BRAND IDENTITY GUIDE September 8 2016 This document has been approved for public release. www.greencastlesoccer.com
CONTENTS 1.0 Introduction... 1 1.1 Purpose... 1 1.2 Intended Audience... 1 1.3 Material Approval Process... 1 1.4 Director of Marketing & Communication... 1 2.0 Identity... 2 2.1 Greencastle United Soccer Club... 2 2.2 Greencastle Soccer... 2 3.0 Colors... 3 3.1 Color Standards & Conventions... 3 3.2 Primary Color Palette... 3 3.3 Secondary Color Palette... 4 4.0 Logo... 5 4.1 Full Logo... 5 4.3 Shield Logo... 6 4.4 Master Copies... 6 4.5 Custom Designs & Combinations... 6 5.0 Typography... 7 5.1 Primary Typefaces... 7 5.2 Secondary Typefaces... 7 5.3 Font Selection... 7 5.4 Styles... 7 6.0 Apparel & Uniforms... 8 6.1 Official Uniforms... 8 6.2 Alternate Jerseys & Uniforms... 8 6.3 Apparel Sponsors... 8 6.4 Coach Apparel... 8 6.5 Fan Apparel & Spiritwear... 8 7.0 Document Templates... 9 ii
7.1 Document Library... 9 7.2 Document Templates... 9 iii
1.0 INTRODUCTION 1.1 PURPOSE The resources you ll find in this document represent the Club s efforts to establish common conventions and guidelines in how we represent our brand identity in our communication and promotional materials. Our adherence to this document and the consistent use of the resources provided in this document will aid to define and establish our brand identity within the Greencastle-Antrim area, with our customer base and throughout the larger youth soccer community within Central Pennsylvania & Western Maryland. 1.2 INTENDED AUDIENCE This document was written for the Greencastle United Soccer Club Board of Directors and authorized Greencastle United Soccer Club personnel. Release to any unnamed third party is strictly prohibited without the express consent of the GUSC Board. 1.3 MATERIAL APPROVAL PROCESS The design & development of any material created for the express purpose of promoting club activities, representing the club, and/or communicating with existing or potential customers must be approved by the Director of Marketing & Communication to ensure the design is consistent with the overall conventions outlined within this document. All materials will be approved by the board of directors prior to its production, presentation and/or distribution. 1.4 DIRECTOR OF MARKETING & COMMUNICATION The current Director of Marketing & Communication for the Greencastle United Soccer Club is: Donald A. Farland Director of Marketing & Communications Greencastle United Soccer Club H: 717.491.1891 M: 781.727.9670 donald.farland@greencastlesoccer.com 1
2.0 IDENTITY 2.1 GREENCASTLE UNITED SOCCER CLUB Greencastle United Soccer Club provides youth soccer products and services to the Greencastle-Antrim community. All materials designed and produced for the purpose of marketing and/or communicating club activities shall use this identity. When used in marketing and communications this organization shall be referenced in the following forms: Full Name: Greencastle United Soccer Club Short Name: Greencastle United Abbreviation: GUSC (GU is an acceptable replacement if constrained to less than 4 characters.) 2.2 GREENCASTLE SOCCER The Greencastle Soccer identity is a generic term that is the basis for the Greencastle United Soccer Club web site. Usage of this term is tightly controlled so as to not dilute the Greencastle United brand or inadvertently cause confusion between our club and any other soccer organization operating in the Greencastle-Antrim area. Usage outside of promoting the www.greencastlesoccer.com web site requires approval from the Director of Marketing & Communications. 2
3.0 COLORS 3.1 COLOR STANDARDS & CONVENTIONS Color values vary significantly from one media to the next and it is important that the proper color matching standard be employed whenever possible. Select the appropriate color value from the following list: PMS stands for Pantone Matching System & is a universal standard used by printers to ensure color consistency. CMYK should be used when a design is to be used for color-printed materials and PMS is not available. RGB color values should be used for designs that will be viewed electronically. HEX color values should be used when designing for the web. 3.2 PRIMARY COLOR PALETTE The primary color palette is used in the Greencastle United logo and wordmark. These are the most important colors to establishing a consistent brand image and every effort should be made to develop materials and designs that represent these colors as accurately as possible. Sample Name PMS CMYK RGB HEX C: 88 R: 0 M: 34 United Green G: 102 #006600 Y: 100 B: 0 K: 28 True White True Black Greencastle Gray Med Gray Light Gray C: 0 M: 0 Y: 0 K: 0 C: 75 M: 68 Y: 67 K: 90 C: 71 M: 65 Y: 64 K: 68 C: 44 M: 36 Y: 36 K: 1 C: 21 M: 17 Y: 17 K: 0 R: 255 G: 255 B: 255 R: 0 G: 0 B: 0 R: 40 G: 40 B: 40 R: 150 G: 150 B: 150 R: 200 G: 200 B: 200 #FFFFFF #000000 #282828 #969696 #C8C8C8 3
