINES
UMKC Athletics is proud to be Kansas City s Division I team. The University of Missouri-Kansas City Intercollegiate Athletics brand is distinguished nationally by our studentathletes who not only achieve on game day, but during the rest of the year in the classroom and in the community. Our leadership is recognized in Kansas City and beyond for their mentorship and achievement. We want to show what we know on all levels including our visual identity. Loosely applied branding principles can cause confusion and weaken a brand. A brand gains strength and projects confidence when it displays a clear, consistent, unified message at all levels, fostering a loyal student body, faculty, alumni and community. This guide is the playbook for a winning UMKC Athletics brand.
LOGO PRIMARY LOGO Several versions of the athletics mark have been created primary, secondary, sport-specific, reverse and black and white. They provide options for consistent application taking into account purpose, size, prominence and production methods. 3
LOGO ADDITIONAL LOGOS SECONDARY LOGO These logos provide an additional option for display. They are to be used if the size of the object to be printed on is too small or horizontally narrow to accommodate the primary logo in a legible way, e.g., pen, pin, lanyard. If you are unsure about the usage, contact mcom@umkc.edu. TERTIARY LOGO 4
LOGO STRAIGHTENED The primary mark is typically shown in a upward slant, projecting mobility. Occasionally, in some communications, it can be beneficial to use a straightened version. To determine when the straightened alternatives are appropriate to use, contact mcom@umkc.edu. 5
LOGO SPORT-SPECIFIC The sport-specific logo symbolizes the specific team within the UMKC Athletics department. Each team name appears in the space provided below the UMKC. When necessary, the wording portion of the logo may be increased in size with approval from mcom@umkc.edu. The team name in the athletic logos cannot be changed or altered in any way. 6
LOGO 7
LOGO SAFE SPACE =x An important element of the athletics logo, the secondary logos, straightened alternatives and sport-specific logos is its safe space. This will ensure a consistent look to the brand as well as protect the logo from distractions within layout in various applications. The safe space around the primary logo, secondary logos, straightened alternatives and sport-specific logos is defined by the height of the U in the UMKC. See diagrams for proper safe spacing. SIZING Proper logo size is vital in maintaining readability as well as ensuring a consistent look throughout the brand. Make sure the logo is applied at a confident size and proportionally to the canvas. This means the logo should never be too large or too small for each application. 8
LOGO Do not use logos within a white box. See page 10 for appropriate alternatives. Do not use low quality versions pulled from the web. Do not use the logo on complex or patterend backgrounds that will interfere with legibility Do not add effects (e.g., drop shadow, glow, etc.) in an attempt to make the logo more ledgible. See page 10 for appropriate alternatives. Do not stretch INCORRECT USES The examples shown illustrate a number of incorrect uses. Never apply these examples. Do not use elements of the athletics logo in alternative configurations If you are unsure about a particular application s permissibility, please contact mcom@umkc.edu. 9
LOGO ALTERNATIVE COLOR OPTIONS Refer to the UMKC Athletics logo Reference Chart for acceptable combinations of logo colors used on varying colored backgrounds. 10
MASCOT The Kasey Roo mascot plays a prominent role in the visual representation of UMKC Athletics and should be applied at a confident size. If unsure about the usage of the mascot, contact mcom@umkc.edu. SAFE SPACE =x Safe space is intended to protect the mascot from distractions in various applications. When the mascot is used alone, nothing should overlap it, touch it or interfere with its legibility. 11
