engage TRULY CANADIAN
The brand is bigger than a city. Go national.
Imagine a stadium. Overflowing with people, skin painted and plastic cups sweating. Energy bounces off energy and cracks in the air. The crowd intimidates when silent and it petrifies when it thunders. Swelling
ENERGY
PASSION
Our spirit should inspire the fans.
Feel it in your veins.
like a mob of national pride, it is pure adrenaline. The truth is, the Blue Jays are not a team of twentyfive. We’re a team of 34 million. Some think we are polite and humble. Some think we are easy to overlook. But we are a threat from above. A Canadian baseball team doesn’t bend to pleasantries; we have too much determination burning in our bellies. And it only grows hotter when the odds are stacked against us. Now talk to the nation. With unrelenting passion, chant: “you are needed. You are the muscle behind every pitch, every hit, and every win.” Young or old, man or woman, everyone is a coach, a team member, and a motivation to hustle. Every communication should send out this call.
TORonto Blue Jays
BRAND BOOK
5
look why the brand strategy We haven’t forgotten our first game in 1977, or our first pennant in ’85. And we’ll always remember the backto-back World Series Championships. We respect past accomplishments, but our sights are fixed on the future, looking forward to new victories, new heroes, and bigger dreams. As a brand, and as a baseball team, the Toronto Blue Jays have always been different. This strategy respects what sets us apart and encapsulates the spirit of Canadian baseball. It is the beginning of a dynasty. Our brand strategy is to deliver a winning experience at every touch point. Use
the
strategy
as
the
backbone
for
all
communications to generate a consistent brand to our target groups across Canada. It will build brand recognition, customer loyalty, and, ultimately, more Toronto Blue Jays fans across the country.
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BRAND BOOK
TORonto Blue Jays
PRIDE
Unite the country from coast to coast.
speed FOCUS
Keep your sights fixed on a successful future.
the brand look and feel The look and feel of the brand should be handled consistently to ensure brand integrity. Design and visuals need to reflect speed, agility, and a thirst for success. Part of the revitalization of the brand is to ensure that our iconic history is not abandoned in the process. The past holds emotional significance with the customer, so it’s important to take the spirit of past achievements and carry it respectfully into the future. However, don’t get stuck in the past. The future is a place of excitement and hope. Take us there.
TORonto Blue Jays
BRAND BOOK
21
perception tone of voice Every organization has a tone of voice that is recognized on a conscious or subconscious level. It reflects the brand and its relationship with the customer. The Toronto Blue Jays voice is one of excitement and spirit. Inspired by the optimism of youth, it is never cautious or reserved, but bursts forth passionately. Think of the natural rhythm of baseball. Intensity builds slowly. When you hear the crack of the bat, not one person is left sitting in their seat. The excitement is infectious, exhilarating, and no other sport can deliver such a concentrated thrill. Excitement and spirit are not just words. They are emotions. You must evoke these emotions in customers when they come into contact with your communication, causing flashbacks to past games, victories, or even the feeling of a bat in their hands. Speak honestly from the heart. Don’t resort to clichÊs, gimmicks, or American visions. The Toronto Blue Jays do everything differently. And we are proud of it. Always remember, passion is contagious. 18
BRAND BOOK
TORonto Blue Jays
BELIEVE
The optimism of youth is never-ending.