Baa! Issue#1

was all about sports branding at Black Sheep

‘October, the trees are stripped bare, of all they wear, what do I care?’

Taken from ‘October’ by U2 Photo: Windsor Esplande, Cardiff Bay 21.10.08 © Neil Asher

Issue#� // Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

Autumn 08

baa!

Issue1v2.indd 1 28/11/08 10:06:33


Autumn 08

In November �998, we set up

shop with one goal in mind,

‘how about being the best?’

Since that day, we’ve built a

reputation for great creative

work and a client service that’s

second to none, whilst doing

work we love and believe in.

Providing strategic and creative

thinking across all media, whilst

building strong and consistent

brands for clients in the public

and private sectors from our pen

in Cardiff Bay.

It’s been a roller coaster ride,

one which we’re not getting off!

10 years later and that goal

is still in mind.

Our five point mantra for the last �0 years.

1. Doing ‘ok!’ isn’t good enough

2. Get great results for our clients

3. Learn and improve, so that we get better

4. Make a living, doing what we love

5. We’re in business for the long term

we’re9808

Issue1v2.indd 2 28/11/08 10:06:34

was all about sports branding at Black Sheep

‘October, the trees are stripped bare, of all they wear, what do I care?’

Taken from ‘October’ by U2 Photo: Windsor Esplande, Cardiff Bay 21.10.08 © Neil Asher

Issue1v2.indd 3 28/11/08 10:06:42

Issue#1 // Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

Autumn 08

finishing 1st

In February 2008, Black Sheep were

invited to tender on the rebrand /

relaunch of Welsh Athletics Ltd.

before they relocated to their new

home at Cardiff International Sports

Stadium, the new home of Athletics

in Wales.

Recognised by the Sports Council

for Wales, the Commonwealth

Games Council for Wales and

UK:Athletics as the National

Governing Body for athletics in

Wales, Welsh Athletics has over

5,000 registered athletes at 70+

registered clubs in Wales.

We set about creating a brand

that projected Welsh Athletics

as a modern, forward-looking

organisation, clear in its vision

and underpinned by core values:

To be professional, well-organised

and build on past success to shape

a new future for athletics in Wales.

Where opportunities exist for all

ages and all abilities to get involved.

A country with a wealth of elite

talent that regularly punches above

its weight in its contributions to

British teams. One that offers

first-class athletics venues across

the country, providing a premier

athletics environment with back-

up services including top coaching

and sports science to hand. An

organisation with a real sense of

heritage and national pride.

In getting to the final solution,

we held focus groups to canvas

opinion and made numerous micro

adjustments to the concept. The

finished concept received a glowing

endorsement from the board and

was officially unveiled at their

annual Awards Dinner and ‘Hall

of Fame’ held at the Vale Resort,

Hensol in September 2008.

‘It’s an identity that builds on past

success to shape a new future for

athletics in Wales, with a real sense

of heritage and national pride.’

Matt Newman-CEO,

Welsh Athletics Ltd.

Issue1v2.indd 4 4/12/08 15:28:09

4 5

Only by carefully following these guidelines can we ensure that our communications are distinctive, instantly recognisable, consistent and memorable.

Our brand identity consists of several integral elements:

Our logotypeOur typefacesOur colour paletteOur photographic style

The way these elements are applied and their relationship to each other are critical in building the new Welsh Athletics brand.

Our logotype is the single most important element of our visual identity. It represents our name and what we stand for.

.epsIllustrator eps is a vector file format and as such is infinitely scaleable without loss of quality. Eps should be used wherever possible and should always be supplied to designers and printers.

.tifTif is a pixel based file format so will suffer loss of quality if it is enlarged. It should be used at the size it is supplied or smaller. This file format is useful for PC users.

.jpgJpeg is also pixel based but is designed to use on screen. Use on PCs for powerpoint presentations and websites. Jpeg should not be used for printed materials.

The key to successful communication Our logotype

The primary mark (shown here) is the preferred logotype. It is always bilingual and consists of two elements; the modern three feathers and the typography.

Which file format?

10 11

False start!

ImageryWhen the logotype is placed over a photograph, the typography must be clearly legible. Changing the positioning of the image may be necessary.

Tint matrixLegibility is paramount when deciding which version of the logotype to use. An example is given in the tint matrix below.

Logo use with colour

Use the primary mark on paler images. Use the all white mark on darker images where contrast is not sufficient to support the red/white mark.

Use the red feathers/white type version on darker images where the colour contrasts sufficiently with the red to maintain legibility. This version should be selected in preference to the all white mark.

Placing the logotype over areas of high contrast or heavy pattern should be avoided.

Logo use with imagery

Red/white markThis version of the logotype should be used in preference to the all white mark but only where the background colour contrasts sufficiently with the red.

Winner!Winner!

20 Internally produced documents

A number of templates have been provided. The principles shown here should be applied every time a document is produced.