MASCOT INCORRECT MASCOT USES Do not flip or mirror the mascot. The examples shown illustrate a number of incorrect uses. Never apply these examples. If you are unsure about a particular application s permissibility, please contact mcom@umkc.edu Do not crop out the entirety of the tail and/or his limbs. Do not crop the mascot to only the head. 12
LIMITED ALTERNATIVE OPTION KANSAS CITY ATHLETICS LOGO The UMKC Athletics primary logo has been established and is recognizable to most audiences. It is the preferred logo to be used in all communications. However, for out-of-the-kansas City-area events only (i.e., north of St. Joseph, Mo.; south of Springfield, Mo.; west of Manhattan, Kan.; east of Columbia, Mo.), the limited alternative option can be used to emphasize the message of being Kansas City s Division I team for audiences that may not be aware that UMKC stands for the University of Missouri-Kansas City. If you re unsure about the appropriate usage of the limited alternative option, contact mcom@umkc.edu. 13
COLOR PALETTE Consistency in color usage is essential to establishing a recognizable and cohesive identity. Variations and inconsistencies in the hues dilute the effectiveness of our colors and weaken the UMKC Athletics brand, so it s important to follow the color guidelines. All UMKC Athletics marks must adhere to the color scheme listed to the side. Coated stock: PANTONE: 301 CMYK: 100, 75, 50, 10 Uncoated stock: PANTONE: 301 CMYK: 100, 30, 2, 24 Powerpoint and web: RGB: 0, 82, 147 HEX: #005293 Coated stock: PANTONE: 116 CMYK: 0, 20, 100, 0 Uncoated stock: PANTONE: 7404 CMYK: 0, 18, 74, 1 Powerpoint and web: RGB: 254, 203, 0 HEX: #FECB00 Coated stock: PANTONE: Black CMYK: 0, 0, 0, 100 Uncoated stock: PANTONE: Black CMYK: 0, 0, 0, 100 Powerpoint and web: RGB: 0, 0, 0 HEX: #000000 White Powerpoint and web: RGB: 255, 255, 255 HEX: #FFFFFF Coated stock: PANTONE: Cool Gray 1 C CMYK: 0, 0, 0, 15 Uncoated stock: PANTONE: Cool Gray 1 U CMYK: 0, 0, 0, 15 Powerpoint and web: RGB: 220, 221, 222 HEX: #dcddde 14
FONTS BRAND FONTS PRINT Typography is an essential part of our personality. It helps unify our materials and promotes familiarity with our messaging. Our brand fonts are Stratum2 and DIN OT. Stratum2 Bold, Black and DIN OT Black Italic are to be used for headers and call out copy to provide emphasis. DIN OT Regular, Italic, Bold and Bold Italic are to be used as body copy for all UMKC Athletics materials. Stratum2 Bold Stratum2 Black DIN OT Regular DIN OT Italic DIN OT Bold DIN OT Bold Italic DIN OT Black Italic Stratum2 can be downloaded at processtypefoundry.com. DIN OT can be downloaded at fonts.com. BRAND FONTS WEB For web, we recommend, Helvetica or the Google font Oswald. Oswald Helvetica 15
WRITING Consistent messaging, including word usage, is a vital aspect of the UMKC Athletics brand. ACCEPTABLE USES First reference University of Missouri-Kansas City UMKC UMKC Athletics Secondary reference Kangaroos Roos Missouri-Kansas City Missouri-Kansas City has been added to the list of acceptable references to athletics, joining UMKC, Kangaroos, Kansas City and Roos. Away media are encouraged to use Missouri-Kansas City as a primary reference, while local media can use UMKC as a primary reference. UNACCEPTABLE USES Kansas City (alone) Kansas City Roos Kansas City University Kansas City Athletics KC Athletics 16
LICENSING WORKING WITH VENDORS UMKC has a contract with Learfield Sports, which handles all licensing issues and royalty collections associated with the UMKC logos. Vendors that desire to produce licensed products for resale to the general public must be licensed through Learfield Sports as a standard licensee, which requires an application fee. Vendors that desire to only produce licensed products for internal use at UMKC must be licensed through the UMKC Department of Intercollegiate Athletics as a restricted licensee. There is no fee to become a restricted licensee. The application process to become a restricted licensee takes between 10 and 15 days, so campus entities are encouraged to plan ahead in working with their vendor. A number of local vendors are already licensed. For more details and assistance with licensing issues, contact athlicensing@umkc.edu. 17
CONTACT If you have questions about the UMKC Athletics brand guidelines, contact: mcom@umkc.edu 18