Lets Play Guideline by Marvin Gunawan

Guidelines 1

Content Our Brand Our Brand Our Brand Positioning Statement Our Brand Attributes

Core Elements 4 5 6

Brand Architecture What is Brand Architecture for? Our Brand Architecture

8 9

Our Brand Name Our Brand Identity Brand Identity and Motivators Brand Identity Colours Clear Space Minimum Size Flipping Incorrect Usage Colour Palette: Primary Palette Colour Palette: Secondary Palette Secondary Graphics Typography Copywriting Style Photography Rules of Photography

Applications 12 13 14 15 16 17 18 19 20 21 22 28 30 31 33

Grid System Stationery System Advertising System Banners Website Exhibition Panel Signage

35 37 40 44 46 51 53

File Naming System File Naming System

Our Brand Our Brand Our Brand Positioning Statement Our Brand Attributes

4 5 6

Our Brand Our Brand is our DNA. It defines who we are and what makes us unique. It’s more than just the way we behave and the way we communicate. The Let’s Play brand is much more than just our brand signature - it defines what we stand for. Our brand helps us focus our energy on what matters to us as an organization and to our stakeholders. It helps us deliver an experience that is relevant to our stakeholders in a way that is efficient and effective. Our brand helps us work together as one towards the same goal.

This document introduces our brand positioning and personality. It encapsulates the key differentiating characteristics of our brand. The guidelines set out to inform and inspire our communication partners about our brand. These guidelines outline the principles for the way in which our brand is expressed.

Our Brand Positioning Statement

Energizing life through sportsâ&#x20AC;&#x2122; diverse offer of enjoyable moments and shared experiences.

Our Brand Attributes Our 3 Brand Attributes are the building blocks for the Brand Positioning. They deﬁne the way we behave and set us apart from our competition. Our 3 Brand Attributes are:

Connection

Love for the sport

Vitality

Sports as a social occasion

Energizes with the diversity and enjoyment of sports

Sports adds vitality to lives

Building relationships with others through sports

There is a variety of interests, events and activities. It’s about the spirit of enjoyment

Health, ﬁtness, personal development and happiness

Brand Architecture What is Brand Architecture for? Our Brand Architecture

8 9

What is Brand Architecture for?

Brand Architecture unites the organisation internally and strengthens internal culture. A uniďŹ ed approach creates competitive resilience through greater marketing efďŹ ciency and impact. It allows more succinct delivery of information through a coherent and consistent style.

Our Brand Architecture How we support each other

Corporate Name

Singapore Sports Council

listed name of the company

Corporate Brand a brand that is capable of both representing its own basket of products /services as well as endorsing or supporting allied products/services

Segment target audience with common characteristics for which the company creates value

Sports Excellence

Sports Participation

Sports Industry

Segment Brand the brand that represents the target audience

+ 9

Our Brand Architecture How we support each other Sports Council’s Ecosystem The Three Main Thrusts

1 Sports Excellence

Sports Participation

Sports Industry

Let’s Play supports Sports Excellence To drive participation & spectatorship in sports for the entire nation and cheer our athletes on at all sports events.

Let’s Play is our Sports Culture Brand To help build a sports culture in Singapore. To energise life through sports’ diverse offer of enjoyable moments and shared experiences.

Let’s Play supports The Sports Industry By encouraging us all to become sports consumers we can help drive the sports industry.

Core Elements

12 13 14 15 16 17 18 19 20 21 22 28 30 31 33 11

Our Brand Name When typesetting our brand name, always set it in either all caps or in title case. Shown on this page is a common typesetting error which should be avoided.

Typset it as:

Do not typset it as:

LET’S PLAY

let’s play

Upper Case

Lower Case

Let’s Play Title Case

Our Brand Identity Our Brand Identity comes in different colours and different shapes. It’s ﬂexible! The different shapes are called ‘Motivators’ and they are intended to motivate and our different colours are orange and lime. (The following pages outline how to use our brand identity)

Orange

or Lime

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department.

Brand Identity and Motivators We have developed 4 illustrations to house the brand identity. These illustrations are called “Motivators”. The LET’S PLAY brand identity appears in the center of these motivators. These are all acceptable versions of the LET’S PLAY brand identity, because it represents the diverse and energetic quality of our brand attributes. Each Motivator represents an aspect of sport:

Think about Sport

Love Sport

Talk about Sport

Be a Sports Star

Brand Identity Colours The brand identity comes in two colour versions, orange and lime. Depending on the colour scheme of your application you can choose to use either version.

Orange

Lime P 387 C

Red P 201 C

Mango P 7406 C

Main Colour Supporting Colours

or Lime

Mango P 7406 C

Green P 3293 C

Lime P 387 C

Main Colour Supporting Colours

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LETâ&#x20AC;&#x2122;S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department.