For use when the Welsh Athletics address needs to be included.

21

For use when only the Welsh Athletics logo is required

Document content should never extend below the 15mm margin at the bottom of each page

For use when a partner logo needs to be included

Word templates (provided on CD)A number of templates have been created:

For use when an address is necessary:Document template_CISS address.docxDocument template_NIAC address.docx

This document leaves space for a partner logo:Document template_WA logo and partner.docx

For use when only the WA logo is required leaving maximum space for content:Document template_WA logo only.docx

Placement of logotype on printed material

The logotype should always be placed on the right of printed materials. It can be placed at the top or the bottom as appropriate.

12 13

�

Get Set

We created a comprehensive set of guidelines to help maintain a strong and consistent brand.

2007—08Welsh Athletics

Annual ReportRealising our potential

Road Runningp9

Roll of Honourp20

Hall of Famep21

Competition reviewp7

6082 WA AR 07-08 AW2.indd 1 10/10/08 11:01:11

2007-08 Annual Report

Realise your potential

2008 Sponsorship Brochure

Issue1v2.indd 5 28/11/08 10:06:57

Cardiff International Sports Stadium


Autumn 08

Issue1v2.indd 6 28/11/08 10:06:58

Sunday mornings 9-11am£2.50 per session

Join in the fun!www.ciss.co.uk

Mini Football

Football Fitness Classes Fitness Training Hockey Physio

Hospitality

Athletics Cross Country Training Relaxing RugbyThe home of

Activity Zones Artificial Training Pitch

Lacrosse

Open Daily 7am-10pm visit: www.ciss.org for more info

WelshChampionships 14-15 June 2008Entry by Programme £5

Join in the fun!

www.welshathletics.orgwww.ciss.co.uk

Now open!

10x20ft Poster.indd 1 24/9/08 11:07:09

Cardiff Council’s, International sports stadium opened its doors in October with a brand created by Black sheep.

An on-going project which includes a master brand, with a vibrant sub-brand colour palette, identifying the many activities on offer at the stadium, as well as a supporting visual identity for marketing materials, including banners and event leaflets.

Athletics

Rugby

Fitness

General Info

Cross Country

Hockey

LaCrosse

Football

Issue1v2.indd 7 28/11/08 10:07:01

x2For the second year running,

Black sheep have produced

the sports Council for Wales’

Annual Report and Accounts

and Good Practice document.

As the Sports Council exists

to promote sport and physical

activity as part of everyday life,

we wanted to produce a concept

that conveyed that ethos.

We came up with a graphical

representation of time. 1 year,

12 months and 365 days

of sport in Wales, since the

last report was published. A

second document highlights

the momentum achieved in the

last year, with case studies of

individuals and organisations,

from elite athletes to lunchtime

walking clubs.

‘Black sheep have consistently

produced creatively challenging

concepts that convey our

message effectively.’

Adam Fairbank

Senior Marketing Officer

Sports Council for Wales

We are All Stars

5304 SCW AR0607_allstars AW.indd1 1 17/10/07 15:53:36

Sports Council for WalesAnnual Report and Accounts 06/07

5304 SCW AR0607_annual AW.indd i 17/10/07 16:27:19


Autumn 08

Issue1v2.indd 8 28/11/08 10:07:07

one year/12 months/365 days/ of sport in wales

sports council walescyngor chwaraeon cymru

sports Council for walesannual report and accounts 07/08

Issue1v2.indd 9 28/11/08 10:07:08

Our latest identity was for Culture, Leisure and Parks Service, a division of

Cardiff Council. It’s aim is to promote the benefits of a more active population

in Cardiff. Watch out for it around the city in the coming months.

Use of Logotype in literature materialsThe placement of the Active Cardiff logotype and its relationship with the Cardiff Council is something for creative to consider.

Use CMYK values for printing when pantone numbers cannot be specified. RGB values should be used for TV and broadcast applications. Html is for website and new media use.

Matching colours across different media is not an exact science so a visual check should be always be made to ensure consistency.

LiteratureThe branding should carry through into leaflets, booklets and information packs.

Literature materials should look fresh and use clear communication. This approach supports the Active Cardiff brand.

These two colours are taken from the main Active Cardiff logotype. These colours can be used for titles, headlines and blocks of colour. They are fresh, engaging and support the brand.

fairwater leisure centre

activity programme 09

swimLeft: Swimming activity pro-gramme 2009 for Fairwater Leisure Centre.

There are 4 key elements to consider in the creation of a cover for a piece of literature:

1. A clear heading at the top of the piece that communicates the contents of the item and visually draws in and engages the viewer.

2. Colours used from the Active Cardiff colour palette.

3. Use a clean typographic style.

4. a ‘hero’ image that inspires people to want to do the same.

PLEASE DO NOT:

- Use a different typeface that will confuse and de-value the Active Cardiff brand.

- Use a colour that does not feature in the colour palette.

