BUFFALO BILLS IDENTITY GUIDELINES
01 BACKGROUND 03 HISTORY 05 BRAND VALUES 07 THE MARK 11 THE FAMILY JEWELS 12 LOGOTYPE 15 MONOCHROMATIC 17 LOGO MISUSE 19 GRAPHIC ELEMENTS 21 TYPOGRAPHY 25 COLOR PALETTE 27 PATTERNS 29 PHOTOGRAPHY STYLE & TREATMENT 31 APPLICATIONS 33 UNIFORMS 35 HELMET 37 WEBSITE 39 MOBILE APP 41 STATIONERY 43 TICKETS 44 POSTER 45 STADIUM 47 TRANSPORTATION 49 CONTACT
BACKGROUND
HISTORY
The Buffalo Bills are a professional American football team based in Orchard Park, New York. An original franchise of the American Football League, they are members of the East Division of the American Football Conference (AFC) in the National Football League (NFL). The team was owned by Ralph Wilson from the team’s founding in 1960, until his death in 2014 at the age of 95. After his death, Wilson’s estate reached an agreement to sell the team to Kim and Terry Pegula, which was approved by the other NFL team owners on October 8, 2014. The Bills are the only team to win four consecutive conference championships, and are the only NFL team to play in four consecutive Super Bowl games, all of which they lost. 2014 is the 50th anniversary of the franchise’s first American Football League Championship. The Bills began competitive play in 1901 as a charter member of the American Football League and joined the NFL as part of the AFLNFL merger in 1970. The Bills won two consecutive American Football League titles in 1964 and 1965, but the club has not won a league championship since then.
Once the AFL–NFL merger took effect, the Bills became the second NFL team to represent the city; they followed the Buffalo All-Americans, a charter member of the league. Buffalo had been left out of the league since the All-Americans (by that point renamed the Bisons) folded in 1929; the Bills were no less than the third professional non-NFL team to compete in the city before the merger, following the Indians/Tigers of the early 1940s and another team named the Bills in the late 1940s. Buffalo’s team in the All-America Football Conference (AAFC) in 1946 was the Bisons. In 1947 a contest was held to rename the team, which was owned by James Breuil of the Frontier Oil Company. The winning entry suggested Bills, reflecting on the famous western frontiersman, Buffalo Bill Cody. Carrying the “frontier” theme further, the winning contestant further offered that the team was being supported by Frontier Oil and was “opening a new frontier in sports in Western New York.” When Buffalo joined the new American Football League in 1960, the name of the city’s earlier pro football entry was adopted.
THE BUFFALO BILLS ARE ABOUT BEING A PART OF A FAMILY THAT VALUES DEDICATION AND HARD WORK AND IS PASSED ONTO GENERATIONS.
CONNECTED BOLD DYNAMIC STEADFAST
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THE MARK
PREFERRED MARK & LOGOTYPE
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LOCKUP & MINIMUM SIZE
1 in 2.5 cm
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THE FAMILY JEWELS
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The Family Jewels were inspired by the jewels of a Super Bowl ring, which is a symbol of excellence for any team and a reminder of the dedication and hard work put into its pursuit. The ring is also an inheritance that can be passed down to the next generation, further reflecting one of the Bills’ values. Lastly, the form itself is made up of individual polygons, symbolizing the value of individuals in a family.
THE LOGOTYPE
The logotype is a modern slab serif, a call to tradition. The contemporary bison poly stands on top of this logotype, rooting the contemporary logo to tradition. Vitesse is a slab serif “for the 21st century” by the type foundry Hoefler & Co, creating the perfect mixture of contemporary and tradition. The lower serifs of the letterform “L” was modified to match the height of the “S” tail.
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THE FAMILY JEWELS LOCKUP & MINIMUM SIZE
The mark can be scaled up as needed but the minimum size of the mark must not be smaller than the dimensions below. This is to ensure the mark does not lose visual impact.
0.80 in
0.54 in
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THE LOGOTYPE LOCKUP & MINIMUM SIZE
1.19 in
0.48 in
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MONOCHROMATIC & GREYSCALE ON WHITE
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The black and white version of the logotype should be used in all black and white applications. The wireframe version can be used in black and/or white.
