BRAND GUIDELINES MANUAL
THE BOOK
GET GAME READY. WE PREPARE ATHLETES. DAY IN AND DAY OUT, NO EXCUSES, WE SHOW UP. THIS GUIDEBOOK WILL HELP YOU UNDERSTAND WHY AND HOW WE DOT IT. IT CONSISTS OF TOOLS THAT WILL HELP YOU BUILD THE RIGHT COMMUNICATION FOR THE BRAND. REFER TO THIS BOOK FOR INSPIRATION, ANY TIME YOU HIT THE COURT.
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CONTENTS Section 1 Brand Strategy
Section 2 Brand
Section 3 Brand Elements
1.01 Brand Story
2.01 Brand Identity Components
3.01 Colour Palette Primary
1.02 Pillers
2.02 Brand Identity Clear Space & Size
3.03 Typeface - English
2.03 Brand Identity Colour Variations
3.05 Typeface - Arabic
2.04 Brand Identity Incorrect Use
3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
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SECTION 1 BRAND STRATEGY 1.01 Brand Story 1.02 Mission Vision 1.03 Brand Personality
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SECTION 1 BRAND STRATEGY
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1.01 Brand Story 1.02 Pillers
FOR THE LOVE OF THE GAME. INSPIRATION, OPPORTUNITY, MENTORSHIP. TO EVERY ATHLETE WHO HAS THE DESIRE TO PICK UP A RACQUET. PREPARING AN ATHLETE. EVERY DAY.
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SECTION 1 BRAND STRATEGY
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1.01 Brand Story 1.02 Pillers
VISION:
OUR VISION IS TO BE THE PERFECT TRAINING AND MENTORING PLATFORM FOR TENNIS ENTHUSIASTS OF ALL AGES.
MISSION:
OUR MISSION IS TO CONTINUE TO BE THE SPORTS AND TENNIS LEADER IN THE MIDDLE EAST. TO BE THE BEST ACADEMY IN THE REGION THAT CONTINUES TO DEVELOP AND NURTURE TALENT ACROSS THE DEMOGRAPHICS.
VALUES:
QUALITY PROFESSIONALISM EXPERIENCE PRO-FITNESS COMMITMENT
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SECTION 2 BRAND IDENTITY 2.01 Brand Identity Components 2.02 Brand Identity Clear Space & Size 2.03 Brand Identity Colour Variations 2.04 Brand Identity Incorrect Use
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2.01 Brand Identity Components 2.02 Brand Identity Clear Space & Size 2.03 Brand Identity Colour Variations 2.04 Brand Identity Incorrect Use
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2.01 Brand Identity Components 2.02 Brand Identity Clear Space & Size 2.03 Brand Identity Colour Variations 2.04 Brand Identity Incorrect Use
Clear Space Always allow a minimum clear space equal to the width (X) of the ‘C’ in the CF Tennis Academy logo. Size — Print CF Tennis Academy identity should never be produced below a minimum height of 12mm. Size — Digital CF Tennis Academy identity should never be produced below a minimum height of 50 pixels.
CORPORATE IDENTITY
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2.01 Brand Identity Components 2.02 Brand Identity Clear Space & Size 2.03 Brand Identity Colour Variations
01
02
03
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06
2.04 Brand Identity Incorrect Use 01 Full Color The full color brand identity should be used where possible. 02 Single Color – Grey Whenever identity is required to be reproduced in one color, this version should be used. 03 Single Color – Black Whenever the Identity is required to be reproduced in one color (black & white) this version must be used. 04 Single Color – Reversed (White) Whenever the Identity is required to be reproduced in one color on a dark background where legibility is an issue, this version must be used.
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2.01 Brand Identity Components 2.02 Brand Identity Clear Space & Size 2.03 Brand Identity Colour Variations
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02
03
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2.04 Brand Identity Incorrect Use
01 Never alter the relationship of any of the brand identity elements 02 Never compress or expand the brand identity 03 Never place the brand identity on a background that compromises its legibility 04 Never place the brand identity at an angle other than 0° — or 90° clockwise when visual impact is required on items such as flags 05 Never alter the color of any of the brand identity elements 06 Never place an effect on the brand identity
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SECTION 3 BRAND ELEMENTS 3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
When applying the palette please use the spectrum opposite as a guide to the coverage of each color. Large floods of warm grey and white can be utilized freely. Wherever possible the primary color palette should be reproduced as Pantone® spot colors. RGB values should be used for all screen based applications.