Note: It is important to note that for physical goods and clothing an exact color match is impossible to achieve without incurring significant production costs. When procuring clothing materials or other physical goods a reasonable attempt to select the closest match available should be made. Apparel and other fashion related materials are a notable exception. A greater degree of latitude should be given to account for a wider range of personal tastes and popular trends. 3.3 SECONDARY COLOR PALETTE The following color palette was created to provide additional, compatible colors for use in promotional materials and designs. Sample Name PMS CMYK RGB HEX C: 80 R: 50 M: 37 Faded Green G: 100 #326432 Y: 98 B: 50 K: 29 Light Green Almost White Almost Black C: 65 M: 23 Y: 75 K: 5 C: 4 M: 3 Y: 3 K: 0 C: 73 M: 67 Y: 66 K: 81 R: 100 G: 150 B: 100 R: 240 G: 240 B: 240 R: 20 G: 20 B: 20 #649664 #F0F0F0 #141414 4
4.0 LOGO 4.1 FULL LOGO The official logo for the Greencastle United Soccer Club is a combination of the shield logo defined in section 2.2 and a typographically consistent representation of the words Greencastle United. This combination is hereinafter simply referred to as the logo. FULL COLOR The full color logo utilizes the three primary colors of United Green, Pure White and Pure Black. The color representation of the logo should utilize these defined colors in all full color materials and designs. GRAYSCALE The grayscale logo utilizes various shades of gray to provide a rich representation of the logo for use in materials and designs where full color representation is not available. 4.1.1 IMAGE SPACING The image representation for the logo is properly spaced so that at 100% image size the logo measures 12 wide and 1.5 high. A horizontal margin of 0.25 and vertical margin of 0.125 is built into the design to ensure the logo cannot be placed too close to another element, edge or margin. 4.1.2 TYPOGRAPHY The font utilized in the logo is Book Antiqua, a commonly available font that is found on most Windows and Mac based computers as well as numerous mobile devices. Further information on typography can be found in section 5.0. 4.1.3 INDEPENDENT PLACEMENT At times it will be difficult or impractical to use the full logo in an image form. In such cases, it may be advantageous or necessary to insert the shield logo and add typed text beside it to give the appearance of the full logo. In the event this is necessary, keep the following in mind: The shield and the G should be roughly.25 shorter than the shield and aligned vertically. The shield should be roughly 0.25 from the left edge of the G. Select an acceptable font as outlined in section 5.0. 5
4.3 SHIELD LOGO The Shield logo may be used as a standalone graphic in limited applications where the audience is already familiar with the Greencastle United brand or usage of the official logo is impractical. Use the following guidance when selecting the most appropriate logo for the design or material. FULL COLOR The full color logo utilizes the three primary colors of United Green, Pure White and Greencastle Grey. The color representation of the logo should utilize these defined colors in all full color materials and designs. GRAYSCALE The grayscale logo utilizes various shades of gray to provide a rich representation of the logo for use in materials and designs where full color representation is not available. 2 COLOR The 2 Color logo only utilizes the United Green and Pure White colors and provides a crisp representation of the logo for use in materials & designs that are limited to two colors.. WIREFRAME The wireframe logo utilizes a single color to render a wireframe representation of the logo for use on materials & designs where only one color may be used. This may be represented in United Green, Pure White and Greencastle Grey. 4.4 MASTER COPIES The Director of Marketing & Communication is responsible for maintaining high resolution digital masters of the logos. Requests for digital copies should include the purpose, printing method, target material, image size, and viewing distance so as to choose the most appropriate color, size and format for your application. 4.5 CUSTOM DESIGNS & COMBINATIONS Materials utilizing modified logos or standard logos paired with the marks of vendors, partners or affiliates must be submitted to the Director of Marketing & Communications for prior approval. 6
