SCOTTISH SWIMMINGVisual Identity Guidelines 05 February 2015

SCOT TISH SWIMMING V ISUAL IDE NTIT Y GUIDEL INES — This guide is a tool designed to help us project the values and vision behind the Scottish Swimming brand.

It is important that it is followed carefully, to ensure a recognisable visual language and consistency of communication.

Everything we do and produce needs to reflect Scottish Swimming clearly and consistently.

Thank you!

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SCOT TISH SWIMMING MASTER LOGO— The Scottish Swimming logo has been designed to provide a highly visual and modern marque for the organisation.

These guidelines should be referred to with any application of the new Scottish Swimming branding.

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LOGO COLOUR VARIATIONS—

The following simple colour variations should be used according to the background colour they appear on.

P R E F E R R E D V E RS I O N | P OS I T I V E

P R E F E R R E D V E RS I O N | R E V E RS E D

A LT V E RS I O N | M O N O

MASTER LOGO SCALING— The Master Logo should always be legible when scaled at various sizes, in both print and digital application. In this case, the minimum size the Scottish Swimming logo should be scaled to is 40mm in width.

40mm

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SCOT TISH SWIMMING MASTER LOGO—

The SS monogram and wordmark can appear separately, but when both elements do appear together, they should be positioned as shown [TOP].

Wherever possible, the logo should be placed at the top-left in layouts, adhering to clear space rules, shown later on in these guidelines.

Because of the distinctive nature of both the monogram and logotype they can also appear as shown [BELOW] to suit the required shape. The bottom-left variation is more suitable for centre-aligned layouts.

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MASTER LOGO CLEAR SPACE— The Master Logo should always have a minimum exclusion zone surrounding it, in order to allow optimum visibility wherever it is used. In this case, the minimum exclusion zone is equal to the width of the ‘tt’ ligature, as shown. This exclusion area should always be considered with any application of the new logo.

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APPLICATION— The Scottish Swimming master logois left-aligned, and in application it should appear top-left, wherever possible, placed according to an appropriate border, as shown.

Using the same border, the Scottish Swimming URL should appear bottom-left,with any sponsor logo appearing bottom-right.

Any sponsor logo should not exceed 2/3 of the area of the Scottish Swimming logo[please see diagram, below].

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Blue squares show 2/3 of the area of the Scottish Swimming logo [top]

100% 90% 80% 70% 60% 50% 40% 30% 20% 10%

pms Process Cyan c 100 r 0 m 0 g 159 y 0 b 227 k 0

pms 275 c 100 r 34 m 100 g 22 y 38 b 70 k 41

COLOUR PALETTE— The restrained, simple colour palette is a key component of the Scottish Swimming identity and should be used to reinforce any messaging that is required. The main brand colours NAVY and CYAN should be used accordingly. Colour values for both print (spot and process) and digital use have been supplied.

SECONDARY PALETTE(S)—

For sub-brands, eg disciplines, strong, bright colours with a similar intensity to the main CYAN colour, should be picked. The colour wheel below, (which shows primary, secondary and tertiary colours) gives an indication of the sorts of colours available to choose from.

SCOTTISH SWIMMING NAVY

SCOTTISH SWIMMING CYAN

SECONDARY PALETTE

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100% 90% 80% 70% 60% 50% 40% 30% 20% 10%

html #201646

html #009FE3

html#E6007E

html#7062A8

html#AFCB08

html#12A19A

html#E50051

html#F7A600

TYPOGRAPHY— The Scottish Swimming logotype is based on GT Haptik Medium, to give a clean, dynamic feel to the identity and complement the geometric monogram.

The typeface should be used, sparingly, for titles and messaging. For body text, Akzidenz-Grotesk should be used, in flush left / ragged right paragraph styles, utilising the shown weights to achieve a clear typographic hierarchy.

When Akzidenz-Grotesk is unavailable, Arial should be used as a substitute.

Body text should go no lower than 10pt.

AKZIDENZ-GROTESK ROMAN

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMN OPQRSTUVWXYZ1234567890 £&@?!/+(.,:)

ARIAL REGULAR

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMN OPQRSTUVWXYZ1234567890 £&@?!/+(.,:)

AKZIDENZ-GROTESK BOLD

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMN OPQRSTUVWXYZ1234567890 £&@?!/+(.,:)

AKZIDENZ-GROTESK LIGHT

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMN OPQRSTUVWXYZ1234567890 £&@?!/+(.,:)

ARIAL BOLD

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMN OPQRSTUVWXYZ1234567890 £&@?!/+(.,:)

GT HAPTIK MEDIUM

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ1234567890 £&@?!/+(.,:)

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PHOTOGRAPHY— Photography is a key element in Scottish Swimming’s communications,and like every other part of the brand, it should project our values and vision.

When selecting photography for top-level communication, please bear in mind the following factors:

Clarity CompositionColourFocus

The examples shown on this page all portray the sort of positive image we want to communicate and complementour visual identity aesthetically.

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DISCIPL INES— The various disciplines are represented as sub-brands of Scottish Swimming, with specific colours chosen for the monogram and the name of the discipline.

Communications for specific disciplines should incorporate these sub-brand colours to aid recognition and identification.

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RIPPLES— The Scottish Swimming monogram logo is based upon the ‘ripple’ design shown opposite.

Elements of this ripple design can be used where appropriate to create on-brand visual interest, and can be used with transparency over photography. This sort of effect is more applicable to top-level graphic design executions, and should be used sparingly.

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RULES FOR SUCCESS— When using the logo, please:

Always use the correct colours

Always use the elements in the correct composition

Always protect the exclusion zone

Always ensure contrast against the background

F ILE FORMATS—

When reproducing the logo, please use the appropriate file type for the application.

In general terms, physical items (including print) should be created with vector files, while on-screen applications should use raster formats such as JPG or GIF.

Physical / print itemsSigns Vector EPSMerchandise / Kit Vector EPSPrint / Stationery Vector EPS

ScreenOnline JPG / GIFPowerPoint JPGE-Templates JPG

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X DON’ T INTRODUCE NEW COLOURS

X DON’ T ROTATE

X DON’ T USE THE WRONG VERSION

X DON’ T CROWD THE LOGO

X DON’ T USE ANOTHER TYPEFACE

X DON’ T ADD A STRAPLINE

X NEVER STRETCH OR DISTORT

X DON’ T REARRANGE ELEMENTS

X DON’ T USE SPECIAL EFFECTS

SCOT TISH SWIMMING V ISUAL IDE NTIT Y GUIDEL INES — The success of our brand relies on how consistently we deliver it.

This booklet sets out the guidelines we would like you to follow in your communications.

It is not a rule book, more of a way for us to consistently deliver our brand promise.

The most up-to-date version of this guide is available from marketing@scottishswimming.com

Please get in touch with any questions you might have.

SCOT TISH SWIMMING MARKETING TEAM

National Swimming AcademyUniversity of StirlingStirlingFK9 4LA

Tel 01786 466520Fax 01786 466521

marketing@scottishswimming.com scottishswimming.com

©Touch 2015