BRAND G

UID

ELIN

ES

FEBRUARY 2016

02

Our logo

03

Rules & tools

09

Applications

21

CONTENTS

PONY C

LUB B

RAND G

UID

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OUR LOGO

03

PONY C

LUB B

RAND G

UID

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PRIM

ARY LOGO

The cornerstone of our visual identity is our

primary logo lockup. The primary logo should be

used in Pony Club blue over white.

This logo is to be used on everyday

communications such as letters and invoices.

There are rules for the application of the logo to

keep its use consistent.

04

PONY C

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OUR LOGO

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PRIM

ARY LOGO :

NEGATIV

E

This version of the logo can be used when the

original is unreadable, for example over im

age.

PONY C

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OUR LOGO

PRIM

ARY LOGO :

MONOTONE

Where single colour printing processes are

being used, the logo should be printed in

black.

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PONY C

LUB B

RAND G

UID

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OUR LOGO

SECONDARY LOGO

This is our secondary logo lockup.

This can be used as an alternative to the primary

logo lockup but should not take precedence

over it.

All the rules that apply to the primary logo

lockup will also apply to the secondary logo

lockup.

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PONY C

LUB B

RAND G

UID

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OUR LOGO

PONY C

LUB B

ADGE

The Pony Club badge is a supporting graphic

device used within our logo, in certain

circumstances it may be used on its

own e.g. merchandising and m

arketing

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PONY C

LUB B

RAND G

UID

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OUR LOGO

PONY C

LUB B

RAND G

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RULES &

TOOLS

09

0123456789

nopqrstuvwxyz

abcdefg

hijklm

NOPQRSVW

XYZ

ABCDEGJKLM

MONTSERRAT

BLACK

BOLD

REGULAR

LIG

HT

HAIRLIN

E

PONY C

LUB B

RAND G

UID

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RULES &

TOOLS

PRIM

ARY TYPEFACE

The character of communication is often

dictated by typography. The Pony Club

font is M

ontserrat.

Montserrat has a family of diWerent weights and

can be used to both focus the collateral to its

audience and deliver a dynamism.

There are no rules. Use the type to stress key

inform

ation, draw attention to paragraphs or

divide sections.

All external communications should be produced

using M

ontserrat. This is a free font and can be

downloaded from the follo

wing url.

http://w

ww.fontsquirrel.com/fonts/m

ontserrat

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BOLD

BOLD

BOLD

REGULAR

REGULAR

PONY C

LUB B

RAND G

UID

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RULES &

TOOLS

SECONDARY TYPEFACE

Our logo is set in Proxim

a Nova. However,

our straplin

e is set in Arvo. This is a free font and

can be downloaded from the follo

wing url.

www.fontsquirrel.com/fonts/arvo

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LOGO W

ITH STRAPLIN

E

OR C

ENTRE N

AME

STRAPLIN

E

The logo can be used with either a straplin

e

or centre name. These should be set

in Arvo norm

al.

CENTRE N

AME

PONY C

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RULES &

TOOLS

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PONY C

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RULES &

TOOLS

LOGO : EXCLUSIO

N ZONE

To preserve our logo’s integrity, always m

aintain

a m

inim

um clear space around the logo. This

clear space isolates the logo from competing

graphic elements such as other logos, copy,

photography or background patterns that may

divert attention.

The m

inim

um exclusion zone around the

logo should be the size of one ‘O’ from

the word ‘PONY’.

This rule should be applie

d to both versions of

the logo lockup.

13

50MM

PRIN

T A

PPLIC

ATIO

N

MIN

IMUM SIZIN

G

To preserve the readability of the logo lockup

a m

inim

um size has been set for print use at

50mm wide.

The same rules should be follo

wed when using

either version of the logo lockup, as well as

when a straplin

e or centre name is used.

PONY C

LUB B

RAND G

UID

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RULES &

TOOLS

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PRIM

ARY PALETTE

Our primary palette is blue and white.

PONY C

LUB B

RAND G

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RULES &

TOOLS

PONY CLUB BLUE

PANTONE 2756 U

C 92 M 82 Y 4 K 32

R 44 G 48 B 110

WHITE

C0 M

0 Y0 K0

R255 G255 B255

15