Nashville Outlaws Brand Standards Manual Art 323 Graphic Design II Professor Jane Dorn, Spring 2013 Š Gage LaGreca, 2013
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Table Of Contents Who are the Nashville Outlaws? Mission/Values
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Identity
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Logo Clearspace Minimum Size
8 9 12
System
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Color Lockup Logo Don’ts Background Specs Typography
16 17 18 19 21
Application
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Business Package Uniform Field Clothing Phone App Credits
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Why brand identity guidelines? The purpose of this document is to help us work to establish consistent communications that build the Nashville Outlaws’ reputation in the communities we serve. Adherence to these brand identity rules will aid us in creating materials that speak to our audiences while keeping one, unified voice.
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Mission/Values Along with the other teams in the NFL, the Outlaws wish to present the National Football League and its teams at a level that attracts the broadest audience and makes NFL football the best sports entertainment in the world. To achieve our mission, we will constantly challenge ourselves to improve and be guided by these values: integrity
We safeguard the integrity of the game. We are ethical in all of our dealings with fans, clubs, business partners, and each other. We follow through on our words with action. We are honest and direct. We create an environment that inspires trust and confidence. performance and teamwork
We expect from everyone in our organization the highest level of performance and commitment to our mission and values. We set the highest standards and challenge ourselves to keep improving. We are accountable for our results and consistently measure our progress.
tradition and innovation
We recognize that the NFL’s traditions are an asset, but we also embrace change. We do not rest on our accomplishments. We seek new ways of performing in response to fan interests, technology, and the best practices and business models of other organizations. We balance the need to change with the utmost respect for what has been accomplished. We are thoughtful and deliberate in our thinking, and always consider the long-term consequences of our decisions. diversity
We create an organization that represents, supports and celebrates diversity, while also embracing our shared interests.We represent and respect a wide range of human differences, personal experiences and cultural backgrounds for the benefit of the organization and our employees as individuals. We provide each employee with an opportunity to achieve his or her full potential.
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Primary Logo Clearspace .5x
x
.5x
To ensure its integrity, the logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace—a space defined by “x.” These rules only apply to corporate business papers used in the Outlaws and NFL offices. As shown in this booklet, it may be appropriate to scale up the logo to fit the needs of the publication and/or merchandise.
.5x
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.5x
.25x
x
.25x
Secondary Logo Clearspace To ensure its integrity, the secondary logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace—a space defined by “x.” These rules only apply to corporate business papers used in the Outlaws and NFL offices. As shown in the cover of this booklet, it may be appropriate to scale up the logo to fit the needs of the publication and/or merchandise.
.25x
.25x
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x
x
x
Wordmark Clearspace To ensure its integrity, The wordmark should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace—a space defined by “x.”
x
x
These rules only apply to corporate business papers used in the Outlaws and NFL offices. As shown in the cover of this booklet, it may be appropriate to scale up the logo to fit the needs of the publication and/or merchandise.
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Measurement area
Minimum Logo Size At extremely smaller sizes, the readability of the logo becomes compromised. To ensure that the signature is always legible, it should never be reproduced smaller than 1’’ in width, as shown to the left.
1�
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Measurement area
Minimum Secondary Logo Size At extremely smaller sizes, the readability of the secondary logo becomes compromised. To ensure that the signature is always legible, it should never be reproduced smaller than .5’’ in width, as shown to the left.
.5�
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Measurement area
Minimum Wordmark Size At extremely smaller sizes, the readability of the wordmark becomes compromised. To ensure that the signature is always legible, it should never be reproduced smaller than .5’’ in width, as shown to the left.
1”
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Nashville Black C71 M65 Y64 K71 R35 G35 B35 Hex #232323 PMS 532 C Nashville Red C0 M99 Y93 K0 R237 G32 B43 Hex #ED202B PMS Bright Red C
Nashville Grey C25 M20 Y20 K0 R192 G191 B191 Hex #C0BFBF PMS 5527 C
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Color Color is a key component of the Outlaws identity. Colors consistent across brand communications will build recognition for the Nashville brand while contributing to a unified look and feel. The colors of the primary palette can be used for text, color fields, backgrounds, rules and other graphic devices. The Outlaws palette seeks to convey power and passion, much like the team. The colors represented on this page have not been evaluated by Pantone, Inc and may not match the Pantone system. Consult a Pantone Color Formula Guide for reference.