Pantone® #00AEEF
Pantone® #F7941E
Pantone® #FFC60B
Pantone® #58595B
RGB R: 0, G: 174, B: 239
RGB R: 247, G: 148, B: 30
RGB R: 255, G: 198, B:11
RGB R: 88, G: 91, B: 91
CMYK C: 100,M: 0,Y: 0,K: 0
CMYK C: 0,M: 50,Y: 100,K: 0
CMYK C: 0,M: 23,Y: 100,K: 0
CMYK C: 0, M: 0, Y: 0, K: 80
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3.01 Colour Palette Primary 3.03 Typeface - English
PRIMARY FONT
EUROSTILE REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() EUROSTILE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
SECOUNDRY FONT
EUROFURENCE REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
Eurostile should be used as the primary typeface on all English communication. Eurofurence should be used as secondary typeface. For digital applications such as Microsoft Word, the system font Arial should be used as a substitute for Eurostile & Eurofurence.
EUROFURENCE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
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3.01 Colour Palette Primary 3.03 Typeface - English
PRIMARY FONT
3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
Primary font is from the GE SS TWO family. We should use our font consistently, applying it to all corporate materials and communications. For compatibility reasons we will need a system font Adobe Arabic whenever we share documents such as Word, PowerPoint, e-mail or our digital signature.
SYSTEM FONT
GE SS TWO LIGHT أبتثجحخدذرزسشصضطظ عغف قكلمنهوي ١٢٣٤٥٦٧٨٩٠ GE SS TWO MEDIUM أبتثجحخدذرزسشصضطظ عغف قكلمنهوي ١٢٣٤٥٦٧٨٩٠ GE SS TWO BOLD أبتثجحخدذرزسشصضطظ عغف قكلمنهوي ١٢٣٤٥٦٧٨٩٠
ADOBE ARABIC REGULAR أبتثجحخدذرزسشصضطظ عغف قكلمنهوي ١٢٣٤٥٦٧٨٩٠ ADOBE ARABIC BOLD أبتثجحخدذرزسشصضطظ عغف قكلمنهوي ١٢٣٤٥٦٧٨٩٠
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
Photographic style is movement captured in a frame. The spirit of the game needs to be vocal in the images. Be it capturing players in action or a still game, it needs to be captivating.
CORPORATE IDENTITY
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
How the brand identity needs to be depicted on stationary: envelopes, business cards, letterheads, brochures etc.
CORPORATE IDENTITY
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
How the brand identity needs to be depicted on stationary: envelopes, business cards, letterheads, brochures etc.
CORPORATE IDENTITY
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
Logo usage is critical. Use the stacked version of the logos shown here. The logo should appear in the centre. How the brand will live on mupis.
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
Logo usage is critical. Use the stacked version of the logos shown here. The logo should appear in the centre. How the brand will live on court banners.
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
The website needs to capture the essence of the CF Tennis Academy brand. The colors, fonts, imagery all need to follow the brand guidelines. This is how the brand identity will appear on various screens.
CORPORATE IDENTITY
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
The website needs to capture the essence of the CF Tennis Academy brand. The colors, fonts, imagery all need to follow the brand guidelines. This is how the brand identity will appear on various screens.
CORPORATE IDENTITY
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
The website needs to capture the essence of the CF Tennis Academy brand. The colors, fonts, imagery all need to follow the brand guidelines. This is how the brand identity appears on email signatures.
email@cftennisacademy.com www.cftennisacademy.com
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
The website needs to capture the essence of the CF Tennis Academy brand. The colors, fonts, imagery all need to follow the brand guidelines. This is how the brand identity will appear on the various sizes of web banners.
CORPORATE IDENTITY
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
When the brand appears on various owned and promoted merchandise, this is the treatment it needs to be given.
CORPORATE IDENTITY
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3.01 Colour Palette Primary 3.03 Typeface - English 3.05 Typeface - Arabic 3.07 Photographic Style 3.08 Stationery 3.09 Outdoor Media 3.10 Online 3.11 Merchandising
When the brand appears on various owned and promoted merchandise, this is the treatment it needs to be given.
CORPORATE IDENTITY
3575 Ashton LaneAustin, TX 78756 Phone: 1542-465-512 info@clarkfrancistennis.com clarkfrancistennis.com