Clear Space Clear space refers to the area around the brand identity that should remain clear of graphic clutter and therefore allow the brand identity to be read clearly.

The motivator deďŹ nes the clear space. As a result coloured backgrounds and various imagery may be applied directly behind the logo.

Minimum Size The minimum size of the Letâ&#x20AC;&#x2122;s Play brand identity is 15mm in height. Anything smaller than this, there will be a risk of not being able to read the words clearly.

15mm

Flipping Some of our motivators can ﬂip. This is to allow different arrangements. (see below) Flipping: Think Motivator

Option 1

There is no need to ﬂip the love motivator or star motivator as they are symetrical anyway!

Examples:

Option 2

Examples: Option 1

Flipping: Talk Motivator

Option 2

Love motivator

Examples:

Star motivator

Option 1

Option 2 Option 1

Option 2

Incorrect Usage The examples shown on this page are violations of the endorsement. Please do not try to recreate the LET’S PLAY brand identity but use the approved version supplied.

Do not ﬁll motivator with colour

Do not stretch the identity

Do not change the colours of the identity

Do not add shadow to the identity

Do not change the proportion of the identity

Colour: Primary Palette Our Primary colour palette consists of three colours. These diverse and energetic colours reﬂect our brand positioning of “Energising life through sports” (please see following pages for usage)

Lime P 387 C

Mango P 7406 C

The Secondary Palette discussed on the following page are colours meant for use on all other communication materials.

Sports Council Red

Process

C: M: Y: K:

C: 0 M: 20 Y: 100 K: 0

C: 0 M: 100 Y: 100 K: 0

10 0 75 0

The Primary Colour Palette discussed on this page refers to the colour we use for our brandmark.

Colour: Secondary Palette The Secondary Palette consists of 36 colours. This gives us the ďŹ&#x201A;exibility to straddle all our communication according to out different target audiences.

To accomodate our diverse communication needs, we have developed a secondary colour palette. The secondary palette colours can be used for speciďŹ c exhibition or promotional events. You can pick any of the colours below, to suit your application. (see following pages for usage)

Azure

Pantone 292 C 50C 10M

Pantone 3005 C 100C 30M

Pantone 2726 C 75C 55M

Pantone 2747C 100C 80M 15K

Twilight

Pantone 247 C 40C 90M 20Y

Pantone 190 C 60M 20Y

Pantone 225 C 85M

Pantone 227 C 15C 100M 25Y

Pantone 234 C 35C 100M 40Y

Pantone 258 C 45C 80M

Pantone 2603 C 70C 100M

Pantone 269 C 80C 100M 25K

Pantone 1788 C 80M 80Y

Pantone 1797 C 100M 100KY 10K

Pantone 201 C 100M 100Y 25K

Pantone 1817 C 100M 100Y 75K

Pantone 1925 C 100M 50Y

Pantone 206 C 100M 40Y

Pantone Process Yellow 100Y

Pantone 383 C 10C 80Y 15K

Pantone 3985 C 30C 35M 90Y

Pantone 462 C 45C 50M 80Y 40K

Pantone 361 C 75C 100Y

Pantone 367 C 35C 65Y

Pantone 346 C 60C 55Y

Pantone 3293 C 100C 50Y 45K

Pantone 325 C 60C 20Y

Pantone 3268 C 100C 50Y

Pantone 562 C 35C 20Y 55K

Deep

Soleil

Pantone 1785 C 10C 65M 50Y

Pantone 381 C 15C 100Y

Leaves

Fiesta

Humana

Pantone 1635 C 40M 45Y

Woody

Feminista

Pantone 123 C 20M 100Y

Pantone 130 C 35M 100Y

Pantone Orange 021 C 55M 100Y

Pantone 623 C 60C 10M 25Y

Secondary Graphics We have developed a unique graphic language that accompanies all our communication materials. All these visual devices help us articulate the energy, fun and diversity of sports. There are 3 main components outlined in the following pages that make up our Secondary Graphic system:

Secondary Graphics 1) The tear

The tear device allows us to create; 1. Space for copywriting 2. Space for imagery 3. Endorsement Space for ‘LET’S PLAY’ and co-sponsors logos Some guides on how to use this device is shown on the following pages.

You can tear vertically down the page... Space for Image

You can tear horizontally across the page...

Space for Copy Space for Endoser and Co-sponsers

Space for Image

direction of tear Space for Copy direction of tear Version 1 This version works best on horizontal formats such as billboards, bus ads or horizontal bunting.

