This is how we look

Brand Guidelines

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CONTENTS04 Who we are06 Our logo10 Our typeface16 Our colors18 Goals22 Logo + Image20 Photography22 Putting it all together27 Help me i’m stuck!

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“Our vision is that Chattanooga’s youth will be healthy, active, and regularly engaged in physical activity.”

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HELLO AND WELCOME TO OPERATION GET ACTIVE!Operation Get Active is a health initiative that uses the game of soccer to encourage youth to live active and healthy lifestyles. Our vision is that Chattanooga’s youth will be healthy, active, and regularly engaged in physical activity.

We aim to inspire and educate children across Chattanooga about the importance of health, fitness, and nutrition. Ultimately, our goal is to encourage participants to maintain regular exercise throughout the rest of their childhood and into adolescence. Using soccer as our tool, we seek to introduce a diverse group of children to sport and in doing so, expect to reap the benefits of not only physical activity, but also teamwork, social skills, and leadership. For those that show a keen interest in soccer, we hope to provide a pathway for them to continue participation in the sport be it at school, in local teams, Highland Park Commons, or even the Chattanooga Football Club academy/team.

These brand guidelines are to give a background and guidance of the proper use of the logo and other design elements so that we can consistently and effectively convey the image of the Operation Get Active brand. The logo encompasses the brand vision with ‘Active’ being at the heart of the goal.

I have seen the power of sport, particularly soccer, in a variety of countries. I truly believe that soccer is a universal language and I love witnessing how a simple game can engage children in leadership, teamwork, and communication. I am extremely excited about the potential of this initiative and hope that with your help we can harness the power of soccer to encourage children throughout Chattanooga to engage in regular physical activity.

Regards,

Peter Woolcock Director, Operation Get Active

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LOGOOur logo is a very valuable asset. We must treat it nicely and apply it correctly.

01 The primary logo is navy blue. You can find the color values in the colors section on page 16. When navy blue is not possible you may use black. We also have a reversed out logo (in white) for using over darker colors or backgrounds.

02 Please leave at least the goals height padding around the entire logo. This will ensure the logo stands out and is clear to read. There may be some exceptions, like when using with an image, that is not possible to have this much padding. But use your judgement. If in doubt - more space is better!

03 Try not to have the height of the logo smaller than 15mm.

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15mm03

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DO’S AND DON’TSTake a moment to think about how you apply the Operation Get Active Logo.

We’re not a rules and regulations kind of organization, nonetheless here are some examples of what we think works well and what certainly does not.

01 It doesn’t get better than this.

02 Please don’t change the color. The logo can only be used in navy, black or white

03 Please don’t stretch the logo...not even a tiny bit!

04 Please don’t rotate the logo...not even a tiny bit!

05 Please don’t add embelishments like drop-shadows, embossings etc to the logo.

06 The ‘net’ always has to be white – never any other colour even when on a solid color background. However when using over images the white can be 66% opacity.

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Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

AaOUR PRIMARY TYPEFACERoboto Condensed is our primary typeface. It is a nice simple font, good for anything large or small. Roboto has multiple weights that can be used to emphasize information and text. Roboto Condensed can be downloaded and installed via Google Fonts. Please use Roboto Condensed when possible.

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Reg ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ROBOTO CONDENSED

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Here are some guidelines for typesetting body copy*

HEADINGS = ROBOTO CONDENSED BOLD, ALL CAPSMain body of text should be in Roboto Condensed regular. You can use the various weights to emphasize parts throughout the text. You may also emphasize the text by bolding it and coloring it in the Operation Get Active light blue.

100% Black Text should be 100% black.

Tracking Tracking is the space inbetween all the letters. It should be set to 20 (thousands of an em) for 12pt body copy.

Leading Leading is the spacing between the lines. Ideally it should be set to 14pts on 12pt body copy.

Weight RegularSize 12pt

* These are more guidelines as opposed to strict rules. We think type set like this is ledgeable and looks nice. However we understand you can’t always adjust the type on every program so don’t worry if you can’t!

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AaArial

OUR ‘BACK UP’ TYPEFACEWhen you are not able to use Roboto Condensed as the primary typeface you can substitute it for Arial or Helvetica. You may need to do this for powerpoints and online presence.

Reg ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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AaHelvetica

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Reg ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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You can draw attention to pieces of infomation by enlarging the text, bolding it, and coloring it in blue like this...

...or you can useit over an imagereversed outin white...

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4...numbers too

837921

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COLORSOur colors are what give us our personality. We are athletic, bold, confident and approachable. Remember use CMYK/Pantone for print and RGB for online/digital.

CMYK 52, 1, 3, 0

RGB 126, 204, 240

Pantone 297U

CMYK 59, 0, 88, 0

RGB 119, 185, 71

Pantone 376U

CMYK 100, 89, 45, 52

RGB 25, 33, 60

Pantone 282U

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1/3Blue

2/3Green

Use this color...

with this color...

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GOALSGoals are a major player in our program. Goals symbolize aim, ambition and achievement as well as being directly tied to the sport we focus on. You can use them with numbers to draw attention to information like player numbers, facts or dates.

Goals should be kept in the same proportions as in the logo. You may rotate them to make square boxes. Here are a few guidelines for making goals look great.

01 Dates should be spaced out like this.

02 You can combine goals, numbers and text!

03 Works best with light blue number enclosed with dark blue goals on white.

Save the Date

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5 AsideSoccerLeague

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PHOTOGRAPHYWhen we use photography, our images are realistic, high quality and feature action. Here are some general principles to guide your image selection. It is best to hire a professional that understands your vision. However there may be times when you wish to use your own photography or images from a stock image library.

When that urge strikes you, then ask yourself these questions:

01 Does the image feel natural, observed and shot on a real location?

02 Is the image full color and free from any treatment? (filters, posterisation etc.)

03 Does the image feel unique and not like a stock shot?

04 Are people in the image engaged?

05 Does the image display the broad demographic the program reaches?

06 Is the image good quality? (not pixilated or taken from a phone)

If the answer is yes to all of the above, congratulations! You have found an image to use.

LOGO + IMAGEYou can use the logo with an image. But please, keep it simple and uncluttered. Ideally the shot should focus on one player.

01 When the regular logo is applied to an image the ‘net’ should be semi-transparent (66% opaque).

02 Sometimes the white negative logo looks better.

03 For busier images it is best to keep the logo smaller

04 White looks great over the top of grass!

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PUTTING IT ALL TOGETHERWhen we combine the elements, typograhy, image and logo, it should look and feel like this.

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So that’s Operation Get Active, we hope this has given you some idea of what we aim for with our brand communication.

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HELP ME I’M STUCK!If you’re ever in doubt, just refer back to this document. We don’t ask for much, just a little respect for our brand.

We think its a pretty flexible system that allows creativity, so give it your best shot!

Please contact, Bryony Macintyre with any questions regaurding these guidelines.

bryonymacintyre@gmail.comwww.bryonymacintyre.com+44 732916861

Thanks!

28January 2016