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BRAND GUIDELINES glasgow2018.com
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Page 1: BRAND GUIDELINES - VisitScotland · BRAND GUIDELINES 3 1. Introducing the Brand The European Championships of all of our sports have an illustrious history and are the pinnacle of

BRAND GUIDELINES

glasgow2018.com

Page 2: BRAND GUIDELINES - VisitScotland · BRAND GUIDELINES 3 1. Introducing the Brand The European Championships of all of our sports have an illustrious history and are the pinnacle of

Contents

1. Introducing the Brand page 3

2. Brand Elements page 4

3. Use of Welcome 2018 Logos page 6

4. Logo Association page 9

5. Applications of Glasgow 2018 Welcome Logo page 10

6. Typography page 11

7. Colour page 12

8. Approval Process page 13

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1. Introducing the Brand

The European Championships of all of our sports have an illustrious history and are the pinnacle of competition on the continent. The sports have recognised that to maintain and enhance their Championships’ prestige, commercial value and broadcast profile they must adapt and innovate. However they also firmly believe that, while working together to benefit from the power of aggregation, they must retain the autonomy, character and spirit of their individual Championships.

To start on this exciting journey to create a new force on the world stage Glasgow and Berlin will host the inaugural European Championships – an exciting new multi-sport event bringing together some of the continent’s leading sports, with Glasgow and Scotland hosting Aquatics, Cycling, Golf, Gymnastics, Rowing and Triathlon, and Berlin hosting Athletics.

Integral to the partnership are two of Europe’s premier sporting cities, Glasgow and Berlin, and the free to air broadcasters across Europe, represented by the European Broadcasting Union.

That ‘sense of unity’, the unification of people, their cultures and their passions all joining together to represent the strength in one and the power of many was central to the creative inspiration for our brand.

Brand Attributes

Our VisionCreate a must watch must attend experience that elevates the Champions of Europe

Our MissionUnited, we celebrate the highest honour in European sport

Core Values – Internal SentimentsUniting / Diverse / Inspiring / Longevity

Personality – Behavioural StyleAmbitious / Accessible / Authentic / Challenging

Essence – What Defines UsThe defining moments that create Champions

TaglineThe Moment.

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A Sense of Unity

By uniting the existing European Championships in the same calendar window, outstanding sporting performances will be showcased and celebrated by a wider audience across multiple cities, venues and events.

This platform recognises the achievement of becoming a European Champion and the honour it bestows.

The Mark of a Champion

Concept Explanation:A true champion has earned the right to wear this symbol.

What makes a champion is not measured by a medal, talent, the most points, the fastest time, or the most records.

It is not even being the best of the best. All of these things are benefits of what makes a true champion.

But the real winners are those who overcome and prevail through adversity. They learn from their mistakes, and no matter what, they never give up on their dreams.

2. Brand Elements

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Master SymbolThe Construction

The master symbol is made up on a grid of 30o. Each of the 5 exterior points come in together from symmetrically opposite sides creating natural leading lines and an overall well balanced master symbol.

Each segment is made up of three tones showing the depth and complexity of the shape.

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The Glasgow 2018 welcome logo represents the Championships in an unmistakeable manner; it may not be omitted nor any part of it be edited. No single element of the logo may be used alone and all elements should be scaled proportionally.

The following outlines how you should use the Glasgow 2018 welcome logo.

Application

The colour and proportions of the logotype must not be altered. Consistent usage of the logos helps build recognition. When applying the logos, always use the reproduction artwork supplied. Do not redraw or in any way alter the artwork.

If you have other size requirements, please get in touch with us at [email protected]

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3. Use of Welcome 2018 Logos

Exclusion Zone

Exclusion Zone

minimum 25mm / 94px minimum 35mm / 132px

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BRAND GUIDELINES

On Dark and On Light

Each supplied piece of artwork is available in both an ‘on dark’ and ‘on light’ version. It is crucially important when applying a piece of artwork to any document that the correct version is used, if used incorrectly the quality of appearance and legibility of a mark can be greatly compromised.

When applying to a dark background it is the ‘OD’ (On Dark) file that is to be applied, when applying to a light background it is the ‘OL’ (On Light) file that is to be applied.

Logos should be applied to a solid background and should not be used on images where the logo will not be clear.

OD = On DarkA file ending with ‘OD’ means its application is to be used ‘On Dark’ backgrounds.

OL = On LightA file ending with ‘OL’ means its application is to be used ‘On Light’ backgrounds.

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.EPSWhen should an EPS be used?

A file ending with .eps is known as an EPS.