Space for Endoser and Co-sponsers Version 2 This version works best on vertical formats such as banners, posters and print ads at bus stops

Secondary Graphics This page shows ways in which the tear can be used.

Variation 1 You can divide the page by using the tear

Variation 2 You may tilt the angle of the tear (a) The tear can create an area of white space suitable for placing logos along with the Letâ&#x20AC;&#x2122;s Play Brand. This is ideal when working with co-sponsers.

Place copy here

(a)

(b) You can use the tear to create a block of colour for copy

(b)

Tilting the tear creates a more informal and spontaneous feel to the visual device.

and It may appear in any colour from our Secondary Colour Palette (see page 21) The tear can be moved up and down along the page to accomodate the quantity of text or the size of the image as shown in the variations above. The tear can also appear in any of the colours from our Secondary Colour Palette.

Secondary Graphics Unacceptable Usage

DO NOT DO THIS

DO THIS

DO NOT DO THIS

No crazy Tears Crazy tears will appear messy. We want to appear spontaneous, not sloppy.

DO THIS

Coloured Background Avoid using coloured backgrounds behind any endorser or sponsors identity.

Tear ‘Cleanly’ Across the Page Rip the edge as naturally as possible.

One straight edges Do not tear one side of the graphic cleanly - this is inconsistent and appears unnatural.

DO THIS

Background Corrected Leaving a clear white space beneath the tear will allow our sponsor’s identities to be legible.

Torn Edges on Both Sides Rip both edges as naturally as possible.

Secondary Graphics 2) The Illustrations Our second visual element, is illustration. It adds another dimension to our visual style that helps communicate diversity and energy. Illustrations may be used when cost is a factor, and can be used in plain black and white or in any of the colours from our secondary palette.

Step 1) Get a picture you want.

Black and white illustrations

Step 2) Trace it, then scan it!

Step 3) Fill it with colours from our secondary palette Coloured illustrations 26

Secondary Graphics 3) The Polaroid Our last visual element is a way to frame. Sometimes the image can be put in a polaroid, it makes the image more spontaneous and informal. This is an alternative to using full bleed images. Shown on this page is an example of how you can use a polaroid.

Example of polaroid usage on a poster

The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

Typography Using the appropriate typeface can breathe character into a brand and reinforce its positioning. Selecting a consistent typeface will unify our disparate communications.

Prater Sans & Proﬁle Prater Sans One Regular 1234567890;!@#$^&*() Prater Sans One Bold 1234567890;!@#$^&*()

Profile Light abcdefghijklmnopqrstuvwxyz 1234567890:!@#$^&*() Profile Medium abcdefghijklmnopqrstuvwxyz 1234567890:!@#$^&*() Profile Bold abcdefghijklmnopqrstuvwxyz 1234567890:!@#$^&*() Profile Black abcdefghijklmnopqrstuvwxyz 1234567890:!@#$^&*()

Prater Sans and Proﬁle can be purchased at: alt. TYPE Pte Ltd 32 Pekin Street, #03-01 Far East Square Singapore 048762 Tel: 65 6236 2988 Fax: 65 65572527

Typography: Usage Using the appropriate typeface can breathe character into a Brand and reinforce its Positioning. Selecting a consistent typeface will unify our disparate communications.

Sports Energising Life Using the appropriate typeface can breathe character into a brand and reinforce its brand positioning. We chose Proﬁle because it’s friendly, fun and legible. Using a consistent typeface will unite all disparate communications. Proﬁle Light or Medium can be used for body copy. Always ensure this is set at a legible point size that even everyone can read it comfortably. Leading should be set at 2pt more than the point size.

Proﬁle can be purchased at:

Prater Sans Proﬁle Medium Proﬁle Bold

alt.Type Pte Ltd 32 Pekin Street #02-01 Far East Square Singapore 048762 Tel : 65 6236 2988 Fax : 65 6557 2527

Copywriting Style We have developed 3 simple guides to help when writing copy. The content, style and tone of voice for written communications are guided by the brand positioning.

1 Down to earth

2 Energize

3 Inclusive

• Relate sports to the everyday

• Punctuate with Calls to Action

• Use terms that include

• No sports jargon

• Be Expressive

• Avoid sounding top down

• Be conversational

• Describe events with colour

• Help coordinate groups

Examples:

Example:

“ We’re matchmakers - That’s why over here at letsplay.com, search engines help you ﬁnd likeminded individuals to play your favourite sport with.”

Aerobics Contest = Pumpathon Women’s Sports Week = The Pink Week Sea Sports Demo = Marine Mardi Gras Seniors Week = Active Aging Festival

“ We are calling all active seniors to participate in “Twilight at the Marina” this Sunday 12 December. Bring your swimming gear!”

