B R A N D G U I D E L I N E S 0 5 . 0 8
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The Varsity Brandmark Varsity ColorVarsity TypographyVarsity Advertising ApplicationsVarsity Sub brand ApplicationsVarsity Photography
This is a simple brand guidelines book for the new Varsity identity system. It includes basic rules and applications that will be added to overtime.
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1 The Varsity Brandmark
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Brandmark _overview
The Varsity brandmark is distinctive, iconic and lies at the heart of our brand expression. It is comprised two elements: the Varsity logotype, which has been specially drawn to be proprietary to Varsity, and the V-braid logo, which expresses the vitality and energy of our brand as a monogram.
For certain applications these elements (V-braid and logotype) may be de-coupled and used by themselves.
V-braid logo
Logotype
Brandmark
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Brandmark _horizontal version
Although the stacked version of the brandmark is preferred, there may be times when a horizontal version is needed. It should be configured as shown below.
V-braid logo
Logotype
Brandmark
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Brandmark _black and white versions
1 color (positive)
1 color (reverse)
greyscale (positive)
greyscale (reverse) greyscale (reverse on a midtone)
1 color (on a tone lighter than 50% black)
1 color (on a tone darker than 50% black)
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0.5”
Clear area around brandmark
The brandmark should always be given space to breath. Do not place other elements (type, logos, shapes, etc.) closer than instructed below.As shown, “X” is the height of the letter “V” in the Varsity logotype.The clearance zone is equal to one and a half of the “X” all around the Varsity Brandmark.
Minimum size
Our brandmark should always be reproduced with clarity and legibility. To help guide you, we have specified minimum size requirements for print and screen applications.
minimum size for print
50 pixels
minimum size for screen
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2 Varsity Colors
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Bright Gold Orange Scarlet Red Maroon Purple Royal Blue Columbia Kelly Green Black
Pantone® 000U
CMYK
RGB
031
1000
25318320
Pantone® 000U
CMYK
RGB
083
1000
2122760
Color
Varsity’s palette is inspired by team colors.
Pantone® 000U
CMYK
RGB
610076
6
100100100
Pantone® 000U
CMYK
RGB
551008033
1022746
Pantone® 000U
CMYK
RGB
73100
00
10644
145
Pantone® 000U
CMYK
RGB
10082
10030
3756
112
Pantone® 000U
CMYK
RGB
6022
00
127165215
Pantone® 000U
CMYK
RGB
100388518
010674
Pantone® 000U
CMYK
RGB
86757395
000
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Bright Gold Black Scarlet Red Royal Blue Bright Gold Purple
Orange Royal Blue Bright Gold Garnet Orange Black
Bright Gold Kelly Green Columbia Black Bright Gold Royal Blue
Color pairs
Using our Varsity color palette, we have created a fixed system of nine team color combinations to be used with the Varsity Brandmark. The color pairs shown below are the only approved pairs for Varsity. Please don’t create new versions or modify any of the approved pairs. (See the Color palette page for complete color specifications)
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Color pairs_Brandmarks
Here are how the approved colors look when applied to the brandmark. The Logotype should be black or the darker of the two colors (eg. Royal blue for the Orange and Royal blue pair).
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2 color positive 2 color reverse (midtone background)
Black + Columbia
Black + Bright Gold
Black + Orange
2 color reverse (dark background)
All color pair_versions (first of three pages)
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All color pair_versions (second of three pages)
2 color positive 2 color reverse (midtone background)
Black + Purple
Scarlet Red + Royal Blue
Bright Gold + Kelly Green
2 color reverse (dark background)
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All color pair_versions (third of three pages)
2 color positive 2 color reverse (midtone background)
Orange + Royal Blue
Bright Gold + Maroon
Bright Gold + Royal Blue
2 color reverse (dark background)
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3 Varsity Typography
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Typography
The Corporate font family was selected as our primary typeface because of its distinctive character, versatility, and compatibility with the Varsity Brandmark. The Corporate family offers “sans serif” and “slab serif” typefaces, and a range of weights ranging from light to extra bold in both Roman and Italic.
For instances where the Corporate font is unavailable, i.e., online communications (html) and desktop applications (Word, PowerPoint, Excel), the use of Helvetica in Regular or Bold is acceptable. Please keep in mind that when purchasing the font you must select either the MAC or the PC version, the two are not interchangeable.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Sans serif
Corporate S BQ LightCorporate S BQ Light ItalicCorporate S BQ RegularCorporate S BQ Regular ItalicCorporate S BQ MediumCorporate S BQ MediumCorporate S BQ BoldCorporate S BQ Bold ItalicCorporate S BQ BoldCorporate S BQ Bold Italic
Slab serif
Corporate E BQ LightCorporate E BQ Light ItalicCorporate S BQ RegularCorporate S BQ Regular ItalicCorporate S BQ MediumCorporate S BQ MediumCorporate S BQ BoldCorporate S BQ Bold Italic
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4 Varsity Advertising Applications
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Advertising
When the Varsity Brandmark appears in advertising it should be positioned on the bottom of the page either on the left, center or right. It should only appear in an approved color, no smaller than the minimum size, and the clear area should be respected. If it appears on a photograph the image should not interfere with the brandmark’s legibility.
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5 Varsity Sub brand Applications
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With Varsity sub brands
So as not to distract from the sub brand you should not use the brandmark next to another logo. The simple typographic treatment illustrated here is recommended.
Corporate S BQ extra bold +300 trackingA V A R S I T Y C O M P A N Y
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6 Varsity Photography
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Photographic style_ principles for choosing & art directing
When composing or cropping photography for Varsity you should be mindful of capturing either motion or emotion.
MotionTo capture motion pull back and frame the movement and athleticism of cheer leading.
EmotionTo capture emotion get in close and show the intimate and dramatic details of cheer leading.
Other considerationsGenerally the style should be bold, clean, vibrant, energetic, and dramatic and play with a sense of scale.
BoldPhotos should have a distinct perspective and point of view;an extreme angle, a bold detail, a powerful expression or gesture.
CleanLess is more. Photos should be clean, uncluttered with background details & distractions, and focused on the moment, subject or detail or emotion. Sensitivity to composition & “cropping” is essential.
VibrantColor and details should be clean & clear; not muddy, washed out or out of focus.
SpiritedPhotos should express the energy, drive and emotion of Cheer leading, before during and after the event.
DramaticPhotos should express the drama, entertainment and attitude of Cheer leading. Playing with extreme differences in scale is one way to achieve this. Shots should be “wide” or “tight”, closely and interestingly cropped, creating a visual tensionbetween a limited number of elements or subjects.
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Photographic style_On-brief examples
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Photographic style_On-brief examples
To be continued...