An important note about an EPS is that it is a SVG (Scalable Vector Graphic). This means it can be enlarged without any deterioration of quality.

You have been supplied with CMYK .eps files. The CMYK colour mode (four colour process - Cyan, Magenta, Yellow, Black) is the colour mode used across all printed material.

When creating any printed file, whether a paper document, brochure or event graphics, all placed artwork should use the .eps files supplied.

.PNGWhen should a PNG be used?

A file ending with .png is known as a PNG.

A PNG file is a cross-platform file format that retains colour closest to its truest value when used in digital applications (RGB).

The RBG colour mode is an additive colour mode in which red, green and blue light are added together in various ways to reproduce a broad array of colours.

Being on-screen it gives much brighter and more vibrant results compared to CMYK.

You have been supplied with RGB .png files. When creating any digital design, whether a website banner, animation or any social media template, all placed artwork should be .png version.

The .png files are also best to use across Microsoft programmes (Word, Powerpoint and similar).

Usage File FormatsEPS v. PNG files

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Proud Supporter

Please note, if you require any other file types, please get in touch with us at [email protected]

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Please note, if you require any other file types, please get in touch with us at [email protected]

4. Logo Association

Clear visual separation is required between the Glasgow 2018 welcome logo and your logo.

At all times, it is best to ensure that your logo and the Glasgow 2018 welcome logo are the same size.

YOUR LOGOLogo width or height must not exceed the

boundary line at any point.

YOUR LOGOYOUR LOGO

YOUR LOGO

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Stationary, Promotional Items - Exceptions

For stationary (e.g. letterhead and compliment slips) and some other applications, care should be taken to avoid confusion about the author. For example, when used for a letter it may be deemed that Glasgow 2018 is jointly responsible for the content of the letter.

In these cases your logo should be more prominent than the Glasgow 2018 welcome logo.

In order to preserve the integrity of the Glasgow 2018 brand logo and keep it relevant and exclusive to the European Championships, the positioning of the logo may vary as shown in the examples provided. Please also note that logos are not allowed to appear together, implying a composite mark, and a suitable distance must be given between the logos.

5. Application of the Glasgow 2018 Welcome Logo

YOUR LOGO YOUR LOGO

YOUR LOGO

YOUR LOGO

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6. Typography

Primary Typeface

Titillium

Ambitious. Accessible. Authentic.Challenging.

United, we celebrate the highest honour in European Sport.To us, ‘Championships’ means being part of something amazing; a family of like-minded individuals and organisations who share the common belief that being unified gives us new opportunities to touch the lives of millions.

Typography Primary Typeface - Titillium

70European Championships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Typography

Typography Secondary Typeface - Verdana

ABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz () & ? !0123456789.,:;-_*’/

Verdana Regular - On Dark

Verdana Regular - On Dark

Verdana Regular - On Light

ApplicationWhen the use of Titillium is not possible, the font Verdana Regular should be used in European Championships communications. For headers Verdana Bold should be used and body copy should always be Verdana Regular.

74European Championships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Typography

Secondary Typeface

VerdanaAlthough Titillium is the Glasgow 2018 primary typeface, not everyone has access to this font. Therefore, the font Verdana regular is our secondary font and is used on occasions when the use of Titillium is not possible. For headers, Verdana Bold is used whilst body copy is always Verdana regular.

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BRAND GUIDELINES

7. Colour

Background Colour

The European Championships core colour palette consists of six primary colours each with three tones along with two background colours (On Light and On Dark).