Background Specifications The brandmark can be placed on any of the colors in it (Nashville Red, Nashville Black, and Nashville Grey). It is also acceptable to put it on a background of white (C0 M0 Y0 K0).
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Horizontal lockup
Lockup
Vertical lockup
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In most cases, the Outlaws logo and logotype are used separately, and can be placed as per the clearspace already established. However, when the logo and logotype are together, there should be a way that elements interact with eachother spacially. The logo may be reproduced only in the versions shown in this manual and may not be altered in any way.
Do not stretch or skew the mark.
Logo Don’ts Do not change the colors.
The brandmark has been carefully crafted with attention paid to every detail. As such, it must not be distorted, skewed, discolored or in any way altered from the way it appears in this manual.
Do not tilt or turn the brandmark.
Do not flip the elements of the mark.
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Background Specifications (cont.) Because of the dynamism of the brandmark, it or the logotype can be used on a wide variety of image backgrounds. The brandmark works especially well against greyscale images with high contrast. The only time to not use the brandmark is because there isn’t enough of a contrast between the colors of the image and the colors of the background.
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System Typography To ensure consistent branding across multiple platforms, a custom typeface, called Ambush, (top left) is available to all within the organization. It is so be used on materials that require a “display� face, such as t shirts, posters, uniforms, phone apps, clothing, or anything else.
Verlag Light Verlag Light Italic Verlag Book Verlag Book Italic Verlag Bold Verlag Bold Italic Verlag Black Verlag Black Italic
For company/corporate materials, Verlag and all of its styles by Hoefler & Frere-Jones is to be used.
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1.2” 1.4”
Letterhead Package (front)
460 Great Circle Rd Nashville, TN 37228 615-565-4000 nashvilleoutlaws.com
Dear Outlaws Fans, Pa incitas earunt ventiur re nonsequatio. Ut et molorest, nis sandunt plibus moluptae dolupt que eumqui dolorpora que et eosae dessint, eaquaeruptam voluptur? Quid unt.
aut quia vit fugitium voluptaes molore etur mos natem venim simusam, omnisciisit lab il et lidral acersped et ex et latur aut quibusdam voluptas essinul lorero moles sinus et et odi cullo culpast velenimustia nim quo dempersperia dolor andisin cum ex eossint ut odisint aut parios quae dolor nestiae eiunt enderiorum, utestor isquam accusdam fugit maximus escitium que consecat
Strathmore Writing Wove Platinum White 24 lb. writing (90gsm) 8.5” x 11” Typeface: Verlag Book 10/14
fuga. Et qui destin pere sam, a conse conseruptae volorem eaturit enihil ipiet vid magnis eos autem fugiatem nobissit fugiae post reribea riassit aliquos peria illuptas poruntia voloreped magnis as dolupta tectias et et everchilla vollore ptatur, sae. Um quiscimus asped que eatios asimo ventio. Sed et pro ipidici enditat minci berios de volore expla voluptatus quis ut ut aut ex elles sundam alique eosanda coritionem nonecus et eum in cupta cum undigenistor modis et landel eum re venit ut qui ilic tem doluptas serovit quunt quibus quunt et quat. Rianihil lenimet est aut eicietur, con repudi beribusda quatus eum non rehendi quistiam, enisqui odis comnihilicia plit acerest, eossumet voluptus im vitatus ressit et ipsae con restis endantotae voluptiur magnis alit aut endit abo. Me quodi omnis ersperum hit et apernatur? Lorpores eum dolorem perchil liciisquides autendanda et, corepratur arum ut facessunt, secaboria volut velesciamus nat ut odio. Verro voluptatquo minctusdam ipitaquide velecus. Thanks for your support, Bud Adams, owner
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Use SECONDARY LOGO only.
