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VERSION 6.0 Stay On Course. BRAND AND CAMPAIGN GUIDELINES
VERSION 6.0
Stay On Course.BRAND AND CAMPAIGN GUIDELINES
2 | BRAND AND CAMPAIGN GUIDELINES
GolfNow.com
TRUSTED BY MORE THAN TWO MILLION GOLFERS WORLDWIDE TO PROVIDE GREAT PRICES ON TEE TIMES AT OVER 5,000 GOLF COURSES AROUND THE GLOBE.05.20.2014
BRAND AND CAMPAIGN GUIDELINES | 3
BOOK TEE TIMES ANYTIME, ANYWHERE. BUT FIRST, GET TO KNOW US BETTER...
Contents
http://www.GolfNow.comhttp://www.GolfChannel.com
08 LOGOExceptions | Embroidery | “Go. Play.” | Applications | Family/Variations
11 TYPOGRAPHYPrint | Online | Style
12 IMAGESBackground | Product | Exceptions
13 CAMPAIGNSOld Tom Morris | How-To
10 COLORPrimary/Secondary Palette | Application
05 COMMUNICATIONKey Messaging Priorities | What To Say | What Not To Say | Personas
Who Is GolfNow?
GolfNow is a technology company specializing in golf-related products and services with the most powerful distribution system in golf. GolfNow is trusted by more than two million golfers, who use our site and mobile app 24/7 to conveniently choose from over 5,000 courses worldwide and book a tee time that fits their schedule and budget. With offices in Orlando, Chicago and Belfast, GolfNow is a unique global golf business affiliated with Golf Channel and NBC Sports.
What Is Our Business?
We connect golf courses and golfers, by providing them both with the best technology in golf. Whether a golf course is trying to sell a round, or a golfer is looking to book one, GolfNow provides the most robust marketplace for golf courses and golfers to utilize around the globe.
What Is Our Culture?
At GolfNow, we take the business of golf seriously without taking ourselves too seriously. We believe strongly in what we do, we like to have fun while working, and although we are part of Comcast-NBCUniversal, one of the largest companies in the world, we embody a start-up mentality and a contagious, youthful energy.
4 | BRAND AND CAMPAIGN GUIDELINES
GolfNow.com
WHAT IS OUR BRAND? WE ARE FUN, PASSIONATE AND GAME-CHANGING.
If our brand was a golfer, who would it be?
We are a fun-loving, attentive, clever, economical and efficient everyday man. Clever, humorous and utterly charming, we keep everyone around us entertained.
We’re a seasoned golfer who whole-heartedly loves every aspect of the game. We’ve played more rounds than we can remember and play as often as we can. This is why we love inviting our friends, family, business colleagues, heck – complete strangers – out to play the game of golf. We don’t care how good they are, what type of clubs they play, what their handicap is or if they know the official rules (especially Rule 1-1) We just want them to get out on the course and play!
You’ll typically find us having a few beers out on the course when we’re with our buddies. If we’re playing with our kids, you can bet we’re handing out a few pointers on golf, but more importantly life – just like our dad did for us. You see, we think people matter and golf is a way to enjoy our time with them. And sometimes, it’s also a way to de-stress and get away from ’em
How does our brand talk to our golfers?
We use simple and fun language, throwing in some light golf jargon – but not too much. We are conversational and relaxed.
What types of tones does our brand use?
Informal, conversational, comedic, slightly sarcastic, educational, witty, feel good and when appropriate,slightly competitive.
What our brand is NOT...
We are not uptight, stuffy or elitist.
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SAY WHAT?! WE COMMUNICATE WITH OUR AUDIENCE IN A PARTICULAR WAY.
How does our brand NOT talk to our golfers?
We never talk AT people or DOWN to people and we never use direct, hard sales language
What are some specific lookouts?
The following words in particular should be avoided, and positive synonyms should instead be used.
• Discount• Cut-rate • Preposterous • Markdown
Key messaging priorities:
Domestic
01 SelectionLargest selection, one stop shop, easy booking no matter what your preferred method may be
02 PriceAs if playing golf isn’t enough, now the more you play the more you earn including discounts on golf gear and even free golf
03 ConvenienceBook a tee time home or away, last minute or planned, simple booking process, app or Smartphone
International
01 PriceAs if playing golf isn’t enough, now the more you play the more you earn including discounts on golf gear and even free golf
02 SelectionLargest selection, one stop shop, easy booking no matter what your preferred method may be
03 ConvenienceBook a tee time home or away, last minute or planned, simple booking process, app or Smartphone
What GolfNow would say:
Domestic
To describe the selection of courses available on GolfNow: “Thousands of Courses, Millions of Tee Times”
To describe the value/price savings by booking through GolfNow:“Great prices at thousands of courses”
To describe the convenience of booking a tee time online, using GolfNow:“Book tee times online even when the course is closed”
To describe our loyalty program and its offerings:“Play more golf. Earn more rewards”
International
To describe the value/price savings by booking through GolfNow:“Great prices on tee times”“Great courses. Great prices.”