On Dark Pantone 2765 C R-28 G-14 B-82 C-100 M-100 Y-10 K-55 #1C0E52

On Light Pantone Cool Gray 2 R-225 G-226 B-224 C-5 M-3 Y-5 K-11 #D5D6D2

Primary Colours

Below are the six primary brand colours: Courage

Pantone Pro. Cyan CR-0 G-159 B-218C-100 M

-0 Y-0 K-0#009FDA

Mid-Tone

R-0 G-147 B-211C-100 M

-0 Y-0 K-10#0093D3

Dark-ToneR-0 G-130 B-185C-100 M

-0 Y-0 K-25#0082B9

78European Cham

pionships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Colour - Prim

ary Palette

Fortitude

Pantone Pro. Yellow C

R-249 G-227 B-0C-0 M

-0 Y-100 K-0#F9E300

Mid-Tone

R-230 G-210 B-5C-0 M

-0 Y-100 K-10#E6D205

Dark-ToneR-215 G-197 B-8C-0 M

-0 Y-100 K-18#D7C508

79European Cham

pionships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Colour - Prim

ary Palette

Desire

Pantone 485CR-213 G-43 B-30C-0 M

-96 Y-100 K-0#D52B1E

Mid-Tone

R-198 G-42 B-27C-0 M

-96 Y-100 K-10#C62A1B

Dark-ToneR-173 G-39 B-21C-0 M

-96 Y-100 K-25#AD2715

80European Cham

pionships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Colour - Prim

ary Palette

Belief

Pantone 151CR-255 G-121 B-0C-0 M

-64 Y-100 K-0#FF7900

Mid-Tone

R-220 G-111 B-24C-0 M

-64 Y-100 K-10#DC6F18

Dark-ToneR-202 G-103 B-21C-0 M

-64 Y-100 K-20#CA6715

81European Cham

pionships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Colour - Prim

ary Palette

Devotion

Pantone Rub.Red CR-202 G-0 B-93C-0 M

-100 Y-18 K-20#CA005D

Mid-Tone

R-186 G-11 B-87C-0 M

-100 Y-18 K-30#BA0B57

Dark-ToneR-167 G-11 B-78C-0 M

-100 Y-18 K-42#A70B4E

82European Cham

pionships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Colour - Prim

ary Palette

Determination

Pantone 368 CR-105 G-190 B-40C-70 M

-0 Y-100 K-0#69BE28

Mid-Tone

R-101 G-168 B-44C-70 M

-0 Y-100 K-10#65A82C

Dark-ToneR-91 G-151 B-40C-70 M

-0 Y-100 K-23#5B9728

83European Cham

pionships Inspiration Guide Copyright© 2016.

BRAND ELEMENTS | Colour - Prim

ary Palette

Pantone Pro. Cyan C

Pantone 368C

Pantone 485C

Pantone Rub. Red C

Pantone Pro. Yellow CR-249 G-227 B-0C-0 M-0 Y-100 K-0#F9E300

Mid-ToneR-230 G-210 B-5C-0 M-0 Y-100 K-10#E6D205

Dark-ToneR-215 G-197 B-8C-0 M-0 Y-100 K-18#D7C508

R-202 G-0 B-93C-0 M-100 Y-18 K-20#CA005D

Mid-ToneR-186 G-11 B-87C-0 M-100 Y-18 K-30#BA0B57

Dark-ToneR-167 G-11 B-78C-0 M-100 Y-18 K-42#A70B4E

R-105 G-190 B-40C-70 M-0 Y-100 K-0#69BE28

Mid-ToneR-101 G-168 B-44C-70 M-0 Y-100 K-10#65A82C

Dark-ToneR-91 G-151 B-40C-70 M-0 Y-100 K-23#5B9728

R-213 G-43 B-30C-0 M-96 Y-100 K-0#D52B1E

Mid-ToneR-198 G-42 B-27C-0 M-96 Y-100 K-10#C62A1B

Dark-ToneR-173 G-39 B-21C-0 M-96 Y-100 K-25#AD2715

R-0 G-159 B-218C-100 M-0 Y-0 K-0#009FDA

Mid-ToneR-0 G-147 B-211C-100 M-0 Y-0 K-10#0093D3

Dark-ToneR-0 G-130 B-185C-100 M-0 Y-0 K-25#0082B9

Pantone 151R-255 G-121 B-0C-0 M-64 Y-100 K-0#FF7900

Mid-ToneR-220 G-111 B-24C-0 M-64 Y-100 K-10#DC6F18

Dark-ToneR-202 G-103 B-21C-0 M-64 Y-100 K-20#CA6715

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Send artwork to [email protected] for approval

Request reviewed by Glasgow 2018 team

ApprovalApproved Declined

8. Approval Process

Glasgow 2018 has established a process to ensure timely sign off on brand approvals. This process must be followed every time you wish to use the Glasgow 2018 welcome brand assets.

Please note there is a five working day SLA on brand approvals. If a request requires extra levels of sign off which will require additional time (8 working days in total) you will be notified by Marketing. To ensure deadlines are achievable please submit your request as early as possible.

Questions concerning usage of the Glasgow 2018 assets should be referred to [email protected]

If your files are too large to be sent via email (>10Mb) please send artwork via WeTransfer to [email protected]

Glasgow 2018 advises of decline and provides changes required

Make amendments and re-submits to Glasgow 2018. Process and SLA

as above

Glasgow 2018 advises of approval via return email

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Contact usIf you have any queries on anything contained within this guidance or if you would like to request permission to use the 2018 Brand for any potentially permitted purpose, please contact: [email protected]

Glasgow 2018 European Championships 32 Albion Street Glasgow G1 1LH Scotland, UK

Official Supporter


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