5.0 TYPOGRAPHY 5.1 PRIMARY TYPEFACES The following are the primary typefaces that should be used whenever possible. Serif Book Antiqua Book Antiqua (Standard) Book Antiqua (Bold) Book Antiqua (Italics) Book Antiqua (Bold Italics) Sans Serif Calibri Calibri (Standard) Calibri (Bold) Calibri (Italics) Calibri (Bold Italics) 5.2 SECONDARY TYPEFACES The following secondary typefaces may be used in place of the primary typefaces if they are not available on a particular computer system or mobile devices. Serif 1. Book Antiqua 2. Georgia 3. Cambria 4. Times New Roman Sans Serif 1. Calibri/Myriad Pro 2. Arial/Helvetica 3. Tahoma 4. Verdana 5.3 FONT SELECTION Serif type has finishing strokes on the arms and stems of letter forms. Serif fonts are widely regarded as the most readable fonts for printed materials, but are less readable on electronic displays. Meanwhile, sans serif types do not have these finishing strokes on the arms and stems of the letter forms. These minimalist typefaces are generally more readable on electronic displays. 5.4 STYLES Document styles will be defined on a document by document basis. This will include the appropriate font selections, sizes and treatments that should be employed in documents of that particular type. The basic conventions that will be relatively consistent across all document types are: Header text will be rendered with a serif typeface and reasonably sized to stand out. Body text will be rendered with a sans serif typeface and should be no smaller than 11 points in size. The use of United Green should be used sparingly to highlight critical elements. Bullets and numbered lists should use United Green for the list item identifiers. 7
6.0 APPAREL & UNIFORMS 6.1 OFFICIAL UNIFORMS All Greencastle United Soccer Club teams are required to wear the official club issued, Nike uniforms for league and league-sponsored tournaments. Uniforms shall not be altered in any way or supplemental pieces / colors added to the Greencastle United Soccer Club approved Uniform Kits for any team or program. This includes, but is not limited to, Game Uniforms, Training Uniforms, Warm-Up Uniforms and Backpacks / Bags. To facilitate Player safety, visible Player names may not be added to the approved Uniforms or Uniform Kits without the approval of the Greencastle United Soccer Club Board of Directors. 6.2 ALTERNATE JERSEYS & UNIFORMS Alternate jerseys are permitted, but they must feature the club shield logo on the front of the uniform shirt and be made by Nike. All alternate uniform pieces must be approved by the Greencastle United Soccer Club Board of Directors. 6.3 APPAREL SPONSORS No Greencastle United program allows for sponsorship printing on the club's game day clothing or by individual teams within those programs. Sponsor logo(s) may not be offered to any sponsor or potential sponsor without the authorization of the Greencastle United Soccer Club Board of Directors. 6.4 COACH APPAREL Coaches are encouraged, but not required to wear Greencastle United merchandise for league or tournament games. Nike apparel is appreciated, but not required. Coaches should refrain from wearing apparel from a competitor to Nike. (ie. Adidas, Puma, Under Armour, Umbro) 6.5 FAN APPAREL & SPIRITWEAR Soccer.com & Del Martin are the official providers of all Greencastle United Soccer Club branded merchandise. Spiritwear options from Nike are preferred, but not required. Apparel options from Nike competitors: Adidas, Puma, Under Armour, and Umbro are strictly prohibited. 8
7.0 DOCUMENT TEMPLATES 7.1 DOCUMENT LIBRARY Greencastle United maintains both internal and external document libraries for the purpose of sharing files with internal and external individuals alike. The public document library can be found at: https://sports.bluesombrero.com/default.aspx?tabid=648347 7.2 DOCUMENT TEMPLATES The following document file types are available for all board members and authorized GUSC personnel to use for internal & external communications Microsoft Excel 2010 Microsoft PowerPoint 2010 Microsoft Word 2010 o Report: Template for Reports, Studies, and other complex documents. o Stationary: Template for standard documents. o Drill Diagram Microsoft Visio 2010 o Pitch Diagram 9