Photography The photographic style captures the moments in sports that are candid, informal and connected.

The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

Photography The photographic style works across all the different target audiences.

Youth

PMEBâ&#x20AC;&#x2122;S

Seniors

Women

The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

Rules of Photography When commissioning photography or selecting stock library images, we want to ensure that we have our own unique style. The following simple rules will help us brief and select the images we require.

1 Get Candid Photographs taken informally without the subject’s knowledge will capture precious moments that represent the true spirit of participation. Use natural lighting and don’t worry about just getting people’s faces - there are lots of other angles that capture candid moments.

2 Be Informal We want to capture the energy of activity, that may be through colour, supporters or anything. A picture should be selected for it’s capacity to communicate the appropriate energy level and not one that just communicates the sports itself.

3 Be Connected We want to show people connecting to the spirit of sport. So lets select images that have people connecting with each other or with the sports or activity they are involved in.

Applications Grid System Stationery System Advertising System Banners Website Exhibition Panel Signage

35 37 40 44 46 51 53

Grid System We have developed a three step process that creates a standard grid and works on any format.

Step 1:

Step 2: Y

Step 3:

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, “Est vetus atque probus, centum qui perficit annos. Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, “Est vetus atque probus, centum qui perficit annos.

Information Area

Information Area Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia ﬁnis, “Est vetus atque probus, centum qui perﬁcit annos. Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos?

Shortest side ÷ 26

Divide the shortest side of your page by 26, each unit will be called “Y”. Create a margin around the page with “Y”. For example, the shortest side of a A4 paper is 210 mm, so the unit “Y” will be 210÷26, which is 8 mm.

Create a horizontal grid by dividing the information area into 10 equal parts. Once the page is divided it allows us to align information across multiple pages.

Then divide your vertical grid into 6 columns (you decide the gutter between the columns). You then have a grid of 6 x 10. This can be applied to any format.

Grid System We have developed a standard grid to work on different formats.

Using an A4 size format - follow the three simple steps outlined on the previous page to create your grid.

Square Page format - follow the three simple steps Landscape format - follow the three simple steps outlined on the previous page to create outlined on the previous page to create your grid. your grid. 36

Stationery Namecards These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Front

Back

The stationery shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the stationery should be obtained from your PR & Marketing department.

Stationery Letterhead These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Front

Back

The stationery shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the stationery should be obtained from your PR & Marketing department.

Stationery Envelope These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Front

Back

The stationery shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the stationery should be obtained from your PR & Marketing department.

Advertising Template: A Letâ&#x20AC;&#x2122;s Play communication (these applications use the primary colour palette) These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Photograhy Dominant

Photograhy and Illustration

Illustration Dominant

The advertisement shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the advertisement should be obtained from your PR & Marketing department. The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

Advertising Template: An Events communication (these applications use the secondary colour palette) These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Advertising Template: A Co-sponsored communication These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

When positioning the â&#x20AC;&#x2DC;Letâ&#x20AC;&#x2122;s Playâ&#x20AC;&#x2122; brand identity you can; 1. Position it with partner identity 2. Position it with an event name 3. Position it with a person in the image

Advertising Template: A Facilities communication (these applications use the primary colour palette) These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Banners Horizontal These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Text only

With Graphics

The banners shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the banners should be obtained from your PR & Marketing department. The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

Banners Vertical These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Text only

With Graphics

Website These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

Loading Page

Animation Page

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department. The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

Homepage

Rollover Effects

Events Page - Level 2

Events Page - Level 3

Facilities Page - Level 2

Facilities Page - Level 3

ProďŹ le Page

Exhibition Panels These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

The exhibition panels shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department. The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

Signage For Complexes These pages give you an indicative look when all the core visual elements are brought together. Our ambition is to illustrate how using the same elements we can create a consistent look for all our communication materials.

The signage for complexes shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the signage for complexes should be obtained from your PR & Marketing department. The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.

File Naming File Naming System

File Naming System Brand

Colour

Motivator

Flipped

ssc.lp

black

love

ﬂip

Singapore Sports Council Let’s Play

lime

star

File Format

Example

.ai

illustrator format

.eps

ssc.lp.lime.ai

illustrator EPS format

mango

talk

.jpeg Jpeg format

think

ssc.lp.mango.think.ﬂip.jpg

.pdf Tiff format

The basic visual components to communicate our brand are included in this document, but the power to bring our brand to life lies in all our hands. All the decisions we make to communicate our brand must be inspired by our Brand Positioning:

Energizing life through sportsâ&#x20AC;&#x2122; diverse offer of enjoyable moments and shared experiences.

The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use.