1.2”
2”
Stationary Package (Envelope)
1.2”
3.8”
John Adams 100 Freedom Way New York, NY 10010
Strathmore Writing Wove Platinum White 25 lb. writing (90gsm) #10 Envelope Typeface: Verlag Book 12/14
.6” 4”
Use PRIMARY LOGO only on front. Nashville Outlaws 460 Great Circle Rd. Nashville, TN 37228
Use SECONDARY LOGO only on back.
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.5”
Stationary Package (Business Cards)
.4”
.6”
Strathmore Writing Wove Platinum White 80 lb. writing (90gsm) 3.5” x 2” Typeface: Verlag Book 10/12 Use PRIMARY LOGO only on front.
.3”
Use WORDMARK only on back.
Bud Adams, Owner
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.3”
p: 304.555.6973 f: 404.555.3695 e: b.adams@nashvilleoutlaws.com
.3”
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.3”
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Outlaws Field Design The primary logo is spread across the 50-yard line, while the wordmark is spread across each endzone.
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Outlaws Home Uniforms The primary and home uniform is the black jersey. Note the use of Ambush for the name on back and the numbers.
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Outlaws Away Uniforms As per NFL rules, the away uniform is the white jersey. Note the use of Ambush for the name on back and the numbers.
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Outlaws Alternate Uniforms The NFL allows one alternate uniform, which, in this case is grey. Also note the black pants.
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Outlaws Helmet Since the primary logo doesn’t lend to being spread across the side of a helmet, the seconardy logo is used (with an outline). This is the only helmet Nashville uses.
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Outlaws Clothing Pictures are a Outlaws hat, pair of shoes, hooded sweatshirt, and t-shirt. These are all licensed NFL merchandise and are sold through the NFL store, either at the games or online.
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Outlaws Clothing Pictures are a Outlaws hat, pair of shoes, hooded sweatshirt, and t-shirt. These are all licensed NFL merchandise and are sold through the NFL store, either at the games or online. Note that the logo on the hat doesn’t necessarily follow the clearspace rule. This is a case of the designer deeming in appropriate to use the logo in this way.
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Outlaws Clothing Pictures are a Outlaws hat, pair of shoes, hooded sweatshirt, and t-shirt. These are all licensed NFL merchandise and are sold through the NFL store, either at the games or online. Note that the logo on the shoe doesn’t necessarily follow the clearspace rule. This is a case of the designer deeming in appropriate to use the logo in this way.
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Outlaws Clothing Pictures are a Outlaws hat, pair of shoes, hooded sweatshirt, and t-shirt. These are all licensed NFL merchandise and are sold through the NFL store, either at the games or online.
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Outlaws Phone App This app contains information about the team. Whether you need news, player stats, game stats, scores, schedule, or anything else Outlaws-related, this app is a must-download. It is available for free in the App Store or for download on an Android device.
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Credits Templates: rezland.deviantart.com/ hotfile.com/dl/145395417/67c170d/mailer.rar.html graphicriver.net/item/stationery-branding-mockups-set-01/4379740?ref=carlosviloria upstageapp.com/resources www.mediafire.com/?olv33kdjmqx... theapparelguy.deviantart.com/art/Hoodie-Template-PSD-253771439 boards.sportslogos.net/topic/87558-altered-nike-football-template-promotes-creativity-template-now-up/ www.designbyhumans.com/designguide/ psdlist.com/tag/hat-template/ Photos: www.sxc.hu/photo/372032 i304.photobucket.com/albums/nn165/ingwil/GaDome.jpg www2.picturepush.com/photo/a/3796025/img/Hi-Res-Pics/Chris-Johnson.jpg a.espncdn.com/combiner/i?img=/i/headshots/nfl/players/full/11258.png&w=350&h=254 media.al.com/alabamafootball_impact/photo/chance-warmack-media-hotel-huntjpg-e2cda04f53e3b7e6.jpg thecoastnews.com/wp-content/blogs.dir/2/files/2012/08/Bill-Reilly_Tony-Romo_IMG_9590.jpg
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