What GolfNow wouldn’t say:
To describe value/price savings:“Find cheap tee times”“Discount tee times”“Find the best prices on tee times”
6 | BRAND AND CAMPAIGN GUIDELINES
GolfNow.com
JUSTIN
• 29, unmarried, no kids
• 16% of GN membership
• Motivation: to challenge self,improve game
• Values: convenience andaccessibility
• Attributes: self-reliant, outgoingand impulsive
• Triggers: time opportunity,new gear
• Pain Points: awkward, inaccessibleor impersonal features
• 42, married, 2 sons
• 42% of GN membership
• Motivation: escape, relax
• Values: family tradition andhis legacy
• Attributes: proud, routineand weary
• Triggers: work and/or family stressors and vacations
• Pain Points: insufficient selection, adapting to schedule changes
• 62, married, retired
• 42% of GN membership
• Motivation: the social experienceof the game
• Values: lowest price and bestbargain
• Attributes: amiable, frugaland pragmatic
• Triggers: unbeatable price, regularschedule
• Pain Points: personal, intrusion,complexity of use, total cost
ALEX CHARLIE
JUSTIN, ALEX & CHARLIE. THESE GOLFER PERSONAS HELP US TO CONNECT WITH OUR AUDIENCE.
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GET TO KNOW OUR AUDIENCE. KEY WORDS TO IDENTIFY OUR GOLFERS.
8 | BRAND AND CAMPAIGN GUIDELINES
GolfNow.com
OUR LOGO IS VERY PRECIOUS TO US. WE TOOK OUR TIME DEVELOPING OUR BRAND SO PLEASE BE NICE TO IT.
02Rendered Logo with web tag used in On-Air spots and on printedad campaigns.
03Rendered or Flat Logo with web tag and “Tee Times” line used when there is no supporting copy or context as to what GolfNow is.
01Flat Logo without web tag used on website, digital ad campaignsand employee e-mail signatures.
“Go. Play.”
Tag line to be included for applications on-air and online (in and outside of native environment), in print and for business, trade and retail applications.
• Remove “Go. Play.” when logo is under4” wide
• “Go. Play.” mark to be no smaller than2 3/8” wide.
Fonts
• GolfNow: Golf Contour• Go. Play.: Golf Contour• Note: Golf font is a licensed products and
cannot be shared. Do not share fonts.
Mobile App
• A GolfNow icon is also available for the mobileapp only
International Variant
• Identified by rotated globe to focus on Europe• Appropriate usage follows same guides as
domestic logos• When appropriate, use “.com” web tag,
not “.ie” web tag
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BRAND AND CAMPAIGN GUIDELINES | 9
WE WANT TO LOOK GOOD ALL THE TIME, SO PLEASE TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO.
01 Space around the logoAlways leave the logo some space to breathe.
02 If you have to...If you must place the logo on a dark or black background, use the white-out logo.
03 GlowIf needed, you may use a white outer-glow for contrast. (Preferred treatment.)
04 Background ImageIf on an image, use a light background color (solid or slightly transparent).
05 Not rightDo not rotate the logo.
06 Color clashDo not place our colored logo on colored backgrounds. Use only the black/white logos.
07 InvisibleDo not use color logo on a background color too similar in value.
08 No thanksMake sure not to use the color logo on a background image without added contrast.
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10 | BRAND AND CAMPAIGN GUIDELINES
GolfNow.com
OUR COLORS DEFINE OUR BRAND. WE’RE BOLD, BRIGHT AND CONFIDENT. SIMPLE AND TO THE POINT.
pantone 3005cmyk 100 : 28 : 0 : 0rgb 0 : 122 : 201hex # 0099CC
pantone N/Acmyk 64 : 56 : 55 : 31rgb 85 : 85 : 85hex # 555555
pantone 368cmyk 70 : 0 : 100 : 0rgb 105 : 190 : 40hex # 66CC33
pantone N/Acmyk 56 : 47 : 47 : 12rgb 116 : 116 : 116hex # 747474
pantone 137cmyk 0 : 42 : 99 : 0rgb 249 : 162 : 28hex # FF9933
pantone N/Acmyk 45 : 37 : 38 : 2rgb 146 : 146 : 146hex # 929292
pantone N/Acmyk 64 : 56 : 55 : 31rgb 0 : 0 : 0hex # 000000
Color Palette // Primary Color Palette // Supporting Colors
These are our corporate primary colors for our logo, text and headers.
