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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ES
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
LUB B
RAND G
UID
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OUR LOGO
05
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
LUB B
RAND G
UID
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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.
06
PONY C
LUB B
RAND G
UID
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ES
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.
07
PONY C
LUB B
RAND G
UID
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ES
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
UID
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ES
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
10
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
11
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
LUB B
RAND G
UID
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RULES &
TOOLS
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PONY C
LUB B
RAND G
UID
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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
14
PRIM
ARY PALETTE
Our primary palette is blue and white.
PONY C
LUB B
RAND G
UID
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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
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