MONOCHROMATIC & GREYSCALE ON BLACK
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LOGO MISUSE
There are many ways of misusing the logomark. It is important to ensure correct and consistent logo usage through all applications. Any misuse or redrawing of the logotype or secondary mark will weaken or distort the intented visual impact and representation of the identity.
1. Do not place the Jewels underneath the logotype
2. Do not tilt the logotype in any way
3. Do not shift the Jewels forward
4. Do not add colored outlines to the logotype
5. Do not change any part of the logotype position
6. Do not change the scale of the mark
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7. Do not flip the Jewels’ orientation
8. Do not mismatch the logotype element sizes
9. Do not right justify the logo
10. Do not put the logotype within the wireframe
11. Do not place the Jewels in the middle of text
12. Do not change the font of the logotype
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GRAPHIC ELEMENTS
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PRIMARY TYPEFACE
Vitesse Black Italic is the primary typeface used only in the logotype. Vitesse is a slab serif “for the 21st century” by the type foundry Hoefler & Co, creating the perfect mixture of contemporary and tradition. The lower serifs of the letterform “L” was modified to match the height of the “S” tail.
VITESSE BLACK ITALIC
BUFFALO BILLS ABCDEFGHIJKLM N O P Q R S T U V W XYZ 22
SECONDARY TYPEFACE
United boasts three different styles, each with seven weights and five widths for a total of 105 fonts for the entire collection. United Sans SemiCond in Black, Bold, Medium were used as titles and subtitles.
UNITED SANS SEMI-CONDENSED BLACK
FITZPATRICK ABCDEFGHIJKLMNOPQRSTUVWXYZ BOLD
BUY TICKETS ABCDEFGHIJKLMNOPQRSTUVWXYZ MEDIUM
Dareus leads all NFL DTs in sacks and passed his single-season career high of 7.5 against the Chiefs on Sunday.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) UNITED SANS REG LIGHT For years Jackson dealt with the doubters who held his small school college career against him. Playing at Division III Coe College in Iowa he had extraordinary production his senior season with more than 1,700 yards rushing and 29 touchdowns and was a two-time conference MVP. But opportunities to try out for NFL
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) UNITED SERIF SEMI-CONDENSED BLACK
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NEWS FRED JACKSON SEEING FAR BEYOND 100 GAMES It’s been a long and winding road for Fred Jackson through 100 games in Buffalo. But the journey isn’t complete just yet. Jackson’s recent numbers serve as strong indication that his personal assessment is on the mark. Coming off a 2013 season in which he produced a team-high 1,277 yards from scrimmage he was one of just eight players in the league last year to have at least 850 rushing yards and 350 receiving yards. This season he’s fourth among NFL running backs in receptions with 33 in just seven games, and is sixth in receiving yards. His rushing production this season is right on par with that of past seasons at 4.3 yards per carry. He’s continued to deliver clutch plays with his 38-yard run in overtime to the one-yard line in Week 1 that led to the game-winning kick in the victory over Chicago the topper thus far this season.
STILL PUTTING UP NUMBERS For years Jackson dealt with the doubters who held his small school college career against him. Playing at Division III Coe College in Iowa he had extraordinary production his senior season with more than 1,700 yards rushing and 29 touchdowns and was a two-time conference MVP. But opportunities to try out for NFL clubs were few and far between. Even after he was allocated to NFL Europe by Buffalo he was the second to last pick in the NFL Europe draft and the seventh-string running back on the Rhein Fire roster. Of course after his only season with Rhein was complete he was named the team’s Offensive MVP.
PRIMARY COLORS
#000DE6
Blue symbolizes the body. It is tough like a jewel, and able to endure. White is the balance of blue and red. It aids the two colors to exist in harmony.
#040976
#FFFFFF
R: 0 G: 13 B: 230
R: 04 G: 09 B: 118
R: 255 G: 255 B: 255
C: 100% M: 94% Y: 0% K: 10%
C: 97% M: 92% Y: 0% K: 54%
C: 0% M: 0% Y: 0% K: 0%
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SECONDARY COLORS
#FF0E0D
Red represents the spirit, or a “bloodline”. It is quiet, yet bold and courageous, therefore used sparingly.
