THE FARMidentity & corporate communications guidelinesfebruary 1, 2010

we approached this process with integrity, dedication, and hard work.play ball.

your logo, on the following page, was inspired by our meetings with you, shapes from the world of baseball and softball, and elite sports brands

identity

this is a lot of information and and may be overwhelming at first, but by the time you see this entire presentation, we believe the brandmark will come to life

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we explored many different types of marks these didn’t make the cut...

The above marks try too hard. We found that these marks fit baseball teams, rather than baseball complexes. Your mark is dynamic enough to serve as the face of an entire complex while remaing classic, progressive, and active.

letterforms

abstract baseball elements

T and F concept

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color

color dictates whether your brand speaks with a soft, weak tone, or a strong, athletic voice

to accurately communicate The Farm’s values, it is important that the colors convey strength, athleticism, and hard work

the subsequent color palette effectively communicates the brands stance that was predicated from partner meetings and the world of elite athletics

The primary palette is dynamic and timeless. A strong, deep, and durable green is complimented by clean and neutral shades of black and grey to strike a nice balance.

7483 PC

422 EC

color palette

discovering The Farm ...in your words

the following pictures represent what The Farm means, feels, and looks like after meeting with the partners

this brand landscape, representative of the heart and soul of the brand, served as a motivation for the creation of the logo and tagline

“Be a peacock...have confidence but not expectancy” casey

“you can’t fake hard work, it’s apparent when you see it” frenchy

frenchy

“kids are going to feel like they’re great here”

randy

“we’re authentic, not just at eye level...they’re going to see hard work and honesty like never before”

mike

what that meant to us

growing athletesThe Farm is

The word “Farm” is misleading without the proper tagline. Anyone reached by The Farm brand mark must be able to know it is an athletic complex. The idea of growth in this tagline is a perfect representation of our core values. Growth insinuates hard work, zero entitlement, a “what have you done today” approach, and maturity as a person and player.

The word “athlete” in the tagline is the right choice for many reasons. The word athlete does not exclude gender or age. In today’s pop culture, it is symbolic of greatness and carries with it an elite status. In football recruiting, those who can play any position on the field because of their talent are not recruited for a specific position, but rather as “athlete.” The word athlete also spills over into things not related to sports. Phrases like, “be an athlete and ask out Suzy,” are completely relevant amongst youth today.

Using the word “athlete” also cannot be confused with a negative interpretation of a word like “player.” To some, “players could be interpreted as “playas”, which The Farm clearly is not. Growing athletes is precise. It instantly enables people to see that The Farm is an athletic complex.

why growing athletes

we explored many different taglines these didn’t make the cut...

grow today Growth is a word that is synonymous with baseball in so many ways. It is also synonymous with a farm. In our search for who your are, we found that a staple of The Farm will be the attitude of never being satisfied. “Grow Today”encompasses hard work as well as a mindset of always moving forward and progressing as an athlete as well as a person.

earn respect In our discovery of what you stand for, we noticed a common theme that was relevant with all the partners; there is no room in this world for entitlement. At The Farm, every athlete earns what they get. Farm athletes “earn respect.” When Mike is working with players who have given all they have after a workout, there is a look of respect and satisfaction that Mike gives this type of player.

home grown The Farm is more than instructing players on baseball and softball skills. It is a facility that integrates values that go beyond the ball diamond. These are the values one would learn at home. Combining the concept of a home where players are taught values along with the integration of the word growth as it relates to athletics and life is a great way to represent The Farm.

type

type is a medium by which you communicate the tone of your brand

matching the correct type with the logo and tone of the brand is crucial in theattempt to recruit serious baseball and softball players

there was a delicate balance between strong and classic, and progressive and active to ensure the type correctly fit your mark

NEWTOWN BOLD ITALICNewtown Bold italic is the font treatment used in The Farm

THE

gotham rounded book italicgotham rounded book italic is the font treatment used in growing athletes

brand structure

with multiple revenue streams, a dynamic target including baseball and softball athletes, its important that The Farm brand speaks with one consistent voice

defining how to represent each of these unique qualities The Farm has to offer is crucial in the execution of a uniformed brand

A single parent brand, The Farm complex, best communicates your singular purpose; growing athletes.

single parent brand

each function at The Farm is important

three different color families and logos would be confusing, and, frankly, unnecessary

a single brand elminates the potential for inequalities between baseball, softball, training, instruction and tournaments

NOTE: This brand structure is outlined irrespective to apparel or jerseys. Here, you can be creative with colors so long as the integrity of the mark is not compromised.

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The Farm will have one logo, one typeface, and one color palette. Distinguising baseball, softball, instruction, and sports performance is done by substituting “growing athletes” with each respective function.

brand structure

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corporate communications standards

to present an image that is professional and visually consistent, we are adopting the corporate communications standards presented in this document

unifying our standards is an important step toward solidifying our reputation as a complex that stands for baseball and sotball greatness

the baseball community values attention to detail, professionalism, and the following guidelines meet the expecations of our community

all company correspondence must follow these standards

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approved brand mark variations

green and grey

single color black reverse to white

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green

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do not add orremove elements

do not rotate the logo

do not change the size of elements

do not rearrange elements

do not modify existing colors

do not scale without the correct proportions

brand mark usage...avoiding common errors

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Pantone 422 EC

pantone-matching logo

Pantone 7483 PC

The mark will always be in Pantone 422 EC, Pantone 7483 PC, white, or black. For color usage guidelines refer to approved brand mark variations.

The specified pantone colors should be considered when budget allows. If a four-color process is used, the color specifications below should be strictly followed.

four-color process logo

C=20 M=13 Y=13 K=35

C=83 M=16 Y=83 K=54

Gill Sans is the font used for all communications. Communications refers to memos, letters to prospective athletes, press releases, etc.

Gill Sans regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Gill Sans bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Gill Sans bold italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Gill Sans light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Gill Sans light italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

font

The context in which the logo elements appear are very important. Included within the logo is a negative clearance space that no other elements shall intrude upon.

clearance space

1/8”

1/8”

1/8”1/8”

tagline

The Farm’s tagline is growing athletes.The following rules should be followed when using the tagline.

1. Gotham Rounded Book Italic is the correct font for the tagline2. When accompanying the mark, it should always be in the same position and size3. The tagline will always be written in lower case with no punctuation4. The tagline will only appear in black, white, Pantone 422 EC, and Pantone 7483 PC

the tagline is right justified with the “M” in Farm

brand structure

When diffrentiating functions at The Farm, the correct way to do so is by replacing the tagline with the respective function. The following rules should be followed when differentiating The Farm’s functions.

1. Gotham Rounded Book Italic is the correct font for differentiating functions.2. When accompanying the mark, it should always be in the same position and size3. The function will always be written in lower case with no punctuation4. The function, seen as instruction here, will only appear in black, white, Pantone 422 EC, and Pantone 7483 PC

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next steps...establishing the brand

the identity and communications standards sets forth an image that will become the face of The Farm

to establish this brand in the baseball and softball community , the next step is to appropriately and consistently communicate it internally and externally

key communication: signage, wayfinding, apparel, advertising concepts, stationary, functional philosophies

Certificate of Participation

This prestigious award, which everyone gets, recognizes your participation in the Cream Puff Baseball League. You were lazy,

afraid to slide, picked dandelions in left fi eld, and struck out 43 times. But we’re still proud of you. Everyone is a winner here.

Through such participation you have learned the qualities of entitlement,dishonesty, and being a cream puff... just the kind of kids we love!

Thanks Tommy

presented to

Cream Puff Baseball

Tommy Bruckinski

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ANTICREAMPUFFS

THE

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