- Use a montage of images. One image is always a stronger composition, whereas a montage looks visually confused.

leisurecardi++++

football in your community

development programme 09

footballLeft: Cover of a leaflet with information about local football in the community.

The Active Cardiff logo should be placed in the bottom left hand corner. The Cardiff Council logo should then placed on the opposite side in the bottom right hand corner. If this is not appropriate then the two logotypes can switch places.

The Active Cardiff and Cardiff Council logotypes should not be placed directly next to each other.

The Active Cardiff logotype is at its best when placed on a white background, as seen left.

N.B. Images have been supplied courtesy

of Getty Images® and are used for illustrative purposes only.

12|13Use of Logotype in literature materialsThe placement of the Active Cardiff logotype and its relationship with the Cardiff Council is something for creative to consider.

Use CMYK values for printing when pantone numbers cannot be specified. RGB values should be used for TV and broadcast applications. Html is for website and new media use.

Matching colours across different media is not an exact science so a visual check should be always be made to ensure consistency.

LiteratureThe branding should carry through into leaflets, booklets and information packs.

Literature materials should look fresh and use clear communication. This approach supports the Active Cardiff brand.

These two colours are taken from the main Active Cardiff logotype. These colours can be used for titles, headlines and blocks of colour. They are fresh, engaging and support the brand.

fairwater leisure centre

activity programme 09

swimLeft: Swimming activity pro-gramme 2009 for Fairwater Leisure Centre.

There are 4 key elements to consider in the creation of a cover for a piece of literature:

1. A clear heading at the top of the piece that communicates the contents of the item and visually draws in and engages the viewer.

2. Colours used from the Active Cardiff colour palette.

3. Use a clean typographic style.

4. a ‘hero’ image that inspires people to want to do the same.

PLEASE DO NOT:

- Use a different typeface that will confuse and de-value the Active Cardiff brand.

- Use a colour that does not feature in the colour palette.

- Use a montage of images. One image is always a stronger composition, whereas a montage looks visually confused.

leisurecardi++++

football in your community

development programme 09

footballLeft: Cover of a leaflet with information about local football in the community.

The Active Cardiff logo should be placed in the bottom left hand corner. The Cardiff Council logo should then placed on the opposite side in the bottom right hand corner. If this is not appropriate then the two logotypes can switch places.

The Active Cardiff and Cardiff Council logotypes should not be placed directly next to each other.

The Active Cardiff logotype is at its best when placed on a white background, as seen left.

N.B. Images have been supplied courtesy

of Getty Images® and are used for illustrative purposes only.

12|13

Logo use with Imagery

Make it legible.When the logotype is placed over a photograph, the typography must be clearly legible. Changing the positioning of the image maybe necessary.

Use the master logotype on paler images. Use the master logotype on darker images where the colour contrasts sufficiently with the logotype to maintain legibility. This version should be selected in preference to all other monotype marks if appropriate.

Use the black and white logotype on images where contrast is not sufficient to support the colours of the main logotype.

Placing the logotype over areas of high contrast or heavy pattern should be avoided.

08|09

Brand Variants.The Master Brand logotype should be used at all times where possible as it represents our name and what we stand for in it’s purest form. However, there will be times when it cannot be reproduced in it purest form.

Monotone, Positive and Negative versions have been created for use when only one colour is available, i.e. News Print or when colour is beyond your control.

letsgetactive!


Autumn 08

Issue1v2.indd 10 28/11/08 10:07:13

As it’s our 10th birthday,

we’re celebrating, by giving you

10% off your next 10 jobs*It’s our 10th birthday

and we want to celebrate by giving you

10% off your next 10 jobs*

*No funny business or small print! Just get up to �0 jobs finished and invoiced by the end of November 2009.

Issue1v2.indd 11 28/11/08 10:07:13


Autumn 08

bye fornow!BLACK sHeeP Bute Chambers 103 Bute Street Cardiff CF10 5ADtel // 029 2049 0722 fax // 029 2049 0723 email // [email protected] web // www.blacksheep.infoBLACK SHEEP DESIGN CONSULTANTS LTD REGISTRATION No > 3672281 VAT REGISTRATION No > 720 943740

Printed on revive 100 Uncoated, a recycled grade, containing 100% post consumer waste and manufactured at a mill accredited with ISO 14001 environmental management standard. The pulp used in this product is bleached using an Elemental Chlorine Free process (ECF).

Get in touch! We’d love to know what you think of baa!

[email protected]

We try our best to adopt environmentally friendly solutions for ourselves

and our clients, without banging on about it too much! Let us know if you

want to do it too and we’ll advise you of the options!

One last thing!

We know that you’ll love and cherish this piece of print so much you’ll

want to keep it forever. However, if you run out of space and are thinking

of putting it in the bin, please, please, please try and recycle it. You could

even wrap your chips in it!

Issue1v2.indd 12 28/11/08 10:07:14

Documents

Baa! Issue#1