Here are some supporting grays that we incorporate with our designs.
The corporate color palette includes a light blue and light green, with supporting tones. Color matching standard Pantone® references are included to ensure accuracy when reproducing the palette.
Also included are the references for CMYK, RGB and HEX Values for consistency across different media.Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally.
BRAND AND CAMPAIGN GUIDELINES | 11
TYPOGRAPHY IS THE BACKBONE OF DESIGN, GETTING IT RIGHT IS PARAMOUNT.
Typefaces. Corporate.
Our corporate typeface is NBCSN_Frank. This font family is used for Headlines and emphasis. We also utilize TradeGothic LT for all corporate usage. This includes printed materials, internal communications, etc.
Typefaces. Online.
When technology allows for it, TradeGothicLT should be used in any web applications. The default fall-back corporate font is Arial which should be utilized to ensure acceptable degradation when TradeGothicLT is unavailable.
Typography. Style.
Text for correspondence and publications should preferably be set in upper and lower-case, and flush left aligned with ragged right. Capitalization should never be used for body text, but is acceptable for headings and sub headings.
Headlines - NBCSN_Frank Body Copy - TradeGothic LT
Sub Headlines - TradeGothic LT Logo - GOLF Contour
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!£$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!£$&@*) 0123456789
Aa
Aa
// Bold
// Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!£$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!£$&@*) 0123456789
Aa
Aa
// Regular
// Bold
Note: the “GOLF Contour” font family is a proprietary font and not to be shared.
12 | BRAND AND CAMPAIGN GUIDELINES
GolfNow.com
WE DON’T JUST TYPE THINGS, Y’KNOW... HERE ARE A FEW THINGS TO KNOW ABOUT IMAGERY.
Photographic Style
Photography is a large part of our branding in our campaigns and our corporate look-and-feel. We utilize ShutterStock.com to find ideal images for any situation, but there are certain guidelines that we follow.
Past images that have been downloaded can be viewed on GolfNow’s ShutterStock.com account, and on the “I-Drive” accordingly.
Images, for example, must appropriately suit the project and will more than likely be associated with golf. Images that are used are to have a certain aesthetic.
If you have any additional questions or doubts, refer to the below examples as a guide and the provided images.
01 BackgroundsFor background images, we usually utilize a landscape image for campagin and/or company material. We select images that depict a golf course, showcasing our logo colors: blue and green.
02 ProductsWhen showcasing product images, we choose to present the subject without any sort of background to better detail the image and keep the aesthetic clean and simple.
03 ExceptionsAs with everything, there are exceptions to our image guidelines on a project-by-project basis. Use best judgement regarding these images, and if you remain in doubt simply abide by the guide standard.
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CURRENTLY RUNNING CAMPAIGNS: OLD TOM MORRIS AND “HOW-TO”
“Old School” Meets “New School”
• For domestic use only• Intended to showcase GolfNow to an audience
previously exposed to our brand
For in depth information on Old Tom, campaign styling and language, please refer to the “Who Is Old Tom Morris?” document.
Educate the Audience
• Used domestically and internationally• Intended to educate an audience who may be
unfamiliar with Golfnow
For information on campaign styling and language, please refer to the “How-To Campaign” styling guide.
14 | BRAND AND CAMPAIGN GUIDELINES
GolfNow.com
BLANK SPACE FOR NOTES. JUST IN CASE YOU HAVE SOME THINGS YOU NEED TO REMEMBER.
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BLANK SPACE FOR MORE NOTES. Y’KNOW...JUST IN CASE.
THIS DOCUMENT MAY BE MADE AVAILABLE IN ALTERNATIVE FORMATS ON REQUEST. PLEASE CONTACT OUR MARKETING DEPARTMENT FOR FURTHER DETAILS.
GolfNow.com
7580 Golf Channel DriveOrlando, FL. 32819
Email. [email protected]. www.GolfNow.com