#D4110D
R: 255 G: 14 B: 13
R: 212 G: 17 B: 13
C: 0% M: 95% Y: 95% K: 0%
C: 0% M: 92% Y: 94% K: 17%
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PATTERNS
The Family Jewels can also be used as a pattern. Since the body of the Jewels identity is unique, it would be instantly recognizable when used as a texture, making it useful for aesthetic applications. The Family Jewels wireframe is also utilized as a pattern. It represents the body and reveals the points and lines that these polys are joined at.
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This energetic pattern is the symbolic essence of the Bills’ spirit and the crowds in the stands at the game. This pattern is present and used throughout the identity. It also exists in blue.
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PHOTOGRAPHY STYLE
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It is important to note that it is a priority to take pictures of the fans as well as high energy shots of the players. The photography should capture all parts of fam, to be able to properly portray the Bills.
PHOTOGRAPHY TREATMENT
The photography is treated as follows: Adjust highlights and shadows with dodge and burn Add gradient fill depending on which color is needed (blue, red, or white) Texture is masked onto subject or in background depending on what needs to be highlighted Add gradient map from black to selected color to complete tehe textured duotone
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APPLICATIONS
HOME UNIFORM
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The uniform was inspired by the Jewels. The uniform shows the energetic pattern from the top, fades out at the bottom of the jersey, and returns on the way to the knees, to highlight the legs and arms. The red “bloodline” runs up the leg and peeks out of the chest to suggest the “spirit” that’s inside of the player.
AWAY UNIFORM
Away uniforms are donned when the uniforms are similar colors to the Home team. To keep the same symbolism, the white texture was used instead. It’s almost as if the bison put on a shirt to honor the Home team.
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HELMET
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The helmet pattern on the helmet is reflected, creating a symmetry. This is reminiscent of the dynamics between the fans and players during the games. This alludes to the dynamics of the fans to the players.
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WEBSITE
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The website is simple, something a family household can keep on their desktop. The picture is a slideshow of different photos taken that day at the game and is frequently updated. It is the online hub to keep the community connected together.
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MOBILE APP
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The Buffalo Bills mobile app functions as another extensive brand component. Therefore, all imagery treatment and color usage should follow the established guideline to enhance the brand image. The app features all the services the website contains, with up-to-date alerts.
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STATIONERY
Stationery is an essential part of any brand identity. This includes uniform business cards, letterhead, and envelopes, Each should include important information about the owner. The back of the letterhead features an energetic pattern that symbolizes the fans’ voices and sounds at a game.
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ENVELOPE & BUSINESS CARD
The envelope is quiet and subdued to balance out the letterhead, but the wireframe acts as an anticipation factor. The Jewels is used as a pattern in the back of the business card. Since the mark is distinct, it would be instantly recognizable within a pile of business cards.
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TICKETS
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The ticket is a symbol of dedication. 3 different colors are assigned for the 3 different ticket levels. The bottom tier features a model shot, becoming a collectable ticket. The middle tier imagery shows the player in action, which is symbolic of the view the middle tier brings. Since the biggest fans would purchase the tickets nearest to the field, the imagery is of the drumline, who keep the spirit alive. All are overlaid with one continuous Jewels wireframe, symbolizing the different parts of the body forming a whole.
POSTER
The poster features the new tagline, “It’s our time, fam.” Fam, originating in the east coast, is a slang word short for “family”. It resonates more to the younger generation. This poster is the size of 3 posters combined together, to keep the connected motif.
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STADIUM
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The stadium is where the game happens, joining the team and fans. The banner features the white energy pattern, to symbolize this gathering. Since the stadium is also named after Ralph Wilson, the previous owner, it also acts as a memorial, thus the feature of his face.
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THE TEAM AIRPLANE
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The Jewels’ pattern is distinct enough to be recognized as the Bills especially in quick exposure situations. The airplane tail is designed in a similar fashion of the United Airlines’ airplane tail, using the pattern as the blue background and the wireframe pattern on top.
THE TEAM BUS
The bus was modeled after the Jewels, with curves that resonate with the curves of the back of the buffalo. the mirrors are a darker shade to mimic the horns of the Jewels. “It’s our time, fam” attracts the younger generation. The logo is not necessary because it’s a carrier, it acts as an advertisement for the team, thus the integration of social media underneath the tagline.
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CONTACT
Copyright Grace Lee Š 2014 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. buhnanajamm@gmail.com 714.390.4398 Identity Systems Instructed by Gerardo Herrera Art Center College of Design 1700 Lida Street, Pasadena, CA 91103
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